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WEBINAR:
Why Facebook Likes Don’t
Matter Anymore
Rob Reed, Founder of MomentFeed
June 10, 2014
DELIVERED BY
Overview
Rob Reed,
Founder of MomentFeed
Authenticity Matters
• Why Facebook Likes Don’t Matter Anymore
• New Marketing As...
3
What’s happening?
What can I do to combat it?
What opportunities are available?
What’s happening?
4
16.00%
12.60%
10.15%
7.83%
6.51%
0
0.04
0.08
0.12
0.16
0.2
Feb 2012 Sep 2013 Nov 2013 Dec 2013 Mar 201...
Why?
5
There is only so much space on the newsfeed
and
Facebook needs to make money
What Can I Do?
6
1. Create interesting and authentic
content
2. Take advantage of your local
pages
3. Spend your advertisi...
What Can I Do?
Distribute authentic and interesting content that
your users are creating for you
7
User generated content ...
What Can I Do?
EXAMPLE:
The Old Spaghetti Factory
8
5,482 people reached
(9.4% of their total fans)
4,298 1,181
Organic Vi...
What Can I Do?
9
Take advantage of local Facebook pages
5X Reach
Per Fan
Engagement
Level
Overall
Impact
8X
40X
Significan...
Brand Page Fans 3,036,994
Page Engagements 510,680
Unique Brand Impressions 7.0 Million
Total Brand Impressions 21.1 Milli...
What Can I Do?
11
• Names the location
• Gives the manager’s name
• Gives exact address
Make the Most of Your Advertising
12
Targeting ROI
Mobile Strategy Location
Compare to traditional advertising
13
$32.00
$20.00
$8.00
$7.00
$2.75
$0.75
$0.25
0 10 20 30 40
Newspaper
Magazine
Radio
C...
Facebook’s Targeting Capabilities
14
Connections Custom
Audiences
Lookalike
Audiences
Partner
Categories
Location Demograp...
Facebook Audience Network
15
Banner Interstitial Native
Facebook is the
perfect starting
point for a
mobile strategy
1.01 billion
Facebook mobile
users
22% of mobile
time spent i...
• Today consumers demand
authentic, locally relevant
messages from brands
• The digital identity of business
locations is ...
What if you could tailor every
ad to its local audience?
One Campaign
1,000 Unique Local Ads
LocalVoice
Relevant content
for local consumers
...across hundreds or
thousands of locations
...each delivering
authentic marketing
...incorporating the
people and landmarks
...that make every
place unique
...on a national scale
One Campaign
1,000 Unique Local Ads
LocalVoice
Questions?
34
• Understanding the digital identity of your physical locations
• Steps to make sure this asset does not become a liabilit...
Rob Reed
Founder
rob@momentfeed.com
www.momentfeed.com
DELIVERED BY
Why Facebook Likes Don't Matter Anymore
Why Facebook Likes Don't Matter Anymore
Why Facebook Likes Don't Matter Anymore
Why Facebook Likes Don't Matter Anymore
Why Facebook Likes Don't Matter Anymore
Why Facebook Likes Don't Matter Anymore
Why Facebook Likes Don't Matter Anymore
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Why Facebook Likes Don't Matter Anymore

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The numbers are in and your organic reach on Facebook is declining. So what does this mean? The free ride is over. In this presentation we discuss the new reality of reaching people on Facebook and how your brand can effectively connect with your customers. Topics include:

• The decline of Facebook reach
• Facebook’s advertising capabilities
• How to get the most bang for your buck with Facebook advertising
• Utilizing user generated content to engage your audience in an authentic way
• Serving up relevant messaging to the right people

You can watch the webinar recording here: http://info.momentfeed.com/authenticity-matters-1-on-demand.html

Published in: Social Media, Business, Technology
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Why Facebook Likes Don't Matter Anymore

