THE STATE OF FACEBOOK MARKETING: What’s Working And Why
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Opening Keynote for Social Media Day San Diego - June 30th, 2015! Please view the NOTES for most all of the slides for additional tips, resources and links! Any questions, let me know. :)
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THE STATE OF FACEBOOK MARKETING: What’s Working And Why
- 1. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith THE STATE OF FACEBOOK MARKETING What’s Working And Why Social Media Day San Diego OPENING KEYNOTE with Mari Smith
- 2. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Facebook Trends 2015-16 2 “I skate to where the puck is going to be, not to where it has been.” ~ Wayne Gretzky
- 3. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith “He [Mark] has a unique ability to hear what’s not being said.” ~ Sheryl Sandberg
- 4. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Social Site Usage 4
- 5. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Social Revolution • Facebook is disrupting: – TELEVISION: Larger than any TV network – VIDEO: Overtaking YouTube – SEARCH: Social referrals now outnumber search • 79% of social referrals = Facebook – EMAIL: Messenger app • Business use, API, response time 5
- 6. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith ① VIDEO • Native video = most reach – Autoplay – Views, ad targeting 6
- 7. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Facebook vs. YouTube 7 • Can Facebook overtake YouTube? Yes!
- 8. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Mobile Video 8 • Mobile video traffic to grow 55% each year until 2020 • 600M LTE subscriptions; 3.7Bn by 2020
- 9. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith ② MEDIA CHANNEL 9 • Facebook is 10 times larger than the biggest TV channel on the planet
- 10. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Media vs. Brands • Media companies have surpassed brands 10
- 11. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Instant Articles 11
- 12. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Content is KING • Get inspiration from media companies • Facebook is a publishing platform • Instant Articles – Media companies publish content ON Facebook – FAST loading (10x) – Highly engaging, keep eyeballs 12
- 13. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Focus on VISUAL • Our brains can identify images in 13 milliseconds! • Posts with images have 2.3x more engagement 13
- 14. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Your Audience is VISUAL • 65% of your audience are visual learners 14
- 15. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Jelly Skateboards 15
- 16. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith ③ MESSENGER • Messenger for Business – messenger.com/business 16
- 17. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Response Time 17 • Respond to 90% of messages • Maintain median response time of 5 minutes
- 18. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith ④ SOCIAL CUSTOMER CARE • US Companies Rank Among Worst Globally in Social Customer Care – Facebook, US = #23 out of 24 countries – Twitter, US = #33 out of 37 countries 18
- 19. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 19
- 20. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 20
- 21. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith ⑤ PEOPLE-CENTRIC 21
- 22. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith “Our goal is to reach a point where ads are as relevant and timely as the content your friends share with you.” ~Mark Zuckerberg Photo credit: bkmag
- 23. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith @marismith People based advertising
- 24. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Lead Ads 24 “Tap, Tap, Done”
- 25. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 22mari.com 25
- 26. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Buy Button 26
- 27. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 27 Entefy
- 28. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 28
- 29. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 29
- 30. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Declining Reach 30
- 31. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 31
- 32. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 32 Biggest SMB Challenges? – How to keep up? – Where to focus? – How to “do it all”? – How to create content? – How to compete? – Organic vs. paid? – How to measure ROI?
