1. FACEBOOK MARKETING:
STRATEGY
GETTING STARTED
BEST PRACTICES
Presented by:
Cari Sultanik
Director, Interactive Account Management
FulcrumTech, LLC

2. WHAT WE’LL COVER TODAY
 Prologue: Social Media Strategy
 Part 1: Just a little of the “why”
 Part 2: Getting started
 Part 3: Building your audience
 Part 4: Best practices
 Part 5: When you’re ready for more—
advanced opportunities

3. BACKGROUND
• Cari Sultanik is the Director of Interactive Account
Management at FulcrumTech.
• Prior to joining FulcrumTech, Cari served as Director of
Social Media and Community at Nutrisystem - the leading
home-delivery weight-loss company - where she initiated
and managed social programs to successfully establish a
strong social media presence.
• She has also helped numerous brands and non-profits
develop and execute robust social media strategies as a
Marketing Internet Strategy and New Media Consultant.
• In addition, Cari’s career experience includes user-
centered design and engagement positions at Electronic
Ink, a Philadelphia-based User Experience Design firm, and
Advanta, a business credit card company.

4. PROLOGUE
SOCIAL MEDIA
STRATEGY

5. SOCIAL MEDIA: PART OF A BROAD LEAD
GENERATION STRATEGY
Download the
infographic at:
http://www.fulcrumte
ch.net/leadgen

6. GETTING STARTED
What not to do

7. GETTING STARTED
 Social media requires a
relationship marketing mindset
 Measuring return on
investment (ROI) requires a
more inclusive definition of “R”
 Financial return
 Impact / influence
 Share of voice
 Earned media
 Customer satisfaction
 Return customers
 Share activity
 Assess the current state of your
brand, competitors and topics
related to your business
 Listen, listen, listen

8. BUILDING A SOCIAL MEDIA STRATEGY
What most businesses do:
There is a
better way!

9. BUILDING A SOCIAL MEDIA STRATEGY*
P People
Assess your prospects’ and customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change and
design campaigns and monitoring plans
T Technology
Decide which social technologies to use
*Based on Forrester’s POST Approach. Read more about this in
“Groundswell,” by Josh Bernoff and Charlene Li

10. BUILDING A SOCIAL MEDIA STRATEGY
P People
Assess your prospects’ and customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change and
design campaigns and monitoring plans
T Technology
Decide which social technologies to use

11. P
SOCIAL MEDIA STRATEGY: PEOPLE
Creators
Social Technographics Ladder
Conversationalists  Classifies people according to
how they use social technologies
Critics
 Profile your customer base,
Collectors and see what they’re ready
for, before planning a project
Joiners
to reach out to them
Spectators  Engage with customers and
prospects based on what they
Inactives
are already doing

12. BUILDING A SOCIAL MEDIA STRATEGY
P People
Assess your prospects’ and customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change and
design campaigns and monitoring plans
T Technology
Decide which social technologies to use

13. O
SOCIAL MEDIA STRATEGY: OBJECTIVES
Start with one primary objective
 Listening
 Talking
 Energizing
 Supporting
 Embracing

14. BUILDING A SOCIAL MEDIA STRATEGY
P People
Assess your prospects’ and customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change and
design campaigns and monitoring plans
T Technology
Decide which social technologies to use

15. S
SOCIAL MEDIA STRATEGY: STRATEGY
 Strategy here means figuring
out what will be different
after your plan is in place,
such as:
 We will have a closer two-
way relationship with best
customers
 People will be talking about
and recommending our
products
 We will have established a
permanent focus group for
testing product ideas
 We will have a continuous
source for understanding
industry trends

16. S
SOCIAL MEDIA STRATEGY: STRATEGY
 Envision how your relationships with customers will change if
you are successful
 How will you engage with them?
 How will you respond to negative reviews?
 How will you help advocates be more influential?

17. S
SOCIAL MEDIA STRATEGY: STRATEGY
 Start small with room to grow
 Rough plan for how to start, measure, and build
 Revise every 6 to 12 months
 Consider consequences
 Customer relationships
 Content planning
 Business processes, structure, and policies
 Marketing resources
 Sales processes, compensation
 Legal considerations
 Crisis management

18. BUILDING A SOCIAL MEDIA STRATEGY
P People
Assess your prospects’ and customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change and
design campaigns and monitoring plans
T Technology
Decide which social technologies to use

19. T
SOCIAL MEDIA STRATEGY: TECHNOLOGY
The obvious Slightly less obvious
 Facebook  Pinterest
 Twitter  Instagram
 LinkedIn  Flickr
 Blog  Blogger program
 YouTube  Social bookmarking (delicious,
StumbleUpon, Diigo)
 Google +
 Q&A sites (Quora)
 Location-based (foursquare)
 Niche communities (Ning, Get
 Review sites (Yelp) Satisfaction)
 Slideshare
 Internal community (discussion
boards, such as vBulletin)
 Podcasts
 Smartphone apps

