Facebook: Start to Finish

www.MarkbeechMarketing.com 1

Start to Finish

Presented by:Jeanne Willson

Markbeech Marketingwww.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/clients, 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


Markbeech Marketing


Markbeech Marketing• What we do

– Social media – training, management and consulting• Facebook• Twitter• LinkedIn• blogging

– Email marketing– Traditional print/advertising– Website design/online advertising– Promotions

• Social Media Classes • Feedback form


Facebook users

July 2010 – Facebook reaches over 500 million active users!

Stats from Website-Monitoring.com (active users are people who have logged in over the past 30 days.)


Facebook users

500


Facebook users


Facebook demographics

“The price of inactivity is greater than the risks of anything we’d be doing in social media,”

~ Doug Frisbie, Toyota national marketing manager


Facebook Profiles

• Personal Pages– Cannot be used as a

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

your business page

• Company Pages– Your business page– Also called ‘fan’ page


Personal Profile


Personal Profile: Why do I need?

• #1 reason: You need it to create a fan page• To ‘like’ other people’s fan pages

– comment on other people’s fan pages– ‘like’ people’s comments– ‘like’ blog postings or anything on the web

• To recommend your fan page to others• To invite people to your events• Remind friends/family what you do for a living


Personal Profile

• status update

• news feed

• wall


Personal Profile

• Top News: Facebook chooses• Most Recent: chronological• Make a Friend List:

– Social Media Resources– Family– Favorite Fan Pages– Key Contacts

• Click on ‘friends’ on left and ‘create a list’


Your Personal Posts

Your Posts• When you post on your wall you have a few options

on who it goes to– Click on the ‘lock’ icon and you can select a small

group to see your post– Use the @ sign to send a post to only one person

(customize)

Other People’s Posts• ‘Like’ someone’s post or comment• Comment on a post it goes out to all your friends• You can write a personal note to someone (go to their

page and click on ‘send Jeanne a message’ and you will send them a private email)


Personal StrategyWho do you ‘friend?’• High-level, influential people in related industries• Top clients• Media contacts• Event promoters• Potential JV partners or affiliates• Prospects

Make a list of 25 influential people or prospects you would like to work with or to be on their radar

What do I do?• Reach out and ask them to ‘friend’ you• Become a ‘fan’ of their business Facebook page• Reach out to them through other social media: Twitter, LinkedIn• Comment on their posts• Promote their blog postings in your personal status update


Personal Strategy

What kind of updates should I share?• Educate/inform about you/your character• Position your business expertise• Show that you have a life outside work• Keep them in mind when posting – what do you want

them to know about you/your business?


Privacy

• Account/Privacy Settings

• Be sure to check instant personalizationsettings


Privacy

• Customize settings

• Be sure ‘posts by me’ goes out to friends of friends


Privacy• Be selective about your friends

– friends in common?– Are they prospects?

• Unknown platform applications or games may contain or let in viruses. – Avoid them– Hide them


Business ‘Fan’ Page


Business ‘fan’ page• status update

• wall


Business ‘fan’ page

• Profile image and description

Can have an image size up to 180 x 540px

• Info


Profile picture samples



Customize Your address

Customized URL

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

My Facebook page is…http://facebook.com/MarkbeechMarketing

NOTE: Become a ‘fan’ via SMS/text message• text the words "like MarkbeechMarketing" to 32665


Business ‘fan’ page

Wall settings• ‘edit page’• go to ‘wall settings’

– Default view for wall

– Default landing tab


Facebook Strategy

Building your Fan (Business) Page – Six Steps1. Set your objective2. Design Strategy3. Content Strategy4. Promotion Strategy5. Engagement Strategy6. Conversion Strategy

www.MariSmith.com


Objective1. Set an objective

– raising brand awareness– enhancing customer service– building your email list– driving traffic back to your blog or website– building community

You may have multiple objectives, be sure to prioritize them


Design Strategy

2. Design Strategy

Example:– building your email list– driving traffic back to your

website

What you need: • Application called ‘Static FBML’

