The document outlines the importance of using Facebook for business, emphasizing aspects such as building brand loyalty, engaging with the community, and utilizing analytics tools like Edgerank. It provides practical advice on setting up and managing a Facebook page, including content strategies and community management techniques. Additional focus is given to competitions and how to promote the page effectively across various channels.

1. Facebook for Business at Cornerhouse
http://prandsocial.com
@katiemoffat

2. About me….
@katiemoffat

3. Tonight
• Why bother?
• Making the page as visually impact as possible
• Edgerank & why it’s vital you understand it
• Using Facebook Insights & other analytics tools
to help you better monitor & manage your page
• Looking after your community
• Running competitions on Facebook
• Other ways to grow & market your page
• Questions

4. It’s big

5. Diverse
• Average age of
Facebook user is 33
• All ages represented
• Average user has 130
friends
• 48% male, 52%
female
• Average user spends
15 hrs 33 mins per
month on FB
Source: Econsultancy.com and socialbakers.com

6. Benefits to business
1. It’s cheap (but resource intensive)
2. Keep up with the competition
3. Instant feedback
4. Build brand loyalty & convey USP
5. Increased sales – f-commerce
6. Increased engagement -> word of mouth
7. Insight into your customer base
8. Traffic driver to your website
9. Fish where the fish are
10. Extend the reach of other marketing activity

7. BUILDING A PAGE

8. Setting up

9. Facebook Page
– http://www.facebook.com/pages
• Choose your admins (different roles available)
• Custom Facebook URL
– http://www.facebook.com/username/
• Post initial updates to give the page some
personality
• Considerations of time – resource to maintain
and update

10. Set up & timeline
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(inspired
cover
photos)
h"p://bit.ly/RX7qQS
(brand
cover
photos)

11. Facebook Apps
http://www.facebook.com/about/timeline/apps

12. What shall I post on our page?
1. Post a variety of content & avoid automated updates
2. Don’t just broadcast – add value
3. Photos, videos, links (to your own assets but also other
interesting things you come across) Facebook notes, ask
questions/run polls
4. Ensure you engage/reply to comments
5. Have a simple guidelines document for any admins
(how to deal with negative comments etc)
6. Update regularly (at least once/twice a day)
7. Show that you’re human!
8. Try to plan ahead – how will you ensure a regular flow
of interesting content?

13. Newer Admin Tools
Scheduled Updates & Promoted Posts

14. Highlighting & Pinning Posts

15. EDGERANK

16. Bigger not always better

17. Edgerank
http://
edgerankchecker.com/
blog/2012/04/what-is-
edgerank/

18. Focusing on the right numbers

19. Insights

20. Google Analytics

21. Other analytics tools

22. COMMUNITY
MANAGEMENT

23. Take care of your community
• Be clear about how you are using.
• Interaction – ask questions, respond to comments.
• Exclusive content for Facebook.
• Be supportive of your biggest fans.
• Never delete negative comments.
• Remember: they can ‘unlike’ as
quickly as they liked.
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users-­‐click-­‐unlike-­‐2011-­‐09

24. Community
• It’s about them, not
you. People share
content that triggers
emotions & content
that connects with
them e.g. Virgin trains
‘first time’ campaign.

25. Dealing with negative comments
• Four different types of negative comment.
• Have guidelines in place so staff know how to
respond.
• Respond quickly, transparently, authentically.
• Deal with it publically at first then privately if
necessary.
• Accept that you’re never going to win every
battle.

26. COMPETITIONS

27. Competitions
What you can’t do What you can do
• Run competition on the • Run a comp using a third
wall/timeline party app
• Run a comp where people • Ask people to LIKE you
have to LIKE to enter before entering via a 3rd
• Ask people to check in at party app
your location or upload • Collect data if running
content (photos/video) to through 3rd party app
your wall, to enter • Run comp through your
• Notify winner via FB website and promote on
your FB page
Some
creaLve
examples

28. MARKETING THE PAGE

29. Facebook Connect & Social plugins

30. Facebook Marketing – starters
• Telling friends and family
• Suggesting to people that they like the page
• Commenting on other pages as your page
(sparingly!)
• Like other pages (when using FB as your page)
• Updates that reference other pages (using the
@sign)

31. Cross promotion
• Add Facebook URL to all offline & online
marketing material
• Include in customer newsletters
• Advertise it in your venue

32. More simple marketing ideas…
• If you host live events, take lots of photos,
upload to your page – and encourage
people to tag themselves.
• Periodically share key content from your
page onto your profile page.
• Mention your page if being interviewed.

33. It’ll keep changing…

37. 5 steps for tomorrow
1. Spend half an hour getting more familiar with
Insights
2. Check key metrics and benchmark
3. Sort your last 10 posts by ‘virality’ and come up
with a plan for the next week’s posts based on the
post popularity (benchmark)
4. Look at google analytics to see what traffic
Facebook is currently sending to your site, how
engaged they are (bounce rate, dwell time)
5. Sign up for free trial on one of the more in-depth
tools

38. Thank you – Questions?
http://prandsocial.com
@katiemoffat
10/18/12