THE STATE OF FACEBOOK MARKETING: What’s Working And Why
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Transcript of THE STATE OF FACEBOOK MARKETING: What’s Working And Why
© 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 DiegoOPENING KEYNOTE
with
Mari Smith
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Facebook Trends 2015-16
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“I skate to where the puck is going to be, not to where it has
been.” ~ Wayne Gretzky
© 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
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Social Site Usage
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© 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
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
① VIDEO• Native video = most reach
– Autoplay– Views, ad targeting
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Facebook vs. YouTube
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• Can Facebook overtake YouTube? Yes!
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Mobile Video
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• Mobile video traffic to grow 55% each year until 2020
• 600M LTE subscriptions; 3.7Bn by 2020
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
② MEDIA CHANNEL
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• Facebook is 10 times larger than the biggest TV channel on the planet
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Media vs. Brands• Media companies have surpassed brands
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Instant Articles
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© 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
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© 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
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© 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
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Jelly Skateboards
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
③ MESSENGER• Messenger for Business
– messenger.com/business
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Response Time
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• Respond to 90% of messages• Maintain median response time of 5 minutes
© 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
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 19
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 20
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
⑤ PEOPLE-CENTRIC
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© 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
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith @marismith
People based advertising
Hey John!
Take us for a
test drive!
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Lead Ads
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“Tap, Tap, Done”
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
22mari.com
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Buy Button
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Entefy
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 28
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 29
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Declining Reach
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© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 31
© 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?
© 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Key = Specialization
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© 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
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