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© 2009 See Clearly Inc www.gswconsultinggroup.com Page 1
GSW
Facebook For
Business
Bridget Ayers
Get Smart Web Social Media Series
www.gswconsultinggroup.com
www.thegetsmartblog.com
760.705.4479 “Communication – the human
connection – is the key to personal and career success”
Paul J Meyer
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 2
Why is Facebook Important
750 million+ active users 50% of active users log on to Facebook in any given day
More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
The 35+ demographic now represents more than 30% of the entire user base.
The 55+ audience grew 922.7% in 2009.
Average user has 130 friends on the site Average user spends more than 55 minutes per day on Facebook. More than 35 million users update their statuses at least once each day
More than 3.5 million users become fans of Pages each day
Facebook & United States Stats
70% of Facebook users are outside of the United States US Population 309,003,000 / US Pop. on Facebook 116,010,760 Top 10 US Cities on Facebook
Graphic from Mashable: By The Numbers: Facebook vs the United States
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 3
Getting Started on Facebook
First Step: Personal Profiles
Train staff on customizing their personal profiles
Setting up your Facebook Profile
Since Facebook is a social site, the system is set up to get information about you to be shared with your network. The site will prompt you to add a profile picture, there will be areas to include a small personal and professional bio, add photos, as well as share professional and personal interests.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 4
Adjust Profile Information Only put information online that you would put on a business card or company bio
Adjust Privacy Settings
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 5
You can customize your profile to keep you personal life personal and your public life branded.
Customize who sees your posts - Target your posts like you would an email, this will give you stronger marketing and promotional Facebook updates
Customize who sees your photos
Remember, even though you customize who can view your photos, NOTHING is private online.
Facebook Bill of Rights and Responsibilities:
http://www.facebook.com/group.php?gid=69048030774
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 6
Two for the Price of One
You can turn one profile into two by adjusting your privacy settings
1. Create Friends Lists
Types of Lists
Friends and Family
Work
Networking
Marketing
Time Management
Watch the lists that matter
Increase Exposure
Updates at & for events should be done by staff
Personalize and Protect
People identify with Staff they can encourage & connect with members while having a private life.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 7
ENGAGE: The Home Feed Research
Facebook is a phenomenal tool to help you plan, strategize, and execute a successful marketing plan.
In marketing you typically look at your past campaigns, responses to those campaigns, and cost to determine what your marketing efforts moving forward are going to be. While looking back at past efforts is important, the here and now is equally important. Markets, economic conditions, trends, and tastes change if you are not actively involved in those changes you will be behind and so will your marketing efforts.
By watching the home feed you can see what is of interest to your community and create a more powerful, relevant, and engaging marketing plan.
1. Discussions 2. Activities 3. Applications
4. Shared Material
5. Opinions
6. Birthdays 7. Events 8. Wants/Needs
Part of a successful marketing strategy is consistent and timely contact. Educating, updating, and selling are the initial components of your marketing efforts but nothing can take the place of, or provide a deeper connection with your community, as personalized correspondence.
Creating a comprehensive database of all of the important milestones in your client‘s and prospective client‘s lives is time consuming and can be expensive.
On Facebook without data entry, setting up automated alerts, or buying special cards and gifts you can see and respond to those important moments in right when they happen.
Home Feed Tip:
Look at most recent postings, not just most popular.
Look at friends list postings for strategic time management.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 8
To successfully use Facebook as a business building tool
you must….
Connect: Bring your sphere and contacts together online
Engage: Start a conversation, talk to… not at your networks.
Find out what matters to them & share your interests.
Convert: Turn contacts into relationships, relationships into
evangelist networks, and networks into clients
Connect
Convert Engage
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 9
ENGAGE: Create a Business Page
Creating a Facebook Page is easy, free, and great for all types of businesses:
http://www.facebook.com/pages/create.php?ref=ts
http://www.facebook.com/advertising/FacebookPagesProductGuide.pdf
To access your Business Pages after you have joined one you will need to go to the Info Section (info tab is located at the top of your profile page) of your profile page or you can use the search box in top right hand corner and search your page name.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 10
Page Features
1. Profile Image 2. Edit Company Information 3. Edit Page 4. Tabs 5. Admins 6. Page Promotion & Insights 7. People Who like the page 8. Pages your brand/company likes 9. Friends who like your page
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© 2009 See Clearly Inc www.gswconsultinggroup.com Page 11
Putting Your Page Together
1. Comment on your page posts as a person or as the company
2. Get email notifications when people post, comment, or like something on your page
1. Use Facebook as a Brand (under Account) 2. Increase Page Views and Interactions by setting the landing
page & allowing people to post to your page 3. Be careful around delete buttons
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 12
Company Information
Basic Information 1. Category 2. Username
Custom url can be set once you have 25 fans
NOTE: It cannot be changed once set. 3. Page Name
Can be changed with 100 or less fans, once over 100 fans name is stuck.
