How To Use Facebook

for Business

March 15, 2012

Vibrant Internet Marketing Presents:

Vibrant Internet Marketing

                  

Facebook for Business

A smart marketing tool

How are Businesses Using Facebook?

1. Go to www.Facebook.com/search

2. Select the Pages option to filter your results by Pages.

3. Enter direct competitors or keywords in your industry to find pages that may be in your niche.

4. Realize that the Facebook Search bar is not very robust and sometimes does not find the Facebook page you are looking for - even when you enter the exact name of the page!

• Link from competitor’s websites, or www.FBInstant.net

• How often is the page posting? What times are they posting?

• What are they posting? What is getting the most interaction – pictures, links, videos, questions? What is working for them?

• How many people post directly on the page? How many respond to a post? Take note of the People “are talking about this” number that these metrics over a 7-day period:

– Liking the Page – Posting on their Wall – Liking, commenting or sharing

one of their Page posts (or other content on your page – such as photos, videos, albums)

– Answering a Question they Posted – RSVP-ing to an Event created by

their page – Tagging their page either in their

status or a photo – Checking into their place – Liking or sharing a check-in deal

• Does the page have a Welcome Tab or any other custom tabs? How does the Welcome tab showcase the business? What other tabs do they have?

• Also note what isn’t working for the pages and what you can do better.

Facebook Best Practices

• Post every day• Focus on

engagement• Have a call to

action• Don’t oversell or

undersell• Make it fun!• Find out what

works for your audience

The Facebook Business Page

Learn to speak “Facebook-ese”

• Admin Panel• Application, or “App” for short• Badge• Cover• EdgeRank• Fan• Friend• Friend List• Group• Highlights • Insights • Landing Page

Did you know…

56% of consumers are likely to recommend a brand to a friend after “Liking” it?

• Four meanings for “Like”1. “Liking” a page to

become a fan2. Express agreement with

someone else3. “Like” button installed on

website4. “Liking” a story which

posts to News Feed – does not make someone a Fan

• Messages• Milestone• Network• News Feed• Notifications• Open Graph

Beyond “Liking” – Get Ready for Many

Verbs

• “Like” is one of many verbs

available

• Applications can now take “actions”

on behalf of the user

• Nike -“Ran”• Trek -“Biked”

• Lufthansa -“Visited”

• Open Graph• Questions (Polls)• Page• Page Tips• Pin to Top• Profile• Social Plugin• Subscribe• Tabs• Tag (Tagging)• Ticker• Timeline• Wall

• Did you know…

…51% of consumers are more likely to buy a product after “Liking” the product on Facebook?

Profile Management

• Delete Spam• Block Applications that

Autopost• Remove Irrelevant Tags• Hidden posts• Reply to Customer Service /

Negative Comments• Approve / Ignore Requests• Manage Inbox• Check Wall• Post/Repost Client Content• Manage Cover, Tabs and

Applications

Content Distribution• Status Updates (Tips, How-to’s,

Interesting Tidbits)• Relevant Content from Web

(articles, blog posts, etc.)• Quotes• Videos• Photos• Discussions / Comments• Notes• Music player (favorite songs

while you work?)• Web Links• Google Alerts

(yourcompany@gmail.com)• Send an Update / Updates• News Feed / Interest Lists• Content Strategy

Customer Service

• When – and when not – to respond to customer comments

• Keep wall “clean” if possible – use “Messages” to conduct business unless it will benefit everyone

• Decide who will respond to what types of questions or comments

Audience Building

• Tags• Sharing Your Page• Promoting Your Page

– Cross-Promotion– Offline

• Making Your Page Easier to Find (SEO)

• Join a Facebook Group

• Create a Facebook Group

Facebook Ads

• Planning the campaign

• Designing the ads• Creating the ad• Defining your

demographics• Pricing the campaign• Managing your ads• Purchasing ads

through a Facebook Sales Rep

Reputation Monitoring• Monitor

– Monitor discussions– Search for discussions– Review fan postings

• Respond– This part is also called “damage control”.

Once you are notified about a negative comment, it is very important to determine the best response to minimize the effect of the negative comment. Your response can also determine to turn the person that posted the comment into an advocate.

• Repair– Once the damage is done there is a

process you can follow to start repairing your reputation. Since you can’t delete what was said about you online, you have to research and create a campaign around the negative comment to push the comment further down the search results. This campaign will usually target a specific keyword and keyphrase such as your name.

Engagement• Embrace Openness• Understand Your Audience

– Who are they?– What are they looking for?– What motivates them?

• Listening– "What it means to be social is

if you want to talk to me, you have to listen to me as well." (Sheryl Sandberg, Facebook)

• Understand EdgeRank and the Art of Engagement– Weight– Affinity– Time Decay

• Do’s and Don’ts - Handout

Quote:“A lot of brands want to be social, but they don't want to

listen, because much of what they're hearing is quite simply not to their liking, and, just as in relationships in the offline world, engaging with your customers or your readers in a transparent and authentic way is not all sweetness and light. So simply issuing a statement saying you're committed to listening isn't the same thing as listening.”

(Huffington Post, 3/8/2012) 

Weekly “Talking About This” Graph

How does engagement help you achieve your marketing goals?

• Branding and Awareness

• Interest• Desire• Purchase• Follow-Up

Content Mapping

• Content Mapping = Content Calendar

• What is a content map and why is it important?

• Handout: Sample Content Map

Automation

• How to use automation to save you time

• Programs to consider

– Hootsuite.comMonitor and auto post to multiple networks.

Good for teams. Schedule messages, use with mobile phones, customize analytics. First month free, $5.99 per month.

– SocialOomph.comRobust program especially designed to

interface with Twitter (for future reference. ) FREE version or Advanced $12.97 bi-monthly.

– Posterous.comExcellent blog and auto post using email,

mobile phone or web editor. Good for posting to Facebook. FREE!

PromotionsPromotions , i.e.

– Discounts– Giveaways– Sweepstakes– Coupons– Special Deals– Contests, etc.

are very popular and are a good way to build your audience.

• Follow the rules! Facebook is serious about them! NO SPAM allowed!

www.facebook.com/promotions_guidelines.php

• Be consistent!• Use third-party promotion apps –well

worth the investment.• Popular choices:

– http://wildfireapp.com– http://fanappz.com– http://virture.com/apps– http://www.involver.com

Did you know……61% of consumers interact

with Facebook businesses with the primary purpose of taking advantage of promotions?

Events• Economical way to build your audience• Events allow you to stay in touch with

participants, posting photos, videos, updates, etc. for a long time.

• Types of events:– Launch a product or service– Host a panel webinar– Throw an online Facebook party– Host a Live Chat on your Wall with an

expert in your field

• Steps:– Create an event using Facebook Events– Easy to update or edit your event– Live Stream your event (add real-time chat

stream to accompany live content you’re offering during the event.)

http://developers.facebook.com/plugins and click Live Stream link.

– Video plug-in: http://facebook.com/ustream or http://www.lingto.com

Check plug-ins with URL Linterhttp://developers.facebook.com/tools/lint– Follow-up is essential!

Facebook Places

• Useful for local businesses

• Interfaces with foursquare

• Is expected to increase in popularity in time due to mobile apps

Facebook Analytics: Insights

• Must have 30 “Likes” to access FB Insights

• Preview at www.facebook.com/Insights

• Users– Like Sources– Demographics

• Number of Interactions– Views– Likes– Comments– Unsubscribed– Impressions– Feedback