understand and work with the facebook news feed - matthias eilitz
TRANSCRIPT
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
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q160
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$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
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
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0.2
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0.8
1
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1.4
MEDIA
Sep 2014 Sep 2016
BRANDS
Organic Reach Evolution
MEDIA CREATE BETTER 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
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
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
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!