Women's Small Biz Revolution Summit: How to use Facebook & Instagram to Grow Your Business

Taught By Molly O’Kane
bloggerithm.com

You Have a Great
Product or Service

BUT
it doesn’t seem like
any one can find it

LET ALONE
SHARE IT OR
CLICK THRU!

Does the Internet
think I’m a
LOSER?

YOU’RE
JUST
MISSING
SOME
PIECES

Today we are going to take your from

Why are you
excited
about this
class?

This workshop will be perfect for you….
• If you currently have a
small business
• If you’re new to social
media
• If you’re looking to grow
your business

My Promise to You
1. All about Facebook & Instagram
2. Loads of ideas to try out
3. There are tools to make your
life easier!
In about 1 1/2 hours you’re going
to learn:

Meet Molly
Social Media & Marketing
Consultant for San Francisco
Small Business Development
Center
With over a decade of starting new
programs from scratch, speaking, and
most importantly, real-life, in-the-
trenches business experience.
I started helping small business
owners over three years ago deal
with the sometimes overwhelming
marketing, advertising & social media
aspects of starting a new business.

Close your
eyes and
think of
your best
customer

http://www.pewinternet.org
81%
64%
40%
34%
91%
29%
68%
27%
78%
40%
27%
34%
85%
33%
26%
32%
65%
21% 19%
26%
68%
24%
10%
17%
41%
10% 8%
16%
40%
9%
3%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Instagram Twitter Pinterest YouTube Linkedin Snapchat WhatsApp
% Users by Age in 2018
18-29 30-49 50-64 65+

http://www.pewinternet.org
62 30
23
16
75 25
23 20
74 39 24 41 72 25 31 24
Facebook Instagram Twitter Pinterest YouTube Linkedin Snap Chat Whats App
Adult Users: Male/ Female percentages 2018
Male Female

Pew Research 2018
68
35
29 25 24
73
27
22
0
10
20
30
40
50
60
70
80
90
100
Facebook Instagram Pinterest Linkedin Twitter YouTube Snapchat Whats App
73% of Adults are on YouTube
% of Adult Internet Users

WHERE?
Who?
Who are you trying to reach?
The more specific the easy it
will be
What?
What are they searching for?
What words do they use on
google & What signals buying
intent?
Where?
Where are they
hanging out?
Where are they doing
research prior to
purchase?
WHO?
WHAT?
SALES HAPPEN & MONEY IS MADE
WHEN..
Best Ideas all in One Place
www.Bloggerithm.com/blog

Facebook is a social networking site that makes it easy for you to connect and
share with your family and friends online.

http://newsroom.fb.com/company-info
2.23
June 2018

www.statista.com/statistics/187041/us-user-age-distribution-on-facebook
www.businessinsider.com/how-much-time-people-spend-on-facebook-per-day-2015-7
Users Spend
20+ minutes
per day on
Facebook

http://www.socialmediaexaminer.com/facebook-marketing-why-it-is-time-to-rethink-
300 Visible Posts
5000
Pages
5000
Friends
6000
Groups
Facebook User
15,000 Posts
Algorithm
1,500 Posts

How People Use Facebook
• To pass the time,
• Connect with friends & family members
or
• To be entertained by the content they
encounter.
• People aren’t searching for anything in
particular.

Anatomy of a
Facebook Page
Profile Image
Cover Art
CTA Buttons
About

Facebook #1 - Upload a Great Profile Picture
Your profile picture is the one thing
everyone will associate with your
brand – it’s the image next to
everything you post.
Fact:
People are more likely to want to engage
with a person than a brand logo.

Facebook #2 - Have a Great Cover Photo
@SpeakeasyBeer
• The cover photo is your first & best chance to make a good
impression on would-be fans & prospective customers.
• It’s your personal billboard.
• Make sure you use an image and text that speaks about your brand
— but doesn’t overdo it.

Facebook #4 - Complete Your About Section
Your About section speaks volumes about
your business – and it’s the first thing most
visitors will read.
Write something descriptive about your brand
that conveys what you do. Make sure to:
• Provide good information
• Tell people what your company does
• Share why you’re different
• Add other interesting details
Tip: Keep it friendly and informal. A casual tone
usually works best on Facebook.

