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Advanced Facebook Marketing Workshop Jonesboro, AR
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Advanced Facebook Marketing Workshop Jonesboro, AR


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Powerpoint of presentation to area small business owners on using Facebook techniques to improve online connections with fans. Created and presented by the Arkansas State University Small Business …

Powerpoint of presentation to area small business owners on using Facebook techniques to improve online connections with fans. Created and presented by the Arkansas State University Small Business and Technology Development Center for Advanced Facebook Marketing workshop held at the ASU Delta Center Thursday, August 8th 1-4 pm.

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  • Thank sponsors set ground rules For our SBTDCs some helpful tips to SBTDC offices. If YOU or a member of your staff is going to teach the seminar use YOUR page as the example of the right way to do it. You will see links back to my page throughout to drive points home. If your center Facebook page is not a good example…don’t teach the course yourself..find some 3rd party to teach it…My clients, attendees look at us as the examples of what to and what not to do. If you are teaching this course then they look at your page and see it doesn’t follow these will lose credibility. May also be a good incentive to work on your own online marketing…. In the area of social media marketing our typical small business client is lost as a goose…they will look to you for advise and guidance or visit your sites to see what they should be doing. If you have 25 fans and haven’t posted in 3 months….well you get my point. Hope this works for you give me your feedback
  • Note for SBTDCs I always download my powerpoints to slideshare so that the attendees can access it online later especially where we have links. It is a good habit for your center to do as well. Plus with the link on slideshare others will see it and gives you a unique URL to use for your blogs. I generally create a unique web page that has all of the information and some added stuff like pdfs on the topic that I share with the attendees.
  • Depending on time: can do all 10 in a 3 hour session. 1 ½ hour lunch n learn focus on 1 through 6 NOTE: NAME CHANGE currently can change your business name seen on facebook…NOT URL however ability to change URL is supposed to be coming so stay tuned
  • Use this if you want: too many small businesses create their online stuff “for them” not for the customer/visitor. Understanding basic online visitor behavior is important to create your site (website, email, social sites) to have greatest appeal to visitors You can see my explainations of the 5 bullets at Herb’s 5 Laws link and why they need to be part of the planning process.
  • Stats from Exact Target basically small business needs to understand nobody got on Facebook to “like” a page (except your mamma and spammers) they got on Facebook for right column reasons…to get them to “like” page need to consider what motivates your visitors to your facebook site to become fans…what can you give them?
  • Setting up Facebook is a mechanical process it is a tool not the end…so push them to think through these questions. Every marketing message and site must have a reason…and ultimately it must be to drive them to our cash register.
  • Many of our small businesses are unaware of these which means their engagement is poor. They will probably have no idea what EdgeRank is or why it matters so need to explain to them how the algorithem worksThese stats may surprise your attendees the decay issue is important now…used to be not to post more than once a day because you didn’t want to clog up fans newsfeeds…today decay rate is exploded meaning posting every 4 to 5 hours will not create problems with your fans.
  • Walk them through the parts of the new Admin panel…easy to see recent interaction without having to scroll all down your page and to respond. On the new Fans/Likes show them how you can send them a private message on their profile (if they don’t have their message button turned off) but to be careful not to look like a “stalker” because if you privately message a new “Liker” it is YOUR PROFILE picture that appears NOT your page logo…
  • Just some nice cover images from “the big boys” the new timelines capitalizes on the fact that Facebook has ALWAYS been a visual medium. Now with this massive virtual real estate the fact that you no longer have “Default Landing Tab” options your cover image must grab visitors if you want them to push the Like button and engage. The image you use should be ABOUT the visitor NOT the business.
  • Facebook has significantly loosened policies on Cover Photos now calls to action, contact information, etc. are acceptable and effective in late June 2013 even the 20% text rule was taken out. However the cover photo is about visual so limit text to let viewers get the most out of it.
  • So what can you do? Our small businesses may need some inspiration so see next slides…but KEY…THE VISITOR MUST SEE THEMSELVES IN THE IMAGE. By that I mean the visitor must identify personally with the image shown and relate to the business. Go back to Herb’s 5 Laws…lazy (visual vs text) and Selfish (WIIFM) Hit the part that changing the cover image often is a good idea and why
  • Here is a good place to emphasize the new outline and why it is a good thing. Big bigbig visuals but…people view left to right, top to bottom. So note that big old Like button and message option are bigger and are immediately below the image. Apps also moved below instead of on side and to go along with the big visual theme you can put your own pictures into the apps… more on that later.
