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ABOUT FACE
A NEW APPROACH TO FACEBOOK FOR BIG BRANDS
BY JAMES MULLALLY & ALYSHA LALJI
SUMMARY
Last 18 months has shifted how social works.
Marketers need to CUT THE CORD on old social habits
Shift from a high quantity of lower quality organic content,
to higher quality, more effectively positioned and measured WORK.
The average organic reach for all pages on Facebook is ~7%
ORGANIC REACH ON FACEBOOK IS DEAD.
Locowise
FOR BIG BRANDS (500K+ LIKES),
THE AVERAGE ORGANIC POST REACH
IS ~2% ON FACEBOOK.
Social@Ogilvy
ORGANIC REACH vs. PAGE SIZE
The bigger your community gets, the smaller your organic reach.
Locowise
AMONGST THE 100 TOP BRANDS
ON FACEBOOK, ONLY 3% HAVE SHIFTED
AWAY FROM THE ORGANIC POSTING MODEL.
Unmetric 2016
SPEAKING WITH YOUR ‘FANS’ ALONE IS IN DIRECT
CONTRADICTION WITH MARKETING THEORY.
0
Loyalty campaigns are less effective than campaigns aimed at increasing penetration.
PENETRATION > LOYALTY
44%
77%
EFFECTIVENESS SUCCESS RATE
PENETRATION CAMPAIGNS
LOYALTY CAMPAIGNS
Marketing in the Era of Accountability, Binet & Field
“ALL BRANDS HAVE LIGHT BUYERS. WHILE THESE PEOPLE
ARE ONLY OCCASIONAL BUYERS OF A BRAND,
THERE ARE SO MANY OF THEM THAT THEY SIGNIFICANTLY
CONTRIBUTE TO SALES VOLUME.”
How Brands Grow, Sharp
LIGHT BUYERS CONTRIBUTE TO THE BULK OF
BRAND GROWTH
“As a brand grows it achieves
higher market penetration and
higher average purchase rates…
the bulk of change is seen
among the brand’s very light
buyers and non-buyers.”
Viral Marketing, Karen Nelson-Field, Kellie Newstead, & Byron Sharp
“FACEBOOK FAN PAGES ARE INEFFICIENT AT
PROVIDING VAST REACH TO LIGHT BUYERS.
[THESE] FAN PAGES ARE NOT REACHING THE MOST
FUNDAMENTAL CUSTOMERS NEEDED FOR BRAND
GROWTH.”
The Social Opportunity, Karen Nelson-Field with Kellie Newstead
CREATIVITY AND REACH ARE FUNDAMENTAL TO SUCCESS.
CREATIVITY IS AN EFFECTIVENESS MULTIPLIER
IPA dataBANK found that creatively awarded campaigns were 11 times more effective than
non-creatively awarded campaigns.
SOVEFFICIENCY
CREATIVELY
AWARDED
NOT CREATIVELY
AWARDED
11: 1
.25%
2.75%
Focus on creating fewer, better creative assets to meet brand objectives.
2.75%
The Long and Short of It, Binet & Field
REACH MATTERS
Facebook & Oracle Data Cloud Study found that campaigns with the largest
sales effects had TWO TIMES THE REACH of bottom-performing campaigns.
ENGAGEMENTS AREN’T EFFECTIVE AS A
MEASURE OF SUCCESS.
Any interaction with posts (likes, comments, shares, click throughs)
have no proven correlation with Nielsen Brand Effects
CLICKS DON’T MEAN RESULTS
Engagements may be more indicative of a user’s
behaviors (a “clicky” user) rather than the
effectiveness of the content.
Analysis of content from brands at BBDO
increasingly shows that those engaging with
content do not represent the target, often times
skewing far outside the target range.
ENGAGEMENTS DON’T REPRESENT YOUR AUDIENCE
Age Block Engagement
Rate
EARL
21-24 3% 11.5%
25-34 3% `10.75%
35-44 6% 10.75%
45-54 10% 11.2%
55-64 18% 9.8%
65+ 22% 11.25%
ENGAGEMENT RATE AND EARL FOR
BRAND X (BY AGE BLOCK)
TARGET
HIGHEST
ENGAGERS
PROXY MEASURES OF SUCCESS
BUSINESS
RESULTS CREATIVE- EARL
- 10 SECOND RETENTION RATE
BRAND EFFECTS
STUDIES
A noticeable lift in ad recall, brand awareness, and purchase intent is seen when users reached the
10-second mark for Facebook Video.