New Tool in (Beta)
https://mollyokane.com/which-photo-site-is-the-best-for-your-project

Use Images – Visual content drives
engagement, period.
According to KISS metrics:
• Facebook photos get 53% more
likes
• 104% more comments
• 84% more click-through on links
than posts containing only text
http://go.classy.org/guide-social-media-for-nonprofits-blog
Facebook - What to Post

Use Video – Visual content
drives engagement, period.
Videos work when:
• Authentic
• Entertaining
• Evoke Emotion
• Personal/Relatable
• Useful
• Viewer Control
• Work with Sound Off
Facebook #5 - What to Post

What is Live
A fun, powerful way to connect with your followers and
create new ones along the way
Why Use Live
• Facebook is prioritizing and promoting live video
right now
• Helps you to test new ideas and get immediate
feedback
• It can lead to higher engagement
Facebook #6 - Live
https://live.fb.com

Facebook Live Ideas:
• Ask me Anything (AMA)
• Behind the Scenes
• Teaching Presentations
• Announcements
• Event Recaps
• Thoughts for the Day
• Promoting Content/Newsletter
• Guest Presenters/Interviews
• Demonstrations
• Reviews
• Live Events
Facebook - Facebook Live
@problogger

Offer time sensitive discounts
• Offering time based discounts can
be an extremely effective way to get
people to take action and move the
needle when you need to.
Facebook #7- What to Post
All the Business Growth Ideas You Will Need
www.bloggerithm.com

Questions
• Posts that ask questions
garner 23% more engagement
on average.
• Try getting inquisitive to start
a dialogue with your audience.
Build Relationships &
Community
Facebook #8- What to Post
www.bloggerithm.com

Fill-in-the-blanks
There are many types of Fill-in-the-
Blanks you can post on your Facebook
page -- but these 4 are the biggies:
• Business/Product related
• Industry related
• Random topic
• Holiday & festive
www.bloggerithm.com

Run Contests:
Facebook contests are a great way to get
to know your audience, and increase
loyalty and reach.
Contest Ideas:
• Like to Win. ...
• Comment to Win. ...
• Like and Comment to Win. ...
• Caption Contest. ...
• Fill-in-the-Blank Contest. ...
• Photo Contest. ...
• Q&A Contest. ...
• Crowdsource Contest.

Facebook #9 - Leverage Ads
3 steps in our local business
Facebook advertising strategy are:
1. Make people aware of your
business by providing free value.
(The Awareness Stage)
2. Establish your local business as
the expert. (The Consideration
Stage)
3. Make the pitch for your
business. (The Conversion
Stage)
www.bloggerithm.com

Facebook #10 - Be Human
How to do this:
• Reply to comments using
the person's first name
• Show Empathy
• Treat people with Respect
• Kill people with Kindness
• Make posts personal
www.bloggerithm.com

Facebook - Use Messenger
Why do this:
Great way to communicate
to customers
Somethings you can do:
• Answer questions
• Send thank you
• Send offers
• Private or Group Chat
• Food Orders

Facebook Recommendations
• Don’t Ignore
Reminded people to
recommend

Facebook Groups
Why Use them?
• As soon as you have a group of
engaged people caring about you,
you can bring them to whichever
platform you want, even long after
this opportunity passes.
• Right now, growing Facebook groups
is ridiculously easy but it's not going
to stay this way.
• Cons: Time-consuming to start &
monitor
• Opportunity: For higher reach.
are the place for small group communication and for people to share their
common interests and express their opinion.

• Buzzsumo – Analyze what
content performs best for
any topic or competitor
Including questions

• Tip: Export Quarterly
• Explore all sections,
will look different
depending on type
of page
Monitor Insights

Hashtag
Free Ideas & How to for Business Growth
www.bloggerithm.com
What is a Hashtag?
A tool that allows others to find your content,
based on topics.

Use Hashtags Intelligently
on Facebook
● Here are some things to NOT do when
using hashtags:
● Don't use hashtags in every post
● Don't hijack a common hashtag just to
try and show up in results
● Don't hashtag senseless words -- like
#huzzah or #awesome
● Don't stuff your post with hashtags -- 1
is enough!

Ideas to Grow Your Facebook Followers
1. Have Great Content
1. Run Facebook Ads
1. Guest Curate for Other Pages: Choose 5 to 10 successful
Facebook pages run by companies offering services
complementary to yours, since they share your target
audience. Your expertise will offer real value to their fans.
Then offer to curate content for them once a week in return
for credit on their page.

More Ideas to Grow Your Facebook Followers
• Seek Out Promotional Swaps: Search for and list about 30 to 40
Facebook pages for products, services or communities that are
complementary to yours. Send each page a message, explaining a
bit about yourself and your Facebook status (such as page likes and
engagement). Offer to mention their Facebook page to your fans
on a Facebook update if they mention yours in return.
• Conduct Q&A Sessions with an expert: Invite different experts in
your field to answer questions on your Facebook page and rally
users to show up and ask questions in real time. Fans can ask
questions and interviewees can respond inline, making the Q&A
easy to follow. Great to do Facebook Live.

