facebook & google+ for small business : strategies & concepts

Facebook & Google+Essentials for Small Business

copyright©2012 108 degrees, llc. all rights reserved.

This presentation is not a primerwe will discuss strategies and tools for small business

YourQuestions.Small Business Questions Answered

Reached out to 3,000+ small business owners, managers and directors about their questions

Small Business

Consulted with industry experts and leaders in the social media space about their most sought-after topics

INdustry Experts


http://www.simplepro.com


SUMMARYA QUICK LOOK INTO THE PRESENTATION

questionsQ&a

facebookfeatures for small business

features for small businessgoogle+

business pages professional identity & Strategy

START Introduction

ABOUT the networks facts & strategies

personal identityProfiles


The Networks.WHAT You’re Dealing with

Launched February 2004

1 Billion Users as of October 2012*

Perceived as a “Social Network”

Personal Connections =

Information Sharing

SOCIAL GRAPHThe social graph is a term coined by Mark Zuckerberg of Facebook, which

originally referred to the social network of relationships between users of the social networking service provided by Facebook.

It has been described as "the global mapping of everybody and how

they're related".KNOWLEDGE GRAPH

A knowledge base used by Google to enhance its search engine's search results

with semantic-search information gathered from a wide variety of sources. It provides structured and detailed information about

the topic in addition to a list of links to other sites.

Launched June 2011

400 Million Users as of September 2012*

Perceived as “Information Network”

Information shared with Circles

and/or publicly with Search


http://en.wikipedia.org/wiki/Knowledge_base

http://en.wikipedia.org/wiki/Knowledge_base

http://en.wikipedia.org/wiki/Google

http://en.wikipedia.org/wiki/Google

http://en.wikipedia.org/wiki/Search_engine

http://en.wikipedia.org/wiki/Search_engine

http://en.wikipedia.org/wiki/Semantic_search

http://en.wikipedia.org/wiki/Semantic_search

Application.For small business

Retail serviceconsulting

Non Profit

green

B2BOnline

Facebook

Build on personal connections and leverage human contacts to increase visibility and reach.

Utilize network features, tools, search engines and industry experts to extend visibility and reach

Google+


BUSINESSCreate accessibility to

customers and prospects Provide customer service and build relationships

Facebook.Build a solid social marketing strategy

PERSONAL

+ =

Build on your personal connections to foster and

grow business opportunities

Your goal is to network, and build your relationships with

customers and prospects


BUSINESS

Support SEO efforts for your personal

identity, blog and/or website by providing/

sharing relevant content and links

Google+.Build a solid social marketing strategy

PERSONAL

+ =

Connect with peers, colleagues and industry

leaders to further knowledge and/or gain

recognition for your expertise

Your goal is to showcase expertise and build recognition

in your niche



questionsQ&a



business pages professional identity & strategy

START facebook & Google+

ABOUT facts & strategies



PersonalProfiles.Setting Up Your Google+ Profile

Find out more at http://www.google.com/+/learnmore/profile/

Set Up Your Profile Google+GOTO

YOUTUBELINK


http://youtu.be/WVROEsSxRk8




























http://www.google.com/+/learnmore/profile/




PersonalProfiles.An IMportant Part of the small business strategy

Your Personal Profile on both networks is the initial identification with the network and its members. It is how you gain visibility for yourself and your business.

Visibility

Your Personal Profile allows you to cultivate relationships. Just as with in-person networking, it is these relationships that foster business growth, not the push for the sale.

Relationship

Developing genuine connections with colleagues, peers, clients and prospects boosts your online reputation and that of your business presence on the network.

GenuineConnections

The Personal Profile is the foundation upon which your connection to the network is built. Even if you use it only for business, a personal presence initiates your interactions.

