Greater Spokane - Navigating the World of Facebook and Twitter

Facebook and
Twitter for
Business
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging
community
Ranked in top 25 for traffic, top
10 for engagement and top 5 for
link backs – in the country
0 page views per month 20,000 page views per month
0 Facebook fans 5000 Facebook fans
0 Twitter followers 13000 Twitter followers
0 Linkedin Connections 3500 local Linkedin Connections
0 YouTube Videos 160 Videos (15,000 views)
0 Blog posts 500 posts
from click to mortar
The Story

The Storyfrom click to mortar
•5 Wineries 40 Wines 1 Location
•Co-op business model
•Event facility (3000 sq ft)
•Future expansion
•Voted “Best new biz in 2011”
•Featured in Alaska Airlines
Magazine and on MSNBC.com

from click to mortar
•Author
•Seminar Leader
•Consultant
•Build affordable template based web sites
•Manage businesses online content
The Story

The Story from click to mortar
•Wine and beer specialty shop
•Kendall Yards
•Opening Spring 2015

Today’s Agenda
1. What is Facebook?
2. Understanding Timeline & Edgerank
3. Engagement – What, When How?
4. Getting Noticed in a News Feed
5. Three Fabulous Facebook Finds
6. Five No Brainers You’re Probably Not Doing
7. What the heck is Twitter?
8. Learning the language?
9. Follow and be followed
10. When, what and how often
11. Five Twitter Tools
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | nectarmediaconsulting@gmail.com

How Do Customers Find
You?
•1.2 billion accounts
•405 minutes month
•Engage
•600 million accounts
•30 minutes month
•Conversation
•10 minutes month
•Search Engines
•Drives web traffic
•17 minutes month
•Professional /Resume
•Attention

Facebook
What’s it all about
•PEOPLE
•Engagement
•Extension of brand
personality
•Extension of in store
experience
•18-44 age
•60% female

Facebook
Why you need to be there
•PEOPLE
•2/3 of Americans on FB
•50% of them every day
•Brand awareness
•Top of mind
•Business to consumer
connections

How much is a fan worth?

Referrals
Organic Engagement
Facebook Advertising
Grow a page “like me”

Engage
Building brand ambassadors through referrals
advertising and engagement

Like -vs- Friend
Setting up Fan Page
Understanding the Facebook
“Top News / Most Recent”
Basic Uses
Building Your Base
What to Post
How Often to Post
Engage
Growing brand ambassadors through referrals, advertising and engaging content

Businesses that have “Friend” pages are in violation of
Facebook terms of use
Your “Friend” page runs the risk of being shut down
Maximum “Friends” is 5000
Cannot use FB ads or analytics for “Friend” pages
Cannot use FBML for “Friend” pages
Engage
Like versus Friend
https://www.facebook.com/pages/create.php?migrate

1.
2.
Engage
Setting up a business page

Engage
Understanding Facebook Algorithm

Top Stories
It is the default when someone
clicks home in Facebook
It is not real time
Shows the pages and friends
you have recently engaged with
Shows popular content among
your friends and pages
No engagement means not in
the feed
Engage
Understanding Facebook Algorithm (Top Stories)

Recent Stories
Real time stream of friends and
liked page activity
Something posted 4 hours ago
will only be seen by those online
within that immediate window
Engage
Understanding Facebook Algorithm (Recent Stories)

Engage
Understanding Facebook Algorithm
A brand that does not focus on
engaging and consistent content gets
lost among the thousands of posts
that Facebook can serve to its
audience

Declining Reach

What Do You Do Now?
1. Deal with the new
reality.
2. Diversify your social
strategy
3. Be intentional and
strategic with Facebook
activity
4. Boost posts and
occasional Facebook ads

8 Ways to Get Noticed in a Facebook Feed

1 Be Consistent
1 – 3 posts per day that are diverse in
content type (pictures, text only,
links, video). Make sure the
balance of your posts are value
add and engaging before selling.

2 Time of Day
Look at your Facebook Insights for information
of when your fans are online. In generalities
8-10am, 2-3pm, and 7-9pm are the highest
traffic times.

3 Shorter Character Counts
Keep your posts under 80 characters. Facebook
studies show that the most interacted with
posts are ones that are 40-60 characters.

4 Include Calls to Action
Facebook users will respond to your
call to action. Ask for feedback
(market research), ask for
interaction, be entertaining.

5 Change your Cover Photo
The cover photo is a large piece of
real estate and now shows up in
newsfeeds and when people
hover over your brand name. Best
practices say to change this
monthly and use the real estate
for calls to action.

6 Interact with Your Own Posts
Two things here. 1) respond and
interact with the people who
comment on your posts. 2) Use
Facebook as yourself to like your
own post. Both increase organic
growth opportunity

7 Use Facebook Advertising
The reality of the world we live in is that
Facebook reach will only be broad
with the use of Boosted Posts and
Advertising. The cost is minimal and
the reach is to the audience you want.

8 Add Value Before Selling
Incorporate the practice of give, give
give, sell or jab, jab, jab, right
hook. Your content should be
70% engagement, 20% sharing,
and 10% selling.

1. Quotes
2. Answers to Frequently
Asked Questions
3. Did You Know Trivia
4. Pictures of your business
5. Questions of the Day
(great research)
6. Video
7. Links to things you like
8. Promoting local events
9. Your blog posts
10. Sales or Events
Engage
What to post

Timeline for Business Brands

Cover Photo and Other Branding
850 x 315 pixel banner 180x180 pixel profile pic
•The profile picture has been moved up into the cover photo
•The like, following, message boxes have been moved on top of the cover photo.

