1.23 billion monthly active users, and still growing  Understanding how to reach and build your Facebook audience

!Claiming your territory

AGENDA  Table  of  Contents

1. About Me  2. Why Facebook?  3. Newsfeeds 4. Status Updates  5. Facebook Apps

6. Organic/Promoted  7. Create Your Page8. Dashboards  9. Insights10. Important Settings

11. Targeting  12. Strategies  13. Conclusion  14. Q & A Section  15. Get in Touch

@JOANN LEFEBVREFounder  of  Shi4  2  Inbound  Marke9ng

I  am  passionate  about  helping  small  businesses  thrive  in  their  

chosen  communi9es.

JoAnn Lefebvre

Experience:  A4er  2  years  of  helping  friends  build  online  presences  for  their  businesses,  I  became  Director  of  Marke9ng  for  a  cosme9c  surgery  prac9ce  (2  years),  then  founded  Shi4  2  Inbound  Marke9ng  in  2010.  I  have  created  and  op9mized  social  networks  for  local  businesses,  including  local  marke9ng  agencies.  I  am  a  Community  Manager  for  select  clients,  as  well  as  a  Reputa9on  Manager.  

Social  and  Local  Strategist

Community  Manager

Speaker  &  Trainer

Social  Media  Coach  &  Consultant

Reputa9on  Management

WHATMATTERS

MOSTEngaging with your community

The  most  important  things  to  do  on  Facebook  are;  to  educate,  entertain,  solve  problems,  be  HUMAN.

*

75%  of  users  feel  more  connected  to  a  brand  on  Facebook“

”SOURCE:  LAB42

WHAT MATTERS

MOST?Where does Facebook fit in your Marketing Plan?

MarketingStrategy

Business Objectives

Target Audience

Brand Analysis

SEO

WHY USE A FACEBOOK PAGE FOR BUSINESS?  

1. Indexed in Google (Custom URL/username)  2. Viewable from the outside world3. Facebook is the 3rd highest ranked website in

the world (non FB users can see your page)4. Tools - insights, events, ads, offers, + more

5. Interac-ve  -­‐  people  want  to  connect  with  favorite  businesses  

6. Using a personal profile violates TOS

SEO & SOCIAL MEDIA  Social  Media  is  a  vital  part  of  your  Google  Search  strategy

Keywords  are  becoming  obsolete:  The  days  are  over  when  keywords  ruled  Google  Search  

Results.  Google  is  now  heavily  focused  on  CONTENT.  

Content  includes  what  is  found  in  social  media  websites.  

When  it  comes  to  local  searches,  loca9on  is  generally  

the  most  important  a\ribute  to  Google,  the  second  

most  important  being  high  authority.  Facebook  is  the  

3rd  most  visited  website  in  the  world.  That’s  authority!

Social

Reputa9on  and  Social

Reputa9on  and  Social

Reputa9on  and  Social

Local  Directory  Lis9ngSocial

GoogleLocalSearchResults

Personal Timeline&

Dashboard

Click  to  use  Facebook  as  your  Page

Click  to  switch  from  Top  Stories  to  Most  Recent  Stories

Page Timeline&

Dashboard

Click  to  use  Facebook  as  you.

Click  to  view  updates  from  Pages    you  have  Liked  as  your  Page

Page Timeline&

Dashboard

Click  to  use  Facebook  as  you,  or  another  page.

Click  to  return  to  your  Page’s    Timeline

Switch  from  Top  Stories  to    Recent  Stories

Engage  with  other  Pages    as  your  Page

STATUS UPDATES  Increase  engagement  by  focusing  on  users

1. Vary  Your  Content:  Facebook’s  algorithm  looks  for  varied  content  on  a  page.  Aim  for  mix  of  all  types  of  content,  including  original  content.  

2. Understand  Your  Users:  Use  Graph  Search  and  Insights  to  know  what  your  Likers  are  interested  in.  Which  of  your  posts  get  the  most  engagement?  Do  more  of  that!  

3. Mimimize  Self-­‐Promo-on:  You  wouldn’t  want  to  have  dinner  with  someone  who  only  talks  about  themselves  for  3  hours,  neither  do  your  fans.  Keep  promo9onal  posts  around  10-­‐12%  of  your  total  posts.  Businesses  need  to  earn  the  privilege  of  promo9ng  to  their  fans.

