facebook marketing a guide for small businesses
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deluxerev.com
REV Up Your Facebook Marketing: A Guide For Small Businesses
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Part I: Best Practices
Getting Started & Promoting Your Page
The Best Days, Times and Ways to Post on Facebook
What Matters Most: News Feeds
Mistakes to Avoid
Engaging Your Fans: Q&A with Ekaterina Walter
Engaging Your Fans: Ask Questions
Part II: Cool Tools
Facebook Places & Facebook Deals
Facebook Insights
Facebook Questions
Welcome Tabs & Other Facebook Apps
Part III: Case StudiesBig Daddy Biscuits, Atlanta, Georgia
Buzbee Dental, Springfield, Missouri
Namaste India, Overland Park, Kansas
The Woods Coffee, Whatcom County, Washington
The Raven Book Store, Lawrence, Kansas
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TABLE OF CONTENTS
REV Up Your FacebookMarketing: A Guide For Small Businesses
Welcome
Facebook: By the Numbers
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WELCOME
For most small businesses, its no longer a question of whether you should try to engage
fans on Facebook but how to do it and do it well.
About 65 percent of North America s online population uses Facebook, wi th users
averaging 15.5 hours a month, so its hard for small businesses to ignore this means of
connecting with customers.
But building a meaningful presence on Facebook take s work. This eBook is designed to
help you make the most of the time you spend on Facebook as a business. We ve talked
with expert s, some of whom have helped shape social media st rategies for Fortune 500
companies. While theyve used Facebook for big corporations, their insights should
apply to businesses of any size.
You ll also find case studies o f several businesses such as a bookstore, a dentis t s o ff ice,
a niche grocery store, a coffee shop and a dog- biscuit bakery. Their levels of experie nce
vary, but theyve al l been experimenting wi th Facebook to engage their audiences.
Facebook is ever-changing, so were all constantly learning. Whether you have been on
Facebook for years or just a few months, we hope youll find something useful in this
short guide to inspire your next post on Facebook!
The Deluxe REV Team
FACEBOOK: BY THE NUMBERS
15.5 hoursaverage amount of time a user spendsper month on Facebook
40number of times an average Facebook
user visits the site per month
50%percentage of Facebook users who
log onto the site any given day
Source: Pingdom, Facebook
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U.S. Facebook Users by Gender
Male Female
45% 55%
U.S. Facebook Users By Age
Sources: CheckFacebook.com, April 2011iStrategyLabs.com, Facebooks Social Ads Platform, Jan. 2011
FACEBOOK: BY THE NUMBERS
741 millionFacebook users
in the world
Source: Socialbakers.com, September 2011
151 millionFacebook users
in the United States
63%of online population
17 millionFacebook users
in Canada
64%of online population
Top U.S. States on Facebook
By total number of users
1. California 19 million
2. Texas 11 mill ion
3. New York 10 mill ion
Top U.S. States on FacebookBy percent of population
1. Missouri 56%
2. Massachusetts 54%
3. New York 52%
Source: Socialbakers.com, Jan. 2011
13-17
18-24
25-34
35-54
55+
9%
31%
22%
27%
11%
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Part I: Best Practices
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Here are four steps for building and promoting your page. Dont worry about being
perfect right out of the gatejust get going! Your presence on Facebook is going to
evolve anyway.
STEP 1. CREATE YOUR PAGE
Do the basics:
If you have never used Facebook, sign up for an account at facebook.com.
Once you have a personal account, go to facebook.com/pages/create.php.
Select Local Business or Place or one of the other categories.
Fill out your business profile. Include page name, a profile pic, and pertinent
info about your business (e.g. your hours, website, contact info). Take advantageof the About box to tell customers a little more about what you do.
Start posting:
You can start posting on your page right away.
Share some news about your business, upload some photos or post an interesting
link.(For more ideas about what you can post, read the rest of this eBook!)
