This was a 30 minute presentation I did for the Fresh Business Thinking Live! event for Global Entrepreneurship week. It's a summary of small business case studies and tips for SME's on how to use Facebook
Why you should care about facebookWebsite 93%Email marketing 92%Facebook 63%In person 62%Event marketing 51%Online advertising 48%Direct Mail 37%Telephone 35%Blogs 33%Twitter 315LinkedIn 29% Source: Constant Contact Small Business Attitudinal SurveyOnline Surveys 24% Nov 23, 2010YouTube 19%Other 20%
Your facebook strategy• What is my objective?• What budget do I have for this?• What am I willing to share / be public?• How much time do I want my business to invest in the page?• Who is going to manage the page?• Are my customers / clients on Facebook?• How will I encourage them to engage with my brand/business?• How will this integrate with my other marketing channels?• What content do I have / do I need to create?• How will I make my page stand out from the crowd?• How will I market my facebook page?• How will I measure results and ROI (return on investment)?
Why people will like your page• 40% to get discounts & promotions• 39% to show support for the company• 36% to get “freebies” free samples & coupons• 30% to get updates on coming sales• 29% to be entertained• 25% for access to exclusive content
How much is a fan worth?• According to Synapse report the value of a fan is $136.78 (avg)• Fans report that they spend $71.84 more per year than non fans• No two fans are created equal• A fan is a self segmented group of highly valuable customers• A fan is 28% more likely to use a brand than a non-fan• A fan is 41% more likely to recommend a fan product than a non-fan• Facebook fans are more loyal to the fanned brand than non-fans
Getting fans to your page• Send an email to your clients, friends and prospects• Put a Find us on Facebook link on your site (social proof!)• Engage on other Facebook fan pages with your target audience• Put a page badge on your site• Set up future tweets linking to your facebook page• Invite your Twitter followers to become fans• Ask your fans to recommend you to 5 other people• Encourage your fans to post on your page• Respond to their posts• Add your facebook fan page to your email signature• Talk and link to it in newsletters• Put it on all printed marketing materials and press releases
Your faming content strategy• Write for the newsfeed not your wall• Share your blog posts• Something cool about you• Share news / PR about you• Promote events• What’s happening on the ‘inside’• News articles• Ask questions• Like comments and shares from your fans• Ask for feedback• Celebrate success – theirs and yours• Encourage them to add photos and content• Add a variety of content types …video, audio, photos
Classic mistakes to avoid• Broadcasting not engaging• Not putting in enough time• Being boring• Leaving it all to chance• Annoying facebook by not following their rules• No planning• Going for the hard sell right out of the gate
Thoughts to leave you with• Get to 25 likes and protect your brand• Build a community through your brand• Encourage raving fans• Be authentic• Be bold• Engage, Engage, Engage• Commit for six months (but expect real results in 1 month)• Test and fix, Test and fix, Test and fix• Have fun!
Top Facebook Resources• www.socialmediaexaminer.com• www.marismith.com• http://www.seomoz.org/blog/facebook- marketing-ultimate-guide• http://outspokenmedia.com/social- media/facebook-fan-pages-customers-want- to-join/ << one of my favourite brand blogs
Thank you• Upcoming Workshops: – Facebook for small business: January 18, 2012 – SEO: Getting to the top of Google: Nov 16, 2011 – Email marketing for success: Nov 23, 2011 – Wordpress Workshop: December 5, 2011 – PR Workshop: Grabbing the headlines: December 7, 2011 – Write and publish your own business book: February 22, 2011 – Market and launch your own book: March 23, 2011 – Women Unlimited Conference: March 9, 2012