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.

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. @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

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CONTENT on Facebook
What’s working now?

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Facebook TV

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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

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A recent eye-
tracking study
shows people
gaze FIVE times
longer at video
than static content
on Facebook &
Instagram.

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Top video topics

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Example - UPMC

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Brands that fail to incorporate
visuals and videos will be left
by the wayside. ~Forbes

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THUMB-stopping!!!!
Craft for MAXIMUM SHARES
“OMG, I must share this! Now!”
Ideally:
Educational
Inspirational
Entertaining
Mari’s #1 Content Creation Tip

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Example – Providence Health Care

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Facebook Reach
What you need to know

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Seeing your content
Not seeing your content
1-6%

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Social video
generates
1200% more
shares than text
and images
combined.
~Brightcove

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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

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Video & images native to mobile include:
Square
Portrait
Canvas
Stories
Carousel
Up to 10 images/videos
Optimize for mobile

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Develop
short-form,
‘snackable’
content.
~Sheryl Sandberg

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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

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People are
67 percent more
likely to watch a
square video to
completion than
they are to watch a
horizontal one.
~Laundry Service

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iPhone Photography School
1M views
800 shares
Longer videos are okay for ads, too
8+ minutes
Tutorial
Educational
Entertaining
Example video ad - long

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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. @MariSmith @MayoClinic #MCSMN 24@MariSmith @MayoClinic #MCSMN
Visit: www.wave.video
Wave app

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Wave.video
Animoto
Adobe Spark Video
Flipagram – mobile app
Lumen5
Turn articles into videos
Video Creation Tools

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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!

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Messenger
Are you integrating automation?

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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

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Messenger Bots
Nurture relationships
Build trust
Enhance customer support
Deliver FAQs more efficiently
Leverage community managers

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Example – The Doctors Company

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Facebook’s Future
A peek into upcoming developments

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Secret Building 8
Smart Speaker
(like Amazon Echo)
360° Camera
AR
Brain-scanning
Futuristic Wearables
Smart glasses
Sensor-laden necklace
Drone
Disruptive shopping
experiences

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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

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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. @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. @MariSmith @MayoClinic #MCSMN#MCSMN
Resources
Video Gear List – free PDF download
marismith.com/fblive