Presentation deck from The Disruptors Business Conference in Dublin on 2014-09-05

1. THE DEATH OF ORGANIC SOCIAL

2. DECEMBER 2013:
FACEBOOK CHANGES EDITORIAL ALGORITHM
https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

4. PUNDITRY
http://blogs.forrester.com/nate_elliott/14-03-17-facebook_is_still_failing_marketers

7. 2. ENGAGE FANS
1. RECRUIT FANS
THE COMMON
MISCONCEPTION
YOUR FACEBOOK PAGE IS
NOT YOUR SALES FUNNEL
3. PROFIT!

8. SIDEBAR: WHY NOT JUST USE EMAIL?
2014 Email benchmarks across 46 industry sectors
MEAN SD
OPEN RATES 22.31% 0.03
CTR 3.15% 0.01
http://mailchimp.com/resources/research/email-marketing-benchmarks

9. WHAT THE HELL IS
FACEBOOK PLAYING AT?

10. HOW EVERYONE USES FACEBOOK
OPEN FACEBOOK
READ POSTS ON NEWSFEED
CLICK “LIKE” OR COMMENT
LEAVE
come back later

11. HOW EVERYONE USES A FACEBOOK PAGE
LIKE PAGE
READ POSTS ON NEWSFEED
CLICK “LIKE” OR COMMENT

12. ONLY ~1% OF AUDIENCE EXPOSURE IS “ON PAGE”
Oct '13 - Mar '14"
Monthly audience exposed to <client x> content"
by visiting Page (~1%)!
0.91%!
0.47%! 0.41%!
1.11%!
1.56%!
1.40%!
Oct-13! Nov-13! Dec-13! Jan-14! Feb-14! Mar-14!
(it’s all about the newsfeed)

13. WHY HAVE YOU HIRED A “COMMUNITY MANAGER”?
COMMUNITY! LIST!
FACEBOOK PAGE!

14. ANALYSIS OF COMMENTS SUGGESTS POSTS HAVE A HALF LIFE ~2 HRS

15. HOW EVERYONE USES A FACEBOOK PAGE
LIKE PAGE
READ POSTS ON NEWSFEED
CLICK “LIKE” OR COMMENT
newsfeed algorithm

16. For many of our
users, there are thousands
of things that have happened on
Facebook
They don't have the time to go
through all of those things.
We can make their experience
better by trying to pick out things
where they're most likely to find
engagement.
Will Cathcart,
Facebook News Feed Product Manager

17. 309
267
median Pages liked by
<client y> fans
median Facebook friends
of <client y> fans

18. 1,500
The median number of stories that
Facebook’s algorithms choose between
each time you look at your news feed.

19. For some people,
your ads are content
WE'll show those
people your
advertising for free!
Mike Hudack,
Facebook AdVertising Product Manager

21. I’LL STICK TO TWITTER
THANKS

22. MY LAST ~2,500 TWEETS (@MEDIACZAR, DEC 13 - AUG 14)

23. MEDIAN IMPRESSIONS-PER-TWEET: 536
CAVEAT: IMPRESSIONS AREN’T REACH

24. HOW BIG IS THE RT EFFECT?
NOT AS BIG AS WE’D HOPED

25. HOW MOST PEOPLE USE TWITTER
CHECK TWITTER
READ A FEW POSTS
REPLY OR RETWEET
LEAVE
come back later

26. WHAT SHOULD I DO?

27. THREE SIMPLE OPTIONS
INVEST MASSIVELY IN CONTENT
USE SOCIAL MEDIA DIFFERENTLY TO DRIVE ORGANIC REACH
MAKE REASONABLE INVESTMENT IN CONTENT/MEDIA MIX

28. INVEST MASSIVELY IN CONTENT

29. USE SOCIAL MEDIA TO DRIVE PR IMPRESSIONS

30. INVEST IN CONTENT/MEDIA MIX

31. SOCIAL SOCIAL OWNED
FROM POSTING… TO SIGNPOSTING

32. Immediate Benefits
Visible in Search (Google)
Increased longevity of content
Increase Earned reach
Drop cookies for retargeting
Own your data
SOCIAL OWNED
SIGNPOSTING

33. 38.9k LIKES!
+2.2k
TWEETS!
+19k CLICKS!
+220
BACKLINKS!
79k CLICKS!
4.2k SHARES! +63k SHARES, +17.6k LIKES!

34. WHAT’S THE PURPOSE OF A FAN?
SOCIAL PROOF!

35. SOCIAL!
POST!
PROMOTED
POST/TWEET!
OWNED!
CONTENT!
2"
3!
1!
RECIPE
! !
1. Create content for your site that will
speak to your audience.!
! Use this content both as bait, and to tag
user interests!
2.!Post multiple times about the same story.
Test combinations of headline, call-to-action,
image to see what works.!
3.!Use your fans as a test-bed, pay to
promote content to a wider, highly-targeted
audience.!
4.!Drop cookies, collect data.!
5.!Retarget, refine.
Test content, add social proof

36. WHAT’S THE VALUE OF SOCIAL?
SOCIAL PROOF
SOCIAL SHARING
SOCIAL DATA

37. THANK YOU!
PLEASE DON’T ASK ME ANY TRICKY QUESTIONS THAT WILL MAKE ME LOOK STUPID
I’M @MEDIACZAR ON TWITTER
OR COME AND TALK TO ME AFTERWARDS