4. 2
Introduction
So I created a Page…now what?
Every day, over 150 million people in the To get started, download the Facebook
US visit Facebook to connect with friends Pages Manual and follow the step-by-step
and their favorite businesses, brands and instructions for creating a basic Page. If
organizations. Creating a Page for your you already have a Page, and want to know
business is the first step to building lasting more about our recent improvements, visit
conversations with your customers on our Page Upgrade Guide.
Facebook. And it’s fast, easy and free!
Next, follow this guide to begin making
connections…Your fans are waiting!
5. 3
Maximizing Your Facebook Page:
3 Easy Steps
1 Start the conversation
2 Expand your fan base
3 Analyze and optimize
6. 4
1 Start the conversation
Your Facebook business Page really comes Set your strategy
ABOUT US
to life when you engage your fans, and
Jasper’s is a unique community
it’s important to remember that many • Know your business
destination for ultra-premium
relationships begin when your posts are What is your unique voice? How can
prepared foods and catering,
published to your fans’ News Feeds. Here you bring your brand story to life in a
free-range meats and poultry,
are some tips for getting started: compelling, authentic and personal
organic and local produce, wild
seafood, artisan-baked goods, way?
chocolates and beverages.
• Know your customers
OUR BRAND Who are they? How will they want to
We offer the very best quality locally connect with your brand? What content
sourced products and we take great will be important to them and what will
pride in our personal relationships engage them?
with both our customers and our
purveyors. We’re really passionate
about great food, and we LOVE to • Know your goals
share our discoveries. Our brand What kind of relationship do you
voice? Warm, genuine and inclusive. want to have with your customers?
In addition to building your brand, do
OUR CUSTOMERS
Living in NYC, men and women 24-54, you also want to use Facebook to drive
urban, social, love exploring their city immediate sales or in-store traffic?
and supporting small businesses and Defining and prioritizing your goals
local non-profits. will help you create your Page posting
strategy.
OUR GOALS
We want to build connections
and engage our customers on our
Facebook Page, and inspire them to
shop in our store at least three times
per week.
7. 5
Follow best practices for posting
Find the right rhythm
We’re an urban grocery store that serves
Nobody knows your customers like you
lots of busy professionals who shop very
do, so decide how often they’ll want to
frequently for food, so it’s ok to post to our
hear from you and what content will best
fans every day with interesting content
engage them.
about our specials and featured menu items.
I check my Facebook Page for
five minutes right before I open each morning
and just after we close. That way, I can respond
to any urgent comments or questions very Schedule time for Facebook
quickly. People really appreciate it! Set aside 5-10 minutes each day to
monitor your Page and post updates.
Keep it human
Be conversational, personal and authentic.
Share video and photos of your business,
your community and your customers.
Jasper’s Market Jasper’s Market
Soup’s on tonight! Drop by We are silly for shitakes this
after 5 pm for a big bowl of week! Our produce buyer, John,
squash soup and a Belgian white recommends showcasing them
ale. We’ll throw in warm bread in a warm quinoa salad with
and scintillating conversation! goat cheese after a quick sauteé.
about an hour ago · Like · Comment · Share 1 hour ago Like · Comment · Share
6 8 Rita Fabi and Giselle Schmitz like this.
Write a comment… Write a comment…
8. 6
Share news and exclusive content Encourage fan participation
Fans love “sneak-peeks” about new products and news. You Create fun, engaging conversations with clear calls-to-action.
should also post photos, videos, recipes and anything else that Ask questions and reward responses. If someone posts
gets people talking. something you love, repost it and respond personally to them.
Allow your fans to post directly to your wall with questions,
feedback and compliments.
Jasper’s Market Jasper’s Market
The best chevre with truffles from Goat Hill has just What’s the single most amazing food you’ve savored at
arrived! It’ll sell out fast, so come and get it soon! Jasper’s? Vote for your favorite answer and we’ll serve it
15 minutes ago Like · Comment · Share in our store all season long!
3 12 2 hours ago Like · Comment
12 people likes this.
Write a comment…
Rita Fabil That’s easy… It was your organic
grilled pizza! I’ll never forget that delicious
Jasper’s Market crispy crust!
We’re on TV tonight! Mark Lamberti gives us a shout out in a 3 minutes ago · Like
fun video interview on shopping farm-fresh in the Big Apple!
