SEM Clients Facebook

Session 2 – Social Media for Facebook

Questions to Ask Yourself

1. Why are you here?
2. What are you looking to get out of this call?
3. What are 1 or 2 burning questions you have?

Revisiting the Key Points and Objectives for using Facebook for business:

• New Customer Acquisition through Facebook
• Increase the $ Value of each Transaction
• Increase Frequency of Purchases
• Word of Mouth Referrals – and automated Feedback systems

Main Points:

• Formula for Social Media Success: V + C = P (Visibility + Credibility = Profitability)
• How To Strategies for Business: ask the Why questions and the How becomes easier
• Social Capital – Social Influencers (local customers, influencers, businesses)
• Take Ownership of your business – Social Media should be embraced, not go to waste.
• Critical Component: Stay the course and you will see success

Action Items for Month 2:

1. Apply How To Strategies to Get More Likes to your Page (V + C = P)

• Update FB Page frequently
• Add tagline Like us on Facebook on all advertisements and marketing materials
• Incentivize people to “like” your business page
• Advertise on Facebook through Paid Ad Campaign
• Share page with friends and connections
• BONUS: Strategic Tagging as part of the Critical Path in Gaining Visibility

Visit Business Fanpage > Choose/Upload Photo > Write content (with url link) > go to Personal Page > View the Feed > Like it and Share > Tag friends/connections

2. Apply components of the 7 C’s to Social Media Success

• Community – build your business visibility and community. Utilize strategic tagging, Invite friends and connections, reach out to key influencers and local businesses
• Context – Be relevant, tie in local news or events, posts that are timely and trend worthy
• Communications – Give shout outs to existing or prospective customers – everyone loves recognition and it will draw them in
• Content – Creation – Images, relevant news, political issues, etc.
• Consistency – Stick to the schedule of posting and frequency of posts.
• Conversion – Follow above techniques, tools, strategies and you will gain Visibility, efforts will land you Credibility and the result will be Profitability!

Monthly Reminders:

• Best Exposure times for Posting on Facebook = 9-10am and 4-6pm
• Post and Engage Daily / Push out 90% Content and 10% Sales-Promotions
• Weekly Facebook Post –Share additional thoughts, details with Blackwood about what you are doing in your business this week
• Set a Weekly Goal to get at least 30 Likes per week (did you make it last month with at least 30 Likes?)
• Engage and Monitor Your Account Daily

Session 3 – Social Success for Facebook Mastermind Call

Customer Successes:

• Office Pride Commercial Cleaning Chattanooga – Focused on inviting existing customers, family and friends on Facebook to like the page and created posts – Generated 30+ likes and moved business up in the rank from position D/F to A on Google!
• Protrain – “The dog man who can” Dog Trainer. Has a new found value of using Facebook for marketing his business through engagement and sharing of content and photos. Started with 15 likes now has over 100 in just one month! He also ranks high on Google search now through his Facebook page – generating more leads.

“I skate to where the puck is going to be, not to where it has been.” -Wayne Gretsky

NEW! Facebook Changes on 1/16/13: Social Graph now searchable – Businesses can utilize these new strategies to grow the community and make it relevant based on interests

Getting into Social: Maintain a Holistic and Comprehensive Approach: “Think Globally Act Locally”

There are 3 main things happening for 2013:

1. Mobile
2. Local
3. Social

This month, let’s follow the strategy and see the results!

1. Increased Traffic
2. Increased Leads
3. Increase Visibility & Reach

Follow the Marketing Rule: How Customers Move from Awareness/Attention into Taking Action/Purchase | Apply this on Facebook to your business:

Questions to Ask About Your Business

1. What is it about my story that people can attach to and engage with?
2. What can I come up with next month for content? (Reach out to Michael at Blackwood for help –Content can be submitted to steve@bwindustries.com)
3. When inviting people to your page – Ask Where is the value to people in visiting and liking my page?

