Ramon Ray
Publisher, SmallBizTechnolog
y.com
Twitter: @RamonRay
Atlanta Tribune Technology for Business TNT
(Tips 'N Trick...
AGENDA
• Introduction/Housekeeping
• Featured Presentation
• Q&A
• Twitter use #TribuneTNT
• Facebook.com/TechnologyForBus...
SAVE THE DATE
• Moving Your Business Forward
• Friday October 25nd
FACEBOOK FOR
BUSINESSES
Ramon Ray
Regional Business Development, Director
NY/NJ, Infusionsoft
Editor & Technology
Evangeli...
RAMON RAY, AUTHOR
„THE FACEBOOK GUIDE
TO SMALL BUSINESS
MARKETING‟
Wiley (February 2013), Amazon.com
best seller
5
WHO IS RAMON RAY?
WHY LISTEN TO HIM? 6
• Author, Facebook Guide to Small Business
Marketing
• Event producer – Small Busin...
WHO IS RAMON RAY?
WHY LISTEN TO HIM?
7
FACEBOOK FOR BUSINESS:
WHAT WE‟LL COVER
 Overview of Social Media: F R E A
 Content Marketing 101
 Facebook For Busines...
SOCIAL MEDIA OVERVIEW:
SOCIAL DIFFERENCES
 Twitter – Frequent, short, to the point, bursts
 Facebook – Engaging, picture...
SOCIAL MEDIA OVERVIEW
In order to be effective, social media content must be:
 Frequent
 Relevant
 Engaged
 Analyzed
6
SOCIAL MEDIA OVERVIEW:
FREQUENCY
 Post regularly
 Out of site = Out of mind
 “I Tweet Once A Week”
is not enough
 Don‟...
SOCIAL MEDIA OVERVIEW:
FREQUENCY
What‟s the best time
to post on Facebook?
Based on research by Buddy
Media, the best time...
SOCIAL MEDIA OVERVIEW:
FREQUENCY
What‟s the day of the week
to post on Facebook?
13
Sunday and Wednesday
Research from Bud...
SOCIAL MEDIA OVERVIEW:
FREQUENCY
What‟s the most effective
weekly post frequency?
14
1 to 4 Times
Posting one to four time...
SOCIAL MEDIA
OVERVIEW: RELEVANT
 Create content that relates
to your product / service
 Create content that YOUR
AUDIENC...
SOCIAL MEDIA OVERVIEW:
RELEVANT
Three Tips To Follow When
Creating Relevant Content…
16
1. Steer clear of stock images and...
SOCIAL MEDIA OVERVIEW:
RELEVANT
Here‟s a quick tip on
length of your post…
17
Keep It Under 80
Characters!
The research by...
SOCIAL MEDIA
OVERVIEW: ENGAGEMENT
 Create content that people
want to „Share‟ with others
 People (business owners) are
...
SOCIAL MEDIA OVERVIEW:
ENGAGEMENT
How To Get Your Fans/Followers
To Engage…
19
ASK QUESTIONS!
Comment rates DOUBLE
on post...
SOCIAL MEDIA OVERVIEW:
ENGAGEMENT
20
This question received:
• 173 Comments
• 212 Likes
• 15 Shares
SOCIAL MEDIA OVERVIEW:
ENGAGEMENT
How To Get Your Fans/Followers
To Engage…
21
Fill In The Blank …..
Fill in the blank Pos...
22
23
24
SOCIAL MEDIA: ANALYZE
 Measure social media success
 Is it working? What‟s working?
 Which social network is best
for y...
SOCIAL MEDIA OVERVIEW CONCEPT:
CONTENT MARKETING
 Successful online marketing is all about content
 Content feeds search...
SOCIAL MEDIA CONCEPT: CONTENT
MARKETING IS NOT ENOUGH
 Word of mouth
 Online advertising
 Offline advertising
 Sales
...
FACEBOOK FOR BUSINESS:
THE ESSENTIALS
 Engaging Time Line
 Tabs (custom)
 Apps (custom)
 Insights (analytics are
IMPOR...
