www.MarkbeechMarketing.com 1 Start to Finish Presented by: Jeanne Willson Markbeech Marketing www.MarkbeechMarketing.com
May 11, 2015
www.MarkbeechMarketing.com 1
Start to Finish
Presented by:Jeanne Willson
Markbeech Marketingwww.MarkbeechMarketing.com
www.MarkbeechMarketing.com 2
“For a company not to market itself is like winking at a girl in the
dark. You know what you’ve done but no one else does.”
www.MarkbeechMarketing.com 3
Social Media
• When used properly…Social Media Will– help build your brand
• build valuable relationships with your customers/clients, prospects, industry leaders
• establish you as an expert• build your referral network
– give you a competitive advantage– provide you valuable feedback
• Should be an essential part of your marketing mix
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Markbeech Marketing
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Markbeech Marketing• What we do
– Social media – training, management and consulting• Facebook• Twitter• LinkedIn• blogging
– Email marketing– Traditional print/advertising– Website design/online advertising– Promotions
• Social Media Classes • Feedback form
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Facebook users
July 2010 – Facebook reaches over 500 million active users!
Stats from Website-Monitoring.com (active users are people who have logged in over the past 30 days.)
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Facebook users
500
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Facebook users
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Facebook demographics
“The price of inactivity is greater than the risks of anything we’d be doing in social media,”
~ Doug Frisbie, Toyota national marketing manager
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Facebook Profiles
• Personal Pages– Cannot be used as a
business page– Build your friend base here– Encourage them to join
your business page
• Company Pages– Your business page– Also called ‘fan’ page
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Personal Profile
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Personal Profile: Why do I need?
• #1 reason: You need it to create a fan page• To ‘like’ other people’s fan pages
– comment on other people’s fan pages– ‘like’ people’s comments– ‘like’ blog postings or anything on the web
• To recommend your fan page to others• To invite people to your events• Remind friends/family what you do for a living
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Personal Profile
• status update
• news feed
• wall
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Personal Profile
• Top News: Facebook chooses• Most Recent: chronological• Make a Friend List:
– Social Media Resources– Family– Favorite Fan Pages– Key Contacts
• Click on ‘friends’ on left and ‘create a list’
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Your Personal Posts
Your Posts• When you post on your wall you have a few options
on who it goes to– Click on the ‘lock’ icon and you can select a small
group to see your post– Use the @ sign to send a post to only one person
(customize)
Other People’s Posts• ‘Like’ someone’s post or comment• Comment on a post it goes out to all your friends• You can write a personal note to someone (go to their
page and click on ‘send Jeanne a message’ and you will send them a private email)
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Personal StrategyWho do you ‘friend?’• High-level, influential people in related industries• Top clients• Media contacts• Event promoters• Potential JV partners or affiliates• Prospects
Make a list of 25 influential people or prospects you would like to work with or to be on their radar
What do I do?• Reach out and ask them to ‘friend’ you• Become a ‘fan’ of their business Facebook page• Reach out to them through other social media: Twitter, LinkedIn• Comment on their posts• Promote their blog postings in your personal status update
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Personal Strategy
What kind of updates should I share?• Educate/inform about you/your character• Position your business expertise• Show that you have a life outside work• Keep them in mind when posting – what do you want
them to know about you/your business?
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Privacy
• Account/Privacy Settings
• Be sure to check instant personalizationsettings
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Privacy
• Customize settings
• Be sure ‘posts by me’ goes out to friends of friends
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Privacy• Be selective about your friends
– friends in common?– Are they prospects?
