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Facebook presentasjon
The document provides a comprehensive guide on using Facebook for business, covering key aspects such as page creation, content planning, running competitions, and advertising strategies. It emphasizes the importance of social engagement and the use of insights to optimize performance. Additionally, it discusses the differences between promoted posts and sponsored stories, and offers tips for effective marketing strategies on the platform.
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Facebook presentasjon
- 2. Facebook • Facebooks funksjoner •Konkurranser • Engasjement • Annonsering
- 3. Oppretting av Facebookside •Gå til hvilken som helst Facebookside • Velg “Opprett side” • Velg kategori www.facebook.com/pages/create
- 4. Profilbilde og forsidebilde •Profilbilde – 160 x 160 px • Forsidebilde – 851 x 315 px – Maks 20 % tekst – «Call to action» – Oppdater jevnlig • Info – Beskrivelse – URL
- 5. Profilbilde og forsidebilde •Profilbilde – 160 x 160 px • Forsidebilde – 851 x 315 px – Maks 20 % tekst – «Call to action» – Oppdater jevnlig • Info – Beskrivelse – URL
- 6. Rediger informasjon • Informasjon •Adresse • Åpningstider
- 7. Eget brukernavn • Lageget brukernavn
- 8. Planlegging av poster •Planlegg fremover i tid • Dater bakover i tid • Fyll opp Facebook- veggen med innhold
- 9.
- 10. Aktivitetslogg • Endre tidspunkt •Publiser nå
- 11. Administratorer • Gjør ansatte administratorer •Inviter venner og familie
- 12.
- 13. Fest til toppen •Gi ekstra oppmerksomhet
- 14. Facebook insights • Brukinsights for å måle engasjement
- 15. Facebook insights • Sehvor mange du når ut til
- 16. Facebook insights • Erdu rettet mot demografien?
- 17. Konkurranser på Facebook •Markedsføringsverktøy • Bygger engasjement • Tiltrekker nye fans • Skaper viralitet
- 18. Konkurranser - 5ting 1. Følg reglene 2. Bruk en tredjepartsapplikasjon 3. Finn en passende premie 4. Promoter, promoter, promoter 5. Følg opp og lever det du lover
- 19. Konkurranser - Regler •Bruk en tredjepartsapplikasjon • Erkjenn at konkurransen ikke er assosiert med Facebook • Bruk ikke Facebooks funksjoner for å delta eller stemme i en konkurranse • Du kan kreve å måtte like siden for å bruke applikasjonen • Kontakt ikke vinnere gjennom Facebook
- 20. Konkurranser - Regelbrudd Deltakelseved å like, dele eller kommentere • «Lik og del denne siden - vi trekker en vinner når vi når 5000 likes!» • «Skriv hvilken farge du vil ha, og du er med i trekningen om en iPhone 5!» • «Bildet som får flest Likes vinner konkurransen!» Risiko: Sletting • Sjeldent, men kan skje • Eksempel: Lille Vinkel Sko i 2010 • Lagt ned uten forvarsel
- 21. Konkurranser - 3rdparty
- 22. Konkurranser - Premier •Velg en premie som relaterer til ditt firma • Gratis middag eller iPod? • Du vil nå ut til personer som du kan konvertere til kunder
- 23. Konkurranser - Annonsering •Ikke stol på at nåværende fans sprer ordet • I tillegg tweet det, pin det og blogg om det • Annonsering kan også hjelpe med å nå nye fans • Foreslåtte innlegg • Annonser
- 24. Konkurranser - Oppfølging •Kontakt vinnerne kjapt når konkurransen er over • Bruk e-post eller telefon • Annonser deretter på Facebook
- 25.
- 26. Konkurranser - Alternativer Frablogg eller nettside – Fortell på Facebook om konkurransen – Legg igjen kommentar i kommentarfeltet for å vinne premie – Plukk ut tilfeldig vinner – Øker traffikk inn til nettsiden Instagram – Fortell på Facebook om konkurransen – Be brukeren om å laste opp bilde – Tagg med en unik «hashtag», f.eks #PlusPointFoto – Plukk ut vinneren basert på dine konkurransekriterier
- 28. Outbound Marketing Marketing thatpushes products and services to the customer
- 29. Inbound Marketing Marketing thatrelies on earning people’s interest through social interaction
- 30. Social Engagement The keyto social media marketing for businesses is to prioritize inbound marketing strategies as a means of generating social engagement
- 32. Social Engagement Thus socialengagement is quite literally, a “commitment” to building a relationship with the customer
- 33. Why Do People“Like” Facebook Pages? Source : http://blog.getpostrocket.com/2012/10/why-do-facebook-users-like-pages- comparing-2010-to-today/ • 51% of the reason for people to “like” your page is still consumer oriented (promotions/discounts and giveaways) • The other 49% is not as easily defined – this is where a clear strategy for social media engagement and advertising comes into play
- 34. "Behind Every Brand,A Story” • Define your brand identity - What makes your product or service different? - Who is your target group? - Who are the people behind your brand? • Define your brand’s social media identity - What other social media networks are you on? - Do you “like” any other pages? - Who is the persona on your Facebook page? - What kind of content can people expect from your Facebook page?
