Facebook for Business Nov 11


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Facebook for Business,Chamber Workshop 1st Nov 2011

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Facebook for Business Nov 11

  1. 1. Facebook For Business26 million registered users in the UK (including 9 million aged over 35) Peter Lisney
  2. 2. Today’s Workshop• How Facebook is being used• Creating a social media strategy• Creating a Facebook page• Driving traffic to your page• What Next? © Peter Lisney 2011
  3. 3. Questions:• Who is on Facebook?• Who has a Facebook page or group?• Who has won business from Facebook?• Who doesn’t have any friends? © Peter Lisney 2011
  4. 4. Everyone Wants To Be Liked © Peter Lisney 2011
  5. 5. Facebook Can…• Keep your customers informed of services• Be used to answer customer questions• Strengthen customer relationships• Get you ‘liked’ by friends of those who already like you• Drive traffic to your website/blog/YouTube• Ultimately generate sales © Peter Lisney 2011
  6. 6. Business to Consumer © Peter Lisney 2011
  7. 7. © Peter Lisney 2011
  8. 8. Business to Consumer © Peter Lisney 2011
  9. 9. Business to Business © Peter Lisney 2011
  10. 10. Business to Business © Peter Lisney 2011
  11. 11. Business to Business © Peter Lisney 2011
  12. 12. Shropshire Businesses © Peter Lisney 2011
  13. 13. Shropshire Businesses © Peter Lisney 2011
  14. 14. Creating A Social Media Strategy• What’s your objective? – Increased awareness – Direct sales – Customer service• What is your scope? – Geography – Business or consumer © Peter Lisney 2011
  15. 15. Creating A Social Media Strategy• What types of social media to use? – Social network e.g. Facebook – Blog/Micro blog e.g. Wordpress and Twitter – Video e.g. YouTube• How will you build a following?• Who will be responsible for content?• How will you integrate with other marketing?• How will you measure success? © Peter Lisney 2011
  16. 16. Integrate With Other Marketing• Signpost people to your social media sites – Widgets on your website – Email footer – Marketing collateral © Peter Lisney 2011
  17. 17. Keyword Research• Yes! Keyword research applies to social media as well.• Your business information will be indexed by Facebook• Page and group names will be indexed by Google © Peter Lisney 2011
  18. 18. Setting Up A Facebook Account © Peter Lisney 2011
  19. 19. Types of Accounts• Personal profile – for real people, not businesses, has maximum 5,000 friends• Facebook page – for businesses, public figures, is ‘liked’, unlimited size © Peter Lisney 2011
  20. 20. Other Basic Facebook Terms• Friend – someone who has connected with you either at your request or their request• Like – If you visit a ‘page’ you find interesting and want to keep up to date with its content then ‘Like’ it (used to be called ‘fan’)• Wall – Where you post comments (limited to 1,000 characters). Can either be your wall or someone elses © Peter Lisney 2011
  21. 21. When to Focus on Personal Profile• If people ‘buy you’ as an individual• Requires closer management• Control who posts what on your wall © Peter Lisney 2011
  22. 22. Creating a Facebook Page For Business © Peter Lisney 2011
  23. 23. Creating a Facebook Page For Business © Peter Lisney 2011
  24. 24. Choose A Page Name• Make it keyword rich so it can be found in a search• Make it unique or a little outrageous• Add a benefit• It doesn’t have to include your business name © Peter Lisney 2011
  25. 25. Create Your Page• Upload an image• Provide your basic info• Make it keyword rich• You can add tabs/pages © Peter Lisney 2011
  26. 26. Customising Your Page• Basic page comes with 3 sub pages: ‘Wall’, ‘Info’ and Discussions• You can add other pages by adding ‘Apps’. Search for these in the main search box. E.g. – Links – Events – Notes – Video © Peter Lisney 2011
  27. 27. Edit Page Settings• Edit Page – Change default landing tab © Peter Lisney 2011
  28. 28. Facebook URL• Have a url like facebook.com/yourname• Have visitors land on the tab/page you want• Encourage visitors to ‘like’ your page © Peter Lisney 2011
  29. 29. Promoting Your Facebook Page• Organic Promotion – engaging with followers• Paid for Promotion – Adwords from Facebook• Message personal friends• Encourage people to leave comments. This adds content to their newsfeed which will be seen by their friends• ‘Suggest’ your page to friends• ‘Favourite’ other pages © Peter Lisney 2011
