AWS Community Day CPH - Three problems of Terraform
Facebook for Business
1. Facebook Marketing for Business
June 18, 2013
North By North Shore
#NXNS
@JuliaCSocial
Julia Campbell
J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com
2. Slides
Slides will be made available to NXNS attendees at
this link:
www.jcsocialmarketing.com/resources
Password: ilovesocialmedia
If you like the presentation, please Like my Page on
Facebook!
www.facebook.com/
jcsocialmarketing
Tweet: @JuliaCSocial #NXNS
3. What is “Social Media”?
Any online technology or practice that people use to
share
(content, opinions, insights, experiences, perspectives
and media).
REAL interactions in REAL time.
Tweet: @JuliaCSocial #NXNS
4. Is Facebook just a fad?
Facebook has 195 million users in the U.S. alone.
Facebook has seen a drop in unique visitors in the U.S.
from March 2012 to March 2013 -- on desktop -- from
152.8 million to 142.1 million.
Source: http://www.prnewswire.com/news-releases/205652631.html
Tweet: @JuliaCSocial #NXNS
5. Is Facebook just a fad?
BUT on mobile devices, use of Facebook’s app has
skyrocketed from 62 million uniques to 99 million
unique visitors for that same time period.
In other words, the data merely reflects a shift from
desktop to mobile, and it may even suggest Facebook is
gaining users.
Source: http://www.prnewswire.com/news-releases/205652631.html
Tweet: @JuliaCSocial #NXNS
6. 4 Things You Need To Know
Facebook cannot cure
your own ambivalence
about marketing your
business.
Your Facebook
Administrator cannot
operate in a silo.
If you do not have a
website or your website is
awful, Facebook will not
be effective.
You get out what you put
in – time, resources.
Tweet: @JuliaCSocial #NXNS
7. Social Media Is Like A Cocktail Party
Mingle and chat.
Laugh and listen to
amazing stories.
Don’t be a wallflower.
Do not be the guy with
the lampshade on his
head.
Do not oversell or
come on too strong!
Each “party” (network)
has it’s own etiquette
and rules.
Tweet: @JuliaCSocial #NXNS
8. Facebook 101
The place where people go to connect/reconnect with
friends and family.
People come to Facebook to make personal
connections and to have fun.
Strategy – Help customers feel more connected to your
business; show them who you are as individuals; help
them connect to each other.
Share “behind the scenes” photos and videos, ask
questions, share compelling statistics and success
stories.
Easy, light, fun. Include media with all posts
– links, photos, videos.
Tweet: @JuliaCSocial #NXNS
9. Facebook 101
Set it up correctly.
Profile pic, Cover photo, About section, Category, Custom
tabs, Link to other social media sites, Invite your friends
Tweet: @JuliaCSocial #NXNS
10. Facebook 101
But know that the real battle for engagement does not
happen on your Page – it happens in the News Feed.
Photo from: http://allfacebook.com/7-biggest-fan-page-marketing-mistakes_b43011
Tweet: @JuliaCSocial #NXNS
11. EdgeRank 101
Affinity – The one-way
relationship that a fan has with a
Page they have “liked”.
Weight – How much
interaction/engagement a
current Facebook post is
receiving.
Share, comment, like (in order of
weight)
Decay – The longer a post has
been up, the less likely it is to get
seen.
Tweet: @JuliaCSocial #NXNS
12. EdgeRank 101
Why EdgeRank? Facebook wants to ensure that its users
are seeing content that is relevant to them.
Tweet: @JuliaCSocial #NXNS
13. The Most Important Metric
People Talking
About This
(PTAT)
PTAT is the number of
unique users who have
created a “story” about a
page in a seven-day
period.
On Facebook, stories are
items that display in News
Feed.
Tweet: @JuliaCSocial #NXNS
14. The Most Important Metric
Users create stories when
they:
like a page
post on the page wall
like a post
comment on a post
share a post
answer a question
RSVP to a page’s event
tag the page in a
post
tag the page in a photo
check in at a place
write a recommendation
claim an offer
Tweet: @JuliaCSocial #NXNS
15. 6 Ways to Get More Engagement
1) Add photos to each post.
Dan Zarrella of Likeable Media conducted a study
where he tracked and analyzed more than 1.3 million
posts from the 10,000 most-Liked Facebook
Pages, and he found that photos work best.
Tweet: @JuliaCSocial #NXNS
17. 6 Ways to Get More Engagement
2) Post at the right time of day.
Buddymedia published a study where they
discovered a 20% higher rate of engagement on posts
published in the mornings and evenings.
Dan Zarella’s study found that content posted later
in the day (EST) got more likes and shares – peaking
around 8 PM.
Of course, you should always use your own Page’s
Facebook Insights to determine when your Facebook
Fans are looking at and interacting with
your posts.