20. MEASUREMENT

21. MEASUREMENT

22. PART 1
WHY
FACEBOOK?

23. FOR STARTERS…

24. BUT SERIOUSLY…
 The numbers
 Over 900M active users
 425MM access via mobile
 57% female / 43% male
 Average time per visit of about 20 minutes
 People are well trained to actively share on Facebook
 82% of users who click on a news feed post shared by a friend who
interacted with a Facebook application continue to participate on
their own
 People expect to be able to find businesses and interact
 When fans get a response to their posts on a brand page, 80%
complete a purchase
 28% purchase when brands proactively reach out
Sources: Mari Smith and Wildfire

25. PART 2
GETTING STARTED

26. BEFORE YOU START
 First things first: Do you have a website?
 Don’t rest the entire digital presence of your business on real estate
you don’t own
 Have a goal in mind
 Fans are nice, but what do you ultimately want them to do?
 Think about who you are and what makes you different
 Don’t be afraid to have a personality
 People do business with people, not websites or Facebook pages
 Check out what your competitors are doing
 Be sure you’re ready
 Commit to spending at least a few minutes a day on your Facebook
page
 Assumption: You already have a personal Facebook account (if
not, set that up first)

27. BUILD YOUR PAGE
 Go to a page you are not an admin for and click “Create a
Page” button

28. CHOOSE YOUR BUSINESS TYPE

29. CHOOSE CATEGORY
Additional
information required
for a local business or
place (other types
do not require this)

30. CHOOSE CATEGORY
Additional
information required
for a local business or
place (other types
do not require this)

31. CHOOSE A PROFILE PICTURE
 Don’t skimp on this step
 Your profile photo will
show every time you post
(along with your page
name)
 180x180 pixels
 Good representation of
your brand
 Ideas:
 Storefront
 Logo
 Headshot of you (if you
are a consultant, for
example)

32. PROFILE PICTURE EXAMPLES

33. ABOUT
 Be descriptive and creative
 Include a link to your website and other social properties

34. CHOOSE YOUR FACEBOOK WEB ADDRESS
Choose carefully
 Difficult (not impossible) to change
 Make it easy to remember and type
 Closely related to page name

35. FACEBOOK MINI-TRAINING
1. Like your page
2. Invite your friends
3. Invite your email contacts
4. Share something

36. YOUR FOUNDATION IS NOW BUILT

37. YOUR FOUNDATION IS NOW BUILT

38. ADD A COVER PHOTO

39. COVER PHOTO: FIRST, THE SPECS AND RULES
The rules:
 851x315 pixels
 Price or purchase information,
such as "40% off" or "Download it
at our website"
 Contact information, such as
web address, email, mailing
address, or other information
intended for your Page's About
section
 References to user interface
elements, such as Like or Share,
or any other Facebook site
features
 Calls to action, such as "Get it
now" or "Tell your friends"

40. COVER PHOTO: SOME GREAT EXAMPLES

41. COVER PHOTO: SOME GREAT EXAMPLES

42. COVER PHOTO: SOME GREAT EXAMPLES

43. COVER PHOTO ADVICE
 Follow the rules, but be creative.
 When you upload a new cover image, it is noted in your
timeline and in your fans’ newsfeeds.
 You can include promotional copy, links, and calls to action
in the descriptions for the photo.
 Change it as frequently as you can—it’s a great way to drive
engagement if you’re being creative.
 If you use Photoshop, you can find various templates for
cover photo and profile image design.
 I like this one: http://www.hongkiat.com/blog/creative-
facebook-timeline-covers/#fb_timeline_template

44. COVER PHOTO ADVICE

45. COVER PHOTO COMPLETE

46. NEW COVER IMAGES SHOW UP ON YOUR TIMELINE

47. FINISHING DETAILS
 Add hours, if relevant
 Check your About
page and add detail
(edit button shows up
when you hover over
About or Basic info)
 Add start date
 Start type (born,
founded, opened,
etc.)
 Add description
(helps you with
search)
 Add contact info
(e.g., email address)
 Tons more detail
options—take
advantage of them!

48. PART 3
BUILDING YOUR
AUDIENCE

49. START WITH FRIENDS

50. START WITH FRIENDS
Facebook makes it
easy to decide which
friends to invite.
 Recent interactions
 All friends
 Location-based
 Groups
 Lists
Don’t be shy!

51. SHARE YOUR PAGE ON YOUR TIMELINE

52. INVITE EMAIL CONTACTS

53. INVITE EMAIL CONTACTS

54. OTHER FACEBOOK OPPORTUNITIES
 Use Facebook as page to
comment on other pages
 Be sure to switch back to your
own account when you’re
finished

55. OTHER FACEBOOK OPPORTUNITIES
 Integrate Facebook Like box on
your site
 Visitors can see which friends
already like your page
 If you choose, they can also see
recent posts
 Facebook will generate code for
you
 http://developers.facebook.com/d
ocs/reference/plugins/like/

56. KICKIN’ IT OLD SCHOOL
 Point-of-sale display
 Package inserts
 Direct mail
 Word of mouth
 Business cards
 Use your imagination!