Find the application here: http://www.facebook.com/apps/directory.php

Instructions on how to install it: http://www.hyperarts.com/blog/tutorial-facebook-pages-with-static-fbml-application/


Design Strategy

Customized Landing Tab:

Static FBML


Design Strategy


Static FBML


Design Strategy


Static FBML


Content

3. Content– Use 80/20 rule– Types of updates (use a combination of these)

• Text Updates• Photos• Videos• Links• Other people’s content


Content• Resources

– Resourceful articles– Good blog postings

• New products/services (80/20 rule)

• Personal Anecdotes, thoughts, quotes

• Announce events• Photos

– Your customers– Your employees– Events you attend– New products


Smart Content

• Use the @tag

• Video – footage of your trade

show– interview your favorite

client– Funny (appropriate) You

Tube videos


Content: Updates

• How often should I update my fan page?– Depends on your business– At least 1-2x per week– Better 2-3x per day

• Schedule it once a week on www.Hootsuite.com


Content: Plan / Schedule

– Plan it in advance• Social Media calendar

– Schedule it• www.HootSuite.com


Promote Your Fan Page

4. Promotion Strategy

• Grow your network– Invite people to become your friends/fans

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


PromoteOn your personal Facebook

page:• “Become a fan of my page”• Link to your Fan page• ‘websites’ = Fan Page• “Become a fan ‘like

MarkbeechMarketing’ to 32665• @MarkbeechMarketing to post

about your company• Link to your blog postings

Additionally• Join relevant Facebook groups• Ask friends/business associates to

promote your page• Become a fan of other fan pages


PromoteOn your business fan

page:• Use ‘Suggest to Friends’• Use a landing page

(static fbml)• Tag people in photos –

they must be a ‘friend’

On other people’s fan pages:

• Use @MarkbeechMarketing as a signature when posting on someone’s wall or fan page


Promote

• Add a ‘Like’ button to your blog

•Add a ‘Fan’ box to your site (widget or plug-in)

http://developers.facebook.com/plugins

On your website


PromoteIn your email marketing:• Invite your newsletter or email contacts to become a fan• Include a link in your email signature

On your printed marketing materials:• Put your facebook address on

– Your business card – Your brochure– Your postcards

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


Engage5. Engage

– Ask questions– Be prompt in responding to

comments• Address people by name• Add your own comments

– Hold a Q&A session– Thank your fans– Use @tags– Post between 9am and 2pm


Engage

• Ask customers their opinion on a new idea, product line, services

• Run a contest/promotion• Name our new product/service

– Have your fans vote for their favorite• Donate to charity

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


Engage

• Live Q&A Friday (3p-4p)

• Upload photos and encourage fans to tag themselves

• Use Facebook ads – you can determine how much you spend


Conversion

6. Conversion– Make special offers to your fans

• Special event (live or virtual)– Get fans to promote your event, winner

gets a free ticket• Special coupons• Special discounts• Free tip sheet when sign up for my email list• Invite 10 friends to join our fan page and we

will send you a free x


Statistics

• You can check your stats at any time on your ‘fan’ page – left column (Insights)

• Put Google analytics on your Static FBML tab

• For daily updates go to www.nutshellmail.com/facebook


Causes

Add the application• Facebook.com/causes• Click ‘add to my page’• Go to your business page and click on ‘edit

page’• Go to applications/causes/edit and select

your cause


Let’s Review: Facebook

• Stats – over 500 mil active users• Demographics• Personal page• Personal Strategy• Privacy• Business ‘fan’ page• Business Strategy (6 steps)• Stats


Resources

• AllFacebook.com• Mashable.com• Facebook.com/Mari Smith• Facebook.com/FacebookPages

• Facebook.com/MarkbeechMarketing


“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!

• Please fill out your evaluation

• Become our Fan on Facebookwww.Facebook.com/MarkbeechMarketing

• Sign up for our other classes– Why You Need Twitter– LinkedIn: More that Just a Resume Site– Growing Your Business with Blogs– Go to MarkbeechMarketing.com/events