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Grow Your SBDC with Social Media: Focus on Facebook

Grow Your SBDC with Social Media: Focus on Facebook. Agenda. Introduction – Socialnomics Video Social Media Reality Part 1- Facebook Basics Best Practices To Apply Common Mistakes To Avoid Leveraging YouTube To Power Up Facebook Part 2 – Facebook Advanced Techniques

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Grow Your SBDC with Social Media: Focus on Facebook

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  1. Grow Your SBDC with Social Media: Focus on Facebook

  2. Agenda • Introduction – Socialnomics Video • Social Media Reality • Part 1- Facebook Basics • Best Practices To Apply • Common Mistakes To Avoid • Leveraging YouTube To Power Up Facebook • Part 2 – Facebook Advanced Techniques • Recommended Resources • Close

  3. Social Media Reality: It’s No Fad • Social media is in the mainstream: • Zuckerberg was Time’s Person of the Year • Twitter is Fortune’s cover story this week • Twitter leaked the Osama killing before Obama told us • Small business use is growing fast, now at 61% per Brian Solis • Nearly ½ of Americans at least on 1 social network, double the 2008 number – MediaPost Online Media Daily • Social media has surpassed email as a means of communication between people – Wall Street Journal, 2009 • YouTube is the world’s 2nd largest search engine

  4. Social Media Reality: You Need To Be There • 93% of participants in a ‘Social Media in Business’ study believe that all companies should have a presence in social media. And 85% believe “companies should not just present information via social media, but use it to interact and become more engaged with them,” according to Paul Dunay, Buzz Marketing for Technology

  5. Ok, So Why Facebook? • It’s the biggest and most used social network • It’s the most flexible • The pace is just right • There are countless apps • The availability of helpful educational content is vast • It’s strong in the paid, owned and earned areas

  6. The Terminology For Business Users • Business Page (fan page) – people Like your Page • Liker (fan) • Tabs, Wall/Home/News Feed, Profile • Alias • Share vs Suggestion • Applications • Places • Events

  7. Page versus Profile • Why create a Business Page? Can’t we just use our Personal profile or start a Group? • Biz Pages are visible to unregistered people and indexed • Biz Pages can have an unlimited number of fans • Biz Pages help to create an entity identity • Biz Pages can advertise and have clicks driving Fan adoption

  8. What is a Business Page? • A dynamic alternative to a website. A place to post all kinds of information (pics, blog posts, links to web pages, videos, new product info) and have dialogue with your fans. • It can be the community your website will likely never be • It’s a place where you can • support your clients • do research through polling • have instant engagement • drive registration for your classes

  9. Create a Page • Find the Create a Page link at the bottom of any screen • Should you choose Local Business or Organization? You can choose either one • You can change your type after you’ve set it • Use a Profile picture that will look good in the mini-box • Connect a mobile phone to update via text or email • Be sure to set the Page so others can post to it

  10. What to Post on Your Page • Your classes • Links to helpful articles • Promotions • Videos of clients • Client profiles • Advisor profiles • Videos of advisors teaching • Pictures of your location • Blog posts

  11. What Else You Can Post • Statements about new services you’re offering • Thank You notes to attendees after events you hold • Notices about upcoming local events you want to share • Posts about business partners with a link to their site • Links to helpful websites you want to share • Invitations to connect in other media: Twitter, Yelp, YouTube • Polls • QUESTIONS

  12. How Do I Get Fans? • Promote your Page everywhere: • Website • Newsletter • All printed literature including business cards • At center with a sign • At all events • Visit the Pages of your clients and partners as your Page (demo) • Have engaging content! Remember the earlier quote on what people expect from companies in the social space

  13. Best Practices To Apply • Post 1-2x daily and don’t give up • Post a variety of items • Have a Welcome Tab • Don’t expect 1 person to do it all, have a committed group • Reply quickly to ALL comments • Don’t remove negative comments unless they’re offensive • Above all, seek engagement • Commit to ongoing learning

