Your business has a Facebook page, now what? How do you find and build an audience? Find out what it takes to be visible on Facebook and how to build a vibrant community through outreach and engagement, who to talk to and how. Engagement is the magic 'key to the city' but it takes time. Step through time-saving and helpful tools, get insider tips and, during demonstration, analyze your page and make adjustments real-time. This is a fast-paced class so bring your laptop and a basic understanding of Facebook. Prerequisite: An open, active Facebook account. Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, the president of Social Media Club Hawaii (smchawaii.org), a finalist for Pacific Edge Magazine's Young Professional of the Year, one of Hawaii's Top 15 Social Media Influencers in 2012, and has over 6 years of digital media and marketing experience. Taught by Social Media Club Hawaii (SMCHI) professional member.

1. Doing
Business
Socially
on
Facebook
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Download slides: slideshare.net/wahinemedia

2. You have a business with a Facebook page,
you’ve been posting, but you don’t have any
comments and likes...
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What do you do now?

3. Social media is NOT A FREE ADVERTISING
PLATFORM
!
Relationships are key. People expect to be
treated like individuals
!
People connect with you through the content
you produce and share
!
The payoff may come later than sooner.
Position your brand to be top of mind

4. The ROI of social media is your
business will exist in 5 years.
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—Gary Vaynerchuck
What’s
the
ROI
of
social
media?

5. Now, what does
this all look like?

6. The
80/20
rule
20% marketing
80% being “social”
Outreach and engagement

7. Facebook
Algorithm
Edge Rank (affinity, weight, time) still
relevant, but added layers
97% of your fans will NEVER return
to your wall!
Fan engage with your page through
the content you post, and that they
see on their News Feed
Facebook’s algorithms seek to move
the most “relevant” content to the
top of people’s News Feed

8. Facebook
Algorithm:
Affinity
The relationship between the fan and
the page
The more a fan has engaged with a
page, the more likely its content will
show on that fan’s News Feed
When friends interact with pages
often, their actions with that page
may appear
Relationship settings also a factor

9. Facebook
Algorithm:
Weight
Different types of posts (vehicle) rank
higher, but are not the only factor in
showing in the News Feed
Photos are proved to rank higher
New algorithms don’t look at global
interactions (among fans), but also
what kinds of posts friends of fans
interact with

10. Facebook
Algorithm:
Time
The longer a post is on the home
feed, the more it “decays”
Average life span is 24 - 48 hours

11. Facebook
Algorithm:
New
Changes
Hide Post/Spam Reporting
Device and Technical Considerations
Ad History
Story Bumping & Last Actor

12. Outreach
Find and build your audience

13. Outreach
Find
and
build
your
audience
Show interest in others first
Invite your current contacts
Launch with a bang!
It’s about quality not quantity

14. Outreach
Find
and
build
your
audience
Show interest in others first
• Like other pages
• Who?
• Competition, influencers,
customers, journalists &
bloggers, hashtags
• [worksheets]

15. Outreach
Find
and
build
your
audience
Invite your current contacts
• Send out an email
• Invite via email on Facebook
• Invite your Facebook friends

16. Outreach
Find
and
build
your
audience
Launch with a bang!
• Sweepstakes & giveaways
• Use 3rd party App to manage
• Wildfire, Shortstack,
NorthSocial, OfferPop, Strutta
• Resource links
h"p://www.socialmediaexaminer.com/facebook-­‐promo8ons-­‐what-­‐you-­‐need-­‐to-­‐know/
https://andreavahl.com/facebook/how-to-run-a-successful-facebook-contest.php

17. Outreach
Find
and
build
your
audience
It’s about quality, not quantity
• The tipping point
• 500-1000 likes
• Using Facebook Ads to grow
relevant fans
• Timeline—pay to play

18. Engagement
The value of a conversation

19. Engagement
The
value
of
a
conversation
Have conversations
Share content from others
Share original content
Include a clear call to action
Be open and transparent
Don’t forget your manners

20. Engagement
The
value
of
a
conversation
Have conversations
• Spend time in your home feed
• Liking
• Commenting

21. Engagement
The
value
of
a
conversation
Share content from others
• Share from your home feed
• Share external links and tag
• Post varied content
• Photos & videos get the most
responses

22. Engagement
The
value
of
a
conversation
Create original content
• Photos, videos, blog posts
• People respond to opinion and
expertise
• Positions you as industry
leader
• Generates biggest ROI

23. Engagement
The
value
of
a
conversation
Include a clear call to action
• What do you want them to do?
• Read? Comment? Like?

24. Engagement
The
value
of
a
conversation
Be open and transparent
• Allow both customer
complaints and praise
• Open your wall for comments
and pictures
• Share from “posts by others”
• Post as yourself?

25. Engagement
The
value
of
a
conversation
Don’t forget your manners
• Treat people how you want to
be treated
• Please and thank you
• Response time

26. Facebook
Mechanics
Tools to help you get ‘er done

27. Facebook
Mechanics
Tools
to
help
you
get
‘er
done
Scheduling in Facebook
Maximizing Events
Building Custom Apps
Facebook Ads
Facebook Insights
What’s New

28. Facebook
Mechanics
Tools
to
help
you
get
‘er
done
Scheduling in Facebook
• Use images whenever possible
• Tags are preserved
• Don’t schedule too far in
advance
• Manage in “activity log”

29. Facebook
Mechanics
Tools
to
help
you
get
‘er
done
Maximizing Events
• Fill out info completely
• Upload event cover image
(new feature)
• Invite your personal friends!
• Make regular updates

30. Facebook
Mechanics
Tools
to
help
you
get
‘er
done
Building custom Apps
• ShortStack
• Instagram App (Stati.gram)
• Apps within Facebook
• Customize the thumbnail and
text below

31. Facebook
Mechanics
Tools
to
help
you
get
‘er
done
Facebook Ads
• Promoted posts
• Promote the page
• Targeted Ads

32. Facebook
Mechanics
Tools
to
help
you
get
‘er
done
Facebook Insights
• Check often
• Demographics
• Like sources
• Analyze post stats
• Engagement rate

33. Facebook
Mechanics
Tools
to
help
you
get
‘er
done
What’s New
• Who Posted (Feb 20, 2014)
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34. Keep
in
touch!
Wahine Media
web: wahinemedia.com
blog: wahinemedia.com/wahineblog
facebook: facebook.com/wahinemedia
twitter: @wahinemedia
phone: 808 744-9269
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Gwen Woltz
@gjwahine
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Download this slideshow:
http://slideshare.net/wahinemedia