Facebook & Google+ Essentials for Small Business

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YourQuestions.
Small Business Questions Answered

Small Business
Reached out to 3,000+ small business owners,
managers and directors about their questions

INdustry Experts

Consulted with industry experts and leaders in the social
media space about their most sought-after topics

This presentation is not a primer
we will discuss strategies and tools for small business


SUMMARY
A QUICK LOOK INTO THE PRESENTATION

START
Introduction

ABOUT the networks
facts & strategies

Profiles
personal identity

business pages
professional identity & Strategy

facebook
features for small business

google+

questions
Q&a


The Networks.
WHAT You’re Dealing with

SOCIAL GRAPH
The social graph is a term coined by
Mark Zuckerberg of Facebook, which
originally referred to the social network of
relationships between users of the social
networking service provided by Facebook.
It has been described as "the global
mapping of everybody and how
they're related".
KNOWLEDGE GRAPH
Launched February 2004 A knowledge base used by Google to Launched June 2011
enhance its search engine's search results
400 Million Users as of September 2012*
1 Billion Users as of October 2012* with semantic-search information gathered
from a wide variety of sources. It provides Perceived as “Information Network”
Perceived as a “Social Network” structured and detailed information about
Information shared with Circles
the topic in addition to a list of links to
Personal Connections = and/or publicly with Search
other sites.
Information Sharing


Application.
For small business

Facebook Google+

Retail service Build on personal connections and Utilize network features, tools,
consulting leverage human contacts to search engines and industry
increase visibility and reach. experts to extend visibility and
reach

Non green
Profit

Online B2B


Facebook.
Build a solid social marketing strategy

Build on your personal
connections to foster and
PERSONAL grow business
opportunities

+ =
Your goal is to network, and
build your relationships with
customers and prospects

Create accessibility to
customers and prospects
BUSINESS Provide customer service
and build relationships


Google+.
Build a solid social marketing strategy
Connect with peers,
colleagues and industry
leaders to further
PERSONAL knowledge and/or gain
recognition for your
expertise

+ =
Your goal is to showcase
expertise and build recognition
in your niche
Support SEO efforts
for your personal
identity, blog and/or
BUSINESS website by providing/
sharing relevant content
and links


SUMMARY

START
facebook & Google+

ABOUT
facts & strategies

Profiles
personal identity

business pages
professional identity & strategy

facebook

google+

questions
Q&a


PersonalProfiles.
Setting Up Your Google+ Profile

GOTO
Set Up Your Profile Google+ YOUTUBE
LINK
Find out more at
http://www.google.com/+/learnmore/profile/


PersonalProfiles.
An IMportant Part of the small business strategy

Genuine
Visibility Relationship Connections Foundation

The Personal Profile is the
Your Personal Profile on Your Personal Profile Developing genuine
foundation upon which
both networks is the allows you to cultivate connections with
your connection to the
initial identification with relationships. Just as with colleagues, peers, clients
network is built. Even if
the network and its in-person networking, it is and prospects boosts
you use it only for
members. It is how you these relationships that your online reputation and
business, a personal
gain visibility for yourself foster business growth, that of your business
presence initiates your
and your business. not the push for the sale. presence on the network.
interactions.


PersonalProfiles.
Strategy Ideas for the small business
Facebook idea Google+ tip
Build online relationships with real-life contacts: Create a recognized identity that ties in to the SEO
friends, neighbors, co-workers, peers efforts of your website or blog

Facebook tip google+ idea
Create regular, ongoing dialogue with friends, family Build online relationships with local, national and
and connections to establish your online presence global contacts within your industry and niche

Facebook idea Google+ idea
Humanize yourself to acquaintances, start Establish credibility in your niche by posting and
conversations with new friends, friends of friends sharing relevant content regularly

Facebook tip google+ tip
Never SELL your business with your personal profile, Participate regularly by commenting and adding value
create awareness of what you do, do not try to sell to the posts of others in your circles

Personal Presence feeds Business growth
Taking these steps with your personal profile will add value to your business presence on the network

SUMMARY

START
facebook & Google+

ABOUT
facts & Strategies

Profiles
personal identity

business pages
professional identity & Strategy

facebook

google+

questions
Q&a

BrandPages.
presenting Your brand online

Create your Brand Page
Facebook
GOTO
Find out more at FACEBOOK
http://www.facebook.com/business video


