On-line marketing strategies consists of: Content: (Website, Blog) SEO Social (Search Engine Media Optimisation)
1. Why should businesses use Facebook?2. How do businesses benefit from Facebook?3. How to ensure a Facebook business page is set up correctly.4. Traditional Marketing –vs- social media marketing.5. Ensuring best use of your Facebook page.
Why should businesses use Facebook?• Over 800 million people are registered on Facebook.• Over 400 million people log on and use Facebook daily.• Users spends an average of 55 minutes on Facebook per day.• 40% of those users comment daily on photos posted by friends / businesses.• 26% “Like” another user’s content daily.
How do businesses benefit from Facebook?• Client retention. Keeps you in touch.• Lead generation – new clients.• Client engagement – keep clients up to date with company news / specials.• Word of Mouth – fans become brand evangelists.• SEO – pages are indexed by search engines.• Increased traffic to your website.
Correct set up of a Facebook page PERSONAL BUSINESSPage is called Profile PageMax followers 5000 UnlimitedMax message 20 friends EveryoneStructure Limited Lots of applications availableAppearance Personal ProfessionalCan link to Blog, Twitter, LinkedIn, Pinterest, etc
Planning your page isimportant. It should createsufficient info, but be primarilyvisual. It needs a definite “Callto Action” “AIDA” PRINCIPLE Important : To drive traffic to your website or blog, ensure that you have easily visible “clickable” links back to your site.
History of Marketing• Entrepeneur Salesmen• Development of newspaper/radio/tv Now reached the masses through advertising• Marketers Created adverts which delivered message for brands to target markets
Traditional Marketing –vs- Social Media MarketingMarketers “blanketed” their messages Messages are highly individualMarketers aim at target markets Marketers target individualsCustomers are spoken to en-masse Customers spoken to as individually as possibleMarketers struggle to measure success Every step / action is highly measurableMarketer’s talk is monologue Marketer’s talk is conversationMarketers often use jargon & hype Marketers use honesty and transparencyIs all about broadcasting Is all about engagingAdverts “interrupt” us Customers “CHOOSE” what they want to viewThe loudest, biggest spenders stand The smartest, most flexible listenersthe best chances stand the best chances
How do you get people to want / choose to listen to you? Follow the three “R’s” Be RELEVANT Be RELIABLE Be RESPONSIVE Marketing communication is shifting to marketing conversation. We no longer deliver a message….we start conversations.
1. Watch and Learn • Explore FB pages of competitors and complementary businesses • (Use www.Facebook.com/search) • Look for: – How often are they posting to their wall? – What times are they posting? – Which of their posts receive the most interaction? – Does the page have a “Welcome” tab or other useful tabs? – If so, how does this showcase the business? – Make a note of what you could do better on your own page.
2. Post Regularly• Post every day – (possibly up to 3 – 5 times a day). ENGAGE – DO NOT BROADCAST• Have a call to action.• Focus on engagement.• Don’t oversell or undersell.• Make it fun….include humour.• Include as many visuals as possible.• Respond to feedback received.
3. Learn the Lingo • Applications •News Feed (Apps) •Open Graph • Edge Rank •Page • Fan •Social Plugins • Friend •Tag • Friend List •Ticker •Time Line • Group •Wall • Like • Network
4. Add to your PageAdd some applications / pages toyour Facebook page
5. Work with a Content Calendar Consider using free on-line software such as Hootsuite to schedule your posts. (www.hootsuite.com)
6. Understand Edge Rank & the Art of Engagement • Affinity – how closely are you tied to the person creating the content? • Weight – as comments are “Liked”, “Commented on” or tagged, they gain relevance. • Time Decay – the decaying value of content as time passes.
7. Put on a Show • Spend some time brainstorming and planning the types of events you can host on Facebook – Launching a product – Being seen as an expert in your niche and have an on-line Q and A.
8. Interaction with Competitions • Sweepstakes – people drop their entry in a box (real or virtual) and wait to see whose lucky ticket is drawn. • Contests – require entrants to get creative – they get “engaged” and that engagement drives relevance. NB: Follow Facebook’s rules for competitions
9. Run a Targeted Ad Campaign • Facebook Ads – an incredibly powerful tool in that you can precisely target your advert to show on your perfect demographic. • Sponsored Stories – allows you to re- post items that mention your page or place. Distribute flattering posts of your business outside of your fan base. (Less expensive than Facebook Ads).
10. Gain some Insight • Facebook’s “Analytics” program called “Insights”. Powerful marketing tool to help you constantly adjust and direct your marketing strategies.
Always think of answering the followingquestions which a fan may ask whenlanding on your page:• “Why should I listen to you?”• “Why should I believe what you say?”• “Why should I act now?”
BUSINESS SOCIAL MEDIA Thank you for joining us. Your feedback would be greatly appreciated, as would any comments you would like to leave on our Facebook page: www.facebook.com/BusinessSocialMediaTraining We do offer various services in assisting with your social media platforms:Basic set-up of Facebook page for business + cover image: R950Full set-up of Facebook page for business:Incl Welcome page, Contact Us page, 2 cover images R1950Creation of pages inside Facebook: R400 – R600Set-up of Facebook Ad Campaign: R400 – R750Custom-designed cover image for Timeline: R200Assistance with running of pages: Speak to us for quoteWe also offer business courses, in-house training or full set-up on: Twitter,LinkedIn, Pinterest, Hootsuite and more.