How to build a successful Facebook page for your business 101

Facebook for Business

Why use Facebook?Biggest social media platform – be where your market is.

Market internally (on Facebook) or externally (online / traditional)

Ease of use and power of sharing.

Targeted advertising

Low cost to ROI

9,6 Million SA users


Setting up a Facebook page


You must start with a personal page. Set one up that is not linked to your personal page. It can be a dormant page that you can allow other people to be admin on.

Click Pages

Click create




Business type


Get started


Complete all fieldsEverything can be changed laterEXCEPT “kind of business”



Complete all fieldsChoose an address that is the sameAs your www or other social site handles

10 x Pre-loaded +

searchable

Info will appear on main page

as Bio

Other www or social

sites

Can be changed

ONCE



Use Company

logo or brand



Will appear on your

mainpage



Skipuntil page is populated



Add cover art. Use correct sizing



TutorialOn

promoting posts

Scheduledposts

Promote page

(again)

Similar pages

To follow

Totalpost views

Advertisepage

Private messages to page

Hide / ViewAdmin page


Cover image

Profilepicture

Company bio Fan “likes”

Other social

platforms

Notifications(when Admin

Panel is Hidden)


Add admin

Levels of authority

Manage whocan view and post on page

Admin rights


Only after 30 likes on a

page

Insights


Insights

Delve further


Post Insights

Name of postType of post

Images / copy / links

Targetedadvert / post Actual views Pay to boost

postType of

engagement


Insights | Likes

Unlikes / organic likes /

paid likes

Total page likes over a

period


Insights | Likes


Insights | Reach

Paid for likes


Insights | Reach


Insights | Reach

Analyze the post that was successful &

repeat


Insights | Reach


Insights | Visits


Insights | VisitsTwitter website


Insights | Posts Day of the week

Peak time to post


Insights | Posts

Photos get the best

response on this page


Insights | Posts

High reach – low

engagement

High engagement –

low reach


Insights | PeopleShould be what you

have targeted


Insights | PeopleReached : not always your

fans


Insights | PeopleAgain, not

always your fans


Insights | ExportExport to excel

& save. Only gives limited

history


Adverts

Find adverts in adverts manager


Adverts

Always use advanced options


AdvertsAdverts manager options

• Clicks to Website: Get people to visit your website.• Website Conversions: Promote specific conversions

for your website. You'll need a conversion pixel for your website before you can create this ad.

• Page Post Engagement: Promote your Page posts.• Page Likes: Get Page likes to grow your audience

and build your brand.• App Installs: Get people to install your mobile or

desktop app.• App Engagement: Get people to use your desktop

app.• Offer Claims: Create offers for people to redeem in

your store.• Event Responses: Increase attendance at your

event.

What does your client

want ?


Adverts

Use page likes unless you

have a specific

campaign

Images will be used

sporadically or you can

decide


Adverts

Advanced demographics

target specific people

Specific mentions that relate to your

product

Try find a specific target audience for best results


Adverts Will be the headline of

advert

Mobile

Position on page

Sample of desktop advert


AdvertsName of campaign

Campaign budget

Set an end date or it will

run indefinitely


Targeting AdvertsPotential audience for this advert: 80,000 peopleLocation: South AfricaAge: 21–45Interests: Technology or Business and industryBehaviours: Small business page ownersEducation Level: University GraduateLanguage: English (UK) or English (US)Not connected to: Spilllyon News Feed on desktop computersand mobile devices Appears on

campaign information.

People who have their

own Facebook

pages

Deliberately no existing

fans


Adverts This will appear on your

homepage until end of advert

You will be prompted to spend more

money


Adverts manager Likes achieved during

campaign

Cost per page like

This determines

what is really working

Number of times a

person saw your advert

Active adverts or not paid

for


Adverts manager Campaign period

Number of times the

advert was viewed

Number of people who

clicked to page

How many unique

people saw this on the platform

Where the advert was

seen


Content schedules

Schedule button

Advertise this post only

Create an offer


Create an offer

Budget over the campaign

period

Target the offer as an advert +

demographics

What’s on offer?

Discount / free goods ?

Image for the offer


Content schedulesAll scheduled content will appear here and can be

edited

When advertising a

post or an offer


Content schedules

Scheduled when and to

whom

Advertise post

Edit post button


Boost posts

What was the reach of this

post in summary

Advertise post (again)


Content Calendar

Plan annually

Plan daily according to

statistics

Post often – at least once

a day

Your calendar must be flexible and fine tuned based on Facebook analytics.


Think Mobile

“Pages” app for Facebook

Pages


Client flexibility


Event pages

Hosted by the main page

Allow all people to

invite friends


CompetitionsKeep the

entry mechanism

simple

Allow fan comments


Facebook PollsAuthorize the app for pages

Pick the page you want to post the poll

on

https://apps.facebook.com/opinionpolls/create

Understand the Customers experience


Facebook PollsThe page you running the

poll on

The poll question

Multiple choice

answers

Add images if relevant or

type of question

(style)

The vote button text


Facebook Polls

Pick the package you need. “Free”

only if you are advertising

Post on pages wall

Public poll or private?

Add comments if

relevant

For people who have

liked the page only / public?


Facebook PollsThis will

reflect on users page with their

picture

If public poll then fan can see all results

Allows voters to share their

answer on their personal

page


Reminders

What you post is public

Check spelling and grammar

Focus on being positive and engaging

Measure and improve analytics

What posts work best for you?

When are your fans online?

Content is not live – engagement is live

Convert fans to customers

Use Video, images, copy and links to enrich your page

Encourage user generated content and thank fans

Promote across all social platforms and cross reference


Reminders

Generate leads for your clients and Convert into sales where possible

Allow Fans comments and engage

Have a defined escalation plan for conversion and complaints

Create original content (that is engaging) and keep it consistent with the brand

Facebook pages appear on Google search

Ask questions and post often.

Become a help line / call centre

Don’t auto-post to Twitter – very low click through rate (CTR)

Target the right demographic for your clients

Leverage your brand ambassadors

Import Twitter as an app into Facebook – cross pollinate


ConclusionFacebook traction and ROI conversion can be slow but will be worthwhile

If you start a page, commit to it as a dormant page is more damaging to a brand than not being on Facebook at all

Have strategies:Content, engagement, conversion and conversation

Its all about the 4 C’s

DON’T hard sell

Have fun.

[email protected]

@Spillly

+27832533999

mailto:[email protected]

How to build a successful Facebook page for your business 101

Education

Transcript of How to build a successful Facebook page for your business 101