Foundation


PersonalProfiles.Strategy Ideas for the small business

Build online relationships with real-life contacts: friends, neighbors, co-workers, peers

Facebook idea

Facebook tipCreate regular, ongoing dialogue with friends, family and connections to establish your online presence

Facebook ideaHumanize yourself to acquaintances, start conversations with new friends, friends of friends

Facebook tipNever SELL your business with your personal profile, create awareness of what you do, do not try to sell

Create a recognized identity that ties in to the SEO efforts of your website or blog

Google+ tip

google+ ideaBuild online relationships with local, national and global contacts within your industry and niche

Google+ ideaEstablish credibility in your niche by posting and sharing relevant content regularly

google+ tipParticipate regularly by commenting and adding value to the posts of others in your circles

Personal Presence feeds Business growthTaking these steps with your personal profile will add value to your business presence on the network





questionsQ&a



business pages professional identity & Strategy


ABOUT facts & Strategies


BrandPages.presenting Your brand online

Find out more at http://www.facebook.com/business

Create your Brand Page Facebook

GOTOFACEBOOK

video


https://www.facebook.com/business

https://www.facebook.com/business





























Create an online identity specific to your business or career within the network, separate from personal

create Identity

BrandPages.Your Business Identity online

Communicate, educate, connect and promote as your business or professional self to customers and prospects

Connect online

Direct interest and traffic to your website, blog or squeeze page for targeted interaction

drive traffic


Create a professional looking page

Use properbranding & identification

Provide full and complete information

Determine an effective page strategy

Create aN editorial calendar to meet page goals

Invite existing Clients, friends & connections

BrandPages.First Steps to a successful page

Create a professional looking pageUse professional quality images of your products whenever possible, and ensure that spelling, grammar are correct and always use an appropriate professional tone with your audience

GOBACKcopyright©2012 108 degrees, llc. all rights reserved.

use proper branding & identificationMake sure your customers and prospects know that the page belongs to your business. If you have a common business name used in other states, use geographic identifiers as well as your logo


Provide full & Complete InformationComplete every available field in your business page profile, including location information, operating hours and links to your website, blog or other online identities


determine an effective page strategyWhat is the purpose for your page? Education? Entertainment? Customer service? Create a strategy for connecting with your customers and prospects and use the page to deliver that message regularly


Create an Editorial CalendarHaphazard posting creates an inconsistent feel with your audience and makes it difficult to stay on track with page goals. Create an editorial calendar and schedule your content to ensure that your communication has the most impact with your fans and followers GOBACK

invite exiting clients, friends & connections Social networking is very similar to in-person networking... you start with who you know. As a small business owner, your business was built on the initial connections you had in your community and/or industry, so start there and invite those contacts to keep up with you via your brand page


+ There is no one answer for everyone:You must test your content to

find out what is engaging

Engaging content or “stickiness” is determined by your audience and what they find appealing

What is engaging?

Pertinent Industry Information; Product Discounts; Tips & Tricks; Entertainment via photos, video or text; Advice & Answers; Customer Service... it’s about creating dialogue

Examples

BrandPages.Create engaging Content

I define enchantment as the process of

delighting people with a product, service,

organization or idea. The outcome of

enchantment is voluntary and long-lasting

support that is mutually beneficial.

- Guy Kawasaki Author of Enchantment






Content conversationPurpose Relationship

Traffic & Interaction

+ + +

BrandPages.Maximizing your page

Create compelling

content that your audience enjoys

Always remember the

goals and purpose for the page

It’s not about selling! It’s about

building relationships

Focus on dialogue, not

promotion

Build a relationship with your audience that will eventually lead them to your website, blog, landing or squeeze page to take them to the next step in your marketing funnel.

Remember End Goals


Add Your Blog Examine INsights Build Audience

Drive LIkes Create Interaction Think Targeting

Facebookstrategies.strategic tips for small business owners


Add your Blog

GOBACKUse an application like RSS Graffiti, Networked Blogs, Involver’s RSS Feed or the URL link from the page to drive traffic from your Facebook page to your blog


Examine InsightsOne of the most powerful aspects of Facebook Pages is the ability to monitor your traffic and understand what type of content your visitors like


build AudienceAdd a LIKE box or the Facebook Feed to your website or blog to help drive traffic between the two online siteshttp://developers.facebook.com has all the instructions you need to get started


http://developers.facebook.com

http://developers.facebook.com

Drive LIKES & TRAFFICLooking for virality to grow your page? Try using a contest, promotion or giveaway to encourage your fans to share your page. Also consider the value of ADVERTISING your page if your budget allows.


create interactionTypically only 15% of your audience will see a single post from your page, so consider posting frequently to make sure you are reaching more of your fan base. Post often with creative, interesting content that drives conversation.


think about targetingMore fans are not necessarily better. While quantity is important to visibility (500-1,000 seems to be a magic number in terms of Edgerank), having fans that won’t respond, interact or share your content isn’t a beneficial strategy. Target fans that will be advocates of your brand and will spread the word.

