Facebook for Business

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Facebook for Businessby @desikaratzias

#BaysideBusiness

Anything to share?

Handling negative comments…

instituteofexcellence.com.au | @desikaratzias

Introduction to Digital Marketing

What we will cover today:

How to make

Facebook work for you

Social Media

Marketing Plan

What Facebook ‘Likes’

from busines

s

Benefits of

Facebook

Lesson 1: The benefits of Facebook to your businessDemographics: 1.71+ Billion Users (1.08 billion active users, 50 million small business pages)

Ages 18-65, 77% Female

Purpose: Building relationships

Best for: Building community and brand loyalty

Downside: Limited reach

Facebook Insights

• Net income of 1.51bn first 6 months• Users average of 20 mins a day• Facebook is valued at 321 billion• 75% pay to promote posts• 78% of ad revenue from mobile• Videos highest rate of engagement • 100 million hours of daily video• 4 million likes a minute• More than 250 billion photos per day!

Benefits to your business#Facebook

• Attract the right people

• Build a community• Regular connection• Sharing the love• Give value• Authentic

collaboration

You are the media!

“If it is meant to be it’s up to me”

Inspire – Connect – Empower

Lesson 2: What Facebook (and our audience) like!

Don’t tell me who you are Tell me why you matter to me

“Facebook's mission is to give people the power to share and make the world more open and connected”

The Golden Circle#BeExcellent

1. Start with WHY

2. Then HOW

3. Then WHAT

The Golden Circle#BeExecellent

Start with WE (Community)

#BaysideBusiness

What they DON’T like…#BeExcellent

Me – Me – Me Always promoting and making about you

UninspiredNo passion – No Purpose

IgnoringNot acknowledging comments, likes, shares, follows

NegativityBe a positive force for good

Tools that work!#Facebook

RELEVANT

TIMELY

CONSISTENT

CONTENT

Defining Content#Facebook

“Content is essentially everything your audience comes into contact with. This includes your entire online properties including your web pages, your social media channels and the experiences they offer.”

- Ann Handley, Everybody Writes

Lesson 3: Creating a social media plan

Step 1: Your AudienceStep 2: Your GoalsStep 3: Choosing Your PlatformsStep 4: Setting Up

Planning for Social Media SuccessWebinar 1

Step 1: Your AudienceStep 2: Your GoalsStep 3: Choosing Your PlatformsStep 4: Setting Up

Social Media Strategy

• What does my customer want?

Step 1: Identify

your audien

ce


• What do I want?

Step 2:

Define

your goals


• Who is going to manage this?

• How many times a day/week will you post?

• What type of content will you share?

• How will you engage?

Step 3:

Setting up

I never know what to post!

Products and Services

Industry Insights

Location

Customer Success Stories

SeasonalYour Blog

Interesting blogs/articles from others

Offers / Specials

Events

Other local business posts

Collaboration

Special Events/Occassions (AFL, Cup Day, School Holidays)

Your story


• Monday• Tuesday• Wednesday• Thursday• Friday• Saturday• Sunday

Step 4:Executi

on

Lesson 4: How to make Facebook work for you

1. You know your business 2. They know people 3. Facebook acts as a vehicle to connect business with people

• Newsfeed is the current view of updates from your connections

• Timeline is full view of all updates of that person/business.

• Cover photo & profile photo• Share updates• Share photos & videos• Add life events• Connect to your friends• Manage your privacy settings

Facebook Features

instituteofexcellence.com | @desikaratzias

Use Top Search bar to search for:• People• Pages• Places• Groups• Business types (e.g.

restaurants)• Movies• Old posts• Photos• Apps

Facebook Search


Facebook – Personal vs Business

• Max 5000 connections• 2-way interaction to connect• Not optimized for SEO• Private

• Unlimited Likes• 1-click to connect• SEO optimized• Analytics included• Public


FacebookPost an Update


FacebookVideo Content

• Video content on Facebook is driving high level of engagement

• Autoplay feature has resulted in more people watching video

• Facebook competes with YouTube in terms of video views


Facebook Social PluginsSocial Plugins are small Facebook elements which can be added to your website, to link people to your Facebook activity.They create a sense of dynamic content to your website


Facebook PluginsTo find Social Plugins go to https://developers.facebook.com

Like button: Click ‘Like’ to publicly share and connect with content from other websites that you find interesting. Learn more.Send button: Click ‘Send’ to share a link and optional note as a private Facebook message, Facebook Group post, or email. Learn more.Comments box: Publicly comment on another website using your Facebook account.Activity Feed: What your friends are liking, commenting on or sharing on a site.Recommendations: Most liked content among your friends on a site.Hashtags: Turn topics and phrases into clickable links to help people find posts about topics they’re interested in.


