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Holkham facebook training 23 jul12

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Holkham facebook training 23 jul12

  1. 1. Facebook for businessThe how-to guide for Holkham Estate Presentation title
  2. 2. TimingsCourse deliverables By the end of the course you will know how to: 1. Create an effective Facebook page for business 2. Create a content plan for your page 3. Evaluate success using Insights 4. Be better than the opposition 5. Integrate your Facebook activity with other social media options
  3. 3. TimingsAgendaPART ONE LUNCH• Why Facebook PART THREE• Setting up a page• Adding content • Other social options• Using Facebook Insights • fourquare• Permissions & security • Pinterest • EmailBREAKPART TWO• Holkham Facebook pages• Competitor brainstorm
  4. 4. Introductions
  5. 5. PART ONE
  6. 6. Why use Facebook in the first place?
  7. 7. You?
  8. 8. 1. Visual
  9. 9. 2. Popularity
  10. 10. 800 million users130 friends, 80 „liked‟ pages50% more likely to recommend abrand if they become a fan
  11. 11. 3. Viral nature
  12. 12. Facebook & tourism(stikkymedia.com June 2012) • Facebook has the greatest influence on 25-34 year olds making a holiday choice, with a greater influence on women • 40% of travellers visit social networking sites to influence destination selection • 87% of those said reviews impacted hotel/holiday choice • 84% said reviews impacted the method of travel • 78% said reviews impacted the choice of dining • 70% of consumers trust online communities while only 14% trust advertising
  13. 13. Setting up a page
  14. 14. The dashboard
  15. 15. Local business or place
  16. 16. Set up – profile picture
  17. 17. Set up – about
  18. 18. Set up – Facebook web address
  19. 19. Set up – admin panel wizard
  20. 20. Tour https://www.facebook.com/littlegreenplane?ref=hl
  21. 21. Adding content
  22. 22. Types of content - statuses • What‟s on • Photo caption requests • Competitions • We‟ll answer your questions • Celebrity Q&A (Gethin Jones)
  23. 23. • 1-2 line posts weekly• Daily response to comments, likes or comments on other pages
  24. 24. Images
  25. 25. Types of content - images
  26. 26. Types of content - images
  27. 27. Types of content - video
  28. 28. Types of content - notes
  29. 29. Types of content - notes
  30. 30. Types of content - polls Poll ideas?
  31. 31. Types of content - polls
  32. 32. Types of content - polls
  33. 33. Types of content - milestonesPost a milestone as a statusHere, Ben & Jerrys uses thenew format to call out animportant company milestone -its introduction of several newflavours in 1999
  34. 34. Cover image – change monthly
  35. 35. Cover image – caption it
  36. 36. A COVER PHOTO cannot have:• Price or purchase information (including discounts, such as “40% off”)• A call to action to “like,” share, comment, download, “get it now” or “tell your friends”• Contact information, such as web, email or mailing address• Use something that flaunts your product and captures the essence of your brand
  37. 37. StarringHover over any post and you‟ll seea star icon.Livestrong starred this post thatprovides resources for peopleunder emotional duress as a resultof cancer. Starring it calls extra attention tothe post by making it twice as wideas others.
  38. 38. Pin to the topHelps you re-order content in priorityorder, not date order.What to pin to the top?• Video, image (66,000 characters max in a status update)• FAQs• Offer/service of the month
  39. 39. BRAINSTORM TASK: Content ideas
  40. 40. Creating a content plan
  41. 41. Creating a content plan Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov DecStatusCoverphotoProfilepicPollCaptioncompVideo
  42. 42. BREAK
  43. 43. Promoting your page
  44. 44. Content, sharing, liking and also…
  45. 45. Importing contacts - email
  46. 46. Facebook adverts
  47. 47. Evaluating success: INSIGHTS
  48. 48. Evaluating success: INSIGHTS
  49. 49. https://www.facebook.com/littlegreenplane?sk=page_insights
  50. 50. Permissions & security
  51. 51. Analysis: Holkham & Beach Café
  52. 52. Holkham Estate - brainstorm 1. Strengths 2. Improvement areas
  53. 53. https://www.facebook.com/HolkhamEstate
  54. 54. Holkham Estate Strengths Areas of Improvement Use of imagery Cover image Regularity of updates What pages do you follow/recommend to your followers Number of followers More vids – only three Number of check-ins Polls, photo captions, requests
  55. 55. Beach cafe 1. Strengths 2. Improvement areas
  56. 56. https://www.facebook.com/pages/Wells-next-the-Sea-Beach-Cafe/197479383652772
  57. 57. Beach Cafe Strengths Areas of Improvement Use of imagery Cover images – regularly update to reflect seasons/weather Regularity of updates What pages do you follow/recommend to your followers Number of check-ins Create videos, more photo albums Polls, photo captions, requests
  58. 58. Competitor brainstorm Three regional tourism competitors… volunteers
  59. 59. Banham Zoohttps://www.facebook.com/banhamzoo
  60. 60. Banham Zoo Pros Cons 3, 426 likes, 8,475 check-ins Limited cover and profile pics with no captions Lots and lots of photo albums Video selection could be improved Using events function (but only two listed) Photo competitions Caption requests Fascinating facts Starred posts Jubilee photo montage Testimonial - starred
  61. 61. Pensthorpehttps://www.facebook.com/Pensthorpe
  62. 62. Pensthorpe Pros Cons 607 likes Cover photos are very similar Photo albums No videos Travel and bus info in „About No check-ins us‟ Starring articles Just transmitting info Liking other pages No comments on other pages
  63. 63. Theatre Royalhttps://www.facebook.com/pages/Norwich-Theatre-Royal/120844611273956
  64. 64. Theatre Royal Pros Cons 4,653 likes, 11,258 check-ins Only three videos in archive but more posted onto the page Photo albums Video testimonial from partner Norfolk Deaf Association Press coverage Liaising with customers online re: ticket enquiries and voucher queries Recommendations/testimonials Likes other pages „Visit Norfolk‟ Competitions – win tickets, repost Iplayer links to TV versions of shows
  65. 65. Other options
  66. 66. foursquare
  67. 67. foursquare Allows users to share places they visit and like using check-ins Allows businesses to register a business location, share updates and provide special offers to foursquare users
  68. 68. foursquare
  69. 69. pinterest
  70. 70. Email marketing
  71. 71. All you need is:• Artwork• Credits
  72. 72. ROI £25 for every £1 Versus social 480m mobile email users
  73. 73. Thank you rechenda.smith@littlegreenplane.com www.littlegreenplane.com @lgplane @rechendasmith

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