In addition, to posting as your page, you can post as yourself. Under Admins
on the right-most column of your page, choose Use Facebook as . Doing so might just add a lit tle more personality to the page.
Add other page administrators:
Go to Edit Page and Manage Admins.
Having more than one page admin can add some variety to the voices on your
wall and widen the network of people who can be invited to like your page.
Discuss general guidelines for posting, including timing.
STEP 2. PROMOTE YOUR PAGE
Get liked:
Announce your new (or improved) page
to your personal Facebook friends andencourage their feedback.
Import a contact list or connect contacts
from your e-mail accounts (Hotmail,
Gmail, Yahoo, etc.) so you can invite
existing contacts to like your page.
Like the pages of other businesses and
organizations. They may like you back.
GETTING STARTED & PROMOTING YOUR FACEBOOK PAGE
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Expand your reach with mentions:
Mention or tag other pages in posts when you
thank, congratulate or recognize other businesses
or organizations.
In a post, use the @ symbol before the name of
a person, business or organization. Or just start
typing a name. Select a name from the list that
starts appearing in a drop-down menu.
Tagging creates a hyperlink to the users Facebook
page and can make your post visible to the users
connections (if the user allows others to post to his
or her wall).
If you post on the page as yourself, you can also
tag pages you have personally liked as well as
tag your friends.
Consider Facebook Ads:
Facebook Ads appear on the right side of all Facebook pages.
You can choose a regular Facebook Ad with a custom message and call to
action to promote a Facebook Page, event or your own website.
Or you can choose to run a Sponsored Story to make information, such as page
likes, page posts and check-ins, more visible to your fans and fans friends.
Target the audience you want to reach by location, age, gender, education,
income level and interests.
Review the estimated reach of an ad based on those criteria.
If you decide you want to run an ad, set a daily budget you are comfortable with.
Visit facebook.com/ads for more info.
STEP 3. SECURE YOUR VANITY URL & PAGE NAME
Beforeyourpagehits25likes,itmayhavealong,hard-to-rememberURLthat
looks something like this:
http://www.facebook.com/pages/Your-Business-Name-Here/175422605829617
Afteryourpagereachesthe25-fanmark,youcanrequestashortervanityURL
by going to facebook.com/username.
A good vanity URL is short and easy-to-remember and should clearly reflect
your company name. (Example: facebook.com/deluxecorp).
Before you claim your vanity URL, carefully double-check it to make sure its
exactly what you want. Facebook will not allow you to change your vanity URL
again after you have officially claimed it!
Also check your page name has no typos and is what you want. Facebook will
not allow you to change your page name again after you get more than 100
likes. So before you hit the 100-connection mark, be sure to correct any
naming errors by going to Edit Page and the Basic Information section.
GETTING STARTED & PROMOTING YOUR FACEBOOK PAGE
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GETTING STARTED & PROMOTING YOUR FACEBOOK PAGE
STEP 4: PROMOTE SOME MORE!
Dont forget these other avenues for promoting your page:
Newsletters(electronicorprint)
E-mailsignature
Signage
Businesscardsandotherprintedmaterials
Onlinesocialnetworksandforums,suchasLinkedIn,Twitter,etc.
Radioandtelevisionads
AddalinktoyourFacebookpageonyourwebsiteorblog.
OraddaLikeBoxtoyourwebsiteorblog.Thiswillshowyourwebsite
visitors how many people have already liked your page and and let them like
your page from your website or blog without visiting your Facebook page. (For
more info, visit developers.facebook.com/docs/reference/plugins/like-box/.)
WHAT ONE STUDY SAYS ABOUT...
The Best Days, Times and Ways to Post on Facebook
A2011study byBuddyMediarevealedthat someFacebookposts aremorelikely to engage fans (or get likes or comments) than others.
Best post length:80charactersorless.(Keepitshortandsweet.)
Best time of day to post: Early morning or late at night
Best days to post: Thursday and Friday. The less people want to be at work,
the more they are on Facebook, the study said. But best day varies by industry.
