the tomorrow lab presents - social media for business

Facebook Fails &

Instagram Tales

Today I will be talking…

• Social Media Content

• Facebook Fails

• Instagram Tales

@Jessica_Orr @TheTomorrowLab

Social Media Content

1. Tone of Voice


2. Jab, Jab, HOOK!


2. Jab, Jab, HOOK!• Don’t go for the hard sell

• Jab, Jab with content that connects with your audience

• Facebook penalises organic posts that push people to buy

• Big seller posts will work more effectively in your ads

• Use social to build a community@Jessica_Orr @TheTomorrowLab

• Plan ahead & keep your objectives in mind

• Invest in your content


• Team ideas session

• Think outside the box

• No idea is a bad idea

• Be relative


4. Distribution is Queen• Help people find your

content

• Amplification Strategy

• Promote

• Utilise Influencers


5. Video• Huge Reach potential

• Ability to tell a story

• Engage fans instantly - auto play

• Short video is more effective



https://www.facebook.com/tennentslagerni/videos/vb.116936108356914/996647090385807/?type=2&theater

• Reach 39K

• 15K Views

• 80% Completion Rate

• 17K Engagements

• Spend £20


Facebook

Why is Facebook so important?

• 1.59 Billion Monthly Users

• 87% Monthly users access FB on a mobile device

• 30 Million Businesses have a Page


• Allows brands to connect customers

• Drives content discovery & traffic

• 1 Billion searches every day

• Facebook alone drives 25% web traffic – Shareaholic 2015


Facebook Fails

1. Not Optimising Your Page

• Be Original

• Right name

• Customise Vanity URL

• Findability – match brand name, Facebook name & URL


• Info in your About Section

• Keep it up-to-date

• Values & Benefits


• Look more professional - Image Sizing

• Implement

your Call to Action button


• Customers expect speedy customer service online too

• Manage queries & comments

• Your response time is now visible to the public


2. Not Planning Ahead!• Be Proactive

• Create a Content Calendar

• Highlight Important Dates


• Utilise Scheduling Tools

• Schedule ads


3. Not Encouraging Page Reviews


• Encourage customer feedback & referrals

• May hold more weight in tourism, food & hospitality


• Leave your feedback

• Respond to negative reviews with kindness, professionalism & positive language…or use humour if relative…

• ‘Facebook Professional Services’


• Desktop only – facebook.com/services

• Ability to find highest-rated businesses in a given area

• Facebook may compete with local search in future Eg. Yelp & Google

• Can also be accessed through ‘Sub-Categories’



• Sub-Categories aren’t perfect – need more options

4. Not Investing in Promoting Content


• Fans are more or less useless

• Algorithm changes kill organic reach

• Continuous News Feed Fight

• Organic reach is now <1%


“Like TV, search, newspapers, radio & virtually every other

marketing platform, Facebook is far more effective when

businesses use paid media to help meet their goals.”

Brian Boland - Leader of the Ads

Product Marketing team


5. Not Being Reactive


• Opportunity to drive reach & engagement

• Be reactive, but relative

• 6 Nations organic post – 9K Reach, 500 Engagements

6. Not Utilising Insights• Understanding key metrics & what content works

• Measure overall Engagement


Instagram


https://vimeo.com/133786124


• Second biggest social network

• More than 80 Million photos shared per day

• 3.5 Billions Likes Daily

• People come to Instagram to be inspired & discover things they care about

• 60% of Instagrammers say they learn about products & services on Instagram

• 75% say they take action after being inspired by an Instagram post

Instagram Tales

1. Visual Story TellingIf You Could Express

Your Business Visually What Would

You Create?


• Showcase your business visually

• Good story telling increases brand value


2. Ads



• One of the world's largest mobile ads platforms

• Now available globally for all businesses on Facebook’s ad platform

• 200,000 advertisers on Instagram

• 75% of advertisers are outside of the US

• Photo & video ads

• Support many objectives

• Shore Projects now shipping to 100 countries


3. Power of the #


• Context

• Connect

• Amplify

• Discover

• Conversation

4. ShoppingYou Can Now Make

Your Instagram Feed Shoppable!


5. Account Switching


• 5 Accounts with 1 log-in

Recap: Social Media Content


1. Tone of Voice2. Jab, Jab, Hook3. Killer Content4. Distribution is

Queen

Recap: Facebook Fails


1. Not Optimising your Page2. Not Planning Ahead3. Not Encouraging Page

Reviews4. Not Promoting Content5. Not being Reactive6. Not Utilising Insights

Recap: Instagram Tales


1. Visual Story Telling2. Instagram Ads3. Power of the #4. Shopping5. Account Switching

www.thetomorrowlab.com

Thank you &

Be Social!Email: [email protected]

Twitter: @Jessica_Orr #TTLPresents @thetomorrowlab