Post on 21-Feb-2017
transcript
Facebook for Business
@LisaLFlowersFebruary 18, 2017
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
AGENDA• HOUSEKEEPING• INTRODUCTIONS
• NAME AND COMPANY• WE’RE COVERING• RECAP• NEXT STEPS
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
HOUSE KEEPING
• REST ROOMS• BREAKS• HANDOUTS• EVALUATIONS
@LISALFLOWERS• STRATEGIST | INSTRUCTOR | KEYNOTE SPEAKER• MARKETING, BUSINESS DEVELOPMENT AND PUBLIC SPEAKING – 25+ YEARS• TEACHING, TUTORING, AND MENTORING – 15+ YEARS • SOCIAL MEDIA AND BUSINESS COACHING – 8+ YEARS• GLOBAL - IT ALL STARTED WITH A TWEET!
• NIGERIA• MALAYSIA
#DTCCSMC2017 LFlowers@FlowersMediaMatters.com@LisaLFlowers
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
WE’RE COVERING
• A LOT!• CREATE AND POLISH YOUR FACEBOOK BUSINESS PAGE• DEVELOP CONTENT THAT GET FANS COMMENTING AND SHARING
• DETERMINE WHEN TO POST CONTENT TO ENGAGE CUSTOMERS• FIND IMAGES AND CREATE SIMPLE ADS
• PROMOTE YOUR BUSINESS ON- AND OFF-LINE USING FACEBOOK• USE GROUPS FOR PRODUCT IDEAS AND COMPETITIVE INTELLIGENCE• MEASURE YOUR SUCCESS ON FACEBOOK• WORKSHOP PARTICIPANTS WILL ALSO RECEIVE
• A FACEBOOK FOR BUSINESS TIP SHEET
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
You know what doesn’t work for a social media strategy?
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
NOT BEING SOCIAL.- Ted Rubin
You know what doesn’t work for a social media strategy?
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
Facebook users LIKE4,166,667
posts per
MINUTE
Source: http://www.entrepreneur.com/article/249557
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
Social media is the modern word-of-mouth.
- Unknown
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
FRONT AND CENTER
Source: http://www.delosinc.com/getting-started-digital-marketing-strategy/
TV, radio, print, outdoor, direct mail, etc. should be cross-promoting as well.
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
3-RING BINDER
• ONE PLACE• TABS• ALL LOG-IN IDS, PASSWORDS• IDEA TO DO LIST• SQUIRRELS• MEASURE• REVISE• TRACK
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
ASK YOURSELF
• IS DIGITAL AS INTEGRATED IN YOUR MARKETING AS IT IS IN YOUR CUSTOMERS’ LIVES?
• ARE YOU TAKING ADVANTAGE OF THE WEB’S ABILITY TO TARGET AUDIENCES AND PERSONALIZE YOUR MESSAGES?
• ARE YOU GOING THE DISTANCE TO EMBRACE MOBILE AND THE INTERNET IN YOUR CUSTOMER’S POCKET?
• SOURCE: HTTP://WWW.BLUE-ICEBERG.COM/OUR-THINKING/PDFS/BLUE_ICEBERG_DIGITAL_MARKETING_CHECKLIST.PDF
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
MUSTS
• MUST KNOW WHO YOUR AUDIENCE IS• MUST KNOW WHERE THEY ARE TALKING ONLINE• MUST HAVE A DESTINATION FOR THEM TO GO TO• MUST HAVE A PLAN
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
HAVE A PLAN• WRITE IT DOWN!• MATCH SOCIAL MEDIA TO TRADITIONAL AND DIGITAL MEDIA (TIED TO BUSINESS
GOALS)• INCREASE TRAFFIC TO WEBSITE• START AND DEVELOP RELATIONSHIPS (LEADING TO SALES)• INCREASE CUSTOMER AWARENESS OF AND/OR MANAGE YOUR BRAND• GAIN CUSTOMER INSIGHT• BECOME MORE ACCESSIBLE• BUILD TRUST OR LOYALTY
• STALK YOUR COMPETITION. (UMM…EVERYBODY IS YOUR COMPETITION.)
TAKE INVENTORY• TRADITIONAL
• PRINT (NEWSPAPERS, BROCHURES, LOCAL DIRECTORIES, YEARBOOK ADS, BUSINESS CARDS, ETC.)• OUTDOOR (BILLBOARDS, SIGNAGE, BENCH, ETC.)• TV AND RADIO• DIRECT MAIL• SPONSORSHIPS (SPORTS TEAMS, CHARITIES, ETC.)• EXHIBITS
• DIGITAL• WEBSITE / BLOG• GOOGLE ADS• EMAIL NEWSLETTER• EMAIL SIGNATURES
• SOCIAL• FACEBOOK, TWITTER, LINKEDIN, YOUTUBE, PINTEREST, INSTAGRAM, SNAPCHAT , ETC.
