Making Your Facebook Page Sing
Where are my fans?
• How do I help people find me?
• What about my existing customers?
• I don’t know what to put on my page…
• Why am I doing this?• No one is commenting…
Loyalty, Referral, Sales
What is THE most important factor?
ContentIs King
Compelling Content
• Entertaining• Valuable• Engaging
Types of Content
• Blog entries• 3rd party content• Tag parties• Questions• Expert time slot• Polls• Videos• Photos• Links
Where to Find Stuff to Say?
• In your head• Other people
– Blogs– Tweets– Newsletters
• RSS feeds– Twitter Favorites
• Facebook pages• Aggregators
– Mashable– ReadWriteWeb– Alltop– Techcrunch– Your industry trade pub
• Guests
Welcome to My Page…
• Share your page• Tag your page• Ads• Twitter• Business card• Email signature• Email newsletter• Invitation card/poster
EdgeRank
• Algorithm order:– Videos/photos– Links– Status
• Collaborate• Comments• Likes• Friend varieties
http://www.social3i.com
Toy and Tool Box
• Like Button– Replacing Share– Gotta have it
• Send Button• Like Box• Posting as page• Connect• Custom Tabs
– Tabsite.com, do-it-yourself, Webstrim
• Applications– Ecommerce: Ecwid, Payvment– Involver, North Social
http://developers.facebook.com/
The T’s of the Content Calendar
• Theme• Topics• Times/days• Type• Tone
Know Thyself First
Getting in touch with your Value
…the ripples vs. the drop
Your target customer
• What gap are you closing for your customer?
• Why does your customer need you?
• Why does your customer want you?
• What would your customer do without you? Would they miss you?
• Customer driven or customer focused?
Measure, measure, measure
• Create your game rules• Declare your start• Measure at the end of a
turn (what’s a turn?)• Compare• Win? Lose?• Start the next round
Stay in the Game
Business Page Fundamentals
• Page vs. Profile• Privacy• Page Creation• Initial Posts and Content• Inviting people to 'Like'
your page• Vanity url -- 'username'• Metrics
Personal Profile
• Independent of a business page
• Your wall• Your face to the
world of Facebook
Personal Home Page
• Default page when you login
• Top News• Account Settings• Ads and Pages !
Finding 'Create Page'
• Ads and Pages Home page
• Look for Pages• Click on Pages
Create a Page!
• Look for Create Page• Click on Create Page
Create Your Page
• Choose your business type
• Click the icon for the choices
Naming the Page
• Choose the subcategory• The Business or Place
will be the name of your page
• Make it searchable– Simple– Words in the right order– Favors the first word
Filling out the Page
• Profile picture• Basic Information• Settings• Wall posts– Pictures– Links– Blog posts and tie in
• Then notify your fans
Finished Page
• Pictures across top• Featured pages• Colorful posts• Fan engagement
Edit Page Options - Settings
• Posting Preference - Your Page!
• Notifications - YES!• Remember to SAVE
CHANGES every time
Page Permissions
• Visibility while you're creating the page
• Wall tab shows: All so that it's welcoming/engaging/sense of community
• Posting ability: trust your community
• Spam/blocking words
Basic Information
• Fill it all in!• About will show up on
your page under the picture
Business Page Profile Picture
• Faces are more engaging than logos
• Unhide all button: for photos at the top of the business page
Featured Pages
• Pages you have liked AS YOUR Business Page
• Set of up to 8 to choose to feature
• Could be sponsored
Marketing Your Business Page
• Ads• Inviting your existing
email lists• Like Box for your
website• Vanity URL: 'username'• Update your fans
Managing Your Administrators
• Good practice to have more than one: backup purposes
• Add them by:– Choosing one of your
friends– Choosing one of the fans– Email address they use
to login to FB
Applications Settings
• Setting applications to post to your wall
• Adding new applications and configuring them
• Notes: for auto blog posting
Mobile Settings
• Helpful if on the run a lot
• Upload activities photos right away
Page Insights
• Lots of interesting data• Engagement• Growth• Demographics
Facebook Apps Apps Apps!
• Custom tab pages• YouTube• Twitter• Web Page• Email Marketing
Operating Your Page
• Content Calendar• Posting as your page• Metrics• Objectives• Personality
Content Calendar
• Objectives• Persona• Themes• Timing• Schedule it!
Posting as Yourself vs. Your Page
• Account dropdown• Use Facebook as a Page• Choose the Page• Remember to change
back!
Metrics
• Set objectives• Identify
measurements that correlate
• Measure!• Keep track of
them
Impressions Metrics
• Impressions and Feedback -- few days after post
• Look for what content works at what time on what day
• Objective: greater than the number of 'likes' you have
Be Your Personality!
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