atlanta tribune webinar series - facebook marketing tnt w/ ramon ray
Post on 14-Sep-2014
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Ramon Ray, small business technology evangelist and publisher of SmallBizTechnology.com, goes over his tips and tricks for using Facebook from a marketing perspective.TRANSCRIPT
Ramon RayPublisher,
SmallBizTechnology.comTwitter: @RamonRay
Atlanta Tribune Technology for Business TNT (Tips 'N Tricks) Webinar Series - Hosted
by Brent Leary
Ecommerce TNT: What You Need to Know to Sell Online, On Devices, & on Social
NetworksBrent LearyCRM EssentialsAtlanta Tribune
Twitter: @BrentLeary
AGENDA
• Introduction/Housekeeping• Featured Presentation• Q&A
• Twitter use #TribuneTNT• Facebook.com/TechnologyForBusinessSake
SAVE THE DATE
• Moving Your Business Forward
• Friday October 25nd
FACEBOOK FORBUSINESSES
Ramon RayRegional Business Development, Director NY/NJ, InfusionsoftEditor & Technology Evangelist, Smallbiztechnology.com
Facebook.com/smallbiztechnologyTwitter: @ramonray
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RAMON RAY, AUTHOR‘THE FACEBOOK GUIDE TO SMALL BUSINESS
MARKETING’
Wiley (February 2013), Amazon.com best seller
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6WHO IS RAMON RAY? WHY LISTEN TO HIM?
• Author, Facebook Guide to Small Business Marketing
• Event producer – Small Business Influencer Awards, Small Business Summit (Aug 6th), Small Business Technology Tour
• Journalist and free lance writer• Editor and publisher of
Smallbiztechnology.com• Sold Small Business Summit Inc. to New
Media Expo (Blogworld)• “Fun” Facts
• Former United Nations employee• Puppet shows in developing countries• Graduate FBI Citizens Academy• Presidential Google Hangout participant
That is me
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WHO IS RAMON RAY? WHY LISTEN TO HIM?
FACEBOOK FOR BUSINESS: WHAT WE’LL COVER
Overview of Social Media: F R E A Content Marketing 101 Facebook For Business Essentials Tricks and Tactics for Business Owners Facebook Integration (Social Plugins) Social Media - Marketing ROI NO NOTES: Link to download this presentation
coming!
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SOCIAL MEDIA OVERVIEW: SOCIAL DIFFERENCES
Twitter – Frequent, short, to the point, bursts Facebook – Engaging, picturesque, light LinkedIn – Business to Business,
personal/contacts
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SOCIAL MEDIA OVERVIEW
In order to be effective, social media content must be: Frequent Relevant Engaged Analyzed
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SOCIAL MEDIA OVERVIEW: FREQUENCY
Post regularly Out of site = Out of
mind “I Tweet Once A Week”
is not enough Don’t post too often Each social network is
different
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SOCIAL MEDIA OVERVIEW: FREQUENCY
What’s the best time to post on Facebook?Based on research by Buddy Media, the best time to post updates for your business is 8pm to 7am. Between these hours, most of your fans and followers are home from work, so you are more likely to get them to ‘Like’ or comment on posts.
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* research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
SOCIAL MEDIA OVERVIEW: FREQUENCY
What’s the day of the week to post on Facebook?
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Sunday and Wednesday
Research from Buddy Media showed that engagement is 8% above average on Wednesdays!
* research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
SOCIAL MEDIA OVERVIEW: FREQUENCY
What’s the most effective weekly post frequency?
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1 to 4 Times
Posting one to four times produces 71% higher user engagement than 5 or more posts in a given week.
* research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
SOCIAL MEDIA OVERVIEW: RELEVANT
Create content that relates to your product / service
Create content that YOUR AUDIENCE wants (first phase of Infusionsoft Lifecycle Marketing)
Join the social conversation (don’t break it up or be out of place)
Create Your Own Conversations
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SOCIAL MEDIA OVERVIEW: RELEVANT
Three Tips To Follow When Creating Relevant Content…
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1. Steer clear of stock images and use REAL pics of your business.
