INBOUND 2015 I&E: Mari Smith "Facebook Marketing Success"

Thank you. Thanks. Okey dokey. All right, let's get this show on the road. Hold on a second because I got my little timer thing over here. Keep myself on track. That's it. Get my clicker thingy. Jiggery. Hi, good morning. Greetings. Thanks so much for being here. There's a million places you could be. Look at you. You showed up here. I'm very honored and delighted. This is my first time at HubSpot and actually it's my first time in Boston. So thanks for having me. Really appreciate it and. Oh, thank you. My gosh, some Bostonians here. So I got about 45 minutes of content I'm going to pack into 35 minutes because we want to make sure we have about 10 minutes of Q and A. And as always, I do like to pre schedule some tweets. So obviously you're following the hashtag inbound15. I've got a whole bunch of tweets coming out. You're welcome to access those because I often put additional links and whatnot that you'll be able to get value from. In particular, my slides are there. You can help yourself. Put up a landing page. My slides are there. They're on SlideShare. And there's also some additional resources if you want to click the button. So that's how that goes. So let's see if this is the first time you're hearing me speak and you've only ever maybe read my tweets or my Facebook posts or not at all. First time you're even hearing of me. You can tell I just have a little bit of an accent. So just in case, we'll explain what it is. I'm actually born in Canada. Any Canadians in the house? Woo hoo. Good on you, eh? So you're starting you're gonna hear me say like out and about, and I like to go up in the mountains, and then you'll start hearing me like, rolling my arms and you're like, wait, where's she from? So my parents are both Scottish. I was born in Canada, and then I lived in Edinburgh for 20 years. And then I came to California in 1999. Basically, long story short, I came with 50 British pounds in my pocket with two suitcases, knowing one person. And then I like to joke about being an overnight success, 10 years in the making. Can anybody relate? But anyway, so I've got basically Scottish, Canadian, Californian, Scandifornian, something like that. And I get very excited about my topic. I'm very, very passionate about Facebook. I got involved with Facebook in 2007. And I just absolutely love, love, love Facebook. And I do. And so if I get really excited and my accent starts thickening up, we'll see if we can get some subtitles for you. Okay. All right, let's dive in. So here's what we're going to cover for you. So real quick, three critical Facebook trends, top mistakes. This was amazing. So you guys are some of the smartest people here, learning how not to do Facebook and how hopefully to do it right. I know that there's a broad range here. There's complete beginners to absolutely advanced here. And some folks were asking me, what level is this going to be at? And I really do my best in all my talks to. To incorporate all levels. Okay, so there's beginner, intermediate, and advanced. There's something for everybody here today. We're gonna talk about your objectives, your content strategy, and my four phase content and profit system. And then amplification strategy to make sure you're getting leads. Because after all, one of the main purposes of Facebook is to generate leads, and then you're going to nurture the relationships through email and other means. Okay, on we go. Let's dive in. So here's the thing. Most people understand this probably. I think this is a fairly, you know, savvy audience. I've been here all week. In fact, I came in, I flew in early just to make sure that I was in the front row to see Brene Brown. She's one of my favorite speakers on the planet and who enjoyed Amy last night. Amy Schumer. Yeah. Oh, my God. Like, yeah. She is a funny lady. Both. It's so funny because my partner and I were talking about how both Brene and Amy, they're similar, making a difference in the world. They're very, very comfortable in their own skin. They're great, great women leaders. In any case, I digress. So the problem with Facebook, organic reach explained in a single graphic. So here we go. So not seeing your content. Not senior content. Not. Not. Nope. Crickets. Crickets. Crickets. Oh, my gosh. Only 6%, roughly. If you're lucky, it could be between 1 and 6%. Everybody knows organic reach has plummeted, right? Organic reach is down. And my friend Jay Baer, many of you know Jay, he has his wonderful mash up graphic created that as organic reach plummets. Oh, the Facebook stock price is going up. Well, of course, it's people. Oh, pay to play. And a lot of small businesses that I talk to around the country and the world, they get Frustrated. Why is Facebook pay to play? Well, you know folks, it's not 2012 anymore, right? It's like Facebook, they got really, really bec. An inextricably linked part of our life, right? They're part of our day to day habit. First thing in the morning, last thing at night, through the night, multiple times a day, 14 times a day is the average that people check their Facebook. I don't know about you, I'm more like 14 times an hour. So I'm an anomaly. I'm sure folks here are too. But in any case, this is not necessarily bad news. I mean that little sliver there, that means good news that you can actually extremely laser target through incredible granular Facebook ad targeting the most targeted traffic that your Facebook, excuse me, your