2. What’s inbound marketing?
• IM is a way to promote companies through blogs, videos,
newsletters, SEO, social media marketing and other forms of
content marketing wich serve to bring customers in CLOSER
to te brand.
WEB TOOLS 2.0
3. Inbound Mkt vs Outbound Mkt
• IM EARNS the attention of
customers and directs
consumers to the website by
producing interesting content
online.
WEB TOOLS 2.0
4. Steps (1/3):
Generate/attract traffic
• Creating a online community by sharing
social objects that can induce responses
from people.
• The main tool used to generate traffic is
social media
WEB TOOLS 2.0
5. Steps (2/3):
Transform into prospect/ convert
visitors to leads
• Creating links between
social platforms and
internet sites, newsletters,
emailing, real or virtual
store, blogs.
WEB TOOLS 2.0
17. Changes for companies
SPEED
• of delivery for messages
• of spread a lot of people
• of answers
Need to permanent monitoring
WEB TOOLS 2.0
18. Changes for companies
MATCH
EXPECTATIONS
Keep promises of the
brand, otherwise
rebels consumers
sharing of bad
experience
sometimes crisis
WEB TOOLS 2.0
ORGANIZATION
Impact of social media
in department
new skills
new jobs
21. How SM is organized in companies?
WEB TOOLS 2.0
22. How SM is organized in companies?
Using Social Media to 360°
Creating LINKS with
Website
Newsletters
Emailing
Virtual Store
Blog
WEB TOOLS 2.0
23. How SM is organized in companies?
Creating a community
Better with a minimum profile in SM
circles
After that, produce and promote great
contents to the communities
WEB TOOLS 2.0
44. Content
• People like to see what’s going on « behind the scene »
WEB TOOLS 2.0
But what ‘s more important
to talk about the brand or
the field of activity?
• Mix up images, videos, text and urls
45. The text
• Mention Keywords
• Tag people and pages
• The text must be short
enough
• Use call to Action
WEB TOOLS 2.0
46. The text
WEB TOOLS 2.0
• Add sometimes a smiley
• Add # and @ even on
Facebook
• Add links to your
webshop
47. The images
WEB TOOLS 2.0
• Always post quality
pictures
• Tag people
• Always add text with an
image
48. The videos
WEB TOOLS 2.0
• Your videos should be
short enough (max 30
sec)
• If you own the video
post it directly on
Facebook (no link)
• ! Engagement?
49. What not to do on Social Media
WEB TOOLS 2.0
• Write with spelling
mistakes or typo
• Add shared links
without changing
the picture or the
title
• Forget to add rules
to a contest
51. What not to do on Social Media
WEB TOOLS 2.0
• Write on SM like you would write an ad ( you are
supposed to speak to a friand)
• Like your own post
• Use too many « likez si vous… »
57. Choose a social media according to what
kind of social type you are likely to reach
there.
You don’t reach the same social type on
Facebook and on Linkedin
WEB TOOLS 2.0
58. Use Persona to determine how your target
is going to react to your tactic.
WEB TOOLS 2.0
59. Tone of voice
A tone of voice is not what you say, but how you say it
It’s an expression of the people behind the brand and it
must be adapted to the brand’s personality and set of
values.
Different kinds of tone of voice :
Timeless
Quality
Joy.
WEB TOOLS 2.0
61. Content territory
Content territory helps us to figure what the company is
going to talk about
A company cannot talk about itself only!
Need to pick a few topics that match our reachable social
types’ interests with our brand’s identity
Different types of content needed
Decide what sort of rotation we want for each type of
content (ex. : daily, weekly, monthly, every other week,etc..)
WEB TOOLS 2.0
70. The IPM SCORE
WEB TOOLS 2.0
• New concept: The IPM SCORE (Indicator Post Management)
• Useful to
- Measure the progress and to reach its strategic goals
- Measure the engagement of your followers
https://app.conversocial.com/profiler/
