The document discusses strategies for using Facebook as a business. It recommends creating a business page rather than using a personal profile. It emphasizes the importance of engagement through questions, contests and interactions that cause fans to like and share posts with their friends. This helps the business's content spread virally through social networks. It also suggests using features like pinned posts, cover photos and tabs to promote the business and drive fans to desired content.

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All product and company names mentioned herein are trademarks or registered trademarks of their respective owners.
Sales@maverickmav.com.au
M: +61 433 343 120
T: (Australia Wide):1300 618 418
T(Intl): +61 2 8065 6758
/AppsMav
Facebook Marketing
/MaverickMavOz

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Maverick Mav

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Proud
Sponsors of
Social Media Marketing
Sponsors
Read Akash’s
article on
Facebook
MarketingUnleash Facebook Marketing
Potential - See Video
Internet & Social Media
Marketing Partner
Maverick Mav Credentials

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Disclaimer
• We have strived to be as accurate and complete as possible in the
creation of this presentation, notwithstanding the fact that we do not
warrant or represent at any time that the contents within are accurate
due to the rapidly changing nature of the Internet.
• While all attempts have been made to verify information provided in
this presentation, we assume no responsibility for
errors, omissions, or contrary interpretation of the subject matter
herein. Audience is cautioned to rely on their own judgment about
their individual circumstances to act accordingly.
• This presentation is not intended for use as a source of
legal, business, accounting or financial advice.
• All product and company names mentioned herein are trademarks or
registered trademarks of their respective owners.

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1. Introduction

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We as People & Businesses know other people &
Businesses – 1st Degree Connections

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These 1st Degree Connections know other People &
Businesses – 2nd Degree Connections
1st Degree 2nd Degree

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Through Social Media Platforms
1st Degree 2nd Degree

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Your Business Presence within
your Consumers world
• Unlike a website, you are connected to your
customers and can interact with them on an ongoing
basis
• Unlike a website, when customers interact with your
page it is seen by their friends – Word of MOUSE
marketing

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Your Business Presence within
your Consumers world

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Display & Self Manage Products from your
Online Store (+ Get Social Media Viral Effect!)

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Custom Experience for your
Business- Real Estate

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Custom Design for your Business
• Can embed Google Maps to show the location of
your business or other important locations

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Display & Self Manage
Events, Seminars, Courses (+ Get Social Media
Viral Effect!)

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Display & Self Manage Multiple Store Locator

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The Purpose
Like · · Share

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Through Social Media Platforms
1st Degree 2nd Degree

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Go Viral With Fan Interaction
(‘Like’ Effect)
When someone ‘Likes’ a page…

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The Benefits of being ‘Liked’
…Their friends hear about it on their News Feeds!

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The Benefits of being ‘Liked’
The average Facebook user has 130 friends*… that’s
a lot of exposure for your page from just 1 click!
*Source: Facebook

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Go Viral – With every interaction
from Fans
• When Fans Interact with your Events

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Events Pages
• Remember, the average Facebook user has 140
friends!

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When Fans Answer Questions

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Even when people & Fans
interact with your website

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The interaction goes Viral!

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The Benefits of a Page

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Key Triggers-
Like, Share, Comment
•Content
•Contest (Promotions,
Offers, Giveaways,
Incentivisation)
•Comic
•Ads

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Run Group / Flash Deals

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Run Contests, Promotions (+Go Viral!)

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Run Contests, Promotions (+Go Viral!)

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INCENTIVISE TO CONNECT TO
YOUR BRAND

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INCENTIVISE & REWARD Fans

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Effective Marketing Campaign Development

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Get feedback for creating Successful Products

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To End Political Debates

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Key Triggers- Like, Share,
Comment
•Content
•Contest (Promotions,
Offers, Giveaways,
Incentivisation)
•Comic
•Ads

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2013
Burning
QUESTIONS?

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2013
How do we:
•Increase Fans/ Followers/
Connections
•Get Sales
•Increase Customer Satisfaction
•Grow Business

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Answer
It is NOT About:
•Setting up Accounts, Welcome Page,
Cover Photo, ……..
•Posting Status Updates or offers
•Spamming Newsfeeds
•Uploading Photos

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It’s About
Strategy
Tactical Action Plan or Roadmap
Sophisticated Setup- Apps
Engagement- Stories in Newsfeed
Attractive Campaigns- Go Viral
Measurement

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It’s About

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Features & Best Practices
Social Graphs- Beyond
Like (Cooked, Listened
Actions)
Social Plugins
Recommendation
plugin
Facepile plugin
Open Graph Protocol
Success Factor

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Page Policies
Page Policies! Cover Photo
T& C
Success Factor- Platform Policies,
Promo guidelines, Branding T&C

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Promotion Guidelines
Don’t Get Your Page Banned!

