The document discusses using Facebook as a subscription model for brands. Key points include: 1. Facebook can be treated like an email list, with metrics like list size, messages delivered, opens, and actions (clicks, engagements). 2. Community density analysis uses Facebook ads tools to analyze the interests of a brand's followers and their friends to score the quality and engagement of the community. 3. Growing the list involves using sponsored stories and ads to amplify content to friends of followers in order to gain more followers and community engagement. 4. Measuring the ROI of Facebook involves properly targeting ads, driving traffic to owned sites and domains, and analyzing both organic and paid traffic and conversions

1. Modeling!
Facebook !
ROI!
Marty
Weintraub,
CEO
@aimClear

2. Today’s
Fare
• Facebook
As
Subscrip?on
Model
• Community
Density/List
Analysis
• Growing
The
List
• TwiGer,
YouTube,
LinkedIn,
Oh
MY!
• Some
Secrets
To
Measuring
Facebook

4. Sponsored
Stories
In
Organic
News
Feed
=
Real
A/B
Crea?ve
Tes?ng

7. Facebook
As
A
Subscrip?on
List

10. Greatly
Reduced
Organic
Visibility
Mostly
Limits
Friends-­‐Of-­‐Friends
Amplifica?on

11. Friends
=
Subscrip?on
List

12. Let’s
Break
This
Down

13. Brand
Posts

14. Some
Subscribers
See
In
Feed

15. A
Percentage
Click
Out

16. A
Percentage
Engage

17. Mostly
Contained
Mul?
Direc?onal
Conversa?ons

18. Large
To
Community
Members

19. Light
Friend
Of
Friend
Visibility
Friends
Of
Friend

20. X
$

21. Ticker
Neuters
Visibility

22. Think
Classic
Subscrip?on
Marke?ng
Metrics.
Facebook
Is
An
Email
List.

23. List
Size
Message
Delivered
Opens
Ac?on
Classic
Subscrip?on
Metrics

24. List
Size

25. Message
Delivered
FB
Insights
Analy?cs

26. Mul?ple
Delivery
Views
Brand
Page
Admin
UI

27. Delivered

28. Ac?on
=
2
Types
Of
Traffic
FB
Insights
Analy?cs

29. Traffic
To
FB
Page

34. ?
?

35. List
Size
Message
Delivered
Opens
Ac?on
Classic
Subscrip?on
Metrics

36. Traffic’s
ROI
You
Ask?

40. elivered

42. Next

43. What
Is
Community
Density
Analysis?

47. Use
FB
Ads
Tool
To
Do
First
&
Second
Degree
Of
Separa:on
Demographic
Research

50. Reliable
Community
Grade
• Subscrip:on
Model
Depends
On
List
Quality
• Density
Crucial
To
Community
Success
• Score
Community
Building
(Value
Of
Likes)
• %
Of
First
Degree
W/
Congruent
Interests
• %
Of
Second
Degree
W/
Congruent
Interests

51. Growing
The
Awesome
List

52. Upon
Real
Engagement

53. Sponsored
Stories
Amplify
Friends
Of
Friend

55. Sponsored
Stories
In
Feed
$

57. Cocktail
Of
Ads
&
Sponsored
Stories
Page
Post
Ad
(First
Degree),
FB
At
Large
– Expensive,
Site
&
Wall
Traffic,
Likes
Page
Post
Like
Story
(Second
Degree)
– Inexpensive,
Traffic
To
Site,
Few
Likes
Page
Like
Story
(Second
Degree)
– Expensive,
Traffic
To
Wall,
Many
Likes
On
Wall
Promoted
Increases
Visibility
To
Brand’s
Community,
$10
Increments

58. 1st
Degree
Dominance
Ul?mately
Easy
To
Predict
Costs
Early

59. FB
ROI?

60. Posty
Content
Properly

62. Page
Post
FB
Ads

63. Page
Post
FB
Ads

64. Targe?ng
Media
Roles

66. Fuse
w/
Publica?ons

78. Secret
Of
Measuring
Social
• Organic
In
Subscrip?on
Model
• Study
1st,
2nd,
Non
Degrees
• Segment
Paid
By
Degrees
• Drive
Traffic
To
Sites
You
Own
• Measure
Traffic/Conversion,
Mashed
Up
Paid/Organic
• Seek
Subscrip?on
Metaphors

79.
Thank
You!
Marty
Weintraub,
CEO
@aimClear