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Mayo Clinic Social Media Network - Winning Facebook Strategies by Mari Smith

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WINNING FACEBOOK STRATEGIES: 5 Powerful Ways To
Leverage Your Results & ROI by Mari Smith, Premier Facebook Marketing Expert.

Organizations around the world use Facebook effectively to generate qualified leads and increase sales. However, this is not the norm. Most marketers struggle to keep up with the constantly changing landscape of Facebook – new features, new products, new ad units. What really works? And, what is a waste of time and money? Where should you focus today for maximum results tomorrow? In this dynamic session, world-renowned Facebook marketing expert, Mari Smith, will share her proven system for creating predictable growth using Facebook, plus give you a glimpse into Facebook’s future so you can get into pole position now.

Mari Smith lead this webinar exclusively for Mayo Clinic Social Media Network members on September 12th, 2017. See: https://socialmedia.mayoclinic.org/webinar/winning-facebook-strategies-5-powerful-ways-to-leverage-your-results-roi/?date=2017-09-12

PLUS, Mari Smith will be the keynote speaker at Mayo Clinic Social Media Network's Annual Conference being held in Scottsdale, AZ on December 11-12, 2017. See: https://socialmedia.mayoclinic.org/hubcap/2017-mcsmn-annual-conference/

Published in: Social Media
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Mayo Clinic Social Media Network - Winning Facebook Strategies by Mari Smith

  1. 1. WINNING FACEBOOK STRATEGIES 5 Powerful Ways To Leverage Your Results & ROI by Mari Smith Premier Facebook Marketing Expert presents
  2. 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. 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
  4. 4. 4@MariSmith @MayoClinic | #MCSMN It’s time to RETHINK… everything
  5. 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
  6. 6. 6@MariSmith @MayoClinic | #MCSMN Conversational commerce Messenger
  7. 7. 7@MariSmith @MayoClinic | #MCSMN Messenger Bots Generate leads Nurture relationships Build trust Make sales! Customer support Special offers
  8. 8. 8@MariSmith @MayoClinic | #MCSMN Your new toll-free number @marismith
  9. 9. 9
  10. 10. 10
  11. 11. 11@MariSmith @MayoClinic | #MCSMN 1. Video! VOD Live Watch: new dedicated video feed 2. Signature content, evergreen 3. Amplification program 4. Custom audiences & retargeting 5. Relationship marketing Stellar social customer care 2. Content – What’s Working?
  12. 12. 12@MariSmith @MayoClinic | #MCSMN Facebook TV
  13. 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. 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
  15. 15. 15@MariSmith @MayoClinic | #MCSMN Top video topics
  16. 16. 16@MariSmith @MayoClinic | #MCSMN Brands that fail to incorporate visuals and videos will be left by the wayside. ~Forbes
  17. 17. 17 Most Facebook Posts & Ads
  18. 18. 18@MariSmith @MayoClinic | #MCSMN
  19. 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)
  20. 20. 20@MariSmith @MayoClinic | #MCSMN Lumyer
  21. 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
  22. 22. 22@MariSmith @MayoClinic | #MCSMN© 2016 Mari Smith International, Inc.
  23. 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. 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
  25. 25. 25@MariSmith @MayoClinic | #MCSMN
  26. 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.
  27. 27. 27@MariSmith @MayoClinic | #MCSMN
  28. 28. 28@MariSmith @MayoClinic | #MCSMN
  29. 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
  30. 30. 30@MariSmith @MayoClinic | #MCSMN
  31. 31. “Content is King… but Engagement is Queen and she rules the house.” Mari Smith
  32. 32. 32@MariSmith @MayoClinic | #MCSMN Facebook Desktop Apps: BeLive.tv Zoom BlueJeans Wirecast eCamm Live Facebook Live
  33. 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
  34. 34. 34@MariSmith @MayoClinic | #MCSMN Granular Targeting
  35. 35. 35@MariSmith @MayoClinic | #MCSMN Custom Audiences
  36. 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…
  37. 37. 37
  38. 38. 38
  39. 39. 39@MariSmith @MayoClinic | #MCSMN VR/AR headsets will look like Ray-Bans
  40. 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. 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. 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! 
  43. 43. 43@MariSmith @MayoClinic | #MCSMN Q&A  Facebook: @marismith Twitter: @marismith Instagram: @mari_smith LinkedIn: marismith Web: marismith.com Connect with Mari:
  44. 44. Cheers!

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