facebook & google+ for small business : strategies & concepts
DESCRIPTION
Presentation for the Greater Salem Chamber of Commerce and Windham Community Development regarding Facebook and Google+ marketing strategies for small business and professionals. For more information about how your business can best utilize Facebook and Google+ as part of your marketing strategy, please follow us on Facebook at www.facebook.com/108degrees or on Google+ at www.gplus.to/108degrees or contact me for a private consultation.TRANSCRIPT
Facebook & Google+Essentials for Small Business
copyright©2012 108 degrees, llc. all rights reserved.
This presentation is not a primerwe will discuss strategies and tools for small business
YourQuestions.Small Business Questions Answered
Reached out to 3,000+ small business owners, managers and directors about their questions
Small Business
Consulted with industry experts and leaders in the social media space about their most sought-after topics
INdustry Experts
copyright©2012 108 degrees, llc. all rights reserved.
SUMMARYA QUICK LOOK INTO THE PRESENTATION
questionsQ&a
facebookfeatures for small business
features for small businessgoogle+
business pages professional identity & Strategy
START Introduction
ABOUT the networks facts & strategies
personal identityProfiles
copyright©2012 108 degrees, llc. all rights reserved.
The Networks.WHAT You’re Dealing with
Launched February 2004
1 Billion Users as of October 2012*
Perceived as a “Social Network”
Personal Connections =
Information Sharing
SOCIAL GRAPHThe social graph is a term coined by Mark Zuckerberg of Facebook, which
originally referred to the social network of relationships between users of the social networking service provided by Facebook.
It has been described as "the global mapping of everybody and how
they're related".KNOWLEDGE GRAPH
A knowledge base used by Google to enhance its search engine's search results
with semantic-search information gathered from a wide variety of sources. It provides structured and detailed information about
the topic in addition to a list of links to other sites.
Launched June 2011
400 Million Users as of September 2012*
Perceived as “Information Network”
Information shared with Circles
and/or publicly with Search
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Application.For small business
Retail serviceconsulting
Non Profit
green
B2BOnline
Build on personal connections and leverage human contacts to increase visibility and reach.
Utilize network features, tools, search engines and industry experts to extend visibility and reach
Google+
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BUSINESSCreate accessibility to
customers and prospects Provide customer service and build relationships
Facebook.Build a solid social marketing strategy
PERSONAL
+ =
Build on your personal connections to foster and
grow business opportunities
Your goal is to network, and build your relationships with
customers and prospects
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BUSINESS
Support SEO efforts for your personal
identity, blog and/or website by providing/
sharing relevant content and links
Google+.Build a solid social marketing strategy
PERSONAL
+ =
Connect with peers, colleagues and industry
leaders to further knowledge and/or gain
recognition for your expertise
Your goal is to showcase expertise and build recognition
in your niche
copyright©2012 108 degrees, llc. all rights reserved.
SUMMARYA QUICK LOOK INTO THE PRESENTATION
questionsQ&a
facebookfeatures for small business
features for small businessgoogle+
business pages professional identity & strategy
START facebook & Google+
ABOUT facts & strategies
personal identityProfiles
copyright©2012 108 degrees, llc. all rights reserved.
PersonalProfiles.Setting Up Your Google+ Profile
Find out more at http://www.google.com/+/learnmore/profile/
Set Up Your Profile Google+GOTO
YOUTUBELINK
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PersonalProfiles.An IMportant Part of the small business strategy
Your Personal Profile on both networks is the initial identification with the network and its members. It is how you gain visibility for yourself and your business.
Visibility
Your Personal Profile allows you to cultivate relationships. Just as with in-person networking, it is these relationships that foster business growth, not the push for the sale.
Relationship
Developing genuine connections with colleagues, peers, clients and prospects boosts your online reputation and that of your business presence on the network.
GenuineConnections
The Personal Profile is the foundation upon which your connection to the network is built. Even if you use it only for business, a personal presence initiates your interactions.
Foundation
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PersonalProfiles.Strategy Ideas for the small business
Build online relationships with real-life contacts: friends, neighbors, co-workers, peers
Facebook idea
Facebook tipCreate regular, ongoing dialogue with friends, family and connections to establish your online presence
Facebook ideaHumanize yourself to acquaintances, start conversations with new friends, friends of friends
Facebook tipNever SELL your business with your personal profile, create awareness of what you do, do not try to sell
Create a recognized identity that ties in to the SEO efforts of your website or blog
Google+ tip
google+ ideaBuild online relationships with local, national and global contacts within your industry and niche
Google+ ideaEstablish credibility in your niche by posting and sharing relevant content regularly
google+ tipParticipate regularly by commenting and adding value to the posts of others in your circles
Personal Presence feeds Business growthTaking these steps with your personal profile will add value to your business presence on the network
copyright©2012 108 degrees, llc. all rights reserved.
