Facebook for Business Master Class, session 04 working with Apps on the Page

1. Session 04
Working with
Apps on the Page
By Chris Meylan @
facebook.com/SocialMediaLounge

2. Learning Outcomes
Recap the important learning outcome from the
previous session.
Review the performance of the Social Media
Lounge so far.
Understand how using Apps on the Timeline
Page can increase engagement.

3. What did we learn in
our last session?
Content is the most important component of FB Marketing.
New marketers must now be preoccupied by creating news
and attractive content and should be obsessed by
readership as much as an editor or a publisher would.
The number of interactions (i.e. engagement) each post
obtains–‘likes’, comments, and shares–affects the ranking
of each post in the newsfeed.
The Page admins should focus on creating interaction with
the fans through dialogue and conversation.

4. !
NEWS

5. Facebook rolls out
Threaded Comments

6. Threaded Comments

7. Let’s look at the
results of the
Social Media Lounge!

8. Results of your Posts
Go to the Social Media Lounge Facebook Page and go to
the ‘Insights’ section.
Find your post(s), and look for the following KPI’s:
- Day and time of the post,
- Type of post (link, photo, video),
- Type of post (humorous, educative, informative),
- Reach (in details),
- Engagement (in details => like, comment and share),
- Your conclusion (what do you learn from it).

9. SML Results... so far!
We have reached 349 fans, 54
additional fans since our last
session.
Mostly SHMS related, a lot of
them are current BA and MSc
students of mine, who I have
encouraged to join the Page.
But we keep on having people
from outside our network.

10. Where do our fans come from?

11. Where do our fans come from?

12. Where do our fans come from?

13. SML Results... so far!
An engagement rate of 46.41% (162/349)

14. Why
Analyse?
So What?

15. Why analyse?
By analysing engagement rates
you make make sure that you are
creating content that is appealing to
your fans.
By having the correct metrics, you
can then determine if the content
was a success or failure.
And you must constantly measure
the success of what you post, as it
will determine what you need to
post to be successful.

16. Using
APPS
to create
engagement

17. Why Apps?
Don’t over-do it, but a good choice
of Apps on your Page can:
1. Expand the Fan base,
2. Achieve higher levels of
engagement,
3. Increase traffic,
4. Grow visibility,
5. Get leads.

18. How to Get Started
Facebook has Five possible Apps: Photos, Likes, Events, Notes,
and Videos.
Photos and Likes will always appear. Photos is always the first
and cannot be removed.
The other Apps are not mandatory.

19. Notes App
Notes brings a very flexible and
organisations can be quite creative
on how they want to use them.
The notes that you publish is this
App will not disappear down the
Timeline, but will always appear at
this place.
You can use them for press
release, list of notes that always
appear there, a blog, a recipe
book, picture gallery, etc.

20. Why Using Events?
Facebook has designed Events as a critical core feature inside of
the network.
It could easily be considered as the third most important feature
after the Newsfeed and Messages.
Facebook has put the Events in a high-profile location up on the
right hand-side above Birthdays and the Ticker.

21. Why Using Events?
An event is like a miniature Facebook Page with a date for when it
starts and a date for when it's finished.
It comes with the same benefits you have with the Page.
It shows up in the news feed, you can network and interact with
people, and it can be a great viral tool.

22. A Few Pointers
In description, use bit.ly URL
shortener for external links.
Show the guest list.
Put the correct location, it will
show up on Google Maps.
On the Timeline, change the
cover of the Apps.
Your location can also be for a
virtual event.

23. Details section
Explain and sell the event by
saying:
1. Who is it for?
2. What will they achieve if they
come?
3. The link.
4. Show some impressive facts
about your event.

24. What kind of
Events in your
hotel can you use
this App for?

25. Install a few Apps!

26. Install YouTube
If you already have a YouTube channels with videos of the hotel
or the destination, install them on your Facebook Page as well.

27. Install Pinterest
Pinterest has become social media used.
Visual communication is a must today on Facebook.

28. Install TripAdvisor Reviews
Reviews drive online reservation for hospitality and TripAdvisor is
the main review platform.
Show that you are transparent, and let fans look at reviews
directly from your Page.

29. Install Twitter Feed
If the hotel is also present on Twitter, you could consider to install
the Twitter app as well.
But the content of both social media should be different, and
should have a different purpose.

30. Install a few
Custom-made App!

31. Add a Welcome App
You can create a special custom-made ‘App’, called a Welcome
page, where a you invite the first-time visitor to click the ‘Like’
button, and to become a fan of the Page.
On this app, you can tell the reader what it is that you’re doing
and explain why they should become a fan.
This is similar to the info tab, but you can made it more rich and
appealing with graphics.
Create your own custom-made thumbnails and to drive
engagement towards the Custom App.
You need to make those thumbnails visually appealing.

32. Example of Thumbnails
Page admins need to get creative and use our custom apps to
direct Page visitors to take action.

