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How Small Businesses are Using 
to get BIG Results 
@vanessacabrera #yoursmm
Your Social Media Mentor – 
Vanessa Cabrera 
Chief Creative Officer 
Your Social Media Mentor, Inc. 
www.yoursocialmediamentor.com 
yoursocialmediamentor@gmail.com 
Facebook.com/yoursocialmediamentor 
@vanessacabrera 
@vanessacabrera #yoursmm 2 
Tidbit About Me: I just had 
my first child in June 
whom I lovingly used to 
refer to as #fatty on all my 
social media 
platforms…B4 he had a 
name. 
Meet Matteo!
90% 
Maintaining a 
Company presence & 
identity 
88% 
SMBs in hyper growth find social 
media to be very effective in 
achieving key marketing goals 
Generating word-of- 
Mouth about a 
company 
89% 
Delivering content & 
information about 
company 
82% 
Advertising to 
generate new leads 
% Reporting That Media is Effective for… 
2013 Linkedin Corporation
• Facebook’s reach is tremendous, with 
over 1 billion users to date. 
• Today, 1 of 2 people online have signed 
up for a Facebook account. 
• To look at it globally, 1 of 7 people in the 
world has a Facebook Profile or Page 
right now. 
@vanessacabrera #yoursmm 4
5 
“92% of industry 
professionals report 
that they have 
acquired a customer 
from Facebook.” – 
OpenForum, 2012
So how are small 
businesses using 
Facebook to get 
6 
BIG results?
Build your Facebook following by running a 
Social Campaign! 
A social campaign is when you run a 
special promotion via your social 
networks. 
@vanessacabrera #yoursmm 7
“57% of Facebook Users Like Brands for 
Discounts and Promotions.” 
8
9 
Step 1 
Build a 
Full 
Campaign 
Plan 
Step 2 
Create a 
Dynamic Offer 
Step 3 
Promote 
Your 
Campaign 
Step 5 
Measure 
Your 
Results 
Step 4 
Engage 
your Fans 
Steps to Success
10 
Strategy #1 - 
1. Offering Something 
Fans Can’t Refuse 
2. The Offer 
3. The Promotion 
4. The Results
Strategy #2 - 
1. Giving Out Free 
Advice 
2. The Offer 
3. The Promotion 
4. The Results
The Game Room – Keansburg 
Objective: Increase Facebook fans, and get new customers. 
The Plan: Run a social campaign to include coupons that people would have to Like 
their Facebook page and redeem coupons in store. 
Result: Started with 40 Facebook Fans. After their summer season they had over 
1,000 fans and business increased by 30%! 
12
13 
Do you see 
how powerful 
Facebook is for 
your business 
when done 
right?
IMPORTANT CHANGE TO 
FACEBOOK! 
Facebook Will Ban Like-Gating (Fan-Gating) on 
November 5th. 
No more driving traffic to an app on your fan 
page that forces visitors to like your page in 
order to see content, enter a contest, etc. 
Now what? 
14
Don’t Panic – You Can 
15 
Still Use the 
Action-Gating Strategy! 
Facebook gated campaigns use a pretty simple idea called action-gating: A 
company offers a prize in exchange for personal data (like an email address or zip 
code). 
Action-gated campaigns require users to complete a specific task in exchange 
for something valuable from your brand, like access to or extra entries in a 
promotion, access to a coupon, etc. The user’s task may be filling out a form, 
uploading content, voting, etc.
The Strategy: Round Up Potential 
Leads 
The Offer: Ask people to find an item 
on their website page for a chance to 
win $50 store credit. 
Lulu’s uses a straightforward question that 
requires a short answer—a tactic that ensures a 
better response rate. 
Also note how Lulu’s asks users for specific 
feedback—they steer entrants away from general 
comments. There’s no confusion on the user’s 
end and the task feels more like a creative break 
than tackling a homework assignment. 
Lulu’s collects email addresses as part of each 
entry so they can follow up with people outside 
of Facebook. This tactic is useful for a company 
like Lulu’s—or any company, really—because it 
lets them follow up via a customized email with a 
special deal.
Understanding the Difference 
Between Facebook Advertising 
and Promoted Posts. 
17
What is a Facebook Ad or 
Facebook Advertising? 
They are the ads in the right-hand column when 
you are surfing Facebook on your desktop. 
