How marketing is changing in the digital era, with perspectives on how consumers and buyers interact with brands,the shifting role of social media and some considerations for the future. As presented at Marketing Week Live in London in June 2014.
5. Bye Bye Organic Reach
16.0%
12.6%
10.2%
7.8%
6.5%
Feb 2012 Sep 2013 Nov 2013 Dec 2013 Mar 2014
Median Organic Reach of Facebook Posts
Among Facebook Pages Worldwide
% reach per fan
Source: Socialbakers, April 2014
7. 2014: The Facebook Newsfeed Algorithm
I P C W R
Interest
Interest you
have in the
creator
Post
Post’s
performance
with other
users
Weight
Type of post
(status,
photo, album,
link)
Recency
How new is
the post
Creator
Past
performance
of the content
creator with
other users
x x x x
Facebook
Newsfeed
Visibility
=
100,000 other personalised signalsx
8. The Good News: Engagement Levels are Rising
Less reach,
but more
engagement
Source: EdgeRankChecker.com
9. How Our Media Options Have Shifted
BEFORE
OWNED
PAID
2009-2013
OWNED
PAID
EARNED
2014
OWNED
PAID
EARNED
NATIVE ADS
PAY
TO
PLAY
Source: Wild Orange Media Ltd
REACH
23. Rich Images Dominate
Photo 75%
Link 10%
Status 6%
Album 4%
Video 4%
Primary Type Of Content Posted by Facebook
brand pages, March 2014
Other 2%
Source: Socialbakers, based on 1.3m posts from 30,000 Facebook brand pages
24. Big Images, Flat Design
Facebook Twitter
Google+ LinkedIn
Fitbit.com
28. Keep Social Honest
Buyers trust people, not businesses
Loyalty hinges in trust being high
Marketers must fuel trust through
ethical marketing
Read more:
www.keepsocialhonest.com
Source: CIM / YouGov
62
PERCENT FIND IT
DIFFICULT TO KNOW
IF BRANDS ARE USING
QUESTIONABLE
METHODS ON SOCIAL
MEDIA
12
PERCENT HAVE LOW
CONFIDENCE IN WHAT
THEY SEE ON SOCIAL
MEDIA
38
PERCENT FIND IT EASY
TO TELL THE
DIFFERENCE BETWEEN
COMMERCIAL AND
NON-COMMERCIAL
METHODS ON SOCIAL
MEDIA
47
PERCENT WOULD
CHANGE BEHAVIOUR IF
A BRAND WERE
MANIPULATING
SOCIAL MEDIA
CIM, Stand E146, World’s Largest Organisation for the Marketing Profession
This is average reach.
Worse news for large follower counts: 100k fans = c.2% organic reach at best
Affinity, Weight, Decay – variables primarily used by Facebook 2009-2013 to prioritise content into the newsfeed
Brands with “Social DNA” now outperform their peers
Doing well: Artists, musicians, entertainers, movies, leisure, media, news, publishing…
Our role in an “instant-on” world
Our task: create interest and awareness, facilitate decision-making, support and fuel the conversation
The death of skeuomorphism (design which mimics existing objects, e.g. Apple used a bookcase as a visual metaphor for Apple Newsstand)
Skeuomorphism was great in the early days of tech adoption (made new things feels familiar) but can look cheap and dated today
Other design trends: flat images, less text, diagrams
Note: no sound preferred, opt-in (switch on) sound if needed. Or present as a still with a play button if sound is required.
Little delights:
Examples: Gmail empty inbox, Foursquare birthday greeting, MailChimp, TeuxDeux sign up (to do app)
See site: LittleBigDetails.com
Google Now (Android and iOS) – knows where you are going
Your smartphone knows when you next need a haircut!
Only 46% of people trust content they see on Facebook, 55% for Twitter, 54% on brand/business blogs
But: 79% for Amazon, 82% for TripAdvisor
Real content, real people = trust
You should assume a day will come when organic reach returns to zero
You should assume a day will come when organic reach returns to zero