This document discusses whether social media can pay for itself. It outlines some key problems with social media, including noise and lack of proven engagement. It recommends focusing on quality over quantity, and using sanity metrics like leads and customers rather than vanity metrics. The document also provides tips for building an inbound marketing framework using tools, skills, content and automation to attract, convert and delight audiences. It stresses starting with the sales team's needs and using different content for top, middle and bottom of the funnel prospects. Evaluation of sources, on-site behavior and CRM data is also recommended.

1. DOES YOUR SOCIAL MEDIA
PAY FOR ITSELF?
@matt_hodkinson
MATT HODKINSON/ 01 APR 2014

2. CEO, Influence Agents
Helping Business Owners and Marketers in Professional Service Firms to
generate higher volumes of high quality traffic, leads and loyal clients,
using effective social media and inbound marketing
“Social Media Expert”to BBC Breakfast and ReutersTV, BBC Radio 5 Live,
Radio 4,World Service and Regional
Past clients include O2, Marks and Spencer, Sky – now more passionate
about“levelling the field”for SME’s
Most enjoyable role … Husband, and Father to 2 energetic girls!
Matt Hodkinson

3. The Problem

8. 8

9. NOTICE

10. Noise Reduction

11. Prove Engagement First

13. Keywords
• Content means nothing without context
• Google have clouded the water
• Ask REAL people!
• Your seed list:
• Company/brand name
• Products/services
• Pains/problems
• Competitors

14. Objectives

15. Attract
Convert
Close
Delight
Refer
Email
Lists
SEO
PR
Social
Media
Ads
%
%
%

16. Sanity vs.Vanity Metrics
Sanity
• Site and BlogVisits – Quality over Quantity
• CTA Clicks
• Leads, form submissions
• Email clicks, revisitation
• Clients/Customers
Vanity
• Fans, Followers

17. Tribes

18. Community Management:Tools

19. Influencer Marketing
• ExistingTribes
• One-to-One-to-Many – Leverage
• Influencers (context)

22. Finding Influencers

23. Inbound

24. 24

25. The Inbound Framework
• Tech
– CMS
– Lead Capture/CRM
– Email Automation
– Analytics
• Skills
– Design
– Web Developer
– Copywriter
– Marketer

26. Marketing Automation
26

28. 28

29. 29

30. Progressive Profiling
• Start with what the SalesTeam would want
– What would you need to guarantee the sale/
registration?
• Top of the Funnel Offers (Awareness, no focus on
brand) … IQL
• Middle of the Funnel (Introduce brand equity and
features information) … MQL
• Bottom of the Funnel (Sales Opportunity) … SQL

31. Content

32. ContentTypes
• MediaTypes
• Engagement & optimal length
– Text (1,500+ words gets more SEO Juice)
– Video (Break it down)
– Audio (Longer is tolerable – Portability)
• Portability & bandwidth – going mobile
– Responsive design

33. Suggested Campaign Framework
• Landing Pages x 6
• ThankYou Pages x 6
• Lists x 5
• Nurturing Emails x 7
• Workflows x 3
Monthly/Quarterly?

35. Evaluation

36. “Closed Loop”Reporting
• Sources & click tracking
• On-site behaviour, bounce rates, exit points,
content timeline
• CTA clicks
• Submission rates (Landing Pages)
• CRM integration & won deals reporting

37. Social Insights

41. Matt Hodkinson
matt@influenceagents.com
t: 020 323 99 767
@matt_hodkinson