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Facebook for business 052113


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Facebook for business 052113

  1. 1. FACEBOOK FORBUSINESSESRamon RayRegional Business Development, Director NY/NJ,InfusionsoftEditor & Technology Evangelist, @ramonray1
  3. 3. RAMON RAY, AUTHOR„THE FACEBOOK GUIDETO SMALL BUSINESSMARKETING‟Wiley (February 2013), Amazon.combest seller3
  4. 4. WHO IS RAMON RAY?WHY LISTEN TO HIM? 4• Author, Facebook Guide to Small BusinessMarketing• Event producer – Small Business InfluencerAwards, Small Business Summit (Aug 6th), SmallBusiness Technology Tour• Journalist and free lance writer• Editor and publisher• Sold Small Business Summit Inc. to New MediaExpo (Blogworld)• “Fun” Facts• Former United Nations employee• Puppet shows in developing countries• Graduate FBI Citizens Academy• Presidential Google Hangout participantThat is me 
  6. 6. 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 ROI4
  7. 7. SOCIAL MEDIA OVERVIEW:SOCIAL DIFFERENCES Twitter – Frequent, short, to the point, bursts Facebook – Engaging, picturesque, light LinkedIn – Business to Business, personal/contacts7
  8. 8. SOCIAL MEDIA OVERVIEWIn order to be effective, social media content must be: Frequent Relevant Engaged Analyzed6
  9. 9. 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 isdifferent9
  10. 10. SOCIAL MEDIA OVERVIEW:FREQUENCYWhat‟s the best timeto post on Facebook?Based on research by BuddyMedia, the best time to postupdates for your business is8pm to 7am.Between these hours, mostof your fans and followersare home from work, so youare more likely to get themto „Like‟ or comment onposts.10* research was obtained from analyzing userengagement from the top 100 retailers Facebookpages during a 6 month period in 2011
  11. 11. SOCIAL MEDIA OVERVIEW:FREQUENCYWhat‟s the day of the weekto post on Facebook?11Sunday and WednesdayResearch from BuddyMedia showed thatengagement is 8%above average onWednesdays!* research was obtained from analyzing userengagement from the top 100 retailers Facebookpages during a 6 month period in 2011
  12. 12. SOCIAL MEDIA OVERVIEW:FREQUENCYWhat‟s the most effectiveweekly post frequency?121 to 4 TimesPosting one to four timesproduces 71% higheruser engagement than5 or more posts in agiven week.* research was obtained from analyzing userengagement from the top 100 retailers Facebookpages during a 6 month period in 2011
  13. 13. SOCIAL MEDIAOVERVIEW: RELEVANT Create content that relatesto your product / service Create content that YOURAUDIENCE wants (first phaseof Infusionsoft LifecycleMarketing) Join the social conversation(don‟t break it up or be outof place) Create Your OwnConversations13
  14. 14. SOCIAL MEDIA OVERVIEW:RELEVANTThree Tips To Follow WhenCreating Relevant Content…141. Steer clear of stock images and useREAL 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, notbusiness jargon, and eliminatesuperfluous, unwieldy language.
  15. 15. SOCIAL MEDIA OVERVIEW:RELEVANTHere‟s a quick tip onlength of your post…15Keep It Under 80Characters!The research by BuddyMedia found that postswith 80 characters or lessreceived 66% higherengagement.* research was obtained from analyzing userengagement from the top 100 retailers Facebookpages during a 6 month period in 2011Think like anewspaper headlinewriter!
