This presentation was originally given at a March 3 event open to Torx Media's clients as well as local marketing professionals.

1. FACEBOOK ZERO
A Marketing and Mimosas Event

2. WE GATHER HERE TODAY…
➤ Because we’re not ready to give up on Facebook as a marketing tool
➤ To learn how to begin again

3. SO, WHAT
CHANGED?
A: The Algorithm
i.e. The mysterious, invisible set of rules that govern
the news feed and determine what each user sees

4. A: FACEBOOK’S PRIORITIES
➤ The “meaningful content” algorithm update:
➤ Family and friends come first
➤ “Meaningful interactions” = Comments + Shares
Blue = super relevant
right now
Black = not so important
anymore
What it all means:
➤ A post with no shares/
comments gets demoted
➤ Conversation-worthy >
Attention-grabbing
➤ People-People connections
> People-Page connections

5. THE SILVER LINING:
➤ The ad algorithm remains the same…for now
➤ But get your budget ready for price increases

6. ORGANIC
REACH
IS DEAD
and the “old ways” are over.
Expect to see a drop/decrease in your reach, views,
referral traffic, link clicks, etc.

7. WHY? BECAUSE USER EXPERIENCE
Brands smothered Facebook in commercial content
that drowned out posts from friends/family, so the
algorithm update intends to reverse this dynamic

8. OKAY,
BUT WHAT DOES IT MEAN
FOR MY BUSINESS?

9. THIS IS A WAKE-UP CALL
➤ Time to revaluate
➤ You must be strategic
➤ Efforts must be results-oriented
➤ Posting without paying is
(probably) a waste of time
➤ Since you must pay to be seen,
don’t waste $$$ on ineffective
content
➤ Engagement matters most
➤ Comments
➤ Shares

10. SO WHAT SHOULD I DO??

11. #1: REVISIT YOUR GOALS
➤ What business outcome do
you want to achieve here?
➤ In order of best fit for
Facebook:
1. Brand awareness
2. Community engagement
3. Website traffic
4. Lead generation

12. #2: FOCUS ON ADVERTISING - NOW
➤ Just getting started? Don’t dwell on the Page
➤ Page veteran? Focus to ads instead
➤ If a post gets good organic engagement, make it an ad!
➤ Higher ad engagement = lower CPM
Build an ad campaign
around your identified
goal(s) and experiment
with ad formats that
make sense for you

13. *TAKE ADVANTAGE OF BOOSTING OPTIONS
Objective
CTA Button
Audience
Targeting
If a post gets good organic engagement, boost it to
reach more people and don’t forget to optimize:

14. #3: RETHINK YOUR PAGE
➤ It’s okay to post less
➤ Best content approach =
All Killer, No Filler
➤ Stop chasing likes - for your
Page and your posts
➤ Encourage shares instead
➤ Messenger shares &
copied links count!
Focus on creating and sharing only your
highest-quality content, and gear it
toward encouraging engagement.

15. #4: DOUBLE DOWN ON WHAT WORKS FOR YOU
➤ Determine your most engaging
content types/topics
➤ Test + experiment to discover
what really works
➤ Poll your audience!
➤ Engagement-baiting: Just don’t
➤ Scale back on links to your site
➤ Won’t play to the algorithm -
you’ll need a traffic ad
➤ Repurpose to reuse!
Repurpose blog/site content into simple, shareable
posts w/o links, i.e. a good image with a useful tip

16. #5: UGC FTW
➤ User-generated content =
social proof + the power of
referral + social networking
➤ Curating UGC saves time and
resources, too!
➤ Photos, testimonials, tagged
posts, reviews, videos, etc.
Look for creative ways to use your customers’
own content in your marketing, and
encourage enthusiastic customers to share
their experience on social media

17. VIDEO: A CURE-ALL?
➤ Video content is still the
best content
➤ But only if it’s native!
➤ Live video gets the best
reach and engagement
➤ Candid, spontaneous
and behind-the-
scenes content feels
authentic, fun and
transparent
BTW: Don’t share
links from YouTube,
Vimeo or outside
video sources - they
will look ugly.

18. WHAT DOES THE FUTURE HOLD? Maybe not for right now, but imagine
what your business could do with
these tools in the next few years….

19. GROUPS
➤ Plays perfectly with algorithm
➤ Requires meaningful
interaction on all fronts
➤ Enables cultivation of
enthusiastic fans/followers
➤ Moves audience into a public
space you can moderate
Will require a lot of work to create, build
the audience and moderate, but could be
the most rewarding feature on Facebook

20. MESSENGER
➤ Get used to communicating
this way
➤ 24/7 customer service tool
➤ Requires attentiveness to be
successful
➤ Automation tools have a ways
to go, but chatbots are a thing
Messaging/“dark social” will dominate the
future, so working on customer service/bot
exchanges now would be smart.

21. INFLUENCERS
➤ Perfect combo of interpersonal
interaction and branded promotion
= algorithm gold
➤ Partner with hyper-local micro-
influencers
➤ More likely to have strong
influence over local followers /
your customers
➤ Internal referral and advocacy
programs
➤ Back to UGC - how can you
incentivize it?
➤ Are your employees good
advocates? Ask them to share
personal posts or promote you
Megan Wilson of Sweet Sauce Blog
has worked with local businesses like
Carreras Jewelers

22. IN SUMMARY:
➤ What you can do today:
1. Reestablish your goals
2. Create engaging content
3. Use ads + boosts to
regain some reach
4. Get customers involved
5. Incorporate video
➤ And in the future, look to:
➤ Messenger/Chat, Groups,
Influencers

23. IT’S GOING TO BE OKAY
We just have to be better!

24. Reach out to Jordan Pye at jordan@torxmedia.com