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Atlanta Tribune Webinar Series - Facebook Marketing TNT w/ Ramon Ray
The document outlines a webinar series hosted by Ramon Ray, focusing on e-commerce and social media strategies for businesses. It covers essential topics such as effective Facebook marketing techniques, engagement tactics, and the importance of content relevance and analytics for measuring success. Additionally, it emphasizes the integration of social media into broader marketing systems and lifecycle marketing for business growth.
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Atlanta Tribune Webinar Series - Facebook Marketing TNT w/ Ramon Ray
- 1. Ramon Ray Publisher, SmallBizTechnolog y.com Twitter:@RamonRay Atlanta Tribune Technology for Business TNT (Tips 'N Tricks) Webinar Series - Hosted by Brent Leary Ecommerce TNT: What You Need to Know to Sell Online, On Devices, & on Social Networks Brent Leary CRM Essentials Atlanta Tribune Twitter: @BrentLeary
- 2. AGENDA • Introduction/Housekeeping • FeaturedPresentation • Q&A • Twitter use #TribuneTNT • Facebook.com/TechnologyForBusinessSake
- 3. SAVE THE DATE •Moving Your Business Forward • Friday October 25nd
- 4. FACEBOOK FOR BUSINESSES Ramon Ray RegionalBusiness Development, Director NY/NJ, Infusionsoft Editor & Technology Evangelist, Smallbiztechnology.com Facebook.com/smallbiztechnology Twitter: @ramonray 4
- 5. RAMON RAY, AUTHOR „THEFACEBOOK GUIDE TO SMALL BUSINESS MARKETING‟ Wiley (February 2013), Amazon.com best seller 5
- 6. WHO IS RAMONRAY? WHY LISTEN TO HIM? 6 • Author, Facebook Guide to Small Business Marketing • Event producer – Small Business Influencer Awards, Small Business Summit (Aug 6th), Small Business Technology Tour • Journalist and free lance writer • Editor and publisher of Smallbiztechnology.com • Sold Small Business Summit Inc. to New Media Expo (Blogworld) • “Fun” Facts • Former United Nations employee • Puppet shows in developing countries • Graduate FBI Citizens Academy • Presidential Google Hangout participant That is me
- 7. WHO IS RAMONRAY? WHY LISTEN TO HIM? 7
- 8. FACEBOOK FOR BUSINESS: WHATWE‟LL COVER Overview of Social Media: F R E A Content Marketing 101 Facebook For Business Essentials Tricks and Tactics for Business Owners Facebook Integration (Social Plugins) Social Media - Marketing ROI NO NOTES: Link to download this presentation coming! 4
- 9. SOCIAL MEDIA OVERVIEW: SOCIALDIFFERENCES Twitter – Frequent, short, to the point, bursts Facebook – Engaging, picturesque, light LinkedIn – Business to Business, personal/contacts 9
- 10. SOCIAL MEDIA OVERVIEW Inorder to be effective, social media content must be: Frequent Relevant Engaged Analyzed 6
- 11. SOCIAL MEDIA OVERVIEW: FREQUENCY Post regularly Out of site = Out of mind “I Tweet Once A Week” is not enough Don‟t post too often Each social network is different 11
- 12. SOCIAL MEDIA OVERVIEW: FREQUENCY What‟sthe best time to post on Facebook? Based on research by Buddy Media, the best time to post updates for your business is 8pm to 7am. Between these hours, most of your fans and followers are home from work, so you are more likely to get them to „Like‟ or comment on posts. 12 * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
- 13. SOCIAL MEDIA OVERVIEW: FREQUENCY What‟sthe day of the week to post on Facebook? 13 Sunday and Wednesday Research from Buddy Media showed that engagement is 8% above average on Wednesdays! * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
- 14. SOCIAL MEDIA OVERVIEW: FREQUENCY What‟sthe most effective weekly post frequency? 14 1 to 4 Times Posting one to four times produces 71% higher user engagement than 5 or more posts in a given week. * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
- 15. SOCIAL MEDIA OVERVIEW: RELEVANT Create content that relates to your product / service Create content that YOUR AUDIENCE wants (first phase of Infusionsoft Lifecycle Marketing) Join the social conversation (don‟t break it up or be out of place) Create Your Own Conversations 15
- 16. SOCIAL MEDIA OVERVIEW: RELEVANT ThreeTips To Follow When Creating Relevant Content… 16 1. Steer clear of stock images and use REAL pics of your business. 2. Show what you do, your work, whenever possible to give visitors a „visual‟ of your product or service. 3. Use conversational language, not business jargon, and eliminate superfluous, unwieldy language.
