Facebook: Where now?

1 1 Confidential © 2014

26/01/2015 26/01/2015

Facebook: where now? Facebook is evolving – it’s time you did too.


Facebook 2014 snapshot


Adidas - Team Messi

Beautifully shot video showing the power of Messi in 40 seconds, galvanising the fans.

High production values aren’t always necessary, as this very popular UGC video shows


Dominos uk

Urgent Genius isn’t just for Twitter – Domino’s did politics in March and saw the highest engagement

level on Facebook

Simple, delicious design led to the most commented post ever for Domino’s UK


MINI UK

Simple lead gen + some cheeky creative = a very engaging post

An important Mini landmark lead to a 6.5% click through rate


Barclaycard

The launch of Barclaycard Arena with a

competition lead to over 11,000

entries

Interactive maps showing the best of London promoted

contactless payment on TfL – prompting 1,500 map downloads


Philips hue

Hue’s innovative Lighting Has Changed video generated nearly 20,000

views, and a 9.2% ER

Hue isn’t always a natural fit for Urgent Genius, but their colourful response to Oscar

season created great engagement


Facebook is huge.


It’s got scale… •  1 in 6 people in the world are on Facebook (1.35 billion active

users) •  It has ONE BILLION more users than Twitter It’s mobile… •  1.12 billion active mobile users •  1.1billion Messaging App users It’s active… •  864 million people log onto Facebook daily - a 19% increase

on a year ago •  The average user spends 21 minutes a day on the site

The stats


How has facebook evolved in 2014?


What follows will not surprise you.


Facebook has honed its newsfeed in 2014 March

Ogilvy research shows how organic reach on Facebook has plummeted since Q4

2013

Implication: Brands need to pay to reach most of

their fans

April The newsfeed algorithm is updated to de-prioritise ‘spammy’ links i.e. like baiting and duplicate

content

Implication: Brands need to be even more vigilant

about what they post

September Facebook announce they will be promoting timely content up the newsfeed

(in line with Trending Topics)

Implication: Pages posting timely content see

additional engagement

November Facebook’s own research shows that users want to see fewer ‘promotional’ posts in their newsfeed

Implication: Promotional organic Page posts will see

little to no reach. Pages will to pay to promote, even to their own fans.


VERSION:ONE TEMPLATE (iris)® MARCH 2014

VERSION:ONE TEMPLATE (iris)® MARCH 2014

Confidential © 2014


So what does facebook want to be?


“Our goal is to build the perfect personalised newspaper for every person in the world. We’re trying to personalise it and show you the stuff that’s going to be most interesting to you.” – Mark Zuckerberg at his first public Q&A, November 2014.


What’s coming to facebook?

MOBILE Facebook has 1.12 billion active mobile users, and is looking to dominate mobile further with advertising and standalone apps •  Groups: an app for joining/creating

groups and sharing content – LIVE NOV 2014

•  Rooms: a non-Facebook branded app re-imagining the forum, with subject specific rooms and a QR code invite system to control members – LIVE OCT 2014

•  Slingshot: Facebook’s answer to Snapchat – LIVE JUN 2014

As well as wanting to be your personal newspaper, Facebook is constantly innovating, with new features and products arriving weekly.

PRIVACY •  More control over adverts & fewer

promotional posts in the newsfeed– LAUNCHNG JAN 2015

•  Facebook At Work: a separate Facebook branded site to compete with LinkedIn – LAUNCHNG JAN 2015

•  Simplified Privacy Policy in plain English– LIVE NOV 2014

PAYMENTS •  Buy Button – in testing, launch TBC •  Messenger payments – RUMOURED 2015


What does this mean for your facebook strategy in 2015?


#1: Play to facebook’s strengths for big campaigns


Why #1: Facebook video is playing YouTube at it’s own game – it beat YouTube video views for the first time ever in August, by 1bn.

#2: Facebook’s ad targeting capabilities have massive potential

Source: Nanigans, Aug 2014 Source: ComScore, Aug 2014


STOP Creating Facebook content plans with

an always-on approach

- Your fanbase will not see your posts unless you promote, which may not be a good use of your media money on a day-to-day basis - Creating bespoke content to be posted daily is time-consuming and expensive

START Incorporating

Facebook into your campaign spikes across the year

- Facebook is ideal for your SING and SHOUT moments - Facebook video ads can be a valuable extension to your TV campaign - helping you reach the growing number of ‘cord cutters’ and ‘cord nevers’

CONTINUE Exploring

Facebook’s targeting

capabilities

- Lookalike audiences help you reach the people who buy your shoe brand or subscribe to your loyalty programme - Make sure your content is top quality – the better it is, the better its viral reach, the less you will need to spend


#2: Review your global vs. local strategy


Why? A Social Bakers report found that a local page strategy works far harder than a global page strategy. Comparing global and local brand pages, this applies regardless of the volume of content posted. This is a fact that hasn’t passed by McDonalds, who plan to launch 14,500 localised Facebook pages by 2015. Find the full report here.


