Beyond the basics of Facebook for business. Tips on content strategy, user statistics, examples, resources, and more.

1. Facebook: Beyond
the
Basics
Cuyahoga Community College
Cleveland, Ohio
October 2015
http://charityideasblog.com/2015/09/29/social-media-classes-fall-20
Amy Neumann
http://goodplustech.com
amy@goodplustech.com

2. Facebook 2015
• What are the key things to know about
Facebook?
• Why does Facebook matter for business?
• Who, what, when, where, why and how:
–Business vs. Personal
–Types of content that work well
–Paid Facebook options
–Helpful Sites and Resources
http://jcsocialmarketing.com/2014/01/social-media-social-good-infographic/

3. So Much Information!
http://jcsocialmarketing.com/2014/01/social-media-social-good-infographic/

4. “Social Media”
Social media = people.
It’s the same thing humans have done since
the dawn of time – connecting.
Being where people are, when they are, how they prefer,
with the information they want. On a phone...a
computer...a tablet...at work, at home, anywhere.
People tend to universally like certain things: to be
entertained, to learn, to save time, to save money, to be
ahead of the curve, to feel inspired, to help others, to
share, to grow.
How does your strategy fit into the humanness of marketing?

5. Social Media Increases “Serendipity” and
Control of Brand
“If you want more luck,
take more chances.
Be more active.
Show up more often.”
~ Brian Tracy
(good summary of Social Media)

6. Visibility & Connectivity at AllTimes
We “ShareThis”
We talk about what we like (or don’t like)
We are mobile
Consider a Responsive Design Site

7. https://www.facebook.com/business

9. http://quiip.com.au/social-media-statistics-usage-trends-february-2015/

10. What Are Some of the Best Uses for Facebook for
Businesses?
http://www.business2community.com/infographics/facebook-marketing-infographic-2015-edition-01131094

11. What Are Some of the Best Uses for Facebook for
Businesses?
http://www.business2community.com/infographics/facebook-marketing-infographic-2015-edition-01131094

12. What Are Some of the Best Uses for Facebook for
Businesses?
http://www.business2community.com/infographics/facebook-marketing-infographic-2015-edition-01131094

13. http://www.pewinternet.org/2015/01/09/social-media-update-2014/pi_2015-01-09_social-media_01/

14. • http://www.pewresea
• http://www.pewintern
• http://www.pewintern
Additional Pew
Internet Stats

15. Time Spent on Social Media…
http://www.statista.com/chart/2109/time-spent-on-social-networks-by-platform/

16. 16
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

17. People You andYour Organization
• What do they see?
• Is your expertise, experience,
and credibility showing?
• Social Media helps make sure
it is.

18. Facebook Right Now
• Social media is the new “Word of Mouth”
• Things are discovered, reviewed, shared and recommended in
real time
• Credibility is developed by being visible as an expert
• Familiarity and trust are created through ongoing interaction, in
many places, many ways
• Customer service is greatly enhanced by the ability to
immediately interact and connect
• Companies are expected to be on social media and to present
unique, exclusive content

19. Conversational (Social) and Other-Focused
• Remember the “social” piece – the more interactive, the more
results
• Try to keep the conversation 80-90% about what interestsTHEM
and only 10-20% about your organization
• Sharing content that is relevant, helpful and useful to people who
might buy or use your product or service will drive connections

20. Facebook: It’s Personal (& Entertainment)
• Entertainment focus
• Photos and videos increase
engagement
• Appeal broadly to human
interests
• Contests and promotions do
well*
• Updates do not need to be
about your organization
• Show your personality
*Third-party services like Offerpop, Woobox, Shoutlet, Wildfire, etc. are
good options for running contests – FB has specific promotion and
contest rules: https://www.facebook.com/page_guidelines.php