• Facebook Ad Manager- Analytics
• Facebook Insights
• Facebook Scheduler
• Hootsuite — Allows you to post and schedule updates to your
Facebook pages, personal profile, and groups.
• Buffer — Allows you to post and schedule updates to your Facebook
pages and personal profile.
• Post Planner — Helps you come up with engaging updates for your
Facebook pages and personal profile.
• Facebook Ad examples https://adespresso.com/academy/ads-
examples/
• Facebook Pages Ads & info
Tools for Facebook

• Facebook Pages for Business: A Guide for Newbies
https://www.shopify.com/blog/4498722-facebook-pages-for-
business-a-guide-for-newbies
• The Complete Guide to Facebook Marketing
http://grow.kissmetrics.com/complete-facebook-guide
Learn More Facebook

Instagram is a fun and quirky way to share your life with
friends through a series of pictures. Snap a photo with
your mobile phone, then choose a filter to transform the
image into a memory to keep around forever.

Instagram stats 2018
71
55
40
16
0
10
20
30
40
50
60
70
80
18-24 25-29 30-49 50+
Usage Percentage by age
Percentage
49.7
50.3
Male/Female
Male Female
https://www.statista.com/statistics/802776/distribution-of-users-on-instagram-worldwide-gender/
http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/pi_2018-03-01_social-media_0-02/

• The average Instagram user spends 25-32
minutes per day on the network,
• Top brands get 58 times higher
engagement than Facebook and 120
times higher than Twitter, says Forrester.
• The visual format offers a natural fit for
promoting branded campaigns, lifestyle
and retail content, and increasing
employee and customer loyalty.
• Best for B2C companies
1. Econsultancy, “20+ Instagram Stats Marketers Need to Know.” 2015. https://econsultancy.com/blog/65939-20-
instagram-stats-marketers-need-toknow/
2. Econsultancy, “20+ Instagram Stats Marketers Need to Know.” 2015. https://econsultancy.com/ blog/65939-20-
instagram-stats-marketers-need-toknow/
3. Forrester, “Instagram Is The King Of Social Engagement.” 2014. http://blogs.forrester.com/ nate_elliott/14-04-
29-instagram_is_the_king_of_ social_engagement
Instagram - Why Use

https://business.instagram.com/gettingstart
Instagram - Create Account

• Post Consistently
• High Quality Photos (1080 pixel
width for best quality)
• Think Square
• Have a recognizable face
• Take time to write great descriptions-
People like worldy descriptions
such as “A beautiful day no matter rain or
shine because yoga replenishes your soul.”
Instagram - Posting Tips

#Hashtags
• To join in what’s trending –
Trending hashtags are those which
are viral at a given moment.
• To connect with a niche – Finding
related hashtags takes some
digging.
• All of the 30 that you’re allowed
to
• Best to post majority in first
comment
Instagram - What to Post

For example:
• (Brand Keyword Hashtags)
#mybrandname #mensfashion #mensaccessories
#mensgoods #fashion #mensstyle #instafashion
#menswear
• (Product Category Keyword Hashtags)
#bugatchisocks #happysocks #corgisocks #socks
#sockswag #socksoftheday #sockgame #sockswagg
#socksofinstagram #happysockday #sockwars #funsocks
#happysockday
• (Location Specific Keyword Hashtags)
#Toronto #TorontoFashion #TorontoFashionBloggers
More on: Hashtag (activity) Hash Tags:
15-20 popular
hashtags for each
category of
products.
5- 10 popular tags
that describe my
brand and product
offering overall.
3 location tags
**Use both popular hashtags (with millions of searches) and less popular ones (with ~50,000)
to give you a better chance of popping up in Instagram searches.***

Show Your Product Catalogue in
Motion
• This gives your followers an
opportunity to see your products
in a context they can relate to in
their day to day lives.

Show Your Product
in Fun Ways

Products, Paint A Mood
• Keep it casual and give
consumers an emotional
context to identify with.
• Focus on answering
questions such as “What will
I feel if I own this thing?
What will it say about me?”
https://www.instagram.com/benandjerrys/

Get Your Instagram
Followers Tagging Their
Friends

Run Giveaways and Contests
Like or Follow to win
email gated
User Generated Content
How: Offer a prize people are interested in
winning and ask them to like your profile,
like the post, and @ mention one friend per
entry.
Partner on contests

Behind the Scenes
Nothing says engagement like giving
your followers the ability to see what
happens behind the scenes and giving
them a chance to like and comment.
Show how your product is made

