1. The document discusses the benefits of social media for small businesses and provides tips for an effective social media strategy. 2. It highlights that nearly half of small businesses now have a social media presence but few pay to advertise, and provides an overview of Facebook advertising basics. 3. The key recommendations are to define marketing goals, put Facebook in your marketing mix, create interesting and engaging content, encourage sharing, and advertise on Facebook to reach more people.

1. Social Media for the
small-business adviser

2. Gavin
Klose
Steve
Holmes

3. Social Media Agenda
1. How business can benefit.
2. The best channel(s) for you.
3. Making content personal.
4. Facebook Myths and Truths.
5. Managing risk and other tips.
6. Facebook Advertising basics.
7. Feedsy giveaways.
8. Q&A.

4. BARRIERS
or ISSUES?

5. Benefits?

6. Fish where the fish are
Reach
Retain
ReferResearch
React

7. Who is participating?Report snapshot
Proportion of businesses that have a social media presence
Proportion of businesses with a social media prescence that paid to advertise
49%
Medium Businesses
OPEN
60%
Large Businesses
OPEN
47%
Small Businesses
OPEN
Source: Sensis Social Media Report 2017, June 2017

8. Finance industry?
Source: Sensis Social Media Report 2017, June 2017
Proportion of SMBs with a social media presence 2011 2012 2013
Total 15% 27% 31%
Cultural, Recreational and Personal services 41% 58% 60%
Retail Trade 14% 30% 32%
Hospitality (Accommodation, Cafes and Restaurants) 33% 47% 54%
Communication, Property and Business Services 14% 30% 27%
Health and Community Services 4% 23% 23%
Wholesale Trade 13% 27% 44%
Finance and Insurance 10% 13% 18%
Transport and Storage 18% 23% 17%
Manufacturing 9% 16% 18%
Building and Construction 5% 10% 25%
Base: All SMBs: Small: n=900. Medium: n=100.
QB1a. Does your business have a social media presence? This might include having a Facebook page, Goo
LinkedIn, having a blog, hosting forums or using a social media based rating system?
2011 2012 2013 2014 20162015
0%
5%
2017
2012 2013 2014 2015 2016 2017
27% 31% 37% 31% 48% 47%
58% 60% 59% 49% 77% 66%
30% 32% 50% 41% 61% 58%
47% 54% 59% 45% 60% 70%
30% 27% 44% 24% 60% 58%
23% 23% 26% 42% 49% 47%
27% 44% 21% 32% 45% 53%
13% 18% 26% 29% 41% 32%
23% 17% 13% 32% 38% 27%
16% 18% 26% 19% 35% 40%
10% 25% 19% 19% 32% 34%
e having a Facebook page, Google+, YouTube, Pinterest, Vine, Instagram, being active on Twitter or
g system?
2017

9. Your market is
on social media
(even if you’re not)
age although it remains popular with the older age groups.
Comparing the genders, we see that platforms are used slightly
more often by females than males.
Across the states and territories usage and frequency of use
is greatest in the NT. Victorians are accessing social media
platforms less frequently than elsewhere.
Frequency of using social networking sites Total Male Female 18-29 30-39 40-49 50-64 65+
At least once a day 59% 58% 60% 89% 80% 61% 40% 23%
Most days 9% 8% 9% 7% 7% 13% 10% 5%
A few times a week 5% 4% 5% 2% 5% 4% 5% 8%
About once a week 3% 5% 2% <1% 2% 3% 6% 6%
Less often than weekly 3% 4% 3% 1% 2% 5% 5% 5%
Never 21% 21% 21% <1% 4% 14% 34% 53%
Frequency of using social networking sites Total NSW VIC QLD SA WA TAS NT ACT Metro Regional
At least once a day 59% 62% 48% 57% 75% 61% 75% 82% 61% 59% 57%
Most days 9% 10% 10% 6% 5% 9% 3% 2% 2% 9% 9%
A few times a week 5% 4% 7% 4% 1% 4% 2% 4% 9% 4% 6%
About once a week 3% 4% 5% 3% 2% 2% 6% - 4% 2% 6%
Less often than weekly 3% 4% 5% 4% 1% 1% <1% 3% 2% 4% 3%
Never 21% 16% 25% 26% 16% 23% 14% 11% 24% 22% 19%
Base: All Internet users (800).
Q2a. How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn?
Note: Rounding occurs.
59% of Australians use
social networking sites
at least once a day
Source: Sensis Social Media Report 2017, June 2017