4. Address
Don‘t use home addresses 5. Hours of Operation 6. About/Description 7. Email 8. Phone
Don‘t use home phone 9. Web Addresses
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 13
Insights / Analytics
Users
Page Fans/Likes
Logged In page
views
Demographics
Referral Sources
Interactions
Impressions
Comments
Post Likes
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 14
Better Facebook Pages
North Scottsdale
Targeted Profile Image
197 pixels x 500 pixels (200 pixels length if you want to show your pages)
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© 2009 See Clearly Inc www.gswconsultinggroup.com Page 15
Drummond Single Malt
Using: www.faceitpages.com
Information about the company/organization
Links to web pages
Embed Images
Embed Video
Could app to start with, most Facebookers do not want to leave so consider having a more interactive page built later.
Custom Welcome Tab
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** other apps: involvr, wildfireapp, lujure
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 16
Sedona
Deals Tab
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© 2009 See Clearly Inc www.gswconsultinggroup.com Page 17
Greater Delray
Increased Interactions
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© 2009 See Clearly Inc www.gswconsultinggroup.com Page 18
ENGAGE: Bring your Business to Facebook
There are multiple Facebook applications to enable you to bring your business to Facebook. The three larger and more popular platforms are Business Pages, Groups, and the Blog Network.
Before we get into how to create and utilize these Facebook features, let‘s look at the differences between a Fan Page and a Group……
Features Business Page Groups Layout Similar to Profile One page
Logo & Co. Info Yes Yes
Custom Tabs Yes No
Video/Photos Profile Wall Larger = visible
Same
Comments Profile Wall Group Wall
Discussion Board No – FB Share Yes
Event
Announcements
Yes Yes
Blog Posts/Feed FB Share/Post FB Share/Post
Message Members Yes Yes
Updates on Pics/vids/discuss.
News Feed Group Page
Invite members Yes Yes
Add Facebook
Applications
Yes No
Public for SEO Yes Yes
Ability to connect w/ other followers
No Yes
User/Visitor Statistics
Yes No
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 19
The Benefits of a Business Page
Why build a Facebook page?
More than 1.6 million active Pages on Facebook
More than 700,000 local businesses have active Pages on Facebook
Pages have created more than 5.3 billion fans
Average user becomes a fan of 2 Pages each month
Average user clicks the Like button on 9 pieces of content each month
Average user writes 25 comments on Facebook content each month
Every Facebook Page is a unique experience where users can become more deeply connected with your business and brand. Users can express their support by ―liking‖ your page, writing on your Wall, uploading photos, and joining other followers in discussions. All of this activity is then viewable by that users network (avg. user has 130 friends) which means you and your company gets more exposure.
You can send updates to your followers regularly — or just with special news and offers. You can add applications to your Page, customize the tabs and graphics, and engage your users with videos, reviews, flash content, and more.
How can you promote your business with a business page?
- Social Ads can be created and targeted to specific demographics via fan pages.
- You can entice people to like your page through your email blasts, signs posted in your business, contests and giveaways, etc.
- You can create custom landing pages that promote products and services, and update and educate through your wall posts.
In a nutshell, profile pages are for people and business pages are for non-people such as businesses and organizations.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 20
Using Your Business Page
For
Business to Business Contact
1. Visit your page and click on ‗use facebook as my company‘ 2. Search companies and organizations to connect with. 3. Comment on relevant and popular postings 4. DO NOT post self-promotional adds on other business pages
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 21
ENGAGE: Create a Group
Create a Facebook group by accessing the Info Section of your Profile page, scroll down to the group section and click on see all. You can also create a group directly at:
http://www.facebook.com/groups.php
A group creates a platform for an organization to share updates, news stories, highlight events, as well as get feedback through the use of discussion and forum components. The group dynamic also provides a great networking environment for members, prospective members, or those who are looking for more information.
Groups are better for networks and organizations that have events, have subgroups, and are national or global.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 22
ENGAGE: The Blog Network
Promote your company's blog by joining the blog network on Facebook
With 400,000 users and 500 new blogs added each day the blog networks is a great way to promote your blog on Facebook.
