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THE DEATH OF ORGANIC SOCIAL
DECEMBER 2013: 
FACEBOOK CHANGES EDITORIAL ALGORITHM 
https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
The Death of Organic Social
PUNDITRY 
http://blogs.forrester.com/nate_elliott/14-03-17-facebook_is_still_failing_marketers
The Death of Organic Social
The Death of Organic Social
2. ENGAGE FANS 
1. RECRUIT FANS 
THE COMMON 
MISCONCEPTION 
YOUR FACEBOOK PAGE IS 
NOT YOUR SALES FUNNEL 
3. PROFIT!
SIDEBAR: WHY NOT JUST USE EMAIL? 
2014 Email benchmarks across 46 industry sectors 
MEAN SD 
OPEN RATES 22.31% 0.03 
CTR 3.15% 0.01 
http://mailchimp.com/resources/research/email-marketing-benchmarks
WHAT THE HELL IS 
FACEBOOK PLAYING AT?
HOW EVERYONE USES FACEBOOK 
OPEN FACEBOOK 
READ POSTS ON NEWSFEED 
CLICK “LIKE” OR COMMENT 
LEAVE 
come back later
HOW EVERYONE USES A FACEBOOK PAGE 
LIKE PAGE 
READ POSTS ON NEWSFEED 
CLICK “LIKE” OR COMMENT
ONLY ~1% OF AUDIENCE EXPOSURE IS “ON PAGE” 
Oct '13 - Mar '14" 
Monthly audience exposed to <client x> content" 
by visiting Page (~1%)! 
0.91%! 
0.47%! 0.41%! 
1.11%! 
1.56%! 
1.40%! 
Oct-13! Nov-13! Dec-13! Jan-14! Feb-14! Mar-14! 
(it’s all about the newsfeed)
WHY HAVE YOU HIRED A “COMMUNITY MANAGER”? 
COMMUNITY! LIST! 
FACEBOOK PAGE!
ANALYSIS OF COMMENTS SUGGESTS POSTS HAVE A HALF LIFE ~2 HRS
HOW EVERYONE USES A FACEBOOK PAGE 
LIKE PAGE 
READ POSTS ON NEWSFEED 
CLICK “LIKE” OR COMMENT 
newsfeed algorithm
For many of our 
users, there are thousands 
of things that have happened on 
Facebook 
They don't have the time to go 
through all of those things. 
We can make their experience 
better by trying to pick out things 
where they're most likely to find 
engagement. 
Will Cathcart, 
Facebook News Feed Product Manager
309 
267 
median Pages liked by 
<client y> fans 
median Facebook friends 
of <client y> fans
1,500 
The median number of stories that 
Facebook’s algorithms choose between 
each time you look at your news feed.
For some people, 
your ads are content 
WE'll show those 
people your 
advertising for free! 
Mike Hudack, 
Facebook AdVertising Product Manager
The Death of Organic Social
I’LL STICK TO TWITTER 
THANKS
MY LAST ~2,500 TWEETS (@MEDIACZAR, DEC 13 - AUG 14)
MEDIAN IMPRESSIONS-PER-TWEET: 536 
CAVEAT: IMPRESSIONS AREN’T REACH
HOW BIG IS THE RT EFFECT? 
NOT AS BIG AS WE’D HOPED
HOW MOST PEOPLE USE TWITTER 
CHECK TWITTER 
READ A FEW POSTS 
REPLY OR RETWEET 
LEAVE 
come back later
WHAT SHOULD I DO?
THREE SIMPLE OPTIONS 
INVEST MASSIVELY IN CONTENT 
USE SOCIAL MEDIA DIFFERENTLY TO DRIVE ORGANIC REACH 
MAKE REASONABLE INVESTMENT IN CONTENT/MEDIA MIX
INVEST MASSIVELY IN CONTENT
USE SOCIAL MEDIA TO DRIVE PR IMPRESSIONS
INVEST IN CONTENT/MEDIA MIX
SOCIAL SOCIAL OWNED 
FROM POSTING… TO SIGNPOSTING
Immediate Benefits 
Visible in Search (Google) 
Increased longevity of content 
Increase Earned reach 
Drop cookies for retargeting 
Own your data 
SOCIAL OWNED 
SIGNPOSTING
38.9k LIKES! 
+2.2k 
TWEETS! 
+19k CLICKS! 
+220 
BACKLINKS! 
79k CLICKS! 
4.2k SHARES! +63k SHARES, +17.6k LIKES!
WHAT’S THE PURPOSE OF A FAN? 
SOCIAL PROOF!
SOCIAL! 
POST! 
PROMOTED 
POST/TWEET! 
OWNED! 
CONTENT! 
2" 
3! 
1! 
RECIPE 
! ! 
1. Create content for your site that will 
speak to your audience.! 
! Use this content both as bait, and to tag 
user interests! 
2.!Post multiple times about the same story. 
Test combinations of headline, call-to-action, 
image to see what works.! 
3.!Use your fans as a test-bed, pay to 
promote content to a wider, highly-targeted 
audience.! 
4.!Drop cookies, collect data.! 
5.!Retarget, refine. 
Test content, add social proof
WHAT’S THE VALUE OF SOCIAL? 
SOCIAL PROOF 
SOCIAL SHARING 
SOCIAL DATA
THANK YOU! 