• CLAIM YOUR REAL ESTATE• BENCHMARK
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
COMMIT TO SOCIAL MEDIA
• DEVOTE STAFF TIME TO SOCIAL MEDIA• ASSIGN A STAFF PERSON TO WORK WITH YOUR SOCIAL MEDIA AT LEAST PART
TIME• HIRE A PROFESSIONAL TO JUMP-START
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
SET S.M.A.R.T. GOALS
Source: http://agemegracefully.com/?tag=smart-goal-setting
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
CREATING A FACEBOOK PAGE
• IT’S EASY!• LOG INTO FACEBOOK WITH YOUR PERSONAL ACCOUNT• FOLLOW THE STEPS• COMPLETE YOUR PROFILE IN DETAIL• UTILIZE FACEBOOK’S HELP SECTION
• HTTPS://WWW.FACEBOOK.COM/BUSINESS/LEARN/SET-UP-FACEBOOK-PAGE
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
BE SURE TO…
• ADD A PROFILE PICTURE• ADD A COVER PHOTO• ADD YOUR BASIC INFORMATION• INCLUDE YOUR WEBSITE AND OTHER SOCIAL MEDIA PLATFORMS• INCLUDE YOUR ADDRESS, PHONE, ETC.• COMPLETE YOUR ABOUT PAGE• ADD A CTA BUTTON• LIKE YOUR OWN PAGE
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
SPREAD THE WORD!
• INVITE YOUR FRIENDS AND FAMILY• THE SOCIAL MEDIA RULE/LAW
• SHARE YOUR PAGE• INVITE YOUR BUSINESSES CONTACTS
• UPLOAD A LIST TO SEND PEOPLE AN EMAIL SO THEY KNOW ABOUT YOUR NEW PAGE.
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
Be sure to cross-promote your social profiles.
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
CONTENT
• CURATE AND CREATE• TYPES OF CONTENT• WHAT AM I GOING TO SAY?• EDITORIAL CALENDAR
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
TYPES OF CONTENT• Blog posts• Videos• Infographics• Guides• Book reviews• Images• Opinion posts• Product reviews• Lists• Link or resource
pages
eBook Case study Podcast Interviews Research Surveys Animated gifs Comics or cartoons What is your competition
doing? What is an unrelated
company doing?
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
PLACES TO FIND FREE IMAGES• HTTP://WWW.JESTRUDO.PL/WARTOSCIOWE-BANKI-ZDJEC/?
UTM_CONTENT=BUFFER10EC1&UTM_MEDIUM=SOCIAL&UTM_SOURCE=TWITTER.COM&UTM_CAMPAIGN=BUFFER• HTTP
://WWW.DIGITALARTSONLINE.CO.UK/NEWS/ILLUSTRATION/BRITISH-LIBRARY-OFFERS-OVER-1-MILLION-FREE-VINTAGE-IMAGES-FOR-DOWNLOAD/#5
• HTTP://BLOG.HUBSPOT.COM/MARKETING/FREE-STOCK-PHOTOS?UTM_CAMPAIGN=BLOG-RSS-EMAILS&UTM_SOURCE=HS_EMAIL&UTM_MEDIUM=EMAIL&UTM_CONTENT=22916961
• HTTP://BIT.LY/1LFCTNSHTTP://THEBLOGZILLA.COM/WHERE-TO-FIND-FREE-PHOTOS-FOR-YOUR-BLOG-THE-ULTIMATE-LIST/• HTTP://WWW.THESITSGIRLS.COM/BLOGGING/FREE-IMAGES-ONLINE/• HTTP://BIT.LY/1A4KSJQ• HTTP://BIT.LY/1BZB8JN• HTTP://WWW.INC.COM/JOHN-RAMPTON/20-SITES-WITH-FREE-IMAGES-FOR-YOUR-BLOG-OR-SOCIAL-MEDIA-POSTS.HTML?CID=SF01002• HTTPS://BLOG.BUFFERAPP.COM/FREE-IMAGE-SOURCES-LIST?UTM_CAMPAIGN=WEEKLY_DIGEST• HTTPS://ASH.GURU/BLOG/FREE-STOCK-PHOTOS/?
