how to build powerful, profitable relationships on facebook... and beyond!

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MARI SMITHSocial Media Thought Leader

Facebook Marketing Expert@marismith

How To Build Powerful Relationships on Facebook and Beyond!

#Presentation for Social Media Day San Diego, June 30th, 2014 and National Speakers Association annual conference Perform 2014 in San Diego, July 1st, 2014 (event runs June 29th to July 2nd). See more at: http://www.socialmediadaysandiego.com/ & http://www.nsaspeaker.org/attend/Hashtags: #SMDaySD and #NSA14Connect with Mari on these sites:Facebook: www.facebook.com/marismithTwitter: @marismithInstagram @mari_smith Google+: www.google.com/+marismith LinkedIn: www.linkedin.com/in/marismith Maris website: www.marismith.com

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I believe in conversations and eye contact. Sir Richard BransonFounder and Chairman, Virgin GroupPhoto source: Forbes.com

#No amount of sophisticated technology will EVER replace in-person, real life connecting. You can look people in the eye, read their body language, shake their hand, feel their vibe and more. The next best thing is video, especially LIVE video e.g. Hangouts on Air!! (Best thing to come out of G+!)Must approach social media as if you were live, in person. Would not go up to a total stranger at a mixer and shove a big banner in their face asking them to buy from you. 2

Be a MEMBER first

#The secret to success on Facebook and all social media, is to be a MEMBER first, then a marketer. When you log on to Facebook as a user notice how you feel about certain posts in your news feed. What friends posts catch you attention? What business/brand posts catch your attention? Which ones annoy you and make you want to hide, unfriend, unlike?NOTE: People come to Facebook because they are a FAN OF FACEBOOK first they dont log on each morning dying to know what Target or Skittles or Starbucks has posted on their Facebook Pages that day! IF they are fans of your company and IF you are posting relevant, timely, quality content and IF youve found the right formula to get into the News Feed of your fans, then they may engage. 3

Our goal is to reach a point where ads are as relevant and timely as the content your friends share with you.~Mark Zuckerberg

Source: bit.ly/1h47fzOPhoto credit: bkmag

#The more you can craft your BUSINESS PAGE posts in a way that seamlessly blends in with your fans friends posts, the more humanized your company content will be. There is a fine art and science to this. Remember, think like a member first, then a marketer!4

The Problem With Facebook Reach explained in a single graphicOrganic

#Business users on Facebook had it real good for about six years now, Facebook is definitely pay to play!5

Seeing your content

Not seeing your content6%Source: BufferApp http://blog.bufferapp.com/facebook-reach-strategies

#Organic reach is reported to drop to as low as 1-2%. See: http://valleywag.gawker.com/facebook-is-about-to-make-everyone-pay-15473098116

More content, more friends, more pages1,500-15,000 potential stories100,000+ algorithm weights300 stories selectedExperiments by data scientists

#The average number of Facebook friends is 338 (compared to 130 back around 2008). 15% of Facebook users have more than 500 friends.From Pew Research: Among adult Facebook users, the average (mean) number of friends is 338, and the median (midpoint) number of friends is 200. In other words, half of all Facebook users have more than 200 friends, and half have less than 200.

500 terabytes of data are uploaded to Facebook every 24 hours. Source: http://seanclark.com/content-marketing-2/web-needs-human-content-curation/

From Facebook: Every time someone visits News Feed there are as many as 1,500-15000, potential stories from friends, people they follow and Pages for them to see, and most people dont have enough time to see them all. These stories include everything from wedding photos posted by a best friend, to an acquaintance checking in to a restaurant.Facebooks director of product management for News Feed told TechCrunch this April the total number of Pages liked by the typical Facebook user grew more than 50% last yearSee: https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-Feed

For more on the data scientist experiment, see:Facebook tinkered with users feeds for a massive psychology experimenthttp://www.avclub.com/article/facebook-tinkered-users-feeds-massive-psychology-e-206324

CONTENT: 90% of data in the world today has been created within the last two years. Source: IBMEvery two days we now create as much information as we did from the dawn of civilization up until 2003. Googles Executive Chairman, Eric Schmidt 7

Declining Reach, Rising Facebook Stock

Source: Jay Baer, ConvinceAndConvert.com on http://blog.bufferapp.com/facebook-reach-strategies

