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Facebook & Twitter Strategies for Small Business Owners

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Facebook & Twitter Strategies for Small Business Owners

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John McPhee, VP of Formic Media, presents Facebook and Twitter marketing strategies to help obtain more fans, followers, engagement and online visibility. Additionally, McPhee also shares social media and reporting tools.

John McPhee, VP of Formic Media, presents Facebook and Twitter marketing strategies to help obtain more fans, followers, engagement and online visibility. Additionally, McPhee also shares social media and reporting tools.

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Facebook & Twitter Strategies for Small Business Owners

  1. 1. Facebook & Twitter Strategies for Busy Professionals & Small Business Owners Presented by: John McPhee, Vice President 503-517-9059 x122| johnm@formicmedia.com @jwmcphee | Facebook.com/FormicMediaInc
  2. 2. Formic Background  Launched in 2008 to service small business & partners  Incubated by Anvil Media, enterprise SEM agency  Provide SEO, PPC & social media services  Team is Google AdWords & Google Analytics certified (Microsoft Accredited as well)  Focus on education (monthly Seminar Series)
  3. 3. Agenda  Small Business Social Media Stats  Facebook Strategies  Twitter Strategies  Tools  Reporting
  4. 4. Social Media Trends: Shift in Small Business Behavior http://ariherzog.com/small-business-social-media/
  5. 5. Social Media Trends: Shift in Small Business Behavior http://ariherzog.com/small-business-social-media/
  6. 6. Social Media Trends: Shift in Small Business Behavior http://ariherzog.com/small-business-social-media/
  7. 7. Social Media Trends: Shift in Small Business Behavior http://ariherzog.com/small-business-social-media/
  8. 8. Social Media Trends: Shift in Small Business Behavior http://ariherzog.com/small-business-social-media/
  9. 9. Social Media Trends: Shift in Small Business Behavior http://ariherzog.com/small-business-social-media/
  10. 10. Facebook
  11. 11. Facebook: Strategies  The ideal progression of a Facebook fan
  12. 12. Facebook: Strategies How do get your fans to progress from a passive fan to an evangelist?
  13. 13. Facebook: Strategies  Show your human side through  Entertaining posts  Personal photos (whatever you feel comfortable with)  Share some details about your personal side  Interests, hobbies, etc.  Share your experiences Tip: Use the 80/20 rule for biz vs. personal posts
  14. 14. Facebook: Strategies  Become a content machine  Create unique, engaging and valuable posts on a regular basis  Change up the media you post  Video, images Tip: Use an editorial calendar
  15. 15. Facebook: Strategies  Create engagement with dialogue  ALWAYS take the time to respond to comments and thank your fans for participating in the conversation  People love to talk about themselves, so engage with your fans appropriately Tip: Ask for feedback or suggestions from your fans
  16. 16. Facebook: Strategies  Create regular calls to action  Post valuable content and ask your fans to “click” or “watch”  Offer discounts or deals  Ask fans to sign up for your newsletter Tip: Start with free calls to action, then move to more of a commitment
  17. 17. Facebook: Strategies  Make “spreading the word” easy for fans  Create contests  Offer a deal or promotion  Reward fans for inviting friends Tip: Make the contest about the fans, not about your brand/products
  18. 18. Facebook: Strategies  Encourage “fan to fan” interactions  Give your fans a chance to get to know each other  Create a “fan of the week” opportunity  Recognize top contributors Tip: Recognize your fans and they immediately become more engaged
  19. 19. Facebook: Strategies  Don’t forget about branding  Use your brand to create familiarity when fans travel between your website and Facebook page  Another theory: make your Facebook page different, to give fans a different experience than your site Tip: Stay within your brand guidelines (colors, fonts, etc)
  20. 20. Facebook: Strategies  Set your fans’ expectations up front  Let them know your intentions for your Facebook page  To create a community?  To showcase new products?  To offer thought leadership?
  21. 21. Facebook: Strategies Tip: Create an internal Facebook mission, then execute your strategy following the mission
  22. 22. Facebook Advertising
  23. 23. Facebook: Advertising Facebook Advertising:
  24. 24. Facebook: Advertising Facebook Advertising: Step One: Design Your Ad
  25. 25. Facebook: Advertising Facebook Advertising: Step One: Design Your Ad Destination • Pages • Applications • Events • Places
