HOW TO USE FACEBOOK

&TWITTER

FOR BUSINESS(MARKETING)

Submitted by ANKIT VERMA

NIKUNJ MEHTA

AgendaIntroduction to inbound & outbound marketing

Introduction to Facebook

How to Get Started ?

How to Create Your Business Page ?

Tips for Promoting Your Business

What to Measure & How

Some practical examples of successful campaigns

Outbound marketing (n) is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience.

Outbound marketing examples: Tradeshows, TV commercials, radio commercials, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogs, etc.), cold calls, and email blasts.

800-555-1234AnnoyingSalesperson

Inbound Marketing :- is promoting a company through blogs,  podcasts, video, eBooks , e-newsletters ,whitepapers , SEO , social media marketing , and other forms of content marketing which serves to attract customers. It refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention.

Blog SEO Social Media

Process

• Publish• Optimize• Promote

• Target• Capture• Nurture

• Test• Analyze• Repeat

Tools

• Content Mgmt• Blogging• Social Media• SEO

• Offers • Landing Pages• Emails• Lead Intel

• Analytics

What is Facebook?

Facebook is a social utility for connecting people with those around them – friends, family, co-workers, or simply others with similar interests.

Facebook started in 2004 as a closed community for college students (requiring users to sign up with a valid university email address) but has since expanded beyond that to high schools, corporations, regional networks, or any user across the world.

Facebook allows users to connect and share information in a variety of ways.

Worldwide, there are over 1.39 billion monthly active Facebook users (MAUs) which is a 13%

increase year over year.

890 million people log onto Facebook daily (DAU) for December 2014, which represents a

18% increase year over year.

6.5 billion likes generated daily as of May 2014 which is a 67 % increase from August 2013 .

five new profiles are created every second.

Age 25 to 34, at 29.7% of users, is the most common age demographic. 

Average time spent per Facebook visit is 30 minutes. Every 60 seconds on Facebook: 510

comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.

4.75 billion pieces of content shared daily as of May 2014 which is a 94% increase from August 2013.

Facebook doesn’t have any constraints of time or space

More public – easier for other people to listen in

74% of marketers report that Facebook is critical or important to their business.

32 Million local business pages have been created as of May 2014 which is a 100

percent increase from 16 million in June 2013.

Facebook has a multiplier effect…Of implied TRUST!

Business Goals For Using Facebook

Foster product development and innovation

Generate awareness & Get Found

Build loyalty and deepen relationships

Drive preference and differentiation

Connect and Engage

Amplify recommendation and word of mouth

Create a Community

Promote Content Increase traffic and sales Gain insights

How to Get Started

Personal Profile vs. Business Page

Set up a Personal Profile first and then create a Business Page that you will administer

Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)

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A Page is similar to a Profile except that it is, by default, public, and users can Like and become a “fan” of your Page without first requiring approval from the Page‟s administrators. Creating a Page is completely free but will require time to build and maintain. To get started, visit www.facebook.com/pages/create.php (Note: you must be logged in to create a Page). Facebook will then walk you through a simple wizard to create your Page.

Create a Business Page

http://www.facebook.com/pages/create.php

Build Your Business Page

10 Tips For Promoting Your Business

Tip #1: Create an Engaging Page

EventsVideosDiscussion

sPhotosBlog

Articles

Create an engaging Page. Use applications like the discussion board and YouTube video box to add more interesting and engaging content to your Page. Give users a reason to become a fan of your Page and engage with you.

Tip #2: Go Viral – Leverage News FeedNews Feed shows

updates on your and your friends’ activity

First thing you see when you log in

Your updates show on your profile “Wall”

Allow users to engage with you – each activity is shared with their network

Tip #3: Draw on Your NetworkYou most likely already have email subscribers and blog readers – so make sure they know that they can now become a fan of your business on Facebook. Consider emailing your opt-in mailing list, including a link to your page in your email signature, blogging about your Facebook page, and posting a link or badge to your page on your website or blog.

Tip #3: Draw on Your Network

Tip #4: Optimize for Search

Facebook SearchBased on # Fans

Make your Page publicly searchable. By default, your Page will be public so that it can get indexed by search engines and give you the opportunity to drive organic search traffic to your Page. If you don’t notice your page showing up in searches, make sure you have set it to be publicly indexed and searchable. Go to Edit Page and then Settings and set your page to be “Published (publicly visible).”

Tip #4: Optimize for SearchPublic Search

Check your settingsChoose good URL

Tip #5: Advertise on Facebook

http://www.facebook.com/advertising/

Create Your Ad

Advertise a website or

something on Facebook (Page,

Group, Event)

Target Your AudienceTarget by Location,

Gender, Age, Keywords, etc.

Set Your Budget

Choose Pay Per Click or Pay Per

View(Click through rate

on Facebook is LOW! Go PPC)

Tip#6: Introduce new products on Facebook first. People who sign up to be fans of your Facebook page are likely your most loyal evangelists and customers. Reward them by giving them information about a new product/service/feature before everyone else. If you do it right, they will help you promote it to others.

Tip#7:Welcome new page visitors. When thinking about Facebook, a new metric comes to mind: visitor-to-like. As a B2B company, you ultimately want to maximize the percentage of people who visit your Facebook Page and click the "Like" button. One important way to achieve this goal and establish expectations with new fans is to implement a 'welcome' landing page that invites new visitors to Like your Page.

