Facebook for Business - Spring 2013
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Facebook for Business - Spring 2013

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Training presentation on using Facebook for business marketing

Training presentation on using Facebook for business marketing

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  • 1. 1  
  • 2. Topics   — What  is  Facebook   — Why  Should  Businesses  be  on?   — Ge9ng  Started   — Pos=ng   — Measurement   — Demographics  2   2
  • 3. Facebook   —  Founded  in  2004,  but  since  2006  open  to  anyone  over   age  13  with  an  email  address   —  Originally  for  personal  connec=ons,  but  now  brands  in   the  game  too   —  The  numbers  speak  for  themselves:  1,000,000,000  ac=ve   users    3   3 3  
  • 4. Why use it?4   4 4  
  • 5. It’s  the  new  SEO   —  Social  Media  Op=miza=on  (SMO)  is  the  new  SEO,  or   rather  two  halves  of  a  whole.   —  SMO  is  the  distribu=on  of  social  objects  (videos,  blog   posts,  tweets,  Facebook  updates)  so  that  they’re   op=mized  to  rise  to  the  top  of  any  related  search   query,  where  and  when  it  is  performed.     —  Eben  will  cover  op=miza=on  –  page  =tles,   descrip=ons  and  tags.   —  SEO  +  SMO  =  Amplified  findability  in  the  tradi=onal   and  social  web.    5   5  
  • 6. It’s  Effec=ve  6   6  
  • 7. It’s  Growing     —  Social  media  adop=on  among  U.S.  small  businesses   doubled  in  the  past  year  from  12%  to  24%   —  61%  of  small  business  owners  use  social  media  to  iden=fy   and  a`ract  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  Solu>ons  7   7  
  • 8. It’s  Real-­‐Time   —  Reveal  the  human  side  of  a  company,  give  it  personality   —  Provide  useful  informa=on  that  people  won’t  get   elsewhere  (or  at  least  not  as  quickly)   —  Respond  to  comments,  complaints,  requests  real-­‐=me   —  Have  a  plaform  for  announcing  news,  promo=ons,   events   —  Generate  new  business  leads  8   8  
  • 9. It’s  Huge   —  Facebook:  1,000,000,000  ac=ve  users     —  Twi`er:  175,000,000  ac=ve  users   —  LinkedIn:    150,000,000  registered  users   —  Pinterest:    8,000,000  ac=ve  users   —  Blogs:  346,000,000  people  read  blogs  every  day   —  YouTube:  800,000,000  unique  visitors  last  month  9  
  • 10. Achieve  Business  Objec=ves   —  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   discounts  10  
  • 11. What’s  the  ROI?   —  Tapping  into  the  latest  research,  Imbue  Marke=ng  has   taken  a  closer  look  at  the  value  of  social  following     —  Results  published  March,  2012  11  
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  • 14. Facebook  -­‐  Ge9ng  Started   https://www.facebook.com/pages/create/14  
  • 15. Facebook  -­‐  Ge9ng  Started  15  
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  • 25. Examples  of  Cool  Covers   h`p://www.dreamgrow.com/23-­‐cool-­‐examples-­‐of-­‐ facebook-­‐page-­‐cover-­‐photos/  25  
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  • 74. Video  on  GibbonsDigital.com   —  h`p://gibbonsdigital.com/linking-­‐your-­‐facebook-­‐ business-­‐page-­‐to-­‐your-­‐twi`er-­‐account/  74  
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  • 87. Ge9ng  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  marke=ng  calendar   —  Iden=fy  the  most  important  keywords  for  your  business.     Use  these  consistently  in  all  posts,  tweets,  updates.       —  Create  a  content  calendar  for  pos=ng   —  Measure  and  adjust  –  traffic,  comments,  leads,  etc.  87  
  • 88. 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  ques=ons,  take  polls,  conduct  contests  88  
  • 89. Pos=ng   —  Set-­‐up  Google  Alerts  for  your  keywords   —  Best  prac=ce  is  to  post  on  Facebook  one  =me  per  day,   Minimum  2  =mes  per  week   —  Use  tools  like  HootSuite,  TweetDeck  to  schedule  and   manage  posts  89  
  • 90. Engage  and  grow  your  following   —  Write  interes=ng  and  relevant  posts  will  encourage  followers   to  engage  with  your  posts   —  Liking,  commen=ng  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  informa=on  that  people  won’t  get  elsewhere   (or  at  least  not  as  quickly)   —  Respond  to  comments,  complaints,  requests  real-­‐=me   —  Have  a  plaform  for  announcing  news,  promo=ons,  events  90  
  • 91. 91  
  • 92. Facebook  Best  Prac=ces   —  Use  Facebook  To  Connect  with  Poten=al  Clients   —  Develop  Business  page  OR  use  personal  profile   —  Maintain  a  Consistent  Flow  of  Communica=on   —  Post  2  =mes  per  week  (lis=ng,  info)   —  Blog  posts,  images  of  sold  proper=es,  etc.   —  Integrate  Facebook  Into  Your  Exis=ng  Marke=ng   —  Constant  Contact  App   —  Use  different  images  on  different  channels   —  Create  and  Maintain  a  Professional  Image  92  
  • 93. 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  Ads  93  
  • 94. Measuring   —  Use  Facebook  Insights  to  see  which  posts  are  most   successful  for  you   —  Success  =  posts  with  Likes,  Shares,  and  Comments   —  Use  Google  Analy=cs  to  monitor  if  Facebook  and  other   Social  Media  sites  are  sending  traffic  to  your  website  94  
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  • 98. Demographics  -­‐  Facebook   —  86%  of  Facebook  users  are  age  25  and  older   —  81%  have  some  college  educa=on  or  bachelors/graduate   degree   —  58%  earn  $50,000  or  more  98   98
  • 99. Thank  You!   Bridget  Gibbons   bridget@gibbonsdigital.com   Gibbonsdigital.com   @gibbonsdigital   Facebook.com/gibbonsdigital  99