The Fall of Facebook's Organic Reach (And Why It's Okay)

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Has your business noticed a frustrating fall in organic reach on Facebook?

You're not alone.

But how bad is it, actually?

This presentation will take a look at the numbers behind the fall in Facebook's organic reach, including the most recent stats.

We'll also examine the one reason that Facebook is still worth investing time, energy (and yes, resources) into.

Can you guess what it is?

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The Fall of Facebook's Organic Reach (And Why It's Okay)

  1. 1. The Fall of Facebook’s Organic Reach (and why it’s okay) W
  2. 2. 10k 8k 6k 4k 2k 0 Disney BMW Intel Starbucks Mercedes Harley Davidson Ferrari -77% -53% -31% -33% -61% -45% May ‘13 May ‘14 Average engagement per post for the most engaging brands on Facebook +48%
  3. 3. 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Feb 2012 Sept 2013 Nov 2013 Dec 2013 Mar 2014 Facebook’s Organic Reach Feb 2012 - March 2014 16% 12.4% 10.15% 7.83% 6.51%
  4. 4. 16% 14% 12% 10% 8% 6% 4% 2% 0% Oct ‘13 Nov Dec Jan ‘14 Feb Facebook’s Organic Reach (by page size) Oct ‘13 - Feb ‘14 All Pages Pages with 500k Likes or more Pages with 100 - 500k Likes Pages with less than 100k Likes
  5. 5. Facebook Status Update Reach Change Reach/Fan between Jan 7 and Feb 4th, 2014 25% 20% 15% 10% 5% 0% 1/7 1/9 1/11 1/13 1/17 1/19 1/211/15 1/23 1/25 1/27 1/31 2/2 2/41/29 Jan 20th’s Algorithm Change
  6. 6. Why That’s all Okay...
  7. 7. Cost to Reach 1000 People with Facebook Ads (vs other ad platforms) $32.00 $20.00 $8.00 $7.00 $2.75 $0.25 Newspaper Magazine Radio Cable TV Google AdWords Facebook Ads
  8. 8. Facebook Ad Click-Through-Rates (Q3 2012 - Q3 2013) .25% .20% .15% .10% .05% .00% 07/12 08/12 09/12 10/12 11/12 12/12 01/13 02/13 03/13 04/13 05/13 06/13 07/13 08/13 09/12
  9. 9. Q3 ‘12 Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 Facebook Ads Overall CPC and CTR US Q3, 2012 - Q3, 2013 Facebook CPC is down 40% Year-on- Year Facebook CTR is up 171% Year-on-Year
  10. 10. Every dollar spent on Facebook returned 2.74dollars in additional sales. That was 3.6x better than the ROI attributed to TV ads. In all, 27% of incremental sales attributed to the Christmas campaign came from Facebook, but only 2%of the cost. A Case Study: Coca Cola Facebook Ads vs TV ads December 2013
  11. 11. Sources ● http://edgerankchecker.com/blog/tag/organic-reach/ ● http://johnmuldoon.ie/2014/03/facebook-zero-organic-reach-on- facebook-to-join-dodo-dinosaur/ ● http://venturebeat.com/2013/10/16/200-billion-facebook-ads- say-click-throughs-up-375-roi-at-152-study/#jp-carousel-838924 ● http://adage.com/article/digital/facebook-roi-beat-tv- france/292055/
  12. 12. Thank you for viewing! Wishpond One Easy Tool for All of Your Online Marketing create online ads, contests, landing pages & email automation campaigns Did you like this presentation? Check out blog.wishpond.com for more!
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