  30. 30. Promoting Your Facebook Page• External promotion – Link on your website and other social network sites – URL on promotional material – Advertising campaigns• Promote on Twitter• Add content regularly - you can use RSS feed to do this• Build a community © Peter Lisney 2011
  31. 31. Facebook Pay Per Click Ads © Peter Lisney 2011
  32. 32. Easy to Set Up © Peter Lisney 2011
  33. 33. Quantify Your Market © Peter Lisney 2011
  34. 34. Decide How Much A Prospect is Worth © Peter Lisney 2011
  35. 35. Everyone Wants To Be Liked• Be passionate• Be different• Be informed• Be a giver• Be a leader• Be yourself• You don’t need to be perfect © Peter Lisney 2011
  36. 36. When to Facebook• Have clear written objective and strategy• Budget your time• Be active at the right time of day – Morning – Lunch – Evening• Check your page daily for comments plus add something new © Peter Lisney 2011
  37. 37. Facebook Apps• Used to provide more features• May automatically submit content to your wall• Find Apps by searching on Facebook.com. Test them well• Some good Apps include: – Slideshare – Testimonials – Friends CSV Application (backs up friends) – RSS Connect (auto adds content) © Peter Lisney 2011
  38. 38. Measuring ROI • Likes (Fans) Attention • Comments • Post LikesInterest/Desire • Comments • Website visits Action • Sales © Peter Lisney 2011
  39. 39. Facebook Insights – Analytics © Peter Lisney 2011
  40. 40. Facebook Insights – Analytics © Peter Lisney 2011
  41. 41. Don’t get suspended• Only have one personal account and use your real name• Accounts are for people, pages are for business• Add no more 25 to 30 new friends per day• Avoid repetitive actions that may look like a ‘bot’• Don’t treat Facebook like a numbers game• If you get a warning message don’t use Facebook for 24 hours• Don’t be spammy with friends or on pages• Have a back up administrator just in case you get blocked © Peter Lisney 2011
  42. 42. Keys to Facebook Success• Post a comment daily to help keep you ‘top of mind’• Engage with people who ‘like’ you• Make your info page keyword rich• Keep the Facebook rules © Peter Lisney 2011
  43. 43. Brand Protection• Get your Facebook page now – if you don’t someone else will• Don’t put your social media strategy in the hands of someone on ‘work experience’!• Accept you won’t have complete control © Peter Lisney 2011
  44. 44. Complying With Regulation• Regulatory bodies like the FSA are slow to act• Instead of waiting for direction write your own social media policy• Decide what can and what can’t be said then train staff• Use profile pages to reference compliance © Peter Lisney 2011
  45. 45. Dealing With Customer Complaints• Don’t ignore complaints on social media sites• Provide a place to comment that you manage or else someone else will do it for you – and you’ll have NO control• Empathise, commit to take action then take conversation to phone or email © Peter Lisney 2011
  46. 46. What To Do Next• Draft your social media strategy• Decide who is going to do it – internal or external• Watch your competitors get left behind © Peter Lisney 2011
  47. 47. A Bit About Irun• Business development specialists who take the complexity & pain out of Internet Marketing, harnessing it to grow your business. How? – Business Website Design – Search Engine Marketing & Optimisation – Customer Databases & Email Marketing – Social Media Marketing – Referral System (collects Feedback, Testimonials & Referrals) – Ongoing Web Management• Clients large and small UK wide including Holiday Inn Express, Abacus Accountants and Thames Water © Peter Lisney 2011
  48. 48. A Bit About IrunSpecial Offers for Today• One to one, 60 minute Internet marketing clinic. Normally £120. Offer £90 (ex vat)• Develop and manage your Social Media account(s). Normally £250 per month. Offer £199 per month (ex vat)• Or if your website needs an overhaul arrange an appointment with one of our team © Peter Lisney 2011
  49. 49. Contact Us• www.Irun-Canterbury.co.uk• Tel. 01227 250049• Mob. 07958 578689• Email: paul.bourdillion@IrunSolutions.co.uk• Twitter: @iruncanterbury• LinkedIn.com/in/iruncanterbury © Peter Lisney 2011
  50. 50. © Peter Lisney 2011
  51. 51. Any Questions © Peter Lisney 2011