33. Example of Thumbnails

34. Example of Thumbnails

35. The Roger Smith Hotel, New York

37. The ‘Exclusive’ Application
This is a great App for distributing digital files to your Fans, once
they have decided to Like your Page.
This can work with video clips, books, sample chapters, white
papers, presentations, recipes, how-to’s, etc.
This is sometimes called ‘Fan-gated’ content.
Once the visitors have decided to ‘Like’ the Page, they will then
receive the content.
This is a great way to drive up the number of fans rapidly.

38. The ‘Exclusive’ Application
Clear Call-To-Action to encourage fans to click on the App.

39. The ‘Exclusive’ Application
It’s starts with a big picture. And a clear Call-To-Action (CTA).

40. The ‘Exclusive’ Application
Once the ‘Like’ the Page, the image changes and the fans can
unlock the download.

41. The ‘Exclusive’ Application
And in order to unlock the content, you can also share this file,
to get a ‘viral’ effect out of this free content.

42. The ‘Exclusive’ Application
And here is the file...

43. The ‘Photo Showcase’ Application
This is an improved version of the photo App given by Facebook.
You can put a header with text, mix pictures and text, add callsto-action like purchase, and those pictures can easily be shared.
This type of App, works great for:
1. Product reviews and slideshow,
2. Members of the team,
3. Different view of your product (rooms, outlets, recreation, etc.),
4. Can add a ‘buy now’ button for purchasing,
5. Can easily be shared,
6. Can also add the ‘comment’ box from Facebook to encourage
discussion and engagement.

44. The ‘Photo Showcase’ Application
Clear Call-To-Action to encourage fans to click on the App.

45. The ‘Photo Showcase’ Application
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46. The ‘Photo Showcase’ Application

47. The ‘Photo Showcase’ Application
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48. The ‘Photo Showcase’ Application
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49. The ‘Contest’ Application
Why would you want to run a contest? It builds buzz and visibility.
It boosts your Edge Rank and your traffic. You can get leads.
A contest is awesome. People love contests! They love to win
stuff, but you should wait until you’ve got a minimum of 500 fans.
You also want to check your engagement rates, you need a high
engagement if you want your contest to be successful.
Set some goals on why are you wanting to do a contest, and
really strategically plan out with your team that if a minimum is
not met, are you willing to shut down the contest.
You absolutely want to make it easy to enter. The more complex,
the less people will bother to enter your contest.

50. The ‘Contest’ Application
Clear Call-To-Action to encourage fans to click on the App.

51. The ‘Contest’ Application
It’s starts with a big picture. And a clear Call-To-Action (CTA).

52. The ‘Contest’ Application
Another big pictures, with what can be won and the official rules.

53. The ‘Contest’ Application
Let people fill in the form with all the contact information that you
need. A great way to build a database of contacts as well.

54. The ‘Contest’ Application
Final image to thanks fans for having entered the contest, and then
encourage them to share the contest with their friends.

55. The ‘Deal Share’ Application
One of the main reasons why people follow brands on Facebook
is that they want to receive some value and good price.
This is a custom-made App that allow Page admins to give away
some monetary value,
But in the same time, also create a viral effect, as fans need to
spread the news in order to get the deal.

56. The ‘Deal Share’ Application
Clear Call-To-Action to encourage fans to click on the App.

57. The ‘Deal Share’ Application
It’s starts with a big picture. And a clear Call-To-Action (CTA).
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58. The ‘Deal Share’ Application
Second large picture, with more information about the deal.
Minimum n° of fans to
activate the deal
Current status
Times left until the end
of the deal

59. The ‘Deal Share’ Application
Share the deal to be able to access it.
And you get fan’s email address for a newsletter, or other.

60. The ‘Deal Share’ Application
And a final image to show that the deal is complete.

61. The ‘Deal Share’ Application
And this is followed by an email to send the deal.

62. Reservation Booking System

63. Third-Party for Custom Apps
openhospitality.com
tabsite.com
involver.com
northsocial.com
fanpageengine.com
facebook.com/tabpress/
lujure.com
wildfireapp.com

64. Custom-made Apps
What is important to keep in mind:
First fix a Goal,
Keep it Fun,
Keep it Interactive,
Engaging graphics,
Encourage sharing,
Add value,
Avoid to much ‘filling’.

65. Other APPS
As a person in charge of
Facebook for your business,
or your organisation.
Regularly monitor what other
hotels are doing on Facebook.
What Apps are they installing,
and evaluate whether you
could something similar.
Stay curious! Be creative! Keep
an open-mind!

66. Conclusion:
Install some Apps.
This will increase engagement,
will get more leads and
increase the number of fans.
Install first some Apps that will
bring some external content
(i.e. YouTube, Pinterest,
Twitter, blogs, etc.).
Next week, we’ll see how to
create custom-made Apps.