Some thoughts about how you approach your facebook marketing as part of an integrated plan in 2014.

1. The role of Facebook in your 2014
Marketing strategy
Prepared
by
Trish
Barry
-­‐
February
2014

2. • This
week
facebook
turned
ten!
• As
a
pla7orm,
it’s
provided
marketers
with
lots
of
opportuni<es
to
connect
directly
with
consumers
to
tell
your
stories
• However,
no
longer
can
we
expect
the
same
results
as
we
have
when
the
pla7orm
was
launched
• Like
any
ten
year
old,
it’s
oBen
unpredictable
and
how
we
approach
needs
some
wisdom!
Image
source:
SMH
online

3. Look at the bigger picture
• There over over 12 million facebook users in
Australia
• 9 million of these users use facebook daily
• 63 per cent connect and interact with brands
• 80% of Australians use a mobile device to logon
to facebook
• 40% of Australian users post and share news
articles regularly
• In last year facebook links to news media sites
has increased by 170% - they are very much
looking to reposition as a news portal (12% of a
users news and media consumption coming from
facebook)
Source:
Facebook
Australia
–
August
2013

4. How about reports of Facebook fatigue?
•
Seeing decline in younger users as they moving
platforms like snapchat
– They don’t want to be friends with their parents who
there to see what their kids up to…
– Whatsapp is popular from 16-18 years
•
•
•
•
Instagram is also rapidly growing
However, for many of our target audiences the
younger age group is not who we are talking to so
don’t write facebook off yet
There’s still no alternative social media platform
with such engrained daily usage and in some age
groups (over 45) Facebook is still growing
Best advice is to diversify your platforms and use
facebook strategically, remembering to always think
about how you can drive to website or capture
details to enhance relationships offline (events,
tastings, dinners etc)

5. Some facts about Facebook you might not know
• Facebook now makes more money from mobile than PCs
– Now worth $US135billion and successfully shifted to focus on mobile. For
the first time in 4th qtr earnings they earn more sales from ads on phones
and tablets than traditional PCs
• It’s king of social referred traffic
– Facebook is still the king for social referred traffic, according to Adobe’s
most recent social intelligence report.
– But Facebook is slowly losing ground to other social media, in particular
Twitter and Pinterest.
• Facebook tried to buy Snapchat
– In 2012 Facebook bought instagram for $US1 billion even though there was
no revenue source. Facebook also offered snapchat $3 billion to buy
Snapchat. They are always on look out of ways to keep platform
• Facebook positioning itself as a news hub
– Facebook positioning to be news aggregator. Release of new Paper app this
week highlighting need to be source of news information. Facebook Aust
reported that 12 percent of users news and media consumption comes from
Facebook currently and this expected to grow.

6. It’s worth remembering why consumers use facebook in
the first place… and brands are not the core priority
Which means for our branded pages to make an impact, we have to think about what we’re offering
and why people would want to continue to engage if we’re not providing value.

7. So why do fans “like” a page
hGp://marke<ngland.com/why-­‐do-­‐consumers-­‐become-­‐facebook-­‐fans-­‐49745
hGp://www.purplewifi.net/wp-­‐content/uploads/2013/04/Syncapse___Value_of_a_Fan_Report_2013.pdf

8. Facebook continues to drive more website traffic
than other social media platforms

9. The measurements of social media have moved
beyond direct sales as ROI
• Success has
moved beyond
number of fans
or $ return
• Monitoring
engagement,
traffic drivers
considered just
as important by
organisations
hGp://www.businessinsider.com.au/the-­‐myth-­‐of-­‐social-­‐roi-­‐2013-­‐10

10. Keeping
your
finger
on
the
facebook
pulse.
What
does
the
future
hold
and
what
do
we
need
to
do
differently
in
2014?

11. Competition for attention on facebook is intense
• Over 12.8 million active users in Australia
• +6% growth in last six months
• Average user spends 7 hours 19 min on
facebook each month
• 68% facebook users return daily
• 86% return weekly
• 3 billion photos uploaded every month
• 50 million likes everyday
More activity means more competition for news
feed distribution. Your content not guaranteed to
Be seen unless it’s engaging and memorable

12. 18 months ago, it used to be all about edgerank
•
•
Having an insight into how the algorithm worked for content gave you a better chance of your
branded page posts being seen.
But as more people joined, more brands entered the space facebook has had to evolve to make
sure they keep the users and are not just spamming the news feed with irrelevant content.

