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Doing	
  Business	
  Socially	
  

on	
  Facebook

!
!
!
!
!
!
!
!
!
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!
!
Download slides: slideshare.net/wahinemedia
You have a business with a Facebook page,
you’ve been posting, but you don’t have any
comments and likes...
!

What do you do now?
Social media is NOT A FREE ADVERTISING
PLATFORM
!

Relationships are key. People expect to be
treated like individuals
!

People connect with you through the content
you produce and share
!

The payoff may come later than sooner.
Position your brand to be top of mind
The ROI of social media is your
business will exist in 5 years.
!

—Gary Vaynerchuck

What’s	
  the	
  ROI	
  of	
  
social	
  media?
Now, what does
this all look like?
The	
  80/20	
  rule
20% marketing
80% being “social”
Outreach and engagement
Facebook	
  Algorithm
Edge Rank (affinity, weight, time) still
relevant, but added layers
97% of your fans will NEVER return
to your wall!
Fan engage with your page through
the content you post, and that they
see on their News Feed
Facebook’s algorithms seek to move
the most “relevant” content to the
top of people’s News Feed
Facebook	
  Algorithm:	
  
Affinity
The relationship between the fan and
the page
The more a fan has engaged with a
page, the more likely its content will
show on that fan’s News Feed
When friends interact with pages
often, their actions with that page
may appear
Relationship settings also a factor
Facebook	
  Algorithm:	
  
Weight
Different types of posts (vehicle) rank
higher, but are not the only factor in
showing in the News Feed
Photos are proved to rank higher
New algorithms don’t look at global
interactions (among fans), but also
what kinds of posts friends of fans
interact with
Facebook	
  Algorithm:	
  
Time
The longer a post is on the home
feed, the more it “decays”
Average life span is 24 - 48 hours
Facebook	
  Algorithm:	
  
New	
  Changes
Hide Post/Spam Reporting
Device and Technical Considerations
Ad History
Story Bumping & Last Actor
Outreach

Find and build your audience
Outreach

Find	
  and	
  build	
  your	
  audience
Show interest in others first
Invite your current contacts
Launch with a bang!
It’s about quality not quantity
Outreach

Find	
  and	
  build	
  your	
  audience
Show interest in others first
• Like other pages

• Who? 

• Competition, influencers,

customers, journalists &
bloggers, hashtags

• [worksheets]
Outreach

Find	
  and	
  build	
  your	
  audience
Invite your current contacts
• Send out an email

• Invite via email on Facebook

• Invite your Facebook friends
Outreach

Find	
  and	
  build	
  your	
  audience
Launch with a bang!
• Sweepstakes & giveaways

• Use 3rd party App to manage

• Wildfire, Shortstack,

NorthSocial, OfferPop, Strutta


• Resource links

h"p://www.socialmediaexaminer.com/facebook-­‐promo8ons-­‐what-­‐you-­‐need-­‐to-­‐know/	
  
https://andreavahl.com/facebook/how-to-run-a-successful-facebook-contest.php
Outreach

Find	
  and	
  build	
  your	
  audience
It’s about quality, not quantity
• The tipping point 

• 500-1000 likes

• Using Facebook Ads to grow

relevant fans


• Timeline—pay to play
Engagement

The value of a conversation
Engagement
The	
  value	
  of	
  a	
  conversation
Have conversations
Share content from others
Share original content
Include a clear call to action
Be open and transparent
Don’t forget your manners
Engagement
The	
  value	
  of	
  a	
  conversation
Have conversations
• Spend time in your home feed

• Liking

• Commenting
Engagement
The	
  value	
  of	
  a	
  conversation
Share content from others
• Share from your home feed

• Share external links and tag

• Post varied content

• Photos & videos get the most

responses
Engagement
The	
  value	
  of	
  a	
  conversation
Create original content
• Photos, videos, blog posts

• People respond to opinion and

expertise


• Positions you as industry

leader


• Generates biggest ROI
Engagement
The	
  value	
  of	
  a	
  conversation
Include a clear call to action
• What do you want them to do?