Best days of the week for different industries:
Sunday: Entertainment, Retail, Automotive, Sports
Monday: (No industries listed.)
Tuesday: Food & Beverage
Wednesday: Business & Finance, Food & Beverage
Thursday: Fashion, Healthcare & Beauty, Travel & Hospitality
Friday: Entertainment
Saturday: Media, Entertainment
Best words for getting fans to act: Like, Post, Comment, Tell us.
(Fans follow instructions well, says Buddy Media. The simpler, the better.)
Best words for questions: Where, When, Would, Should
Worst word for questions: Why (which comes off a bit too nosy)
Source:buddymedia.com
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Whats the most important thing a business should care about on Facebook? Deluxe
discussed that question with two social media experts, Zach Welch of BrandGlue.
com and Ekaterina Walter of Intel. Their answer: the News Feed the section on
any homepage where Facebook puts what it thinks are the most interesting stories
from a particular users friends and liked pages.
Zach Welch
VP of Client Services at BrandGlue.com, a company that
helps clients, such as YouTube, Microsoft, with Facebook
Metrics show that less then 4 percent of users ever come
back to your page after the first time they like it. You see
a lot of big brands putting up fancy tabs and applications.
If only 4 percent of your users are ever coming back to
your page, how much of that 4 percent do you think aregoing to check out all your fancy tabs?
Since folks arent coming back to your fan page, the way to reach them becomes
the News Feed through status updates. But Facebook has an algorithm that decides
which content each user sees in their News Feed. Just because you write a status
update, doesnt mean all of your fans are going to see it.
199outofevery200likesorcommentstakeplaceintheNewsFeed,notonyour
page. Around 70 percent of your fans on average will NOT see your status updates.
With News Feed Optimization, you can reach most of your fans.
Focus on News Feed Optimization, not on building out your actual Facebook Page.
Ekaterina Walter
Social Media Strategist at Intel, where she is responsible
for companywide social media enablement and corporate
social networking strategy
Not a lot of people see every single update by their
friends, especially as their network grows. According to
Facebook, only 1 out of 500 possible stories on average
are displayed in top news.
Everything you do needs to be designed so that every single post gets an
interaction.
The reality is: engagement = organic fan growth. Your page ranks higher if you have
fans interacting with you. The more likes and comments you get for every one of your
posts, the higher your chances are to be displayed in the News Feed.
News Feed Optimization (NFO) is the new Search Engine Optimization (SEO).
199 out of every 200 likes or comments take place in the News Feed, not on your page.
According to Facebook, only 1 out of 500 possible stories on average are displayed in Top News.
WHAT MATTERS MOST: NEWS FEEDS
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MISTAKES TO AVOID: Beware Of These Slip-Ups, Three Experts Say
Ekaterina Walter, Intel
Top 5 Mistakes To Avoid
Notputtingenoughtimeintomaintainingthepage
and monitoring dialogue.
Notansweringquestionsandaddressingissues.
Takingabrandtoneinsteadofahumantone.
Underestimatingthepowerofthecrowdandword
of mouth.
NotpromotingyourFacebookpageelsewhere
(website, newsletter, etc.).
Zach Welch, BrandGlue.com
Creating a Profle versus a Page
If you have a personal profile, you dont get much
play in the News Feed.
Also there is a ton of friction for the user. On a page,
all they have to do is click Like. With a profile, they
have to click Add as Friend, and then wait on you
to accept.
Lastly, having a personal profile for a business isagainst Facebooks Terms of Service. So you run the
risk of them shutting you down.
Peg Corwin, SCORE Chicago
Selling Too Much
The biggest mistake businesses make on Facebook
is thinking of it as primarily another place to sell.
They put nonstop business promotions on their page
wall.
A Facebook page should be a place to listen to those
interested in your niche, ask questions, learn what
people are doing and what they need. Its a place to
offer free advice and help build real relationships.
