Facebook for business spr 2013

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  • 1. Topics  What is Facebook  Why Should Businesses be on?  Getting Started  Posting  Measurement  Demographics2
  • 2. Facebook  Founded in 2004, but since 2006 open to anyone over age 13 with an email address  Originally for personal connections, but now brands in the game too  The numbers speak for themselves: 1,000,000,000 active users3
  • 3. Why use it?4
  • 4. It’s the new SEO  Social Media Optimization (SMO) is the new SEO, or rather two halves of a whole.  SMO is the distribution of social objects (videos, blog posts, tweets, Facebook updates) so that they’re optimized to rise to the top of any related search query, where and when it is performed.  Eben will cover optimization – page titles, descriptions and tags.  SEO + SMO = Amplified findability in the traditional and social web.5
  • 5. It’s Effective 6
  • 6. It’s Growing  Social media adoption among U.S. small businesses doubled in the past year from 12% to 24%  61% of small business owners use social media to identify and attract 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 Marylands Smith School of Business with Network Solutions7
  • 7. It’s Real-Time  Reveal the human side of a company, give it personality  Provide useful information that people won’t get elsewhere (or at least not as quickly)  Respond to comments, complaints, requests real-time  Have a platform for announcing news, promotions, events  Generate new business leads8
  • 8. It’s Huge  Facebook: 1,000,000,000 active users  Twitter: 175,000,000 active users  LinkedIn: 150,000,000 registered users  Pinterest: 8,000,000 active users  Blogs: 346,000,000 people read blogs every day  YouTube: 800,000,000 unique visitors last month9
  • 9. Achieve Business Objectives  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 discounts10
  • 10. What’s the ROI?  Tapping into the latest research, Imbue Marketing has taken a closer look at the value of social following  Results published March, 201211
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  • 13. Facebook - Getting Started14
  • 14. Facebook - Getting Started15
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  • 24. Examples of Cool Covers http://www.dreamgrow.com/23-cool-examples-of- facebook-page-cover-photos/25
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  • 79. Getting 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 marketing calendar  Identify the most important keywords for your business. Use these consistently in all posts, tweets, updates.  Create a content calendar for posting  Measure and adjust – traffic, comments, leads, etc.81
  • 80. 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 questions, take polls, conduct contests82
  • 81. Posting  Set-up Google Alerts for your keywords  Best practice is to post on Facebook one time per day, Minimum 2 times per week  Use tools like HootSuite, TweetDeck to schedule and manage posts83
  • 82. Engage and grow your following Write interesting and relevant posts will encourage followers to engage with your posts  Liking, commenting 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 information that people won’t get elsewhere (or at least not as quickly) Respond to comments, complaints, requests real-time Have a platform for announcing news, promotions, events84
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  • 84. Facebook Best Practices  Use Facebook To Connect with Potential Clients  Develop Business page OR use personal profile  Maintain a Consistent Flow of Communication  Post 2 times per week (listing, info)  Blog posts, images of sold properties, etc.  Integrate Facebook Into Your Existing Marketing  Constant Contact App  Use different images on different channels  Create and Maintain a Professional Image86
  • 85. Facebook Best Practices  Promote and manage events – Public open houses, Mortgage Forums, etc.  Upload and invite your email list  Invite your friends87
  • 86. Facebook Best Practices  Build community and it will grow organically  Join relevant Facebook groups  Contact the group owners and ask if they’ll cross promote  Post on other relevant, related FB pages88
  • 87. 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 Ads89
  • 88. Measuring  Use Facebook Insights to see which posts are most successful for you  Success = posts with Likes, Shares, and Comments  Use Google Analytics to monitor if Facebook and other Social Media sites are sending traffic to your website90
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  • 92. NEW FACEBOOK LOOK – comingsoon! 94
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  • 94. Demographics - Facebook 86% of Facebook users are age 25 and older 81% have some college education or bachelors/graduate degree 58% earn $50,000 or more 9696
  • 95. Thank You! Bridget Gibbons bridget@gibbonsdigital.com Gibbonsdigital.com @gibbonsdigital Facebook.com/gibbonsdigital97