Did You Know:

• More time is spent on Facebook than Google searches online
• Remember Google likes two things: Content and Links
• Social is all About Relevance and Real Time
  • Facebook = Relevance based on interests
  • Twitter = Real Time search and results (Word of Mouth on steroids)
• Businesses must think like a Publisher! You are a reporter
• Content Check: Make sure it passes the test and contains:
  • Clarity
  • Relevance
  • Credibility
• Social is affecting Search and Search looks at social in determining ranks
• Online business development for the 21st Century – businesses who don’t get ahead will be left behind

Ways to Utilize Facebook for Business: Implement Facebook Strategy into Business Goals

• User Generated Content – utilize the news and current events to create engagement
• Focus on Existing Network
  – Revisit ‘How To’ Video from Month 2 (last month)
  – Filter out the Noise
  – What can you find relevant to your community and use to advantage
  – Tie current news to the local community
  – using Context from 7 C’s to Social Media Success
  – Increases likes and shares
• Have a Posting Schedule and Stick to It
  • Strategic Commenting – Tagging friends and businesses you are in alliance with (note: Must be a fan of the business page or a friend of the person in order to tag them)
• Use Pictures and Photos to create engagement and sharing – Don’t Underestimate the Power!

Apply Components of the 7 C’s to Social Media Success
Community – build your business visibility and community. Utilize strategic tagging, Invite friends and connections, reach out to key influencers and local businesses
Context – Be relevant, tie in local news or events, posts that are timely and trend worthy
Communications – Give shout outs to existing or prospective customers – everyone loves recognition and it will draw them in
Content – Creation – Images, relevant news, political issues, etc. Consistency– Stick to the schedule of posting and frequency of posts.
Conversion – Follow above techniques, tools, strategies and you will gain Visibility, efforts will land you Credibility and the result will be Profitability!

Action Items for Month 3:

1. Have a Posting Schedule and Stick to It – Critical for Month 3
   Spend 15 –30 mins and do a content strategy for the month
   Scour the web and research content ideas
   Send a shout out to new clients with a link or photo to them in your post
   Update FB Page frequently
2. Creating Win-Win opportunities with other businesses
   Contact business owners you can create online strategic alliances with through Facebook
   Invite them to like your page and vice versa
   Share content with their page and ask them to share yours
3. Send Photos/Pics to Blackwood
4. Share posts on personal timeline from business page to be more powerful

Monthly Action Reminders:
Best Exposure times for Posting on Facebook = 9-10am and 4-6pm
Post and Engage Daily / Push out 90% Content and 10% Sales-Promotions
Weekly Facebook Post –Share additional thoughts, details with Blackwood about what you are doing in your business this week
Set a Weekly Goal to get at least 30 Likes per week
Engage and Monitor Your Account for at least 15-30 mins Daily
Think about the Big Picture – “Ordinary things done over time will produce Extraordinary results!”

Blackwood Industries Month 3 SEM Facebook Mastermind

Session 4 – Social Success for Facebook Mastermind Call – Month 4

WHATS NEW in Month 4!

• Social Signals – Google Algorhythms playing a big part in higher rankings – this all happens through Comments, Likes and Shares. This is good for Facebook and Google.
• NEW – Visit Blackwood’s website to gain access to past recordings and reports

Customer Successes:
Insurance Broker, Ali said customers are now finding him through organic search. He’s in process of writing three new policies for a contractor who just found him online. An example of Real Time value!

Office Pride Commercial Cleaning – Coming up in search results with targeted keywords “commercial cleaning Colorado springs” and page one on Google with Facebook page (twice!). People are engaging with the page – real social signals (local and social) playing a role here. Jack “Liked” other customer pages and asked for them to return the favor. Reached 30 likes within a week.

