Post on 09-May-2015
description
By Herb Lawrence, Center Director
Astate Small Business and Technology Development Center
* Advanced Facebook Marketing: Beyond the “LIKES” Tips & Tricks for a GREAT Page
*Facebook in 2013
*1. Graph Search
*2. New News Feed
*3. Timeline Tweaks
*4. “I am Doing…”
*5. Verified pages
*6. Simplified FB Ads
*7. Introduction of #
*8. Videos on Instagram
*9. No Edgerank (new Algorithm)
*10.Rewards for High Quality Content
*11. New contest rules
*12. EMBEDDED posts
http://www.prdaily.com/Main/Articles/15150.aspx#From Ragan’s PR Daily
*In Your Packets:
Registration form
and evaluation form
–Please fill out the Attendee Record Form at the
beginning of the seminar
Copy of the slide presentation
Additional handouts
Download the powerpoint at our Slideshare site.
http://www.slideshare.net/hlawrenc/advanced-facebook-2013
*Free confidential consulting assistance
*Free Market Research Information
*Low cost Training workshops
*Innovation and technology consulting
*Website and social media analysis reports
*For more information visit the ASU SBTDC Website
*About Us
*What We Will Cover
1. Facebook Marketing – Understand Users and Your Goals
2. Once Around a Facebook Page…What’s New!
3. Anatomy of a GREAT Facebook Post
4. Tabs and Apps to Grab Fans
5. The Hard FACTS about Contests/Promotions
6. Tools To Use
7. Wrap Up!
*Understanding Facebook!
*Who uses Facebook?
*How Online Consumers Act
*WHY They Join Facebook
*What they EXPECT from Brands
*Setting Your Goals and Expectations
*Dirty Secrets of Facebook for Brands
Get more Facebook user data on our Facebook 2012 boardVisit the ASU SBTDC Facebook Page!
Herb’s 5 Laws Online Consumers
*Attention Span of a Gnat
*Lazy
*Selfish
*Not Rocket Scientists
*Don’t have ESP
Why “Like” a PAGE?*40% Want
Discounts/promotions
*39% Show support of Company
*36% Get FREEBIES
*34% Stay informed
*30% Updates on upcoming sales
*25% Exclusive Content
Why Consumers Use Facebook
*63% Reconnect old friends
*59% Maintain personal contacts
*37% Stay on top of social life
*30% Fill downtime guilty pleasure
*30% play games
* Facebook User Motivation
REMEMBER: none of them use Facebook JUST to “LIKE” your business page!
*But FIRST!!!!!
*How does Internet Marketing Sync with Your Overall Marketing Plan?
*What Social and Online Marketing Do You Currently Use?
*Specifically What DO YOU WANT Facebook to do for you?
*What is the REASON You have a Page?
*What do you WANT FANS TO DO?
*Step 4 Set Specific Goals
*Brand Awareness/Advocacy
*Increase Traffic/Opt-Ins
*Business Partnerships
*Search Engine Results
*Generate Leads
*Reduce CRM Costs
*Increase Revenues
Set Appropriate Goals for Your Facebook Marketing Activity…
Know WHY you are using Facebook AND… What you want to accomplish!
*What Facebook Doesn’t Tell You!
*90% of “Likers” NEVER come back to your page!
*At BEST… 16% of your Fans See Your Newsfeed Post
*Today Post “Decay” is about 3-5 HOURS
*Up to 30% penalty for 3rd party posting to Facebook
*Promote Your Facebook Page
*Getting the Word Out!
*OFF-LINE
* Business Cards, Flyers, Posters, Billboards, Newsletters
*ON-LINE
*Other Social networks
* Email Signature blocks
* Professional Email Providers
*WEBSITE/BLOG Use Icons & Widgets
*Use NEW Embed Posts Feature to show off your latest posts Hubspot “How to” http://blog.hubspot.com/how-to-embed-post-facebook-quick-tip-ht
*On Your Website OptionsASU SBTDC Website
Facebook Widget Developer Site
*What Admins Need To Know
*Vanity URLs
*Navigating the Admin Panel
*Engaging Cover Images
*Profile Pictures
*About Box
*Enabling Messages
*Tabs and Apps Overview
*Star, Hide or Pin
*The Scheduler!
*Vanity URLs
1. Go to “Edit Page” tab in Admin Box2. Click on update Page Info3. Page Address: click edit4. Click Change Web Address
*Vanity URL Continued
Type in Name You WantClick Check
Availability
Learn More at:Facebook Web Address
*Admin Panel
*You can see Notifications and most Recent Post Results
*New Likes
*And send private messages to them as your profile SELECTIVELY
*Fans can privately message your page
*You can only respond, not initiate as your page
*Insights NEW
*Page Tips
*Also has drop down Manage (your edit), Build Audience, Help and Hide
* Engaging Brand Timelines
Photo of first Wal-Mart in Rogers in 1962
Humans are “VISUAL” AnimalsLeverage the Power of Cover Images1. Appeal to Senses2. Let Visitor See Themselves OR3. Who They Would Like to Be!
