1. Facebook Marketing for Business February 19, 2014 Lynn Area Chamber of Commerce #FB4biz Julia Campbell @JuliaCSocial J Campbell Social Marketing www.jcsocialmarketing.com julia@jcsocialmarketing.com

2. Slides Slides are available to LACC attendees by emailing Julia at julia@jcsocialmarketing.com If you like the presentation, please Like my Page on Facebook! www.facebook.com/jcsocialmarketingTweet: @JuliaCSocial @LynnChamber #FB4Biz 3. Objectives for Today In this seminar, you will learn: The components of a great Facebook business page How to get more fans to your page How to get more engagement from the fans you currently have How to measure your efforts on FacebookTweet: @JuliaCSocial @LynnChamber #FB4Biz 4. Why Online Marketing? Building the brand trust, affinity, authority Engaging with customers word of mouth marketing Customer service answering questions, demonstratin g the product in action Crowdsourcing ideas getting innovative ideas Tweet: @JuliaCSocial @LynnChamber #FB4Biz 5. Why Online Marketing? Marketing Optimization Google Analytics, determinewhat terms people are searching and from what sites they are coming from Attract and educate new customers driving traffic Increasing salesTweet: @JuliaCSocial @LynnChamber #FB4Biz 6. Is Facebook just a fad? 945 million monthly active users who used Facebookmobile products as of December 31, 2013. 757 million daily active users on average in December 2013. Approximately 81% of our daily active users are outside the U.S. and Canada.1.23 billion monthly active users as of December 31, 2013. Source: http://newsroom.fb.com/Key-FactsTweet: @JuliaCSocial @LynnChamber #FB4Biz 7. 4 Things You Need To Know Facebook cannotcure your own ambivalence about marketing your business. Your Facebook Administrator cannot operate in a silo.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 8. 4 Things You Need To Know If you do not have awebsite or your website is awful, Facebook will not be effective. You get out what you put in time, resources.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 9. Social Media Is Like A Cocktail Party Mingle and chat. Laugh and listento amazing stories. Dont be a wallflower. Do not be the guy with the lampshade on his head. Tweet: @JuliaCSocial @LynnChamber #FB4Biz 10. Social Media Is Like A Cocktail Party Do not oversell orcome on too strong! Each party (network) has its own etiquette and rules. Think about why you use social media. Tweet: @JuliaCSocial @LynnChamber #FB4Biz 11. Why do people use Facebook? A 2012 study from Boston University found that Facebook fulfills two primary human needs: 1) The need to belong 2) The need to for self-presentationIts the place where people go to connect/reconnect with friends and family. People come to Facebook to make personal connections and to have fun.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 12. Tweet: @JuliaCSocial @LynnChamber #FB4Biz 13. Facebook Marketing Marketing Strategy that works with Facebook: Help customers feel more connected to your business Tell them your story Show them who you are as individuals Help them connect to each other Share behind the scenes photos and videos Ask questions Share compelling success stories Make it easy, light, fun Include media with all posts links, photos, videos. Tweet: @JuliaCSocial @LynnChamber #FB4Biz 14. Facebook Set UpTweet: @JuliaCSocial @LynnChamber #FB4Biz 15. Facebook News Feed But know that the real battle for engagement does nothappen on your Page it happens in the News Feed.Photo from: http://allfacebook.com/7-biggest-fan-page-marketing-mistakes_b43011 Tweet: @JuliaCSocial @LynnChamber #FB4Biz 16. Facebook News Feed Only about 1% of fans ever return to your actual Facebook page after theyve liked it. Not all your fans see your posts for many reasons. The battle for hearts and minds is in the NEWS FEED.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 17. The Most Important Metric Talking About This (TAT) The only way to get new people to see your page is to get existing fans to engage with the posts. Reach Organic vs. paidTweet: @JuliaCSocial @LynnChamber #FB4Biz 18. The Most Important Metric Users create stories whenthey: like a page post on the page wall like a post comment on a post share a post answer a question RSVP to a pages event tag the page in a post tag the page in a photo check in at a place write a recommendation claim an offer Tweet: @JuliaCSocial @LynnChamber #FB4Biz 19. 10 Ways to Get More Engagement 1) Add photos to each post. Dan Zarrella of Likeable Media conducted a study where he tracked and analyzed more than 1.3 million posts from the 10,000 most-Liked Facebook Pages, and he found that photos work best.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 20. 10 Ways to Get More EngagementTweet: @JuliaCSocial @LynnChamber #FB4Biz 21. Tweet: @JuliaCSocial @LynnChamber #FB4Biz 22. 10Ways to Get More Engagement 2) Post at the right time of day. Buddymedia published a study where they discovered a 20% higher rate of engagement on posts published in the mornings and evenings. Dan Zarellas study found that content posted later in the day (EST) got more likes and shares peaking around 8 PM. Of course, you should always use your own Pages Facebook Insights to determine when your Facebook Fans are looking at and interacting with your posts. Tweet: @JuliaCSocial @LynnChamber #FB4Biz 23. 10 Ways to Get More Engagement 3) Ask for interaction. Dont make people think about their answers. Think about how people consume Facebook while watching TV, while waiting in line, while doing work. Make it absurdly easy for them to interact. Questions that work: Fill in the blank My favorite back-to-school memory was when____________. Like if you agree! Comment if you disagree! Share please! Yes or No questions Tweet: @JuliaCSocial @LynnChamber #FB4Biz 24. 