Show Your Clients the Value of Facebook in 7 Easy Steps

SHOW YOUR CLIENTS VALUE THE OF FACEBOOK IN 7 EASY STEPS 9 SHORTSTACK presented by DASHBURST Here's a common scenario: You have a client who you know would benefit from a Facebook Page but the client isn't convinced. These seven steps will help you build a solid case: DISCUSS YOUR CLIENT'S GOALS 1 Ask your client the following questions: • WHAT ARE YOUR EXPECTATIONS? Explain that the Page likely won't go from 100 to 10,000 fans overnight • WHAT KIND OF EXPOSURE DO YOU WANT? New options for promoting deals or new products? More interaction? More coverage from bloggers or traditional media? • WHAT KINDS OF USER/CUSTOMER FEEDBACK WOULD BE MOST HELPFUL FOR YOU? Product opinion, basic demographics, user sentiment? • WHAT DEMOGRAPHIC ARE YOU NOT CURRENTLY REACHING BUT IS VALUABLE TO YOU? New regions, older/younger or male/female users? 9 SHORTSTACK • WHAT ARE YOUR COMPETITORS DOING THAT YOU LIKE/DISLIKE? • WHAT KIND OF ROI DO YOU EXPECT? Better customer feedback? Increased word-of-mouth marketing? Gaining a better understanding of customers' wants and needs. For numbers, look at Like count and Insights. GATHER INFORMATION THAT SUPPORTS YOUR PITCH When doing research that will help support your pitch, focus on three areas and then be prepared to share some of your best work: • CASE STUDIES Find examples of similar businesses that have vibrant Facebook presences. Be sure to include a couple of your client's competitors. • MARKET RESEARCH Look up user statistics on checkfacebook.com to estimate the number of people within your client's target audience who are on Facebook • FACEBOOK'S FUTURE PROJECTIONS Find articles that predict Facebook user growth; focus on your client's target market. • SHOW OFF SOME OF YOUR PREVIOUS WORK Even if your best work wasn't done for a business similar to the one you're pitching showing you have experience in Facebook marketing will add to your credibility. PRESENT THE OPPORTUNITIES 3. Based on your client's goals, demonstrate how Facebook could help: • A YOUNG BUSINESS Present the branding opportunities Facebook has to offer. • A CLIENT CONCERNED WITH SALES Introduce several of Facebook's many business-only features, such as Offers. esRTSTAGK DISCUSS THE RISKS Being a target of public criticism is an issue that makes many companies nervous about having a Facebook presence. Address their fears: 4 • CREATE A CRISIS MANAGEMENT PLAN Demonstrate how you plan to minimize the risks of being transparent. • ADDRESS TRANSPARENCY Talk about the reasons customers like the transparency that social media allows -- and how it can inspire loyalty. SHOW THEM THE NUMBERS Create a simple spreadsheet or document that includes estimates of what's required to create and maintain a Facebook page. Things to include: • HOURS A WEEK NEEDED TO MAINTAIN A FACEBOOK PAGE • THE NUMBER OF PEOPLE NEEDED TO UPDATE AND MANAGE THE FACEBOОК РAGE • THE COST OF CREATING A PROFESSIONAL-LOOKING FACEBOOK PAGE • BUDGET FOR FACEBOOK ADS PROPOSE A TESTING PERIOD 6. If your client still isn't convinced of the value of a Facebook presence, suggest a trial period that lasts 60 days (at least). At the start of the trial period you will provide: 1. AN OUTLINE WITH SEVERAL REALISTIC GOALS FOR THE COMPANY For example, include a 20 percent increase in the number of fans who engage with the Page by commenting and sharing or a certain number of sales that result from a promoted deal. 2. A COMMITMENT TO POST A SPECIFIC NUMBER OF TIMES PER DAY OR WEEK A good goal: Two posts a day/Five days a week. 3. A STYLE GUIDE FOR THE FACEBOOK PAGE SHOR ACк Include suggested cover and profile photos, copy and voice. Do they want to be casual, informative or formal? Funny, conversational or journalistic? PRESENT THE RESULTS 7 At the end of the trial period, discuss with your client the results of the test. In your presentation, include: 1. A WRAP-UP WITH DETAILS ABOUT ACCOMPLISHMENTS AND LESSONS LEARNED 2. SUGGESTIONS FOR TACTICS YOU WILL USE GOING FORWARD Remind your client that social media is ever-changing and you will monitor and adjust accordingly. 