A Year After The Apocalypse:

Transcription

1 A Year After The Apocalypse: Social Marketing Strategies for 2019 Lynn Ruby, CEO Ruby Marketing

2 Organic Reach of 2%

3 2018: A Rough Year Jan - Newsfeed Changes PR Things All Year Long Confidence Crisis

4 Agenda What We Know for Sure What Zuckerberg Said in Early and did it really happen? 8 Action Steps to Take NOW 5 Global Statistics What Might the Future Hold?

5 Agenda What We Know for Sure What Did Zuck Really Mean? 8 Action Steps to Take NOW A Local Business Success Story What Might the Future Hold?

6 What We Know for Sure #1 Facebook can still be a great place to invest marketing resources.

7 Facebook Stats Over 2 Billion Monthly Active Users (More than 1/3 of world s population.) 68% of US adults use Facebook. (28% use Instagram, the next most-highly-used social platform.) 69% women / 67% men. Pew Research; HootSuite

8 Facebook Stats Millennials More than Seniors 88 % US adults 18 to 29 79% US adults 30 to 49 61% US adults 50 to % US adults 65+ Pew Research; HootSuite

9 Impact of Social Media 78% say a company s social media posts influence their purchases 73% are likely to buy from a brand that responds on social media 84% of social media users share to show their support for a cause Social Media Today; Classy.org

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11 The Danger!

12 The Danger! Without a STRATEGY and without INSIGHTFUL CONTENT, you re just hanging with the kids.

13 No Super Hero is on the Way #2 YOUR Answers Lie with YOUR Audience And No One Else

14 No Super Hero is on the Way It s Your Job to: Learn from the Experts Know YOUR Numbers Make decisions based on your expertise: Your customers Past performance Your objectives Your budget (time & money)

15 What We Know for Sure #3 It Is Harder to be Visible Organically

16 What We Know for Sure In the past 18 months Overall Facebook page engagement has dropped a staggering 50% Buffer / BuzzSumo Facebook Marketing Report

17 What We Know for Sure #4 Engagement is Key

18 What We Know for Sure Study after Study One of the most significant factors in Facebook s ranking algorithm is engagement.

19 What We Know for Sure #5 Yeah No! Never!

20 Agenda What We Know for Sure What Zuckerberg Said in Early and did it really happen? 8 Action Steps to Take NOW 5 Global Statistics What Might the Future Hold?

21 FB's Mission: To Bring People Closer Together Feedback from our community: Public content (posts from businesses, brands, and media) is crowding out the personal moments. We're making a major change to how we build Facebook.

22 FB's Head of News Feed: Adam Mosseri Space in news feed is limited. We ll show less public content, including videos and other posts from publishers or businesses. Pages may see their reach, video watch time, and referral traffic decrease. Over the next few months, we ll be making updates to ranking.

23 It Happened 4 Key Performance Indicators #of Fans Organic Reach - % of fans who see your content Organic Engagement of those who see your content, % who interact with it Negative Feedback

24 Bonsey Jaden Facebook Organic Reach

25 Rival IQ Facebook Engagement

26 Facebook Engagement The median across all industries: 0.16%

27 What s Getting Dinged? Video will get less watch time. You'll see less video in the News Feed. Links to external pages will get less visibility. Fewer links to blog posts, news, etc in News Feed ALL posts from people and pages will be impacted. Personal profiles are not immune.

28 What s Getting Emphasized? Posts that spark conversations and meaningful interactions between people. Weighing long comments more than short comments Comments are more valuable than likes.

29 What About Video? Video is, primarily, a passive experience.

30 Agenda What We Know for Sure What Zuckerberg Said in Early and did it really happen? 8 Action Steps to Take NOW 5 Global Statistics What Might the Future Hold?

31 #1 - Post Less Frequently Should your first impression be this: Or this? Think like a Record Producer, Not a News Organization

32 #2 - Stimulate Conversations Between Fans Should your first impression be this: Act Like a Host Or this?

33 Typical Engagement Should your first impression be this: Or this? 1 Fan Comment + 1 Like 1 Times Relevancy

34 Should your first impression be this: 1 Fan Comment 1 Like Gif / Emoji 1 Statement 1 Question 1 Tagged Question 1 Gif/Emoji Like 1 Question Like 1 Reply to Question 1 Like of Tagged Question 1 Reply to Tagged Question Try Engagement Looping Or this?