When a user clicks on a Facebook ad they are sent 
from their News Feed to a new destination such as 
your website, ecommerce store, Timeline, buy it 
now page, email signup, other social network, local 
listing and/or any website you decide to send your 
audience. 
Facebook Ads give you the opportunity to reach a 
much broader audience based on your targeting. 
18
What is a Promoted Post? 
If you don't like a business page but see a post from 
them in your News Feed, then the business is 
targeting users outside of their fans. 
Facebook's EdgeRank algorithm restricts the number 
of page posts your fans see. 
Promoted Posts are a great way to reach your entire 
audience for a cost. 
Unlike Facebook Ads, you can only target people that 
like your page and their friends with Promoted Posts. 
You can promote any post that is already on your 
Timeline and/or create one from your Ads Manager. 
An important restriction to remember is that if you 
are promoting an image post, the image must contain 
no more than 20% text or your ad will not be 
approved. 
19
Advertising with Facebook: 7 Tips for better 
targeting 1. Take advantage of advanced targeting options. Facebook has a ton of awesome 
and unique targeting options for FB paid ads you won’t find elsewhere. You can 
target audiences by location, age, gender, workplace, relationship status, language, 
education and more. 
2. Zone in on your ideal audience with interest targeting. In addition to the targeting 
options mentioned above, Facebook allows for some incredible deep interest 
targeting. This provides tremendous value, and the interest targeting capabilities 
alone can justify your use of Facebook advertising. 
3. Make new friends or focus on the old. You can target your Facebook ads 
exclusively to users who are already connected to your Facebook page, or you can 
choose to target them and their friends, or those who aren’t connected to your 
page yet at all. (Remember that extending your reach may reduce the relevance of 
your audience and cost a little more.) 
4. Keep an eye on your potential audience meter. As you add targeting options and 
narrow your audience, Facebook will generate an approximate number of people 
you’ll reach. This is only an estimate, but can help you make sure you’re not 
targeting too many people (or too few). Ads perform best when they’re targeted to 
at least a few thousand people, so consider removing some restrictions if your 
audience is dipping below this. 
20
Advertising with Facebook: 7 Tips for 
better targeting 
5. Narrow your target with more categories. If you only have a few interests 
targeted, try adding related topics in the "More Categories" section. There you'll find 
options for narrowing your audience even further - choose users who have had a 
birthday recently, who upload a lot of photos on Facebook, etc. 
6. Want to bring customers in store? Try targeting people who live in your town or 
local area. Couple this with Facebook Offers to be redeemed in store and see just 
how much in-store footfall you can get from being social. 
7. Upload your mailing list to Facebook. If you’re looking to build upon existing 
leads, you can add a custom audience and upload your mailing list directly to 
Facebook, enabling you to target users you have an existing relationship with. Taking 
advantage of the custom audiences feature often increases ad conversion rates. You 
can upload a mailing list or connect directly with Mail Chimp. Just click “Create New 
Audience” in the Audiences section. 
21
Engagement is Key: 
The “Shareable” Image Strategy 
• When Fans are asked to like a post, there is a 3x higher like rate 
than when not asked to like it. 
• When Fans are specifically asked to comment on a post, there is 
a 3.3x higher comment rate than when they are not asked to 
comment. 
• When Fans are asked to share a post, the share rate is 7x 
higher than those posts not asking for Fans to share. 
22
23 
Engagement is Key: 
Ask people to 
share… 
It works! 
You Have 2 Options - 
1. Keep doing what you’re already doing and 
continue getting the same results… 
2. Learn what’s working right now and model 
these proven strategies – with me mentoring 
you every step of the way 
24
SPECIAL OFFER FOR CONFERENCE ATTENDEES! 
• Chief Creative Officer 
25 
New Constant Contact Customers 
$45 JUMP START PACKAGE 
Purchase a Constant Contact Account and get: 
• Complete account set-up assistance 
• An upload of your contacts 
• Your first email designed and sent out for you! 
