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Get Facebook ReadyA discussion on the impact of Facebook’s new newsfeed algorithm
John Rubio
PHILIPPINES COUNTRY DIRECTOR, FACEBOOK
“...you can expect to see more from your friends, family,
and groups...you’ll see less public content like posts from
businesses, brands, and media.”
1. Friends and family
2. Person to person interaction
3. Conversations
“meaningful connections between people”
rather than “passive consumption of
content.”
So what about organic reach and content?
It’s not ‘dead’, but to be honest, its going to be difficult
Why focus on
this
But from a business perspective, a single-minded chase for organic misses
the bigger picture…
FOLLOWERS /
FANS
Organic
TARGET
AUDIENCE
When you can reach
this audience at scale
The best digital marketers and advertisers always
focused on executing a well thought out campaign…
…any earned media should just be the gravy on top.
So how do I leverage Facebook to grow my business?
Time spent with media every dayFilipinos are spending more time on mobile
9
RADIO
1.15HOURS
SMARTPHONE
4 . 2 HOURS
NEWSPAPERS
0.47
T V
1.40HOURS HOURS
Source: Starcom, “PACE Study 2015: Philippines,” Oct 2015; provided by Starcom, Oct 2016
2 B 700 M 1.2 Bpeople on Facebook
each month
people on Instagram
each month
people use WhatsApp
every month
people use Messenger
every month.
Nearly 20M businesses
exchange messages with
people every month
More people use the Facebook family than any other platform
1
0
Source: Facebook earnings, Q2 2017, Audience Network stat, Q4 2016
1.3 B
66 MIn the Philippines alone
Early Morning Late morning Lunch time Afternoon Early evening Late evening Midnight
Primetime all the time
Survey Questions:
A3. During which times of day do you do these activities on an average weekday?
Base: n=1000
During early evenings,
TV viewership spikesEven during primetime TV hour
in the early evenings, Facebook
usage is near equal to TV
Media activities throughout the day
TV
Radio
Online video
(excluding Facebook)
Filipinos on Facebook | 11
Source:
Study of 1304 Filipino social media users aged 18+ on Facebook,
TNS (commissioned by Facebook), January 2016
Move away from Social metrics to Business outcomes
From
q How do I get more fans?
q How do I get more likes?
q What’s a good organic strategy /
How do I go viral?
q How can Facebook magnify my brand and
message to reach the most number of
people?
q How do I win online: get more app
downloads, more people to my site…
q How do I win offline: get more people to
walk into my store, buy my product?
To
Audience Creatives
Who do you want to talk to?
What types of creatives drive
business results?
Message
Why are you doing this campaign?
Identify and understand your audience
Design for mobile first creatives
Pick an objective that drives business
outcomes
It all begins with the Right Brief
Define your objectives1
Defining Campaign Objectives
Awareness
Conversion
Low
High
ObjectivesPhase
• Brand awareness (reach / frequency)
• Lead Generation• Audience interaction
• Claim offer• Purchase product• Download app• Visit site• Visit store
Targeting GranularityConsideration
Awareness
Consideration
Conversion
FULL FUNNEL
BRAND
AWARENESSAWARENESS
Brand Awareness: Reach people most likely to pay attention
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Jonathan Chen
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L E A D A D S M O B I L E W E B
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A customer-friendly experience
Lead Ads on Facebook & InstagramCONSIDERATION
Promote offers that drive people online and in stores
Offer ads for online discounts & promotions
18
Offer ads for store discounts & promotions
CONVERSION
Let’s talk targeting2
Power of Targeting on Facebook
Custom
Audiences
Lookalike
Audiences
Core
Audiences
Targeting that offers high reach and precision
Core Audiences
Demographics Location Behaviors Top partners
Find people who look like your customers and prospects
Lookalike Audiences
and people who look like them
Weekend orders Website visitors Mobile app customersFrequent customers
Matched targets
Your Data + Facebook Data
Custom Audiences
Email addresses
People who have visited
your website
People you know Facebook
People you know on Facebook
Facebook uses encryption to adhere to the highest standards of data security
Securing your data
Designing for mobile first3
Source: http://www.excelacom.com/resources/blog/2016-update-what-happens-in-one-internet-minute
Source: Internal Facebook data, Q1 2016Source; Instagram internal data, June 2016.
26
So much content means competition for attention
819,888 people log on to Facebook
$203,596 in sales
69,444 hours watched 65,900 videos and photos posted
150 million emails 38,052 hours of listening
1,389 rides 972,222 swipes
51,000 app downloads 41.6 million messages
Here’s what happens in one minute on the internet
That’s the same as the Statue of Liberty
People thumb through 300 feet of feed per day on mobile
Statue of Liberty Photo Credit: National Park Service
Throughout the years, commercials were largely watched on TV.
Today, more and more people are watching CONTENT here too.
