Using Facebook for Business v.2

FaceBookBiggest. Social. Network.

Rhonda Hurwitz February 5, 2011

Online Marketing: We’re Connected, 24/7 Socially connected

consumers:-- Gen Y; 10+ hrs./day!

-- Boomers 5+ hrs./day The Social Network

“Trifecta”:-- FaceBook, Twitter, Linked in

The average person has 120 friends on FaceBook

-- 78% consumers trust peer recommendations over advertising

Should EveryBusiness be on FaceBook?

The Social Media Bandwagon …

FaceBook for Business: Essential Questions

What are my goals? (email sign ups? portal to website? highlight expertise?)

Who is my target? On FaceBook?

What incentive is there for people to become a fan?What messages will spur action?Who will manage it all?How will I measure success?

Goals + Audience + $$$

How to Grow Your Business With FaceBook1. Create a Business Page 2. Personality, Daily

Interaction

3 “E”’s: Educate, Entertainment, Exclusives

PROMOTE YOUR PAGE, BUILD YOUR REACH

Be Prepared: It Takes Time

FaceBook Basics (Glossary)

Profiles = People (friends)

Business Pages = Businesses (fans, likes)

( Create a Business page linked to a personal profile. A Business account without a Profile linked to it is not the right choice in most cases )

------------------------------

Group pages = People with shared interests (members) like a club

Community pages = shared experience (like cooking)

How to Begin If You Don’t Have a Profile:Build Your Profile>> Find and Invite Friends>> Create Business Page

To Create a Business Page:http://www.facebook.com/pages/create

What Not to Do!

Example ofExcellent Local BusinessPage

It’s all aboutyour customer,not you!

Show Your Personality, Not Your Sales Pitch!

DesignA businesspage, tabs and contentthat supports your brand,while engagingcustomers& prospects.

Your FaceBook Business Page: Elements

-- Start With the Basics: Page Name, Profile Picture, Bio

Your FaceBook Business Page: Elements

-- Start With the Basics: Page Name, Profile Picture, Bio

-- Branding :Vanity URL (25 fans), Custom Welcome Tab, Custom

Profile Picture (opt.)

Your FaceBook Business Page: Elements

-- Start With the Basics: Page Name, Profile Picture, Bio

-- Branding :Vanity URL (25 fans), Custom Welcome Tab, Custom Profile

Picture (opt.)

-- Build an Active Wall:

Update Often w /fresh engaging content

Be Creative! (Events, Videos, Photos, Contests)

Your FaceBook Business Page: Elements

-- Start With the Basics: Page Name, Profile Picture, Bio

-- Branding :Vanity URL (25 fans), Custom Welcome Tab, Custom Profile

Picture (opt.)-- Build an Active Wall:

Update Often, Create Conversation-- Add/Manage Tabs, Add Apps

Your FaceBook Business Page: Elements

-- Start With the Basics: Page Name, Profile Picture, Bio

-- Branding :Vanity URL (25 fans), Custom Welcome Tab, Custom Profile Picture

(opt.)-- Build an Active Wall: Update Often, Create Conversation-- Add/Manage Tabs, Add Apps

-- Integration Points outside of Facebook

Website Badge, Email, Newsletter, Blog, Other S. Media

Your FaceBook Business Page: Elements

-- Start With the Basics: Page Name, Profile Picture, Bio

-- Branding :Vanity URL (25 fans), Custom Welcome Tab, Custom Profile Picture (opt.)

-- Build an Active Wall: Update Often, Create Conversation-- Add/Manage Tabs, Add Apps -- Integration Points outside of FacebookWebsite Badge, Email, Newsletter, Blog, Other S. Media-- Publicize:

“Suggest to Friends”, Personal profile link, Personal Status Updates, Marketing (next

page)

Sample Marketing Tips:How To Promote a Page and Drive Traffic

Add Badge “code” to your website/blogAdd URL to Email SignatureInvite contacts via email (outside of Fb) Make compelling welcome tab

(see samples)“@” Messages (use sparingly!)

