The document summarizes a social media workshop presented by Promozoo to DLR LS. The workshop covered an introduction to social media in Ireland, Facebook for business, Facebook content planning, and tips for posting on Facebook. It provided statistics on social media usage in Ireland and the types of digital tools preferred by Irish marketers. It also reviewed different types of Facebook ads and how to use Facebook groups and videos to engage customers.

1. DATE
OF PRESENTATION
17 12 2013
CLIENT
NAME
DLR LS
PROJECT
TITLE
Facebook

2. Social Media Workshop
• Presented by Promozoo
• Dee O‘Brien and Elaine Cameron
• Objective: To guide you through a practical run
through of a Social Media Plan that you can take
away and implement for your centre.

3. Workshop Structure - Agenda
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•
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Introduction to Social Media in Ireland
Facebook for Business – A practical guide
Coffee Break
Facebook Content
Facebook Content Planner

4. Social Media Stats - Ireland

5. Social Media Explained
Keep in
touch
Wait till I
tell you
Have you
heard?
Did you
know
Did you
see?
Let me
show
you
Work
Together

6. Media Consumption in Ireland

7. Social Media Penetration in Ireland

8. Digital Tools preferred by Irish Marketers
Among the study’s other main findings:
•
One in five marketers (19.6%) now spend more than half their marketing budgets
online
•
Top reasons for using online marketing are customer engagement (74%), value for
money (63%) and optimising reach (57%)
•
Email continues to be a popular format, used by two out of three marketers (67%)
•
The other most popular formats are social networking / blogs (63%) and search
engine optimisation (57%)
•
But social media can be hard work, with 70% saying that it has added to their
workload

9. Digital Tools preferred by Irish Marketers –
AMAS Study 2012

10. Why have a Facebook Page for Business?
1.
2.
3.
4.
5.
6.
7.
Branding
Personal Facebook remains personal
Unlimited Fans
Search Engine Optimization (SEO)
Unlimited Access
Build brand advocates
Customer Service

11. Business Pages – The Practical Guide
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Insights
Facebook Offers
Groups
Access to Advertising
Privacy Settings
Admin Roles
Schedule Content

12. Editing your existing page
Appear in more recommend pages notifications
and get FREE fans by filling in EVERYTHING

13. Existing Page – Cover Photo
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Get a cover image designed 851px wide by 315px
Or use a cover image creator such as
Try: http://timelinecoverbanner.com/
Or http://www.pagemodo.com/welcome/cover-photos
Or http://www.timelinecovers.pro/create
Change this photo on a regular basis

14. Manage Admin Roles

15. How to add a new admin

16. Page Settings – Step by Step Guide

17. Facebook Activity Log Explained
What is the activity log on my Facebook Page?
Your Page's activity log is a tool that lets you review the
history of your Page and change the settings of
individual posts. Only Page admins can see the activity
log.
From your Page's activity log, you can:
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See all your Page's stories, organized by date
Star posts to make them bigger
Hide and delete posts
Change the date of posts by your Page
Report and remove spam posted on your Page

18. Building Fans on Facebook
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Promozoo Limited Copyright ©2013
Update Emails (csv file) Max 5000
Invite Friends
Share page
Advertise

19. Advertise on Facebook – 5 Types of Adverts
1) External Website, or Standard Ads, are Facebook‘s traditional ad
option. These ads are usually found along the right-hand side of the
page and are designed to drive traffic offsite

20. Advertise on Facebook – 5 Types of Ads
• Like Ad
2) Facebook Like Ads, are similar to
Standard Ads, but are designed to drive
traffic to a Facebook Page, App, or
Event. These have the same specs as
Standard Ads, except that titles will be
the name of the Page, App, or Event
you‘re advertising.
Promozoo Limited Copyright ©2013

21. Advertise on Facebook – 5 Types of Ads
• Page Post Ad
3) Page Post Ads allow you to promote a
post that you made on your Facebook Page.
It could be a status update, shared link, video,
photo, event or anything else you‘ve shared
recently. You can promote a specific page
post or choose to make an ad out of the most
recent page post that you‘ve created
Promozoo Limited Copyright ©2013

22. Advertise on Facebook – 5 Types of Ads
4) Sponsored Stories are the most
interactive and organic of all the ad
types. They highlight actions taken
by fans on your Page, they‘re also
the most complex option.
Promozoo Limited Copyright ©2013
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Page Likes
Page Post Likes
Check In
RSVP

