Facebook for Business Nov 11

Facebook For Business

26 million registered users in the UK
(including 9 million aged over 35)

Peter Lisney

Today’s Workshop
• How Facebook is being used
• Creating a social media strategy
• Creating a Facebook page
• Driving traffic to your page
• What Next?

© Peter Lisney 2011

Questions:
• Who is on Facebook?
• Who has a Facebook page or group?
• Who has won business from Facebook?
• Who doesn’t have any friends?


Everyone Wants To Be Liked


Facebook Can…
• Keep your customers informed of services
• Be used to answer customer questions
• Strengthen customer relationships
• Get you ‘liked’ by friends of those who already
like you
• Drive traffic to your website/blog/YouTube
• Ultimately generate sales


Business to Consumer


Business to Business


Shropshire Businesses


Creating A Social Media Strategy
• What’s your objective?
– Increased awareness
– Direct sales
– Customer service
• What is your scope?
– Geography
– Business or consumer


Creating A Social Media Strategy
• What types of social media to use?
– Social network e.g. Facebook
– Blog/Micro blog e.g. Wordpress and Twitter
– Video e.g. YouTube
• How will you build a following?
• Who will be responsible for content?
• How will you integrate with other marketing?
• How will you measure success?

Integrate With Other Marketing
• Signpost people to your social media sites
– Widgets on your website
– Email footer
– Marketing collateral


Keyword Research
• Yes! Keyword research applies to social media
as well.
• Your business information will be indexed by
Facebook
• Page and group names will be indexed by
Google


Setting Up A Facebook Account


Types of Accounts
• Personal profile – for real people, not
businesses, has maximum 5,000 friends
• Facebook page – for businesses, public figures,
is ‘liked’, unlimited size


Other Basic Facebook Terms
• Friend – someone who has connected with
you either at your request or their request
• Like – If you visit a ‘page’ you find interesting
and want to keep up to date with its content
then ‘Like’ it (used to be called ‘fan’)
• Wall – Where you post comments (limited to
1,000 characters). Can either be your wall or
someone else's


When to Focus on Personal Profile
• If people ‘buy you’ as an individual
• Requires closer management
• Control who posts what on your wall


Creating a Facebook Page For Business


Choose A Page Name
• Make it keyword rich so it can be found in a
search
• Make it unique or a little outrageous
• Add a benefit
• It doesn’t have to include your business name


Create Your Page
• Upload an image
• Provide your basic info
• Make it keyword rich
• You can add tabs/pages


Customising Your Page
• Basic page comes with 3 sub pages: ‘Wall’,
‘Info’ and Discussions
• You can add other pages by adding ‘Apps’.
Search for these in the main search box. E.g.
– Links
– Events
– Notes
– Video


Edit Page Settings
• Edit Page – Change default landing tab


Facebook URL

• Have a url like facebook.com/yourname
• Have visitors land on the tab/page you want
• Encourage visitors to ‘like’ your page


Promoting Your Facebook Page
• Organic Promotion – engaging with followers
• Paid for Promotion – Adwords from Facebook
• Message personal friends
• Encourage people to leave comments. This
adds content to their newsfeed which will be
seen by their friends
• ‘Suggest’ your page to friends
• ‘Favourite’ other pages

Promoting Your Facebook Page
• External promotion
– Link on your website and other social network
sites
– URL on promotional material
– Advertising campaigns
• Promote on Twitter
• Add content regularly - you can use RSS feed
to do this
• Build a community

Facebook Pay Per Click Ads


Easy to Set Up


Quantify Your Market


Decide How Much A Prospect is Worth


Everyone Wants To Be Liked
• Be passionate
• Be different
• Be informed
• Be a giver
• Be a leader
• Be yourself
• You don’t need to be perfect


When to Facebook
• Have clear written objective and strategy
• Budget your time
• Be active at the right time of day
– Morning
– Lunch
– Evening
• Check your page daily for comments plus add
something new

Facebook Apps
• Used to provide more features
• May automatically submit content to your wall
• Find Apps by searching on Facebook.com. Test
them well
• Some good Apps include:
– Slideshare
– Testimonials
– Friends CSV Application (backs up friends)
– RSS Connect (auto adds content)

Measuring ROI
• Likes (Fans)
Attention
• Comments
• Post Likes
Interest/Desire
• Comments
• Website visits
Action
• Sales


Facebook Insights – Analytics


Don’t get suspended
• Only have one personal account and use your real
name
• Accounts are for people, pages are for business
• Add no more 25 to 30 new friends per day
• Avoid repetitive actions that may look like a ‘bot’
• Don’t treat Facebook like a numbers game
• If you get a warning message don’t use Facebook for 24
hours
• Don’t be spammy with friends or on pages
• Have a back up administrator just in case you get
blocked


Keys to Facebook Success
• Post a comment daily to help keep you ‘top of
mind’
• Engage with people who ‘like’ you
• Make your info page keyword rich
• Keep the Facebook rules


Brand Protection
• Get your Facebook page now – if you don’t
someone else will
• Don’t put your social media strategy in the
hands of someone on ‘work experience’!
• Accept you won’t have complete control


Complying With Regulation
• Regulatory bodies like the FSA are slow to act
• Instead of waiting for direction write your own
social media policy
• Decide what can and what can’t be said then
train staff
• Use profile pages to reference compliance


Dealing With Customer Complaints
• Don’t ignore complaints on social media sites
• Provide a place to comment that you manage
or else someone else will do it for you – and
you’ll have NO control
• Empathise, commit to take action then take
conversation to phone or email


What To Do Next
• Draft your social media strategy
• Decide who is going to do it – internal or
external
• Watch your competitors get left behind


A Bit About Irun
• Business development specialists who take the
complexity & pain out of Internet
Marketing, harnessing it to grow your business.
How?
– Business Website Design
– Search Engine Marketing & Optimisation
– Customer Databases & Email Marketing
– Social Media Marketing
– Referral System (collects Feedback, Testimonials & Referrals)
– Ongoing Web Management

• Clients large and small UK wide including Holiday Inn
Express, Abacus Accountants
and Thames Water

A Bit About Irun

Special Offers for Today
• One to one, 60 minute Internet marketing clinic.
Normally £120. Offer £90 (ex vat)

• Develop and manage your Social Media account(s).
Normally £250 per month.
Offer £199 per month (ex vat)

• Or if your website needs an overhaul arrange an
appointment with one of our team


Contact Us
• www.Irun-Canterbury.co.uk
• Tel. 01227 250049
• Mob. 07958 578689
• Email: paul.bourdillion@IrunSolutions.co.uk
• Twitter: @iruncanterbury
• LinkedIn.com/in/iruncanterbury


Any Questions


Facebook for Business Nov 11

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