This document provides tips for growing a business through social media, particularly Facebook and video. It discusses how underlying social media costs are minimal, and how Facebook has nearly 1 billion users and accounts for a significant portion of internet traffic. It then gives best practices for using Facebook pages and ads effectively. The document also emphasizes the power of video for lead generation, search engine optimization, and engaging followers through email. It provides strategies for businesses to create YouTube channels and leverage video analytics and syndication.

1. HOW TO GROW YOUR BUSINESS
THROUGH SOCIAL MEDIA – The
Power of Facebook and Video
HRAI TORONTO CHAPTER
October 30, 2012

3. SOCIAL MEDIA REVOLUTION

4. Veterans Boomer Gen X Gen Y
1925 – 45 1946 – 60 1961 – 81 1982 – 02
65 - 85 50 - 64 29 - 49 8 - 28

5. Underlying Costs are Minimal
•Software applications are free, or
at most, inexpensive
• New social tech tasks can be
distributed to current staff and
teams
• Employees will create part of the
value on their own time
• Scalability is irrelevant to costs
• Return on Investment is easily
measurable

6. NEW GENERATION

7. FACEBOOK DEMOGRAPHICS
Fastest
25 – 54
Growing
Demographics:
Females 55+
years
Almost 70%

8. Say It Isn’t So…..

9. FACEBOOK FOR BUSINESS
 950 million users
worldwide
 1 in 4 of all Page Views
on the Internet are on a
Facebook Page
 1 in 8 minutes spent on
the Internet is on
Facebook

10. LEAD GENERATION

11. $$ VALUE OF FACEBOOK FAN

12. FACEBOOK PAGE

13. FACEBOOK PAGE – “MUST HAVES”
Identify your brand and be creative!
 Choose engaging cover photo and profile photos
 Add milestones and key aspects of the business
 Post at least 3-4 times weekly for engagement
 Respond to messages quickly and thoroughly
 Highlight key updates
 Claim vanity URL –
www.facebook.com/username

14. “MUST HAVES” CONT’D
Be succinct!
Be Community-Minded
Optimal time to post
Use Questions and Polls
Post Video/Photos (Hint: 100-120% increased
engagement than with regular posts)
“Like Us” to receive a discount coupon
Review Your Insights
Use Facebook Ads

15. OFFERS!

16. FACEBOOK CONTESTS

17. FACEBOOK ADVERTISING
Spending on
Facebook ads
increased 93% in
2011 vs 2010
 Identify your audience
 Understand target
options
 Good images
 Strong call-to-action
 Set objective & budget
 Set up multiple ads –
test, test, test!
 Facebook Ad Exchange

18. MEASUREMENT
Similar to Google Analytics for a
website, Facebook has its own
analytic data
FACEBOOK INSIGHTS:
 # of new likes
 # of Fans engaging with your Page
 Percentage of active/non-active users
 How many “Likes” received over a
period of time
 Review comments
 # of Unsubscribes
IF IT’S WORTH DOING, IT’S WORTH MEASURING!

19. AND THE ANSWER IS.....
72 hours every minute!

20. THE QUESTION IS.....

21. WHY VIDEO?
• A well optimized video
makes your company 53x
more likely to be on the
1st page of Google
• 24/7 Salesperson
• 72 hours of new video
content is added to
YouTube every minute
• YouTube is the world’s
second largest search
engine

22. ONLINE VIDEO VIEWERS
 According to comScore, the age
of online video viewers in Canada
was fairly evenly distributed in Q4
of 2011, with five of the six age
brackets falling between 17%-
19%
 The most online videos viewers
in Canada were between the ages
of 2-18 or over 55 (both 19%)
 Surprisingly, the age bracket with
the fewest online video viewers
was 18-24

23. VIDEO MAGNIFIES...
• Presentations
• Training
• Product launches
• Contests
• Events
• Interviews with Experts
• Blogs
• Testimonials

24. EMAIL MARKETING
Engaging with video has
been proven to extend the
amount of time viewers
spend reading your emails
(not to mention increasing
the response rate).

25. Offer Valuable Content, Not a Sales Pitch

26. RANK QUICKLY IN SEARCH ENGINES
Blended Search: The practice in which search
engines display videos, images, news
stories, maps and other types of results
alongside their standard website search
results
Optimizing video content to take advantage of
“blended search” is one of the quickest and
easiest ways to get a Page 1 ranking on Google

27. SYNDICATING OF VIDEO
 Syndication places video
on multiple video sites
 Videos appear more and
more often in search
results
 Videos rank multiple times
for keywords
 Send more referral traffic
to your site.

28. VIDEO FOR THE “BUDGET CONSCIOUS”

29. CREATE YOUR OWN YOUTUBE CHANNEL
YouTube channels archive
all of your videos for users to
be able to watch
Customize the look and
feel of your channel to be
unique and representative of
your business and brand

30. YOUTUBE CHANNEL

31. ANALYSIS – YOUTUBE INSIGHTS
 FREE tool
 Demographics
 # Views
 Geographic popularity
 Comparison of all
videos
 Download reports

32. VIDEO “A-B-C’S”
 Aim for Authentic, Actionable Content
 Be professional BUT be yourself
 Stay focused – short and sweet!
 Particular focus to the first 10 seconds
 Add Video to Your Facebook Page
 Upload Video to YouTube and Third Party
Video Sites
 Optimize Video for Google Search

33. CHRIS APPLETON
cappleton@wsiwbapplications.com
www.wsiwebapplications.com
http://wsiwebapplications.com/_blog
/Our_Blog/
http://ca.linkedin.com/in/cappleton
http://www.facebook.com/wsisocial
http://twitter.com/cmappleton