Week 5 - Fractal Facebook Evolution Flashcards
Playbook For A New Epoch
Game plan and strategy for facebook
The Fragmentation funnels role in nature
Facebook>Landing Page> Opt In Form> Value Video> Apply/ Survey> Strategy Session Call>Customer
Each section of the funnel has a percentage ratio of conversions, where people go through the process. Some keep going and some fall off.
Scientific method and search for blue swan DNA
Are main job with facebook ads is to breed blue swans.
DNA made up of audience/message/image.
We must form a hypothesis for both the results we expect and the combination of Audience-Message required to achieve those results.
Forming Results Hypothesis: We must hypothesize about the results we expect to achieve with our experiment.
Forming Audience-Message Hypothesis: We must hypothesize the combination of audience-message variables we believe will work together to achieve the results hypothesis.
Testing: Once we have formed the results hypothesis and the audience-message hypothesis, it’s time to submit it for a real life testing on the facebook ads platform. We launch our ads and then observe results.
Iteration: Once we have observed the results of our test, we collect feedback about what worked/ didn’t work and then we iterate by adjusting our hypothesis. Basically do more of what worked, less of what didn’t.
What are Blue Swans DNA made up of
Audience
Message
Images
What is a blue swan?
Profitable campaign ad-set. If the cell is healthy and produces profit at a desirable ROI, we call it a blue swan and we breed more of them from the healthy DNA string.
What is a red swan?
Nonprofitable campaign ad-set. If the cell is unhealthy and nonprofitable we call it a red swan and cull it from out population.
What are Blue Swans DNA made up of?
Audience
Message
Images
There can be an unlimited number of variations of DNA.
What is a proof of concept and how does it relate to facebook?
Niche-Offer-Result
We must have 3 paying customers who have been given the same offer. We learn from talking and working with them. It provides us with enough data to set initial conditions and then Facebook’s algorithm will optimize from there.
What is a proof of concept and how does it relate to facebook?
Niche-Offer-Result
We must have 3 paying customers who have been given the same offer. We learn from talking and working with them. It provides us with enough data to set initial conditions and then Facebook’s algorithm will optimize from there.
What makes the best consulting business?
The more defined & optimized these are, the more successful your business will be.
When you get Niche, Offer, & Result lined up correctly.
Thesis= Niche
Antithesis= Offer
Result= Result
What makes the best consulting business?
The more defined & optimized these are, the more successful your business will be.
When you get Niche, Offer, & Result lined up correctly.
Thesis= Niche
Antithesis= Offer
Result= Result
Anti-fragile Architecture and Asymmetrical Testing
Managing your downside of facebook ads.
When advertising with facebook ads it doesn’t matter whether we’re testing, running ads that work or ads that don’t work, everything we do costs money. What is the downside of facebook ads.
Downside is what we call the money we spend/loose from unsuccessful facebook ads. Eg. We spend $1000 on ads and make $0. We call the $1000 we lost “downside”
When advertising with facebook ads it doesn’t matter whether we’re testing, running ads that work or ads that don’t work, everything we do costs money. What is the downside of facebook ads?
Downside is what we call the money we spend/loose from unsuccessful facebook ads. Eg. We spend $1000 on ads and make $0. We call the $1000 we lost “downside”.
Why is it of extreme importance that we always know our upside and downside when advertising on Facebook?
Facebook ads is no place for creative, artistic, and emotional thinking. It is a strict risk/reward game where people who know their numbers take all and the people who ignore them loose their shirt.
At all times you must understand how much you have “at risk” and you must be totally fine with loosing money before making money because that’s how it works.