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It’s About
First 10 people to comment on this post win tickets.
Press Like on this comment to go into a draw to
win a prize.
Upload a photo to our wall to enter and win!
Tag yourself in this photo and win tickets.
25th fan will win a slab of beer!

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Algorithms, Workflow, Applications,
Analytics
EdgeRank
Group Deal
Success Factor

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Week 6Week 1
Week 2 Week 8
Reach
600- 800
Fans
N
E
X
T
Launch Photo
Voting Contest
- 3rd party app
Offer
Strategy
Reach
300
Fans
1 Status Update per
day. No Offers or
Sales Messages!
Success Factor- Roadmaps

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Developing Conversation Calendar +
Creating & Posting regular status
updates
*
OCTOBER 2012
Sun Mon Tue Wed Thu Fri Sat
30 1 2 3 4 5 6
7
Claim vanity
URL
8 9 10
Roadmap
submission
11
Customer
Approval
12
Initiate collateral
design
13
14 15
Share
conversation
calendar
16
Prepare Status
updates once
conversation
calendar
approved
17 18
Prepare FB Ad
campaign to
land on the
photo voting
contest
19
Apply approved
tab apps
Apply approved
collateral
Initiate FB
campaign
Begin posting
updates
20
21 22
Get ad approval
23
Email blast to
database first
200 people Offer
24
Activate Ads
Photo contest
begins
25
Thank you Email
of 200 Fans free
offer to T
database
26 27
200 Fans winner
announcement
on Facebook

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After becoming a fanBefore becoming a fan
Success Factor- Setup as per Strategy. Change as
per Roadmap

50. Profile vs. Page

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Your Facebook Business Page
• It is necessary to own a Profile in order to create a
Business Page. However you must restrict your
business activities to your Business Page.
• It is against Facebook’s terms and conditions to
run your business using your Profile, and Facebook
may shut down your Profile if you use it for business
purposes.

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Profile-Page Relationship
For example, if your name is ‘John Smith’ and
you have a business called ‘Super Business
Solutions’:

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Have Multiple Admins

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Admin Roles

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Profile-Page Relationship
• Your Profile is not seen or directly interacted-with
by your customers, and is not the ‘face’ of your
business on Facebook.
• Instead, is used for logging in to your Business
Page, making updates and changing settings.
• It is the Administrator of the Business Page.

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Creating your Business’s PageCreating your Business’s Page
Creating your Business’s Page

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Creating your Business’s Page
Basic image of fan page/

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2. Your Facebook Business Page
TIMELINE
Basic image of fan page/

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Taxonomy of your Page
Basic image of fan page/

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Taxonomy of your Page
Basic image of fan page/

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Cover Photo
Basic image of fan page/

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Cover Photo- Details
This is the first image that anyone landing on your page will see
Regularly Change it to promote current
offers, specials, launches, etc.
•851 pixels wide and 315 pixels tall.
Cover photo may not contain more than 20% Text

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Pinned Posts
A Pinned post always appears in the top left of a Page's
timeline and has a flag in its top-right corner.
You can now ‘pin’ any post that you think is important.
Why?

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Pinned Posts
– The Pinned posts are very visible to anyone who lands on your page.
-A Pinned post will remain on the top for 7 days.
-Tip!- Direct people to your Landing Page Tab by Pinning a post – This
pinned post should have a creatively designed image of your Offer.
Since Landing Pages are designed with an Offer to entice the visitors
to Like and become a Fan, it continues to be important that people
should somehow be made to visit your Landing Page. A compelling
‘Pinned Post’ with a creative imagery can help achieve this objective.

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Pinned Posts

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Building a good Info Page
• Make sure
the Info page
is complete
• Fill in as many
fields as
possible

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Building a good Info Page
• I.e. make sure to include relevant keywords so
the page is optimized for search engines
• Google Keywords Tool:
https://adwords.google.com/select/KeywordToolExternal

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Getting a Vanity URL
• Ensure you get a Vanity URL:
www.facebook.com/YourBusinessName
• You can sign up for your Vanity URL here:
http://www.facebook.com/username/

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Getting a Vanity URL

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Promote it!

