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Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
Facebook & Google+ for Small Business : Strategies & Concepts
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Facebook & Google+ for Small Business : Strategies & Concepts

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Presentation for the Greater Salem Chamber of Commerce and Windham Community Development regarding Facebook and Google+ marketing strategies for small business and professionals. …

Presentation for the Greater Salem Chamber of Commerce and Windham Community Development regarding Facebook and Google+ marketing strategies for small business and professionals.

For more information about how your business can best utilize Facebook and Google+ as part of your marketing strategy, please follow us on Facebook at www.facebook.com/108degrees or on Google+ at www.gplus.to/108degrees or contact me for a private consultation.

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  • @gratitudesprinkler Thank you Trudie, I'm so glad you found them helpful! I must admit it's a much better presentation live, with slide animations and movies playing, but I'm glad you can glean some good info from it in the static form too.
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  • Thanks for the great presentation, MaryAnn. I really appreciate getting these slides and the valuable information you've put together so clearly.
    Trudie
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  • 1. Facebook & Google+ Essentials for Small Businesscopyright©2012 108 degrees, llc. all rights reserved.
  • 2. YourQuestions. Small Business Questions Answered Small Business Reached out to 3,000+ small business owners, managers and directors about their questions INdustry Experts Consulted with industry experts and leaders in the social media space about their most sought-after topics This presentation is not a primer we will discuss strategies and tools for small businesscopyright©2012 108 degrees, llc. all rights reserved.
  • 3. SUMMARY A QUICK LOOK INTO THE PRESENTATION START Introduction ABOUT the networks facts & strategies Profiles personal identity business pages professional identity & Strategy facebook features for small business google+ features for small business questions Q&acopyright©2012 108 degrees, llc. all rights reserved.
  • 4. The Networks. WHAT You’re Dealing with SOCIAL GRAPH The social graph is a term coined by Mark Zuckerberg of Facebook, which originally referred to the social network of relationships between users of the social networking service provided by Facebook. It has been described as "the global mapping of everybody and how theyre related". KNOWLEDGE GRAPH Launched February 2004 A knowledge base used by Google to Launched June 2011 enhance its search engines search results 400 Million Users as of September 2012* 1 Billion Users as of October 2012* with semantic-search information gathered from a wide variety of sources. It provides Perceived as “Information Network” Perceived as a “Social Network” structured and detailed information about Information shared with Circles the topic in addition to a list of links to Personal Connections = and/or publicly with Search other sites. Information Sharingcopyright©2012 108 degrees, llc. all rights reserved.
  • 5. Application. For small business Facebook Google+ Retail service Build on personal connections and Utilize network features, tools, consulting leverage human contacts to search engines and industry increase visibility and reach. experts to extend visibility and reach Non green Profit Online B2Bcopyright©2012 108 degrees, llc. all rights reserved.
  • 6. Facebook. Build a solid social marketing strategy Build on your personal connections to foster and PERSONAL grow business opportunities + = Your goal is to network, and build your relationships with customers and prospects Create accessibility to customers and prospects BUSINESS Provide customer service and build relationshipscopyright©2012 108 degrees, llc. all rights reserved.
  • 7. Google+. Build a solid social marketing strategy Connect with peers, colleagues and industry leaders to further PERSONAL knowledge and/or gain recognition for your expertise + = Your goal is to showcase expertise and build recognition in your niche Support SEO efforts for your personal identity, blog and/or BUSINESS website by providing/ sharing relevant content and linkscopyright©2012 108 degrees, llc. all rights reserved.
  • 8. SUMMARY A QUICK LOOK INTO THE PRESENTATION START facebook & Google+ ABOUT facts & strategies Profiles personal identity business pages professional identity & strategy facebook features for small business google+ features for small business questions Q&acopyright©2012 108 degrees, llc. all rights reserved.
  • 9. PersonalProfiles. Setting Up Your Google+ Profile GOTO Set Up Your Profile Google+ YOUTUBE LINK Find out more at http://www.google.com/+/learnmore/profile/copyright©2012 108 degrees, llc. all rights reserved.
