How to reach and build your Facebook audience. Learn why social media is a vital component of your SEO. How to manage your Facebook page like a rockstar! Important setting for page managers. Target your audience and engage.

1. 1.23 billion monthly active users, and still growing
Understanding how to reach and build your Facebook audience
Claiming your territory

2. AGENDA
Table
of
Contents
1. About Me
2. Why Facebook?
3. Newsfeeds
4. Status Updates
5. Facebook Apps
6. Organic/Promoted
7. Create Your Page
8. Dashboards
9. Insights
10. Important Settings
11. Targeting
12. Strategies
13. Conclusion
14. Q & A Section
15. Get in Touch

3. @JOANN LEFEBVRE
Founder
of
Shi4
2
Inbound
Marke9ng
I
am
passionate
about
helping
small
businesses
thrive
in
their
chosen
communi9es.
JoAnn
Lefebvre
Experience:
A4er
2
years
of
helping
friends
build
online
presences
for
their
businesses,
I
became
Director
of
Marke9ng
for
a
cosme9c
surgery
prac9ce
(2
years),
then
founded
Shi4
2
Inbound
Marke9ng
in
2010.
I
have
created
and
op9mized
social
networks
for
local
businesses,
including
local
marke9ng
agencies.
I
am
a
Community
Manager
for
select
clients,
as
well
as
a
Reputa9on
Manager.
Social
and
Local
Strategist
Community
Manager
Speaker
&
Trainer
Social
Media
Coach
&
Consultant
Reputa9on
Management

4. WHAT
MATTERS
MOST
Engaging with your community
The
most
important
things
to
do
on
Facebook
are;
to
educate,
entertain,
solve
problems,
be
HUMAN.
*
75%
of
users
feel
more
connected
to
a
brand
on
Facebook
“
”SOURCE:
LAB42

5. WHAT
MATTERS
MOST?
Where does Facebook fit
in your Marketing Plan?
Marketing
Strategy
Business
Objectives
Target
Audience
Brand
Analysis
SEO

6. WHY USE A FACEBOOK PAGE
FOR BUSINESS?
1. Indexed in Google (Custom URL/username)
2. Viewable from the outside world
3. Facebook is the 3rd highest ranked website in
the world (non FB users can see your page)
4. Tools - insights, events, ads, offers, + more
5. Interac-ve
-­‐
people
want
to
connect
with
favorite
businesses
6. Using a personal profile violates TOS

7. SEO & SOCIAL MEDIA
Social
Media
is
a
vital
part
of
your
Google
Search
strategy
Keywords
are
becoming
obsolete:
The
days
are
over
when
keywords
ruled
Google
Search
Results.
Google
is
now
heavily
focused
on
CONTENT.
Content
includes
what
is
found
in
social
media
websites.
When
it
comes
to
local
searches,
loca9on
is
generally
the
most
important
aribute
to
Google,
the
second
most
important
being
high
authority.
Facebook
is
the
3rd
most
visited
website
in
the
world.
That’s
authority!

8. Social
Reputa9on
and
Social
Reputa9on
and
Social
Reputa9on
and
Social
Local
Directory
Lis9ng
Social
Google
Local
Search
Results

9. Personal Timeline
&
Dashboard
Click
to
use
Facebook
as
your
Page
Click
to
switch
from
Top
Stories
to
Most
Recent
Stories

10. Page Timeline
&
Dashboard
Click
to
use
Facebook
as
you.
Click
to
view
updates
from
Pages
you
have
Liked
as
your
Page

11. Page Timeline
&
Dashboard
Click
to
use
Facebook
as
you,
or
another
page.
Click
to
return
to
your
Page’s
Timeline
Switch
from
Top
Stories
to
Recent
Stories
Engage
with
other
Pages
as
your
Page

12. STATUS UPDATES
Increase
engagement
by
focusing
on
users
1. Vary
Your
Content:
Facebook’s
algorithm
looks
for
varied
content
on
a
page.
Aim
for
mix
of
all
types
of
content,
including
original
content.
2. Understand
Your
Users:
Use
Graph
Search
and
Insights
to
know
what
your
Likers
are
interested
in.
Which
of
your
posts
get
the
most
engagement?
Do
more
of
that!
3. Mimimize
Self-­‐Promo-on:
You
wouldn’t
want
to
have
dinner
with
someone
who
only
talks
about
themselves
for
3
hours,
neither
do
your
fans.
Keep
promo9onal
posts
around
10-­‐12%
of
your
total
posts.
Businesses
need
to
earn
the
privilege
of
promo9ng
to
their
fans.
Social
Posts
Offers
Blog
Newsleer
Shared
PostsPhotos
Videos
Contests

