facebook for business 101 spr 2014
Post on 08-May-2015
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� What is Facebook � Why Should Businesses be on? � Ge8ng Started � Pos<ng � Measurement � Demographics
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Topics
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Facebook � Founded in 2004, but since 2006 open to anyone over age 13 with an email address
� Originally for personal connec<ons, but now brands in the game too
� The numbers speak for themselves: 1,230,000,000 ac<ve users
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Why use it?
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It’s Cri<cal to SEO � Social Media Op<miza<on (SMO) is the new SEO, or rather two halves of a whole.
� SMO is the distribu<on of social objects (videos, blog posts, tweets, Facebook updates) so that they’re op<mized to rise to the top of any related search query, where and when it is performed.
� Google includes Facebook ac<vity in it’s SEO algorithm
� SEO + SMO = Amplified findability in the tradi<onal and social web.
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It’s Effec<ve
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It’s Growing � Social media adop<on among U.S. small businesses doubled in the past year from 12% to 24% � 61% of small business owners use social media to iden<fy and a`ract new customers.
� 75% surveyed have a company page on a social networking site.
� 45% expect social media to be profitable in the next 12 months.
According to survey conducted by University of Maryland's Smith School of Business with Network Solu>ons
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It’s Real-‐Time � Reveal the human side of a company, give it personality � Provide useful informa<on that people won’t get elsewhere (or at least not as quickly)
� Respond to comments, complaints, requests real-‐<me � Have a plaform for announcing news, promo<ons, events
� Generate new business leads
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It’s Huge � Facebook: 1.23 billion ac<ve users � Twi`er: 175,000,000 ac<ve users � LinkedIn: 150,000,000 registered users � Pinterest: 71,000,000 ac<ve users � Blogs: 346,000,000 people read blogs every day � YouTube: 800,000,000 unique visitors last month
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Achieve Business Objec<ves � Increase visibility � Connect with customers � Increase engagement � Promote your brand � Create a community � Promote and manage events � Give back to loyal customers through special offers and discounts
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Facebook -‐ Ge8ng Started
https://www.facebook.com/pages/create/
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Facebook -‐ Ge8ng Started
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Adding apps to your page � Twi`er -‐ watch this video: h`p://www.youtube.com/watch?v=h7WMvrPbxno
� Instagram – here is a tutorial: h`p://www.twelveskip.com/tutorials/facebook/337/how-‐to-‐add-‐instagram-‐app-‐on-‐your-‐facebook-‐fan-‐page
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Video on GibbonsDigital.com � h`p://gibbonsdigital.com/linking-‐your-‐facebook-‐business-‐page-‐to-‐your-‐twi`er-‐account/
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Ge8ng Started -‐ Social Media Plan � Define the goals for social media
� increasing sales, brand awareness / engagement or simply more people who “like” or “follow” your business
� Create your plan – align with marke<ng calendar � Iden<fy the most important keywords for your business. Use these consistently in all posts, tweets, updates.
� Create a content calendar for pos<ng � Measure and adjust – traffic, comments, leads, etc.
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Topics for Your Content Calendar � Post engaging relevant content, in short post with great images. � Business Updates, Events, Hiring, etc. � Your thought leadership, original content, blog posts � Curated content from complimentary businesses/services � Fun things – reflect popular culture, e.g., Super Bowl, Marathon, Labor Day, etc.
� Show your personality – appropriate cartoons, you on the golf course, etc.
� Employee, supporter, customer, donor of the week � Ask ques<ons, take polls, conduct contests
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Pos<ng � Set-‐up Google Alerts for your keywords � Best prac<ce is to post on Facebook one <me per day, Minimum 2 <mes per week
� Use tools like HootSuite, TweetDeck to schedule and manage posts
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Engage and grow your following � Write interes<ng and relevant posts will encourage followers to engage with your posts � Liking, commen<ng and sharing are important � Facebook uses the level of engagement to determine how many people see your posts
� Reveal the human side of a company, give it personality � Provide useful informa<on that people won’t get elsewhere (or at least not as quickly)
� Respond to comments, complaints, requests real-‐<me � Have a plaform for announcing news, promo<ons, events
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Facebook Best Prac<ces � Use Facebook To Connect with Poten<al Clients
� Develop Business page OR use personal profile � Maintain a Consistent Flow of Communica<on
� Post 2 <mes per week (lis<ng, info) � Blog posts, images of sold proper<es, etc.
� Integrate Facebook Into Your Exis<ng Marke<ng � Constant Contact App � Use different images on different channels
� Create and Maintain a Professional Image
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Build Up Your “Likes” � Hold contests/sweepstakes/giveaways/refer-‐a-‐friend � Put a link to your Facebook page on your website � Include Facebook link on all materials that reach target market (business card, emails, flyers, etc.)
� Leverage your email list � Build community/engagement and it will grow organically � Join relevant groups � Run Facebook Ads
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Measuring � Use Facebook Insights to see which posts are most successful for you
� Success = posts with Likes, Shares, and Comments � Use Google Analy<cs to monitor if Facebook and other Social Media sites are sending traffic to your website
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Demographics -‐ Facebook � 86% of Facebook users are age 25 and older � 81% have some college educa<on or bachelors/graduate degree
� 58% earn $50,000 or more
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Thank You! Bridget Gibbons
bridget@gibbonsdigital.com Gibbonsdigital.com @gibbonsdigital
Facebook.com/gibbonsdigital
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