On-line marketing strategies consists of content like websites and blogs, search engine optimization (SEO), and social media. Businesses should use Facebook because it has over 800 million users who spend 55 minutes daily on average. Facebook benefits businesses through customer retention, lead generation, engagement, word-of-mouth marketing, increased website traffic, and SEO. Ensuring the correct Facebook page setup and optimal use through regular posting, engagement, and insights analysis helps businesses maximize their presence on the platform.

1. On-line marketing strategies consists of:
Content:
(Website, Blog)
SEO
Social
(Search Engine
Media
Optimisation)

2. 1. Why should businesses use Facebook?
2. How do businesses benefit from
Facebook?
3. How to ensure a Facebook business
page is set up correctly.
4. Traditional Marketing –vs- social media
marketing.
5. Ensuring best use of your Facebook
page.

3. Why should businesses use Facebook?
• Over 800 million people are registered
on Facebook.
• Over 400 million people log on and use
Facebook daily.
• Users spends an average of 55 minutes
on Facebook per day.
• 40% of those users comment daily on
photos posted by friends / businesses.
• 26% “Like” another user’s content daily.

4. How do businesses benefit from Facebook?
• Client retention. Keeps you in touch.
• Lead generation – new clients.
• Client engagement – keep clients up to date
with company news / specials.
• Word of Mouth – fans become brand
evangelists.
• SEO – pages are indexed by search engines.
• Increased traffic to your website.

5. Correct set up of a Facebook page
PERSONAL BUSINESS
Page is called Profile Page
Max followers 5000 Unlimited
Max message 20 friends Everyone
Structure Limited Lots of
applications
available
Appearance Personal Professional
Can link to Blog, Twitter,
LinkedIn,
Pinterest, etc

6. Current Facebook Layout:

7. New Timeline Layout:

8. 1. New Timeline Layout:
• Large cover image allows for greater
“real estate” for your brand.

9. TOYOTA USA WALMART
NIKE HARLEY-DAVIDSON

10. 2. Application Icons
• Applications can now have
customised icons, making navigation
for your fans much easier.

11. Space is provided for 12 applications.

13. Planning your page is
important. It should create
sufficient info, but be primarily
visual. It needs a definite “Call
to Action”
“AIDA” PRINCIPLE
Important : To drive
traffic to your website or
blog, ensure that you
have easily visible
“clickable” links back to
your site.

14. 3. Posts can be pinned & highlighted.

15. The importance of the “Friends”
bar – the power of referral.

16. Complete
all your
details in
the
backend
correctly

17. History of Marketing
• Entrepeneur Salesmen
• Development of
newspaper/radio/tv Now reached the
masses through
advertising
• Marketers Created adverts
which delivered
message for brands
to target markets

18. Traditional Marketing –vs- Social Media Marketing
Marketers “blanketed” their messages Messages are highly individual
Marketers aim at target markets Marketers target individuals
Customers are spoken to en-masse Customers spoken to as individually as possible
Marketers struggle to measure success Every step / action is highly measurable
Marketer’s talk is monologue Marketer’s talk is conversation
Marketers often use jargon & hype Marketers use honesty and transparency
Is all about broadcasting Is all about engaging
Adverts “interrupt” us Customers “CHOOSE” what they want to view
The loudest, biggest spenders stand The smartest, most flexible listeners
the best chances stand the best chances

19. How do you get people to want / choose to listen to you?
Follow the three “R’s”
Be RELEVANT
Be RELIABLE
Be RESPONSIVE
Marketing communication is shifting to marketing conversation. We no
longer deliver a message….we start conversations.

20. I think it’s time for…

21. BEST PRACTICES ON RUNNING
YOUR FACEBOOK PAGE

22. 1. Watch and Learn
• Explore FB pages of competitors
and complementary businesses
• (Use www.Facebook.com/search)
• Look for:
– How often are they posting to their wall?
– What times are they posting?
– Which of their posts receive the most interaction?
– Does the page have a “Welcome” tab or other useful
tabs?
– If so, how does this showcase the business?
– Make a note of what you could do better on your own
page.

23. 2. Post Regularly
• Post every day – (possibly up to 3 – 5
times a day). ENGAGE – DO NOT
BROADCAST
• Have a call to action.
• Focus on engagement.
• Don’t oversell or undersell.
• Make it fun….include humour.
• Include as many visuals as possible.
• Respond to feedback received.

24. 3. Learn the Lingo
• Applications •News Feed
(Apps) •Open Graph
• Edge Rank •Page
• Fan •Social Plugins
• Friend •Tag
• Friend List •Ticker
•Time Line
• Group
•Wall
• Like
• Network

25. 4. Add to your Page
Add some applications / pages to
your Facebook page

26. 5. Work with a Content Calendar
Consider using free on-line software such as Hootsuite to
schedule your posts. (www.hootsuite.com)

27. 6. Understand Edge Rank & the
Art of Engagement
• Affinity – how closely
are you tied to the
person creating the
content?
• Weight – as comments
are “Liked”,
“Commented on” or
tagged, they gain
relevance.
• Time Decay – the
decaying value of
content as time passes.

28. 7. Put on a Show
• Spend some time brainstorming
and planning the types of events
you can host on Facebook
– Launching a product
– Being seen as an expert in your niche and have
an on-line Q and A.

29. 8. Interaction with Competitions
• Sweepstakes – people
drop their entry in a
box (real or virtual) and
wait to see whose
lucky ticket is drawn.
• Contests – require
entrants to get creative
– they get “engaged”
and that engagement
drives relevance.
NB: Follow Facebook’s rules for
competitions

30. 9. Run a Targeted Ad Campaign
• Facebook Ads – an incredibly
powerful tool in that you can precisely
target your advert to show on your
perfect demographic.
• Sponsored Stories – allows you to re-
post items that mention your page or
place. Distribute flattering posts of
your business outside of your fan
base. (Less expensive than Facebook
Ads).

31. 10. Gain some Insight
• Facebook’s
“Analytics”
program called
“Insights”.
Powerful
marketing tool to
help you
constantly adjust
and direct your
marketing
strategies.

32. Always think of answering the following
questions which a fan may ask when
landing on your page:
• “Why should I listen to you?”
• “Why should I believe what you say?”
• “Why should I act now?”

33. BUSINESS SOCIAL MEDIA
Thank you for joining us. Your feedback would be greatly
appreciated, as would any comments you would like to leave on our
Facebook page: www.facebook.com/BusinessSocialMediaTraining
We do offer various services in assisting with your social media platforms:
Basic set-up of Facebook page for business + cover image: R950
Full set-up of Facebook page for business:
Incl Welcome page, Contact Us page, 2 cover images R1950
Creation of pages inside Facebook: R400 – R600
Set-up of Facebook Ad Campaign: R400 – R750
Custom-designed cover image for Timeline: R200
Assistance with running of pages: Speak to us for
quote
We also offer business courses, in-house training or full set-up on: Twitter,
LinkedIn, Pinterest, Hootsuite and more.