Facebook for Business Nov 11
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This document provides an overview of using Facebook for business purposes. It discusses that 26 million people in the UK are registered Facebook users, including 9 million aged over 35. It then covers how to create an effective social media strategy for Facebook, how to set up a Facebook page for business, how to drive traffic to the page and measure results. The document also provides tips on using Facebook to promote a business and engage customers.
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Facebook for Business Nov 11
- 1. Facebook For Business 26 million registered users in the UK (including 9 million aged over 35) Peter Lisney
- 2. Today’s Workshop • How Facebook is being used • Creating a social media strategy • Creating a Facebook page • Driving traffic to your page • What Next? © Peter Lisney 2011
- 3. Questions: • Who is on Facebook? • Who has a Facebook page or group? • Who has won business from Facebook? • Who doesn’t have any friends? © Peter Lisney 2011
- 4. Everyone Wants To Be Liked © Peter Lisney 2011
- 5. Facebook Can… • Keep your customers informed of services • Be used to answer customer questions • Strengthen customer relationships • Get you ‘liked’ by friends of those who already like you • Drive traffic to your website/blog/YouTube • Ultimately generate sales © Peter Lisney 2011
- 6. Business to Consumer © Peter Lisney 2011
- 7. © Peter Lisney 2011
- 8. Business to Consumer © Peter Lisney 2011
- 9. Business to Business © Peter Lisney 2011
- 10. Business to Business © Peter Lisney 2011
- 11. Business to Business © Peter Lisney 2011
- 12. Shropshire Businesses © Peter Lisney 2011
- 13. Shropshire Businesses © Peter Lisney 2011
- 14. Creating A Social Media Strategy • What’s your objective? – Increased awareness – Direct sales – Customer service • What is your scope? – Geography – Business or consumer © Peter Lisney 2011
- 15. Creating A Social Media Strategy • What types of social media to use? – Social network e.g. Facebook – Blog/Micro blog e.g. Wordpress and Twitter – Video e.g. YouTube • How will you build a following? • Who will be responsible for content? • How will you integrate with other marketing? • How will you measure success? © Peter Lisney 2011
- 16. Integrate With Other Marketing • Signpost people to your social media sites – Widgets on your website – Email footer – Marketing collateral © Peter Lisney 2011
- 17. Keyword Research • Yes! Keyword research applies to social media as well. • Your business information will be indexed by Facebook • Page and group names will be indexed by Google © Peter Lisney 2011
- 18. Setting Up A Facebook Account © Peter Lisney 2011
- 19. Types of Accounts • Personal profile – for real people, not businesses, has maximum 5,000 friends • Facebook page – for businesses, public figures, is ‘liked’, unlimited size © Peter Lisney 2011
- 20. Other Basic Facebook Terms • Friend – someone who has connected with you either at your request or their request • Like – If you visit a ‘page’ you find interesting and want to keep up to date with its content then ‘Like’ it (used to be called ‘fan’) • Wall – Where you post comments (limited to 1,000 characters). Can either be your wall or someone else's © Peter Lisney 2011
- 21. When to Focus on Personal Profile • If people ‘buy you’ as an individual • Requires closer management • Control who posts what on your wall © Peter Lisney 2011
- 22. Creating a Facebook Page For Business © Peter Lisney 2011
- 23. Creating a Facebook Page For Business © Peter Lisney 2011
- 24. Choose A Page Name • Make it keyword rich so it can be found in a search • Make it unique or a little outrageous • Add a benefit • It doesn’t have to include your business name © Peter Lisney 2011
- 25. Create Your Page • Upload an image • Provide your basic info • Make it keyword rich • You can add tabs/pages © Peter Lisney 2011
- 26. Customising Your Page • Basic page comes with 3 sub pages: ‘Wall’, ‘Info’ and Discussions • You can add other pages by adding ‘Apps’. Search for these in the main search box. E.g. – Links – Events – Notes – Video © Peter Lisney 2011
- 27. Edit Page Settings • Edit Page – Change default landing tab © Peter Lisney 2011
- 28. Facebook URL • Have a url like facebook.com/yourname • Have visitors land on the tab/page you want • Encourage visitors to ‘like’ your page © Peter Lisney 2011
