Facebook For Business Updated
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Transcript of Facebook For Business Updated
Facebook for Business Cornerhouse
http://prandsocial.com @katiemoffat linkedin.com/in/katiemoffat
All material copyright Ka1e Moffat 2013, not to be reproduced without permission
Tonight • Context • Benefits to business • Starting off • Management of your page • The most important thing you need to know • What to post & content • Apps & competitions • Promoting your page & Advertising • Is it working? Insights & Analytics • Key future developments
1 BILLION!
Facebook’s challenge
Businesses: Why bother?
1. It’s FREE MARKETING (is it really?) 2. Build brand loyalty 3. Keep up with the competition 4. Instant feedback 5. Increased sales 6. Engagement = word of mouth 7. Insight into your customer base 8. Fish where the fish are
GETTING STARTED
Types of pages
Setting up
Facebook Page – http://www.facebook.com/pages
• Choose your admins (different roles available) • Custom Facebook URL – http://www.facebook.com/username/
• Post initial updates to give the page some personality
• Considerations of time – resource to maintain and update
Set up & timeline
h?p://bit.ly/TO7jte (inspired cover photos) h?p://bit.ly/RX7qQS (brand cover photos)
MANAGEMENT OF YOUR PAGE
Considerations
• Who will update? • Need more than one admin • Social media guidelines for the team?
http://socialmediagovernance.com/policies.php
THE MOST IMPORTANT PART…
http://www.whatisedgerank.com/ http://edgerankchecker.com/blog/2012/04/what-is-edgerank/ http://econsultancy.com/uk/blog/9770-facebook-edgerank-what-marketers-need-to-know
With Edgerank in mind What shall I post on our page?
1. Post a variety of content & avoid automated updates
2. Don’t just broadcast – add value 3. Photos, videos, links (to your own assets but
also other interesting things you come across) NB. The new format newsfeed displays visual content more prominently
4. Ensure you engage and reply to comments 5. Ask questions/run polls 6. Show that you’re human!
What makes good social content?
• Connects on an emotional level “We share feelings not facts”
• Resonates with the end user (it’s about them not you) • Tells a story • Makes us want to be a part of it • We talk about the things that surround us
Content strategy
Considerations: 1. Tone-of-voice 2. What’s your company’s ‘story’ & USP? 3. Do you understand your target audience? 4. What sorts of content are you routinely
producing? 5. Create a content calendar – need a
regular flow of updates
Become a great content curator
Page features
Highlight or ‘pin’ posts
Posting tools Scheduled Updates & Promoted Posts
Posting tools Targeted posts
Pages with 5000+ fans
Threaded comments
APPS, COMPETITIONS & OFFERS
Facebook Apps
http://www.facebook.com/about/timeline/apps
Facebook competitions
Great for improving visibility/increasing likes but you are not allowed to run competitions on the timeline.
All competitions have to be run through a 3rd party app like offerpop.com or involver.com
Some creative examples
Facebook competitions
Build your own app or use something like Wildfire or Shortstack
MARKETING YOUR PAGE
Facebook Connect & Social plugins
Cross promotion
• Add Facebook URL to all offline & online marketing material
• Include in customer newsletters • Advertise it in your venue
Marketing the page
• Incentivise people to share your social networks
Make it easy for them to share
Work it both ways
• Use Facebook to boost your email newsletter sign-ups
Other simple marketing ideas…
• Use Facebook as your page to comment & like other pages
• Mention other pages in your post • Put your Facebook URL on your email
signature and on all other marketing collateral
• Occasionally ask current fans to mention you in one of their updates
Facebook advertising
https://www.facebook.com/about/ads/
Objective? Grow your fanbase or drive traffic to your website?
Types of Facebook ads
• Cost per click • Cost per view • Drive traffic to page or to external website • Sponsored stories work best
Facebook advertising • Facebook provides
lots of resources to help you https://www.facebook.com/advertising/
• It’s good practice to test different versions to see which is performing best
• Use the ad manager tool to monitor effectiveness
COMMUNITY MANAGEMENT
Take care of your community • Be clear about how you are using. • Interaction – ask questions, respond to comments. • Exclusive content for Facebook. • Say hello to new likers & be supportive of your
biggest fans. • Remember: they can ‘unlike’ as
quickly as they liked.
h?p://www.allfacebook.com/why-‐2-‐in-‐5-‐facebook-‐users-‐click-‐unlike-‐2011-‐09
Dealing with negative comments • Recognise that there are different types of
negative comment. • Have guidelines in place so all admins know how
to respond. • Respond quickly, transparently, authentically. • Deal with it publically at first then privately if
necessary. • Accept that you’re never going to win every
battle.
IS IT WORKING?
Focusing on the right numbers
Insights
Suggested metrics to check Key Facebook Metrics to Monitor
Weekly People Talking About this (work out at the average over a month)
Weekly Total Reach (keep an eye on the numbers, they should be going up over time)
Lifetime Negative Feedback (you’ll find this it the ‘post level’ spreadsheet). Don’t need to focus on this too much but more than 10-15 negative clicks a month and you should examine, in more detail, what type of updates are causing the problem
Virality (post level). To work this out you the formula is: Lifetime Talking About This / Lifetime Post Total Reach x 100
Other FB analytics tools
Google Analytics
FUTURE DEVELOPMENTS
It’ll keep changing…
The Facebook of old—well, of a year ago—is almost irrelevant to the company that exists today, which not only is set to change the world of social networking, but could herald the biggest transformation in American advertising since the advent of television.
~Vanity Fair, April 2013
Open Graph Search
Open Graph Search
Open Graph Search - Business • Early days (still in limited beta) but potentially
very significant for businesses/organisations with page
• Facebook recommends: – Ensure ‘about’ section of page is up to date and you
have a FB vanity URL – If you have a location or a local place page make sure
your address is included and correct – Focus on attracting the right fans to your page and
give them a reason to interact with the page
Summary 1. Have clear objectives for what you want to achieve 2. Are you sure you understand your audience? 3. Is your content the kind your audience will want to
share? 4. Use insights & analytics to help you 5. Promote the page outside of Facebook 6. Keep track of latest developments
If still in doubt… Check out: http://theoatmeal.com/comics/facebook_likes for
the best advice on how to build an effective Facebook presence ;)
Thank you – Questions?
All material copyright Katie Moffat 2013, not to be reproduced without permission
http://prandsocial.com @katiemoffat