How to Set Up a Business Facebook Page
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18-Oct-2014 -
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Transcript of How to Set Up a Business Facebook Page
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About Helen Todd• Co-founder & CEO• Sociality Squared• Social Media Agency• Founded 2010• Clients include small to
medium-sized businesses and brands like Votre Vu and Leica Camera
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HOW TO SET UP A BUSINESS FACEBOOK PAGEPresented by Helen Todd - CEO of Sociality Squared
A MORE DEDICATED CONNECTION
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HOW TO SET UP A BUSINESS FACEBOOK PAGEToday you'll learn how to use a Facebook page to:
• Grow a loyal community around your business
• Raise awareness of your business and
• Drive foot traffic
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HOW TO SET UP A BUSINESS FACEBOOK PAGEBy…
• Optimizing your business's Facebook page
• Mastering News Feed Optimization (i.e. make sure fans see your wall posts!)
• Employing Facebook Ads to target qualified customers based on location and interests
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HOW TO SET UP A BUSINESS FACEBOOK PAGEThings have changed…
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HOW TO SET UP A BUSINESS FACEBOOK PAGEThe Internet Evolved: The Social Web
Image: Facebook
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HOW TO SET UP A BUSINESS FACEBOOK PAGEAOL is of the Past…
Image: Facebook
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HOW TO SET UP A BUSINESS FACEBOOK PAGEShifting Approach: Go to Them
VS.
Social Networks Your Website
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HOW TO SET UP A BUSINESS FACEBOOK PAGEIt’s BIG
Image: Facebook
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HOW TO SET UP A BUSINESS FACEBOOK PAGEIt’s Across Devices
Image: Facebook
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HOW TO SET UP A BUSINESS FACEBOOK PAGEIt can be Powerful…
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HOW TO SET UP A BUSINESS FACEBOOK PAGEIt can be a Tool for Small Businesses too…
Image: Facebook
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HOW TO SET UP A BUSINESS FACEBOOK PAGELatest Milestones
Image: Facebook
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HOW TO SET UP A BUSINESS FACEBOOK PAGEFacebook Mobile
• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
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HOW TO SET UP A BUSINESS FACEBOOK PAGEFacebook Users Are Active
Image: Facebook
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HOW TO SET UP A BUSINESS FACEBOOK PAGEWhy Should You Care?
• What does this mean for a small business? You don’t need to reach a MILLION people – you need to reach the people who are or will be your customers. You can use Facebook to help reach who you want to!
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HOW TO SET UP A BUSINESS FACEBOOK PAGEIt’s not scary, it’s an opportunity
• To get found
• To easily manage your business presence online
• To engage with your customers
• To drive conversions
• And to sell more products!
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Optimize Your Facebook Page
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HOW TO SET UP A BUSINESS FACEBOOK PAGETimeline for Brands
• Pages are…- Public and indexed in Google - Status updates are published into fans’ streams…
wherever they access Facebook- Pages are customizable- They’re plugged into Facebook’s inherently viral
platform.
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HOW TO SET UP A BUSINESS FACEBOOK PAGECreate a Page
• Create a page: https://www.facebook.com/pages/create.php
• Select the most appropriate Page name. Pick the correct category. For most local businesses, select ‘Local Business’ or the most appropriate category from the dropdown box that will appear.
• Fill out street information
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HOW TO SET UP A BUSINESS FACEBOOK PAGEFill Out the Information
• Upload a profile picture
• Fill out the About section - include your website address
• Select a vanity URL (facebook.com/Whartons)
• Upload a Cover Image
• Add Milestones
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HOW TO SET UP A BUSINESS FACEBOOK PAGECustom Tabs
• Custom Tabs are great places to extend your branding and house important information
• You can direct ads to custom tabs
• BUT you don’t need one to be successful on Facebook
• Use tools like Wildfire, Social North or Involver to customize affordable tabs.