While new listings, product launches, specials and
dealsareOK,theyshouldnotbetheonlycontent
that a business provides to fans.
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ENGAGING YOUR FANS: Q&A with Ekaterina Walter
Deluxe asked Ekaterina Walter, who also writes a blog called Building Social Bridges (www.ekaterinawalter.com),
about her top tips for engaging fans on Facebook. Heres what she recommended:
What would be your top five ways to encourage engagement on Facebook?
Questions and polls: Your fan base on Facebook is the best focus group ever. And they like sharing their
opinions with you and others, so pick their brains on how you can do things differently or encourage their
engagement by asking for their opinions.
Engage in dialogue: Thank fans for their replies. Ask them follow-up questions when they post.
Encourage mentions: Just dont overdo this request, and teach fans how to mention you subtly.
Encourage likes: Like this post if you really love this video or like this post if you agree.
Put fans in charge: Let your fans be judges of your contests or let them decide which logo or creative
elements to go with for a specific program. They love to be involved. And they will spread the word.
Youre a big proponent of videos on Facebook. How can sharing videos help even small businesses?
Video is a highly consumable format. People are reaching out for video. They search for it, whereas other formats like
links, text, banners, etc., are being ignored most of the time. Its fast and easy. If your video content is entertaining,
it is shared more often than links and text. Video and pictures also seem to be preferred by Facebooks algorithm
[the method Facebook uses to automatically select what stories show up in a users News Feed].
What do you have to do?
Nowadays you dont need much to make a quick video. It doesnt have to be high production quality. As long as
you are delivering valuable content, people will appreciate it and will share it, and that will foster word-of-mouth
marketing a great organic way to bring more traffic to your page and business to your company.
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ENGAGING YOUR FANS: ASK QUESTIONS
If engaging fans is your goal, questions can be one of your best friends. A study
byLikeableMediain2010,showedthatin9outof10cases,statusupdatesthat
posed a question directly to fans were on average two times as engaging as other
kinds of updates.
Peg Corwin, a SCORE Chicago business mentor, has helped get small businesses
started on Facebook. She agrees questions can be a great way for engaging fans.She recently wrote a post in her blog Using Facebook for Business Marketing
about the kinds of questions that a small business might try:
Photo- or link-related questions
Examples: This scarf is worn with a V-neck blouse. Do you think it looks jazzy
or sloppy? The author of this article claims our real-estate market is picking
up. Have showings of your home increased?
Yes or no questions
These are easy to respond to, and sometimes people take the initiative tocomment as well. Example: Have you seen women wearing leggings that look
like tight jeans on streets near you?
Buy questions
Rhetorical questions that are promotions in disguise. Example: Dont you need
a massage? Click here to sign up.
Please like questions
Example: Did you know that Tribune readers have voted Boutique Shoes the
best shoe store every year for the past 10 years? If you agree, please visit and liketheir Facebook page.
Questions that prompt specific actions
Example from Prospering Moms: Mompreneurs, are you sick and tired of
working so hard and not seeing the benefits? Check this report out.
Fun questions
Facebook Fans like entertainment, and even businesses can find ways to be
entertaining. Example: Spanish-language-deal site Yupiti asked a trivia question
about ingredients in a mojito.
Feedback questions
Example: How can I help you? What kind of information are you
looking for?
Open-ended questions
Of all the question types, open-ended questions have the most potential to
encourage an exchange of ideas. But because they require reflection to answer,
comments may be fewer than with questions that ask for a choice between two
or three alternatives.
To read Corwins longer post related to this topic, visit:
http://doingbusinessonfacebook.com/2011/03/21/questions-status-update/.
You can also read about Facebooks Questions app on page 17.
http://doingbusinessonfacebook.com/2011/03/21/questions-status-update/http://doingbusinessonfacebook.com/2011/03/21/questions-status-update/ -
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Part II: Cool Tools
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FACEBOOK PLACES & FACEBOOK DEALS
What is Facebook Places?
