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Facebook for List Building: The Good, The Bad & The Ugly

by Mande White on Mar 29, 2011

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Mande White, Founder of SocialMediaCoachingCafe.com shares her tips and tricks for how to use Facebook for grow your list.

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Mande White, Founder of SocialMediaCoachingCafe.com shares her tips and tricks for how to use Facebook for grow your list.

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5-10 Minutes a Day Update status 3-5 day Comment on friends’ wall, photos and posted items (all this creates a story and pushed into friends’ news feeds-creating valuable visibility) Delegate other tasks
Limit your time. Or distinguish between business time and personal time.
Pick 3 ‘experts’ to follow and no more. Make sure yours is the voice that is the one that is remembered out there, not just heard. And you’ll be remembered as having a clear & concise message.
Growing too fast. Can’t add more than 30/50 friends a day, send the same message to too many people in the same day. Daily growth process.
No: Plastering a big signature file with all your web links on your friends’ wall Joining groups only to post your own links on discussion board
Don’t know what to do next? Let profile/page lie dormant for awhile. 45 minutes to set up page/group/profile. Then allocate time to maintain and learn. Best to ‘Google’
Strategy Share tidbits about your personal life to help build intimacy with your prospects Segment friends into lists and stay in regular touch with the top 20% Radical strategic visibility ‘high level people notice you and contact you for speaking, interview Select Friends Carefully Reach out to high level professionals Friend authors, bloggers, people you admire and aspire to Active Daily-update status, comment on pictures/links/posts Update blog/tweet and feed into FB Value Google alerts for specific keywords related to industry and link to blogs/articles/news items Consistent
Strategy Share tidbits about your personal life to help build intimacy with your prospects Segment friends into lists and stay in regular touch with the top 20% Radical strategic visibility ‘high level people notice you and contact you for speaking, interview Select Friends Carefully Reach out to high level professionals Friend authors, bloggers, people you admire and aspire to Active Daily-update status, comment on pictures/links/posts Update blog/tweet and feed into FB Value Google alerts for specific keywords related to industry and link to blogs/articles/news items Consistent
Strategy Share tidbits about your personal life to help build intimacy with your prospects Segment friends into lists and stay in regular touch with the top 20% Radical strategic visibility ‘high level people notice you and contact you for speaking, interview Select Friends Carefully Reach out to high level professionals Friend authors, bloggers, people you admire and aspire to Active Daily-update status, comment on pictures/links/posts Update blog/tweet and feed into FB Value Google alerts for specific keywords related to industry and link to blogs/articles/news items Consistent
Strategy Share tidbits about your personal life to help build intimacy with your prospects Segment friends into lists and stay in regular touch with the top 20% Radical strategic visibility ‘high level people notice you and contact you for speaking, interview Select Friends Carefully Reach out to high level professionals Friend authors, bloggers, people you admire and aspire to Active Daily-update status, comment on pictures/links/posts Update blog/tweet and feed into FB Value Google alerts for specific keywords related to industry and link to blogs/articles/news items Consistent
Strategy Share tidbits about your personal life to help build intimacy with your prospects Segment friends into lists and stay in regular touch with the top 20% Radical strategic visibility ‘high level people notice you and contact you for speaking, interview Select Friends Carefully Reach out to high level professionals Friend authors, bloggers, people you admire and aspire to Active Daily-update status, comment on pictures/links/posts Update blog/tweet and feed into FB Value Google alerts for specific keywords related to industry and link to blogs/articles/news items Consistent
Strategy Share tidbits about your personal life to help build intimacy with your prospects Segment friends into lists and stay in regular touch with the top 20% Radical strategic visibility ‘high level people notice you and contact you for speaking, interview Select Friends Carefully Reach out to high level professionals Friend authors, bloggers, people you admire and aspire to Active Daily-update status, comment on pictures/links/posts Update blog/tweet and feed into FB Value Google alerts for specific keywords related to industry and link to blogs/articles/news items Consistent
Set up Profile in Your Real Name Have a Picture Have a profile description with link to ‘more info’ Application “profile.to to get a memorable FB url Right click on your name to get your FB url
Change up your tabs.
Email list you’re on FB and to join you there Tweet/blog/friendfeed about it Add to your email signature Add Badge to Your Blog
Be careful what you share. Remember focus on relationships first, business second. Strategic transparency & Visibility
Get close to 5K start a personal ‘FAN PAGE’ Name Cannot Be changed after it is created. Think of it with care. Having a Page as well as a Profile on Facebook helps your indexing and search engine rankings
Both Have Discussion Boards
Page allows you to add Application. Group does not. Feed blog into Page not a Group
Pages have visitor statistics
Both Allow for Events
Kick People out of both.
Building a large following requires a network of other platforms, working in conjunction to drive visitors to your fan page. One brand that does that well is Victoria’s Secret with their PINK line. As you can see, on their PINK landing page they have a link to their Facebook fan page and their MySpace () profile. Victoria’s Secret leverages the traffic their home page gets and pushes them to their Facebook fan page . Many companies lack this level of dedication, expecting their consumers on Facebook to find them automatically. However, that’s not usually the case. When is the last time you went looking for a brand’s Facebook fan page? More often than not, a consumer will stumble upon the page, either through a friend or from a hub, similar to Victoria’s Secret’s PINK page. Understandably, the fact that the demographic targeted by Victoria’s Secret PINK, aligns exactly with the demographic that is most active on Facebook, has helped grow the group as well. Key Takeaway: Connecting multiple social platforms and a hub from the brand website, can help funnel consumers throughout the network.
Some pages are used as connection hubs, but others offer information pertinent to their consumers. They use the information as added value to have consumers create a connection with the brand. Dell has done a great job with their social media resource for small businesses . Understanding that small business owners buy computers, by offering them this resource, small business owners interested in social media keep Dell top of mind. Although, Dell can’t explicitly gauge the success of this program in ROI, it is a branding exercise. Also, since they offer deals and updates on new products on the page - the page does have a chance to convert small business owners into Dell consumers. Key Takeaway: Offering a resource page allows a brand to target a new demographic, outside of those that already know and love the business.
For brands that want fan pages to have added value (a reason for users to join the page, aside from brand loyalty), but don’t want to become a resource portal; offering contests and coupons specifically to Facebook users can entice consumers to join. Sears offered fans a $10 coupon to use in stores, giving consumers a reason to join. Clicking on the coupon takes you to a page where Sears collects your information and sends you information about the coupon, deals, and offers. There’s no way to make sure the coupon is given to only Facebook fans, however like Sears, brands can require an email before receiving the coupon. Key Takeaway: Offering something to consumers to join can help build a large community. Some examples of things to offer: Coupons, free shipping, weekly deals.
One of my favorite stories about social media involves the Coca Cola Facebook page . The fan page was created by two users who liked Coke. What started as a fan page for fun, turned out to be the largest product fan page on Facebook. Coca Cola, instead of taking over the page and making it their own, rewarded the fans by bringing them to Atlanta and giving them a tour of the Coke facility. The fan page remains theirs, but now they have the blessing and help of Coca Cola. By empowering the fans to keep their fan page, Coke ensures a passionate page owner. The Coca Cola marketing team was also smart enough to realize that letting others know what happened here would work in their favor. The fan page creators were told to make a video of the history behind the fan page , and how Coke had reached out to them and rewarded them for this. The video shows future ‘brand enthusiasts’ that creating successful groups around Coca Cola can result in rewards and recognition. Key Takeaway: Taking over unsanctioned Facebook fan pages isn’t always the best idea. Instead, rewarding dedication can inspire others to do the same.
Sometimes no matter what you do, your Facebook page won’t grow. This can simply be a side effect of Facebook’s demographic. There are just some brands that will not have a strong presence on Facebook. Understanding the demographic present can help you decide if Facebook is worth it for your business. From Quantcast estimates , we can tell that Facebook skews towards female youths. Interestingly, 53% of users have kids and a majority make over $60k a year salary. Obviously, over 50% are college kids. The demographics that make up Facebook are changing quickly, as more moms have begun to join and the college market has become saturated. Armed with this knowledge, Seventeen Magazine jumped on to the Facebook fan page bandwagon . Their brand targets the demographic most prominent on Facebook, meaning a fairly quick and organic growth. For companies whose brand does not target the optimal demographic, finding a specific line that does, works. Consider the brand mentioned earlier in this article, Victoria’s Secret. Instead of putting the entire brand on Facebook, they targeted the PINK line, a line for college students. Key Takeaway: Some brands cannot expect huge followings on Facebook. Brands or product lines targeting the demographic most prominent on Facebook tend to see the quickest growth.
I purposely did not talk about using advertising to increase the size of a fan page, because although it can be useful to jump start a fan page, organic growth can help build a more engaged group. Creating a Facebook fan page is simple, but getting it to work well takes time, dedication, and some planning. Don’t expect to create a page and then have a huge following instantaneously. Build good content, make it easy to share, and let people know about it, and over-time the community will grow.
“ how do I make money on Facebook?” Pause. Let’s look at your business model, your revenue model, your products and services, your other marketing channels, your available time and resources, and how social marketing fits into your overall plan. Facebook is another tool. Another distribution vehicle.

