Facebook & Twitter for BusinessesWhat you are going to learn:• Why you need to bother with social media• How to build your...
Why Social Media?1. It’s where the people are2. 85% of people trust online recommendations posted by friends & even strang...
Who here uses     ?
Who’s Jesse?                                 Where’s the bio?                                 You could at least have put ...
Retweet posts                          by followersEveryone loves photos                        Daily engagement          ...
Write a descriptive bio                            with keywords & linkSmart logo which is stillrecognisable when shrunk  ...
Does anyone here use         ?
This is my favourite coffee shop in                              Australia, but their Facebook page                       ...
I love this place, but this is totally unacceptable.                                        There’s not even a phone # or ...
Striking cover photo, recognisable         profile pic, and the “About”         section is properly filled outCustom tabs ...
Great cover photo and                                        profile pictureProperly filled out “About” section   Lots of ...
EngagementIt’s a good idea to “Like” posts from your followers, justdon’t go crazy or else it won’t mean anythingAlways re...
EngagementThis is what you want. Your followers asking you to sendthem to a page on your website so they can give youtheir...
Reputation Management  Optus has done a good job of responding  despite the user not taking advantage of initial  response
Reputation Management  Always address the issue and provide a course of  action even if the solution is out of your reach
Reputation Management               I found a bean floating in my long               black yesterday. I decided to use    ...
Who likes beer?
Engagement       While I’ve been in Australia I started       a blog. I needed more content so I       decided to start wr...
Engagement90 days later and I’m still waiting for a response. I would have tried anyother Carlton beer if they had just re...
A tale of how Twitter helped get my raw denim selvedge jeans fixedFANCY PANTS & TWITTER
Problem: I only own 1 pair of jeans. A holedeveloped from riding a pushbike too much            The jeans are fancy raw de...
Surely someone in Australia knows about working with raw denim. Icouldn’t find any in the Gold Coast or Brisbane that seem...
Dealing with the Facebook Edgerank             Algorithm• Not everything you post will be seen by your followers or friend...
Dealing with the Facebook Edgerank             Algorithm• Post at least once a day• Don’t link up your Twitter or use 3rd ...
Strategies for posting• Start by posting at least once a day during peak hours
Peak Times for Social Network Usage• Weekdays   • 9:30am   • 12:00pm   • 3:00pm   • 6:00pm• Weekends   • Don’t bother,   •...
Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule
Strategies for posting                      The 80/20 Rule                               20%                              ...
Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new &...
Strategies for posting                                                                  5 year old                        ...
Strategies for posting•   Start by posting at least once a day during peak hours•   Follow the 80/20 rule•   Post links to...
Notice the genuine engagementin all of the posts from BrisbaneSchool of Hairdressing
Strategies for posting•   Start by posting at least once a day during peak hours•   Follow the 80/20 rule•   Post links to...
Tropical Pineapples is doing a goodjob of providing a wide range ofgreat content by linking back to theirown site only onc...
Strategies for posting•   Start by posting at least once a day during peak hours•   Follow the 80/20 rule•   Post links to...
Strategies for posting                 These are the trending hashtags                 and keywords in Australia for      ...
Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new &...
Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new &...
Strategies for posting               Don’t be a “Perf3Ct lil Ang3l”      She makes little to no sense and she’s an English...
Strategies for posting•   Start by posting at least once a day during peak hours•   Follow the 80/20 rule•   Post links to...
Strategies for posting•   Start by posting at least once a day during peak hours•   Follow the 80/20 rule•   Post links to...
Using social search engines to find          people to engage withUse social search engines besides Twitter’s search funct...
Topsy                                                        Topsy will send you email alerts too so                      ...
Gaining Followers on Facebook• To engage with followers on Facebook you must first get people to “Like” your page• Display...
How to track your links and posts
How many people used this shortened URL               When people used this particular URL to get to my site
Where people are coming from            Who’s mentioning this link. Thanks Luke!
Crowdbooster is a simple Twitter   analytics web app which lets you   visualise how effective your tweets   areCrowdbooste...
Facebook AnalyticsDon’t get too obsessed over thisdata. Pay more attention to what’sactually happening on your page       ...
How to optimise your tweets in 2 steps1. Decide what you want people to do with it    • Do you just want them to Like or s...