Facebook Places is a way for businesses with physical stores to encourage
customers to show that theyve visited by checking in. Facebook users can use
their mobile phones to check in, or they can simply include a location in a regular
status update. When customers check in somewhere, their location becomes
visible to their friends (which friends depends on a users privacy settings).
What are the main advantages of using Facebook Places?
Brand awareness: Stories about customers checking in to your Place can
extend the reach of your brand on Facebook.
Deals: If you have a Facebook Place, you can offer deals that might entice
visitors to your physical location. (Sample deal below.)
How can I get started?
Anyone can create a Place, but only those who officially represent a Place can
claim it to manage the listing and begin to offer deals.
STEP 1: CREATE A FACEBOOK PLACE
First,seewhetherFacebookora Facebook
user has already created a Place for your
business. Use the search bar on facebook.
com.
If you dont have a Place, launch yourphones Facebook app from your physical
location or go to touch.facebook.com while
there. Click the Facebook Places icon. If
your business doesnt appear on the list of
nearby places, add your companys name
and description.
Note: It is important to be on your business
site when you create a Facebook Place
because thats the geographic location
Facebook will associate with your business.
STEP 2: VERIFY YOUR FACEBOOK PLACE
Next, you have to claim your Place. Log on to facebook.com and search
for your business name, then click on it .
Click on the link Is this your business?
Youll be asked to confirm,through a phone verification process, that yourethe owner, or you may be asked to prove it with documentation, such as a
utility bill. Now, youll be able to manage the address, contact information, profile
photo, hours and other information.
STEP 3: MERGE YOUR PLACE WITH YOUR PAGE
After youve claimed your Place, you may be prompted to merge it with
your Page. This will make maps, check-ins and deals visible on your Page.
Note: For brick-and-mortar stores with multiple locations, Facebook allows
a parent (corporate) page and child pages for individual stores. Speak to a
Facebook representative to learn about this option.
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FACEBOOK PLACES & FACEBOOK DEALS
STEP 4: OFFER A FACEBOOK DEAL
To begin offering a deal, click on the Create Deal button at the top right
of your Facebook Place.
Choose your deal. Types of Facebook Deals include: Individual Deals: one-time deals to launch a new product, offer a
gift with purchase, or simply get more people into the store
Loyalty Deals: rewards for customers who check in multiple times
Friend Deals: for groups of up to eight people checking in together
Charity Deals: donations on a users behalf with each check-in.
Define your offer. Write a summary ofthe deal (e.g.20%off any
purchase over $10) and instructions on how to claim the deal (e.g. Show
your phone screen to the cashier).
Choose run dates & restrictions. Deals are subject to review by
Facebook.
Promote your deal: After your deal is approved, begin promoting it, for
instance, by posting status updates.
For more info, visitwww.facebook.com/deals/business/.
CASE STUDY
How One Coffee Chain Used Facebook Deals
For a limited time, The Woods Coffee, a chain of coffee shops in Washington
state, offered a deal to anyone who checked in on Facebook. Customers whotagged a friend upon check-in could get a free upgrade to a bigger drink.
The business incentive: A customer might start to like the 16-oz. coffee with
twoshotsofespressomorethanthe12-oz.cupwithoneshot,saidJessicaStuart,
social media director for the chain. And by requiring someone to tag a friend,
the deal encouraged two people to go to a store.
Who took advantage of the deal:A key demographic for the coffee chain
iswomenintheir20s,buttheFacebookcheck-insranthegamutfromteenagers
to businessmen anyone with a smart phone. About 100 people out of 1,000who checked in took advantage of the deal.
How the deal morphed:Whenthechainopenedits11thstoreinJune2011,
The Woods Coffee decided to run a Facebook check-in deal only through the
summer at the new store. What we dont want is our customers to expect a
special or deal, Stuart said.
Deals that may be in the works: Shortspecials around the holidays.
(ToreadmoreaboutTheWoodsCoffee,seepage23.)
