rethinking facebook
DESCRIPTION
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.TRANSCRIPT
RETHINKING FACEBOOK
GIORGOS VARELOGLOU - 07.04.2014
HELLO
CHALLENGEOURSELVES
CHALLENGETHE STATUS QUO
2.5 MILLION FANSSEPTEMBER - FEBRUARY
1800 POSTS
GREECE
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.
FACEBOOK IS MASSIVE
1
FACEBOOK IS MASSIVE
1
+ MEDIA
11
ASSUME THAT
YOU ARE A BRAND HAVING
A Facebook Page of 300.000 likes.
A Twitter Account of 10.000 followers.
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.
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)
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.
-39% TOTAL DROP
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
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
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
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
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
FACEBOOK ISSOCIAL MEDIA
2
2 2009:
FACEBOOK ISSOCIALMEDIA.
2 2014:
FACEBOOK ISMEDIA.SOCIAL
FACEBOOK IS WAY CLOSER TO A MAILING LIST COMPARED TO A COMMUNITY.
FACEBOOK IS WAY CLOSER TO A MAILING LIST COMPARED TO A COMMUNITY.
*Mat Morrison 2012
!
WITH YOUR FANS.YOU ARE NOT FRIENDS
3
!
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! :)
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.
4 OK, HERE’S THE BRIEF:
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.
4,64%
4,64%THE AVG VIRAL REACH
OF A POST
4,64%THE AVG VIRAL REACH
OF A POST
*Which is close to the viral reach generated through a banner Campaign.
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:
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:
VIRAL?
STOP HOPING THAT BY PAYING YOU’LL ALSO GET INCREASED ORGANIC REACH. YOU WON’T.
SAD FACT:5
FOR EVERY 1000 USERS YOU PAYYOU GET 2 FOR FREE*.
*Organic users
Hooray.
AND THE LAST PROOF THAT FACEBOOK IS MORE
MEDIA THAN SOCIAL
6
GRAB A PIECE OF CONTENT:
GRAB A PIECE OF CONTENT:
BROADCAST IT
TO YOUR FANS - AND NON FANS
ENGAGEMENT RATE WILL NOT DIFFER.
*COST PER ENGAGEMENT WILL, THOUGH.
THE ONLY VARIABLE THAT WOULD AFFECT ENGAGEMENT RATE IN THIS CASE IS:CONTENT.
6
SO WHERE DOES THIS BRING US?
FACEBOOK AS A TOOL, IS MUCH CLOSER TO A BANNER THAN
YOU MIGHT THINK.
ONLY IT’S CHEAPER
!
YOU REACH 1000 USERSWITH 1 EURO
IT’S BIGGER.
AND MORE CONVINCING
SO, WHAT SHOULD WE DO NEXT?
NO PAY,
FIRST, SLEEP ON THIS:
NO PLAY. - MARK ZUCKERBERG
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?
START LOOKING FOR THE NEXT
BIG THINK.
AND:
THANK YOU!
@VARELOGLOU
SPECIAL THANKS TO: KATERINA YIANNOULI GIANNIS AMAXOPOULOS ANTONIS VENTOURIS ANTONIS KOUTSOUKOS.