Facebook Marketing
For Your Business or Organization
Presented by
Eric Huisken
Technology and Media Specialist
NU-Telecom
Thank you to our sponsor:
Why Facebook marketing?
92%
value the word of mouth
opinion of family and
friends
Facebook.com
Why Facebook Marketing?
Interactive –
build relationships with customers
Why Facebook Marketing?
1.23 Billion Active Users – the most
used social network
theguardian.com – Feb 2014
Why Facebook Marketing?
Why Facebook Marketing?
Eyeballs!
Objectives
• Tips for Creating Your Page
• Methods for Obtaining Followers
• Expanding Your Reach
• Tracking Your Progress
Tips For Creating
Your Page
Recent Changes
• Thumbnail tabs moved to the left side
• All posts in one column
• Business information on the left side
Customize Your Page URL
Edit page  Edit Settings  Page Info
Page Info
• Include website link
• Include name, address and phone number
• Select a category consistent with other on-
li...
Profile Picture
Make it bold, recognizable, and simple
Keep it consistent – don’t change frequently
Cover Photo
Find a unique image that accurately represents
your brand
Go ahead and change it often!
Obtaining A Following
Run A Promotion
• Exclusive Coupons
• Like to Enter to win
Woobox.com
Offerpop.com
Use Your Email Signature
Here it is!
Link on Your Website
Embedding
Be Social
Make it a two way conversation
Comment and like on other business
pages
Beware of Third Party “Likes”
Don’t purchase “likes” from sites outside of
Facebook
Post Great Content
736 Shares!
What’s relevant today?
(St. Patty’s Day)
+
What’s relevant to your followers?
(cute dogs)
+...
Be Awesome
“People will like you if
you have a great business”
-Captain Obvious
Obtain a Following
• Run a promotion
• Use your email Signature
• Post great content
• Link on your website
• Be Social
• ...
News Feed
News Feed
News Feed Formula
(Formerly EdgeRank)
Factors:
• Time – How long since the post
• Affinity – Amount of interaction with
th...
News Feed Changes
44% - 88% Less reach with recent changes
• Business Insider, Feb 2014
Facebook does not want the news fe...
• Organic Reach – The number of people
who saw your post in News Feed or on
your Page
• Paid Reach – The number of unique
...
Content Distribution
Your
Content
Core Followers
With High
Affinity
Engagement Drives Content To More People
Your
Content
What is Engagement?
Anything that indicates that a user is
interested in a post
– Likes
– Shares
– Comments
– Clicking on ...
Content With Low
Engagement
Your
Content
Content With High Engagement
Your
Content
Expanding Your Reach
Your
Content
Target Specific Followers
Add Targeting by Gender, Location, Age, etc…
Click here to add targeting!
Target Followers
Post
About
New Ulm
Man in
New
Ulm
Woman
in New
Ulm
Man in
Glencoe
Target Followers
Post
About
New Ulm
Man in
New
Ulm
Woman
in New
Ulm
Man in
Glencoe
Woman
in
New
Ulm
Target Followers
• Gender
• Relationship Status
• Educational Status
• Interested in
• Age
• Location
• Language
Figure Out the Best Times to Post
See Insights  Posts  When Your Fans Are Online
8:00 PM
Schedule Your Posts
Click here to schedule a post!
Use Clear Calls To Action
• Find out more by following the link…
• Read this article if you…
• Watch this video if you…
• ...
Tagging
• Build relationships with other businesses
or pages by tagging them
• They will be notified and may share, like o...
Tag Them When You Can
Post Photos
Add Your Own Pictures to Posts
Notifications
• Let your users know that they can get
notifications when you post!
• Click the arrow in the upper right of...
Add A Little Creativity
Hash tagging
• Create or participate in social media trends
through hashtagging
• Just type the # symbol before the word o...
Post Often...
• To build up your affinity score with users
• Minimize the time factor in the News
Feed formula
But…
• Only...
What is the most annoying things brands do
on social media?
Fastcompany.com – March 2014
Meet the Expectations of
Your Followers
There is a reason
that they like you!
What is your brand identity?
Do you have the best
price?
Widgets
.99 cents!
Do you have the best quality?
Are you transformational?
Are you
fun?
Expanding Your Reach
• Target specific followers where applicable
• Schedule your posts for the best times
• Use clear cal...
Facebook Ads
Boost
Sidebar Ads
Native Advertising
Page Likes
Track Your Progress
Facebook Insights
Set Goals For Each Post
What are you trying to accomplish?
• Reach?
• Education?
• Web Traffic?
• Promoting an Event/Sale?...
Reach
– Engagement –
Likes, shares, co
mments
– Reach
Education
Article Link Clicks/Post Clicks
Web Traffic
Clicks to your website
Event or Sale Promotion
– Event
Registrations
– Sale Traffic
What can you change if you don’t
meet your goals?
Summary
• Build your brand through your posts
• Expand your reach through engagement
• Supplement your reach through ads
•...
Questions?
Like Us!
/NUTelecom /smbnewulm
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Facebook Marketing for Your Business or Organization

  1. 1. Facebook Marketing For Your Business or Organization Presented by Eric Huisken Technology and Media Specialist NU-Telecom
  2. 2. Thank you to our sponsor:
  3. 3. Why Facebook marketing?
  4. 4. 92% value the word of mouth opinion of family and friends Facebook.com
  5. 5. Why Facebook Marketing? Interactive – build relationships with customers
  6. 6. Why Facebook Marketing? 1.23 Billion Active Users – the most used social network theguardian.com – Feb 2014
  7. 7. Why Facebook Marketing?
  8. 8. Why Facebook Marketing? Eyeballs!
