Facebook Marketing a Guide for Small Businesses

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deluxerev.com

REV Up Your Facebook Marketing: A Guide For Small Businesses
http://deluxerev.com/http://deluxerev.com/


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Part I: Best Practices

Getting Started & Promoting Your Page

The Best Days, Times and Ways to Post on Facebook

What Matters Most: News Feeds

Mistakes to Avoid

Engaging Your Fans: Q&A with Ekaterina Walter

Engaging Your Fans: Ask Questions

Part II: Cool Tools

Facebook Places & Facebook Deals

Facebook Insights

Facebook Questions

Welcome Tabs & Other Facebook Apps

Part III: Case StudiesBig Daddy Biscuits, Atlanta, Georgia

Buzbee Dental, Springfield, Missouri

Namaste India, Overland Park, Kansas

The Woods Coffee, Whatcom County, Washington

The Raven Book Store, Lawrence, Kansas

About Deluxe REV

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TABLE OF CONTENTS

REV Up Your FacebookMarketing: A Guide For Small Businesses

Welcome

Facebook: By the Numbers

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WELCOME

For most small businesses, its no longer a question of whether you should try to engage

fans on Facebook but how to do it and do it well.

About 65 percent of North America s online population uses Facebook, wi th users

averaging 15.5 hours a month, so its hard for small businesses to ignore this means of

connecting with customers.

But building a meaningful presence on Facebook take s work. This eBook is designed to

help you make the most of the time you spend on Facebook as a business. We ve talked

with expert s, some of whom have helped shape social media st rategies for Fortune 500

companies. While theyve used Facebook for big corporations, their insights should

apply to businesses of any size.

You ll also find case studies o f several businesses such as a bookstore, a dentis t s o ff ice,

a niche grocery store, a coffee shop and a dog- biscuit bakery. Their levels of experie nce

vary, but theyve al l been experimenting wi th Facebook to engage their audiences.

Facebook is ever-changing, so were all constantly learning. Whether you have been on

Facebook for years or just a few months, we hope youll find something useful in this

short guide to inspire your next post on Facebook!

The Deluxe REV Team

FACEBOOK: BY THE NUMBERS

15.5 hoursaverage amount of time a user spendsper month on Facebook

40number of times an average Facebook

user visits the site per month

50%percentage of Facebook users who

log onto the site any given day

Source: Pingdom, Facebook


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U.S. Facebook Users by Gender

Male Female

45% 55%

U.S. Facebook Users By Age

Sources: CheckFacebook.com, April 2011iStrategyLabs.com, Facebooks Social Ads Platform, Jan. 2011

FACEBOOK: BY THE NUMBERS

741 millionFacebook users

in the world

Source: Socialbakers.com, September 2011


in the United States

63%of online population


in Canada

64%of online population

Top U.S. States on Facebook

By total number of users

1. California 19 million

2. Texas 11 mill ion

3. New York 10 mill ion

Top U.S. States on FacebookBy percent of population

1. Missouri 56%

2. Massachusetts 54%

3. New York 52%

Source: Socialbakers.com, Jan. 2011

13-17

18-24

25-34

35-54

55+

9%

31%

22%

27%

11%


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Part I: Best Practices


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Here are four steps for building and promoting your page. Dont worry about being

perfect right out of the gatejust get going! Your presence on Facebook is going to

evolve anyway.

STEP 1. CREATE YOUR PAGE

Do the basics:

If you have never used Facebook, sign up for an account at facebook.com.

Once you have a personal account, go to facebook.com/pages/create.php.

Select Local Business or Place or one of the other categories.

Fill out your business profile. Include page name, a profile pic, and pertinent

info about your business (e.g. your hours, website, contact info). Take advantageof the About box to tell customers a little more about what you do.

Start posting:

You can start posting on your page right away.

Share some news about your business, upload some photos or post an interesting

link.(For more ideas about what you can post, read the rest of this eBook!)