advertising dollars can buy and Instagram now, right? Very, very exciting that you can do the same kind of targeting on Instagram. So let's see, this thing is supposed to click, Come on, I press U and you move. That's our deal. All right, so why, why is organic reach so low? There are. This is Facebook's explanation. Okay. There's more content, less people have more friends. Back in the day, 0708 the average number of friends was about 130. And now it's something like 350. Of course there's the Dunbar 150, right? You could supposedly only connect with the 150 people actually know them in your mind. But then some people say, well Mari, why does Facebook limit us at 5,000 friends? And like, well, turn the follow button on. How many of you have follow enabled on your profiles? Oh my gosh. Oh my gosh. All the rest of you are so secret and private or you just don't like raising your hands. Seriously, I have all due respect. If you choose to use your personal profile just for personal, that's what it's designed for. For me personally, I find it a tremendous, tremendous way to reach more people in the newsfeed. You've basically got three audiences that you can use in this newsfeed or you can reach. You've got, if you post to just friends from your profile. If you open up and you turn your follow button on. Now when you post to public, that's a whole other group of. I have half a million followers, 500,000 followers. And okay, so some of them are from Egypt and India and that's okay. They're not necessarily going to be buyers but there's an awful lot of wider audience is my point. And then of course you've got Your fans. And then you've got people that you advertise to now. Then on any given day when you visit your newsfeed, there are between 1500 and 15,000 potential stories that Facebook could show you. Did you know that the algorithms, the Facebook newsfeed ranking algorithm, a lot of people call it EdgeRank. Facebook never called it EdgeRank, but people, people call it EdgeRank. Basically, it's got 100,000 weights. It's insane. It's crazy. And we only know maybe about 10 or 20 of them. And so then out of all those potential stories, Facebook chooses just 300 to display to you. They've done an amazing job over the last even six months or so of giving us way more controls. I love that See first, right? You all know by the see first, you can choose to have someone show up first and pages or profiles. Jeremiah Aouiag, Anybody know him? Yeah. See a few heads nodding. Jeremiah is one of my favorite people to follow. Have him. He's one of my first people. And of course, your content's affected by user interaction or lack thereof. It always cracks me up when I see these posts and people saying, oh, okay, then like this post to make sure that you keep seeing my content or Facebook's taken, doesn't let everybody see my posts and, you know, just unfriend me if you're not gonna read my stuff. And it's like, you know, all due respect, those people don't really understand how Facebook works. So anyway, this is just explaining to you why organic reach has gone down. And we're going to talk a little about advertising and how you can reach your market as well. Let's dive in first to some of your trends, your critical trends here. So first off, and this is not news to most of you, but there's a few key points I want to make. Facebook is absolutely disrupting television and video. It's becoming, if not already the biggest multimedia television, if you will, live tv. Now, especially with the Facebook Live, we've got Periscope, Meerkat labs, all the rage right now. And so all this live, you know, interaction that people just love. And so with this aspect of being able to put up live video or recorded video now, then one of the things really interesting, there's no sound on this. I just want to kind of. I'm just going to let that play while I share this with you. A recent study about six months ago by Ogilvy revealed that 73% of the video. Video on Facebook as ripped from somewhere else. Ouch. That's really not good. So of course people are going to YouTube and you probably read about it. This is called freebooting, where actually people are downloading and scraping videos and then uploading them as native. Now Facebook's doing their best. They got this matching technology that they're bringing in. So that how it's going to work, it can scan real quick, millions of videos and all it's going to do is notify the original owner of that video. Hey, your content is up here. Do you want it taken down? Very different than what YouTube does. But it's going to be an evolving market, something that we really want to keep our eyes on. And you know, I suppose it depends. I was thinking why would they do it that way? Truth be told, it could actually be beneficial. If somebody's got 15 million hits on your video and you're getting some good traffic and leads from it, well say, yeah, leave it up. But you know, it's unfortunate. It's just one of those things that we're gonna need to be really working closely with Facebook on. All right, so this is supposed to be a video, but it's just an audio. In fact, it's not even an audio. Ooh, fancy that. So what this one is. Yeah, look at that. Yeah. Well, I went to the speaker room earlier and we didn't quite get it, get it fixed. But that's okay. What I wanted to make here, the point of this video is actually on my page and real quick, I'm gonna give a shout out to a fellow Canadian, Jenny back. Her name is J A E N Y and