The document provides an overview of how businesses can use Facebook successfully, noting that Facebook has over 845 million active users who frequently engage with the platform. It discusses how businesses should set up a Facebook Page and profile to engage with customers, recommend posting frequently and consistently to drive customer interaction, and analyze Facebook Insights and user engagement metrics to understand what content and strategies are most effective. The document also provides examples of businesses that have effectively used Facebook and recommends tools to help schedule social media posts.

1. FACEBOOK FOR
BUSINESS SUCCESS
Speaker: Heather Mellon

2. Facebook Facts
•Over 845 million active users
•More than 50% of active users log in
daily
•Average user has 130 friends

3. Why use Facebook
 Go where your audience is
 Listen to customers
 Connect/build a relationship with customers
 Viral marketing
 Visible to everyone
 Including
non-Facebook users
 Shows up in search
 Drive traffic to website

4. How Facebook works
•Profile vs. Page
•What is “Timeline”?

5. Profile vs. Page
 Profile: personal user account
 It
is how you log in
 Real person: first & last name
 Page: public way for brands,
businesses, organizations and
public figures to connect with
Facebook users

6. Other Facebook terms
 Administrator: users that operate and
manage pages
 News Feed: stream of recent posts by all
pages your page has liked
 Timeline: a new page and profile format
on Facebook; allows you to fill in past
milestones
 Alsorefers to your page’s recent posts; users
can post on your Timeline

7. Setting up your Page
•facebook.com/pages/create.php
•How do I get “likes”?

8. Setting up your Page
1. Go to www.facebook.com/pages/create.php
 Select your classification & category
2. Enter basic info
 Business name, location, photo, brief bio (in
About field), website URL
3. Fill in the Page
 Open hours, description, email address, photos

9. How do I get “likes”?
1. Cross-promote
 Website, business cards, flyers, signage,
email, other social media
2. Invite people you know
 NOTE: It will take some time to build
 May need to purchase an ad to help build your
audience

10. What do I post?
•Figuring out what to post
•How often should I post?

11. What do I post?
 Ask questions  Connect to the
 Share info related real world
to your business (holidays, etc)
 Create an event  Contests, deals &
 Photos
offers (check the
rules)
 Behind the scenes
 Tools & tips
 Respond to
 Have fun!
comments

12. How often should I post?
 Minimum: once or twice a week
 Maximum: every 3 hours
 The key is consistency
 Letsyour audience know what to expect
 Keep a sustainable pace
 Some activity is better than none at all

13. Show me the data!
Using Facebook Insights

14. Facebook Insights
 Page posts
 Shows you past posts
 Sort by different categories to optimize day, time,
content
 People Talking About
 The number of unique users who have interacted
with your page (comments, likes, shares)
 Reach
 The number of unique users who have seen any
of your page’s content (News Feed, ads, friend
posts)

15. How do I know it’s working?
 Growth in audience
 Will be slow, but should be steady
 If you plateau, try something new
 Growth in customers
 Shouldhelp build regulars
 Eventually lead to increase in sales
 Note: Loyal customers become brand
ambassadors

16. Case Studies

17. Case Studies
 Coca-Cola
 Starbucks
 Dove
 Target
 Nike
 The Today Show

18. BONUS: Scheduling Tools
Scheduling tools help you with time
management

19. Scheduling Tools
 Why schedule?
 Optimize for time & day
 Increases efficiency & time management
 Tools provide analytics (data)
 How do I know what to post?
 Editorial calendar will help you stay focused
 Scheduling Tools (free! Facebook & Twitter!)
 Hootsuite
 Tweetdeck

20. Thank you!
Heather Mellon
heather.mellon@gmail.com
Twitter: @heathermayumi