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I was asked to present at Bend WebCam on Facebook Don'ts.Facebook marketing is hard for many small businesses to get their arms around. Too often they start doing the wrong thing.My hope was this presentation would help them learn the right way by negative example.
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@w2scott
© Search Influence, LLC 2011
Facebook Don’ts
Bend WebCAM 2011 - Will Scott
@w2scott
@w2scott
© Search Influence, LLC 2011
Don’t Be That Guy
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© Search Influence, LLC 2011
@w2scott
© Search Influence, LLC 2011
Will Scott
• Working Online since 1994• Promoting Sites since 2001• Online Yellow Pages Expert!• President / Owner,
SearchInfluence.com
Search Influence• Largest Online Marketing Firm on Gulf Coast• Nationally recognized in Local Search & Social
@w2scott
© Search Influence, LLC 2011
Facebook Don’ts
• Don’t be afraid of commitment
• Don’t be a broadcaster
• Don’t buy friends…the wrong way
• Don’t be rude
• Don’t let go of the reins…completely
• Don’t believe there’s no ROI
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© Search Influence, LLC 2011
Don’t Be Afraid of Commitment
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© Search Influence, LLC 2011
Don’t Be Afraid of Commitment
What’s up with that!?
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
What is Commitment?
• Post on a regular basis
• Be consistent in your post, style and schedule
• Speak with one voice
• Connect
• Listen
• Respond
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© Search Influence, LLC 2011
Don’t Be a Broadcaster
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© Search Influence, LLC 2011
Car 54?
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Thanks for The Example!
• Thanks to James Gentes of thesocialbusiness for the last example
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If A Tree Falls In The Forest…
• Seek out complimentary Facebook Pages
• Engage, respond, converse
• Attract the right fans
• Leverage your internal assets
• Consider holistic befriending – a page can’t be my friend but it’s admins might
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© Search Influence, LLC 2011
Don’t Buy Friends…The Wrong Way
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© Search Influence, LLC 2011
Are These Buyers?
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Building Initial Like Base
• Complementary Causes / Pages
• Get Creative
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Supplementing Current "Like"rs
• Do They Already Like You?• Friends & Friends of Friends
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Incentives
• Incentivizing the Like– Read The Facebook Terms of Service
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
Outcomes
• Social Outcome– Growth in "Likes" can be exponential
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Business Outcome
• Once they like you, they're more likely to do what you ask.
©2011, aimClear®
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© Search Influence, LLC 2011
How Do I Buy Friends
• Seek out PLU: People (who might) Like You
• Show them a message which resonates
• Show them you really are “like” them
• Make the ask
• Convert, convert, convert
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© Search Influence, LLC 2011
Don’t Be Rude
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Plenty of Time to Respond
Opportunity?
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Great Interaction – Too bad there’s no response.And, it’s an illegal contest.
Great Interaction – Too bad there’s no response.And, it’s an illegal contest.
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
Being Nice
• 70% of consumers want you to respond
• Would you ignore the question in person?
• If you asked for a response, validate it
• Bait vanity!
• Engage influencers
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© Search Influence, LLC 2011
Don’t let go of the reins…completely
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
Ostriches Miss A Lot
• Listen
• Engage
• Respond
• Convert
• Don’t be afraid to take it offline
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© Search Influence, LLC 2011
Who’s Got Time for This?
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© Search Influence, LLC 2011
Who’s Got Time for This?
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© Search Influence, LLC 2011
Who’s Got Time for This?
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© Search Influence, LLC 2011
Don’t believe there’s no Return on Investment
Measure It
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The Challenge of (none)
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The Challenge of (none):URL Shorteners
• TinyURL.com– http://tinyurl.com/ - the original
• bit.ly– http://bit.ly/
• budurl– http://budurl.com/
• Ow.ly– http://ow.ly/ - built into Hootsuite
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Web Forms
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Web Forms – Input
Clear call to action Hidden fields trap:
Referrer data URL String for social
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Web Forms – Output
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© Search Influence, LLC 2011
CallsThe Holy Grail for Many Businesses:
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Calls - Output
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© Search Influence, LLC 2011
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© Search Influence, LLC 2011
Let’s DiscussIt’s Your Turn
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© Search Influence, LLC 2011
Thank You!
Will Scott• searchinfluence.com/blog
• wscott@searchinfluence.com
• twitter.com/w2scott
© Search Influence, LLC 2011
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