FACEBOOK FOR BUSINESS:
YOUR TIMELINE
 Use Engaging Timeline
Imagery
 Keep it fresh
 Inject Personality
29
FACEBOOK FOR BUSINESS:
TABS
Tabs give you the ability to
allow your followers to
connect to specific areas of
your busines...
You can create custom
Apps that allow you to
create specialty pages
to add to your Facebook
page.
Click This App
To Get Th...
FACEBOOK FOR BUSINESS:
FACEBOOK INSIGHTS
Facebook Insights is the analytic
tool for measuring different
metrics on your Fa...
FACEBOOK FOR BUSINESS:
FACEBOOK INSIGHTS
The ability to measure by
metrics such as Gender,
Age, Location allow you to
cust...
WHAT‟S MEASURED AND WHAT IT MEANS
34
FACEBOOK FOR BUSINESS:
FACEBOOK INSIGHTS
Engaged Users: The number of people who have...
SHOULD YOU DO WHAT YOU
CAN‟T MEASURE?
35
FACEBOOK FOR BUSINESS:
ADVERTISING ON FACEBOOK
Advertising options:
 Sponsored Stories / Posts
 Paid Ads
Ads are effecti...
FACEBOOK FOR BUSINESS:
ADVERTISING ON FACEBOOK
Facebook Advertising Best Practices:
 Identify Your Goals
 Define Your Ta...
FACEBOOK FOR BUSINESS:
ADVERTISING ON FACEBOOK
 Stop “selling”
 Identify your target market
 Nurture the relationship
...
FACEBOOK FOR BUSINESS:
IMAGES ARE POWERFUL
 Facebook is a very „visual‟
world.
 Use engaging images on
your page
 Draw ...
FACEBOOK FOR BUSINESS:
IMAGES ARE POWERFUL
THE COVER PHOTO
The MOST valuable real estate on your Facebook Business Page…US...
FACEBOOK FOR BUSINESS:
IMAGES ARE POWERFUL
Tips on Creating a Great
Cover Photo
 Choose an image with a „WOW‟
factor and ...
FACEBOOK FOR BUSINESS:
TRICKS AND TACTICS
 Complete the „About‟ Section:
Include your business email
address so people ca...
FACEBOOK FOR BUSINESS:
TRICKS AND TACTICS
 Use Power Editor To Manage Ads In Bulk
 https://www.facebook.com/help/3326267...
 Use Facebook Social Plugins
to bring the social benefits of
Facebook to your web site,
blog or other property
44
FACEBOO...
FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Like button: Click Like to
publicly share and connect
with content from other
we...
FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Send button: Click Send
to share a link and optional
note as a private Facebook
...
FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Comments: The Comments
plugin lets users comment
on any piece of content on
your...
FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Activity Feed plugin
shows users what
their friends are
doing on your site
throu...
FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Recommendations Box
The Recommendations
plugin gives users
personalized suggesti...
FACEBOOK FOR BUSINESS SUMMARY:
TWO IMPORTANT CONCEPTS
 F R E A
Frequent
Relevant
Engaged
Analyzed
 Social Content Market...
FACEBOOK FOR BUSINESS: TIE
SOCIAL MEDIA TO A MARKETING
SYSTEM
 Cheaper to capture interest than to
sell
 Cheaper to sell...
FACEBOOK FOR BUSINESS:
SOCIAL LIFECYCLE MARKETING
 Attract
attention/traffic
 Capture leads
 Nurture
prospects/leads
 ...
Convert to
sales
THANK YOU….
55
Atlanta Tribune Webinar Series - Facebook Marketing TNT w/ Ramon Ray
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Atlanta Tribune Webinar Series - Facebook Marketing TNT w/ Ramon Ray

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Ramon Ray, small business technology evangelist and publisher of SmallBizTechnology.com, goes over his tips and tricks for using Facebook from a marketing perspective.

