Back To The Future: True Facebook ROI In The Classic Subscription Model

Posted in Facebook Advertising, Social Media Marketing

As a simple reality, FB has been reducing page real estate allocated for organic things.  This data below via @dennisyu shows the pivot point where paid inventory gradually replaced organic on FB templates.

The greatly reduced organic visibility mostly limits friends-of-friends (FoF) amplification, the phenomena which helped fuel FB’s meteoric rise, has reduced FB’s brand page to a mostly closed loop system. In other word, when a brand’s friend interacts, THEIR friends don’t see much of the interaction.

When a brand posts, only a percentage of the brand’s friends (1rst degree) actually see the initial post. That’s the bad news. The good news is that organic prominence can be bolstered and even smashed, with a little cash for sponsored stories and FB Ads, along with an an realizing how FB really works (the modern incarnation of an email list). This understanding of the FB distribution network means that marketers can clean up in FB…by the venerable subscription model. Read on for the details.

Anatomy Of  A FB Content Release

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  • Jennifer Tisdel

    Great article! This clarified some leftover questions I had from your SMX Advanced workshop. I scheduled a meeting with the team this week to start implementing. Thanks!

  • Dennis Yu

    Marty,

    Wow, deep on friend and FOf connection visibility in the newsfeed.
    Any insight on what share is via the newsfeed vs ticker?
    We haven’t been able to separate this data.

    Dennis

  • Kiko Correa

    Marty,

    Thank you for sharing so much valuable information with the community around you.

    Thanks to your instruction I was able to put the Community Focus Analysis portion right to work and after finding the majority of our targeting segment as FOF am now putting together a campaign to maximize our reach.

    Thanks!

  • Marty Weintraub

    @Dennis Yu: I’m not positive we can get that CTR unless our good friends at FB share it :). Thanks for your thoughtful comment and stopping by.

  • Marty Weintraub

    @Kiko Correa: I’m glad you were able put the Community Focus Analysis study right to work. It’s powerful indeed. Good job!. Hey, what city do you live in? Will we see you at an upcoming conference?

  • Kiko Correa

    @Marty: I’m living in San Luis Obispo currently. I really want to try to go to SMX Social in December. Just a matter of convincing the bosses at this point. :)

  • Barry Tubwell

    Another awesome post Marty. Is it just me or does anyone else feel like aimclear should be charging a monthly fee to access this blog (say $100 a month would be fair :).

  • Marty Weintraub

    @Barry Tubwell: Thank you very much. We get a lot of ROI from posts like this, none the least of which is the opportunity to organize our own thinking. Often times these posts stem from conference presentation .ppts or vice versa. In a content house like aimClear, it’s crucial to leverage the various investments in various channels, to various purposes. It’s a pleasure to share. We’re glad the posts resonate with you.

  • Marty Weintraub

    @Kiko: San Luis Obispo, hmmmm? We love the wine country above Santa Barbara. Let’s connect next time over a nice glad of Sideways Syrah.

  • Dennis Miedema

    To summarize the entire post: Facebook is the same game under a different name to which the same metrics of success apply that have always been applied to online marketing. Great idea! Some other thoughts straight out of email marketing I’m not sure you mentioned:

    – Delivery time (on which day and at what time do the most people open (see), click (like or comment), and buy?
    – Split testing: when will Facebook make it happen? It made email marketing better

  • Marty Weintraub

    @Dennis Miedema: Right on! Yes, same sh_t, different day. So far as organic day parting goes, EdgeRankChecker gives some stats regarding time sensitive considerations. Also look to classic web analytics, assuming that you tag organic posts appropriately. Thanks for stopping by and the thoughtful comment.

  • Kiko Correa

    @Marty: I would LOVE that. :)

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