Date post: | 18-Dec-2014 |
Category: |
Technology |
Upload: | mediabistro |
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Marty Weintraub, CEO
@aimClear
Modeling!Facebook !ROI!
Today’s Fare • Facebook As Subscrip?on Model • Community Density/List Analysis • Growing The List • TwiGer, YouTube, LinkedIn, Oh MY! • Some Secrets To Measuring Facebook
Sponsored Stories In Organic News Feed = Real
A/B Crea?ve Tes?ng
Facebook As A Subscrip?on List
Greatly Reduced Organic Visibility Mostly Limits Friends-‐Of-‐Friends
Amplifica?on
Friends = Subscrip?on List
Let’s Break This Down
Brand Posts
Some Subscribers See In Feed
A Percentage Click Out
A Percentage Engage
Mostly Contained Mul? Direc?onal Conversa?ons
Large To Community Members
Light Friend Of Friend Visibility
Friends Of Friend
X$
Ticker Neuters Visibility
Think Classic Subscrip?on Marke?ng Metrics.
Facebook Is An Email List.
List Size Message Delivered
Opens Ac?on
Classic Subscrip?on Metrics
List Size
Message Delivered FB Insights Analy?cs
Mul?ple Delivery Views Brand Page Admin UI
Delivered
Ac?on = 2 Types Of Traffic
FB Insights Analy?cs
Traffic To FB Page
?
?
List Size Message Delivered
Opens Ac?on
Classic Subscrip?on Metrics
Traffic’s ROI You Ask?
Delivered
Next
What Is Community Density Analysis?
Use FB Ads Tool To Do First & Second Degree Of Separa:on
Demographic Research
• Subscrip:on Model Depends On List Quality • Density Crucial To Community Success • Score Community Building (Value Of Likes) • % Of First Degree W/ Congruent Interests • % Of Second Degree W/ Congruent Interests
Reliable Community Grade
Growing The Awesome List
Upon Real Engagement
Sponsored Stories Amplify Friends Of Friend
Sponsored Stories In Feed
$
Cocktail Of Ads & Sponsored Stories
• Page Post Ad (First Degree), FB At Large – Expensive, Site & Wall Traffic, Likes
• Page Post Like Story (Second Degree) – Inexpensive, Traffic To Site, Few Likes
• Page Like Story (Second Degree) – Expensive, Traffic To Wall, Many Likes
• On Wall Promoted Increases Visibility To Brand’s Community, $10 Increments
1st Degree Dominance Ul?mately
Easy To Predict Costs Early
FB ROI?
Posty Content Properly
Page Post FB Ads
Page Post FB Ads
Targe?ng Media Roles
Fuse w/ Publica?ons
• Organic In Subscrip?on Model • Study 1st, 2nd, Non Degrees • Segment Paid By Degrees • Drive Traffic To Sites You Own • Measure Traffic/Conversion, Mashed Up Paid/Organic
• Seek Subscrip?on Metaphors
Secret Of Measuring Social
Marty Weintraub, CEO
@aimClear
Thank You!