Forward Progress - How to build the optimal Fan Page - class 1 - 2010


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Student Edition from Class One - How to Build and Optimize a Fan Page

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Forward Progress - How to build the optimal Fan Page - class 1 - 2010

  1. 1. How to Build Facebook Fan Pages Creation & Best Practices
  2. 2. <ul><li>Founder and CEO of Forward Progress </li></ul><ul><li>Over 25 years in business Coaching and Training </li></ul><ul><li>Campaign Development in Social Media </li></ul><ul><li>Call Center, Internet, eMarketing, Event Management, </li></ul><ul><li>Lead Generation, Web Seminars, eSelling </li></ul><ul><li>Trained over 9,000 people in 2009 </li></ul><ul><li>Over Billion Dollars Sales, 25 Million Leads, Coach and Trained Thousands of People using Internet Based Lead Generation </li></ul><ul><li>Financial Services, Real Estate, Professional Services, Legal, Accounting, Manufacturing, Coaching, Educational, Insurance, Agencies, Auto, Retail, Banking and Channel Sales….. </li></ul>Dean DeLisle – Social Media Coach Facebook Fan Pages
  3. 3. What is a Facebook Page? A Facebook Page is a public profile that enables you to share your business and products with Facebook users.
  4. 4. What is a Facebook Page? When your fans interact with your Facebook Page, stories linking to your Page can go to their friends via News Feed. As these friends interact with your Page, News Feed keeps driving word-of-mouth to a wider circle of friends.
  5. 5. What is a Facebook Page VS. a Group <ul><li>Pages can only be created to represent a real organization, business, celebrity, or band, and may only be created by an official representative of that entity. </li></ul><ul><li>Groups can be created by any user and about any topic, as a space for users to share their opinions and interest in that subject. Groups can be kept closed or secret, whereas Pages are intended to help an entity communicate publicly. </li></ul>
  6. 6. What is a Facebook Page VS. a Group <ul><li>Pages also allow people to maintain a personal-professional distinction on Facebook. If you're a group admin, your name will appear on that group, while Pages will never display their admins' names. </li></ul><ul><li>When you take actions on your group, such as posting on your group's wall, these actions will appear to come from you as an individual. However, if you post or take other actions on a Page you own, it will appear to come from the Page. </li></ul>
  7. 7. What is a Facebook Page? When your fans interact with your Facebook Page, stories linking to your Page can go to their friends via News Feed. As these friends interact with your Page, News Feed keeps driving word-of-mouth to a wider circle of friends.
  8. 8. How to Prepare Plan for the Purpose of your Page <ul><li>What value will you provide for your fans? </li></ul><ul><li>How will you keep them engaged? </li></ul><ul><li>What do they want? </li></ul><ul><li>Where will you take them from there? </li></ul>
  9. 9. How to Prepare Plan for the Purpose of your Page Where will you take them from there?
  10. 10. How to Prepare Plan for the Purpose of your Page <ul><li>What is the ultimate destination? </li></ul><ul><li>Client Retention </li></ul><ul><li>Drive to Website </li></ul><ul><li>Promotions </li></ul><ul><li>DiscountsCoupons </li></ul><ul><li>Event Registration </li></ul><ul><li>Contests </li></ul><ul><li>Always provide value FIRST! </li></ul>
  11. 11. How to Prepare Plan for the Purpose of your Page Destination – Route – Like a GPS for Business! Facebook Website VALUE OFFER
  12. 12. How to Prepare Name your Page The name you give your Page is permanent, so make sure it's the one your fans and customers will recognize.
  13. 13. How to Prepare <ul><li>Checklist of what you can use: </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Audio </li></ul><ul><li>Articles </li></ul><ul><li>Power Point Slides </li></ul><ul><li>Brochures </li></ul><ul><li>Blog Posts </li></ul><ul><li>Relevant Links <2 ways> </li></ul>Relevant Content Inventory
  14. 14. How to Prepare You'll be able to upload an unlimited number of photos. The most important is the profile picture that Facebook users will see (as a thumbnail) in News Feed when their friends interact with you. A logo, storefront, or group photo may work well. Make sure the image is still clear when reduced to thumbnail size. Gather Photos
  15. 15. How to Prepare <ul><li>Pick your Team Wisely: </li></ul><ul><li>Trust Agents </li></ul><ul><li>Follow Through </li></ul><ul><li>Vested Interest </li></ul><ul><li>Partners </li></ul><ul><li>JV </li></ul>Team How are your Emails Organized?
  16. 16. How to Prepare <ul><li>Pick your Admin’s Wisely: </li></ul><ul><li>Will not have their own identity </li></ul><ul><li>Can remove posts </li></ul><ul><li>No limit on number of pages </li></ul><ul><li>Multiple Admin’s okay – BUT! </li></ul>Admin’s
  17. 17. Getting Started Lower Left Only the official representative of an organization, business, celebrity, or band may create a Facebook Page. The Page creator can then add other representatives to help them manage the Page. Each Page admin will be able to update and edit their Pages from their own accounts.
  18. 18. Getting Started <ul><li>Pick the category that best fits what you'd like to promote on Facebook. </li></ul><ul><li>Don't worry if you don't find a perfect fit, but pick the closest match since you won't be able to change your category. </li></ul><ul><li>The name of the Page should be the same as the name of the business, organization, product, band, or individual it represents. </li></ul>Step 1: Pick a category and name
  19. 19. Getting Started Step 1: Pick a category and name YOU CAN’T CHANGE!