1 hour ago · Like · Comment · Share Write a comment…
Meg Sloan and Mark Rodgers like this.
Lisa Carey
Write a comment…
Many thanks to Jasper’s amazing bakers! Your Chocolate
Truffle Torte is unbelievable.
15 minutes ago Like · Comment
Jasper’s Market Lisa, we’re so glad. We love
that torte too!
5 minutes ago · Like · 2 people
Write a comment…
9. 7
Reward your fans Handling negative feedback
Post special offers just for your Facebook fans, like discount When you engage your fans in a genuine dialogue,
codes and exclusives on new products. Offer a special code transparency is very important. Remember this is
and/or create a Facebook Check-in Deal that can only be a conversation, so listen and respond, and address
redeemed in your store. negative feedback honestly and openly.
Jasper’s Market
Happy Valentine’s Day, Facebook fans! Stop by tomorrow
from 10 am - 1pm for a special chocolate treat when you
say the secret code “willy wonka”. We’ll also offer 20% off all
purchases through our special Facebook Check-in Deal.
1 hour ago Like · Comment · Share
35 people likes this.
Mike Fretto What an incredible deal! I’ll be
stopping by during my lunch break.
15 minutes ago · Like · 2 people
Write a comment…
Tip
Get updates on your page’s activity
Stay connected to your Page with on-site notifications and emails of fan activity. To customize your settings, visit your page, click the “Edit Page”
button in the top right corner, and select “Your Settings” from the left column menu.
10. 8
Develop a conversational calendar Begin building your connections
Create a schedule and a regular rhythm for your postings Start with who you know
and consider posting at specific times when engagement is
highest. You can also create weekly features that encourage Use your existing email lists, direct mail and personal
participation. (See the sample conversational calendars at the contacts to promote your Page and begin building your
end of this guide.) fan base. Ask your contacts to like your Facebook Page to
stay connected to your business for updates.
Leverage your existing marketing
Jasper’s Market
Add a Facebook logo with a call to action on your
It’s Cheesemonger Monday! When
in-store signs, newsletters, emails, fliers, menus and
you’re entertaining, what else is on
business cards. Install social plug-ins which are buttons
your cheese plate besides crackers?
you can place on your website to encourage interactions
One lucky respondent will win a
and Page likes
generous wedge of bleu cheese fresh off
the farm - Sperry Farms, that is. Yum!
3 hours ago Like · Comment
4 people like this
View all 6 Comments
Lauryn Hale A guest favorite at my house has
always been Jasper’s Olive Dip and organic
gluten-free crackers. Delicious!!!
15 minutes ago · Like · 2 people
Write a comment…
Tip
Keep your Facebook posts fresh too! Download the Facebook app for your smartphone, and update your business page when you’re away from
your computer.
11. 9
2 Expand Your Fan Base
Encourage visitors to like your Page Jasper’s Market Like
Encourage visitors to like your Page by working with a developer to
create a special landing page tab.
Partner with other brands or local organizations Jasper’s Market
Enter for a chance to win a $100 NY
Partner with other brands or local organizations to create wine shopping spree from Jasper’s and
co-promotions and encourage viral sharing with incentives. the NY Wine Group!
Click on the “Win Wine” tab at the top
of either page to enter. Invite your
friends and receive additional entries.
Contest ends next Friday, so enter now!
1 hour ago Like · Comment · Share
Expand the reach of your posts
Jasper’s Market
Congratulations to @greateats for a fabulous char-
When you mention a person or organization you are connected to
ity event on Friday night. Shout out to our team for yet
in a post on Facebook, type the @ symbol, begin typing the name,
another amazing burrata and heirloom tomato creation!
and then choose them from the dropdown menu. Your post will
automatically post to their Wall. 15 minutes ago Like · Comment · Share
Jim Renauld and 5 others like this.
Write a comment…
12. 10
Use social plug-Ins on your website Home
Stores
Install a Like box on your homepage and a link on your newsletters
and emails to drive people to your Facebook Page. Products
Recipes
LIKE US ON
Like
FACEBOOK
Jasper’s Market
Encourage physical check-ins at your business
We’re getting wild at Jasper’s! Come visit us this week
and check-in on Facebook and unlock a great deal for
When people check-in at your business, the post will appear in
30% off all Alaska Salmon. This week’s Copper River
their friends’ News Feeds and provide additional exposure for
beauties will go fast!
your business.