Social  Posts

Offers

Blog  Newsle\er

Shared  PostsPhotos

Videos

Contests

ORGANIC VS PAID POSTS  Organic  reach  has  decreased.  You’ll  need  to  spend  some  money  on  Facebook  ads

Level    Higher  budget  Greater  Reach

<84% Of  your  fans  won’t  see  your  organic  posts.

Minimal  Reach

12,500  Reach

$250  Ad SpendPay  to  Promote:  

Only  a  small  percentage  of  your  fans  will  

see  your  posts  (16%  or  fewer).  To  increase  

your  reach  Boost  posts,  and  purchase  ads.  

Only  promote  valuable,  original  content.  

You  can  also  promote  your  page,  app,  or  

website.  You  don’t  need  to  spend  a  

fortune.  Facebook  lets  you  set  a  budget  

for  Boosted  Posts,  and  a  budget  and  9me  

span  for  Facebook  Ads.

Create Your Facebook Page  Or  give  your  Page  a  makeover

RESEARCH STRATEGY CREATE PROMOTEVisit  Pages  for  Ideas  Content  Resources  Target  Audience  Best  Apps  to  Use

Marke9ng  Strategy  Content  Strategy  Graphic  Design  Editorial  Calendar

Choose  a  Category  Profile  Image  Timeline  Cover  Image  Custom  Tabs

Boost  Post  Manage  Ad  Power  Editor  Other  Plakorms

Navigating the Facebook Dashboard  Learn  to  use  the  op9ons  and  marke9ng  data  that  Facebook  provides

Descrip-on:  The  Facebook  Dashboard  is  where  you  will  find  all  of  the  tools  you  need  to  manage  your  Page.  Here’s  where  you  

will  find  you  demographic  data,  customizing  op9ons,  and  analy9cs  to  monitor  your  KPIs.

It’s  vital  to  get  familiar  with  this  area.  It’s  where  you  can  see  how  many  people  a  post  has  reached,  the  ages  of  your  users,  where  they  live.  This  is  also  where  you  can  customize  many  of  

the  features  and  func9ons  in  Facebook.

••No9fica9ons  ••Messages  ••Pages  Feed  ••Page  Ad  

Ac9vity

••Likes  ••Reach  ••Visits  ••Posts  ••People

Insights

••Page  Info  ••Visibility  ••Control  Features

Semngs

Targeting Your Following  Ready  to  Go  !

Use  Facebook’s  Graph  Search  to  learn  what  your  (poten9al)  

followers  like.  

Like  other  pages.  Like,  comment  and  share  on  those  

pages

Put  a  Like  Box  on  your  website,  and  a  Facebook  icon  on  all  of  

your  print  marke9ng

Graph Search Engage as Your Page Show off Your Page

Promote  off  Facebook

Engaging  with  Other  PagesAffilia-ons

Descrip-on:  Use  Facebook,  as  well  as  other  online  sources  to  find  poten9al  customers  and  influencers.  Engage  in  human  

conversa9ons  with  your  followers.  Provide  content  that  your  followers  want  to  see.

ENGAGEMENT PLAN  Find  users.  Listen  to  the  community.  Talk  to  your  followers.  Provide  Great  content.

AWARENESS Connec-on Evangelism LOYALTY

STRATEGIC PLANNING  Lorem  ipsum  dolor  consectetur  adipisicing  elit

Culture  Message

Strategic  KPIs

Compete9ve  Analysis Objec9ves

Online  Personality

Cri9cal  Metrics

SWOT  Analysis

Tac9cal  Processes

Have  a  clear  message  to  share.  Develop  your  online  voice.  

Research  your  audience  and  compe9tors.  

Design  your  custom  Facebook  experience.  

Measure  your  progress.  Adjust  accordingly.

FOLLOW ME  Social  Media  links

FACEBOOK  facebook.com/shift2inboundmarketing

TWITTER  twitter.com/JoAnnLefebvre

GOOGLE+  plus.google.com/JoAnnLefebvre

LINKEDIN  linkedin.com/JoAnnLefebvre

FACEBOOK  facebook.com/JoAnnLefebvre

TWITTER  twitter.com/Shift2Inbound

THANK YOUFOR YOUR ATTENTION

*

SEE YOU SOON…