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10 Sneaky Loopholes to Stay Alive
Larry Kim,
KissMetrics Webinar
January, 2018
#CMCa2z @larrykim
Today’s Agenda:!
1. What
Happened?
3. New FB Posting
Tactics
5. What Does
it Mean?
(New Strategy)
4. Larry’s Top 5 Alternate Channels to
Explore This Year
2. News Feed:
Now vs. Before
@larrykim @kissmetrics
#CMCa2z @larrykim
3 Random
Facts About
Larry
@larrykim @kissmetrics
#CMCa2z @larrykim
Slightly
Obsessed With
Unicorns
Make PPC
Magical
Again!
@larrykim @kissmetrics
Live in Harvard Square, Cambridge, MA
@larrykim @kissmetrics
#CMCa2z @larrykim
WordStream in 2008 vs. 2017
2008 2017
@larrykim @kissmetrics
@larrykim @kissmetrics
Working on a
New Venture for
the Last Few
months!
@larrykim @kissmetrics
Have a 3-year old Kid (#ppckid)
#CMCa2z @larrykim
And is it really a big
deal? (Spoiler Alert:
YES)
Part 1: What Changed?
@larrykim @unbounce #marketingoptweek
@larrykim @kissmetrics
@larrykim @kissmetrics
#CMCa2z @larrykim
Part 2: FB News Feed Changes
Now vs. Before
@larrykim @unbounce #marketingoptweek
@larrykim @kissmetrics
@larrykim @kissmetrics
My Post FB Post Engagement
Unicorn Social
Updates are +10x
More Engaging Than
Donkey Posts
98% Go nowhere
@larrykim @kissmetrics
“There’s more public content
than posts from your friends and
family, the balance of what's in
News Feed has shifted away.”
@larrykim @kissmetrics
“Posts from friends are
going to be prioritized.
Page posts will be
demoted.”
Part	3.	Three	New	FB		
Posting	Tactics	to	Try		
(and	one	to	retire)	
@larrykim @unbounce #marketingoptweek
#CMCa2z @larrykim
Finding the Unicorn FB Posts Among The
Donkeys
Spoiler Alert:
Optimize for Comments
@larrykim @kissmetrics
#CMCa2z @larrykim
9 out of 10 marketers suffer from
Donkey Denial Syndrome*
@larrykim @kissmetrics
#CMCa2z @larrykim
Need an Objective Way to Discern Unicorns
vs. Non-Unicorn Posts
Spot The Unicorn
@larrykim @kissmetrics
#CMCa2z @larrykim
Larry’s Donkey Detector
Finds Unusually
Posts With Lots
of Comments
@larrykim @kissmetrics
#CMCa2z @larrykim
Strategy #1: Larry’s Unicorn Detecting
Pyramid Scheme
1.  Audition content on
other channels (Twitter,
LinkedIn, etc.)
2.  Measure the comments
3.  Kill the Donkeys
4.  Post the winners to FB
Page!
@larrykim @kissmetrics
#CMCa2z @larrykim
Strategy
#2: Make
Unicorn
Babies!
@larrykim @kissmetrics
@larrykim @kissmetrics
Post had +1000
comments and
shares. HOW?
#CMCa2z @larrykim@larrykim @kissmetrics
Michael Stelzner
told me he got
hundreds of
thousands of
views on his
video! (So I
figured, I should
do this, too).
#CMCa2z @larrykim
Strategy
#3: The
Russian
Method
@larrykim @unbounce #marketingoptweek
#CMCa2z @larrykim@larrykim @unbounce #marketingoptweek
#CMCa2z @larrykim@larrykim @unbounce #marketingoptweek
#CMCa2z @larrykim@larrykim @unbounce #marketingoptweek
#CMCa2z @larrykim
•  42 “Likes”
•  27 shares
•  20 comments
•  3 page likes
•  200 website
clicks
•  $50!
@larrykim @unbounce #marketingoptweek
#CMCa2z @larrykim
FB Says They Will Penalize This Going Forward.
Warning: Stop Posting “Comment Bait”
@larrykim @kissmetrics
#CMCa2z @larrykim
Part 4: My Top New
Channels
to Explore in 2018
@larrykim @kissmetrics
@larrykim @kissmetrics
#5: Facebook
Groups
(Groups Trigger Tons of Notifications)
@larrykim @kissmetrics
#4: Facebook
Messenger
@larrykim @kissmetrics
Messaging Apps have Surpassed Social Networks
Big 4 Social
Networking
Apps
Big 4
Messaging
Apps
Yet only 1% of businesses can automatically engage w/ customers via messaging.
@larrykim @kissmetrics
@larrykim @kissmetrics
@larrykim @kissmetrics
(vs. 100M on
FB)
#3: Instagram
Still Alive
@larrykim @kissmetrics
#2: Facebook
Ads
#CMCa2z @larrykim
#1: Diversify Channels
Twitter LinkedIn Medium YouTube
@larrykim @kissmetrics
@larrykim @kissmetrics
Medium: Half-Million Views per Month!
@larrykim @kissmetrics
@larrykim @kissmetrics
@larrykim @kissmetrics
#CMCa2z @larrykim
Part 5: New Social
Media Strategy!
@larrykim @kissmetrics
#CMCa2z @larrykim
What Does it
All Mean?
RIP Link
Posts from
Social
@larrykim @kissmetrics
Website	
FB	
LinkedIn	
Medium	
Old Way:
@larrykim @kissmetrics
FB	
	
	
LinkedIn	
	
	
Medium	
	
	
New Way:
@larrykim @kissmetrics
Website	
Website	Website	Website
Now	Entering		
Unicorn-Land!	
	
“Be	a	Unicorn	in	a	Sea	of	Donkeys”	
THANK	YOU	Thue	&	KissMetrics!	
@larrykim @kissmetrics

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