how to set up a business facebook page
Post on 18-Oct-2014
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Presented by Helen Todd - CEO of Sociality SquaredTRANSCRIPT
About Helen Todd• Co-founder & CEO• Sociality Squared• Social Media Agency• Founded 2010• Clients include small to
medium-sized businesses and brands like Votre Vu and Leica Camera
HOW TO SET UP A BUSINESS FACEBOOK PAGEPresented by Helen Todd - CEO of Sociality Squared
A MORE DEDICATED CONNECTION
HOW TO SET UP A BUSINESS FACEBOOK PAGEToday you'll learn how to use a Facebook page to:
• Grow a loyal community around your business
• Raise awareness of your business and
• Drive foot traffic
HOW TO SET UP A BUSINESS FACEBOOK PAGEBy…
• Optimizing your business's Facebook page
• Mastering News Feed Optimization (i.e. make sure fans see your wall posts!)
• Employing Facebook Ads to target qualified customers based on location and interests
HOW TO SET UP A BUSINESS FACEBOOK PAGEThings have changed…
HOW TO SET UP A BUSINESS FACEBOOK PAGEThe Internet Evolved: The Social Web
Image: Facebook
HOW TO SET UP A BUSINESS FACEBOOK PAGEAOL is of the Past…
Image: Facebook
HOW TO SET UP A BUSINESS FACEBOOK PAGEShifting Approach: Go to Them
VS.
Social Networks Your Website
HOW TO SET UP A BUSINESS FACEBOOK PAGEIt’s BIG
Image: Facebook
HOW TO SET UP A BUSINESS FACEBOOK PAGEIt’s Across Devices
Image: Facebook
HOW TO SET UP A BUSINESS FACEBOOK PAGEIt can be Powerful…
HOW TO SET UP A BUSINESS FACEBOOK PAGEIt can be a Tool for Small Businesses too…
Image: Facebook
HOW TO SET UP A BUSINESS FACEBOOK PAGELatest Milestones
Image: Facebook
HOW TO SET UP A BUSINESS FACEBOOK PAGEFacebook Mobile
• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
HOW TO SET UP A BUSINESS FACEBOOK PAGEFacebook Users Are Active
Image: Facebook
HOW TO SET UP A BUSINESS FACEBOOK PAGEWhy Should You Care?
• What does this mean for a small business? You don’t need to reach a MILLION people – you need to reach the people who are or will be your customers. You can use Facebook to help reach who you want to!
HOW TO SET UP A BUSINESS FACEBOOK PAGEIt’s not scary, it’s an opportunity
• To get found
• To easily manage your business presence online
• To engage with your customers
• To drive conversions
• And to sell more products!
Optimize Your Facebook Page
HOW TO SET UP A BUSINESS FACEBOOK PAGETimeline for Brands
• Pages are…- Public and indexed in Google - Status updates are published into fans’ streams…
wherever they access Facebook- Pages are customizable- They’re plugged into Facebook’s inherently viral
platform.
HOW TO SET UP A BUSINESS FACEBOOK PAGECreate a Page
• Create a page: https://www.facebook.com/pages/create.php
• Select the most appropriate Page name. Pick the correct category. For most local businesses, select ‘Local Business’ or the most appropriate category from the dropdown box that will appear.
• Fill out street information
HOW TO SET UP A BUSINESS FACEBOOK PAGEFill Out the Information
• Upload a profile picture
• Fill out the About section - include your website address
• Select a vanity URL (facebook.com/Whartons)
• Upload a Cover Image
• Add Milestones
HOW TO SET UP A BUSINESS FACEBOOK PAGECustom Tabs
• Custom Tabs are great places to extend your branding and house important information
• You can direct ads to custom tabs
• BUT you don’t need one to be successful on Facebook
• Use tools like Wildfire, Social North or Involver to customize affordable tabs.
