facebook 101 workshop by suzanne mcdonald designated editor
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Facebook 101^
Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
Newport Chamber of Commerce
@Sue_DesigEditor
Low-cost & free tips to prospect & engage
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6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
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old methods of client acquisition
Friends & friends of friends?School connections? Business connections? Civic clubs, organizations, church? Lawyer, doctor, plumber? Insurance agent, stylist, nanny?Neighbors?Sports and hobbies?
http://www.entrepreneur.com/article/57382
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Not everyone likes you
“Stand for something and there will be those who stand for you and those who stand against you.
“Stand for nothing and nobody will be with you or against you.”
- Advertising legend Bill Bernbach
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Brand personality typesSage
Explorer Innocent
Lover
Regular Guy Hero
Outlaw Master
Magician Jester Caregiver Creator
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Brand Personality
Be true to you• Personality cannot be manufactured • Consistent authorship builds voice
Be transparent• Smell a phony from miles away• On Facebook they will call you out
How NOT to Advance Personality
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who is your audience?
Who might be your best client? What are the defining characteristics? What are they looking for? Are you using the right vocabulary?
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your target audience
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Engagement = success• Activity • Post Views • Post Feedback • Unsubscribe • Goal 85% monthly 50% weekly
What are fans doing?
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What are NOT fans doing?
Not clicking over to your site
Facebook is about relationships
Focus on influence & INTENT
Don’t expect purchasing
Don’t expect traffic from Facebook
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http-//socialtimes.com/history-of-facebook-commerce-infographic_b70647
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How do I gain more fans?
Who do you know?
How do they know you’re on Facebook?
How can you tell them?
Email newsletters
Email signature
Icon and feed on your website
Facebook ads build awareness & Likes
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http-//socialtimes.com/twitter-vs-facebook-infographic_b73972
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• Use an Editorial Calendar
• Develop timely themes
• Integrate with other campaigns
• Consider your audience to determine how often to post
• Better to be less frequent & consistent
Your Facebook strategy
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What to shoot for: Engagement 40% - 50% for <10,00050% - 60% for >10,000
1%+ per day = success
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Forrester’s social strategy
P
O
S
T
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• Offer discounts & exclusives
• Provide sneak-peeks & previews
• Create conversations & contests
• Conduct polls & ask questions
• <250 characters = 60% more Likes
• Photos & video = 2x engagement
Creating Facebook updates
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What to post
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POSTS
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ask away
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events
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groups
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Facebook advertising
• Cheap: can set limits
• Want to keep competition in mind
• Have appropriate calls to action
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Facebook ads
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FB ads allow you to target
• Demographics: Age, city, marital status
• Psychographics: TV shows, music, books
• Fan status: Friends of your existing fans
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Facebook ads
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• Towns & cities
• Gender & age
• Level of education
• Marital status
• Interests & Likes
Targeting Facebook ads
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Facebook ads
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• Headline 25 characters
• Ad text max 135 characters
• Clear & engaging image
• Aim to gain fans
• Make it social
• Stay within Facebook
Composing Facebook ads
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Facebook ads
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• Set daily or lifetime budget
• Set your run schedule
• Choose CPC or CPM
• Fewer clicks = CPC
• Bid higher than suggested
• Track your performance
Budgeting Facebook ads
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Facebook ads
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Facebook advertising tips
• Cost per fan = $0.30 and $0.90
• If it’s more than retarget
• Target intelligently
• Test. Test. Optimize.
• Use best ads turn off poor performers
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Facebook advertising tips
• Turn off ads on weekends & holidays
• Algorithm gives preference to spikes, so spend in spikes
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Make a ‘Landing’ Tab
Call to Action ‘Like this page’
Direct ads here
Set as home for non-fans
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Engagement & Relevance
Facebook Insights
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What to shoot for: Engagement 40% - 50% for <10,00050% - 60% for >10,000
1%+ per day = success
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Facebook ROI
Set reasonable goals
Fan count
Engagements
Set benchmarks
What are you numbers now?
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Tips to boost ROI
• Plan• Content first – let branding 2nd• Use pictures & video • Use Facebook Questions• Be timely: Post about popular topics• Be conversational• Direct ads to the fan page
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Facebook success
What investment are you willing to make?
Time
Money
Facebook 101
Thank You!Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
Newport Chamber of Commerce
@Sue_DesigEditor
Low-cost & free tips to prospect & engage
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