Tip#8: 'Like' other businesses’ Facebook Pages. Remember that social media is, well, social. By Liking the Pages of business partners, valued vendors, and customers, Facebook will notify the administrators of those Pages. In return, some of them may also decide to Like your Page, which will also expose it to the individual fans of their Pages. Think of this as leveraging Facebook for co-marketing efforts.

Tip#9: Create contests on Facebook. Contests are a fun and engaging way to encourage participation from fans and even generate new fans. For example, in order to enter a contest, one company asked people to comment on a thread announcing a giveaway in Facebook.

Tip#10: Integrate traditional advertising with Facebook. The Facebook icon/logo is well known. Add it to your print ads to promote your Facebook presence. Another great idea is to use traditional ads to promote contests that encourage people to sign up on your fan page.

What to Measure & How ?

ROI: Organic Traffic & Ad Traffic

ROI: Traffic, Leads, Customers

FACEBOOK FACEBOOK BUSINESS PAGEBUSINESS PAGE

Top 14 Benefits of Having a …Top 14 Benefits of Having a …

‘SOCIAL RECOGNITION’

• This is now a bench mark used by the likes of Google to determine popularity and value of YOUR business or brand.

• SEO now needs to include 'Social Recognition' as one of the determining factors. Your Facebook Business Page will help to weight 'Social Recognition' in your favour!

‘BUSINESS EXPOSURE’

•At the risk of being too obvious … it has to be said that Facebook Business Pages give your business access to more than one billion potential new and existing clients

•… why would you NOT want a piece of this?

‘‘YOUR BRAND ON FACEBOOK’’

• Using a personal profile for business is a BIG no, no!

• There is nothing worse than clicking through to your 'Facebook Business Page' to find its just a personal profile with limited available content…

‘FACEBOOK TABS’

• Facebook Tabs are ‘Pages’ driven by Facebook Apps, creating unique pages of content ...

• These tabs can contain any type of content you like!

““When being 'social' When being 'social' on Facebook a on Facebook a

Facebook Business Facebook Business Page allows you to Page allows you to comment as your comment as your

brandbrand””

““When being 'social' When being 'social' on Facebook a on Facebook a

Facebook Business Facebook Business Page allows you to Page allows you to comment as your comment as your

brandbrand”” ‘‘COMMENT AS COMMENT AS YOUR BRAND’YOUR BRAND’

‘COMMENT AS YOUR BRAND’’

'LIKE GATES''LIKE GATES'Your Facebook Business Page will

allow you to hide chosen content until the visitors 'Likes' your page, thus

creating an instant targeted following!

• You can establish unlimited Facebook Business Pages for your brands, products and services absolutely free

• Your only requirement would be a timeline cover and profile image which can be created yourself or acquired via a multitude of free services now available online

… … FREE FREE SET UPSET UP!!

It's likely that over 90% of your customers (existing It's likely that over 90% of your customers (existing and future) have a Facebook account so Facebook and future) have a Facebook account so Facebook Business Pages make it easy for them to contact Business Pages make it easy for them to contact you via the platform they know inside out …you via the platform they know inside out …

‘FREE TRAFFIC’

A correctly set up and operating Facebook Business Page can drive traffic eager to explore your products and services directly to your corporate website …

‘FREE ANALYTICS AND 'INSIGHTS’

Keep your finger firmly on the pulse with what's working and what's not with pin point accuracy via Facebook's free 'Insights'

‘LEAD GENERATION’

• You can add any number of Facebook apps to your Facebook Business Page for lead generation, surveys and polling.

• This provides invaluable feedback and lead generation for ANY and ALL business types and product niches

‘LOW COST ADVERTISING’

With CPC advertising via the likes of ‘Google Adwords’ becoming more and more expensive, Facebook offers a viable alternative with CPC costs as low as just $0.01 for promoting your Facebook Business Page …

‘PROMOTED POSTS’

• Whilst this may be achievable from your personal profile it certainly does not make good business practice

• By promoting certain posts you are able to garner more exposure and have analytic access to this promoted post (great for increasing fans and 'likes')

‘TARGETING’

•Facebook offers a unique set of options for targeting your potential clients ...

•If you want to target 'males' who are '20 years old' and have an interest in 'survival' ... Facebook have an option for it!

Some Practical Examples Of Successful Campaigns

NIKE : Nike used a major sporting event to surround their social media campaign. They skipped the high profile athletes of the 2012 Olympics and instead featured the average Olympic athletes. Nike gained 166,718 Facebook  fans during the London Olympics.

FB Link: www.facebook.com/nike Likes: 12.6 million

HEINZ :Heinz, primarily, uses Facebook to launch new products, like their 5-bean blend. They created a game where the person answered a series of questions, which was like a personality test. The results were given in types of beans. A personalized bean were sent to five winners every hour. If you shared the app with ten people, you received a goodiiee bag. Coupons were also offered.

FB Link: www.facebook.com/HeinzKetchup Likes: 1.1 million+

INTEL MUSEUM OF ME: This world-renown facebook social media campaign used your facebook page to create a “museum of Me” in a 3-minute video complete with music and other museum visitors. Take the tour of your Social life, it’s awesome. http://www.intel.com/museumofme

 FB Link: www.facebook.com/Intel Likes: 18 million+

 

CLAIROL : To promote their Nice n Easy colour blend foam, Clairol launched a massive, multi-day giveaway. Over 100,000 samples were given to lucky Facebook users. The number of fans grew 94.4 %from that social media

campaign. FB Link: www.facebook.com/clairol Likes:  596K+

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