Facebook and Twitter for Business 201


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Presentation given on August 15, 2013 for the Lufkin/Angelina County Chamber of Commerce on how to use Facebook and Twitter for business. This was an intermediate/advanced level session.

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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 for Business 201

    1. 1. Photo: Charlottes Photo Gallery on Flickr Facebook and Twitter 201 Using Facebook and Twitter to Promote Your Business Lufkin/Angelina County Chamber of Commerce August 15, 2013
    2. 2. Get these slides here:: http://sarahtpage.com/lufkin-day-1/
    3. 3. Photo: Marciniak on Flickr DEMYSTIFY
    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 for your brand Source: Social Media for Tourism Pros
    8. 8. Social Media Strategy Photo: davidkjelkerud
    9. 9. First, Some Questions 1. Can you describe your business/organization? 2. What are your goals? a. Generate sales b. Brand enthusiasm c. Loyalty 3. What is your relationship with your audience? a. Awareness b. Interest c. Action d. Advocacy Source: Jay Baer (http://convinceandconvert.com)
    10. 10. More Questions 4. 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’re successful? 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 feedback Source: The Potluck Guide To Social Media Strategy
    12. 12. Social Media Don’ts • Don’t be something you’re not • Don’t experiment with the company logo • Don’t think you have to be on every social media channel • Don’t tell, show • Don’t feed Facebook to Twitter (or vice versa) • Be authentic • Try new things with personal accounts first • Start slow and be selective • Use images whenever possible • Know your audience and post accordingly
    13. 13. Remember: Social media is not an island. Photo: lisbokt
    14. 14. Website Marketing Your website should be the hub of your online marketing
    15. 15. Social Media Brings Users To You!
    16. 16. Integrate Social with Web From 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 on EVERY PAGE • Use easy navigation • Keep content current • Use high-quality content (including photos 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 an average of 13.8 times a day • 751 million users access Facebook from a mobile device • Average number of connections between local business pages and users is 2 billion • Average number of weekly local business page views is 645 million • Average number of weekly comments on local business pages is 13 million Source: IDC; expandedramblings.com
    23. 23. Manage Page Settings Grow Your Fanbase Find Helpful Resources Admin Panel
    24. 24. Understanding Insights
    25. 25. Understanding Insights
    26. 26. Understanding Insights
    27. 27. Understanding Insights
    28. 28. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
    29. 29. Facebook Offers Source: Doe’s Eat Place
    30. 30. Facebook Boosted Posts
    31. 31. Facebook Boosted Posts Source: Visit Bloomington
    32. 32. Facebook Boosted Posts Source: Visit Bloomington
    33. 33. Facebook Boosted Posts Source: Visit Bloomington
    34. 34. Facebook Advertising
    35. 35. Facebook Advertising
    36. 36. Facebook Advertising
    37. 37. Facebook Advertising
    38. 38. Facebook Advertising
    39. 39. Facebook Cover Photo as Advertising Source: Bass Performance Hall Text can be no more than 20%
    40. 40. Facebook Cover Photo as Advertising Source: Mari Smith
    41. 41. Facebook Profile Photo as Advertising Source: Kyle Chamber of Commerce
    42. 42. Content Is King Visual Content Is Ruler of the World • Videos shared 12x more than links and text posts combined • Photos are liked 2x more than text updates • Instagram is the 2nd most popular app (globally) behind Facebook • Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combined Sources: HubSpot; Marketing Land
    43. 43. Visit Fargo-Moorhead Visual Content Integration Source: Fargo-Moorhead CVB
    44. 44. Visit Fargo-Moorhead Visual Content - Pinterest Source: Fargo-Moorhead CVB
    45. 45. Visit Fargo-Moorhead Visual Content - YouTube Source: Fargo-Moorhead CVB
    46. 46. Visit Fargo-Moorhead Visual Content - Instagram Source: Fargo-Moorhead CVB
    47. 47. Savannah Craft Brew Festival iPhone Photos Source: Visit Savannah
    48. 48. Twitter 201
    49. 49. Twitter Stats • 500 million users • 60% of active users use their mobile phone to tweet • Average number of followers per Twitter user is 208 • Twitter engagement rates for brands are 17% higher on Saturdays and Sundays Source: Linchpin SEO; expandedramblings.com
    50. 50. http://business.twitter.com
    51. 51. http://ads.twitter.com
    52. 52. Twitter Targeting
    53. 53. Promoted Tweets
    54. 54. Promotion Budget
    55. 55. Promoted Tweets
    56. 56. Promoted Accounts
    57. 57. Promotion Payment Options
    58. 58. Promotion Analytics Promoted Tweets Dashboard Follower Growth Chart
    59. 59. What Do You Want To Try?
    60. 60. Can I Help? Call Me! Photo: .Spartography on Flickr
    61. 61. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512-914-8873 Instagram.com/stpconsulting