profitable facebook marketing - mari smith - latino iconnect
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© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
MARI SMITHSocial Media Thought Leader
Profitable Facebook Profitable Facebook Marketing: Marketing:
How To Turn Fans Into How To Turn Fans Into Paying CustomersPaying Customers
Profitable Facebook Profitable Facebook Marketing: Marketing:
How To Turn Fans Into How To Turn Fans Into Paying CustomersPaying Customers
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Social Media Social Media OVERWHELMOVERWHELMSocial Media Social Media OVERWHELMOVERWHELM
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Data Data OverloadOverloadData Data OverloadOverload
““90% of data in the 90% of data in the world today has world today has
been created within been created within the last two years.”the last two years.”
Source: IBMSource: IBM
““90% of data in the 90% of data in the world today has world today has
been created within been created within the last two years.”the last two years.”
Source: IBMSource: IBM
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Your BIGGEST Your BIGGEST Social Media Social Media CHALLENGE?CHALLENGE?
Your BIGGEST Your BIGGEST Social Media Social Media CHALLENGE?CHALLENGE?
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
TIME!TIME!TIME!TIME!
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
1.1. CONTENT CONTENT (create + curate)(create + curate)
2.2. ENGAGEMENTENGAGEMENT3.3. CONVERSIONCONVERSION
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Solution? Solution? SYSTEM! SYSTEM! Solution? Solution? SYSTEM! SYSTEM!
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 7
Social Social channelschannelsSocial Social channelschannels
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 8
Lead Lead generationgenerationLead Lead generationgeneration
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Cannot silo FacebookCannot silo Facebook• 2014 = integration, multiple channels2014 = integration, multiple channels• Facebook is Facebook is pay-to-playpay-to-play• You need a solid FOUNDATIONYou need a solid FOUNDATION• ……and a solid PLAN!and a solid PLAN!
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The new The new social landscapesocial landscapeThe new The new social landscapesocial landscape
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
1. 1. ContentContent1. 1. ContentContent
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
• Develop a robust, yet fluid, CONTENT strategyDevelop a robust, yet fluid, CONTENT strategy• Why fluid?Why fluid?
• You’ve got to be able to adapt as You’ve got to be able to adapt as Facebook changes algorithms and Facebook changes algorithms and introduces new featuresintroduces new features
• You want to stay fresh, innovative and You want to stay fresh, innovative and top of mindtop of mind
• Don’t be afraid to include CTA’s!Don’t be afraid to include CTA’s!
Content Content strategystrategyContent Content strategystrategy
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Five key areas to test:Five key areas to test:
1)1) FREQUENCYFREQUENCY• 2x a day? vs. 1x/hour?2x a day? vs. 1x/hour?
2)2) TIMINGTIMING• Day of week + time of dayDay of week + time of day• Check “when fans online”Check “when fans online”
3)3) TYPETYPE• Status update, photo, video, linkStatus update, photo, video, link• Also: offer, event, milestone, cover imageAlso: offer, event, milestone, cover image
4)4) LENGTHLENGTH• < 120 vs. 500 vs. 1,200 characters? (63k = max!)< 120 vs. 500 vs. 1,200 characters? (63k = max!)
5)5) TAGSTAGS• @ tag other Pages@ tag other Pages
TestTest TestTest
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
ExperimentExperiment ExperimentExperiment Try outside business hoursTry outside business hours
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
• ContentGems.comContentGems.com
• Spundge.comSpundge.com
• AllTop.comAllTop.com
• Swayy.coSwayy.co
• Feedly.comFeedly.com
• Scoop.itScoop.it
• Paper.liPaper.li
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Content Content curation tools curation tools Content Content curation tools curation tools
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
2. 2. EngageEngage2. 2. EngageEngage
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Mari Mari says…says…Mari Mari says…says…
““Content is KING, Content is KING, but engagement is QUEEN but engagement is QUEEN and she rules the house.” and she rules the house.”
@marismith@marismith
““Content is KING, Content is KING, but engagement is QUEEN but engagement is QUEEN and she rules the house.” and she rules the house.”
@marismith@marismith
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
• FASTEST response time winsFASTEST response time wins• ~30 minutes! (average = 19 hours)~30 minutes! (average = 19 hours)• Warm, personal, humanWarm, personal, human• Use first namesUse first names• @ tag@ tag• Think outside the boxThink outside the box
EngageEngage: “socially : “socially devoted” devoted”
EngageEngage: “socially : “socially devoted” devoted”
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
““The current industry benchmark allows for a The current industry benchmark allows for a response time of around 19.2 hoursresponse time of around 19.2 hours, which , which is an improvement compared to Q1’s response is an improvement compared to Q1’s response time, which was more than 22 hours. time, which was more than 22 hours. We We advise brands to try to respond within 30 advise brands to try to respond within 30 minutesminutes. Depending on the nature of your . Depending on the nature of your service, you may want to consider 24/7 service, you may want to consider 24/7 support.” support.”
