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WINNING
FACEBOOK
STRATEGIES
5 Powerful Ways To
Leverage Your Results & ROI
by Mari Smith
Premier Facebook Marketing Expert
presents
2@MariSmith @MayoClinic | #MCSMN
Mari’s Emoji bio!
• “Queen of Facebook”
• Hired by Facebook
• Globetrotting speaker
• Brand Ambassador
• Care deeply abut my peeps
• Overnight success, 10 years in the making
• Funny accent
Mari Smith
3@MariSmith @MayoClinic | #MCSMN
Agenda
1. Facebook News Feed vs. Messenger
2. Content – what’s working?
3. Conversion – how to optimize ROI
4. Facebook & Instagram ad tips
5. Future of Facebook
4@MariSmith @MayoClinic | #MCSMN
It’s time to
RETHINK…
everything
5@MariSmith @MayoClinic | #MCSMN
Facebook is ‘running out’ of ad inventory
It’s getting more competitive to ‘cut through’
Is it about amassing likes?
Is it about getting exposure in the News Feed?
Is it about optimizing reach? (paid & organic)
WHAT IF it’s about the PEOPLE?!
1. The News Feed & Algorithms
6@MariSmith @MayoClinic | #MCSMN
Conversational commerce
Messenger
7@MariSmith @MayoClinic | #MCSMN
Messenger Bots
Generate leads
Nurture relationships
Build trust
Make sales!
Customer support
Special offers
8@MariSmith @MayoClinic | #MCSMN
Your new
toll-free
number
@marismith
9
10
11@MariSmith @MayoClinic | #MCSMN
1. Video!
VOD
Live
Watch: new dedicated video feed
2. Signature content, evergreen
3. Amplification program
4. Custom audiences & retargeting
5. Relationship marketing
Stellar social customer care
2. Content – What’s Working?
12@MariSmith @MayoClinic | #MCSMN
Facebook TV
13@MariSmith @MayoClinic | #MCSMN
All mobile, all video
• At Fortune’s Most Powerful Women
International Summit in London in June
2016…
• Nicola Mendelsohn, Facebook VP for
EMEA, stated:
• Facebook “will be definitely mobile” in
five years
• …and predicted that it “will be probably
all video,” too.
14@MariSmith @MayoClinic | #MCSMN
Video Posts
“Video is largely underutilized on
Facebook.” ~Buffer
Video gets 3x engagement
BUT, of 7 posts/wk:
80% links
19% photos
<1% videos
15@MariSmith @MayoClinic | #MCSMN
Top video topics
16@MariSmith @MayoClinic | #MCSMN
Brands that fail to incorporate
visuals and videos will be left
by the wayside. ~Forbes
17
Most
Facebook
Posts &
Ads
18@MariSmith @MayoClinic | #MCSMN
19@MariSmith @MayoClinic | #MCSMN
Great Video (Ads):
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)
20@MariSmith @MayoClinic | #MCSMN
Lumyer
21@MariSmith @MayoClinic | #MCSMN
THUMB-stopping!!!!
Craft for MAXIMUM SHARES
“OMG, I must share this! Now!”
Ideally:
Educational
Inspirational
Entertaining
Mari’s #1 Content Creation Tip
22@MariSmith @MayoClinic | #MCSMN© 2016 Mari Smith International, Inc.
23@MariSmith @MayoClinic | #MCSMN
Instagram user growth:
+100M every 9 months
500M to 600M = 6 months
600M to 700M = 4 months
Instagram is Facebook’s next Facebook
WhatsApp is next up for monetization…
24@MariSmith @MayoClinic | #MCSMN
Create a strategic promotion plan
Start with THUMB-STOPPING content!!
Ideally, evergreen when possible
Include a compelling CTA with URL
Build some organic reach (1-24hrs)
Allocate budget in batches
Optimize ROI with the “Mari Method”
3. Conversion: How To Optimize ROI
25@MariSmith @MayoClinic | #MCSMN
26@MariSmith @MayoClinic | #MCSMN
It’s Hip to be SQUARE
Square performs better on Facebook &Instagram
Square gets +28% more video views than landscape
Square takes up 78% more screen space than
landscape
Square videos have a +67% higher view completion
rate
People gaze 5X longer at video than at static content
on FB& IG.
