John McPhee, VP of Formic Media, presents Facebook and Twitter marketing strategies to help obtain more fans, followers, engagement and online visibility. Additionally, McPhee also shares social media and reporting tools.

1. Facebook & Twitter Strategies for
Busy Professionals & Small
Business Owners
Presented by:
John McPhee, Vice President
503-517-9059 x122| johnm@formicmedia.com
@jwmcphee | Facebook.com/FormicMediaInc

2. Formic Background
 Launched in 2008 to service small business & partners
 Incubated by Anvil Media, enterprise SEM agency
 Provide SEO, PPC & social media services
 Team is Google AdWords & Google Analytics certified
(Microsoft Accredited as well)
 Focus on education (monthly Seminar Series)

3. Agenda
 Small Business Social Media Stats
 Facebook Strategies
 Twitter Strategies
 Tools
 Reporting

4. Social Media Trends: Shift in Small
Business Behavior
http://ariherzog.com/small-business-social-media/

5. Social Media Trends: Shift in Small
Business Behavior
http://ariherzog.com/small-business-social-media/

6. Social Media Trends: Shift in Small
Business Behavior
http://ariherzog.com/small-business-social-media/

7. Social Media Trends: Shift in Small
Business Behavior
http://ariherzog.com/small-business-social-media/

8. Social Media Trends: Shift in Small
Business Behavior
http://ariherzog.com/small-business-social-media/

9. Social Media Trends: Shift in Small
Business Behavior
http://ariherzog.com/small-business-social-media/

10. Facebook

11. Facebook: Strategies
 The ideal progression of a Facebook fan

12. Facebook: Strategies
How do get your fans to progress
from a passive fan to an evangelist?

13. Facebook: Strategies
 Show your human side through
 Entertaining posts
 Personal photos (whatever you feel comfortable with)
 Share some details about your personal side
 Interests, hobbies, etc.
 Share your experiences
Tip: Use the 80/20
rule for biz vs.
personal posts

14. Facebook: Strategies
 Become a content machine
 Create unique, engaging and valuable posts on a regular
basis
 Change up the media you post
 Video, images
Tip: Use an
editorial calendar

15. Facebook: Strategies
 Create engagement with dialogue
 ALWAYS take the time to respond to comments and thank
your fans for participating in the conversation
 People love to talk about themselves, so engage with your
fans appropriately
Tip: Ask for feedback or
suggestions from your
fans

16. Facebook: Strategies
 Create regular calls to action
 Post valuable content and ask your fans to “click” or
“watch”
 Offer discounts or deals
 Ask fans to sign up for your newsletter
Tip: Start with free calls
to action, then move to
more of a commitment

17. Facebook: Strategies
 Make “spreading the word” easy for fans
 Create contests
 Offer a deal or promotion
 Reward fans for inviting friends
Tip: Make the contest about
the fans, not about your
brand/products

18. Facebook: Strategies
 Encourage “fan to fan” interactions
 Give your fans a chance to get to know each other
 Create a “fan of the week” opportunity
 Recognize top contributors
Tip: Recognize your fans and
they immediately become
more engaged

19. Facebook: Strategies
 Don’t forget about branding
 Use your brand to create familiarity when fans travel
between your website and Facebook page
 Another theory: make your Facebook page different, to
give fans a different experience than your site
Tip: Stay within your brand
guidelines (colors, fonts, etc)

20. Facebook: Strategies
 Set your fans’ expectations up front
 Let them know your intentions for your Facebook page
 To create a community?
 To showcase new products?
 To offer thought leadership?

21. Facebook: Strategies
Tip: Create an internal Facebook
mission, then execute your
strategy following the mission

22. Facebook Advertising

23. Facebook: Advertising
Facebook Advertising:

24. Facebook: Advertising
Facebook Advertising:
Step One: Design Your Ad

25. Facebook: Advertising
Facebook Advertising:
Step One: Design Your Ad
Destination
• Pages
• Applications
• Events
• Places

26. Facebook: Advertising
Facebook Advertising:
Step One: Design Your Ad
Ad Types
• Sponsored Stories
“Get more distribution for the News Feed stories published about
your Page, Place or App. Always includes either a story about the
viewer's friends or a story about your Facebook Page posts.”

