SlideShare a Scribd company logo
https://facebook.com/SevernEdgeVets
Facebook
1
By Scott BowlerUnderstanding
Presented by Scott Bowler
https://facebook.com/SevernEdgeVets
2
Scott Bowler: Introduction
https://facebook.com/SevernEdgeVets
3
The Basics
“Company” Page
My Personal “News Feed”
“Friend” Page
https://facebook.com/SevernEdgeVets
4
Introduction to Facebook: A Brief History
2004
2014
Facebook goes live on Harvard’s
campus and expands to other
Universities
According to research performed by
Ignite, an average of only about 3 in
every 100 page fans get shown non-paid
posts by a company in their news feed
2005
High school students
gain access
2006
Open for everyone.
News feed debuted
2007
Total users reaches 50
million
2009
“Likes” introduced
2010
500 million users.
Company pages
introduced
2011
“Timeline” gets
introduced
2012
Adverts get introduced
to the news feed
2013
Facebook reduces the
reach of company
posts
https://facebook.com/SevernEdgeVets
5
Facebook in 2015
• 24 million Britons log onto Facebook daily
2.2 hours: Avg. time spent on the site each day
• 59% of the UK has an active account (38 million)
Data compiled by WeAreSocial.net in January 2015
https://facebook.com/SevernEdgeVets
6
Examples of Different Types of Posts
https://facebook.com/SevernEdgeVets
7
The Anatomy of a Successful Facebook Post
• Cater to your audience
• Use the language they use
• Tap into their passions
• Be compassionate
• Ask questions
• Encourage debate
• Time your posts
Create Engagement
An average fan
Mary,
Stay at home mum
Married, Aged 43
2 teenage children
1 lap dog
2 cats
I make all the
decisions about
veterinary care in
our household.
https://facebook.com/SevernEdgeVets
8
EdgeRank: The Rise and Fall
https://facebook.com/SevernEdgeVets
9
Building a Fan Base
1
2
3
5
4
https://facebook.com/SevernEdgeVets
10
A (Very) Brief Look at Facebook Advertising
• You can pay to “boost posts” or create ads
• Power editor gives most flexibility
• Ads appear in newsfeed and sidebars
• Demographic targeting (age, sex, interests etc)
• Action targeting (likes, shares, comments etc)
• Retargeting using email addresses
• And lots more…
https://facebook.com/SevernEdgeVets
11
Have a Strategy & Goals
1. Have a clear set of goals
2. Ensure your presence adheres to brand guidelines
3. Have a social media policy in place
Don’t re-invent the wheel!
http://socialmediagovernance.com/policies/
https://facebook.com/SevernEdgeVets
12
Tracking Performance
• Decide what your key performance indicators (KPI’s) are, e.g.
• Traffic sent to website
• Post engagement (e.g. shares, likes)
• Revenue generated as a result of Facebook traffic
• Total Reach
• Total likes/fans (not the most useful metric)
• Have a method of tracking & reporting on your KPI’s
https://facebook.com/SevernEdgeVets
13
My (Current) Top Tips for Posting
• Aim for at least 5 posts per week, but never
more than 2 per day
• Respond to every comment within 24 hours
• Don’t let emotions take hold
• Provide useful links to your site
• Avoid repetition of posts
• Have a test page
• Controversial: request shares
Our Top Performing Posts
• Rehoming & strays
• Questions
• Asking people to share
photos
• Job vacancies
https://facebook.com/SevernEdgeVets
14
Useful Tools & Data: Within Facebook
1
2
3
4
5
https://facebook.com/SevernEdgeVets
15
Useful Tools: Outside Facebook
https://facebook.com/SevernEdgeVets
16
Ok, but how does all this benefit our practice?
• Increased Brand Awareness
• Positive Customer Engagement
• Positive Word of Mouth
• Upselling/Cross Selling
• Instant & Direct Feedback
} Increased
Revenue
https://facebook.com/SevernEdgeVets
17
Conclusion: Getting the most out of Facebook
• Have clearly defined goals & targets
• Have tracking in place to monitor return on investment
• Understand your audience
• Be consistent
• Listen to what people are saying & respond
• React fast to changing situations
• Do the basics well, but be willing to experiment
• Make decisions based on complete & accurate data

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Understanding Facebook for Veterinary Practices