SlideShare a Scribd company logo
1 of 59
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
@Jessica_Orr @TheTomorrowLab
1. Tone of Voice
@Jessica_Orr @TheTomorrowLab
2. Jab, Jab, HOOK!
@Jessica_Orr @TheTomorrowLab
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
@Jessica_Orr @TheTomorrowLab
• Team ideas session
• Think outside the box
• No idea is a bad idea
• Be relative
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
4. Distribution is Queen
• Help people find your
content
• Amplification Strategy
• Promote
• Utilise Influencers
@Jessica_Orr @TheTomorrowLab
5. Video
• Huge Reach potential
• Ability to tell a story
• Engage fans instantly - auto
play
• Short video is more effective
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
• Reach 39K
• 15K Views
• 80% Completion Rate
• 17K Engagements
• Spend £20
@Jessica_Orr @TheTomorrowLab
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
@Jessica_Orr @TheTomorrowLab
• Allows brands to connect customers
• Drives content discovery & traffic
• 1 Billion searches every day
• Facebook alone drives 25% web traffic –
Shareaholic 2015
@Jessica_Orr @TheTomorrowLab
FacebookFails
1. NotOptimising Your Page
• Be Original
• Right name
• Customise Vanity URL
• Findability – match brand name, Facebook name &
URL
@Jessica_Orr @TheTomorrowLab
• Info in your About
Section
• Keep it up-to-date
• Values & Benefits
@Jessica_Orr @TheTomorrowLab
• Look more
professional -
Image Sizing
• Implement your
Call to Action
button
@Jessica_Orr @TheTomorrowLab
• Customers expect
speedy customer
service online too
• Manage queries &
comments
• Your response time is
now visible to the
public
@Jessica_Orr @TheTomorrowLab
2. Not PlanningAhead!
• Be Proactive
• Create a Content
Calendar
• Highlight Important Dates
@Jessica_Orr @TheTomorrowLab
• Utilise Scheduling Tools
• Schedule ads
@Jessica_Orr @TheTomorrowLab
3. Not EncouragingPage Reviews
@Jessica_Orr @TheTomorrowLab
• Encourage customer feedback &
referrals
• May hold more weight in tourism, food &
hospitality
@Jessica_Orr @TheTomorrowLab
• Leave your feedback
• Respond to negative
reviews with kindness,
professionalism & positive
language…or use humour
if relative…
@Jessica_Orr @TheTomorrowLab
• ‘Facebook Professional Services’
@Jessica_Orr @TheTomorrowLab
• 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’
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
• Sub-Categories aren’t perfect – need more
options
4. Not Investingin Promoting Content
@Jessica_Orr @TheTomorrowLab
• Fans are more or less
useless
• Algorithm changes kill
organic reach
• Continuous News Feed
Fight
• Organic reach is now <1%
@Jessica_Orr @TheTomorrowLab
“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
@Jessica_Orr @TheTomorrowLab
5. Not Being Reactive
@Jessica_Orr @TheTomorrowLab
• Opportunity to drive
reach & engagement
• Be reactive, but relative
• 6 Nations organic post
– 9K Reach, 500
Engagements
6. Not UtilisingInsights
• Understanding key metrics & what content works
• Measure overall Engagement
@Jessica_Orr @TheTomorrowLab
Instagram
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
• 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 Telling
If You Could Express Your
Business Visually What
Would You Create?
@Jessica_Orr @TheTomorrowLab
• Showcase your
business visually
• Good story telling
increases brand
value
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
2. Ads
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
• 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
@Jessica_Orr @TheTomorrowLab
3. Power of the #
@Jessica_Orr @TheTomorrowLab
• Context
• Connect
• Amplify
• Discover
• Conversation
4. Shopping
You Can Now Make Your
Instagram Feed Shoppable!
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
5. Account Switching
@Jessica_Orr @TheTomorrowLab
• 5 Accounts with 1
log-in
Recap: Social Media Content
@Jessica_Orr @TheTomorrowLab
1. Tone of Voice
2. Jab, Jab, Hook
3. Killer Content
4. Distribution is Queen
Recap: Facebook Fails
@Jessica_Orr @TheTomorrowLab
1. Not Optimising your Page
2. Not Planning Ahead
3. Not Encouraging Page Reviews
4. Not Promoting Content
5. Not being Reactive
6. Not Utilising Insights
Recap: InstagramTales
@Jessica_Orr @TheTomorrowLab
1. Visual Story Telling
2. Instagram Ads
3. Power of the #
4. Shopping
5. Account Switching
@Jessica_Orr @TheTomorrowLab
www.thetomorrowlab.com
Thank you
&
Be Social!
Email: jess@thetomorrowlab.com
Twitter: @Jessica_Orr
#TTLPresents @thetomorrowlab

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Facebook Fails and Instagram Tales - The Tomorrow Lab Presents

Editor's Notes

  1. Hi everyone, I’m Jess, Social Media Executive at The Tomorrow Lab. Thank you all for coming today, as Andi mentioned earlier this is our biggest event to date & I hope you all have enjoyed the event so far.
  2. ‘FPS’ can also be accessed through clicking on the sub-category of a page Worth noting that ‘Sub-Categories’ aren’t perfect and have limited options available, they are important to start implementing when taking Facebook Professional Services into consideration and if you want to rank It’s clearly isn’t perfect, as we at TTL aren’t able to sub-categorise digital marketing