facebook: start to finish (aug 2012)

www.MarkbeechMarketing.com 1

Start to Finish

Presented to:

Presented by:Jeanne Willson

Markbeech Marketingwww.MarkbeechMarketing.com

www.facebook.com/MarkbeechMarketing

http://www.markbeechmarketing.com/


“For a company not to market itself is like winking at a girl in the

dark.

You know what you’ve done but no one else does.”


Social Media

• When used properly…Social Media Will– help build your brand

• build valuable relationships with your customers, prospects, industry leaders

• establish you as an expert• build your referral network

– give you a competitive advantage– provide you valuable feedback

• Should be an essential part of your marketing mix


Introductions

JEANNE WILLSONLinkedIn.com/in/MarkbeechMarketingFacebook.com/[email protected]


Marketing Overview


Facebook Users

(*April 2012. active users are people who have logged on over the past 30

days.) Stats from 2010

There are currently over

900 million active

users on Facebook*


Facebook Users

Stat from BlogHer.com


Facebook users

Stats & Images from AllFacebook.comJanuary 2012

Can you say great for SEO?


Facebook Profiles/Pages

• Personal Profile– Timeline– Cannot be used as a

business page– Build your friend base here– Encourage friends to join

your company page

• Company Pages– Your business page– Also called Fan pages


Personal Profile: Timeline


Interest Lists


Friend List


Privacy


Personal PageHow do I support my company’s page?(see the Facebook Fan Builder tool)

On your Personal profile• LIKE your company’s business page• Be sure it is listed (and linked) as your work• Share your company’s posts• Post a link to your company’s page and ask your friends to

LIKE it • Create an ‘interests list’ and include your company on

the list. Then encourage people to subscribe• Create a ‘friend list’ with people who might be interested

in your company and interact with them

On your company’s page• Post something (ie: link to a relevant event)• Comment on your company’s posts


Personal StrategyWho do you ‘friend’ or ‘subscribe’ to?• Top cyclists – local, national, regional• Local cycling celebrities• Members of local cycling clubs (especially board members)• Media contacts• Event promoters

Make a list of 25 influential people you would like to be on their radar

• Use the Referral Builder– Reach out and ask them to ‘friend’ you or Subscribe to them– ‘Like’ their organization Facebook page (if applicable)– Share their Facebook posts– Reach out to them through other social media: Twitter, LinkedIn– Comment on their blog posts


Business Page


Admins


Facebook: Custom URL

To set up custom URL go to

http://www.facebook.com/username/

Example of custom URL: http://facebook.com/MarkbeechMarketing

NOTE: ‘Like’ a page via SMS/text messagetext “like MarkbeechMarketing" to 32665

http://www.facebook.com/username/

http://facebook.com/MarkbeechMarketing


Facebook Strategy

Building your Business Page – Six Steps1. Set your Objective2. Design Strategy3. Content Strategy4. Promotion Strategy5. Engagement Strategy6. Conversion Strategy

www.MariSmith.com


1. ObjectiveSet your objective

___ Raising brand awareness___ Establishing yourself as a leading

authority___ Enhancing customer service___ Building your email list___ Driving traffic back to your blog or

website___ Building community___ Increase event registration___ Sell more products & services (can

embed a storefront with iFrames)

You may have multiple objectives, just be sure to prioritize them


2. Design Strategy

• Profile image (180px x 180px)

• Cover image (850px x 315px)

• Custom tabs (111px x 74px)


Design: Custom Tab


Design: Custom Tab

Some companies who provide custom apps

• Facebook.com/Woobox.com

• Tabsite.com

• Pagemodo.com

• Wildfire just been purchased by Google


3. Content

The basics:Keyword rich‘About’ section

shows on the page


Content

• make your content creative and relevant (80/20 rule applies)

• be genuine

• be funny, controversial, empathetic or informational


ContentContent

– Most popular types of posts:• Photos/Images • Videos (yours or from

YouTube)• Text

– Quotes (add an image)

• Links to articles or products

– Other types of posts to consider

• Questions (can ask a poll question right on fb)

• Fill in the blank (I enjoy my ride the best when ____)


ContentGet content from

• Blogs – yours and others– Find on Pinterest

• Twitter– Search for #cycling

• Facebook – Share content from other

business/org pages

• Alltop.com (http://cycling.alltop.com/)

• Google Reader– Sign up for RSS feeds– Use Feedly on Firefox


Content

Highlight a post – and it spreads across the 2 columns


Content: Updates

• How often should I update my business page?– Depends on your objectives & resources – Check your Insights– At least 5x per week– Better 1-2x per day

