facebook fame for fresh business thinking
DESCRIPTION
This was a 30 minute presentation I did for the Fresh Business Thinking Live! event for Global Entrepreneurship week. It's a summary of small business case studies and tips for SME's on how to use FacebookTRANSCRIPT
Who am I?
@women_unlimited @julie_hall www.facebook.com/womenunlimited www.women-unlimited.co.uk www.springmedia.co.uk
WHY FACEBOOK
Why you should care about facebook
Website
Email marketing
In person
Event marketing
Online advertising
Direct Mail
Telephone
Blogs
Online Surveys
YouTube
Other
93%
92%
63%
35%
33%
315
29%
24%
19%
20%
62%
51%
48%
37%
Source: Constant Contact Small Business Attitudinal Survey Nov 23, 2010
Unbelievable growth
More posts = greater reach
Source: Comscore May 2011
Facebook case studies
Facebook case studies
Fan engagement spectrum
Source: Moontoast
Your facebook strategy
• What is my objective? • What budget do I have for this? • What am I willing to share / be public? • How much time do I want my business to invest in the
page? • Who is going to manage the page? • Are my customers / clients on Facebook? • How will I encourage them to engage with my
brand/business? • How will this integrate with my other marketing channels? • What content do I have / do I need to create? • How will I make my page stand out from the crowd? • How will I market my facebook page? • How will I measure results and ROI (return on investment)?
Why people will like your page
• 40% to get discounts & promotions
• 39% to show support for the company
• 36% to get “freebies” free samples & coupons
• 30% to get updates on coming sales
• 29% to be entertained
• 25% for access to exclusive content
How much is a fan worth?
• According to Synapse report the value of a fan is $136.78 (avg)
• Fans report that they spend $71.84 more per year than non fans
• No two fans are created equal • A fan is a self segmented group of
highly valuable customers • A fan is 28% more likely to use a
brand than a non-fan • A fan is 41% more likely to
recommend a fan product than a non-fan
• Facebook fans are more loyal to the fanned brand than non-fans
Getting fans to your page
• Send an email to your clients, friends and prospects • Put a Find us on Facebook link on your site (social proof!) • Engage on other Facebook fan pages with your target
audience • Put a page badge on your site • Set up future tweets linking to your facebook page • Invite your Twitter followers to become fans • Ask your fans to recommend you to 5 other people • Encourage your fans to post on your page • Respond to their posts • Add your facebook fan page to your email signature • Talk and link to it in newsletters • Put it on all printed marketing materials and press releases
Your faming content strategy
• Write for the newsfeed not your wall • Share your blog posts • Something cool about you • Share news / PR about you • Promote events • What’s happening on the ‘inside’ • News articles • Ask questions • Like comments and shares from your
fans • Ask for feedback • Celebrate success – theirs and yours • Encourage them to add photos and
content • Add a variety of content types
…video, audio, photos
Classic mistakes to avoid
• Broadcasting not engaging
• Not putting in enough time
• Being boring
• Leaving it all to chance
• Annoying facebook by not following their rules
• No planning
• Going for the hard sell right out of the gate
Thoughts to leave you with
• Get to 25 likes and protect your brand
• Build a community through your brand
• Encourage raving fans
• Be authentic
• Be bold
• Engage, Engage, Engage
• Commit for six months (but expect real results in 1 month)
• Test and fix, Test and fix, Test and fix
• Have fun!
Top Facebook Resources
• www.socialmediaexaminer.com
• www.marismith.com
• http://www.seomoz.org/blog/facebook-marketing-ultimate-guide
• http://outspokenmedia.com/social-media/facebook-fan-pages-customers-want-to-join/ << one of my favourite brand blogs
Thank you
• Upcoming Workshops: – Facebook for small business: January 18, 2012
– SEO: Getting to the top of Google: Nov 16, 2011
– Email marketing for success: Nov 23, 2011
– Wordpress Workshop: December 5, 2011
– PR Workshop: Grabbing the headlines: December 7, 2011
– Write and publish your own business book: February 22, 2011
– Market and launch your own book: March 23, 2011
– Women Unlimited Conference: March 9, 2012