facebook & twitter strategies for small business owners
Post on 19-Oct-2014
2.214 views
DESCRIPTION
John McPhee, VP of Formic Media, presents Facebook and Twitter marketing strategies to help obtain more fans, followers, engagement and online visibility. Additionally, McPhee also shares social media and reporting tools.TRANSCRIPT
![Page 1: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/1.jpg)
Facebook & Twitter Strategies for Busy Professionals & Small
Business Owners
Presented by:John McPhee, Vice President
503-517-9059 x122| [email protected]@jwmcphee | Facebook.com/FormicMediaInc
![Page 2: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/2.jpg)
Formic Background
Launched in 2008 to service small business & partners Incubated by Anvil Media, enterprise SEM agency Provide SEO, PPC & social media services Team is Google AdWords & Google Analytics certified
(Microsoft Accredited as well) Focus on education (monthly Seminar Series)
![Page 3: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/3.jpg)
Agenda
Small Business Social Media Stats Facebook Strategies Twitter Strategies Tools Reporting
![Page 4: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/4.jpg)
Social Media Trends: Shift in Small Business Behavior
http://ariherzog.com/small-business-social-media/
![Page 5: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/5.jpg)
Social Media Trends: Shift in Small Business Behavior
http://ariherzog.com/small-business-social-media/
![Page 6: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/6.jpg)
Social Media Trends: Shift in Small Business Behavior
http://ariherzog.com/small-business-social-media/
![Page 7: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/7.jpg)
Social Media Trends: Shift in Small Business Behavior
http://ariherzog.com/small-business-social-media/
![Page 8: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/8.jpg)
Social Media Trends: Shift in Small Business Behavior
http://ariherzog.com/small-business-social-media/
![Page 9: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/9.jpg)
Social Media Trends: Shift in Small Business Behavior
http://ariherzog.com/small-business-social-media/
![Page 10: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/10.jpg)
![Page 11: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/11.jpg)
The ideal progression of a Facebook fan
Facebook: Strategies
![Page 12: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/12.jpg)
How do get your fans to progress from a passive fan to an evangelist?
Facebook: Strategies
![Page 13: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/13.jpg)
Show your human side through Entertaining posts Personal photos (whatever you feel comfortable with) Share some details about your personal side
Interests, hobbies, etc. Share your experiences
Facebook: Strategies
Tip: Use the 80/20 rule for biz vs. personal posts
![Page 14: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/14.jpg)
Become a content machine Create unique, engaging and valuable posts on a regular
basis Change up the media you post
Video, images
Facebook: Strategies
Tip: Use an editorial calendar
![Page 15: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/15.jpg)
Create engagement with dialogue ALWAYS take the time to respond to comments and thank
your fans for participating in the conversation People love to talk about themselves, so engage with your
fans appropriately
Facebook: Strategies
Tip: Ask for feedback or suggestions from your fans
![Page 16: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/16.jpg)
Create regular calls to action Post valuable content and ask your fans to “click” or
“watch” Offer discounts or deals Ask fans to sign up for your newsletter
Facebook: Strategies
Tip: Start with free calls to action, then move to more of a commitment
![Page 17: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/17.jpg)
Make “spreading the word” easy for fans Create contests Offer a deal or promotion Reward fans for inviting friends
Facebook: Strategies
Tip: Make the contest about the fans, not about your brand/products
![Page 18: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/18.jpg)
Encourage “fan to fan” interactions Give your fans a chance to get to know each other Create a “fan of the week” opportunity Recognize top contributors
Facebook: Strategies
Tip: Recognize your fans and they immediately become more engaged
![Page 19: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/19.jpg)
Don’t forget about branding Use your brand to create familiarity when fans travel
between your website and Facebook page Another theory: make your Facebook page different, to
give fans a different experience than your site
Facebook: Strategies
Tip: Stay within your brand guidelines (colors, fonts, etc)
![Page 20: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/20.jpg)
Set your fans’ expectations up front Let them know your intentions for your Facebook page
To create a community? To showcase new products? To offer thought leadership?
Facebook: Strategies
![Page 21: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/21.jpg)
Facebook: Strategies
Tip: Create an internal Facebook mission, then execute your strategy following the mission
![Page 22: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/22.jpg)
Facebook Advertising
![Page 23: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/23.jpg)
Facebook Advertising:
Facebook: Advertising
![Page 24: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/24.jpg)
Facebook Advertising:Step One: Design Your Ad
Facebook: Advertising
![Page 25: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/25.jpg)
Facebook Advertising:
Destination• Pages• Applications• Events• Places
Step One: Design Your Ad
Facebook: Advertising
![Page 26: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/26.jpg)
Facebook Advertising:
Ad Types• Sponsored Stories
“Get more distribution for the News Feed stories published about your Page, Place or App. Always includes either a story about the viewer's friends or a story about your Facebook Page posts.”
