Leigh-Chantelle's 2-hour presentation for Bartercard Brisbane South on Tuesday 23 August 2016. Email for PDF, handout or any questions

1. 23 August 2016
Introduction to FaceBook for Business
with Leigh-Chantelle
image from socialmediatoday.com

2. My Background
Content Creation & Social Media since 2009
Appraisals, Consulting & Training Businesses
Give lectures, workshops, consultations and
coaching on the following topics:
Online Marketing & Social Media
Online Etiquette & Effective Communication
Tech Tips & Online Security
Writing and Releasing your own Book or eBook
Vegan Health & Lifestyle
Staging Effective Events & Engaging Volunteers
Published Author, International Speaker & Consultant
EpicentreEquilibrium.com
Leigh-Chantelle.com
VivalaVegan.net

3. Social Media Channels
✤ WebHostingSecretsRevealed.com

4. Why Do I Need to Be On Social Media?
✤ The internet has 3.17 billion users (world’s population: 7.3 billion)
✤ There are 2.3 billion active social media users
✤ 91% of retail brands use 2 or more social media channels
✤ Internet users have an average of 5.54 social media accounts
✤ Social media users have risen by 176 million in the last year
✤ 1 million new active mobile social users are added every day - 12 each second
✤ Facebook Messenger and Whatsapp handle 60 billion messages a day
Stats: brandwatch.com March 2016

5. Digital in Australia

6. Annual Growth

7. Social Media Marketing is Used For:
✤ Brand Awareness
✤ Engagement
✤ Connecting with the Community
✤ Building a Community
✤ Understanding your Audience Better

8. What’s So Great?
✤ Online is always evolving and the customer/viewer is now in control.
✤ Social Media shows consumers behind the scenes, showing why, how and in what way
they should engage with a brand or group.
✤ Social Media focuses more on the process and not just the outcome.
✤ Social Media recognises the power of a creative network and not a strict hierarchy,
therefore it is less formal and more engaging.

9. Users on Social Media
Facebook: 1.71 billion users
Flickr: 112 million users
Google+: 300 million users
Instagram: 400 million users
LinkedIn: 300 million users
Periscope: 10 million users
Pinterest: 100 million users
Reddit: 36 million accounts
Snapchat: 100 million users
Twitter: 320 million users
WhatsApp: 900 million users
Youtube: 1 billion+ users
Stats: brandwatch.com March 2016

10. Social Media Use

11. Top Social Platforms

12. Cheap(ish) & Easy(ish)
✤ Social Media is a great cost-saving way to promote your idea and your passions and
to build an online community of followers.
✤ Video camera, editing software, microphones, computers and laptops are now
affordable and this gives many more people the opportunity to create, edit and
spread information more easily and cheaply.
✤ By utilising these new ways of creating, editing and spreading information, Social
Media has become mainstream with many people taking part.

13. How?
✤ Commit
✤ Create and share high-quality, relevant content
✤ Highly visual
✤ Promote shareability
✤ It takes at least 6 months to develop an online position (more like 2 years)

14. FaceBook
✤ #1 for amount of profiles (#2 Google+)
✤ There are 1.71 billion monthly active users (as of July 2016)
✤ 823M of those are mobile-only users
✤ There are 1.083 billion daily active users
✤ 47% of Facebook users only access the platform through mobile
✤ Facebook adds 500,000 new users every day - 6 new profiles every second
✤ Worldwide, 38.6% of the online population use Facebook
✤ Users spend an average of 20 minutes per day on the site
✤ 100 million hours of daily video watch time
✤ Facebook accounts for 62% of social logins made by consumers to sign into the apps
and websites of publishers and brands
Stats: brandwatch.com March 2016

15. FaceBook Business
✤ 50 million active small business Pages
✤ But only 2.5 million of those businesses pay to be ‘active advertisers’
✤ Although 75% of brands will pay to promote posts
✤ 78% of Facebook advertising revenue comes from mobile ads
✤ Average advert click through rate on Facebook is 0.9%
✤ Although adding a CTA button can lift click-through-rate by 2.85 times
✤ 49% of users like a Facebook page to support a brand they like
✤ 40% of users don’t like any brand pages – meaning paid adverts are the only way to
reach them
✤ Videos earn the highest rate of engagement, despite only making up 3% of content
✤ Posts published on Thursday and Friday receive the highest engagement
Stats: brandwatch.com March 2016