  1. 1. WEBINAR: Why Facebook Likes Don’t Matter Anymore Rob Reed, Founder of MomentFeed June 10, 2014 DELIVERED BY
  2. 2. Overview Rob Reed, Founder of MomentFeed Authenticity Matters • Why Facebook Likes Don’t Matter Anymore • New Marketing Asset: The Digital Identity of your Physical Locations • The Year of the Instagram Strategy - How Marketers Should Approach the Instagram Channel • How Mobile is Revolutionizing Shopper Marketing • Managing Social Media for Franchises - Maintaining Brand Integrity While Empowering Franchisees 2
  3. 3. 3 What’s happening? What can I do to combat it? What opportunities are available?
  4. 4. What’s happening? 4 16.00% 12.60% 10.15% 7.83% 6.51% 0 0.04 0.08 0.12 0.16 0.2 Feb 2012 Sep 2013 Nov 2013 Dec 2013 Mar 2014 EDGERANKCHECKER.COM • In April of 2012, pages reached up to 16% of their audience organically, but today that number has dropped to 1-2% and will continue to drop. • That means if you have 1,000 likes only about 10- 20 of those fans will see your posts. • Facebook is actually saying that you should assume a day will come when the organic reach is zero.
  5. 5. Why? 5 There is only so much space on the newsfeed and Facebook needs to make money
  6. 6. What Can I Do? 6 1. Create interesting and authentic content 2. Take advantage of your local pages 3. Spend your advertising dollars wisely
  7. 7. What Can I Do? Distribute authentic and interesting content that your users are creating for you 7 User generated content is 20% more influential than any other type of media 350 million Facebook and 55 million Instagram photos posted daily 350 m 55 m 20%
  8. 8. What Can I Do? EXAMPLE: The Old Spaghetti Factory 8 5,482 people reached (9.4% of their total fans) 4,298 1,181 Organic Viral
  9. 9. What Can I Do? 9 Take advantage of local Facebook pages 5X Reach Per Fan Engagement Level Overall Impact 8X 40X Significantly less engagement compared to local pages Dramatically more impactful than corporate brand pages Corporate Brand Page Local Page
  10. 10. Brand Page Fans 3,036,994 Page Engagements 510,680 Unique Brand Impressions 7.0 Million Total Brand Impressions 21.1 Million Number of Locations 1,230 Number of Check-ins 52,351 Page Engagements 107,882 Unique Local Impressions 11.9 Million Total Local Impressions 31.7 Million Media impressions generated through publishing brand page content Media impressions generated through customer check-ins and likes 0 10000000 20000000 30000000 40000000 Brand Page Local Pages Unique Total Local = 50% more impressions Facebook Impressions Brand Page vs. Local Pages 10
  11. 11. What Can I Do? 11 • Names the location • Gives the manager’s name • Gives exact address
  12. 12. Make the Most of Your Advertising 12 Targeting ROI Mobile Strategy Location
  13. 13. Compare to traditional advertising 13 $32.00 $20.00 $8.00 $7.00 $2.75 $0.75 $0.25 0 10 20 30 40 Newspaper Magazine Radio Cable TV Google AdWords LinkedIn Ads Facebook Ads Cost to reach 1000 people
  14. 14. Facebook’s Targeting Capabilities 14 Connections Custom Audiences Lookalike Audiences Partner Categories Location Demographics Interests Behaviors
  15. 15. Facebook Audience Network 15 Banner Interstitial Native
  16. 16. Facebook is the perfect starting point for a mobile strategy 1.01 billion Facebook mobile users 22% of mobile time spent is on Facebook Creating a Mobile Strategy 16 “The study shows that those aged 25–34 lead the way in smartphone usage, comparing prices, reading reviews, buying products and engaging with brands on social media while in- store.” Omnico Users are spending 2 hours and 42 minutes a day on mobile devices
  17. 17. • Today consumers demand authentic, locally relevant messages from brands • The digital identity of business locations is a new marketing asset • Existing platforms do not manage this asset – turning it into a liability • MomentFeed is the first platform that does, delivering on the promise of authentic marketing at scale MomentFeed
  18. 18. What if you could tailor every ad to its local audience?
  19. 19. One Campaign 1,000 Unique Local Ads LocalVoice
  20. 20. Relevant content for local consumers
  21. 21. ...across hundreds or thousands of locations
  22. 22. ...each delivering authentic marketing
  23. 23. ...incorporating the people and landmarks
  24. 24. ...that make every place unique
  25. 25. ...on a national scale
  26. 26. One Campaign 1,000 Unique Local Ads LocalVoice
  27. 27. Questions? 34
  28. 28. • Understanding the digital identity of your physical locations • Steps to make sure this asset does not become a liability • Managing your local social media pages • Authentic marketing to your audiences at the local level • Taking advantage of Facebook Offers • Handling ratings on local pages NEXT WEBINAR: New Marketing Asset: The Digital Identity of Your Physical Locations Tuesday, July 15 at 10AM PST
  29. 29. Rob Reed Founder rob@momentfeed.com www.momentfeed.com DELIVERED BY

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