Presentation to the Leadership Fuquay-Varina group as an intro to Facebook for businesses, nonprofits and communities. Overview covers Why Social Media Marketing Makes Sense, Social Media Network Numbers and FB Demographics, Social Media Strategy + Make a Plan, Facebook Do’s, Don’ts, and Tips, Overview of Measuring Success, and Identifies Additional Resources

1. Presented by: Stephen Peacock
http://peacockcreative.net
Intro to Facebook for Business

2. Today’s Agenda
1. Why Social Media Marketing Makes Sense
2. Social Media Network Numbers and FB
Demographics
3. Social Media Strategy + Make a Plan
4. Facebook Do’s, Don’ts, and Tips
5. Overview of Measuring Success
6. Identify Additional Resources
7. Time for Questions

3. Why Social Media Marketing
Social Media has changed the way people
connect, discover, and share information.
 Social networks, like Facebook, Twitter, LinkedIn, and
Pinterest are the places where social interactions happen
(discovering & sharing).
 Social media marketing is the way to use that technology to
build relationships, drive repeat business. and attract new
customers through friends sharing with friends.
 Sound familiar? That’s because social media marketing is
really just word-of-mouth marketing super-powered by
technology.
http://www.socialquickstarter.com/content/1-why_social_media_marketing

4. Network Numbers
 Facebook 1.49 Billion
 YouTube – 1 Billion
 Google+ - 540 Million
 Twitter – 316 Million
 Instagram – 300 Million
 LinkedIn – 187 Million
 Pinterest – 70 Million
 Vine – 40 million
Source: Social Media Hat UPDATED: August 10, 2015

5. Facebook
Demographics
Demographics of Key Social Networks –
Pew Research Center
Also view their Social Media Fact Sheet
As of September 2014:
• 71% of online adults use Facebook
• 23% of online adults use Twitter
• 26% use Instagram
• 28% use Pinterest
• 28% use LinkedIn

6. Your Social Media Marketing Strategy
Starts with your website!

7. Your 2015 Website Must Haves
 Responsive – your site works well and looks
great no matter what device is used to view it.
 Social Sharing buttons – allows visitors to easily
share your content on social media
 Original and engaging content – that speaks to
your audience (personas)
 SEO optimized – keywords in title, url, h tags,
meta data, alt image tag etc…
 Blogging capability – so you can publish new
content easily

8. Make A Plan
 Outline Your Goals
 Understand Your Audience
 Choose Your Issues
 Set Your Social Media Engagement
 Measure Your Success
From Social Media Examiner

9. 1. Outline Goals/Objectives
 Build your brand by getting people to recognize your
name and associate it with your product.
 Attract new customers by driving traffic to your
social media page or company website.
 Support sales by answering prospects’ questions
and showing them how to use your products or
services.
 Engage with your fans by giving customers a reason
to talk about your brand and encourage others to
purchase from you
From Social Media Examiner

10. 2. Who is Your Audience

11. Create “Personas”
“A persona is a kind of mental model—an
imaginary person with a name, history, and
story who has a way of doing things. A
persona should have enough psychological
detail to allow you to conveniently step over
to the persona’s view and see your products
and services from her/his perspective.”
http://www.tronviggroup.com/customer-personas-what-sally-can-show-you/

12. More Resources
HubSpot provides a free Guide to Creating Personas
Get HubSpot’s Guide to Creating Personas

13. Personas and Social Media
 Personas can help you decide which
social media platforms to use to engage
current and potential customers
 Personas help you develop engagement
strategies by anticipating what your
prospects will react to or interact with
 As you interact with customers and
prospects on social media you will be
able to further refine your personas
based on results to better build
relationships and drive conversions

14. Choose Your “Hot Button” Issues
 Target your three to five main topics. These should be
categories or words you want to place for in search
optimization. Create content around these topics for which
you want your business to be known.
 Create an editorial calendar integrated with your promotional
calendar. Plan relevant content around your main
keywords and your planned promotions. Develop a framework
to minimize content creation time by not needing to think about
what you’re going to write before you craft content.
 Brainstorm ideas for content around these categories. Before
developing your content, list topics you want to cover. For
most businesses, the easiest way to accomplish this is to answer
your customers’ questions before and after purchase. Link to
appropriate product pages but don’t be promotional!
 Offer a variety of content formats, not just text. People take in
content differently. Attract attention with images, since some
social media platforms such as Facebookare image-based.
From Social Media Examiner

