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DOWNLOAD PDF: Facebook to Brands: The Free Lunch is Over – now you must pay to engage (Graham Brown mobileYouth)

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Technology

Published on March 18, 2014

Author: mobileyouth

Source: slideshare.net

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DOWNLOAD PDF: Facebook to Brands: The Free Lunch is Over – now you must pay to engage (Graham Brown mobileYouth)

Facebook appears to be sending brands a clear message: The free lunch is over.
The average reach that brands get for posts on Facebook without putting money behind them has crashed by just shy of 50% since October, according to a study this week from Ogilvy based on 106 Facebook pages it has admin access to for brands around the world.
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mobileyouth.org http://www.mobileyouth.org/post/facebook-to-brands-the-free-lunch-is-over-now-you-must-pay-to-engage/ Facebook is increasingly behaving like an old school media network and throwing its advantage away Graham Brown Mobile Youth Facebook to Brands: The Free Lunch is Over – now you must pay to engage BRAND ORGANIC REACH HAS PLUMMETED Facebook appears to be sending brands a clear message: The free lunch is over. The average reach that brands get for posts on Facebook without putting money behind them has crashed by just shy of 50% since October, according to a study this week from Ogilvy based on 106 Facebook pages it has admin access to for brands around the world. The decline is particularly striking for Facebook pages with more than 500,000 Likes. These larger brand pages saw their organic reach halved to just 2% in February. The study suggests organic reach for big and small brands will likely hit zero in the future, based on current trends as well as conversations with “Facebook sources.” SO WHAT DOES THIS MEAN FOR BRANDS? It means that Facebook is fast becoming just another advertising platform. Which is okay if all you want to do is advertise. But even ad agencies don’t advertise, so think carefully about its long term effectiveness in selling technology. The most successful brands today are the farmers not the hunters, the brands that have built their reputation one customer at a time, over the long term. HUNTERS vs FARMERS Hunters Farmers

Strategy Chase trends, hunt the next big thing, gamble resources on a big outcome Spread risk over large food base, invest and master process Advantages Immediate return, excitement, wins awards Ability to invest, conducive to planning, diversification, greater yields over time Disadvantages High risk, minimal leverage on resources, no ability to save or invest Slow ramp up to results, requires faith (the internal sale) So, if you want a more effective way of technology you have to consider building a grass roots base of Earned Media over time; start planting seeds. As we saw from the Ellen incident earlier, simply buying trust and attention doesn’t work anymore. Sure, you can become the headline sponsor of an event, but people won’t necessarily be talking about your technology the day after in schoolyards and offices. You have to Earn it. That means moving beyond Beyonce and Lady Gaga and looking at how you can grow grass roots movements over time. PAID vs EARNED MEDIA APPROACH TO SELLING TECHNOLOGY Paid Media Earned Media Model Top-Down Model, One-to-One or One-to-Many Bottom-Up Model, Many-to-Many

Strategy Above the line, Below the line, buy media space, celebrity endorsement, brand ambassadors, create ‘buzz’ Help Fans tell their story, word of mouth Tactics Campaigns, Big Ideas Grass roots movements, Co- creation with Fans Measurement Awareness, brand equity, share of mind, top of mind, ‘buzz’, recall, impressions, eyeballs Recommendation, Earned Media Indexes, NPS You could partner up with these kind of groundswell brands that have strong youth support. Rather than interrupt the conversation with your monolithic brand narrative, look at how you could support interaction and help their fans connect with each other. Get your brand out of the way. Stop trying to buy your way into their conversations on Facebook. Start connecting them. More From Graham Brown’s Series on How to Sell Technology These 2 Social Experiments Show How Stories Sell Technology Don’t Teach a Pig to Sing: Why you should master the internal sale first when selling technology The 90-10 Rule: Focus on the 10% that influences the 90% The Paradox of Quality: Why Better Technology Fails Why you need to become a Farmer not a Hunter to sell technology If you want to sell technology, stop trying to “have a conversation” with your customers Technology Companies need to Embrace the Unofficial or Die What the Oscars and Ellen’s Selfie teaches us about selling mobile phones Give customers what they need: Not more technology but more Social Space Why People Buy Technology: Social Proof Change Your Metaphors: How great leaders sell technology Privacy drives the next wave of Social Media Apps

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