localsearchdrs. · – email (constant contact, mailchimp) – local directory optimization...
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LocalSearchDrs.Facebook Marketing: From How to Get
"Liked" to How to Get Business
Local, Social and Mobile Business Marketing Made Easy
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1,000,000,000+ 3,200,000,000+ Likes/day
78,000,000+ People20,000,000+ Reviews
500,000,000+ People400,000,000+ Tweets/day
Consumers Expect YOU to Be Social
• 95% of mobile Internet users consult directories & social mediabefore going to a local business. 88% take action within a day!1
• 93% of consumers believe a company should have a social mediapresence2
• 85% of consumers believe a company should interact with it’scustomers on social media2
• 11% of a local businesses’ next hire will be a social media manager3
1 “The Mobile Movement: Understanding Smartphone Users” (Google & Ispsos OTX 2011) 2 Cones Business in Social Media 2011 3 Streetfight Mag 2011
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Facebook is …
• A great way to getcustomer feedback
• An extension of yourcustomer service
• A way to network withgroups and communities
• A channel to identifyprospective customers
• And yes, a PR channel
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67% of B2C and 41% of B2B companies that use Facebook for marketing have acquired a customer through this channel
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But Don’t Be This Guy
“Buy this. Buy that. Buy now. Look a sale. Buy this, it’s new. Buy this it’s a value. Buy this it’s great. You should buy now. BUY! BUY! BUY!”
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Doing It Right Requires Effort & Time
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53% of active social networks follow a brand
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Want a Great Facebook Page?
• Embrace Images!– Cover Photo– Timeline– Tagging fans
• Pin your top posts (new visitors see your beststuff)
• Highlight your fans (Recent posts by others)
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Madame Paulette
Stunning images for a couture cleaning and restoration company.
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Social Proof
• Highlight your fans(Recent posts by others)
• Encourage fans towrite a recomendation.
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What to post … • The right "rst question might be how should I
respond to people, but…• Show off your expertise• Share information that makes them feel special
– Secrets of the business, "rst access to specialevents, etc.
• Do not over-share! How often do you thinkyour customers want to hear from you?
Tip: Remember that only 20% of your followers will see any one post. Repost and reuse.
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Posts with 80 characters or less receive 23% higher interaction
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BUT…75% of posts are longer than that
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Share Your Expertise
• Shows pictures and what settingsthey were taken with
• Answers questions about products,availabilities, pricing,recommendations
• Shares expert product articles
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Photo posts receive 39% higher interaction than average
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Share Photos & Videos
• Pick things that areinherently shareable– Inspiring– Funny– Challenging– Interesting– Appealing (Food
porn)
• Photos are easy!
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Yes … Offer a Deal • It’s often less than the cost of
acquisition• Reward loyalty & sharing
– Marketing to existing customers is8x more cost effective!
• Focus where it helps you most– Focus on off hours / days– Less popular products, new
products that need awareness
• Reward sharing
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Engagement Techniques
• Posting at the right times
• Posting easily shareable content (photos,
videos, polls, viral coupons)
• Ask for opinions (Flavors, Taglines, etc)
• Remind customers to Check-in
• Always Respond!
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Engagement Techniques
• Don’t be afraid
to get personal!
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Want more stats?
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Post that say things such as “Like, Caption This, Share, Yes, No and Thumbs up” receive 48% more interactions
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Posts that ask fans to share have 7x the share rate than posts that don’t ask fans to share
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When fans are asked to comment on posts, they receive 3.3x higher comment rate
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When fans are asked to like a post they receive a 3x higher like rate
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Posts that use winner (giveaways) receive a 68% higher interaction than average
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Posts that have a question located at the end have a 2x higher comment rate
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Using a “"ll in the blank” post return 4x as many comments as those that don’t
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How do I get MORE fans?
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How do I get fans?
• Targeted advertising on Facebook– Sponsored Pages– Sponsored Posts
• Integrate the Facebook LIKE into everything(web, email, etc.)
• Check-ins get shared across a fan’s network.Place a sign at the register/front door– **Use both Foursquare and Facebook**
• Successfully networking in groups
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Targeted Advertising
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Target your Page/Post by
• Neighborhoods & Zip Codes• Age• Gender• Interests• Target friends of People• Relationship Status• Education
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Integrate LIKE on Your Site
Those are my friends, and I’m more likely to engage.
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You Have to Go to Them
96% Who Like You Never Revisit Your Facebook
Page!!!
L
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To Outsource or Not?
• Where's the line…Don't mess this up vs. justdo it.
• Feel comfortable outsourcing it. Consider iton the job training.
• But don't hire your nephew. You don’t want a23 year old managing your social media –they don’t have the right experience.
• For every 800 people that say they do it,there is only 1 that actually knows how.
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What Do You Measure • Likes and Followers• People Talking About You & Reach• Sentiment (positive vs. negative)
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Comscore released a study earlier this year that showed how business brands that post at least once every day will reach 22% of their fans in a given week.
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Engagement Metrics
Consistency Matters.
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Who is interacting with me?
Age and Gender: Likes vs. Talking About This
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Time Is Your Most Precious Resource
• Leverage Great Tools– Social Media (Postling, Sprout Social, Nutshell Mail)– Email (Constant Contact, Mailchimp)– Local Directory Optimization (eGumball, Yext)
• Or Better … a Single Platform (LocalSearchDrs.)• Find Partners Who Have Great Service & Education
(LocalSearchDrs.)
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Your Local Internet MarkeAng SoluAon
Let Us Know How We Can Help You!
[email protected] www.LocalSearchDrs.com
Tel: 610-437-8822 Toll Free: 955-943-8736