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Start to Finish Presented by: Jeanne Willson Markbeech Marketing www.MarkbeechMarketing.com

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<ul><li>“ For a company not to market itself is like winking at a girl in the dark. You know what you’ve done but no one else does.” </li></ul>

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Social Media <ul><li>When used properly…Social Media Will </li></ul><ul><ul><li>help build your brand </li></ul></ul><ul><ul><ul><li>build valuable relationships with your customers/clients, prospects, industry leaders </li></ul></ul></ul><ul><ul><ul><li>establish you as an expert </li></ul></ul></ul><ul><ul><ul><li>build your referral network </li></ul></ul></ul><ul><ul><li>give you a competitive advantage </li></ul></ul><ul><ul><li>provide you valuable feedback </li></ul></ul><ul><li>Should be an essential part of your marketing mix </li></ul>

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Markbeech Marketing

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Markbeech Marketing <ul><li>What we do </li></ul><ul><ul><li>Social media – training, management and consulting </li></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>blogging </li></ul></ul></ul><ul><ul><li>Email marketing </li></ul></ul><ul><ul><li>Traditional print/advertising </li></ul></ul><ul><ul><li>Website design/online advertising </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><li>Social Media Classes </li></ul><ul><li>Feedback form </li></ul>

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Facebook users July 2010 – Facebook reaches over 500 million active users! Stats from Website-Monitoring.com (active users are people who have logged in over the past 30 days.)

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Facebook users 500

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Facebook users

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Facebook demographics “ The price of inactivity is greater than the risks of anything we’d be doing in social media,” ~ Doug Frisbie, Toyota national marketing manager

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Facebook Profiles <ul><li>Personal Pages </li></ul><ul><ul><li>Cannot be used as a business page </li></ul></ul><ul><ul><li>Build your friend base here </li></ul></ul><ul><ul><li>Encourage them to join your business page </li></ul></ul><ul><li>Company Pages </li></ul><ul><ul><li>Your business page </li></ul></ul><ul><ul><li>Also called ‘fan’ page </li></ul></ul>

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Personal Profile

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Personal Profile: Why do I need? <ul><li>#1 reason: You need it to create a fan page </li></ul><ul><li>To ‘like’ other people’s fan pages </li></ul><ul><ul><li>comment on other people’s fan pages </li></ul></ul><ul><ul><li>‘ like’ people’s comments </li></ul></ul><ul><ul><li>‘ like’ blog postings or anything on the web </li></ul></ul><ul><li>To recommend your fan page to others </li></ul><ul><li>To invite people to your events </li></ul><ul><li>Remind friends/family what you do for a living </li></ul>

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Personal Profile <ul><li>status update </li></ul><ul><li>news feed </li></ul><ul><li>wall </li></ul>

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Personal Profile <ul><li>Top News: Facebook chooses </li></ul><ul><li>Most Recent: chronological </li></ul><ul><li>Make a Friend List: </li></ul><ul><ul><li>Social Media Resources </li></ul></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Favorite Fan Pages </li></ul></ul><ul><ul><li>Key Contacts </li></ul></ul><ul><ul><ul><li>Click on ‘friends’ on left and ‘create a list’ </li></ul></ul></ul>

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Your Personal Posts <ul><li>Your Posts </li></ul><ul><li>When you post on your wall you have a few options on who it goes to </li></ul><ul><ul><li>Click on the ‘lock’ icon and you can select a small group to see your post </li></ul></ul><ul><ul><li>Use the @ sign to send a post to only one person (customize) </li></ul></ul><ul><li>Other People’s Posts </li></ul><ul><li>‘ Like’ someone’s post or comment </li></ul><ul><li>Comment on a post it goes out to all your friends </li></ul><ul><li>You can write a personal note to someone (go to their page and click on ‘send Jeanne a message’ and you will send them a private email) </li></ul>

