Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mari Smith Keynote for Mayo Clinic Social Media Network - Facebook Success Strategies

858 views

Published on

FACEBOOK SUCCESS STRATEGIES - Proven Ways To Increase Your Reach, Engagement & Results. Mari Smith's opening keynote at the #MCSMN annual conference in Scottsdale, Arizona. December 11-12, 2017.

Published in: Social Media
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi Mari! Thanks for this great presentation! On slide 9 you compare the number of views of two UPMC videos showing that the :11 video has more that tripple the amount of views as the 1:17 video. Do you have a recommended video lenght? Less than :30? Less than :15?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Mari Smith Keynote for Mayo Clinic Social Media Network - Facebook Success Strategies

  1. 1. @MariSmith @MayoClinic #MCSMN#MCSMN FACEBOOK SUCCESS STRATEGIES Proven Ways To Increase Your Reach, Engagement & Results #MCSMN by Mari Smith Premier Facebook Marketing Expert
  2. 2. @MariSmith @MayoClinic #MCSMN 2@MariSmith @MayoClinic #MCSMN Mobile Over 86% of Facebook users Video 79% of all global consumer internet traffic will come from video by 2018 (Cisco) Messaging apps Gen Z Ages 18 & under 30% of the global population (40% by 2020) Their favorite app is YouTube! How the world is communicating
  3. 3. @MariSmith @MayoClinic #MCSMN 3@MariSmith @MayoClinic #MCSMN Spend 5 hours per day on mobile devices U.S. Consumers 1 hour = Facebook ½ hour = Messaging
  4. 4. @MariSmith @MayoClinic #MCSMN 4#MCSMN CONTENT on Facebook What’s working now?
  5. 5. @MariSmith @MayoClinic #MCSMN 5@MariSmith @MayoClinic #MCSMN Facebook TV
  6. 6. @MariSmith @MayoClinic #MCSMN 6@MariSmith @MayoClinic #MCSMN Five Facebook video factors “We identified five factors related to the rise of online video viewing” Smartphones Shorter attention spans Binge-watching Importance of context Thrill of novelty
  7. 7. @MariSmith @MayoClinic #MCSMN#MCSMN 7 A recent eye- tracking study shows people gaze FIVE times longer at video than static content on Facebook & Instagram.
  8. 8. @MariSmith @MayoClinic #MCSMN 8@MariSmith @MayoClinic #MCSMN Top video topics
  9. 9. @MariSmith @MayoClinic #MCSMN 9@MariSmith @MayoClinic #MCSMN Example - UPMC
  10. 10. @MariSmith @MayoClinic #MCSMN 10@MariSmith @MayoClinic #MCSMN Brands that fail to incorporate visuals and videos will be left by the wayside. ~Forbes
  11. 11. @MariSmith @MayoClinic #MCSMN 11@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
  12. 12. @MariSmith @MayoClinic #MCSMN 12@MariSmith @MayoClinic #MCSMN Example – Providence Health Care
  13. 13. @MariSmith @MayoClinic #MCSMN 13#MCSMN Facebook Reach What you need to know
  14. 14. @MariSmith @MayoClinic #MCSMN 14@MariSmith @MayoClinic #MCSMN Seeing your content Not seeing your content 1-6%
  15. 15. @MariSmith @MayoClinic #MCSMN#MCSMN 15 Social video generates 1200% more shares than text and images combined. ~Brightcove
  16. 16. @MariSmith @MayoClinic #MCSMN 16@MariSmith @MayoClinic #MCSMN The race for digital streaming TV! Longer form (90 secs+) Series (episodic) Short form ads (5-15 secs) Video gets more reach & engagement
  17. 17. @MariSmith @MayoClinic #MCSMN 17@MariSmith @MayoClinic #MCSMN Short, catchy creative! Average = 84 characters, median = 61 characters Use thumb-stopping creative
  18. 18. @MariSmith @MayoClinic #MCSMN 18@MariSmith @MayoClinic #MCSMN Video & images native to mobile include: Square Portrait Canvas Stories Carousel Up to 10 images/videos Optimize for mobile
  19. 19. @MariSmith @MayoClinic 19#MCSMN Develop short-form, ‘snackable’ content. ~Sheryl Sandberg
  20. 20. @MariSmith @MayoClinic #MCSMN 20@MariSmith @MayoClinic #MCSMN All ads must DRIVE BUSINESS Proxy metrics: Video views, likes, lift in ad recall Ad = purchase (Sheryl Sandberg) See an ad, go out and buy a truck See an ad, go get a Starbucks Facebook’s new #1 focus for ADS
