Using Facebook & Social Media to Promote Your Business

2011 Educational Program Series

Sponsored By:

Introduction

This PowerPoint Presentation will be available at Cornerstone Solutions

Websitewww.CornerstoneSolutionsofNY.com

Agenda

1. What is Social Media and Why is it important2. Touch on some Social Networks

1. Twitter 2. LinkedIn3. Blogging4. Facebook

3. Creating a Facebook business page4. Promoting your Facebook page5. Questions

What is Social Media?

Wikipedia:

“Social Media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.”

Think . . . Business Cocktail Reception. . . Without constraints of time or space

• We meet people and start conversations• Ask questions – trust others’ advice• Answer questions – help others• Save business contacts as a resource for

later

Why You Should CareQuick 2 minute video

http://www.youtube.com/watch?v=mwmJ9CFBIks

Social Media not Social Marketing

Social Media is NOT a marketing medium, it’s a conversation medium.

When brands try to use it as a direct marketing medium, they fail.

Social Media is NOT a fad, it is a fundamental shift in the way we communicate.

That being said . . .

Rethinking MarketingOutbound Marketing

• Telemarketing

• Trade shows

• Print Ads

• Radio / TV ads

• Direct Mail

• Fax blasts

• Email blasts

Inbound Marketing

• SEO / SEM

• Blogging

• Social Media

• RSS

• Free tools / trials

• Viral videos

• EngagementInte

rruptio

n

Permis

sion

The Social Web

Sharing: How Social Networks Work

Shared with

Read by

Shared by

Acted on

Your Valuable Content

What is Twitter?

http://www.youtube.com/watch?v=ddO9idmax0o

Twitter uses in Business

• Branding• Hiring • Traffic building• Professional networking • Publicity• News• Prospecting• Feedback• Peer relations• Competitive tracking• Search engine optimization• Mobile visibility

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Don’t Just Say “Follow Us On Twitter

•Promote benefits of membership

•Describe content

•Offer multiple topical destinations

•Embed widgets to keep people on site

Quick Look at the Basics

140 characters Concept of “Followers” Who sees what? @name # tags Short URLs Re-Tweets DM (direct message) – only to followers Auto DM / auto-follow Etiquette Why it’s so viral! Thank You is important.

Twitter Sales Examples

Twitter Tips & Tricks

Consider managing multiple accounts Follow key players in your industry Interact with customers, competitors, supplies, etc Post every day (and re-Tweet later) Monitor your keywords – branding Use Twitter “Lists” Use a managing solution such as Hoot Suite,

SocialOomph, or a local Social Media company Search for more Tips & Tricks on the internet

What is LinkedIn?

http://www.youtube.com/watch?v=IzT3JVUGUzM

Quick Look at the Basics

101 Million members Targeted toward the business professional Resume Recommendations / Referrals Connections Expertise Executive Level Search Link to your company and blog

LinkedIn Personal Example

LinkedIn Business Example

LinkedIn Tips & Tricks

Complete your ENTIRE profile Have a good profile picture Start your connection collection with your Email addresses Looked at your connections’ connections Absolutely join groups (min 5), and be active in at least one Ask questions Answer LinkedIn questions & build your credibility Create events Create a business profile / page Search for more Tips & Tricks on the internet

What is Blogging?

http://www.youtube.com/watch?v=NN2I1pWXjXI

About Your Blog

• Pick the right tool – i.e. Wordpress• Get your own URL (www.TomBrownBlog.com)

• Set up RSS (Rich Site Summary, a format for delivering regularly changing web content)• Write about WHAT YOU KNOW• Pick the Right headline or title

• The Secret of . . .• Top 10 tips for . . .• The best way to . . .• A new way to . . .

• Join in the conversation• Follow a few blogs yourself – Think industry magazines• Keep a schedule. Blog regularly. Once a week, Bi-monthly• Spend more time talking about the culture that SURROUNDS people that buy

your products, instead of the product(s) itself.

Blog Etiquette

Attribute your sources (called Trackbacks). Hot links are great. Don’t copy someone else’s blog verbatim and attribute it as a source.

Allow comments. When you comment, stay relevant. You can disagree with the message without attacking the blogger. Don’t Spam

Respond to your commenters. Only speak the truth. And beware what you speak. It is all searchable

and permanent. Check your facts, don’t just repost. Keep it simple and short. 250 – 600 words is great.

Facebook!!

• 650+ million users world wide

• Average person is on Facebook :55 minutes per day

• People spend over 700 billion minutes per month on Facebook

• Average user has 130 friends

• Over 900 million pages/groups/events/community pages

• 70+ language translations available

• Over 250 million active users access Facebook from a mobile device

Creating the FB Business Page

5 (simple) Step Process1. Register a Page2. Fill in Basic Info3. Edit Page4. Review & Manage your

Links/Apps/Tabs5. Increase Page Publicity

Register a Page

If you have an existing profile, REVIEW IT:

• Hide your year of birth

• Update your bio

• Create Friends Lists to filter newsfeeds

• Control Chat feature

• Adjust your PRIVACY settings

• Check your photo gallery

• Including names of albums

This is BIG!

