5 Keys to Social Marketing Success From a Facebook Exec

The prevalence of mobile devices has “made traditional desktop marketing playbooks obsolete,” according to Facebook’s head of global travel strategy. “There’s a disparity between where customers are and where and how we are choosing to reach them,” Ponde said, noting that while people in Europe spend 25 percent on their time on mobile, advertisers spend only 14 percent of their budgets on mobile ads. Ponde advised brands to implement a mobile-first social strategy that puts customers first. Messaging is big business “People prefer to shop with businesses that are available on messaging platforms,” Ponde said. In the travel field, for example, Ponde noted that brands can use Messenger to stay in touch throughout a client’s trip, creating seamless opportunities to upsell and cross-promote, while offering a valuable level of care that clients appreciate. Use the available data “People signal intent through the actions they take,” Ponde said. That means you don’t need to wait for people to seek out your products. Instead, using targeting and remarketing data available through social networks, and tools like the Facebook Pixel, “your products search for the right people.” The available data and targeting options also allow you to offer highly personalized offers, even in larger campaigns. Businesses need to pay attention to trends, monitor customer behavior, and be ready to pivot quickly. Manage your Facebook presence alongside your other social media channels using Hootsuite.