holkham facebook training 23 jul12
TRANSCRIPT
Presentation title
Facebook for businessThe how-to guide for Holkham Estate
Timings
Course deliverables
By the end of the course you will know how to:
1. Create an effective Facebook page for business2. Create a content plan for your page3. Evaluate success using Insights 4. Be better than the opposition5. Integrate your Facebook activity with other social media
options
Timings
AgendaPART ONE
• Why Facebook• Setting up a page• Adding content• Using Facebook Insights• Permissions & security
BREAK
PART TWO
• Holkham Facebook pages• Competitor brainstorm
LUNCH
PART THREE
• Other social options• fourquare• Pinterest• Email
Introductions
PART ONE
Why use Facebook in the first place?
You?
1. Visual
2. Popularity
800 million users
130 friends, 80 ‘liked’ pages
50% more likely to recommend a brand if they become a fan
3. Viral nature
Facebook & tourism(stikkymedia.com June 2012)
• Facebook has the greatest influence on 25-34 year olds making a holiday choice, with a greater influence on women
• 40% of travellers visit social networking sites to influence destination selection
• 87% of those said reviews impacted hotel/holiday choice• 84% said reviews impacted the method of travel• 78% said reviews impacted the choice of dining• 70% of consumers trust online communities while only 14% trust advertising
Setting up a page
The dashboard
Local business or place
Set up – profile picture
Set up – about
Set up – Facebook web address
Set up – admin panel wizard
Tour https://www.facebook.com/littlegreenplane?ref=hl
Adding content
Types of content - statuses
• What’s on• Photo caption requests• Competitions• We’ll answer your questions• Celebrity Q&A (Gethin Jones)
• 1-2 line posts weekly
• Daily response to comments, likes or comments on other pages
Images
Types of content - images
Types of content - images
Types of content - video
Types of content - notes
Types of content - notes
Types of content - polls
Poll ideas?
Types of content - polls
Types of content - polls
Types of content - milestones
Post a milestone as a status
Here, Ben & Jerry's uses the new format to call out an important company milestone - its introduction of several new flavours in 1999
Cover image – change monthly
Cover image – caption it
A COVER PHOTO cannot have:
• Price or purchase information (including discounts, such as “40% off”)• A call to action to “like,” share, comment, download, “get it now” or “tell your
friends”• Contact information, such as web, email or mailing address• Use something that flaunts your product and captures the essence of your
brand
StarringHover over any post and you’ll see a star icon.
Livestrong starred this post that provides resources for people under emotional duress as a result of cancer.
Starring it calls extra attention to the post by making it twice as wide as others.
Pin to the topHelps you re-order content in priority order, not date order.
What to pin to the top?
• Video, image (66,000 characters max in a status update)
• FAQs
• Offer/service of the month
BRAINSTORM TASK: Content ideas
Creating a content plan
Creating a content planJan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Status
Cover photo
Profile pic
Poll
Caption comp
Video
BREAK
Promoting your page
Content, sharing, liking and also…
Importing contacts - email
Facebook adverts
Evaluating success: INSIGHTS
Evaluating success: INSIGHTS
https://www.facebook.com/littlegreenplane?sk=page_insights
Permissions & security
Analysis: Holkham & Beach Café
Holkham Estate - brainstorm
1.Strengths
2. Improvement areas
Holkham Estate
Strengths Areas of Improvement
Use of imagery Cover image
Regularity of updates What pages do you follow/recommend to your followers
Number of followers More vids – only three
Number of check-ins Polls, photo captions, requests
Beach cafe
1.Strengths
2. Improvement areas
https://www.facebook.com/pages/Wells-next-the-Sea-Beach-Cafe/197479383652772
Beach Cafe
Strengths Areas of Improvement
Use of imagery Cover images – regularly update to reflect seasons/weather
Regularity of updates What pages do you follow/recommend to your followers
Number of check-ins Create videos, more photo albums
Polls, photo captions, requests
Competitor brainstorm
Three regional tourism competitors…volunteers
Banham ZooPros Cons
3, 426 likes, 8,475 check-ins Limited cover and profile pics with no captions
Lots and lots of photo albums Video selection could be improved
Using events function (but only two listed)
Photo competitions
Caption requests
Fascinating facts
Starred posts
Jubilee photo montage
Testimonial - starred
Pensthorpehttps://www.facebook.com/Pensthorpe
Pensthorpe
Pros Cons
607 likes Cover photos are very similar
Photo albums No videos
Travel and bus info in ‘About us’
No check-ins
Starring articles Just transmitting info
Liking other pages No comments on other pages
Theatre Royalhttps://www.facebook.com/pages/Norwich-Theatre-Royal/120844611273956
Theatre RoyalPros Cons
4,653 likes, 11,258 check-ins Only three videos in archive but more posted onto the page
Photo albums
Video testimonial from partner Norfolk Deaf Association
Press coverage
Liaising with customers online re: ticket enquiries and voucher queries
Recommendations/testimonials
Likes other pages ‘Visit Norfolk’
Competitions – win tickets, repost
Iplayer links to TV versions of shows
Other options
foursquare
foursquare
Allows users to share places they visit and like using check-ins
Allows businesses to register a business location, share updates and provide special offers to foursquare users
foursquare
Email marketing
All you need is:
• Artwork
• Credits
www.littlegreenplane.com
@lgplane
@rechendasmith
Thank you