27. Facebook: Advertising
Facebook Advertising:
Step One: Design Your Ad
Ad Types
• Facebook Ads
“Promote a Facebook Page, Event, App, other destination on
Facebook, or your own website. You can specify a custom
message and call-to-action. Relevant actions from the viewer's
friends will automatically be shown to build word-of-mouth
awareness.”

28. Facebook: Advertising
Facebook Advertising:
Step One: Design Your Ad
URL
• Destination URL
“Specify the web page that users should be sent to when they
click on your Facebook ad. Make sure your ad and the target
page are related. Ideally, the Destination URL should allow
users to take action on what caught their interest in your ad.”

29. Facebook: Advertising
Facebook Advertising:
Step One: Design Your Ad
Ad Creative
• Title
• If advertising a Page the ad title will always be the
name of that page
• Body
• 135 characters maximum (currently reducing this to
90 characters)
• Include a call to action
• Image
• 110 pixels wide x 80 pixels tall
• Should have an aspect ratio of 4:3 or 16:9
• Uploads must be less than 5 kilobytes

30. Facebook: Advertising
Facebook Advertising:
Step Two: Targeting

31. Facebook: Advertising
Facebook Advertising:
Step Two: Targeting

32. Facebook: Advertising
Facebook Advertising:
Step Two: Targeting

33. Facebook: Advertising
Facebook Advertising:
Step Two: Targeting

34. Facebook: Advertising
Facebook Advertising:
Step Three: Campaigns, Pricing and Scheduling
Budget Options:
• Set daily spend limits

35. Facebook: Advertising
Facebook Advertising:
Step Three: Campaigns, Pricing and Scheduling

36. Twitter

37. Twitter: Strategies
You’ve got your Twitter account, now what?

38. Twitter: Strategies
 Look for:
 People you know
 Industry experts & thought leaders

39. Twitter: Strategies
 Syndicate your tweets to:
 Blog
 Facebook
 Website

40. Twitter: Strategies
 If you have a WordPress website, you have it even
easier…use a widget

41. Twitter: Strategies
 Reward your followers with:
 Discounts, deals, special offers

42. Twitter: Strategies
 Join a conversation
 Answer a question
 Ask your followers a question
 Participate in a topic your followers are discussing
 But, don’t…
 Force the conversation
 Try to change the topic

43. Twitter: Strategies
 Integrate your social networks
 Syndicate Twitter to Facebook

44. Twitter: Strategies
 Use your email signature file

45. Tools

46. Facebook Applications
 Networked Blogs
 Syndicate your blog to Facebook

47. Facebook Applications
 Slideshare

48. Facebook Applications
 YouTube/Video

49. Facebook Applications
 Wildfire
 Create promotions to:
 Increase Likes
 Increase engagement
 Run contests/promotions
 Collect email addresses (for remarketing)

50. Tools for Twitter
 FollowerWonk
 Find new followers
 Analyze your account

51. Tools for Twitter
 Find new followers

52. Tools for Twitter
 Analyze followers to understand influencers that are currently
following you

53. Tools for Twitter
 Tweroid
 Analyzes your followers and shows the best time of day to
tweet (to get the most exposure)

54. Tools for Twitter
 Twilert
 Alerts you of brand/keyword mentions

55. Tools for Twitter
 Twitter Counter
 Track the # of followers over time

56. Reporting

57. Reporting
 Facebook Insights

58. Reporting
 Facebook Insights

59. Reporting
 HootSuite
 Click stats

60. Reporting
 HootSuite
 Clicks by Region
Top Referrers

61. Reporting
 HootSuite
 Most popular tweets

62. Reporting
 Google Analytics

63. Thank you!
John McPhee
@jwmcphee
Facebook.com/FormicMediaInc
johnm@formicmedia.com
503.517.9059 x122