understanding facebook for veterinary practices
TRANSCRIPT
https://facebook.com/SevernEdgeVets
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By Scott Bowler Understanding
Presented by Scott Bowler
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Scott Bowler: Introduction
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The Basics
“Company” Page
My Personal “News Feed”
“Friend” Page
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Introduction to Facebook: A Brief History
2004
2014
Facebook goes live on Harvard’s campus and expands to other Universities
According to research performed by Ignite, an average of only about 3 in every 100 page fans get shown non-paid posts by a company in their news feed
2005 High school students gain access
2006 Open for everyone. News feed debuted
2007 Total users reaches 50 million
2009 “Likes” introduced
2010 500 million users. Company pages introduced
2011 “Timeline” gets introduced
2012 Adverts get introduced to the news feed
2013 Facebook reduces the reach of company posts
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Facebook in 2015
• 24 million Britons log onto Facebook daily
2.2 hours: Avg. time spent on the site each day
• 59% of the UK has an active account (38 million)
Data compiled by WeAreSocial.net in January 2015
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Examples of Different Types of Posts
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The Anatomy of a Successful Facebook Post
• Cater to your audience
• Use the language they use
• Tap into their passions
• Be compassionate
• Ask questions
• Encourage debate
• Time your posts
Create Engagement
An average fan
Mary,
Stay at home mum
Married, Aged 43
2 teenage children
1 lap dog
2 cats
I make all the
decisions about
veterinary care in
our household.
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EdgeRank: The Rise and Fall
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Building a Fan Base
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A (Very) Brief Look at Facebook Advertising
• You can pay to “boost posts” or create ads
• Power editor gives most flexibility
• Ads appear in newsfeed and sidebars
• Demographic targeting (age, sex, interests etc)
• Action targeting (likes, shares, comments etc)
• Retargeting using email addresses
• And lots more…
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Have a Strategy & Goals
1. Have a clear set of goals
2. Ensure your presence adheres to brand guidelines
3. Have a social media policy in place
Don’t re-invent the wheel! http://socialmediagovernance.com/policies/
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Tracking Performance
• Decide what your key performance indicators (KPI’s) are, e.g.
• Traffic sent to website
• Post engagement (e.g. shares, likes)
• Revenue generated as a result of Facebook traffic
• Total Reach
• Total likes/fans (not the most useful metric)
• Have a method of tracking & reporting on your KPI’s
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My (Current) Top Tips for Posting
• Aim for at least 5 posts per week, but never
more than 2 per day
• Respond to every comment within 24 hours
• Don’t let emotions take hold
• Provide useful links to your site
• Avoid repetition of posts
• Have a test page
• Controversial: request shares
Our Top Performing Posts
• Rehoming & strays
• Questions
• Asking people to share
photos
• Job vacancies
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Useful Tools & Data: Within Facebook
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Useful Tools: Outside Facebook
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Ok, but how does all this benefit our practice?
• Increased Brand Awareness
• Positive Customer Engagement
• Positive Word of Mouth
• Upselling/Cross Selling
• Instant & Direct Feedback
} Increased
Revenue
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Conclusion: Getting the most out of Facebook
• Have clearly defined goals & targets
• Have tracking in place to monitor return on investment
• Understand your audience
• Be consistent
• Listen to what people are saying & respond
• React fast to changing situations
• Do the basics well, but be willing to experiment
• Make decisions based on complete & accurate data