A breakdown of data from a look at over 2.5 billions impressions from Facebook posts that span a 6 month timeframe.
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4 Key Lessons: New Research On What Works In The News Feed
@justinkistner #adtechSF
@justinkistner #adtechSF Truth #1 One size does not fit all
Social is no longer just fans, engagement, authenticity, and
virality
http://www.mikechurch.com/wp-content/uploads/2012/12/one-size-does-not-fit-all.jpg?2578ec
@justinkistner #adtechSF Truth #2 Social is Mobile 80%US Daily
Facebook Users Mobile US Daily Twitter Users Mobile 70% 1BFacebook
Mobile Users Mobile Only Facebook Users 294M
4 Key Lessons
@justinkistner #adtechSF Pay to acquire fans Pay to reach fans
Organic reach 16%to less than 5% Lesson #1 Its Pay to Play Organic
reach is dropping
@justinkistner #adtechSF Lesson #3 Off Facebook Value Is Hot
Facebook wants to drive off Facebook outcomes Lead Gen Ecommerce
In-Store Retail TV/Video Branding
@justinkistner #adtechSF Status Update Posts Comparing before
and after 1/21 algorithm update
@justinkistner #adtechSF Link Posts Comparing before and after
1/21 algorithm update
@justinkistner #adtechSF Past Desktop-first Right rail only
Centralized on fan page Tab apps Viral Fans PTAT Present
Mobile-first Social streams Complete Media Channel Social mobile
landing pages Paid Posting for a Purpose Outcome oriented via.
Newsfeeds Lesson #4 Mobile Changed the Game
@justinkistner #adtechSF Mobile Opportunities Attention is on
Mobile Apps, but real biz needs Mobile Web Mobile App Ideal for
Pure Play Digital Zynga Fab.com Amazon vs.Mobile Web Ideal for
Fortune 1000 Dell Ford University of Phoenix
Crushing Link Post Ads
@justinkistner #adtechSF Not Optimized for Success
@justinkistner #adtechSF Not Optimized for Success
@justinkistner #adtechSF Social+Mobile Optimized
@justinkistner #adtechSF Social+Mobile Optimized Unique
features that support social ad campaigns + Social + Mobile
Optimized Design The average social mobile campaign user takes 2-3
actions. Mobile for social needs to be even more simplified than
mobile website or app. Social + Mobile optimized design increases
conversion rates. Integrated Conversion Spec Enables real time,
look-a-like modeling based on the profiles of people who click
enter. Increases CTR and conversion rate, which lowers the cost-
per-entry. + OG Meta Tags Facebook, Twitter, and other social sites
pull the images and descriptions for their link posts from these
tags. Having them in place means large images, socially optimized
descriptions, and higher CTRs. Closed Loop Measurement From 1st
party cookies to support iOS to integrated URL tags to work around
the lack of view tag support in Facebooks mobile app, there are a
lot of details to close the loop on campaign analytics. + +
>
@justinkistner #adtechSF Social+Mobile Optimized Performance
Averages from ShopIgniter campaigns Link Open Rate: 0.3% (not the
same as CTR) Consideration Rate: 193% Conversion Rate: 4.4% Mobile
Share of Engagement: 51.4%
@justinkistner #adtechSF Importance of WCAs (retargeting)
Averages from ShopIgniter campaigns CTR on RHS ads is 3-5X higher
CTR on News Feed ads is 2X higher CVR is 1-2X higher
@justinkistner #adtechSF Additional Tips From targeting to
conversion Use oCPM + FB conversion pixel View tags dont work in
mobile Clicks are not the same as Website Clicks
