Find out a few tips and tricks on how to get the most out of your Facebook page for your business.

2.  Roughly around 1.15 billion users per month.
 Allows you to have conversations with your
customers, post photos and videos, promote
specials, run competitions and much more.
 From a business perspective:
“The goal is to have active fans that spread the word
about you to their friends”.

3.  In 2013, approximately 50% of New Zealanders
had a Facebook profile.
 Just under 50% of those users were aged 18-34.
 54% of Facebook users in New Zealand are
female and 46% are male.

5.  drive traffic to your website?
 sell directly from Facebook?
 build a brand or image and relationships?
 somewhere where people can ‘Like’ what you do?
 another way to directly communicate with your
customers?

7.  Just like anything else in your business, Facebook
success isn’t going to happen overnight.
 Create a plan and have the commitment to follow
through.
 Remember, it is OK for that plan to change based
on your experiences and results.

8.  Gain 2,000 likes organically.
 Drive traffic to our website and signups to our e-mail
database.
 Become a source of information.
 Build a brand.
 Build trust from our customers.

9.  Log-on to your personal Facebook account (is an
option to create a business only page).

10.  Create the page – select whether you’re a local
business, company, brand or product etc.

11.  Create the page – select whether

12.  Once you’ve created the page, you are able to
add other ‘Admins’ to the page.
 These ‘Admins’ are tied through their own
personal page.
 Like you, they can add (and delete) other Admins
so this is always something to factor in – from an
employment law perspective too.

13. Admin Editor Moderator Advertiser Analyst
Manage Page roles and settings ✔
Edit the Page and add apps ✔ ✔
Create and delete posts as the Page ✔ ✔
Respond to and delete comments and
posts to the Page
✔ ✔ ✔
Send messages as the Page ✔ ✔ ✔
Create ads ✔ ✔ ✔ ✔
View insights ✔ ✔ ✔ ✔ ✔
See who posted as the Page ✔ ✔ ✔ ✔ ✔

15.  These are your first impressions.
 Don’t be afraid to regularly refresh these,
particularly if your profile picture for your business
is a picture of you.

17.  Complete all of the information in the About and
Contact fields.
 If someone is going to spend the time to click
through to this, you want them to be impressed.
 List some of your key highlights and milestones.

19.  There are many third party apps that you can
integrate into your Facebook profile, often for a
minimum cost:
◦ Woobox
◦ ShortStack
◦ Easy Promos

22.  You may wish to ‘Suggest’ the page to your own
Facebook friends (carefully)
 You will want to include it in our offline marketing
collateral – ‘Find us on Facebook’
 If you’re in touch electronically, mention it in your
e-newsletter.

24.  Don’t be too bogged down in the number of
followers/fans.
 The number of Facebook Likes is similar to
referrals: it is often better to receive fewer quality
referrals than a large number of referrals.
 Always think about the quality of your fans and
whether they will convert to customers.
Engagement not likes leads to conversions.

25.  A good start may be to run a promotion. A number
of options:
◦ Use a third party application like ShortStack.
◦ Run the competition on your own page.
 Pros and cons for both:
◦ Fans have to ‘allow’ access to the App
◦ Can collect e-mail addresses
◦ What is going to grow your reach?

26. 1. If you use Facebook to communicate or administer a promotion (ex: a contest or
sweepstakes), you are responsible for the lawful operation of that promotion, including:
a. The official rules;
b. Offer terms and eligibility requirements (ex: age and residency restrictions); and
c. Compliance with applicable rules and regulations governing the promotion and all
prizes offered (ex: registration and obtaining necessary regulatory approvals)
2. Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgement that the promotion is in no way sponsored, endorsed or
administered by, or associated with, Facebook.
3. Promotions may be administered on Pages or within apps on Facebook. Personal
Timelines must not be used to administer promotions (ex: “share on your Timeline to
enter” or “share on your friend's Timeline to get additional entries” is not permitted).
4. We will not assist you in the administration of your promotion, and you agree that if you
use our service to administer your promotion, you do so at your own risk.

31.  Facebook is a big business – this didn’t happen by
accident.
 Facebook advertising is something that should be
considered as part of your overall marketing
strategy:
◦ Direct advertising
◦ Giveaways
 Set a budget. $6 here, $23 there = it quickly adds
up.

36.  At the bottom of each post, you will see the option
to ‘Boost’ it.

37.  You get two options:
◦ People who like your page and their friends
◦ People you choose through targeting
 Be careful with selecting the first option. If you’re
a Taranaki business, how do you know that the
friends of people who like your page are also in
Taranaki?

