Facebook Marketing for Small Business

Facebook Marketing for Business
February 19, 2014
Lynn Area Chamber of Commerce
#FB4biz
Julia Campbell
@JuliaCSocial
J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com

Slides
Slides are available to LACC attendees by emailing
Julia at julia@jcsocialmarketing.com
If you like the presentation, please Like my Page on
Facebook!
www.facebook.com/jcsocialmarketing

Tweet: @JuliaCSocial @LynnChamber #FB4Biz

Objectives for Today
In this seminar, you will learn:
 The components of a great
Facebook business page
 How to get more fans to your
page
 How to get more engagement
from the fans you currently have
 How to measure your efforts on
Facebook


Why Online Marketing?
 Building the brand –
trust, affinity, authority
 Engaging with
customers – word of
mouth marketing
 Customer service –

answering
questions, demonstratin
g the product in action
 Crowdsourcing ideas –
getting innovative ideas

Why Online Marketing?
 Marketing Optimization –
Google Analytics, determine

what terms people are
searching and from what
sites they are coming from
 Attract and educate new
customers – driving traffic
 Increasing sales


Is Facebook just a fad?
 945 million monthly active users who used Facebook

mobile products as of December 31, 2013.
 757 million daily active users on average in December
2013.
 Approximately 81% of our daily active users are outside
the U.S. and Canada.

1.23 billion monthly active users as of
December 31, 2013.
Source: http://newsroom.fb.com/Key-Facts


4 Things You Need To Know
 Facebook cannot

cure your own
ambivalence about
marketing your
business.
 Your Facebook
Administrator
cannot operate in a
silo.


4 Things You Need To Know
 If you do not have a

website or your
website is
awful, Facebook will
not be effective.
 You get out what you
put in –
time, resources.


Social Media Is Like A Cocktail Party
 Mingle and chat.
 Laugh and listen

to amazing
stories.
 Don’t be a
wallflower.
 Do not be the guy
with the
lampshade on his
head.

Social Media Is Like A Cocktail Party
 Do not oversell or

come on too
strong!
 Each “party”
(network) has it’s
own etiquette and
rules.
 Think about why
you use social
media.

Why do people use Facebook?
A 2012 study from Boston University found that
Facebook fulfills two primary human needs:
1) The need to belong
2) The need to for self-presentation

It’s the place where people go to
connect/reconnect with friends and family.
People come to Facebook to make personal
connections and to have fun.


Facebook Marketing
Marketing Strategy that works with Facebook:
 Help customers feel more connected to your business
 Tell them your story
 Show them who you are as individuals
 Help them connect to each other
 Share “behind the scenes” photos and videos
 Ask questions
 Share compelling success stories
 Make it easy, light, fun
 Include media with all posts
– links, photos, videos.

Facebook – Set Up


Facebook – News Feed
 But know that the real battle for engagement does not

happen on your Page – it happens in the News Feed.

Photo from:
http://allfacebook.com/7-biggest-fan-page-marketing-mistakes_b43011

Facebook – News Feed
Only about 1% of fans ever return
to your actual Facebook page
after they’ve liked it.
Not all your fans see your posts –
for many reasons.
The battle for hearts and minds
is in the NEWS FEED.


The Most Important Metric
Talking About
This (TAT)
The only way to get new
people to see your page is
to get existing fans to
engage with the posts.
Reach
Organic vs. paid


The Most Important Metric
 Users create “stories” when

they:













like a page
post on the page wall
like a post
comment on a post
share a post
answer a question
RSVP to a page’s event
tag the page in a
post
tag the page in a photo
check in at a place
write a recommendation
claim an offer

10 Ways to Get More Engagement
1) Add photos to each post.
 Dan Zarrella of Likeable Media conducted a study
where he tracked and analyzed more than 1.3 million
posts from the 10,000 most-Liked Facebook
Pages, and he found that photos work best.


10Ways to Get More Engagement
2) Post at the right time of day.
 Buddymedia published a study where they
discovered a 20% higher rate of engagement on posts
published in the mornings and evenings.
 Dan Zarella’s study found that content posted later
in the day (EST) got more likes and shares – peaking
around 8 PM.
 Of course, you should always use your own Page’s
Facebook Insights to determine when your Facebook
Fans are looking at and interacting with
your posts.

