Transcript
Facebook Frenzy
Must Have Answers.
Facebook Frenzy
Overviewo Meet Facebook
Timelineo Terminologyo Define Your Social
Media Goals
Bricks & Mortaro The Anatomy of a
Pageo Updating your
brandingo Posting Info and
Mediao Formatting Posts and
Comments
Rainbows & Butterflieso Measuring the
Success of Your Campaign
o Post Time, Frequency and Ideas
o Generating Fanso Complimenting with
Other Social Media Platforms
o Outsourcing vs. In-house Social Media
What’s On Tap
Timeline Concept.
Meet Facebook Timeline In 2012 Facebook made the change to Timeline for people to better tell their ‘story.’ The Timeline feature allows a user to look at a person’s or business’s profile through the years.
Terms of Endearment.
a) Promoting a Postb) Storyc) Personal Profiled) Walle) News Feedf) Friendsg) Likingh) Groupi) Fans
h) Appsi) Unfriendingj) Milestonek) Statusl) Pagem) Friends of Fansn) Commento) Replyp) Insights
The Anatomy of a Page.
Click icon to add picture
Th
e A
nato
my
of
a
Pag
e
Outcomes of a successful campaign.
Exposure & Branding
Lead Generation
Promotions
Rise in SEOBuilding
Relationships
Building Credibility
Increase Growth
Defining Your Why.
What is your social media goal?
Your cover photo.
Do:o Use an image that's 851 x
315 pixels.o Use a unique image to
represent your Page (ex: a popular menu item or a picture of a customer using your product).
o Experiment with different images to see what people respond to.
Don't:o Price or purchase
information, such as '40% off' or 'Download it on our website'.
o Contact information or details that should go in your About section.
o Calls to action or references to other things on Facebook such as the Like button.
Branding Your Page.
How To: Step by Step.
o Update your cover photo.o Change your profile picture.o Add to your timeline in the
past.o Add an administrator.
1#
Creating a unique URL.
Distributed on a first-come, first-serve basis
Choose wisely! Your name is yours for life.
Ideal for those linking to their Facebook page from a website or other marketing materials.
A Name Tag for Your Page.
How To: Step by Step.
o Setup your unique URL.o Post information, photos and
videos.o Format, edit and organize posts
and comments.o Schedule posts.o Post in the past.o Post an event.
2#
Reply: A new 2013 comment feature.
Just launched and will be enabled in all pages on July 2013.
Not available on mobile. Reply directly to the comments
left on the page and start conversation threads.
Easier to interact with individuals.
Increases conversation quality.
A One-on-One Conversation.
Edge Rank: Determines your object “in-crowd”.
Edge Rank decides how important an object is to each user.
Where All the Posts Go.
Affinity
More interaction with a page or person = more affinity.
Weight
Photo/Video are highest, followed by Links then status updates. Comments add weight.
TimeThe older a post is the less likely it is to display in a news feed.
Edge Rank: Anna’s example.
Where All the Posts Go.
o Anna attended a wedding this week and all of her friends are posting about it.
o Because of this engagement from her friends, they will be shown in her news feed.
o As a result, your business Page post may not appear organically or will appear below all of these friend stories.
o But, you can promote your posts to appear higher in Anna’s news feed than they would have organically.
Promoting Posts.
Bumps your post higher than it would otherwise appear in your audience’s news feeds.
Starts at $5.00. New in May 2012. Increases the likelihood
that people will: See your message in
their news feed. Become aware of your
business. Respond to your offer or
sales promotion.
How will you measure the success of your campaign?
o Number of hits to your website
o Friend/Fan/Follower head count
o Leads generatedo Revenue generatedo SEO ranking improvements
Measuring Success.
Exposure & Branding
Lead Generation
Promotions
Rise in SEOBuilding
Relationships
Building Credibility
Increase Growth
How will you measure the success of your campaign?
How To: Step by Step.
o Find and view your activity log.
3#
Monitoring Insights.
