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Social Media for the small-business adviser
1. The document discusses the benefits of social media for small businesses and provides tips for an effective social media strategy. 2. It highlights that nearly half of small businesses now have a social media presence but few pay to advertise, and provides an overview of Facebook advertising basics. 3. The key recommendations are to define marketing goals, put Facebook in your marketing mix, create interesting and engaging content, encourage sharing, and advertise on Facebook to reach more people.
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Social Media for the small-business adviser
- 1. Social Media forthe small-business adviser
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- 3. Social Media Agenda 1. How business can benefit. 2. The best channel(s) for you. 3. Making content personal. 4. Facebook Myths and Truths. 5. Managing risk and other tips. 6. Facebook Advertising basics. 7. Feedsy giveaways. 8. Q&A.
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- 6. Fish where thefish are Reach Retain ReferResearch React
- 7. Who is participating?Reportsnapshot Proportion of businesses that have a social media presence Proportion of businesses with a social media prescence that paid to advertise 49% Medium Businesses OPEN 60% Large Businesses OPEN 47% Small Businesses OPEN Source: Sensis Social Media Report 2017, June 2017
- 8. Finance industry? Source: SensisSocial Media Report 2017, June 2017 Proportion of SMBs with a social media presence 2011 2012 2013 Total 15% 27% 31% Cultural, Recreational and Personal services 41% 58% 60% Retail Trade 14% 30% 32% Hospitality (Accommodation, Cafes and Restaurants) 33% 47% 54% Communication, Property and Business Services 14% 30% 27% Health and Community Services 4% 23% 23% Wholesale Trade 13% 27% 44% Finance and Insurance 10% 13% 18% Transport and Storage 18% 23% 17% Manufacturing 9% 16% 18% Building and Construction 5% 10% 25% Base: All SMBs: Small: n=900. Medium: n=100. QB1a. Does your business have a social media presence? This might include having a Facebook page, Goo LinkedIn, having a blog, hosting forums or using a social media based rating system? 2011 2012 2013 2014 20162015 0% 5% 2017 2012 2013 2014 2015 2016 2017 27% 31% 37% 31% 48% 47% 58% 60% 59% 49% 77% 66% 30% 32% 50% 41% 61% 58% 47% 54% 59% 45% 60% 70% 30% 27% 44% 24% 60% 58% 23% 23% 26% 42% 49% 47% 27% 44% 21% 32% 45% 53% 13% 18% 26% 29% 41% 32% 23% 17% 13% 32% 38% 27% 16% 18% 26% 19% 35% 40% 10% 25% 19% 19% 32% 34% e having a Facebook page, Google+, YouTube, Pinterest, Vine, Instagram, being active on Twitter or g system? 2017
- 9. Your market is onsocial media (even if you’re not) age although it remains popular with the older age groups. Comparing the genders, we see that platforms are used slightly more often by females than males. Across the states and territories usage and frequency of use is greatest in the NT. Victorians are accessing social media platforms less frequently than elsewhere. Frequency of using social networking sites Total Male Female 18-29 30-39 40-49 50-64 65+ At least once a day 59% 58% 60% 89% 80% 61% 40% 23% Most days 9% 8% 9% 7% 7% 13% 10% 5% A few times a week 5% 4% 5% 2% 5% 4% 5% 8% About once a week 3% 5% 2% <1% 2% 3% 6% 6% Less often than weekly 3% 4% 3% 1% 2% 5% 5% 5% Never 21% 21% 21% <1% 4% 14% 34% 53% Frequency of using social networking sites Total NSW VIC QLD SA WA TAS NT ACT Metro Regional At least once a day 59% 62% 48% 57% 75% 61% 75% 82% 61% 59% 57% Most days 9% 10% 10% 6% 5% 9% 3% 2% 2% 9% 9% A few times a week 5% 4% 7% 4% 1% 4% 2% 4% 9% 4% 6% About once a week 3% 4% 5% 3% 2% 2% 6% - 4% 2% 6% Less often than weekly 3% 4% 5% 4% 1% 1% <1% 3% 2% 4% 3% Never 21% 16% 25% 26% 16% 23% 14% 11% 24% 22% 19% Base: All Internet users (800). Q2a. How often, if at all, do you use social networking sites such as Facebook, Twitter, MySpace or LinkedIn? Note: Rounding occurs. 59% of Australians use social networking sites at least once a day Source: Sensis Social Media Report 2017, June 2017
