Basic Facebook marketing workshop held by the Arkansas State University Small Business and Technology Development Center for area businesses wanting to learn more about Facebook or who have just started using it. Topics included privacy, security and lists for profiles and basics of setting up a Facebook page for the business.
2. Agenda
Introduction and WHY Facebook 10 minutes
Facebook Profiles Vs Facebook Pages 30 minutes
Profile Friends List Creation
Profile Security
Setting Up a Facebook Page 30 minutes
BREAK 10 minutes
Basics of Using Page Timelines Options 1 hour
Closing Questions 10 minutes
3. In Your Packets:
Registration form
and evaluation form
– Please fill out the Attendee Record Form at the beginning of the seminar
Copy of the slide presentation
Additional handouts
4. What Is Facebook?
Launched in 2004 , has grown to 950 million+
users.
1,344,800 users in the state of Arkansas.
115,340 users within 50 miles of Jonesboro.
Originally used to connect with friends, share
photos, and real-time updates.
Has become one of the largest marketing
phenomenon for business today.
If your customers are looking for your business
on Facebook, will you be there?
5. Why Use Facebook For Business?
Statistics:
Over 950,000,000 users – worldwide!
Over 1.5 million local business have active
Pages.
People spend over 700 million minutes per month
on Facebook.
Average user is connected to 80 Community
Pages, Groups, and events.
150 million active mobile users. Mobile
Facebook users are twice as active than non-
mobile users.
6. Get more Facebook user data on our Facebook 2012 board
Visit the ASU SBTDC Facebook Page!
8. Facebook Terminology
Profiles vs. Pages
Profiles are for people.
Pages are for business.
Friends vs. Fans
Friends are for profiles.
Fans are for pages.
Wall, Info, News Feed,
Insights, Places,
& Tags.
9. Profiles Pages
For PEOPLE! Have Friends Organizations Have Fans (Likers)
10. What To Include On Your Profile
A recognizable photo – you want people to know
who you are, and recognize you when they are
searching for you on Facebook.
Work/Education – this will allow people to recognize
you by your place of work, and will also promote
your business in it’s own way. Education will provide
credibility for your professionalism.
Current City, Interests, Contact Info
11. Why Have Personal Profile?
Perhaps you feel like you won’t use your personal profile very
much, but you do realize the need for your business to have a
Page –
Profiles will allow you to put a FACE with your business. When
interacting with other businesses on Facebook, your profile will
be how you represent your business.
You may not want to be there, but your customers may want
you to be. Remember, your business won’t float without the
customer.
If you really don’t want a profile, you can still create a page for
your business. But this may limit your page’s functionality.
12. Facebook Privacy
Privacy is very important
on Facebook. Be sure to
understand what
information you are
sharing online.
Let’s take a look at how
to keep your information
safe on Facebook!
13. Things To Remember About Facebook Privacy
Don’t ever share anything you
would not put your picture next two
on a highway billboard!
Use The Preview My Profile Button
when changing your settings.
Protect your family & friends, don’t
share things about them that they
would not want to share!
23. Creating Your Business Page
Select The Right Category
Consider Your Page Name
Your Company Name?
Something Catchy?
Keep It Simple & Memorable
Pages Are Public
Don’t Forge Another Company’s Name
Educate Yourself- Terms of Use & Promotion Guidelines
25. What To Share On Your Business Page
Photos: Location Photo, Top
Employee Photos, Retail Tag other industry pages
Photos, Action Shots, Promotional active on Facebook.
Ads
Use keywords in every status
Videos: Commercials, Fun update!
Videos, Informational Videos
Links: News articles both local & UPDATE REGULARLY!
national, industry news, company
blog, & your website!
Events: Share upcoming events
hosted by your company!
26. /
52% of Users Prefer to Interact with Brands on Facebook Not Websites
28. What We Will Cover
1. Setting our Cover Photo and Profile Picture
2. Star, Hide, Pin
3. Explore the Admin Panel
4. Make the Most of About
5. Organizing Our Views and Apps
29. Facebook User Motivation
Why “Like” a PAGE?
40% Want Discounts/promotions
Why Consumers Use Facebook
39% Show support of Company
36% Get FREEBIES 63% Reconnect old friends
34% Stay informed 59% Maintain personal contacts
30% Updates on upcoming sales 37% Stay on top of social life
25% Exclusive Content 30% Fill downtime guilty pleasure
30% play games
30. What Facebook Doesn’t Tell You!
At BEST… 20% of your Fans See Your Newsfeed Post
Today Post “Decay” is about 5 HOURS
Edgerank will SLAP YOU!
90% of “Likers” NEVER come back to your page!
