Training presentation on using Facebook for business marketing

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2. Topics
— What
is
Facebook
— Why
Should
Businesses
be
on?
— Ge9ng
Started
— Pos=ng
— Measurement
— Demographics
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3. Facebook
— Founded
in
2004,
but
since
2006
open
to
anyone
over
age
13
with
an
email
address
— Originally
for
personal
connec=ons,
but
now
brands
in
the
game
too
— The
numbers
speak
for
themselves:
1,000,000,000
ac=ve
users
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4. Why use it?
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5. It’s
the
new
SEO
— Social
Media
Op=miza=on
(SMO)
is
the
new
SEO,
or
rather
two
halves
of
a
whole.
— SMO
is
the
distribu=on
of
social
objects
(videos,
blog
posts,
tweets,
Facebook
updates)
so
that
they’re
op=mized
to
rise
to
the
top
of
any
related
search
query,
where
and
when
it
is
performed.
— Eben
will
cover
op=miza=on
–
page
=tles,
descrip=ons
and
tags.
— SEO
+
SMO
=
Amplified
findability
in
the
tradi=onal
and
social
web.
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6. It’s
Effec=ve
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7. It’s
Growing
— Social
media
adop=on
among
U.S.
small
businesses
doubled
in
the
past
year
from
12%
to
24%
— 61%
of
small
business
owners
use
social
media
to
iden=fy
and
a`ract
new
customers.
— 75%
surveyed
have
a
company
page
on
a
social
networking
site.
— 45%
expect
social
media
to
be
profitable
in
the
next
12
months.
According
to
survey
conducted
by
University
of
Maryland's
Smith
School
of
Business
with
Network
Solu>ons
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8. It’s
Real-­‐Time
— Reveal
the
human
side
of
a
company,
give
it
personality
— Provide
useful
informa=on
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-­‐=me
— Have
a
plaform
for
announcing
news,
promo=ons,
events
— Generate
new
business
leads
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9. It’s
Huge
— Facebook:
1,000,000,000
ac=ve
users
— Twi`er:
175,000,000
ac=ve
users
— LinkedIn:
150,000,000
registered
users
— Pinterest:
8,000,000
ac=ve
users
— Blogs:
346,000,000
people
read
blogs
every
day
— YouTube:
800,000,000
unique
visitors
last
month
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10. Achieve
Business
Objec=ves
— Increase
visibility
— Connect
with
customers
— Increase
engagement
— Promote
your
brand
— Create
a
community
— Promote
and
manage
events
— Give
back
to
loyal
customers
through
special
offers
and
discounts
10

11. What’s
the
ROI?
— Tapping
into
the
latest
research,
Imbue
Marke=ng
has
taken
a
closer
look
at
the
value
of
social
following
— Results
published
March,
2012
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14. Facebook
-­‐
Ge9ng
Started
https://www.facebook.com/pages/create/
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15. Facebook
-­‐
Ge9ng
Started
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25. Examples
of
Cool
Covers
h`p://www.dreamgrow.com/23-­‐cool-­‐examples-­‐of-­‐
facebook-­‐page-­‐cover-­‐photos/
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74. Video
on
GibbonsDigital.com
— h`p://gibbonsdigital.com/linking-­‐your-­‐facebook-­‐
business-­‐page-­‐to-­‐your-­‐twi`er-­‐account/
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87. Ge9ng
Started
-­‐
Social
Media
Plan
— Define
the
goals
for
social
media
— increasing
sales,
brand
awareness
/
engagement
or
simply
more
people
who
“like”
or
“follow”
your
business
— Create
your
plan
–
align
with
marke=ng
calendar
— Iden=fy
the
most
important
keywords
for
your
business.
Use
these
consistently
in
all
posts,
tweets,
updates.
— Create
a
content
calendar
for
pos=ng
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
87

88. Topics
for
Your
Content
Calendar
— Post
engaging
relevant
content,
in
short
post
with
great
images.
— Business
Updates,
Events,
Hiring,
etc.
— Your
thought
leadership,
original
content,
blog
posts
— Curated
content
from
complimentary
businesses/services
— Fun
things
–
reflect
popular
culture,
e.g.,
Super
Bowl,
Marathon,
Labor
Day,
etc.
— Show
your
personality
–
appropriate
cartoons,
you
on
the
golf
course,
etc.
— Employee,
supporter,
customer,
donor
of
the
week
— Ask
ques=ons,
take
polls,
conduct
contests
88

89. Pos=ng
— Set-­‐up
Google
Alerts
for
your
keywords
— Best
prac=ce
is
to
post
on
Facebook
one
=me
per
day,
Minimum
2
=mes
per
week
— Use
tools
like
HootSuite,
TweetDeck
to
schedule
and
manage
posts
89

90. Engage
and
grow
your
following
— Write
interes=ng
and
relevant
posts
will
encourage
followers
to
engage
with
your
posts
— Liking,
commen=ng
and
sharing
are
important
— Facebook
uses
the
level
of
engagement
to
determine
how
many
people
see
your
posts
— Reveal
the
human
side
of
a
company,
give
it
personality
— Provide
useful
informa=on
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-­‐=me
— Have
a
plaform
for
announcing
news,
promo=ons,
events
90

91. 91

92. Facebook
Best
Prac=ces
— Use
Facebook
To
Connect
with
Poten=al
Clients
— Develop
Business
page
OR
use
personal
profile
— Maintain
a
Consistent
Flow
of
Communica=on
— Post
2
=mes
per
week
(lis=ng,
info)
— Blog
posts,
images
of
sold
proper=es,
etc.
— Integrate
Facebook
Into
Your
Exis=ng
Marke=ng
— Constant
Contact
App
— Use
different
images
on
different
channels
— Create
and
Maintain
a
Professional
Image
92

93. Build
Up
Your
“Likes”
— Hold
contests/sweepstakes/giveaways/refer-­‐a-­‐friend
— Put
a
link
to
your
Facebook
page
on
your
website
— Include
Facebook
link
on
all
materials
that
reach
target
market
(business
card,
emails,
flyers,
etc.)
— Leverage
your
email
list
— Build
community/engagement
and
it
will
grow
organically
— Join
relevant
groups
— Run
Facebook
Ads
93

94. Measuring
— Use
Facebook
Insights
to
see
which
posts
are
most
successful
for
you
— Success
=
posts
with
Likes,
Shares,
and
Comments
— Use
Google
Analy=cs
to
monitor
if
Facebook
and
other
Social
Media
sites
are
sending
traffic
to
your
website
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97. 97
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98. Demographics
-­‐
Facebook
— 86%
of
Facebook
users
are
age
25
and
older
— 81%
have
some
college
educa=on
or
bachelors/graduate
degree
— 58%
earn
$50,000
or
more
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98

99. Thank
You!
Bridget
Gibbons
bridget@gibbonsdigital.com
Gibbonsdigital.com
@gibbonsdigital
Facebook.com/gibbonsdigital
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