vanguardvisionsconsulting.com.au
Facebook Marketing for Small
Business
Marion Library Service
2 April 2014
Allison Miller
...
Slides available at:
slideshare.net/vanguardvisions
Session Overview
• Why is now a good time to be using
Facebook?
• Planning your Facebook Marketing
Strategy
• Creating and...
Why is now a good time
to be using Facebook?
Image: Telecommunications - http://en.wikipedia.org/wiki/Telecommunication
Better infrastructure /
access
• 92% of Austral...
Data source: http://www.socialmedianews.com.au
Australian Social Media
Stats*
• Facebook – 13,600,000 users
• YouTube – 12...
Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
Facebook – aka ‘the Pub’
• Connect with friends or see...
Planning your Facebook
Marketing Strategy
Your Facebook Marketing Strategy
CC-BY Image: - Simon – Facebook Connection Social Network Media - http://pixabay.com/en/facebook-connection-social-network...
Image: VELG Training - https://www.facebook.com/VelgTraining
Cloud Computing aka “the Cloud”
Visual
Sincere/Caring
Announc...
Image: Vanguard Visions - https://www.facebook.com/vanguardvisions
Image: Ace Nights - https://www.facebook.com/AceNights
...
Image: City of Marion - https://www.facebook.com/CityofMarion
Image: Andrew Barrre Photography - https://www.facebook.com/...
Image: Northern Adelaide Wordpress Business User Group - https://www.facebook.com/groups/northernadelwpbug/
Image: Armidal...
Image: Connecting Up - https://www.facebook.com/connectingup
Image: Empty Spot Childcare - https://www.facebook.com/emptys...
Creating a Facebook Page
Image: Digital Capability - https://www.facebook.com/digitalcapability
Image: Business Networking in Australia - https://w...
Be a Facebook User
Create a Page
Create a Page
What type of page?
Create a Page
Add some details
Setting up your Page
Add a
logo
Add a
banner
Add other
info
Admin
panel
Write a
post
Invite
friends to
‘Like’
Managing your Facebook
Page
Manage your Page
Admin Panel
Manage your Page
Insights Panel
Getting people to ‘Like’ your
page
Competitions, Ads
etc
Add ‘Like’ to
website etc
Invite them
Managing posts
Managing posts
Marketing on Facebook
Selling directly from your
Facebook Page
Image: The Wishing Box - https://www.facebook.com/pages/The-Wishing-Box/165675503...
Boosting posts
Promote Page
Sponsor posts
Image: Slam Strategy - Facebook Advertising ticks all the right boxes http://slamstrategy.com.au/facebook-ad...
Competitions
Image: VELG Training - https://www.facebook.com/VelgTraining
Image: Pure Bliss Massage - https://www.facebook...
Measuring your Facebook
Marketing
Analytics – Facebook Insights
Google Analytics
Likes vs Interactions
Revenue vs Influence
CC-BY Image: Davie Armano – Pillars of Influence - https://www.flickr.com/photos/7855449@N02/53725102...
Next workshop
6 June
'Driving customers to your
website‘
Marion Cultural Centre
What will you investigate
further?
Want to know more?
More info: digitalcapability.com.au
Register for eUpdates: bit.ly/digitalcapability
Follow on:
Twitter ...
vanguardvisionsconsulting.com.au
Contact me at:
Allison Miller
0400 732 270
allison@vanguardvisions.com.au
vanguardvisions...
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Facebook Marketing for Small Business from a Small Business Owner - 020414

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There are over 1 billion people using Facebook to keep up to date with their friends and family, so communicating with customers via Facebook is very much about that, building and maintaining a relationship. However, through this process, you should be helping drive more people to your website / online store.

These slide can help you plan your Facebook marketing strategy relevant to your business’s needs, and share tips and tricks on how to do this on limited time and on a limited budget.

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  • Introduce yourself / – Elearningebusiness eportfolio consultancyFacebook marketing from the perspective of a small business owner, and not a digital marketer, using local small business examples – ie people with limited time, money and resources – just like you Manage Facebook presences for own business and community groupsEncourage questions / discussion
  • So why is now a good time to be using Facebook?
