Presented by Shona Mackin at the Internet Show Melbourne

2. Increasing inbound marketing
with a social media strategy
Shona Mackin
shona@socialface.com.au
www.socialface.com.au

3. Before we start
Lets get connected, tweeting,
trending and sharing
★ Twitter:
@socialfacechat | #socialface
@theinternetshow |
#internetshowmel
★ Like us – facebook/socialface

4. Old v’s New Marketing
OLD NEW
Newsletters Linkedin
Website Facebook
TV and Radio You Tube
Business Directory Blog
Referrals Webinars / Podcasts
Surveys Forums
Intranet Google+
Other social sites

5. Why use social media
•It’s free •It’s easy to run
•Its easily accessible multiple campaigns
•You have access to to different
a HUGE audience audiences
•You can target your •It’s a way you can
advertising own the front page
of google with more
real estate
•You can engage

6. The Plan
• Look at your existing marketing strategy and work
out where social media can support you.
• Be clear on why you are embracing social media,
whats the purpose?
• Know your outcome
• Know your target audience, who you are talking too
• Develop a content strategy - this is the foundation
• Set objectives for your social media to deliver - 3, 6
and 12 months
• Start Listening

7. The Team
• Work out who is on your team
• Do not relinquish control of your social media to a
junior because you think they know Facebook better
than you
• If you would not trust the person to write a press
release for you or a newspaper headline, they are
not the best person to be your social media
manager
• Think carefully about who has the time so their
existing work is not effected, if you try and keep it
in house.

8. The Platforms
• Your Website - Foundation
• Facebook - Business to Consumer
• Twitter - Short messages to everyone
• Linkedin - Business to Business
• Google + - SEO and ratings
• Blog - Content Creation
• You Tube - Video Broadcasting

9. Basics of using social media in
marketing

10. Conversation Styles

11. Consistency
Set clear brand
guidelines to ensure
your business looks
consistent and your
online foundations
are solid no matter
where people find
you.

12. Digital Rules apply
• The easier you make it for your customers to
interact with you the better - aim one click and get
a results on the same page where possible
• Avoid the wild goose chase around digital sites
• Take note of the user experience when they interact
with you, is it easy and enjoyable?

13. Have a clear Call to action
• Add social buttons to your existing marketing (after
your pages look great)
• Remember, Social media is best used as an
extension to your marketing strategies, not as a
stand alone tool
• Integration is everything
• Be transparent, let people know what they get from
choosing to interact with you.

14. Design your content to work with your existing
marketing Calendar
• Know and use your business keywords
• Build an editorial calendar
• Write posts in advance
• Build links to drive traffic where you need people to
interact, make decisions and /or buy
• Ensure key marketing messages align so you reach
out on as many places as possible
• Design the visual component of your campaign to
support more visual platforms

15. What MYOB says
“The process is an ongoing one, and being successful
in the social environment actually requires real
discipline. Like any social situation, once engaged in
the conversation, you have a responsibility to maintain
your side of it - and to leave abruptly or let a question
go unanswered is as rude as it would be if you were
having that conversation face to face.”

16. Where to start?
• You don’t need to be everywhere
• Know where your customers are.
• Select the platforms where your demographic hang
out
• The most common places Facebook, Twitter,
Linkedin, Google +, Pinterest and instagram
• Look at the voice on each platform
• When you start you are in

17. Facebook
• Look at the demographic of your facebook
page - use the insights.
• This is where people want to be your
friend
• They want to see behind the scenes and
get to know you.
• Use recommendations and offers
• BUT make it fun – boring does not cut it
on facebook

18. Facebook.com/socialface
Add social
widgets to your
website and
EDM’s to
showcase your
platforms and
following

19. NEW! Facebook Offers
Just
Launched!

20. Get your pages looking Great
Facebook Timeline Image sizes
• Cover image size 851 pixels wide and 315 pixels high
• Profile image size 160 pixels wide and 160 pixels high *just changed last week
• Custom Photo Tab image sizes 112 pixels wide and 75 pixels high

21. Facebook Don’ts...

22. Avoid: the abandoned page
22 months ?!?
19

23. Avoid: swearing and spam not moderated
20

24. Avoid: customer service ignored
No Response? ... Fail!
21

25. automated posts and Liking your own posts
Like clapping your own awesomeness
22

