The document discusses challenges with organic reach on Facebook and strategies for moving content to other online platforms. It notes that people are more engaged by personal stories from friends and family than branded content. Several companies saw increased engagement by moving away from Facebook exclusively and extending their content to platforms like YouTube, Vine, and direct email campaigns. The document advocates for making content available anywhere and anytime that people want to access it, rather than following a rigid campaign schedule. It also encourages marketers to leverage online video and give people engaging content they want to share widely on social media.

1. #bbdoconnect

2. +

3. The Facebook-only problem.

5. How many of your fans do you think you reach with an organic post?
+20% 15% 6% 2% 0%

6. edge ranking

7. +

10. “There is some serious stuff happening in the world and one of my
best friends just had a baby and another one just took the best
photo of his homemade cupcakes and what we have come to
realize is people care about those things more than sushi porn.”
Brandon McCormick, Facebook representative

14. Nothing happened. We repeat: nothing happened.

15. App installs in first week following breakup letter:
[app installs from all 2013 paid Facebook ad campaigns combined] x 1.75
Email opening rate after EAT24 closed their Facebook page:
[opening rate when EAT24 had their page: 20%] x 2

16. Since we deleted our Facebook, we’ve seen a huge increase in open rate,
more replies, and more sign ups. Breaking up with Facebook
was the best marketing move we made all year.
EAT24

17. “Unbundling The Big Blue App”

23. Great content, strong stories Personalized offer Available when you are
24/7

24. Great content, strong stories

31. Personalized offer

32. #me

40. Available when you are
24/7

41. Lots of broadcasts move to the internet.

43. This is a TVThis is a TV This is a TVThis is a TV This is a TV

44. "For us, our active online fan base is an increasingly challenging demographic
to reach with traditional means,"
Sabrina Caluori, HBO's vice-president of social media and marketing

46. HBO’s Youtube strategy

50. The biggest TV-star in the world

52. 80% of the Belgian online population watches online video.
VINK - Dentsu Aegis Network

53. If broadcasts move to online, so will advertising.

54. And why are we still using a marketing plan
that focuses on a particular product or audience at a certain time?
Consumers are driven by their needs and requirements as they arise
and they expect to be able to access content that satisfies them immediately.
James McDavid, Luca S. Paderni and Emily Kwan – Forrester

56. Let go of your campaign mindset.
Forrester

59. Advertising should be relevant, bring ideas that can change our lives for better.
If not, we will keep skipping them.
Skip Ad Project - http://www.skipad.co

60. An audience in control basically obliterates push advertising.

61. Extend broadcast ideas into social media.

64. #lowesfixinsix

65. #lowesfixinsix

71. Instead of forcing people to view an ad, we gave them something they wanted.
And they rewarded us by sharing the Vine videos across Twitter,
Facebook, and of course, Vine itself.

72. Wake up to the potential of video assets beyond TV.

77. Whatever the pipeline, you need to give people a reason to watch.

82. Do you still remember your brand’s publicity from 13 years ago?

95. If you listen to music, where do you hear it? You’re going to go to Youtube.
50 Cent, American rapper, entrepreneur, investor and actor.

97. Turning data into profit: the golden rules for every forward-thinking CMO.
19
Sep

98. Thank you!

99. Location by Ricardo Moreira from The Noun Project
Gold by Eli Ratner from The Noun Project
Cloud Download by P.J. Onori from The Noun Project
Bomb by Edward Boatman from The Noun Project
Smartphone by George Agpoon from The Noun Project
Question by Jessica Lock from The Noun Project
Television by Elena Canton from The Noun Project
Flip Camera by Diego Naive from The Noun Project
Magic Lamp by Randall Barriga from The Noun Project
Monitor by Sven Gabriel from The Noun Project
Soccer Field by Erik Wagner from The Noun Project
Ballot Box by Nicolas Ramallo fromThe Noun Project