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Effective methods for developing a business Facebook page Jamie Duklas
About Me... <ul><li>Lead social media strategy for Jeppesen, a Boeing company </li></ul><ul><li>In 2 months, grew JeppDire...
What I’ll cover 13 rules for... Growing Building & a business Facebook page Effective methods for developing a business Fa...
First. What are the reasons… People ‘‘like’’ a business page: Effective methods for developing a business Facebook page – ...
Rule #1: Get a good profile image <ul><li>vs </li></ul>Effective methods for developing a business Facebook page – Jamie D...
Rule #1: Get a good profile image <ul><li>vs </li></ul>Effective methods for developing a business Facebook page – Jamie D...
Rule #2: Be human <ul><li>vs </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas
Rule #2: Be human <ul><li>Social media is meant to be social  </li></ul><ul><li>Talk with your fans, not at them </li></ul...
Rule #2: Be human Effective methods for developing a business Facebook page – Jamie Duklas
Rule #3: Set expectations <ul><li>Provide a clear comments policy </li></ul><ul><li>When deleting posts you can refer to t...
Rule #4: Create custom tabs <ul><li>Product specials / features </li></ul><ul><li>Sweepstakes / contests </li></ul><ul><li...
Rule #5: Be timely & relevant Effective methods for developing a business Facebook page – Jamie Duklas
Rule #6: Make a custom tab your landing page Effective methods for developing a business Facebook page – Jamie Duklas TIP:...
Which one is more powerful to get you to ‘‘like’’? Effective methods for developing a business Facebook page – Jamie Dukla...
Rule #7: Create calls to action <ul><li>This should be everywhere! </li></ul><ul><li>Actions to encourage: </li></ul><ul><...
Rule #8: Post often & effectively <ul><li>Post at least 5 times a week </li></ul><ul><li>Be timely </li></ul><ul><li>Post ...
Rule #9: Encourage passion <ul><li>Creates a strong connection to your page </li></ul><ul><li>Can be a brand, fears, goals...
Rule #10: Promote your page <ul><li>Promote everywhere: your website, online ads, print ads, shipping boxes, receipts, in ...
Rule #11: Advertise on Facebook <ul><li>Great way to grow your likes </li></ul><ul><li>Put ‘‘Like us’’ in your ad copy </l...
Rule #12: Make it viral <ul><li>Ask questions in posts </li></ul><ul><li>Add share buttons </li></ul><ul><li>Use the passi...
Rule #12: Make it viral Effective methods for developing a business Facebook page – Jamie Duklas
Rule #13: Reward your likers <ul><li>Recognition </li></ul><ul><li>Discounts </li></ul><ul><li>Contests / Sweepstakes </li...
Put these 13 rules to use! <ul><li>Get a good profile image </li></ul><ul><li>Be human </li></ul><ul><li>Set expectations ...
Questions? <ul><li>LinkedIn.com/in/jamieduklas </li></ul><ul><li>Twitter.com/jduklas </li></ul><ul><li>Social-Media-Strate...
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Developing and Growing Facebook Pages

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Here are 13 rules for developing and growing a business Facebook page. This presentation will give you actionable items to improve your Facebook page immediately.

