engage bali 2016: moses velasco, socialbakers

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