Grow Your SBDC with Social Media: Focus on Facebook.

Grow Your SBDC with Social Media: Focus on Facebook

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© 2010 Northern California SBDC, All Rights Reserved

Agenda

Introduction – Socialnomics Video Social Media Reality Part 1- Facebook Basics Best Practices To Apply Common Mistakes To Avoid Leveraging YouTube To Power Up

Facebook Part 2 – Facebook Advanced Techniques Recommended Resources Close

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Social Media Reality: It’s No Fad Social media is in the mainstream:

Zuckerberg was Time’s Person of the Year Twitter is Fortune’s cover story this week Twitter leaked the Osama killing before Obama told us Small business use is growing fast, now at 61% per Brian

Solis Nearly ½ of Americans at least on 1 social network,

double the 2008 number – MediaPost Online Media Daily Social media has surpassed email as a means of

communication between people – Wall Street Journal, 2009

YouTube is the world’s 2nd largest search engine

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Social Media Reality: You Need To Be There 93% of participants in a ‘Social Media in

Business’ study believe that all companies should have a presence in social media. And 85% believe “companies should not just present information via social media, but use it to interact and become more engaged with them,” according to Paul Dunay, Buzz Marketing for Technology

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Ok, So Why Facebook?

It’s the biggest and most used social network It’s the most flexible The pace is just right There are countless apps The availability of helpful educational content is

vast It’s strong in the paid, owned and earned areas

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The Terminology For Business Users Business Page (fan page) – people Like your

Page Liker (fan) Tabs, Wall/Home/News Feed, Profile Alias Share vs Suggestion Applications Places Events

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Page versus Profile

Why create a Business Page? Can’t we just use our Personal profile or start a Group?

Biz Pages are visible to unregistered people and indexed

Biz Pages can have an unlimited number of fans Biz Pages help to create an entity identity Biz Pages can advertise and have clicks driving

Fan adoption

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What is a Business Page?

A dynamic alternative to a website. A place to post all kinds of information (pics, blog posts, links to web pages, videos, new product info) and have dialogue with your fans.

It can be the community your website will likely never be

It’s a place where you can support your clients do research through polling have instant engagement drive registration for your classes

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Create a Page

Find the Create a Page link at the bottom of any screen

Should you choose Local Business or Organization? You can choose either one

You can change your type after you’ve set it Use a Profile picture that will look good in the

mini-box Connect a mobile phone to update via text or

email Be sure to set the Page so others can post to it

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What to Post on Your Page

Your classes Links to helpful articles Promotions Videos of clients Client profiles Advisor profiles Videos of advisors teaching Pictures of your location Blog posts

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What Else You Can Post

Statements about new services you’re offering Thank You notes to attendees after events you hold Notices about upcoming local events you want to

share Posts about business partners with a link to their site Links to helpful websites you want to share Invitations to connect in other media: Twitter, Yelp,

YouTube Polls QUESTIONS

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How Do I Get Fans?

Promote your Page everywhere: Website Newsletter All printed literature including business cards At center with a sign At all events Visit the Pages of your clients and partners as your

Page (demo) Have engaging content! Remember the earlier

quote on what people expect from companies in the social space

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Best Practices To Apply

Post 1-2x daily and don’t give up Post a variety of items Have a Welcome Tab Don’t expect 1 person to do it all, have a

committed group Reply quickly to ALL comments Don’t remove negative comments unless

they’re offensive Above all, seek engagement Commit to ongoing learning

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Common Mistakes To Avoid

Posting many items in a row Using a Profile instead of a Page Ignoring Comments Going weeks at a time without Posting Repeatedly posting the same type of item (e.g.,

class announcements) Closing your Wall to Posts from others Not promoting the Page Posting at the wrong times

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Video Is A Powerful Engagement Tool

Let’s cut to Ann Johnson-Stromberg now for some tips on using YouTube to power up your Facebook Page

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Advanced Techniques

Being advanced on Facebook falls in to 5 categories: The look The depth The integration The expenditure The measurement

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The Look

First impressions count everywhere. Facebook is no different.

Where can you improve the look of your Page? Start with a Welcome tab Research shows that a smart Welcome tab

increases Likes Next, go with a custom Banner on your Wall Complement that with planning the 5 pictures

up top

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Custom Welcome Page

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Custom Banner & Image Manipulation

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The Depth

How rich is your Page? Is it a Wall, Info and a few Photos? The Apps Marketplace has a lot of custom apps you can

add to your Page. Go to Edit PageAppsBrowse More Apps

Involver offers 2 free tabs. I use Files and Twitter Feed. Use Constant Contact? Add a Join my list tab. Pick the Pages you’ll Feature (under Edit PageFeatured) Share really good content from other sources Remember, mixing up the content to keep things

interesting is advanced. Most Page owners don’t change it up regularly

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Example: Rich Tabs & Featured Likes

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The Integration

This is your second hub online so integrate it like your site

Send your Posts to Twitterfacebook.com/twitter Add Like & Send buttons to your siteEdit

PageMarketing Send your blog to your Wall w. Networked Blogs in FB

Apps Add your Facebook Page link to your LinkedIn profile Add Twitter and YouTube tabs to your Facebook Page Every thread on Facebook is its own page. Share links

to top Posts elsewhere, e.g., your newsletter, blog or Twitter

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Integration Example: YouTube

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Integration Example: Blog Feed

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The Expenditure

Facebook recommends you understand not only Owned and Earned media but also Paid

Be willing to consider: Facebook Ads Facebook Deals Sponsored Stories

Get more info on Ads and Sponsored Stories here: Facebook Marketing Solutions PageResources

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Facebook Ads

Facebook’s advertising is relatively inexpensive (can start with a few bucks/day) and can be highly targeted by geography, marital status, Likes, age

Just write your text, choose an image, pick a link, set a budget and go for it

You’ll usually go for CPC versus CPM. Why? Test different creative to see what works Keep trying to beat what’s worked best

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Facebook Deals

Just launched in a few US cities including San Francisco and San Diego

Facebook’s answer to Groupon, Living Social & Yelp

Choose a special offer that incents a group to participate, then post it up

Facebook will promote Deals in numerous ways including by email to Deals subscribers

You work with Facebook’s team to create a deal Get info Bottom of Deals page, link for

merchants

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The Deals Link – Home Screen

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The Deals Page

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Sponsored Stories

Converting Page and website actions in to ads This works when you want to reach friends of fans Turn Post Likes into ads that display to Liker’s

friends Or turn a key Post in to a Sponsored Story and get

more mileage out of it. Will show to your Fans only. Priced like Ads Get info from Facebook Marketing Solutions Facebook recommends using this and Ads

together

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The Measurement

There are Post Insights that tell you about the impressions and feedback on specific posts

Then there are Page Insights that tell you about Interactions and Users of your Page

It’s important that you look at these and learn from them to refine your activity

There are also 3rd Party apps like Tabsite that allow you to integrate Google Analytics with your Page

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Where To Find Your Insights

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Some Favorite Online Resources Social Media Examiner:

www.socialmediaexaminer.com Mashable: www.mashable.com/socialmedia AllFacebook.com: www.allfacebook.com Mari Smith: www.marismith.com Facebook Marketing Solutions:

facebook.com/marketing

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San Francisco Small Business Development Center

300 Montgomery St, #789San Francisco, CA 94104

Tel: (415) 841-4050http://www.sfsbdc.org/

Grow Your SBDC with Social Media: Focus on Facebook.

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Transcript of Grow Your SBDC with Social Media: Focus on Facebook.