This document provides tips and strategies for using Facebook effectively for business purposes. It discusses why Facebook is an important marketing tool, with over 60% of small businesses using it. It then covers developing a Facebook strategy, getting likes, treating your page like a VIP room for customers, content strategies, using tabs, thoughts on ads, targeting ads, resources and workshops from the organization. The overall message is that Facebook can be a powerful way to engage customers and build a community around a brand if done strategically and consistently over time.

1. For business

2. Who am I & why should you listen to me?
@women_unlimited
@julie_hall
www.facebook.com/womenunlimited
www.women-unlimited.co.uk

5. WHY FACEBOOK

6. Most important marketing tools
Website 93%
Email marketing 92%
Facebook 63%
In person 62%
Event marketing 51%
Online advertising 48%
Direct Mail 37%
Telephone 35%
Blogs 33%
Twitter 315
LinkedIn 29% Source: Constant Contact
Small Business Attitudinal Survey
Online Surveys 24%
Nov 23, 2010
YouTube 19%
Other 20%

7. Why should you care about Facebook?

9. Source: http://infographiclabs.com

11. Facebook mastery

20. Your facebook strategy
• What is my objective?
• What am I willing to share / be public?
• How much time am I willing to spend?
• Are my customers / clients on Facebook?
• How will this integrate with my other marketing
channels?
• How will get ‘likes’
• What content do I have / do I need to
create?
• What promotions shall I run on my page?
• How will I market my facebook page?
• How will I measure results?

21. Why people will like your page
• 40% to get discounts & promotions
• 39% to show support for the company
• 36% to get “freebies” free samples &
coupons
• 30% to get updates on
coming sales
• 29% to be entertained
• 25% for access to exclusive
content

22. How much is a fan worth?
• According to Synapse report the value of a fan is $136.78
(avg)
• Fans report that they spend $71.84 more per year than non
fans
• No two fans are created equal
• A fan is a self segmented group of
highly valuable customers
• A fan is 28% more likely to use a
brand than a non-fan
• A fan is 41% more likely to
recommend a fan product than a
non-fan
• Facebook fans are more loyal to the
fanned brand than non-fans

23. Focus on getting
the like FIRST

24. 199 out of
every 200
interactions
happens on
THEIR
facebook page
Source: Jeff Widman from Brand Glue

25. Treat your
page like
your brand
VIP room

26. Getting fans to your page
• Send an email to your clients, friends and prospects
• Put a Find us on Facebook link on your site (social
proof!)
• Put a page badge on your site
• Set up future tweets linking to your facebook page
• Invite your Twitter followers to become fans
• Ask your fans to recommend you to 5 other people
• Encourage your fans to post on your page
• Respond to their posts
• Add your facebook fan page to your email signature
• Talk and link to it in newsletters
• Put it on all printed marketing materials and press
releases

27. What’s your content strategy?
• Upload photos
• Blog posts
• Something cool about you
• Share news / PR about you
• Promote events
• What’s happening on the
‘inside’
• News articles
• Ask questions
• Like comments and shares
from your fans
• Ask for feedback
• Celebrate success – theirs and
yours
• Encourage them to add photos
and content

28. What tabs are you going to have?
• Default: Wall, Info, Photos, Discussion
• Shop
• Welcome page
• Special product page
• FAQ’s
• Promotions / Competition
• Videos
• Other...

30. Thoughts on ads...

31. Facebook Ads
• Targeted ads to the extreme
• Select who views based on
– Interests
– Location (even city)
– Keywords
– Marital status
– Age
– Gender

32. Facebook Ad tips
• Check out Facebook’s advertising guidelines
• Make sure your ad text isn’t annoying
• Find a relevant and attractive image for your ad
• Familiarise yourself with the different ways you can target
users
• Be clear on the main purpose of your advertising campaign
• Stay in your budget
• Use Facebook’s bid estimator to help you set your bid
• Make the most of the advertising space you’re allotted
• Have a call to action in every ad
• Always test multiple ads at the same time
• Don’t be afraid to stop a poor performing ad
• Closely monitor click through’s

33. Thoughts to leave you with
• Get to 25 likes and protect your brand
• Build a community through your brand
• Encourage raving fans
• Be authentic
• Be bold
• Engage, Engage, Engage
• Commit for six months
(but expect real results
in 1 month)
• Test and fix, Test and fix, Test and fix
• Have fun!

34. Top Facebook Resources
• www.socialmediaexaminer.com
• www.marismith.com
• http://www.seomoz.org/blog/facebook-
marketing-ultimate-guide
• http://outspokenmedia.com/social-
media/facebook-fan-pages-customers-want-
to-join/ << one of my favourite brand blogs

35. Thank you
• Upcoming Women Unlimited Workshops:
– Ask the expert: social media webinar: July 8, 2011
– Social Media Strategy: July 14, 2011
– Wordpress Workshop: September 19, 2011
• Business Club: July 5 London Bridge, July 12
Wandsworth (sorry guys, these are for ladies
only...)