Facebook for Business - The Good, The Bad & The £££
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Facebook for Business - The Good, The Bad & The £££

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How can you use Facebook for your business? A short presentation on the opportunities and pitfalls presented at a networking event in London on 20th March 2013.

How can you use Facebook for your business? A short presentation on the opportunities and pitfalls presented at a networking event in London on 20th March 2013.

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Facebook for Business - The Good, The Bad & The £££ Facebook for Business - The Good, The Bad & The £££ Presentation Transcript

  • Welcome & Thanks for Coming!• The who, what, why, when & how of Facebook• The good, the bad & the £££ of Facebook
  • • Digital Marketing Agency specialising in: – Search Engine Optimisation (SEO) – Pay-Per-Click Marketing (PPC) – Social Media Marketing (SMM) – Conversion Optimisation & Consulting• Experienced global company with 60 staff working in Europe, Australia, NZ & Asia – 500+ clients worldwide – Google AdWords Certified Partner – Microsoft AdWords Accredited
  • Why Consider Facebook?• Over 1 billion users worldwide• Over 32 million UK users – 52% of the population• Almost 7 million London users – 80% of the population• 51% female & 49% male• 38% under 24 years old (same % as over 35s)• As many 45-54 year olds as 13-17 year olds• Reach your precise target market Your target market is on Facebook! View slide
  • Who is Facebook for?• Individuals • Artists/Musicians• Companies • Public figures• Organisations • Institutions• Charities • Teams• Causes • Products• Brands • Events• Interest groups • Etc… Facebook is for everyone! View slide
  • What Can you Do on Facebook? – Engage with customers & prospectsCustomer Relations & – Captive audience, re-engage dormant customers – Customer Insight Encourage advocacy & monitor/convert negativity – Market research & customer insight – Strengthen branding & stay top of mind Brand Building & – Updates & news Brand Awareness – Become an authority & gain indirect interest – Promote events, sales, offers, new stock… Website Traffic, – F-commerce –Sales & Acquisitions – Advertising Search Engine Optimisation benefits Opportunities for all organisations; e-commerce or otherwise
  • How Can you Get Started on Facebook?• Set up a page directly, or via a personal account• Cover image, profile image, tab images• Profile description & information• Vanity URL N.B. Personal & Business Facebook content is not linked!
  • Then What? – Gaining Followers• Build it and they will come • How will people find you?• Free & Easy • Why would they ‘like’ you?• Website Integration• Email Signatures & Newsletter• Facebook • Quality, sharable content • Facebook Ads • Promotions/exclusive offers • Networking/collaborating• Social Networks/Cross-Promotion• Offline If Facebook is worth doing, do it properly!
  • Engagement is everything!• Interaction powers your newsfeed!• “Edges” = photos, videos, links, status updates, check-ins, likes, shares…• 16% of Fans see a Business’s Edges [Comscore]• The key is finding what works – (who, what, when, where, how)• Tools can help: • SocialBro (follower behaviour) • Hootsuite (scheduling) Keep people interested & engaged with your brand
  • EdgeRank• Affinity – How close are you to the edge-creator?• Edge Weight – Engagement & content type • View < Like < Comment < Share• Time Decay – Over time, edges lose their value & give way to newer edges• IMPORTANT – Just because you have 10,000 fans, doesn’t mean you have 10,000 sets of eyeballs! Number of fans is not a true measure of success
  • Pro Tips• Varied, engaging content wins.• Easily-consumed content such as humorous videos & photos are easy ways to generate engagement.• Ask open-ended questions, get a debate going or launch a poll to build your affinity with more people.• Follow up on comments & thank individuals for “liking” a page. Gratitude show you’re not too big to interact with your fans.• Reach out to individuals & other pages with large followings & try to incite reciprocal engagement by tagging them & appealing to them directly.• Important announcement coming up? Invest some time ahead to increase engagement.• If you have nothing interesting to say or nothing of value to share, don’t. Engagement is key to success!
  • How Can you Tell if you’re Successful?• Set objectives • What are you looking to get out of Facebook?• Facebook Insights • Reach, demographics, post impact, check-ins• Google Analytics • Referrals to site, brand-specific searches, direct traffic, goals – (Multi-channel funnels) Specific goals help you get the most out of Facebook
  • Facebook: The Good… Be creative, responsive & show a reason to be ‘liked’
  • Facebook: The Bad…Show your brand in the best light & think about consequences!
  • Facebook: The £££!Use custom tabs & promotions to drive traffic, sales & donations
  • Any Questions?