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Get Facebook Ready A discussion on the impact of Facebook’s new newsfeed algorithm

Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

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Page 1: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

>

>

>

Get Facebook ReadyA discussion on the impact of Facebook’s new newsfeed algorithm

Page 2: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

John Rubio

PHILIPPINES COUNTRY DIRECTOR, FACEBOOK

Page 3: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

“...you can expect to see more from your friends, family,

and groups...you’ll see less public content like posts from

businesses, brands, and media.”

Page 4: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

1. Friends and family

2. Person to person interaction

3. Conversations

“meaningful connections between people”

rather than “passive consumption of

content.”

Page 5: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

So what about organic reach and content?

It’s not ‘dead’, but to be honest, its going to be difficult

Page 6: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Why focus on

this

But from a business perspective, a single-minded chase for organic misses

the bigger picture…

FOLLOWERS /

FANS

Organic

TARGET

AUDIENCE

When you can reach

this audience at scale

Page 7: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

The best digital marketers and advertisers always

focused on executing a well thought out campaign…

…any earned media should just be the gravy on top.

Page 8: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

So how do I leverage Facebook to grow my business?

Page 9: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Time spent with media every dayFilipinos are spending more time on mobile

9

RADIO

1.15HOURS

SMARTPHONE

4 . 2 HOURS

NEWSPAPERS

0.47

T V

1.40HOURS HOURS

Source: Starcom, “PACE Study 2015: Philippines,” Oct 2015; provided by Starcom, Oct 2016

Page 10: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

2 B 700 M 1.2 Bpeople on Facebook

each month

people on Instagram

each month

people use WhatsApp

every month

people use Messenger

every month.

Nearly 20M businesses

exchange messages with

people every month

More people use the Facebook family than any other platform

1

0

Source: Facebook earnings, Q2 2017, Audience Network stat, Q4 2016

1.3 B

66 MIn the Philippines alone

Page 11: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Early Morning Late morning Lunch time Afternoon Early evening Late evening Midnight

Primetime all the time

Survey Questions:

A3. During which times of day do you do these activities on an average weekday?

Base: n=1000

During early evenings,

TV viewership spikesEven during primetime TV hour

in the early evenings, Facebook

usage is near equal to TV

Media activities throughout the day

Facebook

TV

Radio

Online video

(excluding Facebook)

Filipinos on Facebook | 11

Source:

Study of 1304 Filipino social media users aged 18+ on Facebook,

TNS (commissioned by Facebook), January 2016

Page 12: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Move away from Social metrics to Business outcomes

From

q How do I get more fans?

q How do I get more likes?

q What’s a good organic strategy /

How do I go viral?

q How can Facebook magnify my brand and

message to reach the most number of

people?

q How do I win online: get more app

downloads, more people to my site…

q How do I win offline: get more people to

walk into my store, buy my product?

To

Page 13: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Audience Creatives

Who do you want to talk to?

What types of creatives drive

business results?

Message

Why are you doing this campaign?

Identify and understand your audience

Design for mobile first creatives

Pick an objective that drives business

outcomes

It all begins with the Right Brief

Page 14: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Define your objectives1

Page 15: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Defining Campaign Objectives

Awareness

Conversion

Low

High

ObjectivesPhase

• Brand awareness (reach / frequency)

• Lead Generation• Audience interaction

• Claim offer• Purchase product• Download app• Visit site• Visit store

Targeting GranularityConsideration

Awareness

Consideration

Conversion

FULL FUNNEL

Page 16: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

BRAND

AWARENESSAWARENESS

Brand Awareness: Reach people most likely to pay attention

Page 17: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

HOME RECIPES SHOP NOWClick here to subscribeHOME RECIPES SHOP NOW

Sign up by providing your i

Select an option

Which fruit do you like m

By submitting your info, you agree to se

to Jasper’s Market who will process and

it according to their privacy policy.

View Jasper’s Markets Privacy Polic

Next

Apple

Orange

Strawberry

Banana

Apple

Next

Sign up by providing your info below

Select an option

How often do you visit your local

farmer’s market?