16. FaceBook Reach
✤ Organic reach has been slashed for pages – down to 3-5% at best - FaceBook is now
Pay to Play.
✤ Put a certain amount of money on your posts eg $5 per post - or don’t post if no-one
is seeing your posts
✤ Cuts down on irrelevant posting – create only good content.
✤ Work out what your (targeted) audience likes the most and create more of this.
✤ Paying won’t necessarily get engagement and reach – quality posts needed for
engagement

17. FaceBook Demographics
Pew Research Center 2015 findings:
✤ Facebook is the dominant social media network for virtually every age demographic:
✤ 18 to 29: 82%
✤ 30 to 49: 79%
✤ 50 to 64: 64%
✤ 65+: 48%
✤ Comparatively, 31% of online adults use Pinterest, 28% use Instagram, 25% use
LinkedIn and 23% use Twitter.
pewinternet.org

18. FaceBook Users

19. FaceBook Page

20. FaceBook Advertising

21. FaceBook Advertising

22. FaceBook Boost Post

23. Focus onVisuals
✤ Visual Content much more likely to get shared
✤ Stimulate engagement and shareability by creating high-quality, relevant content
that’s highly visual.
✤ If you can show something, do this instead of telling
✤ Create ORIGINAL and BRANDED visual content - PicMonkey.com
✤ Watermark your images before you share them.
✤ Instagram, Pinterest especially - don’t forget Twitter and FaceBook

24. Be Pro-Active with Engagement
✤ More visuals
✤ Shorter posts
✤ Offer promotions to your followers or discount codes, giveaways, contests.
✤ Most importantly, be proactive with your engagement.
✤ Ask more questions, respond more often
✤ Use + and @ to connect with others
✤ Join communities and groups
✤ See what’s trending and popular
✤ Collect email addresses

25. Share & Share Some More
✤ If you have group of people or band, take turns posting and responding on your pages
eg Mondays is Dave’s turn,Tuesdays is Sharon’s turn etc.
✤ Schedule updates – HootSuite – also on FaceBook
✤ Use tools to measure Return On Investment (ROI) eg Google Analytics, Shares,
Comments, Likes, +1s, re-tweets etc
✤ Share Visuals, Events,Teach & Sell
✤ Share your Social Media profiles on other SM channels
✤ Link to all your channels on your website, email signature, mailing list
✤ Encourage likes, +1s, re-tweets.

26. Best PostingTimes - FaceBook

27. What Should I Share?
✤ Share online content that matters to you and to others in your arena.
✤ Provide value to your readers by focusing on relevant and up to date information
shared on a regular basis.
✤ Have something meaningful to say by knowing your topic well and knowing your
audience.
✤ Think outside the square.
✤ Have a unique focus or approach.

28. Ideas for Shareable Content
✤ Create Conversation - ask questions that will engage your fan base and encourage
answers.
✤ Educate and Inform - share podcasts, transcripts, eBooks, facts, lists/top 10, how to’s
and reviews.
✤ Share Visuals - upload photos, images, infographs, videos, eBooks and presentations.
✤ Link to your website - share blogs, articles, online store, recipes etc from your own
website.
✤ Gauge Opinions - ask your fans for their opinions and feedback on upcoming, new
or existing products or services.
✤ Entertain - share podcasts, videos, presentations and music.
✤ Be Inspirational: upload quotes, music and fascinating facts.

