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“Build Your Facebook
Business Page"
Creating a business page that connects with your
audience and provides value to them.
Sponsored by: Waterloo Region Small Business Resource Center
Presented by: Gordon Diver & Kelly Craft

About Gordon
© 2014 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 2
Principal at Diverse Achievements, focus on Micro, For Purpose and Solo Entrepreneur companies.
Helping these organizations level the playing field with overall business strategies primarily in Marketing,
Social Media training/execution, CRM business processes.
What we’re not - social media ‘gurus’. I’m an experienced business strategist, having been a worker bee, a
manager and a solo entrepreneur.
Digital Strategist at AptiSense (Kelly Craft, Founder) focuses on primarily the SMB
markets. Helping these organizations build effective strategies, then use proven tactics
and business processes to reach their goals as “Social Business” leaders in their
industries. We focus on CRM, Social, Digital Marketing and more.
We occupy the middle ground:
We’re tacticians as well.
Image: diverseachievements.com

Demonstrated Power of Facebook
Welcome to the Ontario Museum
Of Archaeology:
• June 2012 – 200 followers
• 0 engagement
• Limited volunteer resources.

What we’ll cover
• The Basics
• The Facebook Pages
• Creating your Page
• Best Practices
• Facebook Resources.

The Elephant in the room.
WHY!

The Basics – Personal vs Business

First things First
Before you begin – What you
need to know.
1. Your goals
2. Your Audience
3. Your Vanity URL
4. Image Inventory
5. Content Inventory
6. Style and voice

Timeline Photo Sizing
Image source: Jon Loomer Digitial

Can you have just a Business Page?
You Can create your page without
having a personal profile, but it’s not
recommended for a few reasons.
So your first step is, if you don’t
have one, create a personal profile.
This wiki will show you how.

Creating Your Page

Picking a Category

Choose your Industry/Type
Categories are not as critical, so avoid
spending too much time debating for two
reasons.
1. You can change this at any time.
2. They’ll still help within Graph Search
Do take a little time to review each
category. For storefronts, the Local Places
has the best impact, though you can’t
display your web address in the visible
about section.

Setting up your Page
Having keywords in your Page
title can be a good idea because
the keywords help your Page to
come up in Facebook search.
You have a limit of 70 characters
for your Page name.
Unfortunately you can’t use fancy
capitalization like YourCompany,
only capital is at the beginning.
You can change your page name,
up to the point you gather 200
fans.

Add to your Favorites Section

Publish Your Page

Your first Ad – or Not
As part of your set up – you’re
encouraged to create an ad to get your
name out.
It’s not a bad idea, but I’d recommend
building some content on your page
first, getting comfortable with how to
navigate and use your page effectively,
then invest in paid advertising down
the road.
You can skip this portion and move on
to starting to build your page.

Welcome to Your Page – Let’s Get Going
Your Admin Panel,
only you and your
admins can see this.
You can invite your
personal FB contacts
from here.
What the public sees.
Next step, up load your
Cover Photo – 851
pixels wide by 315
pixels high.

The Admin Panel
Where you’ll
see activity on
your page;
such as ‘likes’
and ‘shares’
Where you
invite you’re
personal
Facebook
contacts
When you’re
ready to
advertise, here is
where you’ll start
If a Fan
messages you,
here is where it
will appear.

Within the Admin Panel

Building An Audience

Insights: Your Pages analytics

Status Updates

Inspire a Theme
Unbounce created their
successful Marketing Fails
posts, based on the response
to their blog post – note
#hashtags.

Event Update

Click Thru for Events

How to Stay Ahead - Schedule

Scheduled Notification

Scheduled Posts in Activity Log

Scheduled Posts best practices
1. Write your own comments on the post
you are sharing.
2. You can change the thumbnail picture
to one you like better, choose FB
provided or upload your own.
3. Change if you like the information in the
snippet Facebook creates.
4. Schedule your post by using the drop
down menu – You can schedule from
10 mins up to 6 months.
5. Click “Schedule” and your post will
appear on your page at the appointed
time.
6. If you’ve posted something
controversial and circumstances
change, you can delete or edit your
post in the Activity Log.

Changing Your Cover Photo

Great Tools to create beautiful Covers

Editing Your Page - General

Edit Your Page – Page Info

Edit Your Page – Admins and Roles

Edit Your Page – More you can do.

Reply To Comments

Now the Bad News/Good News

Facebook Best Practices
Tell people about your page, in-store/office notices,
email footer, newsletter and website. Be sure to share
what they’ll get from following your page.
Post at least once/day or as many times as serves your
audience, but be consistent.
Avoid excessive “Cat pictures” and overly personalized
posts – those are for your personal profile.
Funny is welcome! Your goal is to inform, entertain and
promote.
Use a good image. Avoid stock images and use your
own as much as possible.
Photos, videos, Offers and questions are the most
engaging posts.
Encourage your audience to receive notifications of your
posts – give a good reason to.

How to stay current.
One of the challenges of Facebook for
Business is staying current on best practices
and the terms of service.
Successful brands, don’t preach or sell
to their base, they engage and provide
valuable information and make attempts to
understand what their “fans” really want
from their brand.
A great resource is:
https://www.facebook.com/business/pagesb
estpractices Where this photo came from.

Small Trick of the Trade – Be Human
Source: Buddy Media
Used sparingly and appropriately,
can be very powerful and show
your personality.

Encourage your Fans to Participate
A great way to build your audience,
is to encourage your fans to get
involved.
This quick 5 minute video from
Mark Schaefer and Jesse Desjardin
(Tourism Australia) might generate
some ideas.
Watch it here:
The world’s largest Facebook Team

Facebook Resources
Choose Your Page Type: Categories.
Why a Business Page is superior to a Personal
Page for Business.
Page Admin Roles
Add Impressum to your Page. More here.
Facebook’s: How to Create a Business Page -
https://www.facebook.com/business/build.
How to Set up a Facebook Business Page – Social
Media Examiner.
Facebook New Time Line – Facebook for Business

Housekeeping / Q&A
© 2014 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
Connect with us:
LinkedIn:Gordon Diver
Twitter:
@gdiver62
Facebook:
Business Page
LinkedIn:Kelly Craft
Twitter:
@krcraft
This Presentation

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