27@MariSmith @MayoClinic | #MCSMN
28@MariSmith @MayoClinic | #MCSMN
29@MariSmith @MayoClinic | #MCSMN
The Jane Goodall Institute ran an A/B test
Landscape vs. Square Test
Square: $50
183 conversions
8,785 views
527 reactions
160 shares
Landscape: $50
104 conversions
4,481 views
338 reactions
67 shares
30@MariSmith @MayoClinic | #MCSMN
“Content is King…
but Engagement is
Queen and she rules
the house.” Mari Smith
32@MariSmith @MayoClinic | #MCSMN
Facebook Desktop
Apps:
BeLive.tv
Zoom
BlueJeans
Wirecast
eCamm Live
Facebook Live
33@MariSmith @MayoClinic | #MCSMN
Move away from the Boost button
Only 10% of total ad budget
#1 objective = to DRIVE BUSINESS
Video ads
6-15 seconds
Optimized for mobile – square or portrait
Carousel
Canvas - immersive
Lead Ads
4. Facebook & Instagram ad tips
34@MariSmith @MayoClinic | #MCSMN
Granular Targeting
35@MariSmith @MayoClinic | #MCSMN
Custom Audiences
36@MariSmith @MayoClinic | #MCSMN
Digital television – streaming video
3-30 minute episodes
Messenger chat bots
Immersive, experiential – 360, VR, AR
Plus, ‘Secret Building 8’
Cameras, Augmented Reality, ‘Devices that fly,’
Brain scanning technology
5. The Future of Facebook…
37
38
39@MariSmith @MayoClinic | #MCSMN
VR/AR headsets will look like Ray-Bans
40@MariSmith @MayoClinic | #MCSMN
“Technology may be
moving at warp speed.
But, fundamentally,
human beings have not
changed all that much.”Mari Smith
BRANDS MARI
SMITH WORKS
WITH
include…
 AAA
 Acuity Insurance
 Adobe
 Allstate
 Animoto
 Arbonne
 Beachbody
 Bloomberg
 Buffer
 BuzzSumo
 Cision
 Cisco
 Facebook
 Hootsuite
 HubSpot
 Infusionsoft
 Kevin Murphy Hair
 LS Retail
 Marketo
 Microsoft
 NAMM
 Nu Skin
 PNC Bank
42@MariSmith @MayoClinic | #MCSMN
Summary
1. Embrace MESSENGER
Messenger ads, Chat bot?
2. Focus on VIDEO content
Include video ads, square video & video views retargeting
3. Conversion
Create thumb-stopping content, video
Include Facebook Live, allocate ad budget in batches
4. Amplify with Facebook & Instagram ads
Use Custom Audiences
5. Future of Facebook
Embrace digital TV! 
43@MariSmith @MayoClinic | #MCSMN
Q&A 
Facebook: @marismith
Twitter: @marismith
Instagram: @mari_smith
LinkedIn: marismith
Web: marismith.com
Connect with Mari:
Cheers!

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Mayo Clinic Social Media Network - Winning Facebook Strategies by Mari Smith

  • 1. WINNING FACEBOOK STRATEGIES 5 Powerful Ways To Leverage Your Results & ROI by Mari Smith Premier Facebook Marketing Expert presents
  • 2. 2@MariSmith @MayoClinic | #MCSMN Mari’s Emoji bio! • “Queen of Facebook” • Hired by Facebook • Globetrotting speaker • Brand Ambassador • Care deeply abut my peeps • Overnight success, 10 years in the making • Funny accent Mari Smith
  • 3. 3@MariSmith @MayoClinic | #MCSMN Agenda 1. Facebook News Feed vs. Messenger 2. Content – what’s working? 3. Conversion – how to optimize ROI 4. Facebook & Instagram ad tips 5. Future of Facebook
  • 4. 4@MariSmith @MayoClinic | #MCSMN It’s time to RETHINK… everything
  • 5. 5@MariSmith @MayoClinic | #MCSMN Facebook is ‘running out’ of ad inventory It’s getting more competitive to ‘cut through’ Is it about amassing likes? Is it about getting exposure in the News Feed? Is it about optimizing reach? (paid & organic) WHAT IF it’s about the PEOPLE?! 1. The News Feed & Algorithms
  • 6. 6@MariSmith @MayoClinic | #MCSMN Conversational commerce Messenger
  • 7. 7@MariSmith @MayoClinic | #MCSMN Messenger Bots Generate leads Nurture relationships Build trust Make sales! Customer support Special offers
  • 8. 8@MariSmith @MayoClinic | #MCSMN Your new toll-free number @marismith
  • 9. 9
  • 10. 10
  • 11. 11@MariSmith @MayoClinic | #MCSMN 1. Video! VOD Live Watch: new dedicated video feed 2. Signature content, evergreen 3. Amplification program 4. Custom audiences & retargeting 5. Relationship marketing Stellar social customer care 2. Content – What’s Working?
  • 12. 12@MariSmith @MayoClinic | #MCSMN Facebook TV
  • 13. 13@MariSmith @MayoClinic | #MCSMN All mobile, all video • At Fortune’s Most Powerful Women International Summit in London in June 2016… • Nicola Mendelsohn, Facebook VP for EMEA, stated: • Facebook “will be definitely mobile” in five years • …and predicted that it “will be probably all video,” too.
  • 14. 14@MariSmith @MayoClinic | #MCSMN Video Posts “Video is largely underutilized on Facebook.” ~Buffer Video gets 3x engagement BUT, of 7 posts/wk: 80% links 19% photos <1% videos
  • 15. 15@MariSmith @MayoClinic | #MCSMN Top video topics
  • 16. 16@MariSmith @MayoClinic | #MCSMN Brands that fail to incorporate visuals and videos will be left by the wayside. ~Forbes
  • 19. 19@MariSmith @MayoClinic | #MCSMN Great Video (Ads): 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)
  • 20. 20@MariSmith @MayoClinic | #MCSMN Lumyer
  • 21. 21@MariSmith @MayoClinic | #MCSMN THUMB-stopping!!!! Craft for MAXIMUM SHARES “OMG, I must share this! Now!” Ideally: Educational Inspirational Entertaining Mari’s #1 Content Creation Tip
  • 22. 22@MariSmith @MayoClinic | #MCSMN© 2016 Mari Smith International, Inc.
