Profitable
Facebook
Marketing:
MARI SMITH
Social Media Thought
Leader

How To Turn Fans Into
Paying Customers

© 2014 Mari...
Social Media OVERWHELM

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | goog...
Data Overload
“90% of data in
the world today
has been created
within the last two
years.”
Source: IBM

© 2014 Mari Smith ...
Your BIGGEST Social Media
CHALLENGE?

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @ma...
TIME!

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Solution? SYSTEM!
1. CONTENT
(create + curate)

2. ENGAGEMENT
3. CONVERSION

© 2014 Mari Smith International, Inc. | maris...
Social channels

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/...
Lead generation

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/...
The new social landscape
Cannot silo Facebook
• 2014 = integration, multiple channels
• Facebook is pay-to-play
• You need...
1. Content

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+mari...
Content strategy
• Develop a robust, yet fluid, CONTENT strategy
• Why fluid?
•

•

•

You’ve got to be able to adapt as
F...
Test
Five key areas to test:
1) FREQUENCY
• 2x a day? vs. 1x/hour?
1) TIM ING
• Day of week + time of day
• Check “when fa...
Experiment
Try outside business hours

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @m...
Content curation tools
• ContentGems.com
• Spundge.com
• AllTop.com
• Swayy.co
• Feedly.com
• Scoop.it
• Paper.li

14

© 2...
2. Engage

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+maris...
Mari says…
“Content is KING,
but engagement is QUEEN
and she rules the house.”
@marismith

© 2014 Mari Smith International...
Engage : “socially devoted”
• FASTEST response time wins
• ~30 minutes! (average = 19 hours)
• Warm, personal, human
• Use...
Engage : “socially devoted”
“The current industry benchmark allows for a
response time of around 19.2 hours ,
which is an ...
“The best businesses begin with
”

EMPATHY

@BrianSolis

© 2014 Mari Smith International, Inc. | marismith.com | facebook....
Example Facebook Page

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | googl...
Example Facebook Page

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | googl...
Example Facebook Page

• Daily ad, just $5/day:
• 30% increase in sales
• 23x return on ad spend

SEE: facebook.com/busine...
Example Facebook Page

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | googl...
3. Conversion

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+m...
Promotion – 20/80

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.co...
Can you really SELL
on Facebook?

“Engage via the wall.
Sell via ads.”
~Ken Rudin, Facebook Analytics Head

SOURCE: bit.ly...
Conversion strategy
•
•
•
•

FIRST build tons of value (social equity)
Space out your offers
Clear CTAs
Make it really eas...
Jab, Jab, Jab, Right Hook

SEE: bit.ly/JJJRH_medium

28

© 2014 Mari Smith International, Inc. | marismith.com | facebook....
Make use of Custom Audiences
• Upload your database for advertising & retargeting on
Facebook
• Segments
• Non registrants...
Facebook ad relevancy
“Last quarter I talked about our efforts to grow our
business through improving the quality of our a...
Intelligent, RELEVANT
SOCIAL ads

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marism...
Facebook ads: get creative

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | ...
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Track & Measure

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/...
Vanity metrics
Facebook likes + PTAT

• Vanity metrics!
…unless you can connect directly to ROI

35

© 2014 Mari Smith Int...
Get relevant fans
“The number of Facebook fans you have, in
and of itself, means very little. But make no
mistake: The num...
Suggested goals
What metrics to measure on Facebook:
• more traffic to your website
• growth in email subscribers
• SEO – ...
Social media ROI

© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com...
Q&A
Connect with Mari on these sites:
Facebook: www.facebook.com/marismith
Twitter: @marismith
Instagram @mari_smith
Googl...
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Profitable Facebook Marketing - Mari Smith - Latino iConnect

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  • Build network == proactively grow TWITTER!! Hashtags (#smss)
  • Profitable Facebook Marketing - Mari Smith - Latino iConnect

