Facebook for Business Cornerhouse

http://prandsocial.com @katiemoffat linkedin.com/in/katiemoffat

All  material  copyright  Ka1e  Moffat  2013,  not  to  be  reproduced  without  permission  

Tonight •  Context •  Benefits to business •  Starting off •  Management of your page •  The most important thing you need to know •  What to post & content •  Apps & competitions •  Promoting your page & Advertising •  Is it working? Insights & Analytics •  Key future developments

1 BILLION!

Facebook’s challenge

Businesses: Why bother?

1.  It’s FREE MARKETING (is it really?) 2. Build brand loyalty 3. Keep up with the competition 4.  Instant feedback 5.  Increased sales 6. Engagement = word of mouth 7.  Insight into your customer base 8. Fish where the fish are

GETTING STARTED

Types of pages

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)  

MANAGEMENT OF YOUR PAGE

Considerations

• Who will update? • Need more than one admin •  Social media guidelines for the team?

http://socialmediagovernance.com/policies.php

THE MOST IMPORTANT PART…

http://www.whatisedgerank.com/ http://edgerankchecker.com/blog/2012/04/what-is-edgerank/ http://econsultancy.com/uk/blog/9770-facebook-edgerank-what-marketers-need-to-know

With Edgerank in mind 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) NB. The new format newsfeed displays visual content more prominently

4.  Ensure you engage and reply to comments 5.  Ask questions/run polls 6.  Show that you’re human!

What makes good social content?

•  Connects on an emotional level “We share feelings not facts”

•  Resonates with the end user (it’s about them not you) •  Tells a story •  Makes us want to be a part of it •  We talk about the things that surround us

Content strategy

Considerations: 1.  Tone-of-voice 2. What’s your company’s ‘story’ & USP? 3. Do you understand your target audience? 4. What sorts of content are you routinely

producing? 5. Create a content calendar – need a

regular flow of updates

Become a great content curator

Page features

Highlight or ‘pin’ posts

Posting tools Scheduled Updates & Promoted Posts

Posting tools Targeted posts

Pages with 5000+ fans

Threaded comments

APPS, COMPETITIONS & OFFERS

Facebook Apps

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

Facebook competitions

Great for improving visibility/increasing likes but you are not allowed to run competitions on the timeline.

All competitions have to be run through a 3rd party app like offerpop.com or involver.com

Some creative examples

Facebook competitions

Build your own app or use something like Wildfire or Shortstack

MARKETING YOUR PAGE

Facebook Connect & Social plugins

Cross promotion

•  Add Facebook URL to all offline & online marketing material

•  Include in customer newsletters •  Advertise it in your venue

Marketing the page

•  Incentivise people to share your social networks

Make it easy for them to share

Work it both ways

• Use Facebook to boost your email newsletter sign-ups

Other simple marketing ideas…

• Use Facebook as your page to comment & like other pages

• Mention other pages in your post •  Put your Facebook URL on your email

signature and on all other marketing collateral

• Occasionally ask current fans to mention you in one of their updates

Facebook advertising

https://www.facebook.com/about/ads/

Objective? Grow your fanbase or drive traffic to your website?

Types of Facebook ads

•  Cost per click •  Cost per view • Drive traffic to page or to external website •  Sponsored stories work best

Facebook advertising •  Facebook provides

lots of resources to help you https://www.facebook.com/advertising/

•  It’s good practice to test different versions to see which is performing best

•  Use the ad manager tool to monitor effectiveness

COMMUNITY MANAGEMENT

Take care of your community •  Be clear about how you are using. •  Interaction – ask questions, respond to comments. •  Exclusive content for Facebook. •  Say hello to new likers & be supportive of your

biggest fans. •  Remember: they can ‘unlike’ as

quickly as they liked.

h?p://www.allfacebook.com/why-­‐2-­‐in-­‐5-­‐facebook-­‐users-­‐click-­‐unlike-­‐2011-­‐09  

Dealing with negative comments •  Recognise that there are different types of

negative comment. •  Have guidelines in place so all admins 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.

IS IT WORKING?

Focusing on the right numbers

Insights

Suggested metrics to check Key Facebook Metrics to Monitor

Weekly People Talking About this (work out at the average over a month)

Weekly Total Reach (keep an eye on the numbers, they should be going up over time)

Lifetime Negative Feedback (you’ll find this it the ‘post level’ spreadsheet). Don’t need to focus on this too much but more than 10-15 negative clicks a month and you should examine, in more detail, what type of updates are causing the problem

Virality (post level). To work this out you the formula is: Lifetime Talking About This / Lifetime Post Total Reach x 100

Other FB analytics tools

Google Analytics

FUTURE DEVELOPMENTS

It’ll keep changing…

The Facebook of old—well, of a year ago—is almost irrelevant to the company that exists today, which not only is set to change the world of social networking, but could herald the biggest transformation in American advertising since the advent of television.

~Vanity Fair, April 2013

Open Graph Search

Open Graph Search

Open Graph Search - Business •  Early days (still in limited beta) but potentially

very significant for businesses/organisations with page

•  Facebook recommends: – Ensure ‘about’ section of page is up to date and you

have a FB vanity URL – If you have a location or a local place page make sure

your address is included and correct – Focus on attracting the right fans to your page and

give them a reason to interact with the page

Summary 1.  Have clear objectives for what you want to achieve 2.  Are you sure you understand your audience? 3.  Is your content the kind your audience will want to

share? 4.  Use insights & analytics to help you 5.  Promote the page outside of Facebook 6.  Keep track of latest developments

If still in doubt… Check out: http://theoatmeal.com/comics/facebook_likes for

the best advice on how to build an effective Facebook presence ;)

Thank you – Questions?

All material copyright Katie Moffat 2013, not to be reproduced without permission

http://prandsocial.com @katiemoffat