- 29. Promoting Your Facebook Page • Organic Promotion – engaging with followers • Paid for Promotion – Adwords from Facebook • Message personal friends • Encourage people to leave comments. This adds content to their newsfeed which will be seen by their friends • ‘Suggest’ your page to friends • ‘Favourite’ other pages © Peter Lisney 2011
- 30. Promoting Your Facebook Page • External promotion – Link on your website and other social network sites – URL on promotional material – Advertising campaigns • Promote on Twitter • Add content regularly - you can use RSS feed to do this • Build a community © Peter Lisney 2011
- 31. Facebook Pay Per Click Ads © Peter Lisney 2011
- 32. Easy to Set Up © Peter Lisney 2011
- 33. Quantify Your Market © Peter Lisney 2011
- 34. Decide How Much A Prospect is Worth © Peter Lisney 2011
- 35. Everyone Wants To Be Liked • Be passionate • Be different • Be informed • Be a giver • Be a leader • Be yourself • You don’t need to be perfect © Peter Lisney 2011
- 36. When to Facebook • Have clear written objective and strategy • Budget your time • Be active at the right time of day – Morning – Lunch – Evening • Check your page daily for comments plus add something new © Peter Lisney 2011
- 37. Facebook Apps • Used to provide more features • May automatically submit content to your wall • Find Apps by searching on Facebook.com. Test them well • Some good Apps include: – Slideshare – Testimonials – Friends CSV Application (backs up friends) – RSS Connect (auto adds content) © Peter Lisney 2011
- 38. Measuring ROI • Likes (Fans) Attention • Comments • Post Likes Interest/Desire • Comments • Website visits Action • Sales © Peter Lisney 2011
- 39. Facebook Insights – Analytics © Peter Lisney 2011
- 40. Facebook Insights – Analytics © Peter Lisney 2011
- 41. Don’t get suspended • Only have one personal account and use your real name • Accounts are for people, pages are for business • Add no more 25 to 30 new friends per day • Avoid repetitive actions that may look like a ‘bot’ • Don’t treat Facebook like a numbers game • If you get a warning message don’t use Facebook for 24 hours • Don’t be spammy with friends or on pages • Have a back up administrator just in case you get blocked © Peter Lisney 2011
- 42. Keys to Facebook Success • Post a comment daily to help keep you ‘top of mind’ • Engage with people who ‘like’ you • Make your info page keyword rich • Keep the Facebook rules © Peter Lisney 2011
- 43. Brand Protection • Get your Facebook page now – if you don’t someone else will • Don’t put your social media strategy in the hands of someone on ‘work experience’! • Accept you won’t have complete control © Peter Lisney 2011
- 44. Complying With Regulation • Regulatory bodies like the FSA are slow to act • Instead of waiting for direction write your own social media policy • Decide what can and what can’t be said then train staff • Use profile pages to reference compliance © Peter Lisney 2011
- 45. Dealing With Customer Complaints • Don’t ignore complaints on social media sites • Provide a place to comment that you manage or else someone else will do it for you – and you’ll have NO control • Empathise, commit to take action then take conversation to phone or email © Peter Lisney 2011
- 46. What To Do Next • Draft your social media strategy • Decide who is going to do it – internal or external • Watch your competitors get left behind © Peter Lisney 2011
- 47. A Bit About Irun • Business development specialists who take the complexity & pain out of Internet Marketing, harnessing it to grow your business. How? – Business Website Design – Search Engine Marketing & Optimisation – Customer Databases & Email Marketing – Social Media Marketing – Referral System (collects Feedback, Testimonials & Referrals) – Ongoing Web Management • Clients large and small UK wide including Holiday Inn Express, Abacus Accountants and Thames Water © Peter Lisney 2011
- 48. A Bit About Irun Special Offers for Today • One to one, 60 minute Internet marketing clinic. Normally £120. Offer £90 (ex vat) • Develop and manage your Social Media account(s). Normally £250 per month. Offer £199 per month (ex vat) • Or if your website needs an overhaul arrange an appointment with one of our team © Peter Lisney 2011
- 49. Contact Us • www.Irun-Canterbury.co.uk • Tel. 01227 250049 • Mob. 07958 578689 • Email: paul.bourdillion@IrunSolutions.co.uk • Twitter: @iruncanterbury • LinkedIn.com/in/iruncanterbury © Peter Lisney 2011
- 50. © Peter Lisney 2011
- 51. Any Questions © Peter Lisney 2011