In addition, to posting as your page, you can post as yourself. Under Admins

on the right-most column of your page, choose Use Facebook as . Doing so might just add a lit tle more personality to the page.

Add other page administrators:

Go to Edit Page and Manage Admins.

Having more than one page admin can add some variety to the voices on your

wall and widen the network of people who can be invited to like your page.

Discuss general guidelines for posting, including timing.

STEP 2. PROMOTE YOUR PAGE

Get liked:

Announce your new (or improved) page

to your personal Facebook friends andencourage their feedback.

Import a contact list or connect contacts

from your e-mail accounts (Hotmail,

Gmail, Yahoo, etc.) so you can invite

existing contacts to like your page.

Like the pages of other businesses and

organizations. They may like you back.

GETTING STARTED & PROMOTING YOUR FACEBOOK PAGE


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Expand your reach with mentions:

Mention or tag other pages in posts when you

thank, congratulate or recognize other businesses

or organizations.

In a post, use the @ symbol before the name of

a person, business or organization. Or just start

typing a name. Select a name from the list that

starts appearing in a drop-down menu.

Tagging creates a hyperlink to the users Facebook

page and can make your post visible to the users

connections (if the user allows others to post to his

or her wall).

If you post on the page as yourself, you can also

tag pages you have personally liked as well as

tag your friends.

Consider Facebook Ads:

Facebook Ads appear on the right side of all Facebook pages.

You can choose a regular Facebook Ad with a custom message and call to

action to promote a Facebook Page, event or your own website.

Or you can choose to run a Sponsored Story to make information, such as page

likes, page posts and check-ins, more visible to your fans and fans friends.

Target the audience you want to reach by location, age, gender, education,

income level and interests.

Review the estimated reach of an ad based on those criteria.

If you decide you want to run an ad, set a daily budget you are comfortable with.

Visit facebook.com/ads for more info.

STEP 3. SECURE YOUR VANITY URL & PAGE NAME

Beforeyourpagehits25likes,itmayhavealong,hard-to-rememberURLthat

looks something like this:

http://www.facebook.com/pages/Your-Business-Name-Here/175422605829617

Afteryourpagereachesthe25-fanmark,youcanrequestashortervanityURL

by going to facebook.com/username.

A good vanity URL is short and easy-to-remember and should clearly reflect

your company name. (Example: facebook.com/deluxecorp).

Before you claim your vanity URL, carefully double-check it to make sure its

exactly what you want. Facebook will not allow you to change your vanity URL

again after you have officially claimed it!

Also check your page name has no typos and is what you want. Facebook will

not allow you to change your page name again after you get more than 100

likes. So before you hit the 100-connection mark, be sure to correct any

naming errors by going to Edit Page and the Basic Information section.

http://www.facebook.com/deluxecorphttp://www.facebook.com/deluxecorp


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STEP 4: PROMOTE SOME MORE!

Dont forget these other avenues for promoting your page:

Newsletters(electronicorprint)

E-mailsignature

Signage

Businesscardsandotherprintedmaterials

Onlinesocialnetworksandforums,suchasLinkedIn,Twitter,etc.

Radioandtelevisionads

AddalinktoyourFacebookpageonyourwebsiteorblog.

OraddaLikeBoxtoyourwebsiteorblog.Thiswillshowyourwebsite

visitors how many people have already liked your page and and let them like

your page from your website or blog without visiting your Facebook page. (For

more info, visit developers.facebook.com/docs/reference/plugins/like-box/.)

WHAT ONE STUDY SAYS ABOUT...

The Best Days, Times and Ways to Post on Facebook

A2011study byBuddyMediarevealedthat someFacebookposts aremorelikely to engage fans (or get likes or comments) than others.

Best post length:80charactersorless.(Keepitshortandsweet.)

Best time of day to post: Early morning or late at night

Best days to post: Thursday and Friday. The less people want to be at work,

the more they are on Facebook, the study said. But best day varies by industry.