Beck is B A I K. She is from Vancouver and she's got 10 years in television. And she and I met recently at an event in Dallas and she did an amazing job just with her iPhone and she's like this. And she used her arm as a, as a. You know, even with a six plus big giant thing like this. Right. She just hold it like that. She did a really, really good job. That's what I wanted to show you there. And not extra microphones. It just was a really well produced video. Well, she, I said to her, after she put it up on her page, I said, jenny, would you mind dropboxing me your original HD video? And I want to load it up on my page as a native video. You're going to get much more visibility with that and I'll put whatever link you want up there and happy to send people your way. And she totally agreed. Of course, that's a win, win way to do, you know Video sharing. I'm going to be doing a free Facebook webinar next month with Cision, the big PR agent and I'm recording a video for them. And same thing. I said, look, I'll give you the native video, you guys put it on your page and you'll get much more organic views. Native video on Facebook has the number one organic views right now and especially live. How many people in the audience have Facebook Live have access to it? Anybody? Peg, you and I are the only ones. Wow. I gotta tell you folks, Facebook Live is probably. I saw a couple other hands here. I'm most excited about Facebook Live than probably anything else in the last year or so that's come out of Facebook. I'm really anxious for it to come out to more users. It's coming to verified profiles. The only reason they're doing a phased rollout is because you can imagine 1.5 billion users of like, you know, your newsfeed would be filled with hi world, hey, you know, there's a whole bunch of people just chit chatting on their videos. But it is coming. They're going to have it to all users now can Facebook over to YouTube? One of my tweets I have coming out is actually to a wonderful blog post by Om Malik, the founder of gigaom and he has an excellent article and it really goes in deep detail about why and how Facebook can overtake YouTube. This is one of his charts. Mobile video for sure. Mobile video traffic is supposed to grow 55% each year until 2020. Right now the 600 million LTE subscribers, 3.7 by 2020. So micro video, right? So those little short videos. Actually our friend Guy Kawasaki. Are you living right now? Oh, hey, hi Facebook world and Pegs Peeps. One of the ways I saw Guy Kawasaki using this Facebook Live is literally just doing like 60 second. Like he's showing you what's in his backpack or something like that. So he's not necessarily using it to do, you know, like a live, live session with his peeps. There's going to be so many uses. I really encourage everybody in the audience to be thinking about whether for you, yourself and your own business or you're an agency, you work with clients really be coming up with strategies for how to use live video to make it interesting, engaging, behind the scenes storytelling, Q and A. Fun really. That whole aspect of humanizing and personalizing your business and the brand, inviting people in. I've got some examples of that coming up. Facebook's absolutely becoming a media channel. It's 10 times bigger than the biggest TV channel on the planet, ESPN. That's a little stat from our friends at SocialBakers. I love SocialBakers.com if you haven't checked them out for sure, do trend number two again. Now. I wrote a book called A New Relationship Marketing. Something is very, very close to my heart is the concept of relationship marketing, which to me that's what all social media is. Inbound, outbound. All marketing is essentially building relationships. As we all know, people do business with people they know like and trust. One aspect of what Facebook is doing is this messenger for business. Back in March at the FA annual conference, Facebook announced hello, the messenger is now a, the API is now open and then it's a standalone app. Right. And so then they also announced that they're going to be able to integrate, in fact they started to already to integrate messenger with online merchants. Okay, so think about that. It's almost, almost as good as being able to text message with your customers. So someone goes online and orders something and then it pops up, you know, oh hey John, you just got that shirt in red. It's come in now in your favorite blue. Would you like us to send it in your size? One click? Sure. Facebook, click that little messenger button. They've got your credit card, your whatever address and shipping and all that track packages. I mean it's really a seamless integration and in years coming I can see this being an incredible tool that companies who really get the importance of exceptional social customer care using both public and commenting and private behind the scenes with this messenger app absolutely will be rising to the top. Now then, and I've got some other stats about that for you. Response time. This is kind of the bane of some page owners lives. If you respond to 90% of your messages in a median response time of just five minutes. I don't know where they came up with that number but then you get that magic little ooh, green. It's only public, it's only the good news, it's only public facing. Very responsive to messages. Once you meet that criteria and you have to then maintain it, but it doesn't show up until you do. So it's a really interesting metric