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Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
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Facebook for Business

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How to use Facebook for business. …

How to use Facebook for business.

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

Published in: Technology, Business
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  • 1. Facebook Marketing for BusinessJune 18, 2013North By North Shore#NXNS@JuliaCSocialJulia CampbellJ Campbell Social Marketingwww.jcsocialmarketing.comjulia@jcsocialmarketing.com
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. EdgeRank 101Why EdgeRank? Facebook wants to ensure that its usersare seeing content that is relevant to them.Tweet: @JuliaCSocial #NXNS
  • 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. 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. 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. Tweet: @JuliaCSocial #NXNS
  • 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. 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. 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. 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. 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. 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. 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. How To Get More Facebook Fans Promote your social media networks! If you build it, they will come. (Well, no…)Tweet: @JuliaCSocial #NXNS
  • 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. 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. 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. 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. To Pay Or Not To Pay?Tweet: @JuliaCSocial #NXNS
  • 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. 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. To learn more: www.socialmediaexaminer.com www.hubspot.com www.johnhaydon.com www.jcsocialmarketing.comTweet: @JuliaCSocial #NXNS
  • 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

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