Blog Networks is a community of bloggers and blog lovers. Your blog is displayed in a directory of blogs categorized and organized by topic and geographical locations.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 23
Get on the Blog Network
The Blog Network shows your blog feed, other blogs in the same category, the location of your followers, allows followers to comment, and gives you the ability to send messages to your subscribers.
You can also advertise on the blog network, this in my opinion is best for blogs and websites that are looking to increase traffic for increased ad revenue, not for business owners that would like to connect with potential clients.
Adding your blog to NetworkedBlogs is easy, you simply go to the BlogNetworks index click on ―Add a Blog‖ fill in the pertinent information and the application will do the rest.
http://apps.facebook.com/blognetworks/index.php
Don‘t forget to tell your friends to become a fan of your blog, you need 15 people to endorse it before it will go public.
(The Get Smart Blog on Facebook)
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 24
CONVERT: Start a Discussion
Participation is key in social networking, it allows people to get to know you, establishes your expertise in your business, and helps your contacts remember you when the time comes for your services.
Personality
People initially do business with those they like, they continue to do business with those they like and are good at what they do.
You are building a community, therefore it is important that you show your community who you are as a person, that you have a life, interests, and opinions outside of work. Mix in fun dialogue, people can see when you are being insincere, even on the internet. If they do not believe that you are genuine in your interactions they will not trust you in business.
Less is More
Bring your business into the conversation when it is appropriate, and though you may think that every occasion is appropriate – THAT IS NOT THE CASE.
Informative
People surf the internet for information, it is time consuming and on occasion overwhelming. If you can become a source for information you will get more exposure to your network and their sphere.
Relevant
Discussions that are based off of current events and relevant to your industry can keep you and your business in the lime light without seeming like self promotion.
Remember that everything you do publicly reflects on your business, keep that in mind when you engage in dialogue that can be viewed by others.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 25
CONVERT: Get Together – Bring it Offline
Sometimes you just can‘t beat meeting someone in person to set the right impression
Skype:
First let me say I know Skype is an online tool, but it is a step closer to the offline world, and for those that do not need to physically meet to do business Skype is a great alternative to actually meeting in person.
Coffee:
Starbucks didn‘t become a multi-billion dollar company on the quality of their coffee alone. Coffee is a great way to build upon what you have started online. It is a convenient, inexpensive, and unobtrusive way to strengthen a relationship.
Meetup:
Meetup.com is a phenomenal website that can help you connect your online and offline worlds. You begin by finding ―meetups‖ based on category and/or location. You then join the meetup and go to the event. Finally you tie it back into Facebook by posting your involvement on your profile page.
Local Networks:
You can bring the business network and/or industry network you have created offline to meet in person, and you can also look to see if the networks you joined on Facebook have physical meetings.
Local Events:
When you have an event for your business or in your community you should post it in on Facebook and invite people. You can do this through your fan page and with the post it feature on your profile page. It will let people know where they can meet you in person and also highlight your business.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 26
CONVERT: Advertise
The free business features on Facebook are creating some buzz but you would like to step up a notch with some paid placement.
Facebook social ads is just the place to get you started
http://www.facebook.com/advertising/#/advertising/
Benefits
Create demand for your product with relevant ads.
Attach social actions to your ads to increase relevance.
Precisely target by age, gender, location, and more.
Track your progress with real-time reporting.
Gain insight about who‘s clicking on your ad.
- Using Facebook Insights, a free service, you can gather data on activity, fan demographics, ad performance, and trends.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 27
GROW: Expand and Recruit
You‘ve set up your profile and invited your contacts to connect with you. You put your business on Facebook, and brought your other networks into Facebook.
And now you need a vacation!
A vacation would be nice, but we aren‘t there just yet, because we need to GROW.
Connecting with your existing network in a more personalized, consistent, and time effective manner is important.
Gaining access to your contacts sphere is important.
But there are 175 million people on Facebook and it is time to meet some of them!
The best way to Get Started is by using the search box at the top right hand corner of the Facebook website. It is on every page, so do not worry about being able to find it.
To search you will need terms, key words, or tags to get you started
Areas to search
Location (City, State, Country)
Industry (yours, strategic partners, client)
Gender (women, men)
Leisure (business -golf, interests, activities)
Networks (community, business, offline, online – if it exists somewhere else chances are it is probably on Facebook)
Causes (political, global, health, humane)
Political (Keep business in mind here)
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 28
GROW: Create Community
Connect:
There are a lot of groups, pages, events, and applications on Facebook, to use them productively you must have a plan.
