facebook as a search engine - how businesses can leverage search on social media
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The Facebook Formula: Reach 1 Billion Buyers
Presenter: Heather Lute, CEO & Founder Findability University findability.com
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WEBSITE SOCIAL MEDIA
OFFLINE MARKETING
DELIVERY VEHICLES
SUCCESS = DOMINATION BY KEYWORD
Site
Marketing Speaker
FINDABILITY BUYING CYCLE
SHOPPING
INFORMATION
PURCHASINGMarketing Speaker Social Media
Marketing Speaker
Speaker
!!Search on Google.com
Keyword Tool
!https://adwords.google.com/select/
KeywordToolExternal
ALWAYS USE A KEYWORD TOOL
Keyword Tool
THUMBONOMICS ACTION PLAN
CONNECT
The Plan Step 1: Understand Your Business Facebook Findability !-‐ Setup a Facebook Profile Page for your business Persona & a Facebook __________ for your business.
I Have My Keywords... Now What?
FIVE “MUST-HAVE” PLATFORMS
Twitter Facebook LinkedIn Blogging YouTube
FINDABILITY
We have a mission at D Bar - We want to create a culinary sanctuary where you can relive old memories
and create new ones. We need social media to convey that D Bar is Special
and here’s how and here’s why.
“
“
Keegan Gerhard, Food Network Judge & Chef
@DBarDesserts
I didn’t understand how much people pay attention to what I
do and say. I had to re-calibrate what I think about my opinion. I didn’t realize people do care
about it. I’ve discovered posting our experiences helps
them, it’s important.
“
“
GOOGLE KEYWORD TOOL DATA
FACEBOOK IS A SEARCH ENGINE
Seventh position, under local!
RESULTS
RULE OF THUMBSetup a Professional Keyword Driven Account Name
Facebook.com/MarketingSpeaker (USE KEYWORD) Create a KEYWORD DRIVEN Personal Profile & Business Page
Edgerank suggests ideal posting times to be between 6-9 at night and 8-10 in the morning.
You always want to respond to each person and like each post to boost Edgerank.
Use keyword phrases in wall posts regularly Consider Facebook Ads to Drive “likes”
Offer Free Giveaways or White Papers
Profile Anatomy
Your Profile Picture
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Your Wall * Have Keywords in your
updates*
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For Example: !
How to Optimize Wall Post
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Your Tabs
*Use Keywords in tab content*
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For Example: !
*Photos can be Optimized with Keywords*
Search Bar *Consumers can search
your profile if you include Keywords*
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Fan Page Anatomy
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Page Title
*Always include a Keyword here*
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Company-Focused Image
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Fanpage Wall *Use Keywords in updates*
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For Example: !
How To Optimize an Update
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Search Bar *Consumers can search
your profile if you include Keywords*
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> Step 1: Setup a Facebook profile for your business persona & a Facebook “fan” page for your business
!> Step 2: Create keyword rich content for Facebook
Facebook Action Plan
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Hootsuite Anatomy
ü Push information to multiple media networks
!ü Schedule and bulk
upload information
ü Watch clients and competitors
ü See what people are saying about your company
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Hootsuite Benefits
ü Push information to multiple media networks
ü Schedule updates
ü Watch customers and competition
ü Record mentions of your business
ü Effectively manage all your platforms
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> Step 1: Setup a Facebook profile for your business persona & a Facebook “fan” page for your business
!> Step 2: Create keyword rich content for Facebook
!> Step 3: Include “Facebook” in your HootSuite
community
Facebook Action Plan
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Facebook Metrics
o Dominate Facebook Search- o “Targeted Keywords” o Facebook analytics
o Friends o Likes
o Comments
o Google analytics
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Google Analytics
Facebook Action Plan
> Step 1: Setup a Facebook profile for your business persona & a Facebook “fan” page for your business !
> Step 2: Create keyword rich content for Facebook !
> Step 3: Include “Facebook” in your HootSuite community !
> Step 4: Track & measure your success
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Presenter: Heather Lute, CEO & Founder Findability University findability.com !Twitter: @HeatherLutze Facebook: Facebook.com/InternetMarketingSpeaker #GetFound !THANK YOU FOR ATTENDING!