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About Face: a New Approach to Facebook For Big Brands

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On Facebook, organic reach has declined to the extent that organic branded content is seen by a fraction of a brand’s fan page audience.


Aiming your marketing efforts at your ‘fans’, moreover, contradicts the fundamental marketing theory that for brands to grow, they must aim their marketing efforts at all buyers, as opposed to only loyal buyers.


What’s more, research has shown that the measurements also employed by brands on social platforms like Facebook have no correlation with business results.


In light of this, it’s time to decisively shift from a high quantity of lower quality organic content to a higher quality, more effectively positioned and measured work.

Published in: Social Media
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About Face: a New Approach to Facebook For Big Brands

  1. 1. ABOUT FACE A NEW APPROACH TO FACEBOOK FOR BIG BRANDS BY JAMES MULLALLY & ALYSHA LALJI
  2. 2. SUMMARY Last 18 months has shifted how social works. Marketers need to CUT THE CORD on old social habits Shift from a high quantity of lower quality organic content, to higher quality, more effectively positioned and measured WORK.
  3. 3. The average organic reach for all pages on Facebook is ~7% ORGANIC REACH ON FACEBOOK IS DEAD. Locowise
  4. 4. FOR BIG BRANDS (500K+ LIKES), THE AVERAGE ORGANIC POST REACH IS ~2% ON FACEBOOK. Social@Ogilvy
  5. 5. ORGANIC REACH vs. PAGE SIZE The bigger your community gets, the smaller your organic reach. Locowise
  6. 6. AMONGST THE 100 TOP BRANDS ON FACEBOOK, ONLY 3% HAVE SHIFTED AWAY FROM THE ORGANIC POSTING MODEL. Unmetric 2016
  7. 7. SPEAKING WITH YOUR ‘FANS’ ALONE IS IN DIRECT CONTRADICTION WITH MARKETING THEORY.
  8. 8. 0 Loyalty campaigns are less effective than campaigns aimed at increasing penetration. PENETRATION > LOYALTY 44% 77% EFFECTIVENESS SUCCESS RATE PENETRATION CAMPAIGNS LOYALTY CAMPAIGNS Marketing in the Era of Accountability, Binet & Field
  9. 9. “ALL BRANDS HAVE LIGHT BUYERS. WHILE THESE PEOPLE ARE ONLY OCCASIONAL BUYERS OF A BRAND, THERE ARE SO MANY OF THEM THAT THEY SIGNIFICANTLY CONTRIBUTE TO SALES VOLUME.” How Brands Grow, Sharp
  10. 10. LIGHT BUYERS CONTRIBUTE TO THE BULK OF BRAND GROWTH “As a brand grows it achieves higher market penetration and higher average purchase rates… the bulk of change is seen among the brand’s very light buyers and non-buyers.” Viral Marketing, Karen Nelson-Field, Kellie Newstead, & Byron Sharp
  11. 11. “FACEBOOK FAN PAGES ARE INEFFICIENT AT PROVIDING VAST REACH TO LIGHT BUYERS. [THESE] FAN PAGES ARE NOT REACHING THE MOST FUNDAMENTAL CUSTOMERS NEEDED FOR BRAND GROWTH.” The Social Opportunity, Karen Nelson-Field with Kellie Newstead
  12. 12. CREATIVITY AND REACH ARE FUNDAMENTAL TO SUCCESS.
  13. 13. CREATIVITY IS AN EFFECTIVENESS MULTIPLIER IPA dataBANK found that creatively awarded campaigns were 11 times more effective than non-creatively awarded campaigns. SOVEFFICIENCY CREATIVELY AWARDED NOT CREATIVELY AWARDED 11: 1 .25% 2.75% Focus on creating fewer, better creative assets to meet brand objectives. 2.75% The Long and Short of It, Binet & Field
  14. 14. REACH MATTERS Facebook & Oracle Data Cloud Study found that campaigns with the largest sales effects had TWO TIMES THE REACH of bottom-performing campaigns.
  15. 15. ENGAGEMENTS AREN’T EFFECTIVE AS A MEASURE OF SUCCESS.
