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”
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
37. Key Benefits
• customization
• cost effective
• apps for everything
• fun. is your advertising usually fun?
• information about your customers
• identify key influencers
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