1 minute ago Like · Comment · Share
David Steer likes this.
Write a comment…
Promote with ads and Sponsored Stories Jasper’s Market
Spring has sprung! Visit Jasper’s for the best and
Facebook Ads are the best way to build awareness of your Page freshest seasonal produce.
and drive new fans. Sponsored Stories harness the power of
1 minute ago Like · Comment · Share
recommendations, and they’re a great way to spread your content
further. Stories are served to friends of those who have liked your
Jim Renauld likes this.
Page or your content.
Write a comment…
13. 11
3 Analyze and Optimize
Facebook offers tools to help you analyze what’s happening on your Facebook Page so you can monitor key metrics, get insights
about who visits your Page and what they do on it, and develop a plan to get more fans and increase interactions. Download the
Facebook Insights Guide for an in-depth look at how to use the free tools available to you on Facebook.
368 6,892 2,512
3,000
2,000
1,000
Resources
Now you have the tools and knowledge you need to make the most of your Facebook business Page. So start connecting with your
customers today! For more detailed information on creating your Page or marketing on Facebook in general, visit our Facebook Pages
Manual and Facebook Marketing Solution Guide to Facebook Ads .
14. 12
Sample Conversational Calendar: The Bridge concert hall
To keep your Facebook fans engaged with your Page, create a posting plan,
or Conversational Calendar. Here’s how a local concert venue might approach it:
THE BRIDGE OUR GOALS OUR APPROACH
We have been Austin’s premier concert hall Reinforce our position as the premier Promote our events and featured
for almost 100 years, attracting legendary music venue in Austin and share daily performers, offer special discounts and
talent from all over the globe, and music inspiration with our fans. free tickets to our fans and showcase
enthusiastic music fans from all over the The Bridge’s unique history & historic
local Austin area. performances.
Sunday March 6th Tuesday March 8th Thursday March 10th Saturday March 12th
Theme: Theme: Theme: Theme:
Weekly Concert Calendar Featured Event Today in Rock Encore
Who’s rocking The Bridge this The Sampsons pre-sale is Seventy years ago, Robert We’ve still got a few tickets left
week? The Shenanigans on 3/12, happening right now! Text Zimmerman entered the world for the Shenanigans show. Still
Sunday Monday Tuesday Wednesday Thursday Friday Saturday Josh Jeet on 3/11 and the Ravens SAMS to 414411 to get your with something to say. Who’s haven’t heard their amazing
on 3/9. Tickets are going fast! pre-sale code! Robert Zimmerman? None Alt Country sound? Click HERE
Theme: Theme: Theme: Theme: Theme: Theme: Theme: other than the legend Bob for a free download of
Concert Ticket Featured Artist Today in Sneak Encore Dylan! “Roadsong Blues”.
Calendar Giveaway Event Spotlight Rock Peak
Monday March 7th Wednesday March 9th Friday March 11th
Theme: Theme: Theme:
Weekly Ticket Giveaway Artist Spotlight Sneak Peak - Tonight’s Show
Today is Tickets Tuesday! What Thirty years ago, Creedence The Ravens are in the house
was the most amazing concert Clearwater Revival played five tonight! Here’s a photo of
you experienced at The Bridge magical nights here – all sold drummer Rex Monty setting up
in 2010? Tell us here, and one out. We shot these photos for the sound check. Show
lucky winner will get two backstage on the last night. starts at 7 pm - come check ‘em
tickets to Saturday’s out!
Shenanigans show.
15. 13
Sample Conversational Calendar: Home by Design online retailer
To keep your Facebook fans engaged with your Page, create a posting plan,
or Conversational Calendar. Here’s how an online retailer might approach it:
HOME by DESIGN (online retailer) Our Goals Our Approach
We are an online retailer that sells modern Inspire a community of design passionates Inspire ongoing home design, and create
housewares. From ergonomic OXO kitchen and open their eyes to the possibilities for a steady retail drumbeat for promotions,
tools to luxurious linens inspired by global home improvement. design-related articles/content and sales.
travels and avant garde artists, Home by
Design makes it easy to shop outside of the
aisles and create a unique and thoroughly
modern habitat.
