The document provides an overview of using Facebook for business purposes. It discusses setting up a Facebook page and profile, building a community of followers, engaging in conversations, and measuring performance. Key aspects covered include the 4Cs framework of content, customers, conversations and conversions. Tools for managing Facebook like Hootsuite and ways to measure performance such as Facebook Insights are also summarized.

1. Facebook Training Session North Ayrshire Council Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com March, 2011

2. Channel Development Facebook – An Overview Channel Set-Up and Terminology Integration Options The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions Facebook Tools and Applications Performance Measurement

3. Facebook Overview

4. Facebook – what is it? Facebook www.facebook.com is a social network service and website launched in February 2004 Facebook allows users to do the following: create profiles with photos, lists of personal interests, contact information, and other personal information. communicate with friends and other users through private or public messages and a chat feature. Join, “like” or run common interest groups or pages (organized by business or brand) advertise across the platform Source: Wikipedia and The Authors

5. Facebook

6. How big is it?

7. The most important stat is whether your most valuable current and potential ‘customers’ are hanging out on Facebook

8. A Typical Facebook Profile

9. Facebook Exercise 1 If you don’t already have a profile page, please go to www.facebook.com and register. If you do, review your settings

10. A Typical Facebook Page

11. Facebook Pages -Key Features Individuals can ‘Like’ businesses or brands, this action appears on the homepage of their friends. They can post, like, comment, suggest a page. FB Pages send status updates that appear in a likers’ homepage; FB Pages can “like” other pages FB Pages access in-house analytics, Facebook Insights and can have multiple administrators FB Pages are free to set up and run and are unlimited in terms of likers. They can control the default landing page a user first sees. FB Pages also have SEO benefits because they show up very high in search results for your brand or product. Source: The Authors and Mokomarketing.com on Scrbd

12. Facebook Pages Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels It should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships Adopt a ‘customer led’ approach

13. Facebook Pages - Business Benefits Customer loyalty, repeat business, referral, ‘advocacy’ Increased sales (sales / month) – F-Commerce Improved marketing effectiveness/efficiency Reputation/brand management Improved customer/market knowledge and insight Others?

14. Facebook Exercise 2a What do you want to use it for? What business benefits do you hope to derive?

15. Facebook Exercise 2b Set up a Facebook Page for your business. Happy with your profile and page design? Understand the basic layout of your Facebook Page e.g. Customised Pages, Landing Page, Events, Facebook Insights, Suggest to Friends

16. Getting Started Go to Facebook . Click on the “Create a Page" Choose a category . Choose between: “local business or place”, “company, organisation or institution”, “brand or product”, “artist, band or public figure”, “entertainment”, “cause or community”. Choose a sub-category . And complete business details. Link to a Facebook Account . Update your Page across: Category/ page name; Image; Photo Showcase; Default Filter; Admin View; Settings; Basic Information; and Permissions Suggest your Page to others See if your contacts are on Facebook . After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts

17. Features and Functions Posts Comments Likes FBML Pages and Landing Pages Main Navigation Suggest to a Friend Adverts

18. Features and Functions Logo Post or Status Update Main Navigation and Likers Comment Photo Showcase

19. Category Custom Pages Facebook Ads

20. Features and Functions Logo Link added Wall Comments Sort by Top Posts Likes

21. Integration Options

22. You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube

23. Facebook Likes

24. Facebook + Websites / Blogs Like buttons (update Facebook profile when clicked) Activity button (show what friends are doing on the site) Add Comments (add comments to any web page) Recommendations (suggestions for web pages) Like box (view Facebook Page stream from website) Website Login / Registration authentication through Facebook

25. Facebook and Twitter Publish Tweets on Facebook Publish Facebook Status Updates on Twitter

26. Key Success Factors The 4Cs of Building a Successful Facebook Channel

27. The 4Cs Framework Customers engage with the right ‘customers’ and build your community Content be ‘customer led’ and add value Conversations Facebook is not a broadcast channel. It is marketing as a ‘conversation’ Conversions the ‘call-to-action’; core business objectives

28. Facebook Exercise 3 Start to Build Your Community

29. Building Your Community Use ‘Friend Finder’/ ‘People You May Know’ to send friend request to five people Use the search facility to join/’like’ three relevant groups/pages Explore the potential Return on Investment from Facebook Advertising Invite friends by email using ‘Invite Friends’ ‘ Suggest to Friends’

30. Building Your Community Embed Facebook widget/link on your web site/blog Invite your email/ezine subscribers Add social media profiles to your email signature file The potential for running an incentivised Facebook Advert Add page link/badge to your profile page

31. Building Your Community Actively participate in relevant groups/pages – tagging your post Offline marketing of your Facebook Page Think about the best way of creating a viral campaign Once you reach 25 ‘likers’, register your own unique address – www.facebook.com/username

32. Facebook Exercise 4 Content, Conversations and Engagement

33. Facebook Exercise 4 Fill in the Facebook Content Plan

34. Content Frequency – how often to post or update Topic – 5 key topics focusing on key customer groups Type (update, video, image) – mix it up, photos and videos can be more engaging Own/Other Peoples Content (OPC) – look for other content to share Tone/theme – friendly, informal, warm, welcoming, advisory, facilitative, authoritative Sources of Inspiration – have some examples of your ideal page Participation in other groups/ pages – comment and interact more widely

35. Conversations Engage in other relevant FB pages/groups Look for opportunities to stimulate a discussion and encourage user generated content on your own Page Encourage shares, likes and comments Create a Response Policy for FB (perhaps a wider initiative across all channels)

36. Engagement For status updates, try ending with a question. Add your own comments as needed to get the ball rolling. Come back and reply often to your fans’ comments Agree an appropriate Response Policy

37. Conversion Look for opportunities to make a sale, generate an enquiry, create a referral Be subtle Facebook is not a sales channel

38. Applications for Managing Facebook

39. Exercise 5 Facebook Applications can make managing one or more Facebook Pages easy. Choose one of the following applications and become familiar with it, using it to carry out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the same application on your desktop and your mobile phone Hootsuite http://hootsuite.com TweetDeck http://www.tweetdeck.com MediaFeedia http://mediafeedia.com HyperAlerts http://www.hyperalerts.no

40. Hootsuite

41. Hootsuite Hootsuite amongst the first to have a mobile client for Facebook Pages

42. Performance Measurement

43. Performance Measurement It is critical to measure the performance of your Facebook activities This can be done in two ways – ‘lag’ and ‘lead’ measures ‘ Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc ‘ Lead’ measures are the main ‘drivers’ that help to achieve your core objectives These could include....

44. Performance Measurement Involvement – the number and quality of people involved in Facebook Interaction – the number of comments and likes Intimacy – the affection or aversion to Jacobite Cruises on Facebook Influence – recommendation in terms of shares on Facebook Insight – actionable insight on the Facebook Page Impact – sales recorded on GA, enquiries There are a number of tools available for monitoring your Facebook performance, including:

45. Facebook Insights

46. Facebook Insights

47. SocialBakers

48. Export.ly

49. Exercise 6 Use one or more of the following tools to monitor the performance of a Facebook Page of your own choice Facebook Insights http://www.facebook.com Social Baker http://www.socialbakers.com Hootsuite http://hootsuite.com Export.ly http://export.ly

50. Thank You Questions