- 17. SOCIAL MEDIA OVERVIEW: RELEVANT Here‟sa quick tip on length of your post… 17 Keep It Under 80 Characters! The research by Buddy Media found that posts with 80 characters or less received 66% higher engagement. * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011 Think like a newspaper headline writer!
- 18. SOCIAL MEDIA OVERVIEW: ENGAGEMENT Create content that people want to „Share‟ with others People (business owners) are on social media (online overall) to share experiences with others – enable this Boring content loses – informative, education, entert aining, fun content wins Tips – photos, video, polls, surveys, a bout YOU not about ME or I 18
- 19. SOCIAL MEDIA OVERVIEW: ENGAGEMENT HowTo Get Your Fans/Followers To Engage… 19 ASK QUESTIONS! Comment rates DOUBLE on posts that ask questions versus „non- question‟ posts. * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
- 20. SOCIAL MEDIA OVERVIEW: ENGAGEMENT 20 Thisquestion received: • 173 Comments • 212 Likes • 15 Shares
- 21. SOCIAL MEDIA OVERVIEW: ENGAGEMENT HowTo Get Your Fans/Followers To Engage… 21 Fill In The Blank ….. Fill in the blank Posts receive 9 TIMES more comments than other Posts. * research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011
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- 25. SOCIAL MEDIA: ANALYZE Measure social media success Is it working? What‟s working? Which social network is best for your audience? What content works best? What‟s your cost per customer acquired? 25
- 26. SOCIAL MEDIA OVERVIEWCONCEPT: CONTENT MARKETING Successful online marketing is all about content Content feeds search engines (educate, inform, entertain) Content feeds social networks (what interests my friends and my peers?) 10
- 27. SOCIAL MEDIA CONCEPT:CONTENT MARKETING IS NOT ENOUGH Word of mouth Online advertising Offline advertising Sales Marketing Customer service
- 28. FACEBOOK FOR BUSINESS: THEESSENTIALS Engaging Time Line Tabs (custom) Apps (custom) Insights (analytics are IMPORTANT) Paid Advertising (sponsored posts / ads) Images are POWERFUL! 28
- 29. FACEBOOK FOR BUSINESS: YOURTIMELINE Use Engaging Timeline Imagery Keep it fresh Inject Personality 29
- 30. FACEBOOK FOR BUSINESS: TABS Tabsgive you the ability to allow your followers to connect to specific areas of your business. Tabs 13
- 31. You can createcustom Apps that allow you to create specialty pages to add to your Facebook page. Click This App To Get This Special Page FACEBOOK FOR BUSINESS: APPS
- 32. FACEBOOK FOR BUSINESS: FACEBOOKINSIGHTS Facebook Insights is the analytic tool for measuring different metrics on your Facebook Page (not personal profiles). Provides information on the performance of your Page and the interaction of your visitors. You have the ability to measure different metrics such as: Likes Reach „Talking About This‟ Demographic information 32
- 33. FACEBOOK FOR BUSINESS: FACEBOOKINSIGHTS The ability to measure by metrics such as Gender, Age, Location allow you to customize your content to ensure you are optimizing your full reach potential. 17
- 34. WHAT‟S MEASURED ANDWHAT IT MEANS 34 FACEBOOK FOR BUSINESS: FACEBOOK INSIGHTS Engaged Users: The number of people who have clicked anywhere on your post. People Talking About This: The number of people who have created a story from your Page post. Stories include: • Sharing, liking or commenting on your post • Answering a question • Responding to an event • Claiming an offer Virality: The number of people who have created a story from your post as a percentage of the number of people who have seen it. Impressions: The number of times a post from your Page is displayed, whether the post is clicked on or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in News Feed once, and then a second time if their friend shares it. Reach: The number of people who received impressions of a Page post. The reach number might be less than the impressions number since one person can see multiple impressions.
