Workbook Summary:
Introduction
Understanding Facebook Statistics and How the Facts Can Benefit Your Business
Pros and Cons of Using Facebook
Improve Your Chances of Success with a Plan
Mastering the Holy Grail of Marketing – Customer Engagement
Setting Up Your Profile and Business Page
Profiles
Facebook Page for Business
What you Need to Know about SEO on Facebook
Getting more Likes!
Contests
Apps
Building Interaction
Shareable Content
Video
Photos
Selling on Facebook
Analytics
Return on Investment
Conclusion
2. Main Objective
Learn strategies for managing time
Learn how to use Facebook effectively
How to avoid being distracted on Facebook
How you can build your business using Facebook
New ways to interact with clients & customers
New ways to promote your company
3. Understanding Facebook Stats
What is Facebook?
A social network where people meet to discuss their mutual interests
Similar to alumni gatherings or family reunions
An easy way to network with your target market
Ability to reach thousands of people in your target market
4. Understanding Facebook Stats
Facebook is the most powerful social network in the world
More than 1 billion active users
Users spend more than 700 billion minutes on Facebook per month
500 million users access Facebook via their mobile phone
Mobile users are more active on Facebook than non-mobile users
5. Understanding Facebook Stats
Do Facebook users make purchases?
Yes!
How many big brands have Facebook pages?
Most active user demographic is 18-34
Largest growing user demographic is 50+
International markets grew to 95 million users in 2008-09
Largest countries on Facebook are: U.S., Indonesia, U.K. and Turkey
6. Pros & Cons of Facebook
Pros
Affordability
Low learning curve
Your target market is here
Leading social media platform
Flexible format supports customer engagement
7. Pros & Cons of Facebook
Cons
Distractions
Overwhelm
Easy to forget other marketing tactics
Time consuming
Ability for audience to see negative comments or reviews
8. Plan Facebook Strategy
Identify your objectives
Increase sales?
Promote products or events?
Build brand awareness & loyalty?
Identify your target audience
Start networking
Use this info to craft a Facebook ad campaign
9. Plan Facebook Strategy
How will you reach your audience?
Daily posts
Facebook ad campaign
YouTube video contest on your business page
Build a list from your Facebook page
How will you track & measure each strategy?
If your strategy worked, then repeat it!
If it didn’t work, make a change & try again
10. Customer Engagement
Customers can now ask questions, provide feedback & see other reviews
Would you rather buy something from an ad or by having a real
conversation with a representative of that company?
Traditional advertising is losing power
People want real responses from authentic people
11. Customer Engagement
Consumers are more proactive in their product research
Businesses should be involved in these discussions with consumers
Provide regular updates to consumers
Provide a Facebook page to encourage conversation
Engagement brings awareness & interest
12. Customer Engagement
Daily posting is easy with an editorial calendar
Ask your audience questions relevant to your business or product
Encourage them to post their answers on your page
Customer engagement is a free marketing tool!
13. Setting Up Profiles
This is where people learn more about you
Must have a profile FIRST before you can have a business page
Your personal network can help build a following for your business page
14. Profile Must-Haves
“About” Page
Business name & URL
Short description about yourself
Profile picture
Headshots build credibility & trust
Cover Photo
Should reflect your interests, family or hobbies
15. More Profile Details
Privacy
You control who can see your posts
Send invitations to new friends
Current friends or family
Business acquaintances
New people with common interests
16. Business Pages
Assign a name
Usually your business name
Need 25 fans before you can get the vanity URL without the extra numbers, like
www.facebook.com/theipt
Fans
People who visit your page & click the “Like” button
17. Business Pages
Cover
Large image placed at top of business page
Dimensions = 851 pixels wide x 315 pixels tall
All covers are public
Think about what business image you want to project
18. Business Pages
Profile picture / Avatar
At least 200 x 200 pixels
Clear headshot is best
Send invitations
Invite people to like your business page
Friends, family, real life customers
Others will see your popularity increasing
Post quality content & engage your followers
19. SEO & Facebook
SEO = Search Engine Optimization
Process of using keywords so your page appears on the first page of search
engines
Business pages are public & indexed in the search engines
Aim for first page of search results
After page 2, few website links are clicked
20. Improve Your SEO
Do NOT choose an obscure URL
Get people to link to your Facebook page
Search engines see these links & push your page further to the top of the
listings
Link to your Facebook page directly from your website
21. Getting More Likes!
Number of likes provides social proof of expertise
Offer a promotion or special offer
Publish interesting & valuable content regularly
Purchase ads that reach beyond your current network
Visitors to your location can “like” your page when
they arrive
22. Getting More Likes!
Learn about what type of content readers want
Provide a tip a day
Post tip at same time each day
Choose different themes or topics for each day
Invite readers to join the conversation
Ask loyal fans to spread the word!
