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

Posted in Facebook Advertising, Social Media Marketing

Pointing to the content bookmarked on the FB wall. In other words, this organic post unit mostly drives traffic to the brands out of FB page. Yes! This baby is a traffic driver!

It’s easy to confirm traffic from individual brand page organic posts, with smart tagging and traditional web analytics.  No specialized tracking is required.

Marketers always ask us about the value of that traffic. There are a lot of variables, including how focused the list is, how compelling the post is, etc… At the end of the day it’s all about content. At THIS point however, it’s not a Facebook problem anymore. It’s a marketing problem. FB is an awesome distribution system. Let’s assume we have a list of focused users and 5% of them click through after 80% of the community sees the post. What can we get them to do?

You know, I remember having the same questions about cardboard flyers we mailed to users, trying to get them to pizzerias with coupons, walking there with their own feet. The list was well targeted because we were targeting homeowners in the neighborhood. It was surly delivered.  It was opened because their was no envelope. The contingent success variables were whether the message was compelling and if the community thought the business was or seemed to be great …or not!

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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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