Best days of the week for different industries:

Sunday: Entertainment, Retail, Automotive, Sports

Monday: (No industries listed.)

Tuesday: Food & Beverage

Wednesday: Business & Finance, Food & Beverage

Thursday: Fashion, Healthcare & Beauty, Travel & Hospitality

Friday: Entertainment

Saturday: Media, Entertainment

Best words for getting fans to act: Like, Post, Comment, Tell us.

(Fans follow instructions well, says Buddy Media. The simpler, the better.)

Best words for questions: Where, When, Would, Should

Worst word for questions: Why (which comes off a bit too nosy)

Source:buddymedia.com


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Whats the most important thing a business should care about on Facebook? Deluxe

discussed that question with two social media experts, Zach Welch of BrandGlue.

com and Ekaterina Walter of Intel. Their answer: the News Feed the section on

any homepage where Facebook puts what it thinks are the most interesting stories

from a particular users friends and liked pages.

Zach Welch

VP of Client Services at BrandGlue.com, a company that

helps clients, such as YouTube, Microsoft, with Facebook

Metrics show that less then 4 percent of users ever come

back to your page after the first time they like it. You see

a lot of big brands putting up fancy tabs and applications.

If only 4 percent of your users are ever coming back to

your page, how much of that 4 percent do you think aregoing to check out all your fancy tabs?

Since folks arent coming back to your fan page, the way to reach them becomes

the News Feed through status updates. But Facebook has an algorithm that decides

which content each user sees in their News Feed. Just because you write a status

update, doesnt mean all of your fans are going to see it.

199outofevery200likesorcommentstakeplaceintheNewsFeed,notonyour

page. Around 70 percent of your fans on average will NOT see your status updates.

With News Feed Optimization, you can reach most of your fans.

Focus on News Feed Optimization, not on building out your actual Facebook Page.

Ekaterina Walter

Social Media Strategist at Intel, where she is responsible

for companywide social media enablement and corporate

social networking strategy

Not a lot of people see every single update by their

friends, especially as their network grows. According to

Facebook, only 1 out of 500 possible stories on average

are displayed in top news.

Everything you do needs to be designed so that every single post gets an

interaction.

The reality is: engagement = organic fan growth. Your page ranks higher if you have

fans interacting with you. The more likes and comments you get for every one of your

posts, the higher your chances are to be displayed in the News Feed.

News Feed Optimization (NFO) is the new Search Engine Optimization (SEO).

199 out of every 200 likes or comments take place in the News Feed, not on your page.

According to Facebook, only 1 out of 500 possible stories on average are displayed in Top News.

WHAT MATTERS MOST: NEWS FEEDS


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MISTAKES TO AVOID: Beware Of These Slip-Ups, Three Experts Say

Ekaterina Walter, Intel

Top 5 Mistakes To Avoid

Notputtingenoughtimeintomaintainingthepage

and monitoring dialogue.

Notansweringquestionsandaddressingissues.

Takingabrandtoneinsteadofahumantone.

Underestimatingthepowerofthecrowdandword

of mouth.

NotpromotingyourFacebookpageelsewhere

(website, newsletter, etc.).

Zach Welch, BrandGlue.com

Creating a Profle versus a Page

If you have a personal profile, you dont get much

play in the News Feed.

Also there is a ton of friction for the user. On a page,

all they have to do is click Like. With a profile, they

have to click Add as Friend, and then wait on you

to accept.

Lastly, having a personal profile for a business isagainst Facebooks Terms of Service. So you run the

risk of them shutting you down.

Peg Corwin, SCORE Chicago

Selling Too Much

The biggest mistake businesses make on Facebook

is thinking of it as primarily another place to sell.

They put nonstop business promotions on their page

wall.

A Facebook page should be a place to listen to those

interested in your niche, ask questions, learn what

people are doing and what they need. Its a place to

offer free advice and help build real relationships.

While new listings, product launches, specials and

dealsareOK,theyshouldnotbetheonlycontent

that a business provides to fans.


