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WINNING FACEBOOK STRATEGIES
5 Powerful Ways To Leverage Your Results & ROI
Mari Smith
Premier Facebook Marketing Expert
@MariSmith| #SMSummitIRL 2
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
@MariSmith| #SMSummitIRL 3
Agenda
1. News Feed – it’s time to rethink
2. Content – what’s working?
3. Conversion – how to optimize ROI
4. Facebook Ads – advanced tips
5. Future of Facebook
@MariSmith| #SMSummitIRL 4
It’s time to
RETHINK…
everything
@MariSmith| #SMSummitIRL 5
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| #SMSummitIRL 7
“Technology may be
moving at warp speed.
But, fundamentally,
human beings have not
changed all that much.”Mari Smith
@MariSmith| #SMSummitIRL 8
1. Video!
VOD
Live
New dedicated video feed (mobile)
2. Signature content, evergreen
3. Amplification program
4. Custom audiences & retargeting
5. Relationship marketing; stellar social customer care
2. Content & Conversion – What’s
Working?
@MariSmith| #SMSummitIRL 9
NEW:
Video Feed/Tab
@MariSmith| #SMSummitIRL 10
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.
@MariSmith| #SMSummitIRL 11
Video Posts
“Video is largely underutilized on
Facebook.” ~Buffer
Video gets 3x engagement
BUT, of 7 posts/wk:
80% links
19% photos
<1% videos
@MariSmith| #SMSummitIRL 12
Brands that fail to incorporate
visuals and videos will be left
by the wayside. ~Forbes
13
Most
Facebook
Posts &
Ads
@MariSmith| #SMSummitIRL 14
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)
@MariSmith| #SMSummitIRL 15
Lumyer
@MariSmith| #SMSummitIRL 16
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.
@MariSmith| #SMSummitIRL 17
@MariSmith| #SMSummitIRL 18
@MariSmith| #SMSummitIRL 19
@MariSmith| #SMSummitIRL 20
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
@MariSmith| #SMSummitIRL 21
27X more time spent on site
(brusselsairlines.com)
Previous FB campaigns led to an average
of 3 seconds on site
Now, average 1 min 20 secs
from these new FB Canvas ads
Brussels Airlines: Canvas Ad
@MariSmith| #SMSummitIRL 22
THUMB-stopping!!!!
Craft for MAXIMUM SHARES
“OMG, I must share this! Now!”
Mari’s #1 Content Creation Tip
@MariSmith| #SMSummitIRL 23
Optimize your ROI with the “Mari Method”
Use Mari’s Amplification Formula! 
Create a strategic promotion plan
Start with THUMB-STOPPING content!!
Ideally, evergreen when possible
Build some organic reach (1-24hrs)
Allocate budget in batches
Increase the Horsepower of your ads
3. Conversion: How To Optimize ROI
@MariSmith| #SMSummitIRL 24
“Content is King…
but Engagement is
Queen and she rules
the house.” Mari Smith
26
It’s FAR
more
effective
(and
cheaper!) to
get more
business
from your
current
customers.
27
@MariSmith| #SMSummitIRL 28
Facebook Desktop
Apps:
BeLive.tv
Zoom
BlueJeans
Wirecast
OBS
Facebook Live AMA
@MariSmith| #SMSummitIRL 29
Shopify real-time shopping
Facebook Meets QVC
@MariSmith| #SMSummitIRL 30
4. Facebook Ad (Advanced) Tips
Sophisticated Advertiser vs. Newbie
Install the Facebook Pixel + Standard Events
Retarget
Use Custom Audiences
Include Lookalikes
Use Ads Manager/Power Editor
And Business Manager
For objectives, use:
Traffic, Conversion, Products, &/or Leads
Organic reach may increase
@MariSmith| #SMSummitIRL 31
Why upload your email list to Facebook?
@MariSmith| #SMSummitIRL 32
Digital television – streaming video
3-30 minute episodes
Messaging app vs. ‘mobile operating system’
Immersive, experiential – 360, VR
Secret Building 8
Cameras, Augmented Reality, ‘Devices that fly,’ Brain
scanning technology
5. The Future of Facebook…
@MariSmith| #SMSummitIRL 33
Your new
toll-free
number
@marismith
@MariSmith| #SMSummitIRL 34
+ + =
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
 PNC Bank
@MariSmith| #SMSummitIRL 36
Connect with Mari
Facebook: @marismith
Twitter: @marismith
Instagram: @mari_smith
Snapchat: @marismithchat
LinkedIn: marismith
Web: marismith.com
Cheers!

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Hinweis der Redaktion

  1. Update with new cover from visual brand deck.
  2. 3 Unusual Lessons We Learned by Studying Over 16 million Posts (And 100,000 Brands) on Social Media https://blog.bufferapp.com/3-unusual-lessons-we-learned-by-studying-over-100000-brands-and-16-million-posts-on-social-media
  3. Update with new cover from visual brand deck.