(directions in appendix)Promotion or contestPromote link in twitter, linked in, blog, etcUse “share” msg. to profileUpload event photos, invite fans to tag Targeted Fb Ads, and more!

(More Marketing Tips in the Appendix)

FaceBook Page Dashboard: >> Edit Page >> Menu >> Marketing

<< Edit Page

You Have a FaceBook Business Page: Now What?

FaceBook Promotions: --on wall (samples below), or on tab (Wildfire app, appendix)

FaceBook Landing Pages (Welcome Tabs): Sample (missed opportunity, no call to action)

(More landingPage samplesIn Appendix)

FaceBook Advertising:

FaceBook Advertising:

-- Low Out of Pocket, Targeted-- People Don’t Like To leave Fb-- Test, Test, Test !!!

Test!

Summary: FaceBook Business Basics

Status message 1-3x/day,

-- Show your personality! Be engaging and interesting!

Not one way: always respond!

-- Ask a question, to keep thread going! Offer Value: Expert tips, FAQ’s, offers Not a Magic Wand: leverage other marketing activities

--PR, Direct Mail, Newsletters, etc. No Spam.

Where Will I Find the Time?

Make Time! (your competition will).

-- ROI on Advertising has Declined

-- Trading Dollars for Time-- Customers = Ambassadors

-- Stick With It !

Questions? To connect with me:

linkedin.com/in/rhondahurwitz facebook.com/rhonda.hurwitz facebook.com/helpmerhondamarketing

(post your social media questions, I will answer them)

twitter.com/rhondahurwitz http://

shemeansbusiness.wordpress.com

HELPFUL FACEBOOK RESOURCES: Helpful FaceBook pages, when you’re stuck:

marismith (***the best***)

weteachfacebook

social@bloggingtracker

For Great FaceBook Marketing Tips: Social Media Examiner

Go to www.socialmediaexaminer.com, and search “facebook”, i.e.,

http://www.socialmediaexaminer.com/how-to-better-engage-facebook-fan-page-fans/

http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/

http://www.socialmediaexaminer.com/10-ways-to-grow-your- facebook-page-following/

For You Tube Video Showing the “@” tag technique for commenting on another page as your page, not your profile

http://www.youtube.com/watch?v=ZkW8efwVFq0&feature=player_embedded#!

Sample:SME has 100’s ofArticles.

Appendix #1: FaceBook Measurement (Insights)

Set Goals, Analyze What’s Working!i.e., # fans growing?Fans commenting?Traffic >> Website?

Appendix #2: FaceBook Apps and Misc.

How to Install an App: >> Edit my Page >> Apps >> Search App >> Add to Page

Apps I like and use:Page Notifier or Hyper AlertsNetworked BlogsExtended InfoTwitter for PagesConstant Contact “Join My Mailing List”Poll, etc.

Appendix #3: FaceBook Places:

An option for bricks and mortar business: geo-targeted marketing, like FourSquare

Facebook users can ‘check in’ on mobile device Businesses can reward Facebook visitors with

discounts, coupons and freebies. BEFORE YOU MERGE: Proceed with Caution!!!

-- can unmerge, but lots of businesses have issues

-- http://www.socialmeteor.com/2011/01/19/businesses-to-facebook-where-are-you-taking-facebook-places/

-- http://www.facebook.com/unmerge? ref=ts&v=wall

BeforeMerging, read thisfirst

Appendix #4: Misc. FAQ’s How to Run Promotions: Link to FaceBook

Promotion Guidelines:http://www.facebook.com/promotions_guidelines.php

***How to Get Around FaceBook Promotion Rules ***

Install Wildfire app: www.wildfireapp.com/

How to Install an App:>>Edit my Page >> Apps >> Search for App >>

Add to Page How to claim Vanity URL: Facebook.com/username How to Link Facebook to Twitter:

Facebook.com/twitter

Sample:EffectiveLandingPages