Anicca Digital's Head of Social Media and Content, Samantha Hearn, delivered a superb talk on how B2B business can get the most out of Facebook marketing.

1. Social Media
Presentation for
April 2016
By

2. Expertise Commercial Integrity Responsive Partners
About Anicca
Invest in tools,
technology and
education
Our campaigns
deliver leads, sales
and profit
Ethical, transparent
and honest business
Flexible, friendly and
quick to respond to
your needs
Develop long term
partnerships to
become an extension
of your team
Formed in 2007, we work with a plethora of household names and independent brands. Being
Google Partners and Analytics Qualified means we employ only the most professional of
techniques to help businesses realise the potential of search marketing. Our services include Paid
Search, Organic Search, On and Off Page Content, Digital and Traditional PR, Social Media and
ecommerce consultancy.

3. Introduction
Samantha Hearn, Head of Social Media & Content
Short, sweet — and capable of packing a punch at 140 c
haracters. I am a social media specialist with
global brand experience including New Look,
Joules and PepsiCo.
Let’s Stay in Touch:
@_thesocialsam
https://www.linkedin.com/in/samanthahearn
@TheSocialSam
#LeicesterDigital

4. • Why and how you should use
Facebook for B2B marketing
• How businesses are successful on
social media
• A closer look at content
• Practical tips
What we’ll cover

5. Facebook for Businesses

6. Why you should consider Facebook
• Every day 1 billion people spend 20 minutes
checking their Facebook newsfeed
• Facebook is making moves towards the business
space
• Advertising intelligence that’s cost effective
• Data, Data, Data
• Prospects will still use social media to evaluate your
business
• Recent study by The Drum (http://bit.ly/25Ir7kZ) has
found 64% of B2B companies use Facebook. 65% of
these say it’s a strong tactic for generating leads

7. What should you use Facebook for?
“Facebook works for B2B: Facebook users want awesome
distractions. Show them something awesome that helps with their
work, and they’ll click” Brain Carter, 2016
Facebook is a great tool for driving:
• Thought leadership
• Lead generation

8. What makes a brand successful on social
media
Clear objective
What exactly do you want your social media to do?
Know your audience
Who are you talking to and importantly, where do they spend their
time online?
Captivating content
What will make your customer elect to pull your posts through their
filter
Optimised implementation
When’s the most effective time to talk to you customer
Measure and Test
Consistently measuring and testing your activity will keep you ahead
of the curve

9. A Closer Look at Content

10. Content
SEO
PRSocial
External links
Traffic
Domain authority
Search rankings
Trust/ credibility
SEO’d press releases
Drives media through
Google search
Blog –works both ways
Drives traffic
Trust/ credibility
Touch point in sales
funnel
Customer reviews
Customer interaction
Promote Content to gain media
coverage
Post media coverage
Engage with media via Twitter
The importance of content

11. B2B doesn’t mean boring to boring

12. How to Create Excellent ContentPost types

13. Brands that ‘get it’

14. Brands that don’t

15. How to create excellent content

16. Don’t forget to leverage your
community
Use your community to:
• Capture ideas and problems your potential
prospects may have through ‘social
listening’
• Leverage peer recommendations for
content

17. Practical Tips

18. Facebook advertising to support PPC
• Utilise the full potential of precise
Facebook ad targeting to segment your
audience
• Tailor your message to different segments
based on what they respond to better
• Start collecting & segmenting data in
Google Analytics for potential expansion
to Google network

19. Lead generation
When someone clicks on your lead
ad, a form opens with the person’s
contact information automatically
populated. This makes filling in the
form as fast as two taps.
The Benefits:
• Quick and easy method to attain
customer’s data
• Reduced cost per lead
• Respond to leads in real time
Facebook Lead Ads

20. Facebook Live
“…in 2019, video will account for over 80%
of the world’s internet traffic and almost a
million minutes of video will be shared
every second.”
The Benefits:
• Facebook’s News Feed puts emphasis on
live streaming
• People are automatically notified – unless
they proactively opt out
• No need for expensive production costs
• The visibility

21. Audience optimisation for posts
A free and completely under used
Facebook feature, audience
optimisation for posts allow you to
deliver segmented organic content to
the right audience.
You can even put in audience
restrictions, limiting competitors or
those who have no propensity to buy
from you seeing the content.

22. Don’t forget distribution times
Now you know ‘who’ your target customer is, find out where they interact and when. For
example, are they on Facebook during office hours – does interest peak at lunchtime,
what about the commute?

23. Any Questions?
Samantha Hearn
Head of Social Media
& Content
T: 0116 298 7485
E: sam@anicca.co.uk