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Step 1 – Getting those first fans
• Turn your mailing list members into Facebook
fans
•If you have a sizable email list, you can potentially
gain many new fans by sending an email with a
CTA to visit and ‘Like’ your Facebook page
• If you send regular email updates, add a link to
your Facebook page in the email template (e.g.
on a sidebar or at the bottom)
• This way it can be included in every email you
send

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Step 1 – Getting those first fans
• Turn your mailing list members into Facebook
fans
•From the Admin Page, you can also invite your email
contacts, invite friends, share your page and create an
ad from the Build Audience drop-down menu.

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Step 1 – Getting those first fans

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Step 1 – Getting those first fans
• Turn your offline customers or clients into
Facebook fans

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Step 2 - Reaching the Friends of
your Fans
All of the following fan interactions have a viral
effect – their friends will see!
• Post content that fans will want to ‘Like’
• Post content that fans will want to ‘Share’ with
their friends
• Tag fans in photos
• Provide Events and Questions for your fans to
interact with
More on these to come….

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Step 3 – Turning those friends
into more fans
• Now that they’ve visited your page, you need them
to click that ‘Like’ button to become a Fan…

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Engaging with other members
and businesses
• Informative, fun or useful comments may get
many Likes and Replies, raising the prominence of
your comment (and hence of your business page)
• Genuine comments are appreciated, rather than
direct advertising and sales talk
• Don’t oversaturate: Make sure all posts are
worthwhile and add value to customers.

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Always Ask Questions
• Ask questions (in your status updates) often

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Always Ask Questions
• Questions incite a response – especially
compelling ones
• Why do you want responses? Because when a
fan responds, their friends will see it on their
News Feeds
• In other words, there is a viral effect – which
means more exposure for your brand or business!

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Incite a response!
• Posting content that incites a response is key.
There are many creative ways this can be done
• For example, Walmart frequently post ‘fill in the
blank’-style updates, which incite many people to
respond

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Incite a response!
• Taking advantage of national holidays typically
results in a very high rate of comments
• E.g. Target on 4th July:

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Incite a response!
• Amazon received a high response on 4th July by
using the Questions feature:

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Incite a response!
• Commenting on popular, newsworthy events:
• Sporting events work very well –
remember, Australians love their sports!

84. INSTALL CUSTOM TAB APPS
A custom tab is, in the Facebook realm, an app. It’s the
equivalent of having a custom designed website.

85. RUN CONTESTS, QUIZ,
GIVEAWAYS
If Content is King, Contest is
Queen

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Photo Contest- Before Like

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Photo Contest- After Like

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Photo Contest- Submit Photo & Invite
Friends

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Photo Contest- Before Like

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Photo Contest- After Like

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Facebook Ads
• Facebook Ads allows you to create targeted
advertisements for display to users on Facebook
• These ads are displayed in a section of the right
hand pane that appears in most areas of Facebook

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Hyper-targeting
• The power of Facebook Ads lies in hyper-
targeting extremely specific markets
• Unlike Search Engine marketing (where ads are
focused on the keywords that people search
for), Facebook Ads are focused on the people
themselves
• This is determined by the attributes, personal
details, interests and other information stored in
a person’s profile on Facebook

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Targeting by location
• Ads can be targeted toward people that live in
specific countries, states, or even cities
• This is a powerful tool for targeting different
geographical segments of your market – you
can show different ads to people who live in
different areas

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Targeting by location
• Radius targeting is also an option – targeting
all people who live within a certain km distance
of a chosen city

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Targeting by Likes and Interests
• Ads can also be targeted toward any interests
that appear in a person’s profile – whether they are
from the person’s Interests section, Favourite TV
Shows, or even Job Titles etc
• This is a powerful tool for targeting your ads at
people with particular interests

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Other targeting options
• Age
• Gender
• Relationship status
• Spoken language
• Education
• Birthday
• Workplace
• Connection (to your business page)

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FACEBOOK
INSIGHTS
WHAT YOU CANNOT MEASURE YOU CANNOT
ACHIEVE

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Facebook Page Insights

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Facebook Insights- Post Data

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Thank You