  20. 20. Getting Started Click &quot;upload a picture&quot; near the top and upload the graphic or photo that best represents you. Make sure that your brand is clear even as a &quot;thumbnail,&quot; since the image will appear at that reduced size throughout the site. Step 2: Add a profile picture Facebook specs recommend that profile pictures should be 200px wide, while height can vary as needed. What is less documented is how the thumbnail that Facebook uses across the system is generated from this picture.
  21. 21. Getting Started You’ll find the system crops images when generating a thumbnail, losing information around the edge. There is a “title safe” area within all images. So when you create your profile image that’s 200px wide, allow a 12 pixel border around crucial information (such as typography or a logo) to allow for automatic cropping. Step 2: Add a profile picture Also bear in mind that regardless of the shape of your profile image, Facebook thumbnails are square (with rounded corners), and sized based on the length of the shortest side of your image. So when designing rectangular profile pictures, make sure to keep your desired thumbnail imagery within a square boundary.
  22. 22. Getting Started Click &quot;Add information to this Page&quot; underneath the profile picture and enter as much basic and detailed information as you can. The fields available will depend on your Page type. The more details you can add about who you are, what you do, and when and where customers can buy your products, the more successful you will be. Step 3: Add information
  23. 23. <ul><li>What will turn your Facebook fans into paying customers, and vice versa? </li></ul><ul><li>If you are a restaurant or bar, detailed info like address and store hours will help. </li></ul><ul><li>If you're a band or a film, adding songs and videos is key. </li></ul><ul><li>If you're a brand or product, photos of your offering and hyperlinks to independent reviews will make an impact. </li></ul><ul><li>Gather what you've got handy—and you can always add more later. </li></ul>Step 3: Add information Getting Started
  24. 24. Getting Started <ul><li>Country Restrictions </li></ul><ul><li>Age Restrictions </li></ul><ul><li>Published </li></ul>Step 3: Add information
  25. 25. Getting Started <ul><li>Default View </li></ul><ul><li>Landing Tab </li></ul><ul><li>Fan Permissions </li></ul>Step 3: Add information
  26. 26. Getting Started Step 3: Add information Boxes Tabs
  27. 27. Getting Started <ul><li>Applications: </li></ul><ul><li>Discussion Boards </li></ul>Step 3: Add information
  28. 28. Getting Started <ul><li>FBML </li></ul><ul><li>LINKS </li></ul><ul><li>NOTES </li></ul><ul><li>PHOTOS </li></ul><ul><li>REVIEWS </li></ul>Step 3: Add information
  29. 29. Getting Started Like user profiles, Pages have multiple tabs. By default, your Page has a Wall tab for you and your fans to share content, an Info tab for you to share business information, and a Boxes tab for application modules. You can choose to devote entire tabs to several Facebook applications, such as Photos, Reviews, and Discussion Board. In addition, applications built by outside developers can choose to use Page tabs. Step 4: Make it rich and engaging
  30. 30. Getting Started Click the “Publish this Page&quot; link to share your Page the with world. Unlike a phone book listing or website, this public profile has the power to let your customers engage their friends on your behalf. Step 5: Publish
  31. 31. Getting Started You can personalize your Facebook URL (web address) by selecting a unique username. It will appear in the location bar of your browser after &quot;; when you view your page. You must have at least 25 fans to claim a username URL. Step 5: Claim a Facebook URL 25 MIN! A Facebook username should have a clear connection to one's identity. Impersonating anyone or anything is prohibited by Facebook’s policies.
  32. 32. Getting Fans Trusted Agents <ul><li>Begin with Internal people – x5 </li></ul><ul><li>Then go one layer out - Friends </li></ul><ul><li>PartnersVendorsClientsJV </li></ul><ul><li>Before you email or promote </li></ul>It’s okay – call them!
  33. 33. Getting Fans The best way to start getting fans to your page is to invite them. Start with your network of friends. Invite Your Friends Select friends from your network and send them invitations to join your fan page.
  34. 34. Editing Your Page Optimize your Page's performance by clicking the &quot;Edit Page&quot; link and setting a variety of controls. For instance, you can control the default landing tab for users who are not yet fans of your Page. You can also choose whether or not to allow fans to share Wall posts, photos, and more; allowing these will enrich your Page and increase its reach across Facebook.
  35. 35. Updating Your Page Updating your Page regularly with fresh photos, upcoming events, and the latest promotions means your Page won't just look like a profile, it will feel like one, and that will keep users coming back. Facebook users are used to getting information sorted by what happened most recently. If you keep your Page active, which you can do through mobile integrations and applications, you'll find that your fans are more engaged and more interactive.
  36. 36. Have a plan – be organized
  37. 37. Assignment <ul><li>Do all your preparation steps </li></ul><ul><li>Build a Page for Your Business </li></ul><ul><li>Make all your ideal settings </li></ul><ul><li>Coordinate your team </li></ul><ul><li>Invite your first 25 </li></ul><ul><li>Claim your name! </li></ul><ul><li>Invite your next round of Fans! </li></ul>
  38. 38. Let’s Connect! <ul><li>TWITTER: </li></ul><ul><li>FACEBOOK: </li></ul><ul><li>FAN PAGE: </li></ul><ul><li>LINKEDIN: </li></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><ul><li>NEXT CLASS……. 3/23 – SAME TIME! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Facebook for Business II </li></ul></ul></ul></ul><ul><ul><ul><ul><li>We will show you how to drive </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>& maintain fans </li></ul></ul></ul></ul></ul>