increasing inbound marketing with a social media strategy 20120429

Increasing inbound marketing with a social media strategy

Shona Mackinshona@socialface.com.auwww.socialface.com.au

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Old v’s New Marketing

OLD NEWNewsletters Linkedin

Website Facebook

TV and Radio You Tube

Business Directory Blog

Referrals Webinars / Podcasts

Surveys Forums

Intranet Google+

Other social sites

Why use social media

•It’s free•Its easily accessible•You have access to a HUGE audience•You can target your advertising

•It’s easy to run multiple campaigns to different audiences•It’s a way you can own the front page of google with more real estate•You can engage

The Plan

• Look at your existing marketing strategy and work out where social media can support you.

• Be clear on why you are embracing social media, whats the purpose?

• Know your outcome• Know your target audience, who you are talking too• Develop a content strategy - this is the foundation• Set objectives for your social media to deliver - 3, 6

and 12 months• Start Listening

The Team• Work out who is on your team• Do not relinquish control of your social media to a

junior because you think they know Facebook better than you

• If you would not trust the person to write a press release for you or a newspaper headline, they are not the best person to be your social media manager

• Think carefully about who has the time so their existing work is not effected, if you try and keep it in house.

The Platforms

• Your Website - Foundation• Facebook - Business to Consumer• Twitter - Short messages to everyone• Linkedin - Business to Business• Google + - SEO and ratings• Blog - Content Creation • You Tube - Video Broadcasting

Basics of using social media in marketing

Conversation Styles

Consistency Set clear brand

guidelines to ensure your business looks consistent and your online foundations are solid no matter where people find

you.

Digital Rules apply

• The easier you make it for your customers to interact with you the better - aim one click and get a results on the same page where possible

• Avoid the wild goose chase around digital sites• Take note of the user experience when they interact

with you, is it easy and enjoyable?

Have a clear Call to action

• Add social buttons to your existing marketing (after your pages look great)

• Remember, Social media is best used as an extension to your marketing strategies, not as a stand alone tool

• Integration is everything• Be transparent, let people know what they get from

choosing to interact with you.

Design your content to work with your existing marketing Calendar

• Know and use your business keywords• Build an editorial calendar• Write posts in advance• Build links to drive traffic where you need people to

interact, make decisions and /or buy• Ensure key marketing messages align so you reach

out on as many places as possible• Design the visual component of your campaign to

support more visual platforms

What MYOB says

“The process is an ongoing one, and being successful in the social environment actually requires real discipline. Like any social situation, once engaged in the conversation, you have a responsibility to maintain your side of it - and to leave abruptly or let a question go unanswered is as rude as it would be if you were having that conversation face to face.”

Where to start?• You don’t need to be everywhere• Know where your customers are.• Select the platforms where your demographic hang

out• The most common places Facebook, Twitter,

Linkedin, Google +, Pinterest and instagram• Look at the voice on each platform• When you start you are in

Facebook• Look at the demographic of your facebook

page - use the insights.• This is where people want to be your

friend• They want to see behind the scenes and

get to know you.• Use recommendations and offers• BUT make it fun – boring does not cut it

on facebook

Facebook.com/socialface

Add social widgets to your website and EDM’s to showcase your platforms and following

NEW! Facebook Offers

Just Launched!

Get your pages looking GreatFacebook Timeline Image sizes

• Cover image size 851 pixels wide and 315 pixels high

• Profile image size 160 pixels wide and 160 pixels high *just changed last week

• Custom Photo Tab image sizes 112 pixels wide and 75 pixels high

Facebook Don’ts...

Avoid: the abandoned page

22 months ?!?

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Avoid: swearing and spam not moderated

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Avoid: customer service ignored

No Response? ... Fail!

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automated posts and Liking your own posts

Like clapping your own awesomeness

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Facebook … please avoid

1. the abandoned page

2. swearing and spam

3. ignoring customer service

along with...

• automated feeds

• liking your own when no-one else is• poor design and positioning

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• Be Popular!... Likes help

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• Be Popular!... Likes help

• Looking Good ... Design!!!

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• Be Popular!... Likes help

• Looking Good ... Design!!!

• Fresh is good ... Be current

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• Be Popular!... Likes help

• Looking Good ... Design!!!

• Fresh is good ... Be current

• Great conversation ... Quality posts

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• Be Popular!... Likes help

• Looking Good ... Design!!!

• Fresh is good ... Be current

• Great conversation ... Quality posts

• Safe & Secure ... Monitor

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Mix it up : different types of posts

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Mix it up : different types of posts

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Mix it up : different types of posts

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Mix it up : different types of posts

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Mix it up : different types of posts

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Mix it up : different types of posts

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Tell people you are social• Add social media links to your teams

email signatures• Business cards• Print Marketing• EDM’s• WebsitePeople won’t know where to find you unless you tell them, make it easy.

Words that work and calls to action

Words that seem to generate‘Likes’

• Like• Take• Submit• Watch• Post

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Words that work and calls to action

Words that seem to generate‘Comments’

• Post• Comment• Tell Us• Check• Like

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Response, timeliness and monitoring

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It’s social… ask for feedback, start a conversation

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www.facebook.com/socialface

Are you ready!

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PinterestNow the 3rd largest platform behind facebook and linkedin

1. Is your website Pinterest friendly2. Is your strategy involving a heavier use of

images3. Are the images linking to relevant

content that showcase your business (ie your blog)

4. Ask – is this re pinnable? Why would someone want to add this to their personal pinterest board, what value does it add?

5. Does your current strategy need

First things first

Google +• Yes people are there and yes it’s

important BUT not as a social networking tool.

• G+ is useful for SEO and for indexing your brand

• More importantly, if someone +1’s your page or website, your brand will show up in the google “Search + your world” more often, meaning you get in front of your target audience more often

Linkedin• Professional people want to do business hang out

here• Share insights about your company• Add your blog and articles about you using app’s• Think about how can you add value to the people

who find you• Linkedin is where people come to you for “no fluff”

news and practical advice• Use your keywords in your personal tag line• Uniform your teams pages for consistency• These guys mean business, so do not mess them

around with irrelevant content about team drinks or who just got pranked.

Twitter

• Twitter is a great tool to tie everything together• Its a short blast tool that can push messages out

quickly and be a great traffic driver• Use it to repurpose your blog content• Link back to your website• Share your pinterest pins• Just keep it short and relevant

Know which buttons to pushJust like you would have a different conversation with your grandparents than you would your friends, social media is the same. Know who you are connecting with.

Internet Show Offer• THE SOCIALFACE MAKEOVER PACKAGE• Is your business Facebook page feeling a little unloved and

uninspired despite your best intentions?• Let Socialface give your page the makeover it needs to be

active and attractive in the new financial year! • We’re offering you a fabulous custom design and three months

of consistent, loving upkeep by our team until the end of July 2012.

• Sign up on or before 4th May 2012 and get the Socialface Makeover Package for just $2,980. That’s a saving of $940 AND we will throw in $50 of Facebook Ad’s to get you started

• Of course, you’ll need to hurry. We only have 5 Socialface Makeover Packages at this amazing price. If you sign up before Friday, we will have your page up and running within 2 weeks.

www.socialface.com.au

We’re here if you need us

www.socialface.com.au

www.facebook.com/socialface

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