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Atlanta Tribune Webinar Series - Facebook Marketing TNT w/ Ramon Ray

  1. 1. Ramon Ray Publisher, SmallBizTechnolog y.com Twitter: @RamonRay Atlanta Tribune Technology for Business TNT (Tips 'N Tricks) Webinar Series - Hosted by Brent Leary Ecommerce TNT: What You Need to Know to Sell Online, On Devices, & on Social Networks Brent Leary CRM Essentials Atlanta Tribune Twitter: @BrentLeary
  2. 2. AGENDA • Introduction/Housekeeping • Featured Presentation • Q&A • Twitter use #TribuneTNT • Facebook.com/TechnologyForBusinessSake
  3. 3. SAVE THE DATE • Moving Your Business Forward • Friday October 25nd
  4. 4. FACEBOOK FOR BUSINESSES Ramon Ray Regional Business Development, Director NY/NJ, Infusionsoft Editor & Technology Evangelist, Smallbiztechnology.com Facebook.com/smallbiztechnology Twitter: @ramonray 4
  5. 5. RAMON RAY, AUTHOR „THE FACEBOOK GUIDE TO SMALL BUSINESS MARKETING‟ Wiley (February 2013), Amazon.com best seller 5
  6. 6. WHO IS RAMON RAY? WHY LISTEN TO HIM? 6 • Author, Facebook Guide to Small Business Marketing • Event producer – Small Business Influencer Awards, Small Business Summit (Aug 6th), Small Business Technology Tour • Journalist and free lance writer • Editor and publisher of Smallbiztechnology.com • Sold Small Business Summit Inc. to New Media Expo (Blogworld) • “Fun” Facts • Former United Nations employee • Puppet shows in developing countries • Graduate FBI Citizens Academy • Presidential Google Hangout participant That is me 
  7. 7. WHO IS RAMON RAY? WHY LISTEN TO HIM? 7
  8. 8. FACEBOOK FOR BUSINESS: WHAT WE‟LL COVER  Overview of Social Media: F R E A  Content Marketing 101  Facebook For Business Essentials  Tricks and Tactics for Business Owners  Facebook Integration (Social Plugins)  Social Media - Marketing ROI  NO NOTES: Link to download this presentation coming! 4
  9. 9. SOCIAL MEDIA OVERVIEW: SOCIAL DIFFERENCES  Twitter – Frequent, short, to the point, bursts  Facebook – Engaging, picturesque, light  LinkedIn – Business to Business, personal/contacts 9
  10. 10. SOCIAL MEDIA OVERVIEW In order to be effective, social media content must be:  Frequent  Relevant  Engaged  Analyzed 6
  11. 11. SOCIAL MEDIA OVERVIEW: FREQUENCY  Post regularly  Out of site = Out of mind  “I Tweet Once A Week” is not enough  Don‟t post too often  Each social network is different 11
  12. 12. SOCIAL MEDIA OVERVIEW: FREQUENCY What‟s the best time to post on Facebook? Based on research by Buddy Media, the best time to post updates for your business is 8pm to 7am. Between these hours, most of your fans and followers are home from work, so you are more likely to get them to „Like‟ or comment on posts. 12 * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
  13. 13. SOCIAL MEDIA OVERVIEW: FREQUENCY What‟s the day of the week to post on Facebook? 13 Sunday and Wednesday Research from Buddy Media showed that engagement is 8% above average on Wednesdays! * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
  14. 14. SOCIAL MEDIA OVERVIEW: FREQUENCY What‟s the most effective weekly post frequency? 14 1 to 4 Times Posting one to four times produces 71% higher user engagement than 5 or more posts in a given week. * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
  15. 15. SOCIAL MEDIA OVERVIEW: RELEVANT  Create content that relates to your product / service  Create content that YOUR AUDIENCE wants (first phase of Infusionsoft Lifecycle Marketing)  Join the social conversation (don‟t break it up or be out of place)  Create Your Own Conversations 15
  16. 16. SOCIAL MEDIA OVERVIEW: RELEVANT Three Tips To Follow When Creating Relevant Content… 16 1. Steer clear of stock images and use REAL pics of your business. 2. Show what you do, your work, whenever possible to give visitors a „visual‟ of your product or service. 3. Use conversational language, not business jargon, and eliminate superfluous, unwieldy language.
  17. 17. SOCIAL MEDIA OVERVIEW: RELEVANT Here‟s a quick tip on length of your post… 17 Keep It Under 80 Characters! The research by Buddy Media found that posts with 80 characters or less received 66% higher engagement. * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011 Think like a newspaper headline writer!
