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Facebook for Business

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Facebook for Business
Nina Goodwin
@GUTS_SW @Cosmic_UK

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Who are Cosmic?
• Based in Honiton, East Devon;
• An ethical IT business;
• Specialises in website development, IT trainin...

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Housekeeping
•Fire alarms and exits;
•Toilets;
•Mobiles;
•Breaks.

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Facebook for Business

  1. 1. Facebook for Business Nina Goodwin @GUTS_SW @Cosmic_UK
  2. 2. Who are Cosmic? • Based in Honiton, East Devon; • An ethical IT business; • Specialises in website development, IT training courses, business consultancy, tech support, digital marketing and search engine optimisation. • Run a wide range of training sessions and workshops. • Delivers workshops aimed at small and micro businesses.
  3. 3. Housekeeping •Fire alarms and exits; •Toilets; •Mobiles; •Breaks.
  4. 4. Welcome & Introductions
  5. 5. What shall we be covering? • The benefits of using Facebook for your business; • Practical tips to increase your audience; • How to establish brand personality; • A look at business pages, groups and sponsorship posts. • Content Strategy; • How to use insights to maximise the reach of your posts. • Mobile applications.
  6. 6. Recent Facebook Updates 1. New ad formats; more control to advertisements; 2. Facebook is rolling out rounded page profile pictures; 3. Ads displayed in messenger and soon in Whatsapp; 4. Testing video format cover images; 5. Optimise who sess your facebook posts - more on this later; 6. Facebook live is getting multiple updates.
  7. 7. Benefits of Facebook for Business • Brand awareness: Facebook is one of the largest social media platforms in the world. Your business’ presence will help you gain exposure to potential customers. • Drive website traffic: By posting links to your website, you can help increase online visits. • Targeted advertising: Facebook advertising allows you to target very specific demographics, based on location, age, gender and interests.
  8. 8. Benefits of Facebook for Business • Generate business leads: Your audience of Facebook ‘likes’ can be a great starting point to gather leads. You can use competitions and giveaways to gather email address to build your marketing lists. • Customer service and feedback: Facebook allows two-way communication between businesses and their customers. You can use the messaging service to deal directly with your customers. Reviews and comments can be a great way to gather customer feedback and find areas for improvement. • Monitor and improve: Use data from your page’s ‘Facebook Insights’ to understand what content works best and plan for the future.
  9. 9. How to market on Facebook? Three features: Pages; Groups; Ads. • Each has it’s own purpose although combining them together has a greater effect.
  10. 10. What are your goals for your Business page? • Directing traffic to your website? • Managing customer service? • Raising brand awareness? • Demonstrate expertise? • Reaching out to new customers? • Building new relationships?
  11. 11. Who are you talking too? • Establish early on who your target audience is. Once you’ve got an idea, start questioning what you know about them what’s their age, gender, household status, income? This will help you figure out what they want to see.
  12. 12. Establishing brand personality
  13. 13. Branding • Your brand is more than your business name or logo, it’s the tone of your advertisements and communications. • It’s the impression you make to your audience.
  14. 14. Give people a reason to follow your brand • On average people will only select 2-5 brands to follow; • Establish what you want to be known for. Consider brand perception in every post and ultimately ask whether you want to add value, entertain or drive an emotional response. That’s what will get people engaging and sharing. • Exclusive content, offers and sneak peaks always go down well.
  15. 15. Facebook Marketing Strategy • Focus on offering value. • Educate your audience teach them something useful, something that relates to a niche in which you are an expert, and doing so in an enjoyable way. • Include posts of many different types, with various purposes.
  16. 16. Facebook Marketing Strategy • Fully integrated with your marketing plan - nurture your Facebook audience to subscribe to your email list, visit your site, try your product, etc. • Calls-to-action help clarify for your audience what the next step should be. They invite the audience to move closer to your goal for them. • Include posts that are simply helpful. Opportunities for developing relationships with influencers. You can share an influencer’s content as a way of helping your audience. In the process you will raise your profile and offer something of value to the influencer.
  17. 17. Let your customers know your authentic • If your Page's category is Local Businesses or Companies & Organizations, your Page may be eligible for a grey verification badge. • As an individual, having your page verified adds legitimacy to your name and reputation as a "public figure." • Is your business name similar to others? Getting your page verified ensures your customers know which page belongs to you. • If an unofficial page exists for your company (either a fan page or a deliberate attempt to impersonate your business), verification adds much- needed credibility to your page.
  18. 18. Getting your page verified • Settings>General>Click Verify this page; • Your page must first be classified as a local business, company or organization • Have a profile & cover photo.
