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This presentation is tailored to those who already have a Facebook business page but would like to increase their reach and brand awareness even further than their current effort have produced. Information includes the best times to post to Facebook, free tools to create content, tips to create content that will resonate with your fans, the type of content that will garner the most reach, how to successfully run contests in compliance with Facebook regulations, etc. Stay tuned for more workshops from Social Ape!
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INTRO TO FACEBOOK FOR BUSINESS
Social Ape Workshop Series
WHY IS FACEBOOK IMPORTANT FOR YOUR BUSINESS?
500 million people login to Facebook daily Most common age demographic is 25 to 34
years Facebook is now a top customer service tool People trust Facebook Most of your potential customers are already
interacting with their friends and family on Facebook each day
Seeing ads and business pages on Facebook is now common
TIPS TO OPTIMIZE YOUR FACEBOOK
PAGE FOR SUCCESS
BEST TIMES TO POST TO FACEBOOK
Mornings after 9am After lunch during the work day
About 1pm to 3pm During prime time TV
Between 8pm and 11pm During LIVE TV events
Super Bowl, Final Four, Awards shows, etc. Do NOT post during work commutes or after
11pm
USING FACEBOOK SCHEDULED POSTS
THE BEST CONTENT TO EXPAND YOUR REACH
Certain types of posts have more reach:1) Text only (very high reach, 50-75%*)2) Links (20-40%)3) Photo Albums (20-30%)4) Photos (20%)5) Shared status updates (very little reach, 10-
15%)
*(Percentages are estimates and reflect posts with NO interaction; Each post will vary.)
THE BEST CONTENT TO EXPAND YOUR REACH
For your most important posts, USE TEXT ONLY.
If you must post photos, post photos that are guaranteed to attract plenty of engagement (Likes, Shares, Comments)
THE BEST CONTENT TO EXPAND YOUR REACH
When posting photos, use call-to-action items to entice your fans to engage with your post Ask your fans to LIKE or SHARE your photo
“LIKE this photo if you love our new pizza!” “Thumbs up if you would love to have this beautiful
dress!” “SHARE this photo with your friends to tell them of this
awesome deal!” Use descriptive words to entice your fans to engage
with your post
THE BEST CONTENT TO EXPAND YOUR REACH
Example of a Call-To-Action Photo Caption
CONTENT CREATION TOOLS FOR PHOTOS
PicMonkey – picmonkey.com Photo editor and photo collage tool
Instagram – mobile app Photo-editing and photo-sharing app
Over - mobile app Mobile app to add text to photos
Quizzio – quizzio.com Create beautiful photos with quotes
CREATING SHAREABLE PHOTOS
KEEPING YOUR FACEBOOK PAGE FRESH
Content Ideas To Keep Your Fans Engaged
KEEPING YOUR FACEBOOK PAGE FRESH
Take advantage of current events
KEEPING YOUR FACEBOOK PAGE FRESH
Tie in your content with sports
KEEPING YOUR FACEBOOK PAGE FRESH
Reference National Holidays
KEEPING YOUR FACEBOOK PAGE FRESH
Post Behind-The-Scenes Photos
KEEPING YOUR FACEBOOK PAGE FRESH
Fill-In-The-Blank
KEEPING YOUR FACEBOOK PAGE FRESH
Ask Trivia Questions
KEEPING YOUR FACEBOOK PAGE FRESH
Use a FUN Voice to encourage engagement
FACEBOOK PAGE AESTHETICS
Be creative with the appearance of your Facebook page Use consistent branding throughout
Change cover photos often for more exposure
“Pin” the most important posts to the top of your page for maximum exposure
“Highlight” certain posts to appear bigger on your timeline
Fill in your Facebook page timeline with “Founded date” and important past dates Ex: June 05, 2008: Opened 2nd store in Columbia,
SC
FACEBOOK CONTESTS
Acquiring new Facebook fans LEGALLY
FACEBOOK CONTESTS Facebook contest NOT in compliance with
regulations
FACEBOOK CONTESTS
FACEBOOK CONTESTS
Contests MUST BE held within a Third Party App Shortstack App
Contests cannot use LIKES or SHARES as a voting/entry mechanism
If using Facebook Ads to promote contests, be aware of 20% Rule!
Ideas for Facebook Contests Photo Contest Essay Contest
FACEBOOK CONTESTS
Contest WITHIN Facebook’s regulations
FACEBOOK CONTESTS
Kimbrell’s Ugliest Couch Contest Analytics Increase in Facebook Fans during contest – 431 (33.77%) Facebook Fan UNLIKES during or after the contest – 50
(11% of new LIKES) # of Contest Participants – 14 (3 others were incomplete
entries) # of Friends of Fans increased 15% to about 616,000 Hits to the Contest App – 1,403 At the height of the contest (final days of voting) the
Facebook Page reach grew to over 6,270 people in one week
The contest flier was “shared” 61 times on Facebook The Facebook Photo Album of entries was shared 3 times Amount of $ spent on Facebook Ads for the contest -
$39.84
FACEBOOK INSIGHTS (ANALYTICS)
What to watch: Which posts did better than others?
Questions? Photos? Announcements? Demographics of your Facebook fans
Male to female ratio? Age group? Location? Days with the most page Likes
What was posted on this day? Days with the most page Unlikes
Which posts caused you to lose fans?
OTHER ANALYTICS
Track traffic to your website coming from your Facebook page with Google Analytics Social Analytics
Bit.ly links Track the click-throughs on each link that you
post
CUSTOMER SERVICE VIA FACEBOOK
Put yourself in the customers’ shoes DO NOT argue with the customer (even
privately) React promptly – 24 Hour Rule Ask the customer to send you a private
message Take it offline
Do not delete complaint posts Take this chance to show how well you’ve
handled the situation Show transparency in everything you do
Brands that have nothing to hide are more likely to be trusted
TIME MANAGEMENT AND SOCIAL MEDIA
#1 obstacle for business owners Create a content calendar each week
(Sunday evenings) Assign times each day to monitor and
respond to posts Ex: 9am-10am and 5pm-6pm
Schedule posts in advance ONLY if you have time to monitor the reactions
from these scheduled posts Don’t abandon your fans
IN CONCLUSION
Give your brand a FUN voice Be personable Be creative Try new strategies Fail to plan, plan to fail Always keep your customers in mind Have fun!
