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How to use Facebook for Business

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How to use Facebook for Business

  1. 1. How to Use Facebook for Business (Advanced) November 2011 16/11/2011 www.lorcankinsella.com Lorcan Kinsella Social Media Consultant Founder of Social Media Marketing Ireland Member of The LaunchMen www.lorcankinsella.com www.facebook.com/LorcanKinsellaYourDigitalMarketingPartner [email_address]
  2. 2. 16/11/2011 www.lorcankinsella.com
  3. 3. <ul><li>Agenda </li></ul><ul><ul><ul><ul><ul><li>What is Facebook & Why is it so Important? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>How to Create Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5 Effective Strategies to Promote Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Avoid the Mistakes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What to Measure & How </li></ul></ul></ul></ul></ul>16/11/2011 www.lorcankinsella.com
  4. 4. 16/11/2011 www.lorcankinsella.com
  5. 5. 16/11/2011 www.lorcankinsella.com
  6. 6. 16/11/2011 www.lorcankinsella.com <ul><li>More than 800 million active users </li></ul><ul><li>More than 50% of our active users log on to Facebook in any given day </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>More than 900 million objects that people interact with (pages, groups, events and community pages) </li></ul><ul><li>Average user is connected to 80 community pages, groups and events </li></ul><ul><li>On average, more than 250 million photos are uploaded per day </li></ul>
  7. 7. 16/11/2011 www.lorcankinsella.com
  8. 8. 16/11/2011 www.lorcankinsella.com <ul><li>On average, people on Facebook install apps more than 20 million times every day </li></ul><ul><li>Every month, more than 500 million people use an app on Facebook or experience Facebook Platform on other websites </li></ul><ul><li>More than 7 million apps and websites are integrated with Facebook </li></ul><ul><li>More than 350 million active users currently access Facebook through their mobile devices </li></ul><ul><li>More than 475 mobile operators globally work to deploy and promote Facebook mobile products </li></ul>
  9. 9. 16/11/2011 www.lorcankinsella.com The Old Model 800-555-1234 Annoying Salesperson
  10. 10. 16/11/2011 www.lorcankinsella.com <ul><li>Process </li></ul><ul><li>Publish </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Target </li></ul><ul><li>Capture </li></ul><ul><li>Nurture </li></ul><ul><li>Test </li></ul><ul><li>Analyze </li></ul><ul><li>Repeat </li></ul>The New Model <ul><li>Tools </li></ul><ul><li>Content Mgmt </li></ul><ul><li>Blogging </li></ul><ul><li>Social Media </li></ul><ul><li>SEO </li></ul><ul><li>Offers / CTAs </li></ul><ul><li>Landing Pages </li></ul><ul><li>Emails </li></ul><ul><li>Lead Intel </li></ul><ul><li>Analytics </li></ul>
  11. 11. <ul><li>Agenda </li></ul><ul><ul><ul><ul><ul><li>What is Facebook & Why is it so Important? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>How to Create Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5 Effective Strategies to Promote Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Copy What is Successful </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Avoid the Mistakes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What to Measure & How </li></ul></ul></ul></ul></ul>16/11/2011 www.lorcankinsella.com
  12. 12. http://www.facebook.com/pages/create.php 16/11/2011 www.lorcankinsella.com
  13. 13. <ul><li>Build Your Business Page </li></ul>16/11/2011 www.lorcankinsella.com ONLINE
  14. 14. <ul><li>Agenda </li></ul><ul><ul><ul><ul><ul><li>What is Facebook & Why is it so Important? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>How to Create Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5 Effective Strategies to Promote Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Copy What is Successful </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Avoid the Mistakes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What to Measure & How </li></ul></ul></ul></ul></ul>16/11/2011 www.lorcankinsella.com
  15. 15. <ul><li>5 Effective Strategies to Promote Your Business Page </li></ul>16/11/2011 www.lorcankinsella.com GET YOURSELF SOME MUSCLE & A GUN
  16. 16. <ul><li>#1: Have a Plan and a Strategy </li></ul><ul><li>Successful Businesses Have a Plan </li></ul><ul><li>They  have goals in mind </li></ul><ul><li>They will have hurdles </li></ul><ul><li>They will jump those hurdles to achieve those goals </li></ul><ul><li>Small business owners, on the other hand, often create Facebook Pages…. </li></ul>16/11/2011 www.lorcankinsella.com
  17. 17. Don’t keep up – Make your own Plan … <ul><li>… to keep up with the Jones….. </li></ul>16/11/2011 www.lorcankinsella.com
  18. 18. <ul><li>Think about what you want out of your Facebook presence . </li></ul><ul><li>Is it more foot traffic? </li></ul><ul><li>More sales? </li></ul><ul><li>Develop your mailing list? </li></ul><ul><li>………… ..Figuring out your goals is the </li></ul>16/11/2011 www.lorcankinsella.com
