Facebook Marketing for Small Businesses


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Facebook Marketing For Small Businesses presentation. Topics include:
*Why Facebook
*Possible objectives
*Setting up a Facebook page
*Publishing content
*Promoting the page
*Custom tabs

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  • Us 2009 population 281 million
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  • Facebook Marketing for Small Businesses

    1. 1. Speaker: Rachel Melia Online Marketing Consultant Host: Kathryn Smith KAS Marketing Facebook For Small Businesses Workshop 4/5/11
    2. 2. Wireless Internet Access <ul><li>Network Name: ? </li></ul><ul><li>Password: ? </li></ul>
    3. 3. Rachel’s Background <ul><li>14 years online marketing experience </li></ul><ul><ul><li>Mostly at SF ad agencies on clients including Kodak Mobile (part of Kodak Gallery), Macromedia, Microsoft, Palm, Tivo, Electronic Arts, Veronica Mars </li></ul></ul><ul><ul><li>4 years as marketing consultant </li></ul></ul><ul><ul><li>Women In Consulting Online Marketing Director </li></ul></ul><ul><li>Current emphasis on social media marketing and Facebook marketing </li></ul>
    4. 4. Agenda <ul><li>Introductions </li></ul><ul><li>Why Facebook? </li></ul><ul><li>Possible objectives </li></ul><ul><li>Setting up a Facebook page </li></ul><ul><li>Publishing content </li></ul><ul><li>Promoting the page </li></ul><ul><li>Applications </li></ul><ul><li>Custom tabs </li></ul><ul><li>Q&A </li></ul>
    5. 5. Introductions <ul><li>Name </li></ul><ul><li>Business </li></ul><ul><li>On Facebook? Personally, business page </li></ul><ul><li>How did you hear of workshop? </li></ul><ul><li>Main objective </li></ul>
    6. 6. Why Facebook? <ul><li>HUGE </li></ul><ul><li>More than 600 million users </li></ul><ul><ul><li>Approx. 150 million US – 53% of US </li></ul></ul><ul><ul><li>50% log in every day </li></ul></ul><ul><ul><li>Average user has 130 friends </li></ul></ul><ul><li>#2 most trafficked website in world (Alexa) </li></ul><ul><ul><li>Google #1 </li></ul></ul><ul><ul><li>Facebook #1 by time on site </li></ul></ul><ul><li>31% 18-24, 23% 25-34, 27% 35-54, </li></ul><ul><li>11% 55+ (iStrategyLabs) </li></ul><ul><li>HIGHLY ENGAGED </li></ul><ul><li>Average users are connected to 80 pages, community pages, groups, events </li></ul><ul><li>Average user creates 90 pieces of content/month </li></ul>Photo by Don Harrison of UpNorth Memories FREE
    7. 7. Facebook Is New Start Page & Preferred Way to Receive Information For Many Was - AOL, Yahoo, Google, Email Now - Facebook
    8. 8. Objectives You Can Achieve Using Facebook <ul><li>Facebook can help you meet these business objectives </li></ul><ul><ul><li>Customer retention and satisfaction </li></ul></ul><ul><ul><li>Increased sales from existing customers </li></ul></ul><ul><ul><li>Gain new customers </li></ul></ul><ul><ul><li>Brand awareness </li></ul></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Research </li></ul></ul>
    9. 9. Setting Up A Facebook Page <ul><li>Most should choose Brand, product, or organization </li></ul><ul><li>Pick most relevant sub-category </li></ul><ul><li>Name CANNOT be changed </li></ul>http://www.facebook.com/pages/create.php
    10. 10. Setting Up A Facebook Page <ul><li>Add image – up to 180x540, choose thumbnail </li></ul><ul><li>Note: Info box is gone, so add details to image as a workaround </li></ul>
    11. 11. Setting Up A Facebook Page <ul><li>Fill out Info tab </li></ul>Edit page -> Manage Permissions <ul><li>Manage permissions </li></ul><ul><ul><li>Change to “All Posts” </li></ul></ul><ul><ul><li>May want to change Default Landing Tab in future </li></ul></ul><ul><ul><li>Best practice to let users create content </li></ul></ul><ul><li>Get vanity URL when have 25 Likes http://www.facebook.com/username/ </li></ul>