23. Difference between Ads and Stories

24. Advertise on Facebook – 5 Types of Ads
•
5) Promoted Posts allow you promote
anything you can create through the
sharing tool: status updates, photos,
videos, Offers, and questions. These
are ideal for mobile impressions since
the ads appear in News Feeds and not
the right-hand column. You can even
purchase Promoted Posts directly from
the Pages Manager app. However, this
is only available to Pages with more
than 400 Likes.
Promozoo Limited Copyright ©2013
Promoted (Boost) Post

25. Facebook Offer

26. Who are you communicating to? Facebook Insights….Review

27. Facebook Groups - Why Create One?
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Your very own marketing asset
They become committed ―fans‖
You are instantly seen in the role of expert
You can invite to events, post updates etc that they will
always see (unlike with pages)
• Can have groups for buyers – Add on Value
• Can protect content from non buyers or from competitors

28. Facebook Groups for DLRLS
• Create Added Value for Certain Courses
• Allows individuals to discuss the course with the instructor
• Instructor can share exclusive tips, events, articles

29. How to Create Your Own Facebook Group
From homepage
Groups – Create Group
Window will appear
• Create a group name
• Add members
• Select Privacy

30. Group Privacy Types
• Secret: Only members see the group, who's in it, and what
members post.
• Closed: Anyone can see the group and who's in it. Only members
see posts.
• Open (public): Anyone can see the group, who's in it, and what
members post.

31. More Group Settings
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Click the cog icon
Edit Group Settings
Approval?
Group Address?
Description – add how they can join if a private paid group
Posting permissions

32. Promoting events to your group
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Events - Create Event
Invite All Members
Can add an image for an event
Can then share the event & even advertise the event
All their friends will see they are going (viral marketing)

33. Getting Group Members
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Mass email is fastest
Promote in other sources, Fanpage, LinkedIn etc
Maybe give away a freebie to join?
They are a massive marketing asset once in your group!

34. What to post to your group
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Blog updates (networked blogs can be set up to post automatically)
News in the fitness arena
Discussions
Encourage people to ask questions in your area of expertise
Ask for reviews, testimonials etc
Respond quickly to group members but always ask for other people‘s
opinion too

35. Posting to Facebook – Do’s and Don’t
DO
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Keep posts short & sweet – Posts with less than 100 characters get more
engagement. Why do you think Twitter is only 140 characters!
Answer questions & respond to posts – Your page is not a walled garden! Respond
to your followers & be personal.
Ask questions & ask for feedback – The best posts on Facebook pages tend to be
questions. Ask them often & listen to what your users are saying.
Participate in the conversation – Customers appreciate business owners who take
interest.
Provide helpful links – Be sure to help educate your fans, not just promote your
products.

36. Posting to Facebook – Do’s and Don’t
DO
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Follow thought leaders – Find people in your niche & follow them —
and make sure to interact with them & their followers.
Run Promotions – Offer specials, coupons & limited time offers.
Keep Customers Informed – If your centre is going to be closed, let
everyone know ahead of time.
Post Photos – As a local company post pictures of your business &
employees. People love to recognize someone around town that
they saw online.
Say Thank You – Thank your followers & fans often. Make them the
center of your focus

37. Posting to Facebook – Do’s and Don’t
Don’t
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Over post – Only post as often as you can get good engagement.
Excessively self-promote – I go by the 90/10 rule: 90% of your posts should be
fun & informative, 10% can be promotion.
Use Bad Grammar – Make sure you don‘t have any grammar errors or
misspelled words in your posts. The ―Grammar Police‖ won‘t forgive you!
Be Shy – This is your opportunity to speak directly to your customers. Be
outgoing & engaging.

38. Posting to Facebook – Do’s and Don’t
Don’t
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Overshare – Don‘t post rants or gripe about employees or customers
Some things need not be on Facebook!
Talk Politics or Religion
Respond Hastily – Remember your messages are public. Well thought out
& correct answers are vital
Bad Mouth Competitors – You may think the competing burger joint down
the street sucks - and they might. But don‘t air your opinions on social
media about it….

