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Profitable Facebook Marketing - Mari Smith - Latino iConnect

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Information about Profitable Facebook Marketing - Mari Smith - Latino iConnect
Social Media

Published on March 5, 2014

Author: marismith

Source: slideshare.net

Description

My session at http://latinoiconnect.com ;-)
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Profitable Facebook Marketing: MARI SMITH Social Media Thought Leader How To Turn Fans Into Paying Customers © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Social Media OVERWHELM © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Data Overload “90% of data in the world today has been created within the last two years.” Source: IBM © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Your BIGGEST Social Media CHALLENGE? © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

TIME! © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Solution? SYSTEM! 1. CONTENT (create + curate) 2. ENGAGEMENT 3. CONVERSION © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 6

Social channels © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 7

Lead generation © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 8

The new social landscape Cannot silo Facebook • 2014 = integration, multiple channels • Facebook is pay-to-play • You need a solid FOUNDATION • …and a solid PLAN! © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith 9

1. Content © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Content strategy • Develop a robust, yet fluid, CONTENT strategy • Why fluid? • • • You’ve got to be able to adapt as Facebook changes algorithms and introduces new features You want to stay fresh, innovative and top of mind Don’t be afraid to include CTA’s! © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Test Five key areas to test: 1) FREQUENCY • 2x a day? vs. 1x/hour? 1) TIM ING • Day of week + time of day • Check “when fans online” 1) TYPE • Status update, photo, video, link • Also: offer, event, milestone, cover image 1) LENGTH • < 120 vs. 500 vs. 1,200 characters? (63k = max!) 1) TAGS • @ tag other Pages © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Experiment Try outside business hours © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Content curation tools • ContentGems.com • Spundge.com • AllTop.com • Swayy.co • Feedly.com • Scoop.it • Paper.li 14 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

2. Engage © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Mari says… “Content is KING, but engagement is QUEEN and she rules the house.” @marismith © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Engage : “socially devoted” • FASTEST response time wins • ~30 minutes! (average = 19 hours) • Warm, personal, human • Use first names • @ tag • Think outside the box © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Engage : “socially devoted” “The current industry benchmark allows for a response time of around 19.2 hours , which is an improvement compared to Q1’s response time, which was more than 22 hours. We advise brands to try to respond within 30 minutes . Depending on the nature of your service, you may want to consider 24/7 support.” ~Jan Rezab, CEO SocialBakers.com © 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

Example Facebook Page © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Example Facebook Page © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Example Facebook Page • Daily ad, just $5/day: • 30% increase in sales • 23x return on ad spend SEE: facebook.com/business/success © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Example Facebook Page © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

3. Conversion © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Promotion – 20/80 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Can you really SELL on Facebook? “Engage via the wall. Sell via ads.” ~Ken Rudin, Facebook Analytics Head SOURCE: bit.ly/7FBinsights © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Conversion strategy • • • • FIRST build tons of value (social equity) Space out your offers Clear CTAs Make it really easy for people to buy from you! © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Jab, Jab, Jab, Right Hook SEE: bit.ly/JJJRH_medium 28 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Make use of Custom Audiences • Upload your database for advertising & retargeting on Facebook • Segments • Non registrants • Unsubscribes • Lookalike Audience • NEW! Website Custom Audience © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Facebook ad relevancy “Last quarter I talked about our efforts to grow our business through improving the quality of our ads rather than just increasing the quantity. Our goal is to reach a point where the ads are as relevant and timely as the content your friends share with you .” ~Mark Zuckerberg Source: bit.ly/1h47fzO 30 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Intelligent, RELEVANT SOCIAL ads © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

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 & Measure © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Vanity metrics Facebook likes + PTAT • Vanity metrics! …unless you can connect directly to ROI 35 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Get relevant fans “The number of Facebook fans you have, in and of itself, means very little. But make no mistake: The number of relevant Facebook fans who care about your brand means everything .” ~Jon Loomer © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Suggested goals What metrics to measure on Facebook: • more traffic to your website • growth in email subscribers • SEO – higher appearance on SERPs (search engine results pages) • increase in click through rate • increase in conversion rate to paying clients • increase in revenue • improved customer satisfaction • increase in brand sentiment • better ad performance • improved ROI on social media time and money invested • increase in word of mouth referrals • increase in high-star reviews • more foot traffic into your store © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Social media ROI © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

Q&A 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 © 2014 Mari Smith International, Inc. | marismith.com | facebook.com/marismith | @marismith | google.com/+marismith

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