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THANK YOU MANHATTAN CHAMBER OF COMMERCE AND TD BANK

FACEBOOK FORBUSINESS

Ramon RayRegional Business Development, Director NY/NJ, Infusionsoft

Editor & Technology Evangelist, Smallbiztechnology.com

Facebook.com/smallbiztechnology

@ramonray

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RAMON RAY, AUTHOR

‘THE FACEBOOK GUIDE TO SMALL

BUSINESS MARKETING’

Wiley (February 2013), Amazon.com best seller

FACEBOOK FOR BUSINESS: WHAT WE’LL COVER

Overview of Social Media: FRE Overview of Facebook For Business Tricks and Tactics Business Owners Can

Do Selling (Advertising) On Facebook Facebook Integration (Social Plugins)

SOCIAL MEDIA OVERVIEW

In order to be effective, social media content must be:

Frequent Relevant Engaging

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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: 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: RELEVANT

Create content that relates to your product / service

Create content that YOUR AUDIENCE wants (first phase of Infusionsoft Lifecyle Marketing)

Join the social conversation (don’t break it up or be out of place)

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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

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?)

FACEBOOK FOR BUSINESS ESSENTIALS

Engaging Time Line

Tabs (custom)

Apps (custom)

Insights (analytics are IMPORTANT)

Paid Advertising (sponsored posts / ads)

Don’t Sell! Find / Identify Target Market

Images are POWERFUL!

FACEBOOK FOR BUSINESS: YOUR TIMELINE

Engaging Timeline Imagery

Keep it fresh and alive

FACEBOOK FOR BUSINESS: TABS

Tabs give you the ability to allow your followers to connect to specific areas of your business.

Tabs

FACEBOOK FOR BUSINESS

AppsYou 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

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FACEBOOK FOR BUSINESS: TOOL KIT

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

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.

SHOULD YOU DO WHAT YOU CAN’T MEASURE?

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 a ad for the demographic you want to reach at Test and refine

FACEBOOK FOR BUSINESS: ADVERTISING BIG TIP

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 FOR BUSINESS: IMAGES ARE POWERFUL

Facebook is a very ‘visual’ world.

Using engaging images on your page

Draw attention and encourage engagement that will help spread the word about your business.

FACEBOOK FOR BUSINESS: TRICKS AND TACTICS

Complete the ‘About’ Section: Include your business email address so people can easily contact you!

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)

Customer Facebook tools (GroSocial)

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

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. 

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

FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS

Activity Feed plugin shows users what their friends are doing on your site through likes and comments.

FACEBOOK FOR BUSINESS: FACEBOOK PLUGINS

Recommendations Box - The Recommendations plugin gives users personalized suggestions for pages on your site they might like.

FACEBOOK FOR BUSINESS: TWO IMPORTANT CONCEPTS

Frequent. Relevant. Engaging.

Social Content Marketing: Social alone is not enough

SOCIAL MEDIA OVERVIEW

In order to be effective, social media content must be:

Frequent Relevant Engaging

FACEBOOK FOR BUSINESS: ADVERTISING BIG TIP

Stop “selling” Identify your target market Nurture the relationship Build trust Capture contact information into your

own database Cheaper to capture interest than to

sell Cheaper to sell to prospects you’ve

engaged …then sell with Lifecycle Marketing 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

BUT WAIT, THEIRS MORE…

Facebook pages, groups and your personal page

Privacy

Facebook local features

Facebook offers

Engage with your community (talk back to your tribe)

Like and community as your page

Have a variety of interesting (not boring) posts

Beyond Facebook to boost Facebook (video, podcasts and more)

FACEBOOK FOR BUSINESS: TWO IMPORTANT CONCEPTS

Frequent. Relevant. Engaging.

Social Content Marketing: Social alone is not enough

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THANK YOU MANHATTAN CHAMBER OF COMMERCE AND TD BANK

FACEBOOK FORBUSINESS

Ramon Ray

Regional Director of Development, Infusionsoft

Technology Evangelist, Smallbiztechnology.com