This document provides an overview and agenda for a course on using Facebook effectively for business. The course will cover setting up a Facebook page, creating content like statuses, images and videos, using Insights to evaluate success, being better than competitors, and integrating Facebook with other social media options like Foursquare, Pinterest and email marketing. The agenda includes analyzing example business pages, brainstorming content ideas, and discussing regional tourism competitors. The goal is to teach attendees how to create an effective Facebook presence to promote their business.

1. Facebook for business
The how-to guide for Holkham Estate
Presentation title

2. Timings
Course deliverables
By the end of the course you will know how to:
1. Create an effective Facebook page for business
2. Create a content plan for your page
3. Evaluate success using Insights
4. Be better than the opposition
5. Integrate your Facebook activity with other social media
options

3. Timings
Agenda
PART ONE LUNCH
• Why Facebook PART THREE
• Setting up a page
• Adding content • Other social options
• Using Facebook Insights • fourquare
• Permissions & security • Pinterest
• Email
BREAK
PART TWO
• Holkham Facebook pages
• Competitor brainstorm

4. Introductions

5. PART ONE

6. Why use Facebook in the first place?

7. You?

8. 1. Visual

9. 2. Popularity

10. 800 million users
130 friends, 80 „liked‟ pages
50% more likely to recommend a
brand if they become a fan

11. 3. Viral nature

12. Facebook & tourism
(stikkymedia.com June 2012)
• Facebook has the greatest influence on 25-34 year olds making a holiday
choice, with a greater influence on women
• 40% of travellers visit social networking sites to influence destination
selection
• 87% of those said reviews impacted hotel/holiday choice
• 84% said reviews impacted the method of travel
• 78% said reviews impacted the choice of dining
• 70% of consumers trust online communities while only 14% trust advertising

13. Setting up a page

14. The dashboard

15. Local business or place

16. Set up – profile picture

17. Set up – about

18. Set up – Facebook web address

19. Set up – admin panel wizard

20. Tour https://www.facebook.com/littlegreenplane?ref=hl

21. Adding content

23. Types of content - statuses
• What‟s on
• Photo caption requests
• Competitions
• We‟ll answer your questions
• Celebrity Q&A (Gethin Jones)

24. • 1-2 line posts weekly
• Daily response to comments, likes or
comments on other pages

25. Images

26. Types of content - images

27. Types of content - images

31. Types of content - video

32. Types of content - notes

33. Types of content - notes

35. Types of content - polls
Poll ideas?

36. Types of content - polls

37. Types of content - polls

38. Types of content - milestones
Post a milestone as a status
Here, Ben & Jerry's uses the
new format to call out an
important company milestone -
its introduction of several new
flavours in 1999

39. Cover image – change monthly

40. Cover image – caption it

41. A COVER PHOTO cannot have:
• Price or purchase information (including discounts, such as “40% off”)
• A call to action to “like,” share, comment, download, “get it now” or “tell your
friends”
• Contact information, such as web, email or mailing address
• Use something that flaunts your product and captures the essence of your
brand

42. Starring
Hover over any post and you‟ll see
a star icon.
Livestrong starred this post that
provides resources for people
under emotional duress as a result
of cancer.
Starring it calls extra attention to
the post by making it twice as wide
as others.

43. Pin to the top
Helps you re-order content in priority
order, not date order.
What to pin to the top?
• Video, image (66,000 characters
max in a status update)
• FAQs
• Offer/service of the month

44. BRAINSTORM TASK: Content ideas

45. Creating a content plan

46. Creating a content plan
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Status
Cover
photo
Profile
pic
Poll
Caption
comp
Video

47. BREAK

48. Promoting your page

49. Content, sharing, liking and also…

50. Importing contacts - email

51. Facebook adverts

55. Evaluating success: INSIGHTS

56. Evaluating success: INSIGHTS

58. https://www.facebook.com/littlegreenplane?sk=page_insights

59. Permissions & security

61. Analysis: Holkham & Beach Café

62. Holkham Estate - brainstorm
1. Strengths
2. Improvement areas

63. https://www.facebook.com/HolkhamEstate

64. Holkham Estate
Strengths Areas of Improvement
Use of imagery Cover image
Regularity of updates What pages do you
follow/recommend to your followers
Number of followers More vids – only three
Number of check-ins Polls, photo captions, requests

65. Beach cafe
1. Strengths
2. Improvement areas

66. https://www.facebook.com/pages/Wells-next-the-Sea-Beach-Cafe/197479383652772

67. Beach Cafe
Strengths Areas of Improvement
Use of imagery Cover images – regularly update to
reflect seasons/weather
Regularity of updates What pages do you
follow/recommend to your followers
Number of check-ins Create videos, more photo albums
Polls, photo captions, requests

68. Competitor brainstorm
Three regional tourism competitors…
volunteers

69. Banham Zoo
https://www.facebook.com/banhamzoo

70. Banham Zoo
Pros Cons
3, 426 likes, 8,475 check-ins Limited cover and profile pics with
no captions
Lots and lots of photo albums Video selection could be improved
Using events function (but only two
listed)
Photo competitions
Caption requests
Fascinating facts
Starred posts
Jubilee photo montage
Testimonial - starred

71. Pensthorpe
https://www.facebook.com/Pensthorpe

72. Pensthorpe
Pros Cons
607 likes Cover photos are very similar
Photo albums No videos
Travel and bus info in „About No check-ins
us‟
Starring articles Just transmitting info
Liking other pages No comments on other pages

73. Theatre Royal
https://www.facebook.com/pages/Norwich-Theatre-Royal/120844611273956

74. Theatre Royal
Pros Cons
4,653 likes, 11,258 check-ins Only three videos in archive but
more posted onto the page
Photo albums
Video testimonial from partner
Norfolk Deaf Association
Press coverage
Liaising with customers online re:
ticket enquiries and voucher queries
Recommendations/testimonials
Likes other pages „Visit Norfolk‟
Competitions – win tickets, repost
Iplayer links to TV versions of shows

75. Other options

76. foursquare

77. foursquare
Allows users to share places they visit and like using check-ins
Allows businesses to register a business location, share updates and
provide special offers to foursquare users

78. foursquare

80. pinterest

84. Email marketing

85. All you need is:
• Artwork
• Credits

87. ROI £25 for every £1 Versus social 480m mobile email users

88. Thank you
rechenda.smith@littlegreenplane.com
www.littlegreenplane.com
@lgplane
@rechendasmith