Exclusive presentation by Mari Smith, Premier Facebook Marketing Expert & Top Social Media Thought Leader for Conversation Among Masters (CAM) 2020 Attendees. May 19, 2020.

1. Social Media LEADERSHIP
Best Practices During Turbulent Times
with Mari Smith
Premier Facebook Marketing Expert

2. • “Queen of Facebook” !
• Hired by Facebook "
• Globetrotting (virtual) keynote speaker ✈ 🌍
• Social media thought leader %
• Brand Ambassador Ⓜ
• Care deeply about my peeps 💗
• ‘Scandifornian’
Meet Mari

3. Social Media
is an
AMPLIFIER!
What are you
amplifying?

4. • Is it okay to promote your business on
Facebook and Instagram right now?
• Should you pull your ad campaigns?
• Should you change your social media
strategy?
@marismith

5. People can FEEL
your intent.
Lead with HEART.
@marismith

6. New Zealand’s Prime Minister, Jacinda Ardern:
A Masterclass in Leadership
@marismith

7. 1. direction-giving
2. meaning-making
3. empathy
3 Communication Skills Every Leader Needs…
American professors Jacqueline and Milton Mayfield’s
research into effective leadership communication .
…to motivate followers:
@marismith
MESSAGING

8. “The world truly needs
emotionally intelligent
leaders more than
anything right now.”
~Martha Beck
California Women’s Conference 2010
@marismith

9. 1. Build your community now more than ever
2. Continue with relevant offers
3. Provide exceptional value, no matter what
Leadership & social media marketing
in times of uncertainty
@marismith

10. 1. Enhance people’s WELLBEING on all levels
2. Enhance people’s FINANCES on all levels
2 types of businesses needed
more than ever right now…
@marismith

11. Enhanced WELLBEING
• Physical (fitness, health, nutrition,
immune system)
• Mental/Emotional (coach,
counselor, healer, therapist, mental
health nurse)
• Spiritual (meditation, yoga,
lightworker, angels, tarot, etc. help
people find connection, meaning,
faith, community)
Enhanced FINANCES
• Make, save, invest money
• Increase revenue, business
development (digital marketing,
social media, ads, copywriting, etc.)
• Increase profitability
• Reduce costs/decrease expenses
@marismith

12. @marismith
3 KEY METRICS:
1.Drive traffic
2.Generate leads
3.Create revenue

13. 13@marismith @mari_smith@marismith

14. Facebook ad costs
are down by 50%
@marismith
Guess what?

15. • Find your TOP performing organic content, ideally
VIDEO
• Then amplify the reach + retarget
• We might think, “It’s doing so well organically, why
bother paying?”
• BUT, the fact it’s doing well organically tells you
your audience is responding!
• So, why not reach more?!
Your goal:
@marismith

16. 1. The most affordable & effective top-of-
funnel content format
2. Create ‘video views’ audiences to
retarget
3. Use Wave.video or InVideo.io or Boosted
to create professional videos in minutes
Use the power of VIDEO!
@marismith

17. 17@marismith @mari_smith
“Create shared experiences and
a sense of belonging through
video.”
Video mission:
@marismith

19. 1. Wave.video
2. InVideo.io
3. Boosted by Lightricks
4. Adobe Spark
5. Animoto
6. Lumyer (mobile)
7. Apple Clips (mobile)
Suggested VIDEO Apps
@marismith

20. Lumyer

21. COLD Audience WARM Audience HOT Audience
@marismith

22. @marismith

23. Example audiences
• Cold
• Saved audience from demographics & interests;
Lookalikes (from website visitors, email list, video
views, etc.)
• Warm
• Engaged with your FB or IG Page in the past 7-30
days, including viewed your videos
• Hot
• Visited your website landing page, messaged your
page, interacted with a Lead Form ad, opted in to
your lead magnet
@marismith

24. COLD
Awareness
WARM
Consideration
HOT
Conversion
Possible objective Reach, Engagement,
Video Views
Video Views, Lead
Generation, Messages,
Traffic
Conversions, Traffic,
Catalog Sales, Store
traffic,
Audiences Saved Audience,
Lookalike Audience
Engaged with your FB
Page (including Video
Views); Engaged with
Instagram
Specific landing page
visitors, Lead Form,
Messenger Leads,
Email List Custom
Audience
Ads Educate/inform,
inspire, entertain;
storytelling; awareness
Storytelling, customer
examples, benefits,
solutions
Special offer, limited
time, strong CTA, (even
call out specifics)
Budget split 25% 50% 25%
Suggested ad strategy
@marismith

25. 25@marismith @mari_smith
Photograph: Josh Edelson/AFP/Getty Images
Big change is
coming!
@marismith

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27. 27@marismith @mari_smith@marismith

28. Image credit : NeuGroup
@marismith

29. NEW
! M
ESSENG
ER
RO
O
M
S

30. 30@marismith @mari_smith
Meaningful Social Interaction
@marismith

31. “Content is King…
but Engagement is
Queen and she rules
the house.”~ Mari Smith
@marismith

32. 1. Double down on Facebook Groups
2. Talk to your audience more frequently
3. Broadcast with Facebook (& IG) Live
Mari’s recommendation:
The right MESSAGE + VIDEO
@marismith

33. • FB Live = 6x engagement than regular videos
• People are 800 times more likely to
comment on videos in Watch Party
than when watching video solo.
@marismith

35. Facebook Ad
Examples
@marismith

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41. “Technology may be
moving at warp speed.
But, fundamentally,
human beings have not
changed all that much.”
Mari Smith
@marismith

42. 42@marismith @mari_smith@marismith Join www.TheSocialScoop.com

43. FREE GIFT for you
Join www.TheSocialScoop.com
@marismith

44. Q&A / Hot Seats!

45. @marismith

46. EXERCISES:
It’s time to play!
@marismith

48. 1. Create a simple video
• Wave.video or Boosted App or other
• Consider publishing it on Facebook!
2. Go through one of these checklists
• Facebook Profile Optimizer
• Facebook Business Page Optimizer
Choose from:
@marismith