My presentation in_AllThingsFacebook '17 http://allthingsfacebook.boussiasconferences.gr/ slightly changed because my gifs unfortunately don't play here from my keynote :-( All the images are stolen from the internet if one is yours pls let me know. The info is also from all over the Internet check the sources at the end for further reading. As always I have dyslexia if you find a spelling mistake pls don't kill me :-) Enjoy!
6. While it’s hard to predictthe future of Facebook
and social media, it remainsthe major player in
social media marketing today.
The truth is that Facebook takes engagement to a deeper
level than other networks can.
Since you aren’t limited by character count or to just
sharing images, you can really say what you want to say.
This key differenBator and its ability to innovate and even
copy other emerging social media networks
has kept Facebook as the most widely-used social
plaIorm, even as new networks are introduced every day.
9. Stage 1: "Fools Rush In
This isthe stage we’ve been in forthe past 10 years
Tens of billions of dollars have been flushed down the digi-drain with new markeBng buzzwords
emerging constantly online along with people who actually never heard of Kotler or know what a
brand really is with fancy Btles like digital evangelist, web strategist etc etc who promised to all of
us that online was the absolute gold mine for brands and to reach our audiences.
All of us were happybackthen….
10. Stage 2: "Wait A Minute”
According to Bob “we are about to transiBon into the “wait a minute”
stage.Most of us now know that digital evangelists are no longer going
to have free rein to piss money away on digital.
The numbers, metrics, and data that just one year ago were proof of
how amazing the web is are suddenly morphing into proof on how
crazy now everything is!
WhyBob is sayingthatthough?
11. At one end
we havethese
amazing numbers
By the end of 2017, global digital ad spending is
expected to end TV’s 60-year reign and become the
top adver7sing category in the world.
Moreover, in 2016 digital banners, na7ve adver7sing
and digital video overtook search ads for the first
7me and digital adver7sing is driving down costs
across all media.
Spend on content marke7ng is set to soar 186% to
€2.12 billion in Europe alone by 2020, according to
research from Yahoo and Enders Analysis.
source: feeltherealwhitepaper
13. But non-viewabilityis not
digital advertising’s greatest realityproblem.
According to a research by Igal Zeifman is the director of markeBng for Incapsula
It is now clear that a significant percentage of digital display ads (viewable or not) are “viewed”
by bots. And the majority of bots are malicious – web-surfing algorithms meant to mimic human
traffic created by fraudulent botnets and distributed by millions illegally hijacking web browsers.
14. Maybe now all ofthese problems are now fixed….
Maybe allthese numbers belong tothe fake news
that we all see online… Who knows…I don’t! Do you?
15. Stage 3:
"Oh, Now I Get It"
Some7me in the future — could be 2 weeks
from now or 10 years — could be today
aTer watching this presenta7on …
someone’s going to figure out how to use
the web for adver7sing in a sensible way.
Bob believes that there will be numbers we
can trust, social plaVorms we can trust,
people we can trust, and results and data
we can trust.
16. and untilthen …we all still have Facebook :-)
And the truth is that without Facebook you have an incomplete brand.
Complete brands are represented everywhere a consumer might look, so no majer where they do their research, online
you at least have a fighBng chance of earning their loyalty.
Facebook is part of you own media and it is the first thing consumers check about a brand
and most probably even before your own website
17. As now,the truth isthat for mobile,
targeting, and digital video,
it’s hard to beat Facebook
in terms of what digital has to offer.
If your markeBng goals are Bed to those elements, then Facebook
is definitely your place.
With its vast reach and content innovaBons such social vr, live, 360,
Facebook tv, messenger, arBficial intelligence, buy bujons etc etc
makes it very appealing for any campaign aiming at a broad
audience, while its micro targeBng features make it worthwhile for
a campaign aimed at a very specific one.
The fact is that Facebook might be the only social media plaVorm
that we we can currently s7ll “trust” however what emerges is
that chasing Facebook’s algorithms and its constant changes leads
to poor tac7cal decision making.
18. What you need
to look after more
in myhumble view is
what type of content
your brand createsthere
and whether this content adds some real value to your brand
or somehow effects the real world where everybody lives..
in the form of sales!!!
The highest goal of markeBng always has been to build brands
and this has not changed and I don’t think
it will not change in near future.
So maybe its Bme to stop chasing likes and weird metrics
and do what you always did.
Build you brand and build it everywhere
not just Facebook correctly!
19. So how are you going to dothis!
The future belongs tothose
who getthe following right:
I think that 1st you have to decide is whether you want
to build a brand or a publica7on?
In the case you are a small , medium
or even a large brand and not a magazine or a blog
always go for brand building and be very strategic about it
and invest a lot in doing it correctly
20. The firstthing you need to do
is to idenBfy the value your brand offers to your real consumers ..not your fans!
