Facebook for Small Business

Workshop – May 8, 2014

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Why bother with Facebook (or any social media?

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The world has changed.

Selection of the Pope

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It’s a part of life13 million users in Australia alone.Fastest growing demographic?

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Shift in how people choose brands

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Why?• It is everywhere.• The conversation is happening. Be part of it.

Or not.• Another channel of communication with your

market or community.• Build your brand values and personality.• Online presence (expected).

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Goals• PR-focused and communication-focused goals• Not direct sales goals (or measurement)

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Goals

• SMART goals

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Task: Goal setting

• Write down 2 or 3 goals for your business Facebook Page

• Share your goals with a partner• Ensure they are not just about sales – also

about community and communication

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How to set up a Facebook Page

You’ll need:• Branding• 851 x 315 cover picture• Profile picture (square logo)• Summary of your business• Decision on a page name• Your basic business details, links, opening

hours, etc.

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Advanced

• Page features, tabs and apps• Merging pages• Contests• More

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What to post?• Keep sight of your goals• 80/20 rule (20% sales/goal oriented)• Review competitors and your favourite brands• Choose your preferred approach– How much?– Mix it up– Value add– Entertain– Events– Timing– Call to action

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Your community• Building the community– Content is King– Invite your real friends– Network and like other pages– ‘Like us’ and check-in advertising (newsletter,

website, ambient)– Patience – quality not quantity!– Pay for it!

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Feedback and Questions

• Interacting with your community– Show your love (reward) – Show respect

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Feedback and Questions

• Answer questions• “Stay Calm and Value their Feedback”• Take it private if necessary

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Time savers• Check daily! (No banking up)• Set up notifications• Facebook scheduling• Hootsuite/Buffer, etc.• Sharing the admin role• Linking SM accounts (see next slide…)

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Integrating Everything

• Your website or blog• Your business• Your e-news• Sharing across platforms• Flyers, cards

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Measuring and Analytics

• Facebook Insights• Question, review, revise but don’t obsess!• Compare: pages to watch

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Measuring and Analytics

• A range of analytics• Export for sharing

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Measuring and Analytics (cont)

• External platforms e.g. Simply Measured, Hootsuite, Sprout Social, Social Bakers ….

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Resources

• Sasha’s blog: http://ozcopywriter.blogspot.com.au

• http://www.facebook.com/help/pages• Social Media Today• Social Bakers• Business to Community

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Questions?