Sunday December 6th Tuesday December 8th Thursday December 10th Saturday December 12th
HOME by Theme: Theme: Theme: Theme:
DIY Design Inspiration
DESIGN
Announce New Products… New Markdowns!!! Last Days to Save
Want to bring some panache Spring Cleaning? Everyone Last Day to save an What are your best
to your pho?!! We love the deserves sparkle in the additional 10% on all decorating tips for the
December elegance and simplicity of
these stainless steel
chopsticks our buyers found
kitchen! Just this week, all of
our kitchen gadgets are 20%
off, with free shipping. Start
clearance items during our
Clear the Decks Sale. Use
code RHCD112 at checkout.
holiday table? Our favorite
response will win a
handcrafted folk candelabra
Sunday Monday Tuesday Wednesday Thursday Friday Saturday in downtown Hanoi. Get ‘em shopping! from Scandanavia Designs.
while they last!
Theme Theme: Theme: Theme: Theme: Theme: Theme:
Announce Design New Giveaway Last Days Seasonal DIY
Products Inspiration Markdowns to Save Inspiration
Monday December 7th Wednesday December 9th Friday December 11th
Theme: Theme: Theme:
Design Inspiration Giveaway Wednesday Seasonal
Recognize these patterns? Fan exclusive! It’s Giveaway If you’re lucky enough to be
They’re all ikat prints, the Wednesday, so weigh in to plotting a warm-weather
crux of our newest home win. Which room in your getaway, don’t pack those
collection. Ikats date back house is most in need of a bags until you see the
centuries and are created by makeover? We’ll choose one thoroughly modern luggage
tying and dying lengths of lucky winner for a $500 Home we love. Through Saturday,
yarn before weaving. by Design gift certificate. shipping is free on all
Beautiful! luggage!
16. 14
Sample Conversational Calendar: Smiling Buddha yoga studio
To keep your Facebook fans engaged with your Page, create a posting plan,
or Conversational Calendar. Here’s how a local yoga studio might approach it:
SMILING BUDDHA YOGA STUDIO OUR GOALS OUR APPROACH
We are a local yoga studio that offers Build a community of casual and committed Inspire our fans to nurture themselves on
Denver’s best Vinyasa yoga instructors in a yogis and be a coach and advocate for all- and off the mat and make Smiling Buddha
peaceful, clean, supportive studio. around health and wellness. an important part of the flow of their week..
SMILING BUDDHA YOGA STUDIO
Monday March 14th Wednesday March 16th Friday March 18th
March Theme: Theme: Theme:
Mind Body and Spirit Fight the Mid-Week Blahs Friday Inspiration
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
“When the power of love Valentine’s Day contest - Write Question: Happy Full Moon
Theme: Theme: Theme: Theme: Theme: overcomes the love of power, a haiku about someone you Friday! What (or who)
Mind Body Power up Fight the Weekly Friday the world will know peace.” – love. The 5 haikus with the inspires you? Our favorite
& Spirit your week Blahs Giveaway Inspiration
Jimi Hendrix. Wind down your most “likes” win a free yoga post gets free yoga all
weekend with joyful reflection class! weekend.
at Candlelight Flow Yoga
tonight at 7 pm.
Tuesday March 15th Thursday March 17th
Theme: Theme:
Power up your week! Weekly Groovin’ Giveaway
Back to the mat - Join us TODAY What do you like to wear on
@ 430p for an inspired practice your mat? One lucky yogi will
of movement and community. win the amazing new
See you there! Caribbean music mix our own
Karen Smith just created for
today’s lunchtime stretch class.
17. 15
Additional Resources:
Manage your existing ads:
www.facebook.com/ads/manage
Advertising guidelines & policies:
www.facebook.com/ads_guidelines.php
Guide to Facebook Ads:
www.facebook.com/adsmarketing
Receive ongoing tips:
www.facebook.com/facebookads
Create a Facebook Page:
www.facebook.com/pages/create.php
Use social plug-ins:
www.developers.facebook.com/plugins
Advertising help center:
www.faceboo.com/adshelp
Facebook Page Promotion Guidelines:
www.facebook.com/promotions_guidelines.php
