Facebook Marketing - Miranda Miller

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Miranda Miller's Facebook Marketing workshop presentation on Dec 1st, 2011 at the Owen Sound and North Grey Union Public Library. Co-presenting with Gem Webb. Sections of the presentation were demonstrated on-screen or included in take-home material for participants and are not in the slides.

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  • Overview of where people are sharing What are they sharing? Photos Videos Their own activities Events Music Recent purchases Recommendations Bad experiences
  • Why do you think Facebook is a good marketing tool? Not a magic bullet Do you have realistic expectations Are you already on Facebook, and do you enjoy it Who do you hope to attract? And what are you willing to do to get those people onboard? Current customers, new audience, etc. Integrated marketing – are you already using radio, newspaper, magazine ads, PPC or banner ads online, other social media, in-store signage? Facebook can complement all of these other methods of advertising by attracting and keeping people in contact with your business. Is Facebook right for your business? What will the approval process be to post content? Are you working in an area with liability issues? Insurance, health care, etc. Can you commit – must be able to keep page active – starting one and leaving it to sit looks even worse than not having one.
  • Increase sale per customer, word of mouth marketing Target new potential customers, increase visibility Monitor and control the conversation about your company Enhance the experience for customers with timely information, answers, and service – meet them where they are, when they’re trying to reach you Show your passion and knowledge through updates and involvement in your industry
  • See workbooks and review
  • High level overview – will get into specifics with Gem What do you already have: Newspaper articles about your company? Community sponsorships or awards – photos? Articles? Memberships to any organizations you can link to? Product or service listings? Etc
  • Gem’s session
  • Use dropdown box to see Reach by All Page Content, Your Posts, or Stories by Others

Transcript

  • 1. Facebook Marketing How to Use a Facebook Page to Promote Your Small Business December 1 st , 2011 – with Miranda Miller & Gem Webb at Your Business Name Here
  • 2. Welcome! Miranda Miller SearchEngineWatch.com Gem Webb Explore the Bruce © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 3. The Plan
    • Facebook Page planning & building
    • Content creation and engaging fans
    • Social campaigns & Event marketing
    • Measuring success
    • Facebook Ads
    • The Don’ts
    • Questions
    • Playtime/Brainstorm
    © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 4.
    • People use Facebook to share photos, chat with friends, send private messages, create event invitations, and more.
    Share your thoughts Share a profile picture Send and receive private messages Connect with friends Add photo albums, events, contact information and more © 2011, Miranda Miller Facebook Marketing – Small Businesses Get notes from friends Have conversations
  • 5. Did You Know… © 2011, Miranda Miller Facebook Marketing – Small Businesses Facebook has over 800 MILLION active users More than 250 million photos are shared every day The average Facebook user is connected to 80 pages, groups and events Among online shoppers who use social media, over 80% use Facebook. More than 350 million active users use Facebook from their mobile devices 50% of active users log on to Facebook every single day.
  • 6. Facebook is an Ecosystem © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 7. Social Sharing © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 8. So You Want to Start a Facebook Page… Facebook Marketing – Small Businesses © 2011, Miranda Miller
  • 9.
    • You need a plan.
    • Why do you think Facebook is a good marketing tool?
    • Who do you hope to attract as Fans of your business?
    • How can you tie a Page in with your other advertising?
    • Is Facebook right for your business?
    • Can you commit to managing it consistently, as long as the Page exists?
    © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 10.
    • You can use Facebook in a number of ways:
    • Loyalty programs for existing customers
    • Expanding your reach
    • Reputation management
    • Customer service
    • Become an authority in your industry
    © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 11.
    • Benefits of a Facebook presence:
    • Low cost and barrier to entry
    • Stay top of mind
    • Facebook’s ecosystem allows you to connect with consumers not just once, but on an ongoing basis
    • Share and market in ways you never thought possible
    • Stay at your markets’ fingertips
    © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 12. Why You Need a Separate Facebook Fan Page for Business Your goal with a personal Facebook account is to protect your personal information. Your business page displays all information by default. © 2011, Miranda Miller Facebook Marketing – Small Businesses (Plus, you could get kicked off Facebook and that would suck.)
  • 13. Fan Pages © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 14. Fan Pages © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 15. How to Start a Business Fan Page
    • You can start a business page from the Facebook homepage.
    Fill in the requested information and complete the captcha. Sign in if you have a Facebook account, or create one. © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 16. Control Permissions & Settings © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 17. Control Permissions & Settings © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 18. © 2011, Miranda Miller Facebook Marketing – Small Businesses Facebook Page Start-Up Checklist…
  • 19.
    • Who are you and what do you want Fans to know about your company?
    • Who are you trying to reach and what do they want to know? Sounds similar, but it’s very different.
    • What can you devote to content creation by way of resources, ie.: time, equipment, staff?
    • What do you already have to help you get started?
    Content Strategy © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 20. Social Sharing & Creative Content © 2011, Miranda Miller Facebook Marketing – Small Businesses
  • 21. © 2011, Miranda Miller Facebook Marketing – Small Businesses Content Creation & Event Marketing - Gem Webb
  • 22. © 2011, Miranda Miller Facebook Marketing – Small Businesses Measuring Success – Metrics That Matter
  • 23. New Facebook Insights © 2011, Miranda Miller Facebook Marketing – Small Businesses Facebook Insights change to this format December 15 th .
  • 24. Reach © 2011, Miranda Miller Facebook Marketing – Small Businesses How you reach people and how often.
  • 25. Engaged Users © 2011, Miranda Miller Facebook Marketing – Small Businesses The number of unique users who have clicked on your post, which can then be drilled down further as to what action they took with that click.
  • 26. People Talking About This © 2011, Miranda Miller Facebook Marketing – Small Businesses When a user creates a “story” about your page; this could be anything from a check-in, to a mention in a status update, to a photo tag, to a like or comment on a post of yours.
  • 27. Demographics © 2011, Miranda Miller Facebook Marketing – Small Businesses This information is available for different subsections of users, ie.: Reach, People Talking About, Likes.
  • 28. Which Metrics Matter to You? © 2011, Miranda Miller Facebook Marketing – Small Businesses Are you achieving your goals?
  • 29. © 2011, Miranda Miller Facebook Marketing – Small Businesses Facebook Ads – Online Demonstration
  • 30. © 2011, Miranda Miller Facebook Marketing – Small Businesses Miranda’s Patented Don’ts
  • 31. Don’t Broadcast © 2011, Miranda Miller Facebook Marketing – Small Businesses This isn’t your own radio show. That would get boring.
  • 32. Don’t Wing It © 2011, Miranda Miller Facebook Marketing – Small Businesses Even if all you’re spending on this is your time, that’s worth real money. Make it worth your while. Have a plan.
  • 33. Don’t Lose Sight of the SOCIAL © 2011, Miranda Miller Facebook Marketing – Small Businesses Share. Engage. Build relationships. Have fun!
  • 34. © 2011, Miranda Miller Facebook Marketing – Small Businesses !