THERE WAS ONE...squared ©2013                                   1
squared ©2013                2
PROBLEM: ADDsquared ©2013                               3
1. TEENS WILL RETURN                2. FACEBOOK WILL EVOLVE                3. FACEBOOK IS ALIVE OUTSIDE ITS               ...
FACEBOOK IS DESIGNED TO                                        SPREAD MORE MESSAGES                              15 MIN   ...
100 MILLION USERSsquared ©2013                                    6
squared ©2013                7
ONE BILLION OPEN GRAPH ACTIONS                    SHARED DAILY VIA APPS*                *Facebook, SXSW Interactive 2013sq...
AND THE MARKETERS?squared ©2013                                     9
THE PROBLEMsquared ©2013                              10
squared ©2013                11
WE’VE INVESTED MILLIONS                   ACQUIRING FANS...squared ©2013                                          12
FROM 2011- 2012,                 BRAND ENGAGEMENT INCREASED 896%*                *Adobe Digital Index, Q3 2012squared ©201...
WE REACH CONSUMERS                 MORE EFFICIENTLYsquared ©2013                                     14
WAY BELOW THE AVERAGE COST*                 *Aggregate Knowledge, cost per cookie reached by publisher, based on represent...
“SOCIAL MEDIA SPENDING IS                    PROJECTED TO INCREASE FROM                  8.4% OF BUDGETS NOW TO 21.6% IN  ...
AT THE SAME TIME,                 SOCIAL WILL BECOME                MORE THAN JUST SOCIAL...squared ©2013                 ...
ENGAGEMENT   ROIsquared ©2013                        18
AWARENESS                                     2011                          2013                              SOCIAL IMPRE...
AND WE CAN PROVE ROIsquared ©2013                                       20
70%                 OF CAMPAIGNS                HAD A RETURN OF                   OVER 3X*                 *Third party me...
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Facebook fatigue: Fact or fiction?

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A search for "Facebook Fatigue” on Google yields 48 million results, and Google Trends shows that the search term has never seen more volume than it did last month. In a February 5 survey of U.S. adults ages 18 and over by the Pew Research Center, 34% of current Facebook users said that the amount of time they spend on Facebook has decreased over the past year, with the number jumping to 42% for those adults ages 18 to 29.

However, with comScroe recently reporting that Facebook is the #1 website in terms of total digital time spent (at 10.8%), with 83% market share of time spent on social networks, are people saying one thing but doing another? How much of a threat are other social networks like Twitter, Tumblr and Pinterest? What about the new sensation, Pheed, which recently rocketed to the #1 position in terms of most downloaded social networking app on Apples’ iTunes charts, are marketers concerned? What have they been experiencing in terms of engagement on Facebook? While Facebook Fatigue has long been a concern (“Why Do We Have Facebook Fatigue” was a popular post by uber blogger Om Malik in July 2007), the question feels more relevant today then ever.

Our speakers each look at Facebook from a different perspective, and they are each awash in data about user opinions and marketer experiences across geographies, demographics, and devices. By looking at trends over time, our speakers will bring additional context to the rapidly evolving Facebook universe, discuss what it means for the future of Facebook and digital marketing, and answer your questions.

Participants:
- Chris Tuff, SVP, Director of Earned and Emerging Media, 22squared (@christuff, @22squared)
- Lee Rainie, Director, Pew Internet & American Life Project and co-author of "Networked" (@lrainie, @pewresearch)
- Rob Leathern, Founder and CEO, Optimal, Inc. (@robleathern, @OptimalSocial)
- Mike Vorhaus, President, Magid Advisors (@mikevorhaus)
- Lou Kerner, Founder and Analyst, The Social Internet Fund (moderator; @loukerner)

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Facebook fatigue: Fact or fiction?

  1. 1. THERE WAS ONE...squared ©2013 1
  2. 2. squared ©2013 2
  3. 3. PROBLEM: ADDsquared ©2013 3
  4. 4. 1. TEENS WILL RETURN 2. FACEBOOK WILL EVOLVE 3. FACEBOOK IS ALIVE OUTSIDE ITS OWN WALLSsquared ©2013 4
  5. 5. FACEBOOK IS DESIGNED TO SPREAD MORE MESSAGES 15 MIN ENTER PAID 100K IMP 1st share 2nd share 1 HOUR ENTER PAID 3M IMP 1st share 2nd share 2 DAYS ENTER PAID 50K IMP 1st share 2nd share 9 DAYS 10K IMP ENTER PAID 1st share 2nd sharesquared ©2013 5
  6. 6. 100 MILLION USERSsquared ©2013 6
  7. 7. squared ©2013 7
  8. 8. ONE BILLION OPEN GRAPH ACTIONS SHARED DAILY VIA APPS* *Facebook, SXSW Interactive 2013squared ©2013 8
  9. 9. AND THE MARKETERS?squared ©2013 9
  10. 10. THE PROBLEMsquared ©2013 10
  11. 11. squared ©2013 11
  12. 12. WE’VE INVESTED MILLIONS ACQUIRING FANS...squared ©2013 12
  13. 13. FROM 2011- 2012, BRAND ENGAGEMENT INCREASED 896%* *Adobe Digital Index, Q3 2012squared ©2013 13
  14. 14. WE REACH CONSUMERS MORE EFFICIENTLYsquared ©2013 14
  15. 15. WAY BELOW THE AVERAGE COST* *Aggregate Knowledge, cost per cookie reached by publisher, based on representative sample of campaigns, Nov. 2012squared ©2013 15
  16. 16. “SOCIAL MEDIA SPENDING IS PROJECTED TO INCREASE FROM 8.4% OF BUDGETS NOW TO 21.6% IN THE NEXT FIVE YEARS.” *The CMO Survey, 2013squared ©2013 16
  17. 17. AT THE SAME TIME, SOCIAL WILL BECOME MORE THAN JUST SOCIAL...squared ©2013 17
  18. 18. ENGAGEMENT ROIsquared ©2013 18
  19. 19. AWARENESS 2011 2013 SOCIAL IMPRESSIONS FACEBOOK EXCHANGE LIKE TAB DATALOGIX RETARGETING ENGAGEMENT CONVERSION 2012 CONTENT MARKETING CUSTOM AUDIENCES FACEBOOK OFFERS AMBASSADOR PROGRAM ADVOCACY/LOYALTYsquared ©2013 19
  20. 20. AND WE CAN PROVE ROIsquared ©2013 20
  21. 21. 70% OF CAMPAIGNS HAD A RETURN OF OVER 3X* *Third party methodologies such as panels and MMMsquared ©2013 21

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