How to comment as your page on other local pages for exposure & traffic

Step 1: Log in to Facebook page and comment using the business page (through drop down at top menu- choose your business page)
Step 2: Go to Google – search for key term related to your content (i.e. posted photo of fellow business)
Step 3: Find their Facebook page – go to it and “like” it (Critical Component in order to engage!)
Step 4: Tag Others in your post (respective clients/customers) Do this by going back to your business page and click on your original Post/Photo > highlight the url link . Go to the page of the client/customer and post a short personal message for them with the link and tag them in the post. There’s an alternative to this method if the respective business has Tagging enabled > Go back to Your Business Page > tag the photo/post directly from your page with the respective business along with a personal note (note: they must have public tagging enabled)
Step 5: Lather Rinse Repeat -on other business pages or individual customers. This is a way to repurpose content and create more visibility. Also, a key is to promote posts/photos that are relevant to the community as they will want to engage with your business!

Create Additional Exposure:

• Go back to these business pages that you “like” and comment on their posts with short personal messages.
• Make sure you“Like” other pages and posts from others frequently (from your business page) to reach the widest audience and gain more visibility.
• The more you engage, the higher your traffic and exposure you’ll have.

Facebook Analytics – what they mean for your business

Factors: These algorhythms play a role in the Viral effect. Visual (photos/videos) are generally more powerful than text when it comes to reach. Any engagement can be useful as the key to success is content and links.

Social Power Hierarchy = A) Video B) Photos C) Text (Apply all three for a good balance and remember that links are key!)
Paid Media (banner ads, ppc, non-organic paid ads) vs. Earned Media (links, organic search, content, social feeds)
How to View: Log in to Facebook > go to upper right hand corner > choose “use facebook as” business page > View Insights > Click See All
What to do: Keep track of these statistics to see what the activity on your account looks like. Review posts below graph to see which ones are getting the most traction. Use this data to produce more good ones!

TIPS:

• Remember that posts with a photo and call to action for highest engagement.
• Post videos with good Audio quality as this is more important than Visual quality.
• Keep posts relevant to the community – tie in your business to local events and happenings for the most value
• “Like” the media outlets on Facebook that are in your community (i.e. news stations, radio, etc) and review their content regularly. Copy url links to their articles (on their websites) and share with your page with a brief comment and include a quick tip relevant to your business

Takeaways for Month 4:

• Use Facebook commenting, posting and local community for increased visibility
• Become a resource to the community – search the news for relevant stories and post them with messages to your page
• Familiarize yourself with Facebook analytics to find what is working and where your business needs work
• Create avenues of additional exposure by posting and engaging frequently with your customers!

Quick Reference Guide:

Always Apply the 7 C’s to Social Media Success

• Community– build your business visibility and community. Utilize strategic tagging, Invite friends and connections, reach out to key influencers and local businesses
• Context– Be relevant, tie in local news or events, posts that are timely and trend worthy
• Communications–Give shout outs to existing or prospective customers – everyone loves recognition and it will draw them in
• Content– Creation – Images, relevant news, political issues, etc.
• Consistency–Stick to the schedule of posting and frequency of posts.
• Conversion–Follow above techniques, tools, strategies and you will gain Visibility, efforts will land you Credibility and the result will be Profitability!

Monthly Action Reminders:

• Best Exposure times for Posting on Facebook = 9-10am and 4-6pm
• Post and Engage Daily / Push out 90% Content and 10% Sales-Promotions
• Use Videos, Photos and plenty of Links to create engagement and sharing– Don’t Underestimate the Power!
• Weekly Facebook Post–Share additional thoughts, details with Blackwood about what you are doing in your business this week
• Set a Weekly Goal to get at least 30 Likes per week
• Engage and Monitor Your Account for at least 15-30 mins Daily
• Think about the Big Picture – “Ordinary things done over time will produce Extraordinary results!”

SEM Month 4 Facebook Mastermind Call Blackwood

Month 5 Social Success with Office Pride | Facebook Mastermind Call 3-26-13

“Doing Business in the Digital Age through Social Networking/Social Media”

Customer Success Stories
Office Pride Virginia Beach has experienced more leads and traffic based on Facebook activity.

What’s New for Month 5:
Google Local = Critical to business on Mobile Search through Google as search results are based on GPS location/Google Local Listing. This is key to increased rankings and localized web traffic!

