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Facebook Fails &
Instagram Tales
Today I will be talking…
• Social Media Content
• Facebook Fails
• Instagram Tales
@Jessica_Orr @TheTomorrowLab
Social Media Content
1. Tone of Voice
@Jessica_Orr @TheTomorrowLab
1. Tone of Voice
@Jessica_Orr @TheTomorrowLab
2. Jab, Jab, HOOK!
@Jessica_Orr @TheTomorrowLab
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
• Plan ahead & keep your objectives in mind
• Invest in your content
@Jessica_Orr @TheTomorrowLab
• Team ideas session
• Think outside the box
• No idea is a bad idea
• Be relative
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
4. Distribution is Queen• Help people find your
content
• Amplification Strategy
• Promote
• Utilise Influencers
@Jessica_Orr @TheTomorrowLab
5. Video• Huge Reach potential
• Ability to tell a story
• Engage fans instantly - auto play
• Short video is more effective
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
• Reach 39K
• 15K Views
• 80% Completion Rate
• 17K Engagements
• Spend £20
@Jessica_Orr @TheTomorrowLab
Why is Facebook so important?
• 1.59 Billion Monthly Users
• 87% Monthly users access FB on a mobile device
• 30 Million Businesses have a Page
@Jessica_Orr @TheTomorrowLab
• 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
Facebook Fails
1. Not Optimising Your Page
• Be Original
• Right name
• Customise Vanity URL
• Findability – match brand name, Facebook name & URL
@Jessica_Orr @TheTomorrowLab
• Info in your About Section
• Keep it up-to-date
• Values & Benefits
@Jessica_Orr @TheTomorrowLab
• Look more professional - Image Sizing
• Implement
your Call to Action button
@Jessica_Orr @TheTomorrowLab
• Customers expect speedy customer service online too
• Manage queries & comments
• Your response time is now visible to the public
@Jessica_Orr @TheTomorrowLab
2. Not Planning Ahead!• Be Proactive
• Create a Content Calendar
• Highlight Important Dates
@Jessica_Orr @TheTomorrowLab
• Utilise Scheduling Tools
• Schedule ads
@Jessica_Orr @TheTomorrowLab
3. Not Encouraging Page Reviews
@Jessica_Orr @TheTomorrowLab
• Encourage customer feedback & referrals
• May hold more weight in tourism, food & hospitality
@Jessica_Orr @TheTomorrowLab
• Leave your feedback
• Respond to negative reviews with kindness, professionalism & positive language…or use humour if relative…
@Jessica_Orr @TheTomorrowLab
• ‘Facebook Professional Services’
@Jessica_Orr @TheTomorrowLab
• 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
@Jessica_Orr @TheTomorrowLab
• Sub-Categories aren’t perfect – need more options
4. Not Investing in Promoting Content
@Jessica_Orr @TheTomorrowLab
• Fans are more or less useless
• Algorithm changes kill organic reach
• Continuous News Feed Fight
• Organic reach is now <1%
@Jessica_Orr @TheTomorrowLab
“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
5. Not Being Reactive
@Jessica_Orr @TheTomorrowLab
• Opportunity to drive reach & engagement
• Be reactive, but relative
• 6 Nations organic post – 9K Reach, 500 Engagements
6. Not Utilising Insights• Understanding key metrics & what content works
• Measure overall Engagement
@Jessica_Orr @TheTomorrowLab
@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
Instagram Tales
1. Visual Story TellingIf You Could Express
Your Business Visually What Would
You Create?
@Jessica_Orr @TheTomorrowLab
• Showcase your business visually
• Good story telling increases brand value
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
2. Ads
@Jessica_Orr @TheTomorrowLab
@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
• Photo & video ads
• Support many objectives
• Shore Projects now shipping to 100 countries
@Jessica_Orr @TheTomorrowLab
3. Power of the #
@Jessica_Orr @TheTomorrowLab
• Context
• Connect
• Amplify
• Discover
• Conversation
4. ShoppingYou Can Now Make
Your Instagram Feed Shoppable!
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
5. Account Switching
@Jessica_Orr @TheTomorrowLab
• 5 Accounts with 1 log-in
Recap: Social Media Content
@Jessica_Orr @TheTomorrowLab
1. Tone of Voice2. Jab, Jab, Hook3. Killer Content4. Distribution is
Queen
Recap: Facebook Fails
@Jessica_Orr @TheTomorrowLab
1. Not Optimising your Page2. Not Planning Ahead3. Not Encouraging Page
Reviews4. Not Promoting Content5. Not being Reactive6. Not Utilising Insights
Recap: Instagram Tales
@Jessica_Orr @TheTomorrowLab
1. Visual Story Telling2. Instagram Ads3. Power of the #4. Shopping5. Account Switching
@Jessica_Orr @TheTomorrowLab
www.thetomorrowlab.com
Thank you &
Be Social!Email: jess@thetomorrowlab.com
Twitter: @Jessica_Orr #TTLPresents @thetomorrowlab
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