The Simple Complexity of Facebook Marketing

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Facebook Marketing Is A Fractal

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Simplicity

The Deeper We Dive…

Complexity

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Complexity Simplicity

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Facebook Post Cycle

Reach Engagement

Negative Feedback

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• Calls To Action

• Photos

• Cat Memes

What Drives Engagement?

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• Roughly 60-90% increase in engagement

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Calls to Action

• Tapping into human psychology

• Most Brands succeed with Photos

• 350 Million Photos Uploaded Daily

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Photos

Light interactions drive light business value

Cat Memes

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Those are simplistic drivers

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• Psychology

• Screen Real Estate

• Self-Idealization

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What Actually Drives Engagement?

• Seeking approval via Engagement

• Post Photos to influence our perception

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Psychology

How does a post's vertical space influence engagement probability?

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Screen Real Estate

• One's desired self-projection

• Interests/Likes/Groups build digital self

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Self-Idealization

• Use Call To Actions

• Understand psychological reasons for Engagement

• Use beautiful photography when applicable

• Maximize screen real estate

• Leverage self-idealization

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How to Take Advantage

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Facebook Wants You to Amplify Your Great Content

Facebook's New Mentality○ Brand's earn their way into the news feed○ Pay to build fans

Organic Results○ Monitor/Analyze content to drive Organic success○ Amplify great Organic media with Paid media

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Balancing Paid/Earned Media

• Search Results = News Feed

• Sponsored Posts = Paid Ads

• Organic Success > Paid Success

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The "New" SEO

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NBA & Burberry

Learning from the Best

• Frequent, applicable cover photo changes

• Nightly recaps & highlights

• Exclusive NBA content

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NBA

• Incredible photography worldwide

• Exclusive tie-ins

• Photo Albums

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Burberry

If you're not using Retargeted Ads today, start now!

• 48.4% lower cost-per-click

• 197.3% higher return on investment

• 17x higher clickthrough rates(Source: http://www.nanigans.com/2013/05/08/news-feed-roi-facebook-exchange-study/)

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Facebook Retargeted Ads

• The "New" Email

• Suffering from Innovator's Dilemma

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What is the Future of Facebook?

• Losing excitement

• Internet necessity

• Portal to one's digital self

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The New Email

• How users actually use Facebook

• How they think they want to use Facebook

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Disconnect

• How Facebook wants people to use Facebook

• Upstream Market Chasing

• Shoot past needs of actual customers (see Google+)

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The Innovator's Dilemma