Rethinking Facebook

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RETHINKING FACEBOOK GIORGOS VARELOGLOU - 07.04.2014

description

A study by Mindworks Innovation Lab, exploring recent changes in organic reach, showing that Facebook for brands is more Media than Social Media and proposing a new approach towards the medium.

Transcript of Rethinking Facebook

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RETHINKING FACEBOOK

GIORGOS VARELOGLOU - 07.04.2014

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HELLO

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CHALLENGEOURSELVES

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CHALLENGETHE STATUS QUO

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2.5 MILLION FANSSEPTEMBER - FEBRUARY

1800 POSTS

GREECE

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ANALYSING DATA FROM OUR CLIENTS MEANS THAT NOT

EVERY INDUSTRY IS REPRESENTED.

*DISCLAIMER:

*AND MANY OTHER THINGS THAT MAY AFFECT THE VALIDITY OF THE FOLLOWING THOUGHTS.

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FACEBOOK IS MASSIVE

1

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FACEBOOK IS MASSIVE

1

+ MEDIA

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ASSUME THAT

YOU ARE A BRAND HAVING

A Facebook Page of 300.000 likes.

A Twitter Account of 10.000 followers.

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ASSUME THAT

YOU ARE A BRAND HAVING

A Facebook Page of 300.000 likes.

this is your reach if you don’t spend any media

(~25.000 users)

A Twitter Account of 10.000 followers.

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ASSUME THAT

YOU ARE A BRAND HAVING

A Facebook Page of 300.000 likes.

A Twitter Account of 10.000 followers.

this is your potential weekly reach on Twitter. 2x as big as your

follower base.

this is your reach if you don’t spend any media

(~25.000 users)

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A Facebook Page of 300.000 likes.

this is your weekly reach if you don’t spend any media

(~25.000 users)

A Twitter Account of 10.000 followers.

this is your potential weekly reach on Twitter. 2x as big as your

follower base.

*EDGERANK.

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-39% TOTAL DROP

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TERMINOLOGY

● Reach%= Post’s Organic Reach/Page’s fans

Total drop ~47%

10-­‐70K 70-­‐100K 100+

Organic Reach% by # of Fans

FMCG0-10K

0.00%

5.25%

10.50%

15.75%

21.00%

September October November December January February

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TERMINOLOGY

● Reach%= Post’s Organic Reach/Page’s fans

10-­‐70K 70-­‐100K 100+0-­‐10K 10-70K

0

0.0375

0.075

0.1125

0.15

September October November December January February

Total drop ~15%

Organic Reach% by # of Fans

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TERMINOLOGY

● Reach%= Post’s Organic Reach/Page’s fans

10-­‐70K 70-­‐100K 100+0-­‐10K 70-100K

0

0.0225

0.045

0.0675

0.09

September October November December January February

Total drop ~27%

Organic Reach% by # of Fans

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TERMINOLOGY

● Reach%= Post’s Organic Reach/Page’s fans

10-­‐70K 70-­‐100K 100+0-­‐10K 100+

0

0.02

0.04

0.06

0.08

September October November December January February

Total drop ~51%

Organic Reach% by # of Fans

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TERMINOLOGY

● Reach%= Post’s Organic Reach/Page’s fans

10-­‐70K 70-­‐100K 100+0-­‐10K 100+

0

0.02

0.04

0.06

0.08

September October November December January February

7.619%

6.05%

4.476%3.377%

4.151% 3.767%

Total drop ~51%

Organic Reach% by # of Fans

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FACEBOOK ISSOCIAL MEDIA

2

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2 2009:

FACEBOOK ISSOCIALMEDIA.

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2 2014:

FACEBOOK ISMEDIA.SOCIAL

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FACEBOOK IS WAY CLOSER TO A MAILING LIST COMPARED TO A COMMUNITY.

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FACEBOOK IS WAY CLOSER TO A MAILING LIST COMPARED TO A COMMUNITY.

