20/02/2018. Social Media for Small Business. Steve Holmes Co-Founder, Feedsy

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1 Social Media for Small Business Steve Holmes Co-Founder, Feedsy 1

2 We hear this a lot How can Social Media help my business? We ve got a Facebook Page now what? What if I do something wrong and it goes viral! Should I be advertising to grow my business? Agenda How business can benefit. The best channel(s) for you. Content and Engagement Managing risk. Facebook Advertising basics. How much time? Q&A. Feedsy offer. 2

3 Key Benefits of Social Media Your competitors are using Social Media 3

4 Your market is on social media (even if you re not) Australian Social Media Users 4

5 is not dead (especially on mobiles) Facebook: Dinner Party Conversation Business to Consumer Good for: Brand Awareness Lead Generation Retention Referrals 5

Retention Expanding Offer Referrals LinkedIn: Networking Business

6 Youtube: Personal TV Business to Consumer Used with other channels is good for: Brand Awareness Lead Generation Sales Conversion Retention Expanding Offer Referrals LinkedIn: Networking Business to Business Good for: Brand Awareness Lead Generation Retention Referrals 6

Referrals Email: Direct Mail Business to Person Good

7 Twitter: Niche News Feed Business Grape Vine Good for: Brand Awareness Lead Generation Retention Referrals Direct Mail Business to Person Good for: Sales Conversion Retention Expanding Offer Referrals 7

1 st Choice: Facebook Fish where the fish are. User friendly to do. After set-up, doesn t take much time. Start with as little as $1 per day. Targeted. Trackable. It works.

8 1 st Choice: Facebook Fish where the fish are. User friendly to do. After set-up, doesn t take much time. Start with as little as $1 per day. Targeted. Trackable. It works. Facebook Content and Engagement Be yourself Be conversational Encourage your team to get involved (share to their friends) Be interesting (general topics v talking shop at the dinner party) Be interested (ask questions, respond) 8

9 Be Interested : Quick engagement tips People like when you respond to their comments on your posts Like, comment or share other people s content (as you or your brand) Like Pages or join Groups of your clients Be Interesting : Content types Created Original content created by you Photo Meme Video Text Event (invitation) (All of the above) Curated Others content shared by you Online Article Facebook post Meme Youtube video 9

Original Content Tips Team Office weddings, birthdays, babies, etc Celebrations (eg Melbourne Cup, Xmas party) New team members Individual milestones Profession Attending PD event Media snippets (PR)

10 Original Content Tips Team Office weddings, birthdays, babies, etc Celebrations (eg Melbourne Cup, Xmas party) New team members Individual milestones Profession Attending PD event Media snippets (PR) Industry trend/impact Problem topics (empathise with a pain point, need help?) Charity/Goodwill Celebrate team involvement (eg Biggest Morning Tea) Pro-bono/charity client profile Client profile (promote them) Memes show your human side (match humour to your brand) Share popular/funny memes: Google: Meme (image search) Create your own: 10

Give reason for sharing (add your own voice) Be engaging

11 Traffic Blog then Share Curated Content Tips Relatable general interest topics (avoid jargony industry articles) Give reason for sharing (add your own voice) Be engaging (ask for likes, thoughts/opinions related to the content) 11

12 Managing Risk! 1. Control what people post to your Page 2. Dealing with negative comments 3. Block Trolls 1. Control what people post and say 12

13 2. Dealing with negative comments For negative posts, comments or emoticons (that meet Facebook guidelines). Do NOT remove it. Do NOT get defensive or adversarial. Do NOT solve on Facebook*. Do NOT ask for their contact details*. Do NOT admit guilt. * Good response/comment could be I am sorry that you feel frustrated. Please xxxxx@xxxxx.com.au so we can help you. 3. Block Trolls Trolls (often strangers) like to randomly pick fights and waste people s time arguing endlessly about stuff. Do NOT throw fuel on their fire. Let your community step in for you Hide their comment (if it is off-the-wall) Delete and report their comment (if harmful) Block them from your Page 13

14 Facebook Advertising Basics Why? To reach more people. To reach NEW people. Cheap. It works. Who is advertising in Australia? 14

