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The Simple Complexity of Facebook Marketing — #congresfb
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Transcript of The Simple Complexity of Facebook Marketing — #congresfb
![Page 1: The Simple Complexity of Facebook Marketing — #congresfb](https://reader036.fdocuments.net/reader036/viewer/2022081400/554efea3b4c90577698b4d45/html5/thumbnails/1.jpg)
The Simple Complexity of Facebook Marketing
@EdgeRankChecker | #congresfb
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Facebook Marketing Is A Fractal
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Simplicity
The Deeper We Dive…
Complexity
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Complexity Simplicity
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@EdgeRankChecker | #congresfb
Facebook Post Cycle
Reach Engagement
Negative Feedback
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@EdgeRankChecker | #congresfb
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• Calls To Action
• Photos
• Cat Memes
What Drives Engagement?
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• Roughly 60-90% increase in engagement
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Calls to Action
• Tapping into human psychology
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• Most Brands succeed with Photos
• 350 Million Photos Uploaded Daily
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Photos
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Light interactions drive light business value
Cat Memes
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Those are simplistic drivers
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• Psychology
• Screen Real Estate
• Self-Idealization
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What Actually Drives Engagement?
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• Seeking approval via Engagement
• Post Photos to influence our perception
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Psychology
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How does a post's vertical space influence engagement probability?
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Screen Real Estate
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• One's desired self-projection
• Interests/Likes/Groups build digital self
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Self-Idealization
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• Use Call To Actions
• Understand psychological reasons for Engagement
• Use beautiful photography when applicable
• Maximize screen real estate
• Leverage self-idealization
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How to Take Advantage
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Facebook Wants You to Amplify Your Great Content
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Facebook's New Mentality○ Brand's earn their way into the news feed○ Pay to build fans
Organic Results○ Monitor/Analyze content to drive Organic success○ Amplify great Organic media with Paid media
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Balancing Paid/Earned Media
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• Search Results = News Feed
• Sponsored Posts = Paid Ads
• Organic Success > Paid Success
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The "New" SEO
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NBA & Burberry
Learning from the Best
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• Frequent, applicable cover photo changes
• Nightly recaps & highlights
• Exclusive NBA content
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NBA
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• Incredible photography worldwide
• Exclusive tie-ins
• Photo Albums
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Burberry
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If you're not using Retargeted Ads today, start now!
• 48.4% lower cost-per-click
• 197.3% higher return on investment
• 17x higher clickthrough rates(Source: http://www.nanigans.com/2013/05/08/news-feed-roi-facebook-exchange-study/)
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Facebook Retargeted Ads
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• The "New" Email
• Suffering from Innovator's Dilemma
@EdgeRankChecker | #congresfb
What is the Future of Facebook?
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• Losing excitement
• Internet necessity
• Portal to one's digital self
@EdgeRankChecker | #congresfb
The New Email
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• How users actually use Facebook
• How they think they want to use Facebook
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Disconnect
• How Facebook wants people to use Facebook
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• Upstream Market Chasing
• Shoot past needs of actual customers (see Google+)
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The Innovator's Dilemma