Alameda County SBDC San Lorenzo Library January 18, 2019

Transcription

1 Mobile Tips and Tricks for your Facebook and Instagram Business Alameda County SBDC San Lorenzo Library January 18, 2019

2 Local SBA Ecosystem

3 Alameda County SBDC Funded in part through a cooperative agreement with the U.S. Small Business Administration.

4 Our Services Free One-on-One Consulting Free or Low Cost Seminars

5 Seminar Examples Access to Capital Starting a Business Social Media Marketing Worker Owned Businesses Starting a Restaurant Starting a Food Business Finding Your Core Customer Website Development Successful Business Plans Meet the Lenders Government Contracts Law for Entrepreneurs Buying a Business Crowdfunding and Alternatives How to Pitch Your Company Exporting Home Based Businesses

6 ACSBDC Consultants Cynthia Mackey Social Media Deagon Williams Food & Restaurants David Bokash Business Technology Ron Barrett Loans Paula Mattisonsierra Retail Mari Lovalvo Human Resources David Mitroff Social Media Ed Duarte Construction

7 ACSBDC Consultants Tom Yeh Strategy Paul Bozzo Equity Funding Dorian Webb Operations Mary Passarella Accounting Bob Komoto Export/Import Tom Camerato Financial Modeling

8 Our Client Results 10 M 17 M 390

9 Presentation Download

10 Instructor Cynthia Mackey CEO, Winning Strategies LLC, Develop Digital Marketing strategies for SMB businesses Manage social media, design and build websites and mobile apps, SEO, place digital ads, supporting graphic design and copywriting Prior Experience 10+ years managing Winning Strategies; 10+ years in corporate Technical Product Manager, telecommunications, and Internet products/services Consultant and interim executive for startups in Bay Area/Silicon Valley Engagement/Development Manager for interactive web and mobile apps Corporate Instructor and Learning Strategist Education Executive Ed, Duke University Web Administration certification, Golden Gate University MS, Telecommunications, Golden Gate University BS, University of Southern California

11 Agenda 1. Why Small Business Should Use Instagram / Facebook - Facts and Stats 2. Instagram and Facebook Best Practices 3. Measuring the Success of Ads 4. Instagram Shoppable Posts 5. Summary & Conclusion

12 Facebook / Instagram Facts and Stats

13 Facebook / Instagram Networks for Business Facebook Products/Services with broad appeal to consumers Approx. 1.9B monthly active users * Total Facebook audience in US: 214M users* Daily Users are approx. 66% of monthly active users* Facebook Ads Facebook Marketplace Facebook Messaging Facebook survey showed 61% of US daily message app users messaged a business in last 3 months Survey showed 69% of US users also felt being able to message a business made them feel more confident about the brand * *

14 Facebook / Instagram Networks for Business Instagram Products/Services with high visual appeal Approx. 1B monthly active users * Total Instagram audience in US: 105M users* 28% of online adults use Instagram 72% of users have bought a product they saw on Instagram Instagram Ads Instagram Shoppable Posts IG Stories, Highlights, and IGTV Tools to create engaging posts * *Pew Research

15 Facebook / Instagram Networks for Business Facebook & Instagram Top the charts Instagram is growing

16 Instagram / Facebook Best Practices

17 Instagram

18 Instagram Acquired by Facebook Instagram Business Account now through Facebook: Also can set up via your mobile device. Check out how to video here:

19 Instagram: Use Videos, Photos, Graphics, Stories Instagram works easiest from phone or tablet. Spend time to craft your words and images. After awhile you will get good at it. Instagram thrives on hashtags also so use them to attract fans and potential buyers There is a limit of 60 hashtags total on Instagram. 30 in the caption and 30 in a comment.

20 Instagram Anatomy of a Post Compelling image related to your brand or what you sell. Words are just as important. Think about what you want to say before you say it. What #hashtags are relevant. What do you want your audience to do with this post (e.g., get excited/coming soon, buy a product, call or , etc.) Tag related IG Recipe

21 Instagram Tools and Tips Go To Mobile When taking a photo or video can now add to your story and will appear above feed Can add on to stories, creating a slideshow until disappears in 24 hours Can also add stickers and other effects to photos for engagement Use stories for daily or weekly moments of interest such as behind the scenes, live events, or sharing something important that is happening now Before creating a story, spend some time thinking about what is important for your buyer to know and what is engaging to them about that. Stories can be 1-15 seconds.

