Understand and work with the Facebook news feed - Matthias Eilitz

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

UNDERSTAND AND WORK WITHTHE FACEBOOK NEWS FEED

M a t t h i a s E i l e t zHead of Sales DACH & BENELUX

@EiletzMatthias

in/matthias-eiletz-623b2731

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

MEDIAMEDIASOCIAL

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q160

1

2

3

4

5

6

7

$US

Bill

ions

Post-IPO quarterly revenues

FACEBOOK IS A MASSIVE CHANNEL TODAY

Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004)

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DSource: Internet Trends 2016 – Mary Meeker

ATTENTION IS BECOMING THE NEW CURRENCY

Facebook Instagram Snapchat Pinterest Twitter Tinder LinkedIn0

5

10

15

20

25

Hou

rs /

Use

rs /

Mon

th,

Vario

us P

latfo

rms

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

RECENT FACEBOOK PLATFORM CHANGES HAVE

ONE GOAL IN COMMON: MAXIMIZE USERS’

TIME SPENT ON FACEBOOK

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

INSTANT ARTICLES

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NATIVE VIDEO

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

LIVE VIDEO

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

360°VIDEO

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

NEWS FEED

REVISIONS

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

CANVAS ADS – BUY & INTERACT INSIDE FACEBOOK

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DSource: eMarketer

2017DIGITAL AD SPEND

WILL SURPASS TELEVISION

1 0 / 1 1 / 2 0 1 6

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

DO YOU INVEST IN SOCIAL MEDIA

IN 2016?

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

WHO WANTS TO INVEST MORE IN 2017?

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

CONTENTQUALITY IS MORE IMPORTANT THAN

EVER

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

CONTENT QUALITY IS EVALUATED (=RELEVANCY)

BY TESTINGEACH PIECE YOU POST

OR ADVERTISE

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

RELEVANCELOW $$$$

WHOposted it

WHEN it was posted

INTERACTIONS on the post

TYPE of content

HIGH $ RELEVANCE

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

DATA SHOWS US THAT QUALITY CONTENT IS KING

4x less negative feedback

7x more viral

2.3x more interactions with the same reach

20% lower impression cost (CPM)

50% lower click cost (CPC)

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

HOW TO TURN YOUR DIGITAL

RELATIONSHIPS INTO GROWTH?

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

CHALLENGEPICK THE RIGHT METRICS

DEFINE BUSINESS OBJECTIVES

MANAGE COSTS, MEASURE ROI

Reach

Engagement

Actions (clicks etc.)

Cost of Production

Cost of Advertising

Growing Web Traffic

Customer Acquisition

Customer Retention

Brand Awareness

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

CONTENTCREATION

PRIME TIME PUBLISHING

PROMOTION TRACKINGROI

BENCHMARKING & UNDERSTANDING

DEEP DATA ANALYSIS & PREDICTIVE TECHNOLOGY CAN SUPPORT YOU ALONG THE ENTIRE WORKFLOW

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

GET INSPIRED BYTHE VERY BEST

CONTENT

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

FACEBOOK INTERACTIONS BY INDUSTRY

Sample: large FB pages (500k+ Fans) - 7k+ pages, 4.8+ mil posts

COMMUNITY

CELEBRITIES

BRANDS

MEDIA

ENTERTAINMENT

SPORT

SOCIETY

PLACE

24%

21%

16%

15%

11%

7%

5%

1%

17%

17%

11%

38%

6%

6%

4%

1%

2013 2016

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

DIFFERENCE OF MARKET SHARE ON FACEBOOK PAGES

Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans

Difference in Interaction Distribution (2013 to 2016)

COMMUNITY CELEBRITIES BRANDS

MEDIA

ENTERTAINMENT SPORT SOCIETY PLACE

- 7% - 4% - 5% - 5% - 1% - 1% 0%

23%

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

MEDIA KNOW HOW TO CREATE CONTENT

BRANDS NEED TO BECOME MORE LIKE MEDIA HOUSES

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DTime Range: September 2014 - September 2016Sample: 5,828 brand and 391 media Facebook Pages

0

0.2

0.4

0.6

0.8

1

1.2

1.4

MEDIA

Sep 2014 Sep 2016

BRANDS

Organic Reach Evolution

MEDIA CREATE BETTER CONTENT

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CONTENT TYPE SPLIT ON FACEBOOK

Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans (Sept 15 - Sept 16)

PHOTO / ALBUM

LINK

VIDEO

STATUS

65%

18%

16%

1%

2016

Post Type Distribution

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

IMPACT OF INSTANT ARTICLES & NATIVE VIDEOS

Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans (Sept 15 - Sept 16)

Difference in Post Type Distribution (2015 to 2016)

PHOTO / ALBUM

LINK VIDEO STATUS

7% 5% 0%

- 12%

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

SEARCH 10 BILLION PIECES OF CONTENT TO FIND THE DEFINITION OF GREAT

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

TIMING HAS IMPACT ON PERFORMANCE

AND REACH

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

4.95 Bnmissed

impressions due to timing

8%gap between

actual and potential post visibility

3%average

improvement in visibility

100 minspublished too soon to hit the optimal time

500 Brand Pages 6 months 120k posts& &WHY TIMING IS SO CRUCIAL?

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

USE TAILORED PUBLISHING TIME RECOMMENDATIONS FOR EACH OF YOUR SOCIAL MEDIA PAGES

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

PERFECT TIMING MAXIMIZES IMPRESSIONS!

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

LOOK AT CONTENT PERFORMANCE

BEFORE YOUINVEST

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

LEARN FROM YOUR HISTORICAL CONTENT:GRADE AND PREDICT PERFORMANCE

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

INVEST OVER-PROPORTIONATELY IN HIGH PERFORMING CONTENT

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

CLOSE THE LOOP: CONNECT YOUR SOCIAL MEDIA

TO BUSINESS OBJECTIVES

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

Insert Image

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

HOW LEVERAGING DATA CAN INFLUENCE KPIS (JAN-APR AVERAGE VS MAY)

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

Social is becoming a media platform

Connect social media with business objectives: define targets and measure them

Content quality is more important than ever

Optimize your timing to maximize reach

Be bold, invest in content you know will perform well

WHAT YOU SHOULD TAKE HOME FROM TODAY’S SESSION

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

THANK YOU

QUESTIONS? YES PLEASE!

T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D

Q&A

@ EiletzMatthias

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