:10 RETENTION DRIVES IMPACT
Facebook Research Shows No Link between Trendy Online Measures and Ad Effectiveness, Journal of Advertising Research, 2016
ESTIMATED AD RECALL LIFT (EARL)
NORMALIZES FOR USERS BEHAVIOR
Facebook Research Shows No Link between Trendy Online Measures and Ad Effectiveness, Journal of Advertising Research, 2016
BRIEF
CREATIVE
DEVELOPMENT
POST REPORT
KPI’S
PROJECT THUMB BREAKER
BBDO DATABANK
BBDO DATABANK
3.5BN IMPRESSIONS WORTH OF DATA
ANONYMIZED DATA
15 BRANDS ACROSS
15-180 SECS
ESTIMATED AD RECALL LIFT
CAMPAIGN-BASED THINKING
Create bigger, better, distinctive
brand assets that build mental
availability amongst your light
buyers, using (paid) always-on
as hygiene.
REDEFINE ENGAGEMENT
Impactful, persuasive work is not
reflected in likes, shares, or
comments. Focus on the right
measures as proxies of brand
salience: dwell time, 10 second
retention rate (videos), estimated
ad recall, and ROI-driven studies.
1 2 3
HOW TO DO FACEBOOK RIGHT
Pay for the reach and frequency
to get assets in front of all
category buyers.
STOP ORGANIC
THE ORGANIC SOCIAL CONTENT OPPORTUNITY
Other social media platforms require their own strategies. Look at the fundamentals of the different platforms to
determine the best approach.
At BBDO, we base our thinking in marketing theory that has been proven by years of data.
As mediums change the way their offering works, we have to change our approach.
A stance that’s true today could be different tomorrow.
A NOTE
APPENDIX
Think about content
over a 12-month span,
highlighting key
moments to show up.
SHIFT TO CAMPAIGN-BASED THINKING
CAMPAIGN-BASED
THINKING
Put your focus into
creating impactful,
breakthrough
campaign-based work
instead of fulfilling
monthly calendars.
QUALITY OVER
QUANTITY
Post content that
furthers the effect of
your campaign over
time, keeping your
brand top of mind.
Unlike organic
always-on, this content
should always have paid
support.
USE PAID ALWAYS-ON
TO KEEP TOP OF MIND
Shift focus from monthly
reporting to
campaign-based
reports. Track more
impactful metrics using
brand lift or MMM
studies.
RETHINK MONTHLY
REPORTS
Social video has proven
itself as a powerful way
to boost awareness &
purchase intent.
Capitalize on this!
INVEST IN
SOCIAL VIDEO
The most effective
campaigns balance 10%
of overall budget on
production, and 90% on
media.
MEDIA & PRODUCTION
AS 90/10 SPLIT

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About Face: a New Approach to Facebook For Big Brands

  • 1. ABOUT FACE A NEW APPROACH TO FACEBOOK FOR BIG BRANDS BY JAMES MULLALLY & ALYSHA LALJI
  • 2. SUMMARY Last 18 months has shifted how social works. Marketers need to CUT THE CORD on old social habits Shift from a high quantity of lower quality organic content, to higher quality, more effectively positioned and measured WORK.
  • 3. The average organic reach for all pages on Facebook is ~7% ORGANIC REACH ON FACEBOOK IS DEAD. Locowise
  • 4. FOR BIG BRANDS (500K+ LIKES), THE AVERAGE ORGANIC POST REACH IS ~2% ON FACEBOOK. Social@Ogilvy
  • 5. ORGANIC REACH vs. PAGE SIZE The bigger your community gets, the smaller your organic reach. Locowise
  • 6. AMONGST THE 100 TOP BRANDS ON FACEBOOK, ONLY 3% HAVE SHIFTED AWAY FROM THE ORGANIC POSTING MODEL. Unmetric 2016
  • 7. SPEAKING WITH YOUR ‘FANS’ ALONE IS IN DIRECT CONTRADICTION WITH MARKETING THEORY.
  • 8. 0 Loyalty campaigns are less effective than campaigns aimed at increasing penetration. PENETRATION > LOYALTY 44% 77% EFFECTIVENESS SUCCESS RATE PENETRATION CAMPAIGNS LOYALTY CAMPAIGNS Marketing in the Era of Accountability, Binet & Field
  • 9. “ALL BRANDS HAVE LIGHT BUYERS. WHILE THESE PEOPLE ARE ONLY OCCASIONAL BUYERS OF A BRAND, THERE ARE SO MANY OF THEM THAT THEY SIGNIFICANTLY CONTRIBUTE TO SALES VOLUME.” How Brands Grow, Sharp
  • 10. LIGHT BUYERS CONTRIBUTE TO THE BULK OF BRAND GROWTH “As a brand grows it achieves higher market penetration and higher average purchase rates… the bulk of change is seen among the brand’s very light buyers and non-buyers.” Viral Marketing, Karen Nelson-Field, Kellie Newstead, & Byron Sharp
  • 11. “FACEBOOK FAN PAGES ARE INEFFICIENT AT PROVIDING VAST REACH TO LIGHT BUYERS. [THESE] FAN PAGES ARE NOT REACHING THE MOST FUNDAMENTAL CUSTOMERS NEEDED FOR BRAND GROWTH.” The Social Opportunity, Karen Nelson-Field with Kellie Newstead
  • 12. CREATIVITY AND REACH ARE FUNDAMENTAL TO SUCCESS.
