Facebook: Start to Finish
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Facebook Start to Finish covers all the basics. Why is Facebook an essential marketing tool? The anatomy of a complete facebook business page; setting it up, coming up with great content and privacy issues. We also cover creative ways to promote your Facebook page and easy tips for maintaining a resourceful page.
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Facebook: Start to Finish
- 1. Start to Finish Presented by: Jeanne Willson Markbeech Marketing www.MarkbeechMarketing.com
- 6. Facebook users July 2010 – Facebook reaches over 500 million active users! Stats from Website-Monitoring.com (active users are people who have logged in over the past 30 days.)
- 9. Facebook demographics “ The price of inactivity is greater than the risks of anything we’d be doing in social media,” ~ Doug Frisbie, Toyota national marketing manager
- 11. Personal Profile
- 31. Design Strategy Customized Landing Tab: Static FBML
- 32. Design Strategy Customized Landing Tab: Static FBML
- 33. Design Strategy Customized Landing Tab: Static FBML
Editor's Notes
- McDonald’s Just like all marketing, Social Media is not a “get rich quick” scheme it’s a ongoing commitment to communicating with your prospects, clients, customers
- We would like to do what we do but do it better so please fill out your feedback forms
- There was a time when people didn’t think that a website was important Now it is a necessity.
- The real beauty of Facebook (and social media) versus traditional print advertising is the ability for you and others to comment – it is two way communication at it’s best and simpliest.
- For Realors looking for first time home buyers look at the huge section 18-34 Look at 45-54 not much smaller than 35-44 Where is your target market in that top range? Where are your decision makers? 26-34?
- To solicit fans of your page – your friends may not be your target market, but maybe some of their friends are. If they comment on your post, it goes out on their wall and all their friends see it. Also, for those who are in sales or in a service industry, have you ever experienced a friend or family member who used a competitor because they forgot what you do? Even your friends and family need to be reminded occasionally about what you do. Social media is the perfect place to do this. I’m not going to go through how you set up a Facebook personal profile because it is pretty
- Be sure you are looking at your wall the way you want – either top news or most recent. You can also create friends lists! (click on Friends in left-hand column, click on Create a List) A client I am working with has over 1200 friends and he is using his personal profile to promote his business Very active, Posts something everyday The company he works for has a fan page Wants to remind them what he does View content by only those you choose (when you are doing research for work or just checking out what your friends are up to. You can also post to just your friend lists -
- Like emails: Like can send out an email to a group of people Do not need to post something to everyone all the time.
- **In essence, your Facebook personal Profile can be a place to nurture key relationships with specific friends + reach a wider audience of acquaintances + keep up to date with close personal friends and family members... so publish a mix of personal/professional content. --- where we could help one another + people in the same industry where we could cross-promote + potential top clients + media contacts + event promoters + potential joint venture partners/affiliates, etc. etc. Publish updates that educate/inform your friends about who you are as a person (your character) + position your business expertise + show that you have a life outside of business! People tend to view their News Feed and read updates from friends more than they read posts/updates from fan pages. (Think about your own news feed; typically there are more stories from friends than from fan Pages). To ‘friend’ someone… Search for them on Facebook Go to their website for a link to their FB page Click on ‘add as friend’ Add a personal note – example: I have been following your work, believe in your philosophy, would love to connect with you on FB
- Be selective about who you are friends with Do you have friends in common? Are they prospects? Unknown platform applications or games may contain or let in viruses. Avoid them or hide if you can. When someone’s ‘Farmville’ or ‘Mafia Wars’ shows up in your update, put your cursor next to it and select Hide Application To turn off all platform (game) applications Account/Privacy Settings/Applications & Websites Edit your settings Turn off all platform applications
- Tabs across the top of this page Your info on the left Ads on the right
- Be sure your profile pictures is something people recognize: your logo, your photo + logo. You can also include your contact information, email address, anything that did not fit in your profile description Be sure your profile description has ~ your keywords ~ an ‘active’ link to your website ~ other links – if you are an active Twitter user or have a LinkedIn profile to promote, do it all here.
