Why And How Businesses Are Succeeding With Facebook - Mari Smith
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Mari Smith's keynote from The Big Social Media Summit, Manchester, England. July 2015. Why and How Businesses Are Succeeding With Facebook The rapid evolution of Facebook has made it difficult for many businesses to stay current with their Facebook marketing efforts. In this dynamic session Mari Smith—the world’s premier Facebook marketing expert—will show you what is possible with the right strategy. Mari will reveal top Facebook marketing pitfalls, teach you proven practices for marketing success, explore how to sell with Facebook and share upcoming Facebook trends. You'll end up with plenty actionable tips and inspiration to take your Facebook marketing to the next level. The result: better customer engagement, more loyal fans and measurable growth.
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Why And How Businesses Are Succeeding With Facebook - Mari Smith
- 1. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Why and How Businesses are Succeeding with FACEBOOK by 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 “Content is KING, but engagement is QUEEN …and she rules the house.”
- 17. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith ③ MESSENGER • Messenger for Business – messenger.com/business 17
- 18. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Response Time 18 • Respond to 90% of messages • Maintain median response time of 5 minutes
- 19. © 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 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 21
- 22. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith ⑤ PEOPLE-CENTRIC 22
- 23. © 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
- 24. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith @marismith People based advertising
- 25. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Lead Ads 25 “Tap, Tap, Done”
- 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 Declining Reach 27
- 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 Collect email addresses!
- 30. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 22mari.com 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 SME 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 Follow One Course Until Successful
- 35. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith 35 marismith.com/fbbb
- 36. © 2015 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith Social Media Certified Training Now accepting applications 36
Editor's Notes
- 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
- Facebook finally has an engagement team! Watch their facebook.com/facebook & facebook.com/marketing – responses, using commenter’s first name only in an @ tag, signing off with first name of admin. Mari has a separate community management page called Team Mari – chief Moderator, Juan Felix in the Netherlands logs on daily via the Team Mari page and does an incredible job of responding to Facebook Q&A on Mari’s main fan page. Mari also referred Juan to Social Media Examiner for the same role.
- 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
- Facebook Challenges Pinterest With News Feed Buy Button For Shopify Merchants http://techcrunch.com/2015/06/10/never-leave/
- Source: http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
- From Contently.com: http://contently.com/strategist/2014/04/11/facebooks-goodfellas-moment/ “In an era where everyone is a publisher, owning your own audience is more valuable than ever — and there are no shortcuts. It’s time consuming, and it’s not cheap. But it’s the only answer to a new media world that’s changing as fast as brands can keep up.” As John Battelle noted, becoming a brand publisher is an existential choice — it’s not “should I publish content,” it’s “where should I publish content.”
- Try your hand at running contests, but be sure to collect email addresses. You can administer contests on your wall now. See these helpful resources: Timeline Contest Creator: https://heyo.com/timeline-contest-creator-live Timeline Contest App: http://www.contestcapture.com Contest Capture to track entries: http://www.contestcapture.com
- Go to www.22mari.com to sign up!
- 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
- FOCUS: Follow One Course Until Successful Speaking at the Silicon Beach Fest in Santa Monica, Calif., Facebook’s Director of Strategic Accounts, Mark Wallrapp, talked about how many brands on social media (including Facebook) try to do too much or spread their focus too thin, in hopes of casting a wider net: “I think a lot of smaller companies try to be all things to all people. Identify what you’re good at and then own that and go a mile deep. I think sometimes companies try to go a mile wide and you’re just never going to land.” SOURCE: http://www.insidefacebook.com/2014/06/25/how-should-brands-approach-facebook-marketing-now/