35 Engagement Looping Should your first impression be this: Try This Or this? = 10x Facebook Relevancy

36 Engagement Looping Should your first impression be this: Or this? You Fan Comment Response 1. Like their Comment 2. Post Gift / Emoji 3. Statement/Comment 4. Post Open-Ended Question to Original Fan 5. Post Question for New Fan (Tag Them) 1. Like of Gif/Emoji 2. Like of Statement/Comment 3. Like of Question 4. Reply to Question 5. Like of Tagged Question 6. Reply to Tagged Question (From New Fan)

37 #3 - Forget Those Quote Images! Should your first impression be this: Or this?

38 #4 - Go Live! Live videos on average get 6 times as many interactions as regular videos.

39 #5 - Encourage the See First Option Should your first impression be this: Or this?

40 Encourage the See First Option Should your first impression be this: Or this? Best for your super fans. Won t know how many people select you as see first.

41 Encourage the See First Option Should your first impression be this: Or this? Best for your super fans. Won t know how many people select you as see first.

42 #6 - Avoid Using Engagement Bait Stricter demotions for Pages that systematically and repeatedly use engagement bait to artificially gain reach in News Feed. FB will demote these posts in News Feed.

43 Avoid Using Engagement Bait Stricter demotions for Pages that systematically and repeatedly use engagement bait to artificially gain reach in News Feed. FB will demote these posts in News Feed.

44 #7 - Start Using Facebook Advertising Should your first impression be this: Or this? If Facebook is where your market is, you ve got to invest in advertising. If not, stop fooling around there.

45 Should your first impression be this: A computer program which conducts a conversation via auditory or textual methods, designed to convincingly simulate how a human would behave as a conversational partner. #8 - Consider Chat Bots Or this?

46 Consider Chat Bots Should your first impression be this: Or this? Facebook Messenger bot for marketing, sales and support. Drive to a ChatBot from Ads Posts

47 8 Action Steps to Take NOW Should your first impression be this: Or this? 1. Post Less Frequently 2. Stimulate Conversations Between Fans 3. Forget Quote Images 4. Use Live Video 5. Encourage See First 6. Avoid Engagement Bait 7. Master FB Advertising 8. Consider Chat Bots

48 Agenda What We Know for Sure What Zuckerberg Said in Early and is it really happening? 8 Action Steps to Take NOW 5 Global Statistics What Might the Future Hold?

49 5 Global Statistics BuzzSumo 2018 Ultimate Guide to Facebook Engagement Analyzed 777 Million Facebook Posts. To Find the Best...

50 5 Global Statistics Best Type of Post 2. Time of Day to Post 3. Day to Post 4. Length of Text Post 5. Length of Video Post BuzzSumo 2018 Ultimate Guide to Facebook Engagement

51 #1 - Best Type of Post Video At least 59% more engagement than other post types. Recommended Ratios: 70% video posts 20% image posts 10% link posts BuzzSumo 2018 Ultimate Guide to Facebook Engagement

52 #1 - Best Type of Post Video posts get at least 59% more engagement than other post types. BuzzSumo

53 #2 - Best Time to Post 9 pm to 11 pm EST Test your best performing content and analyze the results BuzzSumo 2018 Ultimate Guide to Facebook Engagement

54 #3 - Best Day to Post Sunday Test your best performing content and analyze the results BuzzSumo 2018 Ultimate Guide to Facebook Engagement

55 BuzzSumo 2018 Ultimate Guide to Facebook Engagement Best Day to Post

56 #4 - Best Length of a Text Post For the best chance of engagement, keep your Facebook posts no longer than 50 characters. BuzzSumo 2018 Ultimate Guide to Facebook Engagement

57 #5 - Best Length for FB Video 3 5 minutes Include calls to action before 3 min mark. BuzzSumo 2018 Ultimate Guide to Facebook Engagement

58 Agenda What We Know for Sure What Zuckerberg Said in Early and is it really happening? 8 Action Steps to Take NOW 5 Global Statistics What Might the Future Hold?

59 The Future Facebook Reviews Become Key Assets Facebook Advertising Costs Will Adjust Facebook a Major Player in Video Big Changes in FB Messenger Live Video in the Cover Area

60 Remain Aware and Flexible Should your first impression be this: Or this?

61 Remember Should your first impression be this: Or this? It s Your Job to: Learn from the Experts Know YOUR Numbers Make decisions based on your expertise and research: Your customers Past performance Your objectives Your budget (time & money)

62 Remember Should your first impression be this: Or this? YOUR Answers Lie with YOUR Audience And No One Else Listen to Them