Presented by Matt Hodkinson of Influence Agents at #smlondon with @linkhumans on 19th February 2013

1. SLIDE 1
FACEBOOK’S PLACE
IN SOCIAL INBOUND
MARKETING
MATT HODKINSON
@matt_hodkinson
#smlondon
www.influenceagents.com

2. #SMLONDON SLIDE 2
THE BIG DISCONNECT
£
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3. #SMLONDON SLIDE 3
THE NEED
1 2 3 4
SOCIAL THAT CONTENT THAT CUSTOMER PROOF OF A
SINGS TRAVELS JOURNEYS RETURN
Social profiles that Content that educates, Calls-to-action that Social is just another
attract attention, build without being overtly progress leads down communications
your community, and promotional. Creative the “social funnel”, channel, and if your
offer a “top of the strategies have the further qualifying them advertising failed to
funnel” way to engage power to make content for your core products deliver, you’d drop it.
your audience, as you viral – reaching new, and services, adding Measuring the
would your email and highly-targeted more and more market effectiveness of social
subscriber or DM pools of prospects and insight along the way. is the first step to
database. leads. knowing whether ROI is
even possible.
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6. SLIDE 6
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7. FB Page Example Good SLIDE 7
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8. #SMLONDON SLIDE 8
IN THE AGE OF SOCIAL MEDIA
DO YOU EVEN NEED
YOUR OWN WEBSITE?
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9. #SMLONDON SLIDE 9
THE SOCIAL FUNNEL – A CUSTOMER JOURNEY
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10. #SMLONDON SLIDE 10
THE AVERAGE COMPANY SAW A
185% INCREASE
IN TRAFFIC AFTER PASSING 1,000 FACEBOOK LIKES
Source: Hubspot
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11. WHAT’S
YOUR
MESSAGE?
NOW, NOW … NO SELLING!

12. #SMLONDON SLIDE 12
So how can my Business benefit
from a “no selling” social media
approach?
THOUGHT LEADERSHIP
THROUGH CONTENT
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13. #SMLONDON SLIDE 13
FACEBOOK = DISTRIBUTION
(as is Twitter, Google+, Linkedin,
Pinterest, YouTube…)
… providing you have the
Reach and the Influence
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14. SLIDE 14
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15. #SMLONDON SLIDE 15
BRAND AWARENESS IS
NOT ENOUGH
... BUT IT HELPS!
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16. #SMLONDON SLIDE 16
WARNING: EVEN YOUR FANS
DON’T SEE EVERYTHING
Recent evidence has found that
Facebook shows your posts to a
subset of your Page Fans!
… but they’ll happily take your cash,
in order to show them to the rest!
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17. #SMLONDON SLIDE 17
THE FACEBOOK PROBLEM
GETTING SEEN!
Getting your page and content seen
on Facebook is becoming as much, if
not more about promotion and paid
inclusion, as it is about “earned reach”.
Savvy businesses use ALL the tools at
their disposal, to lower the cost of
success.
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18. LET’S GET
YOU SEEN!

19. #SMLONDON SLIDE 19
THE FUTURE OF FACEBOOK
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20. #SMLONDON SLIDE 20
ENGAGING FANS ON FACEBOOK
1 2 3 4
PROFILE MEDIA MIX CUSTOMISE CONVERSE
Use your very best Photo posts get 5x the Add custom tabs/apps Add interactivity to your
images and brand reaction versus a text to bring core website posts – use the full
consistency for Cover link post. Video gets features into your extent of features such
and Profile pictures. 12x the reaction. Facebook Page. as polls/questions.
Use “About” and bio Use Highlight and “Pin Replace thumbnails Actually listen to the
data to point users to to Top” to add focus to with visual calls-to- comment reactions on
your website (where the posts that best action, and choose your page, and don’t be
you really want them support your digital and features that support shy in responding in
anyway). business goals. your inbound strategy. kind.
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21. #SMLONDON SLIDE 21
THANK YOU
@matt_hodkinson
matt@influenceagents.com
www.influenceagents.com