Making Your Facebook Page Sing

Where are my fans?

• How do I help people find me?

• What about my existing customers?

• I don’t know what to put on my page…

• Why am I doing this?• No one is commenting…

Loyalty, Referral, Sales

What is THE most important factor?

ContentIs King

Compelling Content

• Entertaining• Valuable• Engaging

Types of Content

• Blog entries• 3rd party content• Tag parties• Questions• Expert time slot• Polls• Videos• Photos• Links

Where to Find Stuff to Say?

• In your head• Other people

– Blogs– Tweets– Newsletters

• RSS feeds– Twitter Favorites

• Facebook pages• Aggregators

– Mashable– ReadWriteWeb– Alltop– Techcrunch– Your industry trade pub

• Guests

Welcome to My Page…

• Share your page• Tag your page• Ads• Twitter• Business card• Email signature• Email newsletter• Invitation card/poster

EdgeRank

• Algorithm order:– Videos/photos– Links– Status

• Collaborate• Comments• Likes• Friend varieties

http://www.social3i.com

Toy and Tool Box

• Like Button– Replacing Share– Gotta have it

• Send Button• Like Box• Posting as page• Connect• Custom Tabs

– Tabsite.com, do-it-yourself, Webstrim

• Applications– Ecommerce: Ecwid, Payvment– Involver, North Social

http://developers.facebook.com/

The T’s of the Content Calendar

• Theme• Topics• Times/days• Type• Tone

Know Thyself First

Getting in touch with your Value

…the ripples vs. the drop

Your target customer

• What gap are you closing for your customer?

• Why does your customer need you?

• Why does your customer want you?

• What would your customer do without you? Would they miss you?

• Customer driven or customer focused?

Measure, measure, measure

• Create your game rules• Declare your start• Measure at the end of a

turn (what’s a turn?)• Compare• Win? Lose?• Start the next round

Stay in the Game

Business Page Fundamentals

• Page vs. Profile• Privacy• Page Creation• Initial Posts and Content• Inviting people to 'Like'

your page• Vanity url -- 'username'• Metrics

Personal Profile

• Independent of a business page

• Your wall• Your face to the

world of Facebook

Personal Home Page

• Default page when you login

• Top News• Account Settings• Ads and Pages !

Finding 'Create Page'

• Ads and Pages Home page

• Look for Pages• Click on Pages

Create a Page!

• Look for Create Page• Click on Create Page

Create Your Page

• Choose your business type

• Click the icon for the choices

Naming the Page

• Choose the subcategory• The Business or Place

will be the name of your page

• Make it searchable– Simple– Words in the right order– Favors the first word

Filling out the Page

• Profile picture• Basic Information• Settings• Wall posts– Pictures– Links– Blog posts and tie in

• Then notify your fans

Finished Page

• Pictures across top• Featured pages• Colorful posts• Fan engagement

Edit Page Options - Settings

• Posting Preference - Your Page!

• Notifications - YES!• Remember to SAVE

CHANGES every time

Page Permissions

• Visibility while you're creating the page

• Wall tab shows: All so that it's welcoming/engaging/sense of community

• Posting ability: trust your community

• Spam/blocking words

Basic Information

• Fill it all in!• About will show up on

your page under the picture

Business Page Profile Picture

• Faces are more engaging than logos

• Unhide all button: for photos at the top of the business page

Featured Pages

• Pages you have liked AS YOUR Business Page

• Set of up to 8 to choose to feature

• Could be sponsored

Marketing Your Business Page

• Ads• Inviting your existing

email lists• Like Box for your

website• Vanity URL: 'username'• Update your fans

Managing Your Administrators

• Good practice to have more than one: backup purposes

• Add them by:– Choosing one of your

friends– Choosing one of the fans– Email address they use

to login to FB

Applications Settings

• Setting applications to post to your wall

• Adding new applications and configuring them

• Notes: for auto blog posting

Mobile Settings

• Helpful if on the run a lot

• Upload activities photos right away

Page Insights

• Lots of interesting data• Engagement• Growth• Demographics

Facebook Apps Apps Apps!

• Custom tab pages• YouTube• Twitter• Web Page• Email Marketing

Operating Your Page

• Content Calendar• Posting as your page• Metrics• Objectives• Personality

Content Calendar

• Objectives• Persona• Themes• Timing• Schedule it!

Posting as Yourself vs. Your Page

• Account dropdown• Use Facebook as a Page• Choose the Page• Remember to change

back!

Metrics

• Set objectives• Identify

measurements that correlate

• Measure!• Keep track of

them

Impressions Metrics

• Impressions and Feedback -- few days after post

• Look for what content works at what time on what day

• Objective: greater than the number of 'likes' you have

Be Your Personality!