13. The algorithm is now changing constantly
•
•
Now there is so much science behind the algorithm that it’s impossible for us to guess their trade secrets.
“There are as many as 100,000 individual weights in the model that produces News Feed. The three
original EdgeRank elements — Affinity, Weight and Time Decay — are still factors in News Feed ranking,
but other things are equally important.” Lars Backstrom, Engineering Manager for News Feed Ranking at
Facebook – August 2013
hGp://marke<ngland.com/edgerank-­‐is-­‐dead-­‐facebooks-­‐news-­‐feed-­‐algorithm-­‐now-­‐has-­‐close-­‐to-­‐100k-­‐weight-­‐factors-­‐55908

14. December 2013 we saw major impact on organic
reach of posts as the algorithm was tweaked
• What does this mean?
– Need to continue to test different types of posts to work out what
most effective
• Don’t rely just on images
–
–
–
–
Allocate budget for occasional promoted posts
Provide reasons for consumers to engage or interact with you
Content creation even more critical
Less images and more high quality content will be shown – more
importance than ever to have a blog and encourage people to
share the link driving traffic back to your website

15. And changes continue to be rolled out…
• Text updates used to get most reach for
brand pages – now facebook is
differentiating between personal and
brand pages
• In Jan 2014 announced brand page
algorithm favouring other type of content
• Link sharing and photos for brands is
being encouraged as has images and
news feed becomes more visual
• http://marketingland.com/facebooktweaks-news-feed-text-updates-arentworking-wont-be-shown-as-much-71194

16. Just
because
it’s
got
harder,
does
not
mean
you
walk
away
from
your
communiIes.
Fight
for
those
relaIonships
and
think
about
how
you
can
stand
out.

17. What you should be doing now…
1. Develop a plan
– Make it easy to manage and spend your time wisely by planning in advance
to have the right mix of messages and platforms. Ensure you’ve got a mix of
ways to engage your community over the year
2. Diversify your exposure
– Social media has always been a way to engage in communities. It’s time to
think about diversifying your exposure and growing other relevant
communities
3. Focus on creating excellent content
– Brands creating excellent content are still cutting through the clutter. You
need to be thinking about how you will add value and be true to your brand
messages.
4. Be prepared to invest some money from time to time
– Facebook continues to get more refined in the way that you can target your
audience and let’s face it, advertising is how they make money and continue
to evolve. In 2014 you will need to assign a small budget to help ensure
relevant messages are seen.

18. Use the page analytics to guide what is working
•
•
Use the page insights to test what is working over time.
What posts working best, is your audience targeted, is your page growing, are people
checking in, what demographic groups responding best. There’s so much that you can find
out with this free information.

19. Integrate your social activity in google analytics
reporting… where is your traffic coming from?
•
•
•
Ensure google
analytics correctly set
up to measure social
conversions
Know what platforms
are working best and
where traffic sources
are coming from
You can actually set up
specific campaign
targets in google
analytics to test
performance

20. Plan your content
• Develop a content plan and the pillars of content around
your brand
• Having a calendar means that you can upload content
and then focus on interaction
• Also means your content can be differentiated across
mediums so not always doing the same thing
• Our content expert Sophie Knox is here to help you
make content planning easier… spending one day
planning content can save you hours of work and ensure
your content is relevant and on brand message

21. Where to start…
content pillars defined
VISION:
To
be
widely
as
leading
Restaurant
group
providing
excep<onal
customer
experiences
Local
Produce
4
Core
content
pillars
of
focus
Dining/
Entertaining
Tips
Promo<ons
MaG
Moran
The
house
of
content
does
not
work
in
harmony
when
one
pillar
dominates

22. A content plan has to work for you and the team..

23. Don’t forget your website as the home base!
Your
website
and
your
blog
will
always
be
owned
media
that
you
can
control.
Don’t
forget
to
drive
your
communi<es
‘home’
to
assets
that
are
within
your
power.
If
you’re
planning
out
your
content
thinking
About
how
you
drive
traffic
to
website
will
be
top
priority.