Anatomy of a perfect tweet                                        Tweeting at a user somewhat                             ...
5 Suggested posts to get you started If you’re a retailer: • Post photos of new product, preferably in use • Recommend oth...
5 Suggested posts to get you started If you’re a tradie: • Take before & after photos showing off your work. If possible, ...
5 Suggested posts to get you started If you’re in a boring business like insurance or B2B: • Good luck • Talk about real l...
Social Media Cheat SheetHow to build and develop a loyal following1.    Be genuine2.    Fill out your profile completely a...
Social Media Cheat SheetHow to make yourself odious in the eyes of the people1.    Ignore everyone2.    Take every critici...
Summary•   Social Media is where the people are and it only costs you your time•   Fill out every bit of info you can in y...
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Facebook & Twitter for Business

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Facebook & Twitter for Business

  1. 1. Facebook & Twitter for BusinessesWhat you are going to learn:• Why you need to bother with social media• How to build your social profile on Twitter & Facebook• How to attract new followers that are more likely to convert to customers• How to find and engage your current and future followers• Proven strategies and suggestions for posting• How to see if your posts are successful
  2. 2. Why Social Media?1. It’s where the people are2. 85% of people trust online recommendations posted by friends & even strangers3. It allows you to connect with your current & potential followers in a new, meaningful way4. It’s free!
  3. 3. Who here uses ?
  4. 4. Who’s Jesse? Where’s the bio? You could at least have put a link in thereThe egg avatar tellsothers you don’t care 1 tweet, and it was from over a year ago. I don’t think I’ll be following. Does your Twitter look like this?
  5. 5. Retweet posts by followersEveryone loves photos Daily engagement with followers
  6. 6. Write a descriptive bio with keywords & linkSmart logo which is stillrecognisable when shrunk Respond to followers with useful info Daily activity
  7. 7. Does anyone here use ?
  8. 8. This is my favourite coffee shop in Australia, but their Facebook page stinks Very little info provided, the profile isn’t even filled out Nothing posted so far in 2012Their fans have even stopped interacting because it’sobvious no one is listening
  9. 9. I love this place, but this is totally unacceptable. There’s not even a phone # or address. The hours aren’t even correct.Notice that 16 people have recommended thisbusiness and 339 have “Liked” it. That’s a goodnumber of people that want to engage so bad thatthey are willing to Like a silent page
  10. 10. Striking cover photo, recognisable profile pic, and the “About” section is properly filled outCustom tabs with recipes & tips. I’vealways wanted to know how to properlycut a pineapple.
  11. 11. Great cover photo and profile pictureProperly filled out “About” section Lots of engagement. How did they do it?
  12. 12. EngagementIt’s a good idea to “Like” posts from your followers, justdon’t go crazy or else it won’t mean anythingAlways respond to every post from your followers, even ifit’s just to say “thanks”
  13. 13. EngagementThis is what you want. Your followers asking you to sendthem to a page on your website so they can give youtheir money
  14. 14. Reputation Management Optus has done a good job of responding despite the user not taking advantage of initial response
  15. 15. Reputation Management Always address the issue and provide a course of action even if the solution is out of your reach
  16. 16. Reputation Management I found a bean floating in my long black yesterday. I decided to use this opportunity to see if Merlo was listening. They responded an hour later and took the conversation offline, thus preventing any more posts occurring about this embarrassing situation. Merlo obviously places high value on social engagement and they have a reputation management strategy in place
  17. 17. Who likes beer?
  18. 18. Engagement While I’ve been in Australia I started a blog. I needed more content so I decided to start writing silly reviews of Aussie beer. After posting this particular review I started to tweet @ every brewery in an effort to see if anyone would engage. So far Carlton is the only brewery to engage with me. Here’s what happened…
  19. 19. Engagement90 days later and I’m still waiting for a response. I would have tried anyother Carlton beer if they had just responded.
