As organic reach finally breathes its last, and Facebook's status as an ad platform is cemented, what should your strategy be? Abandon your company Facebook Page? Pay through the nose for Promoted Posts? Find out how you should be using Facebook in 2015, right here.

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Facebook: where now?
Facebook is evolving–it’s time you did too.

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Facebook 2014 snapshot

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Adidas - Team Messi
Beautifully shot video showing the power of Messi in
40 seconds, galvanising the fans.
High production values aren’t always necessary, as
this very popular UGC video shows

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Dominos uk
Urgent Genius isn’t just for Twitter–Domino’s did
politics in March and saw the highest engagement
level on Facebook
Simple, delicious design led to the most commented
post ever for Domino’s UK

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MINI UK
Simple lead gen + some cheeky creative = a very
engaging post
An important Mini landmark lead to a 6.5% click
through rate

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Barclaycard
The launch of
Barclaycard
Arena with a
competition lead
to over 11,000
entries
Interactive maps
showing the best of
London promoted
contactless
payment on TfL–
prompting 1,500
map downloads

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Philips hue
Hue’s innovative
Lighting Has Changed video generated nearly 20,000
views, and a 9.2% ER
Hue isn’t always a natural fit for Urgent
Genius, but their colourful response to Oscar
season created great engagement

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Facebook is huge.

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It’s got scale…
• 1 in 6 people in the world are on Facebook (1.35 billion active
users)
• It has ONE BILLION more users than Twitter
It’s mobile…
• 1.12 billion active mobile users
• 1.1billion Messaging App users
It’s active…
• 864 million people log onto Facebook daily - a 19% increase
on a year ago
• The average user spends 21 minutes a day on the site
The stats

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How has facebook
evolved in 2014?

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What follows will not
surprise you.

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Facebook has honed its newsfeed in 2014
March
Ogilvy research shows how
organic reach on Facebook
has plummeted since Q4
2013
Implication: Brands need
to pay to reach most of
their fans
April
The newsfeed algorithm is
updated to de-prioritise
‘spammy’ links i.e. like
baiting and duplicate
content
Implication: Brands need
to be even more vigilant
about what they post
September
Facebook announce they
will be promoting timely
content up the newsfeed
(in line with Trending
Topics)
Implication: Pages posting
timely content see
additional engagement
November
Facebook’s own research
shows that users want to
see fewer ‘promotional’
posts in their newsfeed
Implication: Promotional
organic Page posts will see
little to no reach. Pages
will to pay to promote,
even to their own fans.

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VERSION:ONE
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So what does facebook
want to be?

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“Our goal is to build the perfect
personalised newspaper for every person
in the world. We’re trying to personalise
it and show you the stuff that’s going to
be most interesting to you.”
–Mark Zuckerberg at his first public Q&A, November 2014.

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What’s coming
to facebook?
MOBILE
Facebook has 1.12 billion active mobile users,
and is looking to dominate mobile further
with advertising and standalone apps
• Groups: an app for joining/creating
groups and sharing content–LIVE NOV
2014
• Rooms: a non-Facebook branded app re-
imagining the forum, with subject specific
rooms and a QR code invite system to
control members–LIVE OCT 2014
• Slingshot: Facebook’s answer to Snapchat
–LIVE JUN 2014
As well as wanting to be your personal
newspaper, Facebook is constantly
innovating, with new features and products
arriving weekly.
PRIVACY
• More control over adverts & fewer
promotional posts in the newsfeed–
LAUNCHNG JAN 2015
• Facebook At Work: a separate Facebook
branded site to compete with LinkedIn
–LAUNCHNG JAN 2015
• Simplified Privacy Policy in plain
English–LIVE NOV 2014
PAYMENTS
• Buy Button–in testing, launch TBC
• Messenger payments–RUMOURED 2015

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What does this mean for
your facebook strategy
in 2015?

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#1: Play to
facebook’s
strengths for
big campaigns

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Why
#1: Facebook video is playing YouTube at it’s
own game – it beat YouTube video views for
the first time ever in August, by 1bn.
#2: Facebook’s ad targeting capabilities have
massive potential
Source: Nanigans, Aug 2014
Source: ComScore, Aug 2014

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STOP
Creating Facebook
content plans with
an always-on
approach
- Your fanbase will not see your posts
unless you promote, which may not be
a good use of your media money on a
day-to-day basis
- Creating bespoke content to be
posted daily is time-consuming and
expensive
START
Incorporating
Facebook into your
campaign spikes
across the year
- Facebook is ideal for your SING and
SHOUT moments
- Facebook video ads can be a valuable
extension to your TV campaign -
helping you reach the growing number
of ‘cord cutters’ and ‘cord nevers’
CONTINUE
Exploring
Facebook’s
targeting
capabilities
- Lookalike audiences help you reach the
people who buy your shoe brand or
subscribe to your loyalty programme
- Make sure your content is top quality–
the better it is, the better its viral reach,
the less you will need to spend

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#2: Review
your global
vs. local
strategy

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Why?
A Social Bakers report found that a local
page strategy works far harder than a
global page strategy. Comparing global and
local brand pages, this applies regardless of
the volume of content posted.
This is a fact that hasn’t passed by
McDonalds, who plan to launch 14,500
localised Facebook pages by 2015.
Find the full report here.