22 GOTO Mobile Instagram» Instagram Post Tips» Highlights & Video» Instagram Shoppable Posts» Facebook Blueprint

23 Instagram: Tools and Tips Instagram LIVE Similar to Facebook Live (follow same best practices) Use live when in the moment can help you sell or grow followers Let your followers know in advance when you are going in live to increase likelihood for them to watch Other tools below - (online courses) =1&query=instagram%20live (Instagram Live) - (IGTV) - (stories, highlights) - Repost for Instagram (to repost images from users, etc.)

24 Instagram: Live, Text Tools and Boomerang NEW SHOPPABLE INSTAGRAM POSTS Can now sell via Instagram Entire transaction is through Facebook Must have an Instagram and Facebook Business page, and also set up a Facebook store (Facebook store) Can also sell through Shopify or BigCommerce Learn more here:

25 Facebook Business Page vs. Facebook Group Facebook Business Page - Gather potential customers from across Facebook - Can create ads - Detailed page insights - Can create a group associated with a Business Page Facebook Group - Better engagement - Can be open to public or private - Group Insights data is available - Can create Group Events

26 Facebook Business Manager Facebook Business Manager - Designed to manage multiple ad campaigns over multiple pages - Ideally designed for agencies and large companies - To Remove Page from Business Manager: - Login to Business Manager (or go to your Business page and select Business Manager from the top) - In upper rate select Business Settings - From LH-side navigation select Pages - On upper RH-side select Remove Page Learn More:

27 GOTO Mobile FB» Facebook Marketplace» Facebook Events» Facebook Ads» Facebook Blueprint

28 Facebook Business Manager

29 Facebook Insights: Group

30 Facebook Insights: Group

31 Create an Ad on Facebook - Guidelines How Will Your Ad Be Viewed? Mobile or Desktop Newsfeed, Righthand Column Facebook Ad Guidelines Don t Get Overwhelmed Marketing is about experimenting to find what works Allow yourself the time (and budget) to do that

32 Create an Ad on Facebook Easiest Ad: Boost a Popular Post Determine budget Strategy: Experiment with low budget then slightly increase note results Create an Ad with Ad Manager What do you want to say? Photo ready to go with your text/copy? Target demographics that match your audience

33 Facebook Events Use the Event tool for more than events (e.g., webinars, classes, pop-up, exhibits, etc.) Facebook Events make it easy for others to share or a visual reminder Can also sell event tickets, etc., by including a link to your website

34 Facebook Live Can broadcast from Facebook directly Best Practices from Facebook Tell people ahead of time Make sure you have a good connection Write a clear and compelling description Ask viewers to follow you and receive notifications when you go live again Can see commenters - say hello by name! Go Live, Stay live - recommended to stay live longer to reach more people; minimum of 10 min. recommended. Can go up to 4 hours. ; Find more How to s and tips at

35 Create a Social Media Strategy Know Your Customer (or Audience) Understand your customer - who buys from you? Use a social media network They like and you like Create a Content Strategy Relevancy - posts should relate to what your customer cares about. This is represented thru written words, illustrations, video, photos, slide shows, videos, audio, etc. Produce the best quality that you can Don t know where to start? Observe your competition s social media. Create a Posting Strategy How frequently can you post Use tools to help you schedule

36 Create a Social Media Strategy Create an Advertising Budget Before it was newspaper ads. Now its social media ads! How do you plan to draw clients/advertise? Remember - these tools are only going to give you so much for free

37 Create a Social Media Strategy Commit to Strategy At least 3 months (one quarter); 6 months or longer if you don t post often Use analytics to evaluate success Consider discounts and promo codes to track Keep track of what works and what doesn t work GOAL: Increase Engagement Get your fans to like, comment, share, or click on your posts or ads The more engagement, the more valuable your content, the faster you build followers and sales lead opportunities

38 Facebook / Instagram - Measuring Success of Ads

39 Facebook: Ad Advantages Can Set Budget Ads are Targeted Ads Increase Your Exposure to Potential Customers Faster

40 Facebook Insights: Visitor Information Facebook Insights (similar to Google Analytics but for Facebook page only) provides visitors information). Below is a sample. Example: Facebook Insights ==> People => People Reached This data is available if you have a Facebook BUSINESS page You should have a Facebook BUSINESS page

41 Facebook Insights: Visitor Information

42 Facebook / Instagram - Sales

43 Summary & Conclusion

44 Course Review Have a Social Media Strategy Integrate with your website Measure results with social media insights and Google Analytics Build the best content (words and photos) that you can Post often - set aside time or get help to do this Use what is free, but don t be afraid to try ads Good Luck!

45 Thank you for attending this seminar! Post Training Evaluation