  • 10. PersonalProfiles. An IMportant Part of the small business strategy Genuine Visibility Relationship Connections Foundation The Personal Profile is the Your Personal Profile on Your Personal Profile Developing genuine foundation upon which both networks is the allows you to cultivate connections with your connection to the initial identification with relationships. Just as with colleagues, peers, clients network is built. Even if the network and its in-person networking, it is and prospects boosts you use it only for members. It is how you these relationships that your online reputation and business, a personal gain visibility for yourself foster business growth, that of your business presence initiates your and your business. not the push for the sale. presence on the network. interactions.copyright©2012 108 degrees, llc. all rights reserved.
  • 11. PersonalProfiles. Strategy Ideas for the small business Facebook idea Google+ tip Build online relationships with real-life contacts: Create a recognized identity that ties in to the SEO friends, neighbors, co-workers, peers efforts of your website or blog Facebook tip google+ idea Create regular, ongoing dialogue with friends, family Build online relationships with local, national and and connections to establish your online presence global contacts within your industry and niche Facebook idea Google+ idea Humanize yourself to acquaintances, start Establish credibility in your niche by posting and conversations with new friends, friends of friends sharing relevant content regularly Facebook tip google+ tip Never SELL your business with your personal profile, Participate regularly by commenting and adding value create awareness of what you do, do not try to sell to the posts of others in your circles Personal Presence feeds Business growth Taking these steps with your personal profile will add value to your business presence on the networkcopyright©2012 108 degrees, llc. all rights reserved.
  • 12. SUMMARYA QUICK LOOK INTO THE PRESENTATION START facebook & Google+ ABOUT facts & Strategies Profiles personal identity business pages professional identity & Strategy facebook features for small business google+ features for small business questions Q&a
  • 13. BrandPages. presenting Your brand online Create your Brand Page Facebook GOTO Find out more at FACEBOOK http://www.facebook.com/business videocopyright©2012 108 degrees, llc. all rights reserved.
  • 14. BrandPages. Your Business Identity online create Identity Create an online identity specific to your business or career within the network, separate from personal Connect online Communicate, educate, connect and promote as your business or professional self to customers and prospects drive traffic Direct interest and traffic to your website, blog or squeeze page for targeted interactioncopyright©2012 108 degrees, llc. all rights reserved.
  • 15. BrandPages.First Steps to a successful page Create a Use proper Provide full and professional branding & complete looking page identification information Determine an Create aN editorial Invite existing effective page calendar to meet Clients, friends & strategy page goals connections
  • 16. Create a professional looking page Use professional quality images of your products whenever possible, and ensure that spelling, grammar are correct and always use an appropriate professional tone with your audiencecopyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 17. use proper branding & identification Make sure your customers and prospects know that the page belongs to your business. If you have a common business name used in other states, use geographic identifiers as well as your logocopyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 18. Provide full & Complete Information Complete every available field in your business page profile, including location information, operating hours and links to your website, blog or other online identitiescopyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 19. determine an effective page strategy What is the purpose for your page? Education? Entertainment? Customer service? Create a strategy for connecting with your customers and prospects and use the page to deliver that message regularlycopyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 20. Create an Editorial CalendarHaphazard posting creates an inconsistent feel with your audience and makes it difficult to stay on track with pagegoals. Create an editorial calendar and schedule your content to ensure that your communication has the mostimpact with your fans and followers GOBACK
  • 21. invite exiting clients, friends & connectionsSocial networking is very similar to in-person networking... you start with who you know. As a small businessowner, your business was built on the initial connections you had in your community and/or industry, so startthere and invite those contacts to keep up with you via your brand page copyright©2012 108 degrees, llc. all rights reserved.
  • 22. BrandPages. Create engaging Content What is engaging? I define enchantment as the process of Engaging content or “stickiness” is determined by your audience and what they find appealing delighting people with a product, service, organization or idea. The outcome of Examples Pertinent Industry Information; Product Discounts; Tips & enchantment is voluntary and long-lasting Tricks; Entertainment via photos, video or text; Advice & Answers; Customer Service... it’s about creating dialogue support that is mutually beneficial. - Guy Kawasaki + There is no one answer for everyone: You must test your content to Author of Enchantment find out what is engagingcopyright©2012 108 degrees, llc. all rights reserved.
