followfridays 2011 session 1: social media, the most overrated trend in business
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The most overrated trend in business
The most underrated trend in business
The new and improved role of traditional media
My guess is that 9 out of the 10 people who believe in
social media advertising/ROI are those selling this hype to others
John Jackson, quote from his comment on a Fast Company article about Social Media ROI
“Our study found that 63% of TV commercial impressions were avoided simply by not paying attention to the screen.”
most watched American television broadcast
one of the most watched sporting events in the world
most expensive commercial airtime of the year
Did the Twitter campaign prompt anyone to consider buying an A8 or go to a dealership to test-drive one?
Did the tweets inspire an outpouring of positive brand feelings toward Audi?
Doug Clark, Audi of America's general manager for social media and customer engagement
Today the equation to measure that doesn't exist
Google Adwords
Where in the Media Spectrum does social media fit?
TV advertising
& Long TermShort TermMight be RelevantHighly Relevant
ImpressionsConversionsGRPCPA
Short TermHighly Relevant
ConversionsCPA
Long TermMight be RelevantImpressionsGRP
105K users?4,4 million users
25K users?
Social Media
* Belgian figures
"Typical approaches that focus on raw fan counts, or the total number of engagements on a given piece of content, fail to depict the potential and realized scope of social media
brand impressions"
The Power of Like, Co & Facebook, May 2011
slide van viral uit vroegere presentatie met daarin meer en meer en meer
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Social Epidemics*: the Law of the Few
*Malcolm Gladwell: “The Tipping Point”.
Influentials
MILLI!
NS
"""
!!!!!
!!!!!!!
!!!!!!!!!
Only Certain People Can Drive Trends
slide van viral uit vroegere presentatie met daarin meer en meer en meer
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vaststelling dat het over 1 graad gaat
Social Epidemics*: the Law of the Few
Duncan Watts, recent research for McKinsey Quarterly & Yahoo! Research
!
!!!!!
!!!!!!!!!
All people can drive trends,but only some will
What we recently stumbled on is that almost nothing spreads. Instead, the vast majority of all adoptions happen
within just one degree of the seed.
Duncan Watts, Principal Research Scientist at Yahoo! Research in McKinsey Quarterly, July 2011
All of these so-called Viral videos benefited from tremendous mass-media coverage. Once you get your video on the front page of Yahoo!,
100 million people see that.
So this is not about viral anymore. This is mass media.
Duncan Watts, Principal Research Scientist at Yahoo! Research in McKinsey Quarterly, July 2011
The Standaard homepage article gave an immediate boost in viewsand as a result reached much more worldwide mainstream media.
1 million
2 million
3 million
4 million
21/09 26/09 10/03
# fans
# unique friends / fan
23.000.000
6.059
34 207
784.000.000
1.245.213
The Power of Like, Co & Facebook, May 2011
marketing efforts
Like us first & win...
Share a wall post and get a coupon!
Invite friends toget benefits.
Leave your credentials for a
wallpaper...
Like-gates
Invite Friends
Exclusive Content
Coupons
This begs the question, how much efforts are consumers willing to exert in order to get something in return?
Alex Bernstein, managing partner at North Social
Luckily for me, Facebook created Edge Rank
Every post that gets published to the Wall receives a quality score, called Edge Rank.
Edgerank = ∑ affinitye weight e time decay e
e=1 n
x x
It’s a little bit about math...
affinity of an edge
is higher
1) for fans who
frequently interact
with your updates
2) for interactions
by friends who are
fans as well
every type of edge has a specific weight:
1) on the creation side: some types of posts are
worth more2) on the interaction side: a comment is worth more
than a like or a share
the time decay is
higher
1) if an edge is
recent enough
2) in comparison
with the previous edge
an edge is an interaction with your wall post: a like, a
comment, a share as well as the post itself
5 tips & tricks to create better posts
Use content types that are more heavily weighted
Questions Videos Pictures Wall PostsShares
Comment Like
5 tips & tricks to create better posts
Request explicitly for feedback & interaction
Photo Tags
+Questions
5 tips & tricks to create better posts
Time your posts to garner the greatest response.Use the Facebook Conversational Calendar via http://www.facebook.com/business/pages/
5 tips & tricks to create better posts
Analyze your page statistics and focus your efforts on the best scoring tools, demographics, times of day etc.
5 tips & tricks to create better posts
Use Tools to help you understand what’s behind it all
Facebook.com/Insights gives basic insights
PageLever has detailed statistics Vitrue has an extended analytics suite
EdgeRank.com tells you your edgerank
It helps to understand what people do on Facebook
25%
10%
17%
21%
27% NewsfeedOther
Apps
Profiles
Photos
Good news? Think Again.