15. Set Your Social Media Engagement
 Be strategic with your social media time usage.
It’s easy to spend more time than you need to on
social media. A social media plan—together with
a strategic approach—will help you find the right
balance.
 Use your existing communications such as email
and in-store signage to encourage your
customers to get onto social media and
engage with you
From Social Media Examiner

16. Facebook Do’s and Don’ts

17. Facebook Do’s and Don’ts
Follow 80/20 Rule
• 80% of your posts should be social (yet
still relate to your industry or audience)
• 20% should pertain to your
products/services.
SELL, SELL, SELL
• Constantly posting promotions could
cause your followers to flee
From Vertical Response

18. Facebook Do’s and Don’ts
Responds Within 1 Hour, No Later Than 24
Hours
• Acknowledge customer interactions even
just to say “thanks!”
Ignore Your Audience
• There should always be a human behind
the ‘social’ media platform
From Vertical Response

19. Facebook Do’s and Don’ts
Keep Your Posts Under 80 Characters
• Posts with less than 80 characters
received 66% more engagement than
lengthier posts
Write A Lengthy Posts
• Adding context to photos or links is key,
however crafting a novel length status
update could cause followers’ eyes to
glaze over
From Vertical Response

20. Facebook Do’s and Don’ts
Build Your Facebook Following Organically
• Reach out to established network and
spread the word about your Facebook
page by linking to in your emails, website
and/or blog
Buy Likes
• A plethora of Likes may seem important
to the success of your Facebook page,
but a faux fan following can have definite
drawbacks.
From Vertical Response

21. Facebook Do’s and Don’ts
Ask Questions + Post Enticing Content
• Question posts have a 92% higher
comment rate. Questions containing
‘should, would, which or who’ receive
highest engagement. Place question at
end of status
Write Fake Comments
• Fake accounts are also easy to pinpoint
and customers WILL call you out.
From Vertical Response

22. Facebook Do’s and Don’ts
Post No More than 1-4 Times a Week, 1-2
Times Per Day
• 82% of people think Facebook is a good
place to interact with brands
Don’t Clutter The Newsfeed
• The number 1 reason 73% of users
‘unliked’ a brand is because the posted
too frequently
From Vertical Response

23. Facebook Tips - Photos
 Photos get 53% more likes, 104% more
comments and 84% more click-throughs on links
than text-based posts.

24. Facebook Tips – Photo Galleries
Wishpond’s data says that overall, photo posts get 120% more engagement
than the average post, and photo albums actually get 180% more
engagement

25. Facebook Tip – Emoticons
 Emoticons ( :D :) :-O ) increase comments by
33% and get 57% more likes

26. Facebook Tip – Pick Your Days
 Engagement rates on Thursday and Friday are
18% higher

27. Facebook Tips – Encourage Fans
 42% of fans like a page to get a coupon or
discount

28. Measuring Progress
http://google.com/analytics

29. Measuring Social Media
Unless you measure the performance of your Facebook
efforts you won’t know what’s working and what isn’t.
Use the following:
 Use Facebook Insights (free)
 Install Google Analytics (free) on your website
 Use Google’s Url Builder (also free)
When used together these free tools will provide
insights on what is the most effective way to engage
your Facebook fans.

30. Use Google’s Url Builder
Campaign Source
(utm_source)
Required. Use utm_source to identify a search engine, newsletter
name, or other source. Example: utm_source=FB
Campaign Medium
(utm_medium)
Required. Use utm_medium to identify a medium such as email or
cost-per- click. Example: utm_medium=5k_picture
Campaign Term
(utm_term)
Used for paid search. Use utm_term to note the keywords for this ad.
Example: utm_term=run+quay
Campaign Content
(utm_content)
Used for A/B testing and content-targeted ads. Use utm_content to
differentiate ads or links that point to the same URL.
Examples: utm_content=logolink or utm_content=textlink
Campaign Name
(utm_campaign)
Recommended. Used for keyword analysis. Use utm_campaign to
identify a specific product promotion or strategic campaign.
Example: utm_campaign=early_bird
http://fuquay-varina.com/event/run-quay-2015/?utm_source=FB&utm_medium=
5k_picture&utm_campaign=early_bird

31. Facebook Insights
Facebook provides a wealth of data to administrators of pages with
30 likes or more.

33. When are your fans on FB?

34. Page Likes Data

35. Post Reach Data

36. Individual Post Insights

37. Additional Resources
 Social media not working? Great article on Social
Media Examiner
 7 Ways Brands Are Using Social Media to Build
Customer Loyalty in 2014
 Social Media Today
 12 Awesome Social Media Tutorials on HubSpot
 Social Media Tutorials from Socialbrite

38. Get this presentation online:
http://www.slideshare.net/stephenpeacock