Facebook for business


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  • 1. Class Introduction and IcebreakerLogistics, agenda review and introductions - Victoria (5)Feel free to ask questions – we want this to be an interactive session. If you have a question that doesn’t directly apply, please either write it on our easel – or ask us to write it down.Review AgendaIntroductions
  • To be successful in marketingyour business/brand on Facebook requires a mix of authenticity, openness, transparency. Your page as a whole, all the areas complete – showing the “personality”, or brand of your business. If it applies, make it fun – add visually appealing graphics where ever you can. We’ve heard all over the web to “Tell Your Story” – you can do that so easily with a FB page.The purpose of this workshop is to help get you and your business started on the ROAD TO SUCCESS!! Let’s start with a short activity…************3 Facebook Business Goals Activity********
  • Give general overview of the spaces – more detail of each section on further slides.Admin PanelCover PhotoProfile PhotoAboutShowcase AppsRecent Posts by OthersRecommendationsLikesTimeline
  • Admin PanelGo LIVE and review all the red highlighted sections
  • Cover PhotoDimensions for the large cover image is 851 x 315 pixels.  If you upload an image that’s smaller than these dimensions, it will get stretched to this larger size. (The image you upload must be at least 399 pixels wide). Facebook encourages you to change your cover image as often as you wish. Newsflash: each time you change your cover image, this posts on to your wall and goes out into the news feed of your fans. You may find the activity itself doesn’t get great Edgerank (visibility score in the news feed). So, what you can do is hide the activity on your wall, then share the new cover image with a call to action in the textual area, e.g. We’re celebrating 10,000 fans today and just changed our cover image in honor of all of You! Click like if you like! (To be clear, that message does *not* go ON your cover image itself. You’re posting your cover image on your wall with the message as a description.)Do not put contact info, calls to action, or arrows pointing to the Like or Share button on your cover image. Contact info should go in your about section. The no calls to action rule is likely because Facebook has been very generous with this large piece of real estate … however, the company does not want us to run hogwild with all manner of promotions and campaigns… for free! Those come at a price and are called Facebook ads! And the new Premium Ads and Reach Generator. And, the one I’m most excited about: Offers (that one is actually free to set up, though currently only available to large brands).Profile pictureYour profile picture is always a square and is displayed at 125 x 125 pixels or 150 x 150 pixels, depending on the size of someone’s screen. The photo you upload must be at least 180 x 180 pixels. Facebook discourage page owners from changing their profile picture that often. This is the primary, instantly-recognizable image that tracks you throughout Facebook wherever your posts go and wherever you comment as your Page.About A brief description of your business / page. If you are a PLACE page, this will display your location and hours info.Showcase appsJust below your cover image, your ‘tabs’ are now displayed as apps or views. You can have a max of 12, though only four are always on display. The first one is always Photos and cannot be moved. ‘Views’ are Facebook’s default apps or features such as Photos, Events, Likes, Notes, Map. Apps are all third party apps.App URLsEach tab/app has a unique URL so you can drive traffic from inside or outside Facebook to any ‘landing page’ you wish.GearQuick navigation
  • Recent Posts by Others - Posts made by others (fans and non-fans) are in a small box at the top right called Recent Posts by Others. You can scroll in this field without leaving your wall: first click ‘More Posts’ on the lower left of the box and use your mousewheel or the vertical scroll bar. Or click ‘See All’ for a popup box. For viewing and moderating, it’s easier to view these posts on the Posts by Others wall filter, thoughRecommendations – Great way for new customers to see what others have to say about your business. If you know a happy customer that is comfortable with facebook – ASK them to post a recommendation!Likes – Shows other business pages that YOUR PAGE has liked. Good way to show off partnerships, other businesses that you believe in or like what they have to say.
  • ******FIRST, show them how to use FB as THEIR PAGE!!!*******Messaging BoxStatus Updates, Sharing: Links, Photos, Videos, Creating Events, MilestonesWall FiltersPage walls now have four filters: Highlights, Posts by Page, Posts by Others, and Friend Activity. There is no way to set the wall to be posts by everyone. The default is always Highlights. In your page settings (Admin Panel > Manage > Edit Page > Manage Permissions), you can choose to not let anyone write on your wall, or to not display Posts by others. However, we recommend that you leave the settings on to allow everyone to write on your wall, everyone can add photos and videos, and show the box for Recent Posts by Others.Jumping to a Certain Time PeriodTimeline line down the center. You can also add a milestone in a certain place by clicking on this line.
