FACEBOOKFUNDAMENTALS FORBUSINESSCARI SULTANIKDIRECTOR, INTERACTIVE ACCOUNT MANAGEMENTFULCRUMTECH, LLCHTTP://WWW.FULCRUMTEC...
WHAT WE’LL COVER TODAY§  Part 1: Just a little of the “why”§  Part 2: Getting started§  Part 3: Building your audience§...
PART 1WHYFACEBOOK?
FOR STARTERS…
BUT SERIOUSLY…§  The numbers    §    Over 900M active users    §    425MM access via mobile    §    57% female / 43% m...
PART 2GETTING STARTED
BEFORE YOU START§  First things first: Do you have a website?    §  Don’t rest the entire digital presence of your busin...
BUILD YOUR PAGE§  Go to a page you are not an admin for and click “Create a    Page” button
CHOOSE YOUR BUSINESS TYPE
CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)
CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)
CHOOSE A PROFILE PICTURE§  Don’t skimp on this step§  Your profile photo will    show every time you post    (along with...
PROFILE PICTURE EXAMPLES
ABOUT§  Be descriptive and creative§  Include a link to your website and other social properties
CHOOSE YOUR FACEBOOK WEB ADDRESSChoose carefully§  Difficult (not impossible) to change§  Make it easy to remember and t...
FACEBOOK MINI-TRAINING1.  Like your page2.  Invite your friends3.  Invite your email contacts4.  Share something
YOUR FOUNDATION IS NOW BUILT
YOUR FOUNDATION IS NOW BUILT
ADD A COVER PHOTO
COVER PHOTO: FIRST, THE SPECS AND RULESThe rules:§  851x315 pixels§  Price or purchase information,    such as "40% off"...
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO ADVICE§  Follow the rules, but be creative.§  When you upload a new cover image, it is noted in your    time...
COVER PHOTO ADVICE
COVER PHOTO COMPLETE
NEW COVER IMAGES SHOW UP ON YOUR TIMELINE
FINISHING DETAILS§  Add hours, if relevant§  Check your About    page and add detail    (edit button shows up    when yo...
PART 3BUILDING YOURAUDIENCE
START WITH FRIENDS
START WITH FRIENDSFacebook makes iteasy to decide whichfriends to invite.§  Recent interactions§  All friends§  Locatio...
SHARE YOUR PAGE ON YOUR TIMELINE
INVITE EMAIL CONTACTS
INVITE EMAIL CONTACTS
OTHER FACEBOOK OPPORTUNITIES§  Use Facebook as page to    comment on other pages§  Be sure to switch back to your    own...
OTHER FACEBOOK OPPORTUNITIES§  Integrate Facebook Like box on    your site   §  Visitors can see which friends       alr...
KICKIN’ IT OLD SCHOOL§  Point-of-sale display§  Package inserts§  Direct mail§  Word of mouth§  Business cards§  Use...
FACEBOOK ADS§  Wait until you have established a fan base and content    before advertising§  Facebook will guide you§ ...
PART 4BEST PRACTICES
CONTENT, CONTENT, AND MORE CONTENT§  Plan ahead for content to post on your Facebook    page§  Test different days of th...
ENGAGEMENT TIPS§  Use lots of photographs    §  They take up more room on people’s timelines.    §  Photographs get mor...
MORE ENGAGEMENT TIPS§  A post that specifically asks fans to Like or    Comment will get more engagement than one    that...
MILESTONES§  Milestones help tell the story of    your business§  Prominent in timeline§  Lend credibility
HIGHLIGHTING POSTSHighlight a post§  Stretches across timeline    instead of showing in one    column§  Draws attention ...
PINNING POSTSPin to top§  Stays at top of timeline for 7    days or until a new post is    pinned§  Can pin a call to ac...
PART 5ADVANCEDOPPORTUNITIES
CUSTOM APPLICATIONS§  Formerly known as “tabs”§  Can create up to 12§  Photos always in first spot§  Put most importan...
EXAMPLES OF CUSTOM APPLICATIONS
WHAT CAN YOU DO WITH APPS?§  Email sign-up§  Fan-only promotions (must    Like page to see content)§  YouTube channel i...
FREE AND LOW-COST APP TOOLS
ADMIN PANEL OPTIONS
NOTIFICATIONS§  New comments and likes will appear here§  Check frequently and interact with your fans
MESSAGES§  Messages are turned on by default§  Be sure you can check and answer    daily (if not, turn them off)§  New ...
INSIGHTS§  Not available until you have    30 fans§  Snapshot will show you    activity at a high level§  Click “See Al...
INSIGHTS
INSIGHTS
INSIGHTS
CONTACT INFOCari Sultanik, Director, Interactive Account ManagementEmail: csultanik@fulcrumtech.netPhone: 215-348-9887Twit...