STOP Assuming your

global/local Facebook Page

strategy is working

- Just because your strategy was right a year ago, it doesn’t mean it is now. - Review global and local page performance

START Looking at whether

your brand can support local

Facebook Pages

- Socialbakers research showed local Facebook Pages gained higher engagement than global pages - This engagement only increased as the fanbase grew (for both organic and paid engagements)

CONTINUE Creating localised content

- Most brands benefit from posting localised content which can capitalise on trends, events and cultural differences - Trends are often localised, and Facebook rewards content which relates to a moment in time


#3: be honest with yourself


Why? A survey of nearly 3,000 marketers by Social Examiner in May 2014 found:

Only 30% of respondents believed they were able to measure ROI on their social media activities

Only 34% of respondents considered their Facebook marketing “effective”


STOP Treating social as a “nice to have”

- If you’re doing social, do it properly, with a ring-fenced social budget, and social-first content - Remember that social is not about ‘community’ for brands. Users want useful content, but they want to connect with their friends, not brands

START Scrutinising your Facebook strategy

- Benchmark your results against industry standards, optimise content - Question which platform is right for your strategy and budget. Facebook may be in the mix, but don’t assume it should be

CONTINUE Asking the right questions

- Asking the right questions and engaging the right stakeholders will ensure you have a robust social strategy - If something isn’t right, don’t do it just because it’s there, or you feel you’re already committed


#4: do not abandon facebook


Why? Facebook is still where most people spend their time:

Source: Search Engine journal, June ‘14

72% of online adults use Facebook

vs. 19% use Twitter

Source: Pew Internet research Jan ‘14


STOP Thinking about leaving Facebook

- There are 55 million+ Facebook Pages currently live, and yours is probably one of them. You still have an audience worth talking to - Facebook is evolving all the time and a feature that could hugely benefit your business may be right around the corner

START Treating Facebook as another paid media

platform

- Treat Facebook for what it is – a paid media platform, with great targeting opportunities - Build a repository of evergreen content to enable you to post on Facebook with limited resources, focusing your efforts elsewhere

CONTINUE Posting on

Facebook (on a semi-regular basis)

- No social platform should go unloved – post at least one a week - Ensure you are still responding to Customer Care queries


other Brands are diversifying


§  AT&T are on Facebook, but their focus has shifted away from the platform in recent years. Brooks Thomas, their director of digital and social has expressed concerns around “platform popularity and general unpredictability”

§  Their summer 2014 campaign, targeting millenials, played out on Snapchat, Vine, Tumblr, Twitter, and YouTube - with Facebook taking a back seat

§  Takeaway: Facebook isn’t right for every segment

§  To promote their new game Madden NFL 15, EA worked with Google to create and promote microsite The Giferator. The site allows fans to create gifs which are updated with new images in real time, at key moments in NFL games

§  This allowed them to own all their data, and offer users a great experience not dictated by platform.

§  Takeaway: if owning your data and experience is important, look at microsites


§  GE have put huge effort into creating engaging social content, realising the power of video for making seemingly dull concepts interesting

§  They focus their efforts on the channels that make the most sense for their messaging. e.g. Vine for six second science videos, or Instagram for imagery that humanises the brand

§  Takeaway: choose the right channel for your message. A six second Vine can convey a lot

§  For Eat24 in particular, Facebook’s dwindling organic reach was too much. The brand famously left the platform, sending this letter

§  They claimed that after leaving Facebook their app downloads and newsletter engagements went up substantially. (Whether this has continued after the coverage of their ‘breakup’ is another question)

§  Takeaway: leaving Facebook might be a positive move – if you can generate enough PR out of it


But…facebook still works.


Facebook success in 2014

Three’s branding campaign #singitkitty was supported by Facebook ads, creating reach and engagement, with 4.09% CTR – a 6x higher CTR than other digital media used.

Renault turned a free insurance offer into a lead-gen opportunity, using Facebook ads. This resulted in a 2.8x lower CPA and display average.

Adidas’ Messi “More Than A Boot” campaign film had a huge impact on social, generating 400k new fans and 27,000 new CRM leads.


What now?


facebook in summary PROS CONS A huge, global audience of 1.3bn+ You have to pay to reach that audience

Constantly innovating They may be innovating away from what your brand needs

Becoming a key video platform Video content can be costly

Great geo-targeting capabilities Localised content = additional content creation

You (probably) already have an investment there You will need to continue to nurture that audience


And finally…Essential questions to ask


Thanks!

Facebook: Where now?

Social Media

active users

active mobile users

nonfacebook branded

timely content

twitterits mobile

organic reach

messaging app usersits

dominos uk urgent genius