  19. 19. Creating Valuable Content
  20. 20. Recent Research
  21. 21. Creating Valuable Content • Visuals (images, infographic, gifs or video) – Content with relevant images gets 94 percent more views than content without. • Valuable content that shows thought leadership by sharing industry news, recent updates, blogs. • Be consistent – this comes back to being thought leaders in your area.
  22. 22. Creating Valuable Content • Personalised content that humanises your brand and perhaps tells a story. It will show your audience that you’re not just interested in generating profit and using social media for selling. • Tagging people and including locations may seem like a nuisance, but if it’s relevant then it can boost your posts to an expanding network of those people and places. • Make sure to create snackable content, that is short, quick and easy to digest. Who wants to read through an essay worth of content when skimming a news feed?
  23. 23. Good posts ideas? • How to’s/Tutorials • Studio/Workshop/Office • Work in progress • Competitions / Giveaways • News • Events / Exhibitions • Seasonal • Questions • Tell a story about YOU, be relevant! ● Tour Highlights ● Tour and activity options in the area ● Local events ● Local landmarks ● Annual festivals ● Food and Beverage recommendations (Pairing local wine or beer suggestions) ● Cultural information and/or faux pas ● Nearby shopping ● Trip planning advice ● Activities specifically for children ● Wedding destination inspiration
  24. 24. Tools for Creating Visual Content
  25. 25. Tools for Creating Infographics • https://www.easel.ly/ 1000s of Reporting, Timeline, Resume and Process templates to choose from. • https://piktochart.com/ Has over 400 fully customizable themes with retina-ready images, objects, graphs, and colors you can edit and adjust according to your preference. • https://www.canva.com/
  26. 26. Canva.com
  27. 27. Pickmonkey
  28. 28. Adobe Spark
  29. 29. Where can I get stock photos? • https://pixabay.com/ • http://www.istockphoto.com/gb • https://picjumbo.com/ • https://unsplash.com/ • https://www.pexels.com/
  30. 30. The Decline of Organic Reach • Between January and July 2016, publishers saw a 52% decline in organic reach on Facebook (Socialflow); • Facebook's response “simply too many Pages producing too much content for too many fans, which means competition for visibility on the News Feed is high. What's more, Facebook is trying to make sure people are only seeing the best content “ • There's a lot you can do to counteract these changes, like being more selective about what you publish, paying attention to when you publish, and putting money behind your posts (boosting).
  31. 31. #1 Be more selective about what you post • Targeted, selective publishing; get as much interaction from a single post as possible. • You can target to a specific audience regardless of whether or not it’s sponsored, which may improve overall interaction with that post among other people who are likely to find it more interesting and relevant.
  32. 32. #2 Remind your Fans they can go to Pages Feed on the left sidebar of their News Feed to see content from Pages they've Liked.
  33. 33. 3# Educate you fans • Educate your super fans that they can update their notification settings from your Page.
  34. 34. # 4 Keep your fans thinking about your content
  35. 35. 5# Like other Business Pages See Pages Feed
  36. 36. 6# Share engaging videos • Videos on Facebook are engaging and make visitors more likely to stop, watch, and maybe even unmute when they spot them in the News Feed. • Use videos with captions, animations, and engaging visuals to draw in Facebook users' attention. • Publish videos for the platforms you're promoting them on for best results distribute your content on Facebook, YouTube, and other social platforms you're trying to leverage.
  37. 37. #7 Post video, especially live video • Facebook has recently added a dedicated video newsfeed in the mobile app, and they are building a video newsfeed. • Facebook predicts that in five years, almost all interactions will be video-based and on mobile. • Live videos straight from your mobile device.
  38. 38. #8 Broadcast on Facebook Live • Facebook Live offers is the ability to engage with your followers. With reactions, comments, and viewer numbers shown in real-time, you can prompt responses by asking and answering questions in your broadcast. • Facebook ranks live videos higher than other types of posts. • Users of Facebook spent 3x more time watching live video over traditional video a trend that continues to grow. Live video engages by nature and helps others share.
  39. 39. Ideas for Live Video’s • How to’s; • Recipes; • AMAs; • Behind the scenes; • Highlighting you knowledge of expertise; • Written a blog post recently? Discuss the subject matter live; • Announcing an up and coming event; • A sneak peek of a new product or service; • Answer FAQ’s; • Engage with your group.
  40. 40. #9 Spend time and effect on your owned assets • Focus on the digital channels you entirely own and control - your website and blog. • Spend the vast majority of your effort creating content (blog posts and long-form content such as ebooks, case studies, or videos) that will continue to garner inbound traffic, leads, and customers long after they’re first created. If you have time and budget, share those assets to Facebook for additional reach.
