Marty Weintraub

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Marty Weintraub

  1. 1. Modeling! Facebook !  ROI!    Marty  Weintraub,  CEO  @aimClear  
  2. 2. Today’s  Fare  •  Facebook  As  Subscrip?on  Model  •  Community  Density/List  Analysis  •  Growing  The  List  •  TwiGer,  YouTube,  LinkedIn,  Oh  MY!  •  Some  Secrets  To  Measuring  Facebook  
  3. 3. Sponsored  Stories  In  Organic  News  Feed  =  Real   A/B  Crea?ve  Tes?ng  
  4. 4. Facebook  As  A  Subscrip?on  List  
  5. 5. Greatly  Reduced  Organic   Visibility  Mostly  Limits   Friends-­‐Of-­‐Friends   Amplifica?on  
  6. 6. Friends  =  Subscrip?on  List  
  7. 7. Let’s  Break  This  Down  
  8. 8. Brand  Posts  
  9. 9. Some  Subscribers  See  In  Feed  
  10. 10. A  Percentage  Click  Out    
  11. 11. A  Percentage  Engage  
  12. 12. Mostly  Contained  Mul?    Direc?onal  Conversa?ons  
  13. 13. Large  To  Community  Members  
  14. 14. Light  Friend  Of  Friend  Visibility   Friends  Of  Friend  
  15. 15. X$  
  16. 16. Ticker  Neuters  Visibility  
  17. 17. Think  Classic  Subscrip?on   Marke?ng  Metrics.  Facebook  Is  An  Email  List.  
  18. 18. List  Size    Message  Delivered   Opens   Ac?on  Classic  Subscrip?on  Metrics  
  19. 19. List  Size  
  20. 20. Message  Delivered   FB  Insights     Analy?cs  
  21. 21. Mul?ple  Delivery  Views  Brand  Page  Admin  UI  
  22. 22. Delivered  
  23. 23. Ac?on  =  2  Types  Of  Traffic   FB  Insights   Analy?cs  
  24. 24. Traffic  To  FB  Page  
  25. 25. ??
  26. 26. List  Size    Message  Delivered   Opens   Ac?on  Classic  Subscrip?on  Metrics  
  27. 27. Traffic’s  ROI  You  Ask?  
  28. 28. elivered  
  29. 29. Next  
  30. 30. What  Is  Community     Density  Analysis?  
  31. 31. Use  FB  Ads  Tool  To  Do  First  &    Second  Degree  Of  Separa:on     Demographic  Research    
  32. 32. Reliable  Community  Grade  •  Subscrip:on  Model  Depends  On  List  Quality  •  Density  Crucial  To  Community  Success  •  Score  Community  Building  (Value  Of  Likes)  •  %  Of  First  Degree  W/  Congruent  Interests  •  %  Of  Second  Degree  W/  Congruent  Interests    
  33. 33. Growing  The  Awesome  List  
  34. 34. Upon  Real  Engagement  
  35. 35. Sponsored  Stories  Amplify   Friends  Of  Friend  
  36. 36. Sponsored  Stories  In  Feed   $  
  37. 37. Cocktail  Of  Ads  &  Sponsored  Stories  Page  Post  Ad  (First  Degree),  FB  At  Large  – Expensive,  Site  &  Wall  Traffic,  Likes  Page  Post  Like  Story  (Second  Degree)    – Inexpensive,  Traffic    To  Site,  Few  Likes  Page  Like  Story  (Second  Degree)    – Expensive,  Traffic  To  Wall,  Many  Likes  On  Wall  Promoted  Increases  Visibility  To  Brand’s  Community,  $10  Increments  
  38. 38. 1st  Degree  Dominance  Ul?mately     Easy  To  Predict  Costs  Early  
  39. 39. FB  ROI?  
  40. 40. Posty  Content  Properly  
  41. 41. Page  Post  FB  Ads  
  42. 42. Page  Post  FB  Ads  
  43. 43. Targe?ng  Media  Roles  
  44. 44. Fuse  w/    Publica?ons  
  45. 45. Secret  Of  Measuring  Social  •  Organic  In  Subscrip?on  Model  •  Study  1st,  2nd,  Non  Degrees  •  Segment  Paid  By  Degrees  •  Drive  Traffic  To  Sites  You  Own    •  Measure  Traffic/Conversion,   Mashed  Up  Paid/Organic  •  Seek  Subscrip?on  Metaphors  
  46. 46.   Thank  You!      Marty  Weintraub,  CEO  @aimClear  

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