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ENGAGING YOUR FANS: Q&A with Ekaterina Walter

Deluxe asked Ekaterina Walter, who also writes a blog called Building Social Bridges (www.ekaterinawalter.com),

about her top tips for engaging fans on Facebook. Heres what she recommended:

What would be your top five ways to encourage engagement on Facebook?

Questions and polls: Your fan base on Facebook is the best focus group ever. And they like sharing their

opinions with you and others, so pick their brains on how you can do things differently or encourage their

engagement by asking for their opinions.

Engage in dialogue: Thank fans for their replies. Ask them follow-up questions when they post.

Encourage mentions: Just dont overdo this request, and teach fans how to mention you subtly.

Encourage likes: Like this post if you really love this video or like this post if you agree.

Put fans in charge: Let your fans be judges of your contests or let them decide which logo or creative

elements to go with for a specific program. They love to be involved. And they will spread the word.

Youre a big proponent of videos on Facebook. How can sharing videos help even small businesses?

Video is a highly consumable format. People are reaching out for video. They search for it, whereas other formats like

links, text, banners, etc., are being ignored most of the time. Its fast and easy. If your video content is entertaining,

it is shared more often than links and text. Video and pictures also seem to be preferred by Facebooks algorithm

[the method Facebook uses to automatically select what stories show up in a users News Feed].

What do you have to do?

Nowadays you dont need much to make a quick video. It doesnt have to be high production quality. As long as

you are delivering valuable content, people will appreciate it and will share it, and that will foster word-of-mouth

marketing a great organic way to bring more traffic to your page and business to your company.


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ENGAGING YOUR FANS: ASK QUESTIONS

If engaging fans is your goal, questions can be one of your best friends. A study

byLikeableMediain2010,showedthatin9outof10cases,statusupdatesthat

posed a question directly to fans were on average two times as engaging as other

kinds of updates.

Peg Corwin, a SCORE Chicago business mentor, has helped get small businesses

started on Facebook. She agrees questions can be a great way for engaging fans.She recently wrote a post in her blog Using Facebook for Business Marketing

about the kinds of questions that a small business might try:

Photo- or link-related questions

Examples: This scarf is worn with a V-neck blouse. Do you think it looks jazzy

or sloppy? The author of this article claims our real-estate market is picking

up. Have showings of your home increased?

Yes or no questions

These are easy to respond to, and sometimes people take the initiative tocomment as well. Example: Have you seen women wearing leggings that look

like tight jeans on streets near you?

Buy questions

Rhetorical questions that are promotions in disguise. Example: Dont you need

a massage? Click here to sign up.

Please like questions

Example: Did you know that Tribune readers have voted Boutique Shoes the

best shoe store every year for the past 10 years? If you agree, please visit and liketheir Facebook page.

Questions that prompt specific actions

Example from Prospering Moms: Mompreneurs, are you sick and tired of

working so hard and not seeing the benefits? Check this report out.

Fun questions

Facebook Fans like entertainment, and even businesses can find ways to be

entertaining. Example: Spanish-language-deal site Yupiti asked a trivia question

about ingredients in a mojito.

Feedback questions

Example: How can I help you? What kind of information are you

looking for?

Open-ended questions

Of all the question types, open-ended questions have the most potential to

encourage an exchange of ideas. But because they require reflection to answer,

comments may be fewer than with questions that ask for a choice between two

or three alternatives.

To read Corwins longer post related to this topic, visit:

http://doingbusinessonfacebook.com/2011/03/21/questions-status-update/.

You can also read about Facebooks Questions app on page 17.
http://doingbusinessonfacebook.com/2011/03/21/questions-status-update/http://doingbusinessonfacebook.com/2011/03/21/questions-status-update/


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Part II: Cool Tools


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FACEBOOK PLACES & FACEBOOK DEALS

What is Facebook Places?