SUMMARYA QUICK LOOK INTO THE PRESENTATION
questionsQ&a
facebookfeatures for small business
features for small businessgoogle+
business pages professional identity & Strategy
START facebook & Google+
ABOUT facts & Strategies
personal identityProfiles
BrandPages.presenting Your brand online
Find out more at http://www.facebook.com/business
Create your Brand Page Facebook
GOTOFACEBOOK
video
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Create an online identity specific to your business or career within the network, separate from personal
create Identity
BrandPages.Your Business Identity online
Communicate, educate, connect and promote as your business or professional self to customers and prospects
Connect online
Direct interest and traffic to your website, blog or squeeze page for targeted interaction
drive traffic
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Create a professional looking page
Use properbranding & identification
Provide full and complete information
Determine an effective page strategy
Create aN editorial calendar to meet page goals
Invite existing Clients, friends & connections
BrandPages.First Steps to a successful page
Create a professional looking pageUse professional quality images of your products whenever possible, and ensure that spelling, grammar are correct and always use an appropriate professional tone with your audience
GOBACKcopyright©2012 108 degrees, llc. all rights reserved.
use proper branding & identificationMake sure your customers and prospects know that the page belongs to your business. If you have a common business name used in other states, use geographic identifiers as well as your logo
GOBACKcopyright©2012 108 degrees, llc. all rights reserved.
Provide full & Complete InformationComplete every available field in your business page profile, including location information, operating hours and links to your website, blog or other online identities
GOBACKcopyright©2012 108 degrees, llc. all rights reserved.
determine an effective page strategyWhat is the purpose for your page? Education? Entertainment? Customer service? Create a strategy for connecting with your customers and prospects and use the page to deliver that message regularly
GOBACKcopyright©2012 108 degrees, llc. all rights reserved.
Create an Editorial CalendarHaphazard posting creates an inconsistent feel with your audience and makes it difficult to stay on track with page goals. Create an editorial calendar and schedule your content to ensure that your communication has the most impact with your fans and followers GOBACK
invite exiting clients, friends & connections Social networking is very similar to in-person networking... you start with who you know. As a small business owner, your business was built on the initial connections you had in your community and/or industry, so start there and invite those contacts to keep up with you via your brand page
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+ There is no one answer for everyone:You must test your content to
find out what is engaging
Engaging content or “stickiness” is determined by your audience and what they find appealing
What is engaging?
Pertinent Industry Information; Product Discounts; Tips & Tricks; Entertainment via photos, video or text; Advice & Answers; Customer Service... it’s about creating dialogue
Examples
BrandPages.Create engaging Content
I define enchantment as the process of
delighting people with a product, service,
organization or idea. The outcome of
enchantment is voluntary and long-lasting
support that is mutually beneficial.
- Guy Kawasaki Author of Enchantment
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Content conversationPurpose Relationship
Traffic & Interaction
+ + +
BrandPages.Maximizing your page
Create compelling
content that your audience enjoys
Always remember the
goals and purpose for the page
It’s not about selling! It’s about
building relationships
Focus on dialogue, not
promotion
Build a relationship with your audience that will eventually lead them to your website, blog, landing or squeeze page to take them to the next step in your marketing funnel.
Remember End Goals
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Add Your Blog Examine INsights Build Audience
Drive LIkes Create Interaction Think Targeting
Facebookstrategies.strategic tips for small business owners
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Add your Blog
GOBACKUse an application like RSS Graffiti, Networked Blogs, Involver’s RSS Feed or the URL link from the page to drive traffic from your Facebook page to your blog
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Examine InsightsOne of the most powerful aspects of Facebook Pages is the ability to monitor your traffic and understand what type of content your visitors like
GOBACKcopyright©2012 108 degrees, llc. all rights reserved.
build AudienceAdd a LIKE box or the Facebook Feed to your website or blog to help drive traffic between the two online siteshttp://developers.facebook.com has all the instructions you need to get started
GOBACKcopyright©2012 108 degrees, llc. all rights reserved.
Drive LIKES & TRAFFICLooking for virality to grow your page? Try using a contest, promotion or giveaway to encourage your fans to share your page. Also consider the value of ADVERTISING your page if your budget allows.
GOBACKcopyright©2012 108 degrees, llc. all rights reserved.
create interactionTypically only 15% of your audience will see a single post from your page, so consider posting frequently to make sure you are reaching more of your fan base. Post often with creative, interesting content that drives conversation.