- 35. SHOULD YOU DOWHAT YOU CAN‟T MEASURE? 35
- 36. FACEBOOK FOR BUSINESS: ADVERTISINGON FACEBOOK Advertising options: Sponsored Stories / Posts Paid Ads Ads are effective way to: Reach new customers Deepen relationships with customers 36
- 37. FACEBOOK FOR BUSINESS: ADVERTISINGON FACEBOOK Facebook Advertising Best Practices: Identify Your Goals Define Your Target Customer Create an ad for the demographic you want to reach Test and refine, Test and refine, Test and refine 37
- 38. FACEBOOK FOR BUSINESS: ADVERTISINGON FACEBOOK Stop “selling” Identify your target market Nurture the relationship Build trust Use Facebook to find your ideal prospect …then sell to the “customer” later (Lifecycle Marketing concept is key) http://bit.ly/petflowfacebook Facebook Advertising BIG tips…
- 39. FACEBOOK FOR BUSINESS: IMAGESARE POWERFUL Facebook is a very „visual‟ world. Use engaging images on your page Draw attention and encourage engagement that will help spread the word about your business. 39
- 40. FACEBOOK FOR BUSINESS: IMAGESARE POWERFUL THE COVER PHOTO The MOST valuable real estate on your Facebook Business Page…USE IT! Think of your Cover Photo as first impression. You only get ONE shot to impress! 40
- 41. FACEBOOK FOR BUSINESS: IMAGESARE POWERFUL Tips on Creating a Great Cover Photo Choose an image with a „WOW‟ factor and that sparks interest. Get the size right! Here are the specs for the cover photo: Cover Photo Size: 851 pixels wide by 315 pixels tall Minimum image dimension: 720 pixels wide Profile icon size: 160 x 160 pixels, with a minimum image upload size of 180 x 180 pixels Keep it fresh and change it up. Just like content, create a schedule to change your cover photo to keep your page fresh and inviting. 41
- 42. FACEBOOK FOR BUSINESS: TRICKSAND TACTICS Complete the „About‟ Section: Include your business email address so people can easily contact you! „Highlight‟ or „Pin‟ your best posts. By doing this, the post appears at the top of your page and you‟ll get even more engagement. Embrace „Milestones‟. These provide deeper insight to your business and highlight special moments, like product launches, company advances, etc. 42
- 43. FACEBOOK FOR BUSINESS: TRICKSAND TACTICS Use Power Editor To Manage Ads In Bulk https://www.facebook.com/help/33262670681 7162/ Upload customer contact information and advertise to customers or prospects Use Programs That Allow You To Schedule Posts Dlvr.it (www.dlvr.it) HooteSuite (www.hootesuite.com) Crowdbooster (www.crowdbooster.com) 43
- 44. Use FacebookSocial Plugins to bring the social benefits of Facebook to your web site, blog or other property 44 FACEBOOK FOR BUSINESS: PLUGINS https://developers.facebook.com/docs/plugins/
- 45. FACEBOOK FOR BUSINESS: FACEBOOKPLUGINS Like button: Click Like to publicly share and connect with content from other websites that you find interesting. Like 45
- 46. FACEBOOK FOR BUSINESS: FACEBOOKPLUGINS Send button: Click Send to share a link and optional note as a private Facebook message, Facebook Group post, or email. 46
- 47. FACEBOOK FOR BUSINESS: FACEBOOKPLUGINS Comments: The Comments plugin lets users comment on any piece of content on your site. Comments are amplified through their networks 47
- 48. FACEBOOK FOR BUSINESS: FACEBOOKPLUGINS Activity Feed plugin shows users what their friends are doing on your site through likes and comments. 48
- 49. FACEBOOK FOR BUSINESS: FACEBOOKPLUGINS Recommendations Box The Recommendations plugin gives users personalized suggestions for pages on your site they might like. 49
- 50. FACEBOOK FOR BUSINESSSUMMARY: TWO IMPORTANT CONCEPTS F R E A Frequent Relevant Engaged Analyzed Social Content Marketing Social alone is not enough 50
- 51. FACEBOOK FOR BUSINESS:TIE SOCIAL MEDIA TO A MARKETING SYSTEM Cheaper to capture interest than to sell Cheaper to sell to prospects you‟ve engaged …then sell with Lifecycle Marketing For growing businesses “social” alone is not enough http://bit.ly/petflowfacebook
- 53. FACEBOOK FOR BUSINESS: SOCIALLIFECYCLE MARKETING Attract attention/traffic Capture leads Nurture prospects/leads Convert to sales Deliver and satisfy Have French Fries Get Referrals
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