Intro to Facebook for Business

Leveraging Social Media for Small Business Success

Presented by: Stephen Peacockhttp://peacockcreative.net Intro to Facebook for Business

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Todays AgendaWhy Social Media Marketing Makes SenseSocial Media Network Numbers and FB DemographicsSocial Media Strategy + Make a PlanFacebook Dos, Donts, and TipsOverview of Measuring SuccessIdentify Additional ResourcesTime for Questions

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Why Social Media MarketingSocial Media has changed the way people connect, discover, and share information. Social networks, like Facebook, Twitter, LinkedIn, and Pinterest are the places where social interactions happen (discovering & sharing).

Social media marketingis the way to use that technology to build relationships, drive repeat business. and attract new customers through friends sharing with friends.

Sound familiar? Thats because social media marketing is really justword-of-mouthmarketing super-poweredby technology.

http://www.socialquickstarter.com/content/1-why_social_media_marketing

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Network NumbersFacebook 1.49 BillionYouTube 1 BillionGoogle+ - 540 MillionTwitter 316 MillionInstagram 300 MillionLinkedIn 187 MillionPinterest 70 MillionVine 40 millionSource: Social Media Hat UPDATED:August 10, 2015

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Facebook DemographicsDemographics of Key Social Networks Pew Research Center

Also view their Social Media Fact Sheet

As of September2014:71% of online adults use Facebook23% of online adults use Twitter26% use Instagram28% use Pinterest28% use LinkedIn

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Your Social Media Marketing Strategy

Starts with your website!

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Your 2015 Website Must HavesResponsive your site works well and looks great no matter what device is used to view it.Social Sharing buttons allows visitors to easily share your content on social mediaOriginal and engaging content that speaks to your audience (personas)SEO optimized keywords in title, url, h tags, meta data, alt image tag etcBlogging capability so you can publish new content easily

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Make A PlanOutline Your GoalsUnderstand Your AudienceChoose Your IssuesSet Your Social Media EngagementMeasure Your Success

From Social Media Examiner

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1. Outline Goals/ObjectivesBuild your brandby getting people to recognize your name and associate it with your product.Attract new customersbydriving traffic to your social media page or company website.Support salesby answering prospects questions and showing them how to use your products or services.Engage with your fansby giving customers a reason to talk about your brand and encourage others to purchase from youFrom Social Media Examiner

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2. Who is Your Audience

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Create PersonasA persona is a kind ofmental modelan imaginary person with a name, history, and story who has a way of doing things. A persona should have enough psychological detail to allow you to conveniently step over to the personas view and see your products and services from her/his perspective.http://www.tronviggroup.com/customer-personas-what-sally-can-show-you/

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More ResourcesHubSpot provides a free Guide to Creating Personas

Get HubSpots Guide to Creating Personas

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Personas and Social MediaPersonas can help you decide which social media platforms to use to engage current and potential customersPersonas help you develop engagement strategies by anticipating what your prospects will react to or interact withAs you interact with customers and prospects on social media you will be able to further refine your personas based on results to better build relationships and drive conversions

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Choose Your Hot Button IssuesTarget your three to five main topics. These should be categories or words you want to place for in search optimization.Create content around these topicsfor which you want your business to be known.Create an editorial calendarintegrated with your promotional calendar.Plan relevant content around your main keywordsand yourplanned promotions. Develop a framework to minimize content creation time by not needing to think about what youre going to write before you craft content.Brainstorm ideas for contentaround these categories. Before developing your content,list topics you want to cover. For most businesses, the easiest way to accomplish this is to answer your customers questions before and after purchase. Link to appropriate product pages but dont be promotional!Offer a variety of content formats, not just text. People take in content differently.Attract attention with images, since some social media platforms such as Facebookare image-based.


