Facebook For Business · Average user spends more than 55 minutes per day on Facebook. More than 35 million users update their statuses at least once each day More than 3.5 million

© 2009 See Clearly Inc www.gswconsultinggroup.com Page 1

GSW

Facebook For

Business

Bridget Ayers

Get Smart Web Social Media Series

www.gswconsultinggroup.com

www.thegetsmartblog.com

760.705.4479 “Communication – the human

connection – is the key to personal and career success”

Paul J Meyer

http://www.gswconsultinggroup.com/

http://www.thegetsmartblog.com/


Why is Facebook Important

750 million+ active users 50% of active users log on to Facebook in any given day

More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week

The 35+ demographic now represents more than 30% of the entire user base.

The 55+ audience grew 922.7% in 2009.

Average user has 130 friends on the site Average user spends more than 55 minutes per day on Facebook. More than 35 million users update their statuses at least once each day

More than 3.5 million users become fans of Pages each day

Facebook & United States Stats

70% of Facebook users are outside of the United States US Population 309,003,000 / US Pop. on Facebook 116,010,760 Top 10 US Cities on Facebook

Graphic from Mashable: By The Numbers: Facebook vs the United States


Getting Started on Facebook

First Step: Personal Profiles

Train staff on customizing their personal profiles

Setting up your Facebook Profile

Since Facebook is a social site, the system is set up to get information about you to be shared with your network. The site will prompt you to add a profile picture, there will be areas to include a small personal and professional bio, add photos, as well as share professional and personal interests.


Adjust Profile Information Only put information online that you would put on a business card or company bio

Adjust Privacy Settings


You can customize your profile to keep you personal life personal and your public life branded.

Customize who sees your posts - Target your posts like you would an email, this will give you stronger marketing and promotional Facebook updates

Customize who sees your photos

Remember, even though you customize who can view your photos, NOTHING is private online.

Facebook Bill of Rights and Responsibilities:

http://www.facebook.com/group.php?gid=69048030774

http://www.facebook.com/group.php?gid=69048030774


Two for the Price of One

You can turn one profile into two by adjusting your privacy settings

1. Create Friends Lists

Types of Lists

Friends and Family

Work

Networking

Marketing

Time Management

Watch the lists that matter

Increase Exposure

Updates at & for events should be done by staff

Personalize and Protect

People identify with Staff they can encourage & connect with members while having a private life.


ENGAGE: The Home Feed Research

Facebook is a phenomenal tool to help you plan, strategize, and execute a successful marketing plan.

In marketing you typically look at your past campaigns, responses to those campaigns, and cost to determine what your marketing efforts moving forward are going to be. While looking back at past efforts is important, the here and now is equally important. Markets, economic conditions, trends, and tastes change if you are not actively involved in those changes you will be behind and so will your marketing efforts.

By watching the home feed you can see what is of interest to your community and create a more powerful, relevant, and engaging marketing plan.

1. Discussions 2. Activities 3. Applications

4. Shared Material

5. Opinions

6. Birthdays 7. Events 8. Wants/Needs

Part of a successful marketing strategy is consistent and timely contact. Educating, updating, and selling are the initial components of your marketing efforts but nothing can take the place of, or provide a deeper connection with your community, as personalized correspondence.

Creating a comprehensive database of all of the important milestones in your client‘s and prospective client‘s lives is time consuming and can be expensive.

On Facebook without data entry, setting up automated alerts, or buying special cards and gifts you can see and respond to those important moments in right when they happen.

Home Feed Tip:

Look at most recent postings, not just most popular.

Look at friends list postings for strategic time management.


To successfully use Facebook as a business building tool

you must….

Connect: Bring your sphere and contacts together online

Engage: Start a conversation, talk to… not at your networks.

Find out what matters to them & share your interests.

Convert: Turn contacts into relationships, relationships into

evangelist networks, and networks into clients

Connect

Convert Engage


ENGAGE: Create a Business Page

Creating a Facebook Page is easy, free, and great for all types of businesses:

http://www.facebook.com/pages/create.php?ref=ts

http://www.facebook.com/advertising/FacebookPagesProductGuide.pdf

To access your Business Pages after you have joined one you will need to go to the Info Section (info tab is located at the top of your profile page) of your profile page or you can use the search box in top right hand corner and search your page name.

http://www.facebook.com/pages/create.php?ref=ts

http://www.facebook.com/advertising/FacebookPagesProductGuide.pdf


Page Features

1. Profile Image 2. Edit Company Information 3. Edit Page 4. Tabs 5. Admins 6. Page Promotion & Insights 7. People Who like the page 8. Pages your brand/company likes 9. Friends who like your page

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________


Putting Your Page Together

1. Comment on your page posts as a person or as the company

2. Get email notifications when people post, comment, or like something on your page

1. Use Facebook as a Brand (under Account) 2. Increase Page Views and Interactions by setting the landing

page & allowing people to post to your page 3. Be careful around delete buttons


Company Information

Basic Information 1. Category 2. Username

Custom url can be set once you have 25 fans

NOTE: It cannot be changed once set. 3. Page Name

Can be changed with 100 or less fans, once over 100 fans name is stuck.

