How can I make Facebook attract customers for my small business? What should I do with my Facebook page? Is there a formula I should follow? In this presentation from Social Media Club Salt Lake City (http://www.smcslc.org), we take a look at the plethora of opportunities available with Facebook. The presentation discusses how it can enable better marketing by focusing on the entire system, and how Facebook can be turned into a vehicle for your content. Better Facebook content means a better experience for your users, customers and the entire Facebook community. Originally presented at Social Media Club Salt Lake City at http://www.chghealthcare.com building located at the mouth of the Cottonwood Canyons in Salt Lake City, UT on August 16, 2013 You can learn more about Clark T. Bell at http://www.clarktbell.comhis inbound marketing agency is http://www.clutchfuse.com you can also follow him on Twitter at http://twitter.com/clarktbell

1. Clark T. Bell - Social Media Club Salt Lake City - 8/14/13

2. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC

3. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC

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9. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
February 2004

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Facebook, Inc. Is all
grown up

17. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Think of Facebook as a vehicle to serve your content

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Facebook’s Adoption Rate and
Growth is here for SMB’s.
“Kool-Aid is drunk”Copyright 2013 BIA/Kelsey. All Rights Reserved.

21. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Copyright 2013 BIA/Kelsey. All Rights Reserved.

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Copyright 2013 BIA/Kelsey. All Rights Reserved.

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Copyright 2013 BIA/Kelsey. All Rights Reserved.
Facebook = Customer Acquisition
Acquiring customers is now the #1
objective of SMB's using Facebook.

24. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
But, how do I
acquire
customers on
Facebook?

25. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
By using the
Facebook
Attraction
Formula!

26. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Facebook Attraction Formula

27. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Identify and Segment Your Demographics

28. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Identify and Segment Your Demographics

29. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Identify and Segment Your Demographics
LEGO-IA
Location
Education
Gender
Occupation
Interests
Age

30. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Identify and Segment Your Demographics
Research with Open Graph Search

31. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Identify and Segment Your Demographics

32. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Identify and Segment Your Demographics

33. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Identify and Segment Your Demographics

34. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Identify and Segment Your Demographics
Casual Fans vs. Committed Fans
Casual Fan
-Like gated to your business page
-”Brand active” not “Brand Loyal”
- Casual Fans love to hear “exclusive”, “Savings”, “Discount”, “Of
- and “Fans Only”
Committed Fan
-Enjoy your brand that’s why they have “liked” you
-Need to be kept happy with tips, news, contests and news
-They love it when you practice gratitude
- Committed Fans love to hear “We appreciate You”, “Thank You”
- “We Love our Fans”

35. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Identify and Segment Your Demographics

36. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
What gets shared?
What gets seen?
Why?

37. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
FACT: Social is Visual

38. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
These caught my eye!

39. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
These caught my eye!

40. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
These caught my eye!

41. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
These caught my eye!

42. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
These caught my eye!

43. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
Three Takeaways
1. Photos get 39% more interaction
2. Shorter posts get 23% more interaction.
*Keep below 250 characters.
3. Question posts get 100% more comments

44. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
This is social, SO BE SOCIAL! Use softer keywords, they reso

45. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
Remember, Not all engagements are created equal!

46. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Create Quality and Shareable Content
Examples of content with high sharin

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Post Strategy

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Post Strategy
Before you ever invest anytime in a post, ask yourself these 6 Q’s
1. What value am I adding?
2. How am I making this post unique?
3. What can I write that will make people read and share this post?
4. How can I make this even more interesting?
5. Does this reflect our brand’s values
6. Is this good for our business?

49. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Post Strategy
http://www.quicksprout.com/2013/07/29/the-anatomy-of-a-perfect-Facebook-post/

50. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Post Strategy
When is the best time to post on Facebook
Early Morning?
During Work (9 AM – 5 PM)?
Between work and dinner?
After dinner (TV Time)?
Bedtime?
Weekends?

51. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Post Strategy
The best time to post on Facebook is when your audience will see it.
This is going to be unique to you and your business.

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Post Strategy

53. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Post Strategy
Use Facebook Insights to find out when your fans are onl

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Post Strategy
Use Facebook Insights to find out what have been your
best posts

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Post Strategy
http://allfacebook.com/wise-metrics-page-posts-shelf-lives_b123278

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Post Strategy
Edgerank is Officially Dead!

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Post Strategy

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Post Strategy

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Post Strategy

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Run Contests, Events, Promotions

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Run Contests, Events, Promotions

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Run Facebook Advertisements

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Run Facebook Advertisements

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Run Facebook Advertisements
Three Types of Facebook Advertising to use:
Display Ads
Sponsored Stories
Post Promotions

66. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements

67. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements
Display Ads

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Run Facebook Advertisements
Display Ads
-Display size is 100px x 72px
-Text can only comprise of 20% of ad (FB wants EVERYTHING to be visual)

69. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements
Display Ads
Run a Like Gate Offer or Promo

70. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements
Display Ads

71. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements
Sponsored Stories

72. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements
Sponsored Stories

73. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements
Sponsored Stories

74. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements
Sponsored Stories

75. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements
Sponsored Stories

76. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements
Sponsored Stories

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Run Facebook Advertisements
Sponsored Stories
Create campaigns:
1. Page Like Sponsored Story – Similar Pages and Interests
2. Page Like Sponsored Story – Lookalike Audience

78. @cl@CLARKTBELL Facebook Attraction Formula#SMCSLC
Run Facebook Advertisements

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Run Facebook Advertisements

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Run Facebook Advertisements
Killer Content + Dialed-In Promotion = Victory

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Dive Into Insights

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Dive Into Insights

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Dive Into Insights

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Let’s Connect:
Social:
@clarktbell
Linkedin.com/in/clarktbell
Web:
www.biograss.com
www.clarktbell.com
www.clutchfuse.com