  41. 41. # 10 Start treating Facebook like a paid ad platform • Once you’ve built an audience of relevant fans, focus on advertising the content assets you’ve created - blog posts, ebooks • Use ads to amplify them to targeted users. Remember: It’s likely only a matter of time before organic reach hits zero
  42. 42. Let’s make a plan! • Social media planner. There are lots of free printables online or you can create your own. • Create two – a weekly and a monthly one. • Monthly – mark what events are coming up, yours and others. Exhibitions & events, seasonal, local, sales & offers. You know to schedule content prior to these to make the most of the promotion. Have it above your laptop or in your studio so you can add to it. • Weekly – content planner. Create the content and then schedule the posts.
  43. 43. Plan your Content 70/20/10 • 70% planned campaigns • 20% near future • 10% real time 80/20 • 80% shared content • 20% your content
  44. 44. Administration of your FB Page
  45. 45. Facebook Groups
  46. 46. Building your community • Looking for a truly interactive way to engage with your fan base? Diversify into groups. Why? Community building is an integral part of your business. • Groups and communities offer the advantage of being more authentic marketing strategies; building one to one relationships with your customers
  47. 47. Benefits of a Facebook Group 1. Control Over your social media audience and the people interacting with your brand or product. You can build a group and keep it closed, meaning that members will need to request to join. You are also able to remove people from the group if needed. With a closed group, you can build your brand’s perfect community, and cater to the needs of this audience. 2. More organic reach Your group will be focused on your brand’s demographic and target audience, the information you share will have a much higher chance of being clicked on and read. When you have a group of already engaged audience members, there’s a much higher probability of them interacting with your content. These are extremely valuable users for you, so ensure the content you are sharing is also beneficial to them.
  48. 48. Benefits of a Facebook Group 3. Finding leads • Join groups where your target audience is most active; • Pay attention to the kinds of problems your target customers are voicing on these groups; • Tailor your posts in these groups to answer these questions and address these pain points; • Make your business’ contact information easily visible on your Facebook Group, Page; • Create your own Facebook group for both your industry and your specific brand, post helpful content that addresses your target customers’ needs within these groups (and use it as a customer networking tool).
  49. 49. When is it good to boost a post? Only boost Facebook posts that help you achieve a specific business goal Consider WHY you’re boosting it. What tangible business goal do you hope to achieve? o Increased traffic to your website or blog; o Increased page likes; o Increased leads; o Increased sales; o Increased awareness of your brand or of a time-sensitive promotion. Once you’ve decided on the specific goal you want to achieve, be sure to include a strong call to action (CTA) in your post.
  50. 50. When is it good to boost a Facebook post? 2. Boost Facebook posts that have already proven popular with your fans Look at Insights to see which posts have performed and then spend a bit of money to boost them. 3. Give your Facebook post a chance to get some organic reach before you boost it; 4. Know when to boost a post and when to advertise The beauty of boosting is that it’s quick and simple. Facebook ads bring some distinct benefits that you can’t get with boosted posts.
  51. 51. Facebook Advertising • Facebook’s targeting capabilities have gotten considerably better over the past few years. • You can now pay to reach your ideal persona based on demographics, interests, web behavior, and more. • Allows you to track the progress with each of the target segments; • Ads can be purchased on a per impression or per click basis.
  52. 52. Tools and features of Facebook Advertising Conversion Tracking: Track the actions of site visitors after viewing your Facebook ad. Custom Audiences: Target Facebook ads based on your email list. Lookalike Audiences: Target Facebook users similar to your customers. Audience Insights: Learn about your existing Facebook audience to better target your ads. Website Custom Audiences: Target Facebook users who have visited your website before. Facebook Exchange: Place retargeted ads on Facebook for users who’ve visited a certain product or service page on your site. Lots of Customizable Reporting: Create reports based on metrics that matter most for your business.
  53. 53. Decide on your marketing objective? • Is it to increase brand awareness or reach? Directing users to like your page? • Is it to increase traffic to your website? • Is it to increase engagement on your posts? • Is it to increase more video views?
  54. 54. Define your audience & budget ● Demographics; Location, Age, Gender, Languages, Interests, Behaviors, Connections. ● Advanced targeting, which lets you include or exclude people who are connected to certain pages, apps, or events. ● You can also further customize your targeting using custom audiences to retarget people who have already interacted with your business. When you set a budget, it’s important to remember that this figure represents the maximum amount of money you want to spend. You can also set your budget to Daily or Lifetime: ● Daily: A daily budget is the average that you’ll spend every day. ● Lifetime: A lifetime budget is the maximum that you’ll spend during the lifetime of your advert set.
  55. 55. Control your ad costs 1. With a bidding option you are able to select from a range of different bid setups for adjusting Facebook advertising costs. 2. Bid for simple clicks, likes or page impressions 3. Bidding for clicks or impressions allows you to customise options more. The default option of bidding “based on your objective” will set the ad campaign to automatically help you reach your chosen objective. 4. You can select a daily or lifetime budget; 5. Daily budgets determine how much you spend on a given ad campaign per day. The ads will stop showing once once you have reached your daily ad budget.
