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Rethinking Facebook

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A study by Mindworks Innovation Lab, exploring recent changes in organic reach, showing that Facebook for brands is more Media than Social Media and proposing a new approach towards the medium.

Rethinking Facebook

  1. RETHINKING FACEBOOK GIORGOS VARELOGLOU - 07.04.2014
  2. HELLO
  3. CHALLENGE OURSELVES
  4. CHALLENGE THE STATUS QUO
  5. 2.5 MILLION FANS SEPTEMBER - FEBRUARY 1800 POSTS GREECE
  6. ANALYSING DATA FROM OUR CLIENTS MEANS THAT NOT EVERY INDUSTRY IS REPRESENTED. *DISCLAIMER: *AND MANY OTHER THINGS THAT MAY AFFECT THE VALIDITY OF THE FOLLOWING THOUGHTS.
  7. FACEBOOK IS MASSIVE 1
  8. FACEBOOK IS MASSIVE 1 + MEDIA
  9. 11 ASSUME THAT YOU ARE A BRAND HAVING A Facebook Page of 300.000 likes. A Twitter Account of 10.000 followers.
  10. 12 ASSUME THAT YOU ARE A BRAND HAVING A Facebook Page of 300.000 likes. this is your reach if you don’t spend any media (~25.000 users) A Twitter Account of 10.000 followers.
  11. 13 ASSUME THAT YOU ARE A BRAND HAVING A Facebook Page of 300.000 likes. A Twitter Account of 10.000 followers. this is your potential weekly reach on Twitter. 2x as big as your follower base. this is your reach if you don’t spend any media (~25.000 users)
  12. 14 A Facebook Page of 300.000 likes. this is your weekly reach if you don’t spend any media (~25.000 users) A Twitter Account of 10.000 followers. this is your potential weekly reach on Twitter. 2x as big as your follower base. *EDGERANK.
  13. -39% TOTAL DROP
  14. TERMINOLOGY ● Reach%= Post’s Organic Reach/Page’s fans Total drop ~47% 10-­‐70K 70-­‐100K 100+ Organic Reach% by # of Fans FMCG0-10K 0.00% 5.25% 10.50% 15.75% 21.00% September October November December January February
  15. TERMINOLOGY ● Reach%= Post’s Organic Reach/Page’s fans 10-­‐70K 70-­‐100K 100+0-­‐10K 10-70K 0 0.0375 0.075 0.1125 0.15 September October November December January February Total drop ~15% Organic Reach% by # of Fans
  16. TERMINOLOGY ● Reach%= Post’s Organic Reach/Page’s fans 10-­‐70K 70-­‐100K 100+0-­‐10K 70-100K 0 0.0225 0.045 0.0675 0.09 September October November December January February Total drop ~27% Organic Reach% by # of Fans
  17. TERMINOLOGY ● Reach%= Post’s Organic Reach/Page’s fans 10-­‐70K 70-­‐100K 100+0-­‐10K 100+ 0 0.02 0.04 0.06 0.08 September October November December January February Total drop ~51% Organic Reach% by # of Fans
  18. TERMINOLOGY ● Reach%= Post’s Organic Reach/Page’s fans 10-­‐70K 70-­‐100K 100+0-­‐10K 100+ 0 0.02 0.04 0.06 0.08 September October November December January February 7.619% 6.05% 4.476% 3.377% 4.151% 3.767% Total drop ~51% Organic Reach% by # of Fans
