Rent or Own? The Changing Landscape of Reaching Audiences on Facebook

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Information about Rent or Own? The Changing Landscape of Reaching Audiences on Facebook
Marketing

Published on March 14, 2014

Author: SpringCreekUK

Source: slideshare.net

Description

The days of free reach and organic impressions on Facebook are slowly coming to an end, but that doesn't mean it's not an important channel for brands. In fact, it's still an incredibly important channel - they just have to change the way they think about it.

THE CHANGING LANDSCAPE OF REACHING AUDIENCES ON FACEBOOK RENT OR OWN?

WHEN WE TALKED WITH BRANDS ABOUT SOCIAL IN 2014, ONE THING CAME UP MORE OFTEN THAN ALL THE OTHERS – SOMETHING MORE IMPORTANT TO SOCIAL ADVERTISING THAN ANYTHING ELSE OUT THERE…

RISING ABOVE THE NOISE TAKES MONEY

AND THAT’S BECOMING THE CASE MORE AND MORE EVERY DAY…

Σ u w de e e Rank = IN THE BEGINNING… THERE WAS EDGERANK

BRANDS, LOOKING FOR “FREE” ADVERTISING AND MARKETING MADE IT THEIR BUSINESS TO TRY AND LEARN HOW TO “HACK” EDGERANK

AS THE AMOUNT OF CONTENT ON FACEBOOK GREW AND GREW, THEY STARTED TWEAKING WHAT THEY NOW CALL “THE ALGORITHM”

BRANDS SHOULD APPROACH FACEBOOK IN 2014 EXPECTING ZERO ORGANIC REACH

VIRAL ISN’T A MARKETING STRATEGY…

SOCIAL IS STILL A CROSS- DISCIPLINE ENDEAVOR, BUT THAT MEANS ALIGNING GOALS WITH TEAMS

IT ALSO MEANS LOOKING AT SHIFTING SOCIAL AD BUDGETS 20% CONTENT

80% PAID MEDIA IT ALSO MEANS LOOKING AT SHIFTING SOCIAL AD BUDGETS

THAT DOESN’T MEAN CONTENT ISN’T IMPORANT. IN FACT IT’S MORE IMPORTANT BRAND ADS ARE COMPETING AGAINST MORE-RELEVANT, MORE ENGAGING CONTENT FROM FRIENDS, NEWS SOURCES, AND OTHER BRANDS. THEY NEED TO STAND OUT.

‘ANIMALS’ IS THE NEW LEISURE SECTION - @jonsteinberg (President and COO, BuzzFeed)

IT’S TIME WE STARTED LOOKING AT SOCIAL (AND ALL DIGITAL) IN TERMS OF

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