Facebook Marketing 101


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Facebook Marketing 101

  1. 1. <ul><li>Presented by Angela Frizell </li></ul>Facebook Marketing 101
  2. 2. Agenda <ul><li>What is Facebook? </li></ul><ul><li>Profiles, Groups & Fan Pages </li></ul><ul><li>Getting Started </li></ul><ul><li>Facebook and Privacy </li></ul><ul><li>Facebook and Marketing </li></ul><ul><li>Q & A </li></ul>
  3. 3. What is Facebook <ul><li>More than 750 million active users worldwide </li></ul><ul><li>50% of all active users log on to Facebook in any given day </li></ul><ul><li>People spend more than 700 billion minutes on Facebook per month </li></ul><ul><li>The average user has 130 friends and is connected to 80 pages, groups and events </li></ul><ul><li>Every month, more than 250 people engage with Facebook from websites outside Facebook. </li></ul><ul><li>250 million users access Facebook from their mobile device </li></ul><ul><li>Mobile Facebook users are twice as active as desktop users </li></ul>
  4. 4. Local <ul><li>Nearly 200,000 adults within 50 miles of Springfield are on Facebook… </li></ul><ul><li>What are YOU doing to engage with them? </li></ul>
  5. 5. Website or Facebook Page <ul><li>People prefer to visit fan pages over websites </li></ul><ul><li>People expect responses from brands </li></ul><ul><li>Case Study 2010: 500 million FB visits 4 million website visits </li></ul><ul><li>Integrate, Integrate, Integrate </li></ul>
  6. 6. Groups, Profiles, Pages <ul><li>Facebook Glossary </li></ul><ul><ul><li>Overview </li></ul></ul><ul><ul><li>Terminology </li></ul></ul><ul><li>Guidelines </li></ul><ul><ul><li>http://www.facebook.com/terms.php </li></ul></ul><ul><ul><li>http://socialmediagovernance.com/policies.php </li></ul></ul>
  7. 7. Groups <ul><li>From Facebook: </li></ul><ul><li>With Facebook Groups, you can join and create up to 200 groups. Groups can be based around shared interests, activities, or anything you like. They are for members of groups to connect, share and even collaborate on a given topic or idea. </li></ul>
  8. 8. Profiles <ul><li>A profile is personal page on Facebook. It can include: </li></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>School information </li></ul></ul><ul><ul><li>Hometown information </li></ul></ul><ul><ul><li>Employment information </li></ul></ul><ul><ul><li>Personal information such as age, marital status, etc. </li></ul></ul><ul><li>Information about groups and pages you’re a member or fan of </li></ul><ul><li>It’s against Facebook policy to create a profile for a business. </li></ul>
  9. 9. Profiles
  10. 10. <ul><li>What do you want out of your Facebook? </li></ul><ul><ul><li>New clients </li></ul></ul><ul><ul><li>Build relationships with existing clients </li></ul></ul><ul><ul><li>Promote new products/services </li></ul></ul><ul><ul><li>Create buzz for your business </li></ul></ul>Getting Started
  11. 11. Social Networking and Business Objectives <ul><li>Online communities of people who share interests and /or activities </li></ul><ul><li>The naturally viral nature of these online social networks can be used promote your organization. </li></ul><ul><li>Objectives can include: Developing promoters Product research Public Relations Finding collaborators Developing awareness Positioning your organization </li></ul>
  12. 12. Log In <ul><li>Log in to your personal Facebook account </li></ul><ul><li>www.facebook.com </li></ul>
  13. 13. Why Pages? <ul><li>Designate multiple administrators </li></ul><ul><li>Public and will start ranking in Facebook and search results </li></ul><ul><li>Anyone can fan your page </li></ul><ul><li>Let’s get started: </li></ul><ul><li>http://www.facebook.com/page </li></ul>
  14. 14. Go to the Your FB Page <ul><li>After creating your page, access it by typing your organization in the search box at the top of the page </li></ul>
  15. 15. Admin <ul><li>To make updates your organization, you must be an administrator of the page </li></ul><ul><li>Admins can edit the page, upload photos and delete posts </li></ul><ul><li>Admins can also send updates to FANS, add events and update posts </li></ul><ul><li>You can even mention other organizations or people you are connected with </li></ul><ul><li>You can speak on other pages as the organization </li></ul>
  16. 16. Mention People and Businesses <ul><li>Type @ and follow with the name of a person or organization you are connected to </li></ul><ul><li>A self-populated area will pop up – choose who to mention </li></ul><ul><li>Now, your post will show on their page or profile, too </li></ul><ul><ul><li>Sometimes, their page may be set up to not allow outside posts. In this case, it will be in another location </li></ul></ul>
