Facebook for Business


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How to use Facebook for business.

This is my presentation to the North By North Shore Digital Media Conference on June 18, 2013. #NXNS

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Facebook for Business

  1. 1. Facebook Marketing for BusinessJune 18, 2013North By North Shore#NXNS@JuliaCSocialJulia CampbellJ Campbell Social Marketingwww.jcsocialmarketing.comjulia@jcsocialmarketing.com
  2. 2. Slides Slides will be made available to NXNS attendees atthis link: www.jcsocialmarketing.com/resources Password: ilovesocialmedia If you like the presentation, please Like my Page onFacebook! www.facebook.com/jcsocialmarketingTweet: @JuliaCSocial #NXNS
  3. 3. What is “Social Media”? Any online technology or practice that people use toshare(content, opinions, insights, experiences, perspectivesand media). REAL interactions in REAL time.Tweet: @JuliaCSocial #NXNS
  4. 4. Is Facebook just a fad? Facebook has 195 million users in the U.S. alone. Facebook has seen a drop in unique visitors in the U.S.from March 2012 to March 2013 -- on desktop -- from152.8 million to 142.1 million.Source: http://www.prnewswire.com/news-releases/205652631.htmlTweet: @JuliaCSocial #NXNS
  5. 5. Is Facebook just a fad? BUT on mobile devices, use of Facebook’s app hasskyrocketed from 62 million uniques to 99 millionunique visitors for that same time period. In other words, the data merely reflects a shift fromdesktop to mobile, and it may even suggest Facebook isgaining users.Source: http://www.prnewswire.com/news-releases/205652631.htmlTweet: @JuliaCSocial #NXNS
  6. 6. 4 Things You Need To Know Facebook cannot cureyour own ambivalenceabout marketing yourbusiness. Your FacebookAdministrator cannotoperate in a silo. If you do not have awebsite or your website isawful, Facebook will notbe effective. You get out what you putin – time, resources.Tweet: @JuliaCSocial #NXNS
  7. 7. Social Media Is Like A Cocktail Party Mingle and chat. Laugh and listen toamazing stories. Don’t be a wallflower. Do not be the guy withthe lampshade on hishead. Do not oversell orcome on too strong! Each “party” (network)has it’s own etiquetteand rules.Tweet: @JuliaCSocial #NXNS
  8. 8. Facebook 101 The place where people go to connect/reconnect withfriends and family. People come to Facebook to make personalconnections and to have fun. Strategy – Help customers feel more connected to yourbusiness; show them who you are as individuals; helpthem connect to each other. Share “behind the scenes” photos and videos, askquestions, share compelling statistics and successstories. Easy, light, fun. Include media with all posts– links, photos, videos.Tweet: @JuliaCSocial #NXNS
  9. 9. Facebook 101 Set it up correctly. Profile pic, Cover photo, About section, Category, Customtabs, Link to other social media sites, Invite your friendsTweet: @JuliaCSocial #NXNS
  10. 10. Facebook 101 But know that the real battle for engagement does nothappen on your Page – it happens in the News Feed.Photo from: http://allfacebook.com/7-biggest-fan-page-marketing-mistakes_b43011Tweet: @JuliaCSocial #NXNS
  11. 11. EdgeRank 101 Affinity – The one-wayrelationship that a fan has with aPage they have “liked”. Weight – How muchinteraction/engagement acurrent Facebook post isreceiving. Share, comment, like (in order ofweight) Decay – The longer a post hasbeen up, the less likely it is to getseen.Tweet: @JuliaCSocial #NXNS
  12. 12. EdgeRank 101Why EdgeRank? Facebook wants to ensure that its usersare seeing content that is relevant to them.Tweet: @JuliaCSocial #NXNS
  13. 13. The Most Important MetricPeople TalkingAbout This(PTAT) PTAT is the number ofunique users who havecreated a “story” about apage in a seven-dayperiod. On Facebook, stories areitems that display in NewsFeed.Tweet: @JuliaCSocial #NXNS
  14. 14. The Most Important Metric Users create stories whenthey: like a page post on the page wall like a post comment on a post share a post answer a question RSVP to a page’s event tag the page in apost tag the page in a photo check in at a place write a recommendation claim an offerTweet: @JuliaCSocial #NXNS
  15. 15. 6 Ways to Get More Engagement1) Add photos to each post. Dan Zarrella of Likeable Media conducted a studywhere he tracked and analyzed more than 1.3 millionposts from the 10,000 most-Liked FacebookPages, and he found that photos work best.Tweet: @JuliaCSocial #NXNS
  16. 16. Tweet: @JuliaCSocial #NXNS
  17. 17. 6 Ways to Get More Engagement2) Post at the right time of day. Buddymedia published a study where theydiscovered a 20% higher rate of engagement on postspublished in the mornings and evenings. Dan Zarella’s study found that content posted laterin the day (EST) got more likes and shares – peakingaround 8 PM. Of course, you should always use your own Page’sFacebook Insights to determine when your FacebookFans are looking at and interacting withyour posts.Tweet: @JuliaCSocial #NXNS