Regram user generated content
User generated content is
content (photos and captions)
that the users of your product
create themselves.
If you setup a branded hashtag
(check nobody else is using it
first and then just start using it)
https://www.instagram.com/p/BGK6Lc0

Regram How To:
• Ask for permission
• Avoid edits if possible
• Alway, always, always give
proper credit
The best way to provide appropriate attribution is to simply state it outright,
i.e. “Photo Credit: @username,” “Credit: @username,” or “Captured by
@username.”
https://www.instagram.com/p/BC_UEddL

Delight with Flash Sales
Pump up your followers’ feeds with
bonuses, special offers, and insider
announcements.
41% of Instagrammers state that
they follow, or would follow, a
brand to take advantage of perks
and giveaways, give followers that
incentive

Share Event
Promote events and
shows on Instagram.
posts with a geotag
get 79% percent more
engagement!

Inspire People
• share new
perspectives that a
customer wouldn’t see
in their everyday life.

Instagram Stories
• a new feature that lets you share all the moments of your day, not
just the ones you want to keep on your profile.
• As you share multiple photos and videos, they appear together in a
slideshow format: your story.
• The photos and videos will disappear after 24 hours and won’t
appear on your profile grid or in feed.
• Unlike regular posts, there are no likes or public comments.
• Ideas: Deliver Special Offers, Show Off Your Creative Process,
Share a Raw, Informal Glimpse Into Your Business

Instagram Stories
• Give Answers And Keep It Short
• Four crucial questions you have to answer when writing your
Instagram Story headline include:
• Is this useful – do people see the value in it
• Is this unique – does it promise a unique benefit? (Is it differentiated?)
• Is this urgent – does it lead the audience to act now?
• Is this ultra-specific?
Instagram Stories-Dailyharvest
https://www.instagram.com/p/BgEOq1mgwJu/?hl=en&taken-by=cpkfrozen

Instagram Stories
• Make Everyday Moments More Exciting
• Adding Boomerang to something as understated as cheese grating
adds a touch of humor, as well, which users will remember.
Instagram Stories-CPK Frozen Pizza

Instagram Stories
• Watchable in silence
• Lead with a question
• a bold and specific CTA “Swipe up to claim,” pointing users in the
direction of an enormous discount.
Instagram Stories-Follain

Instagram Stories
• showcasing a series of products and/or a single product from
multiple angles.
• the Story format moves through a series of images automatically.
Instagram Stories-SheIn
https://www.instagram.com/sheinofficial/
https://www.instagram.com/stories/highlights/17916149191211098/

Instagram TV (IGTV)- IGTV App
• IGTV is Instagram's own video content hub, focused on longer-form video content, with
videos of up to a maximum of 60 minutes.
• You can share IGTV videos to Instagram Direct Messages (so much opportunities for
added reach)
• You can link directly to an IGTV video from your Instagram Stories (drive traffic to your
IGTV videos with a swipe up)
• Video uploads must be in vertical format
• Videos need to be between 15 seconds and 1 hour long.
• Ideas: Interviews/Q&A’s, Video greetings/Introductions, Product
Demos/Tutorials/How To’s, Recurring Segments, IGTV Exclusives, Webinars,
Repurpose Content

Engagement is a circle
• more engagement will also lead to
new followers & more engagement.
• You want the engagement in the first
hour or so of posting for it to keep
boosting.
• Engage with your followers in the
comments
Engagement
comment
converse
engagement
follow

Instagram Shopping (New)
Instagram Shopping
• Instagram Shoppable Posts
• Instagram Stories
• Shopping Channel in Explore (testing)
https://business.instagram.com/a/shopping-setup-
guide

Instagram Shopable Posts How to Start
There are a few eligibility requirements you’ll need to check off before you can get
started with Instagram shoppable posts:
1. You must be located in one of these countries: United States, Canada, Brazil, the
United Kingdom, Germany, France, Italy, Spain, or Australia
2. You need an Instagram business account
3. You must be on the latest version of the Instagram app on either iOS or Android.
4. Your business must sell physical goods that comply with Instagram’s merchant
agreement and commerce policies.
5. Your business profile must be connected to a Facebook catalog. This can be created
and managed on Business Manager, directly on your business’s Page on Facebook, or
through Shopify or BigCommerce.

