Social media marketing can be a powerful way to engage your small business customers if it's done well. Facebook helps build a community of followers who may be interested in purchasing your product or service. The problem that arises for many small businesses who are thinking of using social media like Facebook to help market, is 1) not knowing how to set the account up properly and 2) use the online presence well. Liz Provo of Mass Marketing Resources, a Western Massachusetts small business specializing in helping other small businesses with their marketing, takes attendees through the various steps in setting up an account, finding followers, posting and sharing content and using insights to monitor success.

1. “Like Us” On Facebook
Social Media For Small Business
Presented by:
Liz Provo
Mass Marketing Resources
www.massmarketingresources.com

2. About Me
• Extensive background in sales,
marketing and customer service
• Small business owner for 11 years
• Early adopter of blogging, email
marketing & social media
• Provider of marketing services for
small businesses
(www.MassMarketingResources.com)
• Member of HBRAWM since 2001

3. Why Facebook?
• 950 Million users
• Today’s marketing is all
about relationships, not
hard selling
• 51% more likely to buy a
product after “liking” the
brand on Facebook
• Provides a personal way for
companies to interact with
customers
• Drive “Word of Mouth” and
referrals

4. You Will Learn How To:
 Set up a business page & define a
marketing strategy
 Educate, Inspire & Entertain: posting
content
 Share, build relationships
 Promote your business

5. Got A Page? Check It!
Personal or business? How to tell.
• Personal pages have “friends”
• Business fan pages have “likes”
• Using a Personal page for commercial interests is a
VIOLATION of Facebook’s policy – you can be banned
without warning.

6. Mass Marketing Resources

7. Upload Your Cover & Profile Photos
 Custom is best. Have someone design one for you.
 Cover: 851 x 315 pixels, under 100 KB resolution
 Profile: 160 x 160 pixels, usually a logo, make sure it fits
 May not contain pricing, discounts, calls to action, contact information,
copyrighted artwork, or any incentives to purchase, “like”, etc.

8. Edit Page Information

9. Add Company Information
 Kind of business, sub categories, user name, street
address

10. More Company Information
 Page Name
 Start Date
 Hours
 About
 Description
 Add. Info.
 Contact info.
 Website

11. Manage Permissions & Admins
• Who can see your page?
• Assign administrators
• Must “like” the page first, Type in email address

12. Additional Resources
 Link to
Twitter?
 Select a
Username!
 Use Plug-ins?

13. Get Followers
 Ask personal FB friends to “Like” your
business page Find Us On
 Make sure you put your Work info. in Facebook!
your About section of your personal page
 Add a “Like Button” on your website,
blog, LinkedIn, YouTube, Twitter accounts
 “Like” related businesses, community &
news organizations, etc.
 Like Mass Marketing Resources
http://www.facebook.com/massm
arketing1
I’ll help get you connected.

14. Finding Your Voice
• Educate consumers?
• Showcase projects?
• Consumer safety?
• Highlight team members?
• Gain insight?
• Have contests?
• Provide company updates?
• Collaborate?
• Lead buyers to your website, blog
or newsletter?
• Share good news?
ALL OF THE ABOVE ???

15. Relationship
Find The Self
Driven
Right Mix Promote
10%
Share
Educate, Inspire,
30% Entertain
60%

16. Connecting With Your Customers
 Educate/Inspire/Ente
rtain - Pictures, articles,
events, video, links to your
website or blog (60%)
 Share: 3rd party sources
(via Facebook, or web)
(30%)
 Promote/Sell: sales,
promos, etc. (10%) Avoid hard
selling on any social media
“Like” our new mascot?
Help us name him!

17. Engaging Your Audience
 Post frequently, daily if possible
 Choose best days or times
 Use pictures or video to draw
more attention
 Link to relevant 3rd party content
 Set up “auto-posts”

18. Create A Content Calendar
• Have a plan
• Tie relevant posts in with master marketing
calendar (don’t have one?)

19. Understanding EdgeRank
 Facebook wants content that’s POPULAR, RELEVANT & TIMELY
 3 attributes: weight (relevance), affinity (popularity) & time
decay (timely)
 EdgeRank increases with TIMELY ENGAGEMENT
 Engagement = “likes”, “comments” and “shares”
 Ask for a response - CALL TO ACTION (What do you think?,
looking for feedback here, click the like if you want this, etc.

20. Monitoring EdgeRank

21. Yes, But Can Facebook
Make Me Money?

22. Beyond Posts – How To Promote
 Be Warned: Facebook Guidelines prohibit promotions or
sweepstakes to gain “likes”.
https://www.facebook.com/page_guidelines.php
 Promote sales and services; new products,
accomplishments
 Encourage followers to subscribe to your newsletter
 Use Social Campaign software to ask your newsletter
subscribers, Twitter and LinkedIn contacts to “like” your
page (ie. Constant Contact/Social Campaigns)
 Plan ahead and have FUN!

23. In Closing
• Create or improve your page – ask
for a professional review
• Tie your page to your website, etc.
• Find Followers, “Like” others
• Start posting (use an editorial
calendar for stress-less marketing)
• Check insights for progress and get
help if needed
A Special Offer . . . . .

24. • “Like” Mass Marketing Resources on Facebook and
leave a comment!
http://www.facebook.com/massmarketing1
• Subscribe to my Newsletter:
http://www.massmarketingresources.com - on our
home page!
• Connect with me and recommend me on LinkedIn:
www.linkedin.com/in/massmarketingresources
• Subscribe to us on YouTube:
http://www.youtube.com/user/massmarketing1
FREE Facebook Set Up or review when you sign up
for 2 months of our Marketing Check-in Service* (must authorize as FB admin)
What you get: Custom Cover Photo and Profile image, About Us, Initial
followers, cross promotions, 3 fifteen minute phone check-ins and 1 hour in
person marketing session per month.
Value: $120.
Act Now – offer expires on Oct. 31, 2012. Must be pre-paid prior to start
of work.