- NOTE: Once you have a personal url people can also then join your fan page via SMS/text message by simply sending the words "like yourusername" to 32665
- You may want to be sure you can view your posts and your fans’ posts, too. As the volume of fans grow on your fan Page and your posts grow in popularity, the algorithms push your content out into more and more fans' news feeds. (Every fan Page post does not always show up in the news feed of all fans; it's based on algorithms). You will need to monitor your page regularly if you allow anyone to post. There are some people who will post ‘junk’ on your wall selling their stuff Example: publishing company only want to post Or try the PageNotifier app (http://apps.facebook.com/pagenotifier FanPageNotifier.com
- Once you’re clear on the objective(s) of your Facebook page, the design needs to reflect that. Say your primary objective is to build your email list. You’ll need to feature at least one opt-in box . For instructions on how to add custom content to your page, see this post . Go to Social Media Examiner’s Facebook Page to see a sample opt-in box. Add Google stats to your static fbml
- Add a custom fbml page Use a video message adding a custom landing tab. Studies show that you'll increase your conversion rate (visitors into fans) by having them land on a custom (welcome page) tab vs. straight to the wall. Use a sign-up box ~ be sure to tell them what to do – ie: sign up, visit our site ~ when they sign up, give them something ~ tell them what you do! A few considerations: Width must be no longer than 520 pixels External style sheets may/may not be used – depending on Facebook’s mood that day ;) You can hire people to do this or purchase some templates Set this as your landing page
- Ideally, just as with your blog, you’ll have an editorial guide (or content matrix) which includes a plan for publishing a mix of updates, photos, videos, and links. For a sample content matrix, see this Google doc . Use a platform like HootSuite or ObjectiveMarketer to pre-schedule your content. Depending on the nature of your business and your overall objective, for the most part, it’s best to publish a mix of your own content and what I call “OPC” (other people’s content) . Sources of quality OPC include Guy Kawasaki ’s AllTop , Technorati , Listorious (a directory of Twitter Lists), along with your favorite blogs (subscribe in Google Reader or via email). Plus, remember your own Facebook Friend Lists!
- RESOURCES ~ use Twitter for research ~ blog postings – yours and others For example: if you are garden center; ~ tell me what are the best flowers to grow in the hot Virginia summer ~ how do I keep my lawn from drying up? ~ when should I plant which flower ANECDOTES ~ if your favorite customer comes in and tells you a good joke (clean), then use it and credit them for giving you a good laugh ~ if a customer share his frozen strawberry smoothie he bought at a new local eaterie, thank them for getting you addicted to yet another beverage ~ if your company has an anniversary – thank your customers for helping your business grow ~ employee birthdays – include pictures!
- When mentioning a client or customer use the @ tag (ie: @MarkbeechMarketing) and it will show up on your wall and their wall NOTE - tags only work for people who are your friends, fan pages you've joined, groups you're a member of and events you've RSVP'd for. So, you cannot tag fans that you're not friends with. Also, sometimes tags can be buggy - they don't seem to work 100% of the time!! Just really keep in mind how this will show up on the other person's page. Make it win:win. To tag a page, just start typing the name of it and as soon as you make an uppercase letter, Facebook drops down a menu of choices which you can then select from.See More Going to the Page you want to appear on and clicking "Like" on the page allows you to @ Mention that page. tags do not work in comments. You could, however, go and post a comment on your own fan page wall and tag the other person(s). Or, publish a new post (status update) on your personal profile and tag the other person AND tag your own fan page.
- influential people in your industry and related industries, prospects, media contacts, people you admire, potential collaborators
- On your personal Facebook page : Update your ‘status’ with an invitation to become a fan of your page Link to your Fan page in your personal profile (under your profile picture) Put your Fan page address under ‘websites’ in your info Tell your friends they can become a fan vis SMS text fan (or like) MarkbeechMarketing to 32665 Use @tags (@MarkbeechMarketing) to post about your company on your status update to let friends/family know what is happening on your fan page Put a link to your blog postings in your ‘status’ update Additionally Join relevant Facebook groups Ask friends/business associates to promote your page Become a fan of other people’s fan page
- Weekly specials - %off, free sundae, *Video should include ~ what is your page about ~ what is it for ~ why they should become a fan 32665=FBOOK
- Engage Ask questions Be prompt in responding to comments Address people by name Add your own thoughts/comments Hold a Q&A session Thank your fans Use @tags Post between 9am and 2pm when most people are on – experiment with this for your page (post at the top of the hour?) – look at who’s on through your ‘chat’ box, or at what time people are commenting on your posts
- Charity – or if you want to support one, ask for suggestions on which ones you will support
- I usually find the tipping point in social media is between 500-1,000 fans/followers/friends/email subscribers . You’ll start to see measurable results with this size group. You’ll be building trust and loyalty among your fanbase with consistently good content and reliable responses. Now you must have a strategy in place to convert your fanbase to paying clients or customers. Perhaps you’ll offer a special event (live or virtual), coupons, discounts and other incentives to give your fans a strong call to action. The bottom line is to let your fans know exactly what you want them to do. And pace your offers. If you’re hosting live/virtual events, be sure to also use the Facebook Events feature. See this post for ideas: 10 Tips for Creating Buzz With Facebook Events .
- Email sent weekly from Facebook
- Become a fan of these pages to keep up with all the ongoing updates and changes to Facebook. AllFacebook.com is the online guide for everything related to Facebook. We provide everything from tips to how-tos, and the latest news for Facebook users as well as brands, marketers, and anybody else looking to take advantage of Facebook. Mashable.com is an online magazine with great tools and tips and information about the web and social media Dubbed the Pied Piper of Facebook by Fast Company magazine – she was part of the beta testing of FB and got hooked and saw the business potential right away. Very casual and full of information Facebook Pages keep you on top of the changes to your Facebook page – they why, how and when – ie. Changing width of FBML tabs, Moving the boxes from the left column, etc.