Content & Editorial Strategies for Facebook


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In this presentation, Arnie Kuenn shows his audience how to harness the power of Facebook with tools and tactics including a content calendar, keyword research and optimization.

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Content & Editorial Strategies for Facebook

  1. 1. Content and Editorial Strategy for Facebook<br />Arnie Kuenn, president, vertical Measures - @arniek<br />
  2. 2. About Your Presenter…<br />President of Vertical Measures in Phoenix, AZ<br />Founder of the Arizona Interactive Marketing Association (AZIMA)<br />Instructor for the Content Marketing Institute & Online Marketing Institute<br />Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing<br />Available on Amazon<br />Twitter: @ArnieK<br />
  3. 3. 8 Steps in the <br />Content Marketing<br />Chain!<br />Twitter: @ArnieK<br />
  4. 4. The Power of Facebook<br />In a study by Chadwick Martin Bailey, it was found:<br />60% of Facebook fans are more likely to recommend those brands since becoming a fan or follower<br />51% of Facebook fans are more likely to buy from bands they associate with online <br />Twitter: @ArnieK<br />
  5. 5. Business Reasons for Using FB <br />Get found by people who are searching for your products or services <br />Connect and engage with current and potential customers <br />Create a community around your business <br />Promote other content you create, including webinars, blog articles, or other resources <br />Generate leads for your business <br />Twitter: @ArnieK<br />
  6. 6. Develop Your FB Strategy<br />Why are you creating the content you are creating? <br />Who is your audience and who are you?<br />What will you measure? <br />What is different a year from now?<br />Twitter: @ArnieK<br />
  7. 7. Create a Content Calendar<br />Plan for Monday to be videos, Tuesday featured fans, etc. <br />This helps you focus when writing and makes planning ahead easier.<br />Think about tie-ins to holidays, other marketing messaging<br />Twitter: @ArnieK<br />
  8. 8. How Often Should You Post?<br />Recommended to post about once a day, twice at most.<br />Posting one to four times per week produces 71% higher user engagement<br />The most common complaint from Facebook users is Newsfeed spam<br />The most popular Facebook Pages post once a day or less. <br />Focus on quality, not quantity on Facebook. <br />Twitter: @ArnieK<br />
  9. 9. Start With Keyword Research<br />Keyword research should be the foundation<br />Brainstorm for keyword phrases your customers use when searching<br />Use tools like:<br />Google keyword suggest & instant search<br />Google Adwords keyword tool<br />Bing’s Commercial Intent<br />Think long-tail!<br />Twitter: @ArnieK<br />
  10. 10. Conduct Online Research<br />Check trending topics on Twitter, Yahoo and MSN<br />Answer sites: Yahoo Answers, Quora, LinkedIn or Facebook<br />Check sites like Digg, StumbleUpon, Reddit and Mixx. <br />Check Google’s Discussions in search<br />Twitter: @ArnieK<br />
  11. 11. List The Possibilities<br />Twitter: @ArnieK<br />
  12. 12. Long Tail is the Key!<br />Twitter: @ArnieK<br />
  13. 13. Optimize Your Facebook Content<br />Your Facebook Fan Page SEO<br />SEO title: The name of your page plus | Facebook.<br />Meta description: The name of your page plus the About description of your page, followed by | Facebook.<br />H1: The name of your page.<br />Facebook Fan Page Updates<br />SEO Title: The first 18 characters of your update.<br />Twitter: @ArnieK<br />
  14. 14. Strategies for Effective Posts<br />Post Length: 80 characters or less, 27% more engagement (as high as 65% in some verticals like retail).<br />URL shorteners: Engagement rates are 3X higher for full length URLs<br />Best Time to Post: Posting outside business hours had 20% higher engagement rates<br />Best Day to Post: Thurs & Fri have 18% higher engagement rates, but varies by industry<br />Action Keywords: Fans follow instructions. Ask them to like, post, comment or tell you something.<br />Ask questions at the end: 2X higher engagement rate.<br />Fill in the blank Posts: 9X more comments than other posts.<br />Source: Buddy Media Platform<br />Twitter: @ArnieK<br />
