FACEBOOK’S NOT FOR BUSINESS

WHY SMALL BUSINESS MARKETING SHOULD NOT RELY SOLELY

ON SOCIAL MEDIA

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Overview• Introduction

• 2 parts

• Session for Web Developers

• Intention behind the training session

• Opportunities

• How to use

• Main Content

• Targeted Audience

• Delivery

• Options

• Free Stuff

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About Me• Dennis Bosse

• Connecticut – Married, Step-Daughter, 2 grandkids

• Have been working with technology since 1990’s

• Personal businesses – yes plural

• Mobile DJ (1982) – SCUBA Instructor (2002) – Systems Architect (1997) – Consultant (2010)

• Corporate “gig” – 9 to 5 – Fortune 25 company

• Working to bring large business efficiencies to the small / mid size business owner

• Computing, Consulting & Training, LLC

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Web Developers

• Guide to selling your services to the small business community

• You already know most of this

• Conversation material

• We can all contribute

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Web and the social landscape

• There is only so much work to go around – ie: the “pie”

• Instead of battling for a “piece” of the pie

• Lower prices – battle to the bottom

• Limited services

• Unfair competitive practices

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Build a bigger pie!

• Knowledge

• Share information with our clients

• Share information with each other

• Collaboration and support – help grow the industry

• Fair – premium pricing

• Exceptional service – deliver more

• Collaboration

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Build a bigger pie!

http://www.statisticbrain.com/businesses-with-no-website-statistics/

10,860,842

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Customer Presentation• Target Audience

• Small – medium business

• No “in house” web staff

• Delivery

• Chamber of Commerce

• Library - Technology Course

• Options

• YouTube

• SlideShare

• On demand webinar

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Facebook’s not for business

• Social Media

• Pro’s & Con’s

• Landscape

• Leverage

• Strategy

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Social Media Marketing?• Definition:

• Media – Tool used to store and deliver information or data

• Marketing – The process of communicating the value of a product or service to customers

• Platform – Hardware architecture and a software framework [application framework]

• It’s not social media – Think in the terms “social marketing platforms”

• Drive revenue – for who?

*Definitions from Wikipedia

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One piece to the puzzle

• Social marketing platforms are important marketing channels

• Should not be the *only* avenue

• Part of a holistic “system”

• Marketing strategy

• Marketing plan

• Return on investment

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How does it work?

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Popular ≠ Effective

http://www.shopify.com/infographics/pinterest

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Focus on the core

• Search engines drive more sales than social sites

• Quality web Content drives SEO

• SEO – drives search

“As the 3rd most popular social networking website in the world, Pinterest can be a great tool for ecommerce stores to use to increase site traffic and boost sales.”

http://www.shopify.com/infographics/pinterest

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Social Media Explained

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Sites - TodayThere are many, many social media sites, the largest & most prevalent (for now) being facebook

• Ranking* - http://www.ebizmba.com/articles/social-networking-websites

1.Facebook

2.Twitter

3.Linkedin

4.Pinterest

5.MySPace

6.GOOGLE+

7.DEVIANTART

8.LIVEJOURNAL

9.TAGGED

10.ORKUT

11.CAFEMOM

12.NING

13.MEETUP

14.MYLIFE

15.ASK.FM

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Sites - Tomorrow• 10 hot social media startups

• Social Flow

• Nexgate

• Bloomfire

• Prollie

• ShiftGig

• Evzdrop

• CrowdTwist

• 9Lenses

• Nestivity

• befunky

• CIO.com article – May 2013• http://

www.cio.com/article/734200/10_Top_Social_Media_Startups_the_Final_Rankings?page=1&taxonomyId=3119

• Top 10 out of a list of over 100

• Since 2009

• Which ones will survive?

Where will that leave you in 2 – 3 years?

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Where to turn?

• Web Developers

• Chief Marketing Officers - CMO

• We are here to help facilitate your marketing needs

• Need to own your brand

• Need to own your presence

• Regain – Control – maintain

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Philosophy• Own –vs- Rent

• Web site – your house

• Landscape

• Rooms – how many - where – what size

• Look and feel – personal branding – recognition

• Equity

• Social media – rental properties

• Their property – own nothing

• Layout – take what they give you

• Able to “brand” but limited

• When it’s gone – it’s gone

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With a Web Site

• Your house – your rules

• Own it forever*

• Customize, change, update at your pace

• Use as the focal point for all your marketing

* As long as you keep domain name – data backed up and can be stored

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Hub and Spoke

• Use your web site to harness the power of other platforms

• Dynamic web site by including Facebook, twitter & google+ feeds

• Publish to other platforms – update once publish many

• Hootsuite

• Tweetdeck

• Control when and how and to whom your message is broadcast

• Platform changes – add / remove the connection – “spoke”

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Where do people shop?

• Research purchases

• Google

• Bing

• Youtube for reviews

• Pinterest – up and coming!

Your

customers

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What are they doing?

• Where are Your customers?

• Facebook – communication – sharing

• Google – research

• Youtube – learn – watch

• Pinterest – recipes – ideas – “I want this”

• Web site to find out more

• Buy?