29. Ideas for Photos
✤ Products
✤ Team/Staff
✤ Fans/Followers
✤ Behind the Scenes
✤ Action shots
✤ Collages
✤ Selfies
✤ Moving – video
✤ Caption this

30. Be Consistent
✤ If you are lazy, this is unfortunate as the culture asks a lot from individuals.
✤ Updating regularly, allowing others access to your life, being online to answer
questions, continuing on with developing your community, reaching out to others
and more.
✤ You need to have good time management skills and keep topics up to date.
✤ Set expectations of when you or your team will be online and when you will
respond.
✤ Post regularly, not as often as possible.
✤ Whenever you decide to post, remember to be consistent.
✤ It’s better to post once a week than posting every day for three weeks and then not

31. Be Creative & Don’t SPAM
✤ Remember to share at least 5 times more content from other sources before you
share your own content.
✤ Sharing your own content all of the time can seem like SPAM.
✤ Remember that people learn more from seeing visuals than they do from seeing a
lot of text or too much information.
✤ Mix it up.

32. Share Something Different Each Day
✤ Break each week into different content relating to a particular day:

33. Keep In Mind...
✤ Be careful what you share online because everything is a permanent reflection of you
or your company/group that may never be erased.
✤ If you have various people posting on behalf of your company, make sure that
everyone knows the goals of the company.
✤ Ensure that people know what to post as well as what not to post.
✤ Always use the correct grammar, punctuation and spelling.
✤ If you wouldn’t say it to someone’s face or mail it on a postcard, don’t say it online.
✤ Consider how the content you share is positive or negative for your company.
✤ Don’t abbreviate or use slang - just because you know what it means, doesn’t mean
others will.

34. How Do I Connect?

35. SetYour Goals & Commit
✤ Have clear goals with exactly what you want to achieve.
✤ Know your audience and where they are online.
✤ Be realistic with what you can commit to – and stick to it.
✤ Combine your own website, email marketing and paid marketing with your Social
Media postings.
✤ Be persistent and be patient when building your online community.
✤ It takes at least 6 months to develop an online position – but realistically it’s more like
1-2 years.

36. Creating ATribe
✤ Email is still the best way to convert customers - offer free eBooks, links on your
Social Media and website
✤ Build your Digital Assets
✤ By creating your own content, you are showing that you’re a leader in the market
and not a follower
✤ People will keep coming to you for original content.
✤ Create multi-media content eg video becomes transcribed blog, detached audio
becomes podcast

37. Your Digital Assets

38. YourWebsite
✤ Own your own domain name
✤ One spot to showcase yourself
✤ Optimised for search, (SEO) and mobile devices.
✤ Include relevant keywords naturally in your website text
✤ Page URLs to have words, instead of numbers
✤ Make sure your information is updated and all links work

39. YourWebsite Features
✤ About/Bio, Press, Gallery, Audio,Visual, Contact, Mailing List & Shop
✤ Follow buttons for all your Social Media channels
✤ Incentives to join your mailing list eg free eBook
✤ Option to share your online content

40. YourWebsite

41. Online Etiquette
✤ Online Etiquette simply means courtesy to others online.
✤
Words are powerful. Just as they have the power to motivate and inspire, they also have the ability to hurt and
harm others.
✤ Whatever you’re doing or sharing online can be viewed by anyone with Internet access - including videos, text or
comments you make, photos you upload and more.
✤
Remember that once something is out there it’s out there online for a long time – if it ever really goes away.
✤ Most job recruitment agencies look at your online reputation before hiring
✤ If you have unsuitable photos or videos, inappropriate comments or Likes and concerning lifestyle choices, these
may cost you a job.
✤
Your online image could also cost you your friendships, your relationship, a place at school or university, a place on
a team or group and a may even cause a whole lot of humiliation.
✤ Remember above all that the information you share about yourself is the one thing online that you have complete
control over, so use this well.
✤
Use the Internet as a marketing tool for you, your life and your future success.

42. Top 10Tips for Online Etiquette

43. Check Out
✤ Online Etiquette article &WhyYou Should Use Social Media to Support your Cause article - both by Leigh-Chantelle
✤
Jeff Bullas - jeffbullas.com
✤
Mari Smith - marismith.com
✤ Search Engine Journal - searchenginejournal.com
✤
Social Media Examiner -socialmediaexaminer.com
✤
Social Media Today - socialmediatoday.com

44. Connect: