Social Media Campaign Manager, Lauren Thomas, breaks down the best ways to build and engage your fan base on Facebook.

1. Optimizing and Maximizing
Your Facebook Brand Page
in 5 Easy Steps
#FBfive

2. Today’s Presenter
Lauren Thomas
Lauren Thomas is the Campaign
Manager at DigitalSherpa. Lauren has
been an active Facebook user since
2004 and has worked for several
marketing firms including two social
media marketing startups and a
global interactive marketing agency.
Along the way, Lauren has worked
with a variety of clients, ranging
from local businesses to Fortune 500
companies. Connect with Lauren on
Twitter @HelloLT.
Twitter Hashtag: #FBfive

3. Agenda
• About Digital Sherpa
• Facebook Overview
• 5 steps to a great Facebook Page:
– Create
– Communicate
– Captivate
– Cultivate
– Motivate
• Next Steps
• Q+A
Tweet away! Share questions and comments with @HelloLT
and @DigitalSherpas using #FBfive

4. Hello! We’re…
DIGITAL SHERPA

5. Who is Digital Sherpa?
• 70+ employees
• 1400+ clients
• Create 10,000+ blog posts per month
• Attract 4+ million visitors
• Generate 8+ million page views
Tweetable: The @DigitalSherpas team creates over 10k blog posts per month!
#FBfive
Twitter Hashtag: #FBfive

6. About Digital Sherpa
• Our mission is to run your internet marketing so
you can run your business
• Our solutions help clients attract and engage
prospects, create leads, and drive new Web
traffic.
• Services include:
– Content Marketing
– Custom Web Design
– Social Media Marketing
Twitter Hashtag: #FBfive

7. Key Benefits of Facebook Marketing
WHY FACEBOOK?

8. Benefits of Facebook Marketing
• 1 billion+ monthly active users
• Low-cost marketing channel
– Increase brand awareness
– Connect with customers and prospects
– Drive traffic to your website
– Offer deals and promotions
– Provide online customer support
Twitter Hashtag: #FBfive

9. Develop a compelling Facebook Page
CREATE

10. Create a Compelling
Facebook Page
• Use attractive graphics + clear copy
• Focus on your audience
– Who are you trying to reach?
– What are their interests?
– WIIFM Factor
• Make it easy for people to find you
• Keep it fresh!
Twitter Hashtag: #FBfive

11. Cottage & Bungalow
Twitter Hashtag: #FBfive

12. Real Kids Shades
Twitter Hashtag: #FBfive

13. Optimize Your Facebook Page
• Action Items:
– Facebook Profile vs. Facebook Page
– Fill out your business information completely
– Include relevant SEO keywords and phrases
– Link back to your website in (some) updates
– Use great photos
– Add custom tabs
– Consider adding business “milestones”
– Leverage “highlight” and “pin” features
Twitter Hashtag: #FBfive

14. Communication is key!
COMMUNICATE

15. Social Media Ghost Town?
Twitter Hashtag: #FBfive

16. Communication is Key!
Photo by George Marks via AllPosters.com
Twitter Hashtag: #FBfive

17. Share Your Stuff
• Showcase your
products + services
• Highlight the
lifestyle
• Benefits > Features
• Go for the soft sell
Twitter Hashtag: #FBfive

18. Provide a Sneak Peek
• Leverage photos!
• Celebrate
accomplishments
• Share company news
• Share behind-the-
scenes updates
Pro Tip: Hosting an event? Encourage
team members and attendees to “Tag”
themselves in Facebook photos!
Twitter Hashtag: #FBfive

19. Communicate Consistently
• Action Items
– Aim for at least 3 updates per week
• Busy? Schedule updates in advance
• Writer’s Block? Develop content themes
– Leverage opportunities to “recycle”
content
– Identify (re)sources to “curate” content
Twitter Hashtag: #FBfive

20. Engage your audience
CAPTIVATE

21. YES! / YAWN?
Twitter Hashtag: #FBfive

22. Stay Saavy
• Share content that is
timely + relevant
– Holidays
– Pop culture
– Local news + events
– National news +
events
Twitter Hashtag: #FBfive

23. Ask Questions
• Encourage
comments and
conversation
– Questions
– Captions
– Fill in the ______
• Pro tip: K.I.S.S.
Twitter Hashtag: #FBfive

24. Ask for Action
• Provide a Clear CTA
(Call To Action)
• Encourage “clicks”
• Ask simple questions
• Ask for a LIKE or
SHARE to get fans
engaged
• Pro tip: use
sparingly!
Twitter Hashtag: #FBfive

25. Pro Tips
• Tag other pages
• Jazz up your updates
– Avoid “naked” links,
photos or videos
– Combine text +
multimedia
• Develop a consistent
“brand voice”
Fun Fact: Facebook posts that include a
picture generate about 120% more
engagement.
Twitter Hashtag: #FBfive

26. Captivate Your Fans
• Action Items
– Experiment with different types of content
• Text + Multimedia
• Questions / Polls
• Captions
• Fill in the _________
– Plan content around key holidays, pop
culture moments and major local/national
events
Twitter Hashtag: #FBfive

27. Nurture your community
CULTIVATE

28. Nurture Your Audience
• Respond to your fans
– Acknowledge positive
feedback
– Address negative
feedback
Twitter Hashtag: #FBfive

29. Influence the “Influencers”
• Identify/engage
online influencers
who may be
interested in your
products/services
• Thought starters:
– Exclusive events
– Product giveaways
– Product reviews
– Sponsored blog posts Image by @amandalarson18 on Instragram
Twitter Hashtag: #FBfive

30. Action Items
• Check your page (at least) once a day
– Take 10 – 15 minutes
– Respond to questions and comments
• Identify 5 - 10 “influencers” who may
be interested in your product/service
– Start building relationships through e-mail
and/or Twitter
– Start small and grow your circle of
“friends”
Twitter Hashtag: #FBfive

31. Encourage your audience to act
MOTIVATE

32. Make an Offer
• Convert fans to
customers
• Make special offers
– Perks
– Discounts
– Events
– Information
Twitter Hashtag: #FBfive

33. Encourage Action
• Use social
promotions to
inspire action
– Increase brand
awareness
– Grow your audience
– Encourage feedback
– Generate leads
Twitter Hashtag: #FBfive

34. Types of Social Promotions
• Sweepstakes
• Coupons
• Photo/Video/Essay
Contests Convert Attract
• Quizzes
• Trivia
Engage
Twitter Hashtag: #FBfive

35. Facebook Campaign:
Real Kids Shades
Twitter Hashtag: #FBfive

36. Facebook Promotions
Guidelines
• DO Use a third-party app
• DO Keep it legal
• DO NOT Associate your promotion with Facebook
• Do NOT Use Facebook features or functionality
• Do NOT Notify winners through Facebook
Twitter Hashtag: #FBfive

37. Develop Your Campaign
• Realistic timeline
• Clear and concise copy
• Strong visual elements
• Enticing offer/prize/benefit
• Easy entry
• Platform agnostic
Twitter Hashtag: #FBfive

38. Spread the Word
• Promote your campaign across digital
channels
– Social networks (i.e.; Twitter, Pinterest, etc.)
– Website / Blog
– E-newsletter
• Integrate offline and online promotions
– Word of mouth
– Signage
Twitter Hashtag: #FBfive

39. Follow Up
• Integrate promotion data into your
marketing
– Lead capture
• E-mail nurturing
• Direct mail
• Other outbound marketing efforts
• Convert leads to sales
• Be consistent!
Twitter Hashtag: #FBfive

40. Key Takeaways
• Craft a campaign that abides by rules and
legal guidelines
• Align your offer with your audience
• Use a variety of tactics and platforms to
market your campaign
• Stay connected with your audience
Tweetable: Align your offer w/ your audience to create a compelling #socialmedia
campaign. #FBfive
Twitter Hashtag: #FBfive

41. Campaign Sherpa
• DigitalSherpa can work with you to:
– Develop, launch and manage your campaign
– Show real, measurable results
Twitter Hashtag: #FBfive

42. Motivate Your Audience
• Action Items:
– Create an exclusive offer for your
Facebook audience
• Thought starters: coupons, Facebook “Flash
Sales”, special events/treats, whitepapers
– Consider launching a social campaign
• Need help? Reach out to your DigitalSherpa
sales rep!
Twitter Hashtag: #FBfive

43. What’s Next
• Every webinar attendee will receive:
– A recording of the presentation
– A FREE whitepaper: 50 Facebook Tips & Ideas
• Sign up for a FREE content strategy
consultation with DigitalSherpa at
http://is.gd/freeconsult
Q+A
Tweet your questions using #FBfive
Twitter Hashtag: #FBfive