  26. 26. Facebook: Advertising Facebook Advertising: Step One: Design Your Ad Ad Types • Sponsored Stories “Get more distribution for the News Feed stories published about your Page, Place or App. Always includes either a story about the viewer's friends or a story about your Facebook Page posts.”
  27. 27. Facebook: Advertising Facebook Advertising: Step One: Design Your Ad Ad Types • Facebook Ads “Promote a Facebook Page, Event, App, other destination on Facebook, or your own website. You can specify a custom message and call-to-action. Relevant actions from the viewer's friends will automatically be shown to build word-of-mouth awareness.”
  28. 28. Facebook: Advertising Facebook Advertising: Step One: Design Your Ad URL • Destination URL “Specify the web page that users should be sent to when they click on your Facebook ad. Make sure your ad and the target page are related. Ideally, the Destination URL should allow users to take action on what caught their interest in your ad.”
  29. 29. Facebook: Advertising Facebook Advertising: Step One: Design Your Ad Ad Creative • Title • If advertising a Page the ad title will always be the name of that page • Body • 135 characters maximum (currently reducing this to 90 characters) • Include a call to action • Image • 110 pixels wide x 80 pixels tall • Should have an aspect ratio of 4:3 or 16:9 • Uploads must be less than 5 kilobytes
  30. 30. Facebook: Advertising Facebook Advertising: Step Two: Targeting
  31. 31. Facebook: Advertising Facebook Advertising: Step Two: Targeting
  32. 32. Facebook: Advertising Facebook Advertising: Step Two: Targeting
  33. 33. Facebook: Advertising Facebook Advertising: Step Two: Targeting
  34. 34. Facebook: Advertising Facebook Advertising: Step Three: Campaigns, Pricing and Scheduling Budget Options: • Set daily spend limits
  35. 35. Facebook: Advertising Facebook Advertising: Step Three: Campaigns, Pricing and Scheduling
  36. 36. Twitter
  37. 37. Twitter: Strategies You’ve got your Twitter account, now what?
  38. 38. Twitter: Strategies  Look for:  People you know  Industry experts & thought leaders
  39. 39. Twitter: Strategies  Syndicate your tweets to:  Blog  Facebook  Website
  40. 40. Twitter: Strategies  If you have a WordPress website, you have it even easier…use a widget
  41. 41. Twitter: Strategies  Reward your followers with:  Discounts, deals, special offers
  42. 42. Twitter: Strategies  Join a conversation  Answer a question  Ask your followers a question  Participate in a topic your followers are discussing  But, don’t…  Force the conversation  Try to change the topic
  43. 43. Twitter: Strategies  Integrate your social networks  Syndicate Twitter to Facebook
  44. 44. Twitter: Strategies  Use your email signature file
  45. 45. Tools
  46. 46. Facebook Applications  Networked Blogs  Syndicate your blog to Facebook
  47. 47. Facebook Applications  Slideshare
  48. 48. Facebook Applications  YouTube/Video
  49. 49. Facebook Applications  Wildfire  Create promotions to:  Increase Likes  Increase engagement  Run contests/promotions  Collect email addresses (for remarketing)
  50. 50. Tools for Twitter  FollowerWonk  Find new followers  Analyze your account
  51. 51. Tools for Twitter  Find new followers
  52. 52. Tools for Twitter  Analyze followers to understand influencers that are currently following you
  53. 53. Tools for Twitter  Tweroid  Analyzes your followers and shows the best time of day to tweet (to get the most exposure)
  54. 54. Tools for Twitter  Twilert  Alerts you of brand/keyword mentions
  55. 55. Tools for Twitter  Twitter Counter  Track the # of followers over time
  56. 56. Reporting
  57. 57. Reporting  Facebook Insights
  58. 58. Reporting  Facebook Insights
  59. 59. Reporting  HootSuite  Click stats
  60. 60. Reporting  HootSuite  Clicks by Region Top Referrers
  61. 61. Reporting  HootSuite  Most popular tweets
  62. 62. Reporting  Google Analytics
  63. 63. Thank you! John McPhee @jwmcphee Facebook.com/FormicMediaInc johnm@formicmedia.com 503.517.9059 x122

Editor's Notes

  • http://ariherzog.com/small-business-social-media/
  • Example of Guy Kawasaki’s FB page80/20 rule: 80% biz posts/20% personal
  • Use engaging images & headlinesTip: create an editorial calendar which outlines the type of content you’ll be posting
  • Tip: start with providing free video content or a blog post and ask your fans to read/watch and provide feedbackNext, ask them to sign up for your newsletterNext, tell them about your latest deals with a link back to your site to purchase
  • Tip: get to know your fans and understand what they would like in a contest. If you get them engaged they are more likely to sign up and spread the word.
  • By doing this, it will help attract the right audience and get them to engage how you want
  • http://www.cio.com/article/720350/10_Free_Essential_Twitter_Tools_for_Power_Users
  • http://www.cio.com/article/720350/10_Free_Essential_Twitter_Tools_for_Power_Users
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