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 WorkshopFacebook Strategies and Tactics That Work for B2C, B2B and Non ProfitsProudly presented by:

2. Today’s AgendaWho is Stacie Chalmers Inbound Marketing Solutions?Social Media: Why its importantFacebook: What to do and whyYour Plan: Let’s get started …Goals, Strategies and TacticsYour 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 prospectsIt 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:ContentSearch Engine OptimizationSocial Media

7. **Is SMO The New SEO?SMO = Social Media OptimizationSEO = Search Engine OptimizationFactors important to Social Media OptimizationThe right keywordsFrequency Diversity

8. Introduction into social mediaIs media that involves social interactionIt’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:FacebookTwitter Linked InBloggingYoutube / 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 users50% are active users on a daily basisMore than 1.5 million local businesses have an active Business PageB2C, B2B and Non-profits are seeing results from Facebook

13. Successful Facebook PagesCustom 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 partDraft out a Social Media Plan – specific to FacebookYour Plan should include:Goals – what you want to achieveStrategies – how you plan to achieve itTactics – the specific on what you’ll doAction Plan - to stay on track, keep the momentum goingOpen a new document in excel or word

21. **Marketing and Sales Funnel

22. Goals for Facebook– 5 mins to thinkResearch and analysisMarket ResearchIndustry researchProduct researchCustomer researchCompetitor analysisIdentifying keywordsIdentifying marketing opportunitiesBusiness alliancesLead GenerationCustomer acquisitionsReferralsCustomer serviceClient retention – building rapportAdvertising and promotion Company, brand, product awareness

23. **How are we going to achieve those goals?Understand your audienceIncrease brand/company awarenessBuild trust, confidence and authorityGive them a reason to convert to either a lead or customer

24. **Who is your target audience? 5 minsWhat 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 minsDemographics: age, sex, incomeDescribe their personality (general terms), in relation to them as a prospect:Private v’s socialSerious v’s funNews v’s gossip

26. Awareness – 5 mins thinkHow 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, websiteInvite your Facebook friends, ask them to invite their friends, your employee’s friends…Run targeted Facebook ads.

27. Give them a reason – 5minsReceive a discountSpecial coupons, special offerThe news, updates firstTell 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 minsLinks to news itemsLinks to other blogsDaily or weekly specials – what?Competitions – what?Offers – what?Charity alliances – cause marketingLinks to your blog, videos, pdfs, presentations, picturesWhat questions can you ask that your audience would be interested in answering?

29. What do you need to do to find this information? 5 minsWhat 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. ScheduleList out all the people in your organization who need to be involvedUse an excel chart to develop a 1 month scheduleEach day plan to promote something different : mix offers, specials, news etcEach 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 relationshipsListen first, sell second.Give Give Give – then receiveBuild rapport, trust and authorityHave conversationsOffer free advice give prospects a compelling reason to try your product or service – if they like it they will tell everyone!

32. Thank YouDo you have any questions?