Developing and Growing Facebook Pages

Effective methods for developing a business Facebook page

Jamie Duklas

About Me...

• Lead social media strategy for Jeppesen, a Boeing company

• In 2 months, grew JeppDirect facebook to the top 4% of all Facebook pages*

• Was Director of Marketing for a social network• Write on social media for Examiner.com• Alliteration is my favorite literary device

Effective methods for developing a business Facebook page – Jamie Duklas

*Source: Sysomos 11/09

What I’ll cover

13 rules for...GrowingBuilding &

a business Facebook page

Effective methods for developing a business Facebook page – Jamie Duklas

First. What are the reasons…

People ‘‘like’’ a business page:

Effective methods for developing a business Facebook page – Jamie Duklas

Source: iModerate Research; March 10, 2010

Rule #1: Get a good profile image

vs

Effective methods for developing a business Facebook page – Jamie Duklas

Rule #1: Get a good profile image

vs

Effective methods for developing a business Facebook page – Jamie Duklas

TIP: Include a person in your profile image to make it more personable

Rule #2: Be human

vs

Effective methods for developing a business Facebook page – Jamie Duklas

Rule #2: Be human

• Social media is meant to be social • Talk with your fans, not at them• Include the names of the people

managing your page• Be helpful – repost questions• Reply to posts!

Effective methods for developing a business Facebook page – Jamie Duklas

TIP: Your page needs to be for your fans first and for you second

Rule #2: Be human

Effective methods for developing a business Facebook page – Jamie Duklas

Rule #3: Set expectations

• Provide a clear comments policy• When deleting posts you can refer to this policy

Effective methods for developing a business Facebook page – Jamie Duklas

Rule #4: Create custom tabs

• Product specials / features• Sweepstakes / contests• Games• Shopping• Store locator• Hiring• Timely (holidays & seasons)• Video, polls, quizzes, Twitter box

Effective methods for developing a business Facebook page – Jamie Duklas

Rule #5: Be timely & relevant

Effective methods for developing a business Facebook page – Jamie Duklas

Rule #6: Make a custom tab your landing page

Effective methods for developing a business Facebook page – Jamie Duklas

TIP: Include Like Us with an arrow on the landing page tab. It is even more powerful if there is an incentive included.

Which one is more powerful to get you to ‘‘like’’?

Effective methods for developing a business Facebook page – Jamie Duklas

vs

Rule #7: Create calls to action

• This should be everywhere!• Actions to encourage:

– Liking the page– Responding to posts– Sharing (Share buttons)– Links to website with discounts– Contests

Effective methods for developing a business Facebook page – Jamie Duklas

TIP: More engagement (likes & comments) in your posts will increase exposure of your posts in people’s news feed.

Rule #8: Post often & effectively

• Post at least 5 times a week• Be timely• Post as a question• Post lots of photos

Effective methods for developing a business Facebook page – Jamie Duklas

TIP: When you reach 10,000 likes you get Post Insights for each post

TIP: Post in the morning for more comments & likes on your post.

Rule #9: Encourage passion

• Creates a strong connection to your page• Can be a brand, fears, goals, causes• There has to be a real connection to your brand• Find what works for your brand & own it:

– Anti-virus software: Privacy– Dell / Amex: Small Businesses / Entrepreneurship– Aviation: ‘‘Why you fly’’

Effective methods for developing a business Facebook page – Jamie Duklas

Rule #10: Promote your page

• Promote everywhere: your website, online ads, print ads, shipping boxes, receipts, in store

• Get a custom Facebook URL• Use Facebook Connect

Effective methods for developing a business Facebook page – Jamie Duklas

TIP: Don’t just promote. Also incentivize.

Rule #11: Advertise on Facebook

• Great way to grow your likes• Put ‘‘Like us’’ in your ad copy• Run lots of ads and target for cost effectiveness

Effective methods for developing a business Facebook page – Jamie Duklas

Rule #12: Make it viral

• Ask questions in posts• Add share buttons• Use the passion factor• Create contests & games

Effective methods for developing a business Facebook page – Jamie Duklas

TIP: You can easily add a share button to any FBML based creative

Rule #12: Make it viral

Effective methods for developing a business Facebook page – Jamie Duklas

Rule #13: Reward your likers

• Recognition• Discounts• Contests / Sweepstakes• Insider information• Do this & watch word of mouth spread!

Effective methods for developing a business Facebook page – Jamie Duklas

TIP: A negative post is your greatest opportunity

Put these 13 rules to use!1. Get a good profile image2. Be human3. Set expectations4. Create custom tabs5. Be timely & relevant6. Make a custom tab your landing page7. Create calls to action8. Post often & effectively9. Encourage passion10. Promote your page11. Advertise on Facebook12. Make it viral13. Reward your likers

Effective methods for developing a business Facebook page – Jamie Duklas

TIP: Remember a lot of these rules build off each other. You can incorporate many of them into the same item.

Questions?

• LinkedIn.com/in/jamieduklas• Twitter.com/jduklas• Social-Media-Strategist.com

Effective methods for developing a business Facebook page – Jamie Duklas

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NOTE: This presentation will be posted on SlideShare.net under my name