WINNING FACEBOOK STRATEGIES: 5 Powerful Ways To Leverage Your Results & ROI. Mari Smith's slides from the Social Media Summit Ireland - https://socialmediasummit.ie/
(Note, videos not included/embedded).
10 Ways To Improve Your Facebook Reach - by Mari Smith at #SMMW13
Winning Facebook Strategies by Mari Smith - #SMSummitIRL
1. WINNING FACEBOOK STRATEGIES
5 Powerful Ways To Leverage Your Results & ROI
Mari Smith
Premier Facebook Marketing Expert
2. @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
3. @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
5. @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
10. @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.
11. @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
14. @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)
16. @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.
20. @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
21. @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
23. @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
30. @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
32. @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…
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