UTM_CONTENT=BUFFERA9184&UTM_MEDIUM=SOCIAL&UTM_SOURCE=TWITTER.COM&UTM_CAMPAIGN=BUFFER• HTTP://ICONMONSTR.COM/
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
USE FACEBOOK TO PROMOTE YOUR EVENTS• SET UP A FB EVENT
• PUBLIC – COMES UP AS SUGGESTED EVENTS• ALLOWS OTHERS TO INVITE• LINK TO TICKET-SELLING SITE• HARVEST EMAIL ADDRESSES
• DURING THE EVENT, UPLOAD PICTURES. • ENCOURAGE STAFF AND ATTENDEES TO UPLOAD PICTURES• ENCOURAGE EVERYONE TO CHECK-IN ON YOUR FACEBOOK PAGE
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
EVENTS (CONT’D)
• AFTER EVENT• PROVIDE AN EVENT RECAP WITH PHOTOS AND VIDEO• ENCOURAGE EVENT ATTENDEES’ TO POST• THANK PEOPLE FOR PARTICIPATING• COLLECT FEEDBACK BY POSTING “QUESTIONS” OR A SURVEY LINK• INVITE THEM TO STAY CONNECTED BY SUBSCRIBING TO YOUR BLOG OR E-
NEWSLETTER --- OR JOINING YOUR FACEBOOK GROUP.
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
CREATE A FACEBOOK GROUP
• BUILT-IN FOCUS GROUP• BE SEEN AS A LEADER• GAIN INFLUENCE, INSIGHT, AND TRUST• AUDIENCES
• PEOPLE WHO SUBSCRIBE TO YOUR EMAIL NEWSLETTER• CURRENT CUSTOMERS• ANYONE – YOU NEVER KNOW WHO KNOWS SOMEONE
• OFFER “EXCLUSIVE” DISCOUNTS AND INSIGHTS• HOST MONTHLY Q&AS AND INTERVIEW MEMBERS• SHARE INDUSTRY NEWS
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
Create a Facebook group exclusively for people who receive your email newsletter or include a link to sign up for your email newsletter in your Group Description.
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
WAYS TO MEASURE
• MEASURE• LIKES – 1 POINT EACH• COMMENTS – 5 POINTS EACH• SHARES – 10 POINTS EACH• COMMENTS
• USE FOR Q & A PAGES• USE FOR CUSTOMER SERVICE• TRACK FOR CONTENT IDEAS
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
FACEBOOK INSIGHTS
• PAGE INSIGHTS• ALLOWS YOU TO SEE ALL SORTS OF INFORMATION ABOUT YOUR FACEBOOK FANS
(OR POTENTIAL CUSTOMERS). • INCLUDES DATA SUCH AS
• GEOGRAPHIC LOCATION, AGE, GENDER AND YOUR TOP PERFORMING CONTENT. • INTEGRATE AN EMAIL-MARKETING APP INTO YOUR COMPANY'S FACEBOOK PAGE
• WILL ALLOW USERS TO SIGN UP TO RECEIVE YOUR EMAIL NEWSLETTERS.
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
COOL STUFF ON FACEBOOK
• NOTES - A GREAT WAY TO “BLOG” ON YOUR FACEBOOK PAGE• SIMILAR TO MEDIUM AND SQUARESPACE• COVER IMAGES FOR EACH POST• CAN FORMAT TEXT INTO HEADERS, QUOTES OR BULLETS• HTTP://BIT.LY/1LGPHMW
• PARTNERSHIP WITH CONSTANT CONTACT• CAN COMBINE EMAIL MARKETING PLATFORM WITH FACEBOOK’S SOCIAL ADS• HTTP://BIT.LY/1MZOJFL
•FACEBOOK LIVE!!!!!
NEXT STEPSI. YOUR PLAN
II. GET SUPPORTIII. GO SLOW, BUT GO!
QUESTIONS?
THANK YOU!@LisaLFlowers
(On Instagram – LisaLFlowers1)
www.LisaLFlowers.com or www.FlowersMediaMatters.com
LFlowersFlowers@FlowersMediaMatters.comhttps://www.facebook.com/groups/MarketingStrategiesGroup
/ 703-862-8743
BONUS STUFF!
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
13 WAYS TO INTEGRATETRADITIONAL, DIGITAL & SOCIAL MEDIA
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
1. USE TRADITIONAL AS THE DRIVER
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
2. USE TRADITIONAL AS THE PRIZE
CONTEST ON SOCIAL MEDIAANNOUNCE AND PROMOTE WINNER
ON TRADITIONALBILLBOARDPRINT ADRADIO
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
3. THE WRITTEN WORD
• ALL THAT PRINTED MATERIAL!• BROCHURES• PACKAGING• INSERTS• BUSINESS CARDS
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
4. ORGANIZE AND PROMOTE OFFLINE EVENTS
• …WITH ONLINE EVENTS
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
5. PRINT MEDIA
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
6. WEBSITES
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
7. IN-STORE VIDEOS
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
8. MENUS AND TABLE TENTS
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
9. INTERNAL DISPLAYS
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
10. EMAIL MARKETING
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
11. EMAIL SIGNATURES
Source: http://jayasavannah.com/blog/insert-social-media-icons-into-email-signatures-web-pages/
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
12. PACKAGING
@LisaLFlowers LFlowers@FlowersMediaMatters.com 703.862.8743
13. SOCIAL MEDIA