Presented by Helen Todd - CEO of Sociality Squared

2. About Helen Todd
• Co-founder & CEO
• Sociality Squared
• Social Media Agency
• Founded 2010
• Clients include small to
medium-sized businesses
and brands like Votre Vu and
Leica Camera

3. HOW TO
SET UP A BUSINESS
FACEBOOK PAGE
Presented by Helen Todd - CEO of Sociality
Squared
A MORE DEDICATED CONNECTION

4. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Today you'll learn how to
use a Facebook page to:
• Grow a loyal community around your business
• Raise awareness of your business and
• Drive foot traffic

5. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
By…
• Optimizing your business's Facebook page
• Mastering News Feed Optimization
(i.e. make sure fans see your wall posts!)
• Employing Facebook Ads to target
qualified customers based on location
and interests

6. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Things have changed…

7. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
The Internet Evolved: The Social Web
Image: Facebook

8. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
AOL is of the Past…
Image: Facebook

9. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Shifting Approach: Go to Them
VS.
Social Networks Your Website

10. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
It’s BIG
Image: Facebook

11. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
It’s Across Devices
Image: Facebook

12. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
It can be Powerful…

13. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
It can be a Tool for Small Businesses too…
Image: Facebook

14. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Latest Milestones
Image: Facebook

15. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Facebook Mobile
• People that use Facebook on their
mobile devices are twice as active on
Facebook than non-mobile users.

16. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Facebook Users Are Active
Image: Facebook

17. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Why Should You Care?
• What does this mean for a small business? You
don’t need to reach a MILLION people – you
need to reach the people who are or will be
your customers. You can use Facebook to help
reach who you want to!

18. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
It’s not scary, it’s an opportunity
• To get found
• To easily manage your business presence online
• To engage with your customers
• To drive conversions
• And to sell more products!

19. Optimize Your
Facebook Page

20. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Timeline for Brands
• Pages are…
- Public and indexed in Google
- Status updates are published into fans’ streams…
wherever they access Facebook
- Pages are customizable
- They’re plugged into Facebook’s inherently viral
platform.

21. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Create a Page
• Create a page: https://www.facebook.com/
pages/create.php
• Select the most appropriate Page name.
Pick the correct category. For most local
businesses, select ‘Local Business’ or the
most appropriate category from the
dropdown box that will appear.
• Fill out street information

22. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Fill Out the Information
• Upload a profile picture
• Fill out the About section -
include your website address
• Select a vanity URL
(facebook.com/Whartons)
• Upload a Cover Image
• Add Milestones

23. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Custom Tabs
• Custom Tabs are great places to extend your
branding and house important information
• You can direct ads to custom tabs
• BUT you don’t need one to be successful
on Facebook
• Use tools like Wildfire, Social North or Involver
to customize affordable tabs.

24. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Measuring Success
Some tangible metrics you can measure
include:
• Fan Count
• Fan engagement
• Coded links (bit.ly, lead tracking software)
• Newsletter signups
• Coupon code redemptions
• Phone calls (use Facebook-only number)
• Traffic generated from Facebook as percentage
of overall website traffic to your website

25. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Fan Page Insights
• By looking at the Facebook Insights we
get much richer data than just fan count
• Insights shows us fan engagement on the
page, demographic breakdown, fan
growth and much, much more

26. Grow Fans

27. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
How to Grow Fans
• Remember: Quality over Quantity
• Invite Your Friends
• Invite Email Contacts
• Use your current channels of communication
• Create a plan for the Wall, publish content regularly and
respond to Wall Posts from your Page connections
• Cross-promote with other local businesses
• Employ giveaways
• Use Facebook Ads

28. News Feed
Optimization

29. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Why does it matter?
• Wall Posts Are Not Created Equal

30. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Content Consumption: Facebook users are
150 TIMES
more likely to consume branded content through
news feed consumption versus a Facebook page!

31. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Use a Content Calendar
• Content calendars make great guides to help
you organize what to publish and when!

32. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Know Your Audience

33. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Use Photos to Make Posts Pop

34. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Target Wall Posts to be Relevant

35. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Win with Fun and Questions

36. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Customize Link Headers & Descriptions

37. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Remember to listen and respond to fans
and don’t JUST publish content!

38. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
When You Publish, Keep in Mind
You have to be consistently producing content for your
fans to interact with. Remember:
- Keep it relevant
- Don’t over message and spam (publish 1-3 posts a day, 3 hours
in-between)
- 1 out of every 4 (some say 10) messages should be self-
promotional
- Value-added is the way to go!
- Asking questions will always get more responses than not
- Add calls-to-action to content
- Use insights to optimize content

39. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
News Feed Take-Away
• News Feed is at the heart of Facebook.
Small businesses that will succeed on
Facebook will understand how to
connect and engage with their fans
through the News Feed.

40. Facebook Ads

41. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Facebook Ads
• Facebook ads are a great way to raise awareness of
your brand, grow fans and drive traffic to your page
• Can target Facebook users based on their profile
information which includes age, gender, interests,
relationship status, education level, location and more!
• You can use ads to promote wall posts…NOW in
users’ News Feeds

42. HOW TO SET UP A
BUSINESS FACEBOOK PAGE

43. HOW TO SET UP A
BUSINESS FACEBOOK PAGE

44. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Facebook Advertising Tips
• Set goals with your advertising
• Optimize the ad with a picture that
stands out and is relevant
• Have a strong call to action to become
a fan of your fan page
• Keep ad copy relevant
• Use interests specific to your audience
• Have a custom landing tab with a call to action
to fan your page if users click through the ad

45. Remember

46. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Don’t Forget:
• Fill out all information on your business’ page
• Success is tied to the News Feed
• Publish content consistently
• Respond to fans comments
• Make sure content is relevant
• Use Insights to optimize content
• Use targeting with Facebook Ads
• Remember QUALITY OVER QUANTITY

47. HOW TO SET UP A
BUSINESS FACEBOOK PAGE
Extra Resources
• https://www.facebook.com/marketing
• https://www.facebook.com/pages/create.php
• https://www.facebook.com/help/?page=203955942973503
• https://www.facebook.com/FacebookPages
• https://www.facebook.com/advertising
• https://www.facebook.com/ad_guidelines.php
• http://www.wildfireapp.com/
• http://www.involver.com/
• http://socialnorth.com/

48. QUESTIONS?
CONTACT:
@sociality2
pinterest.com/sociality2
facebook.com/SocialitySquared
socialitysquared.com
helen@socialitysquared.com

49. Brought to you by:
A MORE DEDICATED CONNECTION
Thank You
To speak to a Frontier Small
Business representative,
please call: 1-866-408-0233