facebook for business - spring 2013
Post on 11-May-2015
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� What is Facebook � Why Should Businesses be on? � Ge9ng Started � Pos=ng � Measurement � Demographics
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Topics
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Facebook � Founded in 2004, but since 2006 open to anyone over age 13 with an email address
� Originally for personal connec=ons, but now brands in the game too
� The numbers speak for themselves: 1,000,000,000 ac=ve users
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Why use it?
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It’s the new SEO � Social Media Op=miza=on (SMO) is the new SEO, or rather two halves of a whole.
� SMO is the distribu=on of social objects (videos, blog posts, tweets, Facebook updates) so that they’re op=mized to rise to the top of any related search query, where and when it is performed.
� Eben will cover op=miza=on – page =tles, descrip=ons and tags.
� SEO + SMO = Amplified findability in the tradi=onal and social web.
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It’s Effec=ve
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It’s Growing � Social media adop=on among U.S. small businesses doubled in the past year from 12% to 24% � 61% of small business owners use social media to iden=fy and a`ract new customers.
� 75% surveyed have a company page on a social networking site.
� 45% expect social media to be profitable in the next 12 months.
According to survey conducted by University of Maryland's Smith School of Business with Network Solu>ons
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It’s Real-‐Time � Reveal the human side of a company, give it personality � Provide useful informa=on that people won’t get elsewhere (or at least not as quickly)
� Respond to comments, complaints, requests real-‐=me � Have a plaform for announcing news, promo=ons, events
� Generate new business leads
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It’s Huge � Facebook: 1,000,000,000 ac=ve users � Twi`er: 175,000,000 ac=ve users � LinkedIn: 150,000,000 registered users � Pinterest: 8,000,000 ac=ve users � Blogs: 346,000,000 people read blogs every day � YouTube: 800,000,000 unique visitors last month
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Achieve Business Objec=ves � Increase visibility � Connect with customers � Increase engagement � Promote your brand � Create a community � Promote and manage events � Give back to loyal customers through special offers and discounts
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What’s the ROI? � Tapping into the latest research, Imbue Marke=ng has taken a closer look at the value of social following
� Results published March, 2012
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Facebook -‐ Ge9ng Started
https://www.facebook.com/pages/create/
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Facebook -‐ Ge9ng Started
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Examples of Cool Covers h`p://www.dreamgrow.com/23-‐cool-‐examples-‐of-‐facebook-‐page-‐cover-‐photos/
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Video on GibbonsDigital.com � h`p://gibbonsdigital.com/linking-‐your-‐facebook-‐business-‐page-‐to-‐your-‐twi`er-‐account/
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Ge9ng Started -‐ Social Media Plan � Define the goals for social media
� increasing sales, brand awareness / engagement or simply more people who “like” or “follow” your business
� Create your plan – align with marke=ng calendar � Iden=fy the most important keywords for your business. Use these consistently in all posts, tweets, updates.
� Create a content calendar for pos=ng � Measure and adjust – traffic, comments, leads, etc.
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Topics for Your Content Calendar � Post engaging relevant content, in short post with great images. � Business Updates, Events, Hiring, etc. � Your thought leadership, original content, blog posts � Curated content from complimentary businesses/services � Fun things – reflect popular culture, e.g., Super Bowl, Marathon, Labor Day, etc.
� Show your personality – appropriate cartoons, you on the golf course, etc.
� Employee, supporter, customer, donor of the week � Ask ques=ons, take polls, conduct contests
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Pos=ng � Set-‐up Google Alerts for your keywords � Best prac=ce is to post on Facebook one =me per day, Minimum 2 =mes per week
� Use tools like HootSuite, TweetDeck to schedule and manage posts
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Engage and grow your following � Write interes=ng and relevant posts will encourage followers to engage with your posts � Liking, commen=ng and sharing are important � Facebook uses the level of engagement to determine how many people see your posts
� Reveal the human side of a company, give it personality � Provide useful informa=on that people won’t get elsewhere (or at least not as quickly)
� Respond to comments, complaints, requests real-‐=me � Have a plaform for announcing news, promo=ons, events
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Facebook Best Prac=ces � Use Facebook To Connect with Poten=al Clients
� Develop Business page OR use personal profile � Maintain a Consistent Flow of Communica=on
� Post 2 =mes per week (lis=ng, info) � Blog posts, images of sold proper=es, etc.
� Integrate Facebook Into Your Exis=ng Marke=ng � Constant Contact App � Use different images on different channels
� Create and Maintain a Professional Image
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Build Up Your “Likes” � Hold contests/sweepstakes/giveaways/refer-‐a-‐friend � Put a link to your Facebook page on your website � Include Facebook link on all materials that reach target market (business card, emails, flyers, etc.)
� Leverage your email list � Build community/engagement and it will grow organically � Join relevant groups � Run Facebook Ads
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Measuring � Use Facebook Insights to see which posts are most successful for you
� Success = posts with Likes, Shares, and Comments � Use Google Analy=cs to monitor if Facebook and other Social Media sites are sending traffic to your website
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Demographics -‐ Facebook � 86% of Facebook users are age 25 and older � 81% have some college educa=on or bachelors/graduate degree
� 58% earn $50,000 or more
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Thank You! Bridget Gibbons
bridget@gibbonsdigital.com Gibbonsdigital.com @gibbonsdigital
Facebook.com/gibbonsdigital
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