Facebook & Twitter for Business

The Executive’s Guide To

Presented by: Micro Business Development Program and the Vermont Womens Business Center

Poll question:

Are you using Facebook for your business?

How are People Using Facebook?

• More than 400 million active users worldwide

• More than 1.5 million businesses have active pages on Facebook

• 50% of active users log on to Facebook in any given day

• More than 95% of Facebook members have used at least one application

built on Facebook Platform

• There are more than 100 million active users currently accessing Facebook

through their mobile devices

Source: http://www.facebook.com/press/info.php?statistics

Facebook Tool Box

• Brand Fan PagesA Facebook Page is a public profile that enables you to share your business and products with Facebook users. Pages are similar to personal profiles and brands accumulate fans instead of friends. Within pages you have the option of posting and collecting content, importing Twitter and blog feeds, collecting user reviews, and hosting discussions.

• ApplicationsAn application is a platform for developers which provides a framework to build tools which Facebook users can add to their profile. Applications range from chat to games to mobile.

• Connect/ShareFacebook Connect and Facebook Share are additions to your brand’s existing web site or blog which allow you to integrate their Facebook presence with other online media.Facebook Connect is an open identifier which allows users to take their Facebook profile with them when they shop, comment, or browse on other web sites.

• AdvertisingFacebook offers banner advertising which can target age, gender, location, relationship status and interest, or music and lifestyle interests.

Building a Strategy for Facebook

FIRST:

- Do a marketing plan to include:- Customer’s Problem- The Solution You Offer- The Demographic You Intend to Reach- All media You will Implement- Yearly Plan detailed by Month

- Include: Goals, Actions, Results

NEXT……..

Create a Business Page

From your personal page,

select: “Ads and Pages”.

Create a Business Page

Create a page for

local business

4 Elements of a Successful Facebook Strategy-Ogilvy Public Relations Worldwide

1. ENGAGE

• Find and engage

existing fans

• Host discussions

and provide useful

resources

• Invite fans to

upload content

3. ADD SCALE• Leverage offlineevents• Advertise throughexisting media• Add your socialWeb links to yourbrand Web site

4. MEASURE• Reach- Fans- Mentions• Engagement- Discussions,content, reviews,and posts• Action- Contest entries- Coupons redeemed- Purchases driven- Web traffic driven-Application users

2. DRIVE ACTION

• Provide applications that

enlist ambassadors

• Provide coupons to

track purchases

• Hosts contests with opt-ins for further contact

Engage

Daily Menu Specials

Promoting Special Events

Drive Action

Great input from

happy customer!

Add Scale & Impact – Targeted Advertising 1

Add Scale & Impact – Targeted Advertising 2

Add Scale & Impact – Targeted Advertising 3

Add Scale & Impact – Targeted Advertising 4

Add Scale & Impact – Targeted Advertising 5

Add Scale – Place Links on Web Page

Measure Success 1

Measure Success 2

Measure Success 3

Measure Success-Ogilvy Public Relations Worldwide

Reach• Number of fans • Number of brand mentions on walls• Number of news updates x fans• Ad impressions

Engagement• Number of discussion topics• Number of wall posts on brandpage• Number of wallposts • Number and tone of reviews posted• Amount of content or offers shared• Video views

Action• Click through rates for advertisements• Number of contest entries• Number of applications downloaded• Offline actions driven by coupons or special offers• Web traffic generated

Facebook Trend to Watch

Facebook Connect – Website connects directly with Facebook Account

Facebook Don’ts - Ogilvy

• DON’T filter your fans reviews or content simply to protect your messaging.

• DON’T spam fans with messages or invitations to their inboxes.

• DON’T violate Facebook’s Terms of Service.

• DON’T abandon your fans.

• DON’T let your PR agency run your page. Authenticity counts.

• DON’T be afraid of negative comments.

• DON’T leave negative or inflamatory comments unresponded to.

• DON’T engage in practices you would never consider outside of Facebook.

• DON’T forget about existing content you can repurpose (reuse)

Poll question:

Are you using Twitter for your business?

A Strategic Approach to Using Twitter-Ogilvy

STRATEGY FOLLOW CREATE ENGAGE

Customer Relations Your customers and potential customers

Content relevant to your customers; tips, company info, etc

Answer questions, respond to comments about your brand

Crisis Management Your brand, products and relevant issues

Direct to additional resources, updated information, explanation

Answer questions, respond to comments, raise issues, provide information

Corporate Reputation Management

Industry leaders, similar interest groups, news/media

Insights, expertise, become a thought leader

Jump in the conversation. Be transparent and add value

Event Coverage Those interested or attending event, media

Event information, updates behind the scenes coverage

Set up Tweet-ups, talk to attendees, ask and answer questions

Product Promotion & Sales Current and potential customers, those interested in similar products

Links to online promos, insider info on upcoming sales, discount codes

Check replies, and DMs, answer questions, provide info when needed

Issue Advocacy Those interested in your cause, industry leaders, news

Added value; health tips, disaster alerts, fundraising info

Know your followers, thank them for support, get them involved

Follow

Create Content

Engage

Six Quick Steps to Get Tweeting Now!

1. Setup Account 2. Follow a Local Business: @3. Follow Business’ They Follow4. Search for Content Using Hashtag “#” (ie;

#btv, #vt, #cloud,etc.)5. Send out a Tweet 6. Retweet Others’ Tweets!

Useful Twitter Tools

Search.Twitter (f.k.a Summize): Complete an advanced search around key phrases, within specific dates, and from specific handles. (Often broken, Google search is the best back up!)

TweetDeck: A desktop app that lets you organize your followers into specific categories (i.e. industry leaders, customers, potential customers, etc.)

TwitPic: Provides a bridge from your camera phone to Twitter. Pictures can either post to the Twitter public timeline from phone via email or through the site.

Tweet Later and CoTweet: Allow you to time your Tweets to be created now and published later.

More Useful Twitter Tools

HootSuite: a shared Twitter platform allowing multiple users, pre-scheduled tweets, and click statistics including charts and your most popular tweets.

TweetVolume: Find out what keywords to use based on their popularity and conversation volume on Twitter.

TweetBeep: the Google Alerts for Twitter, allows you to monitor conversations that mention you, your brand, related/competitor products, and links to your website/blog. Alerted as keywords appear, reducing the need for a manual search.

Twitterholic: Find out who has the most followers and who can be an influential asset to your campaign.

ExecTweet: Find and follow top executives on Twitter.

Other Resources

Facebook Terms: www.facebook.com/terms.php Repurpose/Reuse Content: http://ow.ly/1B1IS Thousands of Presentations/Tutorials: www.slideshare.net Social Media Tutorials: www.trutricks.com (Burlington, VT) Analyze Your Website: www.google.com/analytics Setup Blog: www.wordpress.com Optimize your brand page: http://tinyurl.com/optimize-a-brand-page Facebook Application: http://tinyurl.com/build-facebook-apps

Thank You for Coming!

Next week, same time, and same location:

“How to Bring Customers to a Website”

Wednesday, April 28th, 5:30 —7:00 PM Middlebury Ilsley Library

Speaker: Joe Mescher of SocialMediaCommando.com

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Follow us on Twitter: @MBDPCVOEO