*Mat Morrison 2012

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!

WITH YOUR FANS.YOU ARE NOT FRIENDS

3

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!

WITH YOUR FANS.YOU ARE NOT FRIENDS

3

Καληµέρα Fans!

Kaλό Σαββατοκύριακο!!!

Ωραίο καιρό έχει σήµερα να πας βόλτα!

Χρονια πολλά Κώστα!

Χρονια πολλά σε όλες τις µητερούλες του κόσµου!

Ξεκινάµε δυναµικά τη Δ∆ευτέρα µας!

Δ∆εν θέλεις να κοιµηθείς κι άλλο;

Μαρία, Παναγιώτα, Παναγιώτη Χρόνια σας πολλάαααα! :)

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0.00%

2.25%

4.50%

6.75%

9.00%

0.00

500.00

1000.00

1500.00

2000.00

Product Fun General

Average Engaged Users Average Engagement Rate

TALK ABOUT YOUR DAMN PRODUCT.

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4 OK, HERE’S THE BRIEF:

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WE HAVE TIGHT BUDGET THAT’S WHY WE NEED A CAMPAIGN ON FACEBOOK THAT WILL GENERATE A LOT OF

4 OK, HERE’S THE BRIEF:

VIRAL.

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4,64%

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4,64%THE AVG VIRAL REACH

OF A POST

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4,64%THE AVG VIRAL REACH

OF A POST

*Which is close to the viral reach generated through a banner Campaign.

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OK, I UNDERSTAND THAT. BUT YOU KNOW THAT I HAVE SOME

MONEY TO INVEST IN MEDIA. SO WHY DON’T YOU TAKE

MY 1000 EUROS AND MAKE IT:

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OK, I UNDERSTAND THAT. BUT YOU KNOW THAT I HAVE SOME

MONEY TO INVEST IN MEDIA. SO WHY DON’T YOU TAKE

MY 1000 EUROS AND MAKE IT:

VIRAL?

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STOP HOPING THAT BY PAYING YOU’LL ALSO GET INCREASED ORGANIC REACH. YOU WON’T.

SAD FACT:5

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FOR EVERY 1000 USERS YOU PAYYOU GET 2 FOR FREE*.

*Organic users

Hooray.

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AND THE LAST PROOF THAT FACEBOOK IS MORE

MEDIA THAN SOCIAL

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GRAB A PIECE OF CONTENT:

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GRAB A PIECE OF CONTENT:

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BROADCAST IT

TO YOUR FANS - AND NON FANS

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ENGAGEMENT RATE WILL NOT DIFFER.

*COST PER ENGAGEMENT WILL, THOUGH.

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THE ONLY VARIABLE THAT WOULD AFFECT ENGAGEMENT RATE IN THIS CASE IS:CONTENT.

6

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SO WHERE DOES THIS BRING US?

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FACEBOOK AS A TOOL, IS MUCH CLOSER TO A BANNER THAN

YOU MIGHT THINK.

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ONLY IT’S CHEAPER

!

YOU REACH 1000 USERSWITH 1 EURO

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IT’S BIGGER.

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AND MORE CONVINCING

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SO, WHAT SHOULD WE DO NEXT?

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NO PAY,

FIRST, SLEEP ON THIS:

NO PLAY. - MARK ZUCKERBERG

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INVEST ON YOUR CREATIVE. AS YOU NORMALLY DO WITH

EVERY MATERIAL OF A MEDIA PLAN.

THEN:

YOU WOULDN’T APPROVE A GOOGLE IMAGE FOR A 300X250 BANNER, WOULD YOU?

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START LOOKING FOR THE NEXT

BIG THINK.

AND:

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THANK YOU!

@VARELOGLOU

SPECIAL THANKS TO: KATERINA YIANNOULI GIANNIS AMAXOPOULOS ANTONIS VENTOURIS ANTONIS KOUTSOUKOS.