23. Contests & Sweepstakes
Contest involves voting on a winner based on certain guidelines
Sweepstakes requires very little to enter, no judging, winner chosen at
random
What is your objective?
To increase Likes, hold a sweepstakes
To increase engagement, ask readers to vote on best entry, photo, etc
24. Contests & Sweepstakes
Sweepstakes generally have a larger number of entries than contests
Fewer people will want to do the work for a contest
ALWAYS follow the Facebook Terms & Conditions regarding sweepstakes
& contests
Try a 3rd
-party app for contests & sweeps
Wildfire.com or Votigo.com have apps
25. Facebook Apps
Standard programs built into the Facebook platform
Photos Events
Video Notes
Did you know there are 70,000 apps available to use with Facebook?
Find business-focused apps at AppBistro.com
26. Facebook Apps
Apps create seamless ways to connect with your business page fans
Email lists
Selling products
Promoting online & offline events
Live example…
Login to Facebook & go to facebook.com/theipt
27. Building Interaction
To increase sales, build a loyal following
They will regard you as industry expert
Plan strategic but authentic interaction
Use editorial calendar to plan topics of conversation
Provide high-value products, services & information regularly
28. Building Interaction
Question & Answer Sessions
Make yourself available weekly to answer questions
Block out 60 minutes
Experiment with times of day
Post Daily Tips
Post at same time each day
Make posts short but useful
Tips may encourage questions or sharing
29. Building Interaction
Share photos of you or your brand in the community
Photos of you inaction, at events, or product images
Share experiences – good & bad
Brings you closer to your audience
Reinforces your commitment to being authentic and real
Write blog posts & share link of your page
30. Shareable Content
Share a post on someone else’s page
Now your post is visible to THEIR network
Sharing options
On your own timeline
A friend’s timeline
In a group
On a different page
31.
32. Video
Video marketing is exceptionally popular
YouTube is the 2nd
largest search engine
YouTube receives 4 billion hits per day
61% of business to business marketers use YouTube to deliver content
Over 100 million internet users watch videos each day
33. Video
O Are your competitors using video?
O If so, then you risk losing your audience unless you produce videos
O Facebook is the leading referral source for video content
O Videos should engage, educate & entertain
34. Should You Upload
Directly to Facebook?
Yes!
People who view & Like your video automatically become
fans of your page
Easier to share
To share a YouTube video, you can only share the link
Audience can tag Facebook videos with own keywords
Facebook supports wider variety of video formats &
lengths
35. Types of Video Content
Talking head – you sit & talk about a particular business experience
Webinar replays – showcase some or all of a webinar you hosted
Particularly effective if you’re demonstrating something or showing your work
Screen captures – weekly newsletter showing screen captures that
illustrate a point
36. Photos
Makes your content more engaging
Adds dimension & interest to posts
Use as an add for your business
Upload professional photo
Include hyperlinked URL in the description
Write a brief text description using keywords
37.
38. Selling on Facebook
Do you have an app to capture emails?
Do you have an app that integrates a sales page into your business page?
Mix up your content with relevant posts & sales promos
Respond to every question!
Promote your page
Start with friends & then expand your reach
39. Analytics
Are you reaching your goals?
Is each strategy paying off?
Facebook Insight
Total Likes
Number of unique people (friends of fans) who liked your
page
Number of unique people who created a story about your
page (people talking about this)
Gender, age, visitor’s city & country of origin
40.
41. Analytics
Record your baseline numbers BEFORE starting any promotional
campaigns
Did your contest triple the number of women to your page?
What can you learn from this?
How can you capitalize on this?
How did the increase affect your sales?
42. Return on Investment
What Facebook marketing strategies & investments lead to increases in
sales and by what percentage?
How much traffic was generated to the page?
Has that increased brand awareness?
Has Facebook activity increased website traffic?
How many sales can be linked to a sales page on the Facebook business page?
43. Return on Investment
How much influence did you gain?
Influence means how many times is your company mentioned on Facebook
If your video goes viral, this can increase your influence
And you can make a connection between your marketing efforts, the video &
increased earnings
44. Conclusion
Any business – no matter what the size – can find a market on Facebook
It’s FREE to get started marketing on Facebook
People want to be engaged & have conversations
People value the opinions of others
Have authentic & real conversations