  18. 18. SOCIAL MEDIA OVERVIEW: ENGAGEMENT  Create content that people want to „Share‟ with others  People (business owners) are on social media (online overall) to share experiences with others – enable this  Boring content loses – informative, education, entert aining, fun content wins  Tips – photos, video, polls, surveys, a bout YOU not about ME or I 18
  19. 19. SOCIAL MEDIA OVERVIEW: ENGAGEMENT How To Get Your Fans/Followers To Engage… 19 ASK QUESTIONS! Comment rates DOUBLE on posts that ask questions versus „non- question‟ posts. * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
  20. 20. SOCIAL MEDIA OVERVIEW: ENGAGEMENT 20 This question received: • 173 Comments • 212 Likes • 15 Shares
  21. 21. SOCIAL MEDIA OVERVIEW: ENGAGEMENT How To Get Your Fans/Followers To Engage… 21 Fill In The Blank ….. Fill in the blank Posts receive 9 TIMES more comments than other Posts. * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. SOCIAL MEDIA: ANALYZE  Measure social media success  Is it working? What‟s working?  Which social network is best for your audience?  What content works best?  What‟s your cost per customer acquired? 25
  26. 26. SOCIAL MEDIA OVERVIEW CONCEPT: CONTENT MARKETING  Successful online marketing is all about content  Content feeds search engines (educate, inform, entertain)  Content feeds social networks (what interests my friends and my peers?) 10
  27. 27. SOCIAL MEDIA CONCEPT: CONTENT MARKETING IS NOT ENOUGH  Word of mouth  Online advertising  Offline advertising  Sales  Marketing  Customer service
  28. 28. FACEBOOK FOR BUSINESS: THE ESSENTIALS  Engaging Time Line  Tabs (custom)  Apps (custom)  Insights (analytics are IMPORTANT)  Paid Advertising (sponsored posts / ads)  Images are POWERFUL! 28
  29. 29. FACEBOOK FOR BUSINESS: YOUR TIMELINE  Use Engaging Timeline Imagery  Keep it fresh  Inject Personality 29
  30. 30. FACEBOOK FOR BUSINESS: TABS Tabs give you the ability to allow your followers to connect to specific areas of your business. Tabs 13
  31. 31. You can create custom Apps that allow you to create specialty pages to add to your Facebook page. Click This App To Get This Special Page FACEBOOK FOR BUSINESS: APPS
  32. 32. FACEBOOK FOR BUSINESS: FACEBOOK INSIGHTS Facebook Insights is the analytic tool for measuring different metrics on your Facebook Page (not personal profiles). Provides information on the performance of your Page and the interaction of your visitors. You have the ability to measure different metrics such as:  Likes  Reach  „Talking About This‟  Demographic information 32
  33. 33. FACEBOOK FOR BUSINESS: FACEBOOK INSIGHTS The ability to measure by metrics such as Gender, Age, Location allow you to customize your content to ensure you are optimizing your full reach potential. 17
  34. 34. WHAT‟S MEASURED AND WHAT IT MEANS 34 FACEBOOK FOR BUSINESS: FACEBOOK INSIGHTS Engaged Users: The number of people who have clicked anywhere on your post. People Talking About This: The number of people who have created a story from your Page post. Stories include: • Sharing, liking or commenting on your post • Answering a question • Responding to an event • Claiming an offer Virality: The number of people who have created a story from your post as a percentage of the number of people who have seen it. Impressions: The number of times a post from your Page is displayed, whether the post is clicked on or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in News Feed once, and then a second time if their friend shares it. Reach: The number of people who received impressions of a Page post. The reach number might be less than the impressions number since one person can see multiple impressions.