2. Show what you do, your work, whenever possible to give visitors a ‘visual’ of your product or service.
3. Use conversational language, not business jargon, and eliminate superfluous, unwieldy language.
SOCIAL MEDIA OVERVIEW: RELEVANT
Here’s a quick tip on length of your post…
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Keep It Under 80 Characters!
The research by Buddy Media found that posts with 80 characters or less received 66% higher engagement.
* research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
Think like a newspaper headline writer!
SOCIAL MEDIA OVERVIEW: ENGAGEMENT
Create content that people want to ‘Share’ with others
People (business owners) are on social media (online overall) to share experiences with others – enable this
Boring content loses – informative, education, entertaining, fun content wins
Tips – photos, video, polls, surveys, about YOU not about ME or I
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SOCIAL MEDIA OVERVIEW: ENGAGEMENT
How To Get Your Fans/Followers To Engage…
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ASK QUESTIONS!Comment rates DOUBLE on posts that ask questions versus ‘non-question’ posts.
* research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
SOCIAL MEDIA OVERVIEW: ENGAGEMENT 20
This question received:• 173 Comments• 212 Likes• 15 Shares
SOCIAL MEDIA OVERVIEW: ENGAGEMENT
How To Get Your Fans/Followers To Engage…
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Fill In The Blank …..
Fill in the blank Posts receive 9 TIMES more comments than other Posts.
* research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
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25SOCIAL MEDIA: ANALYZE
Measure social media success Is it working? What’s working? Which social network is best
for your audience? What content works best? What’s your cost per customer
acquired?
SOCIAL MEDIA OVERVIEW CONCEPT: CONTENT MARKETING
Successful online marketing is all about content Content feeds search engines (educate, inform, entertain) Content feeds social networks (what interests my friends and
my peers?)
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SOCIAL MEDIA CONCEPT: CONTENT MARKETING IS NOT ENOUGH
Word of mouth Online advertising Offline advertising Sales Marketing Customer service
FACEBOOK FOR BUSINESS:THE ESSENTIALS
Engaging Time Line Tabs (custom) Apps (custom) Insights (analytics are
IMPORTANT) Paid Advertising (sponsored
posts / ads) Images are POWERFUL!
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FACEBOOK FOR BUSINESS: YOUR TIMELINE
Use Engaging Timeline Imagery
Keep it fresh Inject Personality
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FACEBOOK FOR BUSINESS: TABS
Tabs give you the ability to allow your followers to connect to specific areas of your business.
Tabs
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You can create custom Apps that allow you to create specialty pages to add to your Facebook page.
Click This App
To Get This Special Page
FACEBOOK FOR BUSINESS: APPS
FACEBOOK FOR BUSINESS: FACEBOOK INSIGHTS
Facebook Insights is the analytic tool for measuring different metrics on your Facebook Page (not personal profiles).Provides information on the performance of your Page and the interaction of your visitors.You have the ability to measure different metrics such as: Likes Reach ‘Talking About This’ Demographic information
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FACEBOOK FOR BUSINESS: FACEBOOK INSIGHTS
The ability to measure by metrics such as Gender, Age, Location allow you to customize your content to ensure you are optimizing your full reach potential.
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WHAT’S MEASURED AND WHAT IT MEANS
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FACEBOOK FOR BUSINESS: FACEBOOK INSIGHTS
Engaged Users: The number of people who have clicked anywhere on your post.
People Talking About This: The number of people who have created a story from your Page post. Stories include:
• Sharing, liking or commenting on your post• Answering a question• Responding to an event• Claiming an offer
Virality: The number of people who have created a story from your post as a percentage of the number of people who have seen it.
Impressions: The number of times a post from your Page is displayed, whether the post is clicked on or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in News Feed once, and then a second time if their friend shares it.
Reach: The number of people who received impressions of a Page post. The reach number might be less than the impressions number since one person can see multiple impressions.
SHOULD YOU DO WHAT YOU CAN’T MEASURE?