UnClick this box

Creating the FB Business Page

5 (simple) Step Process1. Register a Page2. Fill in Basic Info3. Edit Page4. Review & Manage your

Links/Apps/Tabs5. Increase Page Publicity

Review & Manage your Links/Apps/Tabs

Review & Manage your Links/Apps/Tabs

Review & Manage your Links/Apps/Tabs

Every Time You create an event, write something, or share,it will show on the News Feed to all YOUR Business Fans.

Review & Manage your Links/Apps/Tabs

By Sharing You are POSTING this event on YOUR WALLfor all of YOUR friends to see. This is important.

Note that some are ‘grayed’ out

Increase Page Publicity

No-Cost Marketing Ideas

• Create the event. Share it. Publicize it everywhere.

• Add an in-store sign that says “Become a fan of Company Name on Facebook

• Prominently display your Facebook on your website

• Add to all your printed marketing material, including Business Cards

• Once you have fans, start offering promotions/incentives

• Use free 3D barcodes

• Email your existing email list

• Occasional Blog about your Facebook page.

• Free search engine submission tools

• Be active on a few Social Media forums.

• Link or “Like” swapping

• Embed Widgets on your website

• Add to your Email signature block

• Try some Facebook Apps

• Get Fans to “Tag” photos

• Load Videos and embed on your site

• Run a Contest

• Link to Twitter

• Get fans to Join Via SMS (“32665 (FBOOK) fan username”

• Add a link on your personal profile

• Use Badges or Buttons

• Share the Button

• Google AdWords promos*

It is NOT “if you build it, they will come.” People must be lured or invited to your page.

Increase Page PublicityPaid Advertising

• Use Facebook Ads

• Google Advertising Programs (2 types)

• Twitter Business Site

• LinkedIn Direct Ads

• Paid Discovery on StumbleUpon

• Digg Ads

• Mobile Advertising

TIPS

• Set up campaign goals

• Targeting demographics

• Buy direct from Social Networks and not search engines

• Set a budget

• Run two or more ads simultaneously

• Test CPM (cost per 1000 impressions) vs. CPC (cost per click bidding) to find best value

• Monitor, track, analyze and optimize

• Continually tweak

Paid Facebook Ad

Place the Orderand now you aredone with your

first paid ad.

Welcome to the world ofSocialnomics

“Social Media is overthrowing governments. You don’t think it’s gonna impact your business? You idiot!” -Gary Vaynerchuk, Author, “The Thank You Economy”

Recap

So, let’s recap the reasons why your business benefits from Social Media:•Economical •Great additional way to build relationships •Extends consumer reach beyond your local region •Aids word-of-mouth referrals •Easy to track – metrics!•New tools to build rapport •Builds up reputation •Lets you put your business face in front of more customers •Although using social media can be scary at first, once you realize the benefits, I bet you’ll wonder what took you so long! •Your customers are already there, it is time you joined them•To get you started, here are 10 reasons for participating in social media to benefit your business.

Recap

10 (Business) Reasons to Participate in Social Media by Christine Whittemore

1. You demonstrate to potential customers that you are human and care about their world.

2. You bring to life an externally focused mindset. (See Retail Outward Not Inward: Time To Refocus.)

3. Social media allows you to bring to life your otherwise static brochure-like website with a dynamic presence.

4. You address in a public forum the questions and concerns your customers have about your products and services—which are being asked anyway without your participation.

5. You participate in the conversations taking place that relate to your business, products, industry … and have the opportunity to shape the agenda.

6. You manage your reputation.

7. You build a customer community

8. You direct prequalified prospects—with whom you’ve already established a relationship—to your website, so you can engage in business.

9. You build your digital visibility and online presence.

10. You remain relevant to customers.

Whereas traditional advertising attempts to bypass the brain and go straight to the heart, social media addresses potential buyers’ needs for intellectual satisfaction with specific knowledge (i.e., content and context). The result: You build a business brand that customers not only feel is great, but know it is, too.

A Thought & Some Resources

• Study: Small business benefits most from Social Media

• 10 Examples of B2B Facebook Pages

Final Thoughts

• A successful Social Media presence for businesses is more than creating a presence on the Internet.

• It requires a strategy fully integrated with your business goals, including your marketing plan, implementation, ongoing maintenance, monitoring, analyzing metrics & repeat.

• Once you start down this path, forever will it dominate your destiny.

Thank You & Questions

Tom BrownOwner & Social Media Specialist

SpecialOffer

to You

$999 Limited Time OfferMust order by May 13