13. ORGANIC VS PAID POSTS
Organic
reach
has
decreased.
You’ll
need
to
spend
some
money
on
Facebook
ads
Level
Higher
budget
Greater
Reach
<84% Of
your
fans
won’t
see
your
organic
posts.
Minimal
Reach
12,500
Reach
$250
Ad Spend
Pay
to
Promote:
Only
a
small
percentage
of
your
fans
will
see
your
posts
(16%
or
fewer).
To
increase
your
reach
Boost
posts,
and
purchase
ads.
Only
promote
valuable,
original
content.
You
can
also
promote
your
page,
app,
or
website.
You
don’t
need
to
spend
a
fortune.
Facebook
lets
you
set
a
budget
for
Boosted
Posts,
and
a
budget
and
9me
span
for
Facebook
Ads.

14. Create Your Facebook Page
Or
give
your
Page
a
makeover
RESEARCH STRATEGY CREATE PROMOTE
Visit
Pages
for
Ideas
Content
Resources
Target
Audience
Best
Apps
to
Use
Marke9ng
Strategy
Content
Strategy
Graphic
Design
Editorial
Calendar
Choose
a
Category
Profile
Image
Timeline
Cover
Image
Custom
Tabs
Boost
Post
Manage
Ad
Power
Editor
Other
Plakorms

15. Navigating the Facebook Dashboard
Learn
to
use
the
op9ons
and
marke9ng
data
that
Facebook
provides
Descrip-on:
The
Facebook
Dashboard
is
where
you
will
find
all
of
the
tools
you
need
to
manage
your
Page.
Here’s
where
you
will
find
you
demographic
data,
customizing
op9ons,
and
analy9cs
to
monitor
your
KPIs.
It’s
vital
to
get
familiar
with
this
area.
It’s
where
you
can
see
how
many
people
a
post
has
reached,
the
ages
of
your
users,
where
they
live.
This
is
also
where
you
can
customize
many
of
the
features
and
func9ons
in
Facebook.
••No9fica9ons
••Messages
••Pages
Feed
••Page
Ad
Ac9vity
••Likes
••Reach
••Visits
••Posts
••People
Insights
••Page
Info
••Visibility
••Control
Features
Semngs

16. Targeting Your Following
Ready
to
Go
!
Use
Facebook’s
Graph
Search
to
learn
what
your
(poten9al)
followers
like.
Like
other
pages.
Like,
comment
and
share
on
those
pages
Put
a
Like
Box
on
your
website,
and
a
Facebook
icon
on
all
of
your
print
marke9ng
Graph Search Engage as Your Page Show off Your Page
Promote
off
Facebook
Engaging
with
Other
PagesAffilia-ons

17. Descrip-on:
Use
Facebook,
as
well
as
other
online
sources
to
find
poten9al
customers
and
influencers.
Engage
in
human
conversa9ons
with
your
followers.
Provide
content
that
your
followers
want
to
see.
ENGAGEMENT PLAN
Find
users.
Listen
to
the
community.
Talk
to
your
followers.
Provide
Great
content.
AWARENESS Connec-on Evangelism LOYALTY

18. STRATEGIC PLANNING
Lorem
ipsum
dolor
consectetur
adipisicing
elit
Culture
Message
Strategic
KPIs
Compete9ve
Analysis
Objec9ves
Online
Personality
Cri9cal
Metrics
SWOT
Analysis
Tac9cal
Processes
Have
a
clear
message
to
share.
Develop
your
online
voice.
Research
your
audience
and
compe9tors.
Design
your
custom
Facebook
experience.
Measure
your
progress.
Adjust
accordingly.

19. FOLLOW ME
Social
Media
links
FACEBOOK
facebook.com/shift2inboundmarketing
TWITTER
twitter.com/JoAnnLefebvre
GOOGLE+
plus.google.com/JoAnnLefebvre
LINKEDIN
linkedin.com/JoAnnLefebvre
FACEBOOK
facebook.com/JoAnnLefebvre
TWITTER
twitter.com/Shift2Inbound

20. THANK YOU
FOR YOUR ATTENTION
*
SEE YOU SOON…