of an experimenting among page. I have some of my clients and students that have got literally millions of fans. They've deployed an entire team to manage the private message box and are managing to maintain that. Very responsive. Depending on the kind of business you do, you might want to really strive for putting your dollars and your resources into trained, passionate, committed social media managers. Community managers to offer tremendous service. It really, really pays off. So on that note, actually, I'm going to back up for a second because I think it's there. On that note, about social customer care and response time. Now, Social Bakers, I think I have this going out as a tweet. Social Bakers, they're social analytics company out of Prague in the Czech Republic. Shout out to Jan and the team. They do often studies. Now then, here we are in the United States. I consider myself, I'm very blessed to have two passports, an American green card, Canadian passport, British password. I'm not an American citizen, but I absolutely am a resident alien. I put my little antenna away at night. No, I'm just kidding. I don't know how they call that. Right. I'm a resident alien. But anyway, the point I'm leading up to is I love this country. I love it with a passion. And I love San Diego, I love California. And our social customer care in the United States, that is the messages we respond to on Twitter and on Facebook is really bad. On Facebook, United states ranks number 23 out of 24 countries on Twitter. I believe off the top of my head, the number is something like 33 out of 37. And I'm pretty sure that's a tweet going out. So, folks, the bad news is, oh, my God, that sucks. The good news, and we got work to do. The good news, we offered a profound opportunity right here to bring incredible social customer care through our channels. Our primary channels, Facebook and Twitter. For most people, probably Instagram too, LinkedIn and Pinterest. That by having fast response and courteous and kind and going above and beyond surprise and delight, really wooing and wowing your customers, bam, you are really going to rise to the top. So anyway, I really harp on about that because one of my favorite topics about social customer care, trend three brand storytelling. This is absolutely. See, they go hand in hand. The beautiful thing, folks, when you offer exceptional customer care, you're automatically going to have an amazing number of great stories to tell. Putting the spotlight on your customers, doing case studies and featuring how amazing that your customers are doing. This is Sven. Sven is out of San Diego and he's the founder of a company called Jelly Skateboards. He makes glass skateboards. They're made out of bulletproof glass. Now then, as I am going around the country with Facebook and we are actually introducing at each of the cities, four, just four small business success stories. Now then, there are 40 million active Facebook pages, okay? For small businesses, small business active Facebook Pages. Out of those 40 million, only 2 million are active advertisers. Aha. So we can see Facebook's like, wait A second, that's 38 million people that need to understand or hopefully can be educated to understand how the paid products work. Okay. How the advertising works. And so that's where Sven was. One of the Ford in San Diego has a fabulous story about how when he was a kid, his father made him this glass skateboard. And then when he was in college, he didn't want to whatever, buy a car. So he just was transporting himself around one of these jelly skateboards or glass skateboards. And he's done exceptionally well with himself for his business on both Instagram and Facebook. A great, great story. Another one now this is out of Minneapolis. This is Kale and his sister Aubrey. And they have what's called now in Scotland, I would pronounce this the Herbivorous. Herbivorous, really of the Roaldards, but it's called Herbivorous. The herbivorous butcher basically is meatless meat. And Cale and Aubrey have an amazing story and they're funky and they're cool. How fortuitous. His name's Kale and he has a vegan business. This guy was so much fun. And they do these live videos and they do these pop up stands and they have this loyal tribe of people following them around and wanting to purchase their meatless meat. So storytelling is really a huge part of doing your marketing on Facebook today. That's Kale there on one of the panels there at Minneapolis People centric. Mark Zuckerberg said it on the stage in FA in March. Making sure that we're more people centric. As you know, that's his mission. Make the world more open and connected. Now then, how many of you here have heard of Atlas? A few of you. Wow, okay. Goodness. Quite a few. Okay, maybe about three. No, three or four. It's all good. It's coming. You're gonna. It's gonn get much more mainstream probably in 2016. So you all know how retargeting works, right? If you don't. Real quick, it's synopsis. Basically you go to a website, you're looking at something to buy. In my case, it's probably a dress or shoes. And then I leave that site whether I buy it or not. And all of a sudden that dang thing starts stalking me all over the Internet and on Facebook until I buy it. And then sometimes it's still stalking me when they don't do an exclusion audience. Right. And so that works by cookies, and cookies don't work on mobile. So Facebook is striving to solve that problem by doing tracking and