SPARK 2016: Why Your Social Content is Killing Your Bottom Line

-Facebook Algorithm, 2015

organic

Facebook says…

“People only have so much time to consume stories… This means they often do not see the content that’s most valuable to them.”

“There is now far more content being made than there is time to absorb it.”

In 2014… ”total number of Pages liked by the typical Facebook user grew more than 50% last year. With each new Page like, competition in News Feed increases even further.”

“News Feed is designed to show each person on Facebook the content that’s most relevant to them.”

“As a result of these changes, News Feed is becoming more engaging.”

@NoahLomax

The law for ROI says…Common sense is inversely proportional to budget

size.

Budget

Common Sense

@NoahLomax

In the beginning…

@NoahLomax

Value of Innovation Accelerator

+55%BETTER

In-market validated messaging

(better than alternatives)STRATEGIC

PartnershipsSecured or Enhanced

Market ResearchTIME

REDUCED3-4 Weeks now 3-4 Days

Market ResearchCOST

REDUCEDAverage ~50%

NEW CONCEPTValidation

Using rapid, in-market testing before large investment or scale

MEASURABLE PRINTINGIncreased

from 0.6% to 10%

10%PER POST

USER ENGAGEMENTIndustry-leading average

across social media channels

@NoahLomax

Unexpected Value

We gained insight into how our customers lived, what they valued, and where I

products fit or did not fit.

@NoahLomax

Reach: 192% of Fan Group SizeEngagement Rate: 42%Shares: 636

@NoahLomax

Reach: 71% of Fan Group SizeEngagement Rate: 25%Shares: 114

@NoahLomax

Reach: 19% of Fan Group SizeEngagement Rate: 9%Shares: 15

@NoahLomax

@NoahLomax

Detected No Paid Detected

@NoahLomax

@NoahLomax

So how do I get here?

@NoahLomax

Identify your specific customer.

@NoahLomax

GET TO KNOW THEM Intimately

@NoahLomax

Spend time with them; listen to them(like you were dating them)

Know what you want.

@NoahLomax

But really listen to them…

Post, look at the data, identify trends, optimize, repost

@NoahLomax

WORKINGInvest in what is

Study what isn’t!@NoahLomax

Key Takeaway Do more of what is working and less of

what’s not.

@NoahLomax