BrandPages.
Your Business Identity online
create Identity
Create an online identity specific to your business or
career within the network, separate from personal

Connect online

Communicate, educate, connect and promote as your
business or professional self to customers and prospects

drive traffic

Direct interest and traffic to your website, blog or
squeeze page for targeted interaction


BrandPages.
First Steps to a successful page

Create a Use proper Provide full and
professional branding & complete
looking page identification information

Determine an Create aN editorial Invite existing
effective page calendar to meet Clients, friends &
strategy page goals connections

Create a professional looking page
Use professional quality images of your products whenever possible, and ensure that spelling, grammar are correct
and always use an appropriate professional tone with your audience
GOBACK

use proper branding & identification
Make sure your customers and prospects know that the page belongs to your business. If you have a common
business name used in other states, use geographic identifiers as well as your logo
GOBACK

Provide full & Complete Information
Complete every available field in your business page profile, including location information, operating hours and
links to your website, blog or other online identities
GOBACK

determine an effective page strategy
What is the purpose for your page? Education? Entertainment? Customer service? Create a strategy for connecting
with your customers and prospects and use the page to deliver that message regularly
GOBACK

Create an Editorial Calendar
Haphazard posting creates an inconsistent feel with your audience and makes it difficult to stay on track with page
goals. Create an editorial calendar and schedule your content to ensure that your communication has the most
impact with your fans and followers GOBACK

invite exiting clients, friends & connections
Social networking is very similar to in-person networking... you start with who you know. As a small business
owner, your business was built on the initial connections you had in your community and/or industry, so start
there and invite those contacts to keep up with you via your brand page

BrandPages.
Create engaging Content

What is engaging?
I define enchantment as the process of
Engaging content or “stickiness” is determined by your
audience and what they find appealing
delighting people with a product, service,

organization or idea. The outcome of
Examples
Pertinent Industry Information; Product Discounts; Tips &
enchantment is voluntary and long-lasting
Tricks; Entertainment via photos, video or text; Advice &
Answers; Customer Service... it’s about creating dialogue support that is mutually beneficial.

- Guy Kawasaki
+ There is no one answer for everyone:
You must test your content to Author of Enchantment
find out what is engaging


BrandPages.
Maximizing your page

Content
+ Purpose
+ Relationship
+ conversation

Create Always It’s not about
compelling Focus on
remember the selling! It’s about
content that your dialogue, not
goals and purpose building
audience enjoys promotion
for the page relationships

Remember End Goals Traffic &
Build a relationship with your audience that will Interaction
eventually lead them to your website, blog, landing or
squeeze page to take them to the next step in your
marketing funnel.

Facebookstrategies.
strategic tips for small business owners

Add Your Blog Examine INsights Build Audience

Drive LIkes Create Interaction Think Targeting


Add your Blog
Use an application like RSS Graffiti, Networked Blogs, Involver’s RSS Feed or the URL link from the page to drive
traffic from your Facebook page to your blog
GOBACK

Examine Insights
One of the most powerful aspects of Facebook Pages is the ability to monitor your traffic and understand what
type of content your visitors like
GOBACK

build Audience
Add a LIKE box or the Facebook Feed to your website or blog to help drive traffic between the two online sites
http://developers.facebook.com has all the instructions you need to get started
GOBACK

Drive LIKES & TRAFFIC
Looking for virality to grow your page? Try using a contest, promotion or giveaway to encourage your fans to
share your page. Also consider the value of ADVERTISING your page if your budget allows.
GOBACK

create interaction
Typically only 15% of your audience will see a single post from your page, so consider posting frequently to make
sure you are reaching more of your fan base. Post often with creative, interesting content that drives conversation.
GOBACK

think about targeting
More fans are not necessarily better. While quantity is important to visibility (500-1,000 seems to be a magic
number in terms of Edgerank), having fans that won’t respond, interact or share your content isn’t a beneficial
strategy. Target fans that will be advocates of your brand and will spread the word.