  • Data source: http://www.socialmedianews.com.auTumblr – visual blog (images rule) and social media service – 50% users are 25 yo or younger – open = good SEO – mobile friendlySites which have gone down since December 2013Pinterest – 410,000 usersGoogle Plus –65,000 usersFrom Craig Cottle, PC Happy12m people monthly are on Facebook in Australia, 10m on Mobile, 9.3m daily, 7.9m on mobileMore than 88% of consumers are influences by other consumers online comments. Social should be about making business personalSocial Myths vs Truths http://blog.firebrandtalent.com/2014/02/6-damaging-myths-about-social-media-and-the-truth-behind-them/Social is a way we do business - people listen, and relationships are formedSocial is great for SEO, the more likes, shares you get the the higher your business website will rank on GoogleFollow the 70-20-10 rule, 70% post relevant content, 20% share others relevant content, 10% sales and promotion
  • Source: Smarter Business Ideas – Spring 2013 – “Make a social call”Facebook – aka ‘The Pub’Connect with friends or Seek feedback from customers3 short posts per week – relevant news and events about your businessAnswer questions in on status updates and in GroupsPaid ‘posts’ and ‘pages’Competitions for “Likes”Early morning, during lunch, after work, before dinner and before bedLinkedIn – aka ‘The OfficeTwitter – aka ‘SMS/Text Chat’12 Reasons Why Your Business Needs A Facebook Page In 2014Read more at http://www.business2community.com/facebook/12-reasons-business-needs-facebook-page-2014-0820081#1WGBbOxzvuUYGiHG.99 1. AudienceThere are 1.19 billion active users on Facebook as of September 2013. What other platform or channel could you use to reach such a massive audience? The answer is none.2. Lower Marketing CostSetting up a Facebook page for your business is free. Although time and effort are required to make it look nice, that labor cost is recouped many times over from an active and growing community of fans compared to alternative advertising methods like traditional TV or radio spots where audiences tune out your message.3. Targeted AudienceThe Facebook native advertising platform allows you to target your key demographics and is laser focused one who will see your content. This allows community growth from only the fans that want to see your page and interact with your content.4. Insights and AnalyticsThanks to Facebook Insights, marketers also get access to valuable data about their brand online. Insights house information about who is interacting with your page, when they are interacting, where they are from, and their other interests. This allows businesses to refine their messages based on community needs and filter feedback for brand decisions based on5. Customer Service and Social ListeningA Facebook page can be a virtual face of any business, and customers use this as a portal for interactions. Customers use Facebook as a channel for questions, customer service inquiries, and more. Smart business owners embrace this opportunity to interact with customers and provide up to date information as well as listen to what customers are saying about their products and services.6. Brand LoyaltyCustomers are loyal. They like good products and to support brands that offer them a way to feel good about buying from them. A Facebook page allows an opportunity to share your brand’s story and background with customers. Sharing your unique story and brand history turns current customers into more word-of-mouth referrals through social media.7. Brand AwarenessOne of the biggest problems facing brands is not that their products or services are bad, but that their target customers are not aware of them yet. Social media can change that by exposing potential fans and customers to your page, content and business.8. Mobile ReadyIn 2014, mobile marketing is taking center stage. Facebook reported that last year, 874 million users used Facebook mobile products. Chances are, your customers want to connect on the go, from their tablet or smartphone, and your business has to be ready. Having a Facebook page is one way to make sure you are prepared and visible to customers on