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STOP
Assuming your
global/local
Facebook Page
strategy is working
- Just because your strategy was
right a year ago, it doesn’t mean it
is now.
- Review global and local page
performance
START
Looking at whether
your brand can
support local
Facebook Pages
- Socialbakers research showed
local Facebook Pages gained higher
engagement than global pages
- This engagement only increased
as the fanbase grew (for both
organic and paid engagements)
CONTINUE
Creating localised
content
- Most brands benefit from posting
localised content which can capitalise
on trends, events and cultural
differences
- Trends are often localised, and
Facebook rewards content which
relates to a moment in time

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#3: be honest
with
yourself

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Why?
A survey of nearly 3,000 marketers by Social Examiner in May 2014 found:
Only 30% of respondents believed
they were able to measure ROI on
their social media activities
Only 34% of respondents
considered their Facebook
marketing “effective”

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STOP
Treating social as
a “nice to have”
- If you’re doing social, do it
properly, with a ring-fenced social
budget, and social-first content
- Remember that social is not about
‘community’ for brands. Users want
useful content, but they want to
connect with their friends, not
brands
START
Scrutinising your
Facebook strategy
- Benchmark your results against
industry standards, optimise content
- Question which platform is right
for your strategy and budget.
Facebook may be in the mix, but
don’t assume it should be
CONTINUE
Asking the right
questions
- Asking the right questions and
engaging the right stakeholders will
ensure you have a robust social
strategy
- If something isn’t right, don’t do it
just because it’s there, or you feel
you’re already committed

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#4: do not
abandon
facebook

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Why?
Facebook is still where most people spend their time:
Source: Search Engine journal, June ‘14
72% of online adults use
Facebook
vs.
19% use Twitter
Source: Pew Internet research Jan ‘14

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STOP
Thinking about
leaving Facebook
- There are 55 million+ Facebook
Pages currently live, and yours is
probably one of them. You still have
an audience worth talking to
- Facebook is evolving all the time
and a feature that could hugely
benefit your business may be right
around the corner
START
Treating Facebook as
another paid media
platform
- Treat Facebook for what it is–a
paid media platform, with great
targeting opportunities
- Build a repository of evergreen
content to enable you to post on
Facebook with limited resources,
focusing your efforts elsewhere
CONTINUE
Posting on
Facebook (on a
semi-regular basis)
- No social platform should go unloved
–post at least one a week
- Ensure you are still responding to
Customer Care queries

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other
Brands are
diversifying

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§ AT&T are on Facebook, but their focus has
shifted away from the platform in recent years.
Brooks Thomas, their director of digital and social
has expressed concerns around “platform
popularity and general unpredictability”
§ Their summer 2014 campaign, targeting
millenials, played out on Snapchat, Vine, Tumblr,
Twitter, and YouTube - with Facebook taking a
back seat
§ Takeaway: Facebook isn’t right for every
segment
§ To promote their new game Madden NFL 15, EA
worked with Google to create and promote
microsite The Giferator.The site allows fans to
create gifs which are updated with new images
in real time, at key moments in NFL games
§ This allowed them to own all their data, and offer
users a great experience not dictated by
platform.
§ Takeaway: if owning your data and experience
is important, look at microsites

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§ GE have put huge effort into creating engaging
social content, realising the power of video for
making seemingly dull concepts interesting
§ They focus their efforts on the channels that
make the most sense for their messaging. e.g.
Vine for six second science videos, or Instagram
for imagery that humanises the brand
§ Takeaway: choose the right channel for your
message. A six second Vine can convey a lot
§ For Eat24 in particular, Facebook’s dwindling
organic reach was too much.The brand famously
left the platform, sending this letter
§ They claimed that after leaving Facebook their
app downloads and newsletter engagements
went up substantially. (Whether this has
continued after the coverage of their ‘breakup’ is
another question)
§ Takeaway: leaving Facebook might be a
positive move – if you can generate enough
PR out of it

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But…facebook still
works.

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Facebook success in 2014
Three’s branding campaign #singitkitty was supported by
Facebook ads, creating reach and engagement, with 4.09%
CTR–a 6x higher CTR than other digital media used.
Renault turned a free insurance offer into a lead-gen
opportunity, using Facebook ads.This resulted in a 2.8x lower
CPA and display average.
Adidas’ Messi “More Than A Boot” campaign film had a huge impact
on social, generating 400k new fans and 27,000 new CRM leads.

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What now?

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facebook in summary
PROS
CONS
A huge, global audience of 1.3bn+
You have to pay to reach that audience
Constantly innovating
They may be innovating away from what your
brand needs
Becoming a key video platform
Video content can be costly
Great geo-targeting capabilities
Localised content = additional content creation
You (probably) already have an investment there
You will need to continue to nurture that audience

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And finally…Essential questions to ask

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Thanks!