facebook(v fin) peterborough seminar
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Intro & brief review• Me• You—Have personal FB Page? Professional?• Whatever I say today will be outdated by the
time you go out the door• Why be on Facebook as a business?• Social networking; Professional networking;
Information sharing• It’s where more and more people spend time
online• Word-of-mouth
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• Average age of user is 35• users age 35 to 54; Doubling every
2 months• 194% growth since beginning 2009
users age 55 +• more females (55.7%) than males
(42.2%) on Facebook
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332,240 Facebook users in New
Hampshire--July 2009
(26 percent of entire population)
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Local examples
• Monadnock Community Bank
• Bagel Mill--Ben
• Chamber of Commerce
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Step into Facebook already knowing…
• Who is your audience?
• What are your messages?
• What are your communications goals?
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FACEBOOK isWORD-OF-MOUTH
Your Fans become what salespeople would call
“qualified leads”
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Beverly Hills bakery keeps up with customers on
FacebookSprinkles Cupcakes, L.A.
posts a secret word on its Facebook pageFans whispher in the store for free
cupcakefan base of 70,000 decides locations;
addresses customer complaints Los Angeles Times (10/27)
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KEY DISTINCTIONS
• Persons create PROFILES– And then seek FRIENDS
• Businesses create PAGES– And then seek FANS
• Persons with PROFILES can go on to create a BUSINESS PAGE– but may be best to separate
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Danger, danger
• Any email address attached to a Facebook account can only be used once
• Facebook will not accept [email protected]
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Starting out well
1. Create a business Page
2. Seek Fans
3. Involve and nurture Fans
4. Get more Fans
5. Repeat steps 2-4
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Let’s become a Fan of the Peterborough Chamber of Commerce
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Sending updates to Fans
• Pages can send messages to either their entire fan base or target their update to fans in a specific demographic. These messages to Fans will appear in the “updates” tab of the fan’s inbox.
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Updates I get from places I FAN
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Updates
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Owners of business PAGES
• Can add other administrators to help
• Administrators can update and edit from their own accounts.
• Finding your page?
Get into Facebook and use search feature
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Starting out
Must find Fans outside of Facebook
Monadnock Community Bank
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Pages are searchable
• A Facebook user who doesn’t know you may accidentally find you in a search or see you on a Friend page
• Pages have metrics like # of fans, page views, interactions, gender, age, location, language, and more
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Privacy issues
• Important for your individual PROFILES
• Not important for your business—you WANT as many people as possible to access your page; no restrictions unless they come there and cause trouble
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As individuals…use the Privacy Settings Page
• Profile—who can see it• News Feed & Wall—who can see it; write
on it; get your updates• Photos—who can see them• Search—who can find you in a search and
what they can first see when they find you• Applications—what outside developers see
from you when you add applications
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Add applications
• To control settings and add content to applications, click "Edit Page" when you view your Page. You will see applications currently available, as well as a link to add more at the bottom of the page.
• Such as..
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Essential applications
• Events: One of the most useful features
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Facebook Ads
Highly targeted by age, region, education, gender, marital status
Highly effective for low cost
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Easy to set up
Cost per click—each time someone clicks the link in your ad
OrCPM---per 1,000 potential views
Let’s go live-
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Example
• Started very low Cost Per Click; very few impressions
• Raised price; little change• Cost per 1,000 potential views: started to see
activity immediately• Impressions fluctuate over time• They put it up when space opens depending upon
your bid; price changes• EXPERIMENT
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Bells & Whistles
• Blog entries become Facebook status updates or vice versa
• Twitter entries become Facebook status updates or vice versa—separate application
• Use the Facebook “notes” feature as a blog-like product and/or to start discussions
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Create a Cause and seek donations
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Raising $ using Facebook http://apps.facebook.com/causes/• Create a CAUSE or find an existing
CAUSE
• Must be 501c(3)
• Join Cause; invite your friends to contribute
• Conventional wisdom: Not going to make millions, but effective in gaining small contributions
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Discuss!
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You are all publishers now
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Don’t just update to update, instead…
• enlighten someone • spread awareness of organization• promote mission• thank someone/recognize partners• raise money• solidify your reputation• create warm, fuzzy feelings • begin a conversation
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Additional tools
• "Find Us on Facebook"
• learn how at 'Promotion Guidelines' link.