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Facebook for BusinessAdvanced

Lorna SixsmithWrite on Track

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“We do not have a choice on whether we DO social media, the question is – HOW WELL WE DO IT”. – Erik Qualman.

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Facebook for Business

1. Tips for Using Facebook Effectively & Improving Your EdgeRank

2. Introduction to Insights/Facebook Analytics3. Recent Changes to Facebook & How to

Increase Engagement4. Facebook Offers/Promotions and

Competitions

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Why Use Facebook?

• To communicate with customers and potential customers

• To build loyalty• To receive feedback• To showcase customer service• Keep in touch with customers• To build brand awareness• To increase sales

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56% of consumers are likely to recommend a brand to a friend after becoming a fan – Hubspot 2012

51% of consumers said they were more likely to buy a product after liking it on Facebook – Hubspot 2012

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Why a Business Page?

• Get more ‘likes’ than ‘friends’• Some of the Rules• Statistics• Can message your fans• Handy admin panel• Professional• Schedule• Promote

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What is Edgerank?

• Edgerank is the name given to the formula that Facebook uses to work out your ‘score’.

• The level of interaction on your facebook page affects the number of people talking about your page.

• Which, in turn, affects your visibility in your fans’ news feed.

• The more interaction your update gets, the more likely to be featured as a top story.

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How to Increase your Fan Base

• Facebook advertisements/sponsored stories• Invite your friends• Ask a few friends to recommend your page• DO NOT ask people to like and share to enter a

competition – a rule-breaker• Paid competitions• NEW - Offers• Get people ‘talking about your page’ by using

compelling content

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Numbers

• It’s not just numbers of fans• It’s the number of people talking about it• If people interact on your page, they are more

likely to purchase.• How to get them talking?!

• Post Once A Day

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Talking about this

• The numbers talking about your page shows potential fans how compelling and engaging your page is.

• Refers to those who like your page, interacted in some way, mentioned or tagged your page, answered a question or/and responded to an event.

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Use compelling photos related to your brand

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Get People Talking

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9 Ways To Create Compelling Content

1. Use good quality photos (related to your biz)2. Ask people what they like about the photo or invite a

comment3. Ask questions4. Fill in the blank5. Tell stories and invite responses/stories6. Quotes7. Links to relevant articles8. Polls9. Calls to action (to your website)

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Do Not

• Use emotional blackmail e.g. Likes in return for a donation

• Ask people a multiple choice question ie like for x, comment for y and share for z!!!

• Ask people to like and share your update as entry to a competition.

• Ask ‘Did you enjoy xxxx’. Click Like to say yes• Use pictures/ memes that are unrelated to your

business• These are all bad practice/ against Fb rules

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How many see your post

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Create a Url for the update by clicking on the timestamp (tweet link to it)

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Whisper Codes

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Facebook Calendar – Use Scheduling

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Change your voice

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How To Increase Chances of Your Updates being seen by more Fans

• Compelling Content• High number ‘talking about it’• Use promoted posts • People adding your page to their Interest Lists• People signing to receive notifications

(advantages and disadvantages)• https://www.facebook.com/pages/feed (to see

updates from pages- should be available in left sidebar soon)

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Some Insights Explained

• Reach = the number of unique people who have seen your update

• Engaged Users – the number of people who have clicked on the post

• Talking About – the number of people who have created a story / interacted with your post

• Virality – the % of people who created a story of the unique people who saw your post

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Reach

• Paid – the number of people who saw it from a sponsored product

• Organic – the number of people who saw your update in their newsfeed, ticker or on your page

• Viral – The number who see it via seeing it elsewhere

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Facebook Offers

• Over 400 fans only• First one free• Cheapest promotion is $8• Can offer it as an online

promotion, online and in store, and in store only

• Provide a discount code• Can create a barcode

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What makes an offer successful?

• Decide on what success is – is it a high uptake of claims or of those who redeem? More fans?

• Fixed Price or a % discount?• Free item with a purchase?• Take care when writing your T&Cs, don’t

overpromise and not deliver• Expiry Date• Image – a picture tells a thousand words

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Competitions

• Asking people to ‘like and share’ is a huge No No – you risk having your page shut down by facebook

• Shortstack • Ensure the prize is related to your brand• Consider working with other companies in an

area to club together for a great prize and to get entries.

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Find Me At:

• Facebook.com/writeontrackresults• Facebook.com/garrendennylane• Linked In – Lorna Sixsmith• Twitter - @writeontrack_L, @garrendennylane

and @irishfarmerette• Website: www.writeontrack.ie• 086 1051007• Email: writeontrack@live.ie