Social Media GoalsShort term goal in social media (drive more traffic to site, SEO)Long term goal (Receive “X” fan base in 6 months, year, brand awareness, etc)Measurable performance indicatorsCompetitionWho are your competitors?What social media sites do they use?What specific strategies do they use? Target MarketWho is your target market?DemographicsWhat social media platforms do they use?
It’s a rule, if Facebook finds out you violated their terms of service, they can and have deleted your profile and all of your friends.Pages offer analytics and widgets to interact with your website “Like” buttons, sharing, etc.Personal profiles are limited to 5,000 friendsNew Pages: Use facebook as a business page – comment on other business pages postsSelect correct category and subcategory – the different categories give you different features to your page. For example, local business category gives you the option to add your business hours to your info. Your business category also shows up in Facebook search results, so it will help people find you.
Fill out as much information as possible, use keywords in your descriptions, include links to your website, blog, other social media accounts. Utilize the 5 photos that show up at the top of your profile to highlight your products, services. Get creative. Custom tabs: Welcome tabs, highlight your products, contests, promotions, coupons, contact form/newsletter sign-up, list your locations, include your menus or specials, video
Visual Branding on FacebookProfile Picture - give it visual weight as it occupies the “power corner” of the page. Maximum dimension-180px x 540pxUse the photo strip at the top of the page to display your products, post photos of employees. Get creative. You can choose the 5 photos that show up here, but the order is random.Tabs – Organize your tabs, set your landing tab, whether it’s a custom welcome tab, coupon, or info page. If you have custom pages with iFrame you can now change the photo that shows up next to the tab name. Delete tabs from this area that you are not using. Think of it as your website navigation.Profile thumbnail. Be sure to set your profile thumbnail so your logo or image isn’t skewed. The profile image is what people will see throughout Facebook, so you’ll want it to be a clean, clear image.Other notes – you can now set your featured “Likes” for your page. Choose up to five pages that you want to be associated and their logo/icon and link will show up on your page. In return, ask partners, clients, vendors to include you in their featured like section for more visibility.
Customfacebook tabs we’ve created for clients – Welcome tabs soliciting “likes” in return for a coupon. Recipe tab that links to the company’s recipe section on the website and a lead generation/contact/newsletter sign-up tab.
Email Marketing – newsletters, event invites, eblasts - always include links to your social media profiles / pagesYou can also include links to your social media profiles within your email signatureInclude social media plug ins on your website, blog and ecommerce sits - share buttons, like buttons
EdgeRankThe formula is based on three factors:1) how often two people interact on Facebook2) how many comments and likes a particular post has and3) how old the post is.
If you host an event, take pictures. Post them to Facebook and ask your fans to tag themselves. (Make sure when you upload the photos you don’t restrict tagging.)Ask fans to post pictures – photos them using your product, make it fun. Have a photo contest and offer to use the best photo as your profile photo.
Monitor page comments. This should be a part of your online reputation management. B2C - even more susceptible to customer feedback. Immediate urge is to delete negative comments. Refrain from doing so unless it’s REALLY offensive or includes obscenities. If possible, turn the negative review into something positive. Research shows that companies that respond promptly and publicly to feedback and criticism can actually increase their “Know, Like and Trust” factor with their customers.
Use the profile status example and ads for local wedding vendors.LocationAgeGenderKeywordsEducationWorkplaceRelationship StatusRelationship InterestsLanguages
Use insights to review trends. Demographics of your fan base, external referrers, what content works best. Insights can also be exported to excel – includes more detailed data if you want to manipulate.
Some things to mention, but not enough time to really discuss. Facebook is launching Deals. Businesses can offer coupon, promotions to customers who “check-in” using their smart phone. The also just launched Questions, which allows business to do polls, surveys, and discussions.