  56. 56. Use feedback on your ads • Facebook users have the option of hiding your ad if they don’t like it or don’t want to be bothered by it • Facebook will ask users why they didn’t like the ad and provide this in the form of statistical feedback, this is free information you can use to see if your ads are working/or need tweaking.
  57. 57. Customise your ad headline • When you promote your page the ad headline will be the same as your page title; • Play around with your ad headline to make it more enticing; • Will create initial impact on your users and fans. Resources for Advertising
  58. 58. Page Insights
  59. 59. Facebook Page Insights With pages insights, you can: • Understand the performance of your Page such as demographic data; • Learn which content resonates with your audience; • Optimise how you publish to your audience so that people will tell their friends about you.
  60. 60. What are your goals? • Do you want to grow your followers? • Increase engagement with your posts? • Increase reach with your posts? • Drive customers to your website?
  61. 61. Overview This shows a summary of results for the last 7 days.
  62. 62. Facebook Metrics • Page Likes: Here, you can look at how many Facebook Page likes you have this week, compared to last week. This is a useful way to keep an eye on any spikes or trends. If your performance is worse than last week, why is that? • Post Reach : This is the number of unique people who have seen your posts over the last week. These could be fans or friends of fans. When you see your reach going up or down, have a look at your content to see why you got more engagement with one post over another.
  63. 63. Facebook Metrics • Engagement This shows if people actually like your content. Are they liking, commenting, sharing or clicking to see more? Underneath these graphs, you see some additional information. • Recent Post Engagement Analyze your five most recent posts to see which worked best/worst. If you see a post performing well, you can click on ‘Boost’ to pay for ads. • Pages to Watch You can add your competitor's’ Pages to this list to track their performance. If any competitor performs really well, it’s useful to see why they performed well so you can get ideas for your Page. • Suggested Pages to Watch
  64. 64. Posts
  65. 65. Pages to watch
  66. 66. Input name of page
  67. 67. Or select from suggested pages to watch
  68. 68. Page Likes • The where your page likes happened • Graph in Insights shows you where people like your Page. • You can see the number of Page likes that occurred on your Page, ads, mobile and other sources.
  69. 69. Total Page Likes
  70. 70. Likes Good to see the comparison of performance of your page over time periods
  71. 71. Net Likes Likes you have gained and lost
  72. 72. • Use this section to analyse when and where you get the most likes.
  73. 73. People
  74. 74. Reach • Post Reach: this shows you the number of unique people who see your postings on Facebook over a period of time. This is split into organic and paid methods. • Check out the peaks and the lows, why did you get those peaks and why were some posts not popular at all?
  75. 75. Reach
  76. 76. Reach
  77. 77. Posts • Identify optimal time for engagement.
  78. 78. Track Like & Reactions to your posts
  79. 79. Want more detailed data?
  80. 80. Exporting Data • You can export data on your Facebook Page into .xls (Excel), .csv (comma separated) files for further analysis. Produce your own customized reports; • Page data: this gives you rows of a daily breakdown, over a period of month, of data such as new likes, unlikes, engagements, total reach etc. • Post data: this gives you a daily breakdown of data related to specific posts • Video data: a breakdown of daily views, unique views, organic/paid
  81. 81. Export your Facebook data
  82. 82. Final Thoughts On Insights • By learning more about who your Facebook Page fans are and what kind of content and conversations they engage with, you can better strategize your future publishing plans and keep your fans interested in your business on Facebook.
  83. 83. Mobile Applications
  84. 84. Facebook Applications
  85. 85. Pages Manager App Pages Manager helps admins connect with their audience whilst on the go managing activity on multiple Pages, all in one place • Post updates and photos and respond to comments as your Pages • View and reply to private messages sent to your Pages • Option to get push notifications for new activity, tips and reminders • View your latest Page Insights.
  86. 86. Facebook Groups App See all of your Facebook groups in one place. Discuss, plan and collaborate easily. Follow your groups here or on Facebook, whichever is easier for you. * Create a group; * Share information, post photos and links and stay in touch. * Discover and join new groups for whatever you're interested in.
  87. 87. Messenger is becoming more real- time and more visual,” explained Stan Chudnovsky, head of product for Facebook Messenger, who noted that emoji and the in-app camera are outpacing overall text message growth.
  88. 88. What shall we be covering? • The benefits of using Facebook for your business; • Practical tips to increase your audience; • How to establish brand personality; • A look at business pages, groups and sponsorship posts. • Content Strategy; • How to use insights to maximise the reach of your posts. • Mobile applications.
  89. 89. Contact us www.get-up-to-speed.co.uk info@get-up-to-speed.co.uk

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