FB FoF ROI

A measurable percentage of the brand’s friends see content when placed in the wall. It appears large in their newsfeeds.

Facebook users DO click on links that lead outside of FB. The marketers job is to understand which organic posting units work well for generating outbound clicks. There are some FB organic post units that promote outbound clicks (to off FB sites brands own) more than others.  We’ll explore that in a minute.

A certain amount of FB users engage. This has always been an important goal of social media. As you’re about to see, the best reason to engage users on FB is to get more likes from users’ friends who are interested in things mattering to the brand. This engagement in itself is NOT the main objective.

The most important KPI is conversion, preferably outside of Facebook. Engagement is a means to and ends, a method to build your list with highly focused subscribers so that you can sell things.

In order to understand the pure subscription model as applied to Facebook, we need to drill out a little further. When users interact with a brand page in FB, their interactions are only barely visible to their friends, outside this brand’s community.

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12 Comments

  1. Jennifer Tisdel on July 17, 2012 at 11:31 pm

    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!

  2. Dennis Yu on July 18, 2012 at 3:23 pm

    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

  3. Kiko Correa on July 18, 2012 at 6:07 pm

    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!

  4. Marty Weintraub on July 18, 2012 at 7:44 pm

    @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.

  5. Marty Weintraub on July 18, 2012 at 7:45 pm

    @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?

  6. Kiko Correa on July 19, 2012 at 5:06 pm

    @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. :)

  7. Barry Tubwell on July 23, 2012 at 3:35 am

    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 :).

  8. Marty Weintraub on July 23, 2012 at 6:19 am

    @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.

  9. Marty Weintraub on July 23, 2012 at 6:20 am

    @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.

  10. Dennis Miedema on July 23, 2012 at 9:11 am

    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

  11. Marty Weintraub on July 23, 2012 at 9:39 am

    @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.

  12. Kiko Correa on July 23, 2012 at 3:11 pm

    @Marty: I would LOVE that. :)

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