  • 23. BrandPages. Maximizing your page Content + Purpose + Relationship + conversation Create Always It’s not about compelling Focus on remember the selling! It’s about content that your dialogue, not goals and purpose building audience enjoys promotion for the page relationships Remember End Goals Traffic &Build a relationship with your audience that will Interactioneventually lead them to your website, blog, landing orsqueeze page to take them to the next step in yourmarketing funnel. copyright©2012 108 degrees, llc. all rights reserved.
  • 24. Facebookstrategies. strategic tips for small business owners Add Your Blog Examine INsights Build Audience Drive LIkes Create Interaction Think Targetingcopyright©2012 108 degrees, llc. all rights reserved.
  • 25. Add your Blog Use an application like RSS Graffiti, Networked Blogs, Involver’s RSS Feed or the URL link from the page to drive traffic from your Facebook page to your blogcopyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 26. Examine Insights One of the most powerful aspects of Facebook Pages is the ability to monitor your traffic and understand what type of content your visitors likecopyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 27. build Audience Add a LIKE box or the Facebook Feed to your website or blog to help drive traffic between the two online sites http://developers.facebook.com has all the instructions you need to get startedcopyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 28. Drive LIKES & TRAFFIC Looking for virality to grow your page? Try using a contest, promotion or giveaway to encourage your fans to share your page. Also consider the value of ADVERTISING your page if your budget allows.copyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 29. create interaction Typically only 15% of your audience will see a single post from your page, so consider posting frequently to make sure you are reaching more of your fan base. Post often with creative, interesting content that drives conversation.copyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 30. think about targetingMore fans are not necessarily better. While quantity is important to visibility (500-1,000 seems to be a magicnumber in terms of Edgerank), having fans that won’t respond, interact or share your content isn’t a beneficialstrategy. Target fans that will be advocates of your brand and will spread the word.
  • 31. Google+strategies. strategic tips for small business owners #1 Benefit: Search Use Circles Integrate +1 Grow with Google+ Link to Sites Tips For Professionalscopyright©2012 108 degrees, llc. all rights reserved.
  • 32. #1 Benefit: Search The more you interact on Google+ the more information Google will have about your business, your profile, your niche and your keywords. Information that is publicly posted will be indexed by Google to contribute to search results, but you must participate regularly for that information to be considered recent and relevant.copyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 33. use CirclesJust as your profile can CIRCLE other users, your page can CIRCLE users that have circled the page. Your page canalso circle other pages... all of this builds more two-way connections for information sharing. Instead of anEdgerank-style formula controlling information flow, the user determines what is seen in their feed. GOBACK
  • 34. Integrate +1 Button Use the +1 button to integrate your site with Google. This helps Google to collect data about your site, the information you provide, its relevance to other Google+ users and keyword information. All of this contributes to better SEO for your site.copyright©2012 108 degrees, llc. all rights reserved. GOBACK
  • 35. Denis Labelle, Chris Lang & Yifat Cohen Read Guy Kawasaki’s are some great people to “What the Plus!” for great circle if you want to learn ideas and information about more about growing with getting started on Google+ Google+ and maximizing and optimizing your your brand impact interactions on the networkgrow with google+To grow with Google+ you need to remember that it is about INFORMATION SHARING first. Perfecting your profile/page, sharing original and curated content, being helpful in answering and asking questions and giving credit/mentions are all ways that you can gain visibility in the network and build beneficial relationships GOBACK
  • 36. Link to SitesRemembering that the #1 benefit to Google+ is SEO, it is vital that you link your brand page to your blog, websiteor other online identities to help Google make the connection to your brand page and your niche. If you blog, alsobe sure to cross-link your personal identity to your blog to take advantage of Author Rank. GOBACK
  • 37. Profile SHaring Interact Your personal profile is part of your Share regularly, often and Interact with industry leaders. Google+ brand experience. generously. Unlike other social media sites, While you may have a business Google+ is built on the foundation Google+ is still a relatively small page, if your identity is directly of knowledge and information community, which makes it easy to linked to your brand, expect that sharing. find and communicate directly with your profile will be viewed and industry leaders. circled as part of the user’s Don’t just share a link to your blog experience. and walk away. Interact with the Take the time to circle, follow and posts of others, and answer the interact on the posts of people and Make sure your personal profile is comments you receive on yours. brands in your niche that you complete and professional, and Google+ users are looking to respect. You may well get the links directly back to your brand connect with like minds, share opportunity to converse with them presence on Google+ as well as enough that they can learn from directly! your blog or website. and about you. Tips for Professionals If you are a consultant or provide services to your customers, Google+ offers great opportunity for you to build your personal brand. These are my top 3 tips for maximizing that brand presence.copyright©2012 108 degrees, llc. all rights reserved.
