facebook workshop danielle cormier - amazon...

Danielle Cormier

Social Media Specialist and Corporate Community Manager

Constant Contact

Facebook Workshop

Getting Started with Facebook

for Your Business

Copyright © 2012 Constant Contact Inc. 2

Danielle Cormier

Social Media Specialist

You’re here so it’s obvious you care about using

Facebook for your business, but here’s a reminder

anyways why Facebook is important..

Facebook has 901 million monthly active users

137.6 million unique visitors per month

7:45:49 = time spent per person per month on

Facebook

Your customers are on Facebook, you

should be too.


Setting up a Facebook

business Page

101 Guide


Setting up a Facebook business Page: Step 1

Start by going to:

http://www.facebook.com/pages/create.php

Here you will need to choose which type of business your

page will host:


http://www.facebook.com/pages/create.php


Here you’ll need to fill in some

information about your

business.

Keep in mind that the name

you list here for your company

will be the title of your

Facebook Page. Make sure to

choose something

meaningful. You cannot

change the name later.



Start customizing your

Page!

You’ll need to add:

A profile photo

(typically this image is

your business’s logo)

Some basic info about

your business

A link to your website

and other social media

sites


*Your Profile Photo is the image that fans will see with the updates you post.

*Must be at least 180px


Secure your vanity URL



Next Facebook is going to prompt you with several

actions

Like the page

Invite Your Friends, Email Contacts

Post Something

We can skip these for now!



Adding a Cover Photo



The cover photo is the first impression you'll make on

your customers and prospects who visit your Page, you’ll

want to make it something that looks great and also

represents who you are as an organization in both

substance and style.

Your photo sets the whole tone for the conversation that

you want to happen on your Page.

The dimensions of the Cover Photo are

851x315 pixels (that’s 11.35 by 4.2 inches.)


Cover Photo Examples


Setting up a Facebook business Page: 6

Click "Admin Panel" to bring up your admin options and

then in "Manage" click "Edit Page.“


http://www.facebook.com/DaniellesSocialMediaTutoring

Setting up a Facebook business Page: 6

Click “Basic Information” on the left

Now you can fill in more detailed information, including:

Website

Accepted Payment Options

Parking Information

Public Transit Suggestions

Price Range

Services

Specialties

And more!


Timeline Features

Setting up a Facebook business Page


Adding milestones to your Timeline

You can add key dates from your history to the

Timeline so that when visitors scroll down, they can

read your whole story, not just your posts.

To add a milestone all you have to do is click on

“milestone” where you would normally post a status

update and follow the instructions.


Adding milestones to your Timeline - example


Milestone ideas:

New products or

services

Events

Achieved goals

Awards

New hires

Mentions in the

press

Pinning Posts


Pinning posts to the top of your Timeline means that people will see it first when they visit your page.

Highlighting posts

Highlighting a post is easy and allows you to have certain

posts stand out from the rest of your timeline because

they stretch across your entire page.

To highlight a post simply hover your mouse over its right

corner then click on the star.


Highlighting posts - before


Photo posted

Pinned post

Highlighting posts - after


http://www.facebook.com/DaniellesSocialMediaTutoring

Highlighting posts

Highlighting a customer comment

At the top of your Timeline select, “Posts by Others”

Here you can highlight a post from a fan and it will then

become visible on your main Timeline.


Highlighting posts


Positioning tabs

You can set which three tabs after the photos you always

want visible.


Choose which of your Tabs to feature and the associated image and text

Positioning tabs

Here's how to change which tabs show up at the top:

1. To the right of the last tab in that list, you'll see a down

arrow. Click that arrow to expand the section and view

the other tabs on your Page.

2. Hover your cursor over the right corner of the block you

want to feature. A pencil edit icon will appear.

3. Click the pencil icon. A dropdown menu displays saying,

"Swap position with...". Beneath that is the list of the

various tabs in your Facebook Page. Select the tab that

appears in the position where you want to put your

chosen tab and the two blocks switch positions.


http://www.facebook.com/constantcontact

Positioning tabs

How to change the display name

and image of Tabs & Applications

1. Navigate to the tabs sections of your Page as listed above.

2. To the right of the last tab, you'll see a down arrow. Click that arrow to expand the section and view the other tabs on your Page.

3. Hover your cursor over the right corner of the block you want to edit. A pencil edit icon will appear.

4. Click the pencil icon. A dropdown menu displays, select "edit settings."

5. On the overlay that displays, you can enter a new name for your tab. For example, Just for Fans.

6. Next customize the image by clicking on "Change" beside Custom Tab Image.

7. On the Upload a custom image page that displays, click "Change". The Upload a Page Tab overlay displays.

8. Click "Choose File" to browse to the image that you wish to use from your computer. You’ll want something that represents your offer or content. Once the image loads into the screen, close the browser window. You will return to the browser window with the Tab name overlay.