• Read? Comment? Like?
Engagement
The	
  value	
  of	
  a	
  conversation
Be open and transparent
• Allow both customer

complaints and praise 


• Open your wall for comments

and pictures


• Share from “posts by others”

• Post as yourself?
Engagement
The	
  value	
  of	
  a	
  conversation
Don’t forget your manners
• Treat people how you want to

be treated


• Please and thank you

• Response time
Facebook	
  Mechanics

Tools to help you get ‘er done
Facebook	
  Mechanics
Tools	
  to	
  help	
  you	
  get	
  ‘er	
  done
Scheduling in Facebook
Maximizing Events
Building Custom Apps
Facebook Ads
Facebook Insights
What’s New
Facebook	
  Mechanics
Tools	
  to	
  help	
  you	
  get	
  ‘er	
  done
Scheduling in Facebook
• Use images whenever possible

• Tags are preserved

• Don’t schedule too far in

advance


• Manage in “activity log”
Facebook	
  Mechanics
Tools	
  to	
  help	
  you	
  get	
  ‘er	
  done
Maximizing Events
• Fill out info completely

• Upload event cover image

(new feature)


• Invite your personal friends!

• Make regular updates
Facebook	
  Mechanics
Tools	
  to	
  help	
  you	
  get	
  ‘er	
  done
Building custom Apps
• ShortStack

• Instagram App (Stati.gram)

• Apps within Facebook

• Customize the thumbnail and

text below
Facebook	
  Mechanics
Tools	
  to	
  help	
  you	
  get	
  ‘er	
  done
Facebook Ads
• Promoted posts

• Promote the page

• Targeted Ads
Facebook	
  Mechanics
Tools	
  to	
  help	
  you	
  get	
  ‘er	
  done
Facebook Insights
• Check often

• Demographics

• Like sources

• Analyze post stats

• Engagement rate
Facebook	
  Mechanics
Tools	
  to	
  help	
  you	
  get	
  ‘er	
  done
What’s New
• Who Posted (Feb 20, 2014)

!
Keep	
  in	
  touch!
Wahine Media
web: wahinemedia.com

blog: wahinemedia.com/wahineblog

facebook: facebook.com/wahinemedia

twitter: @wahinemedia

phone: 808 744-9269

!
!
!
!
Gwen Woltz
@gjwahine 

!
!
Download this slideshow:

http://slideshare.net/wahinemedia

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Doing Business Socially on Facebook | Wahine Media at Pacific New Media