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  17. 17. SOCIAL MEDIAOVERVIEW: ENGAGEMENT Create content that peoplewant to „Share‟ with others People (business owners) areon social media (onlineoverall) to share experienceswith others – enable this Boring content loses –informative, education,entertaining, fun content wins Tips – photos, video, polls,surveys, about YOU not aboutME or I17
  18. 18. SOCIAL MEDIA OVERVIEW:ENGAGEMENTHow To Get Your Fans/FollowersTo Engage…18ASK QUESTIONS!Comment rates DOUBLEon posts that askquestions versus „non-question‟ posts.* research was obtained from analyzing userengagement from the top 100 retailers Facebookpages during a 6 month period in 2011
  19. 19. SOCIAL MEDIA OVERVIEW:ENGAGEMENT19This question received:• 173 Comments• 212 Likes• 15 Shares
  20. 20. SOCIAL MEDIA OVERVIEW:ENGAGEMENTHow To Get Your Fans/FollowersTo Engage…20Fill In The Blank …..Fill in the blank Postsreceive 9 TIMES morecomments than otherPosts.* research was obtained from analyzing userengagement from the top 100 retailers Facebookpages during a 6 month period in 2011
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  22. 22. SOCIAL MEDIA: ANALYZE Measure social media success Is it working? What‟s working? Which social network is bestfor your audience? What content works best? What‟s your cost per customeracquired?22
  23. 23. 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 mypeers?)10
  24. 24. SOCIAL MEDIA CONCEPT: CONTENTMARKETING IS NOT ENOUGH Word of mouth Online advertising Offline advertising Sales Marketing Customer service
  25. 25. FACEBOOK FOR BUSINESS:THE ESSENTIALS Engaging Time Line Tabs (custom) Apps (custom) Insights (analytics areIMPORTANT) Paid Advertising (sponsoredposts / ads) Images are POWERFUL!25
  26. 26. FACEBOOK FOR BUSINESS:YOUR TIMELINE Use Engaging TimelineImagery Keep it fresh Inject Personality26
  27. 27. FACEBOOK FOR BUSINESS:TABSTabs give you the ability toallow your followers toconnect to specific areas ofyour business.Tabs13
  28. 28. You can create customApps that allow you tocreate specialty pagesto add to your Facebookpage.Click This AppTo Get This Special PageFACEBOOK FOR BUSINESS:APPS
  29. 29. FACEBOOK FOR BUSINESS:FACEBOOK INSIGHTSFacebook Insights is the analytictool for measuring differentmetrics on your Facebook Page(not personal profiles).Provides information on theperformance of your Page andthe interaction of your visitors.You have the ability to measuredifferent metrics such as: Likes Reach „Talking About This‟ Demographic information29
  30. 30. FACEBOOK FOR BUSINESS:FACEBOOK INSIGHTSThe ability to measure bymetrics such as Gender,Age, Location allow you tocustomize your content toensure you are optimizingyour full reach potential.17
  31. 31. WHAT‟S MEASURED AND WHAT IT MEANS31FACEBOOK FOR BUSINESS:FACEBOOK INSIGHTSEngaged 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 yourPage post. Stories include:• Sharing, liking or commenting on your post• Answering a question• Responding to an event• Claiming an offerVirality: The number of people who have created a story from your post as apercentage of the number of people who have seen it.Impressions: The number of times a post from your Page is displayed, whether the post isclicked on or not. People may see multiple impressions of the same post. For example, afan might see a Page update in News Feed once, and then a second time if their friendshares it.Reach: The number of people who received impressions of a Page post. The reachnumber might be less than the impressions number since one person can see multipleimpressions.