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Personal Strategy <ul><li>Who do you ‘friend?’ </li></ul><ul><li>High-level, influential people in related industries </li></ul><ul><li>Top clients </li></ul><ul><li>Media contacts </li></ul><ul><li>Event promoters </li></ul><ul><li>Potential JV partners or affiliates </li></ul><ul><li>Prospects </li></ul><ul><li>Make a list of 25 influential people or prospects you would like to work with or to be on their radar </li></ul><ul><li>What do I do? </li></ul><ul><li>Reach out and ask them to ‘friend’ you </li></ul><ul><li>Become a ‘fan’ of their business Facebook page </li></ul><ul><li>Reach out to them through other social media: Twitter, LinkedIn </li></ul><ul><li>Comment on their posts </li></ul><ul><li>Promote their blog postings in your personal status update </li></ul>

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Personal Strategy <ul><li>What kind of updates should I share? </li></ul><ul><li>Educate/inform about you/your character </li></ul><ul><li>Position your business expertise </li></ul><ul><li>Show that you have a life outside work </li></ul><ul><li>Keep them in mind when posting – what do you want them to know about you/your business? </li></ul>

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Privacy <ul><li>Account/ Privacy Settings </li></ul><ul><li>Be sure to check instant personalization settings </li></ul>

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Privacy <ul><li>Customize settings </li></ul><ul><li>Be sure ‘posts by me’ goes out to friends of friends </li></ul>

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Privacy <ul><li>Be selective about your friends </li></ul><ul><ul><li>friends in common? </li></ul></ul><ul><ul><li>Are they prospects? </li></ul></ul><ul><li>Unknown platform applications or games may contain or let in viruses. </li></ul><ul><ul><li>Avoid them </li></ul></ul><ul><ul><li>Hide them </li></ul></ul>

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Business ‘Fan’ Page

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Business ‘fan’ page <ul><li>status update </li></ul><ul><li>wall </li></ul>

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Business ‘fan’ page <ul><li>Profile image and description </li></ul>Can have an image size up to 180 x 540px <ul><li>Info </li></ul>

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Profile picture samples

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Customize Your address <ul><li>Customized URL </li></ul><ul><li>http://www.facebook.com/username/ </li></ul><ul><li>My Facebook page is… </li></ul><ul><li>http://facebook.com/MarkbeechMarketing </li></ul><ul><li>NOTE: Become a ‘fan’ via SMS/text message </li></ul><ul><li>text the words &quot;like MarkbeechMarketing&quot; to 32665 </li></ul>

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Business ‘fan’ page <ul><li>Wall settings </li></ul><ul><li>‘ edit page’ </li></ul><ul><li>go to ‘wall settings’ </li></ul><ul><ul><li>Default view for wall </li></ul></ul><ul><ul><li>Default landing tab </li></ul></ul>

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Facebook Strategy <ul><li>Building your Fan (Business) Page – Six Steps </li></ul><ul><li>Set your objective </li></ul><ul><li>Design Strategy </li></ul><ul><li>Content Strategy </li></ul><ul><li>Promotion Strategy </li></ul><ul><li>Engagement Strategy </li></ul><ul><li>Conversion Strategy </li></ul>www.MariSmith.com

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Objective <ul><li>Set an objective </li></ul><ul><ul><li>raising brand awareness </li></ul></ul><ul><ul><li>enhancing customer service </li></ul></ul><ul><ul><li>building your email list </li></ul></ul><ul><ul><li>driving traffic back to your blog or website </li></ul></ul><ul><ul><li>building community </li></ul></ul><ul><li>You may have multiple objectives, be sure to prioritize them </li></ul>

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Design Strategy <ul><li>2. Design Strategy </li></ul><ul><li>Example: </li></ul><ul><ul><li>building your email list </li></ul></ul><ul><ul><li>driving traffic back to your website </li></ul></ul><ul><li>What you need: </li></ul><ul><li>Application called ‘Static FBML’ </li></ul>Find the application here: http://www.facebook.com/apps/directory.php Instructions on how to install it: http://www.hyperarts.com/blog/tutorial-facebook-pages-with-static-fbml-application/

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Design Strategy Customized Landing Tab: Static FBML

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Design Strategy Customized Landing Tab: Static FBML

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Design Strategy Customized Landing Tab: Static FBML

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Content <ul><li>3. Content </li></ul><ul><ul><li>Use 80/20 rule </li></ul></ul><ul><ul><li>Types of updates (use a combination of these) </li></ul></ul><ul><ul><ul><li>Text Updates </li></ul></ul></ul><ul><ul><ul><li>Photos </li></ul></ul></ul><ul><ul><ul><li>Videos </li></ul></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul><ul><ul><ul><li>Other people’s content </li></ul></ul></ul>