  • 38. SUMMARY A QUICK LOOK INTO THE PRESENTATION START facebook & Google+ ABOUT facts & Strategies Profiles personal identity business pages professional identity & strategy facebook features for small business google+ features for small business questions Q&acopyright©2012 108 degrees, llc. all rights reserved.
  • 39. facebookFEatures. Tools you can use Page tools There are many tools for communicating to your audience, here we will touch on a few that can be easily utilized by small business for great impact Profile Tools Many of these tools can be utilized by your personal profile or brand as well as your business page, so if your brand is profile-oriented, you can maximize your reachcopyright©2012 108 degrees, llc. all rights reserved.
  • 40. Facebook. Features for small business: Apps Apps for Pages There are many companies that offer apps (applications) you can use to enhance your page Career building Apps like BranchOut and Stik help connect your professional presence with your personal profile Mailing List Integrate your email marketing sign up with your page to drive traffic into your funnel Enhance your facebook presence with apps Using apps on your page helps visitors learn more about your small business and stay in touch with you beyond the newsfeedcopyright©2012 108 degrees, llc. all rights reserved.
  • 41. Facebook. Features for small business: groups Private conversations Create an area of private conversation among groups of existing clients and prospects fostering community Encourage customers to support each other in the use of your product by connecting them in a group consulting Provide consulting services to a select group of users in a private Facebook Group Groups offer private conversation Use of a private Facebook group allows your business to connect in a more personal manner with your customerscopyright©2012 108 degrees, llc. all rights reserved.
  • 42. Facebook. Features for small business: interest lists User Control Interests Lists allow users to create a list of pages and people they want to always see in their newsfeed Message Delivery By appearing in a users Interest List, you can be assured your messages will appear in their stream Credibility Start an interest list in your niche area to allow fans to follow your page and others in your industry only 15% of posts by a page are seen by fans By utilizing interest lists and encouraging your fans to do the same, you can reach more of your targeted fan basecopyright©2012 108 degrees, llc. all rights reserved.
  • 43. Facebook. Features for small business: Advertising STandard Ads Appearing in the right column of the page, Facebook advertising is great for driving traffic to your page, highlighting a specific offer or bringing traffic directly to your website. You can control the budget, reach and targeting for these ads to ensure an effective campaign Promoted Posts Appearing in the main News Feed for users, Promoted Posts bring eyeballs to a specific post from your page intended to drive LIKES, traffic, comments or other GOTO interaction. facebook promoted posts video Find out more at https://www.facebook.com/v/10100371014092807 Promoted posts are effective While seen as more effective than standard ads, promoted posts must have compelling content to encourage interaction from userscopyright©2012 108 degrees, llc. all rights reserved.
  • 44. Facebook. Features for small business: insights NUmbers are sexy! Insights provides data about your fans and posts... from demographics to which updates are the most popular. These numbers are not boring! This is the data you need to ensure your time is used wisely! Learn & Focus on ROI Time is the enemy of the small business owner... the data you learn from Insights can save you valuable time in developing the kind of content that your audience responds to best. The more regularly you post the more data you have to work from. Access your Analytics monitor your analytics weekly to see how your posts are doing, which updates are the most viral and which inspire the most interaction with your fans and their friendscopyright©2012 108 degrees, llc. all rights reserved.
