Web Tools 2.0

What’s inbound marketing?

• IM is a way to promote companies through blogs, videos,

newsletters, SEO, social media marketing and other forms of

content marketing wich serve to bring customers in CLOSER to te

brand.

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Inbound Mkt vs Outbound Mkt

• IM EARNS the attention of

customers and directs

consumers to the website by

producing interesting content

online.

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Steps (1/3): Generate/attract traffic

• Creating a online community by sharing

social objects that can induce responses

from people.

• The main tool used to generate traffic is

social media

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Steps (2/3): Transform into prospect/ convert visitors to leads

• Creating links between

social platforms and

internet sites, newsletters,

emailing, real or virtual

store, blogs.

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Steps (3/3): Convert prospects into clients/ Convert leads to sales

• Analyse

• Customize

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What SM has changed?

Summary• What Social media has changed ?:– for consumers– for companies– new jobs

• How SM is organized in companies?

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Changes for consumersCOMMUNICATION’S BEGINNING

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Changes for consumersCOMMUNICATION: EVOLUTION 2.0

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Changes for consumersFINAL EVOLUTION - 3D

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Changes for consumersINFLUENCER = ANYONE

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Changes for consumersMORE CHANNELS, MORE INFORMATION

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Changes for consumersPRIVACY

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Changes for companiesHUMAN

More proximity between companies and consumers

Exchange

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Voice of the consumer

Spread

Changes for companiesSPEED• of delivery for messages• of spread a lot of people• of answers

Need to permanent monitoring

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Changes for companiesMATCH EXPECTATIONSKeep promises of the brand, otherwiserebels consumerssharing of bad

experiencesometimes crisis

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ORGANIZATION Impact of social media in departmentnew skillsnew jobs

New jobs

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New jobs

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How SM is organized in companies?

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How SM is organized in companies?

Using Social Media to 360°Creating LINKS with

Website Newsletters Emailing Virtual Store Blog

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How SM is organized in companies?

Creating a community Better with a minimum profile in SM

circles After that, produce and promote great

contents to the communities

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Different media

Most popular

1. Full listing

1. Full listingMost popular

Pictures sharing

1. Full listing

Location based

1. Full listing

Next generation ?

1. Full listing

1. Full listingNext generation ?

2. Focus

2. Focus

2009 2010 2011 2012 2013 20140

1

2

3

4

5

6

7

Number of Fb & In accounts in Belgium

FacebookLinkedIn

Years

Num

ber o

f acc

ount

by

mill

ion

2.1 Reach

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2.1 Reach

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When to use ?

When to post ?

When to use ?

When to post ?

When to use ?

When to post ?

How to post on Social Media?

Foreword

There is not one right way to post on Social Media

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Content• People like to see what’s going on « behind the scene »

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But what ‘s more important to talk about the brand or the field of activity?

• Mix up images, videos, text and urls

The text• Mention Keywords• Tag people and pages• The text must be short

enough• Use call to Action

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The text

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• Add sometimes a smiley• Add # and @ even on

Facebook• Add links to your

webshop

The images

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• Always post quality pictures

• Tag people• Always add text with an

image

The videos

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• Your videos should be short enough (max 30 sec)

• If you own the video post it directly on Facebook (no link)

• ! Engagement?

What not to do on Social Media

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• Write with spelling mistakes or typo

• Add shared links without changing the picture or the title

• Forget to add rules to a contest

What not to do on Social Media

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What not to do on Social Media

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• Write on SM like you would write an ad ( you are supposed to speak to a friand)

• Like your own post• Use too many « likez si vous… »

Strategy

First Step:

Set your Goals.

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Second Step:

Choose a tactic depending on the goals you have set.

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Third Step:

Define what image you want to give of your company.

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Fourth Step:

Determine who you want to

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Choose a social media according to what kind of social type you are likely to reach

there.

You don’t reach the same social type on Facebook and on Linkedin

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Use Persona to determine how your target is going to react to your tactic.

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Tone of voice

A tone of voice is not what you say, but how you say it

It’s an expression of the people behind the brand and it must be adapted to the brand’s personality and set of values.

Different kinds of tone of voice :Timeless QualityJoy.

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Content territory

Content territory helps us to figure what the company is going to talk about

A company cannot talk about itself only!

Need to pick a few topics that match our reachable social types’ interests with our brand’s identity Different types of content needed

Decide what sort of rotation we want for each type of content (ex. : daily, weekly, monthly, every other week,etc..)

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Content territory

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opti

misati

on

des

perf

or

ma

nces

qualité

ha

ute

me

nt

pers

onnalisée

gamificationludiquequizzdivertissement

évolutions technologiquesvidéos tutorielles

partage d'actualités

VocVox

Content territoryWeek 1 :

Post 1 : ProductPost 2 : VideoPost 3 : Funny factPost 4 : Product

Week 2Post 1 : ProductPost 2 : VideoPost 3 : Funny factPost 4 : Product

Week 3Post 1 : ProductPost 2 : VideoPost 3 : Funny factPost 4 : Product

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Content typesWe:

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Behind the scene Corporate videos

Press New products

Content typesYou:

General greetingsPollsWhat are you listening now?If you were an animal?

Objective = Action

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Content typesThey:

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Blogger writings

Tips

Famous quotesCultural agenda

KPIs

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KPI’s in action

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The IPM SCORE

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• New concept: The IPM SCORE (Indicator Post Management)• Useful to

- Measure the progress and to reach its strategic goals- Measure the engagement of your followers

https://app.conversocial.com/profiler/

KPI’s in action

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Value for money ?

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General Tips

Free tools : Facebook Planner

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Free tools : Adparlor

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Free tools : Hyper Alerts

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Free tools : Mention.com

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Free tools : TweetDeck

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Free tools : Pixlr.com

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Tips

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Tips

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https:/www.facebook.com/LibrairieLeChatBotte/

https://www.google.be/search?q=fedor+emelianenko&es_sm=91&source=lnms&tbm=isch&sa=X&ei=OgJqU8-SLYWqO9HHgMgE&ved=0CAgQ_AUoAQ&biw=1186&bih=560#facrc=_&imgdii=_&imgrc=HaRvcm0whASa4M%253A%3BHzC63xONsf0GnM%3Bhttp%253A%252F%252Fphotos.famouswiki.com%252Ff%252Ffedor-emelianenko-33856%252Fgallery%252Ffedor-emel-287422.jpg%3Bhttp%253A%252F%252Fwww.famouswiki.com%252Fimage%252F287422%252F33856%252Ffedor-emelianenko.html%3B420%3B394

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Tips

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Tips

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Tips

In case of crisisCrisis strategy

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In case of crisisConstant monitoring

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In case of crisisQuick reaction !

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In case of crisis

Code of conduct

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Respect their opinion

In case of crisisEngage yourself

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In case of crisisUsers satisfaction

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