• Unknown platform applications or games may contain or let in viruses. – Avoid them– Hide them
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Business ‘Fan’ Page
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Business ‘fan’ page• status update
• wall
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Business ‘fan’ page
• Profile image and description
Can have an image size up to 180 x 540px
• Info
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Profile picture samples
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Customize Your address
Customized URL
http://www.facebook.com/username/
My Facebook page is…http://facebook.com/MarkbeechMarketing
NOTE: Become a ‘fan’ via SMS/text message• text the words "like MarkbeechMarketing" to 32665
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Business ‘fan’ page
Wall settings• ‘edit page’• go to ‘wall settings’
– Default view for wall
– Default landing tab
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Facebook Strategy
Building your Fan (Business) Page – Six Steps1. Set your objective2. Design Strategy3. Content Strategy4. Promotion Strategy5. Engagement Strategy6. Conversion Strategy
www.MariSmith.com
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Objective1. Set an objective
– raising brand awareness– enhancing customer service– building your email list– driving traffic back to your blog or website– building community
You may have multiple objectives, be sure to prioritize them
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Design Strategy
2. Design Strategy
Example:– building your email list– driving traffic back to your
website
What you need: • Application called ‘Static FBML’
Find the application here: http://www.facebook.com/apps/directory.php
Instructions on how to install it: http://www.hyperarts.com/blog/tutorial-facebook-pages-with-static-fbml-application/
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Design Strategy
Customized Landing Tab:
Static FBML
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Design Strategy
Customized Landing Tab:
Static FBML
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Design Strategy
Customized Landing Tab:
Static FBML
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Content
3. Content– Use 80/20 rule– Types of updates (use a combination of these)
• Text Updates• Photos• Videos• Links• Other people’s content
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Content• Resources
– Resourceful articles– Good blog postings
• New products/services (80/20 rule)
• Personal Anecdotes, thoughts, quotes
• Announce events• Photos
– Your customers– Your employees– Events you attend– New products
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Smart Content
• Use the @tag
• Video – footage of your trade
show– interview your favorite
client– Funny (appropriate) You
Tube videos
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Content: Updates
• How often should I update my fan page?– Depends on your business– At least 1-2x per week– Better 2-3x per day
• Schedule it once a week on www.Hootsuite.com
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Content: Plan / Schedule
– Plan it in advance• Social Media calendar
– Schedule it• www.HootSuite.com
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Promote Your Fan Page
4. Promotion Strategy
• Grow your network– Invite people to become your friends/fans
• Who?– Clients – current and past– Influential people in your industry– Influential people in related industries– Prospects– Media contacts– People you admire– Potential collaborators
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PromoteOn your personal Facebook
page:• “Become a fan of my page”• Link to your Fan page• ‘websites’ = Fan Page• “Become a fan ‘like
MarkbeechMarketing’ to 32665• @MarkbeechMarketing to post
about your company• Link to your blog postings
Additionally• Join relevant Facebook groups• Ask friends/business associates to
promote your page• Become a fan of other fan pages
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PromoteOn your business fan
page:• Use ‘Suggest to Friends’• Use a landing page
(static fbml)• Tag people in photos –
they must be a ‘friend’
On other people’s fan pages:
• Use @MarkbeechMarketing as a signature when posting on someone’s wall or fan page
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Promote
• Add a ‘Like’ button to your blog
•Add a ‘Fan’ box to your site (widget or plug-in)
http://developers.facebook.com/plugins
On your website
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PromoteIn your email marketing:• Invite your newsletter or email contacts to become a fan• Include a link in your email signature
On your printed marketing materials:• Put your facebook address on
– Your business card – Your brochure– Your postcards
From your other social networks:• Twitter – tweet links to your Facebook page• LinkedIn
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Engage5. Engage
– Ask questions– Be prompt in responding to
comments• Address people by name• Add your own comments
– Hold a Q&A session– Thank your fans– Use @tags– Post between 9am and 2pm
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Engage
• Ask customers their opinion on a new idea, product line, services
• Run a contest/promotion• Name our new product/service
– Have your fans vote for their favorite• Donate to charity
• Allow your fans to promote themselves– Make a Deal Mondays– Play ‘Tag’ on Tuesdays– Your favorite charity Wednesday– Brag Your Blog Thursdays
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Engage
• Live Q&A Friday (3p-4p)
• Upload photos and encourage fans to tag themselves
• Use Facebook ads – you can determine how much you spend
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Conversion
6. Conversion– Make special offers to your fans
• Special event (live or virtual)– Get fans to promote your event, winner
gets a free ticket• Special coupons• Special discounts• Free tip sheet when sign up for my email list• Invite 10 friends to join our fan page and we
will send you a free x
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Statistics
• You can check your stats at any time on your ‘fan’ page – left column (Insights)
• Put Google analytics on your Static FBML tab
• For daily updates go to www.nutshellmail.com/facebook
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Causes
Add the application• Facebook.com/causes• Click ‘add to my page’• Go to your business page and click on ‘edit
page’• Go to applications/causes/edit and select
your cause
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Let’s Review: Facebook
• Stats – over 500 mil active users• Demographics• Personal page• Personal Strategy• Privacy• Business ‘fan’ page• Business Strategy (6 steps)• Stats
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Resources
• AllFacebook.com• Mashable.com• Facebook.com/Mari Smith• Facebook.com/FacebookPages
• Facebook.com/MarkbeechMarketing
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“The Butterfly Effect is the theory that the tiny flutter of a butterfly’s wings can create
enormous changes halfway across the world.”~ Robert G. Allen
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Questions?
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Thank you!
• Please fill out your evaluation
• Become our Fan on Facebookwww.Facebook.com/MarkbeechMarketing
• Sign up for our other classes– Why You Need Twitter– LinkedIn: More that Just a Resume Site– Growing Your Business with Blogs– Go to MarkbeechMarketing.com/events