By Herb Lawrence, Center Director

Astate Small Business and Technology Development Center

* Advanced Facebook Marketing: Beyond the “LIKES” Tips & Tricks for a GREAT Page

*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

*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!

See Infographic at Know Thy Customer Board

*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

*Edgerank will SLAP YOU!

*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

*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

*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

*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

*Hashtags

*Graph Search

*Simply Measured

*Insights

*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!

*Timing and Social Media

Our Tips on Best Time to Post Online by social media network AND by Industry

*3rd Party Feeds

*http://facebook.com/twitter FB to Twitter

*http://facebook.com/selectivetwitter #fb posts any tweets you end with #fb to page wall

*http://facebook.com/networkedblogs pulls your blog feed into Facebook page

*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

*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

Click for FB Rules

*To Run Contests

*Wildfire http://wildfireapp.com

*Strutta http://strutta.com

*LikeOurBusiness http://likeourbusiness.com

*Good Articles to READ:

*http://www.socialmediaexaminer.com/how-to-choose-the-right-type-of-facebook-contest/

*From Post Planner GREAT Article http://www.postplanner.com/facebook-contest-rules-mistakes-page-deleted/

*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

*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

*NutshellMail

*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

Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience

Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans.

Storify.com Online curation site bring information from Google, Facebook, Twitter, YouTube, Instagram and more. Perfect for quick creation of information in appealing format.

YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites.

Scoop.it Instantly curate and post interesting information on your social sites. http://www.scoop.it/t/arkansas-small-business

Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content”

Tools to Create Content

*E-mail hlawrenc@astate.edu

*Website http://www.astate.edu/a/sbtdc/

*ASU Small Biz Blog http://www.asbtdc-asu.com

*Facebook http://www.facebook.com/asu.sbtdc

*Facebook http://www.facebook.com/herb.lawrence

*Twitter http://www.twitter.com/asbtdc_asu

*LinkedIn http://www.linkedin.com/in/asusbtdc

*Google Plus https://plus.google.com/u/0/116773498364928584762/posts

*Pinterest http://pinterest.com/astatesbdc/

*Oh… or call me (870) 972-3517

*Connect with Us