mobile.9. AuthorityCustomers verify and qualify their favorite brands and business through a different system than before the internet. Now, a customer won’t just go to a website, they will also visit social media channels to see reviews, content and consider a purchase. Not having an active page is like not having a website, it prevents potential customers from making an informed purchasing decision.10. Web TrafficSocial media is a great way to get people not only interacting with your business, but to also get them to your website. Social media and especially Facebook is often the first step to visiting a website and from there, possibly making a purchase.11. SEOGoogle now searches and catalogues social media sites, and Facebook ranks high on the list. With an active Facebook page and high-value community, your business Facebook page will bump up your brand’s search rankings.12. Keep An Eye on CompetitorsEven if your business isn’t using Facebook, chances are, your competition is. Facebook is a great way to keep tabs on what your competitors are doing, who is liking their page and what is driving their engagement. You can measure your success based on what is working for you and not for them and vice versa.In 2014, it is simply not an option for a business to opt out of having a Facebook page. Take advantage of these great opportunities and set one up in a few easy steps. What is your biggest advantage on Facebook? Tweet me at @ErinSRichards with your thoughts!Read more on our blog –> http://exceleratemedia.com/blog/ Read more at http://www.business2community.com/facebook/12-reasons-business-needs-facebook-page-2014-0820081#1WGBbOxzvuUYGiHG.99
  • How many people have a Facebook business page?Get people to give you their URL – have a look at them – get people to ‘like’ each others’ pages
  • Write down:Who is your target market and where are they?What is it’s purpose?Other questions you need to decide on / or do you know?Do you manage it or do you outsource this?In August 2012, less than half of Australian businesses (43.1 per cent) had an online presence, such as a website, eBay store or social media page. The gap between micro and big businesses remains quite large, with just 33.2 per cent of micro businesses having a web presence compared to 97.3 per cent of big businesses. Businesses in the agriculture, forestry and fishing (13.0 per cent), transport, postal and warehousing (21.6 per cent) and construction (31.9 per cent) industries were the least likely to have an online presence.Source: Digital Business (August, 2012) - http://www.digitalbusiness.gov.au/2012/08/02/more-australian-businesses-getting-online-latest-abs-statistics/ Stats from the annual Summary of IT Use and Innovation in Australia Businesses , reported by the Australian Bureau of Statistics  (ABS)
  • Content is King when it comes to Facebook so:What should I share? – Visual is kingBe sincere/caringAnnounce a sale/special offer/eventpolls; competitions; spark a discussion, provide customer service, others?What shouldn’t I share?Just info about you / your businessno flogging;
  • Getting people to ‘like’ your page - add your FB page details to your website, promotional information, stationery, have a ‘Like’ us poster in your business,
  • managing posts - ie pinning to the top or highlightingdeleting and hiding posts and comments ( do not delete a bad post or comment unless its derogatory )
  • Using Facebook page as your website
  • Send info in email with recording link and slides.
  • What will you investigate further and why?
  • Facebook Marketing for Small Business from a Small Business Owner - 020414

    1. 1. vanguardvisionsconsulting.com.au Facebook Marketing for Small Business Marion Library Service 2 April 2014 Allison Miller Director & Principal Consultant
    2. 2. Slides available at: slideshare.net/vanguardvisions
    3. 3. Session Overview • Why is now a good time to be using Facebook? • Planning your Facebook Marketing Strategy • Creating and managing Facebook page • Marketing on Facebook • Measuring your Facebook marketing • What will you investigate further?
    4. 4. Why is now a good time to be using Facebook?
