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Oct. 28, 2014

84: Rediscovering the Potential Business Value of Facebook Groups

84: Rediscovering the Potential Business Value of Facebook Groups

Have you had a bad experience on a social network and refused to venture back into it? That's not good business sense. Perhaps it has happened to you by being opted-in to several Facebook Groups without your permission. Now is time to join Neal in rediscovering the potential business value of Facebook Groups.

Transcript

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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media author, speaker, consultant, founder of Maximize Social Business and the soon to launch Social Media Centre of Excellence. Neil Schaefer. Everybody welcome to my world shaper. Maximize your social. Yes, you're in the right place. It is a beautiful Well, it's hard to say it's an autumn day when you live in a place where you don't see any snow in the winter, and it doesn't really get that cold. I'm here in beautiful Irvine, Orange County, California presenting to you today, and it's that time of year, right in mid delayed October where the heat starts to cruel down, especially in the mornings, and the evenings in your body starts to feel a little bit weak as you transition from your summer system to your winter system. And that's sort of where I am right now. Sort of feel like I need to, you know, put on long sleeve shirts instead of short sleeved ones when I put on my pajamas at night. But anyway, I don't want to die aggress about the weather, But it's a great lead in because you know, every time we get near the end of the year, and although we're only in October, you know how Thanksgiving advertising and you know, Christmas and Hanukkah advertising. Everything comes earlier, and earlier every year we begin to sort of look back at what we've done this year and look ahead for the new year. And one thing that we always think about us, huh? You know, I've never really used Tumbler. Is that a network that I should pay more attention to? Or like I talked about it. My last podcast. Instagram Holy Smokes. Look at the engagement. Look at the success stories that we're starting to hear. How can I levers that and make that transition from the personals of the business now in alignment with all this is one of the quotes from my top 25 social media for business quotes. Post, which is you are never too late to join or really engage in any aspect of a social network, right? So that's the beauty, you know, I presented last weekend in Dallas and there were literally people who said I am just signing up toe linked in. Do you have a book that can help me? I'm gonna be presenting in December to a group of professionals here in Irvine that a majority of them and they're in sales and b to B are just getting started literally doing a workshop of getting them started with Linden account so and they can leverage it. You know, you may have been averaging linked in for three years and been successful. They can start leveraging it now, and they can be successful verbally quickly if they do the right things. And there's really yes, there is an opportunity loss. But, you know, do a reset on everything you d'oh! Don't feel like just because you tried something in the past. You shouldn't try it again or you're too late for something You want to go to L o great. You want to go to the zoo or however you pronounce it? I'm assuming that zoo t s you great. You need to be with your audiences and you need to figure out a way to engage with your audience to make yourself more successful there. Now, today's podcast with that in mind. Okay, today's podcast is going to be about Facebook groups, and you're looking at me saying, Neil, first of all, Facebook right? Facebook seems to be hated by more social media marketers in any other social network, right? I am a big fan of Facebook. I have always been a big fan of Facebook, even though, and you've heard me, you know, provide my own statistics. It has not been nearly as successful for me as a business for my digital properties as a Twitter, a lengthy in or even a Pinterest has been, although there's way more people on Facebook. But it is still where everybody spends their time. And after visiting Facebook headquarters last year, and I still owe you all a detailed e book interview, which I am creating, I need to get my Lincoln E book out 1st 7 promising you that for a few weeks. But I have immense respect for the platform and the people behind the platform. They really are building something that, you know, is in essence, sort of revolutionizing the way that we communicate with each other for lack of a better concept. So the other thing is that we talk about all these other networks were. People still spend a heck of a lot of time on Facebook. It is still by far the biggest social network. So if you relied on this equation of Facebook page, publish a quota image. Publish a link, published a question. Do it three times a day. Don't use paid advertising and you see your organic reach lessening because of Ed Drink. What have you? Well, you need to change what you do. You don't complain about the system, and this is what gets me, you know originally, because up until a few years ago, professionals were only on linked in and I still get these are all these complaints Why can't linked in do this? Why does linked and do that? It's like a chill. If there's my Southern California, my so called attitude, right, chill right, you're playing in their sandbox. It's Lincoln dot com. It's not your company dot com. You need to abide by the rules. You can complain about the rules, but you know it's just a waste of energy to waste time, figure out what to do within the boundaries, and those that have done that have been the most successful. I think it was a famous quote from Guy Kawasaki who got, you know, suspended by Twitter back in the early days. He's okay. You gotta push these networks to their bounder. That's funny, because I remember adding, like 80 people on Ehlo a few weeks ago when I was just getting started on and I think I mentioned the podcast. I immediately got to say You've added too many people today. Come back tomorrow. Great. Now I know that that exists, right? So that's sort of the thing you need to adapt and change your way. But the fact that people are on Facebook is no different today. It's irrelevant to