Facebook for List Building: The Good, The Bad & The Ugly — Presentation Transcript

Facebook for List Building: The Good, The Bad & The Ugly
Outline
- Why You Should Use Facebook
- 5 Newbie Mistakes
- 5 Secrets to Success
- 5 min Daily Checklist
- Personal Profiles Key Elements
- Making New Friends
- Fan Pages vs. Groups
- Making a Business Page worth visiting
- The Perfect Group
- Parting Thoughts
- About Mande
Facebook Stats
Seach Results
5 Newbie Mistakes
5 Success Secrets
5 Success Secrets
- Have a Strategy
5 Success Secrets
- Have a Strategy
- Select Friends Carefully
5 Success Secrets
- Have a Strategy
- Select Friends Carefully
- Be active regularly
5 Success Secrets
- Have a Strategy
- Select Friends Carefully
- Be active regularly
- Always add value first
5 Success Secrets
- Have a Strategy
- Select Friends Carefully
- Be active regularly
- Always add value first
- Be consistent, authentic and congruent
5 Daily Activities
- 1. Update Status
Daily Activities Cont’d
- 2. Read through News Feed & Comment
Daily Activities Cont’d
- 3. Confirm/Ignore Friend Requests
- 4. Skim then Ignore all Other Request
- 5. Acknowledge Friends Birthdays
Personal Profile Key Elements http://www.facebook.com/profile.php?id=622333759&ref=name
Making New Friends
Profile Page vs. Fan Page
Pages vs. Groups
Making A Fan Page Worth Visiting
Create a Resource
Create Contests That Include Participation
Empower Pre-Existing Pages
Targeting the Proper Demographic
The Perfect Group
Social Media is just a tool in the Marketing Toolbox
Find Mande White
- www.MandeWhite.com links to all my social network profiles.
- [email_address]
- @mandewhite
- www.FreeSocialMediaHelp.com
- www.FreeSocialMediaHelp.com/blog

Facebook for List Building: The Good, The Bad & The Ugly

by Mande White on Mar 29, 2011

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Facebook for List Building: The Good, The Bad & The Ugly — Presentation Transcript