Facebook and Twitter 201: Using Facebook and Twitter To Promote Your Business


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Presentation given to advanced users on using Facebook and Twitter to promote local businesses. Seminar hosted by the Longview TX Chamber of Commerce.

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  • My job is to DEMYSTIFY social media.
  • I’m going to give you some new media tools to help you market your business, get more customers, and increase sales.
  • Can help reach a different demographic – one that doesn’t respond to traditional advertising (no newspapers – can get news on your phone)SEO = getting found onlineViral = now people will tell friends in a more public way
  • You need to be able to describe the value proposition of your event in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service.2.a. Generate sales – using social media to create first-time customers and drive repeat business2. b. Brand enthusiasm – turning customers into fans2. c. Loyalty – building long-lasting relationshipsSome of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different. a. awareness – they may have heard something about you b. interest – heard about you, visited your website, no purchases c. action – they’ve made a single purchase d. advocacy – fans of the brand, told friends, frequent/repeat purchases
  • Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators?Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it.Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience?People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy? Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. We’ll talk some more about measurement in just a minute.Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.
  • Social media works best when it is a component of an integrated marketing strategy, inclusive of advertising, public relations, etc. It should be a part of your marketing plans, not an island unto itself.
  • If Facebook is the primary place to find information about your business, the customer is then competing with everything else going on.Why am I here again?1. Hello! Friends I haven’t talked to in a long time.2. Ooh! A notification! I wonder what that is …3. And then there’s branding. You can only brand yourself to the extent that Facebook (or any other social media site) will let you.
  • Use social media to extend your network. Think of your social media sites as outposts of information, but you should keep the good stuff on your website. Your website and your blog (if you have one) are the only pieces of online real estate that you truly own. Your branding, your content, your calls to action – those are all yours.
  • Integrating your social media channels into your website can …Give you the potential to be “seen” in a broader communityKeep customers up to dateShare real time information with customersHelp portray your business as “active”.GO TO WEBSITE – CLICK PHOTO
  • Make it crystal clear. Tell visitors to your site what you want them to do.
  • The restaurant doesn't typically do a brisk lunch business.  Note that the paid reach was only 526.  The majority of the views came from viral views - aka shares.  Over 7k total views.  Also note that it was only shared 11 times, so asking for the share is important. There were also 10 new likes on the page during the offer.  I attribute this to the offer and shares.
  • 1) Click Offer, Event+ in the publisher.2) Choose from In Store Only, In Store & Online, or Online Only.3) Fill out details of redemption. For Online Only, you'll need a URL and optional code to redeem.4) Write a COMPELLING headline - remember Facebook users see this in their News Feed *including* on mobile devices! Upload an eye-catching thumbnail. Set the terms if applicable (# of claims and expiration date).5) Check the preview and go view the email sent to you; this is exactly what your prospects get emailed when they claim your Offer. 6) Choose your budget to promote the Offer. This works very similarly to Promoted Posts; however, Facebook seems to be giving us discounted rates... for now! You could choose to promote the Offer via a different type of Facebook Ad instead; if you select that option, your Offer will *not* run until you buy the ad.When you go to share your Offer, you can use the scheduler and the new advanced targeting tool (available on some pages).
  • Handout:Ways to Use Twitter
  • Facebook and Twitter 201: Using Facebook and Twitter To Promote Your Business

