Slides from a workshop with the Drogheda Chamber of Commerce giving tips on using Facebook for business.

1. Grow Your Business
with Facebook
Colm Hanratty
Managing Director
Sixtwo Digital

2. @colmhanratty
&
@sixtwodigital

3. ABOUT ME
 Born in…
4 hours
from 7th of
the 7th, ‘77

4. ABOUT ME
 Like to travel

5. HOW DOES THIS HAVE ANY RELEVANCE?
Think human,
not corporate...
...most of the time

6. A BIT MORE ABOUT ME

7. A BIT MORE ABOUT ME

8. WHAT WE DO
 Proven track record of generating a
Return On Investment for businesses

9. SERVICES
 Social media management
 Strategy development
 Campaign implementation
 Content creation
 Evaluation and measurement
 Training
 Photography
 Video
 Social advertising

10. WHAT I’M TALKING ABOUT TODAY

11. WHAT WE’RE COVERING…
1. Strategy
2. Sharing tools
3. Best practice
4. Facebook advertising
5. Facebook Insights
6. Much more…

12. HOW MANY PEOPLE ON FACEBOOK IN DROGHEDA?

13. MOST POPULAR FB PAGES IN IRELAND

14. THE BEGINNING

15. WHY DO PEOPLE LIKE BRANDS ON FB?

16. FACEBOOK IN IRELAND

17. Strategy

18. BUILDING YOUR STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring

19. SETTING OBJECTIVES
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring

20. WHY USE FACEBOOK?
Generate revenue
Support marketing initiatives
Brand awareness
To be ‘social’
Give brand a personality
Customer service
Support brand proposition
Authorative voice
User Generated Content
Drive traffic
Facebook

21. SETTING OBJECTIVES
KPI = Reach
KPI = Revenue
KPI = Traffic referral

22. CALCULATING ROI (RETURN ON INVESTMENT)
Know what you’re
using social media
for, then you’ll be
able to measure
your ROI

23. BUILDING YOUR STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring

24. WHO DO YOU WANT TO TARGET?

25. BUILDING YOUR STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring

26. HOW ARE YOU GOING TO DO IT?

27. BUILDING A STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring

28. ABOUT ME

29. BUILDING A STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring

30. KPIs
 Sales
 Followers
 Likes
 Engagement
 Traffic…
• Repeat?
• Tweak?

31. TASK…
Have you used
Facebook? If so,
how?

32. Best Practice

33. LIKES, NOT FRIENDS
http://www.Facebook.com/pages/create.php?migrate
http://www.Facebook.com/username (Once you’ve chosen one you
can can change it one more time)
Once it has ‘likes’ give it a ‘Vanity URL’ (username) at ...
If your Facebook page has ‘Friends’ and not ‘Likes’ it is set
up as a ‘Profile’ – this is the wrong way. To migrate it to a
page that has Likes visit:

34. LIKES, NOT FRIENDS
If you want to change your actual
name of the page, here’s how:
Once it has ‘likes’...

35. WHY YOU NEED A PAGE, NOT A PROFILE
Can’t schedule or target content
No Facebook advertising
Don’t know demographics / location of audience
Unable to see reach of posts
Can’t use Facebook Offers
Break Facebook guidelines…
Unable to use new Customer Service features

36. FACEBOOK SETTINGS

37. YOUR PAGE 851 pixels wide x
315 pixels high
160 x 160

38. FILL OUT ALL INFO

39. BEST PRACTICE
Post consistently… but not too much
Ensure posts represent all aspects of your business
Post timely content, and use good imagery
Boost important posts and use targeting
Use ads for to promote special offers and try ‘Facebook Offers’
Analyse, analyse, analyse
Experiment with all types of posts

40. SHARING CONTENT
Scheduling posts
Targeting posts
(free when page
has 5k+ Likes)

41. CUSTOMISING YOUR PAGE
https://developers.facebook.com/docs/appsonfacebook/pagetabs

42. CROSS PROMOTION
Cross promote other channels Don’t duplicate content

43. ‘LIKE-BAITING’