    5. 5. Image: Telecommunications - http://en.wikipedia.org/wiki/Telecommunication Better infrastructure / access • 92% of Australian business have internet access • Australian Bureau of Statistics (2013) • 79% of Australian homes have the internet • Good e-practice guidelines for disadvantaged learners in VET (2013) • 90% of Australians have an internet-enabled smartphone • AIMIA Mobile Phone Survey
    6. 6. Data source: http://www.socialmedianews.com.au Australian Social Media Stats* • Facebook – 13,600,000 users • YouTube – 12,600,000 users • Tumblr – 4,700,000 users • LinkedIn – 3,600,000 users • Twitter - 2,500,000 users • Instagram – 1,600,00 users • Snapchat – 1,070,000 users • Pinterest – 410,000 users • Google Plus –65,000 users * March 2014
    7. 7. Source: Smarter Business Ideas – Spring 2013 – “Make a social call” Facebook – aka ‘the Pub’ • Connect with friends or seek feedback from customers • 3 short posts/week – useful and relevant content, news and events about your business • Be helpful - answer questions on status updates and in Groups • Post: Early morning, during lunch, after work, before dinner and before bed • Paid ‘posts’ and ‘pages’ • Competitions for “Likes” 12 Reasons Why Your Business Needs A Facebook Page In 2014 business2community.com/facebook/12-reasons-business-needs-facebook-page-2014-0820081#!CcEkg
    8. 8. Planning your Facebook Marketing Strategy
    9. 9. Your Facebook Marketing Strategy
    10. 10. CC-BY Image: - Simon – Facebook Connection Social Network Media - http://pixabay.com/en/facebook-connection-social-network-76531/
    11. 11. Image: VELG Training - https://www.facebook.com/VelgTraining Cloud Computing aka “the Cloud” Visual Sincere/Caring Announcements Polls/Comps Discussions Give to get
    12. 12. Image: Vanguard Visions - https://www.facebook.com/vanguardvisions Image: Ace Nights - https://www.facebook.com/AceNights What should I share? – Your Content
    13. 13. Image: City of Marion - https://www.facebook.com/CityofMarion Image: Andrew Barrre Photography - https://www.facebook.com/Andrew.Barre.Photography What should I share? – Others’ Content
    14. 14. Image: Northern Adelaide Wordpress Business User Group - https://www.facebook.com/groups/northernadelwpbug/ Image: Armidale NBN Users Groups - https://www.facebook.com/groups/ArmidaleNBNUsers/ What should I share? – Interact with others
    15. 15. Image: Connecting Up - https://www.facebook.com/connectingup Image: Empty Spot Childcare - https://www.facebook.com/emptyspotchildcare What should I share? – Involve others
    16. 16. Creating a Facebook Page
    17. 17. Image: Digital Capability - https://www.facebook.com/digitalcapability Image: Business Networking in Australia - https://www.facebook.com/groups/50481628494/ Page vs Group = Controlled vs Community
    18. 18. Be a Facebook User Create a Page
    19. 19. Create a Page What type of page?
    20. 20. Create a Page Add some details
    21. 21. Setting up your Page Add a logo Add a banner Add other info Admin panel Write a post Invite friends to ‘Like’
    22. 22. Managing your Facebook Page
    23. 23. Manage your Page Admin Panel
    24. 24. Manage your Page Insights Panel
    25. 25. Getting people to ‘Like’ your page Competitions, Ads etc Add ‘Like’ to website etc Invite them
    26. 26. Managing posts
    27. 27. Managing posts
    28. 28. Marketing on Facebook
    29. 29. Selling directly from your Facebook Page Image: The Wishing Box - https://www.facebook.com/pages/The-Wishing-Box/165675503601951 Image: KZs Scents - https://www.facebook.com/KZMELTS
    30. 30. Boosting posts
    31. 31. Promote Page
    32. 32. Sponsor posts Image: Slam Strategy - Facebook Advertising ticks all the right boxes http://slamstrategy.com.au/facebook-advertising-ticks-all-the-right-boxes-2/
    33. 33. Competitions Image: VELG Training - https://www.facebook.com/VelgTraining Image: Pure Bliss Massage - https://www.facebook.com/pureblissmobilemassage
    34. 34. Measuring your Facebook Marketing
    35. 35. Analytics – Facebook Insights
    36. 36. Google Analytics
    37. 37. Likes vs Interactions
    38. 38. Revenue vs Influence CC-BY Image: Davie Armano – Pillars of Influence - https://www.flickr.com/photos/7855449@N02/5372510253/
    39. 39. Next workshop 6 June 'Driving customers to your website‘ Marion Cultural Centre
    40. 40. What will you investigate further?
    41. 41. Want to know more? More info: digitalcapability.com.au Register for eUpdates: bit.ly/digitalcapability Follow on: Twitter - twitter.com/digitalcapabili Facebook - facebook.com/digitalcapability LinkedIn - bit.ly/DCLinkedIN Google+ - bit.ly/DCGoogleplus Pinterest - pinterest.com/vanguardvisions
    42. 42. vanguardvisionsconsulting.com.au Contact me at: Allison Miller 0400 732 270 allison@vanguardvisions.com.au vanguardvisionsconsulting.com.au

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