Facebook Marketing- Introduction: Using Social Media to Promote Your Local Business
-
Upload
miranda-miller -
Category
Documents
-
view
214 -
download
1
description
Transcript of Facebook Marketing- Introduction: Using Social Media to Promote Your Local Business
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 1
Facebook MarketingUsing Social Media to Promote Your Local Business
Your Business Name Here
Miranda Miller for Lake Huron Learning
Unit 1: Introduction to Facebook Business Pages
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 2 Your Business Name Here
© 2012, Miranda Miller
Course Agenda
1. Introduction to Facebook Business Pages• Why use Facebook for marketing?• Who can you reach on Facebook?• Is Facebook right for your business? • The New Facebook and how it works• Brand Pages – overview and features• Play Time! Make your Page.
2. Content Creation & Posting3. Campaign Planning & Management4. Paid Advertising, FCommerce & the New Analytics
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 3 Your Business Name Here
© 2012, Miranda Miller
We have radio, print, signage, email
marketing, and more… why Facebook?
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 4 Your Business Name Here
© 2012, Miranda Miller
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 5 Your Business Name Here
© 2012, Miranda Miller
Facebook… It’s kind of a big deal.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 6 Your Business Name Here
© 2012, Miranda Miller
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 7 Your Business Name Here
© 2012, Miranda Miller
Source: Brightedge.com 2012 Search Marketers Survey
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 8 Your Business Name Here
© 2012, Miranda Miller
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 9 Your Business Name Here
© 2012, Miranda Miller
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 10 Your Business Name Here
© 2012, Miranda Miller
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 11 Your Business Name Here
© 2012, Miranda Miller
Why Are YOU Here?
• In a perfect world, what will you get out of this series of workshops?
• What inspired you to learn about this?• Are you already using Facebook at all?
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 12 Your Business Name Here
© 2012, Miranda Miller
So Why Use Facebook for Marketing?
• Brand building & awareness• Reputation monitoring and management• Customer service• Recruiting• Lead generation• Become an authority in your industry• If your competitors are there and you’re not…
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 13 Your Business Name Here
© 2012, Miranda Miller
Who’s Here?
Source: SocialBakers.com
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 14 Your Business Name Here
© 2012, Miranda Miller
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 15 Your Business Name Here
© 2012, Miranda Miller
Okay… But Who’s HERE?
• 31,020 people 18+ within 80km of Kincardine
• 57,560 people 18+ within 80km of Owen Sound
• 6.1 million people 18+ in Ontario
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 16 Your Business Name Here
© 2012, Miranda Miller
How Often?
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 17 Your Business Name Here
© 2012, Miranda Miller
Why Do They Like Business Pages?
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 18 Your Business Name Here
© 2012, Miranda Miller
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 19 Your Business Name Here
© 2012, Miranda Miller
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 20 Your Business Name Here
© 2012, Miranda Miller
And Here’s What They Are Not Doing…
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 21 Your Business Name Here
© 2012, Miranda Miller
But That’s Not What the Other Study Said…
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 22 Your Business Name Here
© 2012, Miranda Miller
Universal Truths in Online Marketing
• You’re going to read a lot of conflicting data, “fact,” and opinion.
• There is no magic formula.
• The only way to discover what works for your business is to try, test, tweak, rinse and repeat.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 23 Your Business Name Here
© 2012, Miranda Miller
Worst Reasons Ever to Use Facebook for Marketing
Everyone else is doing it.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 24 Your Business Name Here
© 2012, Miranda Miller
Worst Reasons Ever to Use Facebook for Marketing
My daughter/friend/
whoever said I should.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 25 Your Business Name Here
© 2012, Miranda Miller
Worst Reasons Ever to Use Facebook for Marketing
It’s going to make me rich… RICH I say!
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 26 Your Business Name Here
© 2012, Miranda Miller
Worst Reasons Ever to Use Facebook for Marketing
I heard it’s really easy and you can’t go wrong with free.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 27 Your Business Name Here
© 2012, Miranda Miller
Remember:
As a businessperson, your time is money.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 28 Your Business Name Here
© 2012, Miranda Miller
Everything you do is a reflection of your business.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 29 Your Business Name Here
© 2012, Miranda Miller
Facebook is not just a social network to you. It is an advertising platform.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 30 Your Business Name Here
© 2012, Miranda Miller
So is Facebook Right for Your Business?
• Risk vs. Reward• Budget – your time is also money• What do you expect fans to do?
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 31 Your Business Name Here
© 2012, Miranda Miller
Let’s Get to Know the New Facebook
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 32 Your Business Name Here
© 2012, Miranda Miller
Three Important Elements
• Timeline
• Open Graph and Apps
• News Ticker
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 33 Your Business Name Here
© 2012, Miranda Miller
Timeline for Brands
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 34 Your Business Name Here
© 2012, Miranda Miller
Timeline for Brands
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 35 Your Business Name Here
© 2012, Miranda Miller
Open Graph and Apps
Image Source: developers.facebook.com
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 36 Your Business Name Here
© 2012, Miranda Miller
Open Graph and Apps
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 37 Your Business Name Here
© 2012, Miranda Miller
News Ticker
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 38 Your Business Name Here
© 2012, Miranda Miller
EdgeRank
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 39 Your Business Name Here
© 2012, Miranda Miller
New Brand Pages
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 40 Your Business Name Here
© 2012, Miranda Miller
Timeline for Business Pages
It’s looks a lot like your Timeline, but has some cool features…
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 41 Your Business Name Here
© 2012, Miranda Miller
New Admin Panel
Messages
Tips
Link to Insights
New Likes
Notifications
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 42 Your Business Name Here
© 2012, Miranda Miller
More on what all of that means in
another session…
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 43 Your Business Name Here
© 2012, Miranda Miller
Profile Picture
At least 180 pixels wide, no tiny writing, and SQUARE…
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 44 Your Business Name Here
© 2012, Miranda Miller
Profile Picture Pro Tip
Don’t do this (spellcheck, anyone?)…
Or this…
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 45 Your Business Name Here
© 2012, Miranda Miller
Profile Picture Pro Tip
And definitely don’t do this.Page name? Fashion Designer. Apparently the only one on the
planet. What’s even going on here?Confusion!