    12. 12. Setting Up A Facebook Page <ul><li>Get creative with 5 profile pics </li></ul>News: About copy now shows up on left side of page
    13. 13. Publishing Content <ul><li>Post enough to be top of mind, but don’t annoy (1x/day rule of thumb) </li></ul><ul><li>How to post: </li></ul><ul><ul><li>Post status updates, articles, photos, video via text box on wall </li></ul></ul><ul><ul><li>Post events via Event tab </li></ul></ul><ul><li>What to post: </li></ul><ul><ul><li>Post helpful original and other people’s content </li></ul></ul><ul><ul><li>Try to elicit interaction (for newsfeed and to go viral) </li></ul></ul>
    14. 14. Publishing Content <ul><li>Ideas for what to post </li></ul>Zest posts about yummy foods at the bakery Lucinda posts fitness tips Mark 1 Aviation posts about first flights, flying
    15. 15. Publishing Content <ul><li>Create a content calendar </li></ul>
    16. 16. Promoting The Page <ul><li>Announce </li></ul><ul><li>Suggest to Friends (not necessarily recommended) </li></ul><ul><li>Dedicated email </li></ul><ul><li>Mention in newsletter </li></ul><ul><li>Mention on personal FB page, LI profile, Twitter </li></ul>http://developers.facebook.com/docs/reference/plugins/like-box
    17. 17. Promoting The Page <ul><li>Ongoing Promotions </li></ul><ul><li>Add Facebook button/badge to your site (istockphoto/stock photo site, Google w/ Creative Common Rights) </li></ul><ul><li>Add url/button everywhere – email signature, LinkedIn profile, Twitter, presentations, business cards, signage, advertising </li></ul><ul><li>Add Facebook Like Box to blog or site </li></ul><ul><li>Create signage for stores/offices </li></ul><ul><li>Comment as Page on relevant pages </li></ul><ul><li>Add to page favorites </li></ul><ul><li>Paid </li></ul><ul><li>Facebook ads or contents </li></ul>http://developers.facebook.com/docs/reference/plugins/like-box
    18. 18. Applications <ul><li>Reviews </li></ul><ul><li>Blog (NetworkedBlogs – but don’t always recommend automating) </li></ul><ul><li>Email sign-up (MailChimp, Constant Contact, others) </li></ul><ul><li>SlideShare </li></ul><ul><li>Flickr (Flickr Tab) </li></ul><ul><li>YouTube (don’t love apps, YouTube Channels, Involver) </li></ul><ul><li>LinkedIn (my LinkedIn profile) </li></ul><ul><li>Payvment E-Commerce </li></ul>http://www.facebook.com/apps/directory.php
    19. 19. Custom Tabs <ul><li>Welcome tabs, About Us, other original content </li></ul><ul><ul><li>Designer and FBML programmer or DIY – tabsite.com </li></ul></ul>
    20. 20. Key Takeaways <ul><li>Develop Facebook objectives and a strategy based on your overall marketing objectives </li></ul><ul><li>Compelling content is critical… Give people a reason to consume your content and share </li></ul><ul><li>People do not usually search for a page… Promotion is necessary </li></ul><ul><li>Facebook changes all the time, so look for new opportunities </li></ul><ul><li>Have fun! </li></ul>
    21. 21. Q&A
    22. 22. <ul><li>Thank you! </li></ul><ul><li>For questions or to connect: </li></ul><ul><li>Rachel Melia </li></ul><ul><li>[email_address] </li></ul><ul><li>www.rachelmelia.com / </li></ul><ul><li>www.linkedin.com/in/rachelmelia </li></ul><ul><li>www.twitter.com/rachelmelia </li></ul><ul><li>Kathryn Smith </li></ul><ul><li>[email_address] </li></ul><ul><li>www.kasmarketing.com </li></ul><ul><li>www.linkedin/in/kathrynasmith </li></ul><ul><li>www.facebook.com/kasmarketing </li></ul>