Webinar: Your Facebook 2017 Content Master Plan

Your Facebook Content Master Plan

Your Facebook Content Master Plan

WEBINAR

How to craft compelling content for maximum reach#FBContent17

Susan MoellerBusiness Development Manager @susancmoeller [email protected]

Mari SmithCEO, Mari Smith International, Inc.

Premier Facebook Marketing ExpertSocial Media Thought Leader

@MariSmith

What worked in 2016?Posting on SundaysPosting in the middle of the nightPosting when there is less competitionShort postsLinks to longer articlesQuestions, images and videosPosting photos directly to Facebook (not via instagram)

Links to longer form content got more shares.

How to go long (and take your audience with you)

More than 3,000 wordsMost shared on buzzsumo.com for the year

HeadersVariety of imagesOpportunity to jump straight to the bottomEngaging headlineSkimmable

Interactions went down when the total post volume went up.

More PostsLess Interaction

Interactions went up when the total post volume went down.

There are more posts on Facebook at:

2 p.m.- 4p.m. UTC9 a.m. - 11 a.m. EST

And...Thats when interactions are lowest! 2 p.m. - 4 p.m. UTC9 a.m. -11 a.m. EST

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!

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

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.

There were more short posts on Facebook than any other length

The longer the post, the fewer the interactions.

Short post = High Interaction

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

Experiment to see what works for you.

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

Post TypeQuestions got the most average interactions in 2016Coupons/DiscountsGiveawayVideosImage postsQuestionsLinks

AverageInteractions88.92171.64184.66421.82444.80561.96

Questions got more likes on average

B2CQuestions

B2BQuestions

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

Images...always think about the image!

Images...always think about the image!

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

Videos

What worked in 2016?Posting on SundaysPosting in the middle of the nightPosting when there is less competitionShort postsLinks to longer articlesQuestions, images and videosPosting photos directly to Facebook (not via instagram)

Your Facebook 2017 Content Master PlanHow To Craft Compelling Content for Maximum Reach by Mari Smith Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1728

Intro Mari

Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1729

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

Organic ReachDown to 1-6%Pay to PlayCan you still get organic reach?


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Youre in the business of Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1732Education!Edutain?

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#1 Content TipMaris #1 content creation tipTHUMB-stopping!!!Craft for MAXIMUM SHARESOMG, I must share this! Now! Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1733

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Zuck share gif


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79% of all global consumer internet traffic will come from video by 2018. ~CiscoStat:

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2017 = Video postsHow can you capture attention & engage using VIDEO?BEST reach & engagementNative uploadsFacebook LiveVideo Ads Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1736

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

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38 2016 Mari Smith International, Inc. | marismith.com | @marismithNEW Video Feed

DedicatedProfile pics at topBlue dot = new video

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

Example

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40 2016 Mari Smith International, Inc. | marismith.com | @marismithEducateEntertainCTA

26M views

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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

Quote source:http://bit.ly/1h47fzOThe 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!41

ExampleBe a HELPFUL specialist...that ADDS VALUEHow can you EDUCATE your audience? Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1742

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What worked?Compelling contentHighly shareableTimely, relevantMari Method boost Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1744

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Organic keeps going! Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1745AugustNovember

+100k organic reach

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The Mari MethodPublish highly shareable CONTENT Minimize askGet some organic reach: 1-24 hoursInclude strategic promotionBoost some contentRide the wave Intersperse with your ask Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1746

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Example Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1747

Organic Reach

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Turn Photos into Videos Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1748

Lumyer

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Video ToolsAdobe Spark VideoAnimoto (use code MARICHEER to save 20%)LumyerFlipagramRiplLegend


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Video CTA ButtonPages Manager mobile appBoost postAdd CTA button & URLPause boost for now Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1750

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Facebook Live ToolsDesktop:BlueJeans onSocial BeLive.TVWirecastMobile:iographer.com Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1752

@jawavifilms

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Video Ads81% of users mute video adsMary 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 | #fbcontent1753

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Captions!Automatic if 5 minutes:Use a transcription service like rev.comOr, upload the file to YouTubeedit CC, download SRT file & upload to FB Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1754

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55Video 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 | @marismithStat:

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Great Video (Ads)Focus on quality from the first frameAuthenticHigh energy, entertainingEvoke emotionPersonal, relatable Useful Designed for sound offAdd lower third highlightsAdd captions (SRT file) Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1756

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Increase ReachEngagement Custom Audiences+ Lookalikes Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent1757

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Your 2017 Facebook Content PlanCreate highly shareable VIDEO + PHOTO contentAmplify reach on some postsInclude CTA buttons/linksUse Facebook LIVETest giveawaysPublish 5x/wk; experiment with outside business hoursRetarget with Engagement Custom AudiencesVideo VIEWSPage InteractionsLookalikes


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Q&AFacebook: @marismithTwitter: @marismithInstagram: @mari_smithSnapchat: @marismithchatLinkedIn: marismithWeb: marismith.com


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[email protected]

Thank you.