Social Media

Kelly Ahern

Facebook 201

Taking your Facebook game to the next level

What we’ll cover:

Build a better Facebook post

Determine when to use Paid versus Organic

Why photos and video are QUEEN

How to leverage Facebook Live

5 tips to improve your Facebook posts.

5 tips to improve your Facebook posts

1. Consider creating a roadmap

Cover a variety of topics that will spark interest in your audience

Throw some ideas out, what resonates with YOU?

Next, create a content calendar, build in time to create or source images

Schedule, schedule, schedule!

Start with a weekly calendar to allow yourself the flexibility to stay current

5 tips to improve your Facebook posts

2. Write for ‘Skim Readers’

Can you read it in 8 seconds or less?

The first 3 - 4 words are CRUCIAL

Think in headlines

Include buzzwords

5 tips to improve your Facebook posts

3. Consider hashtags wisely

Leverage trending topics and Celadon Road campaignsi.e. #MotivationMonday, #TestimonialTuesday, #WhyICeladonRoad

Don’t overdo it!

Test your audience; do posts with #hashtags perform better or worse?

5 tips to improve your Facebook posts

4. Customize your post

You can customize these 3 things:Main image

Post title

Post description

Posts are searchable, so add those keywords!

Make it relevant, but also keep it accurate

5 tips to improve your Facebook posts

5. Experiment with publishing times

Experts say:The best days to post on Facebook are Thursday and Friday

The worst days to post on Facebook are Monday through Wednesday

Do you want more shares or clicks?For more shares, it’s recommended to post around 1:00 pm

For more clicks, it’s recommended to post around 3:00 pm or after

Analytics and insights are your friend!

Organic vs. Paid, here’s how to decide.

Keeping your audience engaged, organically

Establish your unique selling proposition

What value are you providing for your fans?Why should they keep coming back to your page?

Why should they click on your posts?

Why should they share your content?

What do you do that your competitors can’t compete with?Leverage and showcase that!

Keeping your audience engaged, organically

Content, competition and surveys

Content matters, people want:To be moved emotionally

To be educated; teach them something new

To feel connected; show them you do more than just sell Celadon Road

Giveaways spark engagementi.e. Check out the results from our

#SpringCleaning contest!

Survey your audience to determine more of what they want

Keeping your audience engaged, organically

Interact with your fans

Your job is to establish a community

Respond to all queries and complaints in a timely and polite manner

Address any concerns that your fans have about your product and/or service

Let your personality shine through your responsesSigning off with “Xo” is a fun one I’ve picked up!

The power of paid

There’s a heck of alotta noise out there

Organic posts only get shown to your fans, unless shared

Paid posts allow you to target people you want to reach

You can target by:Demographic

Location

Interest

And more

The power of paid

To boost or not to boost? 4 things to consider...

1.Do you have a strategic goal?Are you looking for simple brand awareness? Or do you want more, like to boost web

traffic?

2.They key lies within who you are targetingIt’s easy to boost, selecting your audience is the tough part! Don’t target too

narrowly, but don’t leave it too broad either.

3.Find the best timeDefer back to the “recommended times”

4.Focus on quality images or videoEye catching, high-resolution and free from a lot of text is best

The power of paid

Understand all of your options

Are you looking to increase post reach and engagement?Then stick with Boosted Posts

Do you want to acquire more fans?Try the “Promote Your Page” option

Hoping to increase traffic to your personal Celadon Road business site?

Utilize the larger image, additional text and “Learn More” options

Sample paid ads

Boosted

Fan Acquisition Web Traffic

Who rules the world? ...photos and video.

Why photos & videos make a difference

If you don’t know, now ya know...

Researchers found that colored visuals increased a person’s willingness to read content by a whopping 80%

Content with relevant images gets 94% more views than content without

Shoppers who view video are 1.81x more likely to purchase than non-viewers

Using the word “video” in an email subject line boosts open rates by 19%

Infographics are liked and shared 3x more than other content

Why photos & videos make a difference

Key takeaways

The quality matters, it really really matters

Facebook’s new Timeline places BIGGER emphasis on photos and video

The auto-play feature allows you to capture a viewer’s attention instantly

Consider the “Pinterest Effect”

Keep in mind, images also affect search

Facebook Live for the direct selling #bosslady.

Leveraging Facebook Live to grow your biz

A refresher: What is Facebook Live?

The “best way” to interact with viewers in real time, allows you to:Field a prospect’s burning questions

Hear what's on their mind

Review their Live Reactions to gauge how your broadcast is going

Instant connectivityFollowers will get a notification when you “Go Live”

Facebook recommends you stay live for at least 10 minutes to get more viewers, but you can stay live for up to 90 minutes

Help you reach news audiencesUsers can watch from the dedicated platform or Newsfeed

Leveraging Facebook Live to grow your biz

Location, location...

Decide where you want to “go live” fromOn your personal Facebook profile

On your Celadon Road Facebook Business Page

In a group

In an event

Keep in mind that if you choose to do your party on your Facebook Business Page, you will be able to edit the video, download, and share it as well as view insights on the videos performance

Leveraging Facebook Live to grow your biz

The content matters

Treat it like the presentation portion of an in-home party

Or use it for special announcements, like:New customer and hostess specials

Step-by-step tutorials for how to use XYZ product

Personal testimonials and product reviews

To live stream yourself at a trade show, craft show or other vendor event

Remember people want to know you do more then sell, show them:How to make your favorite recipe

A tour of your home office or favorite creative space

Your self care ritual

Leveraging Facebook Live to grow your biz

Ready to “Go Live”?

