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@w2scott
© Search Influence, LLC 2011
Facebook Don’ts
Bend WebCAM 2011 - Will Scott
@w2scott
@w2scott
© Search Influence, LLC 2011
Don’t Be That Guy
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
Will Scott
• Working Online since 1994• Promoting Sites since 2001• Online Yellow Pages Expert!• President / Owner,
SearchInfluence.com
Search Influence• Largest Online Marketing Firm on Gulf Coast• Nationally recognized in Local Search & Social
@w2scott
© Search Influence, LLC 2011
Facebook Don’ts
• Don’t be afraid of commitment
• Don’t be a broadcaster
• Don’t buy friends…the wrong way
• Don’t be rude
• Don’t let go of the reins…completely
• Don’t believe there’s no ROI
@w2scott
© Search Influence, LLC 2011
Don’t Be Afraid of Commitment
@w2scott
© Search Influence, LLC 2011
Don’t Be Afraid of Commitment
What’s up with that!?
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
What is Commitment?
• Post on a regular basis
• Be consistent in your post, style and schedule
• Speak with one voice
• Connect
• Listen
• Respond
@w2scott
© Search Influence, LLC 2011
Don’t Be a Broadcaster
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
Car 54?
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© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
Thanks for The Example!
• Thanks to James Gentes of thesocialbusiness for the last example
@w2scott
© Search Influence, LLC 2011
If A Tree Falls In The Forest…
• Seek out complimentary Facebook Pages
• Engage, respond, converse
• Attract the right fans
• Leverage your internal assets
• Consider holistic befriending – a page can’t be my friend but it’s admins might
@w2scott
© Search Influence, LLC 2011
Don’t Buy Friends…The Wrong Way
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
Are These Buyers?
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© Search Influence, LLC 2011
Building Initial Like Base
• Complementary Causes / Pages
• Get Creative
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© Search Influence, LLC 2011
Supplementing Current "Like"rs
• Do They Already Like You?• Friends & Friends of Friends
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© Search Influence, LLC 2011
Incentives
• Incentivizing the Like– Read The Facebook Terms of Service
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
Outcomes
• Social Outcome– Growth in "Likes" can be exponential
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© Search Influence, LLC 2011
Business Outcome
• Once they like you, they're more likely to do what you ask.
©2011, aimClear®
@w2scott
© Search Influence, LLC 2011
How Do I Buy Friends
• Seek out PLU: People (who might) Like You
• Show them a message which resonates
• Show them you really are “like” them
• Make the ask
• Convert, convert, convert
@w2scott
© Search Influence, LLC 2011
Don’t Be Rude
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© Search Influence, LLC 2011
Plenty of Time to Respond
Opportunity?
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© Search Influence, LLC 2011
Great Interaction – Too bad there’s no response.And, it’s an illegal contest.
Great Interaction – Too bad there’s no response.And, it’s an illegal contest.
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
Being Nice
• 70% of consumers want you to respond
• Would you ignore the question in person?
• If you asked for a response, validate it
• Bait vanity!
• Engage influencers
@w2scott
© Search Influence, LLC 2011
Don’t let go of the reins…completely
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
Ostriches Miss A Lot
• Listen
• Engage
• Respond
• Convert
• Don’t be afraid to take it offline
@w2scott
© Search Influence, LLC 2011
Who’s Got Time for This?
@w2scott
© Search Influence, LLC 2011
Who’s Got Time for This?
@w2scott
© Search Influence, LLC 2011
Who’s Got Time for This?
@w2scott
© Search Influence, LLC 2011
Don’t believe there’s no Return on Investment
Measure It
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© Search Influence, LLC 2011
The Challenge of (none)
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© Search Influence, LLC 2011
The Challenge of (none):URL Shorteners
• TinyURL.com– http://tinyurl.com/ - the original
• bit.ly– http://bit.ly/
• budurl– http://budurl.com/
• Ow.ly– http://ow.ly/ - built into Hootsuite
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© Search Influence, LLC 2011
Web Forms
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© Search Influence, LLC 2011
Web Forms – Input
Clear call to action Hidden fields trap:
Referrer data URL String for social
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© Search Influence, LLC 2011
Web Forms – Output
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© Search Influence, LLC 2011
CallsThe Holy Grail for Many Businesses:
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© Search Influence, LLC 2011
Calls - Output
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
Let’s DiscussIt’s Your Turn
@w2scott
© Search Influence, LLC 2011
Thank You!
Will Scott• searchinfluence.com/blog
• twitter.com/w2scott
© Search Influence, LLC 2011