Call out your
Instagram
shopping
experience on
your website
https://gardensofthesun.net/pages/shop
Instagram - & Your Website

• Feature other influencers in your
space and reach through to their
audiences
• One thing that works well on any
social network is getting other
influencers involved in the creation of
your content.
Birchbox teamed with Emily Schuman to curate and promote their May box. The
dual effort resulted in a lot of likes and extensive reach. Birchbox and Emily (who
has more than 260,000 Instagram followers) both promoted this partnership with
five Instagram photos, which received over 18,000 likes and reached more than
550,000 consumers.
http://www.socialmediaexaminer.com/5-brands-on-instagram-that-succeed-with-influencer-
Instagram - Influencers

• From April 19 to April 23, 2017 (the days that the
Unicorn Frappuccino was available for purchase),
90,000 pictures were posted on Instagram using
the hashtag #unicornfrappuccino. Only two of
these photos were organically posted by
Starbucks.
• creating a product that is social media–friendly,
making it available for a short period of time, and
using a hashtag so users can feel like part of a
community makes for a great marketing
campaign.
http://simplymeasured.com/blog/what-your-brand-can-learn-from-the-unicorn-frappuccinos-social-
Unicorn Frappuccino’s Social Media Impact

• Social Media started June
• Party with Bloggers & Media
July 28 2017
• Opened to Public August 1
• $32-$35 tickets 20 tickets
Every ½ Hour
• Releasing a month at a time
• She already had a large
following Oh Happy day
• Now moved to New York
Color Factory

Insights for Posts and stories
• Impressions: Total number of times
your post or story was seen
• Reach: Number of unique accounts
who saw your post or story
• Website Clicks: Number of accounts
that have tapped the website link on
your Business Profile
• Follower Activity: Average times
your followers are on Instagram on a
typical day
• Video Views: Number of times your
video was viewed for 3 or more
seconds
• Saves: The number of unique
accounts that saved your post

New
• Choose who can comment
on their posts
• set comments from just
their followers, or
• people they also follow

• Boomerang is an app for creating fun, 1-second long videos with no audio. Free
• VSCO has emerged as the reigning champ of creating beautiful photos on-the-go. Free
• Tailwind App a new standard in Visual Marketing, Analytics and Management. Discover
Content, Schedule Posts, Monitor Conversations, Launch Promotions, and Analyze Results. All
in One Platform. Discover Content, Schedule Posts, Monitor Conversations, Launch
Promotions, and Analyze Results. Cost: $10/month
• Like2Have.it is a great tool for creating embeddable Instagram feeds outfitted with links that
drive customers directly to product pages. Cost: $20/month
• Iconosquare Instagram analytics made easy. Measure your performance and optimize your
strategy. Track hashtags. Benchmark against your competitors. $9/mo.
• WEBSTA Get easy-to-understand data and statistics about your Instagram account and make
smart marketing decisions with WEBSTA!
Tools for Instagram

• FYI- Because you can’t
click direct on links
except in profile
description, it’s difficult
for small businesses to
track.
• Make sure to ask
customers how they
hear about you.
Instagram - ROI Tracking

Boomerangs start with your
original clip, take a series of
ten photos, and transform
them into a whimsical short
video.
Instagram Tool - Boomerang

• Marketers Guide to Instagram
https://blog.kissmetrics.com/marketers-guide-to-instagram/
• The Beginner's Guide To Influencer Marketing on Instagram
https://www.shopify.com/blog/115935109-the-beginners-guide-to-
influencer-marketing-on-instagram
Instagram Shopping Set Up Guide
https://business.instagram.com/a/shopping-setup-guide
Learn More Instagram

Scheduling Organization Tools : Instagram

• Google Analytics: Google Analytics makes it easy
to track your traffic from social media, create
campaigns and figure out your ROI. It’s also
helpful for tracking metrics for social media sites
that don’t give you a great amount of data like
Snapchat or Instagram.
• Individual social media platforms: Certain
platforms like Facebook, Twitter and Pinterest will
give you further insight and metrics that will be
helpful depending on your goals.
Tracking Social Media Success (ROI)

Facebook/Instagram Ad vs. Google Ads
• Google is great for demand fulfillment: Search -> Buy
• Facebook is great for demand generation: Discovery
• Complex to get it right. Lower conversion rate. Bigger opportunity.
• Google’s lifecycle: SetUp, Test, Fine-tune, Forget
• Facebook’s lifecycle: SetUp, Test, Fine-tune, Repeat… You
constantly need to test different ad designs and audiences to
target

What We Learned Today
• How to use Facebook &
Instagram
• Types of posts for
maximum engagement
• Tools To Save Time

If you loved the class, I would love to hear about how
you will use what you learned
Before you leave write a review
@Bloggerithm on Facebook

Contact Info:
Molly O’Kane
📧bloggerithm@gmail.com
🌐bloggerithm.com

Women's Small Biz Revolution Summit: How to use Facebook & Instagram to Grow Your Business

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Women's Small Biz Revolution Summit: How to use Facebook & Instagram to Grow Your Business