Facing Facebook for small business Aerin Guy SpaceRace www.gospacerace.com March 25 2011
About me Aerin Guy I am the co-founder of a digital strategy consultancy and web development agency calledSpaceRace. I work with companies and individuals to develop and execute stuff on the web. I makewebsites. I launch products. I “do” social media and PR . I write. I teach. I’m always online. It’s OK.
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social media• social media refers to the tools we use to communicate in a wired world
social media• social media refers to the tools we use to communicate in a wired world• also refers to the online content we create
social media• social media refers to the tools we use to communicate in a wired world• also refers to the online content we create• also known as web 2.0 (and 3.0 with greater networking tools and collaborative capabilities in real time)
FB for biz• Facebook offers a platform like no other; instant content distribution and reaction for an immediate conversation with individuals, whether local or far away. (INC: http://www.inc.com/20-awesome-facebook- fan-pages-2011/index.html)• Facebook offers unprecedented segmenting opportunities because people tell it everything. Everything.
why a presence on FB matters• multi-formats - can your website do that?• targeting• interactive, fun, social• movement building• cost effective
Pages are proﬁles for brands• Page launch comes as many companies using user proﬁles, violating terms of service• Brand pages can do everything a user page can do, and more
Pages have access to user’s feeds• when users “like” your page, they will be notiﬁed of your status updates anytime you update, via their primary news feed
The News Feed is Now Real Time• it’s instant• right now• breaking news
Pages can integrate multiple applications• video• events• polls• places• you name it, there’s an app for it
A “like” means...• permission for posted content to appear in my stream• access to my social graph• my friends see my wall and see your content• I can share it if I really like it! (ampliﬁcation)
the new rules: you have tomake people want to join your page
• Users are more discerning than on other sites (don’t litter my stream with junk)• Create exclusive content. Like anything on the web, you live and die by your content. Exclusive content attaches value to your page.• Give people something powerful and fun to share (discounts, giveaways, videos, pics), and they will.• Or else they’ll hide you. Or (sob) Unlike you.
Best Practice Pages• http://www.facebook.com/brendansirish• http://www.facebook.com/burtsbees• http://www.facebook.com/ecycler• http://www.facebook.com/pages/Mabels- Labels/6494469723• http://www.facebook.com/threadless#!/ threadless?sk=app_103691713028371
You don’t have the resources to invest there• worse than having no presence is having a bad one• time and resources to create content, start conversations, respond, moderate• once it’s there, you have to work it
Your audience isn’t there• waste of time to invest in something that’s not going to convert• look at your analytics, referrer trafﬁc, and ask your customers if they want to interact with you on Facebook• which social networks do they use?
Does Facebook align with your business goals?• if you have to run everything through legal and PR - Facebook can create a bottleneck• maybe you don’t actually want to interact with your customers
You can’t keep up with it• Facebook updates and changes constantly• do you have the resources to keep up with regulations, features, best practices?• things change fast in social media
tips and tricks• Use images that tell your followers who you are and what you have to offer• Chose a name for your page that your customers can identify with. City names are good.• Use a vanity URL - facebook.com/username• Give your followers information. Max the search optimization with keyword rich descriptions
More tips & tricks• Personalize your page with iFrames or an application like WildFire or North Social• Offer exclusive, channel speciﬁc features to your fans• Tell your customers where to ﬁnd you. Link to FB from your website, biz card, etc.
integrate• add social and share buttons to your site content, events etc• add the Facebook comments plug in to your blog (comments appear on your wall)• tell people• explore ads
Resources• Facebook Marketing: An Hour a Day by Mari Smith• Mashable Guide to Facebook• allfacebook.com