57. FACEBOOK ADS
 Wait until you have established a fan base and content
before advertising
 Facebook will guide you
 Many webinars and articles

58. PART 4
BEST PRACTICES

59. CONTENT, CONTENT, AND MORE CONTENT
 Plan ahead for content to post on your Facebook
page
 Test different days of the week and times of day—
sometimes weekend posts get the most activity
 Test frequency—in most cases it is acceptable to post
every day (and possibly up to 3-5 times a day!)
 Be personal and human
 Share personal interests
 Ask questions
 Post helpful tips
 Link to articles that your audience will like or find useful
 Include success stories
 Think about what would make you Like or Comment

60. EdgeRank: Algorithm Facebook
uses to determine which content
posted on Facebook that any
given user gets to see in his News
FOCUS ON ENGAGMENT Feed at any given time when they
log in to their Facebook account.
 Successful brands don’t preach or sell
 Facebook EdgeRank is important—to a point
 Engagement drives EdgeRank which ultimately determines
how many fans see your posts
 Understand your fans’ needs and figure out how to best
meet them

61. FOCUS ON ENGAGMENT
 Use lots of photographs
 They take up more room on people’s timelines.
 Photographs get more engagement than any other type of post
(including video).
 You can use original photography or buy stock photography.
 Post articles your fans will care about (with links)
 Add a comment about why you’re posting it (“Great article,”
“How do you feel about this?”)
 Don’t be afraid to go off-topic (e.g., random question of the
day, fill-in-the-blanks, polls)
 People want to talk to people
 Build relationships
 Show personality

62. MORE ENGAGEMENT TIPS
 Have a call to action: A post that specifically asks fans
to Like or Comment will get more engagement than
one that doesn’t; you can also ask fans to watch a
video or share an article
 A study by Buddy Media showed that posts with 80 or
fewer characters get 27% higher engagement.
 Respond to people who engage with you!
 Make it fun—even if your business doesn’t typically
stand for fun; think of creative ways to entertain your
audience
 Make it inspiring—if your brand is associated with a
charity or nonprofit, share inspiring stories

63. MILESTONES
 Milestones help tell the story of
your business
 Prominent in timeline
 Lend credibility

64. HIGHLIGHTING POSTS
Highlight a post
 Stretches across timeline
instead of showing in one
column
 Draws attention to important
updates

65. PINNING POSTS
Pin to top
 Stays at top of timeline for 7
days or until a new post is
pinned
 Can pin a call to action for
your site or applications (more
on this later)
 Try pinning strong images that
draw attention to what you
most want fans to know about
you (404x404 pixels)

66. PART 5
ADVANCED
OPPORTUNITIES

67. CUSTOM APPLICATIONS
 Formerly known as “tabs”
 Can create up to 12
 Photos always in first spot
 Put most important apps in
next three spots
 Design custom app
thumbnails (111 x 74 pixels)

68. EXAMPLES OF CUSTOM APPLICATIONS

69. WHAT CAN YOU DO WITH APPS?
 Email sign-up
 Fan-only promotions (must
Like page to see content)
 YouTube channel integration
 Twitter integration
 RSS widget (feed from your
blog)
 Photo shows
 Contests
 Sweepstakes
 Fundraising
 Map and location
 Coupons

70. FREE AND LOW-COST APP TOOLS

71. ADMIN PANEL OPTIONS

72. NOTIFICATIONS
 New comments and likes will appear here
 Check frequently and interact with your fans

73. MESSAGES
 Messages are turned on by default
 Be sure you can check and answer
daily (if not, turn them off)
 New messages will appear here

74. INSIGHTS
 Not available until you have
30 fans
 Snapshot will show you
activity at a high level
 Click “See All” for detailed
insights
 Determine how engaging
your posts are so you can
focus on best content for
your audience

75. INSIGHTS

76. INSIGHTS

77. INSIGHTS

78. FACEBOOK ADS
 Sponsored Stories
 According to Facebook, “Sponsored stories are messages
coming from friends about them engaging with your Page, app
or event that a business, organization or individual has paid to
highlight so there’s a better chance people see them.”
 Organic posts on your page will only reach 16% of your fans’
news feeds, but sponsored stories show up more often; they also
show up in news feeds of the friends of your fans when a the fans
interact with your post.
 Ads
 Advertisements are great for targeting people with specific
interests.
 Using a combination of both ads and sponsored stories will
help you best utilize your Facebook budget.

79. USE
FACEBOOK
HELP
http://www.facebook
.com/help

80. CONTACT INFO
Cari Sultanik, Director,
Interactive Account
Management
Email:
csultanik@fulcrumtech.net
Phone: 215-348-9887
This presentation can be found
Twitter: @CariSultanik | on Slideshare at
@MitchLapides http://www.slideshare.net/Fulcrum
(FulcrumTech) Tech
Facebook:
Facebook.com/FulcrumTec
h
LinkedIn: FulcrumTech |
Cari Sultanik