  • Pin postsAny post made by the Page can be pinned the top of the wall for up to 7 days. We suggest rotating which posts are pinned and not letting any post sit there for longer than 1-2 days. You never know how many repeat visitors are coming to your Page and you want to keep it fresh for them.
  • Highlight postsPage admins can choose to display any post made by the Page or by others as ‘double wide’ – meaning the post spreads across both columns of the Timeline. Hover over a post and click the star icon to highlight.
  • A Highlighted PostACROSS the whole stream
  • Growing your PageThe more “Likes” you get, the more people will see your page.The more interactions and conversations you have with people on Facebook – the more people will see your page.
  • Growing your Page“Likes” – How do you get them?There are a number of ways to increase Likes on your page! MORE INFO ON FURTHER SLIDES
  • Growing your Page“Likes” – How do you get them?Vanity URL
  • Growing your Page“Likes” – How do you get them?Promote in Person and in PrintPromote on your websitePromote on Facebook (personally)Promote using Facebook as your business page – go out and interact AS your business page
  • Growing your PageInteractionJUST JUMP RIGHT IN!!
  • Show how you can:Use Facebook as your page
  • Show how you can:Always check the top right of your screen to make sure you are using FB as your page.Now, anyone you interact with ON YOUR PAGE, will see you responding as your page……..First off, LIKE other business pages.These will show up in your “business stream”. Now, you have a network of other businesses to interact with as well.
  • Show how you can:Go to another Business page and postUtilize your Business page “Stream” to interact with other businessesThe more you “Get out There”, the more other people will see your business.
  • Social Media StrategyYou know you’re supposed to have a page, you’ve gotten this far… but now what?!? It’s kind of like a puzzle - what do you do, and how do you fit all the pieces together?To be successful in social media – for your business, for your brand, for you – as I mentioned earlier, your page needs a mix of authenticity, openness, transparency. To a certain extent – it’s a bit about giving up control. The key thing that is different with setting a social media strategy is to realize that it is not all about reaching a mass audience and blasting your message out - it is more about connecting with your customers, developing relationships, having a conversation, and ultimately, reaching the influencers. If your customers are local, you already have a leg up – most likely you personally know many of your customers! With any business, if you begin to tap into what your market wants, you’ll both come away better for the experience.
  • #1: Determine Your Goals and Objectives What Do You want to get out of it? What messages are you trying to send out? Keep it Specific, Measurable, Attainable, Realistic/Relevant, and Timely (aka be SMART)#2: How much Time do you want to spend? Figure out how much time you have each week to spend on your Facebook page. Be honest. Say you want to only spend one hour per week – total on your FB page. That’s only 12 minutes Monday through Friday! This will help you later, when you create a Content/Posting Calendar.
  • #3: Join the Conversation You customers want to see the real “you” – when I say who, I may not mean you personally. Social Media makes is easy for you to share your company culture – some personal glimpses to “behind the scenes”, or upcoming events/products that you are excited aboutMake sure to respond to any comment on your Page – good or bad#4: Don’t be Afraid to Experiment!Try different posting methods, different conversation starters. As you dive deeper into the never-ending pool of social media, you’ll quickly understand what works and what doesn’t.
  • The real advantage of making an editorial or content calendar is that you can create a framework that shows how much and where you’re planning to interact socially.  Furthermore you can see how the content posting supports your social marketing objectives (we talked about SMART earlier).Goal: For each post, what is my goal? What am I ultimately trying to accomplish by making this post?Content type: What types of content do I want to be posting? Status Updates, Sharing: Links, Photos, Videos, Events, Notes, Milestones.Other things to think about:Audience(s): Who am I talking to? What segment of my market am I trying to reach with this post?Brand messages: What overall theme or strategyshould I keep in mind when posting? How does post support and convey our brand?IF TIME************Activity: Brainstorming Tool Possibilities**********************OTHERWISE, THEY CAN DO THIS AT HOME
  • There are at least four technologies you can use to track your editorial calendar:Pieces of paper and a file folderA paper calendar or online calendarA spreadsheet or online spreadsheetTracking software within your publishing softwareEach of these tools has advantages and disadvantages. Some people like paper, and other love to save everything online. YOU can decide the best way that works for you.• Paper, for example, works great for a small business that needs to publish new content a time or two a week. • Calendars work well if you’re the primary or sole author or a one person team, and if you are posting with regular frequency. • Spreadsheets can hold so much information, and can be a great solution for a power user. Don’t go overboard - It’s tempting to think you have to track every last detail in a spreadsheet when, in fact, you should track only critical information.Whatever tool you use to track your editorial calendar, the secret of success is simplicity. Your calendar will evolve and adapt. But simplicity should be a key goal when you design and change your calendar. The more complex your calendar, and what you track, the more likely you are to not use it and benefit.
