2. WHAT WE’LL COVER TODAY
§ Part 1: Just a little of the “why”
§ Part 2: Getting started
§ Part 3: Building your audience
§ Part 4: Best practices
§ Part 5: When you’re ready for more—
advanced opportunities
5. BUT SERIOUSLY…
§ The numbers
§ Over 900M active users
§ 425MM access via mobile
§ 57% female / 43% male
§ Average time per visit of about 20 minutes
§ People are well trained to actively share on Facebook
§ 82% of users who click on a news feed post shared by a friend who
interacted with a Facebook application continue to participate on
their own
§ People expect to be able to find businesses and interact
§ When fans get a response to their posts on a brand page, 80%
complete a purchase
§ 28% purchase when brands proactively reach out
Sources: Mari Smith and Wildfire
7. BEFORE YOU START
§ First things first: Do you have a website?
§ Don’t rest the entire digital presence of your business on real
estate you don’t own
§ Have a goal in mind
§ Fans are nice, but what do you ultimately want them to do?
§ Think about who you are and what makes you different
§ Don’t be afraid to have a personality
§ People do business with people, not websites or Facebook pages
§ Be sure you’re ready
§ Commit to spending at least a few minutes a day on your
Facebook page
§ Assumption: You already have a personal Facebook account
(if not, set that up first)
8. BUILD YOUR PAGE
§ Go to a page you are not an admin for and click “Create a
Page” button
12. CHOOSE A PROFILE PICTURE
§ Don’t skimp on this step
§ Your profile photo will
show every time you post
(along with your page
name)
§ 180x180 pixels
§ Good representation of
your brand
§ Ideas:
§ Storefront
§ Logo
§ Headshot of you (if you
are a consultant, for
example)
14. ABOUT
§ Be descriptive and creative
§ Include a link to your website and other social properties
15. CHOOSE YOUR FACEBOOK WEB ADDRESS
Choose carefully
§ Difficult (not impossible) to change
§ Make it easy to remember and type
§ Closely related to page name
20. COVER PHOTO: FIRST, THE SPECS AND RULES
The rules:
§ 851x315 pixels
§ Price or purchase information,
such as "40% off" or "Download it
at our website"
§ Contact information, such as
web address, email, mailing
address, or other information
intended for your Page's About
section
§ References to user interface
elements, such as Like or Share,
or any other Facebook site
features
§ Calls to action, such as "Get it
now" or "Tell your friends"
24. COVER PHOTO ADVICE
§ Follow the rules, but be creative.
§ When you upload a new cover image, it is noted in your
timeline and in your fans’ newsfeeds.
§ You can include promotional copy, links, and calls to action
in the descriptions for the photo.
§ Change it as frequently as you can—it’s a great way to drive
engagement if you’re being creative.
§ If you use Photoshop, you can find various templates for
cover photo and profile image design.
§ I like this one: http://www.hongkiat.com/blog/creative-
facebook-timeline-covers/#fb_timeline_template
28. FINISHING DETAILS
§ Add hours, if relevant
§ Check your About
page and add detail
(edit button shows up
when you hover over
About or Basic info)
§ Add start date
§ Start type (born,
founded, opened,
etc.)
§ Add description
(helps you with
search)
§ Add contact info
(e.g., email address)
§ Tons more detail
options—take
advantage of them!
31. START WITH FRIENDS
Facebook makes it
easy to decide which
friends to invite.
§ Recent interactions
§ All friends
§ Location-based
§ Groups
§ Lists
Don’t be shy!
35. OTHER FACEBOOK OPPORTUNITIES
§ Use Facebook as page to
comment on other pages
§ Be sure to switch back to your
own account when you’re
finished
36. OTHER FACEBOOK OPPORTUNITIES
§ Integrate Facebook Like box on
your site
§ Visitors can see which friends
already like your page
§ If you choose, they can also see
recent posts
§ Facebook will generate code for
you
§ http://developers.facebook.com/
docs/reference/plugins/like/
37. KICKIN’ IT OLD SCHOOL
§ Point-of-sale display
§ Package inserts
§ Direct mail
§ Word of mouth
§ Business cards
§ Use your imagination!
38. FACEBOOK ADS
§ Wait until you have established a fan base and content
before advertising
§ Facebook will guide you
§ Many webinars and articles
40. CONTENT, CONTENT, AND MORE CONTENT
§ Plan ahead for content to post on your Facebook
page
§ Test different days of the week and times of day
§ Test frequency
§ Be personal and human
§ Share personal interests
§ Include success stories
§ Think about what would make you Like or Comment
41. ENGAGEMENT TIPS
§ Use lots of photographs
§ They take up more room on people’s timelines.
§ Photographs get more engagement than any other type of post
(including video).
§ You can use original photography or buy stock photography.
§ Post articles your fans will care about (with links)
§ Add a comment about why you’re posting it (“Great article,”
“How do you feel about this?”)
§ Don’t be afraid to go off-topic (e.g., random question of the
day, fill-in-the-blanks, polls)
§ People want to talk to people
§ Build relationships
§ Show personality
42. MORE ENGAGEMENT TIPS
§ A post that specifically asks fans to Like or
Comment will get more engagement than one
that doesn’t.
§ A study by Buddy Media showed that posts with 80
or fewer characters get 27% higher engagement.
§ Respond to people who engage with you!
44. HIGHLIGHTING POSTS
Highlight a post
§ Stretches across timeline
instead of showing in one
column
§ Draws attention to important
updates
45. PINNING POSTS
Pin to top
§ Stays at top of timeline for 7
days or until a new post is
pinned
§ Can pin a call to action for
your site or applications (more
on this later)
§ Try pinning strong images that
draw attention to what you
most want fans to know about
you (404x404 pixels)
47. CUSTOM APPLICATIONS
§ Formerly known as “tabs”
§ Can create up to 12
§ Photos always in first spot
§ Put most important apps in
next three spots
§ Design custom app
thumbnails (111 x 74 pixels)
49. WHAT CAN YOU DO WITH APPS?
§ Email sign-up
§ Fan-only promotions (must
Like page to see content)
§ YouTube channel integration
§ Twitter integration
§ RSS widget (feed from your
blog)
§ Photo shows
§ Contests
§ Sweepstakes
§ Fundraising
§ Map and location
§ Coupons
53. MESSAGES
§ Messages are turned on by default
§ Be sure you can check and answer
daily (if not, turn them off)
§ New messages will appear here
54. INSIGHTS
§ Not available until you have
30 fans
§ Snapshot will show you
activity at a high level
§ Click “See All” for detailed
insights
§ Determine how engaging
your posts are so you can
focus on best content for
your audience
58. CONTACT INFO
Cari Sultanik, Director, Interactive Account Management
Email: csultanik@fulcrumtech.net
Phone: 215-348-9887
Twitter: @CariSultanik
Facebook: Facebook.com/FulcrumTech
LinkedIn: FulcrumTech | Cari Sultanik
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