The important thing to remember if you are new to social media is that you don’t have to be a social media whizz to get started – you just need to know your CUSTOMERS and your PRODUCTS and match your social media activities accordingly:
Know your customers: Where do they spend their time online? What products do they buy? Know your products: Are they the kind of things people would discuss in forums, or are they something that someone would click on a Facebook or Google advert to buy? Know the purchase decision-making process: Taking into account your customers and your products, what do they do before they buy? Remember that higher value products (and this can be either higher financial value eg. A car; or emotional value eg. A beauty product) means that people will require more reassurance in order to make a purchase. You wouldn’t ask friends on Facebook which packet of chewing gum you should buy, but you might ask them to recommend an anti-aging cream that has worked for them
It may seem difficult as an SME to make waves in such a large pool as social media, especially when there are larger companies in your industry. However, there are many tips and tricks which can be applied that can help you achieve a large impact. The only thing you need to input is a little time. Once you have established yourself in the world of social media, it becomes easier to gain new followers and ultimately interact with your cliental whilst building your own online social brand at the same time! Begin by trying to build your following. Ensure you move slowly and have an understanding of the etiquette of the social media site before you begin. Another helpful hint is spending a few weeks observing how potential followers use and interact with social media; allowing you to gain valuable information so that when you do begin to network you are doing so efficiently. Don’t be put off by larger companies, remember it is often more beneficial to have 100 dedicated followers who are interested and engaging, rather than 500 followers who don’t understand who you are and are unlikely to ever use your services. Ensure that the content that you are posting is interesting, informative and entertaining.
Still not convinced that Facebook can really make an impact on your business? Have a look at these success stories! The English Cheesecake Company used Facebook to increase their following 11 times over in one year. They now see 30% of their new customers come through Facebook. All of this was achieved in one year! They achieved this success by: > using the ‘Ask a question’ feature, the English Cheesecake Company asked fans to vote on their top flavours, thereby selecting the 12 bestselling flavours, and identifying the Christmas 2011 product range. > Created a Facebook shop to drive Sales from Facebook fans. > Commitment to answering customer service questions. The English Cheesecake Company have a dedicated member of staff responsible for responding to customer comments. Another company which has benefited greatly from using Facebook effectively is the Riverford Organic Farms. Riverford carefully built a voice for its brand via its Facebook Page. As well as posting a regular newsletter from the founder, it posted behind-the-scenes photos of its farm, staff, and animals that encouraged customers to connect with the brand. Riverford also used its Page to share recipes and information about competitions with customers. This led to a dramatic 50% increase in page likes and Facebook soon became the number 1 referral of traffic to the website. So as you can see, even these small businesses can achieve amazing results using Facebook!
So now you have seen the results that Facebook can bring to businesses, I want to take you back to the beginning and show you how to set up a Facebook page for your business. It is very similar to setting up your own personal profile however there are a few key tips that you need to bear in mind, these are: Request to have your business name included in your Facebook address, great for advertising purposes and also makes your business more accessible. Your Facebook page is an extension of your website and your other online profiles, therefore it is crucial to think about what images you want to use and the types of people you want to attract to your page. Make sure that you give potential customers as much information as possible, making it easier for them to interact and get involved. Don’t be obscure on your Facebook profile page, your picture is a great excuse to show off your logo and create brand recognition.
- Take time to study your target audience on Facebook.
These are the small boxes underneath your cover photo. Whilst they may seem quite confusing at first, they can be a great way to create engagement. Whilst this may seem like a strange tip, getting to grips with other companies posting patterns can give you a good idea as to when you should post on Facebook in order to achieve the most engagement. Think about when your audience will be on Facebook (and verify that with Facebook Insights) and then tailor your posting strategy accordingly. Most audiences will interact with your Facebook post if there is an image or link posted with it, try and incorporate these with your posts to ensure you achieve maximum engagement. Whilst it is extremely important at the beginning to stick with what works in terms of posting, make sure you don’t become afraid to switch things up occasionally. In order to see what works and what doesn’t work, it is vitally important to track your progress on Facebook from day 1. It is the only way to learn from your Facebook posts and it is crucial, especially when you are just beginning to use Facebook. Just like your profile picture, your cover photo will be one of the first thing potential customers will see so it has to be engaging and make sense! Choosing the right cover photo can take a bit of time, so to provide you with some information I have selected four businesses that have great use of cover photos on their Facebook page.
