How Small Businesses Are Using Facebook to Get BIG Results

@vanessacabrera #yoursmm

How Small Businesses are Using

to get BIG Results

2@vanessacabrera #yoursmm

Chief Creative OfficerYour Social Media Mentor, Inc.www.yoursocialmediamentor.com

[email protected]

Facebook.com/yoursocialmediamentor

@vanessacabrera

Tidbit About Me: I just had my first child in June whom I lovingly used to refer to as #fatty on all my social media platforms…B4 he had a name. Meet Matteo!

Your Social Media Mentor –Vanessa Cabrera

90%Maintaining a

Company presence &identity

88%Generating word-of-

Mouth about a company

89%Delivering content &

information about company

82%Advertising to

generate new leads

SMBs in hyper growth find social media to be very effective in

achieving key marketing goals% Reporting That Media is Effective for…

2013 Linkedin Corporation


• Facebook’s reach is tremendous, with over 1 billion users to date.

• Today, 1 of 2 people online have signed up for a Facebook account.

• To look at it globally, 1 of 7 people in the world has a Facebook Profile or Page right now.

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“92% of industry professionals report that they have acquired a customer from Facebook.” – OpenForum, 2012

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So how are small businesses using Facebook to get

BIG results?


Build your Facebook following by running a Social Campaign!

A social campaign is when you run a special promotion via your social

networks.

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“57% of Facebook Users Like Brands for Discounts and Promotions.”

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Steps to Success

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1. Offering Something Fans Can’t Refuse

2. The Offer

3. The Promotion

4. The Results

Strategy #1 -

1. Giving Out Free Advice

2. The Offer3. The Promotion4. The Results

Strategy #2 -

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The Game Room – Keansburg

Objective: Increase Facebook fans, and get new customers.

The Plan: Run a social campaign to include coupons that people would have to Like their Facebook page and redeem coupons in store.

Result: Started with 40 Facebook Fans. After their summer season they had over 1,000 fans and business increased by 30%!

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Do you see how powerful Facebook is for your business

when done right?

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IMPORTANT CHANGE TO FACEBOOK!

Facebook Will Ban Like-Gating (Fan-Gating) on November 5th.

No more driving traffic to an app on your fan page that forces visitors to like your page in order to see content, enter a contest, etc.

Now what?

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Don’t Panic – You Can Still Use the

Action-Gating Strategy!

Facebook gated campaigns use a pretty simple idea called action-gating: A company offers a prize in exchange for personal data (like an email address or zip code).

Action-gated campaigns require users to complete a specific task in exchange for something valuable from your brand, like access to or extra entries in a promotion, access to a coupon, etc. The user’s task may be filling out a form, uploading content, voting, etc.

The Strategy: Round Up Potential LeadsThe Offer: Ask people to find an item on their website page for a chance to win $50 store credit.

Lulu’s uses a straightforward question that requires a short answer—a tactic that ensures a better response rate.

Also note how Lulu’s asks users for specific feedback—they steer entrants away from general comments. There’s no confusion on the user’s end and the task feels more like a creative break than tackling a homework assignment.

Lulu’s collects email addresses as part of each entry so they can follow up with people outside of Facebook. This tactic is useful for a company like Lulu’s—or any company, really—because it lets them follow up via a customized email with a special deal.

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Understanding the Difference Between Facebook Advertising

and Promoted Posts.

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What is a Facebook Ad or Facebook Advertising?

They are the ads in the right-hand column when you are surfing Facebook on your desktop.

When a user clicks on a Facebook ad they are sent from their News Feed to a new destination such as your website, ecommerce store, Timeline, buy it now page, email signup, other social network, local listing and/or any website you decide to send your audience.

Facebook Ads give you the opportunity to reach a much broader audience based on your targeting.

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What is a Promoted Post?If you don't like a business page but see a post from them in your News Feed, then the business is targeting users outside of their fans.

Facebook's EdgeRank algorithm restricts the number of page posts your fans see. Promoted Posts are a great way to reach your entire audience for a cost.

Unlike Facebook Ads, you can only target people that like your page and their friends with Promoted Posts.

You can promote any post that is already on your Timeline and/or create one from your Ads Manager.

An important restriction to remember is that if you are promoting an image post, the image must contain no more than 20% text or your ad will not be approved.

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Advertising with Facebook: 7 Tips for better targeting1. Take advantage of advanced targeting options. Facebook has a ton of awesome and unique targeting options for FB paid ads you won’t find elsewhere. You can target audiences by location, age, gender, workplace, relationship status, language, education and more.

2. Zone in on your ideal audience with interest targeting. In addition to the targeting options mentioned above, Facebook allows for some incredible deep interest targeting. This provides tremendous value, and the interest targeting capabilities alone can justify your use of Facebook advertising.

3. Make new friends or focus on the old. You can target your Facebook ads exclusively to users who are already connected to your Facebook page, or you can choose to target them and their friends, or those who aren’t connected to your page yet at all. (Remember that extending your reach may reduce the relevance of your audience and cost a little more.)

4. Keep an eye on your potential audience meter. As you add targeting options and narrow your audience, Facebook will generate an approximate number of people you’ll reach. This is only an estimate, but can help you make sure you’re not targeting too many people (or too few). Ads perform best when they’re targeted to at least a few thousand people, so consider removing some restrictions if your audience is dipping below this.

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Advertising with Facebook: 7 Tips for better targeting

5. Narrow your target with more categories. If you only have a few interests targeted, try adding related topics in the "More Categories" section. There you'll find options for narrowing your audience even further - choose users who have had a birthday recently, who upload a lot of photos on Facebook, etc.

6. Want to bring customers in store? Try targeting people who live in your town or local area. Couple this with Facebook Offers to be redeemed in store and see just how much in-store footfall you can get from being social.

7. Upload your mailing list to Facebook. If you’re looking to build upon existing leads, you can add a custom audience and upload your mailing list directly to Facebook, enabling you to target users you have an existing relationship with. Taking advantage of the custom audiences feature often increases ad conversion rates. You can upload a mailing list or connect directly with Mail Chimp. Just click “Create New Audience” in the Audiences section.

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Engagement is Key:

• When Fans are asked to like a post, there is a 3x higher like rate than when not asked to like it.

• When Fans are specifically asked to comment on a post, there is a 3.3x higher comment rate than when they are not asked to comment.

• When Fans are asked to share a post, the share rate is 7x higher than those posts not asking for Fans to share.

The “Shareable” Image Strategy

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Engagement is Key:Ask people to share…It works!

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You Have 2 Options -

1. Keep doing what you’re already doing and continue getting the same results…

2. Learn what’s working right now and model these proven strategies – with me mentoring you every step of the way

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• Chief Creative Officer

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Chief Creative OfficerYour Social Media Mentor, Inc.www.yoursocialmediamentor.com

[email protected]

Facebook.com/yoursocialmediamentor

@vanessacabrera

Your Social Media Mentor –Vanessa Cabrera

THANK YOU!

How Small Businesses Are Using Facebook to Get BIG Results

Marketing

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