retargeting through Facebook login. So now your advertising and targeting is through device. That's the premise of Atlas. Excuse me. Is to reach people at the right time on the right devices, the right people at the right devices. So this is fun. This is John here, and he's checking out Ferrari's website. He's thinking about buying Mario Ferrari, and he's home, he's checking out the specs, and then he happens to have his phone here. And then he's like, whoa, look at that. An ad just popped up on his phone. Hey, John, take us for a test drive. That's the best kind of visual I can do to explain to you, like, how Atlas will work when it's coming on mainstream. It's available now to certain partners with Facebook. Very excited about this. It's going to be a game changer. All right, top Facebook marketing mistakes. I can run through this real quick. Facebook ads don't work. I hear this all the time. Even at these Facebook boost your business events, people are coming up going, somebody I met recently, actually, in Dallas, she says to me, Mario, I spent $10,000 on Facebook ads recently. I hardly got anything. And people say, oh, Facebook, oh, I tried Facebook ads. Oh, my God, does it work? Now, with all due respect, my usual answer is, honestly, it's user error. Because the right targeting, the right copy, the right image, and absolutely crucial, the right landing page. There is this concept called frame of mind marketing that means when people see your ad in their newsfeed and it's compelling enough, they click on it and they go, whoa, okay, great. This looks like it'd be a fit for me. I was kind of looking for this. How did they know? Oh, it's targeted. And then they click through. And it's one of the biggest breaks in the system is where they click through and there's a disconnect. It's not mobile friendly, or it's completely different, offers different, etc. So that frame of mind marketing, making sure that the landing page that you're targeting that people land on, obviously after they click on the ad, that has to be very seamless. So people, you know, they tried it. So many businesses are trained to just try it. It really is your user error. Not a clear message, confusing landing page, a wrong target. People say, oh, you know, I tried advertising. I ended up with, you know, a thousand new people just from. From Nepal. I'm like, well, did you get very specific about your geo targeting or like, what zip codes or country or city? And usually they don't. They try to target millions of people and be, you know, global. So the key obviously is education. That's why we're here today. That's why we're all learners. We're all lifelong learners. I do have a report on that. Mariosmith.com inbound. We tweeted it out. But you're welcome to go ahead and download a couple of free reports I got for you. One is on my 10 tips for getting better ad ROI. And then this one you see up there is on mistakes that people make. So I've got all the mistakes and solutions in there. Well, not all of them, but at the top. So not responding to your posts and comments. We already talked about that. Being, you know, low on the country, being able to really be responsive with your social customer care. And your posts are overly promotional. I see this a lot, especially in the ads. Guess what? What, folks? It's okay to boost posts or to promote posts in the newsfeed that are not always selling something. And I'll teach you a tactic about that in a minute. Strategy. I don't want to get ahead of myself only using the boost button. How many of you use the boost button? Okay, great. How many people use Power Editor? Yay, my peeps. Honestly, Power Editor, man, I was in there last night. They're always changing things. It can be a little complex. It's unwieldy. Right? I'm seeing some heads nodding here. It is like really. Well, I mean, there are some third party services that you can use and you know, to really do, to maximize your Facebook ads and not have the headaches of how the platform works, promoting posts without a measurable roi, even if that's getting better engagement, targeting the wrong audience, not having a budget at all for ads. And guess what? Number seven. So there's a company called Mixpo and they came out with a stat recently that 90% Fortune 500 companies are not doing Facebook ads. Right? They don't use pixels, they're not using pixels. Tracking pixels, conversion pixels, and retargeting pixels. There's really only two kinds of pixels, conversion and retargeting. So if you're using pixels, you're ahead of a vast majority of companies out there. It's a good thing. Now then, what are you saying? I'm doing a quick poll here. I like to do this with most audiences. Here's the thing I wanted to see by raising hands what you think is the most important? How many people here think that if you have the absolute hands down best, best, best product or service, then you're going to be successful, your business is going to be successful. Note takers. Oh, a couple people. All right. How about leadership? The best management team ever. Really amazing leaders. Best CEO. A few hands. Okay, great. How about margin? The best profit? You know, the more profit you make, then the better. Right? You're going to be successful. Really great profit margin. Oh, a few hands, few takers. All right, maybe you're just not hand raisers. How about sales and marketing? Who would agree? Absolutely. You should all be raising your hands of hello, we're at week long marketing call.