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Facebook For Business Updated
- 1. Facebook for Business Cornerhouse http://prandsocial.com @katiemoffat linkedin.com/in/katiemoffat All material copyright Ka1e Moffat 2013, not to be reproduced without permission
- 2. Tonight • Context • Benefits to business • Starting off • Management of your page • The most important thing you need to know • What to post & content • Apps & competitions • Promoting your page & Advertising • Is it working? Insights & Analytics • Key future developments
- 3. 1 BILLION!
- 5. Businesses: Why bother? 1. It’s FREE MARKETING (is it really?) 2. Build brand loyalty 3. Keep up with the competition 4. Instant feedback 5. Increased sales 6. Engagement = word of mouth 7. Insight into your customer base 8. Fish where the fish are
- 8. Setting up
- 9. Facebook Page – http://www.facebook.com/pages • Choose your admins (different roles available) • Custom Facebook URL – http://www.facebook.com/username/ • Post initial updates to give the page some personality • Considerations of time – resource to maintain and update
- 10. Set up & timeline h?p://bit.ly/TO7jte (inspired cover photos) h?p://bit.ly/RX7qQS (brand cover photos)
- 12. Considerations • Who will update? • Need more than one admin • Social media guidelines for the team? http://socialmediagovernance.com/policies.php
- 15. With Edgerank in mind What shall I post on our page? 1. Post a variety of content & avoid automated updates 2. Don’t just broadcast – add value 3. Photos, videos, links (to your own assets but also other interesting things you come across) NB. The new format newsfeed displays visual content more prominently 4. Ensure you engage and reply to comments 5. Ask questions/run polls 6. Show that you’re human!
- 16. What makes good social content? • Connects on an emotional level “We share feelings not facts” • Resonates with the end user (it’s about them not you) • Tells a story • Makes us want to be a part of it • We talk about the things that surround us
- 17. Content strategy Considerations: 1. Tone-of-voice 2. What’s your company’s ‘story’ & USP? 3. Do you understand your target audience? 4. What sorts of content are you routinely producing? 5. Create a content calendar – need a regular flow of updates
- 18. Become a great content curator
- 19. Page features Highlight or ‘pin’ posts
- 20. Posting tools Scheduled Updates & Promoted Posts
- 21. Posting tools Targeted posts Pages with 5000+ fans
- 25. Facebook competitions Great for improving visibility/increasing likes but you are not allowed to run competitions on the timeline. All competitions have to be run through a 3rd party app like offerpop.com or involver.com Some creative examples
- 26. Facebook competitions Build your own app or use something like Wildfire or Shortstack
- 28. Facebook Connect & Social plugins
- 29. Cross promotion • Add Facebook URL to all offline & online marketing material • Include in customer newsletters • Advertise it in your venue
- 30. Marketing the page • Incentivise people to share your social networks
- 31. Make it easy for them to share
- 32. Work it both ways • Use Facebook to boost your email newsletter sign-ups
- 33. Other simple marketing ideas… • Use Facebook as your page to comment & like other pages • Mention other pages in your post • Put your Facebook URL on your email signature and on all other marketing collateral • Occasionally ask current fans to mention you in one of their updates
- 34. Facebook advertising https:// www.facebook.com/ about/ads/ Objective? Grow your fanbase or drive traffic to your website?
- 35. Types of Facebook ads • Cost per click • Cost per view • Drive traffic to page or to external website • Sponsored stories work best
- 36. Facebook advertising • Facebook provides lots of resources to help you https:// www.facebook.com/ advertising/ • It’s good practice to test different versions to see which is performing best • Use the ad manager tool to monitor effectiveness
- 38. Take care of your community • Be clear about how you are using. • Interaction – ask questions, respond to comments. • Exclusive content for Facebook. • Say hello to new likers & be supportive of your biggest fans. • Remember: they can ‘unlike’ as quickly as they liked. h?p://www.allfacebook.com/why-‐2-‐in-‐5-‐facebook-‐ users-‐click-‐unlike-‐2011-‐09
- 39. Dealing with negative comments • Recognise that there are different types of negative comment. • Have guidelines in place so all admins know how to respond. • Respond quickly, transparently, authentically. • Deal with it publically at first then privately if necessary. • Accept that you’re never going to win every battle.
- 40. IS IT WORKING?
- 41. Focusing on the right numbers
- 42. Insights
- 43. Suggested metrics to check Key Facebook Metrics to Monitor Weekly People Talking About this (work out at the average over a month) Weekly Total Reach (keep an eye on the numbers, they should be going up over time) Lifetime Negative Feedback (you’ll find this it the ‘post level’ spreadsheet). Don’t need to focus on this too much but more than 10-15 negative clicks a month and you should examine, in more detail, what type of updates are causing the problem Virality (post level). To work this out you the formula is: Lifetime Talking About This / Lifetime Post Total Reach x 100
- 44. Other FB analytics tools
- 45. Google Analytics
- 48. The Facebook of old—well, of a year ago—is almost irrelevant to the company that exists today, which not only is set to change the world of social networking, but could herald the biggest transformation in American advertising since the advent of television. ~Vanity Fair, April 2013
- 51. Open Graph Search - Business • Early days (still in limited beta) but potentially very significant for businesses/organisations with page • Facebook recommends: – Ensure ‘about’ section of page is up to date and you have a FB vanity URL – If you have a location or a local place page make sure your address is included and correct – Focus on attracting the right fans to your page and give them a reason to interact with the page
- 52. Summary 1. Have clear objectives for what you want to achieve 2. Are you sure you understand your audience? 3. Is your content the kind your audience will want to share? 4. Use insights & analytics to help you 5. Promote the page outside of Facebook 6. Keep track of latest developments
- 53. If still in doubt… Check out: http://theoatmeal.com/comics/facebook_likes for the best advice on how to build an effective Facebook presence ;)
- 54. Thank you – Questions? All material copyright Katie Moffat 2013, not to be reproduced without permission http://prandsocial.com @katiemoffat