Greetings T&C360i Attendees! Please enjoy the slides from my session. Facebook users have long associated the platform with News Feed. That's changing, and fast, says Mark Zuckerberg. “The future is private.” Catering to short attention spans—coupled with users’ desire for more private and ephemeral sharing—messaging and Stories are growing the fastest. Facebook also continues to place massive emphasis on video, determined to become a major player in digital streaming television. How can marketers make sense of all this and focus on the right mix today to get the right results tomorrow? In this presentation, I cover the 5 key areas Facebook is prioritizing today and planning for a future with a diminished News Feed. Connect with me: @marismith on Facebook, Twitter, LinkedIn & Clubhouse @mari_smith on Instagram www.marismith.com

1. FACEBOOK’S
FUTURE
What Marketers Need To Know Today
Mari Smith | Premier Facebook Marketing Expert,
CEO, Mari Smith International, Inc.

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MARI SMITH
•Premier Facebook Marketing Expert 🥇
•'Queen of Facebook’ 👸
•Social Media Thought Leader 🙋
•Brand Ambassador Ⓜ
•Clients include:
•AAA, AT&T, Adobe, Allstate, Bank of America, Cisco,
HubSpot, LS Retail, Nations Lending, PNC Bank,
Verizon

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To look
forward,
we need to
look back…

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Facebook’s F8 – 3.25.2015
Messenger Platform

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3.2015
2.2016
• CHINA IS LIGHT YEARS AHEAD
• ONLY TWO APPS CAN COMPETE:
WHATSAPP AND MESSENGER

6. 8.2016

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1.2019

8. Image Credit: Amy Osborne/Getty Images
3.2019

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Zuck’s 3,200 word ‘Privacy Manifesto’
3.2019

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3.2019

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Facebook’s Challenges
1. CONTINUE GROWING
• Users
• (Keep engaged, more time on site, avoid fatigue;
attract younger demographic)
• Revenue
• (New ad placements, new products)
2. AVOID STRUCTURAL SEPARATION

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7.2016

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Multiple Feeds
Multiple places to get seen +
multiple ad placements!
• 3 News Feeds (Home, Favorites, Recent)
• Groups Feed
• Watch Feed
• Games Feed
• Pages Feed
• Hashtag Feeds
• Stories (FB & IG) + Reels (IG)
• Search Pages

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CONTENT + ENGAGEMENT +
CONVERSION = RESULTS.
Rinse. Repeat.
Your evergreen social media success formula:

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#1. The Future is EPHEMERAL Content
• MICRO content
• Disappearing
• Horizontal navigation
• User is in control

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“Stories are
the future.”
-Mark Zuckerberg

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• Snapchat
• Instagram
• Facebook
• Messenger
• WhatsApp
• YouTube
• LinkedIn
• Twitter
• Google
• Spotify (coming)
“Lightweight and
low pressure.”

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Social Media Trends Report
Story Ad spend
Feed Ad spend

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Slider
Questions
Poll
2,617 times a day
5,400 times a day
Typical cellphone user
Extreme cellphone user
DM
Quiz

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#2. The Future is VIDEO

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23. Image Credit: Getty Images
“Create shared experiences
and a sense of belonging
through video.”
Video mission:

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#3. The Future is MESSAGING

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onezero.medium.com

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#4. The Future is SHOPPING (mCommerce)

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LIVE
SHOPPING

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35% 22x
62%

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35. PHOTO ILLUSTRATION: 731; PHOTOS: ALAMY; GETTY IMAGES

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#5. The Future is PAYMENTS
Digital Coins

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Facebook FAMILY of Apps & Services
DAU / MAU = only Facebook
Family DAP & MAP = active people

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Facebook’s Future
#1. EPHEMERAL, MICRO content
• Create an abundance of Stories and Reels!
#2. VIDEO
• Create experiences via Facebook Live!
#3. MESSAGING
• Connect through the customer’s choice of app
• Messenger, Instagram, WhatsApp
#4. SHOPPING (mCommerce)
• Embrace mobile + Live, real-time shopping
• Instagram, Facebook, WhatsApp
#5. PAYMENTS
• Get ready for Diem coin!
(for Marketers)
#TCS360i | @marismith

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