Up to 30% penalty for 3rd party posting to Facebook
32. Cover Photos
New: Cover Photo 851 X 315 pixels
Thou Shalt Not:
Price or purchase information
Any type of contact information
References to Facebook features
(like, share, etc.)
Calls to Action (Get it Now or Tell Your Friends)
Misleading, deceptive or false covers
34. Cover Images
What Works?
Photo to showcase your products
Photo of people using your products
Photo of “secret” ingredients
Photo with unique selling point
Photo that gives inside look to your business
Photos that make visitor salivate
Photos that involve the audience
Change Cover Image often
35. Profile Picture
180 x180 pixels is your thumbnail scaled down to 32 x 32
What works?
Logo
Image that is representative of your brand
ProfileBe permanent
Best to Picture
ASU SBTDC Facebook
36. You can Pin or Anchor a specific post to the top of the
timeline for up to 7 days
Pinning a story prevents it from getting lost
Star Highlights the post and spreads across both columns
Downside…can’t Highlight AND Pin
Hide from Page takes off Timeline not newsfeed
Star, Hide or Pin
37. About Box
On left below Cover Image
Grown from 70 characters to 170 characters
Perfect Call to Action
Can Include website links
However Local Business Pages display your local information
(address or phone)
Can insert website in those options
Decide what is more important website or other contact
Edit About Description: admin panel>Manage Page> Basic
Information
38. It’s Not About YOU! A Few Tips To Grow Your Fans Quickly
-Get Your Employees Involved!
Remember, this page is for your
clients & enthusiasts!
-Share your page with your existing
friends on Facebook, ask your
Post info that they would like or
staff to do the same!
need!
-Send an e-mail to your client
Allow your fans to post
database, include your
comments, photos & info!
Facebook Page in your
company newsletter!
Don’t be a pushy salesman!
-Include Facebook Link in the
signature of your emails &
Business Cards!
39. Facebook Pages: Don’t Forget
Facebook provides you with ‘Get Started’ steps – be
sure to follow their advice!
Upload a colorful & eye catching logo!
Post some basic content on your page before you send
invitations out to like your page!
Links to your website, blog, share
promotions, specials, ask questions!
Use your keywords in status updates & info sections!
Provide at least 5 pieces of content relative to your
business or industry --before you share your page!
42. What To Do When Something
Negative Shows Up
Business is Business – act professionally!
Apologize Publically To Any Complaints.
Reach Out Privately to Resolve The Situation.
(Send a message, or contact them personally)
Move On – Don’t let negativity get you down.
If someone persists to write nasty things on your
Facebook Page, attempt to resolve the
manner privately, & if all else fails report the
user to Facebook. (This is the LAST RESORT!)
43. Don’t Be Labeled a Spammer!
Act like a user, you don’t like to be sent a million messages. So
don’t do it to others!
Don’t participate in aggressive marketing:
Do not post links on your competitors page (that’s tacky)
Don’t be a solicitor! Build Relationships, and encourage your
followers to promote your page for you!
Don’t post your info about your Facebook Page on other’s walls
without permission!
Don’t create multiple accounts with the same name.
Don’t set up your business as a Profile.
44. Facebook Pages: What’s Next?!
Be consistent! Don’t stop after a week, keep building & sharing
information.
Respond to people who are ‘Liking’ your page, commenting and
sharing! (Say Thanks!)
Look at Your Insights, who’s viewing your page, and what are they
interested in!
Register for Advanced Facebook for Business with Arkansas State
University Small Business Technology & Development Center!
45. Best Practices
Publish MORE Visual Content
Posts including a photo album or pic generate 2X more
engagement than other post types
Think: photos, charts, infographics, Pinterest!
Edit Images that Appear in Your Views & App Bar
Make Sure Best Posts Appear on Timeline (Make sure default
setting is “Allowed on timeline by checking “Everyone can post
to ASU SBTDC timeline in the manage permissions section)
Best Practices
Pin a New Featured Promotion every 7 Days
Prepare a Schedule or Calendar for regular posting
Tie Facebook posts to your marketing campaigns
47. Tools to Create Content
Slideshare.com upload your PowerPoint, word documents, pdf
files, brochures, even video online to share with your audience
Animoto.com Video creation and sharing tool that allows you to upload
images and short video clips, add text, then mix with a great music library to share
with your fans.
Storify.com Online curation site bring information from
Google, Facebook, Twitter, YouTube, Instagram and more. Perfect for quick creation of
information in appealing format.
YouTube – Fits as both a support tool and as its own social network. Shoot
video from anywhere, upload to YouTube and share on your sites.