How does this apply to your business thru Earned Media?

1. Google’s formula for Local Search = Relevant information supports action we want customers to take
2. Pay attention to Earned Media instead of Paid Media through online strategic alliances that cross promote content and get you the traffic you want to your site!

It’s not all about what you do on Google anymore. It’s about Social Signals.
Publicizing content in forums, creating backlinks from social properties to get the rankings and maintain those rankings.

How To Get More Likes & Shares:

Like other Business Pages or Photos. Share it with your own timeline, and ask audience to give you a call or link to your page in your message.
This builds “Link Juice” that feeds Google and drives awareness, reach and visibility.

1. Increased Traffic
2. Increased Leads
3. Increase Visibility + Reach

Visibility + Credibility = Profitability

Search is great for gaining visibility, Social is great for visibility and credibility.

Tips for Facebook Content:

1. Keep posts brief under 140 characters. The shorter the better. Long posts are a huge turn-off, remember people Scan they don’t Read.
2. Make relevant to your audience. The posts you make on Facebook go to everyone on your friend list. Make sure you draw people in with what you say by asking questions with the target audience in mind.
3. Variety is the spice of Facebook. Use all the posting methods available: text, links, photos, videos. Mix up your text posts too, some personal, some value-content, some fun, current events, industry related, you get the idea.
4. Ask questions. The best way to get the attention of your readers is to ask questions, it will draw them into the topic. Questions make people think and they will reward you with comments–the ultimate goal for instant feedback and engagement!
5. Engage Every Day with friends, fans and other complementary businesses in your network. Utilize strategic tagging techniques that are relevant to what you are posting. Gain visibility and reach this way. Use links, videos, photos and other content and it will act as a Share. This can be an extremely effective way to gain the reach and insights you need. Note: Some businesses or people may have the tag function disabled. If this happens, just move along and find another one if this happens.

Final Takeaways on crafting Calls to Action that get people to take ACTION!

• Ask a great question
• Tag Others and Like your own page in your posts
• Give them a choice: Link to the website, Call, e-mail or Share!

Top Factors for ranking higher in search: The 7 C’s to Social Media Success

• Community – build your business visibility and community. Utilize strategic tagging, Invite friends and connections, reach out to key influencers and local businesses
• Context – Be relevant, tie in local news or events, posts that are timely and trend worthy
• Communication – In a new environment and setting. Give shout outs to existing or prospective customers – everyone loves recognition and it will draw them in
• Content – This creates Link Juice – Images, relevant news, political issues, etc.
• Consistency – Posting frequency and time zones. Stick to a schedule as consistency pays off!
• Conversion – Follow above techniques, tools, strategies and you will gain Visibility, efforts will land you Credibility and the result will be Profitability!

SEM Clients Month 5 Facebook Strategy Session- Blackwood

Month 6 Social Success with Office Pride | Facebook Mastermind Call 4-25-13

“Doing Business in the Digital Age through Social Networking/Social Media”

Customer Success Stories
Pro-Train Dog Trainer Mark Castillero – Using an ongoing story of the journey of a dog in training to boost interactions and engagements. Seeing social signals come through on Google, gaining significant traction online from Facebook efforts!

What’s New for Month 6:
How Search is Impacting social = Google ranks results based on importance and social proof is what makes your business important.

Tip: Generate content on social channels like Facebook to build better ranks, you will become important to Google and the results will follow!
In order to yield the results, this month we will explore…

• Encourage Check-Ins (for local business)
• Facebook Ads/Promoted Posts (pennies)
• Feat. Post/highlighted post
• Disabling notifications

Advanced Facebook Strategies:

1. Check-Ins for local businesses.

2013 is all about Mobile, Social and Local! If you have a physical location for your business, encourage customers to check-in when they visit. Employees too! Ensure you have places enabled – check from your mobile phone Facebook as check-ins are key for page rankings.

