Australians are increasingly turning to social media to communicate and network, with June 29 2017 Sensis statistics revealing that 79% of us now have at least one social media profile, and 59% of us use daily. You'll discover: - How having a social media presence can benefit your business - Making content relevant - Which social media profile(s) are right for your business - What you should expect from social media (and what you should not expect!) - Techniques to manage and run your business' profiles - Advertising 101 - how to get started with boosted posts

2. Social Media for Small Business
Steve Holmes
• Co-Founder, Feedsy

3. We hear this a lot …
“How can Social Media help my business?”
“We’ve got a Facebook Page – now what?”
“What if I do something wrong and it goes viral!”
“Should I be advertising to grow my business?”

4. Agenda
• How business can benefit.
• The best channel(s) for you.
• Content and Engagement
• Managing risk.
• Facebook Advertising basics.
• How much time?
• Q&A.
• Feedsy offer.

5. Key Benefits of Social Media

6. Your competitors are using Social Media

7. Your market is on social media (even if you’re not)

8. Australian Social Media Users

9. Email is not dead (especially on mobiles)

10. Facebook: Dinner Party Conversation
Business to Consumer
Good for:
• Brand Awareness
• Lead Generation
• Retention
• Referrals

11. Youtube: Personal TV
Business to Consumer
Used with other channels is good for:
• Brand Awareness
• Lead Generation
• Sales Conversion
• Retention
• Expanding Offer
• Referrals

12. LinkedIn: Networking
Business to Business
Good for:
• Brand Awareness
• Lead Generation
• Retention
• Referrals

13. Twitter: Niche News Feed
Business Grape Vine
Good for:
• Brand Awareness
• Lead Generation
• Retention
• Referrals

14. Email: Direct Mail
Business to Person
Good for:
• Sales Conversion
• Retention
• Expanding Offer
• Referrals

15. 1st Choice: Facebook
• Fish where the fish are.
• User friendly to do.
• After set-up, doesn’t take much time.
• Start with as little as $1 per day.
• Targeted.
• Trackable.
• It works.

16. Facebook Content and Engagement
• Be yourself
• Be conversational
• Encourage your team to get involved (share to their friends)
• Be interesting (general topics v talking “shop” at the dinner party)
• Be interested (ask questions, respond)

17. Be “Interested”: Quick engagement tips
People like when you respond
to their comments on your posts
Like, comment or share
other people’s content
(as you or your brand)
Like Pages or join Groups
of your clients

18. Be “Interesting”: Content types
Created
Original content created by you
• Photo
• Meme
• Video
• Text
• Event (invitation)
• (All of the above)
Curated
Others’ content shared by you
• Online Article
• Facebook post
• Meme
• Youtube video

19. Original Content Tips
Team
• Office weddings,
birthdays, babies, etc
• Celebrations (eg
Melbourne Cup,
Xmas party)
• New team members
• Individual milestones
Profession
• Attending PD event
• Media snippets (PR)
• Industry trend/impact
• Problem topics
(empathise with a
pain point, need
help?)
Charity/Goodwill
• Celebrate team
involvement (eg
Biggest Morning Tea)
• Pro-bono/charity
client profile
• Client profile
(promote them)

20. Memes – show your human side (match “humour” to your brand)
Share popular/funny memes:
http://www.memes.com/
Google: Meme (image search)
Create your own:
http://www.quickmeme.com/caption

21. Traffic
Blog
then
Share

22. Curated Content Tips
• Relatable general interest topics
(avoid jargony industry articles)
• Give reason for sharing
(add your own voice)
• Be engaging
(ask for likes, thoughts/opinions
related to the content)

23. Managing Risk
1. Control what people post to your Page
2. Dealing with negative comments
3. Block Trolls
!

24. 1. Control what people post and say

25. 2. Dealing with negative comments
For negative posts, comments or emoticons
(that meet Facebook guidelines).
• Do NOT remove it.
• Do NOT get defensive or adversarial.
• Do NOT solve on Facebook*.
• Do NOT ask for their contact details*.
• Do NOT admit guilt.
* Good response/comment could be
“I am sorry that you feel frustrated. Please email
xxxxx@xxxxx.com.au so we can help you.”

