facebook for business 052113

FACEBOOK FORBUSINESSES

Ramon RayRegional Business Development, Director NY/NJ, Infusionsoft

Editor & Technology Evangelist, Smallbiztechnology.com

Facebook.com/smallbiztechnology

Twitter: @ramonray

1

2

WHO ARE YOU? WHAT ARE YOUR CHALLENGES?

RAMON RAY, AUTHOR

‘THE FACEBOOK GUIDE TO SMALL

BUSINESS MARKETING’

Wiley (February 2013), Amazon.com best seller

3

4WHO IS RAMON RAY? WHY LISTEN TO HIM?

• Author, Facebook Guide to Small Business Marketing

• Event producer – Small Business Influencer Awards, Small Business Summit (Aug 6th), Small Business Technology Tour

• Journalist and free lance writer• Editor and publisher of

Smallbiztechnology.com• Sold Small Business Summit Inc. to New

Media Expo (Blogworld)• “Fun” Facts

• Former United Nations employee• Puppet shows in developing countries• Graduate FBI Citizens Academy• Presidential Google Hangout participant

That is me

5

WHO IS RAMON RAY? WHY LISTEN TO HIM?

FACEBOOK FOR BUSINESS: WHAT WE’LL COVER

Overview of Social Media: F R E A Content Marketing 101 Facebook For Business Essentials Tricks and Tactics for Business Owners Facebook Integration (Social Plugins) Social Media - Marketing ROI

4

SOCIAL MEDIA OVERVIEW: SOCIAL DIFFERENCES

Twitter – Frequent, short, to the point, bursts Facebook – Engaging, picturesque, light LinkedIn – Business to Business,

personal/contacts

7

SOCIAL MEDIA OVERVIEW

In order to be effective, social media content must be:

Frequent Relevant Engaged Analyzed

6

SOCIAL MEDIA OVERVIEW: FREQUENCY

Post regularly Out of site = Out of

mind “I Tweet Once A Week”

is not enough Don’t post too often Each social network is

different

9


What’s the best time to post on Facebook?Based on research by Buddy Media, the best time to post updates for your business is 8pm to 7am.

Between these hours, most of your fans and followers are home from work, so you are more likely to get them to ‘Like’ or comment on posts.

10

* research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011


What’s the day of the week to post on Facebook?

11

Sunday and Wednesday

Research from Buddy Media showed that engagement is 8% above average on Wednesdays!



What’s the most effective weekly post frequency?

12

1 to 4 Times

Posting one to four times produces 71% higher user engagement than 5 or more posts in a given week.


SOCIAL MEDIA OVERVIEW: RELEVANT

Create content that relates to your product / service

Create content that YOUR AUDIENCE wants (first phase of Infusionsoft Lifecycle Marketing)

Join the social conversation (don’t break it up or be out of place)

Create Your Own Conversations

13


Three Tips To Follow When Creating Relevant Content…

14

1. Steer clear of stock images and use REAL pics of your business.

2. Show what you do, your work, whenever possible to give visitors a ‘visual’ of your product or service.

3. Use conversational language, not business jargon, and eliminate superfluous, unwieldy language.


Here’s a quick tip on length of your post…

15

Keep It Under 80 Characters!

The research by Buddy Media found that posts with 80 characters or less received 66% higher engagement.


Think like a newspaper headline writer!

SOCIAL MEDIA OVERVIEW: ENGAGEMENT

Create content that people want to ‘Share’ with others

People (business owners) are on social media (online overall) to share experiences with others – enable this

Boring content loses – informative, education, entertaining, fun content wins

Tips – photos, video, polls, surveys, about YOU not about ME or I

17


How To Get Your Fans/Followers To Engage…

18

ASK QUESTIONS!

Comment rates DOUBLE on posts that ask questions versus ‘non-question’ posts.


SOCIAL MEDIA OVERVIEW: ENGAGEMENT 19

This question received:• 173 Comments• 212 Likes• 15 Shares


How To Get Your Fans/Followers To Engage…

20

Fill In The Blank …..

Fill in the blank Posts receive 9 TIMES more comments than other Posts.


22

SOCIAL MEDIA: ANALYZE

Measure social media success Is it working? What’s working? Which social network is best

for your audience? What content works best? What’s your cost per

customer acquired?

SOCIAL MEDIA OVERVIEW CONCEPT: CONTENT MARKETING

Successful online marketing is all about content Content feeds search engines (educate, inform, entertain) Content feeds social networks (what interests my friends and

my peers?)

10

SOCIAL MEDIA CONCEPT: CONTENT MARKETING IS NOT ENOUGH

Word of mouth Online advertising Offline advertising Sales Marketing Customer service

FACEBOOK FOR BUSINESS:THE ESSENTIALS

Engaging Time Line

Tabs (custom)

Apps (custom)

Insights (analytics are IMPORTANT)

Paid Advertising (sponsored posts / ads)

Images are POWERFUL!

25

FACEBOOK FOR BUSINESS: YOUR TIMELINE

Use Engaging Timeline Imagery

Keep it fresh

Inject Personality

26

FACEBOOK FOR BUSINESS: TABS

Tabs give you the ability to allow your followers to connect to specific areas of your business.

Tabs

13

You can create custom Apps that allow you to create specialty pages to add to your Facebook page.

Click This App

To Get This Special Page

FACEBOOK FOR BUSINESS: APPS

FACEBOOK FOR BUSINESS: FACEBOOK INSIGHTS

Facebook Insights is the analytic tool for measuring different metrics on your Facebook Page (not personal profiles).