HOW TO SET UP A BUSINESS FACEBOOK PAGEMeasuring SuccessSome tangible metrics you can measure include:• Fan Count
• Fan engagement
• Coded links (bit.ly, lead tracking software)
• Newsletter signups• Coupon code redemptions
• Phone calls (use Facebook-only number)
• Traffic generated from Facebook as percentage of overall website traffic to your website
HOW TO SET UP A BUSINESS FACEBOOK PAGEFan Page Insights
• By looking at the Facebook Insights we get much richer data than just fan count
• Insights shows us fan engagement on the page, demographic breakdown, fan growth and much, much more
Grow Fans
HOW TO SET UP A BUSINESS FACEBOOK PAGEHow to Grow Fans
• Remember: Quality over Quantity
• Invite Your Friends
• Invite Email Contacts
• Use your current channels of communication
• Create a plan for the Wall, publish content regularly and respond to Wall Posts from your Page connections
• Cross-promote with other local businesses
• Employ giveaways• Use Facebook Ads
News Feed Optimization
HOW TO SET UP A BUSINESS FACEBOOK PAGEWhy does it matter?
• Wall Posts Are Not Created Equal
HOW TO SET UP A BUSINESS FACEBOOK PAGE
Content Consumption: Facebook users are
150 TIMES more likely to consume branded content through news feed consumption versus a Facebook page!
HOW TO SET UP A BUSINESS FACEBOOK PAGEUse a Content Calendar
• Content calendars make great guides to help you organize what to publish and when!
HOW TO SET UP A BUSINESS FACEBOOK PAGEKnow Your Audience
HOW TO SET UP A BUSINESS FACEBOOK PAGEUse Photos to Make Posts Pop
HOW TO SET UP A BUSINESS FACEBOOK PAGETarget Wall Posts to be Relevant
HOW TO SET UP A BUSINESS FACEBOOK PAGEWin with Fun and Questions
HOW TO SET UP A BUSINESS FACEBOOK PAGECustomize Link Headers & Descriptions
HOW TO SET UP A BUSINESS FACEBOOK PAGERemember to listen and respond to fans and don’t JUST publish content!
HOW TO SET UP A BUSINESS FACEBOOK PAGEWhen You Publish, Keep in MindYou have to be consistently producing content for your fans to interact with. Remember:
- Keep it relevant- Don’t over message and spam (publish 1-3 posts a day, 3 hours
in-between)- 1 out of every 4 (some say 10) messages should be self-
promotional- Value-added is the way to go!- Asking questions will always get more responses than not- Add calls-to-action to content- Use insights to optimize content
HOW TO SET UP A BUSINESS FACEBOOK PAGENews Feed Take-Away
• News Feed is at the heart of Facebook. Small businesses that will succeed on Facebook will understand how to connect and engage with their fans through the News Feed.
Facebook Ads
HOW TO SET UP A BUSINESS FACEBOOK PAGEFacebook Ads
• Facebook ads are a great way to raise awareness of your brand, grow fans and drive traffic to your page
• Can target Facebook users based on their profile information which includes age, gender, interests, relationship status, education level, location and more!
• You can use ads to promote wall posts…NOW in users’ News Feeds
HOW TO SET UP A BUSINESS FACEBOOK PAGE
HOW TO SET UP A BUSINESS FACEBOOK PAGE
HOW TO SET UP A BUSINESS FACEBOOK PAGEFacebook Advertising Tips
• Set goals with your advertising
• Optimize the ad with a picture that stands out and is relevant
• Have a strong call to action to become a fan of your fan page
• Keep ad copy relevant
• Use interests specific to your audience
• Have a custom landing tab with a call to action to fan your page if users click through the ad
Remember
HOW TO SET UP A BUSINESS FACEBOOK PAGEDon’t Forget:
• Fill out all information on your business’ page
• Success is tied to the News Feed
• Publish content consistently
• Respond to fans comments
• Make sure content is relevant
• Use Insights to optimize content
• Use targeting with Facebook Ads
• Remember QUALITY OVER QUANTITY
HOW TO SET UP A BUSINESS FACEBOOK PAGEExtra Resources
• https://www.facebook.com/marketing
• https://www.facebook.com/pages/create.php
• https://www.facebook.com/help/?page=203955942973503
• https://www.facebook.com/FacebookPages
• https://www.facebook.com/advertising
• https://www.facebook.com/ad_guidelines.php
• http://www.wildfireapp.com/
• http://www.involver.com/• http://socialnorth.com/
Thank YouTo speak to a Frontier Small Business representative, please call: 1-866-408-0233
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