Social Media Presentation for

April 2016

By

Expertise

Commercial Integrity Responsive

Partners

About Anicca

Invest in tools, technology and

education

Our campaigns deliver leads,

sales and profit

Ethical, transparent and honest business

Flexible, friendly and quick to

respond to your needs

Develop long term partnerships to

become an extension of your

team

Formed in 2007, we work with a plethora of household names and independent brands. Being Google Partners and Analytics Qualified means we employ only the most professional of techniques to help businesses realise the potential of search

marketing. Our services include Paid Search, Organic Search, On and Off Page Content, Digital and Traditional PR, Social Media and ecommerce consultancy.

IntroductionSamantha Hearn, Head of Social Media & Content

Short, sweet — and capable of packing a punch at 140 characters. I am a social media specialist with global brand experience including New Look, Joules and PepsiCo. Let’s Stay in Touch:

@_thesocialsamhttps://www.linkedin.com/in/samanthahearn

@TheSocialSam

#LeicesterDigital

• Why and how you should use Facebook for B2B marketing

• How businesses are successful on social media

• A closer look at content• Practical tips

What we’ll cover

Facebook for Businesses

Why you should consider Facebook• Every day 1 billion people spend 20 minutes

checking their Facebook newsfeed• Facebook is making moves towards the

business space• Advertising intelligence that’s cost effective• Data, Data, Data• Prospects will still use social media to

evaluate your business • Recent study by The Drum (

http://bit.ly/25Ir7kZ) has found 64% of B2B companies use Facebook. 65% of these say it’s a strong tactic for generating leads

What should you use Facebook for?“Facebook works for B2B: Facebook users want awesome distractions. Show them something awesome that helps

with their work, and they’ll click” Brain Carter, 2016

Facebook is a great tool for driving:• Thought leadership• Lead generation

What makes a brand successful on social media

Clear objective What exactly do you want your social media to do?Know your audienceWho are you talking to and importantly, where do they spend their time online? Captivating contentWhat will make your customer elect to pull your posts through their filterOptimised implementation When’s the most effective time to talk to you customerMeasure and Test Consistently measuring and testing your activity will keep you ahead of the curve

A Closer Look at Content

Content

SEO

PRSocial

External linksTrafficDomain authoritySearch rankingsTrust/ credibilitySEO’d press releasesDrives media through Google searchBlog –works both ways

Drives traffic Trust/ credibilityTouch point in sales funnelCustomer reviewsCustomer interaction

Promote Content to gain media coveragePost media coverageEngage with media via Twitter

The importance of content

B2B doesn’t mean boring to boring

How to Create Excellent ContentPost types

Brands that ‘get it’

Brands that don’t

How to create excellent content

Don’t forget to leverage your community

Use your community to:

• Capture ideas and problems your potential prospects may have through ‘social listening’

• Leverage peer recommendations for content

Practical Tips

Facebook advertising to support PPC

• Utilise the full potential of precise Facebook ad targeting to segment your audience

• Tailor your message to different segments based on what they respond to better

• Start collecting & segmenting data in Google Analytics for potential expansion to Google network

Lead generation When someone clicks on your lead ad, a form opens with the person’s contact information automatically populated. This makes filling in the form as fast as two taps.

The Benefits:• Quick and easy method to

attain customer’s data• Reduced cost per lead • Respond to leads in real time

Facebook Lead Ads

Facebook Live

“…in 2019, video will account for over 80% of the world’s internet traffic and almost a million minutes of video will be shared every second.”

The Benefits: • Facebook’s News Feed puts emphasis

on live streaming• People are automatically notified –

unless they proactively opt out• No need for expensive production

costs• The visibility

Audience optimisation for posts

A free and completely under used Facebook feature, audience optimisation for posts allow you to deliver segmented organic content to the right audience. You can even put in audience restrictions, limiting competitors or those who have no propensity to buy from you seeing the content.

Don’t forget distribution timesNow you know ‘who’ your target customer is, find out where they interact and when. For example, are they on Facebook during office hours – does interest peak at lunchtime, what about the commute?

Any Questions?Samantha HearnHead of Social Media & ContentT: 0116 298 7485E: sam@anicca.co.uk