How to increase your organic and paid reach using videos on Facebook! This presentation was delivered LIVE at Animoto's Social Video Marketing Summit in New York, NY in October 2016. For the companion video of this session, see https://animoto.com/summit20

1. WINNING FACEBOOK FORMULA
1© 2016 Mari Smith International, Inc. | marismith.com | @marismith
…for Getting Your Videos Seen!
Mari Smith’s

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3. 3© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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

5. VIDEO
Wins!
“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. | marismith.com | @marismith

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1. Embrace Facebook LIVE
2. Publish Native VIDEO
3. Amplify with Video ADS
4. Use a proven PROCESS
The Mari Method
4 STEPS
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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#1 Embrace Facebook LIVE
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Grilling
With
ZUCK
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

11. LIVE
Company
Launch
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Maëlle
 Pre-launch April 2016
Passion Page
 150k fans in five months
 2M+ reach
October launch
 Multi-person Facebook Live
 5x goal: 5,000+ distributors
Example
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Mobile?
 Use gear: case, tripod, mic, light
 Recommended: iOgrapher
Desktop?
 Via 3rd party app
Prepare
 Set date, time; announce
Purpose
 What outcome? CTA?
Publish
 Go for it!
Facebook
Live Tips
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

14. LIVE
VIDEO
TOOLS
 Facebook Live on desktop
 BlueJeans Primetime
 OBS, Wirecast
 Belive.tv
 Huzza, Smiletime ++
 Multi-person Live
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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#2 Get Seen With Native Video
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Video uploaded directly to FB
 Mobile or desktop
 Better reach
YouTube links?
 Some exceptions
Native
Video
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Be a HELPFUL specialist…
...that ADDS VALUE
How can you EDUCATE your audience?
Example
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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© 2016 Mari Smith International, Inc.

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What worked?
• Compelling content
• Highly shareable
• Timely, relevant
• ‘Mari Method’ boost
• 216k+ reach
• 47k+ video views
• 458+ shares
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Simple way to get started
Use existing photos & video clips
Example
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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© 2016 Mari Smith International, Inc.

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Results
Before
• Calls: 20
• Bookings: 6
• Website visits: 205
(12% from FB)
After
• Calls: 94 (79 from FB)
• Bookings: 49
• Website visits: 1,267
(42% from FB)
5X increase in calls, 6X increase in website visits, 8X increase in bookings!
Skydive booking $220 x 49 = $10,780
Total ad spend = $115
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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#3 Amplify With Video Ads
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

24. Video Ads
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81% of users mute video ads
Design for sound off
 Mary Meeker, Internet Trends 2016:
“Many online ads are ineffective,
especially VIDEO.”
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

25. Great
Video
(Ads)
Focus on quality from the first frame
High energy, entertaining
Evoke emotion
Relatable
Useful
Designed for sound off
• Add large, bold text
• Add captions (SRT file)
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

26. Boost
Button vs.
Ads?
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Boost your video posts
Quick and convenient
Use with Saved Audiences
Ads Manager
Objective: Video Views
Segment audience
Split test variables
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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#4 Use ‘THE MARI METHOD’
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Start here
First, build organic traction
Increased reach: organic & paid
Your ad dollars go much further
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Publish highly shareable CONTENT
Minimize your “ask”
Organic reach: 1-24 hours
Engage
Include strategic promotion
Boost some content
“Ride the wave”
Intersperse with your “ask”
The Mari
Method
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Mari’s #1 content creation tip
THUMB-stopping!!!!
Craft for MAXIMUM SHARES
“OMG, I must share this! Now!”
KEY
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

31. 6 Organic
Reach Tips
1. Post more VIDEO (native + Live)
2. Test outside business HOURS
3. Test posting LESS often
4. REPOST popular posts
5. Drive traffic from other SOURCES
6. EMBED posts & videos on your blog
31© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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$0.03 per share
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Mari’s ‘Amplification Formula’
Allocate budget in pieces
Learn to work with the algorithm
 Increase the ‘horsepower’ of your ads
Process
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

34. 34© 2016 Mari Smith International, Inc. | marismith.com | @marismith

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Install &
use the
Facebook
Pixel
Allows website visitor tracking
Build Website Custom Audiences
Place ‘retargeted’ ads
Maximize ad ROI & results
@mixpo
© 2016 Mari Smith International, Inc. | marismith.com | @marismith

36. Cheers!
Facebook: @marismith
Twitter: @marismith
Instagram: @mari_smith
Snapchat: @marismithchat
LinkedIn: marismith
Web: marismith.com
36© 2016 Mari Smith International, Inc. | marismith.com | @marismith