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Effective use

• Use social media to open communications with your customers

• Drive value

• Enhance the experience

• Extend your reach

• Brand recognition

• Personalized customer care / support – transparency

an extension of your website, not a replacement

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But they’re free

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Publicly traded

• Definition of a publicly traded company:

Company exists to maximize the return on investment for it’s shareholders – Answers to the board of directors

• Wanna make money on FaceBook? Buy stock –

• Facebook (NASDAQ: FB) http://investing.money.msn.com/investments/stock-price?symbol=US%3aFB&ocid=en-us_bingiaquotebtn

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Free ≠ Zero Cost• Time = money

• What is your time worth?

• How much “should” you be getting paid for your service – per hour

• How much time necessary to be effective?

• On average? 30 minutes / day / platform

• Facebook, Twitter, Pinterest, Google, YouTube, DIGG, Tumblr, others

• Time X Platform x rate = expense [cost]

• If you have 4 platforms, and “work” them 3 – 4 times a week for 30 mins each

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Free ≠ Zero Cost4 “sites” X 30 mins = 2 hours2 Hrs X 4 times / wk = 8 hours8 hours x 50 weeks = 400 hours400 X $25 / hr. = $10,000 year

400 X $50 / hr. = $20,000 year

400 X $75 / hr. = $30,000 year

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Changes

• Facebook – 2009

Facebook’s terms of service (TOS) used to say that when you closed an account on their network, any rights they claimed to the original content you uploaded would expire. Not anymore.

Now, anything you upload to Facebook can be used by Facebook in any way they deem fit, forever, no matter what you do later.* Want to close your account? Good for you, but Facebook still has the right to do whatever it wants with your old content. They can even sublicense it if they want.http://consumerist.com/2009/02/15/facebooks-new-terms-of-service-we-can-do-anything-we-want-with-your-content-forever/

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Changed the change?Going forward, we’ve decided to take a new approach towards developing our terms. We concluded that returning to our previous terms was the right thing for now. As I said yesterday, we think that a lot of the language in our terms is overly formal and protective so we don’t plan to leave it there for long

- Then -

Our next version will be a substantial revision from where we are now. It will reflect the principles I described yesterday around how people share and control their information, and it will be written clearly in language everyone can understand. Since this will be the governing document that we’ll all live by, Facebook users will have a lot of input in crafting these terms.”http://www.jmorganmarketing.com/facebook-changes-terms-of-service-again-make-up-your-mind/

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Did you get the memo?

• I didn’t

• When did we vote?

• Ticker – anyone?

• Privacy – friends of friends?

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Changes• Facebook - 2012

"As our company grows, we acquire businesses that become a legal part of our organization," Facebook spokesman Andrew Noyes said in an emailed statement on Monday.

"Those companies sometimes operate as affiliates. We wanted to clarify that we will share information with our affiliates and vice versa, both to help improve our services and theirs, and to take advantage of storage efficiencies," Noyes said.

Read more: http://www.businessinsider.com/facebook-terms-of-service-change-2012-11#ixzz2bUpAgF1M

… but what about us?

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GSpam

• In May, 2013, Google introduced a Gmail redesign that featured several pre-defined tabs for a customer's inbox, including one labeled Promotions where vendor-paid ads were segregated. Ads aren't new to Gmail: The service's business model relies on them.

http://www.cio.com/article/737916/Microsoft_Slams_Gmail_s_Gspam_in_Latest_Scroogled_Attack_Ad

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FaceBook Stated

“We believe that some of our users, particularly our younger users, are aware of and actively engaging with other products and services similar to, or as a substitute for, Facebook. For example, we believe that some of our users have reduced their engagement with Facebook in favor of increased engagement with other products and services such as Instagram. In the event that our users increasingly engage with other products and services, we may experience a decline in user engagement and our business could be harmed.”

• http://business.time.com/2013/03/08/is-facebook-losing-its-cool-some-teens-think-so/

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FaceBook TrendIf all my friends are getting this cool new thing called SnapChat, I want it, too! We want what’s trending, and if Facebook isn’t “trending,” teens won’t care.

It also became a huge marketing mouthpiece. Facebook takes your interests based on what you’ve "liked" and put ads on your feed. No offense, but when I’m looking through my News Feed I don’t really care about Pantene’s new product.

http://mashable.com/2013/08/11/teens-facebook/

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Where are they now?

• Newspaper

• Yellow pages

• Compuserve

• AOL

• Who’s next?

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Investment• You spend time and money building your brand on their platform

• Thousands of $$$

• You can lose it at any time

• Nothing you can do

• No recourse

• You can build a personal website and leverage their platform

• You own it

• You control it

• Always…

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Equity

• Will you invest in your future or theirs?

• Do you want to rent or own?

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Free Stuff

• Link to un-branded slides

• Customer presentation

• Infographic

• Information with regards to data presented

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Questions

• Comments and critique

• Dennis Bosse

• dbosse@computingconsultingtraining.com

• New site launch

• http://CCTNETWORK.COM

• LinkedIN - http://www.linkedin.com/in/dennisbosse/

• FaceBook - https://www.facebook.com/dennis.bosse.71

• Twitter - https://twitter.com/Dennis_R_Bosse