By submitting your info, you agree to send it

to Jasper’s Market who will process and use

it according to their privacy policy.

View Jasper’s Markets Privacy Policy

Next

Everyday

Every week

Few times a month

Few times a year

Never

Few times a month

Next

Sign up by providing your info below

Please enter your email

By submitting your info, you agree to send it

to Jasper’s Market who will process and use

it according to their privacy policy.

View Jasper’s Markets Privacy Policy

Next

[email protected]

Next

Sign up by providing your info below

Please enter your name

By submitting your info, you agree to send it

to Jasper’s Market who will process and use

it according to their privacy policy.

View Jasper’s Markets Privacy Policy

Next

Jonathan Chen

Next

L E A D A D S M O B I L E W E B

Which

form would you

rather fill out?

Thank you for subscribing!

A customer-friendly experience

Lead Ads on Facebook & InstagramCONSIDERATION

Page 18: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Promote offers that drive people online and in stores

Offer ads for online discounts & promotions

18

Offer ads for store discounts & promotions

CONVERSION

Page 19: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Let’s talk targeting2

Page 20: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Power of Targeting on Facebook

Custom

Audiences

Lookalike

Audiences

Core

Audiences

Page 21: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Targeting that offers high reach and precision

Core Audiences

Demographics Location Behaviors Top partners

Page 22: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Find people who look like your customers and prospects

Lookalike Audiences

and people who look like them

Weekend orders Website visitors Mobile app customersFrequent customers

Page 23: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Matched targets

Your Data + Facebook Data

Custom Audiences

Email addresses

People who have visited

your website

People you know Facebook

People you know on Facebook

Page 24: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Facebook uses encryption to adhere to the highest standards of data security

Securing your data

Page 25: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Designing for mobile first3

Page 26: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Source: http://www.excelacom.com/resources/blog/2016-update-what-happens-in-one-internet-minute

Source: Internal Facebook data, Q1 2016Source; Instagram internal data, June 2016.

26

So much content means competition for attention

819,888 people log on to Facebook

$203,596 in sales

69,444 hours watched 65,900 videos and photos posted

150 million emails 38,052 hours of listening

1,389 rides 972,222 swipes

51,000 app downloads 41.6 million messages

Here’s what happens in one minute on the internet

Page 27: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

That’s the same as the Statue of Liberty

People thumb through 300 feet of feed per day on mobile

Statue of Liberty Photo Credit: National Park Service

Page 28: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Throughout the years, commercials were largely watched on TV.

Page 29: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Today, more and more people are watching CONTENT here too.

Page 30: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Sponsored •

Kettle Cooked

Start with your most captivating

momentsEngage with copy

C A P T U R Eattention quickly

D E S I G Nfor sound off

P L A Ymore

Sponsored •

AARP

Explore vertical frames

F R A M Eyour visual story

Play with grids

Page 31: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

attention

quickly

CAPTURE

Page 32: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

VSOriginal TVC Optimized for mobile

(10 secs)

Sponsored •

Bose

Sponsored •

Bose

+10PTAd Recall,

+6pts higher than

original TVC

20%More people

completed viewing

the optimized video

Page 33: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

stories without

sound

DESIGN

33

Page 34: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Original VideoOptimized for mobile

(30 secs)

VS

Chevrolet

At a speed of 160 km reached to stop, given the distance

313m. Once again, push the envelope. All New Camaro

SS.

Chevrolet

At a speed of 160 km reached to stop, given the distance

313m. Once again, push the envelope. All New Camaro

SS.

3XMore people

completed viewing

the optimizedvideos vs. TVC

2XMore people viewed

optimized video to the

25% to 50% mark

7centsLesser CPV for

optimized video vs.

original TVC

Page 35: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

FRAME

your visual

story

35

Page 36: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

VSOriginal TVC Optimized for mobile

(30 secs)

BecksSponsored •

NDA ONLY

BecksSponsored •

+11PTAd Recall,

+8pt higher than

original TVC

+7PThigher Message

Association than

original TVC

Page 37: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

One size does not fit

all

Page 38: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Our approach: a rich experience – for every person

Page 39: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

So Influencers are ‘dead’ as well?