  9. 9. Objectives • Tips for Creating Your Page • Methods for Obtaining Followers • Expanding Your Reach • Tracking Your Progress
  10. 10. Tips For Creating Your Page
  11. 11. Recent Changes • Thumbnail tabs moved to the left side • All posts in one column • Business information on the left side
  12. 12. Customize Your Page URL Edit page  Edit Settings  Page Info
  13. 13. Page Info • Include website link • Include name, address and phone number • Select a category consistent with other on- line directories
  14. 14. Profile Picture Make it bold, recognizable, and simple Keep it consistent – don’t change frequently
  15. 15. Cover Photo Find a unique image that accurately represents your brand Go ahead and change it often!
  16. 16. Obtaining A Following
  17. 17. Run A Promotion • Exclusive Coupons • Like to Enter to win Woobox.com Offerpop.com
  18. 18. Use Your Email Signature Here it is!
  19. 19. Link on Your Website
  20. 20. Embedding
  21. 21. Be Social Make it a two way conversation Comment and like on other business pages
  22. 22. Beware of Third Party “Likes” Don’t purchase “likes” from sites outside of Facebook
  23. 23. Post Great Content 736 Shares! What’s relevant today? (St. Patty’s Day) + What’s relevant to your followers? (cute dogs) + What do your followers expect? (something about your brand) =
  24. 24. Be Awesome “People will like you if you have a great business” -Captain Obvious
  25. 25. Obtain a Following • Run a promotion • Use your email Signature • Post great content • Link on your website • Be Social • Have a great business • Ask people
  26. 26. News Feed
  27. 27. News Feed
  28. 28. News Feed Formula (Formerly EdgeRank) Factors: • Time – How long since the post • Affinity – Amount of interaction with the fan page or user • Weight for post type (Text, Images, etc...) • Post Quality Source: whatisedgerank.com
  29. 29. News Feed Changes 44% - 88% Less reach with recent changes • Business Insider, Feb 2014 Facebook does not want the news feed cluttered with ads
  30. 30. • Organic Reach – The number of people who saw your post in News Feed or on your Page • Paid Reach – The number of unique people who saw your post through an ad Source: facebook.com Reach
  31. 31. Content Distribution Your Content Core Followers With High Affinity
  32. 32. Engagement Drives Content To More People Your Content
  33. 33. What is Engagement? Anything that indicates that a user is interested in a post – Likes – Shares – Comments – Clicking on the comments to see more – Clicking on “See More” – Clicking on a picture to make it bigger
  34. 34. Content With Low Engagement Your Content
  35. 35. Content With High Engagement Your Content
  36. 36. Expanding Your Reach Your Content
  37. 37. Target Specific Followers Add Targeting by Gender, Location, Age, etc… Click here to add targeting!
  38. 38. Target Followers Post About New Ulm Man in New Ulm Woman in New Ulm Man in Glencoe
  39. 39. Target Followers Post About New Ulm Man in New Ulm Woman in New Ulm Man in Glencoe Woman in New Ulm
  40. 40. Target Followers • Gender • Relationship Status • Educational Status • Interested in • Age • Location • Language
  41. 41. Figure Out the Best Times to Post See Insights  Posts  When Your Fans Are Online 8:00 PM
  42. 42. Schedule Your Posts Click here to schedule a post!
  43. 43. Use Clear Calls To Action • Find out more by following the link… • Read this article if you… • Watch this video if you… • “Like” this post if… • “Share” this with someone you know that… • Sign up for our… Ask questions: • What do you think of…? • How do you…? Give people a reason to engage with your content
  44. 44. Tagging • Build relationships with other businesses or pages by tagging them • They will be notified and may share, like or comment on your post • Type the @ symbol before you type the name of the business
  45. 45. Tag Them When You Can Post Photos
  46. 46. Add Your Own Pictures to Posts
  47. 47. Notifications • Let your users know that they can get notifications when you post! • Click the arrow in the upper right of one of your posts  get notifications • They will now be notified when you post!
  48. 48. Add A Little Creativity
  49. 49. Hash tagging • Create or participate in social media trends through hashtagging • Just type the # symbol before the word or phrase you want to hashtag • Hashtags are all one word and they can be clicked on to see the other posts about this topic • #greatsocialmediatip
  50. 50. Post Often... • To build up your affinity score with users • Minimize the time factor in the News Feed formula But… • Only post when you have something relevant content, valuable or engaging to share
  51. 51. What is the most annoying things brands do on social media? Fastcompany.com – March 2014
  52. 52. Meet the Expectations of Your Followers There is a reason that they like you!
  53. 53. What is your brand identity?
  54. 54. Do you have the best price? Widgets .99 cents!
  55. 55. Do you have the best quality?
  56. 56. Are you transformational?
  57. 57. Are you fun?
  58. 58. Expanding Your Reach • Target specific followers where applicable • Schedule your posts for the best times • Use clear calls to action • Post pictures • Post often • Meet the expectations of your followers
  59. 59. Facebook Ads
  60. 60. Boost
  61. 61. Sidebar Ads
  62. 62. Native Advertising
  63. 63. Page Likes
  64. 64. Track Your Progress
  65. 65. Facebook Insights
  66. 66. Set Goals For Each Post What are you trying to accomplish? • Reach? • Education? • Web Traffic? • Promoting an Event/Sale? • Direct Sales
  67. 67. Reach – Engagement – Likes, shares, co mments – Reach
  68. 68. Education Article Link Clicks/Post Clicks
  69. 69. Web Traffic Clicks to your website
  70. 70. Event or Sale Promotion – Event Registrations – Sale Traffic
  71. 71. What can you change if you don’t meet your goals?
  72. 72. Summary • Build your brand through your posts • Expand your reach through engagement • Supplement your reach through ads • Track your progress and make adjustments
  73. 73. Questions? Like Us! /NUTelecom /smbnewulm
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