Marty  Weintraub,  CEO  

@aimClear  

Modeling!Facebook !ROI!

Today’s  Fare  •  Facebook  As  Subscrip?on  Model  • Community  Density/List  Analysis  • Growing  The  List  • TwiGer,  YouTube,  LinkedIn,  Oh  MY!  • Some  Secrets  To  Measuring  Facebook  

Sponsored  Stories  In  Organic  News  Feed  =  Real  

A/B  Crea?ve  Tes?ng  

Facebook  As  A  Subscrip?on  List  

Greatly  Reduced  Organic  Visibility  Mostly  Limits  Friends-­‐Of-­‐Friends  

Amplifica?on  

Friends  =  Subscrip?on  List  

Let’s  Break  This  Down  

Brand  Posts  

Some  Subscribers  See  In  Feed  

A  Percentage  Click  Out    

A  Percentage  Engage  

Mostly  Contained  Mul?    Direc?onal  Conversa?ons  

Large  To  Community  Members  

Light  Friend  Of  Friend  Visibility  

Friends  Of  Friend  

X$  

Ticker  Neuters  Visibility  

Think  Classic  Subscrip?on  Marke?ng  Metrics.  

Facebook  Is  An  Email  List.  

List  Size    Message  Delivered  

Opens  Ac?on  

Classic  Subscrip?on  Metrics  

List  Size  

Message  Delivered  FB  Insights    Analy?cs  

Mul?ple  Delivery  Views  Brand  Page  Admin  UI  

Delivered  

Ac?on  =  2  Types  Of  Traffic  

FB  Insights  Analy?cs  

Traffic  To  FB  Page  

?

?

List  Size    Message  Delivered  

Opens  Ac?on  

Classic  Subscrip?on  Metrics  

Traffic’s  ROI  You  Ask?  

Delivered  

Next  

What  Is  Community    Density  Analysis?  

Use  FB  Ads  Tool  To  Do  First  &    Second  Degree  Of  Separa:on    

Demographic  Research    

•  Subscrip:on  Model  Depends  On  List  Quality  •  Density  Crucial  To  Community  Success  •  Score  Community  Building  (Value  Of  Likes)  •  %  Of  First  Degree  W/  Congruent  Interests  •  %  Of  Second  Degree  W/  Congruent  Interests    

Reliable  Community  Grade  

Growing  The  Awesome  List  

Upon  Real  Engagement  

Sponsored  Stories  Amplify  Friends  Of  Friend  

Sponsored  Stories  In  Feed  

$  

Cocktail  Of  Ads  &  Sponsored  Stories  

•  Page  Post  Ad  (First  Degree),  FB  At  Large  – Expensive,  Site  &  Wall  Traffic,  Likes  

•  Page  Post  Like  Story  (Second  Degree)    – Inexpensive,  Traffic    To  Site,  Few  Likes  

•  Page  Like  Story  (Second  Degree)    – Expensive,  Traffic  To  Wall,  Many  Likes  

• On  Wall  Promoted  Increases  Visibility  To  Brand’s  Community,  $10  Increments    

1st  Degree  Dominance  Ul?mately    

Easy  To  Predict  Costs  Early  

FB  ROI?  

Posty  Content  Properly  

Page  Post  FB  Ads  

Page  Post  FB  Ads  

Targe?ng  Media  Roles  

Fuse  w/    Publica?ons  

•  Organic  In  Subscrip?on  Model  •  Study  1st,  2nd,  Non  Degrees  •  Segment  Paid  By  Degrees  •  Drive  Traffic  To  Sites  You  Own    •  Measure  Traffic/Conversion,  Mashed  Up  Paid/Organic  

•  Seek  Subscrip?on  Metaphors    

Secret  Of  Measuring  Social  

     Marty  Weintraub,  CEO  

@aimClear  

Thank  You!