Introductions• “The Facebook guys”• Miles Mussen• Ryan Marshall• Since 2009 we have been running the Stockbridge Edinburgh Facebook page• We won The AXA Insurance Community Challenge for Scotland in 2010• We have over 5600 followers on Facebook and over 1000 on Twitter
Aims of the Course• Help you get an understanding of Social Media• Get you thinking about a strategy• Allow you to understand the basics of Facebook and Twitter for Businesses• Give you some simple principles to help build a following on Facebook and Twitter• Hopefully answer any specific questions you might have…remember no question is too basic
Why is it so important?When only 14% of the population trust Advertising but 90% of the population trustrecommendations on Social Media…..
What is Social Media?Very simply Social media is: “An online conversation”So who’s talking:• your customers• your employees• your investors• your critics• your fans• your competition…..• In fact anyone who has internet access and an opinion
What can it do for you?• Help you listen to customers and build relationships• Develop an online personality• Respond quickly and effectively to both positive and negative reviews• Introduce your brand, shop front, products and services to new customers• Compliment other marketing campaigns• Build links for Search Engine Optimisation
What it is not…• Quick sure-fire way to more sales, bookings, tickets etc• Effortless – but it is easy (with our help)• Shouting – “It’s not about selling, it’s about helping people to buy”
Get a Strategy• What are your goals?• Who are you trying to reach? Who are your audience?• How will you attract – followers, fans, likes, re- tweets, links?• How much time do you have?• How will you manage your reputation?
Facebook Facts• Launched 2004• As of September 2012 Facebook has over 1 Billion active users• Half of those use Facebook from a Mobile device• The average user : – Spends 55 minutes logged onto Facebook each day – Is connected to 130 friends – Likes 2 pages a month
What is FacebookA Social Networking Service that is:• Free• A personal Website• An address book• An events diary• An email account• A place to store and share your photos and videos• An instant messaging and video messaging service• A bulletin board• A scrapbook• A subscription service to your favourite brands, shops & places• A place to create, manage and share a page for your business, charity or group• Its power comes from people – ‘21st Century word of mouth’
The Three Facebook Levels1. Facebook Profile2. Facebook Page3. Facebook GroupThe two you need worry about, run from thebasic concept of TimelineIntroducing Timeline
The DifferencesFacebook Profile: Facebook Page:• For an individual • For a Business or• Only one per person Organization • Allowed multiple• Limited to 5000 friends Administrators• Profiles can be as private • Unlimited or public as you want this number of followers is controlled within your • Pages are Public Privacy Settings • Unlimited number of pages per individual
Pages in detailWhilst we will cover the basics for a successfulpage, all the resources you will ever need can befound within The Facebook Help Centre on thislink:• www.facebook.com/business/buildThe following is how Facebook outlines BusinessPages for you:• www.facebook.com/business
Vanity URL• It is your page’s unique name• Available once you receive 20 likes• Initially your page will have a URL like this: https://www.facebook.com/pages/Womankind- Beauty/112746315490293?fref=ts• Claiming your Vanity URL allows you to get rid of the numbers and therefore make it easier to promote elsewhere i.e www.facebook.com/WomankindBeauty• Check the spelling before you claim it as once set it cannot be changed.
ImagesFacebook is a visual medium and the posts withthe best images get the best response:• Get the sizes right• Edit your photos (Photoshop express editor, Pixlr and Picassa are free and easy to use)• Put your contact details at the bottom of them all (contact number and web address)
Get it right• Invest in a decent camera or ensure that the camera you have can produce the image sizes you need.• Cameras on most phones will give you an ample sized image• Know the sizes you need the results will be so much better
Important Facebook Image sizes• Cover Photo : 851 x 315 pixels• Profile Image: 160 x 160 pixels• Timeline Image: 403 x 403 PixelsAs long as the Original Image is larger than thesesizes it can cropped down to fit or repositionedwithin Facebook….always check before posting
Applications• Position them as you want• Photos, Videos, and Likes will always be there• Link Twitter to your Facebook Page via tabs• Search and Find Applications that might enhance your page i.e e-commerce tabs, book now tabs, Static HTML
Editing Applications• Hover over the right corner and a pencil will appear…..click to bring up options
About Section• Accurate contact information• Location• Detail as much as you can that will enhance the followers experience and aid them to visit/call or buy.• Create Milestones• Facebook is introducing “Graph Search” that will rely on this information to be accurate alongside proper images. Your page’s ability to appear in these searches and it’s ranking will be affected by what you put in here so make it as detailed and as accurate as you can!• http://www.facebook.com/about/graphsearch
Best Practice• How often?• What type of post works best?• When should I post?• How can I get more people to follow my page?
