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A search for "Facebook Fatigue” on Google yields 48 million results, and Google Trends shows that the search term has never seen more volume than it did last month. In a February 5 survey of U.S. adults ages 18 and over by the Pew Research Center, 34% of current Facebook users said that the amount of time they spend on Facebook has decreased over the past year, with the number jumping to 42% for those adults ages 18 to 29. However, with comScroe recently reporting that Facebook is the #1 website in terms of total digital time spent (at 10.8%), with 83% market share of time spent on social networks, are people saying one thing but doing another? How much of a threat are other social networks like Twitter, Tumblr and Pinterest? What about the new sensation, Pheed, which recently rocketed to the #1 position in terms of most downloaded social networking app on Apples’ iTunes charts, are marketers concerned? What have they been experiencing in terms of engagement on Facebook? While Facebook Fatigue has long been a concern (“Why Do We Have Facebook Fatigue” was a popular post by uber blogger Om Malik in July 2007), the question feels more relevant today then ever. Our speakers each look at Facebook from a different perspective, and they are each awash in data about user opinions and marketer experiences across geographies, demographics, and devices. By looking at trends over time, our speakers will bring additional context to the rapidly evolving Facebook universe, discuss what it means for the future of Facebook and digital marketing, and answer your questions. Participants: - Chris Tuff, SVP, Director of Earned and Emerging Media, 22squared (@christuff, @22squared) - Lee Rainie, Director, Pew Internet & American Life Project and co-author of "Networked" (@lrainie, @pewresearch) - Rob Leathern, Founder and CEO, Optimal, Inc. (@robleathern, @OptimalSocial) - Mike Vorhaus, President, Magid Advisors (@mikevorhaus) - Lou Kerner, Founder and Analyst, The Social Internet Fund (moderator; @loukerner)
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THERE WAS ONE...
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PROBLEM: ADD
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1. TEENS WILL RETURN
2. FACEBOOK WILL EVOLVE
3. FACEBOOK IS ALIVE OUTSIDE ITS OWN WALLS
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2 DAYS
9 DAYS
1st share 2nd share
1 HOUR
15 MIN
1st share 2nd share
1st share 2nd share
ENTER PAID
ENTER PAID
1st share
ENTER PAID
100K IMP
3M IMP
50K IMP
ENTER PAID
10K IMP
FACEBOOK IS DESIGNED TOSPREAD MORE MESSAGES
2nd share
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100 MILLION USERS
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ONE BILLION OPEN GRAPH ACTIONS SHARED DAILY VIA APPS*
*Facebook, SXSW Interactive 2013
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AND THE MARKETERS?
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THE PROBLEM
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WE’VE INVESTED MILLIONSACQUIRING FANS...
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FROM 2011- 2012,BRAND ENGAGEMENT INCREASED
896%*
*Adobe Digital Index, Q3 2012
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WE REACH CONSUMERSMORE EFFICIENTLY
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WAY BELOW THE AVERAGE COST*
*Aggregate Knowledge, cost per cookie reached by publisher, based on representative sample of campaigns, Nov. 2012
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“SOCIAL MEDIA SPENDING IS PROJECTED TO INCREASE FROM
8.4% OF BUDGETS NOW TO 21.6% IN THE NEXT FIVE YEARS.”
*The CMO Survey, 2013
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AT THE SAME TIME,SOCIAL WILL BECOME
MORE THAN JUST SOCIAL...
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ENGAGEMENT ROI
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2013
2012
2011
AWARENESS
CONVERSION
ADVOCACY/LOYALTY
ENGAGEMENT
LIKE TAB
SOCIAL IMPRESSIONS
CONTENT MARKETING
AMBASSADOR PROGRAM
FACEBOOK OFFERS
CUSTOM AUDIENCES
FACEBOOK EXCHANGE
DATALOGIX RETARGETING
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AND WE CAN PROVE ROI
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70%OF CAMPAIGNS
HAD A RETURN OF OVER 3X*
*Third party methodologies such as panels and MMM
