FACEBOOK FOR
BUSINESSES
Ramon Ray
Regional Business Development, Director NY/NJ,
Infusionsoft
Editor & Technology Evangelist,
Smallbiztechnology.com
Facebook.com/smallbiztechnology
Twitter: @ramonray
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WHO ARE YOU?
WHAT ARE YOUR CHALLENGES?
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RAMON RAY, AUTHOR
„THE FACEBOOK GUIDE
TO SMALL BUSINESS
MARKETING‟
Wiley (February 2013), Amazon.com
best seller
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WHO IS RAMON RAY?
WHY LISTEN TO HIM? 4
• Author, Facebook Guide to Small Business
Marketing
• Event producer – Small Business Influencer
Awards, Small Business Summit (Aug 6th), Small
Business Technology Tour
• Journalist and free lance writer
• Editor and publisher of
Smallbiztechnology.com
• Sold Small Business Summit Inc. to New Media
Expo (Blogworld)
• “Fun” Facts
• Former United Nations employee
• Puppet shows in developing countries
• Graduate FBI Citizens Academy
• Presidential Google Hangout participant
That is me 

WHO IS RAMON RAY?
WHY LISTEN TO HIM?
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FACEBOOK FOR BUSINESS:
WHAT WE‟LL COVER
 Overview of Social Media: F R E A
 Content Marketing 101
 Facebook For Business Essentials
 Tricks and Tactics for Business Owners
 Facebook Integration (Social Plugins)
 Social Media - Marketing ROI
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SOCIAL MEDIA OVERVIEW:
SOCIAL DIFFERENCES
 Twitter – Frequent, short, to the point, bursts
 Facebook – Engaging, picturesque, light
 LinkedIn – Business to Business, personal/contacts
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SOCIAL MEDIA OVERVIEW
In order to be effective, social media content must be:
 Frequent
 Relevant
 Engaged
 Analyzed
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SOCIAL MEDIA OVERVIEW:
FREQUENCY
 Post regularly
 Out of site = Out of mind
 “I Tweet Once A Week”
is not enough
 Don‟t post too often
 Each social network is
different
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SOCIAL MEDIA OVERVIEW:
FREQUENCY
What‟s the best time
to post on Facebook?
Based on research by Buddy
Media, the best time to post
updates for your business is
8pm to 7am.
Between these hours, most
of your fans and followers
are home from work, so you
are more likely to get them
to „Like‟ or comment on
posts.
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* research was obtained from analyzing user
engagement from the top 100 retailers Facebook
pages during a 6 month period in 2011

SOCIAL MEDIA OVERVIEW:
FREQUENCY
What‟s the day of the week
to post on Facebook?
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Sunday and Wednesday
Research from Buddy
Media showed that
engagement is 8%
above average on
Wednesdays!
* research was obtained from analyzing user
engagement from the top 100 retailers Facebook
pages during a 6 month period in 2011

SOCIAL MEDIA OVERVIEW:
FREQUENCY
What‟s the most effective
weekly post frequency?
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1 to 4 Times
Posting one to four times
produces 71% higher
user engagement than
5 or more posts in a
given week.
* research was obtained from analyzing user
engagement from the top 100 retailers Facebook
pages during a 6 month period in 2011

SOCIAL MEDIA
OVERVIEW: RELEVANT
 Create content that relates
to your product / service
 Create content that YOUR
AUDIENCE wants (first phase
of Infusionsoft Lifecycle
Marketing)
 Join the social conversation
(don‟t break it up or be out
of place)
 Create Your Own
Conversations
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SOCIAL MEDIA OVERVIEW:
RELEVANT
Three Tips To Follow When
Creating Relevant Content…
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1. Steer clear of stock images and use
REAL pics of your business.
2. Show what you do, your work,
whenever possible to give visitors a
„visual‟ of your product or service.
3. Use conversational language, not
business jargon, and eliminate
superfluous, unwieldy language.

SOCIAL MEDIA OVERVIEW:
RELEVANT
Here‟s a quick tip on
length of your post…
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Keep It Under 80
Characters!
The research by Buddy
Media found that posts
with 80 characters or less
received 66% higher
engagement.
* research was obtained from analyzing user
engagement from the top 100 retailers Facebook
pages during a 6 month period in 2011
Think like a
newspaper headline
writer!