#Despite this dismal picture, business MUST continue to use Facebook! It remains the worlds NUMBER ONE social network with 1.28Bn monthly active users, almost 80% of which log on via mobile devices and are twice as active as desktop users. Facebook is the #1 social network referral traffic source -- it generates more referral views than all the rest combined.See: http://marketingland.com/ghost-town-google-social-referral-graveyard-887908

#From Contently.com: http://contently.com/strategist/2014/04/11/facebooks-goodfellas-moment/In an era where everyone is a publisher, owning your own audience is more valuable than ever and there are no shortcuts. Its time consuming, and its not cheap. But its the only answer to a new media world thats changing as fast as brands can keep up.As John Battelle noted, becoming a brand publisher is an existential choice its not should I publish content, its where should I publish content. 9

#Examples of content publishing companies who OWN their audience. Theyre building on their own land American Express OPEN Forum, Cox BLUE, Social Media Examiner10

Collect email addresses!

#Try your hand at running contests, but be sure to collect email addresses. You can administer contests on your wall now.See these helpful resources:Timeline Contest Creator: https://heyo.com/timeline-contest-creator-live Timeline Contest App: http://www.contestcapture.com Contest Capture to track entries: http://www.contestcapture.com 11

Collect Emails on Facebookheyo.com

#See www.heyo.com for this handy one-click sign up feature get people to opt in without leaving Facebook. 12

22s.com/marismith

#Use 22Social App, include a CTA button. See: www.22s.com/marismith Google Hangout > simultaneous broadcast on your Facebook Page > syndicate through unlimited Facebook Pages!! Big CTA button can be coded to an outside URL or use 22Socials SCRM feature and get an export of subscribers with their Facebook data!Aggregated Facebook comments.NEW FEATURE: Paygate via PayPal your Facebook community can buy from you without leaving Facebook!13

Create Lists

#Are you making good use of FRIEND LISTS and INTEREST LISTS? Be sure to create your own and/or subscribe to others. Go to: https://www.facebook.com/addlistSee this tutorial on how to create and use lists: http://www.marismith.com/how-take-back-control-of-your-facebook-news-feed/

Create a list in your industry and add a good selection of quality pages/people to it then share the list abundantly! Of course, make sure you also add your own profile/page to the list. Thats what Mari did with this Facebook Experts & Resources list with over 36,000 subscribers! Stay on top of Facebooks constant changes + get daily marketing tips by following this list managed by Mari: https://www.facebook.com/lists/10150585382860868

Encourage your fans to create a list and add your page to it.

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EnableFollow

#Increase your visibility in the News Feed by enabling FOLLOW on your personal profile and publishing content to PUBLIC as well as FRIENDS ONLY. You then have three opportunities to be seen in the News Feed: Friends, Followers and Fans (via your business page). Granted, this might not work for everyone but its worth a try! Mike Stelzner does this very effectively. Be sure to periodically post on your personal profile wall an invitation for your friends and followers to LIKE your fan page!15

FollowOneCourseUntilSuccessful

#FOCUS: Follow One Course Until SuccessfulSpeaking at the Silicon Beach Fest in Santa Monica, Calif., Facebooks Director of Strategic Accounts, Mark Wallrapp, talked about how many brands on social media (including Facebook) try to do too much or spread their focus too thin, in hopes of casting a wider net:I think a lot of smaller companies try to be all things to all people. Identify what youre good at and then own that and go a mile deep. I think sometimes companies try to go a mile wide and youre just never going to land.SOURCE: http://www.insidefacebook.com/2014/06/25/how-should-brands-approach-facebook-marketing-now/

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Visual Content Strategy

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#Get known for uncovering valuable content and you can build an authority for yourself in your market sector. Sean Clark - Co-founder of curation app http://kurasie.com See: http://seanclark.com/content-marketing-2/web-needs-human-content-curation/

Up until 2010, Mari curated 100% of her content for her social channels. She then started observing herself very closely as to what content she chose and what she would ignore. She created a very exacting, step by step process and trained team members how to curate on her behalf. This saves as much as two hours EACH DAY! 19

#Speaking at the Silicon Beach Fest in Santa Monica, Calif., Facebooks Director of Strategic Accounts, Mark Wallrapp, talked about how many brands on social media (including Facebook) try to do too much or sprea

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