Facebook Don'ts at Bend Webcam


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I was asked to present at Bend WebCam on Facebook Don'ts.

Facebook marketing is hard for many small businesses to get their arms around. Too often they start doing the wrong thing.

My hope was this presentation would help them learn the right way by negative example.

Published in: Business, Technology
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Facebook Don'ts at Bend Webcam

  1. 1. Facebook Don’ts Bend WebCAM 2011 - Will Scott @w2scott
  2. 2. Don’t Be That Guy
  3. 4. Will Scott <ul><li>Working Online since 1994 </li></ul><ul><li>Promoting Sites since 2001 </li></ul><ul><li>Online Yellow Pages Expert! </li></ul><ul><li>President / Owner, SearchInfluence.com </li></ul><ul><li>Search Influence </li></ul><ul><li>Largest Online Marketing Firm on Gulf Coast </li></ul><ul><li>Nationally recognized in Local Search & Social </li></ul>
  4. 5. Facebook Don’ts <ul><li>Don’t be afraid of commitment </li></ul><ul><li>Don’t be a broadcaster </li></ul><ul><li>Don’t buy friends… the wrong way </li></ul><ul><li>Don’t be rude </li></ul><ul><li>Don’t let go of the reins… completely </li></ul><ul><li>Don’t believe there’s no ROI </li></ul>
  5. 6. Don’t Be Afraid of Commitment
  6. 7. Don’t Be Afraid of Commitment What’s up with that!?
  7. 11. What is Commitment? <ul><li>Post on a regular basis </li></ul><ul><li>Be consistent in your post, style and schedule </li></ul><ul><li>Speak with one voice </li></ul><ul><li>Connect </li></ul><ul><li>Listen </li></ul><ul><li>Respond </li></ul>
  8. 12. Don’t Be a Broadcaster
  9. 14. Car 54?
  10. 16. Thanks for The Example! <ul><li>Thanks to James Gentes of the social business for the last example </li></ul>
  11. 17. If A Tree Falls In The Forest… <ul><li>Seek out complimentary Facebook Pages </li></ul><ul><li>Engage, respond, converse </li></ul><ul><li>Attract the right fans </li></ul><ul><li>Leverage your internal assets </li></ul><ul><li>Consider holistic befriending – a page can’t be my friend but it’s admins might </li></ul>
  12. 18. Don’t Buy Friends… The Wrong Way
  13. 20. Are These Buyers?
  14. 21. Building Initial Like Base <ul><li>Complementary Causes / Pages </li></ul><ul><li>Get Creative </li></ul>
  15. 22. Supplementing Current &quot;Like&quot;rs <ul><li>Do They Already Like You? </li></ul><ul><li>Friends & Friends of Friends </li></ul>
  16. 23. Incentives <ul><li>Incentivizing the Like </li></ul><ul><ul><li>Read The Facebook Terms of Service </li></ul></ul>
  17. 28. Outcomes <ul><li>Social Outcome </li></ul><ul><ul><li>Growth in &quot;Likes&quot; can be exponential </li></ul></ul>
  18. 29. Business Outcome <ul><li>Once they like you, they're more likely to do what you ask. </li></ul>©2011, aimClear®
  19. 30. How Do I Buy Friends <ul><li>Seek out PLU: People (who might) Like You </li></ul><ul><li>Show them a message which resonates </li></ul><ul><li>Show them you really are “like” them </li></ul><ul><li>Make the ask </li></ul><ul><li>Convert, convert, convert </li></ul>
  20. 31. Don’t Be Rude
  21. 32. Plenty of Time to Respond Opportunity?
  22. 33. Great Interaction – Too bad there’s no response. And, it’s an illegal contest.
  23. 36. Being Nice <ul><li>70% of consumers want you to respond </li></ul><ul><li>Would you ignore the question in person? </li></ul><ul><li>If you asked for a response, validate it </li></ul><ul><li>Bait vanity! </li></ul><ul><li>Engage influencers </li></ul>
  24. 37. Don’t let go of the reins… completely
  25. 41. Ostriches Miss A Lot <ul><li>Listen </li></ul><ul><li>Engage </li></ul><ul><li>Respond </li></ul><ul><li>Convert </li></ul><ul><li>Don’t be afraid to take it offline </li></ul>
  26. 42. Who’s Got Time for This?
  27. 43. Who’s Got Time for This?
  28. 44. Who’s Got Time for This?
  29. 45. Don’t believe there’s no Return on Investment <ul><li>Measure It </li></ul>
  30. 46. The Challenge of (none)
  31. 47. The Challenge of (none): URL Shorteners <ul><li>TinyURL.com </li></ul><ul><ul><li>http://tinyurl.com/ - the original </li></ul></ul><ul><li>bit.ly </li></ul><ul><ul><li>http://bit.ly/ </li></ul></ul><ul><li>budurl </li></ul><ul><ul><li>http://budurl.com/ </li></ul></ul><ul><li>Ow.ly </li></ul><ul><ul><li>http://ow.ly/ - built into Hootsuite </li></ul></ul>
  32. 48. Web Forms
  33. 49. Web Forms – Input <ul><ul><li>Clear call to action </li></ul></ul><ul><ul><li>Hidden fields trap: </li></ul></ul><ul><ul><ul><li>Referrer data </li></ul></ul></ul><ul><ul><ul><li>URL String for social </li></ul></ul></ul>
  34. 50. Web Forms – Output
  35. 51. Calls <ul><li>The Holy Grail for Many Businesses: </li></ul>
  36. 52. Calls - Output
  37. 55. Let’s Discuss <ul><li>It’s Your Turn </li></ul>
  38. 56. Thank You! <ul><li>Will Scott </li></ul><ul><li>searchinfluence.com/blog </li></ul><ul><li>[email_address] </li></ul><ul><li>twitter.com/w2scott </li></ul>© Search Influence, LLC 2011