- 33. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Key = Specialization 33
- 34. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Connect with Mari on these sites: Facebook Page: www.facebook.com/marismith Facebook Profile: www.facebook.com/maris Twitter: @marismith Instagram @mari_smith LinkedIn: www.linkedin.com/in/marismith Web: www.marismith.com 34
Hinweis der Redaktion
- SOURCE: Om Malik How & Why Facebook Video Can Overtake YouTube http://om.co/2015/06/08/facebook-vs-youtube-battle-for-online-video/
- VIDEO Facebook started by making users accept autoplay Then added in Video stats, including views (which includes Autoplay!) Ads to viewers Featured video Playlists Media channel Instant Articles Native Facebook Videos Get More Reach Than Any Other Type of Post http://www.socialbakers.com/blog/2367-native-facebook-videos-get-more-reach-than-any-other-type-of-post
- SOURCE: Om Malik How & Why Facebook Video Can Overtake YouTube http://om.co/2015/06/08/facebook-vs-youtube-battle-for-online-video/
- SOURCE: Ericsson Om Malik How & Why Facebook Video Can Overtake YouTube http://om.co/2015/06/08/facebook-vs-youtube-battle-for-online-video/
- SOURCE: Socialbakers #Engage1015 opening keynote by CEO & Founder, Jan Rezab https://www.facebook.com/socialbakers/videos/10153441804889744/
- SOURCE: Socialbakers #Engage1015 opening keynote by CEO & Founder, Jan Rezab https://www.facebook.com/socialbakers/videos/10153441804889744/
- See this post: http://vionic.com/site/blog/complete-guide-to-visual-content-on-facebook/ (BuzzSumo analyzed 100M Facebook updates) https://www.facebook.com/marismith/posts/10152845026010009
- See this post: http://vionic.com/site/blog/complete-guide-to-visual-content-on-facebook/ https://www.facebook.com/marismith/posts/10152845026010009
- https://www.facebook.com/jellyskateboards
- Messenger Business: Facebook Turns Messenger Into Customer Service & Commerce Channel http://marketingland.com/facebook-turns-messenger-into-a-customer-service-commerce-channel-122880 Users no longer need a Facebook account http://newsroom.fb.com/news/2015/06/sign-up-for-messenger-without-a-facebook-account/ See Mari’s input here: https://www.facebook.com/marismith/photos/a.208729010008.138466.42328360008/10152878543605009/
- Hat tip Liz Azyan for the Giobel Koi Center example See also: https://www.facebook.com/marismith/posts/10152715690225009 http://www.adweek.com/socialtimes/typical-response-time/618376 How to get the Very responsive to messages icon: https://www.facebook.com/help/475643069256244
- http://www.socialbakers.com/blog/2423-us-companies-rank-among-worst-globally-in-social-customer-care
- https://twitter.com/marismith/status/581604394778501121 See also: The Social Business: Highlights from the Sprout Social Index http://sproutsocial.com/insights/data/social-business-highlights-sprout-social-index/
- https://www.facebook.com/myimmigrationlawyer https://www.facebook.com/EnchantingLawyer
- Mark Zuckerberg at Facebook’s F8 Developer Conference - March 2015
- Quote source: http://bit.ly/1h47fzO The more you can craft your BUSINESS PAGE posts in a way that seamlessly blends in with your fans’ friends posts, the more humanized your company content will be. There is a fine art and science to this. Remember, think like a MEMBER first, then a marketer!
- Facebook’s new ‘People-Based Marketing’ via ATLAS will be the next big thing in 2015. It’s an amazing evolution of digital marketing and advertising. See this post for a summary of what Atlas is and how it works: https://www.facebook.com/marismith/posts/10152325408445009
- “OH, I love filling out forms!” said no one ever! https://www.facebook.com/business/news/lead-ads
- Go to www.22mari.com to sign up!
- Facebook Challenges Pinterest With News Feed Buy Button For Shopify Merchants http://techcrunch.com/2015/06/10/never-leave/
- A dynamic cross-device solution, driven by the sheer human potential of a seamlessly connected world. Entefy can finally rescue people from INBOX OVERLOAD, simplify the endless streams of CHATTER, and UNITE communication across all boundaries. “Entefy is a Palo Alto startup that is rewriting the code of digital interaction. We’re introducing the first technology to give you seamless access to all of your conversations and connections, across any smart device. Our Universal Interaction Engine (UIE) provides a new, people-centric communication experience that puts you at the heart of your hyper-connected world.” https://www.facebook.com/EntefyOfficial
- Oculus Rift – Virtual Reality headset https://www.oculus.com/en-us/
- www.internet.org
- Source: http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
- Mari spoke to almost 100 SMB owners at the recent Facebook Boost Your Business event in San Diego. There were many common themes to the challenges SMBs face. See next slide
- Also DIY vs. outsource?
- Specialize Don’t try to be everything to everyone Go an inch wide and a mile deep Get help, get training Find a problem and solve it