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FACEBOOK INSIGHTS
If you want to get a better handle on who is viewing your page and whats engaging
them, Facebook Insights is a good place to start.
Where you can find it:
To access Facebook Insights, just look for theView Insights option on the right side of your
page below Admins.
What to look for:
ErikaKerekes,socialmediaproductmanagerat
Deluxe, recommends keeping an eye on at least
these three stats:
Monthly Active Users:the30-daycountofuserswhohaveinteractedwith or viewed your page or your posts. This count includes both fans
whovelikedyourpageandnon-fans.Keepaneyeonwhetheryouare
maintainingengagementlevelsasyouraudiencegrows,Kerekessays.
Interactions: You can see how many people saw and commented on
each update, which offers great information about whether the content youre
postingisinterestingtoyouraudience,Kerekessays.Asapageadmin,you
can also see this data under each post. Dont be distraught though if your
average feedback percentage is less than 1 percent.
Demographics:Kerekesalsoencouragespageadministratorsto takea look at audience demographics under the Users Tab, which includes a
breakdown of your fans by gender, age, geography and language. Do they
match your business overall, or are they different? If they are different,
Kerekesadvises,youmaywanttoadjustyouroverallmessagingsoitsmore
compelling to this particular group of people.
What else is out there?
Some newer tools are emerging that might provide even more advanced analytics.
Theres one from pagelever.com that tells you how many people are seeing you
in the News Feed, sources of page views, and sources of new fans.
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This feature allows users to seek answers from anyone on Facebook.
How it works:If you ask a Facebook Question and one of your fans answers
or follows that question, it goes onto their News Feeds, and their friends can see
and answer it, too.
Heres an example: Whats your favorite veggie? Chances are its in our
Vegetable Masala Burger! asked by Tandoor Chef. (The top vote-getter:
potatoeswith10outof35votes.)
How to ask a question:
The easiest way to ask a question may be simply to go to your Wall (or youcan click on Questions in the left navigation section of your page).
Click on the Question link, and add some poll options, if you like. Click
Ask Question to submit.
You can make your question more like a poll by limiting the answer options.
Simply uncheck the box that says Allow anyone to add options.
What kinds of questions will work:
Any question, but ideally ones that attract fast, short responses. Here are a few
ideas from Facebook about what you can use Questions for:
To ask for recommendations
To start a discussion about a current events topic
To ask a simple question to learn more about the people around you
Just dont forget! Facebook Questions are public and can be seen and answered
by people not in your immediate network. Dont ask anything you wouldnt want
to get out to a larger community.
More:
To learn more about Facebook Questions, visit facebook.com/questions. You
canalsocheckoutmoretypesofquestionsonpage12.
FACEBOOK QUESTIONS
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WELCOME TABS & OTHER FACEBOOK APPS
Facebook Apps are basically tools that enhance the interactivity of a page. There
are many Facebook apps being developed all the t ime, both by Facebook and by
third-party developers. Some can be quite useful for small businesses.
Welcome Tabs:
Welcome tabs are one of the top Facebook Apps social media experts
recommend. You can use them to customize what visitors see when they landon your page and to encourage non-fans to like your page. They can include:
Photos of your business or products
A quick summary or video about your business Featured products Reasons someone should like your business
Conversionratesrisefrom23percentto47percentwithagoodwelcometab,
says BrandGlues Zach Welch. Just make sure it is your default tab.
There are a growing number of providers of welcome tabs. Some, such as tabsite.
com, assemblyline.lujure.com, pagemodo.com, wildfireapp.com, faceitpages.
com, even have free options.
Sample welcome tab from Red Bull (not a small businesss, but you get the idea):
Other Apps:
There are many more apps out there than can be covered in this eBook. Heres
just a sampling of some of the ways apps can enhance a Facebook page:
Automate updates from your blog to your Facebook page (e.g.