  21. 21. @MariSmith @MayoClinic #MCSMN#MCSMN 21 People are 67 percent more likely to watch a square video to completion than they are to watch a horizontal one. ~Laundry Service
  22. 22. @MariSmith @MayoClinic #MCSMN 22@MariSmith @MayoClinic #MCSMN iPhone Photography School 1M views 800 shares Longer videos are okay for ads, too 8+ minutes Tutorial Educational Entertaining Example video ad - long
  23. 23. @MariSmith @MayoClinic #MCSMN 23@MariSmith @MayoClinic #MCSMN 43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget. ~Buffer The challenge with video
  24. 24. @MariSmith @MayoClinic #MCSMN 24@MariSmith @MayoClinic #MCSMN Visit: www.wave.video Wave app
  25. 25. @MariSmith @MayoClinic #MCSMN 25@MariSmith @MayoClinic #MCSMN Wave.video Animoto Adobe Spark Video Flipagram – mobile app Lumen5 Turn articles into videos Video Creation Tools
  26. 26. @MariSmith @MayoClinic #MCSMN 26@MariSmith @MayoClinic #MCSMN Move away from the Boost button Only 10% of total ad budget Post and promote more video Other optimal ad units: Carousel Canvas – immersive Lead Ads Facebook & Instagram ad tips
  27. 27. @MariSmith @MayoClinic #MCSMN 27@MariSmith @MayoClinic #MCSMN Advanced Advertising Tips Sophisticated Advertiser vs. Newbie? Boost button = 10% of budget only KEY = use Ads Manager Install the Facebook Pixel Use Custom Audiences Include Lookalikes Objectives Start with video views Then Traffic, Conversion, Products, &/or Leads Your organic reach will increase!
  28. 28. @MariSmith @MayoClinic #MCSMN 28#MCSMN Messenger Are you integrating automation?
  29. 29. @MariSmith @MayoClinic 29#MCSMN
  30. 30. @MariSmith @MayoClinic 30#MCSMN
  31. 31. @MariSmith @MayoClinic #MCSMN 31@MariSmith @MayoClinic #MCSMN 1.2 Billion monthly users 2 Billion messages between businesses & people each month Automated & human initiated 100,000+ monthly active Messenger bots 53% of people say they are more likely to do business with a business they can message Messenger Platform
  32. 32. @MariSmith @MayoClinic #MCSMN 32@MariSmith @MayoClinic #MCSMN Messenger Bots Nurture relationships Build trust Enhance customer support Deliver FAQs more efficiently Leverage community managers
  33. 33. @MariSmith @MayoClinic #MCSMN 33@MariSmith @MayoClinic #MCSMN Example – The Doctors Company
  34. 34. @MariSmith @MayoClinic #MCSMN#MCSMN 34 Facebook’s Future A peek into upcoming developments
  35. 35. @MariSmith @MayoClinic #MCSMN 35@MariSmith @MayoClinic #MCSMN Secret Building 8 Smart Speaker (like Amazon Echo) 360° Camera AR Brain-scanning Futuristic Wearables Smart glasses Sensor-laden necklace Drone Disruptive shopping experiences
  36. 36. @MariSmith @MayoClinic #MCSMN 36@MariSmith @MayoClinic #MCSMN
  37. 37. @MariSmith @MayoClinic 37#MCSMN
  38. 38. @MariSmith @MayoClinic #MCSMN 38@MariSmith @MayoClinic #MCSMN Create more VIDEO content Broadcast using Facebook LIVE Build for MOBILE (square video) + Canvas Amplify reach & results using ADS MANAGER Integrate MESSENGER (consider a bot) Community & SERVICE will always prevail Summary
  39. 39. @MariSmith @MayoClinic 39#MCSMN
  40. 40. @MariSmith @MayoClinic #MCSMN@MariSmith @MayoClinic #MCSMN BRANDS MARI SMITH WORKS WITH include…  AAA  Acuity Insurance  Adobe  Allstate  Animoto  Arbonne  Beachbody  Bloomberg  Buffer  BuzzSumo  CafeMedia  Cision  Cisco  Facebook  Hootsuite  HubSpot  Infusionsoft  Kevin Murphy Hair  LS Retail  Marketo  Microsoft  NAMM  Nations Lending  Nu Skin  PNC Bank
  41. 41. @MariSmith @MayoClinic #MCSMN 41@MariSmith @MayoClinic #MCSMN Q&A  Facebook: @marismith Twitter: @marismith Instagram: @mari_smith LinkedIn: marismith Web: marismith.com Connect with Mari:
  42. 42. @MariSmith @MayoClinic #MCSMN#MCSMN Resources Video Gear List – free PDF download marismith.com/fblive

×