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Facebook Fundamentals for Business

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Fundamentals for setting up your business Facebook page and tips for maximizing your effectiveness on Facebook.

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Facebook Fundamentals for Business

  1. 1. FACEBOOKFUNDAMENTALS FORBUSINESSCARI SULTANIKDIRECTOR, INTERACTIVE ACCOUNT MANAGEMENTFULCRUMTECH, LLCHTTP://WWW.FULCRUMTECH.NET COPYRIGHT © 2012 FULCRUMTECH, LLC. ALL RIGHTS RESERVED.
  2. 2. WHAT WE’LL COVER TODAY§  Part 1: Just a little of the “why”§  Part 2: Getting started§  Part 3: Building your audience§  Part 4: Best practices§  Part 5: When you’re ready for more— advanced opportunities
  3. 3. PART 1WHYFACEBOOK?
  4. 4. FOR STARTERS…
  5. 5. BUT SERIOUSLY…§  The numbers §  Over 900M active users §  425MM access via mobile §  57% female / 43% male §  Average time per visit of about 20 minutes§  People are well trained to actively share on Facebook §  82% of users who click on a news feed post shared by a friend who interacted with a Facebook application continue to participate on their own§  People expect to be able to find businesses and interact §  When fans get a response to their posts on a brand page, 80% complete a purchase §  28% purchase when brands proactively reach out Sources: Mari Smith and Wildfire
  6. 6. PART 2GETTING STARTED
  7. 7. BEFORE YOU START§  First things first: Do you have a website? §  Don’t rest the entire digital presence of your business on real estate you don’t own§  Have a goal in mind §  Fans are nice, but what do you ultimately want them to do?§  Think about who you are and what makes you different §  Don’t be afraid to have a personality §  People do business with people, not websites or Facebook pages§  Be sure you’re ready §  Commit to spending at least a few minutes a day on your Facebook page§  Assumption: You already have a personal Facebook account (if not, set that up first)
  8. 8. BUILD YOUR PAGE§  Go to a page you are not an admin for and click “Create a Page” button
  9. 9. CHOOSE YOUR BUSINESS TYPE
  10. 10. CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)
  11. 11. CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)
  12. 12. CHOOSE A PROFILE PICTURE§  Don’t skimp on this step§  Your profile photo will show every time you post (along with your page name)§  180x180 pixels§  Good representation of your brand§  Ideas: §  Storefront §  Logo §  Headshot of you (if you are a consultant, for example)
  13. 13. PROFILE PICTURE EXAMPLES
  14. 14. ABOUT§  Be descriptive and creative§  Include a link to your website and other social properties
  15. 15. CHOOSE YOUR FACEBOOK WEB ADDRESSChoose carefully§  Difficult (not impossible) to change§  Make it easy to remember and type§  Closely related to page name
  16. 16. FACEBOOK MINI-TRAINING1.  Like your page2.  Invite your friends3.  Invite your email contacts4.  Share something
  17. 17. YOUR FOUNDATION IS NOW BUILT
  18. 18. YOUR FOUNDATION IS NOW BUILT
  19. 19. ADD A COVER PHOTO
  20. 20. COVER PHOTO: FIRST, THE SPECS AND RULESThe rules:§  851x315 pixels§  Price or purchase information, such as "40% off" or "Download it at our website"§  Contact information, such as web address, email, mailing address, or other information intended for your Pages About section§  References to user interface elements, such as Like or Share, or any other Facebook site features§  Calls to action, such as "Get it now" or "Tell your friends"
  21. 21. COVER PHOTO: SOME GREAT EXAMPLES
  22. 22. COVER PHOTO: SOME GREAT EXAMPLES
  23. 23. COVER PHOTO: SOME GREAT EXAMPLES
  24. 24. COVER PHOTO ADVICE§  Follow the rules, but be creative.§  When you upload a new cover image, it is noted in your timeline and in your fans’ newsfeeds.§  You can include promotional copy, links, and calls to action in the descriptions for the photo.§  Change it as frequently as you can—it’s a great way to drive engagement if you’re being creative.§  If you use Photoshop, you can find various templates for cover photo and profile image design. §  I like this one: http://www.hongkiat.com/blog/creative- facebook-timeline-covers/#fb_timeline_template
  25. 25. COVER PHOTO ADVICE
  26. 26. COVER PHOTO COMPLETE
  27. 27. NEW COVER IMAGES SHOW UP ON YOUR TIMELINE
  28. 28. FINISHING DETAILS§  Add hours, if relevant§  Check your About page and add detail (edit button shows up when you hover over About or Basic info) §  Add start date §  Start type (born, founded, opened, etc.) §  Add description (helps you with search) §  Add contact info (e.g., email address) §  Tons more detail options—take advantage of them!