Tweet: @JuliaCSocial #NXNS
18. 6 Ways to Get More Engagement
3) Ask for interaction.
Don’t make people think about their answers.
Think about how people consume Facebook – while
watching TV, while waiting in line, while doing work.
Make it absurdly easy for them to interact.
Questions that work:
Fill in the blank – “My favorite back-to-school memory
was when____________.”
Like if you agree!
Comment if you disagree!
Share please!
Yes or No questions
Tweet: @JuliaCSocial #NXNS
19. 6 Ways to Get More Engagement
4) Think outside the work week.
Post on Saturdays and Sundays.
Less noise may mean less of your fans are on
Facebook – so test and measure.
Tweet: @JuliaCSocial #NXNS
20. 6 Ways to Get More Engagement
5) Be relevant.
Remember WHY people are on Facebook!
To see what the world is talking about.
To have fun.
To be entertained.
To interact with friends and family.
Make sure to keep your pulse on what people are
interested in, talking about and thinking about –
insert your commentary or ask people for theirs.
Tweet: @JuliaCSocial #NXNS
21. 6 Ways to Get More Engagement
5a) Be relevant. (But be authentic!)
Topical posts include holidays, current
events, fun/weird facts and items of interest to your
online community (National Grandparents Day, etc.)
Father’s Day.
Bruins anyone?
Don’t just post about
Justin Beiber because
everyone else is.
Tweet: @JuliaCSocial #NXNS
22. 6 Ways to Get More Engagement
6) Post graphics
and memes.
Graphics featuring
inspiring quotes
Fun cartoons
Infographics
Search Pinterest or
share what others
have posted on
their Pages
Always give
attribution.
Tweet: @JuliaCSocial #NXNS
23. Ideas For Facebook Posts
• Industry
blogs, newslette
rs, websites
• Google Alerts &
New York
Times alerts
• Competitors
• Success Stories
• Inspirational
quotes
• Reached a goal
• Want input on
an issue
• Events, anniversa
ries, celebrations
, birthdays
• Email newsletter
• Tie current
events to your
cause/issue
• Read everything
and follow
everyone!
• Figure out what’s
working for
others and
adapt it!
Tweet: @JuliaCSocial #NXNS
24. How To Get More Facebook Fans
Promote your social media networks!
If you build it, they will come. (Well, no…)
Tweet: @JuliaCSocial #NXNS
25. How To Get More Facebook Fans
Get a Facebook “Like”
box on your website.
Google “Facebook Like
Box”
Start internally first and
then externally.
Ask
staff, customers, friends,
family, etc. first!
Ask several times.
Ask them to
like, share, comment on
posts at least once per
month. Tweet: @JuliaCSocial #NXNS
26. How To Get More Facebook Fans
Add social media buttons to:
M main page of your website
Email newsletter.
All printed materials – direct
mail appeals, thank you
letters, postcards, brochures, a
nnual reports, flyers, hand
outs.
All email
signatures, letterhead and
business cards.
Post a flyer/sign letting
people know that you are
on Facebook!
Tweet: @JuliaCSocial #NXNS
27. How To Get More Facebook Fans
Page Administrators! Invite your
personal Facebook Friends to Like
the page!
Effectively promote your social media
presence through your email
newsletter/e-blast.
Explain that you will be showcasing
your impact through these channels
and you want involvement from your
constituency, supporters and
community.
Promote your Facebook page to your
Twitter community, and vice versa.
Tweet: @JuliaCSocial #NXNS
28. How To Get More Facebook Fans
Experiment with Facebook Ads & Sponsored
Stories.
For more on this, go to:
http://www.socialmediaexaminer.com/how-to-use-
facebook-adsan-introduction
Hold a Facebook contest or promotion.
This must be done through a third-party
application.
For more info, go to:
https://www.facebook.com/page_guidelines.php
Ideas for contests: Photo contest, Poetry
contest, Raffle
Tweet: @JuliaCSocial #NXNS
29. To Pay Or Not To Pay?
Tweet: @JuliaCSocial #NXNS
30. Julia’s Social Media Philosophy
Social Media is a TOOL – it
is not a silver bullet.
It is a catalyst, not a
strategy.
(In other words, you still
need a good product or
service to get people to
care.)
Integrate it with an overall
marketing campaign, just
as you would other tools
(direct
mail, newsletter, website,
ads, customer service).
Tweet: @JuliaCSocial #NXNS
31. Julia’s Social Media Philosophy
Not all social media channels
are right for you.
Pick and choose.
Do a few well than many
poorly.
QUALITY over QUANTITY –
one quality Facebook post
per day (or every few days)
is worth more than 100
posts that are perceived as
spammy.
Tweet: @JuliaCSocial #NXNS