24. It’s a house you don’t own…
• A good analogy to think
about… you’d never
build your dream house
on rented land… so
don’t put all of your
eggs in the facebook
basket because it’s not
a platform you own.
• Your website is your
digital home and it’s
often neglected

25. Timing your posts to ensure they are seen is
paramount to success
Timing
of
posts
is
cri<cal.
Users
not
always
online
from
9-­‐5pm
so
think
about
ensuring
that
you
target
and
<me
your
posts
If
you’ve
got
over
5,000
fans,
use
the
Targe<ng
to
post
by
loca<on
so
that
The
messages
are
relevant
hGp://www.mastermindmusings.com.au/
2013/06/facebookprescheduling/

26. Remember 9-5 actions can be limited
Source:
Yellowpages
social
media
report
2013

27. Think about the comments around the posts… how
can you encourage comments and interaction?

28. Think about driving interaction with your posts
hGp://www.quicksprout.com/2014/01/10/how-­‐to-­‐increase-­‐your-­‐facebook-­‐
engagement-­‐by-­‐275/

29. Don’t dismiss facebook ads – they can be very
effective and targeted…
• Facebook
constantly looking
at ways for
advertisers to
better target their
users
• Lots of options
depending on
your goals
• Assign some
budget for 2014
for selective
promotion of core
messages

30. Facebook ads
A
range
of
different
ad
formats
depending
on
what
you
are
looking
to
achieve.
Some
work
beMer
than
others…

31. Be targeted… don’t just hit the promote button
• Power Editor gives you option
of targeting:
•
•
•
•
Demographic groups
Only fans on page
Blind posts – where hits newsfeed and
not on the page
Desktop vs mobile placements

32. Custom audience Targeting…
You
can
now
upload
your
email
lists
and
via
power
editor
create
a
custom
audience
To
target
ads
to.
This
data
is
“hashed”
(to
keep
it
private)
and
then
the
ads
served
to
People
who
are
on
your
list.
A
great
way
of
growing
your
community
on
facebook
With
customers
who
oTen
already
have
a
relaIonship
with
your
business

33. Look a-like audiences
• Similarly can use your email list to create a “lookalike”
audience of people who have similar profile and
characteristics to the people you already target.

34. NEW….website custom audiences…
• Website Custom Audiences allow you to create
Facebook ads that target users who have previously
visited your website.
• You can focus only on those who visited a specific page
or section of your site, or those who visited pages that
included a particular keyword in the URL.
• https://www.facebook.com/business/news/ImprovedWays-for-Direct-Response-Marketers-to-Reach-Peopleon-Mobile-and-Desktop
hGp://www.jonloomer.com/2014/01/28/website-­‐custom-­‐audiences-­‐facebook/

35. Ad retargeting on websites…
•
•
•
•
•
•
Also an opportunity to consider some facebook ad retargeting in 2014
This is where we place code on website to collect information and then we use this information to
target ads on facebook or other networks.
People will have interacted with the brand, maybe come looking for you via search and this is a way of
closing the look and reminding of offer, giving information or prompting to buy.
This is a growing way to increase conversions from people who have interacted with your brand and
not yet bought.
Adroll is one of the largest retargeting providers – have a look at their offering
http://www.adroll.com/au?gclid=CN3Sv4Xe_rsCFcHwpAodQ1YAyg

36. Off the shelf apps continually
appearing with new ways to engage
• Promotions can help in a
number of ways:
– Encouraging fans to
interact
– Getting email or other
contact data
– Rewarding fans or giving
unique experiences

37. Finally think about providing value offline with
opportunities and experiences
• What can you do offline to enhance
the brand experience and make
your fans feel like a VIP?
–
–
–
–
Exclusive events for fans
Opportunity for trial
Pre-releases
Special promotions to keep them loyal
• Does not have to be everyday but
the more offline interaction you
have, the stronger the trust and
engagement with your brand.

38. Where Mastermind Consulting can help
Strategy
and
Planning
Content
Planning
and
CreaIon
Comms
Development
Social
Media
strategy,
campaigns
and
reporIng
Product
Strategy
and
Development
Visual
Design
web
and
online
Direct
MarkeIng
Workshops
and
Training