#1 Benefit: Search Use Circles Integrate +1

Grow with Google+ Link to Sites Tips For Professionals

Google+strategies.strategic tips for small business owners


#1 Benefit: SearchThe more you interact on Google+ the more information Google will have about your business, your profile, your niche and your keywords. Information that is publicly posted will be indexed by Google to contribute to search results, but you must participate regularly for that information to be considered recent and relevant. GOBACK


use CirclesJust as your profile can CIRCLE other users, your page can CIRCLE users that have circled the page. Your page can also circle other pages... all of this builds more two-way connections for information sharing. Instead of an Edgerank-style formula controlling information flow, the user determines what is seen in their feed. GOBACK

Integrate +1 ButtonUse the +1 button to integrate your site with Google. This helps Google to collect data about your site, the information you provide, its relevance to other Google+ users and keyword information. All of this contributes to better SEO for your site. GOBACK


grow with google+To grow with Google+ you need to remember that it is about INFORMATION SHARING first. Perfecting your profile/page, sharing original and curated content, being helpful in answering and asking questions and giving credit/mentions are all ways that you can gain visibility in the network and build beneficial relationships GOBACK

Read Guy Kawasaki’s “What the Plus!” for great

ideas and information about getting started on Google+

and optimizing your interactions on the

network

Denis Labelle, Chris Lang & Yifat Cohen

are some great people to circle if you want to learn more about growing with Google+ and maximizing

your brand impact

Link to SitesRemembering that the #1 benefit to Google+ is SEO, it is vital that you link your brand page to your blog, website or other online identities to help Google make the connection to your brand page and your niche. If you blog, also be sure to cross-link your personal identity to your blog to take advantage of Author Rank. GOBACK

Tips for ProfessionalsIf you are a consultant or provide services to your customers, Google+ offers great opportunity for you to build your personal brand. These are my top 3 tips for maximizing that brand presence.

SHaring

Share regularly, often and generously.

Google+ is built on the foundation of knowledge and information sharing.

Don’t just share a link to your blog and walk away. Interact with the posts of others, and answer the comments you receive on yours. Google+ users are looking to connect with like minds, share enough that they can learn from and about you.

Your personal profile is part of your Google+ brand experience.

While you may have a business page, if your identity is directly linked to your brand, expect that your profile will be viewed and circled as part of the user’s experience.

Make sure your personal profile is complete and professional, and links directly back to your brand presence on Google+ as well as your blog or website.

Profile

Interact with industry leaders.

Unlike other social media sites, Google+ is still a relatively small community, which makes it easy to find and communicate directly with industry leaders.

Take the time to circle, follow and interact on the posts of people and brands in your niche that you respect. You may well get the opportunity to converse with them directly!

Interact



questionsQ&a








facebookFEatures.Tools you can use

There are many tools for communicating to your audience, here we will touch on a few that can be easily utilized by small business for great impact

Page tools

Many of these tools can be utilized by your personal profile or brand as well as your business page, so if your brand is profile-oriented, you can maximize your reach

Profile Tools


Facebook.Features for small business: Apps

There are many companies that offer apps (applications) you can use to enhance your page

Apps for Pages

Career buildingApps like BranchOut and Stik help connect your professional presence with your personal profile

Mailing ListIntegrate your email marketing sign up with your page to drive traffic into your funnel

Enhance your facebook presence with appsUsing apps on your page helps visitors learn more about

your small business and stay in touch with you beyond the newsfeed








Facebook.Features for small business: groups

Create an area of private conversation among groups of existing clients and prospects