  16. 16. Any interaction with posts (likes, comments, shares, click throughs) have no proven correlation with Nielsen Brand Effects CLICKS DON’T MEAN RESULTS
  17. 17. Engagements may be more indicative of a user’s behaviors (a “clicky” user) rather than the effectiveness of the content. Analysis of content from brands at BBDO increasingly shows that those engaging with content do not represent the target, often times skewing far outside the target range. ENGAGEMENTS DON’T REPRESENT YOUR AUDIENCE Age Block Engagement Rate EARL 21-24 3% 11.5% 25-34 3% `10.75% 35-44 6% 10.75% 45-54 10% 11.2% 55-64 18% 9.8% 65+ 22% 11.25% ENGAGEMENT RATE AND EARL FOR BRAND X (BY AGE BLOCK) TARGET HIGHEST ENGAGERS
  18. 18. PROXY MEASURES OF SUCCESS BUSINESS RESULTS CREATIVE- EARL - 10 SECOND RETENTION RATE BRAND EFFECTS STUDIES
  19. 19. A noticeable lift in ad recall, brand awareness, and purchase intent is seen when users reached the 10-second mark for Facebook Video. :10 RETENTION DRIVES IMPACT Facebook Research Shows No Link between Trendy Online Measures and Ad Effectiveness, Journal of Advertising Research, 2016
  20. 20. ESTIMATED AD RECALL LIFT (EARL) NORMALIZES FOR USERS BEHAVIOR Facebook Research Shows No Link between Trendy Online Measures and Ad Effectiveness, Journal of Advertising Research, 2016
  21. 21. BRIEF CREATIVE DEVELOPMENT POST REPORT KPI’S PROJECT THUMB BREAKER BBDO DATABANK
  22. 22. BBDO DATABANK 3.5BN IMPRESSIONS WORTH OF DATA ANONYMIZED DATA 15 BRANDS ACROSS 15-180 SECS ESTIMATED AD RECALL LIFT
  23. 23. CAMPAIGN-BASED THINKING Create bigger, better, distinctive brand assets that build mental availability amongst your light buyers, using (paid) always-on as hygiene. REDEFINE ENGAGEMENT Impactful, persuasive work is not reflected in likes, shares, or comments. Focus on the right measures as proxies of brand salience: dwell time, 10 second retention rate (videos), estimated ad recall, and ROI-driven studies. 1 2 3 HOW TO DO FACEBOOK RIGHT Pay for the reach and frequency to get assets in front of all category buyers. STOP ORGANIC
  24. 24. THE ORGANIC SOCIAL CONTENT OPPORTUNITY Other social media platforms require their own strategies. Look at the fundamentals of the different platforms to determine the best approach.
  25. 25. At BBDO, we base our thinking in marketing theory that has been proven by years of data. As mediums change the way their offering works, we have to change our approach. A stance that’s true today could be different tomorrow. A NOTE
  26. 26. APPENDIX
  27. 27. Think about content over a 12-month span, highlighting key moments to show up. SHIFT TO CAMPAIGN-BASED THINKING CAMPAIGN-BASED THINKING Put your focus into creating impactful, breakthrough campaign-based work instead of fulfilling monthly calendars. QUALITY OVER QUANTITY Post content that furthers the effect of your campaign over time, keeping your brand top of mind. Unlike organic always-on, this content should always have paid support. USE PAID ALWAYS-ON TO KEEP TOP OF MIND Shift focus from monthly reporting to campaign-based reports. Track more impactful metrics using brand lift or MMM studies. RETHINK MONTHLY REPORTS Social video has proven itself as a powerful way to boost awareness & purchase intent. Capitalize on this! INVEST IN SOCIAL VIDEO The most effective campaigns balance 10% of overall budget on production, and 90% on media. MEDIA & PRODUCTION AS 90/10 SPLIT

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