Webinar with BuzzSumo and Mari Smith; research into what worked on Facebook during 2016 and many tips for developing an engaging strategy in 2017

1. Your
Facebook
Content
Master Plan
WEBINAR
How to craft compelling content for maximum reach
#FBContent17

2. Susan Moeller
Business Development Manager
@susancmoeller
susan@buzzsumo.com

3. Mari Smith
CEO, Mari Smith International, Inc.
Premier Facebook Marketing Expert
Social Media Thought Leader
@MariSmith

4. What worked
in 2016?
Posting on Sundays
Posting in the middle of the night
Posting when there is less
competition
Short posts
Links to longer articles
Questions, images and videos
Posting photos directly to Facebook
(not via instagram)

5. Links to longer form content got more shares.

6. How to go long (and take your audience with you)
More than 3,000 words
Most shared on
buzzsumo.com for the
year
● Headers
● Variety of images
● Opportunity to
jump straight to the
bottom
● Engaging headline
● Skimmable

7. Interactions went down when the total post volume went up.
More Posts
Less Interaction

8. Interactions went up when the total post volume went down.
There are more posts on Facebook at:
2 p.m.- 4p.m. UTC
9 a.m. - 11 a.m. EST
And...That’s when interactions are lowest!
2 p.m. - 4 p.m. UTC
9 a.m. -11 a.m. EST

9. Best time to post: 2 a.m. to 5 a.m. UTC / 9 p.m. to 12 a.m. EST
Thank goodness for post schedulers!

10. The same held true for days of the week with more volume

11. Posts on the weekends got more interactions!
Wednesday, Thursday, and
Friday are the biggest posting
days.
Interaction is highest on
Saturday and Sunday when
there is less competition in the
News Feed.

12. There were more short posts on Facebook than any other length

13. The longer the post, the fewer the interactions.

14. Short post = High Interaction

15. Photos posted directly to Facebook got
more interactions than images posted to
Facebook via Instagram
More people posted pictures directly
to Facebook than posted images
through Instagram.

16. Experiment to
see what works
for you.

17. There were more link posts on Facebook than any other
kind of posts, images were second, with video a distant
third.

18. Post Type
Questions got the most average interactions in 2016
Coupons/
Discounts
Giveaway
Videos
Image posts
Questions
Links
Average
Interactions

19. Questions got more likes on average

20. B2C
Questions

21. B2B
Questions

22. Giveaways got more comments on average,
followed by questions and videos

23. Images...always think about the image!

24. Images...always think about the image!

25. Videos got a much higher average number
of shares than any other type of post.

26. Videos

27. What worked
in 2016?
Posting on Sundays
Posting in the middle of the night
Posting when there is less
competition
Short posts
Links to longer articles
Questions, images and videos
Posting photos directly to Facebook
(not via instagram)

28. Your Facebook 2017
Content Master Plan
How To Craft Compelling Content for Maximum Reach
by Mari Smith
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17
28

29. Intro Mari
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17
29

30. 30
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

31. Organic Reach
❆ Down to 1-6%
❆ “Pay to Play”
❆ Can you still get
organic reach?
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 31

32. You’re in the business of…
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 32
❆Education!
❆Edutain?

33. #1 Content Tip
❆Mari’s #1 content creation tip
❆ THUMB-stopping!!!
❆ Craft for MAXIMUM SHARES
❆ “OMG, I must share this! Now!”
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 33

34. Zuck share gif
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 34

35. © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 35
79% of all global
consumer internet
traffic will come
from video by
2018. ~Cisco
Stat:

36. 2017 = Video posts
❆How can you capture
attention & engage
using VIDEO?
❆ BEST reach & engagement
❆ Native uploads
❆ Facebook Live
❆ Video Ads
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 36

37. 37
Social Video
generates 1200%
more shares than
text and image
combined. ~Brightcove
© 2016 Mari Smith International, Inc. | marismith.com | @marismith
Stat:

38. 38
© 2016 Mari Smith International, Inc. | marismith.com | @marismith
NEW Video Feed
❆Dedicated
❆Profile pics at top
❆Blue dot = new video

39. 39
© 2016 Mari Smith International, Inc. | marismith.com | @marismith
Example

40. 40
© 2016 Mari Smith International, Inc. | marismith.com | @marismith
❆Educate
❆Entertain
❆CTA
26M views

41. “Our goal is to
reach a point
where ads are
as relevant and
timely as the
content your
friends share
with you.”
~Mark Zuckerberg

42. Example
❆Be a HELPFUL specialist…
❆...that ADDS VALUE
❆ How can you EDUCATE
your audience?
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 42

43. 43
© 2016 Mari Smith International, Inc.

44. What worked?
❆Compelling content
❆Highly shareable
❆Timely, relevant
❆‘Mari Method’ boost
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 44

45. Organic keeps going!
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 45
August November
+100k organic reach

46. The Mari Method
❆ Publish highly shareable CONTENT
❆ Minimize “ask”
❆ Get some organic reach: 1-24 hours
❆ Include strategic promotion
❆ Boost some content
❆ “Ride the wave”
❆ Intersperse with your “ask”
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 46

47. Example
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 47
❆ Organic Reach

48. Turn Photos into Videos
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 48
Lumyer

49. Video Tools
❆ Adobe Spark Video
❆ Animoto (use code ‘MARICHEER’ to save 20%)
❆ Lumyer
❆ Flipagram
❆ Ripl
❆ Legend
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 49

50. Video CTA Button
❆ Pages Manager mobile app
❆ Boost post
❆ Add CTA button & URL
❆ Pause boost… for now 😉
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 50

51. © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 51

52. Facebook Live Tools
❆ Desktop:
❆ BlueJeans onSocial
❆ BeLive.TV
❆ Wirecast
❆ Mobile:
❆ iographer.com
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 52
@jawavifilms

53. Video Ads
❆81% of users mute video ads
❆ Mary Meeker, Internet Trends 2016:
❆ “Many online ads are ineffective,
especially VIDEO.”
❆ “Online ad efficacy still has a
long way to go.”
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 53

54. Captions!
❆ Automatic if <5 minutes
❆ + Facebook Ads Manager
❆ If >5 minutes:
❆ Use a transcription service like
rev.com
❆ Or, upload the file to YouTube
❆ …edit CC, download SRT file &
upload to FB
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 54

55. 55
Video ads have an
average CTR of
1.84%, the highest
click-through rate of
all digital ad formats.
~Business Insider© 2016 Mari Smith International, Inc. | marismith.com | @marismith
Stat:

56. Great Video (Ads)…
❆ Focus on quality from the first frame
❆ Authentic
❆ High energy, entertaining
❆ Evoke emotion
❆ Personal, relatable
❆ Useful
❆ Designed for sound off
❆ Add lower third highlights
❆ Add captions (SRT file)
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 56

57. Increase Reach
❆Engagement Custom Audiences
❆+ Lookalikes
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 57

58. Your 2017 Facebook Content Plan
❆ Create highly shareable VIDEO + PHOTO content
❆ Amplify reach on some posts
❆ Include CTA buttons/links
❆ Use Facebook LIVE
❆ Test giveaways
❆ Publish 5x/wk; experiment with outside business hours
❆ Retarget with Engagement Custom Audiences
❆ Video VIEWS
❆ Page Interactions
❆ Lookalikes
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 58

59. Q&A
❆ Facebook: @marismith
❆ Twitter: @marismith
❆ Instagram: @mari_smith
❆ Snapchat: @marismithchat
❆ LinkedIn: marismith
❆ Web: marismith.com
© Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 59

60. Questions?
Susan@BuzzSumo.com

61. Thank you.