PLEASE DON’T ASK ME ANY TRICKY QUESTIONS THAT WILL MAKE ME LOOK STUPID 
I’M @MEDIACZAR ON TWITTER 
OR COME AND TALK TO ME AFTERWARDS

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The Death of Organic Social

  • 1. THE DEATH OF ORGANIC SOCIAL
  • 2. DECEMBER 2013: FACEBOOK CHANGES EDITORIAL ALGORITHM https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
  • 7. 2. ENGAGE FANS 1. RECRUIT FANS THE COMMON MISCONCEPTION YOUR FACEBOOK PAGE IS NOT YOUR SALES FUNNEL 3. PROFIT!
  • 8. SIDEBAR: WHY NOT JUST USE EMAIL? 2014 Email benchmarks across 46 industry sectors MEAN SD OPEN RATES 22.31% 0.03 CTR 3.15% 0.01 http://mailchimp.com/resources/research/email-marketing-benchmarks
  • 9. WHAT THE HELL IS FACEBOOK PLAYING AT?
  • 10. HOW EVERYONE USES FACEBOOK OPEN FACEBOOK READ POSTS ON NEWSFEED CLICK “LIKE” OR COMMENT LEAVE come back later
  • 11. HOW EVERYONE USES A FACEBOOK PAGE LIKE PAGE READ POSTS ON NEWSFEED CLICK “LIKE” OR COMMENT
  • 12. ONLY ~1% OF AUDIENCE EXPOSURE IS “ON PAGE” Oct '13 - Mar '14" Monthly audience exposed to <client x> content" by visiting Page (~1%)! 0.91%! 0.47%! 0.41%! 1.11%! 1.56%! 1.40%! Oct-13! Nov-13! Dec-13! Jan-14! Feb-14! Mar-14! (it’s all about the newsfeed)
  • 13. WHY HAVE YOU HIRED A “COMMUNITY MANAGER”? COMMUNITY! LIST! FACEBOOK PAGE!
  • 14. ANALYSIS OF COMMENTS SUGGESTS POSTS HAVE A HALF LIFE ~2 HRS
  • 15. HOW EVERYONE USES A FACEBOOK PAGE LIKE PAGE READ POSTS ON NEWSFEED CLICK “LIKE” OR COMMENT newsfeed algorithm
  • 16. For many of our users, there are thousands of things that have happened on Facebook They don't have the time to go through all of those things. We can make their experience better by trying to pick out things where they're most likely to find engagement. Will Cathcart, Facebook News Feed Product Manager
  • 17. 309 267 median Pages liked by <client y> fans median Facebook friends of <client y> fans
  • 18. 1,500 The median number of stories that Facebook’s algorithms choose between each time you look at your news feed.
  • 19. For some people, your ads are content WE'll show those people your advertising for free! Mike Hudack, Facebook AdVertising Product Manager
  • 21. I’LL STICK TO TWITTER THANKS
  • 22. MY LAST ~2,500 TWEETS (@MEDIACZAR, DEC 13 - AUG 14)
  • 23. MEDIAN IMPRESSIONS-PER-TWEET: 536 CAVEAT: IMPRESSIONS AREN’T REACH
  • 24. HOW BIG IS THE RT EFFECT? NOT AS BIG AS WE’D HOPED
  • 25. HOW MOST PEOPLE USE TWITTER CHECK TWITTER READ A FEW POSTS REPLY OR RETWEET LEAVE come back later
  • 27. THREE SIMPLE OPTIONS INVEST MASSIVELY IN CONTENT USE SOCIAL MEDIA DIFFERENTLY TO DRIVE ORGANIC REACH MAKE REASONABLE INVESTMENT IN CONTENT/MEDIA MIX
  • 29. USE SOCIAL MEDIA TO DRIVE PR IMPRESSIONS
  • 31. SOCIAL SOCIAL OWNED FROM POSTING… TO SIGNPOSTING
  • 32. Immediate Benefits Visible in Search (Google) Increased longevity of content Increase Earned reach Drop cookies for retargeting Own your data SOCIAL OWNED SIGNPOSTING
  • 33. 38.9k LIKES! +2.2k TWEETS! +19k CLICKS! +220 BACKLINKS! 79k CLICKS! 4.2k SHARES! +63k SHARES, +17.6k LIKES!
  • 34. WHAT’S THE PURPOSE OF A FAN? SOCIAL PROOF!
  • 35. SOCIAL! POST! PROMOTED POST/TWEET! OWNED! CONTENT! 2" 3! 1! RECIPE ! ! 1. Create content for your site that will speak to your audience.! ! Use this content both as bait, and to tag user interests! 2.!Post multiple times about the same story. Test combinations of headline, call-to-action, image to see what works.! 3.!Use your fans as a test-bed, pay to promote content to a wider, highly-targeted audience.! 4.!Drop cookies, collect data.! 5.!Retarget, refine. Test content, add social proof
  • 36. WHAT’S THE VALUE OF SOCIAL? SOCIAL PROOF SOCIAL SHARING SOCIAL DATA
  • 37. THANK YOU! PLEASE DON’T ASK ME ANY TRICKY QUESTIONS THAT WILL MAKE ME LOOK STUPID I’M @MEDIACZAR ON TWITTER OR COME AND TALK TO ME AFTERWARDS