View
609
Download
1
Category
Tags:
Preview:
DESCRIPTION
Presentation given during a seminar hosted by the Texas Midwest Community Network and the Texas Forts Trail Region on June 4-5, 2014.
Citation preview
UsingYour Organization
To PromoteFacebook
June 4-5, 2014
Agenda
Social media reviewSocial media strategyFacebook 101Live Demos & Set UpSocial / website integrationFacebook 201Q&A
Social Media Review
Photo: erinjpattison
Social media is FREE!
Benefits of Social Media
• It’s FREE!• Builds deeper relationships• Increases brand awareness • Broadens your network• Helps SEO• Increases website traffic• Generates leads and sales• Can help reach journalists/media• Empowers fans to be viral ambassadors for
your brandSource: Social Media for Tourism Pros
Social Media Strategy
Photo: davidkjelkerud
First, Some Questions
1. Can you describe your business/organization?2. What are your goals?
a. Generate salesb. Brand enthusiasm c. Loyalty
3. What is your relationship with your audience?a. Awarenessb. Interestc. Actiond. Advocacy
Source: Jay Baer (http://convinceandconvert.com)
More Questions
4. How does your audience use social media?5. Who will be your community managers?6. What social media platforms will you use?
(Hint: Where is your audience?)7. How will you be human (what is your
“voice”)?8. How will you know when/if you’re successful?
Source: Jay Baer (http://convinceandconvert.com)
Do You Need a Social Media Policy?
• Maybe. Just keep these basics in mind:– Be polite– Be honest– Be open– Be inclusive– Be forthright– Be legal– Be helpful– Don’t try to control the conversation– Accept, respond, and be gracious to negative feedback
Source: The Potluck Guide To Social Media Strategy
Social Media Don’ts
• Don’t be something you’re not
• Don’t experiment with the company logo
• Don’t think you have to be on every social media channel
• Don’t tell, show• Don’t feed Facebook to
Twitter (or vice versa)
• Be authentic
• Try new things with personal accounts first
• Start slow and be selective
• Use images whenever possible
• Know your audience and post accordingly
Remember: Social media
is not an island.
Photo: lisbokt
Facebook 101
What Is Facebook?
• Social networking service that allows users to connect to friends and businesses
• Share content, links, photos, and videos• Comment on others’ activity• Remember: Personal profiles are for people,
not businesses. Develop a fan page instead.
Facebook Stats
• Over 1.2 billion active users• Average user is connected to 40 pages• Smartphone mobile users check Facebook an
average of 13.8 times a day• 751 million users access Facebook from a
mobile device
Source: IDC; expandedramblings.com
Facebook Stats
• Average number of connections between local business pages and users is 2 billion
• Average number of weekly local business page views is 645 million
• Average number of weekly comments on local business pages is 13 million
Source: IDC; expandedramblings.com
Facebook Benefits to Biz
• Low cost• Engage with fans of your business page• Fans receive your updates and can upload
comments, photos, and video• When fans engage you on your page, their
activity shows up in the News Feeds of their friends– This can prompt others to check out your page and
your business!
Facebook Benefits to Biz
• Can incorporate content from other social media platforms– Ex: blog posts, updates from Twitter, photos from
Instagram, videos from YouTube, location-based apps (Foursquare), etc.
• Targeted advertising opportunities (cheap too!)
Is Facebook Right for You?
• 67% of Internet users are on Facebook
• 72% of women use Facebook vs 62% of men
• Ages 18-29 = 86%• Ages 30-49 = 73%• Ages 50-64 = 57%• Ages 65+ = 35%
Source: Pew Research Center; mediabistro.com
Cover Photo
Profile Photo
Like Button
Bio
Contact Info
Apps
Apps
Old Way
New Way
Composer
Pinned Post
Page Features
Highlighted Post
Page Features
Admin Panel (Old Way)
Messages
Post Performance
Insights
Admin Panel (New Way)
Manage Page Settings
Grow Your Fanbase
Find Helpful Resources
Admin Panel (Old Way)
Grow Your Fanbase
Find Helpful Resources
Admin Panel (New Way)
View Page Insights
Manage Page Settings
Understanding Insights
Understanding Insights
Understanding Insights
Understanding Insights
Understanding Insights
Facebook Offers
• Affordable and great for brand awareness
• Spent $3.70 and drove over $200 in business
• 102 offers claimed/5 redeemed
• Redemption rate on this offer was low
• Ask your community to share!
Source: Doe’s Eat Place
Facebook Offers
Source: Doe’s Eat Place
Facebook Boosted Posts
Source: Visit Bloomington
Facebook Boosted Posts
Source: Visit Bloomington
FacebookCover Photo as Advertising
Source: Bass Performance Hall
Text can be no more than 20%
FacebookCover Photo as Advertising
Source: Mari Smith
Scheduling
Scheduling on Facebook
1
2
Scheduling on Facebook
4
3
Scheduling on Facebook
5
Facebook Page Setup
Facebook Page Use
Facebook Page Use
1. Page layout and elements2. Write a status update3. Add photos, links, and videos to status updates4. Uploading photos and creating albums5. Create events
Facebook Page Use1. Finding fans2. Posting content
a) Photosb) Videosc) Linksd) Asking questions
3. Tagging other pages4. Sharing posts5. Pinning posts6. Highlighting posts7. Using Facebook as your page
a) Liking other business pagesb) Home feed usage (liking and commenting)
Integrate Social with Web
From this …
Integrate Social with Web
… to this …
Use Calls to Action
Content Really Is King
• Put contact info on EVERY PAGE
• Use easy navigation• Keep content current• Use high-quality
content (including photos and video)
• Add calls to action
Facebook 201
Content Is KingVisual Content Is Ruler of the World
• Videos shared 12x more than links and text posts combined
• Photos are liked 2x more than text updates
• Instagram is the 2nd most popular app (globally) behind Facebook
• Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combined
Sources: HubSpot; Marketing Land
Visit Fargo-MoorheadVisual Content Integration
Source: Fargo-Moorhead CVB
Visit Fargo-MoorheadVisual Content - Pinterest
Source: Fargo-Moorhead CVB
Visit Fargo-MoorheadVisual Content - YouTube
Source: Fargo-Moorhead CVB
Visit Fargo-MoorheadVisual Content - Instagram
Source: Fargo-Moorhead CVB
Savannah Craft Brew FestivaliPhone Photos
Source: Visit Savannah
Facebook Groups
Tourism industry partners group
Facebook Advertising Opportunities
Facebook Offers
• Affordable and great for brand awareness
• Spent $3.70 and drove over $200 in business
• 102 offers claimed/5 redeemed
• Redemption rate on this offer was low
• Ask your community to share!
Source: Doe’s Eat Place
Facebook Offers
Source: Doe’s Eat Place
Facebook Boosted Posts
Source: Visit Bloomington
Facebook Boosted Posts
Source: Visit Bloomington
Facebook Advertising
Pro Tip: BE SPECIFIC
Facebook Advertising
Facebook Advertising Best Practices
Include a call to action.
Combat ad fatigue.
Source: facebook.com
Facebook Advertising Best Practices
Put important content first.
Identify your target audience.
Source: facebook.com
Facebook Advertising Best Practices
Boost important posts.
Use Facebook Offers.
Source: facebook.com
Facebook Advertising Best Practices
Give people something to say.
Use high quality photos.
Source: facebook.com
What Do You Want To Try?
Can I Help?
Call Me!
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, PrincipalSarah T. Page Consulting, LLC
http://sarahtpage.comsarah@sarahtpage.com
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage
Recommended