2. Promoted Facebook Posts. Yields high results and Cost Effective

Log In to Facebook as yourself – use as Your Business Page.
Promote post to local market > go to Ad Manager > Create ad > Choose Facebook Destination URL (Your Business) > Promote Page Posts (See video for full instruction)

Benefits:

• These promoted post ads allow you to target people in your city/location and demographics and increase your Organic reach (key to long term sustainability).
• You can also target friends of friends, and be more specific with what you are seeking.
• Promoted posts (sponsored ads) are very Cost Effective, compared to PPC Google ads and as they increase the relevancy to your audience and give your business an Organic boost.

Statistic: The average time users spend on Facebook page = 8 hours per month.
This is much longer than they spend in search engines which makes promoted posts a hit.

Note: Promoted posts are different than Facebook ads. A promoted post shows up in the news feed as a “sponsored” ad, where a Facebook ad shows up on the right side of the page (usually associated with a “like” or product offer.

Why Facebook Promoted posts and Ads are 10 times better than Google Ads.

1. Facebook Promoted Posts and Ads Target by Location and Precise Demographic (Male/Female/Age/Industry/Etc. – profile information)
2. Facebook posts/ads also cost a fraction of the price of Google Ads
3. Google PPC Ads are based solely on Content, they generate mixed results and cost a fortune

Formula Visibility + Credibility + Profitability | V+C=P

3. Featured Post/Highlighted Post

Highlight specific posts that you want to become more apparent (such as a promotion, event or significant milestone relevant to your audience). You can also Pin a post to the top of your page, so that it stays at the top as long as it is pinned. This will keep a certain post at the top of your page as long as you want to make it stand out regardless of when you posted it.

Month 6 Tips for Facebook Content:

1. Ask Questions. Keep it simple and easy. Question words can go far in posting content and spawning engagement. You can make it relevant to your business or use a question as a way to engage people with a photo. (Example: What is your cleanest room in the house? Who has the cleanest area in your office?)

2. Post Fill in the Blanks. Go for Knee-Jerk responses. One word answers are ideal. These types of posts are fun and generally humorous. They offer your fans a way to engage without pressure and it gives them something to remember. (Example: Fill in the Blank. The best breed of dog on the planet is ______ !)

3. Post Photos. Crop the pictures before posting to fit the mini-newsfeed. Pictures still say 1,000 words even on social media! Just make sure you crop them to fit the mini-newsfeed for optimal visibility before posting. Also, don’t be afraid to direct more engagements by using questions or fill in the blanks with a photo. Remember to keep it light hearted and fun. This can also help you to get more shares!

4. Talk about the news. Be Controversial not Offensive. New Mayor in town. National Disaster. Big local events. Seasonal happenings. There’s news everywhere. It’s all created for you to pick and choose from. With an endless array of happenings locally and nationally, it’s a good idea to post questions or heartwarming thoughts along with photos or videos on those items that people care about. It will give them a reason to like you and engage!

5. Ask for likes. Be sure to use this tactic to target different fans. Ask and ye shall receive! You need to ask others to “Like” your posts or your page or they will not do it. One method that works well is to target specific people or demographics and tie in something about your business that makes it relevant. (Examples: Can we get a LIKE from all the ladies who think their dog is a good workout partner?)

The Factors for Better Results: The 7 C’s to Social Media Success

• Community – build your business visibility and community. Utilize strategic tagging, Invite friends and connections, reach out to key influencers and local businesses
• Context – Be relevant, tie in local news or events, posts that are timely and trend worthy
• Communication – In a new environment and setting. Give shout outs to existing or prospective customers – everyone loves recognition and it will draw them in
• Content – This creates Link Juice – Images, relevant news, political issues, etc.
• Consistency – Posting frequency and time zones. Stick to a schedule as consistency pays off!
• Conversion – Follow above techniques, tools, strategies and you will gain Visibility, efforts will land you Credibility and the result will be Profitability!

OfficePride Month 6 Facebook Strategy Session- Blackwood

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