Deck from my talk at SEMrush Global Meetup on Content Marketing. December 2016.

1. Coach: [nome e cognome]
HOW TO AMPLIFY
CONTENT WITH
SOCIAL MEDIA
15 December 2016
@vagabondceo#semrushlive Tweet me throughout my talk >

2. Hello, I'am Andrea D'Ottavio!
Founder & CEO of:
Webing > specialised in social media marketing
Webing Academy > pop up training
• 20 years of experience in digital marketing
• Contributor for Huffington Post UK, Millionaire and a few blogs
• Digital trainer on Social Media Marketing, Instagram Marketing
and Growth Hacking
• Created more than 600 campaigns for brands like Ferrari,
Discovery, Tommy Hilfiger, Estee Lauder, Clinique, Abbvie,
Microsoft, Alitalia, Meridiana, MSL Group, Publicis, Saatchi-
Saatchi and many others
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3. Happy
DAD
Uma Zoe
Hello!
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4. Happy SURFER
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5. HOW TO AMPLIFY CONTENT
WITH SOCIAL MEDIA
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6. ASK ME.
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7. JACK NICHOLSON
IS A GREAT PLAYBOY
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8. PLAYBOYS ARE
SOPHISTICATED MARKETERS
• They are pros.
• They don't risk their reputation.
• They don't guess.
• They know how to attract, engage...
CONVERT.
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9. PLAYBOYS USE A FUNNEL.
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10. 1. ATTRACT
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11. 2. ENGAGE
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12. 3. CONVERT
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13. (OK, JACK CAN GO
STRAIGHT TO STEP #3)
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14. SOCIAL MEDIA WORK THE
SAME WAY.
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15. BUT UNLESS YOU ARE JACK
NICHOLSON, FOLLOW THE STEPS!
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16. LIKE PLAYBOYS, CONTENT MARKETERS
NEED TO USE THE SAME FUNNEL
ATTRACT
ENGAGE
CONVERT
AMBASSADORS
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17. Know your audience and use attractive
content to get their attention
ATTRACT
ENGAGE
CONVERT
AMBASSADORS
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18. Know your audience and use attractive
content to get their attention
ATTRACT
ENGAGE
CONVERT
AMBASSADORS
Keep them engaged with relevant content
(guides, infographics, premium content)
@vagabondceo#semrushlive Tweet me throughout my talk >

19. Know your audience and use attractive
content to get their attention
ATTRACT
ENGAGE
CONVERT
AMBASSADORS
Keep them engaged with relevant content
(guides, infographics, premium content)
Know when it's time to push your offers and
ask them to buy/sign up/etc.
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20. THE SPA APPROACH
(relax and get customers)
S
P
A
01 STRATEGY
Create a detailed strategy and design the steps
of the funnel and train your team.
03 AMPLIFICATION
Create, curate and amplify content
02 PLUMBING
Set up the digital tools to execute the strategy
(stolen from Dennis Yu!) ---------------->>>>>>>
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21. LET'S SEE HOW FACEBOOK
AND INSTAGRAM CAN WORK
FOR YOU.
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22. 1. Use pages not profiles
2. Limit posts with external links and if you have a limited
reach, don't put them at all
3. Always use images in your posts (the best size is
1200x900 pixels)
4. Try to use images never posted on Facebook before
(Facebook checks exif data)
5. Ask your colleagues to like posts during the first
minutes to influence Facebook algorithm
HOW TO USE FACEBOOK TO AMPLIFY CONTENT
@vagabondceo#semrushlive Tweet me throughout my talk >

23. 6. Prefer method posts: people use social media for their own
ego and to discover/learn new things
7. Post 3 times a day and try different times: don't trust
universal stats, not all brands are the same
8. Use live videos: Facebook will find an audience for you and
help you get tons of views. If you do it with your
smartphone get a mic!
9. Use emojis and emotional words, avoid politics, religion and
hot topics that encourage flames
10. Find a way to quote an influencer in your post and tag him
HOW TO USE FACEBOOK TO AMPLIFY CONTENT
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24. 11. Create (or at least join and
be active on) groups, they
can give you high visibility.
BUT don't share the same
links, in the same way, at
the same time on 10
different groups of the
same topic, this is what
your friends will see
HOW TO USE FACEBOOK TO AMPLIFY CONTENT
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25. 12. Create custom, lookalike
and saved audience in
advance: this allows you to
boost posts effectively
without even leaving your
Facebook page
HOW TO USE FACEBOOK TO AMPLIFY CONTENT
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26. HOW TO USE FACEBOOK TO AMPLIFY CONTENT
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27. HOW TO USE FACEBOOK TO AMPLIFY CONTENT
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28. HOW TO USE FACEBOOK TO AMPLIFY CONTENT
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29. HOW TO USE FACEBOOK TO AMPLIFY CONTENT
https://www.linkedin.com/people/export-settings
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30. 13. Create very specific audiences and
target them with relevant posts
14. Target people who work at
specific companies (great to reach
journalists in your niche, i.e., if
you're a startup > target people
who work at Techcrunch,
Mashable, etc. (with 1€ per day
you can reach between 200 to 300
people)
HOW TO USE FACEBOOK TO AMPLIFY CONTENT
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31. TWEET ME FOR MORE TIPS
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32. INSTAGRAM
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33. Ask me, I'm
the guru!
HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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34. Maree
studied
people
HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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35. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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36. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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37. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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38. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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39. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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40. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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41. 1. Study your audience, know what they want and give it to
them
2. Set your goals: how many followers do you want to get per
day? What engagement rate are you looking to achieve?
3. Use a business profile (connect it to your Facebook page)
4. Create beautiful products people will want to photograph
5. If you're in retail, create “natural sets” in areas of your
shop: people love to take photos and tag themselves
6. Repost photos of your customers regularly (and thank
them, they're doing free advertising!)
HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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42. 7. Become a source of inspiration and educate your customers:
show them what you like and how you like it photographed
8. Use the right hashtags (avoid those considered spam)
9. Post with an inspirational caption and add your own hashtag
10. Add up to 30 hashtags in the first comment, NOT in your
main caption
11. Use emojiis in bio and add a link to your website
12. Instagram is a social media and you should interact with
other people. If you don't have the time to do it, automate it
(sshhh I didn't say this!)
HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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43. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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44. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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45. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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46. HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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47. Use Instagram stories for real time updates
HOW TO USE INSTAGRAM TO AMPLIFY CONTENT
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48. MAKE GREAT PHOTOS.
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49. THANK YOU!
facebook.com/andreadottavio
@vagabondceo#semrushlive andrea@webing.com