FACEBOOK NEWS FEED ROBERT FARRELL
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1 FACEBOOK NEWS FEED ROBERT FARRELL
2 DIGITAL MARKETING COURSE DIRECTOR DIGITAL MARKETING ACADEMY OF IRELAND
3 AGENDA WHAT WE WILL COVER The Zuck Has Spoken Views From Industry An Industry Divided Wrap Up
4 FACEBOOK NEWS FEED THE ZUCK HAS SPOKEN Image: Pexels
5 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
6 FACEBOOK NEWS FEED WHY THE CHANGE Russia adverts & pages Negative health impacts Social media seen as addictive Criticism from former Facebook staff Combat context collapse
7 FACEBOOK NEWS FEED EXPECTED IMPACT ON BUSINESS 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
8 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?
9 VIEWS FROM INDUSTRY SURVEY: AGENCY & BRAND SIDE Image: Pexels
10 WHAT DOES THIS MEAN FOR BUSINESSES USING FB FOR MARKETING? 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
11 WHAT S THE ROLE OF ORGANIC CONTENT ON FB WITH THIS CHANGE? 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
12 WILL FACEBOOK LIVE BE IMPORTANT? YES KIND OF 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
13 WHAT IS THE ROLE OF ADVERTISING ON FB FOLLOWING THIS CHANGE? 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
14 HOW ARE YOUR CLIENTS RESPONDING TO THE CHANGE? NO CHANGE INFORMATION GATHERING SEEKING MY ADVICE CONCERNED
15 HOW ARE AGENCIES RESPONDING TO THE CHANGE? Facebook video Advising more Facebook ad spend Google adverts
16 WHAT DO YOU THINK ABOUT THE CHANGE? 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
17 THANKS TO OUR SURVEY CONTRIBUTORS AND THOSE WHO PREFER TO REMAIN ANONYMOUS Ted Rubin Cian Corbett Matthew Mooney Andrew Murray Eoin Young Ken Kennedy Niall Houlihan Ben Moore Jacinta Dempsey Emma Bailey Danny O'Brien Joanne Sweeney-Burke
18 AN INDUSTRY DIVIDED ORGANIC VS PAID Image: Pexels
19 ORGANIC Build a social community and interact with it, sharing posts and responding to customer comments Smart insights (2016)
20 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.
21 MARK ZUCKERBERG JANUARY 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.
22 AN INDUSTRY DIVIDED ORGANIC Encourage comments, discussion and conversation Timely, relevant topics & ask questions Multiplier effect when audience Likes, Shares, Comments
23 AN INDUSTRY DIVIDED ORGANIC Avoid engagement-bait Use Facebook Live, Groups & Events Audiences Following settings to See first for your pages
24 AN INDUSTRY DIVIDED ORGANIC - CONCERNS 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)
25 AN INDUSTRY DIVIDED ORGANIC - CONCERNS 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
26 BRANDS IN IRELAND Things look a little better for brands in Ireland The divide between brands and celebrities is smaller for Ireland
27 BRANDS IN IRELAND
28 CASE STUDY AWARD WINNING IRISH BRAND 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
29 How is your organic performing?
30 PAID Paying to display adverts or sponsored messages to social network users based on user profile Smart insights (2016)
31 AN INDUSTRY DIVIDED PAID Paid is targeted, organic is not cost effective Amplify great content with ads to gain multiplier effect
32 AN INDUSTRY DIVIDED PAID Target audiences based on their interests Remarket to your website visitors Target lookalike audiences
33 WIDE AUDIENCE TARGETING
34 TIGHT GEOGRAPHIC TARGETING
35 How is your paid performing?
36 WRAP UP A QUICK RECAP 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
37 WHAT DO YOU THINK? Will you produce more engaging content or use Facebook Live video? Will you shift more budget to Facebook paid support?
38 SOCIAL POSTS ONE OF MY FAVORITES Ireland come away with a win. #FRAvIRE #NatWest6Nations #MadeOfMore drinkaware.ie 4.1k engagements 247 shares
39 DIGITAL MARKETING ACADEMY OF IRELAND ROBERT FARRELL, COURSE DIRECTOR
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