Private conversations

fostering communityEncourage customers to support each other in the use of your product by connecting them in a group

consultingProvide consulting services to a select group of users in a private Facebook Group

Groups offer private conversation Use of a private Facebook group allows your business to connect in a more personal manner with your customers






Facebook.Features for small business: interest lists

Interests Lists allow users to create a list of pages and people they want to always see in their newsfeed

User Control

Message DeliveryBy appearing in a users Interest List, you can be assured your messages will appear in their stream

CredibilityStart an interest list in your niche area to allow fans to follow your page and others in your industry

only 15% of posts by a page are seen by fansBy utilizing interest lists and encouraging your fans to

do the same, you can reach more of your targeted fan base






Facebook.Features for small business: Advertising

Appearing in the right column of the page, Facebook advertising is great for driving traffic to your page, highlighting a specific offer or bringing traffic directly to your website. You can control the budget, reach and targeting for these ads to ensure an effective campaign

STandard Ads

Promoted posts are effectiveWhile seen as more effective than standard ads, promoted

posts must have compelling content to encourage interaction from users

Find out more at https://www.facebook.com/v/10100371014092807

promoted postsGOTO

facebookvideo

Appearing in the main News Feed for users, Promoted Posts bring eyeballs to a specific post from your page intended to drive LIKES, traffic, comments or other interaction.

Promoted Posts


































Facebook.Features for small business: insights

Insights provides data about your fans and posts... from demographics to which updates are the most popular. These numbers are not boring! This is the data you need to ensure your time is used wisely!

NUmbers are sexy!

Access your Analytics monitor your analytics weekly to see how your posts are doing, which updates are the most viral and which inspire

the most interaction with your fans and their friends

Time is the enemy of the small business owner... the data you learn from Insights can save you valuable time in developing the kind of content that your audience responds to best. The more regularly you post the more data you have to work from.

Learn & Focus on ROI



questionsQ&a








Google+ FEatures.Tools you can use

Google+ offers tools that are unlike what you see on other social sites, and are highly integrated with search to maximize your online visibility

Google+

Google+ tools are very useful for small business, as well as being intuitive and free

Small Business


Google+.Features for small business: circles

Circles are an efficient and logical way of organizing contacts, more similar to real-life connections and how you would disseminate information to those groups.

why Circles?

Circles are privateYour contacts do not see your circle names or members,

so you can work with private and meaningful sorting

Since Google+ is focused on the sharing of information more so than the building of personal relationships, circles allows easy distribution and consumption of information based on common interest areas

knowledge sharing

Find out more at http://youtu.be/hC_M6PzXS9g

google+ circlesGOTO

youtubelink


































Google+.Features for small business: Local

Google has partnered with Zagat to help Google users share info about their local businesses that they enjoy. Just as users share rating information on other sites, now they will share that data via Google.

What is Local?

Mobile is becoming more and more essential to local marketing, and Google Local is a part of that. Local small business can create a strategy using Google Places, Google Local and Google Offers to help drive local traffic to the business.

Why participate?

Find out more at http://youtu.be/ylZg43Meick

google+ LocalGOTO

youtubelink


































Google+.Features for small business: Hangouts

Hangouts are the break-out feature of Google+ that enable you to have a public or private online meeting with up to 10 participants at no cost. Public hangouts can be broadcast and saved on YouTube for rebroadcast.

What are hangouts?

Hangouts give small business the opportunity to hold meetings, demonstrate products, record webinars, offer consulting hours, conduct interviews, hold classes and much much more.

How can You Use them?

Find out more at http://youtu.be/3pmSWh2BQco

google+ hangouts GOTOyoutube

link

See an example of hangouts on air108 degrees hangout on air about small business online marketing

http://youtu.be/ZyFY3j-W4Fo


































I have a FAcebook Page, Now WHat?A STrategy webinar for Small bUsiness

NeedMore?Other social Media Classes

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Google+ for the Small BUsinessStrategy and feature tour

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Live webinar with recorded playback Monday December 17, 2012


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