FACEBOOK NEWS FEEDROBERT FARRELL

COURSE DIRECTOR

DIGITAL MARKETING ACADEMY OF IRELAND

DIGITAL MARKETING

WHAT WE WILL COVERAGENDA

• The Zuck Has Spoken

• Views From Industry

• An Industry Divided

• Wrap Up

FACEBOOK NEWS FEED

Image: Pexels

THE ZUCK HAS SPOKEN

• Changes to content displayed

• Improve happiness and health

• Bring friends/family closer

• ‘prioritize posts from friends and family over public content’

• ‘prioritize posts that spark conversations and meaningful interactions between people’

WHY THE CHANGEFACEBOOK NEWS FEED

• Russia adverts & pages• Negative health impacts• Social media seen as addictive• Criticism from former Facebook staff• Combat “context collapse”

EXPECTED IMPACT ON BUSINESSFACEBOOK NEWS FEED

‘…reach, video watch time and referral traffic decrease…’

‘…less public content, including videos and other posts from publishers or businesses…’

• More will turn to advertising

• Litmus test for brand-customer relationships

WHAT DO YOU THINK?

What is the role of Facebook in your overall marketing strategy?

Is Facebook effective for your organisation?

Do you closely monitor your Facebook Insights and Analytics?

VIEWS FROM INDUSTRY

Image: Pexels

SURVEY: AGENCY & BRAND SIDE

• Nothing. Its a pay to play channel• More spend on advertising• Re-think of organic-led content, it must become more creative

• Must produce content that audience wants to see• Inventory is running out - advertising will get more expensive

WHAT DOES THIS MEAN FOR BUSINESSES USING FB FOR MARKETING?

• Content and video are very important• It will be focused mostly on native and live video for organic reach

• Local content will be great for engaged local pages• Content needs to be rich & engaging to stand a chance• Content has no role since reach has been collapsing• There is no such thing for brands

WHAT’S THE ROLE OF ORGANIC CONTENT ON FB WITH THIS CHANGE?

YES

KIND OF

WILL FACEBOOK LIVE BE IMPORTANT?

• The algorithm will favour it• It’s a means of reaching audiences more directly• Yes, if live streams trigger conversation• Video & Live will receive more real estate

• We use paid to deliver live for brands• Facebook has already begun reducing its priority in the feed

• More important• Advertisers are in the driving seat• Key messages/great content should be supported with advertising

• A key to your FB and advertising strategy• Costs will rise after the newsfeed change

WHAT IS THE ROLE OF ADVERTISING ON FB FOLLOWING THIS CHANGE?

HOW ARE YOUR CLIENTS RESPONDING TO THE CHANGE?

NOCHANGE

INFORMATIONGATHERING

SEEKING MYADVICE

CONCERNED

Advising more…

HOW ARE AGENCIES RESPONDING TO THE CHANGE?

Facebook video

Facebook ad spend

Google adverts

• A natural progression to a Pay to Play arena• No impact – we use advertising• Good for public, improve user experience• Concerned with rising cost and need of advertising• Worried

WHAT DO YOU THINK ABOUT THE CHANGE?

AND THOSE WHO PREFER TO REMAIN ANONYMOUS

THANKS TO OUR SURVEY CONTRIBUTORS

Ted RubinCian CorbettMatthew MooneyAndrew MurrayEoin YoungKen Kennedy

Niall Houlihan Ben MooreJacinta DempseyEmma BaileyDanny O'BrienJoanne Sweeney-Burke

AN INDUSTRY DIVIDED

Image: Pexels

ORGANIC VS PAID

ORGANIC

Build a social community and interact with it, sharing posts and responding

to customer comments

Smart insights (2016)

“

”

‘Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution.

Pages whose posts prompt conversations between friends will see less of an effect.’

MARK ZUCKERBERGJANUARY 2018

“

”

’…live videos often lead to discussion among viewers on Facebook - in fact, live videos on average get six times as many interactions as regular videos.’

ORGANICAN INDUSTRY DIVIDED

• Encourage comments, discussion and conversation

• Timely, relevant topics & ask questions

• Multiplier effect when audience Likes, Shares, Comments

ORGANICAN INDUSTRY DIVIDED

• Avoid “engagement-bait”

• Use Facebook Live, Groups & Events

• Audiences Following settings to ‘See first’ for your pages

ORGANIC - CONCERNSAN INDUSTRY DIVIDED

• Organic reach has been declining for years

• Average organic post seen by 11% of followers (AdWeek 2016)

• 0.22% of followers of major brands “engage” with organic company posts (The Drum 2017)

ORGANIC - CONCERNSAN INDUSTRY DIVIDED

• Top Facebook accounts (US and UK):• celebrities, sports teams, political

causes and news sources

• Brands not in top 10

• Audiences catch-up with friends, family, news, interests

IN IRELANDBRANDS

• Things look a little better for brands in Ireland

• The divide between brands and celebrities is smaller for Ireland

IN IRELANDBRANDS

• Approx. 100k fans, reach 1,000 with posts• Used Facebook LIVE: heavily supported but low reach• Advertising is more effective:

• 3 second Facebook view costs €0.01 average• €150 FB advertising achieves same reach as their FB Live campaign

• Advertising is cheap/effective/targeted, organic is not

‘Organic Reach is dead for brands and has been since early 2015’

CASE STUDYAWARD WINNING IRISH BRAND

How is your organic performing?

PAID

Paying to display adverts or sponsored messages to social network users

based on user profile

Smart insights (2016)

PAIDAN INDUSTRY DIVIDED

• Paid is targeted, organic is not cost effective

• Amplify great content with ads to gain multiplier effect

PAIDAN INDUSTRY DIVIDED

• Target audiences based on their interests

• Remarket to your website visitors

• Target lookalike audiences

WIDE AUDIENCETARGETING

TIGHT GEOGRAPHICTARGETING

How is your paid performing?

WRAP UP

• Industry recognises pay to play and could get more expensive

• Great content with paid support• Build awareness on social media, capture them into funnel

• Add a CTA on your Facebook page• Link to gated content on website• Scrutinise your analytics

A QUICK RECAP

WHAT DO YOU THINK?

• Will you produce more engaging content or use Facebook Live video?

• Will you shift more budget to Facebook paid support?

SOCIAL POSTSONE OF MY FAVORITES

Ireland come away with a win.#FRAvIRE #NatWest6Nations #MadeOfMore drinkaware.ie

4.1k engagements

247 shares

DIGITAL MARKETINGACADEMYOF IRELANDROBERT FARRELL, COURSE DIRECTOR