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Intro to Facebook Marketing


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Intro to Facebook Marketing

  1. 1. There’sa lot to about Facebook! Facebook Pages for Business Erin Caples, M.A.
  2. 2. About Me O 15 years in Greater Lowell O National Park Service O Workforce Development O Community Health O Higher Ed O Chamber of Commerce O Non-profit volunteerism O Roughly 18 years in “social media” (how is that possible?)
  3. 3. My “Social Media”
  4. 4. History lesson in 30 seconds O Mark Zuckerberg O Started as Harvard exclusive “Fashmash” – spread like wildfire O “The Social Network” O Today - Over 900 million active users O >450 million on mobile devices, and twice as active
  5. 5. Who cares? You Should.O Over 80% of Americans use social mediaO American’s spend more time on Facebook than any other websiteO More than half of users log in at least once a day… that’s 450 million people!O Social Media users are more influential and active onlineO 90% of people trust recommendations, only 14% trust ads.
  6. 6. Policies and ProceduresMake sure you’ve covered yourself
  7. 7. Who’s on your team? O Determine admins/social media team O Conduct a “pre-mortem”: assemble a team prior to launch. Figure out why it could fail, then have plans in place to prevent fail.
  8. 8. Create company policyO Support open dialogue and the exchange of ideasO Core Values: Respect, Integrity and ValueO Be who you areO Be thoughtful about how you present yourselfO Don’t engage in online fightsO Use your best judgment
  9. 9. What happens if there’s a “crisis”O Determine team – Must include “decision makers”O Be proactive and monitor your brandO Make sure you have the factsO Control the messageO Be calm, move fast.O Never underestimate 1 person
  10. 10. ProfilesHold your breath, you’re about to go social!
  11. 11. Getting StartedO Log inO Cover PhotoO Profile PhotoO InfoO Find FriendsO Like PagesO Start Connecting!
  12. 12. News Feed
  13. 13. News Feed
  14. 14. Personal PageO Online walk through
  15. 15. PAGESThe in’s and out’s of business pages
  16. 16. Performing a Social Audit• Do your research• Utilize data
  17. 17. Page set upO Cover Photo/RestrictionsO Profile PhotoO About/infoO Tabs
  18. 18. Cover PhotoO You cannot put the following information in a cover photo: call to action, contact information, arrows to the like or share buttons
  19. 19. Getting around your page
  20. 20. Profile PhotoO Choose something that easily distinguishes you! O Photo O Logo
  21. 21. Profile Photo
  22. 22. Tabs
  23. 23. More tabs!
  24. 24. All About YOU!O Use the info section to describe your businessO Use keywords to drive SEOO Add milestones to your page i.e.) when you founded your businessO Don’t forget a photo!
  25. 25. Info Section
  26. 26. All the boring stuff…O SettingsO PrivacyO AdminsO Photos or no photos?O Featured likesO Notifications
  27. 27. Avoiding viruses!O Think before you Act. The hackers and cybercriminals who want your information know that Facebook users will often click on an interesting post without a moment’s thought. If a post sounds a bit over-the-top like a headline out of a tabloid, this is your first warning sign.O Avoid Links and videos with Catchy words like “funniest ever,” “most hilarious video on Facebook,” or “you’ve got to see this.”O Do some keyword research to see if the post in question comes up in a search engine with information about a current virus or trojan.
  28. 28. Woo! I have a Page! (wait… now what do I do?)
  29. 29. Content and ConversationO Be genuine.O Don’t “mask” advertising in your postsO Engage your communityO Share your expertise
  30. 30. Think like a customer!O David Carroll O United Airlines O Taylor GuitarsO Customer ServiceO Communication
  31. 31. Sealed with a K.I.S.S.O Keep it short and sweet!O Posts that are 80 characters or less generate 27% higher engagement rate (
  32. 32. Photos, Videos and Tags, OH MY!O Photos are KING (or queen) when it comes to social media.O MotivationalO Product spotlightsO Staff Spotlights O *5-10% higher virality
  33. 33. Wait, I only have 2 “likes”…O How to find followers/likes O Solicit friends, family and loyal customers.O Utilize your staff O Ensure you have 100% buy in from your staff O Share your page with your employees, encourage them to share with their family/friendsO Use your captive audience – engage customers on the spot
  34. 34. More ideas…O Add Facebook link on your website:O Add Facebook logo/link on business cards/promo itemsO Try “Fan Base Friday” O Encourage new followers to share their pages with links, hashtags, photos and moreO “Office Hour” O Hold live 1-hour sessions on your Facebook page. Field questions, share ideas, troubleshoot for clients.
  35. 35. Link your BlogO Networked Blogs appO Direct share from your siteO Add a Facebook “like” or share button on your blogO Ask your friends/clients to share your blog posts
  36. 36. Add your mailing list! Utilize your Facebook page to add fans to your mailing list!
  37. 37. Offers
  38. 38. Deals• Value • Get customers • Spread the word • Build loyalty
  39. 39. Promos: What’s ok, and what will get you kicked off the island.O Promotions on Facebook must be administered within Apps on, either on a Canvas Page or a Page App. Promotions on Facebook must include the following: O A complete release of Facebook by each entrant or participant. O Acknowledgment that the promotion is in no way sponsored, endorsed/administered by/associated with, Facebook. O Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.O You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.O You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.O You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages.O Definitions: O By “administration” we mean the operation of any element of the promotion, such as collecting entries, conducting a drawing, judging entries, or notifying winners. O By “communication” we mean promoting, advertising or referencing a promotion in any way on Facebook, e.g., in ads, on a Page, or in a Wall post. O
  40. 40. The facts…O Within 1 hour and 20 minutes, your status will get 50% of the “likes” it will EVER receive.O At 2 hours and 15 minutes, 60%.O By 22 hours, you have hit post “lifetime”
  41. 41. Yes, timing is everythingO High Traffic posts: 10 a.m. – 4 p.m.O Post outside business hours : >20% higher engagementO Thursday and Friday have 18% higher read rate
  42. 42. Did you know?O Facebook actually has a “happiness index”?O It increases by 10% on Fridays. The less people want to be at work, they more they are on Facebook!
  43. 43. Promote your post(aka. Little Facebook Quirks)
  44. 44. INSIGHTSIt’s all about the numbers…
  45. 45. A Snapshot: What does it all mean? O Virality O Demographics O People talking about you O Weekly Reach O “Likes” O Stats to definitely follow
  46. 46. Monthly ReportingO Pulling the data (walk-through)O Weeding through the data
  47. 47. Demographic AdvertisingWho do you really want to reach?
  48. 48. Create and AdO Walk through
  49. 49. Ad vs. Recommendation
  50. 50. Go forth and Like!O Who to connect with: O Experts in the field O Pages of similar interest O Friends and family O Local Chamber of Commerce/Networking Groups O Colleges/Universities O News
  51. 51. Now What?Questions and Answers
  52. 52. Thank you!Facebook Pages for Business Erin Caples, M.A. Owner, LEAP ConsultingFor more information: