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SPARK 2016: Why Your Social Content is Killing Your Bottom Line


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See Noah Lomax's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at

We’ve all heard it: “Organic reach is dead.” “There’s no point in posting if you aren’t using paid.” And for what? A goal of 4% engagement rates? With all of the data and insights at our fingertips, isn’t there another way? Turns out there is. Join us for a quick look at how some brands are reaching more than 60% of their fan base with engagement rates >30% while spending little or nothing.

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SPARK 2016: Why Your Social Content is Killing Your Bottom Line

  1. 1. -Facebook Algorithm, 2015 organic
  2. 2. Facebook says… “People only have so much time to consume stories… This means they often do not see the content that’s most valuable to them.” “There is now far more content being made than there is time to absorb it.” In 2014… ”total number of Pages liked by the typical Facebook user grew more than 50% last year. With each new Page like, competition in News Feed increases even further.” “News Feed is designed to show each person on Facebook the content that’s most relevant to them.” “As a result of these changes, News Feed is becoming more engaging.” @NoahLomax
  3. 3. The law for ROI says… Common sense is inversely proportional to budget size. Budget Common Sense @NoahLomax
  4. 4. In the beginning… @NoahLomax
  5. 5. Value of Innovation Accelerator +55% BETTER In-market validated messaging (better than alternatives) STRATEGIC Partnerships Secured or Enhanced Market Research TIME REDUCED 3-4 Weeks now 3-4 Days Market Research COST REDUCED Average ~50% NEW CONCEPT Validation Using rapid, in-market testing before large investment or scale MEASURABLE PRINTING Increased from 0.6% to 10% 10% PER POST USER ENGAGEMENT Industry-leading average across social media channels @NoahLomax
  6. 6. Unexpected Value We gained insight into how our customers lived, what they valued, and where I products fit or did not fit. @NoahLomax
  7. 7. Reach: 192% of Fan Group Size Engagement Rate: 42% Shares: 636 @NoahLomax
  8. 8. Reach: 71% of Fan Group Size Engagement Rate: 25% Shares: 114 @NoahLomax
  9. 9. Reach: 19% of Fan Group Size Engagement Rate: 9% Shares: 15 @NoahLomax
  10. 10. @NoahLomax
  11. 11. Detected No Paid Detected @NoahLomax
  12. 12. @NoahLomax
  13. 13. So how do I get here? @NoahLomax
  14. 14. Identify your specific customer. @NoahLomax
  15. 15. GET TO KNOW THEM Intimately @NoahLomax Spend time with them; listen to them (like you were dating them)
  16. 16. Know what you want.@NoahLomax
  17. 17. But really listen to them… Post, look at the data, identify trends, optimize, repost @NoahLomax
  18. 18. WORKING Invest in what is Study what isn’t! @NoahLomax
  19. 19. KeyTakeaway Do more of what is working and less of what’s not. @NoahLomax