Facebook for Business at Cornerhouse

http://prandsocial.com @katiemoffat

About me….

@katiemoffat

Tonight •  Why bother? •  Making the page as visually impact as possible •  Edgerank & why it’s vital you understand it •  Using Facebook Insights & other analytics tools

to help you better monitor & manage your page •  Looking after your community •  Running competitions on Facebook •  Other ways to grow & market your page •  Questions

It’s big

Diverse •  Average age of

Facebook user is 33 •  All ages represented •  Average user has 130

friends •  48% male, 52%

female •  Average user spends

15 hrs 33 mins per month on FB

Source: Econsultancy.com and socialbakers.com

Benefits to business 1.  It’s cheap (but resource intensive) 2.  Keep up with the competition 3.  Instant feedback 4.  Build brand loyalty & convey USP 5.  Increased sales – f-commerce 6.  Increased engagement -> word of mouth 7.  Insight into your customer base 8.  Traffic driver to your website 9.  Fish where the fish are 10. Extend the reach of other marketing activity

BUILDING A PAGE

Setting up

Facebook Page – http://www.facebook.com/pages

•  Choose your admins (different roles available) •  Custom Facebook URL – http://www.facebook.com/username/

•  Post initial updates to give the page some personality

•  Considerations of time – resource to maintain and update

Set up & timeline

h"p://bit.ly/TO7jte  (inspired  cover  photos)  h"p://bit.ly/RX7qQS  (brand  cover  photos)  

Facebook Apps

http://www.facebook.com/about/timeline/apps

What shall I post on our page? 1.  Post a variety of content & avoid automated updates 2.  Don’t just broadcast – add value 3.  Photos, videos, links (to your own assets but also other

interesting things you come across) Facebook notes, ask questions/run polls

4.  Ensure you engage/reply to comments 5.  Have a simple guidelines document for any admins

(how to deal with negative comments etc) 6.  Update regularly (at least once/twice a day) 7.  Show that you’re human! 8.  Try to plan ahead – how will you ensure a regular flow

of interesting content?

Newer Admin Tools Scheduled Updates & Promoted Posts

Highlighting & Pinning Posts

EDGERANK

Bigger not always better

Edgerank

http://edgerankchecker.com/blog/2012/04/what-is-edgerank/

Focusing on the right numbers

Insights

Google Analytics

Other analytics tools

COMMUNITY MANAGEMENT

Take care of your community •  Be clear about how you are using. •  Interaction – ask questions, respond to comments. •  Exclusive content for Facebook. •  Be supportive of your biggest fans. •  Never delete negative comments. •  Remember: they can ‘unlike’ as

quickly as they liked.

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Community •  It’s about them, not

you. People share content that triggers emotions & content that connects with them e.g. Virgin trains ‘first time’ campaign.

Dealing with negative comments •  Four different types of negative comment. •  Have guidelines in place so staff know how to

respond. •  Respond quickly, transparently, authentically. •  Deal with it publically at first then privately if

necessary. •  Accept that you’re never going to win every

battle.

COMPETITIONS

Competitions What you can’t do •  Run competition on the

wall/timeline •  Run a comp where people

have to LIKE to enter •  Ask people to check in at

your location or upload content (photos/video) to your wall, to enter

•  Notify winner via FB

What you can do •  Run a comp using a third

party app •  Ask people to LIKE you

before entering via a 3rd party app

•  Collect data if running through 3rd party app

•  Run comp through your website and promote on your FB page

Some  creaLve  examples  

MARKETING THE PAGE

Facebook Connect & Social plugins

Facebook Marketing – starters •  Telling friends and family •  Suggesting to people that they like the page •  Commenting on other pages as your page

(sparingly!) •  Like other pages (when using FB as your page) •  Updates that reference other pages (using the

@sign)

Cross promotion •  Add Facebook URL to all offline & online

marketing material •  Include in customer newsletters •  Advertise it in your venue

More simple marketing ideas…

•  If you host live events, take lots of photos, upload to your page – and encourage people to tag themselves.

•  Periodically share key content from your page onto your profile page.

• Mention your page if being interviewed.

It’ll keep changing…

5 steps for tomorrow 1.  Spend half an hour getting more familiar with

Insights 2.  Check key metrics and benchmark 3.  Sort your last 10 posts by ‘virality’ and come up

with a plan for the next week’s posts based on the post popularity (benchmark)

4.  Look at google analytics to see what traffic Facebook is currently sending to your site, how engaged they are (bounce rate, dwell time)

5.  Sign up for free trial on one of the more in-depth tools

Thank you – Questions?

10/18/12

http://prandsocial.com @katiemoffat