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SOCIAL MEDIA
OVERVIEW: ENGAGEMENT
 Create content that people
want to „Share‟ with others
 People (business owners) are
on social media (online
overall) to share experiences
with others – enable this
 Boring content loses –
informative, education,
entertaining, fun content wins
 Tips – photos, video, polls,
surveys, about YOU not about
ME or I
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SOCIAL MEDIA OVERVIEW:
ENGAGEMENT
How To Get Your Fans/Followers
To Engage…
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ASK QUESTIONS!
Comment rates DOUBLE
on posts that ask
questions versus „non-
question‟ posts.
* research was obtained from analyzing user
engagement from the top 100 retailers Facebook
pages during a 6 month period in 2011

SOCIAL MEDIA OVERVIEW:
ENGAGEMENT
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This question received:
• 173 Comments
• 212 Likes
• 15 Shares

SOCIAL MEDIA OVERVIEW:
ENGAGEMENT
How To Get Your Fans/Followers
To Engage…
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Fill In The Blank …..
Fill in the blank Posts
receive 9 TIMES more
comments than other
Posts.
* research was obtained from analyzing user
engagement from the top 100 retailers Facebook
pages during a 6 month period in 2011

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SOCIAL MEDIA: ANALYZE
 Measure social media success
 Is it working? What‟s working?
 Which social network is best
for your audience?
 What content works best?
 What‟s your cost per customer
acquired?
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SOCIAL MEDIA OVERVIEW CONCEPT:
CONTENT MARKETING
 Successful online marketing is all about content
 Content feeds search engines (educate, inform, entertain)
 Content feeds social networks (what interests my friends and my
peers?)
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SOCIAL MEDIA CONCEPT: CONTENT
MARKETING IS NOT ENOUGH
 Word of mouth
 Online advertising
 Offline advertising
 Sales
 Marketing
 Customer service

FACEBOOK FOR BUSINESS:
THE ESSENTIALS
 Engaging Time Line
 Tabs (custom)
 Apps (custom)
 Insights (analytics are
IMPORTANT)
 Paid Advertising (sponsored
posts / ads)
 Images are POWERFUL!
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FACEBOOK FOR BUSINESS:
YOUR TIMELINE
 Use Engaging Timeline
Imagery
 Keep it fresh
 Inject Personality
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FACEBOOK FOR BUSINESS:
TABS
Tabs give you the ability to
allow your followers to
connect to specific areas of
your business.
Tabs
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You can create custom
Apps that allow you to
create specialty pages
to add to your Facebook
page.
Click This App
To Get This Special Page
FACEBOOK FOR BUSINESS:
APPS

FACEBOOK FOR BUSINESS:
FACEBOOK INSIGHTS
Facebook Insights is the analytic
tool for measuring different
metrics on your Facebook Page
(not personal profiles).
Provides information on the
performance of your Page and
the interaction of your visitors.
You have the ability to measure
different metrics such as:
 Likes
 Reach
 „Talking About This‟
 Demographic information
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FACEBOOK FOR BUSINESS:
FACEBOOK INSIGHTS
The ability to measure by
metrics such as Gender,
Age, Location allow you to
customize your content to
ensure you are optimizing
your full reach potential.
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WHAT‟S MEASURED AND WHAT IT MEANS
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FACEBOOK FOR BUSINESS:
FACEBOOK INSIGHTS
Engaged Users: The number of people who have clicked anywhere on your post.
People Talking About This: The number of people who have created a story from your
Page post. Stories include:
• Sharing, liking or commenting on your post
• Answering a question
• Responding to an event
• Claiming an offer
Virality: The number of people who have created a story from your post as a
percentage of the number of people who have seen it.
Impressions: The number of times a post from your Page is displayed, whether the post is
clicked on or not. People may see multiple impressions of the same post. For example, a
fan might see a Page update in News Feed once, and then a second time if their friend
shares it.
Reach: The number of people who received impressions of a Page post. The reach
number might be less than the impressions number since one person can see multiple
impressions.