  • 13. CREATIVITY IS AN EFFECTIVENESS MULTIPLIER IPA dataBANK found that creatively awarded campaigns were 11 times more effective than non-creatively awarded campaigns. SOVEFFICIENCY CREATIVELY AWARDED NOT CREATIVELY AWARDED 11: 1 .25% 2.75% Focus on creating fewer, better creative assets to meet brand objectives. 2.75% The Long and Short of It, Binet & Field
  • 14. REACH MATTERS Facebook & Oracle Data Cloud Study found that campaigns with the largest sales effects had TWO TIMES THE REACH of bottom-performing campaigns.
  • 15. ENGAGEMENTS AREN’T EFFECTIVE AS A MEASURE OF SUCCESS.
  • 16. Any interaction with posts (likes, comments, shares, click throughs) have no proven correlation with Nielsen Brand Effects CLICKS DON’T MEAN RESULTS
  • 17. Engagements may be more indicative of a user’s behaviors (a “clicky” user) rather than the effectiveness of the content. Analysis of content from brands at BBDO increasingly shows that those engaging with content do not represent the target, often times skewing far outside the target range. ENGAGEMENTS DON’T REPRESENT YOUR AUDIENCE Age Block Engagement Rate EARL 21-24 3% 11.5% 25-34 3% `10.75% 35-44 6% 10.75% 45-54 10% 11.2% 55-64 18% 9.8% 65+ 22% 11.25% ENGAGEMENT RATE AND EARL FOR BRAND X (BY AGE BLOCK) TARGET HIGHEST ENGAGERS
  • 18. PROXY MEASURES OF SUCCESS BUSINESS RESULTS CREATIVE- EARL - 10 SECOND RETENTION RATE BRAND EFFECTS STUDIES
  • 19. A noticeable lift in ad recall, brand awareness, and purchase intent is seen when users reached the 10-second mark for Facebook Video. :10 RETENTION DRIVES IMPACT Facebook Research Shows No Link between Trendy Online Measures and Ad Effectiveness, Journal of Advertising Research, 2016
  • 20. ESTIMATED AD RECALL LIFT (EARL) NORMALIZES FOR USERS BEHAVIOR Facebook Research Shows No Link between Trendy Online Measures and Ad Effectiveness, Journal of Advertising Research, 2016
  • 22. BBDO DATABANK 3.5BN IMPRESSIONS WORTH OF DATA ANONYMIZED DATA 15 BRANDS ACROSS 15-180 SECS ESTIMATED AD RECALL LIFT
  • 23. CAMPAIGN-BASED THINKING Create bigger, better, distinctive brand assets that build mental availability amongst your light buyers, using (paid) always-on as hygiene. REDEFINE ENGAGEMENT Impactful, persuasive work is not reflected in likes, shares, or comments. Focus on the right measures as proxies of brand salience: dwell time, 10 second retention rate (videos), estimated ad recall, and ROI-driven studies. 1 2 3 HOW TO DO FACEBOOK RIGHT Pay for the reach and frequency to get assets in front of all category buyers. STOP ORGANIC
  • 24. THE ORGANIC SOCIAL CONTENT OPPORTUNITY Other social media platforms require their own strategies. Look at the fundamentals of the different platforms to determine the best approach.
  • 25. At BBDO, we base our thinking in marketing theory that has been proven by years of data. As mediums change the way their offering works, we have to change our approach. A stance that’s true today could be different tomorrow. A NOTE
  • 27. Think about content over a 12-month span, highlighting key moments to show up. SHIFT TO CAMPAIGN-BASED THINKING CAMPAIGN-BASED THINKING Put your focus into creating impactful, breakthrough campaign-based work instead of fulfilling monthly calendars. QUALITY OVER QUANTITY Post content that furthers the effect of your campaign over time, keeping your brand top of mind. Unlike organic always-on, this content should always have paid support. USE PAID ALWAYS-ON TO KEEP TOP OF MIND Shift focus from monthly reporting to campaign-based reports. Track more impactful metrics using brand lift or MMM studies. RETHINK MONTHLY REPORTS Social video has proven itself as a powerful way to boost awareness & purchase intent. Capitalize on this! INVEST IN SOCIAL VIDEO The most effective campaigns balance 10% of overall budget on production, and 90% on media. MEDIA & PRODUCTION AS 90/10 SPLIT