  20. 20. A tale of how Twitter helped get my raw denim selvedge jeans fixedFANCY PANTS & TWITTER
  21. 21. Problem: I only own 1 pair of jeans. A holedeveloped from riding a pushbike too much The jeans are fancy raw denim selvedge and I didn’t want to trust them with just anyone. The company that made the jeans for me will fix them for free, but they’re in Nashville : (
  22. 22. Surely someone in Australia knows about working with raw denim. Icouldn’t find any in the Gold Coast or Brisbane that seemed legit, Ifelt that Melbourne was probably my best chance It turns out one of the guys there is getting into tailoring and offered to fix them for free! Because they were so helpful I will sing their praises and become an advocate for their brand, even though I’ve never set foot in the store or bought anything online…yet Check out their site: http://www.uptherestore.com/ They do Facebook well too!
  23. 23. Dealing with the Facebook Edgerank Algorithm• Not everything you post will be seen by your followers or friends of your followers• Facebook’s Edgerank algorithm only allows your posts to appear: 1. To users that have interacted with your page recently 2. When your post beats out other posts going through the algorithm fighting for placement in your follower’s news feed• Higher engagement = higher visibility
  24. 24. Dealing with the Facebook Edgerank Algorithm• Post at least once a day• Don’t link up your Twitter or use 3rd party apps as those posts get less weight in the Edgerank algorithm• Respond to everyone that mentions you• Write posts which encourage a Like or comment such as “Click like if…”, “What do you think about…?”, Surveys, etc.• Upload photos, don’t forget to tag your followers• Ask users to tag & upload photos of themselves using your product, visiting your business, etc.• Encourage people to “check-in” to your business• Share posts by your followers• Be slightly controversial
  25. 25. Strategies for posting• Start by posting at least once a day during peak hours
  26. 26. Peak Times for Social Network Usage• Weekdays • 9:30am • 12:00pm • 3:00pm • 6:00pm• Weekends • Don’t bother, • unless your business lives for the weekend, e.g. Restaurant, Club, etc. Photo by Flickr user Mark Seton
  27. 27. Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule
  28. 28. Strategies for posting The 80/20 Rule 20% Posts that sell yourself Posts that engage others For each tweet or Facebook post, you should have 4 other posts which don’t 80% obviously try to make a sale Don’t make it all about yourself. Give people a reason to listen.
  29. 29. Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site
  30. 30. Strategies for posting 5 year old blog post New blog post Just because it’s old doesn’t mean it’s no longer useful to people
  31. 31. Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine
  32. 32. Notice the genuine engagementin all of the posts from BrisbaneSchool of Hairdressing
  33. 33. Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine• Post helpful links to other sites
  34. 34. Tropical Pineapples is doing a goodjob of providing a wide range ofgreat content by linking back to theirown site only once out of 4 posts
  35. 35. Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine• Post helpful links to other sites• Use established & trending hashtags or keywords when possible
  36. 36. Strategies for posting These are the trending hashtags and keywords in Australia for Twitter on 16/04/2012 If appropriate, try to integrate the day’s trends to gain more exposure Obvious spam. Don’t do this
  37. 37. Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine• Post helpful links to other sites• Use established & trending hashtags or keywords when possible• Prewrite posts for when you have writers block
  38. 38. Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine• Post helpful links to other sites• Use established & trending hashtags or keywords when possible• Prewrite posts for when you have writers block• Write for your audience, use words they’d use• Proofread yourself 3 times before posting
  39. 39. Strategies for posting Don’t be a “Perf3Ct lil Ang3l” She makes little to no sense and she’s an English major!
  40. 40. Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine• Post helpful links to other sites• Use established & trending hashtags or keywords when possible• Prewrite posts for when you have writers block• Write for your audience, use words they’d use• Proofread yourself 3 times before posting• Retweet, Like, and share other people’s posts if they’re appropriate
  41. 41. Strategies for posting• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine• Post helpful links to other sites• Use established & trending hashtags or keywords when possible• Prewrite posts for when you have writers block• Write for your audience, use words they’d use• Proofread yourself 3 times before posting• Retweet, Like, and share other people’s posts if they’re appropriate• Use social search engines to find engagement opportunities
  42. 42. Using social search engines to find people to engage withUse social search engines besides Twitter’s search function to find more opportunitiesfor engagement recommend brisbane removalist
  43. 43. Topsy Topsy will send you email alerts too so you don’t have to do this search everydayThis is basically a free lead. You can jump in on theconversation and send them a personalised messageand link to a page with your recommendations fromprevious customers
  44. 44. Gaining Followers on Facebook• To engage with followers on Facebook you must first get people to “Like” your page• Display your Facebook link everywhere you can and encourage people to Like your page• Once you have followers give them a reason to stick around and engage• When your followers engage with you, (depending on the Edgerank algorithm) those conversations may show up on their friends walls• Use your personal account to solicit your friends to Like your page• Use the “Invite Email Contacts…” feature in the Admin section to solicit your friends and past customers
  45. 45. How to track your links and posts
  46. 46. How many people used this shortened URL When people used this particular URL to get to my site
  47. 47. Where people are coming from Who’s mentioning this link. Thanks Luke!