  • Advanced Management Tools:TweetDeck – Software DownloadHootSuite – Online Software
  • There is currently a slow release of Graph Search for users – aiming for end of April. We have the search already, in Beta. Some of you may also have it; if not, you will in a couple months!!Want to find photos from your graduation? Done. Want to find out which of your friends went to Harvard and graduated with biology degrees? Done. On a mission to unfriend anybody who supports a certain group (such as the NRA)? You can do that, too.Let’s go to the web for a live version – the best way to explain the new Graph Search. **Remember to click on one search – and then while on that results page, click the top again!!Restaurants don’t work very well. Even though my address info is entered in as Mancos, Colorado, the restaurants listed are from the Denver area.
  • Facebook Page GuidelinesWhat you can do and what you CANNOT do on your Facebook Business PageFacebook Studio a celebration of marketing success stories on Facebook.Now, you have the tools that you need to start your Facebook Business Page on the Road to Success. Begin with what you’ve learned in this workshop… try using these tips to build your page and increase participation with your “Fans”.
  • Upcoming Workshops“Spring into SEO” Series. This is a three-part series of workshops that will walk you through the different aspects of SEO.You can come to one or all three of the classes. Sign up for all three and get a 15% discount!1 - $45 ($35 for Chamber Members)All 3 - $115 ($90 for Chamber Members)Basic SEO for WebsitesContent Marketing & BloggingManaging Your Online Presence
  • Final Questions & Wrap Up
  • Facebook for business

    2. 2. Facebook forBusinessThe Road to SocialMedia Success
    3. 3. PageArchitectureLayout of yourBusiness Page
    4. 4. Admin Panel
    5. 5. Business Page Header
    6. 6. PageArchitectureLayout of yourBusiness Page
    7. 7. The Timeline
    8. 8. FacebookTimelinePin a Post to the Top ofYour Page
    9. 9. FacebookTimelineHighlighting a Post
    10. 10. Hello, Highlights!!
    11. 11. Growing YourPage“Likes”Interaction
    12. 12. Growing YourPage“Likes”
    13. 13. Vanity URLsGrowing YourPage“Likes”
    14. 14. Growing YourPage“Likes”
    15. 15. Growing YourPageInteraction
    16. 16.  Interacting as “Your Page”Growing YourPageInteraction
    17. 17.  Interacting as “Your Page”Growing YourPageInteraction
    18. 18. Interacting as “Your Page”
    19. 19. ContentMarketingStrategies
    20. 20. ContentMarketingGeneral Strategies
    21. 21. ContentMarketingGeneral Strategies
    22. 22.  Content / Editorial CalendarContentMarketing  GoalStrategies  Content Method / Type  Audience(s)  Brand Messages
    23. 23.  Content / Editorial CalendarContentMarketingStrategies
    24. 24.  Content / Editorial CalendarContentMarketing  Advanced Management Tools:Strategies  TweetDeck – Software Download  HootSuite – Online Software
    25. 25.  Facebook’s Graph SearchFacebook’sGraph SearchRelevant Search – atlast!!
    26. 26.  Facebook Page GuidelinesFurtherResources  http://www.facebook.com/page_gu idelines.php  Lessons Learned – FB Studio  http://www.facebook.com/Facebook Studio
    27. 27.  “Spring into SEO” SeriesUpcoming  A Three-part series of workshopsWorkshops focusing on Search Engine Optimization  First of the series will be held in March: “SEO for Websites”
    28. 28. Facebook for Business February 28, 2013 Perry D. Lewis Victoria Petersen  www.geeksongrand.com  970.533.9926