Facebook Organic Reach

Focus on high quality content, i.e. helpful, useful, informative, entertaining, engaging.

Format

• Image• Video• Copy

Community Engagement

How engaged

your followers are

with your Page

Engagement on recent content

How engaging has your recent

content been

Post Engagement

How many are liking,

commenting, sharing this

post


Facebook Live

• Livestreaming to your audience

• From your phone• Stream of comments in

real time• Video saved to timeline

when ended• Highly engaging –

optimises organic reach


Facebook Business Page

Start at facebook.com/page/create.Choose the relevant Page type: local business,

company, non-profit, celebrity etc.Select your vanity URL, e.g. www.facebook.com/

digitalmarketinginstitute

Profile PhotoCover Photo

Call to Action: Contact, Shop, Book, SignupBusiness Information

Private Message


http://www.facebook.com/digitalmarketinginstitute



Facebook Page Roles

Be clear about the level of access for relevant stakeholdersSet your wall-posting preferences (to allow/disallow/control visibility of posts to your Page)Make sure to use Facebook as a Page instead of a person, when editing your Page.


Page PostsBest Practices• KISS – Keep it short and sweet• Conversational • Relevant/Topical• Interesting/informative• Vary the formats – Imagery, video• Make it about your customers• Include Call to Action, where relevant• Schedule posts ahead of time• Keep the tone positive• Pin posts to top of your page


Page InsightsBest Practices


Facebook Offers

• Coupons from a business to distribute on Facebook and shared to drive in-store traffic

• Can be promoted to your fans, or using advertising across Facebook

• Enter headline, description, Call to Action, Link (if online), Terms

Drives online and offline sales


Messenger for Business

• Enable messenger in Page > Settings > General > tick ‘People can message my Page..’

• Change response time in: Page > Settings > Messaging > ‘Your Response Time’

• Set Instant Replies in same area: Setting > messaging > Instant Replies (up to 250 characters)

• Set Saved messages for replies you use regular to speed your responsiveness

Be accessible to your customers via Messenger

©Digital Marketing Institute 2016

Adjusting settings

• Set to “away”, go to Settings, Messages (top left) to see an option to select AWAY

• This will allow you to set expectations about when they can expect you to respond to their query.

• Ensure you respond when you say you will.

For Business


Facebook Contests

• Prize should be compelling & attractive to the right audience

• Craft copy & imagery • Promote the post to reach more people• Rules: “like & comment” is allowed; “share”

as a pre-requisite for entry is NOT allowed (unless on an app); tagging others not allowed.

• Email address capture requires using an app

• If in doubt, check Facebooks terms of use

To Build Likes & Awareness


Grow your community• Promote your: Call to action;

website or page• Invite your friends• Add Like & Share buttons on your

website• Promote your Facebook Page in

email, printed materials


Verify your Page

• Page Settings• General > Page verification• Verify this Page• Documentation or telephone

verification

Verified Page allows you to livestream


Facebook Events• In Composer, select “Create

Event” option. • Add details including: event

name; location; timing; hosts; URLs; photos & videos

• Advertise your event using ads• Create landing page• Plan for next event• After the event, post back in

the event to invite attendees to upload their photos & tag themselves for extra interaction.


Facebook Places

• Allows you to be easily found in Facebook Search

• Ensure your address is correct.• Adjust the Places Pin if required.• Encourage customers to check-

in to your business• Map location must be on Page

for reviews to work


Facebook Groups• Create communities• Internal communications• Customer post-sale service• Deliver complete service• Group admins have moderation

control, ensuring suitable people are posting about suitable topics

• Share photos, files, documents, events, chat


OUR TIME TOGETHER

Week 1: Wednesday, 5thOct – Introduction to Digital Marketing

Week 2: Wednesday, 12thOct – Facebook for Business

Week 3: Wednesday, 19thOct – Instagram for Business

Week 4: Wednesday, 26th Oct – Tools, Tips and Strategies for Social Media Marketing Success

Be a yardstick of quality. Some people aren't used to an environment where excellence is expected. Steve Jobs

#BeExcellent

xDesign & Delivery: @desikaratziasImages: @pixabay & @shutterstock

#BaysideBusiness