The Death of Organic Social

THE DEATH OF ORGANIC SOCIAL

DECEMBER 2013:FACEBOOK CHANGES EDITORIAL ALGORITHM

https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

PUNDITRY

http://blogs.forrester.com/nate_elliott/14-03-17-facebook_is_still_failing_marketers

2. ENGAGE FANS

1. RECRUIT FANS

3. PROFIT!

THE COMMON MISCONCEPTION

YOUR FACEBOOK PAGE IS NOT YOUR SALES FUNNEL

SIDEBAR: WHY NOT JUST USE EMAIL?

MEAN SD

OPEN RATES 22.31% 0.03

CTR 3.15% 0.01

http://mailchimp.com/resources/research/email-marketing-benchmarks

2014 Email benchmarks across 46 industry sectors

WHAT THE HELL IS FACEBOOK PLAYING AT?

HOW EVERYONE USES FACEBOOK

OPEN FACEBOOK

READ POSTS ON NEWSFEED

CLICK “LIKE” OR COMMENT

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HOW EVERYONE USES A FACEBOOK PAGE

LIKE PAGE

READ POSTS ON NEWSFEED

CLICK “LIKE” OR COMMENT

ONLY ~1% OF AUDIENCE EXPOSURE IS “ON PAGE”

0.91%!

0.47%! 0.41%!

1.11%!

1.56%!1.40%!

Oct-13! Nov-13! Dec-13! Jan-14! Feb-14! Mar-14!

Oct '13 - Mar '14"Monthly audience exposed to <client x> content"by visiting Page (~1%)!

(it’s all about the newsfeed)

WHY HAVE YOU HIRED A “COMMUNITY MANAGER”?

COMMUNITY! LIST!

FACEBOOK PAGE!

ANALYSIS OF COMMENTS SUGGESTS POSTS HAVE A HALF LIFE ~2 HRS

HOW EVERYONE USES A FACEBOOK PAGE

LIKE PAGE

READ POSTS ON NEWSFEED

CLICK “LIKE” OR COMMENT

newsfeed algorithm

For many of our users, there are thousands

of things that have happened on Facebook

They don't have the time to go through all of those things.

We can make their experience better by trying to pick out things where they're most likely to find

engagement.

Will Cathcart, Facebook News Feed Product Manager

309

267

median Pages liked by <client y> fans

median Facebook friends of <client y> fans

1,500The median number of stories that Facebook’s algorithms choose between each time you look at your news feed.

For some people, your ads are content

WE'll show those people your

advertising for free!

Mike Hudack, Facebook AdVertising Product Manager

I’LL STICK TO TWITTER THANKS

MY LAST ~2,500 TWEETS (@MEDIACZAR, DEC 13 - AUG 14)

MEDIAN IMPRESSIONS-PER-TWEET: 536

CAVEAT: IMPRESSIONS AREN’T REACH

HOW BIG IS THE RT EFFECT?

NOT AS BIG AS WE’D HOPED

HOW MOST PEOPLE USE TWITTER

CHECK TWITTER

READ A FEW POSTS

REPLY OR RETWEET

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WHAT SHOULD I DO?

THREE SIMPLE OPTIONS

INVEST MASSIVELY IN CONTENT

USE SOCIAL MEDIA DIFFERENTLY TO DRIVE ORGANIC REACH

MAKE REASONABLE INVESTMENT IN CONTENT/MEDIA MIX

INVEST MASSIVELY IN CONTENT

USE SOCIAL MEDIA TO DRIVE PR IMPRESSIONS

INVEST IN CONTENT/MEDIA MIX

SOCIAL SOCIAL OWNED

FROM POSTING… TO SIGNPOSTING

Immediate Benefits

Visible in Search (Google)

Increased longevity of content

Increase Earned reach

Drop cookies for retargeting

Own your data

SOCIAL OWNED

SIGNPOSTING

38.9k LIKES!

+220 BACKLINKS!

+2.2k TWEETS!+19k CLICKS!

79k CLICKS!

+63k SHARES, +17.6k LIKES!4.2k SHARES!

WHAT’S THE PURPOSE OF A FAN?

SOCIAL PROOF!

SOCIAL!

POST!

PROMOTED POST/TWEET!

OWNED!

CONTENT!

2"

3!

1!

RECIPE ! !1. Create content for your site that will

speak to your audience.!! Use this content both as bait, and to tag

user interests!2.!Post multiple times about the same story.

Test combinations of headline, call-to-action, image to see what works.!

3.!Use your fans as a test-bed, pay to promote content to a wider, highly-targeted audience.!

4.!Drop cookies, collect data.!5.!Retarget, refine.

Test content, add social proof

WHAT’S THE VALUE OF SOCIAL?

SOCIAL PROOF

SOCIAL SHARING

SOCIAL DATA

THANK YOU!PLEASE DON’T ASK ME ANY TRICKY QUESTIONS THAT WILL MAKE ME LOOK STUPID I’M @MEDIACZAR ON TWITTER OR COME AND TALK TO ME AFTERWARDS