Mari's keynote for the annual #SMDaySD event! :) http://www.socialmediadaysandiego.com/

1. Facebook Marketing
by Mari Smith
1
What’s Hot & What’s Not
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Best reach & engagement
+ Video ads
+ Facebook Live
Video in comments
Increase daily video views?
8Bn vs. Snapchat 10Bn!
VIDEO

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Which Type of Posts Get the Most Engagement for Brands?
Video = 3x links, 2x photos

5. Video
Posts
on
Facebook
“Video is largely underutilized on
Facebook.” ~Buffer
Video gets 3x engagement
BUT, of 7 posts/wk:
80% links
19% photos
<1% videos
5© 2016 Mari Smith International, Inc.

6. Video
Tools
Animoto
Easily create professional videos
Photos &/or video clips
Add text, design for sound off
Add royalty free music
Adobe Spark Video
Free & easy!
6© 2016 Mari Smith International, Inc.

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NEW Facebook Video Tool (iOS)
Automatic movie maker
Take 5+ photos or videos in 24hrs
 ”Most people can’t shoot compelling videos &
static photos are boring.” ~TechCrunch
Compete w/ Google, Apple
Slideshow

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9. New
Like
Button
Back to thumbs up icon
No “F” logo
9© 2016 Mari Smith International, Inc.

10. What’s
Not Hot
10© 2016 Mari Smith International, Inc.
Ineffective Video Ads
81% of users mute video ads
Mary Meeker, Internet Trends 2016:
“Many online ads are ineffective,
especially VIDEO.”
“Online ad efficacy
still has a long way to go.”

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“If there’s
ever been a
call to arms
to create
better ads,
this is it.”

12. 12© 2016 Mari Smith International, Inc.
Some of the BEST ADS are on
Snapchat
Ads tend to be authentic, entertaining, in
context
and often brief.
Snapchat
Ads

13. Video
Tips
Focus on quality from the first frame
Authentic
High energy, entertaining
Evoke emotion
Personal, relatable
Useful
Designed for sound off
Add lower third highlights
Add captions (SRT file)
13© 2016 Mari Smith International, Inc.

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Example
Facebook
video ad
No video?!
What’s
Not Hot

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Example video ad:
Mindvalley Academy

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Next generation cable TV
PLUS Internet
Features (now & coming):
Desktop (Wirecast, OBS)
Two-person remote broadcasting
Pre-scheduled, virtual waiting rooms
Continuous broadcasting
Facebook
Live

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Commercial
breaks coming
to Live!
 Source:
http://bit.ly/29fzpxe
Facebook
Live Ads

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Dedicated video tab
Five years from now,
your News Feed will
be probably all video
~Facebook VP

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MSQRD
• Masks, filters
• Entertainment!
• Edutainment 

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New Live ‘Creative Tools’ coming
 Source:
http://bit.ly/298pWE8
Facebook
Live
Creative
Tools

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$50M payout
140+ celebs & media co’s
Of the top 200 most viewed,
celebs/public figures = 63%
Media co’s = 15%
Regular users = 4%
Facebook
Live Push

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Live Video... without a strategy
Random ramblings vs. structure?What’s
Not Hot
😮😫🙄
💙😍👍
Start, but with goals
KEY = consistency

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Chalene Johnson &
Christine Dwyer: Fitness
Scott Monty: The Full Monty
John Lee Dumas: EOF
GaryVee: WineLibraryTV,
#AskGaryVee
Live
Examples

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360 Photos & Videos
Ricoh Theta S
360 LIVE!
ALLie Cam
360

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900 million active users
Chat has overtaken SMS
Messenger + WhatsApp =
60Bn messages/day
vs. 20Bn daily SMS messages
Facebook
Messenger

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Instant
Interactive
Personal
Proactive
‘Where’s my package?!’ = most
popular Q for retailers
Messenger
for
Business

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Rogers
65% increase in
customer
satisfaction
Canada’s largest
wireless carrier

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@username
Short URL
m.me/username
Messenger Codes
Use in print, product packaging
Install widget on your website
Messenger
for
Business
@marismith

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Page Plugin

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Support & enhance P2P
customer service
…not replace
1-800 Flowers
KLM
Messenger
Bots

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Instant
Articles &
Canvas
Loads 10x faster
Full screen
Immersive

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Non-responsive websites
Not mobile friendly
Slow load time
People will not wait >3 seconds
What’s
Not Hot

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Right rail ads
Facebook testing removal
New Page design
What’s
Not Hot

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Verified Pages (for now)
Instant Articles
Facebook Live
Branded
Content

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Carousel Posts & Ads
2 to 5 ‘cards’ – photos & videos
Different URLs
Organic posts + ads
Carousel

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Target – carousel ad with 10 cards

43. Summary
1. Create better video ads
 Study Snapchat!
 Design for sound off
2. Develop your Facebook Live plan
 Regular show?
3. Facebook Messenger
 Encourage PM
 Install web widget
 Use code & URL
43© 2016 Mari Smith International, Inc.

44. Cheers!
44© 2016 Mari Smith International, Inc.