engage bali 2016: moses velasco, socialbakers
TRANSCRIPT
Moses Velasco, Chief Product Evangelist
Content Under the Microscope : Quality, Engagement, Reach, Relevancy How are they related?
/mosesvelasco@velascom2001
Presented by
Content Performance Under the Microscope
Engagement Reach
Relevance-Reach-Engagement
Frequency-Impact
Quality of Content
Why it matters?
Publishing Trend
Companies publishing less, Media publishing more
Companies aren’t promoting effectively
Average interactions vs % of Promoted Posts
Telling Apart Good VS Bad Content
Research done based on 320,000 posts by 5,000 of the largest company pages on Facebook
Good VS Bad Content Impact
100% higher CPC (cost per click)
18% higher CPM (cost per 1,000 impressions)
4x more negative feedback
2.3x fewer interactions with the same reach
7x less viral
3 Common Promotion Strategies
Promoting 100% means 25% worse than if they promote only their bestPromoting the worst content means 40% worse than those that promote good content
The Creative Challenge
• How to be RELEVANT to your audience frequently?
• How do you create content that WORKS?
• How do you MEASURE it?
• Engagement drives REACH, True or False?
• How do you COMMUNICATE the VALUE back into the organization?
We Know Cats & Kids Work, But…
Engagement Drives Impression (Reach)
Impressions (Reach) correlates to engaged users with r=0.83 correlation. One drives the other…People shares and share is engagement that drives reach!
Higher Engagement = Higher Organic Reach
News Feed Algorithm
’The goal of News Feed is to deliver the right content to the right people at the right time so they don’t miss the stories that are important to them. Ideally, we want News Feed to show all the posts people want to see in the order they want to read them.’
The function of the algorithm is to provide interesting content to the user so they stay browsing longer and see more content
Median cost per click
0-1% 1-2% 2-3% 3-4% 4-5% 5-6% 6-7% 7-8% 8-9% 9-10%$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
Post Reach Engagement Rate *
Date range: January 01, 2015 – June 16, 2016Sample: 26,865 Promoted Posts posted by Brand pages. * Amount of people who engaged with the post from the
amount of people who saw the post - doesn't include clicks
Who Has 100% Paid Strategy?
As more people engage with content, it becomes cheaper to boost it.
CPC is 14 x higher with 0-1% engaged users than with 5-6% engaged users.
Sample: 26,865 Promoted Posts posted by Brand pages
Time range: 01 Jan 2015- 16 June 2016
Facebook Relevance Score
Higher Post Engagement
Higher Relevance Score
More Impression Share and Lower
Cost per Engagement
Regardless of which KPI you are chasing: engagement drives reach
increases relevance and lowers CPC
KEY TAKEAWAY
PLACE YOUR BET
Place Your Bet
Place Your Bet
Place Your Bet
Let’s Talk Relevance
The scope of the number is not to tell you how GOOD your picture or copy is. The main goal is to make you understand if your contents’ demographic target is considering your content relevant and thus engaging with it
Relevance
A synthesis of many metrics; Engagement, CTR, Negative Feedback, Clicks, Conversions…
FB prefers to display ads that are relevant to the audience. If your ads are not relevant, it becomes very expensive to advertise.
Relevance Score Ad Costs
Relevance Calculation
Negative Signals
Campaign Objective
CTR
Likes & CommentsRELEVANCE
Reach, Frequency, Impact
• Reach is a measure of the percentage of people in the target market who are exposed to the content campaign during a given period of time
• Frequency is a measure of how many times the average person in the target market is exposed to the message
• Impact is the qualitative value of a message exposure through a given medium – Social
Quality Content Matters – Timing is Everything
The Right Frequency for Content Objectives
Frequency 2 times/ week drives best Ad Recall and Purchase IntentFrequency <> 2 times/ week drives Awareness
So What’s the Impact?
Communicating the value of social back into the organization- Easy? Tie results to business objectives
Increase in web traffic Conversions from web traffic Optimization across ad spend Reduction in negative feedback Improved relevance score
Ensure your solutions easily support the value you create!
Relevant, engaging content at the right frequency is the difference
between success and failure
KEY TAKEAWAY