*Cover Photos
*New: Cover Photo 851 X 315 pixels
*Thou Shalt Not:*Misleading, deceptive or false covers
*Nudity
*Copyright infringement
*See Facebook Page Terms of Service
*Cover Images
*What Works?*Photo to showcase your products
*Photo of people using your products
*Photo of “secret” ingredients
*Photo with unique selling point
*Photo that gives inside look to your business
*Photos that make visitor salivate
*Photos that involve the audience
*Change Cover Image often
Make ‘em Hungry! Share Your Ingredients
*Covers That Work
Really Make ‘em Hungry! Happy Customers
*More Covers that Work
*Profile Picture
*180 x180 pixels is your thumbnail scaled down to 32 x 32
*What works?
*Logo
*Image that is representative of your brand
*Best to Be permanent
*ASU SBTDC Facebook
*About Box
*On left below Cover Image
*Grown from 70 characters to 155 characters
*Perfect Call to Action
*Can Include website links
*However Local Business Pages display your local information (address or phone)
*Can insert website in those options
*Decide what is more important website or other contact
*Edit About Description: admin panel>Edit Page> Update Page Info> Short Description
*About BoxSEO Advantages/ Key Words
*Enable Messages
*Part of Admin Box Enabled messages perfect for private conversations with fans especially something sensitive like customer service issue
*Customer must initiate
*Your responses as your brand not individual
*Can Turn off:
*Admin Panel, Edit Page>>Edit Settings>>Messages Edit>> then uncheck Messages box
* Organizing Your Views & Apps
*Right below cover photo
*Photos tab automatically first and can’t be moved
*Allows for 12 apps to be shown (with drop down)
*Only 4 can be featured in view – 1 WILL be Photos
*Choose View Apps Carefully
*Can Customize images for each app 111 x 74 pixels
*Good and Bad of the “Like” “Liked” button
*ASU SBTDC Apps
*Good Resizing FREE Tool http://pixlr.com/editor/
*Star, Hide or Pin
*You can Pin or Anchor a specific post to the top of the timeline for up to 7 days
*Pinning a story prevents it from getting lost
*Star Highlights the post and spreads across both columns
*Downside…can’t Highlight AND Pin
*Hide from Page takes off Timeline not newsfeed
Posting Content
Scheduling Posts
*Tools for Marketers
*Where to Get Tabs
*Contests NEW!!!!!
*Hashtags
*Graph Search
*Simply Measured
*Insights NEW! Know when your Fans are on Facebook and Best times for YOU to post!
*20% Rule Advertising
*Posts…Making Connections
*Features:
*Images, Links, Video, Text
*Alternate
*Include CTAs (Call to Action)
*Link to Website
*NEW FEATURES:
*Replies
*Images
*###### HASHTAGS!
What to Post
When to Post
How Often to Post
Scheduling Tool for Posts
Location Button
Boosting Posts
Admin sees XX People Saw This Post
*Always Remember AIDA!
*Attention
*Interest
*Desire
*Action
*11 Point Facebook Page Audit
from Social Media Examiner
*Optimize Your Facebook Page
*Online Timing is EVERYTHING!
*With New INSIGHTS I know EXACTLY when MY Fans are online Best Days and Times
*http://www.facebook.com/asu.sbtdc
*Timing and Social Media
Our Tips on Best Time to Post Online by social media network AND by Industry
*My Best Time to Post
*By Day and By Hour
*Other Apps Worth Checking Out
*Static HTML http://apps.facebook.com/static_html_plus/
*Tabsite http://tabsite.com
*Involver http://involver.com
*North Social http://northsocial.com
*WooBox FREE https://woobox.com/pricing
*Best Facebook Tab Providers 2013
*Contests/Promotions/
Giveaways
*Facebook has very Specific Rules AND THEY CHANGE!
*READ FB Terms of Service – Promotions!* MUST be run by a 3rd party App
* MUST Release FB completely
* MAY ONLY:
* LIKE A PAGE
* CHECK IN TO A PLACE
* CONNECT TO AN APP
* MAY NOT NOTIFY WINNERS THRU FACEBOOK
*NEW Facebook Promotion Guidelines!
Click for FB Rules
*Now YOU MAY!
*Collect Entries by having users post on a Page OR Comment/Like a Page Post
*Collect entries by having users message a Page
*Use “Likes” as a voting Mechanism
*HOWEVER!!! You may NOT run promotions on personal Timelines OR require entrants to do anything on their or anyone else’s Personal TimeLine
*PROHIBITS: Pages from Tagging or encouraging people to Tag themselves in content they are not actually depicted in.