2. Agenda<br />Why Facebook?<br />Importance of Strategy<br />How to Create a Facebook Page<br />Facebook Integration<br />Engage & Interact<br />Facebook Advertising<br />Reporting & Analytics<br />Future of Facebook<br />Q&A<br />
3. Why Facebook?<br />More than 500 million active users<br />The average user spends more than 55 minutes per day on Facebook<br />20 million Facebook users become fans of Pages per day<br />60 million status updates are made per day<br />More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. <br />Visualization of Facebook Friendships by Facebook intern, Paul<br />
4. Why Facebook?<br />Brand awareness<br />Connect with customers/clients <br />Create loyalty<br />Public relations<br />Links help with search rankings<br />Increase in web traffic<br />Lead generation<br />
5. Why Facebook?<br />Why Facebook users “Like” a brand on Facebook<br />25% want to receive discounts and promotions<br />21% are customers of the brand<br />18% want to show support for the brand<br />What caused Facebook users to like a brand’s page in the first place?<br />75% connected because they were invited by the brand directly<br />59% connected because they were invited by a friend<br />49% connected as the result of personal research<br />
6. Importance of Strategy<br />#1 Step in Social Media – CREATE STRATEGY<br />Goals<br />Research Competition<br />Target Market<br />Keywords<br />Content<br />Image: Renjith Krishnan<br />
7. Facebook Page – 5 Tips & Tricks<br />1. Create a “Page” not a profile. Why?<br /><ul><li>Facebook says so
8. SEO – search engines index pages
9. Analytics & widgets
10. Unlimited fans
11. New Page format (eff. March 11) offers more ways businesses can utilize pages
12. Customers might not feel comfortable becoming friends with a company or brand</li></ul>2. Select your category and subcategory<br /><ul><li>Local business or place
13. Companies, organization, institution
14. Brand or product
15. Artist, Band, Public figure
17. Cause, community</li></li></ul><li>Facebook Page – 5 Tips & Tricks<br />3. 25 Fans = Facebook username<br />http://www.facebook.com/username<br />4. Use keywords in your company descriptions and newsfeed updates<br />5. Be Creative <br /> Profile picture<br /> Top 5 Photos <br /> Custom tabs<br />
18. Facebook Page – More Tips & Tricks<br />Get Connections!<br /><ul><li>Suggest your page to friends. Ask friends to suggest your page to their friends.
19. Upload your contact list on Facebook to send an invitation to “Like” your page
20. Send an eblast to your contact list with a link to your new Facebook page
21. Offer deals to Facebook fans – coupons, special offers, contests, promotions
22. Integrate Facebook marketing –more on this later</li></ul>Appoint Page Administrators<br /><ul><li>Decide who will have access to post to your Facebook page and make sure this is part of the overall strategy
23. Don’t have to be friends with other administrator, just have to have email address</li></ul>Use Tools to help Manage Social Media<br /><ul><li>Hootsuite
27. Facebook Integration<br />Integrate Social Media with ALL marketing efforts<br /><ul><li>Websites – utilize plugins – link to page
28. Sharing tools on blogs, articles, products
29. Social media links in email signatures
30. Email Marketing links to page (newsletters, eblasts, event invitations)
31. Print marketing, direct mail– list usernames or mention social media presence (Find us on Facebook)</li></ul> <br />
32. Engage & Interact<br />How often?<br />Post status updates no more than twice a day, but at least every other day<br />When?<br />Post when other people are using social media. <br /><ul><li>Newsy posts – work hours
33. Fun posts – Evening, Friday afternoons
34. Trial and error – keep track of what you post and when -measure when you receive the most interaction – use Insights </li></ul>EdgeRank – Facebook’s formula for newsfeed posts - quantifies behavior. <br />In Facebook lingo, these three qualifications are termed affinity, edge, and decay, respectively.<br />
35. Engage & Interact<br />What to post? <br />Ask questions. Be conversational and relatable. Ask for comments and likes. <br />In other words: be social! “Like” This is you want to know more about Facebook!<br /> “Fill in the blank. I’m using my tax refund to buy_______.”<br />Post links to relevant articles and post links to articles on your blog.<br />Listen to your customers and fans. Don’t make Facebook all about you and your brand.<br />Promotions, sales, contests... <br />Events, Photos, Video<br />Now pages can interact with other pages. “Like” your customers pages, partners, industry associations on Facebook, comment on their posts (as your business page) for more visibility.<br />
36. Engage & Interact<br />Monitor your company and brand – respond in timely manner<br /><ul><li>Interact with customers, respond to posts on your page
37. Respond to negative feedback – online reputation management</li></li></ul><li>Facebook Advertising<br />Benefits of Facebook Advertising<br /><ul><li> Number of active users
38. Can be inexpensive
39. Ability to reach smart phone users
40. Flexibility of ad platform</li></ul>Targeting Capabilities<br /><ul><li> Location
42. Likes & Interests
44. Relationship status
45. Education and work</li></ul>There are 182,820 people within 10 miles of Naperville on Facebook<br />
46. Facebook Insights - Analytics<br />
47. Future of Facebook<br />Additional marketing opportunities on Facebook<br /><ul><li>Facebook Deals, Check-ins
48. Facebook Questions
49. Facebook Messaging</li></li></ul><li>Thank you!<br />For help managing or setting up your social media presence, please contact <br />Naper Solutions at 630-548-5614.<br />