44. LIKE-BAITING

45. LIKE-BAITING

46. OTHER RECENT ALGORITHM UPDATES

47. OTHER RECENT ALGORITHM UPDATES

49. RUNNING PROMOTIONS ON FACEBOOK
Sales – coupons
Likes – coupons/sweepstakes
UGC – photo, video comps (although lower conversion rate)
Data capture
What’s the objective? User Generated Content? Sales?
Ensure prize supports brand/business (never give away an iPad!)
Support via Facebook advertising

50. WHY YOU SHOULDN’T GIVE AWAY AN IPAD

51. 3RD PARTY APP SITES

52. RUNNING CONTESTS ON YOUR PAGE
People can enter competitions via ‘liking’ or ‘commenting’
You can ask people to enter competitions via posting photos or
commenting on your page
Will increase engagement
You can’t use personal timelines to run competitions ie ‘share’ is
still against Facebook rules
You can’t use tagging
No data capture
Effective for increasing engagement and likes
Most popular apps/promotions – coupons, sweepstakes

53. RUNNING CONTESTS ON YOUR PAGE
https://www.facebook.com/page_guidelines.php

54. TASK…
Have you ran any
contests/promotion
s on Facebook? If
not, are you going
to?

56. CAMPAIGN STRUCTURE

57. MAIN TYPES OF FACEBOOK ADVERTISING
1. Post boosting
1. Growing likes
1. Directing traffic / increasing
conversions
1. Promoting an offer

58. CREATING AN AD CAMPAIGN

59. CREATING AN AD CAMPAIGN

60. CREATING AN AD CAMPAIGN

61. CREATING AN AD CAMPAIGN

62. CREATING AN AD CAMPAIGN

63. CREATING AN AD CAMPAIGN

64. CREATING AN AD CAMPAIGN

65. CREATING AN AD CAMPAIGN

66. CREATING AN AD CAMPAIGN

67. CREATING AN AD CAMPAIGN
Tie the text to the visual – make sure they copliment each other
AB test – try different ads
Have a consistent tone
Keep it short and sweet
Add a call to action
Mention price (when appropriate)
Use desktop…

68. FACEBOOK ADS REPORTING

69. FACEBOOK ADS REPORTING

70. AUDIENCES

72. FACEBOOK OFFERS

73. FACEBOOK OFFERS

75. FACEBOOK INSIGHTS

76. FACEBOOK INSIGHTS – LIKES

77. FACEBOOK INSIGHTS – LIKES

78. FACEBOOK INSIGHTS – LIKES

79. FACEBOOK INSIGHTS – REACH

80. FACEBOOK INSIGHTS – REACH

81. FACEBOOK INSIGHTS – REACH

82. FACEBOOK INSIGHTS – REACH

83. FACEBOOK INSIGHTS – REACH

84. FACEBOOK INSIGHTS – POSTS
Breakdown of posts

85. FACEBOOK INSIGHTS – POSTS
Breakdown of posts

86. FACEBOOK INSIGHTS – PEOPLE

88. STOP SAYING ‘FIND US ON FACEBOOK’

89. HERE’S WHY
1. Launch Facebook
2. Click into the search box
3. Enter the business name
4. Choose from the results
Find us on Facebook =
1. Launch a browser / Google
2. Click into the search box
3. Enter the business name
4. Choose from the results
Searching on the internet =

90. HERE’S WHY
Find us on the internet!
(But businesses don’t do this… as it makes no sense!)
Saying ‘Find us on Facebook’is the same as saying:

91. HERE’S WHY:
Business indicating they’re on Facebook by showing the logo
but not giving their Facebook web address, meaning you have
to ‘Find them’:

92. HERE’S WHY
But when you go
looking for them…
you can’t find
them!

93. OVERVIEW
It’s not B2C or
B2B
It’s H2H

94. OVERVIEW

95. OVERVIEW

96. OVERVIEW
Engaging Inspiring Entertaining Educational

97. Thanks
colm@sixtwodigital.com
@colmhanratty | @sixtwodigital
FB.com/sixtwodigital