facebook marketing (1 of 4) - introduction: using social media to promote your local business

Facebook MarketingUsing Social Media to Promote Your Local Business

Your Business Name Here

Miranda Miller for Lake Huron Learning

Unit 1: Introduction to Facebook Business Pages

© 2012, Miranda Miller @mirandam_ecomm


© 2012, Miranda Miller

Course Agenda1. Introduction to Facebook Business Pages• Why use Facebook for marketing?• Who can you reach on Facebook?• Is Facebook right for your business? • The New Facebook and how it works• Brand Pages – overview and features• Play Time! Make your Page.

2. Content Creation & Posting3. Campaign Planning & Management4. Paid Advertising, FCommerce & the New Analytics




We have radio, print, signage, email

marketing, and more… why Facebook?




Facebook… It’s kind of a big deal.




Source: Brightedge.com 2012 Search Marketers Survey




Why Are YOU Here?

• In a perfect world, what will you get out of this series of workshops?

• What inspired you to learn about this?• Are you already using Facebook at all?




So Why Use Facebook for Marketing?

• Brand building & awareness• Reputation monitoring and management• Customer service• Recruiting• Lead generation• Become an authority in your industry• If your competitors are there and you’re not…




Who’s Here?

Source: SocialBakers.com




Okay… But Who’s HERE?

• 31,020 people 18+ within 80km of Kincardine

• 57,560 people 18+ within 80km of Owen Sound

• 6.1 million people 18+ in Ontario




How Often?




Why Do They Like Business Pages?




And Here’s What They Are Not Doing…




But That’s Not What the Other Study Said…



Universal Truths in Online Marketing

• You’re going to read a lot of conflicting data, “fact,” and opinion.

• There is no magic formula.

• The only way to discover what works for your business is to try, test, tweak, rinse and repeat.



Worst Reasons Ever to Use Facebook for Marketing

Everyone else is doing it.




My daughter/friend/

whoever said I should.




It’s going to make me rich… RICH I say!




I heard it’s really easy and you can’t go wrong with free.


Remember:

As a businessperson, your time is money.© 2012, Miranda Miller

@mirandam_ecomm


Everything you do is a reflection of your business.© 2012, Miranda Miller

@mirandam_ecomm



Facebook is not just a social network to you. It is an advertising platform.



So is Facebook Right for Your Business?

• Risk vs. Reward• Budget – your time is also money• What do you expect fans to do?



Let’s Get to Know the New Facebook



Three Important Elements

• Timeline

• Open Graph and Apps

• News Ticker



Timeline for Brands



Open Graph and Apps

Image Source: developers.facebook.com



Open Graph and Apps



News Ticker



EdgeRank



New Brand Pages



Timeline for Business Pages

It’s looks a lot like your Timeline, but has some cool features…



New Admin PanelMessages

TipsLink to Insights

New Likes

Notifications



More on what all of that means in

another session…



Profile Picture

At least 180 pixels wide, no tiny writing, and SQUARE…


Profile Picture Pro Tip

Don’t do this (spellcheck, anyone?)…

Or this…



Profile Picture Pro Tip

And definitely don’t do this.Page name? Fashion Designer. Apparently the only one on the

planet. What’s even going on here?Confusion!© 2012, Miranda Miller

@mirandam_ecomm



Local Brand Pages

Unclickable banner(not cool, but it’s a feature)

Four highlighted apps



Local Page Minus Cover Photo

No Cover Photo

Their Likes



Brand Pages Business Info

Hours of operation & business information

People Liking, Talking About and Checking In



Company Info - About


Company Info - About

Makes sense, but does it tell me why to Like the Page and

make me want to follow?




Pro Tip for “About” Page Optimization

Page Description is a Call to Action

(This is what people see when a user shares your Page. Make them want to follow!)



Pinned Posts

Feature your best content by pinning



Pinned Posts



Pro Tip for Pinned Posts

Feature Interactive Content

(Don’t set it and forget it. Change it up.)



Cover Photos: The RulesThou Shalt Not:

• Display price or purchase info

• Show contact information meant for the About section, ie: email, phone.

• Ask for Shares or Likes

• Give a call to action, ie.: “Tell your friends,” or “Get it now.”



Cover Photo Tips

• Consider how the photo looks displayed on a computer screen, tablet, and mobile phone. Check your page out on each, if possible.

• Ask fans what they think of your cover photo… and actually listen! Your own perception is understandably biased.


“Covers must not be false, deceptive or misleading, and must not infringe on third parties' intellectual property.

You may not encourage or incentivize people to upload your cover image to

their personal timelines.”



Well, that one was easy.

But my business isn’t as exciting as tourism.




Local Furniture Store

I want you to see what we offer.



Local Insurance Brokerage

I want you to see what we’re all about.



Local Specialty Retailer

I want you to recognize my store when you drive by.



Local Home Improvement Store

I want you to know the team behind the brand.


Pro Tip for Cover Photos

Watch the Big Guns

They have the budget and personnel you can’t afford; they know what they’re doing.



The Home Depot

We know what you need right now and we have it.




Sun Life Financial Canada

We can make your life better.



Columbia Sportswear

We’ll make you cooler, you hipster you.



Pro Tip for Facebook Pages

Solve my Problem

You need to show me in 3 seconds or less why I should follow you and what you can do for me.



What Do You Want to Tell Me?

What is the first thing you want Facebook fans to know and can you

convey that message in imagery?



Next Week:1. Introduction to Facebook Business Pages2. Content Creation & Posting• You already have more content that you realize• Working with different file formats• Creating content people actually like• Surefire ways to lose fans• When and How to post• Your social media editorial calendar

3. Campaign Planning & Management4. Paid Advertising, FCommerce & the New Analytics


@mirandam_ecomm…unless you want the latest in online

marketing news, tips & tricks and are okay with a bit of attitude, too. #fairwarning


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