• Focus on consistency & interaction


Preschedule

• Plan it in advance• Subscribe (RSS) to websites

– Use Google Reader• Use AllTop.com

• Schedule it– Direct on Facebook (has Facebugs)– Hootsuite.com– SproutSocial.com– Posting.com


4. Promote Your Page

Promotion Strategy

• Grow your network– Invite people to become your personal friends and

‘like’ your business page

• Who?– Clients – current and past– Influential people in your industry– Influential people in related industries– Prospects– Media contacts– People you admire– Potential collaborators


Building Fan Base‘Use’ your friends• grow your 'friend' base and then share your business posts

and ask them to LIKE your business page & help spread the word

• invite friends to LIKE your business page (1-click in business page admin panel)

• ask friends with large friend lists to recommend your page

Do something• run a contest (see rules here:

www.facebook.com/page_guidelines.php#promotionsguidelines)

• advertise on Facebook - promoted posts or straight advertising


Advertise or Promote

Promoted postsmakes it more likely

that friends of your fans will see your post

• seasonal sales or special deals

• contests• high-value content -

informational webinar or eBook


Promote on Your Personal Page

On your personal Facebook page:• Post a link to your company page and ask friends to “Please help

me spread the word to anyone who enjoys cycling and ‘Like’ my company Facebook page”

• Invite friends to “Like your company’s page by texting ‘like MarkbeechMarketing’ to 32665”

• Tag your business page @MarkbeechMarketing to post about your company

• Share your company’s posts

Additionally• Join relevant Facebook groups• Ask friends/business associates to promote your page• ‘Like’ other business/organization pages• Recommend other business/org pages


Promote Your Business Page

• Add a ‘Like’ button to your blog

•Add a ‘Like’ box to your website

http://developers.facebook.com/plugins


Promote EverywhereIn your email marketing:• Invite your newsletter or email

contacts to ‘Like’ your business page• Include a link in your signature

On your printed marketing materials:• Put your facebook address (url) on

– Your business card – Your brochure– Your postcards– Your menu

From your other social networks:• Twitter – tweet links to your Facebook page• LinkedIn


5. Engage

Engage– Ask questions– Be prompt in responding to

comments• Address people by name• Add your own comments

– Hold a Q&A session– Thank your followers– Use @tags– Post between 10am and 2pm


Engage• Ask customers their opinion on a

current event, product line, services, breaking news

• Allow your followers to promote themselves– Make a Deal Mondays– Play ‘Tag’ on Tuesdays– Your favorite charity Wednesday– Brag Your Blog Thursdays

• Run a contest/promotion• Send us your best cycling story & win a new Cannondale

– Have your followers vote for their favorite• Donate $1 to charity for every new ‘Like’


Engage: ContestsDo Not run a contest unless it complies with Facebook’s Promotion Guidelines.

– The #1 rule to with which you must comply is using a third party app (Strutta, Wildfireapp, Votigo, or Offerpop).

– Or, you may use your own content on an iFrame app.

www.facebook.com/page_guidelines.php#promotionsguidelines


6. Conversion

Conversion– Make special offers

• Sign up for our email list and get a list of the best cycling paths in the us

• Share a Facebook post of ours and we will send you a free waterproof bag

• Comment on our blog and be entered into a contest to win a new BMX bike


Track your Stats (Insights)

• Reach: how many people saw your post• Engaged*: how many people clicked on your post• Talking: how many people interacted with your post (like,

comment, share)• Virality*: Talking / Reach (2% is average, 5% is excellent)


Let’s Review: Facebook

• Stats – over 900 mil active users• Personal Page• Personal Strategy• Privacy• Business page• Business Strategy (6 steps)• Insights


Resources

• AllFacebook.com• SocialMediaExaminer.com• Mashable.com• Facebook.com/FacebookPages

• Facebook.com/MarkbeechMarketing• Facebook.com/CheckYourMarketing


“The Butterfly Effect is the theory that the tiny flutter of a butterfly’s wings can create

enormous changes halfway across the world.”~ Robert G. Allen


Questions?


Thank you!

Be sure to Connect with us• www.Facebook.com/MarkbeechMarketing• www.Twitter.com/MarkbeechMktg • www.MarkbeechMarketing.com/Jeannes-blog• www.linkedin.com/in/jeannewillson

facebook: start to finish (aug 2012)

Technology

facebook strategy

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personal page

companys business page

company page company

facebook usersstat

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