SHOULD YOU DO WHAT YOU
CAN‟T MEASURE?
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FACEBOOK FOR BUSINESS:
ADVERTISING ON FACEBOOK
Advertising options:
 Sponsored Stories / Posts
 Paid Ads
Ads are effective way to:
 Reach new customers
 Deepen relationships with
customers
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FACEBOOK FOR BUSINESS:
ADVERTISING ON FACEBOOK
Facebook Advertising Best Practices:
 Identify Your Goals
 Define Your Target Customer
 Create an ad for the demographic you want
to reach
 Test and refine, Test and refine, Test and refine
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FACEBOOK FOR BUSINESS:
ADVERTISING ON FACEBOOK
 Stop “selling”
 Identify your target market
 Nurture the relationship
 Build trust
 Use Facebook to find your ideal
prospect
 …then sell to the “customer”
later
 (Lifecycle Marketing concept is
key) http://bit.ly/petflowfacebook
Facebook Advertising BIG tips…

FACEBOOK FOR BUSINESS:
IMAGES ARE POWERFUL
 Facebook is a very „visual‟
world.
 Use engaging images on
your page
 Draw attention and
encourage engagement
that will help spread the
word about your business.
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FACEBOOK FOR BUSINESS:
IMAGES ARE POWERFUL
THE COVER PHOTO
The MOST valuable real estate on your Facebook Business Page…USE IT!
Think of your Cover Photo as first impression. You only get ONE shot to impress!
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FACEBOOK FOR BUSINESS:
IMAGES ARE POWERFUL
Tips on Creating a Great
Cover Photo
 Choose an image with a „WOW‟
factor and that sparks interest.
 Get the size right! Here are the
specs for the cover photo:
 Cover Photo Size: 851 pixels wide
by 315 pixels tall
 Minimum image dimension: 720
pixels wide
 Profile icon size: 160 x 160 pixels,
with a minimum image upload
size of 180 x 180 pixels
 Keep it fresh and change it up.
Just like content, create a
schedule to change your cover
photo to keep your page fresh
and inviting.
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FACEBOOK FOR BUSINESS:
TRICKS AND TACTICS
 Complete the „About‟ Section:
Include your business email
address so people can easily
contact you!
 „Highlight‟ or „Pin‟ your best posts.
By doing this, the post appears at
the top of your page and you‟ll
get even more engagement.
 Embrace „Milestones‟. These
provide deeper insight to your
business and highlight special
moments, like product launches,
company advances, etc.
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FACEBOOK FOR BUSINESS:
TRICKS AND TACTICS
 Use Power Editor To Manage Ads In Bulk
 https://www.facebook.com/help/33262670681
7162/
 Upload customer contact information and
advertise to customers or prospects
 Use Programs That Allow You To Schedule Posts
 Dlvr.it (www.dlvr.it)
 HooteSuite (www.hootesuite.com)
 Crowdbooster (www.crowdbooster.com)
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 Use Facebook Social Plugins
to bring the social benefits of
Facebook to your web site,
blog or other property
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FACEBOOK FOR BUSINESS:
PLUGINS
https://developers.facebook.com/docs/plugins/

FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Like button: Click Like to
publicly share and connect
with content from other
websites that you find
interesting.
Like
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FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Send button: Click Send
to share a link and optional
note as a private Facebook
message, Facebook Group
post, or email.
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FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Comments: The Comments
plugin lets users comment
on any piece of content on
your site.
 Comments are amplified
through their networks
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FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Activity Feed plugin
shows users what
their friends are
doing on your site
through likes and
comments.
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FACEBOOK FOR BUSINESS:
FACEBOOK PLUGINS
 Recommendations Box
The Recommendations
plugin gives users
personalized suggestions
for pages on your site
they might like.
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FACEBOOK FOR BUSINESS SUMMARY:
TWO IMPORTANT CONCEPTS
 F R E A
Frequent
Relevant
Engaged
Analyzed
 Social Content Marketing
Social alone is not enough
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FACEBOOK FOR BUSINESS: TIE
SOCIAL MEDIA TO A MARKETING
SYSTEM
 Cheaper to capture interest than to
sell
 Cheaper to sell to prospects you‟ve
engaged
 …then sell with Lifecycle Marketing
 For growing businesses “social”
alone is not enough
http://bit.ly/petflowfacebook

FACEBOOK FOR BUSINESS:
SOCIAL LIFECYCLE MARKETING
 Attract
attention/traffic
 Capture leads
 Nurture
prospects/leads
 Convert to sales
 Deliver and satisfy
 Have French Fries
 Get Referrals

Convert to
sales

BUT WAIT, THEIRS MORE…
 Facebook pages, groups and
your personal page
 Privacy
 Facebook local features
 Facebook offers
 Engage with your community
(talk back to your tribe)
 Like and community as your
page
 Have a variety of interesting
(not boring) posts
 Beyond Facebook to boost
Facebook (video, podcasts
and more)52

FACEBOOK FOR
BUSINESS
Ramon Ray
Regional Director of Development,
Infusionsoft
Technology Evangelist,
Smallbiztechnology.com
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