Webinar by Iain Martin of Skipedia Travel Marketing introducing Facebook for Business

1. Facebook For Your Business
Presented by Iain Martin
Skipedia Travel Marketing

2. Facebook For Your Business
- Guiding you through the jargon
- Helping you create the foundations
- Giving you ideas for content

3. Introductions
- Me
- Skipedia
- You

4. What is Facebook?
?

5. What is Facebook?
“People having
conversations online”

6. Why Facebook is different
Facebook means you can talk to your
customers every day…
…so you’d better make sure you’re saying
the right thing!

7. Why Facebook is different
Remember how referrals used to work?
Your customers can tell their friends what a
great holiday they’re having before it’s over
Or what a bad holiday they’re having…!

8. How important is Facebook?
• Facebook is the most visited website in the world

9. How important is Facebook?
• Facebook is the most visited website in the world
• Facebook accounts for 1 out of every 5 page views on the
Internet worldwide

10. How important is Facebook?
• Facebook is the most visited website in the world
• Facebook accounts for 1 out of every 5 page views on the
Internet worldwide
• There are over 30 million Facebook users in the UK - almost
50% of the entire population

11. How big is Facebook worldwide?
Facebook – 900m
Twitter – 140m
Google+ - 100m
Pinterest – 10m

12. Is Facebook just a fad?
“We don’t have a choice on
whether we do social media,
the question is how well we do it.”
Erik Qualman

13. Facebook – Page design

14. Cover Photo
• Prime real estate – 851 x 315 pixels – should be used to make a statement
about your brand
• The example shows how you can use the Cover Photo to include branding,
while at the same time reinforcing your position in the market:

15. Cover Photo
• Cover photos can be changed on a regular, even daily, basis
• This gives fans an extra reason to visit your Page, rather than just follow your
updates via their News Feed
• A well-designed page will engage visitors, drawing them into existing
promotions and offers

16. Cover Photo
Cover images may not contain:
• 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”

17. Cover Photo
There is no ‘right’ Cover Photo. However, we recommend that all cover photos
include the following (as in this example below from Erna Low):
• An engaging image
• A strapline or statement about the company
• Additional branding by inclusion of an additional company logo

18. Profile Image
• Key opportunity to establish your branding
• The Profile Image is the thumbnail that will appear in your fans’ News Feeds when
you post updates. This is where most contact with your fans will be.
• The Profile Image should be the company logo.
• For ‘landscape’ shaped logos, a part-logo may be better (as in the Crystal below).
• The full space available is 160x160 pixels

19. About Box
• Great opportunity to reiterate your key brand message and repeat the URL
• Few users will go to your ‘About’ page to read full info, so get the copy right
• It is a key factor in creating the right impression for new fans
• Approx 160 characters will be visible - use them as effectively as possible
• Include a link to your website, to increase the chances of traffic from Facebook
• The example shows how to make a clear statement about brand values and use
the space to its maximum potential

20. Tabs
• Navigation links below the Cover Photo
• Great opportunity to bring promotions or offers to the attention of fans
• Up to four Tabs can be displayed at any one time (more can be made
visible if the user clicks to the right hand side)
• The order of tabs can be changed
• Icons for tabs can be customised

21. The Timeline
• Great opportunity to give users fans more info about your brand values
• Build trust by integrating longevity in to your Timeline
• This is easier for companies such as Coca Cola (who date back to 1886):

22. Facebook Activity
• Facebook’s EdgeRank algorithm determines which of your Status Updates
appear in fans’ News Feeds
• Every Update, Link, Photo, Video or other post by a page has an EdgeRank
• Posts with a high EdgeRank will appear in users ‘Top Stories’ feed, increasing
the chances of visibility
• ‘Top Stories’ is the default setting for News Feed, many users never change this
• Posts with low EdgeRank may not even appear in the ‘Most Recent’ News Feed

23. How often to post?
• Thought needs to be put into posts, as uninteresting or
irrelevant material can be counter-productive.
• There is no right answer for how often a business should
post to their Facebook page. This will depend on your
business, your fans and your goals.
• I would recommend aiming for 2-3 posts per day, increasing
if the response from fans is good.
• The most effective time for engagement is to post your
updates early in the morning or in the early evening.

24. What to post?
• Share quality, relevant content
• Stay on topic unless there is a good reason not to
• Add content that is commentable
• Mix it up, using a combination of ‘Status’ and ‘Photo/Video’.
• Experiment with ‘Question’, but generally this doesn’t seem to be very
effective at creating engagement.
• Develop your style – don’t be afraid to use the first person
• Use photos and video as often as possible
• Tag other Facebook pages where possible

25. Join in the conversation
• Always reply to any comment made on your wall
• Comment on other people’s posts while logged in as your
page (every time you comment your Thumbnail is seen
• Thank your fans for commenting and when they Share
• Consider starting off the comments yourself to provoke a
response
• Use your fans’ names in replies, tagging when possible

26. Facebook - Insights

27. Conclusion
• Social Media is not a fad
• Facebook is fundamental
• A well-designed Page is important
• Join the conversation

28. Thank You
Presented by Iain Martin, Skipedia Travel Marketing
If you would like to find out more about the social media, SEO or other
online marketing services that Skipedia can offer, please contact me:
iain@skipedia.co.uk
07703 173576