3) Ask for interaction.
 Don’t make people think about their answers.
 Think about how people consume Facebook – while
watching TV, while waiting in line, while doing work.
 Make it absurdly easy for them to interact.
 Questions that work:
 Fill in the blank – “My favorite back-to-school memory






was when____________.”
Like if you agree!
Comment if you disagree!
Share please!
Yes or No questions

4) Think outside the work week.
 Post on Saturdays and Sundays.
 Less noise may mean less of your fans are on
Facebook – so test and measure.


5) Be relevant.
 Remember WHY people are on Facebook!
 To see what the world is talking about.
 To have fun.
 To be entertained.
 To interact with friends and family.

 Make sure to keep your pulse on what people are

interested in, talking about and thinking about –
insert your commentary or ask people for theirs.


6) Be funny.


7) Be helpful.


8) Post graphics
and memes.
 Graphics featuring
inspiring quotes
 Fun cartoons
 Infographics
 Search Pinterest or
share what others
have posted on
their Pages
 Always give
attribution.

9) Give something away.


10) Inspire/connect.


REMEMBER:
 People only share on Facebook

if it will resonate with their
Facebook friends.
 Make it PG or G rated so
people will share it.
 Do you want people to like the
post, share the post, comment
on it or click on the link?
 The risk of going for
everything means ending up
with nothing.


Recipe for Success
 Your posts, your audience, your time of day
 EXPERIMENT


More Ideas For Facebook Posts
•

•

•

•
•
•

•

Industry
blogs, newslette
rs, websites
Google Alerts &
New York
Times alerts
Competitors
Success Stories
Inspirational
quotes
Reached a goal
Want input on
an issue

•

•
•

•

•

Events, anniversa
ries, celebrations
, birthdays
Email newsletter
Tie current
events to your
cause/issue
Read everything
and follow
everyone!
Figure out what’s
working for
others and
adapt it!


How To Get More Facebook Fans
 Promote your social media networks!
 If you build it, they will come. (Well, no…)


 Get a Facebook “Like”

box on your website.
 Start internally first and
then externally.
 Ask
staff, customers, friends,
family, etc. first!
 Ask several times.
 Ask them to
like, share, comment on
posts at least once per
month.






Add social media buttons to:
Main page of your website
Email newsletter.
All printed materials – direct
mail appeals, thank you
letters, postcards, brochures, a
nnual reports, flyers, hand
outs.
 All email
signatures, letterhead and
business cards.
 Post a flyer/sign letting
people know that
you are on Facebook!

 Page Administrators! Invite your

personal Facebook Friends to Like
the page!
 Effectively promote your social media
presence through your email
newsletter/e-blast.
 Explain that you will be showcasing
your impact through these channels
and you want involvement from your
constituency, supporters and
community.
 Promote your Facebook page to your
Twitter community, and vice versa.

 Experiment with Facebook Ads.
 For more on Facebook Ads, go to:
 http://www.socialmediaexaminer.com
 http://www.jonloomer.com


 Hold a Facebook contest or promotion.

http://www.pinterest.com/pin/79446380900859484/

 Some ideas for Facebook contests:
 Caption contest
 Photo contest
 Video contest
 Fans enter by liking a post, leaving a comment, posting a

photo – engaging in some way.
IMPORTANT NOTE: You don’t want to get fans for
fans sake – you want the right fans to Like your
Page.


Measurement
 http://www.socialmediaexaminer.com/how-toknow-if-your-social-media-activities-are-

working/
 http://www.socialmediaexaminer.com/3strategies-to-measure-your-social-media/
 http://www.entrepreneur.com/article/229948
 Google Analytics
 Conversions
 Website traffic, email sign ups

Tools
 Mention.com – Google Alerts for the social web
 Bufferapp.com – Schedule posts

 Feedly.com – Discover content
 ShortStack
 PostPlanner

 Free e-book from Marketo – Contagious Content


Learn More About Social Media
 Social Media Breakfast North Shore

 http://smbnorthshore.org/
 http://www.facebook.com/groups/smbnorthshore
 We meet monthly on the last Tuesday of the month

at 8 AM.


To learn more:
 www.socialmediaexaminer.com
 www.hubspot.com

 www.johnhaydon.com
 www.jcsocialmarketing.com


Questions, comments, feedback?
 Email: julia@jcsocialmarketing.com
 Website: www.jcsocialmarketing.com

 Cell: 978-578-1328
 Twitter: @JuliaCSocial
 Facebook: www.facebook.com/jcsocialmarketing


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