Mari Smith provides strategies for leveraging Facebook, including embracing Messenger ads and chat bots, focusing on video content like square video ads, optimizing conversion through thumb-stopping content and allocating ad budget in batches, amplifying content with Facebook and Instagram ads using custom audiences, and preparing for Facebook's future like digital television. The presentation outlines tips for each strategy and the types of brands Mari Smith works with.
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
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
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
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)
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
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
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
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…
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!
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
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