intro to facebook marketing

There’s a lot to

Facebook Pages for Business Erin Caples, M.A.

about Facebook!

About Me O 15 years in Greater Lowell

O National Park Service O Workforce Development O Community Health O Higher Ed

O Chamber of Commerce O Non-profit volunteerism O Roughly 18 years in “social

media” (how is that possible?)

My “Social Media”

History lesson in 30 seconds O Mark Zuckerberg

O Started as Harvard exclusive “Fashmash” – spread like wildfire

O “The Social Network”

O Today - Over 900 million active users

O >450 million on mobile devices, and twice as active

Who cares? You Should.

O Over 80% of Americans use social media O American’s spend more time on Facebook than

any other website O More than half of users log in at least once a

day… that’s 450 million people! O Social Media users are more influential and

active online O 90% of people trust recommendations, only

14% trust ads.

www.socialmediaexaminer.com

Policies and Procedures

Make sure you’ve covered yourself

Who’s on your team? O Determine admins/social

media team O Conduct a “pre-mortem”:

assemble a team prior to launch. Figure out why it could fail, then have plans in place to prevent fail.

Create company policy

O Support open dialogue and the exchange of ideas O Core Values: Respect, Integrity and Value O Be who you are O Be thoughtful about how you present yourself O Don’t engage in online fights O Use your best judgment

What happens if there’s a “crisis”

O Determine team – Must include “decision makers”

O Be proactive and monitor your brand O Make sure you have the facts O Control the message O Be calm, move fast. O Never underestimate 1 person

Profiles Hold your breath, you’re about to go

social!

Getting Started

O Log in O Cover Photo O Profile Photo O Info O Find Friends O Like Pages O Start Connecting!

News Feed

News Feed

Personal Page

O Online walk through

PAGES The in’s and out’s of business pages

Performing a Social Audit • Do your research • Utilize data

Page set up

O Cover Photo/Restrictions O Profile Photo O About/info O Tabs

Cover Photo O You cannot put the following information

in a cover photo: call to action, contact information, arrows to the like or share buttons

Getting around your page

Profile Photo

O Choose something that easily distinguishes

you! O Photo O Logo

Profile Photo

Tabs

More tabs!

All About YOU!

O Use the info section to describe your business

O Use keywords to drive SEO O Add milestones to your page i.e.) when you

founded your business O Don’t forget a photo!

Info Section

All the boring stuff…

O Settings O Privacy O Admins O Photos or no photos? O Featured likes O Notifications

Avoiding viruses! O Think before you Act. The hackers and

cybercriminals who want your information know that Facebook users will often click on an interesting post without a moment’s thought. If a post sounds a bit over-the-top like a headline out of a tabloid, this is your first warning sign.

O Avoid Links and videos with Catchy words like “funniest ever,” “most hilarious video on Facebook,” or “you’ve got to see this.”

O Do some keyword research to see if the post in question comes up in a search engine with information about a current virus or trojan.

Woo! I have a Page! (wait… now what do I do?)

Content and Conversation

O Be genuine.

O Don’t “mask” advertising in your posts

O Engage your community

O Share your expertise

Think like a customer!

O David Carroll O United Airlines O Taylor Guitars

O Customer Service O Communication

Sealed with a K.I.S.S.

O Keep it short and sweet! O Posts that are 80 characters or less generate

27% higher engagement rate (buddymedia.com)

Photos, Videos and Tags, OH MY!

O Photos are KING (or queen) when it comes to social media.

O Motivational O Product spotlights O Staff Spotlights

O *5-10% higher virality

Wait, I only have 2 “likes”…

O How to find followers/likes O Solicit friends, family and loyal customers.

O Utilize your staff O Ensure you have 100% buy in from your staff O Share your page with your employees,

encourage them to share with their family/friends

O Use your captive audience – engage customers on the spot

More ideas… O Add Facebook link on your

website:

O Add Facebook logo/link on business cards/promo items

O Try “Fan Base Friday”

O Encourage new followers to share their pages with links, hashtags, photos and more

O “Office Hour”

O Hold live 1-hour sessions on your Facebook page. Field questions, share ideas, troubleshoot for clients.

Link your Blog

O Networked Blogs app O Direct share from your site O Add a Facebook “like” or share button on

your blog O Ask your friends/clients to share your blog

posts

Add your mailing list!

Utilize your Facebook page to add fans to your mailing list!

Offers

Deals • Value

• Get customers • Spread the word • Build loyalty

Promos: What’s ok, and what will get you kicked off the island.

O Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App. Promotions on Facebook must include the following:

O A complete release of Facebook by each entrant or participant. O Acknowledgment that the promotion is in no way sponsored, endorsed/administered by/associated with, Facebook. O Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.

O You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.

O You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.

O You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages.

O Definitions: O By “administration” we mean the operation of any element of the promotion, such as collecting entries, conducting a

drawing, judging entries, or notifying winners. O By “communication” we mean promoting, advertising or referencing a promotion in any way on Facebook, e.g., in

ads, on a Page, or in a Wall post.

O https://developers.facebook.com/docs/appsonfacebook/tutorial/

The facts…

O Within 1 hour and 20 minutes, your status will get 50% of the “likes” it will EVER receive.

O At 2 hours and 15 minutes, 60%. O By 22 hours, you have hit post “lifetime”

Yes, timing is everything

O High Traffic posts: 10 a.m. – 4 p.m.

O Post outside business hours : >20% higher engagement

O Thursday and Friday

have 18% higher read rate

Did you know?

O Facebook actually has a “happiness index”?

O It increases by 10%

on Fridays. The less people want to be at work, they more they are on Facebook!

Promote your post (aka. Little Facebook Quirks)

INSIGHTS It’s all about the numbers…

A Snapshot: What does it all mean?

O Virality O Demographics O People talking about you O Weekly Reach O “Likes” O Stats to definitely follow

Monthly Reporting

O Pulling the data (walk-through) O Weeding through the data

Demographic Advertising

Who do you really want to reach?

Create and Ad

O Walk through

Ad vs. Recommendation

Go forth and Like!

O Who to connect with: O Experts in the field O Pages of similar interest O Friends and family O Local Chamber of Commerce/Networking

Groups O Colleges/Universities O News

Now What? Questions and Answers

Thank you! Facebook Pages for Business

Erin Caples, M.A. Owner, LEAP Consulting

For more information: erin@leap-consult.net

www.leap-consult.net