The document discusses how businesses can use Facebook to grow their customer base, highlighting research that found Facebook fans spent more and were more loyal to brands than non-fans. It provides tips for businesses on setting up an effective Facebook page, such as keeping posts fresh with status updates, images and videos, and using contests and incentives to engage fans. The document also presents case studies of businesses that successfully used Facebook to increase sales and brand awareness.

1. The Power of Facebook:Using Facebook to Grow Your Retail BusinessPresented by Brian LintonFounder Sand Shack LLCBrianlinton.comUnitedbyblue.comJuly, 2010© 2010 Brian Linton

2. My BackgroundGrew up in Singapore and JapanFounded Sand Shack while in college in 2006Also while in college, founded a coffee company – and failedLaunched United By Blue May 1st 2010Live and work in PhiladelphiaGirlfriend’s name is Joanna and Dog’s name is ZoeySpeak Chinese, love to travel, write, and scuba dive

3. Facebook PageA Facebook Page is a public profile that enables you to share your business and products with Facebook users

4. Research Shows BenefitsFacebookfans made 36 percent more visits to the store each month.

5. Facebookfans spent 33 percent more at the store.

6. Facebook fans had 14 percent higher emotional attachment to the store brand.

7. Facebook fans had 41 percent greater psychological loyalty toward the store.Study by Rice University

8. Most Important RuleFacebook is about connecting with peopleNot about blatantly selling your products

9. Don’t Waste TimeWhat is your basic objective?Getting more customers in the door?Building brand awareness?Promoting events?Creating a venue for customer support?

10. Keep Things Fresh with Status UpdatesTake fans behind the scene at your business.Start a conversation your customers will partake inHumanize your business with postsShare opportunities with your customers / Special offersPromote community or charity projectsThanks employees and customers for an accomplishment Share videos and pictures

11. Keep Things Fresh with Status UpdatesIndustry news (trade shows, exhibitions, product recalls)

12. Tips on using your products/services

13. Stories about how your producst/services have helped people

14. Stories about your employees and your customers

15. You can link to or provide product reviews

16. Provide links back to your blog/websiteElements of a Successful Facebook Fan PageCreate a resourceProvide quality content – link back to your blogCreate contests that include participationPeople love free stuff!Target a demographicTarget an active group of peopleLink up to other social media platformsTwitter, blogging, foursquare, myspace, etc…

17. VideoAdd your own YouTube videos to your wallProvide unique insight into who you are and what you doKeep videos short

18. ImagesImages increase interaction ratesPeople are more likely to read something with pictures

19. Success Story – Trail Creek Outfitters

20. Success Story – Sprinkles Cupcakes Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a free cupcake.Incentives to help fan base grow.

21. Facebook AdvertisingShould you pay to advertise on Facebook?Pros:Highly accurate target advertisingAffordable pay per clickEasy to use and setupCons:Can get expensive, fastFacebook ads are largely ignoredMust convert clicks to salesAdvertising is not very social (despite Facebooks efforts)

22. Get More FansAdd Facebook Link to your website homepageAdd Facebook information at checkout counterAdd Facebook information in any newsletter and emailAsk people to tell others about your pageGive an incentive

23. Facebook SearchFind and connect with people or groups who have influence over your potential customers Search for what matters to your businessReach out and network with leaders of relevant groupsJoin groups and make friendsNote: Only Leaders/Administrators can mass-message all members and fans about you