Facebook started as a great platform for brands and organizations to create fans and market their products and services. Organic reach or pages, along with the viral reach of the social graph were a powerful combination. However, along the way facebook decided to change the game on us and currently organic reach is at an all-time low. Many marketers decided to give up in the face of this "new facebook". This presentation looks at the past, the present, and the future of facebook marketing, and gives insights into how to continue to use facebook as a powerful marketing tool.

1. The Evolution of
Facebook Marketing
Jeff SanGeorge
Wednesday, December 9, 15

2. Dawn of Social Media Marketing
Social Media Marketers were excited about reaching large
numbers of people for little or no cost.
Organic Reach -
Reach interested audiences (fans) with relevant messaging.
VS.
Traditional Advertising -
Reach uninterested audiences with interruptive messaging.
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3. FACEBOOK 2010
Facebook Personal Profile in 2010 - Ads in right column
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4. FACEBOOK 2010
Facebook “Fan Page”, 2010
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5. Social Graph
Source: https://en.wikipedia.org/wiki/Social_graphContent travels via human connections
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6. FACEBOOK 2012
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7. Edgerank Algorithm
Facebook
Page Node
(user)
Edge
(relationship)
Photo credit: https://www.flickr.com/photos/ajc1
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8. Declining Organic Reach
The Problem for Marketers:
The onset of Edgerank brings more relevant content
to users, but begins pushing content from pages
down further into the Newsfeed.
The Answer:
Create more engaging content, getting more likes,
comments and shares, creating better affinity.
Wednesday, December 9, 15

9. NewsFeed
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10. How to Counter Declining Reach?
Facebook’s Answer:
Advertise With Us!
(Now publicly traded, they need to make profit to satisfy investors.)
facebook.com/ads
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11. FACEBOOK 2014
Organic Reach fell under 10%
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12. FACEBOOK 2015
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13. How to Counter Declining Reach?
Facebook offers several
ways to advertise, but
the quickest and easiest
is boosting your post.
You don’t have to
spend a lot of money to
get lots of views.
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14. FACEBOOK 2015
Organic Reach down to between 2.6% - 8%
How To Increase Organic Reach?
- Focus on Quality Content
- Encourage Engagement (likes, comments, shares)
- Post Videos and Photos
Wednesday, December 9, 15

15. FACEBOOK 2016
Organic Reach: Ridiculously Bad
Pay to Play: Pages that want to Succeed Must Advertise
The Good News: Facebook has (lots of data) and a
robust targeting system.
- Smart Targeting
- Great Tracking (conversion pixel)
- Custom Audiences
- Retargeting (people who have visited your website)
Wednesday, December 9, 15

16. FACEBOOK Future
Facebook Marketing is still worth it, but you’ve
got to be smart, and willing to pay for it.
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17. About Jeff
Jeff SanGeorge is a strategic digital marketer and owner of
Magnetic Ideas, a small strategic digital marketing agency.
Jeff has a deep understanding of the unique set of challenges and
opportunities involved with marketing on the web.
Connect With Jeff:
website: Magnetic-Ideas.com
LinkedIn: linkedin.com/in/JeffSanGeorge
Twitter: twitter.com/JeffSanGeorge
Wednesday, December 9, 15