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

WINNING FACEBOOK STRATEGIES5 Powerful Ways To Leverage Your Results & ROI

by Mari SmithPremier Facebook Marketing Expert

presents

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


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

It’s time to RETHINK…everything


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


Conversational commerce

Messenger


Messenger Bots

Generate leads

Nurture relationships

Build trust

Make sales!

Customer support

Special offers


Your new toll-free number

@marismith


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?


Facebook TV


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.


Video Posts

“Video is largely underutilized on Facebook.” ~Buffer

Video gets 3x engagement

BUT, of 7 posts/wk:

80% links

19% photos

<1% videos


Top video topics


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

17

Most Facebook Posts &

Ads


18


Great Video (Ads):

Quality from the first frame

Authentic

High energy, entertaining

Evoke emotion

Personal, relatable

Useful

Designed for sound offAdd lower third highlights

Add captions (SRT file)

20@MariSmith @MayoClinic | #MCSMNLumyer


THUMB-stopping!!!!

Craft for MAXIMUM SHARES

“OMG, I must share this! Now!”

Ideally:

Educational

Inspirational

Entertaining

Mari’s #1 Content Creation Tip


2

2

© 2016 Mari Smith International, Inc.


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…


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


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.


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

“Content is King…but Engagement is Queen and she rules the house.”

Mari Smith


Facebook Desktop

Apps:

BeLive.tv

Zoom

BlueJeans

Wirecast

eCamm Live

Facebook Live


Move away from the Boost button

Only 10% of total ad budget

#1 objective = to DRIVE BUSINESS

Video ads6-15 seconds

Optimized for mobile – square or portrait

Carousel

Canvas - immersive

Lead Ads

4. Facebook & Instagram ad tips


Granular Targeting


Custom Audiences


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…


VR/AR headsets will look like Ray-Bans


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

Mari Smith

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


Summary

1. Embrace MESSENGERMessenger ads, Chat bot?

2. Focus on VIDEO contentInclude video ads, square video & video views retargeting

3. Conversion Create thumb-stopping content, videoInclude Facebook Live, allocate ad budget in batches

4. Amplify with Facebook & Instagram adsUse Custom Audiences

5. Future of FacebookEmbrace digital TV!


Q&A

Facebook: @marismithTwitter: @marismith Instagram: @mari_smithLinkedIn: marismithWeb: marismith.com

Connect with Mari:

Cheers!

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

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