10. 0% 10% 20% 30% 40% 50% 60% 70%
15m
14.7m
4m
3.6m
3.1m
2.8m
60k
AustralianSocialMediaUsers
Totaland%ofPopulation
https://www.socialmedianews.com.au/social-media-statistics-australia-december-2016/
4m
5m

11. Source: Radicati Group Email Statistics Report, 2013-2017
Active Social
Media Users
1,091 1,202 1,319 1,443 1,573
Active MOBILE
Email Users
897 1,152 1,422 1,632 1,779
0 M
1,250 M
2,500 M
3,750 M
5,000 M
2013 2014 2015 2016 2017
Social Media Accounts Email Accounts Active Social Media Users Active MOBILE Email Users
Email is not dead
(especially on mobiles)

12. Which
Channel(s)?

13. Facebook
Business to Consumer
Brand Awareness
Lead Generation
Sales Conversion
Retention
Upselling Post Sales
Referalls

14. 
Youtube
Business to Consumer
Brand Awareness
Lead Generation
Sales Conversion
Retention
Upselling Post Sales
Referalls
(via other channels)

15. LinkedIn
Business to Business
Brand Awareness
Lead Generation
Sales Conversion
Retention
Upselling Post Sales
Referalls

16. Twitter
Business Grape Vine
Brand Awareness
Lead Generation
Sales Conversion
Retention
Upselling Post Sales
Referalls

17. Email
Business to Person
Brand Awareness
Lead Generation
Sales Conversion
Retention
Upselling Post Sales
Referalls

18. iseasy&effective
1. Fish where the fish are.
2. User friendly to do.
3. After set-up, doesn’t take much time.
4. Start with as little as $1 per day.
5. Targeted.
6. Trackable.
7. Effective.

19. Content

20. Topics&Opinions
Creating
Original
Content
Sharing
Curated
Content

21. CreationTips
 Be conversational
 Ask questions
 Involve clients & others
 Engage your team
 Content calendar

22. OriginalContentTopics
HelpingClients
Case studies
Testimonials
Impact scenarios
(how future changes
will effect you - eg
Federal Budgets,
Legislation, etc)
Education
(identifying with pain
points)
Charity/Goodwill
Celebrate team
activities (eg Relay
For Life, Biggest
Morning Tea,
Casual Day, etc)
Stories about
pro-bono charity
clients
Charity tips: seek
personal cause/
connections or look
online* for ideas
YourTeam
Employee
profile (interests,
motivations)
Office babies,
weddings,
milestones
Mothers/Fathers
Day, Easter, Xmas
celebrations
Holiday office
closures
Profession
PD learnings
(improving how to
help people)
Media Snippets
(what others are
saying about you)
Industry trends
(and how it affects
people)
* Workplace charity ideas:
http://www.beyondtheboardroom.com.au/charitable-team-building-activities-in-australia
http://www.fundraisingdirectory.com.au
https://acrf.com.au/donate-now/fundraising-for-cancer-research/a-to-z-of-great-fundraising-ideas
https://www.mycause.com.au/fundraising-ideas/office-workplace-corporate-business

23. CurationTips
 General interest topics
 Give reason for sharing
 Refer to your values etc
 Ask for opinions of others
 Your voice (be genuine)
(and members of your team’s)

24. Blogthenmulti-share
Post once
Web traffic
leads
Publish to many
News web pageContent
(from Feedsy,
FeedsyWrite
and/or you)
Email
Social
Print
SUBSCRIBE
Subscribe
yoursite.com.au
Website

25. Sharingexternalnews

26. Social Media Myths
1. I’ll generate leads just through
having a social media presence
and posting regularly.
2. Everyone who likes my page will see my
posts.
3. I’ll attract people I don’t want to attract.
4. I’ll attract negative comments I can’t
control.
5. It’s too hard to manage and not worth it.

27. Social Media Truths
1. Facebook is a channel - like TV or radio,
but you pick the content.
2. To attract people, you need good content
AND you need to advertise. Just like TV.
3. Facebook is the easiest and cheapest
way to advertise on the planet.

28. Power
Tips

29. Managing risk
1. Establish House Rules.
2. Control what people post to your Page.
3. Dealing with negative comments.
4. Block Trolls.
5. Do not provide advice on Social Media.

