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Small Business Marketing 101-Create a Facebook Business Fan Page
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Small Business Marketing 101-Create a Facebook Business Fan Page


Facebook. Twitter. From advertisements to media outlets and word-of-mouth, these two social media platforms are exploding in popularity. And while people are using social media to connect with …

Facebook. Twitter. From advertisements to media outlets and word-of-mouth, these two social media platforms are exploding in popularity. And while people are using social media to connect with friends, businesses are also finding success with this new form of communication. They're engaging with both new and regular customers to introduce new products, get feedback and create buy-in. But are you doing it? Do you know how to get started?

This month's Small Business 101 webinar explores the basics of social media, provides insight and answers the question of why you should be taking part in the conversation. In just 30 minutes, we'll teach you why you should have a business fan page, how to create one and even help you get started tweeting.

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  • Good afternoon. My name is Lora, I’m the digital media specialist for Cole Information. Today we are talking to you about the power of social media and why it’s a good idea to dip your toes in the online conversations? This is session 7 of our Small Business Marketing 101 webinar series, so thanks for joining us.
  • Discuss today's session. There are 100s of SM spaces out there, in today’s webinar we will show you the two spaces you should be using…. Should be using Facebook to network with customers and the local marketplace. Use Twitter to inform yourself and your business, then use it as a communication channel in the future. For example you can start following @coleinformation or @ijournal to get relevant industry information and advise. We are going to go through the benefits of creating a business FB page as well as a step-by-step guide to creating it. We’ll also show you step-by-step how to set up your twitter page.
  • Before we get started, just a little background on Cole Information. In 1947, Jack Cole created Cole Directory, a directory of people by their address and phone number. While companies had dabbled in this type of directory in the past, what made Cole Directory revolutionary was that he used IBM punch cards to streamline the process and thus created a searchable database. This type of crisscross directory was groundbreaking & invaluable to a number of industries including telemarketing, debt collection and law enforcement. Today, through a number of our products, including Cole X-Dates & Cole Lists, we have continued to provide small business owners this searchable database of addresses and phone numbers that allows them to target consumers and businesses in their own neighborhood. We also want to provide small businesses with the necessary tools and information they need to grow their business. We do that through Cole and also these small business 101 webinars.
  • We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
  • Today we’re going to give you a highlight of what social media is & the benefits of harnessing this power to interact with customers and prospects to provide valuable information and two-way communication. We’re going to suggest some areas where we think your agents could benefit and also discuss some social media platforms to consider. Just some high-level stats for you: Facebook boasts they have more than 700 million active users—more than 250 million active users who are accessing FB through their mobile devices. According to Hubspot, FB has 160.8 million unique visitors in June, 2011, alone. This is a low-cost option for your business and a recent survey from Pitney Bowes indicates that small and mid-sized businesses are using social media as a marketing tactic because of its cost-effectiveness (54%) and easy to use (53%). Twitter has more than 200 million users who tweet information to their followers in 140 characters or less. If done correctly, it can help with lead generation. So what does this mean for insurance and real estate agents along with small business owners? There is a shift in the marketplace from interruption marketing to permission-based marketing and creating/maintaining relationships with your customer-base and potential customers.
  • Voice- give updates, quick release of information, more personable than a static website. It is good to have a corporate website or a personal agency site and it has it’s place, but with FB you have a free site that when synced up with followers all the sudden gives you a voice, almost like the channel talks. Relationships – dialogue, top of mind, connect with people that want to hear from you and ask to receive information from you. Important to use FB to connect withy our customers and have fun with it. Local – Corporate spends millions of dollars to promote the company and create brand awareness. The beauty of FB and SM is that all the sudden you can associate yourself with these campaigns. For example you could post on your FB page. “Have you seen our latest commercial where the dog is worried about his bone? Check it out on our youtube channel and tell me what you think.” “Don’t forget, as your Travelers agent, I am here to remove the worry from your day”
  • Here’s an example of an insurance agent who’s harnessing the power of social media to create awareness, generate business and start conversations. As you can see, Richard has 249 people who “like” him, he’s talking to others using the “@” symbol
  • Twitter is important because it allows for real time impact, anticipation by followers and gives them a reason to follow you for promotions and information in 140 characters or less. Educate: Follow industry leaders and your competitors—other insurance agents in your area and beyond to see what they’re doing, what they’re saying and who they’re talking to. Follow insurance industry experts such as @ijournal @coleinformation Pass on: Retweet interesting information including articles and other “tweets” that may be of interest to your followers and it also shows that you are keeping up with the latest news in your field. Relationships: Find an invite your customers to follow you, okay to incentivize them. Keep yourself top of mind by tweeting and retweeting interesting local topics that they can relate to.
  • Here’s a great example of how to use twitter to work for you in the event of a natural disaster. I’m sure many of you remember the EF-5 tornado that devastated the city of Joplin, Missouri late last month (May 25). As you can see the he Missouri Department of Insurance says in the first week alone, Joplin residents filed almost 17,000 insurance claims, which included commercial property, homeowners insurance and automobile claims among others. Here’s an example of how one insurance agent used the power of social media to show her support for the community that she lives and works in. Lynn Wobig is an Allstate insurance rep tweeted to her followers that she was helping out the community by “matching dollars for Joplin & matching donations up to $500.” For people following her, what a huge good-will gesture and an opportunity to generate some buzz about what she’s doing.
  • So, let’s create a business facebook page and a twitter account and get you started on SM success!
  • Go to Facebook has a link at the bottom of the homepage that invites anyone to “create a page”. We recommend that even if you do have a personal facebook profile, you create a separate page for your business as it keeps it professional and facebook makes it easy to manage both & switch seamlessly between the two.
  • Next decide whether you’d like to be a local company or place or institution. In this instance, I recommend going the local business/place as you can more control over your page including the ability to manage permissions, add business hours and also keep your business unpublished until you’re ready to publish it. Then name your company—in this case it’s the Lora Ullerich Insurance-Traveler’s Insurance Agent and agree to the Facebook terms.
  • Now add information about your company and what you specialize in as well as how people can get in touch with you.
  • Now add a picture, upload your contacts via email to your facebook page and also add any of your facebook friends to “like” your page.
  • Publish the page and add content to your wall. In this case, I saw an article in the Omaha World Herald that talks about the future of Life Insurance and how younger people aren’t buying it for various reasons. And then posted the question, “What do you think.
  • Now let’s look at creating a twitter account. Again, this is an opportunity to reach out to your clients and follow them, have them follow you and also follow your competition, industry leaders to get your message across. First, create a login and password and make sure it’s consistent. I chose “Lora Ullerich insures” as “lora ullerich insurance” was too many characters.
  • First, create a login and password and make sure it’s consistent. I chose “Lora Ullerich insures” as “lora ullerich insurance” was too many characters.
  • Next, add a picture and complete you bio. Remember to be consistent with what you’re saying on FB, your website and your ads. You don’t want to confuse customers as well as prospects. I just copy and paste my information. You can add your website as well.
  • Next, you can follow industry experts.
  • You can also find your friends and import your contacts into the system. There’s a number of service you can choose. In this case I chose gmail.
  • And you’re set. You’re able to begin tweeting in 140 characters or less. As you can see, my first tweet is, “Hello! Let me know how I can help you with your insurance needs. I specialize in home, auto and life.”
  • Here’s some social media ideas that have caught on in popularity among consumers and it’s something we think your agents might want to consider as a way to boost business and reach out to their customers.
  • Setup a Facebook fan page and Twitter account for your agency Personalize and create content Update your Facebook status, upload pictures tag (@) other local pages Post, tweet and retweet on Twitter “ Like” local pages on Facebook and “follow” five experts on Twitter Let your contacts know about your spaces business cards, statements, signage, email announcing, newsletters Devote a couple hours a week to keep your spaces fresh
  • Here’s some online resources for you. Are there any questions?