- 10. 0% 10% 20%30% 40% 50% 60% 70% 15m 14.7m 4m 3.6m 3.1m 2.8m 60k AustralianSocialMediaUsers Totaland%ofPopulation https://www.socialmedianews.com.au/social-media-statistics-australia-december-2016/ 4m 5m
- 11. Source: Radicati GroupEmail Statistics Report, 2013-2017 Active Social Media Users 1,091 1,202 1,319 1,443 1,573 Active MOBILE Email Users 897 1,152 1,422 1,632 1,779 0 M 1,250 M 2,500 M 3,750 M 5,000 M 2013 2014 2015 2016 2017 Social Media Accounts Email Accounts Active Social Media Users Active MOBILE Email Users Email is not dead (especially on mobiles)
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- 13. Facebook Business to Consumer BrandAwareness Lead Generation Sales Conversion Retention Upselling Post Sales Referalls
- 14. Youtube Business to Consumer BrandAwareness Lead Generation Sales Conversion Retention Upselling Post Sales Referalls (via other channels)
- 15. LinkedIn Business to Business BrandAwareness Lead Generation Sales Conversion Retention Upselling Post Sales Referalls
- 16. Twitter Business Grape Vine BrandAwareness Lead Generation Sales Conversion Retention Upselling Post Sales Referalls
- 17. Email Business to Person BrandAwareness Lead Generation Sales Conversion Retention Upselling Post Sales Referalls
- 18. iseasy&effective 1. Fish wherethe fish are. 2. User friendly to do. 3. After set-up, doesn’t take much time. 4. Start with as little as $1 per day. 5. Targeted. 6. Trackable. 7. Effective.
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- 21. CreationTips Be conversational Ask questions Involveclients & others Engage your team Content calendar
- 22. OriginalContentTopics HelpingClients Case studies Testimonials Impact scenarios (howfuture changes will effect you - eg Federal Budgets, Legislation, etc) Education (identifying with pain points) Charity/Goodwill Celebrate team activities (eg Relay For Life, Biggest Morning Tea, Casual Day, etc) Stories about pro-bono charity clients Charity tips: seek personal cause/ connections or look online* for ideas YourTeam Employee profile (interests, motivations) Office babies, weddings, milestones Mothers/Fathers Day, Easter, Xmas celebrations Holiday office closures Profession PD learnings (improving how to help people) Media Snippets (what others are saying about you) Industry trends (and how it affects people) * Workplace charity ideas: http://www.beyondtheboardroom.com.au/charitable-team-building-activities-in-australia http://www.fundraisingdirectory.com.au https://acrf.com.au/donate-now/fundraising-for-cancer-research/a-to-z-of-great-fundraising-ideas https://www.mycause.com.au/fundraising-ideas/office-workplace-corporate-business
- 23. CurationTips General interest topics Givereason for sharing Refer to your values etc Ask for opinions of others Your voice (be genuine) (and members of your team’s)
- 24. Blogthenmulti-share Post once Web traffic leads Publish to many News web pageContent (from Feedsy, FeedsyWrite and/or you) Email Social Print SUBSCRIBE Subscribe yoursite.com.au Website
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- 26. Social Media Myths 1. I’llgenerate leads just through having a social media presence and posting regularly. 2. Everyone who likes my page will see my posts. 3. I’ll attract people I don’t want to attract. 4. I’ll attract negative comments I can’t control. 5. It’s too hard to manage and not worth it.
- 27. Social Media Truths 1. Facebookis a channel - like TV or radio, but you pick the content. 2. To attract people, you need good content AND you need to advertise. Just like TV. 3. Facebook is the easiest and cheapest way to advertise on the planet.
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- 29. Managing risk 1. Establish HouseRules. 2. Control what people post to your Page. 3. Dealing with negative comments. 4. Block Trolls. 5. Do not provide advice on Social Media.
