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FACEBOOK FUNDAMENTALS FOR BUSINESS CARI SULTANIK
DIRECTOR, INTERACTIVE ACCOUNT MANAGEMENT
FULCRUMTECH, LLC
HTTP://WWW.FULCRUMTECH.NET
COPYRIGHT © 2012 FULCRUMTECH, LLC. ALL RIGHTS RESERVED.
WHAT WE’LL COVER TODAY
§ Part 1: Just a little of the “why”
§ Part 2: Getting started
§ Part 3: Building your audience
§ Part 4: Best practices
§ Part 5: When you’re ready for more—advanced opportunities
WHY FACEBOOK?
PART 1
FOR STARTERS…
BUT SERIOUSLY… § The numbers
§ Over 900M active users § 425MM access via mobile § 57% female / 43% male § Average time per visit of about 20 minutes
§ People are well trained to actively share on Facebook
§ 82% of users who click on a news feed post shared by a friend who interacted with a Facebook application continue to participate on their own
§ People expect to be able to find businesses and interact § When fans get a response to their posts on a brand page, 80%
complete a purchase
§ 28% purchase when brands proactively reach out
Sources: Mari Smith and Wildfire
GETTING STARTED
PART 2
BEFORE YOU START § First things first: Do you have a website?
§ Don’t rest the entire digital presence of your business on real estate you don’t own
§ Have a goal in mind
§ Fans are nice, but what do you ultimately want them to do?
§ Think about who you are and what makes you different
§ Don’t be afraid to have a personality § People do business with people, not websites or Facebook pages
§ Be sure you’re ready
§ Commit to spending at least a few minutes a day on your Facebook page
§ Assumption: You already have a personal Facebook account (if not, set that up first)
BUILD YOUR PAGE
§ Go to a page you are not an admin for and click “Create a Page” button
CHOOSE YOUR BUSINESS TYPE
CHOOSE CATEGORY
Additional information required for a local business or place (other types do not require this)
CHOOSE CATEGORY
Additional information required for a local business or place (other types do not require this)
CHOOSE A PROFILE PICTURE § Don’t skimp on this step
§ Your profile photo will show every time you post (along with your page name)
§ 180x180 pixels
§ Good representation of your brand
§ Ideas:
§ Storefront § Logo § Headshot of you (if you
are a consultant, for example)
PROFILE PICTURE EXAMPLES
ABOUT
§ Be descriptive and creative
§ Include a link to your website and other social properties
CHOOSE YOUR FACEBOOK WEB ADDRESS
Choose carefully
§ Difficult (not impossible) to change
§ Make it easy to remember and type
§ Closely related to page name
FACEBOOK MINI-TRAINING
1. Like your page
2. Invite your friends
3. Invite your email contacts
4. Share something
YOUR FOUNDATION IS NOW BUILT
YOUR FOUNDATION IS NOW BUILT
ADD A COVER PHOTO
COVER PHOTO: FIRST, THE SPECS AND RULES The rules:
§ 851x315 pixels
§ Price or purchase information, such as "40% off" or "Download it at our website"
§ Contact information, such as web address, email, mailing address, or other information intended for your Page's About section
§ References to user interface elements, such as Like or Share, or any other Facebook site features
§ Calls to action, such as "Get it now" or "Tell your friends"
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO ADVICE
§ Follow the rules, but be creative.
§ When you upload a new cover image, it is noted in your timeline and in your fans’ newsfeeds.
§ You can include promotional copy, links, and calls to action in the descriptions for the photo.
§ Change it as frequently as you can—it’s a great way to drive engagement if you’re being creative.
§ If you use Photoshop, you can find various templates for cover photo and profile image design.
§ I like this one: http://www.hongkiat.com/blog/creative-facebook-timeline-covers/#fb_timeline_template
COVER PHOTO ADVICE
COVER PHOTO COMPLETE
NEW COVER IMAGES SHOW UP ON YOUR TIMELINE
FINISHING DETAILS § Add hours, if relevant
§ Check your About page and add detail (edit button shows up when you hover over About or Basic info) § Add start date § Start type (born,
founded, opened, etc.)
§ Add description (helps you with search)
§ Add contact info (e.g., email address)
§ Tons more detail options—take advantage of them!
