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


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


“He [Mark] has a unique ability to hear what’s not being said.”

~ Sheryl Sandberg


Social Site Usage

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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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① VIDEO• Native video = most reach

– Autoplay– Views, ad targeting

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Facebook vs. YouTube

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• Can Facebook overtake YouTube? Yes!


Mobile Video

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• Mobile video traffic to grow 55% each year until 2020

• 600M LTE subscriptions; 3.7Bn by 2020


② MEDIA CHANNEL

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• Facebook is 10 times larger than the biggest TV channel on the planet


Media vs. Brands• Media companies have surpassed brands

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Instant Articles

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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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Focus on VISUAL• Our brains can identify images in 13 milliseconds!• Posts with images have 2.3x more engagement

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Your Audience is VISUAL• 65% of your audience are visual learners

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Jelly Skateboards

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③ MESSENGER• Messenger for Business

– messenger.com/business

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Response Time

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• Respond to 90% of messages• Maintain median response time of 5 minutes


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



⑤ PEOPLE-CENTRIC

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“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!


Lead Ads

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“Tap, Tap, Done”


22mari.com

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Buy Button

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Entefy




Declining Reach

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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?


Key = Specialization

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Instagram @mari_smith

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Web: www.marismith.com

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