  48. 48. Crowdbooster is a simple Twitter analytics web app which lets you visualise how effective your tweets areCrowdbooster also tells you the best timeseach day to tweet and allows you toschedule tweets. It also integrates nicelywith your bit.ly account!
  49. 49. Facebook AnalyticsDon’t get too obsessed over thisdata. Pay more attention to what’sactually happening on your page 1,000,000 Likes means nothing if you don’t engage
  50. 50. How to optimise your tweets in 2 steps1. Decide what you want people to do with it • Do you just want them to Like or share it? • Do you want them to perform an action? e.g. buy something, engage with you, etc.2. Write the perfect tweet and watch the money roll in
  51. 51. Anatomy of a perfect tweet Tweeting at a user somewhat involved with the event in the Using well known industry hashtags hopes that I get a retweet Listing benefitsListing benefits Bit.ly link for more info & registration Call to action
  52. 52. 5 Suggested posts to get you started If you’re a retailer: • Post photos of new product, preferably in use • Recommend other local businesses people should visit • Talk about upcoming and past events • Ask people for photos of them using your product • Talk about local current events, leave it open so people feel free to give their opinion
  53. 53. 5 Suggested posts to get you started If you’re a tradie: • Take before & after photos showing off your work. If possible, edit both photos in to one and put “before” & “after” watermarks on them so people can’t mistake the “before” photo for the “after” photo • Recommend other tradies. If you’re a plumber, recommend an electrician • After a week, follow up with people on Facebook or Twitter. Ask them how they like the job • Post simple DIY tips. E.g. “Most people don’t know WD-40 isn’t a lubricant. Follow up with *Product X+ to fix that squeaky door for good” • Post solicited recommendations from your customers
  54. 54. 5 Suggested posts to get you started If you’re in a boring business like insurance or B2B: • Good luck • Talk about real life benefits of your product, keep the industry jargon to a minimum • Post recommendations from clients • Talk about changes in the law that affect your followers • Do a top 10 reasons to use your product. Post one a day (you can recycle this into new content for your site as well, but that’s another talk) • Solicit users to submit their burning questions and answer one a day. e.g. “Ever wanted to know which car is the most expensive to insure? How to get the cheapest rates? Ask your questions here”
  55. 55. Social Media Cheat SheetHow to build and develop a loyal following1. Be genuine2. Fill out your profile completely and upload a great looking profile picture3. Respond to everyone that engages you4. Engage others that are already talking about your business niche5. Post as much as is appropriate for your industry and followers6. Post during peak times (9am – 6pm)7. Post pictures that your followers would find interesting8. Use relevant trending #hashtags9. Link to your social media accounts where appropriate10. Follow @ecbd on Twitter (see what I did there?)
  56. 56. Social Media Cheat SheetHow to make yourself odious in the eyes of the people1. Ignore everyone2. Take every criticism personally and respond in kind3. WRITE IN ALL CAPS + UZ TXT SPK4. Post only links to your own site5. Don’t proofread your posts for confusing grammar errors6. Post like you’re “Former chief evangelist of Apple” Guy Kawasaki (who tweets 100 times a day)7. Constantly ask people for a “Like” or “RT”8. Post unrelated personal petty junk9. When you’re not spamming everyone, complain about something10. Play all the Facebook games, post your accomplishments and send invites to everyone
  57. 57. Summary• Social Media is where the people are and it only costs you your time• Fill out every bit of info you can in your social profiles• Be engaging and you’ll attract followers• Seek out people that might like you and start a conversation• Have a posting strategy for engagement• Track your progress to see how effective your posts are• Feel free to continue the conversation with me on Twitter @TheRealMrJesse
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