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FACEBOOK FOR BUSINESS: ADVERTISING ON FACEBOOK
Advertising options: Sponsored Stories / Posts Paid Ads
Ads are effective way to: Reach new customers Deepen relationships with
customers
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FACEBOOK FOR BUSINESS: ADVERTISING ON FACEBOOK
Facebook Advertising Best Practices: Identify Your Goals Define Your Target Customer Create an ad for the demographic you want to reach Test and refine, Test and refine, Test and refine
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FACEBOOK FOR BUSINESS: ADVERTISING ON FACEBOOK
Stop “selling” Identify your target market Nurture the relationship Build trust Use Facebook to find your ideal
prospect …then sell to the “customer”
later (Lifecycle Marketing concept is
key) http://bit.ly/petflowfacebook
Facebook Advertising BIG tips…
FACEBOOK FOR BUSINESS: IMAGES ARE POWERFUL
Facebook is a very ‘visual’ world.
Use engaging images on your page
Draw attention and encourage engagement that will help spread the word about your business.
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FACEBOOK FOR BUSINESS: IMAGES ARE POWERFUL
THE COVER PHOTOThe MOST valuable real estate on your Facebook Business Page…USE IT!Think of your Cover Photo as first impression. You only get ONE shot to impress!
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FACEBOOK FOR BUSINESS: IMAGES ARE POWERFUL
Tips on Creating a GreatCover Photo Choose an image with a ‘WOW’
factor and that sparks interest. Get the size right! Here are the
specs for the cover photo: Cover Photo Size: 851 pixels
wide by 315 pixels tall Minimum image dimension: 720
pixels wide Profile icon size: 160 x 160
pixels, with a minimum image upload size of 180 x 180 pixels
Keep it fresh and change it up. Just like content, create a schedule to change your cover photo to keep your page fresh and inviting.
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FACEBOOK FOR BUSINESS: TRICKS AND TACTICS
Complete the ‘About’ Section: Include your business email address so people can easily contact you!
‘Highlight’ or ‘Pin’ your best posts. By doing this, the post appears at the top of your page and you’ll get even more engagement.
Embrace ‘Milestones’. These provide deeper insight to your business and highlight special moments, like product launches, company advances, etc.
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FACEBOOK FOR BUSINESS: TRICKS AND TACTICS
Use Power Editor To Manage Ads In Bulk https://www.facebook.com/help/
332626706817162/ Upload customer contact information and
advertise to customers or prospects Use Programs That Allow You To Schedule Posts
Dlvr.it (www.dlvr.it) HooteSuite (www.hootesuite.com) Crowdbooster (www.crowdbooster.com)
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Use Facebook Social Plugins to bring the social benefits of Facebook to your web site, blog or other property
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FACEBOOK FOR BUSINESS: PLUGINS
https://developers.facebook.com/docs/plugins/
FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS
Like button: Click Like to publicly share and connect with content from other websites that you find interesting.
Like
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FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS
Send button: Click Send to share a link and optional note as a private Facebook message, Facebook Group post, or email.
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FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS
Comments: The Comments plugin lets users comment on any piece of content on your site.
Comments are amplified through their networks
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FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS
Activity Feed plugin shows users what their friends are doing on your site through likes and comments.
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FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS
Recommendations Box The Recommendations plugin gives users personalized suggestions for pages on your site they might like.
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FACEBOOK FOR BUSINESS SUMMARY: TWO IMPORTANT CONCEPTS
F R E A
Frequent Relevant Engaged
Analyzed Social Content Marketing
Social alone is not enough
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FACEBOOK FOR BUSINESS: TIE SOCIAL MEDIA TO A MARKETING SYSTEM
Cheaper to capture interest than to sell
Cheaper to sell to prospects you’ve engaged
…then sell with Lifecycle Marketing
For growing businesses “social” alone is not enough
http://bit.ly/petflowfacebook
FACEBOOK FOR BUSINESS: SOCIAL LIFECYCLE MARKETING
Attract attention/traffic
Capture leads Nurture
prospects/leads Convert to sales Deliver and satisfy Have French Fries Get Referrals
Deliver
and satisfyUpsell
Convert to sales
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THANK YOU….