the edge. Drink the drink and social media is always gonna favor people over businesses. Businesses were always at a disadvantage. Been engaging in social. That's another one of my top 25 social media quest for business that you better read that block first. Sorry for me being forceful there, but I express a lot Maurin that block post, and it's about 4000 words I think I've done in any of my other blocked us outside of my writing books, but let me get back to. So that's the Facebook side, right? Well, groups. Neil, what are you talking about? Now you're probably shaking your head right now. I am like you. When Facebook groups were announced over, some Internet marketers started using them. I don't know. Maybe two years ago I was opted into almost any Facebook group you can imagine. And it was spam, and I hated them, and I tried to immediately leave and not allow people to add me back in and stay away from them, right? They're evil. People are just using them for marketing. There's a lot of spam. What have you now? That's what I used to think. But there's been a lot of just anecdotes that I have seen from people that I respect from things that I read that you know what? There are some great Facebook groups out there, and it's it's the same with lengthen groups. I have a renaissance now linked in groups because it's a big fan of them. Then the Internet marketers took over, and now there's some great groups out there that have great conversations that the Internet marketers and well, at least a lot of professionals have sort of forgotten about their look at just full of spam. But there's really some great conversations, great information, but you need to find the right groups, and it's the same with Facebook. Okay, So I started my experimentation by saying, You know what? I am gonna join every open group that sort of related to social media that has that has a lot of people. And I'm also gonna go back into the groups that I was adopted in that I haven't deleted out because it just began to be such a hassle and start to see what they're talking about. It would have realized was yes. 80 to 90% of the groups out there are full of spam, but there are some great groups now. I know you're listening here, Albert, because I know Albert has built a great Facebook group organically. That has, I think, close to 2000 members off the correct me if I'm wrong. Albert, like a social media job board right is one example. I found a Facebook group for social media managers and has a little bit over 5000 fans. But it has tremendous engagement, no spam, and it's just been a great place to learn and also help others. So the other side of the Facebook group is as a business. You're at a disadvantage When you're in a Facebook group, you're engaging as a person and you can engage with people. Ah, lot more easier than you can on a Facebook page if they have an interest in your group, hope that makes sense. So if you're in marketing and you want to get ideas for new products, or you want to understand the frustrations that cat owners have, you create a group for cat lovers. You talk about, you know, the products that you use. You ask people what they use you post interesting photos. It's sort of like inbound marketing. Wanna one, but you're doing it for a group. It's the same thing you've been doing on your page and on Twitter and throughout social media. But now you're doing it on a more personal and authentic level, and it's sort of like for lack of a better word. What I see. It as is above the funnel marketing now the Social Media Managers group that I'm a member of, they have a paid. It's like, you know, a $497 informational marketing product that they sell, and they offer the group up. It's a close group, but you know, you can invite others as the new group that I created, which I'll go into its for alumni but also anyone else. And whenever you go to the group, you see the header image and you know who the sponsors are and that indirectly will spark an interest in them. And that's where it immediately hit me. Immediately hit me that I threw the creation of a Facebook group. King create a new community like a Lincoln Group or Google plus community here on Facebook in a way that you can't on a personal page where you're not always talking what you do for a living and a Facebook page where the edge rain. Just the odds are not in your favor to begin with, but a community right. Notifications are going to show it by default for your friends, for most communities, and I know and obviously you can edit that so that everything shows up. But once you've invested in a community, I think you have a much better chance of getting seen when you like a Facebook page and they post you don't get notifications. The notifications are the difference. And it's the same reason why I talk about this Facebook app in Japan. It's probably an illegal out, but you know, it's an app that someone hacked. This is like your boss, and you basically put in the Facebook. You're all your boss and you friend them and within 15 to 30 minutes when they posted immediately likes their posts, right. It's brilliant, and it's about the notifications of maintaining mine share. And it's something that I go into when I talk about my social selling presentations. So as I like to say, this is a subject for another podcast, someone's gonna have to make a list of all these podcasts. I'm promising you to make sure I live up to my own brand promise, right? So that's not realize. Wow, I can create something unique here, and basically what this other group is doing is it's a freemium model, and I don't you know, like I said, it's something unique that you can do on Facebook, similar to what you do on linked in or Google Plus, where you get notifications there as well, you know, depending on the community, your settings, but on Facebook, it's golden because we spent so much time there. I'll take a Facebook notification over the other notifications any day, right? Because I know that's where more people are spending more time and they live off their notifications. So with that in mind, I decided you all should probably know. I'm gonna be launching this new community called Social Media Centre of Excellence. You can go to social media sioe dot com to register, and it's gonna be a unique paid community, right? Because time is money and expertise is money. But I want to offer up my expertise and experience to any and every