On the contrary, they’re just getting started – Influencers that are driven by an authentic connection with their audience

will come out on top

Page 40: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

In the past your brand’s voice

could reach almost everyone

Page 41: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

One celebrity promoted

(Almost) everything

Page 42: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

B R A N D

Product features & benefits

Packaging

Advertising

Shopper Marketing at Retail

T R U S T E D E X P E R T S

Point of Purchase Personnel

Endorsements & Affiliations

Paid Research

Consumer Testing

W O R D - O F - M O U T H

Friends & Family

Rate & Review Comments

Personal Experience

Consumers are influenced by 3 distinct voices

Page 43: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

@yummertime@alecegarra

@justinliv

with whom people

connect with & trust.

TODAY

INFLUENCERS ARE THE AUTHENTIC VOICES

Page 44: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Big Following

ATHLETES

ACTORS

MODELS

REALITY

TV STARS

MUSICIANS

STYLE/

BEAUTY

PUBLISHERS

DIRECTORS

FOOD

INFLUENCERS

Small Following

FITNESS

INFLUENCERS

FOOD

PUBLISHERS

FITNESS

PUBLISHERS

LIFESTYLE

INFLUENCERS

TRAVEL

INFLUENCERS

FASHION

INFLUENCERS GAMING

INFLUENCERS

BUSINESS

PUBLISHERS

BEAUTY

INFLUENCERS

COMEDY

PUBLISHERS

TABLOID

PUBLISHERS

NEWS/INFO

PUBLISHERS

MUSIC

PUBLISHERS

FINANCE

PUBLISHERS

Look beyond number of fans and followers

FBIQ: “Branded Content” by yPulse (Facebook-comissioned research on people ages 18-65 in the US who use one of Facebook, Instagram, YouTube, Snapchat and were familiar with some influencer….) Aug 2017

Page 45: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Trust

INF

LU

EN

CE

Size of Following

Tru

stw

ort

hin

ess

and

Cre

dib

ility

FOLLOWING

FOOD

INFLUENCERS

FITNESS

INFLUENCERS FOOD

PUBLISHERS

FITNESS

PUBLISHERSLIFESTYLE

INFLUENCERS

TRAVEL

INFLUENCERS

FASHION

INFLUENCERS

GAMING

INFLUENCERS

BUSINESS

PUBLISHERS

BEAUTY

INFLUENCERS

ATHLETES

ACTORS

MODELS

REALITY

TV STARS

MUSICIANS

STYLE/

BEAUTY

PUBLISHERS

DIRECTORS

COMEDY

PUBLISHERS

TABLOID

PUBLISHERS

FINANCE

INFLUENCERSNEWS/INFO

PUBLISHERS

MUSIC

PUBLISHERS

Influencer voice must be authentic and trustworthy

FBIQ: “Branded Content” by yPulse (Facebook-comissioned research on people ages 18-65 in the US who use one of Facebook, Instagram, YouTube, Snapchat and were familiar with some influencer….) Aug 2017

Page 46: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Some last thoughts:

• Insider tip – Think Instagram

• Don’t be that guy – click bait, engagement bait, brand spam, poor content, etc. all get downvoted

• Engage on Messenger

• Leverage Facebook Groups – reach out to them to truly understand your customer

• Your current fan base is not wasted – mine them for insights, create conversations, be authentic

Page 47: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Facebook’s mission is to give people the power to build community

and bring the world closer together.

NOTE: Visualizing

Friendships Map - Make

sure you are using the

latest map located here:

Page 48: Get Facebook Ready - pana.com.phpana.com.ph/fyeo/materials/FB-GMM.pdf · 1. Friends and family 2. Person to person interaction 3. Conversations “meaningful connections between people”

Thank [email protected]