  14. Common Mistakes To Avoid • Posting many items in a row • Using a Profile instead of a Page • Ignoring Comments • Going weeks at a time without Posting • Repeatedly posting the same type of item (e.g., class announcements) • Closing your Wall to Posts from others • Not promoting the Page • Posting at the wrong times

  15. Video Is A Powerful Engagement Tool • Let’s cut to Ann Johnson-Stromberg now for some tips on using YouTube to power up your Facebook Page

  16. Advanced Techniques • Being advanced on Facebook falls in to 5 categories: • The look • The depth • The integration • The expenditure • The measurement

  17. The Look • First impressions count everywhere. Facebook is no different. • Where can you improve the look of your Page? • Start with a Welcome tab • Research shows that a smart Welcome tab increases Likes • Next, go with a custom Banner on your Wall • Complement that with planning the 5 pictures up top

  18. Custom Welcome Page

  19. Custom Banner & Image Manipulation

  20. The Depth • How rich is your Page? Is it a Wall, Info and a few Photos? • The Apps Marketplace has a lot of custom apps you can add to your Page. Go to Edit PageAppsBrowse More Apps • Involver offers 2 free tabs. I use Files and Twitter Feed. • Use Constant Contact? Add a Join my list tab. • Pick the Pages you’ll Feature (under Edit PageFeatured) • Share really good content from other sources • Remember, mixing up the content to keep things interesting is advanced. Most Page owners don’t change it up regularly

  21. Example: Rich Tabs & Featured Likes

  22. The Integration • This is your second hub online so integrate it like your site • Send your Posts to Twitterfacebook.com/twitter • Add Like & Send buttons to your siteEdit PageMarketing • Send your blog to your Wall w. Networked Blogs in FB Apps • Add your Facebook Page link to your LinkedIn profile • Add Twitter and YouTube tabs to your Facebook Page • Every thread on Facebook is its own page. Share links to top Posts elsewhere, e.g., your newsletter, blog or Twitter

  23. Integration Example: YouTube

  24. Integration Example: Blog Feed

  25. The Expenditure • Facebook recommends you understand not only Owned and Earned media but also Paid • Be willing to consider: • Facebook Ads • Facebook Deals • Sponsored Stories • Get more info on Ads and Sponsored Stories here: Facebook Marketing Solutions PageResources

  26. Facebook Ads • Facebook’s advertising is relatively inexpensive (can start with a few bucks/day) and can be highly targeted by geography, marital status, Likes, age • Just write your text, choose an image, pick a link, set a budget and go for it • You’ll usually go for CPC versus CPM. Why? • Test different creative to see what works • Keep trying to beat what’s worked best

  27. Facebook Deals • Just launched in a few US cities including San Francisco and San Diego • Facebook’s answer to Groupon, Living Social & Yelp • Choose a special offer that incents a group to participate, then post it up • Facebook will promote Deals in numerous ways including by email to Deals subscribers • You work with Facebook’s team to create a deal • Get info Bottom of Deals page, link for merchants

  28. The Deals Link – Home Screen

  29. The Deals Page

  30. Sponsored Stories • Converting Page and website actions in to ads • This works when you want to reach friends of fans • Turn Post Likes into ads that display to Liker’s friends • Or turn a key Post in to a Sponsored Story and get more mileage out of it. Will show to your Fans only. • Priced like Ads • Get info from Facebook Marketing Solutions • Facebook recommends using this and Ads together

  31. The Measurement • There are Post Insights that tell you about the impressions and feedback on specific posts • Then there are Page Insights that tell you about Interactions and Users of your Page • It’s important that you look at these and learn from them to refine your activity • There are also 3rd Party apps like Tabsite that allow you to integrate Google Analytics with your Page

  32. Where To Find Your Insights

  33. Some Favorite Online Resources • Social Media Examiner: www.socialmediaexaminer.com • Mashable: www.mashable.com/socialmedia • AllFacebook.com: www.allfacebook.com • Mari Smith: www.marismith.com • Facebook Marketing Solutions: facebook.com/marketing

  34. San Francisco Small Business Development Center 300 Montgomery St, #789 San Francisco, CA 94104 Tel: (415) 841-4050 http://www.sfsbdc.org/

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