GOBACKcopyright©2012 108 degrees, llc. all rights reserved.
think about targetingMore fans are not necessarily better. While quantity is important to visibility (500-1,000 seems to be a magic number in terms of Edgerank), having fans that won’t respond, interact or share your content isn’t a beneficial strategy. Target fans that will be advocates of your brand and will spread the word.
#1 Benefit: Search Use Circles Integrate +1
Grow with Google+ Link to Sites Tips For Professionals
Google+strategies.strategic tips for small business owners
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#1 Benefit: SearchThe more you interact on Google+ the more information Google will have about your business, your profile, your niche and your keywords. Information that is publicly posted will be indexed by Google to contribute to search results, but you must participate regularly for that information to be considered recent and relevant. GOBACK
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use CirclesJust as your profile can CIRCLE other users, your page can CIRCLE users that have circled the page. Your page can also circle other pages... all of this builds more two-way connections for information sharing. Instead of an Edgerank-style formula controlling information flow, the user determines what is seen in their feed. GOBACK
Integrate +1 ButtonUse the +1 button to integrate your site with Google. This helps Google to collect data about your site, the information you provide, its relevance to other Google+ users and keyword information. All of this contributes to better SEO for your site. GOBACK
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grow with google+To grow with Google+ you need to remember that it is about INFORMATION SHARING first. Perfecting your profile/page, sharing original and curated content, being helpful in answering and asking questions and giving credit/mentions are all ways that you can gain visibility in the network and build beneficial relationships GOBACK
Read Guy Kawasaki’s “What the Plus!” for great
ideas and information about getting started on Google+
and optimizing your interactions on the
network
Denis Labelle, Chris Lang & Yifat Cohen
are some great people to circle if you want to learn more about growing with Google+ and maximizing
your brand impact
Link to SitesRemembering that the #1 benefit to Google+ is SEO, it is vital that you link your brand page to your blog, website or other online identities to help Google make the connection to your brand page and your niche. If you blog, also be sure to cross-link your personal identity to your blog to take advantage of Author Rank. GOBACK
Tips for ProfessionalsIf you are a consultant or provide services to your customers, Google+ offers great opportunity for you to build your personal brand. These are my top 3 tips for maximizing that brand presence.
SHaring
Share regularly, often and generously.
Google+ is built on the foundation of knowledge and information sharing.
Don’t just share a link to your blog and walk away. Interact with the posts of others, and answer the comments you receive on yours. Google+ users are looking to connect with like minds, share enough that they can learn from and about you.
Your personal profile is part of your Google+ brand experience.
While you may have a business page, if your identity is directly linked to your brand, expect that your profile will be viewed and circled as part of the user’s experience.
Make sure your personal profile is complete and professional, and links directly back to your brand presence on Google+ as well as your blog or website.
Profile
Interact with industry leaders.
Unlike other social media sites, Google+ is still a relatively small community, which makes it easy to find and communicate directly with industry leaders.
Take the time to circle, follow and interact on the posts of people and brands in your niche that you respect. You may well get the opportunity to converse with them directly!
Interact
copyright©2012 108 degrees, llc. all rights reserved.
SUMMARYA QUICK LOOK INTO THE PRESENTATION
questionsQ&a
facebookfeatures for small business
features for small businessgoogle+
business pages professional identity & strategy
START facebook & Google+
ABOUT facts & Strategies
personal identityProfiles
copyright©2012 108 degrees, llc. all rights reserved.
facebookFEatures.Tools you can use
There are many tools for communicating to your audience, here we will touch on a few that can be easily utilized by small business for great impact
Page tools
Many of these tools can be utilized by your personal profile or brand as well as your business page, so if your brand is profile-oriented, you can maximize your reach
Profile Tools
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Facebook.Features for small business: Apps
There are many companies that offer apps (applications) you can use to enhance your page
Apps for Pages
Career buildingApps like BranchOut and Stik help connect your professional presence with your personal profile
Mailing ListIntegrate your email marketing sign up with your page to drive traffic into your funnel
Enhance your facebook presence with appsUsing apps on your page helps visitors learn more about
your small business and stay in touch with you beyond the newsfeed
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Facebook.Features for small business: groups
Create an area of private conversation among groups of existing clients and prospects
Private conversations
fostering communityEncourage customers to support each other in the use of your product by connecting them in a group
consultingProvide consulting services to a select group of users in a private Facebook Group
Groups offer private conversation Use of a private Facebook group allows your business to connect in a more personal manner with your customers
copyright©2012 108 degrees, llc. all rights reserved.
Facebook.Features for small business: interest lists
Interests Lists allow users to create a list of pages and people they want to always see in their newsfeed
User Control
Message DeliveryBy appearing in a users Interest List, you can be assured your messages will appear in their stream
CredibilityStart an interest list in your niche area to allow fans to follow your page and others in your industry
only 15% of posts by a page are seen by fansBy utilizing interest lists and encouraging your fans to
do the same, you can reach more of your targeted fan base
copyright©2012 108 degrees, llc. all rights reserved.