39. Facebook Posting
• Images
• Text
• Videos
Design your content calendar

40. Facebook Posting - Images
• Images are the cornerstone of Facebook
• Why? Because fans love pictures
• People are so overloaded with information these days that they
naturally gravitate toward things that are easy to consume &
absorb
• Images are both

41. Facebook Posting – Funny Images
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So how should you use funny images? Let‘s take this example of a funny
egg photo
If you‘re a restaurant with a fan page, this image could be a good
opportunity to crack a joke about eggs (pun intended)
Be creative, you can always find a clever way to relate a funny image to
your niche

42. Facebook Posting - Funny Images
Over Kill?

43. Facebook Posting – Free Images
We use the website
• http://www.freedigitalphotos.net/
Or try
• http://www.stockfreeimages.com or http://www.stockvault.net
• Search by THEME
• E.g. Swimming, Running, Exercise

44. Facebook Posting – Eye-catching Images
• I‘m not advising that you just randomly post images to get shares
• Images like this can definitely get crazy Likes & Comments. But they
have to be unique catch people‘s eyes

45. Facebook Images – Where to find them FOC
Eye-catching Images:
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I love creative designs and unusual ideas – FB Page
Pool Supply World – FB Page
Edit Images for Tips:
http://ipiccy.com/ - Picture Editor
or www.picmonkey.com

46. Facebook Images – With tips
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This could be very useful to DLRLS, Create a lot of images with your own
tips, then brand the image with your logo. This is a good move because
even if your photo gets shared, then your brand goes with it
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Adding a tip to an image is simple
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Write down the Top 20 most frequently asked questions you get asked,
answer the questions with short 1-2 sentence answers (these are your tips)
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Add the tips to your images

47. Facebook Posting – Text, Questions
Ask Questions
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Questions are at the top of the list for text content because they generate
engagement.
What‘s the best kind of question?
Short, simple & to-the-point! Here are some examples:
Gym or Pool?
Spinning or Running?
Football – Indoor or Outdoor?
Multiple choice questions like this are great because they give people choices — and
make them more likely to answer.
Wouldn‘t you rather take a multiple choice test than an open ended question test?
Multiple choice, of course.
Why? Because the questions are easier & quicker to answer.
And this is exactly why they‘re more likely to get engagement on Facebook.

48. Facebook Posting – Text: Quotes
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People crave a little motivation. They want to learn. Quotes are a simple way to
motivate & teach.
Use business quotes, success quotes, quotes about diets, lifestyle — the list
goes on & on.
Below are four ways to get different quotes for your business.
Find quotes on:
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Google
A Motivational Quote Calendar
Quote Apps on your iPhone
Seeing a quote on Facebook then saving & reusing it later
Just remember not to just steal the quote & not give credit to the person who wrote it

49. Facebook Posting - Text “Fill in the Blanks”
•
Fill-in-the-blanks are similar to questions. They are simple & tend to get
crazy Likes & Comments
Here are some examples:
• My favorite gym class is _______________.
• Fill in the blank. I laugh every time I think about ______. [You can tell people
to fill in the blank]
• Have fun with these, but be careful not to leave the blank too open-ended
for a potentially bad response

50. Facebook Posting - Videos
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Video is the fastest growing marketing tool
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And if you are willing to be in the videos yourself, then you can connect & build trust
with your audience faster than any other form of content.
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Google owns YouTube - Why is this important?
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Because YouTube has the all powerful SEO benefits. It is possible to index videos on
the 1st page of Google within days, not months.
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This is a HUGE benefit of videos about your business. Do you have a YouTube
channel?
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What should you create videos about?

51. Facebook - Posting Videos
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Testimonials
Happy customer testimonials give social proof to how great your product is.
Record your customers talking about your product & how they‘ve gotten
results & love it.
Here is an example of a testimonial

52. Facebook - Posting Videos
• Education
• Teach. Teach. Teach!
• Teaching shows you are an authority in your business. It shows you
know what you‘re talking about.
• Here‘s an example of an ‗educating‘ video

53. Facebook - Posting Videos
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Promotions
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Are you launching a new product? Speaking at an upcoming event?
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Video is the best way to promote an event, product launch, or your overall
business.
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There are many ways you can do a promotional video. You can create one where
you are talking to the camera, do an interview-style where you interview someone,
a cartoon-style, animated, white board… and the list goes on.