- 35. Build a ContentPlan • Helps manage your workload • Ensures that your page is updated regularly • Good strategic exercise • Plan for 3 months ahead but leave room for ad hoc posts
- 36. Example of aContent Plan • List out the day, time, assets (pictures, videos, links) • If you have a physical store – think about fitting your posts with the behavioral patterns of your customers or your business • Write your copy – review it again and ensure that you have a “call to action” for most posts
- 37. Content Plan Strategy •Create themed days and base it around your business • Find interesting related content • Announce or backdate key milestones, • Highlight the people behind your business • Show off your expertise • Ask questions, create polls • Have a “call to action”. Constantly! • Be responsive
- 38. Create Themed Days •Themed days helps you get organized • If you’re a store, base themes around your business • Fans expect regularity. It gives them something to look forward to • Surprise them from time to time
- 39. Related Content • Postingrelated content is a good way of maintaining regularity without too much effort • Share interesting content related to your business • Look for things that are humorous • Alternate between videos, pictures, blogs, news links
- 40. Key Milestones • Highlightyour achievements and milestones • Backdate them if necessary • Give fans opportunities to cheer you on • Thank the people that have supported you with a promotion or discount
- 41. Highlight Your Staff •Your core fans are people who have a personal relationship with your staff • Don’t be afraid of showing a more candid and human side of the business • Rotate among staff members – tell us why they’re unique!
- 42. Show Your Expertise •Fans are always eager to learn new things and to share knowledge with others • Teach them new facts, recipes or tricks but keep it simple, interesting and visual • Use terms like “Did you know…” or “Have you tried…” • Raise your professional credibility
- 43. Open Questions /Polls • An open-ended question or poll is a great way to increase engagement without asking too much effort from fans • Fans can learn from each other too and feel like they belong to a community • Polls can also be used to let fans decide on what content they’ll like to see on your page
- 44. Call to Action •Include a clear “call to action” as often as possible to your posts • By simply asking to like, comment, or share you improve engagement significantly • End with a question that is related to your post • Invite them to take direct action (e.g visit your store, try a new product)
- 45. Be Responsive • Manyfans see social media as a customer service platform • Dedicate time each day to respond to messages, or give thanks for recommendations • Delegate this task if you’re unavailable • Project a warm, engaging personality
- 47. Edgerank • A formulathat Facebook uses to determine which posts reaches its intended audience • Formula based around Affinity, Weight and Time decay • Important to think about how to best improve your Edgerank to increase your overall reach
- 48. Analysis & Optimization •Start learning how to use Facebook Insights to analyze your performance • Experiment with a social media optimization service -www.edgerankchecker.com -www.fanpagekarma.com -www.socialbakers.com
- 49. Advertising on Facebook •Facebook’s Edgerank has made it a lot harder to grow your fanpage or reach new audiences • Advertising on Facebook however – is not expensive and when used correctly, can achieve good results • Available once your Facebook page has >400 fans
- 50. Why Should YouAdvertise? • To increase your fan base or brand exposure • To promote online contests or offline events • To promote local businesses • To sell a product, program, or service with an external website or sales page
- 51. Promoted Posts • Theeasiest and most effective way to reach out to a wider audience • Click on “Boost” post button from within your timeline • Your total reach depends on your advertising budget. The bigger the reach, the more expensive it costs • If promoted post is an image, make sure that you have < 20% text • Promoted posts can be a video link or an offer Your post is promoted within mobile and desktop News Feeds of Fans Your post is promoted within mobile and desktop News Feeds of Fans and their friends A Sponsored Story is generated within mobile and desktop News Feeds
- 52. Promoted Posts • Promotedposts goes for a period of 1 day by default – but this can be extended • You can see the performance of your promoted post by clicking on the “reach” counter at the bottom of your post • You can pause the promotion if you believe that it is not generating the desired effect • Or you can increase the budget if you find it achieving the desired effect!
- 53. Sponsored Stories • Sponsoredstories is the conventional way of advertising on Facebook • Ordered via the Adverts Manager tab in Facebook. • It can be targeted to generate “Likes” , promote your page posts or advertise external websites or apps.
- 54. Sponsored Stories • SponsoredStories allow for precise targeting based on location, demography and interests. • Your sponsored stories will be split into 2 types - Right side of the Facebook page - Sponsored stories that appear in newsfeed
- 55. Promoted Post vsSponsored Stories Source: http://www.seomoz.org/blog/facebook-promoted-post-vs-sponsored-story-test • Promoted posts is an ideal platform if your focus is on engagement • Sponsored stories has a lot more reach – and is particularly effective if you plan to run a “Like” campaign • Combining the two can create a particularly powerful effect
- 56. Experiment! • Start bypromoting a post on your page that you believe will give you high engagement • Analyze the results – tweak the messaging/image/link • Set aside a budget that you are comfortable with • Plan a contest or campaign and support it with advertising
- 57. Keep Up WithTrends Websites www.mashable.com www.techcrunch.com www.hubspot.com www.socialmediaexaminer.com Facebook Related www.facebook.com/business/resources www.insidefacebook.com/ http://allfacebook.com/ Plus Point www.facebook.com/PlusPointNorway (Like Us!)
Editor's Notes
- #20 Entrants need to enter the contest within the 3rd party application.Entry into the contest cannot require entrants to post content within Facebook (like posting a comment on the Wall, sharing a photo or uploading a photo).Entrants cannot be automatically entered when they “Like your Page”. You can require them to like your Page before they can enter but this must be done through your 3rd party app.Judging cannot be done within Facebook. For example, you cannot ask fans to vote for their favourite entry on the Wall. Again, this must be done via a 3rd party application.Winners cannot be notified via Facebook, either in messages or posts on Pages or profiles. You need to collect an email or mailing address through the 3rd party application and then contact the winner by email or mail.