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The Death of Organic Social

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Presentation deck from The Disruptors Business Conference in Dublin on 2014-09-05

Published in: Social Media, Business

The Death of Organic Social

  1. THE DEATH OF ORGANIC SOCIAL
  2. DECEMBER 2013: FACEBOOK CHANGES EDITORIAL ALGORITHM https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
  3. PUNDITRY http://blogs.forrester.com/nate_elliott/14-03-17-facebook_is_still_failing_marketers
  4. 2. ENGAGE FANS 1. RECRUIT FANS THE COMMON MISCONCEPTION YOUR FACEBOOK PAGE IS NOT YOUR SALES FUNNEL 3. PROFIT!
  5. SIDEBAR: WHY NOT JUST USE EMAIL? 2014 Email benchmarks across 46 industry sectors MEAN SD OPEN RATES 22.31% 0.03 CTR 3.15% 0.01 http://mailchimp.com/resources/research/email-marketing-benchmarks
  6. WHAT THE HELL IS FACEBOOK PLAYING AT?
  7. HOW EVERYONE USES FACEBOOK OPEN FACEBOOK READ POSTS ON NEWSFEED CLICK “LIKE” OR COMMENT LEAVE come back later
  8. HOW EVERYONE USES A FACEBOOK PAGE LIKE PAGE READ POSTS ON NEWSFEED CLICK “LIKE” OR COMMENT
  9. ONLY ~1% OF AUDIENCE EXPOSURE IS “ON PAGE” Oct '13 - Mar '14" Monthly audience exposed to <client x> content" by visiting Page (~1%)! 0.91%! 0.47%! 0.41%! 1.11%! 1.56%! 1.40%! Oct-13! Nov-13! Dec-13! Jan-14! Feb-14! Mar-14! (it’s all about the newsfeed)
  10. WHY HAVE YOU HIRED A “COMMUNITY MANAGER”? COMMUNITY! LIST! FACEBOOK PAGE!
  11. ANALYSIS OF COMMENTS SUGGESTS POSTS HAVE A HALF LIFE ~2 HRS
  12. HOW EVERYONE USES A FACEBOOK PAGE LIKE PAGE READ POSTS ON NEWSFEED CLICK “LIKE” OR COMMENT newsfeed algorithm
  13. For many of our users, there are thousands of things that have happened on Facebook They don't have the time to go through all of those things. We can make their experience better by trying to pick out things where they're most likely to find engagement. Will Cathcart, Facebook News Feed Product Manager
  14. 309 267 median Pages liked by <client y> fans median Facebook friends of <client y> fans
  15. 1,500 The median number of stories that Facebook’s algorithms choose between each time you look at your news feed.
  16. For some people, your ads are content WE'll show those people your advertising for free! Mike Hudack, Facebook AdVertising Product Manager
  17. I’LL STICK TO TWITTER THANKS
  18. MY LAST ~2,500 TWEETS (@MEDIACZAR, DEC 13 - AUG 14)
  19. MEDIAN IMPRESSIONS-PER-TWEET: 536 CAVEAT: IMPRESSIONS AREN’T REACH
  20. HOW BIG IS THE RT EFFECT? NOT AS BIG AS WE’D HOPED
  21. HOW MOST PEOPLE USE TWITTER CHECK TWITTER READ A FEW POSTS REPLY OR RETWEET LEAVE come back later
  22. WHAT SHOULD I DO?
  23. THREE SIMPLE OPTIONS INVEST MASSIVELY IN CONTENT USE SOCIAL MEDIA DIFFERENTLY TO DRIVE ORGANIC REACH MAKE REASONABLE INVESTMENT IN CONTENT/MEDIA MIX
  24. INVEST MASSIVELY IN CONTENT
  25. USE SOCIAL MEDIA TO DRIVE PR IMPRESSIONS
  26. INVEST IN CONTENT/MEDIA MIX
  27. SOCIAL SOCIAL OWNED FROM POSTING… TO SIGNPOSTING
  28. Immediate Benefits Visible in Search (Google) Increased longevity of content Increase Earned reach Drop cookies for retargeting Own your data SOCIAL OWNED SIGNPOSTING
  29. 38.9k LIKES! +2.2k TWEETS! +19k CLICKS! +220 BACKLINKS! 79k CLICKS! 4.2k SHARES! +63k SHARES, +17.6k LIKES!
  30. WHAT’S THE PURPOSE OF A FAN? SOCIAL PROOF!
  31. SOCIAL! POST! PROMOTED POST/TWEET! OWNED! CONTENT! 2" 3! 1! RECIPE ! ! 1. Create content for your site that will speak to your audience.! ! Use this content both as bait, and to tag user interests! 2.!Post multiple times about the same story. Test combinations of headline, call-to-action, image to see what works.! 3.!Use your fans as a test-bed, pay to promote content to a wider, highly-targeted audience.! 4.!Drop cookies, collect data.! 5.!Retarget, refine. Test content, add social proof
  32. WHAT’S THE VALUE OF SOCIAL? SOCIAL PROOF SOCIAL SHARING SOCIAL DATA
  33. THANK YOU! PLEASE DON’T ASK ME ANY TRICKY QUESTIONS THAT WILL MAKE ME LOOK STUPID I’M @MEDIACZAR ON TWITTER OR COME AND TALK TO ME AFTERWARDS

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