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Facing Facebook for
   small business
        Aerin Guy
        SpaceRace
    www.gospacerace.com
      March 25 2011
About me
            Aerin Guy

  I am the co-founder of a digital
   strategy consultancy and web
     development agency called
SpaceRace. I work with companies
   and individuals to develop and
 execute stuff on the web. I make
websites. I launch products. I “do”
   social media and PR . I write. I
 teach. I’m always online. It’s OK.
me        Publishing
          Marketing
        Web Strategy
              PR
     Community Management
             Blog
            Tweet
             Eat
            Sleep
clients
            Pearson Canada
         McGraw Hill Canada
                 MySpark
Ontario Disability Employment Network
               Totally ADD
             Charity Village
         DreamBox Learning
             Wiley Canada
        The Wellesley Institute
            New Leaf Media
         Pollywog Bog Books
   Children’s Aid Society of Toronto
          Trillium Foundation
Edvantage Interactive Science Publishers
        Oxford University Press
             Earth Rangers
       The Beach Lifestyle Realty
         Bregman Real Estate
                 49 Pixels
social media
social media

• social media refers to the tools we use to
  communicate in a wired world
social media

• social media refers to the tools we use to
  communicate in a wired world
• also refers to the online content we create
social media

• social media refers to the tools we use to
  communicate in a wired world
• also refers to the online content we create
• also known as web 2.0 (and 3.0 with
  greater networking tools and collaborative
  capabilities in real time)
Facing Facebook for Small Business
What’s Facebook?
• Most visited website
• 500+ million active members
• 700+ Billion minutes are spent on
  Facebook every month
• 20+ Million apps installed daily
• 900+ Million objects people interact with
Facing Facebook for Small Business
Video


• http://vimeo.com/20198465
http://www.allfacebook.com/facebook-questions-launches-
                  or-relaunches-2011-03
Facing Facebook for Small Business
Facing Facebook for Small Business
Facing Facebook for Small Business
• 200+ Million access via a mobile device
• Average user generates 90 pieces of
  content every month
• 250+ Million people engage with Facebook
  on external sites, through comments,
  “Liking”
Facing Facebook for Small Business
Facing Facebook for Small Business
What’s your Facebook
       history?
Facebook relationship
   ending timeline
Facebook gaming is
      huge
FB for biz
• Facebook offers a platform like no other;
  instant content distribution and reaction
  for an immediate conversation with
  individuals, whether local or far away. (INC:
  http://www.inc.com/20-awesome-facebook-
  fan-pages-2011/index.html)
• Facebook offers unprecedented segmenting
  opportunities because people tell it
  everything. Everything.
why a presence on FB
       matters
• multi-formats - can your website do that?
• targeting
• interactive, fun, social
• movement building
• cost effective
Pages are profiles for
        brands
• Page launch comes as many companies
  using user profiles, violating terms of
  service
• Brand pages can do everything a user page
  can do, and more
Pages have access to
      user’s feeds

• when users “like” your page, they will be
  notified of your status updates anytime you
  update, via their primary news feed
The News Feed is Now
     Real Time

• it’s instant
• right now
• breaking news
Pages can integrate
  multiple applications
• video
• events
• polls
• places
• you name it, there’s an app for it
I “like” you
A “like” means...
• permission for posted content to appear in
   my stream
• access to my social graph
• my friends see my wall and see your
   content
• I can share it if I really like it! (amplification)
the new rules: you have to
make people want to join your
            page
• Users are more discerning than on other
  sites (don’t litter my stream with junk)
• Create exclusive content. Like anything on
  the web, you live and die by your content.
  Exclusive content attaches value to your
  page.
• Give people something powerful and fun to
  share (discounts, giveaways, videos, pics),
  and they will.
• Or else they’ll hide you. Or (sob) Unlike
  you.
Best Practice Pages
• http://www.facebook.com/brendansirish
• http://www.facebook.com/burtsbees
• http://www.facebook.com/ecycler
• http://www.facebook.com/pages/Mabels-
  Labels/6494469723
• http://www.facebook.com/threadless#!/
  threadless?sk=app_103691713028371
More
• http://www.facebook.com/tinyprints
• http://www.facebook.com/
  whistlerblackcomb#!/whistlerblackcomb?
  sk=app_197369276959659
Do it right
(excerpted from Hubspot’s Facebook Marketing Guide, 2010)
Key Benefits
• customization
• cost effective
• apps for everything
• fun. is your advertising usually fun?
• information about your customers
• identify key influencers
Why you may want to
      hold off
You don’t have the resources
      to invest there
• worse than having no presence is having a
  bad one
• time and resources to create content, start
  conversations, respond, moderate
• once it’s there, you have to work it
Your audience isn’t there

• waste of time to invest in something that’s
  not going to convert
• look at your analytics, referrer traffic, and
  ask your customers if they want to interact
  with you on Facebook
• which social networks do they use?
Does Facebook align with your
       business goals?

