Embed Size (px)
DESCRIPTION
Presentation given during the Texas Hill Country Trail's workshop in Fredericksburg, TX on October 30, 2014.
Citation preview
Facebook 101
October 30, 2014
UsingTo Promote Your
Destination
X201
Get these slides here::http://sarahtpage.com/HillCountryTrail/
Agenda
Social media reviewFacebook 101Social / website integrationFacebook 201Facebook ChangesLive DemosQ&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
Remember: Social media
is not an island.
Photo: lisbokt
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
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, 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
Composer
Pinned Post
Page Features
Admin Panel
Grow Your Fanbase
Find Helpful Resources
Admin Panel
View Page Insights
Manage Page Settings
Understanding Insights
Understanding Insights
Understanding Insights
Understanding Insights
Understanding Insights
Facebook Tools for Business
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 Offers
Facebook Offers
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
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 - Instagram
Source: Fargo-Moorhead CVB
Savannah Craft Brew FestivaliPhone Photos
Source: Visit Savannah
Facebook Advertising Opportunities
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
Facebook Changes
Facebook Changes
• Facebook adjusted its “algorithms” that determine what users see– Rumor is only 6% of your fans see your posts
• GOOD CONTENT = GOOD ENGAGEMENT• “Pay to play” may be a necessity
Sharing Links in Posts
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
Instagram.com/stpconsulting
Pinterest.com/sarahtpage
