How to use Facebook for Business

How to Use Facebook for Business(Advanced)November 2011

16/11/2011 1www.lorcankinsella.com

Lorcan Kinsella

Social Media ConsultantFounder of Social Media Marketing IrelandMember of The LaunchMenwww.lorcankinsella.comwww.facebook.com/LorcanKinsellaYourDigitalMarketingPartnerTwitter@Lorcankinsella

16/11/2011 www.lorcankinsella.com 2

AgendaWhat is Facebook & Why is it so Important?

How to Create Your Business Page5 Effective Strategies to Promote Your Business Page

Avoid the MistakesWhat to Measure & How

•More than 800 million active users•More than 50% of our active users log on to Facebook in any given day•Average user has 130 friends•More than 900 million objects that people interact with (pages, groups, events and community pages)•Average user is connected to 80 community pages, groups and events•On average, more than 250 million photos are uploaded per day

•On average, people on Facebook install apps more than 20 million times every day•Every month, more than 500 million people use an app on Facebook or experience Facebook Platform on other websites•More than 7 million apps and websites are integrated with Facebook•More than 350 million active users currently access Facebook through their mobile devices•More than 475 mobile operators globally work to deploy and promote Facebook mobile products

The Old Model

800-555-1234AnnoyingSalesperson

Process• Publish• Optimize• Promote

• Target• Capture• Nurture

• Test• Analyze• Repeat

The New ModelTools• Content Mgmt• Blogging• Social Media• SEO

• Offers / CTAs• Landing Pages• Emails• Lead Intel

• Analytics

Copy What is SuccessfulAvoid the MistakesWhat to Measure & How

http://www.facebook.com/pages/create.php

Build Your Business Page

ONLINE

Copy What is SuccessfulAvoid the MistakesWhat to Measure & How

5 Effective Strategies to Promote Your Business Page

GET YOURSELF SOME MUSCLE & A GUN

#1: Have a Plan and a StrategySuccessful Businesses Have a PlanThey have goals in mindThey will have hurdlesThey will jump those hurdles to

achieve those goalsSmall business owners, on the other hand,

often create Facebook Pages….

Don’t keep up – Make your own PlanDon’t keep up – Make your own Plan……

…to keep up with the Jones…..

Think about what you want out of your Facebook presence.

Is it more foot traffic? More sales? Develop your mailing list?

…………..Figuring out your goals is the

First step in initiating and directing your Facebook presence.

#2: Use Custom Tab ApplicationsYou don’t have to know programming

languagesDon’t even have to be a particularly adept

web designerCustom tab applications have really

levelled the playing field

#3: Emphasise interactionFacebook users want interaction and

attentionFrom contests and sweepstakes to virtual

gifts and sharable contentYou have to keep your customer engagedStatic content will not hold the

attention of your fans Embrace engagement and interaction

Opportunity to Gather InformationOpportunity to Gather Information

#4: Take action

CALL TO ACTION

#5: Be availableFacebook is about the individual—your

customer.Don’t Just Check once a weekYou wouldn’t feel comfortable knowing

customers were in your store with no one to take orders or answer their questions, so don’t be unavailable online.

check your Facebook page often

Mistake #1: Using Your Personal Profile to Market Your Business

Profile pages are for people and fan pages are for businesses

Fan pages are indexed by the search enginesFan pages are showing up in search results

Google, Yahoo and Bing search resultsMost personal profile pages are not indexedYou can expose your business to new

potential customers who are not on Facebook

Using a profile page for your business = you can only have a maximum of 5,000 friends

In this case, the party is your fan page, you are the In this case, the party is your fan page, you are the host and the mingling is happening on your fan host and the mingling is happening on your fan page wall.page wall.

Mistake #2: Giving Your Fans the Silent Treatment

Mistake #3: Posting at All Hours of the Day and Night

an average of 65% more engagement than status updates are made in the afternoons or evenings.

Post Clever

Mistake #4: Posting Text, Text and More Text

Mix it up by posting a combination of text, pictures and video.

Status updates containing pictures usually get 54% more fan engagement than straight text posts.

Video posts come in second, getting 27% more engagement than text posts

observe the 80/20 rule in your Facebook marketing effortsobserve the 80/20 rule in your Facebook marketing efforts

Mistake #5: Promoting, Promoting, Promoting

80% of your status updates should offer no-strings-attached value to your fans in the form of tips, advice or friendly banter.

Once you’ve built up a relationship with your fans, you can talk about your products or services the other 20% of the time.

Facebook InsightsFacebook Insights

What to Measure & How

Facebook Insights

ONLINE

Thank You!

Contact: lorcan@lorcankinsella.com

Facebook:http://www.facebook.com/LorcanKinsellaYourDigitalMarketingPartner

Twitter: @Lorcankinsella

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