15 Types of Facebook Promos 1. Boosted Post 2. Link Ad 3. Lead Ad 1. Boosted Posts 1. Increase reach 2. Good for Brand awareness 3. Increase Page Likes 4. Increase traffic (SEO) or engagement 5. Not best for lead generation. 6. Easiest to do 15

16 Link Ad 1. Ad links to a web page 2. Capture leads or direct traffic (SEO) 3. Lead magnet (webinar, whitepaper, free [something], test drive, etc) 4. Call to Action (button linking to external page (eg landing page) 5. Use image, carousel or video 6. Full control of lead capture 7. Hardest to set-up Link Ad Example Link Ad Landing Page Lead Capture Form 16

Lead Ad Lead Ad Facebook form 1. Ad links to Facebook form 2. Form is pre-filled (on a mobile) 3. Lead magnet (webinar, whitepaper, free [something], test drive, etc) 4. Call to Action button 5.

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

17 Lead Ad Lead Ad Facebook form 1. Ad links to Facebook form 2. Form is pre-filled (on a mobile) 3. Lead magnet (webinar, whitepaper, free [something], test drive, etc) 4. Call to Action button 5. Best on mobile 6. Easy to set-up (but less customisation) Facebook Audience Targeting 1. Create list manually 2. People who already LIKE your Page. 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 3. 2 and their friends. 4. Custom (via Facebook Pixels) 5. Lookalike (via or LinkedIn lists) 6. More likely to engage or visit your website? 17

How much time should you spend? 1. Up to you - it depends... 2. Running ads: 30-120 mins per week*. 3. Creating/curating: 10-60 mins per week*.

18 How much time should you spend? 1. Up to you - it depends Running ads: mins per week*. 3. Creating/curating: mins per week*. 4. Engaging: mins per week. 5. Daily, weekly or monthly (scheduling). * Via agency (or Feedsy): 10 mins per month. Tools 18

19 Easy Method Great Content licensed articles (per week) 2. Create your own StoryMix 3. Review our articles 4. You can add your own stories 5. All auto posted and published 19

Linked (to main website) FeedsySocial 1. Drive traffic (shares link back to you) 2.

20 FeedsyWeb 1. Auto fed content (weekly) 2. Branded (logo, colours) 3. Design (mobile responsive) 4. Hosting (included) 5. URL (news.yourdomain.com.au) 6. Calls to action (contact or subscribe) 7. Linked (to main website) FeedsySocial 1. Drive traffic (shares link back to you) 2. Easy sharing (content from your news website by anybody at any time) 3. We share for you: 1. Page set-up/tweaks (if needed) 2. 2 personalised shares per week 3. Boosted posts (optional) 20

Extra sends and customising (with FeedsyFlash optional extra) FeedsyPrint 1. Create on demand (super easy) 1.

21 FeedsyMail 1. Auto generated &sent (once a month) 2. Design (mobile responsive) 3. Branded (Logo, colours, message) 4. Personalised (incl. contact name) 5. Analytics (subscribers, opens, clicks) 6. Extra sends and customising (with FeedsyFlash optional extra) FeedsyPrint 1. Create on demand (super easy) 1. Select content (any number of website stories in any order) 2. Title (eg Newsletter, Fact Sheet) 3. Subtitle (eg July 2017, John Smith) 2. PDFs (for print outs) 3. Branded (from news website logo, colours, contact details, etc) 21

Key Takeaways 1. Define your marketing goals. 2. Put Facebook in your marketing mix. 3. Be interesting and interested. 4. Blog then share (easy with Feedsy). 5. Engage your team and your community. 6.

22 Key Takeaways 1. Define your marketing goals. 2. Put Facebook in your marketing mix. 3. Be interesting and interested. 4. Blog then share (easy with Feedsy). 5. Engage your team and your community. 6. Do not be afraid of risk. 7. Advertise to reach on Facebook. 8. Allocate time (or seek help, eg Feedsy). Steve Holmes LinkedIn: /steverholmes 22

WHAT EVERY B2B MARKETER NEEDS TO KNOW

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