  33. 33. FACEBOOK FOR BUSINESS:ADVERTISING ON FACEBOOKAdvertising options: Sponsored Stories / Posts Paid AdsAds are effective way to: Reach new customers Deepen relationships withcustomers33
  34. 34. FACEBOOK FOR BUSINESS:ADVERTISING ON FACEBOOKFacebook Advertising Best Practices: Identify Your Goals Define Your Target Customer Create an ad for the demographic you wantto reach Test and refine, Test and refine, Test and refine34
  35. 35. FACEBOOK FOR BUSINESS:ADVERTISING ON FACEBOOK Stop “selling” Identify your target market Nurture the relationship Build trust Use Facebook to find your idealprospect …then sell to the “customer”later (Lifecycle Marketing concept iskey) Advertising BIG tips…
  36. 36. FACEBOOK FOR BUSINESS:IMAGES ARE POWERFUL Facebook is a very „visual‟world. Use engaging images onyour page Draw attention andencourage engagementthat will help spread theword about your business.36
  37. 37. FACEBOOK FOR BUSINESS:IMAGES ARE POWERFULTHE COVER PHOTOThe 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!37
  38. 38. FACEBOOK FOR BUSINESS:IMAGES ARE POWERFULTips on Creating a GreatCover Photo Choose an image with a „WOW‟factor and that sparks interest. Get the size right! Here are thespecs for the cover photo: Cover Photo Size: 851 pixels wideby 315 pixels tall Minimum image dimension: 720pixels wide Profile icon size: 160 x 160 pixels,with a minimum image uploadsize of 180 x 180 pixels Keep it fresh and change it up.Just like content, create aschedule to change your coverphoto to keep your page freshand inviting.38
  39. 39. FACEBOOK FOR BUSINESS:TRICKS AND TACTICS Complete the „About‟ Section:Include your business emailaddress so people can easilycontact you! „Highlight‟ or „Pin‟ your best posts.By doing this, the post appears atthe top of your page and you‟llget even more engagement. Embrace „Milestones‟. Theseprovide deeper insight to yourbusiness and highlight specialmoments, like product launches,company advances, etc.39
  40. 40. FACEBOOK FOR BUSINESS:TRICKS AND TACTICS Use Power Editor To Manage Ads In Bulk Upload customer contact information andadvertise to customers or prospects Use Programs That Allow You To Schedule Posts ( HooteSuite ( Crowdbooster (
  41. 41.  Use Facebook Social Pluginsto bring the social benefits ofFacebook to your web site,blog or other property41FACEBOOK FOR BUSINESS:PLUGINS
  42. 42. FACEBOOK FOR BUSINESS:FACEBOOK PLUGINS Like button: Click Like topublicly share and connectwith content from otherwebsites that you findinteresting.Like42
  43. 43. FACEBOOK FOR BUSINESS:FACEBOOK PLUGINS Send button: Click Sendto share a link and optionalnote as a private Facebookmessage, Facebook Grouppost, or email.43
  44. 44. FACEBOOK FOR BUSINESS:FACEBOOK PLUGINS Comments: The Commentsplugin lets users commenton any piece of content onyour site. Comments are amplifiedthrough their networks44
  45. 45. FACEBOOK FOR BUSINESS:FACEBOOK PLUGINS Activity Feed pluginshows users whattheir friends aredoing on your sitethrough likes andcomments.45
  46. 46. FACEBOOK FOR BUSINESS:FACEBOOK PLUGINS Recommendations BoxThe Recommendationsplugin gives userspersonalized suggestionsfor pages on your sitethey might like.46
  47. 47. FACEBOOK FOR BUSINESS SUMMARY:TWO IMPORTANT CONCEPTS F R E AFrequentRelevantEngagedAnalyzed Social Content MarketingSocial alone is not enough47
  48. 48. FACEBOOK FOR BUSINESS: TIESOCIAL MEDIA TO A MARKETINGSYSTEM Cheaper to capture interest than tosell Cheaper to sell to prospects you‟veengaged …then sell with Lifecycle Marketing For growing businesses “social”alone is not enough
  49. 49. FACEBOOK FOR BUSINESS:SOCIAL LIFECYCLE MARKETING Attractattention/traffic Capture leads Nurtureprospects/leads Convert to sales Deliver and satisfy Have French Fries Get Referrals
  50. 50. Convert tosales
  51. 51. BUT WAIT, THEIRS MORE… Facebook pages, groups andyour personal page Privacy Facebook local features Facebook offers Engage with your community(talk back to your tribe) Like and community as yourpage Have a variety of interesting(not boring) posts Beyond Facebook to boostFacebook (video, podcastsand more)52
  52. 52. FACEBOOK FORBUSINESSRamon RayRegional Director of Development,InfusionsoftTechnology Evangelist,Smallbiztechnology.com53