WooBox.com
Three Fabulous Facebook Finds
Three great tools for Facebook Success
Woobox is a suite of tools that can help connect your Facebook fans with your other social networks
(Twiiter, You Tube, Flicker). The application also offers cool interactive photo sharing, slide shows,
music, PDF files and a host of other advanced features. Woobox offers nine free applications along with
pro and premium services for the more advanced user. At the minimum you can connect your Twitter
and YouTube accounts to Facebook tabs for free!

Shortstack.com
Create deals build sign up forms, host contests, build custom pages and more

Shopify on Facebook
https://apps.shopify.com/facebook-store
Build a shopping cart for your
products and services and
turn your Facebook page into
an opportunity for revenue.

NO BRAINERS
That will make an immediate impact

5 No Brainers
Add your social media contacts to:
Web Site
Email
Business Card

Get your Facebook Vanity URL
Easier to communicate
Better search returns
Branding
5 No Brainers
http://www.facebook.com/username

Add a Facebook Badge to your Website
Drive likes
Create engagement
5 No Brainers
http://www.facebook.com/badges/page.php

Respond to everyone
Never let a mention or post go un-noticed
Say thank you
Be the last person to comment on a
Facebook conversation
5 No Brainers

Post Content
If you’re committed to this there should
always be something new to talk about
Content is king; conversation is queen
Empty sites are like out of date web sites,
unreturned phone calls, unresponsive
representatives, and empty promises
5 No Brainers

QQ&&AA

140 Character Micro Blog
Twitter is…
Social messaging
News reporting
Social marketing
Conversation
More than 600 million people are on Twitter
2 Billion tweets per week
Real time stream of conversation, brand
awareness, consumer sentiment
A many to many conversation
Instant impact and response
What is Twitter?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia |
nectarmediaconsulting@gmail.com

Online cocktail party
What is Twitter?

The social consumer…
What is Twitter?

A Look at twitter.com: Me
Your profile
Picture
Name
140 character
description
Web site
Your Tweets
Your stats
Tweets,
following,
followers, lists
Images
Similar people

A Look at twitter.com:
Home
Your timeline
@ mentions
Activity of
people you
follow
Saved searches
Lists you create
Tweets from
people you
follow
Side bar
Who to follow
User profile
details
Trending topics

Connect
Connect
Interactions
Mentions

Discover

@ - Mention (main conversation)
DM (Direct Message – private)
RT (Retweet)
# Hashtag
Trending
List
Favorite
The Language of
Twitter

The Tweet
140 characters including any URLS and user names.
Can be about anything you want it to be about
The Language of
Twitter

The @ Mention / Reply
@username – designates who you want to mention or talk directly to in a
tweet. Starting the tweet with a user name is only visible to the user and any
followers you have in common.
Also known as a mention when people use your username in a tweet
DM – Direct Message – a private tweet to a @follower
@follower must be following you back to send a DM
The Language of
Twitter

RT – The retweet
Retweeting is simply forwarding a message
or content along to your followers - sharing
Retweets can be done at Twitter.com using
the Retweet action icon (using this format
does not allow any customization of the
message.)
The Language of
Twitter

# Hashtag
Placing # before any word creates an
automatic search stream link for the term
Easy aggregator of information
Assist in following a conference, seminar, or
topic. Multiple users can participate
The Language of
Twitter

Favorite
Save any tweet to
reference it later.
Great for coming
back to great
content
Trends Lists
What is popular
Join in the
conversation and get
greater exposure
Manage and group
your followers
See what lists you
appear on.
Find new followers
on others lists
The Language of
Twitter

Follow people of like interests
Use Twitter Search
Try to locate key influencers in your area / field
Don’t follow people who haven’t tweeted in a while
Follow in chunks of 70-100 people
Follow people in the “lists” of influencers
When you follow people you will see their tweets
How to Grow a
Following

WeFollow
http://wefollow.com
How to Grow a
Following

Twitter Advanced Search
https://twitter.com/search-advanced
How to Grow a
Following

Start Tweeting
How to Grow a
Following

How to Tweet

Share posts from others you enjoy –
Retweet
Share content you create
80/20 rule – Share relevant content
before you sell
How to Tweet

If Content is King, Conversation is Queen
Respond when you’re mentioned
Jump in to the conversation
Ask questions
It’s just talking to people
How to Tweet

Questions
Links
Activities / with media is preferred
Pictures
Posts you like
Posts you create
Events / Sales / Offers
Tips for your industry
How to Tweet

How to Tweet: Bad
Example

How to Tweet: Good
Example

Unlike Facebook, as long as you’re not promoting or selling, tweeting a lot
is usually embraced. Quick bites of information are engaging and add to
the conversation.
10+ times per day (as long as you’re not selling)
Be ENGAGING
Okay to share same info 2-4 times at different times of the day
How to Tweet

 Manageflitter.com
Three Twitter Tools

 ManageFlitter
Tweetdeck / Hootsuite
Three Twitter Tools

Tweetdeck.com
Three Twitter Tools

Hootsuite.com
Three Twitter Tools

 WeFollow.com
Tweetdeck / Hootsuite
Tweet Binder
Three Twitter Tools

TweetBinder.com
Five Twitter Tools

mayhem@nectarmedia.co
http://nectartastingroom.com
http://spokanewinemagazine.com
http://nectarmedia.co
@nectarmedia
SlideShare.net/NectarMedia
Facebook.com/NectarMedia
YouTube.com/NectarMedia
Contact Info

Greater Spokane - Navigating the World of Facebook and Twitter

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