BUILDING YOUR AUDIENCE
PART 3
START WITH FRIENDS
START WITH FRIENDS
Facebook makes it easy to decide which friends to invite.
§ Recent interactions
§ All friends
§ Location-based
§ Groups
§ Lists
Don’t be shy!
SHARE YOUR PAGE ON YOUR TIMELINE
INVITE EMAIL CONTACTS
INVITE EMAIL CONTACTS
OTHER FACEBOOK OPPORTUNITIES
§ Use Facebook as page to comment on other pages
§ Be sure to switch back to your own account when you’re finished
OTHER FACEBOOK OPPORTUNITIES
§ Integrate Facebook Like box on your site
§ Visitors can see which friends already like your page
§ If you choose, they can also see recent posts
§ Facebook will generate code for you
§ http://developers.facebook.com/docs/reference/plugins/like/
KICKIN’ IT OLD SCHOOL
§ Point-of-sale display
§ Package inserts
§ Direct mail
§ Word of mouth
§ Business cards
§ Use your imagination!
FACEBOOK ADS
§ Wait until you have established a fan base and content before advertising
§ Facebook will guide you
§ Many webinars and articles
BEST PRACTICES
PART 4
CONTENT, CONTENT, AND MORE CONTENT
§ Plan ahead for content to post on your Facebook page
§ Test different days of the week and times of day
§ Test frequency
§ Be personal and human
§ Share personal interests § Include success stories § Think about what would make you Like or Comment
ENGAGEMENT TIPS
§ Use lots of photographs
§ They take up more room on people’s timelines. § Photographs get more engagement than any other type of post
(including video). § You can use original photography or buy stock photography.
§ Post articles your fans will care about (with links)
§ Add a comment about why you’re posting it (“Great article,” “How do you feel about this?”)
§ Don’t be afraid to go off-topic (e.g., random question of the day, fill-in-the-blanks, polls)
§ People want to talk to people § Build relationships § Show personality
MORE ENGAGEMENT TIPS
§ A post that specifically asks fans to Like or Comment will get more engagement than one that doesn’t.
§ A study by Buddy Media showed that posts with 80 or fewer characters get 27% higher engagement.
§ Respond to people who engage with you!
MILESTONES
§ Milestones help tell the story of your business
§ Prominent in timeline
§ Lend credibility
HIGHLIGHTING POSTS
Highlight a post
§ Stretches across timeline instead of showing in one column
§ Draws attention to important updates
PINNING POSTS
Pin to top
§ Stays at top of timeline for 7 days or until a new post is pinned
§ Can pin a call to action for your site or applications (more on this later)
§ Try pinning strong images that draw attention to what you most want fans to know about you (404x404 pixels)
ADVANCED OPPORTUNITIES
PART 5
CUSTOM APPLICATIONS
§ Formerly known as “tabs”
§ Can create up to 12
§ Photos always in first spot
§ Put most important apps in next three spots
§ Design custom app thumbnails (111 x 74 pixels)
EXAMPLES OF CUSTOM APPLICATIONS
WHAT CAN YOU DO WITH APPS? § Email sign-up
§ Fan-only promotions (must Like page to see content)
§ YouTube channel integration
§ Twitter integration § RSS widget (feed from your
blog)
§ Photo shows
§ Contests
§ Sweepstakes
§ Fundraising
§ Map and location § Coupons
FREE AND LOW-COST APP TOOLS
ADMIN PANEL OPTIONS
NOTIFICATIONS
§ New comments and likes will appear here
§ Check frequently and interact with your fans
MESSAGES
§ Messages are turned on by default
§ Be sure you can check and answer daily (if not, turn them off)
§ New messages will appear here
INSIGHTS
§ Not available until you have 30 fans
§ Snapshot will show you activity at a high level
§ Click “See All” for detailed insights
§ Determine how engaging your posts are so you can focus on best content for your audience
INSIGHTS
INSIGHTS
INSIGHTS
CONTACT INFO
Cari Sultanik, Director, Interactive Account Management
Email: [email protected]
Phone: 215-348-9887
Twitter: @CariSultanik
Facebook: Facebook.com/FulcrumTech
LinkedIn: FulcrumTech | Cari Sultanik
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