  18. 18. 6 Ways to Get More Engagement3) Ask for interaction. Don’t make people think about their answers. Think about how people consume Facebook – whilewatching TV, while waiting in line, while doing work. Make it absurdly easy for them to interact. Questions that work: Fill in the blank – “My favorite back-to-school memorywas when____________.” Like if you agree! Comment if you disagree! Share please! Yes or No questionsTweet: @JuliaCSocial #NXNS
  19. 19. 6 Ways to Get More Engagement4) Think outside the work week. Post on Saturdays and Sundays. Less noise may mean less of your fans are onFacebook – so test and measure.Tweet: @JuliaCSocial #NXNS
  20. 20. 6 Ways to Get More Engagement5) Be relevant. Remember WHY people are on Facebook! To see what the world is talking about. To have fun. To be entertained. To interact with friends and family. Make sure to keep your pulse on what people areinterested in, talking about and thinking about –insert your commentary or ask people for theirs.Tweet: @JuliaCSocial #NXNS
  21. 21. 6 Ways to Get More Engagement5a) Be relevant. (But be authentic!) Topical posts include holidays, currentevents, fun/weird facts and items of interest to youronline community (National Grandparents Day, etc.) Father’s Day. Bruins anyone? Don’t just post aboutJustin Beiber becauseeveryone else is.Tweet: @JuliaCSocial #NXNS
  22. 22. 6 Ways to Get More Engagement6) Post graphicsand memes. Graphics featuringinspiring quotes Fun cartoons Infographics Search Pinterest orshare what othershave posted ontheir Pages Always giveattribution.Tweet: @JuliaCSocial #NXNS
  23. 23. Ideas For Facebook Posts• Industryblogs, newsletters, websites• Google Alerts &New YorkTimes alerts• Competitors• Success Stories• Inspirationalquotes• Reached a goal• Want input onan issue• Events, anniversaries, celebrations, birthdays• Email newsletter• Tie currentevents to yourcause/issue• Read everythingand followeveryone!• Figure out what’sworking forothers andadapt it!Tweet: @JuliaCSocial #NXNS
  24. 24. How To Get More Facebook Fans Promote your social media networks! If you build it, they will come. (Well, no…)Tweet: @JuliaCSocial #NXNS
  25. 25. How To Get More Facebook Fans Get a Facebook “Like”box on your website. Google “Facebook LikeBox” Start internally first andthen externally. Askstaff, customers, friends,family, etc. first! Ask several times. Ask them tolike, share, comment onposts at least once permonth. Tweet: @JuliaCSocial #NXNS
  26. 26. How To Get More Facebook Fans Add social media buttons to: M main page of your website Email newsletter. All printed materials – directmail appeals, thank youletters, postcards, brochures, annual reports, flyers, handouts. All emailsignatures, letterhead andbusiness cards. Post a flyer/sign lettingpeople know that you areon Facebook!Tweet: @JuliaCSocial #NXNS
  27. 27. How To Get More Facebook Fans Page Administrators! Invite yourpersonal Facebook Friends to Likethe page! Effectively promote your social mediapresence through your emailnewsletter/e-blast. Explain that you will be showcasingyour impact through these channelsand you want involvement from yourconstituency, supporters andcommunity. Promote your Facebook page to yourTwitter community, and vice versa.Tweet: @JuliaCSocial #NXNS
  28. 28. How To Get More Facebook Fans Experiment with Facebook Ads & SponsoredStories. For more on this, go to:http://www.socialmediaexaminer.com/how-to-use-facebook-adsan-introduction Hold a Facebook contest or promotion. This must be done through a third-partyapplication. For more info, go to:https://www.facebook.com/page_guidelines.php Ideas for contests: Photo contest, Poetrycontest, RaffleTweet: @JuliaCSocial #NXNS
  29. 29. To Pay Or Not To Pay?Tweet: @JuliaCSocial #NXNS
  30. 30. Julia’s Social Media PhilosophySocial Media is a TOOL – itis not a silver bullet.It is a catalyst, not astrategy.(In other words, you stillneed a good product orservice to get people tocare.)Integrate it with an overallmarketing campaign, justas you would other tools(directmail, newsletter, website,ads, customer service).Tweet: @JuliaCSocial #NXNS
  31. 31. Julia’s Social Media PhilosophyNot all social media channelsare right for you.Pick and choose.Do a few well than manypoorly.QUALITY over QUANTITY –one quality Facebook postper day (or every few days)is worth more than 100posts that are perceived asspammy.Tweet: @JuliaCSocial #NXNS
  32. 32. To learn more: www.socialmediaexaminer.com www.hubspot.com www.johnhaydon.com www.jcsocialmarketing.comTweet: @JuliaCSocial #NXNS
  33. 33. Questions, comments, feedback? Email: julia@jcsocialmarketing.com Website: www.jcsocialmarketing.com Cell: 978-578-1328 Twitter: @JuliaCSocial Facebook: www.facebook.com/jcsocialmarketingTweet: @JuliaCSocial #NXNS