1.
10 Sneaky Loopholes to Stay Alive
Larry Kim,
KissMetrics Webinar
January, 2018

2.
#CMCa2z @larrykim
Today’s Agenda:!
1. What
Happened?
3. New FB Posting
Tactics
5. What Does
it Mean?
(New Strategy)
4. Larry’s Top 5 Alternate Channels to
Explore This Year
2. News Feed:
Now vs. Before
@larrykim @kissmetrics

3.
#CMCa2z @larrykim
3 Random
Facts About
Larry
@larrykim @kissmetrics

4.
#CMCa2z @larrykim
Slightly
Obsessed With
Unicorns
Make PPC
Magical
Again!
@larrykim @kissmetrics

5.
Live in Harvard Square, Cambridge, MA
@larrykim @kissmetrics

6.
#CMCa2z @larrykim
WordStream in 2008 vs. 2017
2008 2017
@larrykim @kissmetrics

7.
@larrykim @kissmetrics

8.
Working on a
New Venture for
the Last Few
months!
@larrykim @kissmetrics

9.
Have a 3-year old Kid (#ppckid)

10.
#CMCa2z @larrykim
And is it really a big
deal? (Spoiler Alert:
YES)
Part 1: What Changed?
@larrykim @unbounce #marketingoptweek

11.
@larrykim @kissmetrics

12.
@larrykim @kissmetrics

13.
#CMCa2z @larrykim
Part 2: FB News Feed Changes
Now vs. Before
@larrykim @unbounce #marketingoptweek

14.
@larrykim @kissmetrics

15.
@larrykim @kissmetrics

16.
My Post FB Post Engagement
Unicorn Social
Updates are +10x
More Engaging Than
Donkey Posts
98% Go nowhere
@larrykim @kissmetrics

17.
“There’s more public content
than posts from your friends and
family, the balance of what's in
News Feed has shifted away.”
@larrykim @kissmetrics

18.
“Posts from friends are
going to be prioritized.
Page posts will be
demoted.”

19.
Part 3. Three New FB
Posting Tactics to Try
(and one to retire)
@larrykim @unbounce #marketingoptweek

20.
#CMCa2z @larrykim
Finding the Unicorn FB Posts Among The
Donkeys
Spoiler Alert:
Optimize for Comments
@larrykim @kissmetrics

21.
#CMCa2z @larrykim
9 out of 10 marketers suffer from
Donkey Denial Syndrome*
@larrykim @kissmetrics

22.
#CMCa2z @larrykim
Need an Objective Way to Discern Unicorns
vs. Non-Unicorn Posts
Spot The Unicorn
@larrykim @kissmetrics

23.
#CMCa2z @larrykim
Larry’s Donkey Detector
Finds Unusually
Posts With Lots
of Comments
@larrykim @kissmetrics

24.
#CMCa2z @larrykim
Strategy #1: Larry’s Unicorn Detecting
Pyramid Scheme
1. Audition content on
other channels (Twitter,
LinkedIn, etc.)
2. Measure the comments
3. Kill the Donkeys
4. Post the winners to FB
Page!
@larrykim @kissmetrics

25.
#CMCa2z @larrykim
Strategy
#2: Make
Unicorn
Babies!
@larrykim @kissmetrics

26.
@larrykim @kissmetrics
Post had +1000
comments and
shares. HOW?

27.
#CMCa2z @larrykim@larrykim @kissmetrics
Michael Stelzner
told me he got
hundreds of
thousands of
views on his
video! (So I
figured, I should
do this, too).

28.
#CMCa2z @larrykim
Strategy
#3: The
Russian
Method
@larrykim @unbounce #marketingoptweek

29.
#CMCa2z @larrykim@larrykim @unbounce #marketingoptweek

30.
#CMCa2z @larrykim@larrykim @unbounce #marketingoptweek

31.
#CMCa2z @larrykim@larrykim @unbounce #marketingoptweek

32.
#CMCa2z @larrykim
• 42 “Likes”
• 27 shares
• 20 comments
• 3 page likes
• 200 website
clicks
• $50!
@larrykim @unbounce #marketingoptweek

33.
#CMCa2z @larrykim
FB Says They Will Penalize This Going Forward.
Warning: Stop Posting “Comment Bait”
@larrykim @kissmetrics

34.
#CMCa2z @larrykim
Part 4: My Top New
Channels
to Explore in 2018
@larrykim @kissmetrics

35.
@larrykim @kissmetrics
#5: Facebook
Groups

36.
(Groups Trigger Tons of Notifications)
@larrykim @kissmetrics

37.
#4: Facebook
Messenger
@larrykim @kissmetrics

38.
Messaging Apps have Surpassed Social Networks
Big 4 Social
Networking
Apps
Big 4
Messaging
Apps
Yet only 1% of businesses can automatically engage w/ customers via messaging.
@larrykim @kissmetrics

39.
@larrykim @kissmetrics

40.
@larrykim @kissmetrics
(vs. 100M on
FB)
#3: Instagram
Still Alive

41.
@larrykim @kissmetrics
#2: Facebook
Ads

42.
#CMCa2z @larrykim
#1: Diversify Channels
Twitter LinkedIn Medium YouTube
@larrykim @kissmetrics

43.
@larrykim @kissmetrics

44.
Medium: Half-Million Views per Month!
@larrykim @kissmetrics

45.
@larrykim @kissmetrics

46.
@larrykim @kissmetrics

47.
#CMCa2z @larrykim
Part 5: New Social
Media Strategy!
@larrykim @kissmetrics

48.
#CMCa2z @larrykim
What Does it
All Mean?
RIP Link
Posts from
Social
@larrykim @kissmetrics

49.
Website
FB
LinkedIn
Medium
Old Way:
@larrykim @kissmetrics

50.
FB
LinkedIn
Medium
New Way:
@larrykim @kissmetrics
Website
Website Website Website

51.
Now Entering
Unicorn-Land!
“Be a Unicorn in a Sea of Donkeys”
THANK YOU Thue & KissMetrics!
@larrykim @kissmetrics