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  • Know what motivates people to like a page And what keeps them coming back Look for additional hooks that work for your brand
  • This seems basic, but a lot of companies do not do it Facebook offers limited free form creative space – take advantage of it! Treat Facebook likes it your own site – make it look as good as possible and have a similar look &amp; feel to your site
  • Create a strong &amp; branded impression Included people in the image Done properly the profile icon image will also look great too The Rayovac examples hits on additional rules: timely, reward your likers
  • A lot of companies think their Facebook page is for them, its not – its for the people that like it
  • Social means that you listen as much as you talk If your page consists of only your posts and little responses or likes you are probably not being human (engaging your likers) Don’t be corporate If your legal team runs your social media strategy you are in trouble Use a fun conversational tone Show personality
  • Use names to increase personality &amp; transparency Axe takes it to the ultimate level with a custom tab all about Jennie who manages the page Take advantage of the intro paragraph space to thank people for liking, encourage desired actions and introduce who manages this page
  • Not many companies have a policy and this can get you into trouble when you have to remove posts Identify common questions here and provide answers / direction
  • Another area that is underutilized Easy to create a custom tab For companies with limited resources put a tab with images (featuring product info or specials) that link to your website Sweepstakes &amp; contests are great ways to build likes Games are sticky (people will come back over and over to play games) Shopping tab options are everywhere – test one out I recommend ShopTab for a simple, low-cost option Look to answer common questions (store locator, hiring)
  • If you are timely &amp; relevant people will visit your page more often Macy’s – positions themselves as a fashion expert Macy’s – great design for a tab (simple, large image, good eye flow, call to action button)
  • Online marketing 101: have an optimized landing page with a clear call to action Unique place to differentiate yourself and draw attention Connect with your target market Include “like us” and even better if there is an incentive to like
  • Clear call to action Be aggressive in growing your likers How many times on Facebook do you say “how did I get here?” “what was I looking for in the first place?” Facebook is chaos, you have 1 – 3 seconds to grab attention and get someone to take a desired action
  • Additional calls to action need to be in your posts Include Share buttons
  • Not all posts make it into the news feed Keep in mind, there are two news feeds – work to also get in the Top News Engagement with your posts are a huge part of Facebook’s algorithm to determine what gets into each news feed Posts are the lifeblood of Facebook Most interaction with your page won’t take place on the page – it will take place within the news feed via likes and responses to your posts Post in the morning for more responses People LOVE photos When you reach 10,000 likes you get additional insights
  • Passion keeps people coming back Creates ACTION Has to be real Find the hook that works for you Passionate supporters will answer questions for you and spread WOM about your page
  • Take advantage of existing resources Do it with a purpose – Steak Escape could take this a step further by offering $1 off a soda for liking their page and showing the cashier After 25 likes you can create a custom Facebook URL FB connect on your website (significantly increases interaction with your page)
  • This is a great way to grow likes Critical early on to reach the tipping point (the point where you have enough likes to be credible and “cool” after that additional likes come easier) Ad copy: “like us”, keep it simple, give them something to like – like planes? Like beer? Images are very important (try the same ad copy with 2 – 4 different images)
  • Adding Share buttons is easy once you have the free FBML code script Viral = Fun, self-promotional Do things that will make people evangelists for your page (example: a Photo contest with 10 finalists were voting on the page determines the winner. The finalists will tell all their friends to like your page and vote for them)
  • Sharing button is key as this gets your contest / activity into the news feed and on people’s profile
  • Just replying to someone’s post is recognition Make them feel SPECIAL: discounts, free stuff, recognition, inside info People love to brag (if they get a deal or are the first to know they will tell others)
  • Combine as much of these rules into each strategy
  • Transcript of "Developing and Growing Facebook Pages"

    1. 1. Effective methods for developing a business Facebook page Jamie Duklas
    2. 2. About Me... <ul><li>Lead social media strategy for Jeppesen, a Boeing company </li></ul><ul><li>In 2 months, grew JeppDirect facebook to the top 4% of all Facebook pages* </li></ul><ul><li>Was Director of Marketing for a social network </li></ul><ul><li>Write on social media for Examiner.com </li></ul><ul><li>Alliteration is my favorite literary device </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas *Source: Sysomos 11/09
    3. 3. What I’ll cover 13 rules for... Growing Building & a business Facebook page Effective methods for developing a business Facebook page – Jamie Duklas
    4. 4. First. What are the reasons… People ‘‘like’’ a business page: Effective methods for developing a business Facebook page – Jamie Duklas Source: iModerate Research; March 10, 2010
    5. 5. Rule #1: Get a good profile image <ul><li>vs </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas
    6. 6. Rule #1: Get a good profile image <ul><li>vs </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas TIP: Include a person in your profile image to make it more personable
    7. 7. Rule #2: Be human <ul><li>vs </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas
    8. 8. Rule #2: Be human <ul><li>Social media is meant to be social </li></ul><ul><li>Talk with your fans, not at them </li></ul><ul><li>Include the names of the people managing your page </li></ul><ul><li>Be helpful – repost questions </li></ul><ul><li>Reply to posts! </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas TIP: Your page needs to be for your fans first and for you second
    9. 9. Rule #2: Be human Effective methods for developing a business Facebook page – Jamie Duklas
    10. 10. Rule #3: Set expectations <ul><li>Provide a clear comments policy </li></ul><ul><li>When deleting posts you can refer to this policy </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas
    11. 11. Rule #4: Create custom tabs <ul><li>Product specials / features </li></ul><ul><li>Sweepstakes / contests </li></ul><ul><li>Games </li></ul><ul><li>Shopping </li></ul><ul><li>Store locator </li></ul><ul><li>Hiring </li></ul><ul><li>Timely (holidays & seasons) </li></ul><ul><li>Video, polls, quizzes, Twitter box </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas
    12. 12. Rule #5: Be timely & relevant Effective methods for developing a business Facebook page – Jamie Duklas
    13. 13. Rule #6: Make a custom tab your landing page Effective methods for developing a business Facebook page – Jamie Duklas TIP: Include Like Us with an arrow on the landing page tab. It is even more powerful if there is an incentive included.