Facebook Places is a way for businesses with physical stores to encourage

customers to show that theyve visited by checking in. Facebook users can use

their mobile phones to check in, or they can simply include a location in a regular

status update. When customers check in somewhere, their location becomes

visible to their friends (which friends depends on a users privacy settings).

What are the main advantages of using Facebook Places?

Brand awareness: Stories about customers checking in to your Place can

extend the reach of your brand on Facebook.

Deals: If you have a Facebook Place, you can offer deals that might entice

visitors to your physical location. (Sample deal below.)

How can I get started?

Anyone can create a Place, but only those who officially represent a Place can

claim it to manage the listing and begin to offer deals.

STEP 1: CREATE A FACEBOOK PLACE

First,seewhetherFacebookora Facebook

user has already created a Place for your

business. Use the search bar on facebook.

com.

If you dont have a Place, launch yourphones Facebook app from your physical

location or go to touch.facebook.com while

there. Click the Facebook Places icon. If

your business doesnt appear on the list of

nearby places, add your companys name

and description.

Note: It is important to be on your business

site when you create a Facebook Place

because thats the geographic location

Facebook will associate with your business.

STEP 2: VERIFY YOUR FACEBOOK PLACE

Next, you have to claim your Place. Log on to facebook.com and search

for your business name, then click on it .

Click on the link Is this your business?

Youll be asked to confirm,through a phone verification process, that yourethe owner, or you may be asked to prove it with documentation, such as a

utility bill. Now, youll be able to manage the address, contact information, profile

photo, hours and other information.

STEP 3: MERGE YOUR PLACE WITH YOUR PAGE

After youve claimed your Place, you may be prompted to merge it with

your Page. This will make maps, check-ins and deals visible on your Page.

Note: For brick-and-mortar stores with multiple locations, Facebook allows

a parent (corporate) page and child pages for individual stores. Speak to a

Facebook representative to learn about this option.


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FACEBOOK PLACES & FACEBOOK DEALS

STEP 4: OFFER A FACEBOOK DEAL

To begin offering a deal, click on the Create Deal button at the top right

of your Facebook Place.

Choose your deal. Types of Facebook Deals include: Individual Deals: one-time deals to launch a new product, offer a

gift with purchase, or simply get more people into the store

Loyalty Deals: rewards for customers who check in multiple times

Friend Deals: for groups of up to eight people checking in together

Charity Deals: donations on a users behalf with each check-in.

Define your offer. Write a summary ofthe deal (e.g.20%off any

purchase over $10) and instructions on how to claim the deal (e.g. Show

your phone screen to the cashier).

Choose run dates & restrictions. Deals are subject to review by

Facebook.

Promote your deal: After your deal is approved, begin promoting it, for

instance, by posting status updates.

For more info, visitwww.facebook.com/deals/business/.

CASE STUDY

How One Coffee Chain Used Facebook Deals

For a limited time, The Woods Coffee, a chain of coffee shops in Washington

state, offered a deal to anyone who checked in on Facebook. Customers whotagged a friend upon check-in could get a free upgrade to a bigger drink.

The business incentive: A customer might start to like the 16-oz. coffee with

twoshotsofespressomorethanthe12-oz.cupwithoneshot,saidJessicaStuart,

social media director for the chain. And by requiring someone to tag a friend,

the deal encouraged two people to go to a store.

Who took advantage of the deal:A key demographic for the coffee chain

iswomenintheir20s,buttheFacebookcheck-insranthegamutfromteenagers

to businessmen anyone with a smart phone. About 100 people out of 1,000who checked in took advantage of the deal.

How the deal morphed:Whenthechainopenedits11thstoreinJune2011,

The Woods Coffee decided to run a Facebook check-in deal only through the

summer at the new store. What we dont want is our customers to expect a

special or deal, Stuart said.

Deals that may be in the works: Shortspecials around the holidays.

(ToreadmoreaboutTheWoodsCoffee,seepage23.)
http://www.facebook.com/deals/business/http://www.facebook.com/deals/business/


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FACEBOOK INSIGHTS

If you want to get a better handle on who is viewing your page and whats engaging

them, Facebook Insights is a good place to start.

