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Facebook for business 101 spr 2014

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Learn how to set-up a Facebook page for your business. Covers introductory level set-up.

Learn how to set-up a Facebook page for your business. Covers introductory level set-up.

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  • 1. 2   — What  is  Facebook   — Why  Should  Businesses  be  on?   — Ge8ng  Started   — Pos<ng   — Measurement   — Demographics   2 Topics  
  • 2. 3   Facebook   —  Founded  in  2004,  but  since  2006  open  to  anyone  over   age  13  with  an  email  address   —  Originally  for  personal  connec<ons,  but  now  brands  in   the  game  too   —  The  numbers  speak  for  themselves:  1,230,000,000  ac<ve   users     33  
  • 3. 4  4 Why use it? 4  
  • 4. 5   It’s  Cri<cal  to  SEO   — Social  Media  Op<miza<on  (SMO)  is  the  new  SEO,  or   rather  two  halves  of  a  whole.   — SMO  is  the  distribu<on  of  social  objects  (videos,  blog   posts,  tweets,  Facebook  updates)  so  that  they’re   op<mized  to  rise  to  the  top  of  any  related  search   query,  where  and  when  it  is  performed.     — Google  includes  Facebook  ac<vity  in  it’s  SEO   algorithm   — SEO  +  SMO  =  Amplified  findability  in  the  tradi<onal   and  social  web.     5  
  • 5. 6   It’s  Effec<ve   6  
  • 6. 7   It’s  Growing     —  Social  media  adop<on  among  U.S.  small  businesses   doubled  in  the  past  year  from  12%  to  24%   —  61%  of  small  business  owners  use  social  media  to  iden<fy   and  a`ract  new  customers.   —  75%  surveyed  have  a  company  page  on  a  social  networking   site.   —  45%  expect  social  media  to  be  profitable  in  the  next  12   months.   According  to  survey  conducted  by  University  of  Maryland's  Smith  School  of  Business  with  Network  Solu>ons   7  
  • 7. 8   It’s  Real-­‐Time   —  Reveal  the  human  side  of  a  company,  give  it  personality   —  Provide  useful  informa<on  that  people  won’t  get   elsewhere  (or  at  least  not  as  quickly)   —  Respond  to  comments,  complaints,  requests  real-­‐<me   —  Have  a  plaform  for  announcing  news,  promo<ons,   events   —  Generate  new  business  leads   8  
  • 8. 9   It’s  Huge   —  Facebook:  1.23  billion  ac<ve  users   —  Twi`er:  175,000,000  ac<ve  users   —  LinkedIn:    150,000,000  registered  users   —  Pinterest:    71,000,000  ac<ve  users   —  Blogs:  346,000,000  people  read  blogs  every  day   —  YouTube:  800,000,000  unique  visitors  last  month  
  • 9. 10   Achieve  Business  Objec<ves   —  Increase  visibility   —  Connect  with  customers     —  Increase  engagement   —  Promote  your  brand   —  Create  a  community   —  Promote  and  manage  events   —  Give  back  to  loyal  customers  through  special  offers  and   discounts  
  • 10. 11   Facebook  -­‐  Ge8ng  Started   https://www.facebook.com/pages/create/
  • 11. 12   Facebook  -­‐  Ge8ng  Started  
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  • 45. 46   Adding  apps  to  your  page   —  Twi`er  -­‐  watch  this  video:   h`p://www.youtube.com/watch?v=h7WMvrPbxno   —  Instagram  –  here  is  a  tutorial:     h`p://www.twelveskip.com/tutorials/facebook/337/ how-­‐to-­‐add-­‐instagram-­‐app-­‐on-­‐your-­‐facebook-­‐fan-­‐page  
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  • 63. 64   Video  on  GibbonsDigital.com   —  h`p://gibbonsdigital.com/linking-­‐your-­‐facebook-­‐ business-­‐page-­‐to-­‐your-­‐twi`er-­‐account/  