  • 1. Doing  Business  Socially   on  Facebook ! ! ! ! ! ! ! ! ! ! ! ! Download slides: slideshare.net/wahinemedia
  • 2. You have a business with a Facebook page, you’ve been posting, but you don’t have any comments and likes... ! What do you do now?
  • 3. Social media is NOT A FREE ADVERTISING PLATFORM ! Relationships are key. People expect to be treated like individuals ! People connect with you through the content you produce and share ! The payoff may come later than sooner. Position your brand to be top of mind
  • 4. The ROI of social media is your business will exist in 5 years. ! —Gary Vaynerchuck What’s  the  ROI  of   social  media?
  • 5. Now, what does this all look like?
  • 6. The  80/20  rule 20% marketing 80% being “social” Outreach and engagement
  • 7. Facebook  Algorithm Edge Rank (affinity, weight, time) still relevant, but added layers 97% of your fans will NEVER return to your wall! Fan engage with your page through the content you post, and that they see on their News Feed Facebook’s algorithms seek to move the most “relevant” content to the top of people’s News Feed
  • 8. Facebook  Algorithm:   Affinity The relationship between the fan and the page The more a fan has engaged with a page, the more likely its content will show on that fan’s News Feed When friends interact with pages often, their actions with that page may appear Relationship settings also a factor
  • 9. Facebook  Algorithm:   Weight Different types of posts (vehicle) rank higher, but are not the only factor in showing in the News Feed Photos are proved to rank higher New algorithms don’t look at global interactions (among fans), but also what kinds of posts friends of fans interact with
  • 10. Facebook  Algorithm:   Time The longer a post is on the home feed, the more it “decays” Average life span is 24 - 48 hours
  • 11. Facebook  Algorithm:   New  Changes Hide Post/Spam Reporting Device and Technical Considerations Ad History Story Bumping & Last Actor
  • 12. Outreach Find and build your audience
  • 13. Outreach Find  and  build  your  audience Show interest in others first Invite your current contacts Launch with a bang! It’s about quality not quantity
  • 14. Outreach Find  and  build  your  audience Show interest in others first • Like other pages • Who? • Competition, influencers, customers, journalists & bloggers, hashtags • [worksheets]
  • 15. Outreach Find  and  build  your  audience Invite your current contacts • Send out an email • Invite via email on Facebook • Invite your Facebook friends
  • 16. Outreach Find  and  build  your  audience Launch with a bang! • Sweepstakes & giveaways • Use 3rd party App to manage • Wildfire, Shortstack, NorthSocial, OfferPop, Strutta • Resource links h"p://www.socialmediaexaminer.com/facebook-­‐promo8ons-­‐what-­‐you-­‐need-­‐to-­‐know/   https://andreavahl.com/facebook/how-to-run-a-successful-facebook-contest.php
  • 17. Outreach Find  and  build  your  audience It’s about quality, not quantity • The tipping point • 500-1000 likes • Using Facebook Ads to grow relevant fans • Timeline—pay to play
  • 18. Engagement The value of a conversation
  • 19. Engagement The  value  of  a  conversation Have conversations Share content from others Share original content Include a clear call to action Be open and transparent Don’t forget your manners
  • 20. Engagement The  value  of  a  conversation Have conversations • Spend time in your home feed • Liking • Commenting
  • 21. Engagement The  value  of  a  conversation Share content from others • Share from your home feed • Share external links and tag • Post varied content • Photos & videos get the most responses
  • 22. Engagement The  value  of  a  conversation Create original content • Photos, videos, blog posts • People respond to opinion and expertise • Positions you as industry leader • Generates biggest ROI
  • 23. Engagement The  value  of  a  conversation Include a clear call to action • What do you want them to do? • Read? Comment? Like?
  • 24. Engagement The  value  of  a  conversation Be open and transparent • Allow both customer complaints and praise • Open your wall for comments and pictures • Share from “posts by others” • Post as yourself?
  • 25. Engagement The  value  of  a  conversation Don’t forget your manners • Treat people how you want to be treated • Please and thank you • Response time
  • 26. Facebook  Mechanics Tools to help you get ‘er done
  • 27. Facebook  Mechanics Tools  to  help  you  get  ‘er  done Scheduling in Facebook Maximizing Events Building Custom Apps Facebook Ads Facebook Insights What’s New
  • 28. Facebook  Mechanics Tools  to  help  you  get  ‘er  done Scheduling in Facebook • Use images whenever possible • Tags are preserved • Don’t schedule too far in advance • Manage in “activity log”
  • 29. Facebook  Mechanics Tools  to  help  you  get  ‘er  done Maximizing Events • Fill out info completely • Upload event cover image (new feature) • Invite your personal friends! • Make regular updates
  • 30. Facebook  Mechanics Tools  to  help  you  get  ‘er  done Building custom Apps • ShortStack • Instagram App (Stati.gram) • Apps within Facebook • Customize the thumbnail and text below
  • 31. Facebook  Mechanics Tools  to  help  you  get  ‘er  done Facebook Ads • Promoted posts • Promote the page • Targeted Ads
  • 32. Facebook  Mechanics Tools  to  help  you  get  ‘er  done Facebook Insights • Check often • Demographics • Like sources • Analyze post stats • Engagement rate
  • 33. Facebook  Mechanics Tools  to  help  you  get  ‘er  done What’s New • Who Posted (Feb 20, 2014) !
  • 34. Keep  in  touch! Wahine Media web: wahinemedia.com blog: wahinemedia.com/wahineblog facebook: facebook.com/wahinemedia twitter: @wahinemedia phone: 808 744-9269 ! ! ! ! Gwen Woltz @gjwahine ! ! Download this slideshow: http://slideshare.net/wahinemedia