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Using Facebook To Promote Your Business

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Workshop presented to local businesses in Smithville, TX and Bastrop County on how to use Facebook to promote their businesses.

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Using Facebook To Promote Your Business

  1. 1. Facebook 101 Using To Promote Your Business September 4, 2014
  2. 2. Get these s:lides here: http://sarahtpage.com/SmithvilleChamber/
  3. 3. Agenda Social media review Social media strategy Facebook 101 Social / website integration Facebook 201 Facebook Changes Live Demos Q&A
  4. 4. Social Media Review
  5. 5. Social media is FREE! Photo: erinjpattison
  6. 6. 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
  7. 7. Social Media Strategy Photo: davidkjelkerud
  8. 8. 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)
  9. 9. 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)
  10. 10. 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
  11. 11. 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
  12. 12. Remember: Social media is not an island. Photo: lisbokt
  13. 13. Facebook 101
  14. 14. What Is Facebook? • Social networking service that allows users to connect to friends and businesses • Share content, links, photos, and videos • Comment on others’ activity • Remember: Personal profiles are for people, not businesses. Develop a fan page instead.
  15. 15. Facebook Stats • Over 1.2 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 Source: IDC; expandedramblings.com
  16. 16. Facebook Stats • 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
  17. 17. Facebook Benefits to Biz • Low cost • Engage with fans of your business page • Fans receive your updates and can upload comments, photos, and video • When fans engage you on your page, their activity shows up in the News Feeds of their friends – This can prompt others to check out your page and your business!
  18. 18. Facebook Benefits to Biz • Can incorporate content from other social media platforms – Ex: blog posts, updates from Twitter, photos from Instagram, videos from YouTube, etc. • Targeted advertising opportunities (cheap too!)
  19. 19. Is Facebook Right for You? • 67% of Internet users are on Facebook • 72% of women use Facebook vs 62% of men • Ages 18-29 = 86% • Ages 30-49 = 73% • Ages 50-64 = 57% • Ages 65+ = 35% Source: Pew Research Center; mediabistro.com
  20. 20. Cover Photo Profile Photo Like Button
  21. 21. Bio
  22. 22. Contact Info
  23. 23. Apps
  24. 24. Page Features Composer Pinned Post
  25. 25. Admin Panel
  26. 26. Grow Your Fanbase Admin Panel Find Helpful Resources
  27. 27. View Page Insights
  28. 28. Manage Page Settings
  29. 29. Understanding Insights
  30. 30. Understanding Insights
  31. 31. Understanding Insights
  32. 32. Understanding Insights
  33. 33. Understanding Insights
  34. 34. Facebook Tools for Business
  35. 35. 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
  36. 36. Facebook Offers Source: Doe’s Eat Place
  37. 37. Facebook Offers
  38. 38. Facebook Offers
  39. 39. Facebook Boosted Posts Source: Visit Bloomington
  40. 40. Facebook Boosted Posts Source: Visit Bloomington
  41. 41. Facebook Cover Photo as Advertising Source: Bass Performance Hall Text can be no more than 20%
  42. 42. Facebook Cover Photo as Advertising Source: Mari Smith
  43. 43. Scheduling
  44. 44. Scheduling on Facebook 1 2
  45. 45. Scheduling on Facebook 4 3
  46. 46. Scheduling on Facebook 5
  47. 47. Integrate Social with Web From this …
  48. 48. Integrate Social with Web … to this …
  49. 49. Integrate Social with Web … to this.
  50. 50. Use Calls to Action
  51. 51. 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
  52. 52. Facebook 201
  53. 53. 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
  54. 54. Visit Fargo-Moorhead Visual Content Integration Source: Fargo-Moorhead CVB
  55. 55. Visit Fargo-Moorhead Visual Content - Instagram Source: Fargo-Moorhead CVB
  56. 56. Savannah Craft Brew Festival iPhone Photos Source: Visit Savannah
  57. 57. Facebook Advertising Opportunities
  58. 58. Facebook Advertising Pro Tip: BE SPECIFIC
  59. 59. Facebook Advertising
  60. 60. Facebook Advertising Best Practices Include a call to action. Combat ad fatigue. Source: facebook.com
  61. 61. Facebook Advertising Best Practices Put important content first. Identify your target audience. Source: facebook.com
  62. 62. Facebook Advertising Best Practices Boost important posts. Use Facebook Offers. Source: facebook.com
  63. 63. Facebook Advertising Best Practices Give people something to say. Use high quality photos. Source: facebook.com
  64. 64. Facebook Changes
  65. 65. Facebook Changes • Facebook adjusted its “algorithms” that determine what users see – Rumor is only 6% of your fans see your posts • GOOD CONTENT = GOOD ENGAGEMENT • “Pay to play” may be a necessity
  66. 66. Sharing Links in Posts
  67. 67. What Do You Want To Try?
  68. 68. Can I Help? Call Me!
  69. 69. Follow Me Facebook.com/SarahTPageConsulting Linkedin.com/in/sarahpage @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage

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