Sponsored •
Kettle Cooked
Start with your most captivating
momentsEngage with copy
C A P T U R Eattention quickly
D E S I G Nfor sound off
P L A Ymore
Sponsored •
AARP
Explore vertical frames
F R A M Eyour visual story
Play with grids
attention
quickly
CAPTURE
VSOriginal TVC Optimized for mobile
(10 secs)
Sponsored •
Bose
Sponsored •
Bose
+10PTAd Recall,
+6pts higher than
original TVC
20%More people
completed viewing
the optimized video
stories without
sound
DESIGN
33
Original VideoOptimized for mobile
(30 secs)
VS
Chevrolet
At a speed of 160 km reached to stop, given the distance
313m. Once again, push the envelope. All New Camaro
SS.
Chevrolet
At a speed of 160 km reached to stop, given the distance
313m. Once again, push the envelope. All New Camaro
SS.
3XMore people
completed viewing
the optimizedvideos vs. TVC
2XMore people viewed
optimized video to the
25% to 50% mark
7centsLesser CPV for
optimized video vs.
original TVC
FRAME
your visual
story
35
VSOriginal TVC Optimized for mobile
(30 secs)
BecksSponsored •
NDA ONLY
BecksSponsored •
+11PTAd Recall,
+8pt higher than
original TVC
+7PThigher Message
Association than
original TVC
One size does not fit
all
Our approach: a rich experience – for every person
So Influencers are ‘dead’ as well?
On the contrary, they’re just getting started – Influencers that are driven by an authentic connection with their audience
will come out on top
In the past your brand’s voice
could reach almost everyone
One celebrity promoted
(Almost) everything
B R A N D
Product features & benefits
Packaging
Advertising
Shopper Marketing at Retail
T R U S T E D E X P E R T S
Point of Purchase Personnel
Endorsements & Affiliations
Paid Research
Consumer Testing
W O R D - O F - M O U T H
Friends & Family
Rate & Review Comments
Personal Experience
Consumers are influenced by 3 distinct voices
@yummertime@alecegarra
@justinliv
with whom people
connect with & trust.
TODAY
INFLUENCERS ARE THE AUTHENTIC VOICES
Big Following
ATHLETES
ACTORS
MODELS
REALITY
TV STARS
MUSICIANS
STYLE/
BEAUTY
PUBLISHERS
DIRECTORS
FOOD
INFLUENCERS
Small Following
FITNESS
INFLUENCERS
FOOD
PUBLISHERS
FITNESS
PUBLISHERS
LIFESTYLE
INFLUENCERS
TRAVEL
INFLUENCERS
FASHION
INFLUENCERS GAMING
INFLUENCERS
BUSINESS
PUBLISHERS
BEAUTY
INFLUENCERS
COMEDY
PUBLISHERS
TABLOID
PUBLISHERS
NEWS/INFO
PUBLISHERS
MUSIC
PUBLISHERS
FINANCE
PUBLISHERS
Look beyond number of fans and followers
FBIQ: “Branded Content” by yPulse (Facebook-comissioned research on people ages 18-65 in the US who use one of Facebook, Instagram, YouTube, Snapchat and were familiar with some influencer….) Aug 2017
Trust
INF
LU
EN
CE
Size of Following
Tru
stw
ort
hin
ess
and
Cre
dib
ility
FOLLOWING
FOOD
INFLUENCERS
FITNESS
INFLUENCERS FOOD
PUBLISHERS
FITNESS
PUBLISHERSLIFESTYLE
INFLUENCERS
TRAVEL
INFLUENCERS
FASHION
INFLUENCERS
GAMING
INFLUENCERS
BUSINESS
PUBLISHERS
BEAUTY
INFLUENCERS
ATHLETES
ACTORS
MODELS
REALITY
TV STARS
MUSICIANS
STYLE/
BEAUTY
PUBLISHERS
DIRECTORS
COMEDY
PUBLISHERS
TABLOID
PUBLISHERS
FINANCE
INFLUENCERSNEWS/INFO
PUBLISHERS
MUSIC
PUBLISHERS
Influencer voice must be authentic and trustworthy
FBIQ: “Branded Content” by yPulse (Facebook-comissioned research on people ages 18-65 in the US who use one of Facebook, Instagram, YouTube, Snapchat and were familiar with some influencer….) Aug 2017
Some last thoughts:
• Insider tip – Think Instagram
• Don’t be that guy – click bait, engagement bait, brand spam, poor content, etc. all get downvoted
• Engage on Messenger
• Leverage Facebook Groups – reach out to them to truly understand your customer
• Your current fan base is not wasted – mine them for insights, create conversations, be authentic
Facebook’s mission is to give people the power to build community
and bring the world closer together.
NOTE: Visualizing
Friendships Map - Make
sure you are using the
latest map located here:
Thank [email protected]