  35. 35. SHOULD YOU DO WHAT YOU CAN‟T MEASURE? 35
  36. 36. FACEBOOK FOR BUSINESS: ADVERTISING ON FACEBOOK Advertising options:  Sponsored Stories / Posts  Paid Ads Ads are effective way to:  Reach new customers  Deepen relationships with customers 36
  37. 37. FACEBOOK FOR BUSINESS: ADVERTISING ON FACEBOOK Facebook Advertising Best Practices:  Identify Your Goals  Define Your Target Customer  Create an ad for the demographic you want to reach  Test and refine, Test and refine, Test and refine 37
  38. 38. FACEBOOK FOR BUSINESS: ADVERTISING ON FACEBOOK  Stop “selling”  Identify your target market  Nurture the relationship  Build trust  Use Facebook to find your ideal prospect  …then sell to the “customer” later  (Lifecycle Marketing concept is key) http://bit.ly/petflowfacebook Facebook Advertising BIG tips…
  39. 39. FACEBOOK FOR BUSINESS: IMAGES ARE POWERFUL  Facebook is a very „visual‟ world.  Use engaging images on your page  Draw attention and encourage engagement that will help spread the word about your business. 39
  40. 40. FACEBOOK FOR BUSINESS: IMAGES ARE POWERFUL THE COVER PHOTO The MOST valuable real estate on your Facebook Business Page…USE IT! Think of your Cover Photo as first impression. You only get ONE shot to impress! 40
  41. 41. FACEBOOK FOR BUSINESS: IMAGES ARE POWERFUL Tips on Creating a Great Cover Photo  Choose an image with a „WOW‟ factor and that sparks interest.  Get the size right! Here are the specs for the cover photo:  Cover Photo Size: 851 pixels wide by 315 pixels tall  Minimum image dimension: 720 pixels wide  Profile icon size: 160 x 160 pixels, with a minimum image upload size of 180 x 180 pixels  Keep it fresh and change it up. Just like content, create a schedule to change your cover photo to keep your page fresh and inviting. 41
  42. 42. FACEBOOK FOR BUSINESS: TRICKS AND TACTICS  Complete the „About‟ Section: Include your business email address so people can easily contact you!  „Highlight‟ or „Pin‟ your best posts. By doing this, the post appears at the top of your page and you‟ll get even more engagement.  Embrace „Milestones‟. These provide deeper insight to your business and highlight special moments, like product launches, company advances, etc. 42
  43. 43. FACEBOOK FOR BUSINESS: TRICKS AND TACTICS  Use Power Editor To Manage Ads In Bulk  https://www.facebook.com/help/33262670681 7162/  Upload customer contact information and advertise to customers or prospects  Use Programs That Allow You To Schedule Posts  Dlvr.it (www.dlvr.it)  HooteSuite (www.hootesuite.com)  Crowdbooster (www.crowdbooster.com) 43
  44. 44.  Use Facebook Social Plugins to bring the social benefits of Facebook to your web site, blog or other property 44 FACEBOOK FOR BUSINESS: PLUGINS https://developers.facebook.com/docs/plugins/
  45. 45. FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS  Like button: Click Like to publicly share and connect with content from other websites that you find interesting. Like 45
  46. 46. FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS  Send button: Click Send to share a link and optional note as a private Facebook message, Facebook Group post, or email. 46
  47. 47. FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS  Comments: The Comments plugin lets users comment on any piece of content on your site.  Comments are amplified through their networks 47
  48. 48. FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS  Activity Feed plugin shows users what their friends are doing on your site through likes and comments. 48
  49. 49. FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS  Recommendations Box The Recommendations plugin gives users personalized suggestions for pages on your site they might like. 49
  50. 50. FACEBOOK FOR BUSINESS SUMMARY: TWO IMPORTANT CONCEPTS  F R E A Frequent Relevant Engaged Analyzed  Social Content Marketing Social alone is not enough 50
  51. 51. FACEBOOK FOR BUSINESS: TIE SOCIAL MEDIA TO A MARKETING SYSTEM  Cheaper to capture interest than to sell  Cheaper to sell to prospects you‟ve engaged  …then sell with Lifecycle Marketing  For growing businesses “social” alone is not enough http://bit.ly/petflowfacebook
  52. 52. FACEBOOK FOR BUSINESS: SOCIAL LIFECYCLE MARKETING  Attract attention/traffic  Capture leads  Nurture prospects/leads  Convert to sales  Deliver and satisfy  Have French Fries  Get Referrals
  53. 53. Convert to sales
  54. 54. THANK YOU…. 55

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