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DOES YOUR SOCIAL MEDIA PAY FOR ITSELF?
@matt_hodkinson
MATT HODKINSON/ 01 APR 2014
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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 Reuters TV, 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
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The Problem
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NOTICE
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Noise Reduction
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Prove Engagement First
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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
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Objectives
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Attract
Convert
Close
Delight
Refer
Email Lists SEO PR Social
Media Ads
%
%
%
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Sanity vs. Vanity Metrics
Sanity • Site and Blog Visits – Quality over Quantity • CTA Clicks • Leads, form submissions • Email clicks, revisitation • Clients/Customers
Vanity • Fans, Followers
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Tribes
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Community Management: Tools
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Influencer Marketing
• Existing Tribes • One-to-One-to-Many – Leverage • Influencers (context)
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Finding Influencers
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Inbound
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The Inbound Framework
• Tech – CMS – Lead Capture/CRM – Email Automation – Analytics
• Skills – Design – Web Developer – Copywriter – Marketer
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Marketing Automation
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Progressive Profiling
• Start with what the Sales Team 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
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Content
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Content Types
• Media Types • 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
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Suggested Campaign Framework
• Landing Pages x 6 • Thank You Pages x 6 • Lists x 5 • Nurturing Emails x 7 • Workflows x 3
Monthly/Quarterly?
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Evaluation
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“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
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Social Insights
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Matt Hodkinson [email protected] t: 020 323 99 767 @matt_hodkinson