Facebook: Start to Finish
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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 ...

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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  • 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.

Facebook: Start to Finish Presentation Transcript

  • 1. Start to Finish Presented by: Jeanne Willson Markbeech Marketing www.MarkbeechMarketing.com
  • 2.
    • “ For a company not to market itself is like winking at a girl in the dark. You know what you’ve done but no one else does.”
  • 3. Social Media
    • When used properly…Social Media Will
      • help build your brand
        • build valuable relationships with your customers/clients, prospects, industry leaders
        • establish you as an expert
        • build your referral network
      • give you a competitive advantage
      • provide you valuable feedback
    • Should be an essential part of your marketing mix
  • 4. Markbeech Marketing
  • 5. Markbeech Marketing
    • What we do
      • Social media – training, management and consulting
        • Facebook
        • Twitter
        • LinkedIn
        • blogging
      • Email marketing
      • Traditional print/advertising
      • Website design/online advertising
      • Promotions
    • Social Media Classes
    • Feedback form
  • 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.)
  • 7. Facebook users 500
  • 8. Facebook users
  • 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
  • 10. Facebook Profiles
    • Personal Pages
      • Cannot be used as a business page
      • Build your friend base here
      • Encourage them to join your business page
    • Company Pages
      • Your business page
      • Also called ‘fan’ page
  • 11. Personal Profile
  • 12. Personal Profile: Why do I need?
    • #1 reason: You need it to create a fan page
    • To ‘like’ other people’s fan pages
      • comment on other people’s fan pages
      • ‘ like’ people’s comments
      • ‘ like’ blog postings or anything on the web
    • To recommend your fan page to others
    • To invite people to your events
    • Remind friends/family what you do for a living
  • 13. Personal Profile
    • status update
    • news feed
    • wall
  • 14. Personal Profile
    • Top News: Facebook chooses
    • Most Recent: chronological
    • Make a Friend List:
      • Social Media Resources
      • Family
      • Favorite Fan Pages
      • Key Contacts
        • Click on ‘friends’ on left and ‘create a list’
  • 15. Your Personal Posts
    • Your Posts
    • When you post on your wall you have a few options on who it goes to
      • Click on the ‘lock’ icon and you can select a small group to see your post
      • Use the @ sign to send a post to only one person (customize)
    • Other People’s Posts
    • ‘ Like’ someone’s post or comment
    • Comment on a post it goes out to all your friends
    • You can write a personal note to someone (go to their page and click on ‘send Jeanne a message’ and you will send them a private email)
  • 16. Personal Strategy
    • Who do you ‘friend?’
    • High-level, influential people in related industries
    • Top clients
    • Media contacts
    • Event promoters
    • Potential JV partners or affiliates
    • Prospects
    • Make a list of 25 influential people or prospects you would like to work with or to be on their radar
    • What do I do?
    • Reach out and ask them to ‘friend’ you
    • Become a ‘fan’ of their business Facebook page
    • Reach out to them through other social media: Twitter, LinkedIn
    • Comment on their posts
    • Promote their blog postings in your personal status update
  • 17. Personal Strategy
    • What kind of updates should I share?
    • Educate/inform about you/your character
    • Position your business expertise
    • Show that you have a life outside work
    • Keep them in mind when posting – what do you want them to know about you/your business?
  • 18. Privacy
    • Account/ Privacy Settings
    • Be sure to check instant personalization settings
  • 19. Privacy
    • Customize settings
    • Be sure ‘posts by me’ goes out to friends of friends
  • 20. Privacy
    • Be selective about your friends
      • friends in common?
      • Are they prospects?
    • Unknown platform applications or games may contain or let in viruses.
      • Avoid them
      • Hide them
  • 21. Business ‘Fan’ Page
  • 22. Business ‘fan’ page
    • status update
    • wall
  • 23. Business ‘fan’ page
    • Profile image and description
    Can have an image size up to 180 x 540px
    • Info
  • 24. Profile picture samples
  • 25.  
  • 26. Customize Your address
    • Customized URL
    • http://www.facebook.com/username/
    • My Facebook page is…
    • http://facebook.com/MarkbeechMarketing
    • NOTE: Become a ‘fan’ via SMS/text message
    • text the words "like MarkbeechMarketing" to 32665
  • 27. Business ‘fan’ page
    • Wall settings
    • ‘ edit page’
    • go to ‘wall settings’
      • Default view for wall
      • Default landing tab
  • 28. Facebook Strategy
    • Building your Fan (Business) Page – Six Steps
    • Set your objective
    • Design Strategy
    • Content Strategy
    • Promotion Strategy
    • Engagement Strategy
    • Conversion Strategy
    www.MariSmith.com
  • 29. Objective
    • Set an objective
      • raising brand awareness
      • enhancing customer service
      • building your email list
      • driving traffic back to your blog or website
      • building community
    • You may have multiple objectives, be sure to prioritize them
  • 30. Design Strategy
    • 2. Design Strategy
    • Example:
      • building your email list
