SPARK 2016: Why Your Social Content is Killing Your Bottom Line
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-Facebook Algorithm, 2015 organic
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Transcript of 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
