Learn how to build a Facebook Business page from my workshop at GSMI's Social Media Strategies Summit in San Francisco, November 2013.

1. EVERYTHING
Elly Deutch
November 6, 2013
#SMSSummit

2. AGENDA
• Who is Elly Deutch?
• Facebook 101
• Setting up your Facebook Business Page
• Marketing your brand and engaging fans on Facebook
• Tools, tips, tricks and best practices
• Mastering Facebook
• Questions

5. FACEBOOK 101

6. YOUR COLLEGE BABY BOOK GOES VIRTUAL
- Background on Facebook
- Started in 2003 for Ivy League Schools
- Opened up to additional colleges/universities in 2004
- Became open to public in 2005
- Pages launched in 2007
- Facebook went public in 2012

7. KNOWING THE LINGO
- Facebook Profile
- Facebook Fan/Business Page
- Post or update
- Like, Comment, Share
- Hashtag
- Timeline

8. WHY MARKETERS
FACEBOOK
- #1 social networking site on the web
- More than 1.15 billion users worldwide
- Instant and direct connection with consumers
- Photos and videos are most shareable content
- Ease of engagement and user generated content
- Variety of content options
- Innovative and on the forefront of digital tech

9. SOCIAL STARTING POINTS
- How many fans does your Facebook Page or Wikipedia page have
already?
- What would incentivize YOU as a consumer to “Like” a page or follow
their updates?
- How will you go about engaging new fans?
- What demographics are you trying to connect with online?
- How tech-savvy is your audience?
- How often do you plan to interact with your fans?
- How can you build effective content that reaches your target
audience?

10. WAYS TO MARKET YOUR BUSINESS
- Status
- Photos/Videos
- Open ended questions
- Events
- Milestones
- Ads
- Customer Service

11. WHY YOU SHOULD USE FACEBOOK
- Understand your opportunity
- Identify conversations already
happening around your brand and
integrate with your current marketing
strategy
- Engage and become friends with your
fans
- Establish your social stature to become
an influencer

12. RULES OF FACEBOOK
-
Get to know Facebook
- Read Blogs
- Look at the Help and FAQ Section
- Watch intro videos
- Read the Privacy Policy
- Understand the Terms
- Know users are only 13+ years old
-
Cultural and non-written rules
- Don’t self promote
- Don’t friend random people
- Don’t overshare
- Don’t make anyone an admin of your page that isn’t responsible for the company
-
Write your own Rules or Community Guidelines for your page

13. SETTING UP YOUR
FACEBOOK BUSINESS PAGE

14. THINGS TO GATHER BEFORE YOU START
• Desired Page Name
• Category/Theme
• Vanity URL (i.e. Facebook.com/yourcompanyname)
• Background info for About Page
• Timeline Banner (851x315 pixels)
• Profile Picture (180x180 pixels)
• Milestones (843x403 pixels)

15. BUILDING YOUR FACEBOOK BUSINESS PAGE

16. CREATE A PAGE AND CHOOSE YOUR CATEGORY

17. READ THE FACEBOOK PAGE TERMS!

18. ADD YOUR ABOUT INFO AND PROFILE PICTURE

19. FINAL STEPS
2
1
3
4

20. ADJUST PERMISSIONS, FILTERS AND PUBLISH

21. MARKETING YOUR BRAND AND
ENGAGING WITH FANS

22. HOW TO ENGAGE FANS AND GROW YOUR FAN BASE
- Don’t just add to the noise
- Use Facebook as a two-way communication tool
- Post relevant and valuable content
- Be strategic and purposeful
- Align messaging with intentions and goals of the
company
- Show your support through appreciation, authenticity
and customer service

23. CONTENT MARKETING
Products
Lifestyle/
Culture
Brand

24. STEPS FOR BUILDING YOUR SOCIAL STRATEGY
LISTEN
MEASURE
GOALS/
OBJECTIVES
ENGAGE
DEVELOP
STRATEGY
BUILD
CONTENT

25. ENGAGE YOUR FACE OFF

26. LEARN FROM ICONIC BRANDS

27. TEST YOUR FAN BASE

28. TOOLS, TIPS, TRICKS AND
BEST PRACTICES

29. TOOLS, TIPS AND TRICKS TO OPTIMIZE YOUR PAGE
- Most popular posts are short, friendly and conversational
- Photos/videos enhance virality
- Schedule your posts in advance
- Keep your page fresh with new content and pictures
- Geo-target posts to engage specific communities
- Use Facebook insights and other analytical tools to learn
about your fan base
- Check out competitor insights/fan growth

30. FACEBOOK SPECIFIC TOOLS
- Facebook FAQ and Help Section
- Facebook Developer API
- 20% text overlay tool
- Hashtag tracking
- Apps and iFrame tab

31. FACEBOOK BEST PRACTICES
- Post updates 3 to 5 times per week
- Shoot for quality over quantity
- Use strong visuals
- Respond to fans as quickly as possible
- Unlink Facebook and Twitter
- Shorter Facebook posts tend to do best
- Use a Call To Action within your post
- Use Facebook.com resources and marketing tools for further
support

32. MEASURE AND EVALUATE
- Establish metrics that are aligned with your goals and
objectives
- Research what analytics platform would be best to help you
achieve your goals OR develop a dashboard to track these
metrics over time
- Analyze, evaluate and implement key learnings into evolving
social media strategy

33. MASTERING
FACEBOOK MARKETING

34. RECAP ON HOW TO GROW YOUR BUSINESS WITH FACEBOOK
- Listen to conversations already happening around your brand
- Identify your goals and metrics for success
- Create a social media strategy
- Integrate social into all other marketing/pr/corporate initiatives
- Track and analyze your work
- Evolve your strategy accordingly
- Rinse, repeat

35. GOLDEN RULES
1. No sex, drugs & rock-n-roll…or religion or politics. Ever.
2. Remember that nothing is ever “deleted.”
3. Avoid breaking news stories, unless 100% brand relevant.
4. Speak as the brand, not as yourself.
5. Tell the truth. Always.
6. Own your mistakes.
7. Be only as good as the company you keep.
8. Engage with others.

36. TAKEAWAYS
- Social media is not about shouting at your customer, but about
making connections and building loyalty
- Connecting with your fans in-real-time is an invaluable marketing
tool
- Offering incentives, contests, and giveaways are great ways to build
communities, but remember to nurture and foster growth as well
- Never forget to surprise and delight your fans, as well as reward
them for their loyalty

37. QUESTIONS?
THANK YOU!

38. ellydeutch@gmail.com
@deutche on Twitter
http://linkedin.com/in/ellydeutch