  • Technical part …on the profile picture…for most of our small businesses stress it should be their brand/logo or image they want people to equate to them. Also fact that the profile picture is the “Thumb Nail” that people will see in their newsfeeds. Best to be same all across all social platforms, website, business cards, email headers, etc.
  • Critical issue is expansion to 170 characters…ability to put your CTA (CALL TO ACTION) See on ours we have a little slogan but then is driving folks to our specialty landing tab AND the freebies they get for fanning…Can put in URLs as well do note the issue if the small business sets up as a “Local Business” by default pulls in address and phone number. Can get around this by typing in your website URL in the edit portion that has your phone number or street address or change to an organization. Critical question for local business should be what is more important to the visitor? Phone number, address or url? Ex. A photograher would do well to have his website url since most folks want to see samples of his work before contacting.
  • May be one of the best new features…responding to private messages here IS done with the business logo/icon/business profile picture. Great for driving sales funnel…encourage fans to send private messages for more information, also very good for customer service (especially complaints) Down side is YOU MUST GET fan to initiate messaging BEFORE your business can respond as the business.
  • Biggest potential impact with the apps… show them the down arrow to uncover more apps, show them how to move the apps for better visualization and how to add images to the app icon for appeal.Biggest item to consider is: What do you want visitors to do? Why are you on Facebook in the first place? If it is to get email subscribers make sure you have Email subscription app on top row, etc. Make sure they understand YOU Can’t move the photo (but you can make it look different) example for SBTDCs we want people to come to our training so making sure Events tab is on 1st row is critical…given the 20% rule of viewing you want a more permenant way to message so the email subscription is vitial…etc. Again why are they on Facebook? What do they want visitors and fans to do that relates to their cash register?Show them bad part about the like button (can see overview of other pages insights activities) AND…while you can move it below the top 4 so not as visual you cannot remove it or prevent others from seeing your stats. Same time is a good way for your small business to “spy” on his competition.
  • Pretty obvious…but a bunch of folks didn’t know because the button is hidden until you hover over it. Why Pin? Keep a particular post at the top of the timelines for visitors good for sales campaigns, promotions, etc. Or since no more default landing tabs to encourage folks to go to your welcome page.HIDING: make sure they understand that hiding takes it off the visual part of YOUR Facebook Timelines BUT does not delete if from your Fans newsfeed.
  • Here are just a few links to 3rd party apps…some free, some pro…also make sure to tell them to read the terms of service (TOS) before downloading to make sure they understand what they are agreeing to
  • Some more that can create iFrame options
  • Contests and promotions are tricky on Facebook. Facebook has very specific rules these are 3 sites that can do 3rd party contests that will not have the small business violate Facebook policies
  • Parting shots….the mechanics of setting up the new Facebook Timelines is not difficult…Turning it into an effective marketing tool that will drive sales to your cash register…takes planning. Here are a few ideas of mine
  • Scheduling tools again hot links but to my sites may need login to access or use your own. Also bottom link is article I put together on how to use them
  • Because more consistent posting is important in addition to having a calendar of content to post…third party apps to help schedule are life savers. Hootsuite probably best but have found Buffer to be a good tool as well, especially if cruising the internet finding interesting stories, photos, video to share because you can put the buffer app on your browser and just hit click.
  • Transcript

    • 1. By Herb Lawrence, Center Director Astate Small Business and Technology Development Center *
    • 2. * Registration form and evaluation form –Please fill out the Attendee Record Form at the beginning of the seminar Copy of the slide presentation Additional handouts Download the powerpoint at our Slideshare site.  2013
    • 3. *Free confidential consulting assistance *Free Market Research Information *Low cost Training workshops *Innovation and technology consulting *Website and social media analysis reports *For more information visit the ASU SBTDC Website *
    • 4. * 1. Facebook Marketing – Understand Users and Your Goals 2. Once Around a Facebook Page…What’s New! 3. Anatomy of a GREAT Facebook Post 4. Tabs and Apps to Grab Fans 5. The Hard FACTS about Contests/Promotions 6. Tools To Use 7. Wrap Up!
    • 5. * *Who uses Facebook? *How Online Consumers Act *WHY They Join Facebook *What they EXPECT from Brands *Setting Your Goals and Expectations *Dirty Secrets of Facebook for Brands
    • 6. Get more Facebook user data on our Facebook 2012 board Visit the ASU SBTDC Facebook Page!
