Rethinking Facebook

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.