business person. Small business owner, marketing executive. Whoever's out there that can't afford to hire me to speak to consult Whatmore than they could get out of my books and block post. It's a natural progression for me, and really, I'm all about best practices, so that's why I got the name and that's that's what it's gonna be. But you know, it's also Freemium model. I also want to offer all about education and empowering others, and I also wanna offer up three things as well, so there will be a free part of the site and a pay wall. So it made sense to me. Now you may be thinking, Well, are you gonna use your Facebook group as your clothes community? No. I'm building a forum into the site and for a variety of reasons, and it takes a little bit more work than a Facebook community. But if people are gonna pay to be in a forum, I wanted to be presented in a certain way to make it a resource for everybody over time. And there's also S E o benefits. And you know, that's another story. If you're curious, you can hit me up separately via email. What have you So the Freemium model of the forum within the community on the website is the Facebook community, And no, I cannot answer as many questions or give out as much advice there as I can on my own paid community. But at least I can start to promote the presence of this community on Facebook in a group and provide a heck of a lot of value. I can now funnel people when they ask me social media questions some of you may have seen. If you follow me personally on Facebook that I'm just sick of answering random social media questions on Twitter you want, Ask question. Go to my community, where there's an r why they're opting into something. It's Facebook. Other people see it. It's a win win, really, for everybody, right? So the challenge now is you begin a community. You're the only person in it who you're gonna invite, and when you invite someone, you automatically op them in. Now this goes back to my roots of hating Facebook groups and bringing people in that haven't opted. Unfortunately, if you go to social media, see we dot com. There's a landing page, all that you know when we launch, and I'm acquiring email addresses so I can go through the email addresses and find people that I know that are already opted in to receive information. So I took the liberty and there were that many people because I just, you know, lots that landing page recently of not only adding them, but there weren't that many like I said, but also saying, Hey, the reason why I added you as you already opted into any more information, and you're also a friend of mine. I thought it would be a natural extension to start the conversation here before that community launches. So I explained it very clearly. I created group rules, which reverberate clear as to what indicated spam. No, this is not a place to drop links. It's not a place to promote your products, and service is et cetera, et cetera, and slowly up started to build the community. What am I going to do to increase engagement? Do I welcome every new member? Do I start to promote it on my other sites? And slowly, I mean, it's still very small, but if you're interested, if you go, I think it's facebook dot com slash groups. Last Social media sioe You could actually join the group and all approve of you, so that's really sort of the background. But the benefit now and I've already seen it, is that I'm creating when you're talking to someone on Twitter. You know, we're on some of the social networks, some of the other ones. It's a little bit different than when you talk to them on Facebook, because it's the most personal of our networks. That's where we share the most personal information. It's also, if you look at who are average Facebook friends are. They're part of our more trusted networks. If you want to spread the word about something you wanted to spread. Two. The Facebook friends of others, right and Facebook will do this because, you know, I think you've all seen over the last few months that it's actively saying, Hey, you should join these groups that we recommend for you and they'll show you which your friends Aaron them. So that's why obviously the more people you get from diverse backgrounds, not just your own friends, but people that you have no friends of friends of third degree connections in the words of length in the more you're going to get exposure for your brand in Facebook. If you're a Coca Cola, you don't need to be doing this right or you could create a group for your V I p fans. But it's really for those that wanna build Maur brand awareness in Facebook in a different way. I think it could be effective. I just started out of my journey I've already seen very, very positive signs. It's actually forcing me to spend more time on Facebook. But, hey, as I talked about another podcast, if you want to build engagement from a community, you need to spend more time in a community. And I think Facebook groups is a great way of doing that. Probably the best way of doing it all that makes sense. I'm just telling it like it is like I see it trying to share best practices with you. I can't say this is the best practice yet, so I have a case study from it. But I really I'm excited about the potential, obviously really excited about social media Centre of Excellence, both as a new project of mine as well as the Facebook community, which hopefully you all join. And hey, what's been your experience of Facebook groups? Let me know if you have a case study. I want to talk about it. I want to share it. I want you to become part of the best practices in case studies that I teach corporations and professionals everywhere except for today. Hope you enjoyed this podcast. I always enjoy publishing these podcasts and always whenever I see a tweet and iTunes review a soundcloud repost, it means more than anything that is my r a y. From these podcasts is someone say, Neil, I enjoyed your podcast. Thank you. That's what I'm about. That's what my contents all about. And I really hope that this empowers you to doom or and to get to the next level with your social media. That's it for today. Everybody signing out from Irvine, California make it a great social day. Five. Everybody, Thanks for listening To maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize Your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social Media. C o e dot com Thanks again and make it a social day