Where you can find it:

To access Facebook Insights, just look for theView Insights option on the right side of your

page below Admins.

What to look for:

ErikaKerekes,socialmediaproductmanagerat

Deluxe, recommends keeping an eye on at least

these three stats:

Monthly Active Users:the30-daycountofuserswhohaveinteractedwith or viewed your page or your posts. This count includes both fans

whovelikedyourpageandnon-fans.Keepaneyeonwhetheryouare

maintainingengagementlevelsasyouraudiencegrows,Kerekessays.

Interactions: You can see how many people saw and commented on

each update, which offers great information about whether the content youre

postingisinterestingtoyouraudience,Kerekessays.Asapageadmin,you

can also see this data under each post. Dont be distraught though if your

average feedback percentage is less than 1 percent.

Demographics:Kerekesalsoencouragespageadministratorsto takea look at audience demographics under the Users Tab, which includes a

breakdown of your fans by gender, age, geography and language. Do they

match your business overall, or are they different? If they are different,

Kerekesadvises,youmaywanttoadjustyouroverallmessagingsoitsmore

compelling to this particular group of people.

What else is out there?

Some newer tools are emerging that might provide even more advanced analytics.

Theres one from pagelever.com that tells you how many people are seeing you

in the News Feed, sources of page views, and sources of new fans.


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This feature allows users to seek answers from anyone on Facebook.

How it works:If you ask a Facebook Question and one of your fans answers

or follows that question, it goes onto their News Feeds, and their friends can see

and answer it, too.

Heres an example: Whats your favorite veggie? Chances are its in our

Vegetable Masala Burger! asked by Tandoor Chef. (The top vote-getter:

potatoeswith10outof35votes.)

How to ask a question:

The easiest way to ask a question may be simply to go to your Wall (or youcan click on Questions in the left navigation section of your page).

Click on the Question link, and add some poll options, if you like. Click

Ask Question to submit.

You can make your question more like a poll by limiting the answer options.

Simply uncheck the box that says Allow anyone to add options.

What kinds of questions will work:

Any question, but ideally ones that attract fast, short responses. Here are a few

ideas from Facebook about what you can use Questions for:

To ask for recommendations

To start a discussion about a current events topic

To ask a simple question to learn more about the people around you

Just dont forget! Facebook Questions are public and can be seen and answered

by people not in your immediate network. Dont ask anything you wouldnt want

to get out to a larger community.

More:

To learn more about Facebook Questions, visit facebook.com/questions. You

canalsocheckoutmoretypesofquestionsonpage12.

FACEBOOK QUESTIONS


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WELCOME TABS & OTHER FACEBOOK APPS

Facebook Apps are basically tools that enhance the interactivity of a page. There

are many Facebook apps being developed all the t ime, both by Facebook and by

third-party developers. Some can be quite useful for small businesses.

Welcome Tabs:

Welcome tabs are one of the top Facebook Apps social media experts

recommend. You can use them to customize what visitors see when they landon your page and to encourage non-fans to like your page. They can include:

Photos of your business or products

A quick summary or video about your business Featured products Reasons someone should like your business

Conversionratesrisefrom23percentto47percentwithagoodwelcometab,

says BrandGlues Zach Welch. Just make sure it is your default tab.

There are a growing number of providers of welcome tabs. Some, such as tabsite.

com, assemblyline.lujure.com, pagemodo.com, wildfireapp.com, faceitpages.

com, even have free options.

Sample welcome tab from Red Bull (not a small businesss, but you get the idea):

Other Apps:

There are many more apps out there than can be covered in this eBook. Heres

just a sampling of some of the ways apps can enhance a Facebook page:

Automate updates from your blog to your Facebook page (e.g.