Step One: Design Your Ad
Facebook: Advertising
![Page 27: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/27.jpg)
Facebook Advertising:
Ad Types• Facebook Ads
“Promote a Facebook Page, Event, App, other destination on Facebook, or your own website. You can specify a custom message and call-to-action. Relevant actions from the viewer's friends will automatically be shown to build word-of-mouth awareness.”
Step One: Design Your Ad
Facebook: Advertising
![Page 28: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/28.jpg)
Facebook Advertising:
URL•Destination URL
“Specify the web page that users should be sent to when they click on your Facebook ad. Make sure your ad and the target page are related. Ideally, the Destination URL should allow users to take action on what caught their interest in your ad.”
Step One: Design Your Ad
Facebook: Advertising
![Page 29: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/29.jpg)
Facebook Advertising:
Ad Creative• Title
• If advertising a Page the ad title will always be the name of that page
• Body• 135 characters maximum (currently reducing this to
90 characters)• Include a call to action
• Image• 110 pixels wide x 80 pixels tall • Should have an aspect ratio of 4:3 or 16:9• Uploads must be less than 5 kilobytes
Step One: Design Your Ad
Facebook: Advertising
![Page 30: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/30.jpg)
Facebook Advertising:Step Two: Targeting
Facebook: Advertising
![Page 31: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/31.jpg)
Facebook Advertising:Step Two: Targeting
Facebook: Advertising
![Page 32: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/32.jpg)
Facebook Advertising:Step Two: Targeting
Facebook: Advertising
![Page 33: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/33.jpg)
Facebook Advertising:Step Two: Targeting
Facebook: Advertising
![Page 34: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/34.jpg)
Facebook Advertising:Step Three: Campaigns, Pricing and Scheduling
Budget Options:• Set daily spend limits
Facebook: Advertising
![Page 35: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/35.jpg)
Facebook Advertising:Step Three: Campaigns, Pricing and Scheduling
Facebook: Advertising
![Page 36: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/36.jpg)
![Page 37: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/37.jpg)
Twitter: Strategies
You’ve got your Twitter account, now what?
![Page 38: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/38.jpg)
Look for: People you know Industry experts & thought leaders
Twitter: Strategies
![Page 39: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/39.jpg)
Syndicate your tweets to: Blog Facebook Website
Twitter: Strategies
![Page 40: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/40.jpg)
If you have a WordPress website, you have it even easier…use a widget
Twitter: Strategies
![Page 41: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/41.jpg)
Reward your followers with: Discounts, deals, special offers
Twitter: Strategies
![Page 42: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/42.jpg)
Join a conversation Answer a question Ask your followers a question Participate in a topic your followers are discussing
But, don’t… Force the conversation Try to change the topic
Twitter: Strategies
![Page 43: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/43.jpg)
Integrate your social networks Syndicate Twitter to Facebook
Twitter: Strategies
![Page 44: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/44.jpg)
Use your email signature file
Twitter: Strategies
![Page 45: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/45.jpg)
Tools
![Page 46: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/46.jpg)
Networked Blogs Syndicate your blog to Facebook
Facebook Applications
![Page 47: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/47.jpg)
Slideshare
Facebook Applications
![Page 48: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/48.jpg)
YouTube/Video
Facebook Applications
![Page 49: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/49.jpg)
Wildfire Create promotions to:
Increase Likes Increase engagement Run contests/promotions Collect email addresses (for remarketing)
Facebook Applications
![Page 50: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/50.jpg)
FollowerWonk Find new followers Analyze your account
Tools for Twitter
![Page 51: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/51.jpg)
Find new followers
Tools for Twitter
![Page 52: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/52.jpg)
Analyze followers to understand influencers that are currently following you
Tools for Twitter
![Page 53: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/53.jpg)
Tweroid Analyzes your followers and shows the best time of day to
tweet (to get the most exposure)
Tools for Twitter
![Page 54: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/54.jpg)
Twilert Alerts you of brand/keyword mentions
Tools for Twitter
![Page 55: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/55.jpg)
Twitter Counter Track the # of followers over time
Tools for Twitter
![Page 56: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/56.jpg)
Reporting
![Page 57: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/57.jpg)
Facebook Insights
Reporting
![Page 58: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/58.jpg)
Facebook Insights
Reporting
![Page 59: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/59.jpg)
HootSuite Click stats
Reporting
![Page 60: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/60.jpg)
HootSuite Clicks by Region Top Referrers
Reporting
![Page 61: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/61.jpg)
HootSuite Most popular tweets
Reporting
![Page 62: Facebook & Twitter Strategies for Small Business Owners](https://reader035.vdocuments.net/reader035/viewer/2022081412/5443ae9ab1af9fbc0e8b45fd/html5/thumbnails/62.jpg)
Google Analytics
Reporting