4. Address

Don‘t use home addresses 5. Hours of Operation 6. About/Description 7. Email 8. Phone

Don‘t use home phone 9. Web Addresses


Insights / Analytics

Users

Page Fans/Likes

Logged In page

views

Demographics

Referral Sources

Interactions

Impressions

Comments

Post Likes


Better Facebook Pages

North Scottsdale

Targeted Profile Image

197 pixels x 500 pixels (200 pixels length if you want to show your pages)

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________


Drummond Single Malt

Using: www.faceitpages.com

Information about the company/organization

Links to web pages

Embed Images

Embed Video

Could app to start with, most Facebookers do not want to leave so consider having a more interactive page built later.

Custom Welcome Tab

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________

** other apps: involvr, wildfireapp, lujure

http://www.faceitpages.com/


Sedona

Deals Tab

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________


Greater Delray

Increased Interactions

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________


ENGAGE: Bring your Business to Facebook

There are multiple Facebook applications to enable you to bring your business to Facebook. The three larger and more popular platforms are Business Pages, Groups, and the Blog Network.

Before we get into how to create and utilize these Facebook features, let‘s look at the differences between a Fan Page and a Group……

Features Business Page Groups Layout Similar to Profile One page

Logo & Co. Info Yes Yes

Custom Tabs Yes No

Video/Photos Profile Wall Larger = visible

Same

Comments Profile Wall Group Wall

Discussion Board No – FB Share Yes

Event

Announcements

Yes Yes

Blog Posts/Feed FB Share/Post FB Share/Post

Message Members Yes Yes

Updates on Pics/vids/discuss.

News Feed Group Page

Invite members Yes Yes

Add Facebook

Applications

Yes No

Public for SEO Yes Yes

Ability to connect w/ other followers

No Yes

User/Visitor Statistics

Yes No


The Benefits of a Business Page

Why build a Facebook page?

More than 1.6 million active Pages on Facebook

More than 700,000 local businesses have active Pages on Facebook

Pages have created more than 5.3 billion fans

Average user becomes a fan of 2 Pages each month

Average user clicks the Like button on 9 pieces of content each month

Average user writes 25 comments on Facebook content each month

Every Facebook Page is a unique experience where users can become more deeply connected with your business and brand. Users can express their support by ―liking‖ your page, writing on your Wall, uploading photos, and joining other followers in discussions. All of this activity is then viewable by that users network (avg. user has 130 friends) which means you and your company gets more exposure.

You can send updates to your followers regularly — or just with special news and offers. You can add applications to your Page, customize the tabs and graphics, and engage your users with videos, reviews, flash content, and more.

How can you promote your business with a business page?

- Social Ads can be created and targeted to specific demographics via fan pages.

- You can entice people to like your page through your email blasts, signs posted in your business, contests and giveaways, etc.

- You can create custom landing pages that promote products and services, and update and educate through your wall posts.

In a nutshell, profile pages are for people and business pages are for non-people such as businesses and organizations.


Using Your Business Page

For

Business to Business Contact

1. Visit your page and click on ‗use facebook as my company‘ 2. Search companies and organizations to connect with. 3. Comment on relevant and popular postings 4. DO NOT post self-promotional adds on other business pages


ENGAGE: Create a Group

Create a Facebook group by accessing the Info Section of your Profile page, scroll down to the group section and click on see all. You can also create a group directly at:

http://www.facebook.com/groups.php

A group creates a platform for an organization to share updates, news stories, highlight events, as well as get feedback through the use of discussion and forum components. The group dynamic also provides a great networking environment for members, prospective members, or those who are looking for more information.

Groups are better for networks and organizations that have events, have subgroups, and are national or global.

http://www.facebook.com/groups.php


ENGAGE: The Blog Network

Promote your company's blog by joining the blog network on Facebook

With 400,000 users and 500 new blogs added each day the blog networks is a great way to promote your blog on Facebook.

Blog Networks is a community of bloggers and blog lovers. Your blog is displayed in a directory of blogs categorized and organized by topic and geographical locations.

http://apps.facebook.com/blognetworks/


Get on the Blog Network

The Blog Network shows your blog feed, other blogs in the same category, the location of your followers, allows followers to comment, and gives you the ability to send messages to your subscribers.