  15. 15. Avoid Complicated Wall Posts<br />Twitter: @ArnieK<br />Source: Buddy Media Platform, Retail Study<br />
  16. 16. Facebook for Business Best Practices <br />Be interactive, fun and helpful. When people reach your Facebook page, they are looking for some kind of interaction. Don’t disappoint them. <br />Embed videos on your Facebook page. There is no reason why you should send people to YouTube to watch your videos. <br />Welcome new page visitors. You ultimately want to maximize the percentage of people who visit your Facebook Page and click the "Like" button. One important way to achieve this goal is to implement a 'welcome' landing page that invites new visitors to “Like” your Page. <br />Create contests on Facebook. Contests are a fun and engaging way to encourage participation from fans and even generate new fans.<br />Introduce new products on Facebook first. People who sign up to be fans of your Facebook page are likely your most loyal evangelists and customers. Reward them by giving them information about a new product/service/feature before everyone else. <br />Integrate other content on your Page. Your blog posts, pictures, slideshows, etc. to extend the life and reach of that content. <br />Twitter: @ArnieK<br />
  17. 17. Examples – The Motor Lodge<br />Beat the crowds with a sneak peek of the Courthouse Christmas lights tonight from 5:30-6:30pm (the official Lighting Ceremony is Saturday).<br />Time to get shopping so, for our Facebook buddies we will add 15% to any gift certificate that you purchase for holiday giving. Think of it, you provide a fun place to stay for your favorite people while appearing to be 15% more generous than you really are...It's a win, win!<br />We thought you should know that waterboarding at The Motor Lodge has stopped! In case you never had the chance to experience the torture that was our showers, imagine standing in a phone booth while a 55 gallon drum of water was dumped on you from 8' up (a classic case of form over function...sorry). New and improved, ...adjustable and reachable showerheads make cleansing your beautiful body an absolute pleasure. Enjoy!<br />Time to name the cat that adopted us 3 months ago! Whoever comes up with the winning name wins a free night in our swankiest room, #6. The cat is a neutered male, very friendly, green eyes and has a hole in his left ear. Voting ends Sunday at 5pm. (The post included a video of the cat.)<br />Twitter: @ArnieK<br />
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  21. 21.!/pages/BAD-RAP/21764607398<br />
  22. 22. How to Promote Your Page <br />Draw on your existing network. Make sure they know they can now become a fan of your business on Facebook. <br />Email your opt-in or newsletter list. Promote in every email that goes out.<br />Email signatures. Include a link to your page in your company email signatures.<br />Promote on your blog. Post a link or badge to your Page on your website or blog. <br />Use other networks. LinkedIn, Twitter and Google+ to promote your page.<br />Create a connection between Facebook and the outside world. Maybe work with your retailers or distributors to promote your events through Facebook updates and photos.<br />Integrate traditional advertising with Facebook. The Facebook icon is well known. Add it to your print ads to promote your Facebook presence. <br />'Like' other businesses’ Facebook Pages. Facebook will notify the administrators of those Pages. In return, some of them may also decide to Like your Page, which will also expose it to the individual fans of their Pages. <br />Twitter: @ArnieK<br />
  23. 23. In Store or On-Site Promotion<br />Via the LinkSpiel<br />Twitter: @ArnieK<br />
  24. 24. “People need content that makes them more informed before a purchase. Organizations that provide that info will win.”<br />Arnie Kuenn, Totally Cool Guy<br />Twitter: @ArnieK<br />
  25. 25. Good Resources<br />13 Facebook Marketing Tips<br /><br />These books: <br />Twitter: @ArnieK<br />
  26. 26. All 8 Steps Matter<br />Amazon – only $14.36 ;-) <br />Twitter: @ArnieK<br />
  27. 27. Thank You!<br />Can be found on:<br />Facebook<br />LinkedIn Group<br />@VerticalMeasure<br /> Contact:888-476-1881<br /><br />