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SOCIAL MEDIA 101
©Joyce Raby.com
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Who Are You?
Name Business Name and Blurby Current Social Media Outlets? Why Facebook?
©Joyce Raby.com
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Best Social Media Quote Ever
“Social Media is like teen sex. Everyone wants to do it. No one knows how. When it’s finally done, there is surprise that its not better.”
- Avinash Kaushik Analytics Evangelist,
Google©Joyce Raby.com
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Second Best Social Media Quote
“Go live among them.” - Joyce Raby
(truly, deeply, madly – this is your focus group)
©Joyce Raby.com
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It is an Ever Evolving Strategy Pick something small (what do you want
to market?) Pilot (create and launch) Evaluate (did you accomplish your goal?) Adapt/adjust based on feedback and
your experience Do it again….forever.
©Joyce Raby.com
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Pick
Specific and unique
Just pick
Add value
©Joyce Raby.com
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Specific and Unique
Event – fundraiser, grand opening, race/ride
Product – what is the grooviest (or newest) thing you sell?
Service – what is the coolest (or newest) thing you do?
FB Planning - Pick©Joyce Raby.com
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Add Value
Discount coupon Insider sales Sneak preview Contests Content (Free Report, White Paper, etc.)
Its really about building community.
FB Planning Pilot©Joyce Raby.com
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Pilot
Design it Go Twice a week is the sweet spot for creating
content, but you must listen every day. Once you build it, don’t walk away – static
is death.
FB Planning Evaluate
©Joyce Raby.com
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The Raw Truth
Everyone starts out with 0 friends. Writing Compelling Content is hard. Finding the time to do this is hard. ROI is not instantaneous.
In other words: You must be willing to suck… for awhile.
©Joyce Raby.com
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Social Media Metrics
“The direct unfiltered brutally honest nature of much online discussion is black gold…texas tea to companies that want to spot trends or find out what customers really think”
- The Economist, March 11, 2006
It’s all about Influence and Engagement
FB Planning Negative©Joyce Raby.com
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How to Measure Influence and Engagement
Google/Yahoo/Bing Company Name, product name, service name, key company employees or individuals
Industry sites and blogs Search Youtube and any other content sites Search Twitter Do the same for your competitors Fans, friends, followers. (and participation
rate)
FB Listening ©Joyce Raby.com
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Define your metric – can be anything
We learned something about our customers we didn’t know before
Number of people who used the coupon from a specific campaign
Number of influential people who tweet about us Number of nice things tweeted about us Number of influential blogs that wrote about us Number of direct customer conversations we had Number of useful, meaningful customer
feedback
©Joyce Raby.com
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More on ROI
Quantitative – new sales, new leads, new qualified leads or requests for more info
Qualitative –satisfaction, loyalty, authority, feedback
©Joyce Raby.com
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Don’t Make Me Think
©Joyce Raby.com
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Let’s Go to Facebook
Create/logon to your account Business Accounts vrs Personal Accounts Profiles - people Groups – enthusiasts (peers) Pages – can be businesses, nonprofits,
artists, etc. (used to be you “fanned” a page, now you “like” it.)
©Joyce Raby.com
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Parts of a Business Page
Picture/Logo Text about your Company Call to Action (now what?) Landing Page
DIY using FBMLfanpageengine.comcustomfanpagedesigns.com
©Joyce Raby.com
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Facebook Insights
Monthly Active Users Daily New Likes Daily Post Views Daily Post Feedback
©Joyce Raby.com
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How to Learn More?
Facebook Help Center
Mashable.com
allfacebook.com
Follow (and copy) other FB sites you like
©Joyce Raby.com
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How Can I help?
Social Media Audits
Social Media Plans
Create/Measure Specific Social Media Campaigns
Joyce Raby, [email protected], 571.765.0011
www.joyceraby.com©Joyce Raby.com