There are no simple answers• Every business is different• You have a style and image that you believe works for your business try and replicate that in your page• Experiment, try and think like one of your customers, when are they likely to be most active, what do they want to see?• Find a theme and voice that matches your target audience (look at competitors and major brands)• Mix up your content• Monitor the results• Be open and don’t shout• Remember this is your business page and not your personal page
Who should I interact with?• Like and interact with businesses in your local community• Like and interact with your customers business pages• Like and interact with any page that your customers might like• However ONLY like and interact with pages you want to be associated with• Remember don’t shout… Be polite and personable
How often should I interact?• Daily• When it’s relevant• Remember your followers are likely to see your interactions in their News Feeds
What should I say?• Be polite• Be personable• Provide value• Don’t shout
Sharing other page’s posts?• If it’s relevant to your page,• If it matches your theme and voice• If you think your followers would be interested…then Share it
Before the break• We Covered: – The Importance of Social Media – The Facebook Basics from Images to Interacting
What are Facebook Insights?Facebook Insights are a simple tool to monitoryour page’s or individual post’s performance.These are broken into:• Demographics• Likes• Friends of Fans• Talking About This• Reach
What do these mean?• 62% Female - 36% Male Split• Largest percentile is aged 25 - 34 years old• Mainly between 25 – 44 years old• 87% from the UK and the majority are from Edinburgh• This allows us to target our posts at the market that matters most
Promote your page• Have a link to your page on your website• Create a Vanity URL• Ensure it’s on all your business cards and any promotional literature• Add it in any Advertising you do
Paid Advertising• Allows you to set your own budget• Target a specific audience by – Gender – Age – Location – Interests• Drive traffic to your website or gain likes to your page
Offers• Officially available to Pages with over 400 likes but from what we can see is available if you have over 200.• As it is paid it will depend on how many friends of followers you have i.e your potential reach• Here is a Facebook guide: http://www.facebook.com/help/pages/offers
It’s not formal but…• Be polite• Be open• Be engaging• Don’t shout• Have fun with it
What is Twitter?• Twitter is an information network. Millions of people, organizations, and businesses use it to discover and share new information.• On Twitter, anyone can read, write and share messages of up to 140 characters. These messages, or “Tweets”, are public and available to anyone interested in them.• Twitter users subscribe to your messages by following your account.• Followers receive all of your “Tweets” in their timeline (a feed of all the accounts they are following)
Twitter Tour• For those of you not used to Twitter here is their simple guide:• http://support.twitter.com/articles/20169519
What are ＃ Hashtags?• The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet.• People use the hashtag symbol # before a relevant keyword or phrase (no spaces) in their Tweet to categorize those Tweets and help them show more easily in Twitter Search.• Clicking on a hashtagged word in any message shows you all other Tweets marked with that keyword.• Hashtags can occur anywhere in the Tweet – at the beginning, middle, or end.
What are Replies and Mentions? @• Using the @ sign before someone’s username allows you to direct a Tweet to them. This can be in the form of a Reply i.e @stockbridgetwit thanks for the help ＃Love＃Stockbridge• or in the form of a mention i.e thanks @stockbridgetwit for all the help ＃Love＃ Stockbridge
Twitter Best PracticesBuild a following, reputation and Customer’s trustwith these simple practices:• Share• Listen• Ask• Respond• Reward• Demonstrate wider leadership and know-how• Establish the right voice
Some Tips• Tweet 80% of content that your followers will find helpful and 20% as self promotion• Before you click send ask yourself “would I follow this person based solely on this one tweet”…..if it’s yes hit send• Share your expertise, be the go to page for a topic and as a reliable source of information• Be proactive, provide value be personable