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

Posted in Facebook Advertising, Social Media Marketing

I remember years of email marketing, testing coupon offers. How much should we offer as a discount? How many form fields should we harvest on the landing page? What is the marketing message that works? WHAT IS THE MARKETING MESSAGE THAT WORKS?

Facebook is not a stupid place for marketers. Stupid marketers mix unfocused fans with real ones, don’t understand the distribution model and #FAIL to deliver wall posts that a) send users anywhere that matters and b) have little compelling spark to drive users to do anything! LOL.

 

Other organic post types do not always yield clicks to outside sites.

For instance, when you post a photo, look where it drives you.

Inside of FB. Weeeeee! Unless you have some great viral content that day, the reward is a conversation amongst subscribers. Again, conversation has it’s benefit, but it’s not an direct ROI unit. If the content is viral it may have limited legs and the very occasional homerun. There are benefits to being social after all. Still, I want to take traffic outside of FB, not deeper, unless I’m very specifically just to hang out

1 2 3 4 5 6 8 10 11

  • 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

    • 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.

  • 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

      @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. :)

    • 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.

  • 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.

  • 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. :)