21. To Help with Planning:
Who do you want to reach?
What do you want them to know?
What do you want them to do?

22. Content Marketing Defined:

23. Content Update Ideas
•Share what you find interesting,
including from industry-specific sites

24. * Source – 2014 B2B Content Marketing Trends, North America
82% - Brand Awareness
74% - Lead Generation
71% - Customer Acq.
68% - Thought Leadership
64% - Engagement
57% - Website Traffic
57% - Retention/Loyalty
47% - Lead Nurturing/Sales
Content Marketing Goals

25. Examples of Good Facebook posts
25
http://www.socialmediaexaminer.com/10-successful-facebook-marketing-examples/

26. Facebook ads – Sponsored Newsfeed updates
26

27. 27

28. Skittles:
Uses FB to connect with consumers in a goofy/quirky way—build customer relationships by
appearing non-corporate, meeting customers on a fun level. https://www.facebook.com/skittles

29. Subaru:
Leveraging thEir “Love” Theme beyond cars. https://www.facebook.com/subaruofamerica

30. Whole Foods:
Recipes and lifestyle tips: https://www.facebook.com/wholefoods

31. Google:
Recipes and lifestyle tips: https://www.facebook.com/Google

32. (Tip: Shoot Video This Way)

33. Cisco:
Technology and a bit of recruiting: https://www.facebook.com/Cisco

34. Caterpillar:
Product Use, Social Good: https://www.facebook.com/caterpillar

35. Brainstorming
Content Ideas
Planning/ Scheduling– Timing and Frequency
Planning – Annual Media Flight Plan by Events

36. Activity: Creating Great Content Ideas
 Evergreen
 Infographics
 Lists
 Quotes
 Community
 HowTo’s/ Hacks
 Topical/Trendy
 News
 Entertaining/Inspiring
 Educational
 About Us/Promotional/Testimonials
 Questions
 Polls

37. Tools
• Hootsuite/Scheduling (or use any tool of your choice)
• http://hootsuite.com
• Social Media PlanningTools:
http://blog.hootsuite.com/social-media-templates/
• Additional classes drilling down by platform:
• http://charityideasblog.com/2015/09/29/social-media-classes-fall-2015-taug
/

38. Recommended Resources
https://www.facebook.com/business
https://www.facebook.com/business/success/
http://barnraisersllc.com/2014/05/b2b-case-studies-prove-social-media-roi/
http://topnonprofits.com/lists/top-nonprofits-on-facebook/
http://www.inc.com/ss/20-best-company-facebook-pages
http://fanpagelist.com/category/brands/retail/
http://www.socialmediaexaminer.com
http://socialmediatoday.com/
http://mashable.com
http://techcrunch.com
http://www.reelseo.com/
http://www.socialbrite.org/sharing-center/tutorials/
http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm
https://www.facebook.com/business/success
http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-
cheat-sheet-2013/
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-
marketing-statistics/
http://fitsmallbusiness.com/facebook-marketing-tips/

39. Summary
• Facebook Has Massive Reach – 1.39mm
• It Can Be Used to Discover, Connect, and Engage with Potential and Current
Clients in ManyWays
• You NEED to be there

40. Questions?
This presentation can be downloaded at http://slideshare.net/amyneumann
Additional classes available: http://charityideasblog.com/2015/09/29/social-media-classes-fall-2015-
taught-by-yours-truly-smm/

41. Amy Neumann
• Passionate fan of all things tech and media for 21+ years with
companies likeYahoo! and AT&T. Currently delighted to be Director of
AudienceTargeting, Social Media, and Content Marketing at at
Northeast Ohio Media Group (NEOMG) helping businesses reach the
right people, the right way, with the right message, at the right time.
• Often writing about topics involving social media, search, social good,
mobile, developing technology, and similar including for Forbes, the
Huffington Post, two personal blogs (Good PlusTech and Charity Ideas
Blog) and numerous other websites and printed publications
• Originally hails from Northeast Ohio with a brief stop (16 years) in Los
Angeles before returning to the Cleveland area mid-2011
• Let’s connect! Find me as Amy Neumann and CharityIdeas