Get more information about Slideshare, Animoto and YouTube
at our Storify article “Tools to Create GREAT Content”
48. Thanks Again --
ASBTDC Online:
Facebook:
http://www.facebook.com/ASU.SBTDC
Twitter:
http://twitter.com/asbtdc_asu
Blog:
http://www.asbtdc-asu.com/
Connect with Herb on LinkedIn:
http://www.linkedin.com/in/asusbtdc
Thanks For Coming!
Editor's Notes
Note for SBTDCs I always download my powerpoints to slideshare so that the attendees can access it online later especially where we have links. It is a good habit for your center to do as well. Plus with the link on slideshare others will see it and gives you a unique URL to use for your blogs. I generally create a unique web page that has all of the information and some added stuff like pdfs on the topic that I share with the attendees.
Depending on time: can do all 10 in a 3 hour session. 1 ½ hour lunch n learn focus on 1 through 6 NOTE: NAME CHANGE currently can change your business name seen on facebook…NOT URL however ability to change URL is supposed to be coming so stay tuned
Stats from Exact Target basically small business needs to understand nobody got on Facebook to “like” a page (except your mamma and spammers) they got on Facebook for right column reasons…to get them to “like” page need to consider what motivates your visitors to your facebook site to become fans…what can you give them?
Many of our small businesses are unaware of these which means their engagement is poor. They will probably have no idea what EdgeRank is or why it matters so need to explain to them how the algorithem worksThese stats may surprise your attendees the decay issue is important now…used to be not to post more than once a day because you didn’t want to clog up fans newsfeeds…today decay rate is exploded meaning posting every 4 to 5 hours will not create problems with your fans.
Just some nice cover images from “the big boys” the new timelines capitalizes on the fact that Facebook has ALWAYS been a visual medium. Now with this massive virtual real estate the fact that you no longer have “Default Landing Tab” options your cover image must grab visitors if you want them to push the Like button and engage. The image you use should be ABOUT the visitor NOT the business.
Before they get too excited about everything they can do to “advertise” on the cover image they need to know that Facebook being Facebook has set very strict guidelines about what CANNOT be put on a cover image. Why? At the bottom of it all…Facebook wants you to BUY advertising from them not post it for free…so making it more difficult Go over with them the next slide is a good example of a page that is ON THE BORDER of too much.
Cover image from Hubspot’s Amy Porterfield…look at critical No-Nos on last slide compare to this one…she is right on the border of running afoul of Hubspot Police…. But…as you can do later when we discuss apps…note how she took the photo app put a “Like” image in and then hid her actual “Like” button. Pretty cool. Also note that she is using her cover image not as a permanent billboard but changing up on a regular basis to emphasize marketing campaigns. Given that this is Hubspot sure they researched very carefully where that line in the sand was and did not actually cross. But warn attendees Facebook may not be as forgiving to them as they would be to Hubspot
So what can you do? Our small businesses may need some inspiration so see next slides…but KEY…THE VISITOR MUST SEE THEMSELVES IN THE IMAGE. By that I mean the visitor must identify personally with the image shown and relate to the business. Go back to Herb’s 5 Laws…lazy (visual vs text) and Selfish (WIIFM) Hit the part that changing the cover image often is a good idea and why
Technical part …on the profile picture…for most of our small businesses stress it should be their brand/logo or image they want people to equate to them. Also fact that the profile picture is the “Thumb Nail” that people will see in their newsfeeds. Best to be same all across all social platforms, website, business cards, email headers, etc.
Pretty obvious…but a bunch of folks didn’t know because the button is hidden until you hover over it. Why Pin? Keep a particular post at the top of the timelines for visitors good for sales campaigns, promotions, etc. Or since no more default landing tabs to encourage folks to go to your welcome page.HIDING: make sure they understand that hiding takes it off the visual part of YOUR Facebook Timelines BUT does not delete if from your Fans newsfeed.
Walk them through the parts of the new Admin panel…easy to see recent interaction without having to scroll all down your page and to respond. On the new Fans/Likes show them how you can send them a private message on their profile (if they don’t have their message button turned off) but to be careful not to look like a “stalker” because if you privately message a new “Liker” it is YOUR PROFILE picture that appears NOT your page logo…
Critical issue is expansion to 170 characters…ability to put your CTA (CALL TO ACTION) See on ours we have a little slogan but then is driving folks to our specialty landing tab AND the freebies they get for fanning…Can put in URLs as well do note the issue if the small business sets up as a “Local Business” by default pulls in address and phone number. Can get around this by typing in your website URL in the edit portion that has your phone number or street address or change to an organization. Critical question for local business should be what is more important to the visitor? Phone number, address or url? Ex. A photograher would do well to have his website url since most folks want to see samples of his work before contacting.
Parting shots….the mechanics of setting up the new Facebook Timelines is not difficult…Turning it into an effective marketing tool that will drive sales to your cash register…takes planning. Here are a few ideas of mine