10 Ways to Get More Engagement 4) Think outside the work week. Post on Saturdays and Sundays. Less noise may mean less of your fans are on Facebook so test and measure.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 25. 10 Ways to Get More Engagement 5) Be relevant. Remember WHY people are on Facebook! To see what the world is talking about. To have fun. To be entertained. To interact with friends and family. Make sure to keep your pulse on what people areinterested in, talking about and thinking about insert your commentary or ask people for theirs.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 26. 10 Ways to Get More Engagement 6) Be funny.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 27. 10 Ways to Get More Engagement 6) Be funny.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 28. 10 Ways to Get More Engagement 7) Be helpful.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 29. 10 Ways to Get More Engagement 8) Post graphics and memes. Graphics featuring inspiring quotes Fun cartoons Infographics Search Pinterest or share what others have posted on their Pages Always give attribution. Tweet: @JuliaCSocial @LynnChamber #FB4Biz 30. 10 Ways to Get More Engagement 9) Give something away.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 31. 10 Ways to Get More Engagement 10) Inspire/connect.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 32. REMEMBER: People only share on Facebookif it will resonate with their Facebook friends. Make it PG or G rated so people will share it. Do you want people to like the post, share the post, comment on it or click on the link? The risk of going for everything means ending up with nothing.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 33. Recipe for Success Your posts, your audience, your time of day EXPERIMENTTweet: @JuliaCSocial @LynnChamber #FB4Biz 34. More Ideas For Facebook Posts Industry blogs, newslette rs, websites Google Alerts & New York Times alerts Competitors Success Stories Inspirational quotes Reached a goal Want input on an issue Events, anniversa ries, celebrations , birthdays Email newsletter Tie current events to your cause/issue Read everything and follow everyone! Figure out whats working for others and adapt it!Tweet: @JuliaCSocial @LynnChamber #FB4Biz 35. How To Get More Facebook Fans Promote your social media networks! If you build it, they will come. (Well, no)Tweet: @JuliaCSocial @LynnChamber #FB4Biz 36. How To Get More Facebook Fans Get a Facebook Likebox on your website. Start internally first and then externally. Ask staff, customers, friends, family, etc. first! Ask several times. Ask them to like, share, comment on posts at least once per month. Tweet: @JuliaCSocial @LynnChamber #FB4Biz 37. How To Get More Facebook Fans Add social media buttons to: Main page of your website Email newsletter. All printed materials direct mail appeals, thank you letters, postcards, brochures, a nnual reports, flyers, hand outs. All email signatures, letterhead and business cards. Post a flyer/sign letting people know that you are on Facebook! Tweet: @JuliaCSocial @LynnChamber #FB4Biz 38. How To Get More Facebook Fans Page Administrators! Invite yourpersonal Facebook Friends to Like the page! Effectively promote your social media presence through your email newsletter/e-blast. Explain that you will be showcasing your impact through these channels and you want involvement from your constituency, supporters and community. Promote your Facebook page to your Twitter community, and vice versa. Tweet: @JuliaCSocial @LynnChamber #FB4Biz 39. How To Get More Facebook Fans Experiment with Facebook Ads. For more on Facebook Ads, go to: http://www.socialmediaexaminer.com http://www.jonloomer.comTweet: @JuliaCSocial @LynnChamber #FB4Biz 40. How To Get More Facebook Fans Hold a Facebook contest or promotion.http://www.pinterest.com/pin/79446380900859484/ Tweet: @JuliaCSocial @LynnChamber #FB4Biz 41. How To Get More Facebook Fans Some ideas for Facebook contests: Caption contest Photo contest Video contest Fans enter by liking a post, leaving a comment, posting aphoto engaging in some way. IMPORTANT NOTE: You dont want to get fans for fans sake you want the right fans to Like your Page.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 42. How To Get More Facebook FansTweet: @JuliaCSocial @LynnChamber #FB4Biz 43. How To Get More Facebook FansTweet: @JuliaCSocial @LynnChamber #FB4Biz 44. Measurement http://www.socialmediaexaminer.com/how-toknow-if-your-social-media-activities-are-working/ http://www.socialmediaexaminer.com/3strategies-to-measure-your-social-media/ http://www.entrepreneur.com/article/229948 Google Analytics Conversions Website traffic, email sign ups Tweet: @JuliaCSocial @LynnChamber #FB4Biz 45. Tools Mention.com Google Alerts for the social web Bufferapp.com Schedule posts Feedly.com Discover content ShortStack PostPlanner Free e-book from Marketo Contagious ContentTweet: @JuliaCSocial @LynnChamber #FB4Biz 46. Learn More About Social Media Social Media Breakfast North Shore http://smbnorthshore.org/ http://www.facebook.com/groups/smbnorthshore We meet monthly on the last Tuesday of the monthat 8 AM.Tweet: @JuliaCSocial @LynnChamber #FB4Biz 47. To learn more: www.socialmediaexaminer.com www.hubspot.com www.johnhaydon.com www.jcsocialmarketing.comTweet: @JuliaCSocial @LynnChamber #FB4Biz 48. Questions, comments, feedback? Email: julia@jcsocialmarketing.com Website: www.jcsocialmarketing.com Cell: 978-578-1328 Twitter: @JuliaCSocial Facebook: www.facebook.com/jcsocialmarketingTweet: @JuliaCSocial @LynnChamber #FB4Biz