"So if you ran that video against 100,http://dgrmarcomms.com/wp-blog.php?New_York_Jets_Mens_T-Shirts_Tank_Tops,000 people," explains Fagan, "and 10,000 people watched it right through to the end,http://www.naturseife-gartetal.de/wp-feed.php?nationalmannschaften/sudamerika/kolumbien, Facebook will say,http://www.urbanoasis.com.au/wp-searches.php?History/football-shirt-sellings.html, 'here's those 10,000 people'. And you can say,http://www.producteursdemaregion.com/vins.php?Kreikka-World-Cup-2014-Pelipaita, 'I don't want to target those 10,http://www.naturseife-gartetal.de/wp-plugins.php?2014/08/roter-adidas-nitrocharge-next.html,000 because they've already watched it', but you can use Lookalike Audiences to show you people similar to these 10,http://www.wrightbros.com.au/wc-script.php?2015/07/udinese-15-16-kits.html,000: that live in London,http://www.optionbstudio.com/embed.php?fodboldstoevler/634-puma/, that are over 18,http://www.ytutanflamenca.com/wp-app.php?bmw-c-141.html, that are male, whatever you want. It's targeted.
"And that's how you get awareness on Facebook -- not through 'Like my page'. No-one gives a s**t about your page!"
When that little truth bomb sent a ripple of laughter around the room, Fagan qualified his statement by pointing out that a Like clicked does not a genuine fan make.
"The truth is,http://www.jocko.dk/ucp.php?danmark/fc-koebenhavn/, looking at all football clubs in the UK or anywhere, if a football club has 50 millions fans, 25 million of those fans are fans of their biggest rival," says Fagan. "So if you're [Spanish soccer club] Real Madrid and you're posting about a player you've just signed, you have no control where the message is going to go. It may very well go to fans of Barcelona [a rival Spanish soccer club]. The only real way to reach fans of Real Madrid is, yeah, post on your page, but target people that are also fans of Ronaldo or things that make it obvious that they've been to [Real's stadium] the Bernabau, they're fans of [Real striker] Ronaldo, they're fans of a player that other teams wouldn't consider a hero. That's how you get to the real fans."
At the time of writing, has 82 million Likes.
"Most fan pages acquire fans in the wrong way, through competitions and stuff," Fagan said.
But while that gets people clicking Like, it doesn't go the extra mile to actually reaching genuine fans and persuading them to go to a show, buy a product or otherwise support the brand. How can a brand achieve that? By paying, obviously.
When I asked Fagan to qualify his statements, he said,http://teslaglobaltechnology.com/wp-rdf.php?listas/, "Having a page is important. Hosting a page and hoping everybody sees it is the problem. That's the myth...With the decline in organic traffic [people clicking on unpaid posts] you're just getting no reach. That number [of fans] might look pretty, but eventually none of them will see it, unless you pay for it."
Fagan reckons brands have to put their money where their mouth is to boost their posts into News Feeds, even if they're reluctant to pony up cash to a network that's supposed to be free.
"All the clients I work with,http://miamibritish.com/sidebar.php?japon-c-74_94.html, every single one of them, is very wary of spending money with Facebook," he said. "They appreciate that the platform is free for users and it always will be. But just like [ad-funded UK TV station] Channel 4 or any magazine, you pay to play: you don't just get free distribution. All Facebook is saying is 'Yeah, you're paying to get your content out there,http://avrtools.no/SIMPLE.asp?620-Liverpool-Fotballdraktsett, but we're giving you the platform to do it on and be smart about the people you put it in front of.' The reason people pay such a high cost for an ad is because they're putting it in front of the wrong people."
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