~Jan Rezab, CEO SocialBakers.com~Jan Rezab, CEO SocialBakers.com
EngageEngage: “socially : “socially devoted” devoted”
EngageEngage: “socially : “socially devoted” devoted”
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
“The best businesses begin with
EMPATHY@BrianSolis
”
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
ExampleExample Facebook Page Facebook Page ExampleExample Facebook Page Facebook Page
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
ExampleExample Facebook Page Facebook Page ExampleExample Facebook Page Facebook Page
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
ExampleExample Facebook Page Facebook Page ExampleExample Facebook Page Facebook Page
• Daily ad, just $5/day:Daily ad, just $5/day:• 30% increase in sales30% increase in sales• 23x return on ad spend23x return on ad spend
SEE: facebook.com/business/successSEE: facebook.com/business/success
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
ExampleExample Facebook Page Facebook Page ExampleExample Facebook Page Facebook Page
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
3. 3. ConversionConversion3. 3. ConversionConversion
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Promotion Promotion – 20/80– 20/80Promotion Promotion – 20/80– 20/80
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Can you really Can you really SELL SELL on Facebook?on Facebook?
““Engage via the wall. Engage via the wall. Sell via ads.”Sell via ads.”~Ken Rudin, Facebook Analytics Head~Ken Rudin, Facebook Analytics Head
SOURCE: bit.ly/7FBinsightsSOURCE: bit.ly/7FBinsights
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Conversion Conversion strategystrategyConversion Conversion strategystrategy
• FIRST build tons of value (social equity)FIRST build tons of value (social equity)• Space out your offersSpace out your offers• Clear CTAsClear CTAs• Make it Make it really really easy for easy for
people to buy from you!people to buy from you!
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 28
Jab, Jab, Jab, Jab, Jab, Jab, Right HookRight HookJab, Jab, Jab, Jab, Jab, Jab, Right HookRight Hook
SEE: bit.ly/JJJRH_mediumSEE: bit.ly/JJJRH_medium
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
• Upload your database for advertising & retargeting on Upload your database for advertising & retargeting on FacebookFacebook
• SegmentsSegments• Non registrantsNon registrants• UnsubscribesUnsubscribes• Lookalike AudienceLookalike Audience• NEW! NEW!
Website Custom Audience Website Custom Audience
Make use of Custom AudiencesMake use of Custom Audiences
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
““Last quarter I talked about our efforts to grow our Last quarter I talked about our efforts to grow our business through improving the business through improving the quality quality of our ads rather of our ads rather than just increasing the quantity. Our goal is to reach a than just increasing the quantity. Our goal is to reach a point where the point where the ads are as relevant and timely as the ads are as relevant and timely as the content your friends share with youcontent your friends share with you.”.”~Mark Zuckerberg~Mark Zuckerberg
Source: bit.ly/1h47fzOSource: bit.ly/1h47fzO
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Facebook ad relevancyFacebook ad relevancy
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Intelligent, RELEVANTSOCIAL ads
Intelligent, RELEVANTSOCIAL ads
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Facebook ads: get creative
Facebook ads: get creative
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Track Track & MeasureTrack Track & Measure
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Facebook likes + PTATFacebook likes + PTAT• Vanity metrics!Vanity metrics!
……unless you can connect directly to ROIunless you can connect directly to ROI
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Vanity Vanity metricsVanity Vanity metrics
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
““The number of Facebook fans you have, in The number of Facebook fans you have, in and of itself, means very little. But make no and of itself, means very little. But make no mistake: mistake: The number of relevant Facebook The number of relevant Facebook fans who care about your brand means fans who care about your brand means everythingeverything.” .” ~Jon Loomer~Jon Loomer
Get relevant fans fans Get relevant fans fans
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
What metrics to measure on Facebook:What metrics to measure on Facebook:• more traffic to your websitemore traffic to your website• growth in email subscribersgrowth in email subscribers• SEO – higher appearance on SERPs (search engine results pages)SEO – higher appearance on SERPs (search engine results pages)• increase in click through rateincrease in click through rate• increase in conversion rate to paying clientsincrease in conversion rate to paying clients• increase in revenueincrease in revenue• improved customer satisfactionimproved customer satisfaction• increase in brand sentimentincrease in brand sentiment• better ad performancebetter ad performance• improved ROI on social media time and money investedimproved ROI on social media time and money invested• increase in word of mouth referralsincrease in word of mouth referrals• increase in high-star reviewsincrease in high-star reviews• more foot traffic into your storemore foot traffic into your store
Suggested goalsgoals Suggested goalsgoals
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Social media Social media ROIROISocial media Social media ROIROI
© 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith
Connect with Mari on these sites:
Facebook: www.facebook.com/marismith
Twitter: @marismith
Instagram @mari_smith
Google+: www.google.com/+marismith
LinkedIn: www.linkedin.com/in/marismith
Mari’s website: www.marismith.com
Q&AQ&AQ&AQ&A
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