Developing and Growing Facebook Pages

Effective methods for developing a business Facebook page

Jamie Duklas

About Me...

• Lead social media strategy for Jeppesen, a Boeing company

• In 2 months, grew JeppDirect facebook to the top 4% of all Facebook pages*

• Was Director of Marketing for a social network• Write on social media for Examiner.com• Alliteration is my favorite literary device

Effective methods for developing a business Facebook page – Jamie Duklas

*Source: Sysomos 11/09

What I’ll cover

13 rules for...GrowingBuilding &

a business Facebook page


First. What are the reasons…

People ‘‘like’’ a business page:


Source: iModerate Research; March 10, 2010

Rule #1: Get a good profile image

vs


Rule #1: Get a good profile image

vs


TIP: Include a person in your profile image to make it more personable

Rule #2: Be human

vs


Rule #2: Be human

• Social media is meant to be social • Talk with your fans, not at them• Include the names of the people

managing your page• Be helpful – repost questions• Reply to posts!


TIP: Your page needs to be for your fans first and for you second

Rule #2: Be human


Rule #3: Set expectations

• Provide a clear comments policy• When deleting posts you can refer to this policy


Rule #4: Create custom tabs

• Product specials / features• Sweepstakes / contests• Games• Shopping• Store locator• Hiring• Timely (holidays & seasons)• Video, polls, quizzes, Twitter box


Rule #5: Be timely & relevant


Rule #6: Make a custom tab your landing page


TIP: Include Like Us with an arrow on the landing page tab. It is even more powerful if there is an incentive included.

Which one is more powerful to get you to ‘‘like’’?


vs

Rule #7: Create calls to action

• This should be everywhere!• Actions to encourage:

– Liking the page– Responding to posts– Sharing (Share buttons)– Links to website with discounts– Contests


TIP: More engagement (likes & comments) in your posts will increase exposure of your posts in people’s news feed.

Rule #8: Post often & effectively

• Post at least 5 times a week• Be timely• Post as a question• Post lots of photos


TIP: When you reach 10,000 likes you get Post Insights for each post

TIP: Post in the morning for more comments & likes on your post.

Rule #9: Encourage passion

• Creates a strong connection to your page• Can be a brand, fears, goals, causes• There has to be a real connection to your brand• Find what works for your brand & own it:

– Anti-virus software: Privacy– Dell / Amex: Small Businesses / Entrepreneurship– Aviation: ‘‘Why you fly’’


Rule #10: Promote your page

• Promote everywhere: your website, online ads, print ads, shipping boxes, receipts, in store

• Get a custom Facebook URL• Use Facebook Connect


TIP: Don’t just promote. Also incentivize.

Rule #11: Advertise on Facebook

• Great way to grow your likes• Put ‘‘Like us’’ in your ad copy• Run lots of ads and target for cost effectiveness


Rule #12: Make it viral

• Ask questions in posts• Add share buttons• Use the passion factor• Create contests & games


TIP: You can easily add a share button to any FBML based creative

Rule #12: Make it viral


Rule #13: Reward your likers

• Recognition• Discounts• Contests / Sweepstakes• Insider information• Do this & watch word of mouth spread!


TIP: A negative post is your greatest opportunity

Put these 13 rules to use!1. Get a good profile image2. Be human3. Set expectations4. Create custom tabs5. Be timely & relevant6. Make a custom tab your landing page7. Create calls to action8. Post often & effectively9. Encourage passion10. Promote your page11. Advertise on Facebook12. Make it viral13. Reward your likers


TIP: Remember a lot of these rules build off each other. You can incorporate many of them into the same item.

Questions?

• LinkedIn.com/in/jamieduklas• Twitter.com/jduklas• Social-Media-Strategist.com


Connect with me:

NOTE: This presentation will be posted on SlideShare.net under my name

Developing and Growing Facebook Pages

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