    • 7. Herb’s 5 Laws Online Consumers *Attention Span of a Gnat *Lazy *Selfish *Not Rocket Scientists *Don’t have ESP
    • 8. *40% Want Discounts/promotions *39% Show support of Company *36% Get FREEBIES *34% Stay informed *30% Updates on upcoming sales *25% Exclusive Content *63% Reconnect old friends *59% Maintain personal contacts *37% Stay on top of social life *30% Fill downtime guilty pleasure *30% play games *
    • 9. * *How does Internet Marketing Sync with Your Overall Marketing Plan? *What Social and Online Marketing Do You Currently Use? *Specifically What DO YOU WANT Facebook to do for you? *What is the REASON You have a Page? *What do you WANT FANS TO DO?
    • 10. *Step 4 Set Specific Goals *Brand Awareness/Advocacy *Increase Traffic/Opt-Ins *Business Partnerships *Search Engine Results *Generate Leads *Reduce CRM Costs *Increase Revenues Set Appropriate Goals for Your Facebook Marketing Activity… Know WHY you are using Facebook AND… What you want to accomplish!
    • 11. See Infographic at Know Thy Customer Board
    • 12. * *90% of “Likers” NEVER come back to your page! *At BEST… 16% of your Fans See Your Newsfeed Post *Today Post “Decay” is about 3-5 HOURS *Edgerank will SLAP YOU! *Up to 30% penalty for 3rd party posting to Facebook
    • 13. * *Getting the Word Out! *OFF-LINE *Business Cards, Flyers, Posters, Billboards, Newsletters *ON-LINE *Other Social networks *Email Signature blocks *Professional Email Providers *WEBSITE/BLOG Use Icons & Widgets
    • 14. * ASU SBTDC Website Facebook Widget Developer Site
    • 15. * *Vanity URLs *Navigating the Admin Panel *Engaging Cover Images *Profile Pictures *About Box *Enabling Messages *Tabs and Apps Overview *Star, Hide or Pin *The Scheduler!
    • 16. * 1. Go to “Edit Page” tab in Admin Box 2. Click on update Page Info 3. Page Address: click edit 4. Click Change Web Address
    • 17. * Type in Name You Want Click Check Availability Learn More at: Facebook Web Address
    • 18. *Admin Panel *You can see Notifications and most Recent Post Results *New Likes *And send private messages to them as your profile *Fans can privately message your page *You can only respond, not initiate as your page *Insights NEW *Page Tips *Also has drop down Manage (your edit), Build Audience, Help and Hide
    • 19. * Photo of first Wal-Mart in Rogers in 1962 Humans are “VISUAL” Animals Leverage the Power of Cover Images 1. Appeal to Senses 2. Let Visitor See Themselves OR 3. Who They Would Like to Be!
    • 20. * *New: Cover Photo 851 X 315 pixels *Thou Shalt Not: *Misleading, deceptive or false covers *Nudity *Copyright infringement *See Facebook Page Terms of Service
    • 21. * *What Works? *Photo to showcase your products *Photo of people using your products *Photo of “secret” ingredients *Photo with unique selling point *Photo that gives inside look to your business *Photos that make visitor salivate *Photos that involve the audience *Change Cover Image often
    • 22. *
    • 23. *
    • 24. * *180 x180 pixels is your thumbnail scaled down to 32 x 32 *What works? *Logo *Image that is representative of your brand *Best to Be permanent *ASU SBTDC Facebook
    • 25. *About Box *On left below Cover Image *Grown from 70 characters to 155 characters *Perfect Call to Action *Can Include website links *However Local Business Pages display your local information (address or phone) *Can insert website in those options *Decide what is more important website or other contact *Edit About Description: admin panel>Edit Page> Update Page Info> Short Description
    • 26. * SEO Advantages/ Key Words
    • 27. * *Part of Admin Box Enabled messages perfect for private conversations with fans especially something sensitive like customer service issue *Customer must initiate *Your responses as your brand not individual *Can Turn off: *Admin Panel, Edit Page>>Edit Settings>>Messages Edit>> then uncheck Messages box
    • 28. * *Right below cover photo *Photos tab automatically first and can’t be moved *Allows for 12 apps to be shown (with drop down) *Only 4 can be featured in view – 1 WILL be Photos *Choose View Apps Carefully *Can Customize images for each app 111 x 74 pixels *Good and Bad of the “Like” “Liked” button *ASU SBTDC Apps
    • 29. *Star, Hide or Pin *You can Pin or Anchor a specific post to the top of the timeline for up to 7 days *Pinning a story prevents it from getting lost *Star Highlights the post and spreads across both columns *Downside…can’t Highlight AND Pin *Hide from Page takes off Timeline not newsfeed