• if you have to run everything through legal
  and PR - Facebook can create a bottleneck
• maybe you don’t actually want to interact
  with your customers
You can’t keep up with it


• Facebook updates and changes constantly
• do you have the resources to keep up with
  regulations, features, best practices?
• things change fast in social media
Facing Facebook for Small Business
tips and tricks
• Use images that tell your followers who
  you are and what you have to offer
• Chose a name for your page that your
  customers can identify with. City names are
  good.
• Use a vanity URL - facebook.com/username
• Give your followers information. Max the
  search optimization with keyword rich
  descriptions
More tips & tricks

• Personalize your page with iFrames or an
  application like WildFire or North Social
• Offer exclusive, channel specific features to
  your fans
• Tell your customers where to find you. Link
  to FB from your website, biz card, etc.
integrate
• add social and share buttons to your site
  content, events etc
• add the Facebook comments plug in to
  your blog (comments appear on your wall)
• tell people
• explore ads
Resources

• Facebook Marketing: An Hour a Day by
  Mari Smith
• Mashable Guide to Facebook
• allfacebook.com

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Facing Facebook for Small Business

  • 1. Facing Facebook for small business Aerin Guy SpaceRace www.gospacerace.com March 25 2011
  • 2. About me Aerin Guy I am the co-founder of a digital strategy consultancy and web development agency called SpaceRace. I work with companies and individuals to develop and execute stuff on the web. I make websites. I launch products. I “do” social media and PR . I write. I teach. I’m always online. It’s OK.
  • 3. me Publishing Marketing Web Strategy PR Community Management Blog Tweet Eat Sleep
  • 4. clients Pearson Canada McGraw Hill Canada MySpark Ontario Disability Employment Network Totally ADD Charity Village DreamBox Learning Wiley Canada The Wellesley Institute New Leaf Media Pollywog Bog Books Children’s Aid Society of Toronto Trillium Foundation Edvantage Interactive Science Publishers Oxford University Press Earth Rangers The Beach Lifestyle Realty Bregman Real Estate 49 Pixels
  • 6. social media • social media refers to the tools we use to communicate in a wired world
  • 7. social media • social media refers to the tools we use to communicate in a wired world • also refers to the online content we create
  • 8. social media • social media refers to the tools we use to communicate in a wired world • also refers to the online content we create • also known as web 2.0 (and 3.0 with greater networking tools and collaborative capabilities in real time)
  • 11. • Most visited website • 500+ million active members • 700+ Billion minutes are spent on Facebook every month • 20+ Million apps installed daily • 900+ Million objects people interact with
  • 18. • 200+ Million access via a mobile device • Average user generates 90 pieces of content every month • 250+ Million people engage with Facebook on external sites, through comments, “Liking”
  • 22. Facebook relationship ending timeline
  • 24. FB for biz • Facebook offers a platform like no other; instant content distribution and reaction for an immediate conversation with individuals, whether local or far away. (INC: http://www.inc.com/20-awesome-facebook- fan-pages-2011/index.html) • Facebook offers unprecedented segmenting opportunities because people tell it everything. Everything.
  • 25. why a presence on FB matters • multi-formats - can your website do that? • targeting • interactive, fun, social • movement building • cost effective
  • 26. Pages are profiles for brands • Page launch comes as many companies using user profiles, violating terms of service • Brand pages can do everything a user page can do, and more
  • 27. Pages have access to user’s feeds • when users “like” your page, they will be notified of your status updates anytime you update, via their primary news feed
  • 28. The News Feed is Now Real Time • it’s instant • right now • breaking news
  • 29. Pages can integrate multiple applications • video • events • polls • places • you name it, there’s an app for it
  • 31. A “like” means... • permission for posted content to appear in my stream • access to my social graph • my friends see my wall and see your content • I can share it if I really like it! (amplification)
  • 32. the new rules: you have to make people want to join your page
  • 33. • Users are more discerning than on other sites (don’t litter my stream with junk) • Create exclusive content. Like anything on the web, you live and die by your content. Exclusive content attaches value to your page. • Give people something powerful and fun to share (discounts, giveaways, videos, pics), and they will. • Or else they’ll hide you. Or (sob) Unlike you.
  • 34. Best Practice Pages • http://www.facebook.com/brendansirish • http://www.facebook.com/burtsbees • http://www.facebook.com/ecycler • http://www.facebook.com/pages/Mabels- Labels/6494469723 • http://www.facebook.com/threadless#!/ threadless?sk=app_103691713028371
  • 35. More • http://www.facebook.com/tinyprints • http://www.facebook.com/ whistlerblackcomb#!/whistlerblackcomb? sk=app_197369276959659
  • 36. Do it right (excerpted from Hubspot’s Facebook Marketing Guide, 2010)
  • 37. Key Benefits • customization • cost effective • apps for everything • fun. is your advertising usually fun? • information about your customers • identify key influencers
  • 38. Why you may want to hold off
  • 39. You don’t have the resources to invest there • worse than having no presence is having a bad one • time and resources to create content, start conversations, respond, moderate • once it’s there, you have to work it
  • 40. Your audience isn’t there • waste of time to invest in something that’s not going to convert • look at your analytics, referrer traffic, and ask your customers if they want to interact with you on Facebook • which social networks do they use?
  • 41. Does Facebook align with your business goals? • if you have to run everything through legal and PR - Facebook can create a bottleneck • maybe you don’t actually want to interact with your customers
  • 42. You can’t keep up with it • Facebook updates and changes constantly • do you have the resources to keep up with regulations, features, best practices? • things change fast in social media
  • 44. tips and tricks • Use images that tell your followers who you are and what you have to offer • Chose a name for your page that your customers can identify with. City names are good. • Use a vanity URL - facebook.com/username • Give your followers information. Max the search optimization with keyword rich descriptions
  • 45. More tips & tricks • Personalize your page with iFrames or an application like WildFire or North Social • Offer exclusive, channel specific features to your fans • Tell your customers where to find you. Link to FB from your website, biz card, etc.
  • 46. integrate • add social and share buttons to your site content, events etc • add the Facebook comments plug in to your blog (comments appear on your wall) • tell people • explore ads
  • 47. Resources • Facebook Marketing: An Hour a Day by Mari Smith • Mashable Guide to Facebook • allfacebook.com