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Webinar: Your Facebook 2017 Content Master Plan

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

Published in: Marketing
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Webinar: Your Facebook 2017 Content Master Plan

  1. 1. Your Facebook Content Master Plan WEBINAR How to craft compelling content for maximum reach #FBContent17
  2. 2. Susan Moeller Business Development Manager @susancmoeller susan@buzzsumo.com
  3. 3. Mari Smith CEO, Mari Smith International, Inc. Premier Facebook Marketing Expert Social Media Thought Leader @MariSmith
  4. 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. 5. Links to longer form content got more shares.
  6. 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. 7. Interactions went down when the total post volume went up. More Posts Less Interaction
  8. 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. 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. 10. The same held true for days of the week with more volume
  11. 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. 12. There were more short posts on Facebook than any other length
  13. 13. The longer the post, the fewer the interactions.
  14. 14. Short post = High Interaction
  15. 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. 16. Experiment to see what works for you.
  17. 17. There were more link posts on Facebook than any other kind of posts, images were second, with video a distant third.
  18. 18. Post Type Questions got the most average interactions in 2016 Coupons/ Discounts Giveaway Videos Image posts Questions Links Average Interactions
  19. 19. Questions got more likes on average
  20. 20. B2C Questions
  21. 21. B2B Questions
  22. 22. Giveaways got more comments on average, followed by questions and videos
  23. 23. Images...always think about the image!
  24. 24. Images...always think about the image!
  25. 25. Videos got a much higher average number of shares than any other type of post.
  26. 26. Videos
  27. 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. 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. 29. Intro Mari © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 29
  30. 30. 30 © 2016 Mari Smith International, Inc. | marismith.com | @marismith
  31. 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. 32. You’re in the business of… © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 32 ❆Education! ❆Edutain?
  33. 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. 34. Zuck share gif © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 34
  35. 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. 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. 37 Social Video generates 1200% more shares than text and image combined. ~Brightcove © 2016 Mari Smith International, Inc. | marismith.com | @marismith Stat:
  38. 38. 38 © 2016 Mari Smith International, Inc. | marismith.com | @marismith NEW Video Feed ❆Dedicated ❆Profile pics at top ❆Blue dot = new video
  39. 39. 39 © 2016 Mari Smith International, Inc. | marismith.com | @marismith Example
  40. 40. 40 © 2016 Mari Smith International, Inc. | marismith.com | @marismith ❆Educate ❆Entertain ❆CTA 26M views
  41. 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. 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. 43 © 2016 Mari Smith International, Inc.
  44. 44. What worked? ❆Compelling content ❆Highly shareable ❆Timely, relevant ❆‘Mari Method’ boost © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 44
  45. 45. Organic keeps going! © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 45 August November +100k organic reach
  46. 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. 47. Example © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 47 ❆ Organic Reach
  48. 48. Turn Photos into Videos © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 48 Lumyer
  49. 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. 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. 51. © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 51
  52. 52. Facebook Live Tools ❆ Desktop: ❆ BlueJeans onSocial ❆ BeLive.TV ❆ Wirecast ❆ Mobile: ❆ iographer.com © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 52 @jawavifilms
  53. 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. 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. 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. 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. 57. Increase Reach ❆Engagement Custom Audiences ❆+ Lookalikes © Mari Smith International, Inc. | @marismith | @buzzsumo | #fbcontent17 57
  58. 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. 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. 60. Questions? Susan@BuzzSumo.com
  61. 61. Thank you.

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