  17. 17. What to Say? <ul><ul><li>Updates keep fans interested and up-to-date and wanting to share </li></ul></ul><ul><ul><li>Ideas for Periodic posts </li></ul></ul><ul><ul><ul><li>Repurpose content </li></ul></ul></ul><ul><ul><ul><li>who you’ve helped </li></ul></ul></ul><ul><ul><ul><li>Photographs of events, current campaigns and client interactions </li></ul></ul></ul><ul><ul><li>MAKE A CONNECTION </li></ul></ul><ul><ul><ul><li>Don’t scare people or Push Product </li></ul></ul></ul><ul><ul><ul><li>You know you need sales, but people don’t want to be sold…they want to buy </li></ul></ul></ul><ul><ul><ul><li>playful communications lighten the mood and encourage participation </li></ul></ul></ul>
  18. 18. Create Events <ul><li>Go to the Events tab and create an event </li></ul>
  19. 19. Edit Page & Resources
  20. 20. Update Fans <ul><li>Posts get lost in the feed – send personal correspondence </li></ul><ul><ul><li>Go to Edit Page > (scroll) > Send an Update to Fans </li></ul></ul><ul><ul><li>Email events invitations directly to fans </li></ul></ul><ul><ul><ul><li>Copy and paste to make it easy </li></ul></ul></ul><ul><ul><ul><li>Communicate clearly your call to action </li></ul></ul></ul>
  21. 21. Social Business and your Page <ul><li>You get out of it what you put into it </li></ul><ul><li>Calendar regularly scheduled updates </li></ul><ul><li>Post serious facts, playful communications, events, images and videos </li></ul><ul><li>Encourage feedback </li></ul><ul><li>Check the page daily for communications </li></ul>
  22. 22. How To Use: Have a Strategy <ul><li>Define your audience, locate your potential customers, build a social relationship </li></ul><ul><li>Do Not overtly promote brand or website </li></ul><ul><li>Think listen and share </li></ul><ul><ul><li>“ help” with “how to”, “why”, examples, opinions on business topics </li></ul></ul><ul><ul><li>Try to make connections between something new and something readers may know </li></ul></ul><ul><li>Be yourself, be human, be humble </li></ul>
  23. 24. Grow your Audience: Ads <ul><li>Facebook Ads help grow your audience </li></ul><ul><li>Facebook ads can be developed to target your audience and are viewed in the side-bar of the individual’s profile </li></ul><ul><li>Remember to set a start and end date for your ads </li></ul><ul><li>Use your analytics to see how the ad is working </li></ul><ul><li>Use third party apps for campaigns </li></ul><ul><ul><li>WildFire, Constant Contact </li></ul></ul>
  24. 25. Grow Your Audience: Web Integration <ul><li>Feed or Like Box on site </li></ul><ul><li>https://www.facebook.com/pages/edit/?id=114058608081&sk=market </li></ul>
  25. 26. <ul><li>Share your page with your friends </li></ul><ul><li>Create a URL </li></ul><ul><ul><li>You can create a URL once you have more that 25 fans. </li></ul></ul><ul><ul><li>Go here to do so: http://www.facebook.com/username </li></ul></ul><ul><ul><li>Pick a good one – you can’t change it once you set it </li></ul></ul><ul><li>Post your URL on your website, in your e-newsletter, and promotional pieces </li></ul><ul><li>Post a “like” box on your website </li></ul><ul><ul><li>Facebook >pages >edit> marketing </li></ul></ul><ul><ul><li>Advertise on Facebook </li></ul></ul>Grow Your Page Source: Facebook.com
  26. 27. Interconnectivity <ul><li>Your blog can be fed into your notes section using Networked Blogs </li></ul><ul><li>Other platforms can link to your Facebook page ( http://www.facebook.com/twitter/ ) </li></ul><ul><li>Third party applications offer a platform to view all platforms at once – more later </li></ul>
  27. 28. Integrate Online and Offline <ul><li>Window Clings </li></ul><ul><li>Email </li></ul><ul><li>Signage </li></ul><ul><ul><li>Give reasons to follow </li></ul></ul><ul><ul><li>Facebook Only Promotions </li></ul></ul>
  28. 29. Just Do It <ul><li>To understand it, use it </li></ul><ul><li>Don’t get overwhelmed </li></ul><ul><li>Have fun with it! </li></ul><ul><li>Listen, talk, improvise </li></ul><ul><li>Maintain your presence </li></ul><ul><li>Maintain your voice </li></ul><ul><li>Maintain your brand </li></ul><ul><li>Positive, Positive, Positive </li></ul>
  29. 30. Important things to consider <ul><li>Understand Safety, Security and Appropriateness </li></ul><ul><li>Have a plan, guidelines and designate TRAINED users </li></ul><ul><li>An abandoned presence is worse than no presence </li></ul><ul><li>Be aware of the unspoken rules & ethics </li></ul><ul><li>Social media is fluid and constantly changing - Use it or lose it </li></ul><ul><li>Learn about and use the tools most suited for YOU. </li></ul><ul><li>Social media monitoring can become a full-time job. </li></ul><ul><ul><li>Set a timer, limit yourself </li></ul></ul>
  30. 31. Privacy Settings: Public is the new default <ul><li>On your fan page, click on the Publisher Privacy Control icon (circled above). </li></ul><ul><li>By default all pages are set up so Everyone can see everything posted. You can update the settings here. </li></ul>
  31. 32. That was relatively painless. At FB 2, we’ll discuss Advanced Campaigns!