  29. 29. PART 3BUILDING YOURAUDIENCE
  30. 30. START WITH FRIENDS
  31. 31. START WITH FRIENDSFacebook makes iteasy to decide whichfriends to invite.§  Recent interactions§  All friends§  Location-based§  Groups§  ListsDon’t be shy!
  32. 32. SHARE YOUR PAGE ON YOUR TIMELINE
  33. 33. INVITE EMAIL CONTACTS
  34. 34. INVITE EMAIL CONTACTS
  35. 35. OTHER FACEBOOK OPPORTUNITIES§  Use Facebook as page to comment on other pages§  Be sure to switch back to your own account when you’re finished
  36. 36. OTHER FACEBOOK OPPORTUNITIES§  Integrate Facebook Like box on your site §  Visitors can see which friends already like your page §  If you choose, they can also see recent posts §  Facebook will generate code for you §  http://developers.facebook.com/ docs/reference/plugins/like/
  37. 37. KICKIN’ IT OLD SCHOOL§  Point-of-sale display§  Package inserts§  Direct mail§  Word of mouth§  Business cards§  Use your imagination!
  38. 38. FACEBOOK ADS§  Wait until you have established a fan base and content before advertising§  Facebook will guide you§  Many webinars and articles
  39. 39. PART 4BEST PRACTICES
  40. 40. CONTENT, CONTENT, AND MORE CONTENT§  Plan ahead for content to post on your Facebook page§  Test different days of the week and times of day§  Test frequency§  Be personal and human §  Share personal interests §  Include success stories §  Think about what would make you Like or Comment
  41. 41. ENGAGEMENT TIPS§  Use lots of photographs §  They take up more room on people’s timelines. §  Photographs get more engagement than any other type of post (including video). §  You can use original photography or buy stock photography.§  Post articles your fans will care about (with links) §  Add a comment about why you’re posting it (“Great article,” “How do you feel about this?”)§  Don’t be afraid to go off-topic (e.g., random question of the day, fill-in-the-blanks, polls) §  People want to talk to people §  Build relationships §  Show personality
  42. 42. MORE ENGAGEMENT TIPS§  A post that specifically asks fans to Like or Comment will get more engagement than one that doesn’t.§  A study by Buddy Media showed that posts with 80 or fewer characters get 27% higher engagement.§  Respond to people who engage with you!
  43. 43. MILESTONES§  Milestones help tell the story of your business§  Prominent in timeline§  Lend credibility
  44. 44. HIGHLIGHTING POSTSHighlight a post§  Stretches across timeline instead of showing in one column§  Draws attention to important updates
  45. 45. PINNING POSTSPin to top§  Stays at top of timeline for 7 days or until a new post is pinned§  Can pin a call to action for your site or applications (more on this later)§  Try pinning strong images that draw attention to what you most want fans to know about you (404x404 pixels)
  46. 46. PART 5ADVANCEDOPPORTUNITIES
  47. 47. CUSTOM APPLICATIONS§  Formerly known as “tabs”§  Can create up to 12§  Photos always in first spot§  Put most important apps in next three spots§  Design custom app thumbnails (111 x 74 pixels)
  48. 48. EXAMPLES OF CUSTOM APPLICATIONS
  49. 49. WHAT CAN YOU DO WITH APPS?§  Email sign-up§  Fan-only promotions (must Like page to see content)§  YouTube channel integration§  Twitter integration§  RSS widget (feed from your blog)§  Photo shows§  Contests§  Sweepstakes§  Fundraising§  Map and location§  Coupons
  50. 50. FREE AND LOW-COST APP TOOLS
  51. 51. ADMIN PANEL OPTIONS
  52. 52. NOTIFICATIONS§  New comments and likes will appear here§  Check frequently and interact with your fans
  53. 53. MESSAGES§  Messages are turned on by default§  Be sure you can check and answer daily (if not, turn them off)§  New messages will appear here
  54. 54. INSIGHTS§  Not available until you have 30 fans§  Snapshot will show you activity at a high level§  Click “See All” for detailed insights§  Determine how engaging your posts are so you can focus on best content for your audience
  55. 55. INSIGHTS
  56. 56. INSIGHTS
  57. 57. INSIGHTS
  58. 58. CONTACT INFOCari Sultanik, Director, Interactive Account ManagementEmail: csultanik@fulcrumtech.netPhone: 215-348-9887Twitter: @CariSultanikFacebook: Facebook.com/FulcrumTechLinkedIn: FulcrumTech | Cari SultanikSpecial Offer: http://www.fulcrumtech.net/email-roiPromo code: somebizlife12 (sign up by 6/20/12 for a 90-day free trial)
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