Google+strategies.
strategic tips for small business owners

#1 Benefit: Search Use Circles Integrate +1

Grow with Google+ Link to Sites Tips For Professionals


#1 Benefit: Search
The more you interact on Google+ the more information Google will have about your business, your profile, your
niche and your keywords. Information that is publicly posted will be indexed by Google to contribute to search
results, but you must participate regularly for that information to be considered recent and relevant.
GOBACK

use Circles
Just as your profile can CIRCLE other users, your page can CIRCLE users that have circled the page. Your page can
also circle other pages... all of this builds more two-way connections for information sharing. Instead of an
Edgerank-style formula controlling information flow, the user determines what is seen in their feed. GOBACK

Integrate +1 Button
Use the +1 button to integrate your site with Google. This helps Google to collect data about your site, the
information you provide, its relevance to other Google+ users and keyword information. All of this contributes to
better SEO for your site.
GOBACK

Denis Labelle, Chris
Lang & Yifat Cohen
Read Guy Kawasaki’s are some great people to
“What the Plus!” for great circle if you want to learn
ideas and information about more about growing with
getting started on Google+ Google+ and maximizing
and optimizing your your brand impact
interactions on the
network

grow with google+
To grow with Google+ you need to remember that it is about INFORMATION SHARING first. Perfecting your profile/
page, sharing original and curated content, being helpful in answering and asking questions and giving credit/
mentions are all ways that you can gain visibility in the network and build beneficial relationships GOBACK

Link to Sites
Remembering that the #1 benefit to Google+ is SEO, it is vital that you link your brand page to your blog, website
or other online identities to help Google make the connection to your brand page and your niche. If you blog, also
be sure to cross-link your personal identity to your blog to take advantage of Author Rank. GOBACK

Profile SHaring Interact

Your personal profile is part of your Share regularly, often and Interact with industry leaders.
Google+ brand experience. generously.
Unlike other social media sites,
While you may have a business Google+ is built on the foundation Google+ is still a relatively small
page, if your identity is directly of knowledge and information community, which makes it easy to
linked to your brand, expect that sharing. find and communicate directly with
your profile will be viewed and industry leaders.
circled as part of the user’s Don’t just share a link to your blog
experience. and walk away. Interact with the Take the time to circle, follow and
posts of others, and answer the interact on the posts of people and
Make sure your personal profile is comments you receive on yours. brands in your niche that you
complete and professional, and Google+ users are looking to respect. You may well get the
links directly back to your brand connect with like minds, share opportunity to converse with them
presence on Google+ as well as enough that they can learn from directly!
your blog or website. and about you.

Tips for Professionals
If you are a consultant or provide services to your customers, Google+ offers great opportunity for you to build your personal brand.
These are my top 3 tips for maximizing that brand presence.

SUMMARY

START
facebook & Google+

ABOUT
facts & Strategies

Profiles
personal identity

business pages
professional identity & strategy

facebook

google+

questions
Q&a


facebookFEatures.
Tools you can use

Page tools
There are many tools for communicating to your
audience, here we will touch on a few that can be
easily utilized by small business for great impact

Profile Tools
Many of these tools can be utilized by your personal
profile or brand as well as your business page, so if your
brand is profile-oriented, you can maximize your reach


Facebook.
Features for small business: Apps

Apps for Pages
There are many companies that offer apps
(applications) you can use to enhance your page

Career building
Apps like BranchOut and Stik help connect your
professional presence with your personal profile

Mailing List
Integrate your email marketing sign up with your page
to drive traffic into your funnel

Enhance your facebook presence with apps
Using apps on your page helps visitors learn more about
your small business and stay in touch with you beyond
the newsfeed


Facebook.
Features for small business: groups

Private conversations
Create an area of private conversation among groups
of existing clients and prospects

fostering community
Encourage customers to support each other in the use
of your product by connecting them in a group

consulting
Provide consulting services to a select group of users
in a private Facebook Group

Groups offer private conversation
Use of a private Facebook group allows your business to
connect in a more personal manner with your customers


Facebook.
Features for small business: interest lists

User Control
Interests Lists allow users to create a list of pages and
people they want to always see in their newsfeed

Message Delivery
By appearing in a users Interest List, you can be
assured your messages will appear in their stream

Credibility
Start an interest list in your niche area to allow fans to
follow your page and others in your industry

only 15% of posts by a page are seen by fans
By utilizing interest lists and encouraging your fans to
do the same, you can reach more of your targeted fan base