- 30. 1. House Rules Tone Profanities Racism Sexism Promoting stuff Trolling
- 31. 2. Control posting Optionsfor allowing others to on your Page: Do not allow it Allow it (live and uncensored) Review first (moderate - within 24 hours)
- 32. 3. Handling negativity Fornegative posts, comments or emoticons (that meet your House Rules). 1. Do NOT remove it. 2. Do NOT get defensive or adversarial. 3. Do NOT solve on Facebook*. 4. Do NOT ask for their contact details*. 5. Do NOT admit guilt. * Good response/comment could be “I am sorry that you feel frustrated. Please email [email protected] so we can help you.”
- 33. 4. Block Trolls Trollslike to pick fights and waste people’s time arguing endlessly about stuff. 1. Do NOT remove their posts. 2. Do NOT throw fuel on their fire. 3. Block their future comments.
- 34. Sharing 1. Encourage teamto share (your stuff). 2. Share from your blog. 3. Share your community’s content. 4. Share the love (Likes and Reactions). 5. Read last para summary for inspiration. 6. Schedule (See Tools).
- 35. How much time? 1. Upto you - it depends... 2. Running ads: 30-120 mins per week*. 3. Creating/curating: 10-60 mins per week*. 4. Engaging: 10-60 mins per week. 5. Daily, weekly or monthly (scheduling). * Via agency (or Feedsy): 10 mins per month.
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- 39. Who is advertising? Proportionof businesses with a social media prescence that paid to advertise Use of social media by location (small to medium) 49% Medium Businesses OPEN 60% Large Businesses OPEN 47% Small Businesses OPEN Large Business Medium Business Small Business 26% 35% 42% Source: Sensis Social Media Report 2017, June 2017
- 40. Paid promo types 1. Boosted post. 2. Link Ad (external link/form). 3. Lead ad (Facebook form).
- 41. Boosted post 1. Increasereach!!!! 2. Brand awareness. 3. Increase Page Likes. 4. Increase traffic (SEO) or engagement.
- 42. Link Ad 1. Capture leadsor direct traffic (SEO). 2. Full control of lead capture. 3. Calls to Action button (or anywhere). 4. Use image, carousel or video. More info: https://www.facebook.com/business/learn/facebook-link-ads
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- 44. Lead ad 1. Leadqualify/info. 2. Easy to do. 3. CTA button. 4. CRM integration. 5. Best on mobile 6. Lack of control. More info: https://www.facebook.com/business/learn/facebook-create-ad-lead-ads
- 45. Visualise the (ideal) clientyou are trying to attract (help)
- 46. Target audience Demographic Location (radius) Language Age(Range) Generation type Gender Relationship Education Job title Work industry Income Home type Co-inhabitants Ethnicity Parenthood Life events/stage Interests Business Entertainment Family/People Fitness/Wellness Food/Drink Hobbies/Activity Shopping/fashion Sports/outdoors Technology Behaviours Shopping Car purchasing Residential profile Charity Mobile devices Digital activity Media (radio/TV) Travel Expat Financial (personal) B2B
- 47. Target audience 1. Create listmanually (see previous). 2. People who like your Page. 3. “2” and their friends. 4. Custom (via Facebook Pixels). 5. Lookalike ( via email or LinkedIn lists). 6. More likely to engage or visit your website?
- 48. Key Takeaways 1. Defineyour marketing goals. 2. Put Facebook in your marketing mix. 3. Be interesting and interested. 4. Blog then share. 5. Encourage team to to share. 6. Manage risk (do not be afraid). 7. Allocate time (or seek help). 8. Advertise to reach on Facebook.
- 49. 1. Branded blogpage. 2. Weekly content (over 20 categories). 3. Add your own blog content. 4. We can write original content for you. 5. Auto monthly email newsletters. 6. Share content that leads to you. 7. We can share for you (every week).
- 50. feedsy.info/cpalsocial 1. Slidedeck. 2. More info. 3. Facebook audit. 4. Feedsy demo. 5. $0 set-up (Social). /steverholmes 0423 020 190 [email protected] /gavinklose 0413 864 711 [email protected] www.feedsy.info @FeedsyNews /feedsy.info
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- 52. feedsy.info/cpalsocial 1. Slidedeck. 2. More info. 3. Facebook audit. 4. Feedsy demo. 5. $0 set-up (Social). /steverholmes 0423 020 190 [email protected] /gavinklose 0413 864 711 [email protected] www.feedsy.info @FeedsyNews /feedsy.info