    1. 1. Photo: Charlottes Photo Gallery on FlickrFacebook and Twitter 201Using Facebook and Twitter toPromote Your BusinessLongview Chamber of CommerceMay 8, 2013
    2. 2. Get these slides here::http://sarahtpage.com/longview-day-1/
    3. 3. Photo: Marciniak on FlickrDEMYSTIFY
    4. 4. Photo: brandi666 on Flickr
    5. 5. AgendaSocial media reviewSocial media strategySocial – Website IntegrationFacebook 201Twitter 201Live DemosQ&A
    6. 6. Social Media Review
    7. 7. Benefits of Social Media• It’s FREE!• Builds deeper relationships• Increases brand awareness• Broadens your network• Helps SEO• Increases website traffic• Generates leads and sales• Can help reach journalists/media• Empowers fans to be viral ambassadors foryour brandSource: Social Media for Tourism Pros
    8. 8. Social Media StrategyPhoto: davidkjelkerud
    9. 9. First, Some Questions1. Can you describe your business/organization?2. What are your goals?a. Generate salesb. Brand enthusiasmc. Loyalty3. What is your relationship with your audience?a. Awarenessb. Interestc. Actiond. AdvocacySource: Jay Baer(http://convinceandconvert.com)
    10. 10. More Questions4. How does your audience use social media?5. Who will be your community managers?6. What social media platforms will you use?(Hint: Where is your audience?)7. How will you be human (what is your“voice”)?8. How will you know when/if you’resuccessful?Source: Jay Baer(http://convinceandconvert.com)
    11. 11. Do You Need a Social Media Policy?• Maybe. Just keep these basics in mind:– Be polite– Be honest– Be open– Be inclusive– Be forthright– Be legal– Be helpful– Don’t try to control the conversation– Accept, respond, and be gracious to negative feedbackSource: The Potluck Guide To Social Media Strategy
    12. 12. Social Media Don’ts• Don’t be something you’renot• Don’t experiment with thecompany logo• Don’t think you have to beon every social mediachannel• Don’t tell, show• Don’t feed Facebook toTwitter (or vice versa)• Be authentic• Try new things withpersonal accounts first• Start slow and be selective• Use images wheneverpossible• Know your audience andpost accordingly
    13. 13. Remember:Social mediais notan island.Photo: lisbokt
    14. 14. Website MarketingYour websiteshould bethe hub ofyour onlinemarketing
    15. 15. Social Media Brings Users To You!
    16. 16. Integrate Social with WebFrom this …
    17. 17. Integrate Social with Web… to this …
    18. 18. Integrate Social with Web… to this.
    19. 19. Use Calls to Action
    20. 20. Content Really Is King• Put contact info onEVERY PAGE• Use easy navigation• Keep content current• Use high-qualitycontent (includingphotos and video)• Add calls to action
    21. 21. Facebook 201
    22. 22. Facebook Stats• Over 1.1 billion active users• Average user is connected to 40 pages• Smartphone mobile users check Facebook anaverage of 13.8 times a day• 751 million users access Facebook from a mobiledevice• Average number of connections between localbusiness pages and users is 2 billion• Average number of weekly local business pageviews is 645 million• Average number of weekly comments on localbusiness pages is 13 millionSource: IDC; expandedramblings.com
    23. 23. Manage PageSettingsGrow YourFanbaseFind HelpfulResourcesAdmin Panel
    24. 24. Understanding Insights
    25. 25. Understanding Insights
    26. 26. Understanding Insights
    27. 27. Facebook Offers• Affordable and greatfor brand awareness• Spent $3.70 anddrove over $200 inbusiness• 102 offers claimed/5redeemed• Redemption rate onthis offer was low• Ask your communityto share!Source: Doe’s Eat Place
    28. 28. Facebook OffersSource: Doe’s Eat Place
    29. 29. Facebook Promoted Posts
    30. 30. Facebook Promoted PostsSource: Visit Bloomington
    31. 31. Facebook Promoted PostsSource: Visit Bloomington
    32. 32. Facebook Promoted PostsSource: Visit Bloomington
    33. 33. Facebook Advertising
    34. 34. Facebook Advertising
    35. 35. Facebook Advertising
    36. 36. Facebook Advertising
    37. 37. Facebook Advertising
    38. 38. FacebookCover Photo as AdvertisingSource: Bass Performance HallText can beno morethan 20%
    39. 39. FacebookCover Photo as AdvertisingSource: Mari Smith
    40. 40. FacebookProfile Photo as AdvertisingSource: Kyle Chamber of Commerce
    41. 41. Content Is KingVisual Content Is Ruler of the World• Videos shared 12x morethan links and text postscombined• Photos are liked 2x morethan text updates• Instagram is the 2nd mostpopular app (globally)behind Facebook• Pinterest generates morereferral traffic thanGoogle+, LinkedIn, andYouTube combinedSources: HubSpot; Marketing Land
    42. 42. Visit Fargo-MoorheadVisual Content IntegrationSource: Fargo-Moorhead CVB
    43. 43. Visit Fargo-MoorheadVisual Content - PinterestSource: Fargo-Moorhead CVB
    44. 44. Visit Fargo-MoorheadVisual Content - YouTubeSource: Fargo-Moorhead CVB
    45. 45. Visit Fargo-MoorheadVisual Content - InstagramSource: Fargo-Moorhead CVB
    46. 46. Savannah Craft Brew FestivaliPhone PhotosSource: Visit Savannah
    47. 47. Twitter 201
    48. 48. Twitter Stats• 500 million users• 60% of active users use their mobile phone totweet• Average number of followers per Twitter user is208• Twitter engagement rates for brands are 17%higher on Saturdays and SundaysSource: Linchpin SEO; expandedramblings.com
    49. 49. http://business.twitter.com
    50. 50. http://ads.twitter.com
    51. 51. Twitter Targeting
    52. 52. Promoted Tweets
    53. 53. Promotion Budget
    54. 54. Promoted Tweets
    55. 55. Promoted Accounts
    56. 56. Promotion Payment Options
    57. 57. Promotion AnalyticsPromotedTweetsDashboardFollowerGrowthChart
    58. 58. What Do You Want To Try?
    59. 59. Can I Help?Call Me!Photo: .Spartography on Flickr
    60. 60. Follow MeLinkedin.com/in/sarahpageFacebook.com/SarahTPageConsulting@pagetxSarah Page, PrincipalSarah T. Page Consulting, LLChttp://sarahtpage.comsarah@sarahtpage.com512-914-8873