Facebook 101

www.petnet.co.uk www.petnet.co.uk

Welcome to Facebook 101

Jo Halliday

Lisa Robb

Lindsay Sutherland


Tonight’s webinar 7.30pm – 8.30pm

• Housekeeping

• Little bit of background

• Facebook session

• Questions


Housekeeping

• Prompt start & finish

• You will not be able to speak but please do message throughout

• We will do our best to answer at the relevant point or in the summary at the end

• We will mail out link to presentation


We talk to pet owners all the time

PetNet is the digital place for trusted advice, fun & tips for those who love cats & dogs. A “Mums Net” for pet owners. Working with professional partners such as BVA & APBC.


They are looking for information from you

• 86% search for pet health advice online

• 22K monthly searches on dog health returns 716M Google searches

• 25% do so monthly, but they only visit their vet every 4-6 months


Engaging with pet owners

• Your digital plans are key to engagement between visits

• Measure everything

• Tonight is about practical steps you can take on Facebook, other areas can be covered in future


Why bother with Facebook anyway?

Total Facebook Users

33,713,560

Position in the global list

Sixth

Penetration of population

54.07%

Penetration of online population

65.54%

Just some quick stats from here in the UK……


But what can it actually do for me?

• It’s expected - consumers expect to have one-to-one conversations with people they ‘do business’ with, when and where it suits them.

• Build loyalty and awareness, keeping you & your practice front of mind

• Allows you to drive clients back into the practice

• Encourages people to spend more on different services i.e. preventative etc.


So how do I get started? • Go to https://www.facebook.com/pages & click on the ‘Create

a Page’ button

• Choose:

• Then complete your contact details for the practice

https://www.facebook.com/pages


The next steps are personalisation Add a profile pic, ideally this should be your practice logo

Write a brief overview of your practice

Choose your cover picture

Once you have 25 likes on the page claim your pages username – don’t forget to do this BUT keep it short, a long page name makes it difficult for others to tag you!

https://www.facebook.com/username


A little bit more about the cover picture

• This is really important and can really make your page stand out so make it work for you

• Practical info: cover photo size 851x315 pixels. (A good free photo-editing tool is Gimp – you can resize images and add text)

• But what can you use it for? – Feature a fan or photo of the month

– A new promotion

– A highlight of another feature

• Be careful! There re strict rules on what you can include - for all the details check out Facebook’s rules.

http://www.gimp.org/

https://www.facebook.com/help/480139172013267/?q=cover guidelines&sid=0Qp779wNrkvgUn3Xx


Setting up tabs

• The tabs can take you to other interesting features.

• These could be free Facebook Apps (Pinterest for example)

• Definitely consider a link to your website

• Or maybe an Email sign up form?

https://www.facebook.com/appcenter?fref=ts


Setting up your timeline • Make sure you give your clients your ‘history’

• Add “Milestones” - go back and add important calendar events to your timeline i.e. when you opened, new branch opening


Getting started – think first!

• Think about what you want to say, it’s not just fun it’s an important channel to get your messages out to your clients:

• Make a plan for the next 8 weeks (ideally) and aim to put 2 key messages per week in your plan that are specifically about your practice & your business.


What else can I put in there?

• You need to ‘beef’ up your content & a good blend of will work with your audience:


Where do I find this content?

• Set up Google Alerts

• Follow other Facebook pages for:

– Big brands in the pet world

– Pet Charities

– other pages in your local area (groomers, kennels, catteries etc.)

• Sign up for our e-news!

http://www.google.com/alerts


What if I want to share someone else’s content?

• The un-written rules of Social Media

– Always give credit where credit is due

– Sharing is good

– Celebrating other people’s success is also good (it’s not all about you!)

• Just remember to credit it!


Should I always use a picture in my post?

• If it works for your post, then yes, we are lucky to work in a world of cute!

• Pictures create a ‘double whammy’

• Pictures can be your post – caption competition for example

• Share pictures from the community – always a winner!


So what are good post ideas?

• Pet of the week – chosen from the pictures uploaded to your page

• Questions & fill in the blank

• Today in practice

• Facts and stats – particularly preventative

• In your area – share what’s going on

www.petnet.co.uk

Making the most of your posts

• Pinned posts • Highlighted Posts:


What is post ‘best practice’?

• If a picture works for your post, then use it - – Pictures create a ‘double whammy’

– They ‘appear’ to be favoured in the Facebook algorithm

• Keep posts as short as possible and break up text with line spaces

• Shorten links using something like bit.ly

• If you are sending traffic to your website – track the URL

https://bitly.com/

http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867


How often should I post?

• Ideally you should look to post at least once per day but twice if possible (don’t forget the weekends!)

• You can schedule posts in advance

• Peak times tend to be lunchtime and early evening


• Community management:

– Check on your own posts and ensure you answer any questions that may have raised

– Make sure you answer any questions or posts on your wall

– Engage with users who post pictures – ‘oh what a cutie’!

– Don’t forget to check your messages

• Pages over 500 ‘likes’ can use offers

What else should I do on the page?


Promoted Posts

• Appears in the news feed

• Has a ‘call to action’ for the page


Sponsored Stories

• Appears in the news feed but is just shown as a post

www.petnet.co.uk

Facebook Advertising

• More traditional and obvious

• Easy to target

– Interest

– Location

– Gender

– Age etc


Telling people in the real world! • Don’t forget to tell clients you are on

Facebook , key messages:

– It’s an easy way to keep in touch

– Don’t miss out on latest offers

– We love to know what you’re up to share pics!

• How?

– Waiting room displays

– On leaflets, invoices, website etc.


Measuring Success

• Why doesn’t everyone see my posts?

• Use Facebook Insights

• Track traffic in Google Analytics


Do I have to do this all myself? • No!

– Obviously you can if you’d want to but often it’s good to get the head nurse or practice manager/head receptionist involved

– Remember:

• They are talking on your behalf so you must trust them to get the tone right

• However, they should have time ‘on the ground’ to take pictures and see what is going on in practice that they can share


Any other questions?

E mail: [email protected]

If you are interested in boosting your online reputation & profile through a listing in the PetNet “Local” directory please get in contact to find out more details : [email protected]

mailto:[email protected]

Documents

Facebook 101