3. A DISCUSSION ABOUT ADDITIONAL OPTIONS FOR ESTABLISHING AN ENGAGING FACEBOOK PRESENCE Include Facebook apps and Facebook advertising presented by SHORTSTACK DASHBURST SHOW YOUR CLIENTS VALUE THE OF FACEBOOK IN 7 EASY STEPS 9 SHORTSTACK presented by DASHBURST Here's a common scenario: You have a client who you know would benefit from a Facebook Page but the client isn't convinced. These seven steps will help you build a solid case: DISCUSS YOUR CLIENT'S GOALS 1 Ask your client the following questions: • WHAT ARE YOUR EXPECTATIONS? Explain that the Page likely won't go from 100 to 10,000 fans overnight • WHAT KIND OF EXPOSURE DO YOU WANT? New options for promoting deals or new products? More interaction? More coverage from bloggers or traditional media? • WHAT KINDS OF USER/CUSTOMER FEEDBACK WOULD BE MOST HELPFUL FOR YOU? Product opinion, basic demographics, user sentiment? • WHAT DEMOGRAPHIC ARE YOU NOT CURRENTLY REACHING BUT IS VALUABLE TO YOU? New regions, older/younger or male/female users? 9 SHORTSTACK • WHAT ARE YOUR COMPETITORS DOING THAT YOU LIKE/DISLIKE? • WHAT KIND OF ROI DO YOU EXPECT? Better customer feedback? Increased word-of-mouth marketing? Gaining a better understanding of customers' wants and needs. For numbers, look at Like count and Insights. GATHER INFORMATION THAT SUPPORTS YOUR PITCH When doing research that will help support your pitch, focus on three areas and then be prepared to share some of your best work: • CASE STUDIES Find examples of similar businesses that have vibrant Facebook presences. Be sure to include a couple of your client's competitors. • MARKET RESEARCH Look up user statistics on checkfacebook.com to estimate the number of people within your client's target audience who are on Facebook • FACEBOOK'S FUTURE PROJECTIONS Find articles that predict Facebook user growth; focus on your client's target market. • SHOW OFF SOME OF YOUR PREVIOUS WORK Even if your best work wasn't done for a business similar to the one you're pitching showing you have experience in Facebook marketing will add to your credibility. PRESENT THE OPPORTUNITIES 3. Based on your client's goals, demonstrate how Facebook could help: • A YOUNG BUSINESS Present the branding opportunities Facebook has to offer. • A CLIENT CONCERNED WITH SALES Introduce several of Facebook's many business-only features, such as Offers. esRTSTAGK DISCUSS THE RISKS Being a target of public criticism is an issue that makes many companies nervous about having a Facebook presence. Address their fears: 4 • CREATE A CRISIS MANAGEMENT PLAN Demonstrate how you plan to minimize the risks of being transparent. • ADDRESS TRANSPARENCY Talk about the reasons customers like the transparency that social media allows -- and how it can inspire loyalty. SHOW THEM THE NUMBERS Create a simple spreadsheet or document that includes estimates of what's required to create and maintain a Facebook page. Things to include: • HOURS A WEEK NEEDED TO MAINTAIN A FACEBOOK PAGE • THE NUMBER OF PEOPLE NEEDED TO UPDATE AND MANAGE THE FACEBOОК РAGE • THE COST OF CREATING A PROFESSIONAL-LOOKING FACEBOOK PAGE • BUDGET FOR FACEBOOK ADS PROPOSE A TESTING PERIOD 6. If your client still isn't convinced of the value of a Facebook presence, suggest a trial period that lasts 60 days (at least). At the start of the trial period you will provide: 1. AN OUTLINE WITH SEVERAL REALISTIC GOALS FOR THE COMPANY For example, include a 20 percent increase in the number of fans who engage with the Page by commenting and sharing or a certain number of sales that result from a promoted deal. 2. A COMMITMENT TO POST A SPECIFIC NUMBER OF TIMES PER DAY OR WEEK A good goal: Two posts a day/Five days a week. 3. A STYLE GUIDE FOR THE FACEBOOK PAGE SHOR ACк Include suggested cover and profile photos, copy and voice. Do they want to be casual, informative or formal? Funny, conversational or journalistic? PRESENT THE RESULTS 7 At the end of the trial period, discuss with your client the results of the test. In your presentation, include: 1. A WRAP-UP WITH DETAILS ABOUT ACCOMPLISHMENTS AND LESSONS LEARNED 2. SUGGESTIONS FOR TACTICS YOU WILL USE GOING FORWARD Remind your client that social media is ever-changing and you will monitor and adjust accordingly. 3. A DISCUSSION ABOUT ADDITIONAL OPTIONS FOR ESTABLISHING AN ENGAGING FACEBOOK PRESENCE Include Facebook apps and Facebook advertising presented by SHORTSTACK DASHBURST