Facebook & Twitter Strategies for Small Business Owners

Facebook & Twitter Strategies for
Busy Professionals & Small
Business Owners

Presented by:
John McPhee, Vice President
503-517-9059 x122| johnm@formicmedia.com
@jwmcphee | Facebook.com/FormicMediaInc

Formic Background

 Launched in 2008 to service small business & partners
 Incubated by Anvil Media, enterprise SEM agency
 Provide SEO, PPC & social media services
 Team is Google AdWords & Google Analytics certified
(Microsoft Accredited as well)
 Focus on education (monthly Seminar Series)

Agenda

 Small Business Social Media Stats

 Facebook Strategies

 Twitter Strategies

 Tools

 Reporting

Social Media Trends: Shift in Small
Business Behavior

http://ariherzog.com/small-business-social-media/

Facebook: Strategies

 The ideal progression of a Facebook fan


How do get your fans to progress
from a passive fan to an evangelist?


 Show your human side through
 Entertaining posts
 Personal photos (whatever you feel comfortable with)
 Share some details about your personal side
 Interests, hobbies, etc.
 Share your experiences

Tip: Use the 80/20
rule for biz vs.
personal posts


 Become a content machine
 Create unique, engaging and valuable posts on a regular
basis
 Change up the media you post
 Video, images

Tip: Use an
editorial calendar


 Create engagement with dialogue
 ALWAYS take the time to respond to comments and thank
your fans for participating in the conversation
 People love to talk about themselves, so engage with your
fans appropriately

Tip: Ask for feedback or
suggestions from your
fans


 Create regular calls to action
 Post valuable content and ask your fans to “click” or
“watch”
 Offer discounts or deals
 Ask fans to sign up for your newsletter

Tip: Start with free calls
to action, then move to
more of a commitment


 Make “spreading the word” easy for fans
 Create contests
 Offer a deal or promotion
 Reward fans for inviting friends

Tip: Make the contest about
the fans, not about your
brand/products


 Encourage “fan to fan” interactions
 Give your fans a chance to get to know each other
 Create a “fan of the week” opportunity
 Recognize top contributors

Tip: Recognize your fans and
they immediately become
more engaged


 Don’t forget about branding
 Use your brand to create familiarity when fans travel
between your website and Facebook page
 Another theory: make your Facebook page different, to
give fans a different experience than your site

Tip: Stay within your brand
guidelines (colors, fonts, etc)


 Set your fans’ expectations up front
 Let them know your intentions for your Facebook page
 To create a community?
 To showcase new products?
 To offer thought leadership?


Tip: Create an internal Facebook
mission, then execute your
strategy following the mission

Facebook: Advertising
Facebook Advertising:

Step One: Design Your Ad


Destination
• Pages
• Applications
• Events
• Places


Ad Types
• Sponsored Stories
“Get more distribution for the News Feed stories published about
your Page, Place or App. Always includes either a story about the
viewer's friends or a story about your Facebook Page posts.”


Ad Types
• Facebook Ads
“Promote a Facebook Page, Event, App, other destination on
Facebook, or your own website. You can specify a custom
message and call-to-action. Relevant actions from the viewer's
friends will automatically be shown to build word-of-mouth
awareness.”


URL
• Destination URL
“Specify the web page that users should be sent to when they
click on your Facebook ad. Make sure your ad and the target
page are related. Ideally, the Destination URL should allow
users to take action on what caught their interest in your ad.”

Ad Creative
• Title
• If advertising a Page the ad title will always be the
name of that page
• Body
• 135 characters maximum (currently reducing this to
90 characters)
• Include a call to action
• Image
• 110 pixels wide x 80 pixels tall
• Should have an aspect ratio of 4:3 or 16:9
• Uploads must be less than 5 kilobytes

Step Two: Targeting

Step Three: Campaigns, Pricing and Scheduling

Budget Options:
• Set daily spend limits

Step Three: Campaigns, Pricing and Scheduling

Twitter: Strategies

You’ve got your Twitter account, now what?

Twitter: Strategies

 Look for:
 People you know
 Industry experts & thought leaders

Twitter: Strategies

 Syndicate your tweets to:
 Blog
 Facebook
 Website

Twitter: Strategies

 If you have a WordPress website, you have it even
easier…use a widget

Twitter: Strategies

 Reward your followers with:
 Discounts, deals, special offers

Twitter: Strategies

 Join a conversation
 Answer a question
 Ask your followers a question
 Participate in a topic your followers are discussing

 But, don’t…
 Force the conversation
 Try to change the topic

Twitter: Strategies

 Integrate your social networks
 Syndicate Twitter to Facebook

Twitter: Strategies

 Use your email signature file

Facebook Applications

 Networked Blogs
 Syndicate your blog to Facebook


 Slideshare


 YouTube/Video


 Wildfire
 Create promotions to:
 Increase Likes
 Increase engagement
 Run contests/promotions
 Collect email addresses (for remarketing)

Tools for Twitter

 FollowerWonk
 Find new followers
 Analyze your account

Tools for Twitter

 Find new followers

Tools for Twitter

 Analyze followers to understand influencers that are currently
following you

Tools for Twitter

 Tweroid
 Analyzes your followers and shows the best time of day to
tweet (to get the most exposure)

Tools for Twitter

 Twilert
 Alerts you of brand/keyword mentions

Tools for Twitter

 Twitter Counter
 Track the # of followers over time

Reporting

 Facebook Insights

Reporting

 HootSuite
 Click stats

Reporting

 HootSuite
 Clicks by Region
Top Referrers

Reporting

 HootSuite
 Most popular tweets

Reporting

 Google Analytics

Thank you!

John McPhee
@jwmcphee
Facebook.com/FormicMediaInc
johnm@formicmedia.com
503.517.9059 x122

Facebook & Twitter Strategies for Small Business Owners

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Editor's Notes