Facebook Marketing 2017: What To Focus On For Maximum Results by Mari Smith

© 2017 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | Instagram @mari_smith
Facebook Marketing 2017
by Mari Smith
1
WHAT TO FOCUS ON FOR MAXIMUM RESULTS

Facebook Earnings Call
• 1.86 billion users
• 65 million+ small businesses use Facebook
– Advertisers = 4M on FB, 500k on IG
• 150 million+ people use Instagram Stories daily
• New camera launched in Messenger
– Started rolling out in Facebook
2

Facebook Updates
• Video as ‘mega trend’ + mobile
– New video tab on mobile (in US)
– Mid-roll Video Ads
– Facebook to Bankroll original shows
• Facebook “TV”
– Facebook is testing:
• Live 360
• Audio only Live
• Live with face masks
– Facebook Radio
• Messenger Ads
– Home screen
– Destination (CTA)
5

Most Popular Global Messenger Apps
6
As of January 2017

APPLE
Most Downloaded
apps in 2016
1. Snapchat
2. Messenger
3. Pokémon GO
4. Instagram
5. Facebook
6. YouTube
7. Google Maps
8. Pandora
9. Netflix
10.Spotify Music

Biggest trend?
• What is the biggest trend you see in social marketing
right now?
– Live video
– “Eyeballs are monetizable”
– The pressure is building for marketers to embrace the
technology... or be left behind. L
8

All Video, All Mobile
9
• At Fortune’s Most Powerful Women
International Summit in London in
June 2016…
• Nicola Mendelsohn, Facebook VP for
EMEA, stated:
• Facebook “will be definitely mobile” in
five years
• …and predicted that it “will be probably
all video,” too.

Brands that fail to incorporate
visuals and videos will be left
by the wayside. ~Forbes

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)

Which Type of Posts Get the Most Engagement for Brands?
Video = 3x links, 2x photos

Video Posts
• “Video is largely underutilized on Facebook.” ~Buffer
– Video gets 3x engagement
– BUT, of 7 posts/wk:
• 80% links
• 19% photos
• <1% videos
14

Biggest obstacle or problem?
• What is the biggest obstacle or problem right now for
you or your clients in the area of social marketing?
– Knowing exactly where to place their limited focus and
resources
• Content marketing: how to stand out
– It’s not the best quality content that wins…
– …it’s the best amplified content
15

Best solution?
• What's the best solution you've found to that problem?
– Pick ONE social network and go very deep on it.
• Ideally, Facebook (+ Instagram)
• Implement a plan, ‘Lean Iterative Marketing’
• Use ‘The Mari Method’ for optimal reach J
– Plus, have an optimized presence on all
major networks
• Bio + regular content + community management
16

Become a Super Star INBOUND marketer!

“Random is so 2010”

2017 = Focused, Sharp, Clear, Lean

Your 2017 Social Media Marketing Plan
• What to focus on for maximum results
– “LEAN ITERATIVE MARKETING”
22

① Your USP – Do You Stand Out?

② (Re)define Your Customer Avatars (2-3)

③ Identify the Need Occasions (Top 3)

④ Integrate Into Your Editorial Calendar

• THUMB-stopping!!!!
• Craft for MAXIMUM SHARES
• “OMG, I must share this! Now!”
Mari’s #1 Content Creation Tip

⑤ Connect To Your CTA

⑥ Test, Test, Test

⑦ Coordinate ALL Activity

⑧ Prove & Scale, Prove & Scale

⑨ Relationship Marketing = Vital

“Content is KING,
but engagement is QUEEN…
and she rules the house!”
@marismith

Your 2017 Social Media Marketing Plan
• What to focus on for maximum results
• “LEAN ITERATIVE MARKETING”
1. Review your current USP
2. (Re)define your Customer Avatar/Profiles (x2-3)
3. Identify Need Occasions (x3 per Avatar)
4. Tie to your annual Editorial Calendar
5. Connect to your CTA
6. Test, test, test
7. Coordinate ALL activity
8. Prove & scale, prove & scale, prove & scale!
9. Relationship Marketing = more important than ever
36

Facebook Ad (Advanced) Tips
• Sophisticated Advertiser vs. Newbie
• Install the Facebook Pixel + Standard Events
– Retarget
• Use Custom Audiences
– Include Lookalikes
• Use Ads Manager/Power Editor
– And Business Manager
• For objectives, use:
– Traffic, Conversion, Products, &/or Leads
– Organic reach may increase
37

HP Videos: Target Gen Z
• Reached 4 million young people
(age 14-18)
– On Facebook & Instagram
• Video ad campaign achieved 21-
point lift in purchase consideration
among 18-year-olds
38

• Adobe Spark
– iOS & desktop
• Canva
– mobile & desktop
• Diptic
• Bazaart
• PicPlayPost
Visual Tools

• Lumyer
• Flixel Cinemagraph
• Adobe Spark Video
• Animoto
• Flipagram
• Ripl
• VivaVideoPro
• PicPlayPost
Video Apps

Lumyer

BRANDS
MARI
SMITH
WORKS
WITH
include…
– AAA
– Acuity Insurance
– Adobe
– Allstate
– Animoto
– Beachbody
– Bloomberg
– Buffer
– BuzzSumo
– Cision
– Cisco
– Facebook
– Hootsuite
– HubSpot
– Infusionsoft
– Kevin Murphy Hair
– LS Retail
– Marketo
– Microsoft
– NAMM
– PNC Bank

Connect with Mari
45
–Facebook: @marismith
–Twitter: @marismith
–Instagram: @mari_smith
–Snapchat: @marismithchat
–LinkedIn: marismith
–Web: marismith.com

Facebook Marketing 2017: What To Focus On For Maximum Results by Mari Smith

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Facebook Marketing 2017: What To Focus On For Maximum Results by Mari Smith