- When it comes to profile pictures a company logo is a great idea however cover photos can be slightly more tricky. Here are a few of the best cover photos that I have seen to give you a few ideas. Sugarhouse Properties are a letting agency based in Headingley, Leeds. This is one of their cover photos promoting their Spring Savings. This is a great example of how you can incorporate your cover photos to fit with offers/promotions. The photo also has all of the relevant information to allow audiences to interact and engage.
This is another great example of a cover photo, again used by a business in Leeds. The photo is relevant to the business, and provides the audience with extremely relevant information and entices the audience.
Pastille are a beauticians based on Granary Wharf in Leeds. Their cover photo is clear and immediately the audience understand what service they offer. This is also a great example of how to organise your app thumbnails. As you can see they have photos which shows a before and after picture of treatment had by a customer, their ratings which is 5 star and the number of page likes. The cover photo also has all of the relevant information you would need to contact the business and engage with them.
The previous three examples have been cover photos used by small local businesses, however, this example is from Corona and their Corona Extra campaign. This is a great example of how you can be creative and inventive with your cover photo, yet still make it relevant and suitable for your target audience. The profile picture and the cover photo work together and the beach bar in the background creates the perfect backdrop to showcase the product which is situated in the right hand corner of the picture.
Now you have an understanding of how to set up a business Facebook page, I want to show you how to start becoming an active business user on Facebook.
Creating great content is the one thing that people find daunting when it comes to social media, however it doesn’t need to be! With social media, one of the key things is that the posts that you make need to be relevant, frequent and engaging. One way to combat the frequency that you post is to think ahead. If you worry that you cannot find content to post every day, sit down a make a strategy. Write down a list of the types of information you want to give your audiences and see if you can create posts based around this. Have a look at relevant websites and see what you could turn into a post, use links and images to make your content stand out. Often it is how you post the content and when that ensures it is engaging for audiences and can often help people interact with it, which is what you want! Use your other social media profiles to aid you. Every time you post something on Twitter, see if you can re-work it to use for Facebook, used a great image on instagram, post it on your Facebook page, has your recent blog been posted to your website, copy the link and share it on your Facebook page – not only driving traffic to your website but creating great content as well! Subscribe to industry blogs and familiarise yourself with industry news websites to enable you to post on the latest news that is happening. Social media is all about utilising the content that you already have, one way of organising all of this is by creating an editorial calendar.
An editorial calendar will help you to plan ahead, link blogs to seasons and events, and ensure you have a good variety of blog topics to appeal to all your customers and showcase your whole product range. If you have more than one blogger, it also helps you to know who is writing what and to plan submission and posting dates. Make the calendar work for you. Yours might include things like: season; theme; products featured; keywords; target reader segment; date etc. I tend to mention these and people think it needs to be fancy and detailed. There are two main advantages, planning and accountability. There are loads of ways of creating one, but lets keep it simple!
So make a list of key dates for the year, think of your Product launches Events / trade shows Marketing campaigns & Promotions Holidays & Major Sporting events Any Key milestones
Then simply add these to your road map, this is nothing more than an excel sheet with Jan – Dec along the top and the categories down the side. So we can see valentines day in February for example.
Then think of all your fundraising events/campaigns, do any of these fit nicely together? Is there a product that goes well with world tennis tournament? What about one that fits nicely with Easter? Would talking about fundraising service X go well with trade show Y in September? Can you find ways to make your fundraising events/campaigns and seasonal events go together at all?
My suggestion is to use a Google spreadsheet, especially if there is more than one of you in the business, this helps share who is going to be writing the content, it gives accountability and it lets you have one document you can all refer to and edit at the same time. It’s a live spreadsheet and it should have: Who the author is? What the title of the blog is going to be? Any keywords that need to be used in the blog? What will the call to action be? (Make it different each time) Any notes? And most importantly deadlines? Once you have this, I suggest doing a 6 month or 12 month calendar, you don’t need to wait until February and think oh no what will I write about, instead if you get a free hour, write the valentines blog now, it will still be valentines day in February! Of course leave space for topical / news worthy blogs, but I would suggest most blogs can be written well in advance.
Now you have the tools to source and create great engaging content, the next stage is understanding when to post your content and exactly what it is that you need to post in order to create the most interaction with audiences. A recent study into Business to Business Facebook use compiled these statistics!
From a recent Business to Business study of Facebook, there came some interesting statistics. These should help you when deciding what content to share, how to share it and when to share it.