Provides information on the performance of your Page and the interaction of your visitors.

You have the ability to measure different metrics such as:

Likes

Reach

‘Talking About This’

Demographic information

29


The ability to measure by metrics such as Gender, Age, Location allow you to customize your content to ensure you are optimizing your full reach potential.

17

WHAT’S MEASURED AND WHAT IT MEANS

31


Engaged Users: The number of people who have clicked anywhere on your post.

People Talking About This: The number of people who have created a story from your Page post. Stories include:

• Sharing, liking or commenting on your post• Answering a question• Responding to an event• Claiming an offer

Virality: The number of people who have created a story from your post as a percentage of the number of people who have seen it.

Impressions: The number of times a post from your Page is displayed, whether the post is clicked on or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in News Feed once, and then a second time if their friend shares it.

Reach: The number of people who received impressions of a Page post. The reach number might be less than the impressions number since one person can see multiple impressions.

SHOULD YOU DO WHAT YOU CAN’T MEASURE?

32

FACEBOOK FOR BUSINESS: ADVERTISING ON FACEBOOK

Advertising options:

Sponsored Stories / Posts

Paid Ads

Ads are effective way to:

Reach new customers

Deepen relationships with customers

33


Facebook Advertising Best Practices: Identify Your Goals Define Your Target Customer Create an ad for the demographic you want

to reach Test and refine, Test and refine, Test and

refine

34


Stop “selling” Identify your target market Nurture the relationship Build trust Use Facebook to find your ideal

prospect …then sell to the “customer”

later (Lifecycle Marketing concept is

key)http://bit.ly/petflowfacebook

Facebook Advertising BIG tips…

FACEBOOK FOR BUSINESS: IMAGES ARE POWERFUL

Facebook is a very ‘visual’ world.

Use engaging images on your page

Draw attention and encourage engagement that will help spread the word about your business.

36


THE COVER PHOTO

The MOST valuable real estate on your Facebook Business Page…USE IT!

Think of your Cover Photo as first impression. You only get ONE shot to impress!

37


Tips on Creating a GreatCover Photo Choose an image with a ‘WOW’

factor and that sparks interest.

Get the size right! Here are the specs for the cover photo:

Cover Photo Size: 851 pixels wide by 315 pixels tall

Minimum image dimension: 720 pixels wide

Profile icon size: 160 x 160 pixels, with a minimum image upload size of 180 x 180 pixels

Keep it fresh and change it up. Just like content, create a schedule to change your cover photo to keep your page fresh and inviting.

38

FACEBOOK FOR BUSINESS: TRICKS AND TACTICS

Complete the ‘About’ Section: Include your business email address so people can easily contact you!

‘Highlight’ or ‘Pin’ your best posts. By doing this, the post appears at the top of your page and you’ll get even more engagement.

Embrace ‘Milestones’. These provide deeper insight to your business and highlight special moments, like product launches, company advances, etc.

39

FACEBOOK FOR BUSINESS: TRICKS AND TACTICS

Use Power Editor To Manage Ads In Bulk

https://www.facebook.com/help/332626706817162/

Upload customer contact information and advertise to customers or prospects

Use Programs That Allow You To Schedule Posts

Dlvr.it (www.dlvr.it)

HooteSuite (www.hootesuite.com)

Crowdbooster (www.crowdbooster.com)

40




http://www.dlvr.it/

http://www.hootesuite.com/

http://www.crowdbooster.com/

Use Facebook Social Plugins to bring the social benefits of Facebook to your web site, blog or other property

41

FACEBOOK FOR BUSINESS: PLUGINS

https://developers.facebook.com/docs/plugins/

FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS

Like button: Click Like to publicly share and connect with content from other websites that you find interesting.

Like

42


Send button: Click Send to share a link and optional note as a private Facebook message, Facebook Group post, or email.

43


Comments: The Comments plugin lets users comment on any piece of content on your site.

Comments are amplified through their networks

44


Activity Feed plugin shows users what their friends are doing on your site through likes and comments.

45


Recommendations Box The Recommendations plugin gives users personalized suggestions for pages on your site they might like.

46

FACEBOOK FOR BUSINESS SUMMARY: TWO IMPORTANT CONCEPTS

F R E A

Frequent

Relevant

Engaged

Analyzed Social Content Marketing

Social alone is not enough

47

FACEBOOK FOR BUSINESS: TIE SOCIAL MEDIA TO A MARKETING SYSTEM

Cheaper to capture interest than to sell

Cheaper to sell to prospects you’ve engaged

…then sell with Lifecycle Marketing

For growing businesses “social” alone is not enough

http://bit.ly/petflowfacebook

FACEBOOK FOR BUSINESS: SOCIAL LIFECYCLE MARKETING

Attract attention/traffic

Capture leads Nurture

prospects/leads Convert to sales Deliver and satisfy Have French Fries Get Referrals

Deliver

and

satisfyUpsell

Convert to sales

BUT WAIT, THEIRS MORE…

Facebook pages, groups and your personal page

Privacy Facebook local features Facebook offers Engage with your

community (talk back to your tribe)

Like and community as your page

Have a variety of interesting (not boring) posts

Beyond Facebook to boost Facebook (video, podcasts and more)

52

FACEBOOK FORBUSINESS

Ramon Ray

Regional Director of Development, Infusionsoft

Technology Evangelist, Smallbiztechnology.com

53

facebook for business 052113

Documents

social media content

social media concept

social media overview

cover overview of social

social mediaoverview

social conversationdont

social media overviewin

measure social media