Intro & brief review• Me• You—Have personal FB Page? Professional?• Whatever I say today will be outdated by the

time you go out the door• Why be on Facebook as a business?• Social networking; Professional networking;

Information sharing• It’s where more and more people spend time

online• Word-of-mouth

• Average age of user is 35• users age 35 to 54; Doubling every

2 months• 194% growth since beginning 2009

users age 55 +• more females (55.7%) than males

(42.2%) on Facebook

332,240 Facebook users in New

Hampshire--July 2009

(26 percent of entire population)

Local examples

• Monadnock Community Bank

• Bagel Mill--Ben

• Chamber of Commerce

Step into Facebook already knowing…

• Who is your audience?

• What are your messages?

• What are your communications goals?

FACEBOOK isWORD-OF-MOUTH

Your Fans become what salespeople would call

“qualified leads”

Beverly Hills bakery keeps up with customers on

FacebookSprinkles Cupcakes, L.A.

posts a secret word on its Facebook pageFans whispher in the store for free

cupcakefan base of 70,000 decides locations;

addresses customer complaints Los Angeles Times (10/27)

KEY DISTINCTIONS

• Persons create PROFILES– And then seek FRIENDS

• Businesses create PAGES– And then seek FANS

• Persons with PROFILES can go on to create a BUSINESS PAGE– but may be best to separate

Danger, danger

• Any email address attached to a Facebook account can only be used once

• Facebook will not accept Info@nameofbusiness.com

Starting out well

1. Create a business Page

2. Seek Fans

3. Involve and nurture Fans

4. Get more Fans

5. Repeat steps 2-4

Let’s become a Fan of the Peterborough Chamber of Commerce

Sending updates to Fans

• Pages can send messages to either their entire fan base or target their update to fans in a specific demographic. These messages to Fans will appear in the “updates” tab of the fan’s inbox.

Updates I get from places I FAN

Updates

Owners of business PAGES

• Can add other administrators to help

• Administrators can update and edit from their own accounts.

• Finding your page?

Get into Facebook and use search feature

Starting out

Must find Fans outside of Facebook

Monadnock Community Bank

Pages are searchable

• A Facebook user who doesn’t know you may accidentally find you in a search or see you on a Friend page

• Pages have metrics like # of fans, page views, interactions, gender, age, location, language, and more

Privacy issues

• Important for your individual PROFILES

• Not important for your business—you WANT as many people as possible to access your page; no restrictions unless they come there and cause trouble

As individuals…use the Privacy Settings Page

• Profile—who can see it• News Feed & Wall—who can see it; write

on it; get your updates• Photos—who can see them• Search—who can find you in a search and

what they can first see when they find you• Applications—what outside developers see

from you when you add applications

Add applications

• To control settings and add content to applications, click "Edit Page" when you view your Page. You will see applications currently available, as well as a link to add more at the bottom of the page.

• Such as..

Essential applications

• Events: One of the most useful features

Facebook Ads

Highly targeted by age, region, education, gender, marital status

Highly effective for low cost

Easy to set up

Cost per click—each time someone clicks the link in your ad

OrCPM---per 1,000 potential views

Let’s go live-

Example

• Started very low Cost Per Click; very few impressions

• Raised price; little change• Cost per 1,000 potential views: started to see

activity immediately• Impressions fluctuate over time• They put it up when space opens depending upon

your bid; price changes• EXPERIMENT

Bells & Whistles

• Blog entries become Facebook status updates or vice versa

• Twitter entries become Facebook status updates or vice versa—separate application

• Use the Facebook “notes” feature as a blog-like product and/or to start discussions

Create a Cause and seek donations

Raising $ using Facebook http://apps.facebook.com/causes/• Create a CAUSE or find an existing

CAUSE

• Must be 501c(3)

• Join Cause; invite your friends to contribute

• Conventional wisdom: Not going to make millions, but effective in gaining small contributions

Discuss!

You are all publishers now

Don’t just update to update, instead…

• enlighten someone • spread awareness of organization• promote mission• thank someone/recognize partners• raise money• solidify your reputation• create warm, fuzzy feelings • begin a conversation

Additional tools

• "Find Us on Facebook"

• learn how at 'Promotion Guidelines' link.