    14. 14. Which one is more powerful to get you to ‘‘like’’? Effective methods for developing a business Facebook page – Jamie Duklas vs
    15. 15. Rule #7: Create calls to action <ul><li>This should be everywhere! </li></ul><ul><li>Actions to encourage: </li></ul><ul><ul><li>Liking the page </li></ul></ul><ul><ul><li>Responding to posts </li></ul></ul><ul><ul><li>Sharing (Share buttons) </li></ul></ul><ul><ul><li>Links to website with discounts </li></ul></ul><ul><ul><li>Contests </li></ul></ul>Effective methods for developing a business Facebook page – Jamie Duklas TIP: More engagement (likes & comments) in your posts will increase exposure of your posts in people’s news feed.
    16. 16. Rule #8: Post often & effectively <ul><li>Post at least 5 times a week </li></ul><ul><li>Be timely </li></ul><ul><li>Post as a question </li></ul><ul><li>Post lots of photos </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas TIP: When you reach 10,000 likes you get Post Insights for each post TIP: Post in the morning for more comments & likes on your post.
    17. 17. Rule #9: Encourage passion <ul><li>Creates a strong connection to your page </li></ul><ul><li>Can be a brand, fears, goals, causes </li></ul><ul><li>There has to be a real connection to your brand </li></ul><ul><li>Find what works for your brand & own it: </li></ul><ul><ul><li>Anti-virus software: Privacy </li></ul></ul><ul><ul><li>Dell / Amex: Small Businesses / Entrepreneurship </li></ul></ul><ul><ul><li>Aviation: ‘‘Why you fly’’ </li></ul></ul>Effective methods for developing a business Facebook page – Jamie Duklas
    18. 18. Rule #10: Promote your page <ul><li>Promote everywhere: your website, online ads, print ads, shipping boxes, receipts, in store </li></ul><ul><li>Get a custom Facebook URL </li></ul><ul><li>Use Facebook Connect </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas TIP: Don’t just promote. Also incentivize.
    19. 19. Rule #11: Advertise on Facebook <ul><li>Great way to grow your likes </li></ul><ul><li>Put ‘‘Like us’’ in your ad copy </li></ul><ul><li>Run lots of ads and target for cost effectiveness </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas
    20. 20. Rule #12: Make it viral <ul><li>Ask questions in posts </li></ul><ul><li>Add share buttons </li></ul><ul><li>Use the passion factor </li></ul><ul><li>Create contests & games </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas TIP: You can easily add a share button to any FBML based creative
    21. 21. Rule #12: Make it viral Effective methods for developing a business Facebook page – Jamie Duklas
    22. 22. Rule #13: Reward your likers <ul><li>Recognition </li></ul><ul><li>Discounts </li></ul><ul><li>Contests / Sweepstakes </li></ul><ul><li>Insider information </li></ul><ul><li>Do this & watch word of mouth spread! </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas TIP: A negative post is your greatest opportunity
    23. 23. Put these 13 rules to use! <ul><li>Get a good profile image </li></ul><ul><li>Be human </li></ul><ul><li>Set expectations </li></ul><ul><li>Create custom tabs </li></ul><ul><li>Be timely & relevant </li></ul><ul><li>Make a custom tab your landing page </li></ul><ul><li>Create calls to action </li></ul><ul><li>Post often & effectively </li></ul><ul><li>Encourage passion </li></ul><ul><li>Promote your page </li></ul><ul><li>Advertise on Facebook </li></ul><ul><li>Make it viral </li></ul><ul><li>Reward your likers </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas TIP: Remember a lot of these rules build off each other. You can incorporate many of them into the same item.
    24. 24. Questions? <ul><li>LinkedIn.com/in/jamieduklas </li></ul><ul><li>Twitter.com/jduklas </li></ul><ul><li>Social-Media-Strategist.com </li></ul>Effective methods for developing a business Facebook page – Jamie Duklas Connect with me: NOTE: This presentation will be posted on SlideShare.net under my name
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