As well as having a good understanding of the content that you are posting, it is just as important to have a good understanding of your audience. By doing some research into who it is you are wanting to target will change the type of content you post, when you post and what links you use to accompany your content. Targeting customers – who uses Facebook? 57% women, 43% men 67% of users are over 35 years old – surprised? High engagement – users spend average of 32 minutes on site each visit The Walmart boss in Leeds, in the UK he says “we post at 2.55pm as this is when mums are in the school playground waiting to pick kids up from school – they use spare time to check their Facebook” we find its one of the best items to get engagement, in fact if we don’t get 100 likes in the first 60 seconds we ditch the post! I can only wish for that volume!!
- This image demonstrates the Facebook use in the UK.
- Now I want to show you some of the best Facebook campaigns that have been created and used successfully.
- A simple Facebook campaign by Diesel – bringing Facebook ‘likes’ into the real world: http://www.youtube.com/watch?v=4OZmbBPym1k
How Corona Light created a huge buzz without a huge budget, by giving its Facebook fans the chance to appear on a New York billboard:
Who would have thought a soap product could have over 22 million likes and over 320,000 people engaging with the brand at any one time! Alongside great Facebook campaigns, they have also created many thought-provoking television advertisements, creating an extremely powerful media campaign.
Cadbury’s chocolate wanted to increase engagement with fans on Facebook. Realised despite having so many followers, they received only 16% engagement and so wanted to change this. Challenge was to increase the engagement among it’s fans as well as reaching other audiences. Created a giant Facebook thumb ‘like’ out of Cadbury’s chocolate and streamed the whole thing. As a result, they gained 40,000 Facebook fans and more than 350,000 people actively involved in the campaign, some even leaving the live feed on for hours.
Heinz Beans, part of the marketing activities around a new Five Beanz variety, created a Facebook quiz app that told people what kind of bean they had grown up to become in response to a series of questions about their personality traits. To encourage people to take part and share the app, five winners were picked every hour and sent a personalised bean and every user that invited 10 people to take the quiz was given a goodie bag. Heinz also offered Facebook fans a coupon so they could try the product. The campaign ran for two weeks and achieved impressive results: 22,143 took the quiz to apply for a personalised bean. More than 10,000 users shared the app. The campaign reached 10.8m people on Facebook. It reached 3m people reached outside of Facebook through Twitter, blogs and news sites. The Heinz Facebook community grew by 30,000 extra fans.
Oreo is one of the brands constantly known for their creative social marketing skills, as seen through the simple tweet “you can still dunk in the dark” during the Super Bowl blackout. One of their best campaigns came about on Facebook when Oreo turned 100. For the next 100 days, Oreo designed a different Oreo cookie design, the first of which was a seven layer rainbow cookie in support of gay pride. Oreo gained over 231m media impressions from over 2,600 articles, increased their Facebook engagement by 195 per cent and increased their share rate by 280 per cent.
The final example I would like to show you is from a company called Dollar Shave Club. They created a fantastic YouTube campaign that was so powerful it helped created engagement and success on Facebook. This shows that your campaigning does not always have to be carried out on the social media profile that you are wanting to promote. Sometimes it works just as well to have a separate campaign that links back to your Facebook page. This is exactly what happened with Dollar Shave Club, their Facebook page now has 659, 000 likes!
When you set up your own business Facebook page, you will automatically be able to access Facebook insights. This is an analytic section at the top of your page which provides you with information with regards to how many people your posts have reached, whether your reach is organic or paid, how many people have interacted with your post and how many people have engaged with your content.
Social Bakers is a great website to use for analysing Facebook for businesses. As you can see from the screengrab above you can also use the site to analyse other social media websites as well. Have access to pages and pages of free statistics (as you can see on the drop down list on the left hand side) which can really help you when looking for inspiration or help for your own Facebook page. You also have the option to enter your Facebook details in order to have your own analysis created.
Social Bakers produce a monthly account of all things Facebook, for example compiling lists of the top businesses in April 2014: The top 10 Facebook brands according to their number of fans. This information can be extremely beneficial if you are looking to increase your own fan base but you are not sure how. By taking inspiration from brands who have already achieved success in this area. It is important to remember that many of these will be large companies and so some of their tactics may not work for your business, this is where you have to filter what you would be able to reproduce and what would be suitable for your own target audience.
- There are also more specific statistics, allowing you to narrow down your search and find statistics that will benefit you.