Assess your Page’s performance. Learn which content resonates with your audience. Optimize how and when you publish content so people will
tell their friends about you. High virility is good, it means a person is more likely to share
that content. Make note of this content and post more like it.
High reach is good, it means that your content reached more people Take note of the time of day this content was posted and
post around that time of day to test. Take note of object type and consider posting more like it
Engaged uses is good, it means your viewers interacted with your content. Look at time of day, object type and content to replicate.
Monitoring Insights.
How To: Step by Step.
o Look at Insights.
4#
Post Frequency.
This particular page experiences highest levels of engagement at two posts per day.
Optimum Post Time of Day.
o The three biggest usage spikes tend to occur on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET.
o The biggest spike occurs at 3:00 p.m. ET on weekdays.
o Weekday usage is pretty steady. However, Wednesday at 3:00 pm ET is consistently the busiest period.
o Fans are less active on Sunday compared to all other days of the week.
Wed Most Comments
Mon Most Posts
Integrate it into your culture.
Use social media icons on your website linking to your business Facebook page allow current customers with Facebook to become fans of your business at any point
Invite your current Facebook friends to fan your Page
Give information only through your Facebook Page in an effort to entice fans to sign up
Offer a discount or coupon if clients or prospects fan your Page
Place Facebook ads Invite your email subscribers Add to your email signature
block Display a sign at your store or
business Write awesome content, so
people will like and comment and you’ll show up on their wall
Building Your Fan Base.
What to Post.
o You don’t just have to post about what you do.o You do have to post about topics that interest
your audience.
Quality content controls.
Are you promoting or conversing? Social media is about building a relationship. Selling constantly and never bonding does not build relationships.
Are you contributing too little or over contributing? Everyone likes a chuckle or a helpful hint. Steer clear of continually talking about mundane tasks. Posts between 100 and 250 characters get about 60% more likes,
comments and shares. Keep true to company culture don’t change your persona. Stay positive. No one likes a whiner. Make it visually stimulating, Photo albums, pictures, and videos get
180%, 120%, and 100% more engagement respectively.
What to Post.
Where to find post inspiration.
What to Post.
Check out your competition and those you admire.
Post summaries explaining current events or technological advances in your industry.
Feature clients. Post about industry specific
controversy.
Subscribe to RSS feed of other popular blogs in your industry.
Keep a list of FAQ from clients/prospects.
Share photos, video, events and event summaries.
Share testimonials.
Content Recycling.
Minimize your bottom line by
recycling content.
Building a online bridge to your customers.
Content Recycling.
Your Audienc
e
Closed Busines
sFacebook
Email Marketing
Blog & Website
Other possible digital components of your marketing bridge:Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
Don’t just build a bridge, cast a net.
Content Recycling.
Your Audienc
e
Closed Busines
s WEBSITE
Blog
Email Marketing
What additional media could you use to recycle your content and expand your reach?
Scheduling, strategy and consistency.
Keys to success.
o Ping.FMo Nimble.como TweetDeck.como HootSuite.como Wysija.como Instagram.com
When will this fit into your schedule?
What will your routine look like?
How can you tie it all together to make it more efficient?
Cons
o Their main focus is getting the business name and information out to those followers.
o Scheduled timely posts.
o No expense for training, hiring and benefits.
o Possibly disconnected with what you really do.
o Less control over messages, posts and branding.
o No inner office buzz or participation.
Outsource -VS- In-house.
Pros
Facebook Frenzy
Overviewo Meet Facebook
Timelineo Terminologyo Define Your Social
Media Goals
Bricks & Mortaro The Anatomy of a
Pageo Updating Your
Brandingo Posting Info and
Mediao Formatting Posts and
Comments
Rainbows & Butterflieso Measuring the
Success of Your Campaign
o Post Time, Frequency and Ideas
o Generating Fanso Content Recyclingo Outsourcing vs. In-
house Social Media
What’s On Tap
Must Have Answers.
Facebook Frenzy
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