NetworkedBlogs) although some social media experts advise against over-

automating posts Schedule appointments with customers through Facebook (e.g. Schedulicity) Enable chat conversations

Facilitate contests or sweepstakes

Provide e-commerce options Integrate with e-mail service providers to get people to subscribe to your

e-mail lists on Facebook (e.g. MailChimp and Constant Contact)

How to find apps:

Facebook apps vary in quality and price. Many are free. One indicator of an

apps quality is the number of monthly active users. You can search for apps bygoing to facebook.com/apps/directory.php.


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Part III: Case Studies


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BIG DADDY BISCUITS

Atlanta, Georgia

Fouremployees(ownerplus3part-timers)

Establishedin2009,JoinedFacebookin2009

960Likes

What it sells: Handpressed, organic farm-to-table dog biscuits

Who manages the page: Big Daddy, an American bulldog who was

rescued six years ago off the streets near the federal penitentiary in Atlanta.

Okay, so his human half, Big Daddy owner Lauren Janis, does the typing.

Biggest benefit of Facebook: People can put the face behind the

name, Janis says. They can see pictures of me baking. They can watch a

local business growing.

Most commented-on recent post: Announcement that Whole Foods

would start carrying some all-natural Big Daddy dog treats in area stores.

Why Big Daddy has a Facebook page and a Facebook group: I

didnt know the difference when I started, Janis admits. She rarely posts to

the group anymore, but occasionally its handy for emails to the list.

One regret: Biscuits is misspelled in the page name Big Daddy

Bscuits. After a page reaches 100 likes, Facebook prohibits further

name changes. I could start all over again, Janis says, but I wouldnt want

to lose all the content that Ive built.

Why Facebook is a good place for dogamonials: Dog loversenjoy vouching for the addictiveness of the treats, which include Cheese

Bites With Garlic and You Had Me At Bacon Turkey Bacon Bites. They

post pictures of their pets giving paws of approval. As long as youve got

fans saying how good you are, thats better than any ad, Janis says.

Sharing the love: Big Daddy Biscuits, whose biscuits are made with local

cornmeal, eggs and milk, frequently tags other local businesses, such as the

Woof Gang Bakery or the Decatur Farmers Market, in Facebook posts. Its

good for both sides to gain some exposure to each others fans.

Photos courtesy of Big Daddy Biscuits.


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BUZBEE DENTAL

Springfield, Missouri

24employees(includingfourdentistsGary,Roger,ToddandTylerBuzbee)

Establishedin1977,JoinedFacebookMay2009

437Likes

What the business does: General dental practice with an emphasis on

cosmetic dentistry, orthodontics, TMJ therapy and sleep apnea treatment

Most frequent posts:

Quirky facts related to dentistry

Tidbits on taking care of your teeth

Community involvement announcements (like text messages from one

dentists volunteer trip to a Haitian orphanage)

One popular post: Are you confused on how all the Buzbee doctors

are related? Tell us if you know! (Answer: The practice includes four

Buzbees two brothers and the two sons of one of the brothers.)

Sources of interesting posts: More than a dozen web sites, including

www.ada.org, yourmouthistalking.org and webmd.com

Who manages the page: Marketing consultant Brenda Raynor for the

practice

Time Raynor spends on updates:About an hour a day researching,

brainstorming with the dentists, posting and responding to customers

Campaign that Facebook helped: Refer-a-Friend contest. Whoever

referred the most friends won a whitening treatment. Result: 70 new patients

and more awareness about one of their services.

Interesting Facebook Insights stat: Raynor says that Buzbee Dentals

Facebook page users are roughly 60 percent women between the ages of

18and44.

Checking in at checkup time: Buzbee Dental allows customers to

check-in on Facebook when they come in for a visit. Such updates can be

viewed by customers friends.

Photos courtesy of Buzbee Dental.


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22

NAMASTE INDIA

OverlandPark,Kansas

Three employees (ownerYogeshKaria, his wife and sister-in-law, with

children helping out)

Establishedin2009,JoinedFacebookJanuary2011

158Likes

What the store sells: Indian groceries, DVDs and chaat savorysnacks also known as Indian street food

Who manages the Facebook page: The owner, a native of Gujarat,

India. Im learning a lot as I go, he says.