Possibly one of the best statistics which you can find is the most popular post. This can be used as great inspiration and allows you to see what works within the world of Facebook.
Before you can successfully increase engagement on you must first understand WHY it is important to do so. When you increase engagement, Facebook puts your posts out into the news feed more often, so more of your fans and their friends will see your posts. If your posts are not getting out into the news feed often, you are getting little to no engagement. Facebook wants to see people liking your post, commenting or sharing your post, to encourage users to do this make sure you include call to actions when you post. Your audience are more likely to like your Facebook post if it includes something that they can relate to, using nostalgia, humour or simply an image that you think they will appreciate are all great ways of ensuring engagament. Think about the kind of content you would be most likely to interact with, images that take you back in time or something that makes you smile. Use this when creating your Facebook content. Most people love sharing their opinion, however you sometimes have to ask for it when you post on Facebook to encourage people to get involved. A great way to do this is to ask questions and ask people what they think.
- Remember, if something works, note it down and use it next time! Facebook is all about trial and error, some posts will work, some won’t. The most important thing is that you remember what works for your business and utilising it.
Does anyone want to challenge me, does anyone think this is all a load of nonsense?Feel free to submit questions thoughts to Tri-City
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Facebook for Business
The Broadband East
Facebook for Business
Ask yourself questions
Know your customers
• Where do they spend
their time online?
• What products do they
• What services do they
• Are they the kind
people would discuss in
• Are they suitable for a
Facebook / Google
• It may seem difficult as a small business
to make waves in such a large pool as
• However, there are many tips and tricks
which can be applied that can help you
create a large impact.
• The only thing you need to be prepared
to input is a TIME.
Back to the beginning
• When setting up your Facebook page, request
your address to include your business name, for
• Think about who you want to attract and what
you want your page to say about your business
• Complete all profile information
• Choose a profile picture that makes sense, for
example your business logo
Back to the beginning
• Make use of the app thumbnails
• Take your time to study Facebook
• Facebook audiences often engage with posts
more if there are images or links attached
• Go for what works…but don’t be afraid to
switch it up!
• Track your Facebook from day 1
• Choose an engaging cover photo
Cover photos – which one to use?
Cover photos – which one to use?
Cover photos – which one to use?
Cover photos – which one to use?
How to get started and become an
active business user
1. Start posting
• This may seem obvious, but it is crucial that once
you have made your page you begin posting –
people will not interact with an empty profile!
2. Look at your other social media sites for help
• Looking at your Twitter/Instagram/Google+/Blog
can help you when starting your Facebook page. If
you do not have other social media profiles, look
at other small businesses and see what works for
• Reach out out to other local businesses in your
area, reliable clients, employees, look for every
opportunity to make engagements with other
business profiles – just make sure they are
4. Advertise your Facebook page
• Put it on your website, use other social media
profiles, write a blog – do whatever you can to
inform audiences that you have a Facebook page
and encourage them to like it.
How to get started and become an
active business user
6. But most importantly create great
How to create an
How to create an editorial calendar. It
sounds complex…but it isn’t!
• People think it needs
to be fancy and
• Two advantages;
• There are lots of ways
to create an editorial
calendar, but let’s
keep it simple.
Step 1: Make a list of key dates for the year
• Product launches
• Events / trade
• Sporting events
• Key milestones
Step 2: Add these to your Roadmap
Step 3: A comprehensive list of all your
• Do any of these fit in nicely with your roadmap so
• Split them evenly throughout the year.
Step 4: Open a Google Spreadsheet
• Sole Trader or maybe 4 staff..?
• Use Google so it’s easy to share and update
• Everyone with permission can have access
• It’s a live spreadsheet
What to do with your
Facebook B2B Study
What gets likes?
What gets comments?
What gets shared?
What should you share?
What should you share?
Who should you target?
Facebook Targeting UK
Creating a Facebook
Diesel brings Facebook to life
How to get more likes
and engagement on
• Understand the importance of
• Encourage audiences by using CTA –
Call To Actions
• Use images that are thought
provoking or will strike a chord with
• Don’t be afraid to ask questions
But most importantly….
• If something creates engagement, act
>Was it the time you posted it?
>Was it the image?
>Was it the link that accompanied the
>Was it the question that you asked?
Does anyone want to challenge me, does
anyone think this is all a load of nonsense?
It’s time for questions
• For Tips, Tricks and more free advice
Subscribe to my blog at JonnyRoss.com
• Carry on the conversation with me on