facebook's places in social inbound marketing
DESCRIPTION
Presented by Matt Hodkinson of Influence Agents at #smlondon with @linkhumans on 19th February 2013TRANSCRIPT
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
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 2
w w w . i n f l u e n c e a g e n t s . c o m
£ THE BIG DISCONNECT
#SMLONDON
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 3
w w w . i n f l u e n c e a g e n t s . c o m
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.
1
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.
2 3 4
#SMLONDON
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 6
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 7 FB Page Example Good
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 8
IN THE AGE OF SOCIAL MEDIA
DO YOU EVEN NEED YOUR OWN WEBSITE?
#SMLONDON
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 9
w w w . i n f l u e n c e a g e n t s . c o m
THE SOCIAL FUNNEL – A CUSTOMER JOURNEY
#SMLONDON
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 10
THE AVERAGE COMPANY SAW A
185% INCREASE IN TRAFFIC AFTER PASSING 1,000 FACEBOOK LIKES
Source: Hubspot
#SMLONDON
WHAT’S YOUR
MESSAGE? NOW, NOW … NO SELLING!
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 12
w w w . i n f l u e n c e a g e n t s . c o m
So how can my Business benefit from a “no selling” social media approach?
THOUGHT LEADERSHIP THROUGH CONTENT
#SMLONDON
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 13
w w w . i n f l u e n c e a g e n t s . c o m
FACEBOOK = DISTRIBUTION (as is Twitter, Google+, Linkedin, Pinterest, YouTube…)
… providing you have the Reach and the Influence
#SMLONDON
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 14
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 15
w w w . i n f l u e n c e a g e n t s . c o m
BRAND AWARENESS IS NOT ENOUGH
... BUT IT HELPS!
#SMLONDON
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 16
w w w . i n f l u e n c e a g e n t s . c o m
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
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 17
w w w . i n f l u e n c e a g e n t s . c o m
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
LET’S GET YOU SEEN!
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 19
w w w . i n f l u e n c e a g e n t s . c o m
THE FUTURE OF FACEBOOK
#SMLONDON
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 20
w w w . i n f l u e n c e a g e n t s . c o m
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).
1
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.
2 3 4
#SMLONDON
w w w . i n f l u e n c e a g e n t s . c o m
SLIDE 21 #SMLONDON
THANK YOU @matt_hodkinson