    • 30. Posting Content
    • 31. Scheduling Posts
    • 32. * *Where to Get Tabs *Contests *Hashtags *Graph Search *Simply Measured *Insights *20% Rule Advertising
    • 33. * *Features: *Images, Links, Video, Text *Alternate *Include CTAs (Call to Action) *Link to Website *NEW FEATURES: *Replies *Images *###### HASHTAGS! What to Post When to Post How Often to Post Scheduling Tool for Posts Location Button Boosting Posts Admin sees XX People Saw This Post
    • 34. * *Attention *Interest *Desire *Action
    • 35. *11 Point Facebook Page Audit from Social Media Examiner *
    • 36. *Online Timing is EVERYTHING! * Our Tips on Best Time to Post Online by social media network AND by Industry
    • 37. * * FB to Twitter * #fb posts any tweets you end with #fb to page wall * pulls your blog feed into Facebook page
    • 38. * *Static HTML *Tabsite *Involver *North Social *WooBox FREE
    • 39. *Best Facebook Tab Providers 2013
    • 40. * *Facebook has very Specific Rules *READ FB Terms of Service – Promotions! *MUST be run by a 3rd party App *MUST Release FB completely *MAY ONLY: *LIKE A PAGE *CHECK IN TO A PLACE *CONNECT TO AN APP *MAY NOT NOTIFY WINNERS THRU FACEBOOK Click for FB Rules
    • 41. * *Wildfire *Strutta *LikeOurBusiness *Good Articles to READ: * choose-the-right-type-of-facebook-contest/ *From Post Planner GREAT Article contest-rules-mistakes-page-deleted/
    • 42. * *Hashtags on Twitter, Instagram, Pinterest, Google+ *Provides categorization on specific Keywords to add more context to posts OR Link to larger topics *Clicking on Hashtag provides Hashtag FEED *Functionality – Ability to: *SEARCH specific hashtags via FB Search bar *CLICK on hashtags coming from other networks like Instagram *CREATE new posts from inside hashtag feed & search bar *ADD Hashtags to Facebook advertising you run
    • 43. * *EXPAND YOUR REACH: *Expand reach to people looking for your TOPIC, *Help people interested in niche topics find each other and find existing conversations *AMPLIFY YOUR BRAND: *Brand your Page with it’s own unique #Hashtag and gives people an easy way to share your content *CROSS SOCIAL PLATFORM using Hashtags *PROMOTE SPECIALS & EVENTS (like Contests)
    • 44. * *Privacy settings in effect *Hashtags have to be all one word *Capitalization does not matter *You can make up whatever hashtags you want *Research Hashtags before using *Easily look for Hashtags on Facebook by URL “keywords” *Do NOT put in narrative, put at end of post *Do not go HASHTAG Crazy!
    • 45. * *Social Media Examiner k-hashtag-marketing/ *HubSpot Article * clickable-hashtags
    • 46. * *Use Facebook Graph Search to: 1. Identify your own fans 2. Learn favorite interests and hobbies of fans 3. Identify interests of competitors fans 4. Identify Potential Business Partnerships 5. Improve the Quality of Contests
    • 47. * *Social Media Examiner -graph-search-marketing/ HubSpot graph-search-for-us-users
    • 48. * *Publish MORE Visual Content *Posts including a photo album or pic generate 2X more engagement than other post types *Think: photos, charts, infographics, Pinterest! *Feature Custom Tabs in Views & Apps for Lead Generation – No more default landing tab option *Edit Images that Appear in Your Views & App Bar *Make Sure Best Posts Appear on Timeline (Make sure default setting is “Allowed on timeline by checking “Everyone can post to ASU SBTDC timeline in the manage permissions section) *Pin a New Featured Promotion every 7 Days *Prepare a Schedule or Calendar for regular posting *Tie Facebook posts to your marketing campaigns
    • 49. Simplymeasured * The NEW Facebook Insights
    • 50. *Nutshell Mail
    • 51. * *Hootsuite *Buffer *Tweet Deck *BUT..BEST IS IN FACEBOOK STATUS!
    • 52. * Nick Taylor of Social Contests
    • 53. *Blogs Worth Following
    • 54. upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans. Online curation site bring information from Google, Facebook, Twitter, YouTube, Instagram and more. Perfect for quick creation of information in appealing format. YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites. Instantly curate and post interesting information on your social sites. Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content” Tools to Create Content
    • 55. *E-mail *Website *ASU Small Biz Blog *Facebook *Facebook *Twitter *LinkedIn *Google Plus *Pinterest *Oh… or call me (870) 972-3517 *