26. 3. Block Trolls
Trolls (often strangers) like to randomly
pick fights and waste people’s time arguing
endlessly about stuff.
• Do NOT throw fuel on their fire.
• Let your community step in for you
• Hide their comment (if it is off-the-wall)
• Delete and report their comment (if harmful)
• Block them from your Page

27. Facebook Advertising Basics
Why?
• To reach more people.
• To reach NEW people.
• Cheap.
• It works.

28. Who is advertising in Australia?

29. Types of Facebook Promos
1. Boosted Post
2. Link Ad
3. Lead Ad

30. 1. Boosted Posts
1. Increase reach
2. Good for Brand awareness
3. Increase Page Likes
4. Increase traffic (SEO) or
engagement
5. Not best for lead generation.
6. Easiest to do

31. Link Ad
1. Ad links to a web page
2. Capture leads or direct traffic (SEO)
3. Lead magnet (webinar, whitepaper, free [something], test drive, etc)
4. Call to Action (button linking to external page (eg landing page)
5. Use image, carousel or video
6. Full control of lead capture
7. Hardest to set-up

32. Link Ad
Example
Link Ad Landing Page Lead Capture Form

33. Lead Ad
1. Ad links to Facebook form
2. Form is pre-filled (on a mobile)
3. Lead magnet (webinar, whitepaper,
free [something], test drive, etc)
4. Call to Action button
5. Best on mobile
6. Easy to set-up
(but less customisation)
Lead Ad Facebook form

34. Facebook Audience Targeting
1. Create list manually
2. People who already LIKE your Page.
3. “2” and their friends.
4. Custom (via Facebook Pixels)
5. Lookalike (via email or LinkedIn lists)
6. More likely to engage
or visit your website?
Demographic
Location (radius)
Language
Age (Range)
Generation type
Gender
Relationship
Education
Job title
Work industry
Income
Home type
Co-inhabitants
Ethnicity
Parenthood
Life events/stage
Interests
Business
Entertainment
Family/People
Fitness/Wellness
Food/Drink
Hobbies/Activity
Shopping/fashion
Sports/outdoors
Technology
Behaviours
Shopping
Car purchasing
Residential profile
Charity
Mobile devices
Digital activity
Media (radio/TV)
Travel
Expat
Financial (personal)
B2B

35. How much time should you spend?
1. Up to you - it depends...
2. Running ads: 30-120 mins per week*.
3. Creating/curating: 10-60 mins per week*.
4. Engaging: 10-60 mins per week.
5. Daily, weekly or monthly (scheduling).
* Via agency (or Feedsy): 10 mins per month.

36. Tools

37. Easy
Method

38. Great Content
1. 1-10 licensed articles (per week)
2. Create your own StoryMix
3. Review our articles
4. You can add your own stories
5. All auto posted and published

39. FeedsyWeb
1. Auto fed content (weekly)
2. Branded (logo, colours)
3. Design (mobile responsive)
4. Hosting (included)
5. URL (news.yourdomain.com.au)
6. Calls to action (contact or subscribe)
7. Linked (to main website)

40. FeedsySocial
1. Drive traffic (shares link back to you)
2. Easy sharing (content from your news
website by anybody at any time)
3. We share for you:
1. Page set-up/tweaks (if needed)
2. 2 personalised shares per week
3. Boosted posts (optional)

41. FeedsyMail
1. Auto generated &sent (once a month)
2. Design (mobile responsive)
3. Branded (Logo, colours, message)
4. Personalised (incl. contact name)
5. Analytics (subscribers, opens, clicks)
6. Extra sends and customising (with
FeedsyFlash optional extra)

42. FeedsyPrint
1. Create on demand (super easy)
1. Select content (any number of
website stories in any order)
2. Title (eg Newsletter, Fact Sheet)
3. Subtitle (eg July 2017, John Smith)
2. PDFs (for print outs)
3. Branded (from news website logo,
colours, contact details, etc)

43. Key Takeaways
1. Define your marketing goals.
2. Put Facebook in your marketing mix.
3. Be interesting and interested.
4. Blog then share (easy with Feedsy).
5. Engage your team and your community.
6. Do not be afraid of risk.
7. Advertise to reach on Facebook.
8. Allocate time (or seek help, eg Feedsy).
Steve Holmes
steve@feedsy.info
0423 020 190
LinkedIn: /steverholmes
Facebook: @feedsy.info