Advanced Facebook and Social Media Strategy
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This document provides tips for enhancing marketing with social media. It discusses using Facebook, including key stats like over 1.4 billion active users. New features are highlighted, such as call to action buttons. Insights and targeting are covered. Best practices include developing a strategy with goals and metrics, sticking to a posting schedule, planning with a content calendar, and scheduling posts in advance on platforms like Facebook and HootSuite. Overall it offers guidance on using social media effectively for business purposes.
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Advanced Facebook and Social Media Strategy
- 1. How To Enhance Your Marketing with Social Media Hill Country Trail Region October 29, 2015
- 3. Get these slides here:: http://sarahtpage.com/HillCountryWorkshop/
- 4. Facebook
- 5. Facebook Stats • Over 1.4 billion active users • Average user is connected to 70 pages • Smartphone mobile users check Facebook an average of 14 times a day • 1.31 billion users access Facebook from a mobile device Source: IDC; expandedramblings.com
- 6. • Average number of connections between local business pages and users is 2 billion • Average number of weekly local business page views is 645 million • Average number of weekly comments on local business pages is 13 million Facebook Stats Source: IDC; expandedramblings.com
- 8. NEW! Facebook Call to Action Button
- 9. • Available call to action text includes: – Book Now – Contact Us – Use App – Play Game – Shop Now – Sign Up – Watch Video NEW! Facebook Call to Action Button
- 10. NEW! Facebook Call to Action Button
- 15. When To Post
- 20. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
- 21. Facebook Offers Source: Doe’s Eat Place
- 23. Facebook Boosted Posts Source: Visit Bloomington
- 24. Facebook Boosted Posts Source: Visit Bloomington
- 31. Best Practices
- 32. 1. Develop a strategy
- 33. First, Some Questions 1. Can you describe your business/organization? 2. What are your goals? a. Generate sales b. Brand enthusiasm c. Loyalty 3. What is your relationship with your audience? a. Awareness b. Interest c. Action d. Advocacy Source: Jay Baer (http://convinceandconvert.com)
- 34. More Questions 4. How does your audience use social media? 5. Who will be your community managers? 6. What social media platforms will you use? (Hint: Where is your audience?) 7. How will you be human (what is your “voice”)? 8. How will you know when/if you’re successful? Source: Jay Baer (http://convinceandconvert.com)
- 35. 2. Stick to a schedule
- 36. • Check Facebook 3 times per day – no more than 5 minutes each time • Check Twitter 3 times per day – 2-3 minutes each time • Pin and post on Pinterest and Instagram 1 time per day – 2-3 minutes each • Source content (Google Alerts, etc.) – 10 minutes per day
- 37. Goal #1: Increase Engagement Measure: Likes, comments, shares, retweets, mentions, favorites Tools: Facebook Insights, Twitter Analytics, Hootsuite, Iconosquare, Sprout Social Goal #2: Website Traffic Measure: URL clicks and traffic from social media Tools: Shortened URL (bit.ly, owl.ly, goo.gl), Google Analytics Goal #3: Increase Brand Awareness Measure: Follower growth rate, % change over time in followers, sentiment, reach by region, clicks by region Tools: Hootsuite, Facebook Insights Goal #4: Conversion Measure: Email subscribers, downloads, transactions/sales Tools: Google Analytics What To Measure Sources: BuildFire, Hootsuite, Social Media Examiner
- 38. 3. Plan: Build and use a content calendar
- 40. 4. Schedule posts in advance
- 50. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage
Editor's Notes
- The restaurant doesn't typically do a brisk lunch business. Note that the paid reach was only 526. The majority of the views came from viral views - aka shares. Over 7k total views. Also note that it was only shared 11 times, so asking for the share is important. There were also 10 new likes on the page during the offer. I attribute this to the offer and shares.
- You need to be able to describe the value proposition of your event in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service. 2. a. Generate sales – using social media to create first-time customers and drive repeat business 2. b. Brand enthusiasm – turning customers into fans 2. c. Loyalty – building long-lasting relationships Some of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different. a. awareness – they may have heard something about you b. interest – heard about you, visited your website, no purchases c. action – they’ve made a single purchase d. advocacy – fans of the brand, told friends, frequent/repeat purchases
- Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators? Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it. Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience? People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy? Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. We’ll talk some more about measurement in just a minute. Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.