The numbers are in and your organic reach on Facebook is declining. So what does this mean? The free ride is over. In this presentation we discuss the new reality of reaching people on Facebook and how your brand can effectively connect with your customers. Topics include: • The decline of Facebook reach • Facebook’s advertising capabilities • How to get the most bang for your buck with Facebook advertising • Utilizing user generated content to engage your audience in an authentic way • Serving up relevant messaging to the right people You can watch the webinar recording here: http://info.momentfeed.com/authenticity-matters-1-on-demand.html

1. WEBINAR:
Why Facebook Likes Don’t
Matter Anymore
Rob Reed, Founder of MomentFeed
June 10, 2014
DELIVERED BY

2. Overview
Rob Reed,
Founder of MomentFeed
Authenticity Matters
• Why Facebook Likes Don’t Matter Anymore
• New Marketing Asset: The Digital Identity of your Physical Locations
• The Year of the Instagram Strategy - How Marketers Should Approach the
Instagram Channel
• How Mobile is Revolutionizing Shopper Marketing
• Managing Social Media for Franchises - Maintaining Brand Integrity While
Empowering Franchisees
2

3. 3
What’s happening?
What can I do to combat it?
What opportunities are available?

4. What’s happening?
4
16.00%
12.60%
10.15%
7.83%
6.51%
0
0.04
0.08
0.12
0.16
0.2
Feb 2012 Sep 2013 Nov 2013 Dec 2013 Mar 2014
EDGERANKCHECKER.COM
• In April of 2012, pages
reached up to 16% of their
audience organically, but
today that number has
dropped to 1-2% and will
continue to drop.
• That means if you have
1,000 likes only about 10-
20 of those fans will see
your posts.
• Facebook is actually
saying that you should
assume a day will come
when the organic reach is
zero.

5. Why?
5
There is only so much space on the newsfeed
and
Facebook needs to make money

6. What Can I Do?
6
1. Create interesting and authentic
content
2. Take advantage of your local
pages
3. Spend your advertising dollars
wisely

7. What Can I Do?
Distribute authentic and interesting content that
your users are creating for you
7
User generated content is 20%
more influential than any other
type of media
350 million Facebook and 55
million Instagram photos
posted daily
350 m 55 m 20%

8. What Can I Do?
EXAMPLE:
The Old Spaghetti Factory
8
5,482 people reached
(9.4% of their total fans)
4,298 1,181
Organic Viral

9. What Can I Do?
9
Take advantage of local Facebook pages
5X Reach
Per Fan
Engagement
Level
Overall
Impact
8X
40X
Significantly less engagement
compared to local pages
Dramatically more impactful than
corporate brand pages
Corporate Brand Page Local Page

10. Brand Page Fans 3,036,994
Page Engagements 510,680
Unique Brand Impressions 7.0 Million
Total Brand Impressions 21.1 Million
Number of Locations 1,230
Number of Check-ins 52,351
Page Engagements 107,882
Unique Local Impressions 11.9 Million
Total Local Impressions 31.7 Million
Media impressions generated through
publishing brand page content
Media impressions generated through
customer check-ins and likes
0
10000000
20000000
30000000
40000000
Brand Page Local Pages
Unique Total
Local = 50% more impressions
Facebook Impressions
Brand Page vs. Local Pages
10

11. What Can I Do?
11
• Names the location
• Gives the manager’s name
• Gives exact address

12. Make the Most of Your Advertising
12
Targeting ROI
Mobile Strategy Location

13. Compare to traditional advertising
13
$32.00
$20.00
$8.00
$7.00
$2.75
$0.75
$0.25
0 10 20 30 40
Newspaper
Magazine
Radio
Cable TV
Google AdWords
LinkedIn Ads
Facebook Ads
Cost to reach 1000 people

14. Facebook’s Targeting Capabilities
14
Connections Custom
Audiences
Lookalike
Audiences
Partner
Categories
Location Demographics Interests Behaviors

15. Facebook Audience Network
15
Banner Interstitial Native

16. Facebook is the
perfect starting
point for a
mobile strategy
1.01 billion
Facebook mobile
users
22% of mobile
time spent is on
Facebook
Creating a Mobile Strategy
16
“The study shows that those aged 25–34 lead the way in
smartphone usage, comparing prices, reading reviews, buying
products and engaging with brands on social media while in-
store.”
Omnico
Users are
spending 2 hours
and 42 minutes a
day on mobile
devices

17. • Today consumers demand
authentic, locally relevant
messages from brands
• The digital identity of business
locations is a new marketing asset
• Existing platforms do not manage
this asset – turning it into a liability
• MomentFeed is the first platform
that does, delivering on the promise
of authentic marketing at scale
MomentFeed

18. What if you could tailor every
ad to its local audience?

19. One Campaign
1,000 Unique Local Ads
LocalVoice

25. Relevant content
for local consumers

26. ...across hundreds or
thousands of locations

27. ...each delivering
authentic marketing

28. ...incorporating the
people and landmarks

29. ...that make every
place unique

30. ...on a national scale

33. One Campaign
1,000 Unique Local Ads
LocalVoice

34. Questions?
34

35. • Understanding the digital identity of your physical locations
• Steps to make sure this asset does not become a liability
• Managing your local social media pages
• Authentic marketing to your audiences at the local level
• Taking advantage of Facebook Offers
• Handling ratings on local pages
NEXT WEBINAR:
New Marketing Asset: The Digital
Identity of Your Physical Locations
Tuesday, July 15 at 10AM PST

36. Rob Reed
Founder
rob@momentfeed.com
www.momentfeed.com
DELIVERED BY