BONUS: You’ll receive an email template exclusively 
designed to match your website! Valued at $199-$299 
Current Constant Contact Customers 
Get an email template designed exclusively to match your website 
for just $99 (valued at $199-$299) 
BONUS: Receive a professional review of one of your 
current emails (valued at $149)
Your Social Media Mentor – 
Chief Creative Officer 
Your Social Media Mentor, Inc. 
www.yoursocialmediamentor.com 
yoursocialmediamentor@gmail.com 
Facebook.com/yoursocialmediamentor 
@vanessacabrera 
@vanessacabrera #yoursmm 27 
Vanessa Cabrera

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How Small Businesses Are Using Facebook to Get BIG Results

  • 1. How Small Businesses are Using to get BIG Results @vanessacabrera #yoursmm
  • 2. Your Social Media Mentor – Vanessa Cabrera Chief Creative Officer Your Social Media Mentor, Inc. www.yoursocialmediamentor.com yoursocialmediamentor@gmail.com Facebook.com/yoursocialmediamentor @vanessacabrera @vanessacabrera #yoursmm 2 Tidbit About Me: I just had my first child in June whom I lovingly used to refer to as #fatty on all my social media platforms…B4 he had a name. Meet Matteo!
  • 3. 90% Maintaining a Company presence & identity 88% SMBs in hyper growth find social media to be very effective in achieving key marketing goals Generating word-of- Mouth about a company 89% Delivering content & information about company 82% Advertising to generate new leads % Reporting That Media is Effective for… 2013 Linkedin Corporation
  • 4. • Facebook’s reach is tremendous, with over 1 billion users to date. • Today, 1 of 2 people online have signed up for a Facebook account. • To look at it globally, 1 of 7 people in the world has a Facebook Profile or Page right now. @vanessacabrera #yoursmm 4
  • 5. 5 “92% of industry professionals report that they have acquired a customer from Facebook.” – OpenForum, 2012
  • 6. So how are small businesses using Facebook to get 6 BIG results?
  • 7. Build your Facebook following by running a Social Campaign! A social campaign is when you run a special promotion via your social networks. @vanessacabrera #yoursmm 7
  • 8. “57% of Facebook Users Like Brands for Discounts and Promotions.” 8
  • 9. 9 Step 1 Build a Full Campaign Plan Step 2 Create a Dynamic Offer Step 3 Promote Your Campaign Step 5 Measure Your Results Step 4 Engage your Fans Steps to Success
  • 10. 10 Strategy #1 - 1. Offering Something Fans Can’t Refuse 2. The Offer 3. The Promotion 4. The Results
  • 11. Strategy #2 - 1. Giving Out Free Advice 2. The Offer 3. The Promotion 4. The Results
  • 12. The Game Room – Keansburg Objective: Increase Facebook fans, and get new customers. The Plan: Run a social campaign to include coupons that people would have to Like their Facebook page and redeem coupons in store. Result: Started with 40 Facebook Fans. After their summer season they had over 1,000 fans and business increased by 30%! 12
  • 13. 13 Do you see how powerful Facebook is for your business when done right?
  • 14. IMPORTANT CHANGE TO FACEBOOK! Facebook Will Ban Like-Gating (Fan-Gating) on November 5th. No more driving traffic to an app on your fan page that forces visitors to like your page in order to see content, enter a contest, etc. Now what? 14
  • 15. Don’t Panic – You Can 15 Still Use the Action-Gating Strategy! Facebook gated campaigns use a pretty simple idea called action-gating: A company offers a prize in exchange for personal data (like an email address or zip code). Action-gated campaigns require users to complete a specific task in exchange for something valuable from your brand, like access to or extra entries in a promotion, access to a coupon, etc. The user’s task may be filling out a form, uploading content, voting, etc.
  • 16. The Strategy: Round Up Potential Leads The Offer: Ask people to find an item on their website page for a chance to win $50 store credit. Lulu’s uses a straightforward question that requires a short answer—a tactic that ensures a better response rate. Also note how Lulu’s asks users for specific feedback—they steer entrants away from general comments. There’s no confusion on the user’s end and the task feels more like a creative break than tackling a homework assignment. Lulu’s collects email addresses as part of each entry so they can follow up with people outside of Facebook. This tactic is useful for a company like Lulu’s—or any company, really—because it lets them follow up via a customized email with a special deal.
