Facebook & Twitter for Business

Facebook & Twitter for BusinessesWhat you are going to learn:• Why you need to bother with social media• How to build your social profile on Twitter & Facebook• How to attract new followers that are more likely to convert to customers• How to find and engage your current and future followers• Proven strategies and suggestions for posting• How to see if your posts are successful

Why Social Media?1. It’s where the people are2. 85% of people trust online recommendations posted by friends & even strangers3. It allows you to connect with your current & potential followers in a new,

meaningful way4. It’s free!

Who here uses

?

Does your Twitter look like this?

Who’s Jesse?

The egg avatar tells others you don’t care

Where’s the bio? You could at least have puta link in there

1 tweet, and it was from over a year ago. I don’t think I’ll be following.

Retweet posts by followers

Daily engagement with followers

Everyone loves photos

Write a descriptive bio with keywords & link

Respond to followers with useful info

Daily activity

Smart logo which is still recognisable when shrunk

Does anyone here use

?

This is my favourite coffee shop in Australia, but their Facebook page stinks

Very little info provided, the profile isn’t even filled out

Nothing posted so far in 2012

Their fans have even stopped interacting because it’s obvious no one is listening

I love this place, but this is totally unacceptable.There’s not even a phone # or address. The hours aren’t even correct.

Notice that 16 people have recommended this business and 339 have “Liked” it. That’s a good number of people that want to engage so bad that they are willing to Like a silent page

Custom tabs with recipes & tips. I’ve always wanted to know how to properly cut a pineapple.

Striking cover photo, recognisable profile pic, and the “About” section is properly filled out

Great cover photo and profile picture

Properly filled out “About” section Lots of engagement. How did they do it?

It’s a good idea to “Like” posts from your followers, just don’t go crazy or else it won’t mean anything

Always respond to every post from your followers, even if it’s just to say “thanks”

Engagement

This is what you want. Your followers asking you to send them to a page on your website so they can give you their money

Engagement

Optus has done a good job of responding despite the user not taking advantage of initial response

Reputation Management

Always address the issue and provide a course of action even if the solution is out of your reach



I found a bean floating in my long black yesterday. I decided to use this opportunity to see if Merlo was listening.

They responded an hour later and took the conversation offline, thus preventing any more posts occurring about this embarrassing situation.

Merlo obviously places high value on social engagement and they have a reputation management strategy in place

Who likes beer?

EngagementWhile I’ve been in Australia I started a blog. I needed more content so I decided to start writing silly reviews of Aussie beer.

After posting this particular review I started to tweet @ every brewery in an effort to see if anyone would engage.

So far Carlton is the only brewery to engage with me. Here’s what happened…

Engagement

90 days later and I’m still waiting for a response. I would have tried any other Carlton beer if they had just responded.

FANCY PANTS & TWITTERA tale of how Twitter helped get my raw denim selvedge jeans fixed

Problem: I only own 1 pair of jeans. A hole developed from riding a pushbike too much

The jeans are fancy raw denim selvedge and I didn’t want to trust them with just anyone. The company that made the jeans for me will fix them for free, but they’re in Nashville : (

Because they were so helpful I will sing their praises and become an advocate for their brand, even though I’ve never set foot in the store or bought anything online…yet

Surely someone in Australia knows about working with raw denim. I couldn’t find any in the Gold Coast or Brisbane that seemed legit, I felt that Melbourne was probably my best chance

It turns out one of the guys there is getting into tailoring and offered to fix them for free!

Check out their site: http://www.uptherestore.com/ They do Facebook well too!

http://www.uptherestore.com/



Dealing with the Facebook Edgerank Algorithm

• Not everything you post will be seen by your followers or friends of your followers

• Facebook’s Edgerank algorithm only allows your posts to appear:1. To users that have interacted with your page recently2. When your post beats out other posts going through the algorithm

fighting for placement in your follower’s news feed• Higher engagement = higher visibility

Dealing with the Facebook Edgerank Algorithm

• Post at least once a day• Don’t link up your Twitter or use 3rd party apps as those posts get less weight

in the Edgerank algorithm• Respond to everyone that mentions you• Write posts which encourage a Like or comment such as “Click like if…”, “What

do you think about…?”, Surveys, etc.• Upload photos, don’t forget to tag your followers• Ask users to tag & upload photos of themselves using your product, visiting

your business, etc.• Encourage people to “check-in” to your business• Share posts by your followers• Be slightly controversial

Strategies for posting• Start by posting at least once a day during peak hours

Peak Times for Social Network Usage

• Weekdays• 9:30am• 12:00pm• 3:00pm• 6:00pm

• Weekends• Don’t bother,• unless your business lives for

the weekend, e.g. Restaurant, Club, etc.

Photo by Flickr user Mark Seton

Strategies for posting

• Start by posting at least once a day during peak hours• Follow the 80/20 rule

20%

80%

The 80/20 Rule

Posts that sell yourself

Posts that engage others

Don’t make it all about yourself. Give people a reason to listen.

