Facebook with Impact for Atascadero Chamber


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This is a presentation given to the Atascadero Chamber of Commerce on Nov. 15, 2011. It covers Facebook strategy, how to create great content and build a lively Facebook community.

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Facebook with Impact for Atascadero Chamber

  1. 2. Facebook with Impact. <ul><li>Atascadero Chamber Presentation. </li></ul>© 2011 Whizbang
  2. 3. Facebook Stats Worldwide. <ul><li>#1 social network in the world (surpassing Google) </li></ul><ul><li>800 billion active users </li></ul><ul><li>250 million people log in every day for an average of 55 minutes. </li></ul><ul><li>68% of U.S. Facebookers when polled said they were more likely to buy on a positive Facebook friend referral. </li></ul>Source: Facebook, Mari Smith © 2011 Whizbang
  3. 4. Facebook Stats Locally <ul><li>60% of SLO County local businesses have a business Facebook page, while 40% do not, a number consistent with national trends. </li></ul><ul><li>61% have Facebook pages between 0 and 99 “likes.” The SLO County average number of “likes” per page is 382, which is well below the national average of 4,586 . </li></ul>For whitepaper: http://www.whizbangideas.com/contact/whitepaper/ © 2011 Whizbang
  4. 5. Who’s on Facebook. For whitepaper: http://www.whizbangideas.com/contact/whitepaper/ <ul><li>140,000 SLO County residents are on Facebook. That’s nearly 51% of SLO County’s population. </li></ul>© 2011 Whizbang
  5. 6. Top Atascadero Facebook Pages. For whitepaper: http://www.whizbangideas.com/contact/whitepaper/ © 2011 Whizbang
  6. 7. Top Atascadero Facebook Pages. For whitepaper: http://www.whizbangideas.com/contact/whitepaper/ © 2011 Whizbang
  7. 8. The #1 marketing tactic in a small community is word of mouth. Facebook is word of mouth marketing on steroids Facebook=Word of Mouth on Steroids. © 2011 Whizbang
  8. 9. So how do you use Facebook for business? © 2011 Whizbang
  9. 10. “ The goal isn’t to be good at Facebook – The goal is to be good at business because of Facebook.” – Jay Baer, author of Convince & Convert, one of the planet's most popular social media blogs © 2011 Whizbang
  10. 11. Whizbang 4Cs. <ul><li>Clarity. </li></ul><ul><li>Consistency. </li></ul><ul><li>Creativity. </li></ul><ul><li>Commitment. </li></ul>© 2011 Whizbang
  11. 12. Clarity. <ul><li>Clear budget. </li></ul><ul><li>Clear objective. </li></ul><ul><ul><ul><li>Create awareness. </li></ul></ul></ul><ul><ul><ul><li>Increase sales. </li></ul></ul></ul><ul><ul><ul><li>Market research. </li></ul></ul></ul><ul><ul><ul><li>Customer service. </li></ul></ul></ul><ul><ul><ul><li>Build your email list. </li></ul></ul></ul><ul><ul><ul><li>Optimize other marketing efforts. </li></ul></ul></ul>© 2011 Whizbang
  12. 13. Clarity. <ul><li>Clear strategy </li></ul><ul><ul><li>Who is your target audience? </li></ul></ul><ul><ul><li>What do you want them to do? </li></ul></ul><ul><ul><li>How will you know that it is working? </li></ul></ul><ul><ul><ul><li>Fans/followers </li></ul></ul></ul><ul><ul><ul><li>Web traffic (Google analytics) </li></ul></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Impressions </li></ul></ul></ul><ul><ul><li>What measurement tools will you use? </li></ul></ul>© 2011 Whizbang
  13. 14. Consistency. <ul><li>Consistent brand image. </li></ul><ul><li>Consistent brand personality. </li></ul><ul><li>Consistent posting presence. </li></ul><ul><ul><ul><li>Hootesuite. </li></ul></ul></ul><ul><ul><ul><li>Social oomph. </li></ul></ul></ul><ul><ul><ul><li>Tweetdeck. </li></ul></ul></ul>© 2011 Whizbang
  14. 15. Creativity. <ul><li>Creativity with your content. </li></ul><ul><ul><li>Is your content relevant, engaging, memorable and actionable? </li></ul></ul><ul><li>Creativity promoting your content. </li></ul>© 2011 Whizbang
  15. 16. Commitment. <ul><li>Commitment to social media success. </li></ul><ul><ul><li>Posting regularly. </li></ul></ul><ul><ul><li>Engaging authentically (a two way conversation). </li></ul></ul><ul><ul><li>Measuring often. </li></ul></ul><ul><ul><li>Making adjustments. </li></ul></ul><ul><ul><li>Rinse and repeat. </li></ul></ul>© 2011 Whizbang
  16. 17. OK, You Have Your Plan. Let’s Get Liked. © 2011 Whizbang
  17. 18. Remember First Impressions Are Everything. © 2011 Whizbang
  18. 19. Give Them A Reason To Like You. <ul><li>Welcome tabs increase your pages likeability by 47%. </li></ul>© 2011 Whizbang
  19. 20. Whiz Tip #1. <ul><li>FREE AND LOW COST WELCOME PAGE APPS </li></ul><ul><li>Tabsite, NorthSocial, PageLever, Wildfire, iwiPage, Fanpageengine, Tabpress, Webuzz, Short stack. </li></ul>© 2011 Whizbang
  20. 21. Facebook Fact. <ul><li>199 out of every 200 interactions (99.5%) come from the user’s wall (or newsfeeds). This means that almost nobody is coming back to your fan page after they visit it the first time . </li></ul>Source: Brandglue © 2011 Whizbang
  21. 22. Facebook Fact. <ul><li>Not all your posts end up in your fans newsfeeds. </li></ul>© 2011 Whizbang