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  • 76. 77   Ge8ng  Started  -­‐  Social  Media  Plan   —  Define  the  goals  for  social  media   —  increasing  sales,  brand  awareness  /  engagement  or  simply   more  people  who  “like”  or  “follow”  your  business   —  Create  your  plan  –  align  with  marke<ng  calendar   —  Iden<fy  the  most  important  keywords  for  your  business.     Use  these  consistently  in  all  posts,  tweets,  updates.       —  Create  a  content  calendar  for  pos<ng   —  Measure  and  adjust  –  traffic,  comments,  leads,  etc.  
  • 77. 78   Topics  for  Your  Content  Calendar   —  Post  engaging  relevant  content,  in  short  post  with  great   images.   —  Business  Updates,  Events,  Hiring,  etc.   —  Your  thought  leadership,  original  content,  blog  posts   —  Curated  content  from  complimentary  businesses/services   —  Fun  things  –  reflect  popular  culture,  e.g.,  Super  Bowl,   Marathon,  Labor  Day,  etc.   —  Show  your  personality  –  appropriate  cartoons,  you  on  the   golf  course,  etc.   —  Employee,  supporter,  customer,  donor  of  the  week   —  Ask  ques<ons,  take  polls,  conduct  contests  
  • 78. 79   Pos<ng   —  Set-­‐up  Google  Alerts  for  your  keywords   —  Best  prac<ce  is  to  post  on  Facebook  one  <me  per  day,   Minimum  2  <mes  per  week   —  Use  tools  like  HootSuite,  TweetDeck  to  schedule  and   manage  posts  
  • 79. 80   Engage  and  grow  your  following   —  Write  interes<ng  and  relevant  posts  will  encourage  followers   to  engage  with  your  posts   —  Liking,  commen<ng  and  sharing  are  important     —  Facebook  uses  the  level  of  engagement  to  determine  how  many   people  see  your  posts   —  Reveal  the  human  side  of  a  company,  give  it  personality   —  Provide  useful  informa<on  that  people  won’t  get  elsewhere   (or  at  least  not  as  quickly)   —  Respond  to  comments,  complaints,  requests  real-­‐<me   —  Have  a  plaform  for  announcing  news,  promo<ons,  events  
  • 80. 81  
  • 81. 82   Facebook  Best  Prac<ces   —  Use  Facebook  To  Connect  with  Poten<al  Clients   —  Develop  Business  page  OR  use  personal  profile   —  Maintain  a  Consistent  Flow  of  Communica<on   —  Post  2  <mes  per  week  (lis<ng,  info)   —  Blog  posts,  images  of  sold  proper<es,  etc.   —  Integrate  Facebook  Into  Your  Exis<ng  Marke<ng   —  Constant  Contact  App   —  Use  different  images  on  different  channels   —  Create  and  Maintain  a  Professional  Image  
  • 82. 83   Build  Up  Your  “Likes”   —  Hold  contests/sweepstakes/giveaways/refer-­‐a-­‐friend   —  Put  a  link  to  your  Facebook  page  on  your  website   —  Include  Facebook  link  on  all  materials  that  reach  target   market  (business  card,  emails,  flyers,  etc.)   —  Leverage  your  email  list   —  Build  community/engagement  and  it  will  grow  organically   —  Join  relevant  groups     —  Run  Facebook  Ads  
  • 83. 84   Measuring   —  Use  Facebook  Insights  to  see  which  posts  are  most   successful  for  you   —  Success  =  posts  with  Likes,  Shares,  and  Comments   —  Use  Google  Analy<cs  to  monitor  if  Facebook  and  other   Social  Media  sites  are  sending  traffic  to  your  website  
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  • 87. 88   Demographics  -­‐  Facebook   —  86%  of  Facebook  users  are  age  25  and  older   —  81%  have  some  college  educa<on  or  bachelors/graduate   degree   —  58%  earn  $50,000  or  more   88
  • 88. 89   Thank  You!   Bridget  Gibbons   bridget@gibbonsdigital.com   Gibbonsdigital.com   @gibbonsdigital   Facebook.com/gibbonsdigital  

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