26. Facebook … please avoid
1. the abandoned page
2. swearing and spam
3. ignoring customer service
along with...
• automated feeds
• liking your own when no-one else is
• poor design and positioning
23

27. 24

28. • Be Popular!
... Likes help
24

29. • Be Popular!
... Likes help
• Looking Good
... Design!!!
24

30. • Be Popular!
... Likes help
• Looking Good
... Design!!!
• Fresh is good
... Be current
24

31. • Be Popular!
... Likes help
• Looking Good
... Design!!!
• Fresh is good
... Be current
• Great conversation
... Quality posts
24

32. • Be Popular!
... Likes help
• Looking Good
... Design!!!
• Fresh is good
... Be current
• Great conversation
... Quality posts
• Safe & Secure
... Monitor
24

33. Mix it up : different types of posts
19

34. Mix it up : different types of posts
19

35. Mix it up : different types of posts
19

36. Mix it up : different types of posts
19

37. Mix it up : different types of posts
19

38. Mix it up : different types of posts
19

39. Tell people you are social
• Add social media links to your teams
email signatures
• Business cards
• Print Marketing
• EDM’s
• Website
People won’t know where to find you
unless you tell them, make it easy.

40. Words that work and calls to action
Words that seem to generate
‘Likes’
•
Like
•
Take
•
Submit
•
Watch
•
Post
26

41. Words that work and calls to action
Words that seem to generate
‘Comments’
•
Post
•
Comment
•
Tell Us
•
Check
•
Like
27

42. Response, timeliness and monitoring
28

43. It’s social… ask for feedback, start a conversation
29

44. www.facebook.com/socialface

45. Are you ready!
31

46. Pinterest
Now the 3rd largest platform behind facebook and linkedin
1. Is your website Pinterest friendly
2. Is your strategy involving a heavier use of
images
3. Are the images linking to relevant
content that showcase your business (ie
your blog)
4. Ask – is this re pinnable? Why would
someone want to add this to their
personal pinterest board, what value
does it add?
5. Does your current strategy need

47. First things first

48. Google +
• Yes people are there and yes it’s
important BUT not as a social networking
tool.
• G+ is useful for SEO and for indexing your
brand
• More importantly, if someone +1’s your
page or website, your brand will show up
in the google “Search + your world” more
often, meaning you get in front of your
target audience more often

49. Linkedin
• Professional people want to do business hang out
here
• Share insights about your company
• Add your blog and articles about you using app’s
• Think about how can you add value to the people
who find you
• Linkedin is where people come to you for “no fluff”
news and practical advice
• Use your keywords in your personal tag line
• Uniform your teams pages for consistency
• These guys mean business, so do not mess them
around with irrelevant content about team drinks or
who just got pranked.

50. Twitter
• Twitter is a great tool to tie everything together
• Its a short blast tool that can push messages out
quickly and be a great traffic driver
• Use it to repurpose your blog content
• Link back to your website
• Share your pinterest pins
• Just keep it short and relevant

51. Know which buttons to push
Just like you
would have a
different
conversation
with your
grandparents
than you would
your friends,
social media is
the same. Know
who you are
connecting with.

52. Internet Show Offer
• THE SOCIALFACE MAKEOVER PACKAGE
• Is your business Facebook page feeling a little unloved and
uninspired despite your best intentions?
• Let Socialface give your page the makeover it needs to be
active and attractive in the new financial year!
• We’re offering you a fabulous custom design and three months
of consistent, loving upkeep by our team until the end of July
2012.
• Sign up on or before 4th May 2012 and get the Socialface
Makeover Package for just $2,980. That’s a saving of $940
AND we will throw in $50 of Facebook Ad’s to get you
started
• Of course, you’ll need to hurry. We only have 5 Socialface
Makeover Packages at this amazing price. If you sign up
before Friday, we will have your page up and running within 2
weeks.

54. www.socialface.com.au

55. We’re here if you need us
www.socialface.com.au

56. Still got questions?
Post them on our wall!
http://www.facebook.com/socialface
www.facebook.com/socialface