Top Takeaways from Social Media Marketing World 2017

Rachel Trevino and Megan Lagrone with Facebook guru Mari Smith at SMMW17.

Rachel Trevino and Megan Lagrone with Facebook guru Mari Smith at SMMW17.

We recently returned from sunny San Diego where we attended the largest social media conference in the world – Social Media Marketing World #SMMW17 presented by Social Media Examiner. We’ve brought back some great highlights and insights and will be diving deeper into tactics and strategies during a Facebook Live on The DeBerry Group page on Wednesday, April 5, at 4:30 p.m. (CT). Tune in live or submit questions in advance to

Here are a few of our top takeaways:

Quality over Quantity

The solution to a winning social media strategy is no longer more content – it’s BETTER content. Connecting with your precious audience with compelling storytelling will always beat the “more is more” approach. Gone are the days of posting three, four and five times a day in the hopes of beating the Facebook algorithm. Ever wonder why the video of the dad braiding his daughter’s hair or the toddler laughing like crazy catches on like wildfire? It’s a real moment that’s relatable. Quality content will always win, no matter what time of day you post.

Video Reigns Supreme

From Facebook Live to Periscope, YouTube, Instagram Stories, native video uploads, and everything in-between – video reigns supreme and should be a focus of your content strategy. Rather than posting a photo album from your event, think about how the opportunity lends itself to video. Can you highlight an interesting step-by-step process in your Instagram Story? How about a behind-the-scenes interview via Facebook Live with a key speaker at your press conference? Keep video in mind at all times, and you’ll experience increased engagement and visibility.

Facebook Advertising is a Must

Of the 70 million Facebook pages, fewer than seven percent are using Facebook advertising. Thanks to the ever-evolving Facebook algorithm, those who don’t advertise just aren’t being seen. Facebook is one of the most effective and cost efficient advertising avenues to reach your target audience in a compelling way. The targeting and re-targeting options are endless, and for marketers and our clients – a strategic social media advertising plan + quality content = tremendous success.

“Content is King, but Engagement is Queen, and she rules the house.”

One of the leading Facebook gurus, Mari Smith, said this in her session, and it stuck with us. The statement highlighted the importance of strong community management across all social media platforms. It’s not enough to post great content, you need someone ready to engage with your audience to amplify reach, brand affinity, and awareness, and most importantly to keep your online interactions authentic. Focusing on quality engagement with your audience will help keep social media “social,” as it was intended.


Five Years DeBerry


Break out the Champagne. The DeBerry Group turns five today!

As we toast our awesome team, we also raise a glass to our clients, most of whom have been with us for much longer than five years. In 2012, we started the DeBerry Group with six committed and passionate employees. Today, we have a team of 17 that delivers remarkable results for our clients every single day.

In that time, our capabilities have grown exponentially as we stretch our skill sets to serve our clients holistically, providing everything from strategic public affairs and crisis communications to full-service integrated marketing solutions.

Along the way, we’ve changed the conversation — and more than a few diapers. Not only did our team members welcome four of “DeBerry Best” babies into the world, they embraced the digital and social media revolution and took a regional diaper cream known as Dr. Smith’s into the national marketplace. Today, the San Antonio-based product competes on store shelves from California to New York, and we’ve helped entice thousands of new moms to “Reach for the Doctor.”

With advertising, we skipped the crawling phase and sprinted toward a full-service creative department to bolster our branding, advertising and social media services. Lucky for us, our creative director, Laura Hotten, is like a Swiss Army knife in heels. She produces video, creates animation, designs, codes, builds websites and keeps the creative inspiration flowing through all that we do. Together with a seasoned senior art director and energetic production artist, the trio recently won a Gold Addy for their work on the Hemisfair Annual Report.

Today, we are also thrilled to welcome a new marketing director, Kristine Smith. A data-driven, classically-trained marketer, Kristine is a digital junkie with nearly two decades of experience and a contagious passion for discovering the next big idea.

At this stage in the game, we consider ourselves to be an integrated marketing firm. We create strategies that effectively combine public relations, public affairs, government affairs, marketing, advertising, digital and social media strategy to meet the goals of our clients.

We look forward to continue changing the conversation for our diverse roster of clients, including Brooks, SAWS, the San Pedro Creek Improvements Project, Ranger Health, the Alamo Endowment, H-E-B, CAST Tech, the Holdsworth Center, Mission Pharmacal, Éilan Hotel & Spa, SeaWorld San Antonio, the Lone Star Brewery redevelopment project, Bexar County, CST Brands, Inc., David’s Legacy, San Antonio Book Festival, Spurs Sports & Entertainment, Baptist Health System, and others. We’re also excited about new relationships and clients the future holds.

Downtown will always be ground zero for us, and we remain steadfast in working on initiatives that help propel San Antonio into the future. But we’re also energized about expanding with clients who are doing great work across Texas and the nation.

Pediatricians say that developmentally age 5 is when a child becomes more independent and self-confident. We can check that box. Cognitively, the 5-year-old is curious and inquisitive, energetic, silly and at times, rowdy.  That pretty much describes the DeBerry Group team. Although DeBerry is the name on the door, it takes the work of every one of us to crush it on the daily for our clients. (Slang credit goes to Rachel Trevino, head millennial on staff.)

Now back to that Champagne.


Connecting with Today’s Moms

mom shopping online

We hadn’t reached the end of the first day of M2Moms®, a three-day conference in New York City about marketing to moms, before I texted my fiancé, “Being a mom sounds like so much work. How do parents do it?”

The sheer amount of responsibility that moms carry was a reoccurring theme of the conference, and a reminder to marketers to be smart, and more importantly, considerate as we attempt to reach these busy ladies in a jam-packed media environment. Don’t assume all moms are the same or waste their time with unrealistic portrayals of their daily lives. Instead, think about the changing demographics of today’s parents, consider moms brand partners and make their lives easier.

As a marketing partner for Dr. Smith’s® diaper rash products, we have used this knowledge to effectively reach moms across the country. The brand’s newest innovation, a touch-free, zinc oxide spray that treats irritated baby bottoms, makes diaper rash one less stress for mom. For years, we’ve worked with influencers to create engaging and insightful online content about parenting and have traveled to events like the Big City Moms Biggest Baby Shower and Bump Club & Beyond’s Gearapalooza Tour to meet moms in person and answer their questions about diaper rash.

We look forward to M2Moms each year to see the latest research, stay on top of trends and generate new ideas for our clients. Other key learnings from this year’s conference included:

  • Millennial moms spend 17 hours a week on social media
  • 67 percent of moms are caring for aging parents
  • Online influencers want to know what a brands goals are and how they can help achieve them. They want to know the results of their brand partnerships.
  • Moms want to fill roles beyond that of the caregiver, they want to spend more time exploring what it means to be the cheerleader, the hobbyist, the friend, and the confidant
  • Moms resent intrusive marketing, and ad blocking is on the rise
  • Cell phones are taking peer opinions to the point of purchase
  • Only 1 in 3 Millennial Moms are buying the products they grew up with
  • Instagram and Snapchat are the social media favorites among Millennial Moms
  • More women are waiting till later in life to have children and more dads are fulfilling the role of caregiver
  • Amazon is emerging as a favorite retailer among moms for pricing, customer service and reliability

If you’re looking to connect with parents, we’d love to visit with you about our capabilities to help you reach your marketing goals.