  22. 23. Facebook Edge Rank. <ul><ul><li>How often an user interacts with your Facebook fan page content. </li></ul></ul><ul><ul><li>The type of interaction, comments are weighted heavier than likes. </li></ul></ul><ul><ul><li>Content recency. </li></ul></ul>© 2011 Whizbang
  23. 24. So How Do You Keep Fans Liking You? © 2011 Whizbang
  24. 25. Give Your Customers Great Content. <ul><li>Make your page the place to get answers for (fill in the blank) challenges. </li></ul>© 2011 Whizbang
  25. 26. Give Your Customers Great Content. <ul><li>Make it easy. </li></ul><ul><li>Make it fun. </li></ul><ul><li>Make it something that will make your customers feel smarter, prouder, happier for liking you. </li></ul>© 2011 Whizbang
  26. 27. Whiz Tip #2. <ul><li>Use KISS: Keep it simple and shareable. </li></ul>Source:socialbakers © 2011 Whizbang
  27. 28. Shorter is Better. <ul><li>27% increase in engagement with posts of 80 characters long or shorter. </li></ul>www.emarketer.com © 2011 Whizbang
  28. 29. Content Ideas. <ul><ul><li>Events </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Import blog </li></ul></ul><ul><ul><li>Add custom content </li></ul></ul><ul><ul><li>Third party articles </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Create experiences </li></ul></ul><ul><ul><li>MOTM </li></ul></ul><ul><ul><li>Expert Fridays </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Facebook deals </li></ul></ul>© 2011 Whizbang
  29. 30. Whiz Tip #3. <ul><li>Use the 80/20 rule: 80% of your content adds value. 20% promotes your business directly. </li></ul>© 2011 Whizbang
  30. 31. Timing is Everything. © 2011 Whizbang
  31. 32. Whiz Tip #4. <ul><ul><li>When to post </li></ul></ul><ul><ul><li>Companies that post content on their Facebook pages outside normal business hours see engagement rates that are 20% higher than average. </li></ul></ul>Source: Buddy Media © 2011 Whizbang
  32. 33. How Often to Post. <ul><ul><li>Depends on your fans. </li></ul></ul><ul><ul><li>For small business, once a day to three days a week. </li></ul></ul><ul><ul><li>Forty-six percent of people unsubscribe from brand pages for over-posting, a Socialbaker’s study shows.  </li></ul></ul>© 2011 Whizbang
  33. 34. How Often To Post. <ul><ul><li>Facebook posts get 50% of their likes in the first 80 minutes. However, it takes 22 hours for that same post to get 95% of its Likes. </li></ul></ul>Source: visibli © 2011 Whizbang
  34. 35. Promote Your Posts. © 2011 Whizbang
  35. 36. Whiz Tip #5. <ul><li>Ask for engagement. </li></ul>Source: http://mashable.com/2011/04/06/facebook-engagement-data © 2011 Whizbang
  36. 37. Promote Your Page. © 2011 Whizbang
  37. 38. Promote on Facebook. <ul><li>Invite your contacts </li></ul>© 2011 Whizbang
  38. 39. Promote on Facebook. <ul><li>Facebook ads. </li></ul>© 2011 Whizbang
  39. 40. Promote on Your Website. <ul><li>Social plugins/like button. </li></ul><ul><li>Wibya bar. </li></ul>© 2011 Whizbang
  40. 41. Promote On The Go. <ul><li>Over 250 million active Mobile users. </li></ul><ul><li>They’re twice as active. </li></ul>Source: Mari Smith Text: Like Whizbangideas to 32665 © 2011 Whizbang
  41. 42. Wow! This Sounds Like a Lot of Work . © 2011 Whizbang
  42. 43. Social Media Must Haves. <ul><li>Social media plan. </li></ul>© 2011 Whizbang
  43. 44. Social Media Must Haves . <ul><li>Administration rules: </li></ul><ul><ul><li>What do you do with positive and negative comments? </li></ul></ul><ul><ul><li>What do you do with off topic conversations? </li></ul></ul><ul><ul><li>What do you do with questions you can’t answer? </li></ul></ul><ul><ul><li>Who checks the wall and what time? </li></ul></ul>© 2011 Whizbang
  44. 45. Social Media Must Haves. <ul><li>Moderating guidelines: </li></ul><ul><ul><li>Let your fans and followers know what is acceptable and not acceptable behavior. </li></ul></ul>© 2011 Whizbang
  45. 46. Do It Yourself Or Hire Out? <ul><li>Pros </li></ul><ul><ul><li>More authentic engagement. </li></ul></ul><ul><ul><li>Faster response time. </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Learning curve. </li></ul></ul><ul><ul><li>Time suck. </li></ul></ul>© 2011 Whizbang
  46. 47. Do It Yourself Or Hire Out? © 2011 Whizbang
  47. 48. Profile of a Social Media Superstar. <ul><li>Humility </li></ul><ul><li>Passion </li></ul><ul><li>An inclusive attitude </li></ul><ul><li>Engaging </li></ul><ul><li>Deep niche knowledge </li></ul><ul><li>Source: Mari Smith http://www.marismith.com/ten-qualities-of-social-media-superstars </li></ul>© 2011 Whizbang
  48. 49. Profile of a Social Media Superstar. <ul><li>A prolific content producer. </li></ul><ul><li>Always add value. </li></ul><ul><li>100% consistent. </li></ul><ul><li>A proven track record. </li></ul><ul><li>Source: Mari Smith http://www.marismith.com/ten-qualities-of-social-media-superstars </li></ul>© 2011 Whizbang
  49. 50. Thank You! <ul><li>See you on Facebook. </li></ul><ul><li>www.facebook.com/whizbangideas </li></ul>© 2010 Whizbang