You can also advertise on the blog network, this in my opinion is best for blogs and websites that are looking to increase traffic for increased ad revenue, not for business owners that would like to connect with potential clients.

Adding your blog to NetworkedBlogs is easy, you simply go to the BlogNetworks index click on ―Add a Blog‖ fill in the pertinent information and the application will do the rest.

http://apps.facebook.com/blognetworks/index.php

Don‘t forget to tell your friends to become a fan of your blog, you need 15 people to endorse it before it will go public.

(The Get Smart Blog on Facebook)


http://apps.new.facebook.com/blognetworks/blogpage.php?blogid=40955


CONVERT: Start a Discussion

Participation is key in social networking, it allows people to get to know you, establishes your expertise in your business, and helps your contacts remember you when the time comes for your services.

Personality

People initially do business with those they like, they continue to do business with those they like and are good at what they do.

You are building a community, therefore it is important that you show your community who you are as a person, that you have a life, interests, and opinions outside of work. Mix in fun dialogue, people can see when you are being insincere, even on the internet. If they do not believe that you are genuine in your interactions they will not trust you in business.

Less is More

Bring your business into the conversation when it is appropriate, and though you may think that every occasion is appropriate – THAT IS NOT THE CASE.

Informative

People surf the internet for information, it is time consuming and on occasion overwhelming. If you can become a source for information you will get more exposure to your network and their sphere.

Relevant

Discussions that are based off of current events and relevant to your industry can keep you and your business in the lime light without seeming like self promotion.

Remember that everything you do publicly reflects on your business, keep that in mind when you engage in dialogue that can be viewed by others.


CONVERT: Get Together – Bring it Offline

Sometimes you just can‘t beat meeting someone in person to set the right impression

Skype:

First let me say I know Skype is an online tool, but it is a step closer to the offline world, and for those that do not need to physically meet to do business Skype is a great alternative to actually meeting in person.

Coffee:

Starbucks didn‘t become a multi-billion dollar company on the quality of their coffee alone. Coffee is a great way to build upon what you have started online. It is a convenient, inexpensive, and unobtrusive way to strengthen a relationship.

Meetup:

Meetup.com is a phenomenal website that can help you connect your online and offline worlds. You begin by finding ―meetups‖ based on category and/or location. You then join the meetup and go to the event. Finally you tie it back into Facebook by posting your involvement on your profile page.

Local Networks:

You can bring the business network and/or industry network you have created offline to meet in person, and you can also look to see if the networks you joined on Facebook have physical meetings.

Local Events:

When you have an event for your business or in your community you should post it in on Facebook and invite people. You can do this through your fan page and with the post it feature on your profile page. It will let people know where they can meet you in person and also highlight your business.


CONVERT: Advertise

The free business features on Facebook are creating some buzz but you would like to step up a notch with some paid placement.

Facebook social ads is just the place to get you started

http://www.facebook.com/advertising/#/advertising/

Benefits

Create demand for your product with relevant ads.

Attach social actions to your ads to increase relevance.

Precisely target by age, gender, location, and more.

Track your progress with real-time reporting.

Gain insight about who‘s clicking on your ad.

- Using Facebook Insights, a free service, you can gather data on activity, fan demographics, ad performance, and trends.


http://www.new.facebook.com/business/?pages#/business/?insights


GROW: Expand and Recruit

You‘ve set up your profile and invited your contacts to connect with you. You put your business on Facebook, and brought your other networks into Facebook.

And now you need a vacation!

A vacation would be nice, but we aren‘t there just yet, because we need to GROW.

Connecting with your existing network in a more personalized, consistent, and time effective manner is important.

Gaining access to your contacts sphere is important.

But there are 175 million people on Facebook and it is time to meet some of them!

The best way to Get Started is by using the search box at the top right hand corner of the Facebook website. It is on every page, so do not worry about being able to find it.

To search you will need terms, key words, or tags to get you started

Areas to search

Location (City, State, Country)

Industry (yours, strategic partners, client)

Gender (women, men)

Leisure (business -golf, interests, activities)

Networks (community, business, offline, online – if it exists somewhere else chances are it is probably on Facebook)

Causes (political, global, health, humane)

Political (Keep business in mind here)


GROW: Create Community

Connect:

There are a lot of groups, pages, events, and applications on Facebook, to use them productively you must have a plan.

Separate your memberships into categories that will help you decide how much time and effort to spend on each one.

Examples: Business * Fun * Public Relations / Visibility

The goal is to turn these networks into more business and to do this you must be active. You need to spend time on the networks designated for business building on a regular basis.

Check out the profiles of the members and ask to become friends with those who will bring value to your network, organization, and who you can help in return.