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Content <ul><li>Resources </li></ul><ul><ul><li>Resourceful articles </li></ul></ul><ul><ul><li>Good blog postings </li></ul></ul><ul><li>New products/services (80/20 rule) </li></ul><ul><li>Personal Anecdotes, thoughts, quotes </li></ul><ul><li>Announce events </li></ul><ul><li>Photos </li></ul><ul><ul><li>Your customers </li></ul></ul><ul><ul><li>Your employees </li></ul></ul><ul><ul><li>Events you attend </li></ul></ul><ul><ul><li>New products </li></ul></ul>

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Smart Content <ul><li>Use the @tag </li></ul><ul><li>Video </li></ul><ul><ul><li>footage of your trade show </li></ul></ul><ul><ul><li>interview your favorite client </li></ul></ul><ul><ul><li>Funny (appropriate) You Tube videos </li></ul></ul>

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Content: Updates <ul><li>How often should I update my fan page? </li></ul><ul><ul><li>Depends on your business </li></ul></ul><ul><ul><li>At least 1-2x per week </li></ul></ul><ul><ul><li>Better 2-3x per day </li></ul></ul><ul><li>Schedule it once a week on www.Hootsuite.com </li></ul>

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Content: Plan / Schedule <ul><ul><li>Plan it in advance </li></ul></ul><ul><ul><ul><li>Social Media calendar </li></ul></ul></ul><ul><ul><li>Schedule it </li></ul></ul><ul><ul><ul><li>www.HootSuite.com </li></ul></ul></ul>

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Promote Your Fan Page <ul><li>4. Promotion Strategy </li></ul><ul><li>Grow your network </li></ul><ul><ul><li>Invite people to become your friends/fans </li></ul></ul><ul><li>Who? </li></ul><ul><ul><li>Clients – current and past </li></ul></ul><ul><ul><li>Influential people in your industry </li></ul></ul><ul><ul><li>Influential people in related industries </li></ul></ul><ul><ul><li>Prospects </li></ul></ul><ul><ul><li>Media contacts </li></ul></ul><ul><ul><li>People you admire </li></ul></ul><ul><ul><li>Potential collaborators </li></ul></ul>

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Promote <ul><li>On your personal Facebook page : </li></ul><ul><li>“ Become a fan of my page” </li></ul><ul><li>Link to your Fan page </li></ul><ul><li>‘ websites’ = Fan Page </li></ul><ul><li>“ Become a fan ‘like MarkbeechMarketing’ to 32665 </li></ul><ul><li>@MarkbeechMarketing to post about your company </li></ul><ul><li>Link to your blog postings </li></ul><ul><li>Additionally </li></ul><ul><li>Join relevant Facebook groups </li></ul><ul><li>Ask friends/business associates to promote your page </li></ul><ul><li>Become a fan of other fan pages </li></ul>

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Promote <ul><li>On your business fan page: </li></ul><ul><li>Use ‘Suggest to Friends’ </li></ul><ul><li>Use a landing page (static fbml) </li></ul><ul><li>Tag people in photos – they must be a ‘friend’ </li></ul><ul><li>On other people’s fan pages: </li></ul><ul><li>Use @MarkbeechMarketing as a signature when posting on someone’s wall or fan page </li></ul>

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Promote <ul><li>Add a ‘Like’ button to your blog </li></ul><ul><li>Add a ‘Fan’ box to your site </li></ul><ul><li>(widget or plug-in) </li></ul>http://developers.facebook.com/plugins On your website

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Promote <ul><li>In your email marketing : </li></ul><ul><li>Invite your newsletter or email contacts to become a fan </li></ul><ul><li>Include a link in your email signature </li></ul><ul><li>On your printed marketing materials : </li></ul><ul><li>Put your facebook address on </li></ul><ul><ul><li>Your business card </li></ul></ul><ul><ul><li>Your brochure </li></ul></ul><ul><ul><li>Your postcards </li></ul></ul><ul><li>From your other social networks : </li></ul><ul><li>Twitter – tweet links to your Facebook page </li></ul><ul><li>LinkedIn </li></ul>