  • 23. 23@MariSmith @MayoClinic | #MCSMN Instagram user growth: +100M every 9 months 500M to 600M = 6 months 600M to 700M = 4 months Instagram is Facebook’s next Facebook WhatsApp is next up for monetization…
  • 24. 24@MariSmith @MayoClinic | #MCSMN Create a strategic promotion plan Start with THUMB-STOPPING content!! Ideally, evergreen when possible Include a compelling CTA with URL Build some organic reach (1-24hrs) Allocate budget in batches Optimize ROI with the “Mari Method” 3. Conversion: How To Optimize ROI
  • 26. 26@MariSmith @MayoClinic | #MCSMN It’s Hip to be SQUARE Square performs better on Facebook &Instagram Square gets +28% more video views than landscape Square takes up 78% more screen space than landscape Square videos have a +67% higher view completion rate People gaze 5X longer at video than at static content on FB& IG.
  • 29. 29@MariSmith @MayoClinic | #MCSMN The Jane Goodall Institute ran an A/B test Landscape vs. Square Test Square: $50 183 conversions 8,785 views 527 reactions 160 shares Landscape: $50 104 conversions 4,481 views 338 reactions 67 shares
  • 31. “Content is King… but Engagement is Queen and she rules the house.” Mari Smith
  • 32. 32@MariSmith @MayoClinic | #MCSMN Facebook Desktop Apps: BeLive.tv Zoom BlueJeans Wirecast eCamm Live Facebook Live
  • 33. 33@MariSmith @MayoClinic | #MCSMN Move away from the Boost button Only 10% of total ad budget #1 objective = to DRIVE BUSINESS Video ads 6-15 seconds Optimized for mobile – square or portrait Carousel Canvas - immersive Lead Ads 4. Facebook & Instagram ad tips
  • 34. 34@MariSmith @MayoClinic | #MCSMN Granular Targeting
  • 35. 35@MariSmith @MayoClinic | #MCSMN Custom Audiences
  • 36. 36@MariSmith @MayoClinic | #MCSMN Digital television – streaming video 3-30 minute episodes Messenger chat bots Immersive, experiential – 360, VR, AR Plus, ‘Secret Building 8’ Cameras, Augmented Reality, ‘Devices that fly,’ Brain scanning technology 5. The Future of Facebook…
  • 37. 37
  • 38. 38
  • 39. 39@MariSmith @MayoClinic | #MCSMN VR/AR headsets will look like Ray-Bans
  • 40. 40@MariSmith @MayoClinic | #MCSMN “Technology may be moving at warp speed. But, fundamentally, human beings have not changed all that much.”Mari Smith
  • 41. BRANDS MARI SMITH WORKS WITH include…  AAA  Acuity Insurance  Adobe  Allstate  Animoto  Arbonne  Beachbody  Bloomberg  Buffer  BuzzSumo  Cision  Cisco  Facebook  Hootsuite  HubSpot  Infusionsoft  Kevin Murphy Hair  LS Retail  Marketo  Microsoft  NAMM  Nu Skin  PNC Bank
  • 42. 42@MariSmith @MayoClinic | #MCSMN Summary 1. Embrace MESSENGER Messenger ads, Chat bot? 2. Focus on VIDEO content Include video ads, square video & video views retargeting 3. Conversion Create thumb-stopping content, video Include Facebook Live, allocate ad budget in batches 4. Amplify with Facebook & Instagram ads Use Custom Audiences 5. Future of Facebook Embrace digital TV! 
  • 43. 43@MariSmith @MayoClinic | #MCSMN Q&A  Facebook: @marismith Twitter: @marismith Instagram: @mari_smith LinkedIn: marismith Web: marismith.com Connect with Mari:

Hinweis der Redaktion

  1. Resource: https://www.pcmag.com/feature/343433/22-cool-tricks-and-secret-gems-inside-facebook-messenger
  2. See: https://www.inc.com/business-insider/facebook-tv-watch-tab-original-videos-mobile-app-desktop.html
  3. 3 Unusual Lessons We Learned by Studying Over 16 million Posts (And 100,000 Brands) on Social Media by Buffer https://blog.bufferapp.com/3-unusual-lessons-we-learned-by-studying-over-100000-brands-and-16-million-posts-on-social-media
  4. See: http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
  5. Credit: http://www.radionz.co.nz/assets/news/55110/eight_col_01-Header-Share-button.gif?1449614045 Radio NZ http://www.radionz.co.nz/news/world/291671/why-do-the-zuckerbergs-want-to-share
  6. It’s Hip To Be Square! Huey Lewis & the News