  • 45. SUMMARY A QUICK LOOK INTO THE PRESENTATION START facebook & Google+ ABOUT facts & Strategies Profiles personal identity business pages professional identity & strategy facebook features for small business google+ features for small business questions Q&acopyright©2012 108 degrees, llc. all rights reserved.
  • 46. Google+ FEatures. Tools you can use Google+ Google+ offers tools that are unlike what you see on other social sites, and are highly integrated with search to maximize your online visibility Small Business Google+ tools are very useful for small business, as well as being intuitive and freecopyright©2012 108 degrees, llc. all rights reserved.
  • 47. Google+. Features for small business: circles why Circles? Circles are an efficient and logical way of organizing contacts, more similar to real-life connections and how you would disseminate information to those groups. knowledge sharing Since Google+ is focused on the sharing of information more so than the building of personal relationships, circles allows easy distribution and consumption of information based on common interest areas GOTO youtube google+ circles link Find out more at http://youtu.be/hC_M6PzXS9g Circles are private Your contacts do not see your circle names or members, so you can work with private and meaningful sortingcopyright©2012 108 degrees, llc. all rights reserved.
  • 48. Google+. Features for small business: Local What is Local? Google has partnered with Zagat to help Google users share info about their local businesses that they enjoy. Just as users share rating information on other sites, now they will share that data via Google. Why participate? Mobile is becoming more and more essential to local marketing, and Google Local is a part of that. Local small business can create a strategy using Google Places, Google Local and Google Offers to help drive GOTO local traffic to the business. youtube google+ Local link Find out more at http://youtu.be/ylZg43Meickcopyright©2012 108 degrees, llc. all rights reserved.
  • 49. Google+. Features for small business: Hangouts What are hangouts? Hangouts are the break-out feature of Google+ that enable you to have a public or private online meeting with up to 10 participants at no cost. Public hangouts can be broadcast and saved on YouTube for rebroadcast. How can You Use them? Hangouts give small business the opportunity to hold meetings, demonstrate products, record webinars, offer consulting hours, conduct interviews, hold classes and much much more. google+ hangouts GOTO Find out more at youtube link http://youtu.be/3pmSWh2BQco See an example of hangouts on air 108 degrees hangout on air about small business online marketing http://youtu.be/ZyFY3j-W4Focopyright©2012 108 degrees, llc. all rights reserved.
  • 50. NeedMore? Other social Media Classes I have a FAcebook Page, Now WHat? A STrategy webinar for Small bUsinessLive webinar with recorded playbackMonday December 10, 2012copyright©2012 108 degrees, llc. all rights reserved.
  • 51. NeedMore? Other social Media Classes Google+ for the Small BUsiness Strategy and feature tourLive webinar with recorded playbackMonday December 17, 2012copyright©2012 108 degrees, llc. all rights reserved.
  • 52. NeedMore? Other marketing Services Private Consults Profile Customization One-on-one consults including evaluation, Professional review, editing and/or creation of your recommendations and tutorials for social media online profiles and business pages Social Media Services WEbsite Design Partial and full profile and campaign management, Professional design and development of business including strategy and execution websites, including ecommerce and web applications consulting Training Evaluation of and assistance with online marketing On site and remote training for social media for programs, strategies, budgeting and plans marketing and sales teams, executives and businessesReach out to us atwww.108degrees.comcopyright©2012 108 degrees, llc. all rights reserved.
  • 53. Contact us. Social Media & Online marketing Services by Telephone on facebook tel 603.661.4087 www.facebook.com/108degrees by email on Google+ www.gplus.to/108degrees (108 degrees, llc) info@108degrees.com www.gplus.to/webdiva (MaryAnn Pfeiffer) online on LInkedIn www.108degrees.com www.linkedin.com/in/maryannpfeifferReach out to us also onTwitter YouTube slideshare SKYPEcopyright©2012 108 degrees, llc. all rights reserved.

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