1.Choose a great titleIt shows up in the Newsfeed, make it compelling so folks want to join!

2.Make sure you have good internet signalWiFi is preferred so that your video runs smoothly

3.Use a tripod or selfie stick

4.Speak slowly and clearlyIn the event that your video lags, this allows someone to catch up

5.There may be a delay in commentsUsers typically report a 5-second delay, so keep a watchful eye

Leveraging Facebook Live to grow your biz

Tips for putting on an A+ performance

Welcome people by name as they arrive

Repeat your website URL, ordering instructions, and incentives several times

Be prepared for possible problems and handle them calmly and effectively

FOLLOW UP!Keep in touch with everyone who came, ordered, or just “hung out” for a little while

Do not Friend Request everyone who joined, but certainly invite them to connect with you

Content Creation

Creating, repurposing & sharing content

What we’ll cover:

How to slice n’ dice to create multiple posts

The best FREE tools in the game

Where to go for trustworthy content

Content Origami the art of maximization.

Get the biggest bang from your content

What is content origami?

Well...I sorta made it up 😉

The general premise is to think strategically about how youCreate

Repurpose

Deliver your content

Create a formula that works for you

Choose from your own materials and trustworthy sources

Get the biggest bang from your content

Think of it as spider’s web

Ask yourself:How can I slice up one piece of content to use multiple times?

Can my content be used on more than one platform?

Are there many pieces to this content that can be spun off and used on their own?

Let’s give it a try...

Get the biggest bang from your content

Grill Cleaning Flyer

There are 4 separate products

featured, each could be its own

post

Example: Cleaner Concentrate

Spotlight

Now do the same with the

other 3 products

What about other

platforms?Create different visuals with less text for Instagram

Pin product images to Pinterest; create a summer cleaning or BBQ board

Design tools that don’t break the bank.

From stock photos to design

I get it, creating captivating posts can be hard!

Here are some sites to help you with FREE stock photos:Pexels: https://www.pexels.com/ - one of my personal faves

Unsplash: https://unsplash.com/ - super duper high-resolution too!

Negative Space: http://negativespace.co/ - 20 new photos a week

Life of Pix: http://www.lifeofpix.com/ - “made with love”

picjumbo: https://picjumbo.com/ - really awesome lifestyle shots

From stock photos to design

Cool, I have images...now how do I design?

Create visually stunning posts with these guys:Canva: https://www.canva.com/ - total package, LOVE LOVE LOVE!

HubSpot’s FREE Infographic Templates: http://offers.hubspot.com/how-to-create-infographics-in-powerpoint?_ga=1.65521006.1944680193.1468526594 - just give your email, and they are yours!

PicMonkey: https://www.picmonkey.com/ - awesome for photo editing

Infogr.am: https://infogr.am/ - free to create online charts, graphics

Build a database of fool-proof resources.

No need to recreate the wheel - find & share

Sourcing your content ahead of time

Build a list of sites you trust Start with green media

Layer on beauty bloggers and beauty magazines

Look for healthy living influencers

And anything else that speaks to YOU, remember you are the brand too!

Criteria that should matter to you:Do they share and post quality content regularly?

Is the content accurate and something you’d be proud to share?

No need to recreate the wheel - find & share

My favorite sites, Part I

Green mediaMind Body Green: http://www.mindbodygreen.com/ (@MindBodyGreen)

HuffPost Green: http://www.huffingtonpost.com/green/ (@HuffPostGreen)

Yahoo! Green: http://www.green.yahoo.com/ (@YahooGreen)

Green Homesteading: http://greenhomesteading.com/ (@GreenHomestead)

The Green Divas: http://thegreendivas.com/ (@TheGreenDivas)

Tree Hugger: http://www.treehugger.com/ (@TreeHugger)

No need to recreate the wheel - find & share

My favorite sites, Part II

Beauty mediaThe Skinny Confidential: https://www.theskinnyconfidential.com/ (@LaurynEvarts)

Amy Goodman: http://amyegoodman.com/ (@AmyEGoodman)

Edible Facial, Sarita Coren: https://ediblefacial.com/ (@SaritaCoren)

Organic Beauty Blogger: http://www.organicbeautyblogger.com/ (@OrganicBeautyBlogger)

Green Beauty Team, Kristen Arnett: http://greenbeautyteam.com/ (@GreenBeautyTeam)

Glamorganic Goddess: http://glamorganicgoddess.com/

No need to recreate the wheel - find & share

My favorite sites, Part III

Healthy living influencersGet Green, Be Well: http://www.getgreenbewell.com/ (@GetGreenBeWell)

Easy Green Mom: http://www.easygreenmom.com/ (@EasyGreenMom)

Living Pretty Naturally: http://livingprettynaturally.com/ (@LivingPrettyNat)

What’s That Smell, Kimberly Grabinski: http://theysmell.com/ (@WhatsThatSmell)

Spit That Out, Paige Wolf: http://www.spitthatoutthebook.com/ (@PaigeWolf)

No need to recreate the wheel - find & share

Important reminders

Don’t forget you have internal resources too!Share content from Celadon Road!

Leverage marGo and its wealth of materials

Tap each other when you need help or inspiration

Questions?email me at kellyahern@celadonroad.com.