10 Hacks to Help You NOT SUCK at Social Content

@larrykim
Larry Kim,
CEO, MobileMonkey, Inc.
Founder, WordStream, Inc.
@larrykim @icontact

Facebook is +14 Years Old:
Our Social Marketing Unicorn Showing Signs of Old Age
@larrykim @icontact #socialhacks

RIP,
Facebook
News Feed
2004-2018

Facebook Ad
Prices Are
Increasing like
Crazy (+37%
last quarter)

Conversion Rates Are Low & Going Nowhere
Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45% and
Above
SHAREOFALLACCOUNTS
PPC Conversion Rate. (WordStream Customer Data – Not Official Google Data)

How to Nail Social
Campaigns …
• Reach our target audience
• Drive engagement and brand
affinity
Note: Looking for BIG gains (+5x
Improvements) not tiny 5% changes
here.

@larrykim
1. Definition of Social
“Hack”:
2. 1. High Leverage
3. 2. For Low Effort
4. 3. That most people
don’t already use
5. 4. For Facebook,
LinkedIn & Twitter

@larrykim
3 Random
Facts About
Larry

@larrykim
Slightly
Obsessed With
Unicorns
Make PPC
Magical
Again!

@larrykim
WordStream in 2008 vs. 2018
2008 2018

Working on a
New Venture for
the Last Few
months!

This is a
Chatbot for
Facebook
Messenger

This is My Chatbot
Builder Tool -
MobileMonkey
(No Coding
Required!)

World’s Biggest 3-Year
Old Kid (#ppckid)
#ppckid2 due
May 27, 2018!
Me
Wife, Kay Lee,
(Heart Surgeon!)

Larry’s Top 10 Social
Media Marketing Hacks
of 2018!

@larrykim
Facebook & Twitter Ads:
Higher Engagement Rate = (Much) Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%

#10: The
Russian
Ad
Targeting
Method

• 42 “Likes”
• 27 shares
• 20 comments
• 3 page likes
• 2000 website clicks
• $50!

Cognitive Dissonance: The World as
You’d Like to See it! Content that
Flatters Your Biases.

This Story is
an Urban
Legend
100% True!

This Never
Happens
Happens All
The Time!

#9 Social Hack: Embrace
Social-
PR Stunts + Globally
Trending Topics

Embrace PR
Stunts! Go All-In
on the Ones
That Work.

Repost This
Stuff
Everywhere!

People Share
This Stuff Like
Crazy

PR Stunt
Generated
213 Press
Pickups
= 100k Website
Visitors
(Share Every One of
these!)

This Thing
Keeps Going in
Perpetuity!

#8: Pay to
Promote Your
Facebook
Unicorns

Boosting This
Trending News
Article
+606K Impressions
882 Shares
1.6k Likes
$500 Boosted Post
=200k Website
Visitors

Don’t Bother with News Feed
(Connect Directly to Users)

Messaging Apps have Surpassed Social Networks
Big 4 Social
Networking
Apps
Big 4
Messaging
Apps
Yet only 1% of businesses can automatically engage w/ customers via messaging.

FB Messenger Marketing Engagement vs.
FB News Feed Visibility
FB Messenger Blast
70-80% Open Rates
(Within first 60 minutes!)
FB News Feed
0-1% Organic Post Visibility
Vs.

I Blasted Neil Patel a
Blog Post w/ My Bot
And He
Read It!

You Can Chat-Blast
Anyone Who
Messages Your FB
Page (Please
Message Me!)

You Get Contact
Information for Everyone
Who Messages Your FB
Page

You Can Chat Blast Everyone Who
Ever Who Messaged You in FB
Messenger!

Adding a FB Messenger
“Opt-in” Button to All
Website Contact Forms
Will Increase Opt-Ins

Installing FB Chat on
Your Website will Greatly
Increase Your Messenger
Contact List

“Send to
Messenger”
Facebook Ads
= 100%
Conversion
Rate*

#6: Larry’s
Social Hack:
Facebook
Groups

(Groups Trigger Tons of Notifications)

#CMCa2z @larrykim
Larry’s #5
Social Hack:
RIP, Link Posts
(Delete Links
From Posts!)

Before vs. After
90% Reduction in
Organic Reach

Share Other People’s Stuff Like Crazy
What #4 Hack: Using FB for Influencer
Marketing Rather Than Reach

Tag People You
are Hoping To
Get To Know

#CMCa2z @larrykim
#3) Broetry
(aka Linkedin
Haiku) =
Business
Poems

Double Spaced Poems
about Work & Life on
LinkedIn
= 850k Views
= 25.5k Website Visitors
Cost = 15 Minutes

#CMCa2z @larrykim
Dramatic Reading
of LinkedIn
Broetry

#CMCa2z @larrykim@larrykim @icontact #socialhacks
Ask People To
Share/Like &
Comment on
Your Posts

Broetry Generates Profile
Views & Followers

Generates Website Views,
Indirectly!

#CMCa2z @larrykim
Turn
“Promotional
Content” into
Stories.
“We’re Hiring”
vs.
“These are the
qualities we’re
looking for”

#CMCa2z @larrykim
Write Broetry
About Basic
Work Topics.
Eg:
Commuting.

#CMCa2z @larrykim
Or Side
Hustles!

#CMCa2z @larrykim
Or When to
Quit Your Job!

#2: Twitter Marketing Hacks!
Twitter Still
Works!
(sort-of)

#CMCa2z @larrykim
Re-Create the
Content as
Infographic. Test
it out.

#CMCa2z @larrykim
Feature
Infographic as
Blog Content

#CMCa2z @larrykim
Low Budget Infographics: Emojis + Text!

Inspirational Stories!

#1: Other Social Channels
Medium YouTube

#CMCa2z @larrykim
Medium: Half-Million Views per Month!

New Social Media
Strategy!

Website
FB
LinkedIn
Medium
Old Way:

But reach is
Reduced by 5-
10x if you
include a Link.

FB LinkedIn Medium
New Way:
Website
Mini SiteMini SiteMini Site

Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)

Brand Affinity DRAMATICALLY Impacts
CONVERSION RATES (+2-3x!)

I do all my email blasts with iContact!

We do some marketing automation, too!

iContact THANKS YOU!
Now Entering
Unicorn-Land!

10 Hacks to Help You NOT SUCK at Social Content

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