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Whether you’re new to Facebook marketing or have been there since the beginning – at some point in your work, you’ll come across these stats. Clients or your boss might see these types of user stats and expect this…
This is what we can expect as our audience.
Our friend Jay Baer says: Reachpocalypse After seeing and experiencing this
We might be left feeling like this
Last summer, FB announced it will increasingly prioritize posts shared by friends and family over those from publishers, brands, and other pages. This is a big deal. In 2015, Buzzfeed said even just a 10 percent boost in the social performance of BuzzFeed’s stories would mean 15 million new visitors a month. According to Parse.ly, 40% of publishers traffic comes from Facebook. https://contently.com/strategist/2016/06/29/7-ways-facebooks-big-algorithm-change-will-affect-marketers-and-publishers/
Facebook started in 2004. The iPhone was released in 2007. There were dark ages when posting was labor-intensive. Harder to post + less awareness = less content. Easier + increased perceived value = more content. Exactly how much content are we talking about?
A 2015 story on Facebook Business said: There is now far more content being made than there is time to absorb it. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on. On average, 1,500 stories could appear in a person’s News Feed each time they log onto Facebook. News Feed is designed to show each person on Facebook the content that’s most relevant to them. News Feed displays approximately 300. https://contently.com/strategist/2016/06/29/7-ways-facebooks-big-algorithm-change-will-affect-marketers-and-publishers/
To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person. Influenced by your connections and activity on Facebook. This helps you to see more stories that interest you from friends you interact with the most. The number of comments and likes a post receives and what kind of story it is (ex: photo, video, status update) can also make it more likely to appear in your News Feed.
Facebook Q1 revenue = $8.03 billion Ad revenue rose 51%, to $7.86 billion, a growth rate nearly even with Q4's 53%. Payments & Other Fees revenue, hurt by declining PC gaming activity, fell 3%, to $175 million. https://www.thestreet.com/story/14118076/1/facebook-s-earnings-got-a-boost-from-both-new-and-old-trends.html
Facebook warned on its Q3 2016 earnings call that the number of ads it could cram into users' news feeds would slow meaningfully in the second half of 2017
Paying is not a complete solution. You must harmonize organic and paid to get maximum benefit of both.
Make a clear CTA – don’t make them guess what you want them to do. Your content aligns to what they feel passionate about. How do you tap into what they naturally feel passionate about. Know your audience and craft content based on their interest, then weave your brand into what they are already consuming. Nurture brand evangelists
Video – it is largely underutilized; video gets 3x engagement but is lowest % of content If you have not fully engaged your audience after the first 30 seconds, you've likely lost 33% of viewers; and after one minute, 45% of viewers have stopped watching.
65K+ video views Almost 21K 10 second views 1400 engagements
They have A LOT of content to get through – your content MUST be thumb stopping. They won’t take the time to get to know you if they don’t like what they see immediately.
Explain what Tinder is – swipe left/right eHarmony – long questionnaires and profiles; prescriptive communication
Over 2.1K reactions, 900 shares.
Engage with users in comments
Ask evangelists to post content using hashtag, based on a theme, etc.
Transition to Insights
Don’t exaggerate the facts or omit the definition.
Takes the most effort
Facebook shows your boosted post to fewer people if much text in photo. Facebook optimizes your campaign, leading to lower reach for some ads. Change can confuse the algorithm.
Messenger Codes allow people to scan with their Messenger app to initiate a private message with your business. Open Messenger app Select “People” on bottom bar Select “Scan” Direct message with me should open.
From your business manager page access this from the “Messages” tab. Bottom left will say “Download and Share your Messenger code” Can download in 3 sizes.
At the F8 conference Facebook released new features of it’s Messenger platform to change the way people and business communicate. These developer tools rely on Artificial Intelligence and bots to drive the new communication. There are more than 100,000 bots for Messenger, most are not very well made and have a dubious existence. Smart Replies: The smart replies API gives businesses the ability to create an AI responder, powered by Facebook's Wit.ai code. Today the system will do this in a completely automatic way with no programming on the part of the merchant. The AI and Machine Learning (ML) will scan the Business Page and produce an instant and useful response to basic questions.
More of this: Less of this:
Why The Change?
“The growth and competition in
the publisher ecosystem is
really, really strong.”
Vice President of Product Management Facebook
What Will I See?
Max. # Stories Possible
Avg. # Stories Possible
# Selected Stories
How Does Facebook Choose What I See?
• Activity and interaction
• Engagement on story
• Type of story
Facebook is a Business
• 98% of its quarterly revenue came from advertising
• Ad revenue rose 51%, to $7.86B
• 5M advertisers in April 2017 (4M: September 2016; 3M:
Stop Posting Bad Content
Before you post, consider:
1. Who you are trying to reach?
2. What you want them to do?
3. What are they already interested in?
4. Is your content adding value for them?
5. Who do they already follow?
Stop Posting Text Only
Video and Graphics
• Live: Play to the algorithm
• Square: 78% more screen space than landscape; 28% more views
• Designed for Sound Off: 85% video played with sound off
• Short: Create immediate interest
• Quality and authentic
“Be Tinder, Not eHarmony”
Is your content:
• Immediately interesting
• Visually appealing
• Aligned to their cause, mission, digital personality
*Courtesy of Guy Kawasaki, Chief Evangelist at Canva
With brand evangelists:
• Nurture relationships with those who already love your brand
and are willing to share it.
• Employees, clients, students, partners
• User-generated content is highly sharable
• If you enable reviews, read and respond
• Insights can help you decide what to post and when to boost
1. Download messenger code.
2. Share it online or off.
3. Users can scan the code within the
Messenger app to start a
conversation with you directly.
1. Smart Replies: AI bot engine automatically
responds to frequently asked questions by
scanning business Facebook profile.
2. Discover Tab: Helps people connect to the
right businesses in their location.
3. Chat Extensions: Allows users to conduct
tasks within a chat.