What it stands for, and the percepBon you intend to drive,
What USP’s you can bring to the table, what are your values, vision, etc, etc do research!
Always do your research
22. Pick your channels. "Not everyone needs to be on Facebook, or on TV.
You need to ask 'Which channels do my customers use?' What are the channels' strengths and weaknesses? How will they help me reach my business objecBves?
Are my consumers online?? Are they on Facebook? Would it be more effecBve to target them on other channels?
If your budget is small maybe it is more effec7ve to use Facebook but if you have more money to spend you need to consider other channels.
Different channels have different rules. You and your agency need to know and to respect always the channel you use.
If you choose Facebook make sure you know its rules, what type of content currently promotes, what kind of ads you can use there,
what are the latest innovaBons you can use to your advantage to build your brand. You need to know all the latest trends that are changing at phenomenal speeds.
Never be lazy about this.
Never be lazyaboutthis.
25. You need to be consistent
both in terms of visual identityand messages!
This will help your audience to trust you and build a connecBon with your brand.
If you are not consistent your message will fail to engage.
Consumers need to see the same message/ idea/ visual idenBty everywhere. They get bombarded with many messages all the Bme.
The need to know who you are and what you are on about really fast.
Visual idenBty is far more than your logo as a profile pick. It entails having a common design (look and feel), style of photography and graphics,
consistent logo and video treatment , common colours and fonts across your communicaBon. Invest on that
Your brand can not have a visual iden7ty on Facebook and then totally different on tv.
Alway be consistent. You need to create the same brand experience everywhere even in your web banners!!
27. There is
no digital/ content Strategy,
it's simplyStrategy
applied in a Digital World and
platformsthat needs to address
real business/ brand
problems or opportunities .
28. To ask your self
whyas a brand
I need to use
Facebook
inthe first place!
To sell, to build relaBonships, to build my
brand, for consumer complains etc etc.
Never go for the most likes or because
everybody is there.
It might not suit your
particular business needs.
29. The factthat
Schizophrenic brands
with no direction or strategy
create schizophrenic consumers
who have no loyalty. Never be one!
Especiallyon Facebook
30. If you have available budget always check with research
how your online communication or efforts on how Facebook effects
the real worldthat people live in.
31. So does Facebook content build brands?
Yes it does! But onlyif it is donethe right way!
32. Ending let see where to focus in terms
of all of you content in 2017
33. 1: Be very strategic aboutthe content you produce
and in which channels you choose to invest.
Focus 1st on your business goals and mainly on your audience needs, From what content formats they prefer,
to where they hang out online. The technology, the plaIorms, the formats, the strategies – exist solely to help you
engage your brand with your audiences more.
34. 2: Focus on avoiding
zombie contentthat does
not build your brand
Many brands and agencies have started driJing
asleep and flooding the internet with the same
generic zombie content that we see in almost in all
pages and that people just trying desperately to
avoid.
Zombie content :
It is boring and uninteresBng for consumers,
it does not create an emoBonal connecBon,
it is not differenBated from other brands,
It is mainly falling pray to quanBty over quality.
Focus more on doing less ,becer and more correctly
35. 3: Focus on breakthrough storytelling.
Brands need to start creaBng incredible content or else consumers are going to tune out
completely or conBnue to block the content you create. Learn from film industry.
The film industry has great experience in storytelling and knows that is not enough to
just make a movie. In order to enBce people to come to the theatre, there has to be a
good story. Which movies you tend to remember ?? Which one you pay to see at the
cinema? The ones with a great story.
Don’t be a straight to dvd brand or a b movie brand that someone downloads
and that no one ever sees
36. 4: Focus on Tech-enabled
and data-optimized content:
The creators and companies that make smart use of data and tech
will have a huge advantage over the rest.
A great example is how NeIlix decided on how to produce its
content. People watch NeIlix through its Apps/ Websites.
Through its data, NeIlix knew three things: People who watch
Kevin Spacey movies tend to watch all the way to the end. People
who watch David Fincher movies tend to watch lots of David
Fincher movies. And people who watch the BriBsh House of Cards
tend to watch it all at once and all the way through.
With this data, it didn’t seem so crazy for NeIlix to invest on
producing the new House of Cards that everybody watches now.
37. 5: Personalisation and micro targeting
We will see brands focusing on gemng the right content, to the right person, at the right Bme, in the right place.
Brands especially the bigger ones that have the available budget will develop highly contextual content that goes beyond the
screen into the “phygital” world, enabled by beacons, sensors, and the Internet of Things.
They will develop methods for making highly personalised and relevant real-Bme messages based on triggers such as
purchase history, the weather, physical locaBon, and myriad more factors.
Crea7ng more personalised, insight-driven content will be the next evolu7on of content marke7ng.