Facebook's algorithm changes and their impact on advertising

Transcript

1. 2/23/18 1 How To Turn Facebook’s Recent Changes Into Big Ad Dollars. Presented by Ryan Dohrn, Founder – Brain Swell Media @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com ACTION ITEM #1: Facebook’s “Meaningful Interactions” algorithm update is critical to us all in the media biz. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
2. 2/23/18 2 Point of note… You have to be able to talk the talk with advertisers. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com So what does this mean? Facebook is limiting advertising in user feeds to increase interactions between users. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
3. 2/23/18 3 Who said this? “We will prioritize posts in News Feed that spark conversations and inspire meaningful interactions.“ - Campbell Brown, Head of Facebook News Partnerships @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com ACTION ITEM #2: Advertisers and media brands that do not or can not adjust will see their reach drop dramatically. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
4. 2/23/18 4 @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
5. 2/23/18 5 Who else is saying this? Before the change Ad Age reported that less than 3% of your FB Likes you see an un-boosted post. Now, they predict even less. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com The Math on an un-boosted post Bob’s Jewelry Store has 2,431 Likes on their Facebook Page…. 3% = 72 2% = 48 1% = 24 @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
6. 2/23/18 6 ACTION ITEM 3: Costs of advertising on Facebook is on the rise as impressions drop. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
7. 2/23/18 7 How is this possible? Supply and Demand @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com I need more proof… Facebook’s goal in changing the news feed is to shift us from being passive to being actively engaged. This, in turn, will drive more interaction with ads, so making the ads more valuable. – Adam Mosseri, FB Head of Newsfeeds @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
8. 2/23/18 8 ACTION ITEM #4: The FB audience has always been suspect. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com Esther Penn, Woman’s retailer, Fort Worth, TX
9. 2/23/18 9 @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com Esther Penn, Woman’s retailer, Fort Worth, TX
10. 2/23/18 10 So, how do we as media brands make BIG money? @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com $175,000 in new revenue in 2018 is my goal! @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
11. 2/23/18 11 ACTION ITEM #5: Create unique content partnerships that drive engagement and spark conversations. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com How… Multiple series articles on a topic that is important to your readers. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
12. 2/23/18 12 Consumer 3 Must Hike Trails in WV 5 Ways To Raise A Smart Kid 3 Best Ways To Save For Retirement @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com B2B 3 Ways to Drive Down Costs 5 Ways to Growing Marketing ROI 5 Best Pumps for 2018 3 Ways To Reduce Client Churn @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
13. 2/23/18 13 1 advertiser runs 1 – 3 part series per month. 12 x $3k = $36k @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com ACTION ITEM #6: Facebook is giving priority to videos. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
14. 2/23/18 14 What is your plan for video? @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com Trade show videos Business profiles Case studies Fashion shows Product debuts Facebook lives like radio @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com Show me the money…
15. 2/23/18 15 @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
16. 2/23/18 16 @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
17. 2/23/18 17 @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com 1 advertiser runs 1 – 3 part video series per month. 12 x $3k = $36k @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
18. 2/23/18 18 $72,000 so far @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com ACTION ITEM #6: Contesting is HUGE and stimulates audiences. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
19. 2/23/18 19 @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
20. 2/23/18 20 @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com Get help from Second Street Media for contesting and audience development. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
21. 2/23/18 21 1 advertiser runs 1 contest per month. 12 x $2k = $24k @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com $96,000 so far @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
22. 2/23/18 22 ACTION ITEM #7: Create custom audiences for ourselves & our clients within our FB Ads Manager @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com Upload your eList for precise targeting. Then use this for sponsored content promotions. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
23. 2/23/18 23 Custom promotions sell for $55-$75 CPM. @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com 1 advertiser runs 1 custom promotion per month. 12 x $4k = $48k @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
24. 2/23/18 24 $144,000 so far @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com ACTION ITEM #8: Sell social services to advertisers. No extra staff needed! JanuarySpring.com @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
25. 2/23/18 25 6 advertisers per year use your social media services group. $40k @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com $184,000 per year! @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com
26. 2/23/18 26 Where do we grow from here? @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com @ryandohrn – Ryan@360AdSales.com - www.360AdSales.com 360AdSales.com
27. 2/23/18 27 How To Turn Facebook’s Recent Changes Into Big Ad Dollars. Presented by Ryan Dohrn, Founder – Brain Swell Media @RyanDohrn - 360AdSales.com - Ryan@RyanDohrn.com