For each tweet or Facebook post, you should have 4 other posts which don’t obviously try to make a sale



• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site

5 year old blog post

New blog post

Just because it’s old doesn’t mean it’s no longer useful to people



• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine

Notice the genuine engagement in all of the posts from Brisbane School of Hairdressing


• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine• Post helpful links to other sites

Tropical Pineapples is doing a good job of providing a wide range of great content by linking back to their own site only once out of 4 posts


• Start by posting at least once a day during peak hours• Follow the 80/20 rule• Post links to new & old content on your site• Be genuine• Post helpful links to other sites• Use established & trending hashtags or keywords when

possible

Strategies for postingThese are the trending hashtags and keywords in Australia for Twitter on 16/04/2012

If appropriate, try to integrate the day’s trends to gain more exposure

Obvious spam. Don’t do this



possible• Prewrite posts for when you have writers block



possible• Prewrite posts for when you have writers block• Write for your audience, use words they’d use• Proofread yourself 3 times before posting


She makes little to no sense and she’s an English major!

Don’t be a “Perf3Ct lil Ang3l”



possible• Prewrite posts for when you have writers block• Write for your audience, use words they’d use• Proofread yourself 3 times before posting• Retweet, Like, and share other people’s posts if they’re

appropriate



possible• Prewrite posts for when you have writers block• Write for your audience, use words they’d use• Proofread yourself 3 times before posting• Retweet, Like, and share other people’s posts if they’re

appropriate• Use social search engines to find engagement opportunities

Using social search engines to find people to engage with

Use social search engines besides Twitter’s search function to find more opportunities for engagement

recommend brisbane removalist

Topsy

This is basically a free lead. You can jump in on the conversation and send them a personalised message and link to a page with your recommendations from previous customers

Topsy will send you email alerts too so you don’t have to do this search everyday

Gaining Followers on Facebook• To engage with followers on Facebook you must first get people to “Like” your page• Display your Facebook link everywhere you can and encourage people to Like your

page• Once you have followers give them a reason to stick around and engage• When your followers engage with you, (depending on the Edgerank algorithm)

those conversations may show up on their friends walls• Use your personal account to solicit your friends to Like your page• Use the “Invite Email Contacts…” feature in the Admin section to solicit your friends

and past customers

How to track your links and posts

How many people used this shortened URL

When people used this particular URL to get to my site

Where people are coming from

Who’s mentioning this link. Thanks Luke!

Crowdbooster is a simple Twitter analytics web app which lets you visualise how effective your tweets are

Crowdbooster also tells you the best times each day to tweet and allows you to schedule tweets. It also integrates nicely with your bit.ly account!

Facebook Analytics

Don’t get too obsessed over this data. Pay more attention to what’s actually happening on your page

1,000,000 Likes means nothing if you don’t engage

How to optimise your tweets in 2 steps

1. Decide what you want people to do with it• Do you just want them to Like or share it?• Do you want them to perform an action? e.g. buy something, engage with

you, etc.2. Write the perfect tweet and watch the money roll in

Anatomy of a perfect tweet

Using well known industry hashtags

Tweeting at a user somewhat involved with the event in the hopes that I get a retweet

Listing benefits

Call to action

Bit.ly link for more info & registration

Listing benefits

If you’re a retailer:• Post photos of new product, preferably in use• Recommend other local businesses people should visit• Talk about upcoming and past events• Ask people for photos of them using your product• Talk about local current events, leave it open so people feel free to give their

opinion

5 Suggested posts to get you started


If you’re a tradie:• Take before & after photos showing off your work. If possible, edit both photos in

to one and put “before” & “after” watermarks on them so people can’t mistake the “before” photo for the “after” photo

• Recommend other tradies. If you’re a plumber, recommend an electrician• After a week, follow up with people on Facebook or Twitter. Ask them how they

like the job• Post simple DIY tips. E.g. “Most people don’t know WD-40 isn’t a lubricant. Follow

up with [Product X] to fix that squeaky door for good”• Post solicited recommendations from your customers


If you’re in a boring business like insurance or B2B:• Good luck• Talk about real life benefits of your product, keep the industry jargon to a minimum• Post recommendations from clients• Talk about changes in the law that affect your followers• Do a top 10 reasons to use your product. Post one a day (you can recycle this into

new content for your site as well, but that’s another talk)• Solicit users to submit their burning questions and answer one a day. e.g. “Ever

wanted to know which car is the most expensive to insure? How to get the cheapest rates? Ask your questions here”

Social Media Cheat Sheet

How to build and develop a loyal following

1. Be genuine2. Fill out your profile completely and upload a great looking profile picture3. Respond to everyone that engages you4. Engage others that are already talking about your business niche5. Post as much as is appropriate for your industry and followers6. Post during peak times (9am – 6pm)7. Post pictures that your followers would find interesting8. Use relevant trending #hashtags9. Link to your social media accounts where appropriate10. Follow @ecbd on Twitter (see what I did there?)

Social Media Cheat Sheet

How to make yourself odious in the eyes of the people

1. Ignore everyone2. Take every criticism personally and respond in kind3. WRITE IN ALL CAPS + UZ TXT SPK4. Post only links to your own site5. Don’t proofread your posts for confusing grammar errors6. Post like you’re “Former chief evangelist of Apple” Guy Kawasaki (who tweets 100 times a day)7. Constantly ask people for a “Like” or “RT”8. Post unrelated personal petty junk9. When you’re not spamming everyone, complain about something10. Play all the Facebook games, post your accomplishments and send invites to everyone

Summary• Social Media is where the people are and it only costs you your time• Fill out every bit of info you can in your social profiles• Be engaging and you’ll attract followers• Seek out people that might like you and start a conversation• Have a posting strategy for engagement• Track your progress to see how effective your posts are• Feel free to continue the conversation with me on Twitter @TheRealMrJesse

Technology

Facebook & Twitter for Business