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 call...
me        Publishing          Marketing        Web Strategy              PR     Community Management             Blog     ...
clients            Pearson Canada         McGraw Hill Canada                 MySparkOntario Disability Employment Network ...
social media
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 ...
social media• social media refers to the tools we use to  communicate in a wired world• also refers to the online content ...
What’s Facebook?
• Most visited website• 500+ million active members• 700+ Billion minutes are spent on  Facebook every month• 20+ Million ...
Video• http://vimeo.com/20198465
http://www.allfacebook.com/facebook-questions-launches-                  or-relaunches-2011-03
• 200+ Million access via a mobile device• Average user generates 90 pieces of  content every month• 250+ Million people e...
What’s your Facebook       history?
Facebook relationship   ending timeline
Facebook gaming is      huge
FB for biz• Facebook offers a platform like no other;  instant content distribution and reaction  for an immediate convers...
why a presence on FB       matters• multi-formats - can your website do that?• targeting• interactive, fun, social• moveme...
Pages are profiles for        brands• Page launch comes as many companies  using user profiles, violating terms of  service•...
Pages have access to      user’s feeds• when users “like” your page, they will be  notified of your status updates anytime ...
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
I “like” you
A “like” means...• permission for posted content to appear in   my stream• access to my social graph• my friends see my wa...
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 anythi...
Best Practice Pages• http://www.facebook.com/brendansirish• http://www.facebook.com/burtsbees• http://www.facebook.com/ecy...
More• http://www.facebook.com/tinyprints• http://www.facebook.com/  whistlerblackcomb#!/whistlerblackcomb?  sk=app_1973692...
Do it right(excerpted from Hubspot’s Facebook Marketing Guide, 2010)
Key Benefits• customization• cost effective• apps for everything• fun. is your advertising usually fun?• information about ...
Why you may want to      hold off
You don’t have the resources      to invest there• worse than having no presence is having a  bad one• time and resources ...
Your audience isn’t there• waste of time to invest in something that’s  not going to convert• look at your analytics, refe...
Does Facebook align with your       business goals?• if you have to run everything through legal  and PR - Facebook can cr...
You can’t keep up with it• Facebook updates and changes constantly• do you have the resources to keep up with  regulations...
tips and tricks• Use images that tell your followers who  you are and what you have to offer• Chose a name for your page t...
More tips & tricks• Personalize your page with iFrames or an  application like WildFire or North Social• Offer exclusive, ...
integrate• add social and share buttons to your site  content, events etc• add the Facebook comments plug in to  your blog...
Resources• Facebook Marketing: An Hour a Day by  Mari Smith• Mashable Guide to Facebook• allfacebook.com
Facing Facebook for Small Business
Facing Facebook for Small Business
Facing Facebook for Small Business
Facing Facebook for Small Business
Facing Facebook for Small Business
Facing Facebook for Small Business
Facing Facebook for Small Business
Facing Facebook for Small Business
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Facing Facebook for Small Business

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An overview of Facebook Pages for small business.

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Facing Facebook for Small Business

  1. 1. Facing Facebook for small business Aerin Guy SpaceRace www.gospacerace.com March 25 2011
  2. 2. 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.
  3. 3. me Publishing Marketing Web Strategy PR Community Management Blog Tweet Eat Sleep
  4. 4. clients Pearson Canada McGraw Hill Canada MySparkOntario Disability Employment Network Totally ADD Charity Village DreamBox Learning Wiley Canada The Wellesley Institute New Leaf Media Pollywog Bog Books Children’s Aid Society of Toronto Trillium FoundationEdvantage Interactive Science Publishers Oxford University Press Earth Rangers The Beach Lifestyle Realty Bregman Real Estate 49 Pixels
  5. 5. social media
  6. 6. social media• social media refers to the tools we use to communicate in a wired world
  7. 7. social media• social media refers to the tools we use to communicate in a wired world• also refers to the online content we create
  8. 8. 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)
  9. 9. What’s Facebook?
  10. 10. • Most visited website• 500+ million active members• 700+ Billion minutes are spent on Facebook every month• 20+ Million apps installed daily• 900+ Million objects people interact with
  11. 11. Video• http://vimeo.com/20198465
  12. 12. http://www.allfacebook.com/facebook-questions-launches- or-relaunches-2011-03
  13. 13. • 200+ Million access via a mobile device• Average user generates 90 pieces of content every month• 250+ Million people engage with Facebook on external sites, through comments, “Liking”
  14. 14. What’s your Facebook history?
  15. 15. Facebook relationship ending timeline
  16. 16. Facebook gaming is huge
  17. 17. 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.
  18. 18. why a presence on FB matters• multi-formats - can your website do that?• targeting• interactive, fun, social• movement building• cost effective
  19. 19. 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
  20. 20. 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
  21. 21. The News Feed is Now Real Time• it’s instant• right now• breaking news
  22. 22. Pages can integrate multiple applications• video• events• polls• places• you name it, there’s an app for it
  23. 23. I “like” you
  24. 24. 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)
  25. 25. the new rules: you have tomake people want to join your page
  26. 26. • 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.
  27. 27. 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
  28. 28. More• http://www.facebook.com/tinyprints• http://www.facebook.com/ whistlerblackcomb#!/whistlerblackcomb? sk=app_197369276959659
  29. 29. Do it right(excerpted from Hubspot’s Facebook Marketing Guide, 2010)
  30. 30. Key Benefits• customization• cost effective• apps for everything• fun. is your advertising usually fun?• information about your customers• identify key influencers
  31. 31. Why you may want to hold off
  32. 32. 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
  33. 33. 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?
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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.
  38. 38. 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
  39. 39. Resources• Facebook Marketing: An Hour a Day by Mari Smith• Mashable Guide to Facebook• allfacebook.com

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