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Set Your Social Media EngagementBe strategic with your social media time usage. Its easy to spend more time than you need to on social media. A social media plantogether with a strategic approachwill help you find the right balance.Use your existing communications such as email and in-store signage toencourage your customers to get ontosocial media and engagewith you


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Facebook Dos and Donts

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Follow 80/20 Rule80% of your posts should be social (yet still relate to your industry or audience)20% should pertain to your products/services.SELL, SELL, SELLConstantly posting promotions could cause your followers to fleeFrom Vertical Response

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Responds Within 1 Hour, No Later Than 24 HoursAcknowledge customer interactions even just to say thanks!Ignore Your AudienceThere should always be a human behind the social media platformFrom Vertical Response

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Keep Your Posts Under 80 CharactersPosts with less than 80 characters received 66% more engagement than lengthier postsWrite A Lengthy PostsAdding context to photos or links is key, however crafting a novel length status update could cause followers eyes to glaze overFrom Vertical Response

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Build Your Facebook Following OrganicallyReach out to established network and spread the word about your Facebook page by linking to in your emails, website and/or blogBuy LikesA plethora of Likes may seem important to the success of your Facebook page, but a faux fan following can have definite drawbacks.From Vertical Response

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Ask Questions + Post Enticing ContentQuestion posts have a 92% higher comment rate. Questions containing should, would, which or who receive highest engagement. Place question at end of statusWrite Fake CommentsFake accounts are also easy to pinpoint and customers WILL call you out.From Vertical Response

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Post No More than 1-4 Times a Week, 1-2 Times Per Day82% of people think Facebook is a good place to interact with brandsDont Clutter The NewsfeedThe number 1 reason 73% of users unliked a brand is because the posted too frequentlyFrom Vertical Response

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Facebook Tips - PhotosPhotos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts.

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Facebook Tips Photo GalleriesWishponds datasays that overall, photo posts get 120% more engagement than the average post, and photo albums actually get 180% more engagement

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Facebook Tip EmoticonsEmoticons ( :D :) :-O ) increase comments by 33% and get 57% more likes

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Facebook Tip Pick Your DaysEngagement rates on Thursday and Friday are 18% higher

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Facebook Tips Encourage Fans42% of fans like a page to get a coupon or discount

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Measuring Progress

http://google.com/analytics

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Measuring Social MediaUnless you measure the performance of your Facebook efforts you wont know whats working and what isnt. Use the following:Use Facebook Insights (free)Install Google Analytics (free) on your websiteUse Googles Url Builder (also free)When used together these free tools will provide insights on what is the most effective way to engage your Facebook fans.

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Use Googles Url BuilderCampaign Source (utm_source)Required. Useutm_sourceto identify a search engine, newsletter name, or other source. Example:utm_source=FBCampaign Medium (utm_medium)Required. Useutm_mediumto identify a medium such as email or cost-per- click. Example:utm_medium=5k_pictureCampaign Term (utm_term)Used for paid search. Useutm_termto note the keywords for this ad.Example:utm_term=run+quayCampaign Content (utm_content)Used for A/B testing and content-targeted ads. Useutm_contentto differentiate ads or links that point to the same URL.Examples:utm_content=logolinkorutm_content=textlinkCampaign Name (utm_campaign)Recommended. Used for keyword analysis. Useutm_campaignto identify a specific product promotion or strategic campaign.Example:utm_campaign=early_bird

http://fuquay-varina.com/event/run-quay-2015/?utm_source=FB&utm_medium=5k_picture&utm_campaign=early_bird

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Facebook InsightsFacebook provides a wealth of data to administrators of pages with30 likes or more.

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When are your fans on FB?

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Page Likes Data

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Post Reach Data

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Individual Post Insights

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Additional ResourcesSocial media not working? Great article on Social Media Examiner7 Ways Brands Are Using Social Media to Build Customer Loyalty in 2014Social Media Today12 Awesome Social Media Tutorials on HubSpotSocial Media Tutorials from Socialbrite

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Get this presentation online:http://www.slideshare.net/stephenpeacock

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Intro to Facebook for Business

Marketing

Transcript of Intro to Facebook for Business