    1. 1. Profitable Facebook Marketing: MARI SMITH Social Media Thought Leader How To Turn Fans Into Paying Customers © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    2. 2. Social Media OVERWHELM © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    3. 3. Data Overload “90% of data in the world today has been created within the last two years.” Source: IBM © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    4. 4. Your BIGGEST Social Media CHALLENGE? © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    5. 5. TIME! © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    6. 6. Solution? SYSTEM! 1. CONTENT (create + curate) 2. ENGAGEMENT 3. CONVERSION © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 6
    7. 7. Social channels © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 7
    8. 8. Lead generation © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 8
    9. 9. The new social landscape Cannot silo Facebook • 2014 = integration, multiple channels • Facebook is pay-to-play • You need a solid FOUNDATION • …and a solid PLAN! © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 9
    10. 10. 1. Content © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    11. 11. Content strategy • Develop a robust, yet fluid, CONTENT strategy • Why fluid? • • • You’ve got to be able to adapt as Facebook changes algorithms and introduces new features You want to stay fresh, innovative and top of mind Don’t be afraid to include CTA’s! © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    12. 12. Test Five key areas to test: 1) FREQUENCY • 2x a day? vs. 1x/hour? 1) TIM ING • Day of week + time of day • Check “when fans online” 1) TYPE • Status update, photo, video, link • Also: offer, event, milestone, cover image 1) LENGTH • < 120 vs. 500 vs. 1,200 characters? (63k = max!) 1) TAGS • @ tag other Pages © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    13. 13. Experiment Try outside business hours © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    14. 14. Content curation tools • ContentGems.com • Spundge.com • AllTop.com • Swayy.co • Feedly.com • Scoop.it • Paper.li 14 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    15. 15. 2. Engage © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    16. 16. Mari says… “Content is KING, but engagement is QUEEN and she rules the house.” @marismith © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    17. 17. Engage : “socially devoted” • FASTEST response time wins • ~30 minutes! (average = 19 hours) • Warm, personal, human • Use first names • @ tag • Think outside the box © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    18. 18. Engage : “socially devoted” “The current industry benchmark allows for a response time of around 19.2 hours , which is an improvement compared to Q1’s response time, which was more than 22 hours. We advise brands to try to respond within 30 minutes . Depending on the nature of your service, you may want to consider 24/7 support.” ~Jan Rezab, CEO SocialBakers.com © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    19. 19. “The best businesses begin with ” EMPATHY @BrianSolis © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    20. 20. Example Facebook Page © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    21. 21. Example Facebook Page © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    22. 22. Example Facebook Page • Daily ad, just $5/day: • 30% increase in sales • 23x return on ad spend SEE: facebook.com/business/success © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    23. 23. Example Facebook Page © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    24. 24. 3. Conversion © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    25. 25. Promotion – 20/80 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    26. 26. Can you really SELL on Facebook? “Engage via the wall. Sell via ads.” ~Ken Rudin, Facebook Analytics Head SOURCE: bit.ly/7FBinsights © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    27. 27. Conversion strategy • • • • FIRST build tons of value (social equity) Space out your offers Clear CTAs Make it really easy for people to buy from you! © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    28. 28. Jab, Jab, Jab, Right Hook SEE: bit.ly/JJJRH_medium 28 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    29. 29. Make use of Custom Audiences • Upload your database for advertising & retargeting on Facebook • Segments • Non registrants • Unsubscribes • Lookalike Audience • NEW! Website Custom Audience © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    30. 30. Facebook ad relevancy “Last quarter I talked about our efforts to grow our business through improving the quality of our ads rather than just increasing the quantity. Our goal is to reach a point where the ads are as relevant and timely as the content your friends share with you .” ~Mark Zuckerberg Source: bit.ly/1h47fzO 30 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    31. 31. Intelligent, RELEVANT SOCIAL ads © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    32. 32. Facebook ads: get creative © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    33. 33. © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    34. 34. Track & Measure © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    35. 35. Vanity metrics Facebook likes + PTAT • Vanity metrics! …unless you can connect directly to ROI 35 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    36. 36. Get relevant fans “The number of Facebook fans you have, in and of itself, means very little. But make no mistake: The number of relevant Facebook fans who care about your brand means everything .” ~Jon Loomer © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    37. 37. Suggested goals What metrics to measure on Facebook: • more traffic to your website • growth in email subscribers • SEO – higher appearance on SERPs (search engine results pages) • increase in click through rate • increase in conversion rate to paying clients • increase in revenue • improved customer satisfaction • increase in brand sentiment • better ad performance • improved ROI on social media time and money invested • increase in word of mouth referrals • increase in high-star reviews • more foot traffic into your store © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    38. 38. Social media ROI © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
    39. 39. Q&A Connect with Mari on these sites: Facebook: www.facebook.com/marismith Twitter: @marismith Instagram @mari_smith Google+: www.google.com/+marismith LinkedIn: www.linkedin.com/in/marismith Mari’s website: www.marismith.com © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
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