Facebook for Business
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Facebook for Business

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  • Why Social Media Why Facebook Why Not? Benefits of Facebook Pages Vs. Profiles Recent Changes Setting Up a Business Page Managing a Business Page A Social Media Mindset Promoting Your Page Facebook Edge rank Content & Engaging Your Audience Case Studies
  • Only 14% of Consumers Trust Advertising and Only 18% of TV ads generate a positive ROI
  • How many of you read the newspaper? 24 of the Largest 25 Newspapers are Experiencing Record Declines in Circulation & In the 30-45 age group, less than 35% of people read a newspaper!
  • More than 600 million active users People spend over 700 billion minutes per month on Facebook Worldwide – 70% of users are outside the U.S.
  • www.Facebook.com/yourcompanyname 25 fan minimum You can allocate a vanity URL by going to www.facebook.com/username.
  • Can be up to 200x600 pixels 72 dpi Maximum file size is 4MB
  •  It’s Not About Self Promotion Give them access to products or merchandise not yet on your site.  Invite them into your testing process  Get their opinion on the services and products they want to see…and incorporate them.  Let them name the secret test project you’re working on.  Let them create a concept board for future ad campaigns.
  • Posting on other business’s walls without being spammy
  • the algorithm looks at frequency of posts, relevance (number of friends clicking, liking and commenting) plus your history of clicking and messaging within Facebook. Facebook is sorting content based on affinity, weight and relevancy. Each item in your news feed is considered an object. Any action taken relative to an object (like, share, comment, etc.) is called an edge. Each edge has a different mathematical value as does each object.  Edge compared to objects equals a score that includes or excludes a specific post. Facebook does the math and presto! Your news feed and top news sections are populated. While this might be good news for individuals, it’s a serious challenge to brands; especially those brands who were counting on a multiplier effect to get free news feed space among the top stories of their million plus friends. Think about the math. As a result, according to the available research, no more than 20 percent of brand posts get through the algorithm and into the news feeds. That means, at best, you get 26 million rather than 131million potential impressions, eighty percent less than you were counting on. This presents a SEO-like challenge for marketers, which has spawned a new sub specialty dubbed “newsfeed marketing.” Asking open-ended questions Inviting opinion, comment and conversation Connecting organically to offline news, cultural or sports events Limiting brand and sales language and catalog-like copy Creating games, quizzes or surveys Soliciting user-generated content Posting photos and videos Including links in posts Developing limited time offers Comments are the single most valuable factor in an object’s EdgeRank. The Facebook reasoning here is engagement. Meaning, it takes much more effort on the end users’ part to type out a comment than to click a “Like” button.

Facebook for Business Facebook for Business Presentation Transcript

  • SUCCESS WITH FACEBOOK BUSINESS PAGES Presented by Monica Ray
    • An Online Marketing Company
    • Website/blog design
    • Social media and blog coaching
    • We help our clients:
    • Gain high visibility online
    • Save time and money by creating effective online marketing strategy & provide the training and resources necessary for success
    • “ Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio.”
    • -Wikipedia.com
  • OR MORE SIMPLY PUT… “ Social Media is People Having Conversations Online” From Marta Kagan, What the F**K is Social Media
  • Why Social Media?
  • 24 of the Largest 25 Newspapers Are Experiencing Record Declines
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    • More than 600 million active users
    • If Facebook were a country, it would be the 3 rd largest in the world
    • 50% of active users log on to Facebook every day
    • People spend over 700 billion minutes per month on Facebook
    • Worldwide – 70% of users are outside the U.S.
    WHY FACEBOOK? And…It’s FREE!
  • Use of Facebook by Age Group 18-29: 86% 30-49: 61% 50-64: 47% 65+: 26% Average age: 37 Source: Flowtown.com
    • More than 600 million active users
    • People spend over 700 billion minutes per month on Facebook
    • Worldwide – 70% of users are outside the U.S.
    WHY FACEBOOK? And…It’s FREE! 68% of Fans indicated that they would recommend a business they “Like” on Facebook
  • Facebook Fans are reported as spending $71.84 more per year than non-fans Facebook Fans show an average Total Yearly Value of $136.38 per year
  • PAGE VS. PROFILE Facebook Page Facebook Personal Profile Terms of Service Allows for multiple pages Allows for one per person To Search Engines Visible and Indexed Not Visible or Indexed Friends or Likers Unlimited, One-way Limit of 5,000, Must approve or decline each friend request Administrators Can Have Multiple Single Login Design Control More control and can use frames for custom pages Limited
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  • Now that you have a page, how do you keep it from becoming a ghost town?
    • Define your audience, who are you appealing to?
    • What are others doing right or wrong?
    • Personalize your page – Welcome page, introduce the staff the posts the updates
    • Take them “behind the scenes of your business”
    CONTENT STRATEGY Content is King!
  • CONTENT STRATEGY
    • Who is your Ideal Customer
    • What are their interests & hobbies?
    • What makes your business “Unique”?
    • What makes your business “Better than your competition”?
    • Marketing themes
    Self Promotion
  • Mindy & Steve Palmer www.Facebook.com/MslaRealEstate
  • A SOCIAL MEDIA MINDSET
    • How does your business help others?
    • Identify examples of your business going above & beyond, interesting things about your business and the community.
    • Photos, Photos, Photos
    • It’s not just about you – promote other local businesses, events, and your area.
    • Show your personality
    • Part of Your Routine
    • Respond to comments
    • Ask questions or take polls
    • Break news
    • Post videos or images
    • Ask an Expert
    • Contests or sweepstakes (remember Terms of Service)
    • Interact with other business pages
    ENGAGE YOUR AUDIENCE
    • Create an “Engaging Page”
    • Invite your friends
    • Put a badge on your web site
    • Promote in your other marketing (print, tv)
    • Facebook ads
    PROMOTE YOUR PAGE
    • Facebook’s sorting of content based on affinity, weight and relevancy. It looks at:
      • Time
      • Type (comments rank higher than likes)
      • User
    • More engagement = better edgeranking = higher visibility
    FACEBOOK EDGERANK
    • Thursday is the best day of the week to post
    • Post early in the day, before between 6-9 a.m. is best
    BEST TIMES TO POST
    • Chandler Crossings- an apartment complex in East Lansing for students
    • Vet-Stem - develops adult stem cell applications for veterinary medicine
    • Red Bull – energy drink
    • Sephora - sweepstakes
    CRITIQUE & CASE STUDIES
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