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Engage <ul><li>5. Engage </li></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Be prompt in responding to comments </li></ul></ul><ul><ul><ul><li>Address people by name </li></ul></ul></ul><ul><ul><ul><li>Add your own comments </li></ul></ul></ul><ul><ul><li>Hold a Q&A session </li></ul></ul><ul><ul><li>Thank your fans </li></ul></ul><ul><ul><li>Use @tags </li></ul></ul><ul><ul><li>Post between 9am and 2pm </li></ul></ul>

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Engage <ul><li>Ask customers their opinion on a new idea, product line, services </li></ul><ul><li>Run a contest/promotion </li></ul><ul><ul><ul><li>Name our new product/service </li></ul></ul></ul><ul><ul><ul><ul><li>Have your fans vote for their favorite </li></ul></ul></ul></ul><ul><ul><ul><li>Donate to charity </li></ul></ul></ul><ul><li>Allow your fans to promote themselves </li></ul><ul><ul><li>Make a Deal Mondays </li></ul></ul><ul><ul><li>Play ‘Tag’ on Tuesdays </li></ul></ul><ul><ul><li>Your favorite charity Wednesday </li></ul></ul><ul><ul><li>Brag Your Blog Thursdays </li></ul></ul>

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Engage <ul><li>Live Q&A Friday (3p-4p) </li></ul><ul><li>Upload photos and encourage fans to tag themselves </li></ul><ul><li>Use Facebook ads – you can determine how much you spend </li></ul>

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Conversion <ul><li>6. Conversion </li></ul><ul><ul><li>Make special offers to your fans </li></ul></ul><ul><ul><ul><li>Special event (live or virtual) </li></ul></ul></ul><ul><ul><ul><ul><li>Get fans to promote your event, winner gets a free ticket </li></ul></ul></ul></ul><ul><ul><ul><li>Special coupons </li></ul></ul></ul><ul><ul><ul><li>Special discounts </li></ul></ul></ul><ul><ul><ul><li>Free tip sheet when sign up for my email list </li></ul></ul></ul><ul><ul><ul><li>Invite 10 friends to join our fan page and we will send you a free x </li></ul></ul></ul>

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Statistics <ul><li>You can check your stats at any time on your ‘fan’ page – left column (Insights) </li></ul><ul><li>Put Google analytics on your Static FBML tab </li></ul><ul><li>For daily updates go to www.nutshellmail.com/facebook </li></ul>

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Causes <ul><li>Add the application </li></ul><ul><li>Facebook.com/causes </li></ul><ul><li>Click ‘add to my page’ </li></ul><ul><li>Go to your business page and click on ‘edit page’ </li></ul><ul><li>Go to applications/causes/edit and select your cause </li></ul>

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Let’s Review: Facebook <ul><li>Stats – over 500 mil active users </li></ul><ul><li>Demographics </li></ul><ul><li>Personal page </li></ul><ul><li>Personal Strategy </li></ul><ul><li>Privacy </li></ul><ul><li>Business ‘fan’ page </li></ul><ul><li>Business Strategy (6 steps) </li></ul><ul><li>Stats </li></ul>

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Resources <ul><li>AllFacebook.com </li></ul><ul><li>Mashable.com </li></ul><ul><li>Facebook.com/Mari Smith </li></ul><ul><li>Facebook.com/FacebookPages </li></ul><ul><li>Facebook.com/MarkbeechMarketing </li></ul>

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<ul><li>“ The Butterfly Effect is the theory that the tiny flutter of a butterfly’s wings can create enormous changes halfway across the world.” </li></ul><ul><li>~ Robert G. Allen </li></ul>

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<ul><li>Questions? </li></ul>

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Thank you! <ul><li>Please fill out your evaluation </li></ul><ul><li>Become our Fan on Facebook www.Facebook.com/MarkbeechMarketing </li></ul><ul><li>Sign up for our other classes </li></ul><ul><ul><li>Why You Need Twitter </li></ul></ul><ul><ul><li>LinkedIn: More that Just a Resume Site </li></ul></ul><ul><ul><li>Growing Your Business with Blogs </li></ul></ul><ul><ul><li>Go to MarkbeechMarketing.com/events </li></ul></ul>