9. Click Okay on the overlay to see the way your renamed tab looks.0






Admin Panel

Setting up a Facebook business Page


Admin Panel


Admin Panel


Quick access to: Notifications for your Page, Messages (this is a newer

feature that allows all Facebook users to message your Page. If you’d rather

turn this off you can in the admin settings), New “Likes,” Insights, and

Page Tips.

Admin Panel


Admin Panel - Insights



The amount of people who have liked your page

Number of people who liked your page and had a friend who already liked it.

The number of unique people who are created a story about your page [during a particular time period]. A story any time any one interacts with your page.

The number of unique people who have seen a story about your page or a Facebook Ad for your page [during a particular time period].


Admin Panel – Insights, Individual posts


Reach – The number of unique people who have seen your post.

Engaged Users – The number of unique people who have clicked on your post.

Talking About This – The number of unique people who have created a story from your Page post

Virality – The percent of people who have created a story from your Page post out of the total number of unique people who have seen it.


What should you do with all of these great insights?

[Aside from setting and measuring specific goals]

If a piece or type of content gets a lot of views or

interactions, do more of that!

Maybe you’ll find that people love photos of your

events, links to relevant news stories, or posts related

to specific themes. Whatever it is, give the people what

they want!


Admin Panel – Talking About This tab


Admin Panel, Insights– WHAT’S IMPORTANT?

Essentially, Virality measures the efficacy of your organic

posts in capturing engagement.

Virality gives good insight into the effectiveness of your posts and

shows fan interaction out of the people who actually see your

content (remember, Facebook says only roughly 16% of your

fans see your Page's content).

The higher your Virality percentage, the more engaging that post

was.



"Talking About This” [creating a story] is if someone

performs any of the following actions: Likes your Page posts to your Page Wall

Likes, comments on or shares one of your Page posts

Answers a question you posted

Responds to your event

Mentions your Page

Tags your Page in a photo

Checks in at your Place

Recommends your Place

All of these actions are signs of engagement and

demonstrate unique interest into your posted content



You can use

Virality and Talking About This

to create better content.




If a piece or type of content doesn’t get a lot of views,

evaluate why, and do less of it.




Learn something new about

your audience and don’t be

afraid to adjust your strategy!


Admin Panel – Likes tab


Learn something new..

Maybe your demographics are different than you think.

Constant Contact has

a much higher female

fan population



Learn something new about your audience and don’t be

afraid to adjust your strategy!

Maybe your demographics are different than you think.

Very old? Very young?

Local?

All female?

Maybe a lot of people prefer to observe your posts,

while there are a few committed community leaders

who always have something to say.

Whatever you find, synch your content strategy up with

those insights!


Admin Panel, Insights

Go for Quality. Use insights to

improve your content.

It’s easy to get caught up in how

many fans you have, but

quality beats quantity any day.


Admin Panel – Export Insights

There are tons of stats that can be downloaded if you

export your data


Best Practices

Setting up a Facebook Business Page


Best Practices

How many times should I publish a day?

Don't post more than 1-2 status updates per day,

otherwise fans who see your content will get irritated and

un-like your fan page right in their newsfeed.


Best Practices – What to Publish

Don't liter your wall with sales pitches.

Use the 80/20 principle:

Post 80% about things related to

common interest of your fan base,

20% directly related to your

brand/company.



Be human! People come to Facebook to interact, not to buy

your product or read every blog post you’ve written.

The great thing about Facebook is that it lets you humanize your brand, so

people really get to have a relationship with it. This means you can be a little

more conversational with your customers, but you should still be sure you’re

posting things that fit with what your brand’s all about. Copyright © 2012 Constant Contact Inc. 55


Keep your status updates short & sweet, otherwise folks

won't read them.



Photos!!!

Post photos or videos that show what’s going on with your business or

organization, and encourage your friends, followers, and fans to do the same



Creating content is about

telling stories, and you

have stories in your life

every day.



Popular Content ideas

Fill in the blanks

Trivia

Quotes

Photos

Humorous post

Facts

True or False


Best Practices

Remember: no one knows your

business better than you do, and

people are probably coming to your

page because they already see you

as an authority.

Proactively providing answers to questions fans might

have, summarizing industry articles or books you have

read, and sharing insightful videos with some key

takeaways can all get you moving in the right direction.


Lastly.. Don’t forget have a goal.

It's important that you set goals and understand what you want to achieve from your social media marketing efforts.

Spread the Word. Show customers and prospects who you are and what you can do for them. It’s great for brand awareness!

Drive Sales. Give customers offers that are so good they’ll share them with their friends. Your promotions can go viral!

Provide Great Customer Service. Listen and respond to what your customers are saying about you and to you. It’s a wonderful feedback loop!

Keep Your Customers Coming Back. Build deeper relationships so customers will get to know, like, and trust you more.


facebook workshop danielle cormier - amazon...

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