  19. 19. <ul><li>First step in initiating and directing your Facebook presence. </li></ul>16/11/2011 www.lorcankinsella.com
  20. 20. <ul><li>#2: Use Custom Tab Applications </li></ul><ul><li>You don’t have to know programming languages </li></ul><ul><li>Don’t even have to be a particularly adept web designer </li></ul><ul><li>Custom tab applications have really levelled the playing field </li></ul>16/11/2011 www.lorcankinsella.com
  21. 21. 16/11/2011 www.lorcankinsella.com
  22. 22. <ul><li>#3: Emphasise interaction </li></ul><ul><li>Facebook users want interaction and attention </li></ul><ul><li>From contests and sweepstakes to virtual gifts and sharable content </li></ul><ul><li>You have to keep your customer engaged </li></ul><ul><li>Static content will not hold the attention of your fans </li></ul><ul><li>  Embrace engagement and interaction </li></ul>16/11/2011 www.lorcankinsella.com
  23. 23. Opportunity to Gather Information 16/11/2011 www.lorcankinsella.com #4: Take action
  24. 24. 16/11/2011 www.lorcankinsella.com CALL TO ACTION
  25. 25. <ul><li>#5: Be available </li></ul><ul><li>Facebook is about the individual—your customer. </li></ul><ul><li>Don’t Just Check once a week </li></ul><ul><li>You wouldn’t feel comfortable knowing customers were in your store with no one to take orders or answer their questions, so  don’t be unavailable online . </li></ul><ul><li>check your Facebook page often </li></ul>16/11/2011 www.lorcankinsella.com
  26. 26. <ul><li>Agenda </li></ul><ul><ul><ul><ul><ul><li>What is Facebook & Why is it so Important? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>How to Create Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5 Effective Strategies to Promote Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Avoid the Mistakes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What to Measure & How </li></ul></ul></ul></ul></ul>16/11/2011 www.lorcankinsella.com
  27. 27. <ul><li>Mistake #1: Using Your Personal Profile to Market Your Business </li></ul><ul><li>Profile pages are for people and fan pages are for businesses </li></ul><ul><li>Fan pages are indexed by the search engines </li></ul><ul><li>Fan pages are showing up in search results Google, Yahoo and Bing search results </li></ul><ul><li>Most personal profile pages are not indexed </li></ul><ul><li>You can  expose your business to new potential customers who are not on Facebook </li></ul><ul><li>Using a profile page for your business = you can only have a maximum of 5,000 friends </li></ul>16/11/2011 www.lorcankinsella.com
  28. 28. In this case, the party is your fan page, you are the host and the mingling is happening on your fan page wall. <ul><li>Mistake #2: Giving Your Fans the Silent Treatment </li></ul>16/11/2011 www.lorcankinsella.com
  29. 29. <ul><li>Mistake #3: Posting at All Hours of the Day and Night </li></ul>16/11/2011 www.lorcankinsella.com an average of 65% more engagement than status updates are made in the afternoons or evenings. Post Clever
  30. 30. <ul><li>Mistake #4: Posting Text, Text and More Text </li></ul><ul><li>Mix it up by posting a combination of text, pictures and video. </li></ul><ul><li>Status updates containing pictures usually get 54% more fan engagement than straight text posts . </li></ul><ul><li>Video posts come in second, getting 27% more engagement than text posts </li></ul>16/11/2011 www.lorcankinsella.com
  31. 31. observe the 80/20 rule in your Facebook marketing efforts <ul><li>Mistake #5: Promoting, Promoting, Promoting </li></ul>16/11/2011 www.lorcankinsella.com 80% of your status updates should offer no-strings-attached value to your fans in the form of tips, advice or friendly banter. Once you’ve built up a relationship with your fans, you can talk about your products or services the other 20% of the time.
  32. 32. <ul><li>Agenda </li></ul><ul><ul><ul><ul><ul><li>What is Facebook & Why is it so Important? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>How to Create Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5 Effective Strategies to Promote Your Business Page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Avoid the Mistakes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What to Measure & How </li></ul></ul></ul></ul></ul>16/11/2011 www.lorcankinsella.com
  33. 33. Facebook Insights <ul><ul><ul><ul><ul><li>What to Measure & How </li></ul></ul></ul></ul></ul>16/11/2011 www.lorcankinsella.com
  34. 34. <ul><li>Facebook Insights </li></ul>16/11/2011 www.lorcankinsella.com ONLINE
  35. 35. 16/11/2011 www.lorcankinsella.com
  36. 36. <ul><li>Thank You! </li></ul><ul><li>Contact: [email_address] </li></ul><ul><li>Facebook: http://www.facebook.com/LorcanKinsellaYourDigitalMarketingPartner </li></ul><ul><li>Twitter: @Lorcankinsella </li></ul>16/11/2011 www.lorcankinsella.com

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