This document summarizes a social media workshop on developing successful Facebook strategies. It provides an agenda for the workshop which includes an introduction to inbound marketing and social media. It then discusses goals for using Facebook including increasing brand awareness, generating leads, and customer retention. Sample strategies are presented such as understanding your audience, providing valuable content, and giving people a reason to engage with incentives. Tactics include developing a content schedule and tracking key metrics. The workshop aims to help participants draft a detailed social media plan for Facebook including goals, strategies, tactics and an action plan.

1. Social Media Workshop Facebook Strategies and Tactics That Work for B2C, B2B and Non Profits Proudly presented by:

2. Today’s Agenda Who is Stacie Chalmers Inbound Marketing Solutions? Social Media: Why its important Facebook: What to do and why Your Plan: Let’s get started … Goals, Strategies and Tactics Your Action Plan

3. Who is Stacie Chalmers Inbound Marketing Solutions? Marketing Consultant - Help business owners and marketers develop and implement effective Inbound Marketing strategies into their business. Strategies such as; social media, search engine optimization, website, lead generation and conversions.

4. What does “Inbound Marketing” mean? ‘Inbound Marketing’ is a term that relates to prospects finding you. Another term is ‘permission’ marketing. Inbound Marketing is marketing focused on getting found by prospects It is the opposite of ‘outbound’ marketing. Traditional marketing has been about ‘outbound’ marketing: Outbound marketing focuses on finding customers. Another term is ‘interruptive’ marketing – which is poorly targeted and expensive

6. The most successful Inbound Marketing Campaigns have three key components: Content Search Engine Optimization Social Media

7. **Is SMO The New SEO? SMO = Social Media Optimization SEO = Search Engine Optimization Factors important to Social Media Optimization The right keywords Frequency Diversity

8. Introduction into social media Is media that involves social interaction It’s social by nature meaning people are looking to build relationships, interact and engage. The businesses that are successful, understand this and harness the unprecedented opportunity to build relationships directly with their clients and prospects. The most common examples are: Facebook Twitter Linked In Blogging Youtube / video

9. Introduction to social media cont..

10. Introduction to social media cont.. The latest research shows that companies using Inbound Marketing strategies have a 60% lower cost per lead. Blogs and social media are the two most important lead gen strategies – says the research. State of Inbound Marketing Report 2010 by Hubspot

12. Why Facebook? 400 million users 50% are active users on a daily basis More than 1.5 million local businesses have an active Business Page B2C, B2B and Non-profits are seeing results from Facebook

13. Successful Facebook Pages Custom landing page on Facebook telling visitors why they should become a fan. This would work well for B2B, B2C and nonprofit.

14. Successful Facebook Pages cont.. B2B| Hubspot provides content that is of value to their fans and encourages comments.

15. Successful Facebook Pages cont.. B2C | Landing page is custom tab telling them about an upcoming competition. Also has a good CTA – “Get A Reminder”

16. Successful Facebook Pages cont.. B2C| Ive used DD again for their Wall posts and interaction with their Fans. I really like this idea of ‘Fan’ of the week as their profile pic. There are a lot of ways you can use your audience and pictures to encourage interaction.

17. Successful Facebook Pages cont.. B2C|Restaurant. Using a custom tab as their landing page. Supporting a charity. Cause marketing is a very successful marketing strategy. Its shows the value and heart of the company.

18. Successful Facebook Pages cont.. And here’s their wall. I like their status updates showing daily specials and competitions

19. Successful Facebook Pages cont.. This is a good example of using your Facebook presence to gain customer knowledge. Using their poll as the Facebook landing page.

20. Now the workshop – the fun part Draft out a Social Media Plan – specific to Facebook Your Plan should include: Goals – what you want to achieve Strategies – how you plan to achieve it Tactics – the specific on what you’ll do Action Plan - to stay on track, keep the momentum going Open a new document in excel or word

21. **Marketing and Sales Funnel

22. Goals for Facebook– 5 mins to think Research and analysis Market Research Industry research Product research Customer research Competitor analysis Identifying keywords Identifying marketing opportunities Business alliances Lead Generation Customer acquisitions Referrals Customer service Client retention – building rapport Advertising and promotion Company, brand, product awareness

23. **How are we going to achieve those goals? Understand your audience Increase brand/company awareness Build trust, confidence and authority Give them a reason to convert to either a lead or customer

24. **Who is your target audience? 5 mins What is their reason for searching for the product or service you offer? What is their need, frustrations, pain points? How do you meet their need? How do you make their life easier? Why would they choose you over the competition? Are you convenient, affordable, quality service?

25. Who is your target audience? – 5 mins Demographics: age, sex, income Describe their personality (general terms), in relation to them as a prospect: Private v’s social Serious v’s fun News v’s gossip

26. Awareness – 5 mins think How will your target audience know you’re on Facebook? Let your current clients or customers know. Use the Facebook logo and link on all printed material, menus, invoices, coupons, brochures, email signatures, blogs, website Invite your Facebook friends, ask them to invite their friends, your employee’s friends… Run targeted Facebook ads.

27. Give them a reason – 5mins Receive a discount Special coupons, special offer The news, updates first Tell them what they need to do – never assume, make it clear! Ie: Print this coupon and bring it to the store/company this Thursday to receive a 30% discount on…. Think about how you can promote Fans to encourage engagement. Fan of the month gets a FREE…. Ideas: Send in a picture of them using the product. Pics can be chosen on creativity, most needy, most popular

28. **Trust | What information would be of value to them – 5 mins Links to news items Links to other blogs Daily or weekly specials – what? Competitions – what? Offers – what? Charity alliances – cause marketing Links to your blog, videos, pdfs, presentations, pictures What questions can you ask that your audience would be interested in answering?

29. What do you need to do to find this information? 5 mins What blogs do you need to subscribe to? Do you need to start your own blog? What news do you need to start following? Keywords on Google Alerts. Who do you need to speak with on your team to develop offers, competitions and specials. What do you need to outsource to specialists?

30. Schedule List out all the people in your organization who need to be involved Use an excel chart to develop a 1 month schedule Each day plan to promote something different : mix offers, specials, news etc Each day plan to visit your FB site several times a day to check in on any interaction.

31. Remember the key to success with social media is… All about building relationships Listen first, sell second. Give Give Give – then receive Build rapport, trust and authority Have conversations Offer free advice give prospects a compelling reason to try your product or service – if they like it they will tell everyone!

32. Thank You Do you have any questions?