Separate your memberships into categories that will help you decide how much time and effort to spend on each one.
Examples: Business * Fun * Public Relations / Visibility
The goal is to turn these networks into more business and to do this you must be active. You need to spend time on the networks designated for business building on a regular basis.
Check out the profiles of the members and ask to become friends with those who will bring value to your network, organization, and who you can help in return.
Note: Friend Requests should include the name of the group you are both a part of and a short sentence about connecting. Also make sure to designate (for yourself) which friend list they will be in should they accept your request.
Engage:
Use the Wall to introduce yourself to the group. Contribute to Wall and Board Discussions regularly, which can be bi-weekly or once a month, depending on your marketing plan. After a friend request by a group member is accepted, say hello and thank them for the friend acceptance - this can be done privately or on their wall.
Convert:
Invite your new friends to join your fan page, group, or blog network and be prepared to do the same for them if asked. Remember to separate out (in your Friend Lists) those individuals that are located in your geographical area as you may want to meet them offline at some point.
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 29
Tools for SUCCESS: Facebook Apps
1. Custom Tabs
Pagemodo
Involver
WildFire
Lujure
2. Social Media Organizer
Hootsuite
Tweetdeck
CoTweet
3. Syndication / RSS Feeds
Social
Revitalizer
RSS Graffiti
NetworkedBlogs
Slideshare
4. Selling Products
Shop Tab
Payvment
Oodle
(Craigslist for
Facebook)
5. Engagement
Fan Appz
Kremsa Polls
OpenTable
(Restaurants)
Zillow, Roost
(Real Estate)
Postling (Real
Estate
Bookassist
(Hotels)
Eventbrite
6. Contest, Sweepstakes, Giveaways
Offerpop
Woobox
Fanappz
Vitrue
BuddyMedia
Votigo ContextOptional
BulbStorm
NorthSocial
Momentus Media
Friend2Friend
Strutta
Facebook Deals
7. Media
Skype
Youtube Box
Flickr
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 30
Tools for SUCCESS: Your Plan
Goals:
Action Plan:
First Action Plan:
Owned By: Action Plan Due
Date:
Action Plan Actual Completed Date:
Second Action Plan:
Owned By: Action Plan Due
Date:
Action Plan Actual Completed Date:
Third Action Plan:
Owned By: Action Plan Due
Date:
Action Plan Actual Completed Date:
Results:
Greatest Victory
Greatest Challenge
Areas To Work On
What Was Gained
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 31
Tools for SUCCESS: Your Networks
Network # Cont Biz Fun PR/Vis
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 32
Tools for SUCCESS: Resources
Books:
Brand Warfare: 10 Rules for Building the Killer Brand by David F. D'Alessandro & Michele Owens
The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, & David Weinberger
Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li, & Josh Bernoff
Creating Customer Evangelists by Ben/ Huba, & Jackie McConnell
The Fred Factor: How passion in your work and life can turn the ordinary
intothe extraordinary by Mark Sanborn
Websites
http://thegetsmartblog.com/
http://www.allfacebook.com/
http://blog.facebook.com
http://apps.facebook.com/blognetworks/index.php
http://www.facebook.com/advertising/?pages
http://www.facebook.com/advertising/#/advertising/
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 33
Notes
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 34
Notes
© 2009 See Clearly Inc www.gswconsultinggroup.com Page 35
At GSW Consulting we specialize in Web Presence and
Digital Strategy Development. We help our clients create a
comprehensive online presence to bring their businesses to
a targeted audience.
We assist our clients with brand identity, technology
integration, online networking and marketing, web traffic
analysis, search engine promotion, and content optimization.
Through the use of social media we instruct our clients on
how best to cultivate a robust customer focused Internet
presence.
Relationships are some of the most essential and most
profitable assets a business can have. Through connecting,
engaging, and educating their communities our clients are
able to strengthen, personalize, and enhance business
relationships.
“The result of long-term relationships is better and
better quality, and lower and lower costs. “
~ W. Edwards Deming
Where you can find us:
Twitter.com/BridgetAyers * * Facebook.com/GetSmartWeb
Linkedin.com/in/theresaayers * * Linkedin.com/in/bridgetayers
[email protected] * * TheGetSmartBlog.com
Ask us about our one on one coaching, workshops, and corporate
training….
LinkedIn * Facebook * Twitter * Blogging * Social Networking * Video
* Mobile Marketing * Building Brand Identity * Digital Strategy *
Networks & Forums * Niche Social Networks * Email Marketing