Facebook.
Features for small business: Advertising

STandard Ads
Appearing in the right column of the page, Facebook
advertising is great for driving traffic to your page,
highlighting a specific offer or bringing traffic directly
to your website. You can control the budget, reach and
targeting for these ads to ensure an effective campaign

Promoted Posts
Appearing in the main News Feed for users, Promoted
Posts bring eyeballs to a specific post from your page
intended to drive LIKES, traffic, comments or other GOTO
interaction. facebook
promoted posts video
Find out more at
https://www.facebook.com/v/10100371014092807
Promoted posts are effective
While seen as more effective than standard ads, promoted
posts must have compelling content to encourage
interaction from users


Facebook.
Features for small business: insights

NUmbers are sexy!
Insights provides data about your fans and posts...
from demographics to which updates are the most
popular. These numbers are not boring! This is the data
you need to ensure your time is used wisely!

Learn & Focus on ROI
Time is the enemy of the small business owner... the
data you learn from Insights can save you valuable
time in developing the kind of content that your
audience responds to best. The more regularly you
post the more data you have to work from.

Access your Analytics
monitor your analytics weekly to see how your posts are
doing, which updates are the most viral and which inspire
the most interaction with your fans and their friends


Google+ FEatures.
Tools you can use

Google+
Google+ offers tools that are unlike what you see on
other social sites, and are highly integrated with search
to maximize your online visibility

Small Business

Google+ tools are very useful for small business, as well
as being intuitive and free


Google+.
Features for small business: circles

why Circles?

Circles are an efficient and logical way of organizing
contacts, more similar to real-life connections and how
you would disseminate information to those groups.

knowledge sharing
Since Google+ is focused on the sharing of information
more so than the building of personal relationships,
circles allows easy distribution and consumption of
information based on common interest areas
GOTO
youtube
google+ circles link
Find out more at
http://youtu.be/hC_M6PzXS9g Circles are private
Your contacts do not see your circle names or members,
so you can work with private and meaningful sorting


Google+.
Features for small business: Local

What is Local?
Google has partnered with Zagat to help Google users
share info about their local businesses that they enjoy.
Just as users share rating information on other sites,
now they will share that data via Google.

Why participate?
Mobile is becoming more and more essential to local
marketing, and Google Local is a part of that. Local
small business can create a strategy using Google
Places, Google Local and Google Offers to help drive
GOTO local traffic to the business.
youtube
google+ Local link
Find out more at
http://youtu.be/ylZg43Meick


Google+.
Features for small business: Hangouts

What are hangouts?
Hangouts are the break-out feature of Google+ that
enable you to have a public or private online meeting
with up to 10 participants at no cost. Public hangouts
can be broadcast and saved on YouTube for
rebroadcast.

How can You Use them?
Hangouts give small business the opportunity to hold
meetings, demonstrate products, record webinars,
offer consulting hours, conduct interviews, hold
classes and much much more.
google+ hangouts GOTO
Find out more at youtube
link
http://youtu.be/3pmSWh2BQco
See an example of hangouts on air
108 degrees hangout on air about small business online marketing
http://youtu.be/ZyFY3j-W4Fo


NeedMore?
Other social Media Classes

I have a FAcebook Page, Now WHat?
A STrategy webinar for Small bUsiness

Live webinar with recorded playback
Monday December 10, 2012


NeedMore?
Other social Media Classes

Google+ for the Small BUsiness
Strategy and feature tour

Live webinar with recorded playback
Monday December 17, 2012


NeedMore?
Other marketing Services

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One-on-one consults including evaluation, Professional review, editing and/or creation of your
recommendations and tutorials for social media online profiles and business pages

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including strategy and execution websites, including ecommerce and web applications

consulting Training
Evaluation of and assistance with online marketing On site and remote training for social media for
programs, strategies, budgeting and plans marketing and sales teams, executives and businesses

Reach out to us at
www.108degrees.com


Contact us.
Social Media & Online marketing Services

by Telephone on facebook

tel 603.661.4087 www.facebook.com/108degrees

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www.gplus.to/108degrees (108 degrees, llc)
info@108degrees.com www.gplus.to/webdiva (MaryAnn Pfeiffer)

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