Building Engaging Pages

Building engaging Facebook pages
Presented by Tyler Willis from Involver
Follow me online at http://tylerwillis.net

Introduction
Tyler Willis
Helped build five emerging technology startups (3 marketing platforms)
Frequent writer on innovative marketing
Advisor to several b2c technology companies

Introduction
Largest marketing platform for Facebook.
Thousands of Companies, Millions of Fans
Audi, Snapple, Microsoft, GM, TIME, Ford Motor Company, American Eagle Outfitters, Turner Networks, Kenneth Cole,Sunkist Soda, Guitar Center, Nike Basketball, etc.

Introduction
Largest social network
Most popular website
Mission: expand the social graph
Pioneers of “engagement”

Why are we here?

Why are we here?
Attention

Attention on Facebook

STATS

Facebook has 300 million active users

STATS

Facebook has 300 million active users, each with an average of 130 friends.

STATS

50% login daily

STATS

50% login daily, spending a total of 6 billion minutes on FB per day.

STATS

3 million events are created monthly

STATS

3 million events are created monthly, 1.2 billion status updates are created.

the audience is there

the conversations are happening

Facebook 101

Facebook 101
Profile: Your personal profile, lists interests and your posted content. Contains your Wall.
Friends: Bi-directional connection with another user on the site.
Groups: Place for users to discuss common interests -- contains posted items, wall and list of members. Admins can message the group.
Apps: New features for your use (FB and non-facebook)
Pages: Profiles for brands, companies, and celebs.
Fans: One-directional connection with a Facebook Page.

Facebook 101
Disclaimer:Facebook is an innovative company that is constantly changing, this information will change over time.

Using Facebook

Homepage

Publishing Content

Friend Lists

Friend Content

The evolution of marketing on Facebook

Marketing on Facebook
Facebook
Ads
Facebook
Groups
Facebook
Applications
Facebook
Pages
Other tools that might be appropriate for your needs:
Facebook
Events
Facebook
Personal Profile

Facebook Pages

“Most companies are not fully realizing the potential of Facebook Fan Pages”
- RahimFazal

Roadmap
Overview of Facebook Pages
Strategy
Setting Goals
Measuring Success
Hands On

Pages Overview
Pages > Groups
Access to the real-time stream, an important viral marketing channel
More Branding Options
Vanity URL
Profile Boxes
Canvas Space
Access to data (Insights)
Apps to add functionality
What your fans get
Subscription to your real-time stream updates
Ability to comment on and Like your updates and posted items
Ability to post to your wall*
Further functionality is app-dependent
Important Caveat: FBmail

Pages Overview
Pages > Groups
Access to the real-time stream, an important viral marketing channel
More Branding Options
Vanity URL
Profile Boxes
Canvas Space
Access to data (Insights)
Apps to add functionality
What your fans get
Subscription to your real-time stream updates
Ability to interact around your content with other fans.
Further functionality is app-dependent
Important Caveat: FBmail

Pages Overview

Pages Overview
Branding

Pages Overview
Good
Content

Pages Overview
Functionality

Pages Overview
Social
Proof

Roadmap
Strategy
Setting Goals
Measuring Success
Hands On

Strategy
What are your business goals?
How will you measure them?
What efforts help you meet these goals?
Don’t fall into the pure growth trap (FB Example)
What type of content can you share?
How frequently can you post?
What does your audience expect from you?
How frequently does your audience want to hear from you?
Never Hard Sell

Some of our clients have worked with Socialbees in the past and have recommended them highly: www.socialbeesstrategy.com
Strategy Specialists
Specialists can be well worth the expense here
“trust but verify”
If you doubt your social partner:
Have a short engagement time
Set concrete goals and set expectation of success
Get frequent updates on progress to goal
Recommendation

strategy questions

Roadmap
Strategy
Setting Goals
Measuring Success
Hands On

Goals
strategy + metrics + assumptions

Some example goals
Generate clicks to my website
Needs a time constraint (run the calculation – how valuable is a visit to you vs. how long you spend earning that attention on Facebook)
Increase conversation about my company
How often are people talking about you now?
Facebook Search, Google Search, Twitter Search
Focus on creating messages so good they get shared.

Roadmap
Strategy
Setting Goals
Measuring Success
Hands On

Metrics
Social Media Sabermetrics(credit: Ian Schafer)
Identify your business goals
Set your Key Social Performance Indicators (KSPIs)
Develop low-investment programs that should drive KSPIs
Optimize tactics based on performance of KSPIs
Some standard KSPIs
Subscribers (email, RSS, or notifications)
Content consumption
Socially-indexed conversations
UGC (photos/videos/wall posts added by fans)
Pageviews
Number of fans
Number of comments/likes
Time engaged with the site
Total unique visitors

OK! We get it, this Pages thing is revolutionary

now what?

Roadmap
Strategy
Setting Goals
Measuring Success
Hands On

Let’s Get Practical
www.facebook.com/pages/create.php

Categorization
Categorization is important, it can not be changed later, and can affect the information fields you can display on your profile.
The name of your Page can not be changed.

Profile Picture
This is your first opportunity to define the branding of your page.
Max Size = 200px x 600px
Make sure that your brand is clear even as a "thumbnail," since the image will appear at that reduced size throughout the site (for example, on fans' profiles and on their friends' Home pages).
-Facebook Guide

Profile Picture
AllFacebook
Article
on Profile
Picture Hacks

Information
Add business specific information, like hours of operation, address and directions, etc.
This is the ultimate resource for your customers.

Settings
Moderation
Landing Tab

First Impressions
The landing tab is the first thing non-fans see.

First Impressions

(shameless plug)

Add functionality

Add other applications

(pixie dust)

Post content to your page

Photos
Video
Documents
Presentations
Blog / RSS
Tailored News
Offers/Sales
Discussions

“Post photos of products, employees, and customers. Add video clips of your bar or restaurant in action. ‘Behind the scenes' content often works well.”
- Facebook Guide

Post content to your page
Step 6: Update Regularly:
“Updating your Page regularly with fresh photos, upcoming events, and the latest promotions means your Page won't just look like a profile, it will feel like one, and that will keep users coming back. Facebook users are used to getting information sorted by what happened most recently. If you keep your Page active, which you can do through mobile integrations and applications, you'll find that your fans are more engaged and more interactive.”
- Facebook Guide

Phew!
Okay, what’s next?

Facebook Pages 201
Automate

Automate

Facebook Pages 201
Think Viral

Virality Tips
Tag photos, status updates, notes, videos, etc. with relevant people.
Ask a question, ask for help finding someone to answer that question.
Prompt users to publish to their wall.

Facebook Pages 201
Publicize It!

Facebook Pages 201
Fanbox allows
You to add page content and the “Become a Fan” action to your external site

Add it to your site, advanced
Facebook connect lets users log in to your site using their Facebook ID. Increase signups, virality, and activity.

Add it to your site, advanced
Facebook Share allows you to add a “Share on Facebook” link next to external web content.

Facebook Pages 201
Schedule

Facebook Pages 201
Brand
“The [non-fan] URL structure is pretty ugly and long. I would suggest creating a subdomain on your site and using that as the main promotion URL with a 301 redirect to your Facebook page. I use fb.ducttapemarketing.com”