  • 17. Understanding the Difference Between Facebook Advertising and Promoted Posts. 17
  • 18. What is a Facebook Ad or Facebook Advertising? They are the ads in the right-hand column when you are surfing Facebook on your desktop. When a user clicks on a Facebook ad they are sent from their News Feed to a new destination such as your website, ecommerce store, Timeline, buy it now page, email signup, other social network, local listing and/or any website you decide to send your audience. Facebook Ads give you the opportunity to reach a much broader audience based on your targeting. 18
  • 19. What is a Promoted Post? If you don't like a business page but see a post from them in your News Feed, then the business is targeting users outside of their fans. Facebook's EdgeRank algorithm restricts the number of page posts your fans see. Promoted Posts are a great way to reach your entire audience for a cost. Unlike Facebook Ads, you can only target people that like your page and their friends with Promoted Posts. You can promote any post that is already on your Timeline and/or create one from your Ads Manager. An important restriction to remember is that if you are promoting an image post, the image must contain no more than 20% text or your ad will not be approved. 19
  • 20. Advertising with Facebook: 7 Tips for better targeting 1. Take advantage of advanced targeting options. Facebook has a ton of awesome and unique targeting options for FB paid ads you won’t find elsewhere. You can target audiences by location, age, gender, workplace, relationship status, language, education and more. 2. Zone in on your ideal audience with interest targeting. In addition to the targeting options mentioned above, Facebook allows for some incredible deep interest targeting. This provides tremendous value, and the interest targeting capabilities alone can justify your use of Facebook advertising. 3. Make new friends or focus on the old. You can target your Facebook ads exclusively to users who are already connected to your Facebook page, or you can choose to target them and their friends, or those who aren’t connected to your page yet at all. (Remember that extending your reach may reduce the relevance of your audience and cost a little more.) 4. Keep an eye on your potential audience meter. As you add targeting options and narrow your audience, Facebook will generate an approximate number of people you’ll reach. This is only an estimate, but can help you make sure you’re not targeting too many people (or too few). Ads perform best when they’re targeted to at least a few thousand people, so consider removing some restrictions if your audience is dipping below this. 20
  • 21. Advertising with Facebook: 7 Tips for better targeting 5. Narrow your target with more categories. If you only have a few interests targeted, try adding related topics in the "More Categories" section. There you'll find options for narrowing your audience even further - choose users who have had a birthday recently, who upload a lot of photos on Facebook, etc. 6. Want to bring customers in store? Try targeting people who live in your town or local area. Couple this with Facebook Offers to be redeemed in store and see just how much in-store footfall you can get from being social. 7. Upload your mailing list to Facebook. If you’re looking to build upon existing leads, you can add a custom audience and upload your mailing list directly to Facebook, enabling you to target users you have an existing relationship with. Taking advantage of the custom audiences feature often increases ad conversion rates. You can upload a mailing list or connect directly with Mail Chimp. Just click “Create New Audience” in the Audiences section. 21
  • 22. Engagement is Key: The “Shareable” Image Strategy • When Fans are asked to like a post, there is a 3x higher like rate than when not asked to like it. • When Fans are specifically asked to comment on a post, there is a 3.3x higher comment rate than when they are not asked to comment. • When Fans are asked to share a post, the share rate is 7x higher than those posts not asking for Fans to share. 22
  • 23. 23 Engagement is Key: Ask people to share… It works! 
  • 24. You Have 2 Options - 1. Keep doing what you’re already doing and continue getting the same results… 2. Learn what’s working right now and model these proven strategies – with me mentoring you every step of the way 24
  • 25. SPECIAL OFFER FOR CONFERENCE ATTENDEES! • Chief Creative Officer 25 New Constant Contact Customers $45 JUMP START PACKAGE Purchase a Constant Contact Account and get: • Complete account set-up assistance • An upload of your contacts • Your first email designed and sent out for you! BONUS: You’ll receive an email template exclusively designed to match your website! Valued at $199-$299 Current Constant Contact Customers Get an email template designed exclusively to match your website for just $99 (valued at $199-$299) BONUS: Receive a professional review of one of your current emails (valued at $149)
  • 26. Your Social Media Mentor – Chief Creative Officer Your Social Media Mentor, Inc. www.yoursocialmediamentor.com yoursocialmediamentor@gmail.com Facebook.com/yoursocialmediamentor @vanessacabrera @vanessacabrera #yoursmm 27 Vanessa Cabrera

Editor's Notes

  1. Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact. (Ask people in the room if any of them have ever attended a previous seminar. If there are a lot, Clarify that this is new content but that some of the same strategies we have taught in the past still apply So they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to it Throughout the session with short exercises for them to complete. Next ask …) How many people in the room are small businesses or work for a small business? How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the information Covered in the session should help them start to move the needle.