1 day 3 days2 days 5 days4 days 7 days6 days
10%
20%
1 post/day, 7 days a week only reaches 21% of your fan base!
The Power of Like, Co & Facebook, May 2011
21%
27% Newsfeed
Profiles
Photos
Depending on your posts’ Edge Score, it ends up...
Ticker Top StoriesRecent Stories
... since two weeks there’s an extra threshold
Every light has its shadow...
newsfeedimpressions
commentslikes
10%
20%
-20%
-10%
-30%
“spammy content”
is being punished
good posts are rewarded with attention
I 10 years of Techno
I Volvo C30
I Porsche Panamera
I Levi’s 501 Jeans
I Chocolate Crumble
means
means
means
means
means
I
I
I
I
I
10 years of Techno
a Volvo C30
a Porsche Panamera
a Levi’s 501 Jeans
a chocolate crumble
will visit
drive
dream of
want to buy
just ate
Diverse meanings for one verb...
I 10 years of Techno
I Volvo C30
I Porsche Panamera
I Levi’s 501 Jeans
I Chocolate Crumble
means
means
means
means
means
I
I
I
I
I
will visit
drive
dream of
want to buy
just ate
Guess what... It is possible
10 years of Techno
a Volvo C30
a Porsche Panamera
a Levi’s 501 Jeans
a chocolate crumble
compare
request info
Where to use the custom verbs...
buy
testdrive
webapps facebook apps
want one
have one
website
Users grant immediate permissions to share on their behalf
“Add to Timeline” adds basic timeline sharing permissions
The typical “Allow” button can (optionally!) extend permissions
Users grant immediate permissions to share on their behalf
But will it end up reaching a user’s friends? Similar to post updates...
Graph Rank
There is also a multiplier on top of GraphRank that is applied to users that are interested in same interests, near the same location, both fans of the brand etc.
+
There is a quality score for apps, called Graph Rank.
The distribution of updates...
Most impressions are consumed in the ticker, generating most traffic.
The types of ads
Jan Algoed likes this like
Social Ads
like
Jan Algoed “
“ likes this
like
Sponsored Stories
Jan Algoed likes this
like
RECENT POST
comment
“Expandable Ad Unit”Ads
Make sure to opt for “social” ads over normal ads.
5 tips & tricks for more effective ads
Jan Algoed likes this likelike
average CTR: 0,1% average CTR: 0,36%
average interaction: 0,05%
average interaction: 0,37%
Use user’s content to boost sponsored stories’ CTR
5 tips & tricks for more effective ads
Wildfire’s Storyteller App requests for feedback and generates Sponsored Stories
Boost from 3,3% to 17% conversion rate
Make sure to target friends of fans.Remark: this is standard behavior when choosing for Sponsored Stories.
5 tips & tricks for more effective ads
Analyze your ads’ statistics and focus your efforts on the best scoring formats, messages, demographics etc.
5 tips & tricks for more effective ads
Use tools to get the best out of your ads
Alchemy by Techlightenment allows for easy AB-testing
5 tips & tricks for more effective ads
Jan Algoed is attending Volvo Opendeurdagen 2011
Volvo Opendeurdagen 2011!
The social work-around
Volvo Opendeurdagen Banner Ad Test
Short Term Ad Performance expressed in Incidences
7.523.802impressions
1.010new fans
0,03%avg CTR
2.356clicks fans
Jan Algoed is attending Volvo Opendeurdagen 2011
11,8 15%x = 177
11,8 39,7%x = 468
Total GRP’s 645
1,55 !Cost/GRP
7,5 million impressions reaching almost 640.000 unique Facebook users!
Long Term Ad Performance expressed in GRPs
We went from a monologue to a dialogue. Mass media will continue to play a role. But its role has changed.
John Hayes, Chief Marketing Officer American Express
To truly engage customers for whom “push” advertising is increasingly
irrelevant, companies must do more outside the confines of the
traditional marketing organization
McKinsey, “We’re all marketers now”
DIABOLO MODEL
earned
paid
owned
real
acted
interaction
WE TALK
YOU TALK
impressions
expressions
media
users usage
usagemessageinsights
metrics
Turning to so-called influentials, will make it very hard to actually know or measure what your communication efforts do for your brand
Turning to so-called influentials,
will make it very hard to actually
know or measure what your
communication efforts do for your
brand
The number of fans is only of importance if your content is successful in inviting consumers to interact
Turning to so-called influentials,
will make it very hard to actually
know or measure what your
communication efforts do for your
brand
The number of fans is only of importance if your content is successful in inviting consumers to interact
Traditional media still have an important role to play. Creativity an even more important one.
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