DOES YOUR SOCIAL MEDIA PAY FOR ITSELF?

@matt_hodkinson

MATT HODKINSON/ 01 APR 2014  

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

The Problem

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NOTICE

Noise Reduction

Prove Engagement First

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

Objectives

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

Tribes

Community Management: Tools

Influencer Marketing

•  Existing Tribes • One-to-One-to-Many – Leverage •  Influencers (context)

Finding Influencers

Inbound

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The Inbound Framework

•  Tech –  CMS –  Lead Capture/CRM –  Email Automation –  Analytics

•  Skills –  Design – Web Developer –  Copywriter – Marketer

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

Content

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

Suggested Campaign Framework

•  Landing Pages x 6 •  Thank You Pages x 6 •  Lists x 5 •  Nurturing Emails x 7 • Workflows x 3

Monthly/Quarterly?

Evaluation

“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

Social Insights

Matt Hodkinson matt@influenceagents.com t: 020 323 99 767 @matt_hodkinson