NetworkedBlogs) although some social media experts advise against over-
automating posts Schedule appointments with customers through Facebook (e.g. Schedulicity) Enable chat conversations
Facilitate contests or sweepstakes
Provide e-commerce options Integrate with e-mail service providers to get people to subscribe to your
e-mail lists on Facebook (e.g. MailChimp and Constant Contact)
How to find apps:
Facebook apps vary in quality and price. Many are free. One indicator of an
apps quality is the number of monthly active users. You can search for apps bygoing to facebook.com/apps/directory.php.
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Part III: Case Studies
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BIG DADDY BISCUITS
Atlanta, Georgia
Fouremployees(ownerplus3part-timers)
Establishedin2009,JoinedFacebookin2009
960Likes
What it sells: Handpressed, organic farm-to-table dog biscuits
Who manages the page: Big Daddy, an American bulldog who was
rescued six years ago off the streets near the federal penitentiary in Atlanta.
Okay, so his human half, Big Daddy owner Lauren Janis, does the typing.
Biggest benefit of Facebook: People can put the face behind the
name, Janis says. They can see pictures of me baking. They can watch a
local business growing.
Most commented-on recent post: Announcement that Whole Foods
would start carrying some all-natural Big Daddy dog treats in area stores.
Why Big Daddy has a Facebook page and a Facebook group: I
didnt know the difference when I started, Janis admits. She rarely posts to
the group anymore, but occasionally its handy for emails to the list.
One regret: Biscuits is misspelled in the page name Big Daddy
Bscuits. After a page reaches 100 likes, Facebook prohibits further
name changes. I could start all over again, Janis says, but I wouldnt want
to lose all the content that Ive built.
Why Facebook is a good place for dogamonials: Dog loversenjoy vouching for the addictiveness of the treats, which include Cheese
Bites With Garlic and You Had Me At Bacon Turkey Bacon Bites. They
post pictures of their pets giving paws of approval. As long as youve got
fans saying how good you are, thats better than any ad, Janis says.
Sharing the love: Big Daddy Biscuits, whose biscuits are made with local
cornmeal, eggs and milk, frequently tags other local businesses, such as the
Woof Gang Bakery or the Decatur Farmers Market, in Facebook posts. Its
good for both sides to gain some exposure to each others fans.
Photos courtesy of Big Daddy Biscuits.
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BUZBEE DENTAL
Springfield, Missouri
24employees(includingfourdentistsGary,Roger,ToddandTylerBuzbee)
Establishedin1977,JoinedFacebookMay2009
437Likes
What the business does: General dental practice with an emphasis on
cosmetic dentistry, orthodontics, TMJ therapy and sleep apnea treatment
Most frequent posts:
Quirky facts related to dentistry
Tidbits on taking care of your teeth
Community involvement announcements (like text messages from one
dentists volunteer trip to a Haitian orphanage)
One popular post: Are you confused on how all the Buzbee doctors
are related? Tell us if you know! (Answer: The practice includes four
Buzbees two brothers and the two sons of one of the brothers.)
Sources of interesting posts: More than a dozen web sites, including
www.ada.org, yourmouthistalking.org and webmd.com
Who manages the page: Marketing consultant Brenda Raynor for the
practice
Time Raynor spends on updates:About an hour a day researching,
brainstorming with the dentists, posting and responding to customers
Campaign that Facebook helped: Refer-a-Friend contest. Whoever
referred the most friends won a whitening treatment. Result: 70 new patients
and more awareness about one of their services.
Interesting Facebook Insights stat: Raynor says that Buzbee Dentals
Facebook page users are roughly 60 percent women between the ages of
18and44.
Checking in at checkup time: Buzbee Dental allows customers to
check-in on Facebook when they come in for a visit. Such updates can be
viewed by customers friends.
Photos courtesy of Buzbee Dental.
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NAMASTE INDIA
OverlandPark,Kansas
Three employees (ownerYogeshKaria, his wife and sister-in-law, with
children helping out)
Establishedin2009,JoinedFacebookJanuary2011
158Likes
What the store sells: Indian groceries, DVDs and chaat savorysnacks also known as Indian street food
Who manages the Facebook page: The owner, a native of Gujarat,
India. Im learning a lot as I go, he says.