  19. FACEBOOK IS SOCIAL MEDIA 2
  20. 2 2009: FACEBOOK IS SOCIALMEDIA.
  21. 2 2014: FACEBOOK IS MEDIA.SOCIAL
  22. FACEBOOK IS WAY CLOSER TO A MAILING LIST COMPARED TO A COMMUNITY.
  23. FACEBOOK IS WAY CLOSER TO A MAILING LIST COMPARED TO A COMMUNITY. *Mat Morrison 2012
  24. ! WITH YOUR FANS. YOU ARE NOT FRIENDS 3
  25. ! WITH YOUR FANS. YOU ARE NOT FRIENDS 3 Καληµέρα Fans! Kaλό Σαββατοκύριακο!!! Ωραίο καιρό έχει σήµερα να πας βόλτα! Χρονια πολλά Κώστα! Χρονια πολλά σε όλες τις µητερούλες του κόσµου! Ξεκινάµε δυναµικά τη Δ∆ευτέρα µας! Δ∆εν θέλεις να κοιµηθείς κι άλλο; Μαρία, Παναγιώτα, Παναγιώτη Χρόνια σας πολλάαααα! :)
  26. 0.00% 2.25% 4.50% 6.75% 9.00% 0.00 500.00 1000.00 1500.00 2000.00 Product Fun General Average Engaged Users Average Engagement Rate TALK ABOUT YOUR DAMN PRODUCT.
  27. 4 OK, HERE’S THE BRIEF:
  28. WE HAVE TIGHT BUDGET THAT’S WHY WE NEED A CAMPAIGN ON FACEBOOK THAT WILL GENERATE A LOT OF 4 OK, HERE’S THE BRIEF: VIRAL.
  29. 4,64%
  30. 4,64%THE AVG VIRAL REACH OF A POST
  31. 4,64%THE AVG VIRAL REACH OF A POST *Which is close to the viral reach generated through a banner Campaign.
  32. OK, I UNDERSTAND THAT. BUT YOU KNOW THAT I HAVE SOME MONEY TO INVEST IN MEDIA. SO WHY DON’T YOU TAKE MY 1000 EUROS AND MAKE IT:
  33. OK, I UNDERSTAND THAT. BUT YOU KNOW THAT I HAVE SOME MONEY TO INVEST IN MEDIA. SO WHY DON’T YOU TAKE MY 1000 EUROS AND MAKE IT:
  34. STOP HOPING THAT BY PAYING YOU’LL ALSO GET INCREASED ORGANIC REACH. YOU WON’T. SAD FACT: 5
  35. FOR EVERY 1000 USERS YOU PAY YOU GET 2 FOR FREE*. *Organic users Hooray.
  36. AND THE LAST PROOF THAT FACEBOOK IS MORE MEDIA THAN SOCIAL 6
  37. GRAB A PIECE OF CONTENT:
  38. GRAB A PIECE OF CONTENT:
  39. BROADCAST IT TO YOUR FANS - AND NON FANS
  40. ENGAGEMENT RATE WILL NOT DIFFER. *COST PER ENGAGEMENT WILL, THOUGH.
  41. THE ONLY VARIABLE THAT WOULD AFFECT ENGAGEMENT RATE IN THIS CASE IS: CONTENT. 6
  42. SO WHERE DOES THIS BRING US?
  43. FACEBOOK AS A TOOL, IS MUCH CLOSER TO A BANNER THAN YOU MIGHT THINK.
  44. ONLY IT’S CHEAPER ! YOU REACH 1000 USERS WITH 1 EURO
  45. IT’S BIGGER.
  46. AND MORE CONVINCING
  47. SO, WHAT SHOULD WE DO NEXT?
  48. NO PAY, FIRST, SLEEP ON THIS: NO PLAY. - MARK ZUCKERBERG
  49. INVEST ON YOUR CREATIVE. AS YOU NORMALLY DO WITH EVERY MATERIAL OF A MEDIA PLAN. THEN: YOU WOULDN’T APPROVE A GOOGLE IMAGE FOR A 300X250 BANNER, WOULD YOU?
  50. START LOOKING FOR THE NEXT BIG THINK. AND:
  51. THANK YOU! @VARELOGLOU SPECIAL THANKS TO: KATERINA YIANNOULI GIANNIS AMAXOPOULOS ANTONIS VENTOURIS ANTONIS KOUTSOUKOS.

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