Facebook's Places in Social Inbound Marketing

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w w w . i n f l u e n c e a g e n t s . c o m SLIDE 1 FACEBOOK’S PLACE IN SOCIAL INBOUND MARKETING @matt_hodkinson #smlondon M A T T H O D K I N S O N

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Presented by Matt Hodkinson of Influence Agents at #smlondon with @linkhumans on 19th February 2013

Transcript of Facebook's Places in Social Inbound Marketing

Page 1: Facebook's Places in Social Inbound Marketing

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SLIDE 1

FACEBOOK’S PLACE IN SOCIAL INBOUND

MARKETING @matt_hodkinson #smlondon

M A T T H O D K I N S O N

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£ THE BIG DISCONNECT

#SMLONDON

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THE NEED

SOCIAL THAT SINGS

Social profiles that attract attention, build your community, and

offer a “top of the funnel” way to engage your audience, as you

would your email subscriber or DM

database.

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CONTENT THAT TRAVELS

Content that educates, without being overtly

promotional. Creative strategies have the

power to make content viral – reaching new, and highly-targeted

pools of prospects and leads.

CUSTOMER JOURNEYS

Calls-to-action that progress leads down the “social funnel”,

further qualifying them for your core products and services, adding

more and more market insight along the way.

PROOF OF A RETURN

Social is just another communications

channel, and if your advertising failed to

deliver, you’d drop it. Measuring the

effectiveness of social is the first step to

knowing whether ROI is even possible.

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#SMLONDON

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SLIDE 7 FB Page Example Good

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IN THE AGE OF SOCIAL MEDIA

DO YOU EVEN NEED YOUR OWN WEBSITE?

#SMLONDON

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THE SOCIAL FUNNEL – A CUSTOMER JOURNEY

#SMLONDON

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THE AVERAGE COMPANY SAW A

185% INCREASE IN TRAFFIC AFTER PASSING 1,000 FACEBOOK LIKES

Source: Hubspot

#SMLONDON

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WHAT’S YOUR

MESSAGE? NOW, NOW … NO SELLING!

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So how can my Business benefit from a “no selling” social media approach?

THOUGHT LEADERSHIP THROUGH CONTENT

#SMLONDON

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FACEBOOK = DISTRIBUTION (as is Twitter, Google+, Linkedin, Pinterest, YouTube…)

… providing you have the Reach and the Influence

#SMLONDON

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BRAND AWARENESS IS NOT ENOUGH

... BUT IT HELPS!

#SMLONDON

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WARNING: EVEN YOUR FANS DON’T SEE EVERYTHING Recent evidence has found that Facebook shows your posts to a subset of your Page Fans!

… but they’ll happily take your cash, in order to show them to the rest!

#SMLONDON

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THE FACEBOOK PROBLEM

GETTING SEEN! Getting your page and content seen on Facebook is becoming as much, if not more about promotion and paid inclusion, as it is about “earned reach”.

Savvy businesses use ALL the tools at their disposal, to lower the cost of success.

#SMLONDON

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LET’S GET YOU SEEN!

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THE FUTURE OF FACEBOOK

#SMLONDON

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ENGAGING FANS ON FACEBOOK

PROFILE

Use your very best images and brand

consistency for Cover and Profile pictures.

Use “About” and bio data to point users to your website (where you really want them

anyway).

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MEDIA MIX

Photo posts get 5x the reaction versus a text link post. Video gets

12x the reaction.

Use Highlight and “Pin to Top” to add focus to

the posts that best support your digital and

business goals.

CUSTOMISE

Add custom tabs/apps to bring core website

features into your Facebook Page.

Replace thumbnails with visual calls-to-action, and choose

features that support your inbound strategy.

CONVERSE

Add interactivity to your posts – use the full

extent of features such as polls/questions.

Actually listen to the comment reactions on

your page, and don’t be shy in responding in

kind.

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#SMLONDON

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SLIDE 21 #SMLONDON

THANK YOU @matt_hodkinson

[email protected]