Biggest benefit of being on Facebook: Real-time announcements the
instant that truck shipments from Chicago arrive with fresh produce. For our
areaIndianfamilies,Kariasays,freshvegetablesareaverybigthing,and
these are specialty items you cant find at Wal-Mart or [local grocery chain]
Price Chopper. For our families, its a time management thing.
Greatest challenge: Getting more people from the stores broader
customer base to know about and like the Facebook page. The store
draws customers not only from the local area but also from Missouri, Iowa
and Nebraska.
To-do list: Facebook Ads to target potential customers in outlying
areas; getting more fans to post comments; interacting with other Indian
community pages
Facebook page promotion strategies: In-store fliers and e-mail
messages promising the instant notifications of fresh produce
One Facebook Deal offered: $2offANYbrand20lbChapatiflour
bag
Recent page update: A welcome tab to encourage new visitors to like
the page created with free tool from pagemodo.com
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THE WOODS COFFEE
Whatcom County, Washington
About 100 employees
Establishedin2002,JoinedFacebookOctober2009
7,459likes
What it is:A chain of coffee shops with 11 locations
Who manages the Facebook Page: Jessica Stuart, social media director
and former barista of The Woods Coffee
Popular post: An April 1, 2011 post asking fans to guess where the
chains 11th store would open. The question got 54 responses, including
this one: Hopefully NEXT DOOR to us.
Mouth-watering post: Asked their favorite flavor combinations, fans
came up with chai nog, caramel macchiato and white chocolate raspberry
mocha, among others.
Stuarts favorite Facebook Insights stat: The percentage of fans
responding to different posts
Why The Woods hasnt used Facebook Ads yet: We arent an
online company trying to get new fans that dont know us, Stuart says.
Our Facebook page is a place for our customers to get the current info on
whats new, whats happening and lately to get their questions answered.
Why mobile phones are a lifesaver: I have found it easy updating
from my iPhone wherever I am, Stuart says. I can update my status, reply
to a wall post, upload a mobile picture, almost anything.
(Read more how The Woods Coffee used Facebook Deals on page 15.)
Photos courtesy of The Woods Coffee.
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THE RAVEN BOOK STORE
Lawrence,Kansas
Six employees
Establishedin1987,JoinedFacebookFebruary2009
631Likes
What it is: An independent, locally owned bookstore specializing in fiction,
mysteries, regional history and local authors
Who manages the Facebook page: Bookstore owner Heidi Raak, who bought
thestorein2008
Biggest benefits to being on Facebook: Promoting events, inviting guests,
getting people interested
Frequent Facebook engagement strategy: Book giveaways. Before an author
comes to town for a reading, Raak posts an open-ended question related to the
books theme. Anyone who posts a comment is eligible for a drawing, and the winneris announced on Facebook.
Discussion provoked by one book giveaway: To promote an in-store reading
by book author Deb Olin Unferth, Raak asked people to post about a rash decision
they once made out of love. One response: A woman said she walked down a two-
mile stretch of highway at 6 a.m. in flip-flops to meet her now-husband.
How the store uses Facebook to advance its overall strategy: We are
trying to get a younger group of people to come into the store, Raak says. With
Facebook, we try to focus on more contemporary readers to get the young crowd.
Good source of posts: Thought-provoking articles from periodicals such as
The New York Times. A link to a Times article about Philip Roth vs. new writers
sparked a debate.
Oops: The store originally created a personal profile page. Raak says she realized
three days later that she shouldve made a business page. The personal profile
actuallyhasmorefriends(1,591)thanthebusinesspagehaslikes.Whenpeople
search, it seems the personal page is what comes up more prominently, Raak says.
(See other Mistakes to Avoid on page 10.)
Photos courtesy of The Raven Book Store.
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