Note: Friend Requests should include the name of the group you are both a part of and a short sentence about connecting. Also make sure to designate (for yourself) which friend list they will be in should they accept your request.

Engage:

Use the Wall to introduce yourself to the group. Contribute to Wall and Board Discussions regularly, which can be bi-weekly or once a month, depending on your marketing plan. After a friend request by a group member is accepted, say hello and thank them for the friend acceptance - this can be done privately or on their wall.

Convert:

Invite your new friends to join your fan page, group, or blog network and be prepared to do the same for them if asked. Remember to separate out (in your Friend Lists) those individuals that are located in your geographical area as you may want to meet them offline at some point.


Tools for SUCCESS: Facebook Apps

1. Custom Tabs

Pagemodo

Involver

WildFire

Lujure

2. Social Media Organizer

Hootsuite

Tweetdeck

CoTweet

3. Syndication / RSS Feeds

Social

Revitalizer

RSS Graffiti

NetworkedBlogs

Slideshare

4. Selling Products

Shop Tab

Payvment

Oodle

(Craigslist for

Facebook)

5. Engagement

Fan Appz

Kremsa Polls

OpenTable

(Restaurants)

Zillow, Roost

(Real Estate)

Postling (Real

Estate

Bookassist

(Hotels)

Eventbrite

6. Contest, Sweepstakes, Giveaways

Offerpop

Woobox

Fanappz

Vitrue

BuddyMedia

Votigo ContextOptional

BulbStorm

NorthSocial

Momentus Media

Friend2Friend

Strutta

Facebook Deals

7. Media

Skype

Youtube Box

Flickr


Tools for SUCCESS: Your Plan

Goals:

Action Plan:

First Action Plan:

Owned By: Action Plan Due

Date:

Action Plan Actual Completed Date:

Second Action Plan:


Date:


Third Action Plan:


Date:


Results:

Greatest Victory

Greatest Challenge

Areas To Work On

What Was Gained


Tools for SUCCESS: Your Networks

Network # Cont Biz Fun PR/Vis


Tools for SUCCESS: Resources

Books:

Brand Warfare: 10 Rules for Building the Killer Brand by David F. D'Alessandro & Michele Owens

The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, & David Weinberger

Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li, & Josh Bernoff

Creating Customer Evangelists by Ben/ Huba, & Jackie McConnell

The Fred Factor: How passion in your work and life can turn the ordinary

intothe extraordinary by Mark Sanborn

Websites

http://thegetsmartblog.com/

http://www.allfacebook.com/

http://blog.facebook.com


http://www.facebook.com/advertising/?pages


http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_1?%5Fencoding=UTF8&search-type=ss&index=books&field-author=David%20F.%20D%27Alessandro

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_2?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Michele%20Owens

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_1?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Christopher%20Locke

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_2?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Rick%20Levine

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_3?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Doc%20Searls

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_4?%5Fencoding=UTF8&search-type=ss&index=books&field-author=David%20Weinberger

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_1?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Charlene%20Li

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_2?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Josh%20Bernoff

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_1?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Ben%2F%20Huba%2C%20Jackie%20McConnell

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_1?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Mark%20Sanborn


http://www.allfacebook.com/

http://blog.facebook.com/


http://www.facebook.com/advertising/?pages



Notes


Notes


At GSW Consulting we specialize in Web Presence and

Digital Strategy Development. We help our clients create a

comprehensive online presence to bring their businesses to

a targeted audience.

We assist our clients with brand identity, technology

integration, online networking and marketing, web traffic

analysis, search engine promotion, and content optimization.

Through the use of social media we instruct our clients on

how best to cultivate a robust customer focused Internet

presence.

Relationships are some of the most essential and most

profitable assets a business can have. Through connecting,

engaging, and educating their communities our clients are

able to strengthen, personalize, and enhance business

relationships.

“The result of long-term relationships is better and

better quality, and lower and lower costs. “

~ W. Edwards Deming

Where you can find us:

Twitter.com/BridgetAyers * * Facebook.com/GetSmartWeb

Linkedin.com/in/theresaayers * * Linkedin.com/in/bridgetayers

[email protected] * * TheGetSmartBlog.com

Ask us about our one on one coaching, workshops, and corporate

training….

LinkedIn * Facebook * Twitter * Blogging * Social Networking * Video

* Mobile Marketing * Building Brand Identity * Digital Strategy *

Networks & Forums * Niche Social Networks * Email Marketing

http://twitter.com/BridgetAyers

http://www.facebook.com/GetSmartWeb

http://linkedin.com/in/theresaayers

http://linkedin.com/in/bridgetayers

mailto:[email protected]



Documents

Facebook For Business · Average user spends more than 55 minutes per day on Facebook. More than 35 million users update their statuses at least once each day More than 3.5 million