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HOW TO SET UP A BUSINESS FACEBOOK PAGEMeasuring SuccessSome tangible metrics you can measure include:• Fan Count
• Fan engagement
• Coded links (bit.ly, lead tracking software)
• Newsletter signups• Coupon code redemptions
• Phone calls (use Facebook-only number)
• Traffic generated from Facebook as percentage of overall website traffic to your website
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HOW TO SET UP A BUSINESS FACEBOOK PAGEFan Page Insights
• By looking at the Facebook Insights we get much richer data than just fan count
• Insights shows us fan engagement on the page, demographic breakdown, fan growth and much, much more
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Grow Fans
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HOW TO SET UP A BUSINESS FACEBOOK PAGEHow to Grow Fans
• Remember: Quality over Quantity
• Invite Your Friends
• Invite Email Contacts
• Use your current channels of communication
• Create a plan for the Wall, publish content regularly and respond to Wall Posts from your Page connections
• Cross-promote with other local businesses
• Employ giveaways• Use Facebook Ads
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News Feed Optimization
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HOW TO SET UP A BUSINESS FACEBOOK PAGEWhy does it matter?
• Wall Posts Are Not Created Equal
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HOW TO SET UP A BUSINESS FACEBOOK PAGE
Content Consumption: Facebook users are
150 TIMES more likely to consume branded content through news feed consumption versus a Facebook page!
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HOW TO SET UP A BUSINESS FACEBOOK PAGEUse a Content Calendar
• Content calendars make great guides to help you organize what to publish and when!
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HOW TO SET UP A BUSINESS FACEBOOK PAGEKnow Your Audience
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HOW TO SET UP A BUSINESS FACEBOOK PAGEUse Photos to Make Posts Pop
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HOW TO SET UP A BUSINESS FACEBOOK PAGETarget Wall Posts to be Relevant
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HOW TO SET UP A BUSINESS FACEBOOK PAGEWin with Fun and Questions
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HOW TO SET UP A BUSINESS FACEBOOK PAGECustomize Link Headers & Descriptions
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HOW TO SET UP A BUSINESS FACEBOOK PAGERemember to listen and respond to fans and don’t JUST publish content!
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HOW TO SET UP A BUSINESS FACEBOOK PAGEWhen You Publish, Keep in MindYou have to be consistently producing content for your fans to interact with. Remember:
- Keep it relevant- Don’t over message and spam (publish 1-3 posts a day, 3 hours
in-between)- 1 out of every 4 (some say 10) messages should be self-
promotional- Value-added is the way to go!- Asking questions will always get more responses than not- Add calls-to-action to content- Use insights to optimize content
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HOW TO SET UP A BUSINESS FACEBOOK PAGENews Feed Take-Away
• News Feed is at the heart of Facebook. Small businesses that will succeed on Facebook will understand how to connect and engage with their fans through the News Feed.
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Facebook Ads
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HOW TO SET UP A BUSINESS FACEBOOK PAGEFacebook Ads
• Facebook ads are a great way to raise awareness of your brand, grow fans and drive traffic to your page
• Can target Facebook users based on their profile information which includes age, gender, interests, relationship status, education level, location and more!
• You can use ads to promote wall posts…NOW in users’ News Feeds
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HOW TO SET UP A BUSINESS FACEBOOK PAGE
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HOW TO SET UP A BUSINESS FACEBOOK PAGE
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HOW TO SET UP A BUSINESS FACEBOOK PAGEFacebook Advertising Tips
• Set goals with your advertising
• Optimize the ad with a picture that stands out and is relevant
• Have a strong call to action to become a fan of your fan page
• Keep ad copy relevant
• Use interests specific to your audience
• Have a custom landing tab with a call to action to fan your page if users click through the ad
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Remember
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HOW TO SET UP A BUSINESS FACEBOOK PAGEDon’t Forget:
• Fill out all information on your business’ page
• Success is tied to the News Feed
• Publish content consistently
• Respond to fans comments
• Make sure content is relevant
• Use Insights to optimize content
• Use targeting with Facebook Ads
• Remember QUALITY OVER QUANTITY
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HOW TO SET UP A BUSINESS FACEBOOK PAGEExtra Resources
• https://www.facebook.com/marketing
• https://www.facebook.com/pages/create.php
• https://www.facebook.com/help/?page=203955942973503
• https://www.facebook.com/FacebookPages
• https://www.facebook.com/advertising
• https://www.facebook.com/ad_guidelines.php
• http://www.wildfireapp.com/
• http://www.involver.com/• http://socialnorth.com/
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Thank YouTo speak to a Frontier Small Business representative, please call: 1-866-408-0233
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