Rethinking Facebook

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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

RETHINKING FACEBOOK GIORGOS VARELOGLOU - 07.04.2014 HELLO CHALLENGE OURSELVES CHALLENGE THE STATUS QUO 2.5 MILLION FANS SEPTEMBER - FEBRUARY 1800 POSTS GREECE 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. FACEBOOK IS MASSIVE 1 FACEBOOK IS MASSIVE 1 + MEDIA 11 ASSUME THAT YOU ARE A BRAND HAVING A Facebook Page of 300.000 likes. A Twitter Account of 10.000 followers. 12 ASSUME THAT YOU ARE A BRAND HAVING A Facebook Page of 300.000 likes. this is your reach if you dont spend any media (~25.000 users) A Twitter Account of 10.000 followers. 13 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 dont spend any media (~25.000 users) 14 A Facebook Page of 300.000 likes. this is your weekly reach if you dont 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. -39% TOTAL DROP TERMINOLOGY Reach%= Posts Organic Reach/Pages 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 TERMINOLOGY Reach%= Posts Organic Reach/Pages 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 TERMINOLOGY Reach%= Posts Organic Reach/Pages 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 TERMINOLOGY Reach%= Posts Organic Reach/Pages 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 TERMINOLOGY Reach%= Posts Organic Reach/Pages 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 FACEBOOK IS SOCIAL MEDIA 2 2 2009: FACEBOOK IS SOCIALMEDIA. 2 2014: FACEBOOK IS MEDIA.SOCIAL FACEBOOK IS WAY CLOSER TO A MAILING LIST COMPARED TO A COMMUNITY. FACEBOOK IS WAY CLOSER TO A MAILING LIST COMPARED TO A COMMUNITY. *Mat Morrison 2012 ! WITH YOUR FANS. YOU ARE NOT FRIENDS 3 ! WITH YOUR FANS. YOU ARE NOT FRIENDS 3 Fans! Ka !!! ! ! ! ! ; , , ! :) 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. 4 OK, HERES THE BRIEF: WE HAVE TIGHT BUDGET THATS WHY WE NEED A CAMPAIGN ON FACEBOOK THAT WILL GENERATE A LOT OF 4 OK, HERES THE BRIEF: VIRAL. 4,64% 4,64%THE AVG VIRAL REACH OF A POST 4,64%THE AVG VIRAL REACH OF A POST *Which is close to the viral reach generated through a banner Campaign. OK, I UNDERSTAND THAT. BUT YOU KNOW THAT I HAVE SOME MONEY TO INVEST IN MEDIA. SO WHY DONT YOU TAKE MY 1000 EUROS AND MAKE IT: OK, I UNDERSTAND THAT. BUT YOU KNOW THAT I HAVE SOME MONEY TO INVEST IN MEDIA. SO WHY DONT YOU TAKE MY 1000 EUROS AND MAKE IT: STOP HOPING THAT BY PAYING YOULL ALSO GET INCREASED ORGANIC REACH. YOU WONT. SAD FACT: 5 FOR EVERY 1000 USERS YOU PAY YOU GET 2 FOR FREE*. *Organic users Hooray. AND THE LAST PROOF THAT FACEBOOK IS MORE MEDIA THAN SOCIAL 6 GRAB A PIECE OF CONTENT: GRAB A PIECE OF CONTENT: BROADCAST IT TO YOUR FANS - AND NON FANS ENGAGEMENT RATE WILL NOT DIFFER. *COST PER ENGAGEMENT WILL, THOUGH. THE ONLY VARIABLE THAT WOULD AFFECT ENGAGEMENT RATE IN THIS CASE IS: CONTENT. 6 SO WHERE DOES THIS BRING US? FACEBOOK AS A TOOL, IS MUCH CLOSER TO A BANNER THAN YOU MIGHT THINK. ONLY ITS CHEAPER ! YOU REACH 1000 USERS WITH 1 EURO ITS BIGGER. AND MORE CONVINCING SO, WHAT SHOULD WE DO NEXT? NO PAY, FIRST, SLEEP ON THIS: NO PLAY. - MARK ZUCKERBERG INVEST ON YOUR CREATIVE. AS YOU NORMALLY DO WITH EVERY MATERIAL OF A MEDIA PLAN. THEN: YOU WOULDNT APPROVE A GOOGLE IMAGE FOR A 300X250 BANNER, WOULD YOU? START LOOKING FOR THE NEXT BIG THINK. AND: THANK YOU! @VARELOGLOU SPECIAL THANKS TO: KATERINA YIANNOULI GIANNIS AMAXOPOULOS ANTONIS VENTOURIS ANTONIS KOUTSOUKOS.