54. Vine – What is it?
• Free Mobile App owned by
(Jan ‗13)
• Enables users to create and post short, snappy, looping video
clips – 6 sec long
• Videos posted on Vine will appear on your Vine Profile & the
timelines of your Vine followers
• Videos can also be posted on your website, social media (eg
Facebook, Twitter, YouTube)

55. Vine - Examples
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Crazy Cat
Pepsi
Ice-cube
Eggs

56. Vine –How do I set it up?
• Download from iOS & Android stores
• Set up your account using an email address or
sign in via your
@dlrls account

57. Vine –Getting started
Once you've signed up or
logged in, it will bring you to
the Home Screen

58. Vine –Getting started
•
Tapping the Home
button on Top left of
your screen provides
access to the Vine
Menu – Home,
Explore, Activity,
Profile

59. Vine –Getting started
• In the ‗Explore’ section you can
search for what‘s ‗Popular Now‘ or
‗On the Rise‘
• Or choose to view Vines from a
range of channels eg comedy, sports,
music etc.
•
From here you can also search for
specific people or hashtags #.

60. Vine –Getting started
• You can also find people via the
‗Profile Section‘ under
‗Settings/Friends/Find People as
well as Invite people to follow you
via text or via email.
Tip: Quick way to find people from your
Contacts is to Tap the menu button in the top left
corner, select "Profile", and then tap the plus
button in the top right corner.

61. Vine – Creating your Video!
• From the homepage tap the
camera icon to prepare to record
• Each time you tap/touch the
screen it will record footage.
When you take your finger away it
stops.
Tip: Take some time to play around as it will
require a bit of practice to get used to the
stop/start

62. Vine – Creating your Video!
• PLAN Think about what you are going to record - location,
sounds, accessories
• CREATE your video
• UPLOAD video once complete
• TAG Click
 to add captions, location, channel, #tags
• POST by clicking ‗Done‘ to share on social platforms/Vine

63. Vine – How To Share/Embed Post?
To embed any ‗public‘ Vine post to your website, tap the icon with three dots below
the post. (see below). Next tap ―Share this Post‖ and then select ―Embed‖. This will
generate an email containing the embed link. Alternatively you can copy link to your
clipboard and then paste to your destination.

64. Vine – Suggested Uses at DLRLS
• Showcase your Facilities - eg pool, gym, spinning studio, café,
outdoor pitch etc
• Meet the Team
• Tip of the Day – Nutrition, Fitness , Weight Loss
• How to‘s ? ….the perfect press up, programme the treadmill, do the
backcrawl
• Showcase your fitness classes
• Highlight your Subscription Options
• Promote Kids Activities eg summer camps, face painting, workshops

65. Vine – More Reading/Support
• Help Support http://support.twitter.com/articles/20170317-faqsabout-vine
• How-to-Vines http://lowesfixinsix.tumblr.com/
• Beginners Guide http://mashable.com/2013/12/11/vine-beginnersguide/

66. Dealing with Negative Comments
Why are people negative on Facebook?
• There is no ―dislike‖ button
• Facebook Used to Be Ad Free!
• They use it to connect with friends depending on your content….
• 1 out of 50 post views gets a negative response
• Facebook fans are most likely to block all your page stories 60
times more likely than un-fanning your page!
• Your fans will remain loyal ONLY if your content is relevant

67. How can you see what is happening?

68. Negative Comments
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If people complain on your page, acknowledge it
Don‘t remove it
Say you will contact them by PM
Don‘t act defensive
Don‘t blame them
Consider posting a comment such as ―Our Customer Service
team will be in touch shortly‖

69. Negative Comments - Abusive
• Avoid abuse by having the language moderator updated
• Hide Comments that are damaging – They won‘t know!
• Ban Users where necessary

70. Social Media Policy – Company Wide
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Treat it like any other contingency plan in your organisation (remember to
continually review as social media changes so fast!)
Must know what you‘re going to do if something goes wrong.
Nothing travels faster online than news of a screw up
Manage your reputation by knowing the risks, being prepared and nipping
any bad press in the bud.
Every single employee of yours represents your company. Whether it‘s
actively or passively. Must be aware of the social media policy & strategy

71. Social Media Policy – Company Wide
DLRLS should consider as part of their policy
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Tone of Voice
How to handle interaction
How to deal with criticism
Online Crisis Plan.
Integrate with established plans.
Escalation procedures.
Protocols.
Legal team
Be part of the community.
Early warning monitoring.
Staff communications.

72. Social Media Policy – Company Wide
• Here‘s a site which has a list of policy templates to download free
which can then be tailored to suit your organisation
• http://socialmediagovernance.com/policies.php
or
• http://www.amweb.ie/blog/!Main/blog/2013/01/03/a-simple-socialmedia-policy-template#sthash.txg0MRiq.dpbs

73. Facebook vs Twitter