*https://www.facebook.com/facebookforbusiness/news/page-promotions-terms
*To Run Contests
Good Articles to READ:
*From Social Media Examiner “How to Pick the Right Type of Contest”
*From Socially Stacked “5 Awesome Timeline Contest Ideas”
*From Social Media Examiner “New Facebook Contest and Promotions Rules: What You Need to Know”
From Social Media ExaminerNew Facebook Contest and Promotion Rules
*Great Example (Thanks Shula’s
Steak House and Social Media Examiner)
Pros*Quick/Easy to Set up
*Fun/easy to engage fans to enter
*Free to run
*Works on mobile devices
Cons*Can’t get Email Addresses
*Can’t re-share post easily
*Need to post RULES and Required FB Release
*Contests may not increase Fans as a “Like-Gated” App
*Harder to notify winner
*Requiring BOTH a “Like” and a Comment could be hard to validate
*Run Contest ON Timeline
Jeff Bullas post:4 Cool Facebook Tools to Run Contests on Your Timeline
Pros* Can gather Email to connect
*More control over look and feel of contest
* Can “Like-gate” entry to grow your fans
* Easy re-share to promote contest multiple times
* Easy to have rules posted within the App
*Will provide Metrics
Cons*Higher Barrier to Entry
*Some Contest Apps don’t work with mobile
*COST
*Run Facebook App Contest
*Clickable #Hashtags
*Hashtags on Twitter, Instagram, Pinterest, Google+
*Provides categorization on specific Keywords to add more context to posts OR Link to larger topics
*Clicking on Hashtag provides Hashtag FEED
*Functionality – Ability to:
*SEARCH specific hashtags via FB Search bar
*CLICK on hashtags coming from other networks like Instagram
*CREATE new posts from inside hashtag feed & search bar
*ADD Hashtags to Facebook advertising you run
*Why Use #Hashtags?
*EXPAND YOUR REACH:
*Expand reach to people looking for your TOPIC,
*Help people interested in niche topics find each other and find existing conversations
*AMPLIFY YOUR BRAND:
*Brand your Page with it’s own unique #Hashtag and gives people an easy way to share your content
*CROSS SOCIAL PLATFORM using Hashtags
*PROMOTE SPECIALS & EVENTS (like Contests)
*Considerations with Hashtags
*Privacy settings in effect
*Hashtags have to be all one word
*Capitalization does not matter
*You can make up whatever hashtags you want
*Research Hashtags before using
*Easily look for Hashtags on Facebook by URL
https://www.facebook.com/hashtag/ “keywords”
*Do NOT put in narrative, put at end of post
*Do not go HASHTAG Crazy!
*READ MORE #Hashtags
*Social Media Examiner http://www.socialmediaexaminer.com/facebook-hashtag-marketing/
*HubSpot Article
*http://blog.hubspot.com/facebook-launches-clickable-hashtags
*ASU SBTDC Article Researching Hashtags & Tagboard
*http://www.asbtdc-asu.com/social-media-tool-for-hashtag-search/
*Leveraging Facebook Graph Search
*Use Facebook Graph Search to:1. Identify your own fans
2. Learn favorite interests and hobbies of fans
3. Identify interests of competitors fans
4. Identify Potential Business Partnerships
5. Improve the Quality of Contests
*Good Reads on Graph Search
*Social Media Examiner
http://www.socialmediaexaminer.com/facebook-graph-search-marketing/
HubSpot
http://blog.hubspot.com/facebook-rolls-out-graph-search-for-us-users
*Best Practices
*Publish MORE Visual Content
*Posts including a photo album or pic generate 2X more engagement than other post types
*Think: photos, charts, infographics, Pinterest!
*Feature Custom Tabs in Views & Apps for Lead Generation – No more default landing tab option
*Edit Images that Appear in Your Views & App Bar
*Make Sure Best Posts Appear on Timeline (Make sure default setting is “Allowed on timeline by checking “Everyone can post to ASU SBTDC timeline in the manage permissions section)
*Pin a New Featured Promotion every 7 Days
*Prepare a Schedule or Calendar for regular posting
*Tie Facebook posts to your marketing campaigns
Simplymeasured http://simplymeasured.com/
*Tools to Analyze Your Activity
The NEW Facebook Insights
*3rd Party Schedulers
*Hootsuite http://hootsuite.com
*Buffer http://bufferapp.com/
*Tweet Deck http://tweetdeck.com
*BUT..BEST IS IN FACEBOOK STATUS!
*Grid Image checker tool 20%
Test Rule
http://www.social-contests.com/check-image/
Nick Taylor of Social Contests
*Blogs Worth Following
*E-mail hlawrenc@astate.edu
*Website http://www.astate.edu/a/sbtdc/
*ASU Small Biz Blog http://www.asbtdc-asu.com
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