  • 1. Social Media: Create a Facebook Business Fan Page
  • 2. Session Framework
    • Two Social Media spaces small businesses should already be using
    • Step-by-step guide to creating those Social Media spaces
    • A look into Social Media’s future and what is on the horizon
    • Close with five action points to start on today
    • Open it up for Q&A
  • 3. Background
    • Cole Directory published in 1947
    • Crisscross directory of addresses and phone numbers
    • Invaluable information for a number of industries:
        • Telemarketing
        • Debt collection
        • Law enforcement
  • 4.
  • 5. Social Media Overview
    • “ Interaction among people, brands and information.”
    • 700 million Facebook Users
    • 200 million Twitter Users
    But what does that mean for small business owners?
  • 6.
      • Why it’s important for a small business owner:
      • A website with a voice
      • Foster and grow meaningful relationships
      • Local personality to a national brand
      • How:
      • “ Like Box” on Profile
      • “ Tag” other pages using “@”
      • Post about local events in your status updates
      • Take advantage of corporate national marketing
      • Motivate “likers” with incentives & promos
  • 7. Like Box Tag using @
  • 8.
      • Why it’s important for a small business owner:
      • Source to educate your customers
      • Pass on relevant information
      • Foster and grow meaningful relationships
      • How:
      • Follow industry leaders
      • Share industry news, trends and it’s impact on consumers
      • Determine valuable offers to gain followers
      • Tweet & Retweet!
  • 9. “ Tweet” about a way you are helping your community
  • 10.
      • So …are you ready to get started?
  • 11. Click on the “Create a page”
  • 12. Designate local business/place Add business hours, contact information
  • 13. Add company details including mission, awards and contact information Insert your picture
  • 14. Upload your contacts Tell your Friends
  • 15. Start posting Publish the page
  • 16. Name your company
  • 17. Create a login and password
  • 18. Add a picture Complete your bio
  • 19. Follow Industry Experts
  • 20. Find/import your friends
  • 21. Start tweeting!
  • 22.
    • The way we communicate is changing
    • Social Media spaces to keep an eye on
    Future Outlook
  • 23. 5 Action Points to Implement Today
    • Setup – Facebook fan page and Twitter account
    • Create – personalized content
    • Connect – develop your network
    • Announce – let others know
    • Invest – grow your spaces
  • 24. Resources Resource filled with webinars, videos and articles dedicated to small business owners grow their business. Official resource for the social media platform. Official resource for the social media platform.
  • 25. 8