30. 1. House Rules
 Tone
 Profanities
 Racism
 Sexism
 Promoting stuff
 Trolling

31. 2. Control posting
Options for allowing others to on your Page:
 Do not allow it
 Allow it (live and uncensored)
 Review first (moderate - within 24 hours)

32. 3. Handling negativity
For negative posts, comments or emoticons
(that meet your House Rules).
1. Do NOT remove it.
2. Do NOT get defensive or adversarial.
3. Do NOT solve on Facebook*.
4. Do NOT ask for their contact details*.
5. Do NOT admit guilt.
* Good response/comment could be
“I am sorry that you feel frustrated. Please email
xxxxx@xxxxx.com.au so we can help you.”

33. 4. Block Trolls
Trolls like to pick fights and waste people’s
time arguing endlessly about stuff.
1. Do NOT remove their posts.
2. Do NOT throw fuel on their fire.
3. Block their future comments.

34. Sharing
1. Encourage team to share (your stuff).
2. Share from your blog.
3. Share your community’s content.
4. Share the love (Likes and Reactions).
5. Read last para summary for inspiration.
6. Schedule (See Tools).

35. How much time?
1. Up to you - it depends...
2. Running ads: 30-120 mins per week*.
3. Creating/curating: 10-60 mins per week*.
4. Engaging: 10-60 mins per week.
5. Daily, weekly or monthly (scheduling).
* Via agency (or Feedsy): 10 mins per month.

36. Tools
Scheduling Curating Automation

37. Facebook
Advertising
basics

38. ~1-16%
Organic reach

39. Who is advertising?
Proportion of businesses with a social media prescence that paid to advertise
Use of social media by location (small to medium)
49%
Medium Businesses
OPEN
60%
Large Businesses
OPEN
47%
Small Businesses
OPEN
Large
Business
Medium
Business
Small
Business
26% 35% 42%
Source: Sensis Social Media Report 2017, June 2017

40. Paid promo types
1. Boosted post.
2. Link Ad (external link/form).
3. Lead ad (Facebook form).

41. Boosted post
1. Increase reach!!!!
2. Brand awareness.
3. Increase Page Likes.
4. Increase traffic (SEO)
or engagement.

42. Link Ad
1. Capture leads or direct traffic (SEO).
2. Full control of lead capture.
3. Calls to Action button (or anywhere).
4. Use image, carousel or video.
More info: https://www.facebook.com/business/learn/facebook-link-ads

43. Link Ad example

44. Lead ad
1. Lead qualify/info.
2. Easy to do.
3. CTA button.
4. CRM integration.
5. Best on mobile
6. Lack of control.
More info: https://www.facebook.com/business/learn/facebook-create-ad-lead-ads

45. Visualise the
(ideal) client you are
trying to attract (help)

46. Target audience
Demographic
Location (radius)
Language
Age (Range)
Generation type
Gender
Relationship
Education
Job title
Work industry
Income
Home type
Co-inhabitants
Ethnicity
Parenthood
Life events/stage
Interests
Business
Entertainment
Family/People
Fitness/Wellness
Food/Drink
Hobbies/Activity
Shopping/fashion
Sports/outdoors
Technology
Behaviours
Shopping
Car purchasing
Residential profile
Charity
Mobile devices
Digital activity
Media (radio/TV)
Travel
Expat
Financial (personal)
B2B

47. Target audience
1. Create list manually (see previous).
2. People who like your Page.
3. “2” and their friends.
4. Custom (via Facebook Pixels).
5. Lookalike ( via email or LinkedIn lists).
6. More likely to engage
or visit your website?

48. Key Takeaways
1. Define your marketing goals.
2. Put Facebook in your marketing mix.
3. Be interesting and interested.
4. Blog then share.
5. Encourage team to to share.
6. Manage risk (do not be afraid).
7. Allocate time (or seek help).
8. Advertise to reach on Facebook.

49. 1. Branded blog page.
2. Weekly content (over 20 categories).
3. Add your own blog content.
4. We can write original content for you.
5. Auto monthly email newsletters.
6. Share content that leads to you.
7. We can share for you (every week).

50. feedsy.info/cpalsocial
1. Slidedeck.
2. More info.
3. Facebook audit.
4. Feedsy demo.
5. $0 set-up (Social).
 /steverholmes
 0423 020 190
 steve@feedsy.info
 /gavinklose
 0413 864 711
 gavin@feedsy.info
www.feedsy.info
 @FeedsyNews
 /feedsy.info

51. QA

52. feedsy.info/cpalsocial
1. Slidedeck.
2. More info.
3. Facebook audit.
4. Feedsy demo.
5. $0 set-up (Social).
 /steverholmes
 0423 020 190
 steve@feedsy.info
 /gavinklose
 0413 864 711
 gavin@feedsy.info
www.feedsy.info
 @FeedsyNews
 /feedsy.info