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 46 Your Business Name Here
© 2012, Miranda Miller
Local Brand Pages
Unclickablebanner(not cool, but it’s a feature)
Four highlighted apps
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 47 Your Business Name Here
© 2012, Miranda Miller
Local Page Minus Cover Photo
No Cover Photo
Their Likes
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 48 Your Business Name Here
© 2012, Miranda Miller
Brand Pages Business Info
Hours of operation & business information
People Liking, Talking About and Checking In
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 49 Your Business Name Here
© 2012, Miranda Miller
Company Info - About
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 50 Your Business Name Here
© 2012, Miranda Miller
Company Info - About
Makes sense, but does it tell me why to Like the Page and
make me want to follow?
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 51 Your Business Name Here
© 2012, Miranda Miller
Pro Tip for “About” Page Optimization
Page Description is a Call to Action
(This is what people see when a user shares your Page. Make them want to follow!)
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 52 Your Business Name Here
© 2012, Miranda Miller
Pinned Posts
Feature your best content by pinning
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 53 Your Business Name Here
© 2012, Miranda Miller
Pinned Posts
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 54 Your Business Name Here
© 2012, Miranda Miller
Pro Tip for Pinned Posts
Feature Interactive Content
(Don’t set it and forget it. Change it up.)
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 55 Your Business Name Here
© 2012, Miranda Miller
Cover Photos: The RulesThou Shalt Not:
• Display price or purchase info
• Show contact information meant for the About section, ie: email, phone.
• Ask for Shares or Likes
• Give a call to action, ie.: “Tell your friends,” or “Get it now.”
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 56 Your Business Name Here
© 2012, Miranda Miller
Cover Photo Tips
• Consider how the photo looks displayed on a computer screen, tablet, and mobile phone. Check your page out on each, if possible.
• Ask fans what they think of your cover photo… and actually listen! Your own perception is understandably biased.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 57 Your Business Name Here
© 2012, Miranda Miller
“Covers must not be false, deceptive or misleading, and must not infringe on
third parties' intellectual property. You may not encourage or incentivize people to upload your cover image to
their personal timelines.”
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 58 Your Business Name Here
© 2012, Miranda Miller
Cover Photos – Doing It Right
Hello, Gorgeous.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 59 Your Business Name Here
© 2012, Miranda Miller
Well, that one was easy.
But my business isn’t as exciting as tourism.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 60 Your Business Name Here
© 2012, Miranda Miller
Local Furniture Store
I want you to see what we offer.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 61 Your Business Name Here
© 2012, Miranda Miller
Local Insurance Brokerage
I want you to see what we’re all about.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 62 Your Business Name Here
© 2012, Miranda Miller
Local Specialty Retailer
I want you to recognize my store when you drive by.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 63 Your Business Name Here
© 2012, Miranda Miller
Local Home Improvement Store
I want you to know the team behind the brand.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 64 Your Business Name Here
© 2012, Miranda Miller
Pro Tip for Cover Photos
Watch the Big Guns
They have the budget and personnel you can’t afford; they know what they’re doing.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 65 Your Business Name Here
© 2012, Miranda Miller
Starbucks
Check out how fun we are!
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 66 Your Business Name Here
© 2012, Miranda Miller
The Home Depot
We know what you need right now and we have it.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 67 Your Business Name Here
© 2012, Miranda Miller
Royal Bank of Canada
We have history, you and I.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 68 Your Business Name Here
© 2012, Miranda Miller
Sun Life Financial Canada
We can make your life better.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 69 Your Business Name Here
© 2012, Miranda Miller
Columbia Sportswear
We’ll make you cooler, you hipster you.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 70 Your Business Name Here
© 2012, Miranda Miller
Pro Tip for Facebook Pages
Solve my Problem
You need to show me in 3 seconds or less why I should follow you and what you can do for me.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 71 Your Business Name Here
© 2012, Miranda Miller
What Do You Want to Tell Me?
What is the first thing you want Facebook fans to know and can you
convey that message in imagery?
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Slide 72 Your Business Name Here
© 2012, Miranda Miller
Next Week:
1. Introduction to Facebook Business Pages2. Content Creation & Posting
• You already have more content that you realize• Working with different file formats• Creating content people actually like• Surefire ways to lose fans• When and How to post• Your social media editorial calendar
3. Campaign Planning & Management4. Paid Advertising, FCommerce & the New Analytics
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Facebook Marketing: Using Social Media to Promote Your Local Business
© 2012, Miranda Miller
Slide 73 Your Business Name Here
© 2012, Miranda Miller
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________