Facebook.Features for small business: Advertising
Appearing in the right column of the page, Facebook advertising is great for driving traffic to your page, highlighting a specific offer or bringing traffic directly to your website. You can control the budget, reach and targeting for these ads to ensure an effective campaign
STandard Ads
Promoted posts are effectiveWhile seen as more effective than standard ads, promoted
posts must have compelling content to encourage interaction from users
Find out more at https://www.facebook.com/v/10100371014092807
promoted postsGOTO
facebookvideo
Appearing in the main News Feed for users, Promoted Posts bring eyeballs to a specific post from your page intended to drive LIKES, traffic, comments or other interaction.
Promoted Posts
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Facebook.Features for small business: insights
Insights provides data about your fans and posts... from demographics to which updates are the most popular. These numbers are not boring! This is the data you need to ensure your time is used wisely!
NUmbers are sexy!
Access your Analytics monitor your analytics weekly to see how your posts are doing, which updates are the most viral and which inspire
the most interaction with your fans and their friends
Time is the enemy of the small business owner... the data you learn from Insights can save you valuable time in developing the kind of content that your audience responds to best. The more regularly you post the more data you have to work from.
Learn & Focus on ROI
copyright©2012 108 degrees, llc. all rights reserved.
SUMMARYA QUICK LOOK INTO THE PRESENTATION
questionsQ&a
facebookfeatures for small business
features for small businessgoogle+
business pages professional identity & strategy
START facebook & Google+
ABOUT facts & Strategies
personal identityProfiles
copyright©2012 108 degrees, llc. all rights reserved.
Google+ FEatures.Tools you can use
Google+ offers tools that are unlike what you see on other social sites, and are highly integrated with search to maximize your online visibility
Google+
Google+ tools are very useful for small business, as well as being intuitive and free
Small Business
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Google+.Features for small business: circles
Circles are an efficient and logical way of organizing contacts, more similar to real-life connections and how you would disseminate information to those groups.
why Circles?
Circles are privateYour contacts do not see your circle names or members,
so you can work with private and meaningful sorting
Since Google+ is focused on the sharing of information more so than the building of personal relationships, circles allows easy distribution and consumption of information based on common interest areas
knowledge sharing
Find out more at http://youtu.be/hC_M6PzXS9g
google+ circlesGOTO
youtubelink
copyright©2012 108 degrees, llc. all rights reserved.
Google+.Features for small business: Local
Google has partnered with Zagat to help Google users share info about their local businesses that they enjoy. Just as users share rating information on other sites, now they will share that data via Google.
What is Local?
Mobile is becoming more and more essential to local marketing, and Google Local is a part of that. Local small business can create a strategy using Google Places, Google Local and Google Offers to help drive local traffic to the business.
Why participate?
Find out more at http://youtu.be/ylZg43Meick
google+ LocalGOTO
youtubelink
copyright©2012 108 degrees, llc. all rights reserved.
Google+.Features for small business: Hangouts
Hangouts are the break-out feature of Google+ that enable you to have a public or private online meeting with up to 10 participants at no cost. Public hangouts can be broadcast and saved on YouTube for rebroadcast.
What are hangouts?
Hangouts give small business the opportunity to hold meetings, demonstrate products, record webinars, offer consulting hours, conduct interviews, hold classes and much much more.
How can You Use them?
Find out more at http://youtu.be/3pmSWh2BQco
google+ hangouts GOTOyoutube
link
See an example of hangouts on air108 degrees hangout on air about small business online marketing
http://youtu.be/ZyFY3j-W4Fo
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I have a FAcebook Page, Now WHat?A STrategy webinar for Small bUsiness
NeedMore?Other social Media Classes
Live webinar with recorded playback Monday December 10, 2012
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Google+ for the Small BUsinessStrategy and feature tour
NeedMore?Other social Media Classes
Live webinar with recorded playback Monday December 17, 2012
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NeedMore?Other marketing Services
One-on-one consults including evaluation, recommendations and tutorials for social media
Private Consults
Social Media ServicesPartial and full profile and campaign management, including strategy and execution
consultingEvaluation of and assistance with online marketing programs, strategies, budgeting and plans
Professional review, editing and/or creation of your online profiles and business pages
Profile Customization
WEbsite DesignProfessional design and development of business websites, including ecommerce and web applications
TrainingOn site and remote training for social media for marketing and sales teams, executives and businesses
Reach out to us atwww.108degrees.com
copyright©2012 108 degrees, llc. all rights reserved.
Contact us.Social Media & Online marketing Services
tel 603.661.4087
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