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.
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. @MariSmith @MayoClinic #MCSMN 3@MariSmith @MayoClinic #MCSMN
Spend 5 hours per day on mobile devices
U.S. Consumers
1 hour = Facebook
½ hour = Messaging
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. @MariSmith @MayoClinic #MCSMN#MCSMN 7
A recent eye-
tracking study
shows people
gaze FIVE times
longer at video
than static content
on Facebook &
Instagram.
10. @MariSmith @MayoClinic #MCSMN 10@MariSmith @MayoClinic #MCSMN
Brands that fail to incorporate
visuals and videos will be left
by the wayside. ~Forbes
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
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. @MariSmith @MayoClinic #MCSMN 17@MariSmith @MayoClinic #MCSMN
Short, catchy creative!
Average = 84 characters, median = 61 characters
Use thumb-stopping creative
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
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. @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. @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. @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
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. @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. @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!
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. @MariSmith @MayoClinic #MCSMN 32@MariSmith @MayoClinic #MCSMN
Messenger Bots
Nurture relationships
Build trust
Enhance customer support
Deliver FAQs more efficiently
Leverage community managers
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