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Advanced facebook seminar batesville 2013

Advanced facebook seminar batesville 2013



Powerpoint for Advanced Facebook Marketing seminar in Batesville, Arkansas presented by the Arkansas State University Small Business and Technology Development Center. The workshop held Wednesday ...

Powerpoint for Advanced Facebook Marketing seminar in Batesville, Arkansas presented by the Arkansas State University Small Business and Technology Development Center. The workshop held Wednesday September 11th at the Batesville Area Chamber of Commerce to help area small businesses improve their current level of Facebook marketing and outreach. The seminar concentrated on understanding how to connect with facebook users, improve engagement, take advantage of current changes in Facebook opportunities such as hashtags, graph search, embedded posts, new Insights and more.



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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 guideline..you 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.
  • 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.

Advanced facebook seminar batesville 2013 Advanced facebook seminar batesville 2013 Presentation Transcript