The Evolution of Facebook Marketing Jeff SanGeorge Wednesday, December 9, 15
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The Evolution of Facebook Marketing
Jeff SanGeorge
Wednesday, December 9, 15
Dawn of Social Media Marketing
Social Media Marketers were excited about reaching large numbers of people for little or no cost.
Organic Reach - Reach interested audiences (fans) with relevant messaging.
VS.
Traditional Advertising - Reach uninterested audiences with interruptive messaging.
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FACEBOOK 2010
Facebook Personal Profile in 2010 - Ads in right columnWednesday, December 9, 15
FACEBOOK 2010
Facebook “Fan Page”, 2010Wednesday, December 9, 15
Social Graph
Source: https://en.wikipedia.org/wiki/Social_graphContent travels via human connectionsWednesday, December 9, 15
FACEBOOK 2012
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Edgerank Algorithm
FacebookPage Node
(user)Edge
(relationship)
Photo credit: https://www.flickr.com/photos/ajc1
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Declining Organic ReachThe Problem for Marketers:
The onset of Edgerank brings more relevant content to users, but begins pushing content from pages
down further into the Newsfeed.
The Answer:Create more engaging content, getting more likes,
comments and shares, creating better affinity.
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NewsFeed
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How to Counter Declining Reach?Facebook’s Answer:
Advertise With Us! (Now publicly traded, they need to make profit to satisfy investors.)
facebook.com/ads
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FACEBOOK 2014
Organic Reach fell under 10%Wednesday, December 9, 15
FACEBOOK 2015
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How to Counter Declining Reach?Facebook offers several ways to advertise, but
the quickest and easiest is boosting your post.
You don’t have to spend a lot of money to
get lots of views.
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FACEBOOK 2015Organic Reach down to between 2.6% - 8%
How To Increase Organic Reach?- Focus on Quality Content- Encourage Engagement (likes, comments, shares)- Post Videos and Photos
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FACEBOOK 2016Organic Reach: Ridiculously Bad
Pay to Play: Pages that want to Succeed Must Advertise
The Good News: Facebook has (lots of data) and a robust targeting system.
- Smart Targeting- Great Tracking (conversion pixel)- Custom Audiences- Retargeting (people who have visited your website)
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FACEBOOK FutureFacebook Marketing is still worth it, but you’ve got to be smart, and willing to pay for it.
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About JeffJeff SanGeorge is a strategic digital marketer and owner of Magnetic Ideas, a small strategic digital marketing agency.Jeff has a deep understanding of the unique set of challenges and opportunities involved with marketing on the web.
Connect With Jeff:website: Magnetic-Ideas.comLinkedIn: linkedin.com/in/JeffSanGeorgeTwitter: twitter.com/JeffSanGeorge
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