Biggest benefit of being on Facebook: Real-time announcements the

instant that truck shipments from Chicago arrive with fresh produce. For our

areaIndianfamilies,Kariasays,freshvegetablesareaverybigthing,and

these are specialty items you cant find at Wal-Mart or [local grocery chain]

Price Chopper. For our families, its a time management thing.

Greatest challenge: Getting more people from the stores broader

customer base to know about and like the Facebook page. The store

draws customers not only from the local area but also from Missouri, Iowa

and Nebraska.

To-do list: Facebook Ads to target potential customers in outlying

areas; getting more fans to post comments; interacting with other Indian

community pages

Facebook page promotion strategies: In-store fliers and e-mail

messages promising the instant notifications of fresh produce

One Facebook Deal offered: $2offANYbrand20lbChapatiflour

bag

Recent page update: A welcome tab to encourage new visitors to like

the page created with free tool from pagemodo.com


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23

THE WOODS COFFEE

Whatcom County, Washington

About 100 employees

Establishedin2002,JoinedFacebookOctober2009

7,459likes

What it is:A chain of coffee shops with 11 locations

Who manages the Facebook Page: Jessica Stuart, social media director

and former barista of The Woods Coffee

Popular post: An April 1, 2011 post asking fans to guess where the

chains 11th store would open. The question got 54 responses, including

this one: Hopefully NEXT DOOR to us.

Mouth-watering post: Asked their favorite flavor combinations, fans

came up with chai nog, caramel macchiato and white chocolate raspberry

mocha, among others.

Stuarts favorite Facebook Insights stat: The percentage of fans

responding to different posts

Why The Woods hasnt used Facebook Ads yet: We arent an

online company trying to get new fans that dont know us, Stuart says.

Our Facebook page is a place for our customers to get the current info on

whats new, whats happening and lately to get their questions answered.

Why mobile phones are a lifesaver: I have found it easy updating

from my iPhone wherever I am, Stuart says. I can update my status, reply

to a wall post, upload a mobile picture, almost anything.

(Read more how The Woods Coffee used Facebook Deals on page 15.)

Photos courtesy of The Woods Coffee.


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24

THE RAVEN BOOK STORE

Lawrence,Kansas

Six employees

Establishedin1987,JoinedFacebookFebruary2009

631Likes

What it is: An independent, locally owned bookstore specializing in fiction,

mysteries, regional history and local authors

Who manages the Facebook page: Bookstore owner Heidi Raak, who bought

thestorein2008

Biggest benefits to being on Facebook: Promoting events, inviting guests,

getting people interested

Frequent Facebook engagement strategy: Book giveaways. Before an author

comes to town for a reading, Raak posts an open-ended question related to the

books theme. Anyone who posts a comment is eligible for a drawing, and the winneris announced on Facebook.

Discussion provoked by one book giveaway: To promote an in-store reading

by book author Deb Olin Unferth, Raak asked people to post about a rash decision

they once made out of love. One response: A woman said she walked down a two-

mile stretch of highway at 6 a.m. in flip-flops to meet her now-husband.

How the store uses Facebook to advance its overall strategy: We are

trying to get a younger group of people to come into the store, Raak says. With

Facebook, we try to focus on more contemporary readers to get the young crowd.

Good source of posts: Thought-provoking articles from periodicals such as

The New York Times. A link to a Times article about Philip Roth vs. new writers

sparked a debate.

Oops: The store originally created a personal profile page. Raak says she realized

three days later that she shouldve made a business page. The personal profile

actuallyhasmorefriends(1,591)thanthebusinesspagehaslikes.Whenpeople

search, it seems the personal page is what comes up more prominently, Raak says.

(See other Mistakes to Avoid on page 10.)

Photos courtesy of The Raven Book Store.


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