The document discusses using social media, specifically Facebook, for small business marketing. It recommends finding the emotional highpoint of the brand to engage customers, building daily engagement through questions and responses to act as a community curator, and creating "linchpins" or unique content to drive conversions. Case studies are presented of small businesses that successfully used strategies like daily posts, questions, photos and coupons to increase fan growth and engagement on Facebook. The document concludes by offering examples of small businesses to learn from and posing questions for developing a social media strategy.

1. Social Media Marketing
For small business

2. Daniel Patricio
Marketer
Community guy
Entrepreneur

3. Today
• Why Facebook and Social
• Real small business case studies
• Action plan

4. Where are my
customers?

5. 1960: 6 TV Stations
Today: 1 Social Network

6. 500 million friends
50% log on to Facebook each day
Average network of 130 friends
30 billion pieces of content is shared

7. 500 million friends
How do we reach them?

8. The famous case studies

9. Execution
Ideas
Media
Budget
Tone
Benefit
Objective
Target market
Competition
Product
Brand
Business

10. Small is different

11. Think Small
• Less resources
• Local markets
• More personality

12. Crushing the icebergs
Find the
emotional
highpoint
Engage daily
Create
linchpins

13. Small Businesses We Can Relate to

14. 0
100
200
300
400
500
600
700

16. 0
20
40
60
80
100
120
140
160
180

17. Building Your Facebook Strategy
• Find the Emotional Highpoint
• Build daily engagement
• Create linchpins

18. Emotional highpoint
• What makes your brand
social?

19. Emotional Highpoint
• Will they put their name behind it?

20. Daily Engagement
• What makes it a
community?
Customer A
Customer
B
Your
Expertise

21. Daily Engagement
• Be the curator
– Ask questions

22. Daily Engagement
• Be the curator
– Respond

23. Daily Engagement
• Be the curator
– Show pictures

24. Linchpins
• Create something
unique

25. Linchpins
• Use social as the
conversion point
Coupons
Downloaded
91
Fan growth
321%
Active Facebook Users
348%

26. How to know when you are ahead
• Fans/likes
• Monthly Active UsersReach
• Comments & likes
• Media viewsEngagement
• Coupon downloads
• Newsletter signups
• Calls
Action

27. Doing it right

28. Visit them online
• http://facebook.com/buddybelts
• Http://facebook.com/ucbaby
• Http://facebook.com/sckckids

29. Questions to take away
• What makes my brand social?
• What makes it a community?
• How can we take it offline?

30. Say hello
@Danielpatricio
daniel@orangerhinomedia.com