      • driving traffic back to your website
    • What you need:
    • Application called ‘Static FBML’
    Find the application here: http://www.facebook.com/apps/directory.php Instructions on how to install it: http://www.hyperarts.com/blog/tutorial-facebook-pages-with-static-fbml-application/
  • 31. Design Strategy Customized Landing Tab: Static FBML
  • 32. Design Strategy Customized Landing Tab: Static FBML
  • 33. Design Strategy Customized Landing Tab: Static FBML
  • 34. Content
    • 3. Content
      • Use 80/20 rule
      • Types of updates (use a combination of these)
        • Text Updates
        • Photos
        • Videos
        • Links
        • Other people’s content
  • 35. Content
    • Resources
      • Resourceful articles
      • Good blog postings
    • New products/services (80/20 rule)
    • Personal Anecdotes, thoughts, quotes
    • Announce events
    • Photos
      • Your customers
      • Your employees
      • Events you attend
      • New products
  • 36. Smart Content
    • Use the @tag
    • Video
      • footage of your trade show
      • interview your favorite client
      • Funny (appropriate) You Tube videos
  • 37. Content: Updates
    • How often should I update my fan page?
      • Depends on your business
      • At least 1-2x per week
      • Better 2-3x per day
    • Schedule it once a week on www.Hootsuite.com
  • 38. Content: Plan / Schedule
      • Plan it in advance
        • Social Media calendar
      • Schedule it
        • www.HootSuite.com
  • 39. Promote Your Fan Page
    • 4. Promotion Strategy
    • Grow your network
      • Invite people to become your friends/fans
    • Who?
      • Clients – current and past
      • Influential people in your industry
      • Influential people in related industries
      • Prospects
      • Media contacts
      • People you admire
      • Potential collaborators
  • 40. Promote
    • On your personal Facebook page :
    • “ Become a fan of my page”
    • Link to your Fan page
    • ‘ websites’ = Fan Page
    • “ Become a fan ‘like MarkbeechMarketing’ to 32665
    • @MarkbeechMarketing to post about your company
    • Link to your blog postings
    • Additionally
    • Join relevant Facebook groups
    • Ask friends/business associates to promote your page
    • Become a fan of other fan pages
  • 41. Promote
    • On your business fan page:
    • Use ‘Suggest to Friends’
    • Use a landing page (static fbml)
    • Tag people in photos – they must be a ‘friend’
    • On other people’s fan pages:
    • Use @MarkbeechMarketing as a signature when posting on someone’s wall or fan page
  • 42. Promote
    • Add a ‘Like’ button to your blog
    • Add a ‘Fan’ box to your site
    • (widget or plug-in)
    http://developers.facebook.com/plugins On your website
  • 43. Promote
    • In your email marketing :
    • Invite your newsletter or email contacts to become a fan
    • Include a link in your email signature
    • On your printed marketing materials :
    • Put your facebook address on
      • Your business card
      • Your brochure
      • Your postcards
    • From your other social networks :
    • Twitter – tweet links to your Facebook page
    • LinkedIn
  • 44. Engage
    • 5. Engage
      • Ask questions
      • Be prompt in responding to comments
        • Address people by name
        • Add your own comments
      • Hold a Q&A session
      • Thank your fans
      • Use @tags
      • Post between 9am and 2pm
  • 45. Engage
    • Ask customers their opinion on a new idea, product line, services
    • Run a contest/promotion
        • Name our new product/service
          • Have your fans vote for their favorite
        • Donate to charity
    • Allow your fans to promote themselves
      • Make a Deal Mondays
      • Play ‘Tag’ on Tuesdays
      • Your favorite charity Wednesday
      • Brag Your Blog Thursdays
  • 46. Engage
    • Live Q&A Friday (3p-4p)
    • Upload photos and encourage fans to tag themselves
    • Use Facebook ads – you can determine how much you spend
  • 47. Conversion
    • 6. Conversion
      • Make special offers to your fans
        • Special event (live or virtual)
          • Get fans to promote your event, winner gets a free ticket
        • Special coupons
        • Special discounts
        • Free tip sheet when sign up for my email list
        • Invite 10 friends to join our fan page and we will send you a free x
  • 48. Statistics
    • You can check your stats at any time on your ‘fan’ page – left column (Insights)
    • Put Google analytics on your Static FBML tab
    • For daily updates go to www.nutshellmail.com/facebook
  • 49. Causes
    • Add the application
    • Facebook.com/causes
    • Click ‘add to my page’
    • Go to your business page and click on ‘edit page’
    • Go to applications/causes/edit and select your cause
  • 50. Let’s Review: Facebook
    • Stats – over 500 mil active users
    • Demographics
    • Personal page
    • Personal Strategy
    • Privacy
    • Business ‘fan’ page
    • Business Strategy (6 steps)
    • Stats
  • 51. Resources
    • AllFacebook.com
    • Mashable.com
    • Facebook.com/Mari Smith
    • Facebook.com/FacebookPages
    • Facebook.com/MarkbeechMarketing
  • 52.
    • “ The Butterfly Effect is the theory that the tiny flutter of a butterfly’s wings can create enormous changes halfway across the world.”
    • ~ Robert G. Allen
  • 53.
    • Questions?
  • 54. Thank you!
    • Please fill out your evaluation
    • Become our Fan on Facebook www.Facebook.com/MarkbeechMarketing
    • Sign up for our other classes
      • Why You Need Twitter
      • LinkedIn: More that Just a Resume Site
      • Growing Your Business with Blogs
      • Go to MarkbeechMarketing.com/events