Facebook: Beginner to Intermediate

UsingYour Organization

To PromoteFacebook

June 4-5, 2014

Get these slides here::http://sarahtpage.com/MidwestForts/

http://sarahtpage.com/longview-day-2/

Get these slides here::http://sarahtpage.com/MidwestForts/

http://sarahtpage.com/longview-day-2/

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





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


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


4

3


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 …


… to this …


… to this.

http://www.experiencegr.com/

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


Visit Fargo-MoorheadVisual Content - YouTube


http://www.youtube.com/watch?v=kCm35U-QouA&feature=share&list=UUF34OK78-K-dFK3Isg0vFZQ

Visit Fargo-MoorheadVisual Content - Instagram


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!


Facebook Offers






Facebook Advertising

Pro Tip: BE SPECIFIC

Facebook Advertising

Facebook Advertising Best Practices

Include a call to action.

Combat ad fatigue.

Source: facebook.com


Put important content first.

Identify your target audience.



Boost important posts.

Use Facebook Offers.



Give people something to say.

Use high quality photos.


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://[email protected]

512.914.8873

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