Workshop

Nathan Smith

"This 'telephone' has too many shortcomings to be seriously considered as a means of communication."

William Orton, president of Western Union, in 1876, when Alexander Graham Bell tried to sell the company his invention.

“Visionaries see a future of telecommuting workers, interactive libraries and multimedia classrooms. They speak of electronic town meetings and virtual communities. Commerce and business will shift from offices and malls to networks and modems. And the freedom of digital networks will make government more democratic.

Baloney.”

~ Clifford Stoll, U.S. astronomer and author.

90%+ of time spent online is on Facebook! Traditional marketing channels are shrinking Despite this, advertising costs remain the sameYour business must follow the customer!

Why use facebook for marketing?

1,000,000,000 ACTIVE USERS That’s about 30X the population of Canada 42,000 between Thessalon & Sault Ste. Marie 18+ million Canadians use Facebook

Why use facebook for marketing?

1,000,000,000 ACTIVE USERS That’s about 30X the population of Canada 42,000 between Thessalon & Sault Ste. Marie 18+ million Canadians use Facebook

That’s 75%!

How facebook works...

The News Feed

95% of engagement happens here!

This is where you want to be.

There are 2 ways to get here...

Organic

Paid

How facebook works...

The News FeedYou can have 5000 friends and ‘Like’ as many pages, brands, products as you wish!

Facebook can’t possibly display all of this content in the news feed.

Facebook’s Edge Rank

Posts that include images increase fan interaction by %100!

Interaction is

the KEY!

That means 94% of conversations are That means 94% of conversations are IGNORED!IGNORED!

Creating a Facebook page, by the numbers...

go to fb.com/pages

Creating a Facebook page, by the numbers...

Click “Local Business or Place”

Creating a Facebook page, by the numbers...

Complete the requested information...Everything that follows can be edited later

Creating a Facebook page, by the numbers...

Select your categories, broad categories will lead to more specific results

Creating a Facebook page, by the numbers...

Upload your chosen profile imageDimensions are 180x180 pixels

Creating a Facebook page, by the numbers...

Choose your unique username

Example: facebook.com/NatesFarm

Creating a Facebook page, by the numbers...

Click “Skip”

Creating a Facebook page, by the numbers...

Click “Edit Page”, then “Edit Settings”

Creating a Facebook page, by the numbers...

Click “Your Settings”

Creating a Facebook page, by the numbers...

Click “Manage Permissions”

Creating a Facebook page, by the numbers...

Click “Basic Information”

Creating a Facebook page, by the numbers...

Fine tune your address and pin location

Creating a Facebook page, by the numbers...

Complete all of the fields!

Creating a Facebook page, by the numbers...

Click “Profile Picture” then “Edit Thumbnail”

Creating a Facebook page, by the numbers...

“Scale to fit” or “Drag the image to adjust”

Creating a Facebook page, by the numbers...

Click “Featured”

Creating a Facebook page, by the numbers...

Click “Resources”

Creating a Facebook page, by the numbers...

Mobile view, when you do it

right!

Another reason why you want to

include all possible information

Creating a Facebook page, by the numbers...

Visit your ‘about’ tab

Use Facebook as your business

Use Facebook as your business

Connect with relevant pages

Use Facebook as your business

You can interact with other businesses

Things to keep in mind...° You are representing your brand

° Be tactful, you are posting on another brand’s page! (Never blatantly request people to like your page, become a customer, etc)

° Clicking ‘LIKE’ will never upset a page owner, and will also leave a link to your page.

Creating a Facebook page, by the numbers...

Create content... Image post

Creating a Facebook page, by the numbers...

Create an “offer/event/milestone/question” post!

Target by demographics...

Schedule Posts!Great for busy owners...

Make a content calendar

Create an entire week or month of posts in a single day.

“Pin” Posts to the top

“Star” Important Posts

“Boost” Posts

“Boost” Posts

Facebook Timeline Tips

1. Upload a cover photo*Cover photo dimensions are 851 x 315 pixels.

2. Use a clearly branded profile pictureUse a high-quality image that scales from 180 x 180 pixels to 32 x 32 pixels thumbnail image. Your profile picture follows your business or organization on Facebook as a thumbnail image in news feed stories, ads, and featured stories.

3. Pin a post each weekPin an important story to the top of your Page each week. Posts can stay pinned for up to seven days.

4. Arrange your views and appsChoose the other three views and apps you want to appear by default on your Page. You can include up to 12 views and apps.

Facebook Timeline Tips

5. Combine targeting with boostingThis will ensure that you are only paying for your target demographic to see this post. Why pay for people in Florida to see your posts?

6. Manage your Page through the admin panel Use the admin panel to view Page Insights, keep track of new activity and respond to personal messages.

*Cover photos rules:

Cover photos can't be deceptive, misleading, infringe on anyone else's copyright.

You may not encourage people to upload your cover photo to their personal timelines.

Cover photos may not include images with more than 20% text.

Common Mistakes- Using the “Ron Popeil” method. You can’t “set it and forget it”!- Posting frequency (1-2 posts/day MAX)- Linking Twitter to Facebook NEVER DO THIS!!!!- Only text posts (Use a variety of images, video, links etc.)- Too much text...people hate reading!- Being inconsistent- Failing to respond to users- Using personal profiles for business. - Only 27% of ‘fans’ a business to have ANY access to their information.- Focusing on the number of ‘fans’ you have

Admin Panel

Insights : “Stats”

Export for more detailed

data

Key metrics

Insights : Definitions

Insights : People Who Like Your Page

Insights : Reach

Insights : Reach

Insights : Talking about this & Viral Reach

Insights : 600 page visits VS 20,000 reachedReiterating the need for news feed

exposure!

Question Time!