38.  I choose to ‘promote’ a post via the Ad Manager.
 This way, you get more options to target that post
to the right people.

39.  Have a trial and see what results you get.
 Stick to your budget.
 Check your return on investment…

41.  Tells you what you need to know about the people
who Like your page and also those that engage
with you.
 Powerful data – if you know who is coming into
your ‘sales’ frame, you’re better equipped to sell to
them.

42.  To access, click Insights at the top of the page.

43.  You can find out exactly who Likes your page and
where they are from.

44.  You can find out exactly which posts worked and
which ones fell flat.

46.  Key stats to look out for:
◦ Fans reached (Column T of sheet one)
◦ Engaged fans (Column W of sheet one)
◦ Link clicks (Column I of sheet four)
 For example, 1,087 people saw a post but only
137 people clicked ‘somewhere’ in that post. Is
that something to be happy with?

48. • Most people regard Facebook as a social space to
share information with their friends and family. It is
a privileged space.
• Thinking about this, what will people do if they
keep seeing advertising, slogans about your
product and prices in isolation from
conversations?
• You need to join in the conversation rather than
being the outsider always pushing information.
Facebook is about relationships.

49. • Mix up your posts. For example:
– Media clippings and videos (to build the brand)
– Specials/new products (to sell)
– Recipes (to drive traffic to the website)
– Competitions (to increase Facebook Likes)
• You want to think about your own thoughts,
breaking news and tips, tools and other
resources from your industry.

50. • What sort of information and resources
could you share about your business?

51.  As we’ve mentioned, you want to create engaging
content – ask questions and encourage your fans
to ask questions (for example, tips from our
butcher).
 If someone comments, reply to them personally.
 Talk to your fans in a warm and engaging manner.

52. • Even some of the bigger corporates make
it feel like there is someone behind each
post. Use a tone and voice suitable for
your industry.
• People will come back to your page if
there is a sense of community. Be open,
warm, inviting, friendly and personable.

53. • Think your industry is impossible to get
engagement on Facebook? Think like a
customer.
• If you didn’t work in or own the business,
would you interact with the page? Why?
Why not?

54. • Example: Victory Auto Service & Glass in
the USA. They were sharing information
relevant to the motoring industry.
• Now: they post about:
– Birthdays
– Team meetings
– Video tours of their office
– Trivia questions
– Questions from the road code
– Anything to do with traffic

55. • Social media is about frequent updates.
Plus, approximately 50% of Facebook users
check their pages at least once a day.
• How often should you post? In July 2014, the
average number of posts from New
Zealand’s Top 20 brands was 27 for the
month.
• A balance needs to be found between posting
regularly and posting for the sake of it.

56. • You may find a social media calendar is
helpful to plan out (I use this a week/10
days in advance).

57. • You can also schedule posts in advance.

58. • Facebook/social media is visual. Ensure you
include lots of pretty pictures!
• Pictures encourage engagement. You could post:
– Pictures of your team (at events/in the office)
– Pictures of what you’re selling
– Ideas of what to do with your product
• Video is also an excellent way of getting
engagement.
• As you’re building a community, encourage your
fans to upload to your page.

59. • You can make great images yourself by
using free/minimal cost tools like Paint.net
and Canva (search Google for others).
• Otherwise, invest a little bit of money with
a graphic designer or check out Fiverr.

61. • Encourage those you interact with offline
to ‘join the conversation’ on Facebook.
• This goes both ways: if you have an
active Facebook fan base, you should be
getting information from them so you can
sell to them (for example, getting e-mail
addresses so you can send them your e-newsletter).

62. • You don’t have to come up with all of the
answers on your own. Check out what
your competitors are doing.
• Find the Facebook page of one of your
competitors.
– Tell me one thing they are doing well
– Tell me one thing they could improve on

65. • You can also ‘watch’ pages to see what is
working well in your industry.
• Click into ‘Insights’ and scroll down to find
suggested pages (or select your own).

66.  Most of you head to networking events. Why don’t
you network online too?
 An easy example is through a promotion
◦ A real estate agent decides to do a promotion to give
away the services of an electrician, gardener, builder and
painter = all about readying a house for sale. Each one
of those tradespeople can share the competition on their
page and it gives everyone something to talk about.
 Who could you work with?

68.  Despite all of these tips and tricks, don’t be afraid
to have a little fun.
 Test out what works and doesn’t work by using
Facebook Insights.
 Remember: think about engagement. This is
what leads to conversions and sales.