The Tomorrow Lab Presents - Social Media for Business
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Slides from my talk at The Tomorrow Lab Presents Social Media for Business. I spoke a bit on: -Social Media Content -Facebook Fails -Instagram Tales
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The Tomorrow Lab Presents - Social Media for Business
- 2. Today I will be talking… • Social Media Content • Facebook Fails • Instagram Tales @Jessica_Orr @TheTomorrowLab
- 4. 1. Tone of Voice @Jessica_Orr @TheTomorrowLab
- 5. 1. Tone of Voice @Jessica_Orr @TheTomorrowLab
- 6. 2. Jab, Jab, HOOK! @Jessica_Orr @TheTomorrowLab
- 7. 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
- 8. • Plan ahead & keep your objectives in mind • Invest in your content @Jessica_Orr @TheTomorrowLab
- 9. • Team ideas session • Think outside the box • No idea is a bad idea • Be relative @Jessica_Orr @TheTomorrowLab
- 14. 4. Distribution is Queen • Help people find your content • Amplification Strategy • Promote • Utilise Influencers @Jessica_Orr @TheTomorrowLab
- 15. 5. Video • Huge Reach potential • Ability to tell a story • Engage fans instantly - auto play • Short video is more effective @Jessica_Orr @TheTomorrowLab
- 17. • Reach 39K • 15K Views • 80% Completion Rate • 17K Engagements • Spend £20 @Jessica_Orr @TheTomorrowLab
- 18. Facebook
- 19. Why is Facebook so important?
- 20. • 1.59 Billion Monthly Users • 87% Monthly users access FB on a mobile device • 30 Million Businesses have a Page @Jessica_Orr @TheTomorrowLab
- 21. • 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
- 22. FacebookFails
- 23. 1. NotOptimising Your Page • Be Original • Right name • Customise Vanity URL • Findability – match brand name, Facebook name & URL @Jessica_Orr @TheTomorrowLab
- 24. • Info in your About Section • Keep it up-to-date • Values & Benefits @Jessica_Orr @TheTomorrowLab
- 25. • Look more professional - Image Sizing • Implement your Call to Action button @Jessica_Orr @TheTomorrowLab
- 26. • Customers expect speedy customer service online too • Manage queries & comments • Your response time is now visible to the public @Jessica_Orr @TheTomorrowLab
- 27. 2. Not PlanningAhead! • Be Proactive • Create a Content Calendar • Highlight Important Dates @Jessica_Orr @TheTomorrowLab
- 28. • Utilise Scheduling Tools • Schedule ads @Jessica_Orr @TheTomorrowLab
- 29. 3. Not EncouragingPage Reviews @Jessica_Orr @TheTomorrowLab • Encourage customer feedback & referrals • May hold more weight in tourism, food & hospitality
- 30. @Jessica_Orr @TheTomorrowLab • Leave your feedback • Respond to negative reviews with kindness, professionalism & positive language…or use humour if relative…
- 32. • ‘Facebook Professional Services’ @Jessica_Orr @TheTomorrowLab
- 33. • 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
- 34. @Jessica_Orr @TheTomorrowLab • Sub-Categories aren’t perfect – need more options
- 35. 4. Not Investingin Promoting Content @Jessica_Orr @TheTomorrowLab • Fans are more or less useless • Algorithm changes kill organic reach • Continuous News Feed Fight
- 36. • Organic reach is now <1% @Jessica_Orr @TheTomorrowLab
- 37. “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
- 38. 5. Not Being Reactive @Jessica_Orr @TheTomorrowLab • Opportunity to drive reach & engagement • Be reactive, but relative • 6 Nations organic post – 9K Reach, 500 Engagements
- 39. 6. Not UtilisingInsights • Understanding key metrics & what content works • Measure overall Engagement @Jessica_Orr @TheTomorrowLab
- 40. Instagram
- 42. @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
- 43. Instagram Tales
- 44. 1. Visual Story Telling If You Could Express Your Business Visually What Would You Create? @Jessica_Orr @TheTomorrowLab
- 45. • Showcase your business visually • Good story telling increases brand value @Jessica_Orr @TheTomorrowLab
- 49. @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
- 50. • Photo & video ads • Support many objectives • Shore Projects now shipping to 100 countries @Jessica_Orr @TheTomorrowLab
- 51. 3. Power of the # @Jessica_Orr @TheTomorrowLab • Context • Connect • Amplify • Discover • Conversation
- 52. 4. Shopping You Can Now Make Your Instagram Feed Shoppable! @Jessica_Orr @TheTomorrowLab
- 54. 5. Account Switching @Jessica_Orr @TheTomorrowLab • 5 Accounts with 1 log-in
- 55. Recap: Social Media Content @Jessica_Orr @TheTomorrowLab 1. Tone of Voice 2. Jab, Jab, Hook 3. Killer Content 4. Distribution is Queen
- 56. 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
- 57. Recap: InstagramTales @Jessica_Orr @TheTomorrowLab 1. Visual Story Telling 2. Instagram Ads 3. Power of the # 4. Shopping 5. Account Switching
- 59. www.thetomorrowlab.com Thank you & Be Social! Email: jess@thetomorrowlab.com Twitter: @Jessica_Orr #TTLPresents @thetomorrowlab
Notas del editor
- 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.
- ‘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