3. Facebook Frenzy
Overview
o Meet Facebook
Timeline
o Terminology
o Define Your Social
Media Goals
Bricks & Mortar
o The Anatomy of a Page
o Updating your branding
o Posting Info and Media
o Formatting Posts and
Comments
Rainbows & Butterflies
o Measuring the Success of
Your Campaign
o Post Time, Frequency
and Ideas
o Generating Fans
o Complimenting with
Other Social Media
Platforms
o Outsourcing vs. In-house
Social Media
What‟s On Tap
4. Timeline Concept.
Meet Facebook Timeline
In 2012 Facebook made the
change to Timeline for people to
better tell their „story.‟ The
Timeline feature allows a user to
look at a person‟s or business‟s
profile through the years.
5. Terms of Endearment.
a) Promoting a Post
b) Story
c) Personal Profile
d) Wall
e) News Feed
f) Friends
g) Liking
h) Group
i) Fans
h) Apps
i) Unfriending
j) Milestone
k) Status
l) Page
m) Friends of Fans
n) Comment
o) Reply
p) Insights
7. Outcomes of a successful campaign.
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Building
Credibility
Increase
Growth
Defining Your Why.
9. Your cover photo.
Do:
o Use an image that's 851 x 315
pixels.
o Use a unique image to
represent your Page (ex: a
popular menu item or a picture
of a customer using your
product).
o Experiment with different
images to see what people
respond to.
Don't:
o Price or purchase
information, such as '40% off'
or 'Download it on our website'.
o Contact information or details
that should go in your About
section.
o Calls to action or references to
other things on Facebook such
as the Like button.
Branding Your Page.
10. How To: Step by Step.
o Update your cover photo.
o Change your profile picture.
o Add to your timeline in the past.
o Add an administrator.
#
11. Creating a unique URL.
Distributed on a first-come, first-serve basis
Choose wisely! Your name is yours for life.
Ideal for those linking to their Facebook page
from a website or other marketing materials.
A Name Tag for Your Page.
12. How To: Step by Step.
o Setup your unique URL.
o Post information, photos and videos.
o Format, edit and organize posts and
comments.
o Schedule posts.
o Post in the past.
o Post an event.
#
13. Reply: A new 2013 comment feature.
Just launched and will be enabled in
all pages on July 2013.
Not available on mobile.
Reply directly to the comments left
on the page and start conversation
threads.
Easier to interact with individuals.
Increases conversation quality.
A One-on-One Conversation.
14. Edge Rank: Determines your object “in-crowd”.
Edge Rank decides how important an object is to each user.
Where All the Posts Go.
Affinity More interaction with a page or
person = more affinity.
Weight
Photo/Video are highest, followed
by Links then status updates.
Comments add weight.
Time The older a post is the less likely it
is to display in a news feed.
15. Edge Rank: Anna‟s example.
Where All the Posts Go.
o Anna attended a wedding this week and all of her friends
are posting about it.
o Because of this engagement from her friends, they will
be shown in her news feed.
o As a result, your business Page post may not appear
organically or will appear below all of these friend
stories.
o But, you can promote your posts to appear higher in
Anna‟s news feed than they would have organically.
16. Promoting Posts.
Bumps your post higher
than it would otherwise
appear in your audience‟s
news feeds.
Starts at $5.00.
New in May 2012.
Increases the likelihood
that people will:
See your message in their
news feed.
Become aware of your
business.
Respond to your offer or
sales promotion.
17. How will you measure the success of your campaign?
o Number of hits to your website
o Friend/Fan/Follower head count
o Leads generated
o Revenue generated
o SEO ranking improvements
Measuring Success.
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Building
Credibility
Increase
Growth
18. How will you measure the success of
your campaign?
19. How To: Step by Step.
o Find and view your activity log.
#
20. Monitoring Insights.
Assess your Page‟s performance.
Learn which content resonates with your audience.
Optimize how and when you publish content so people will tell their
friends about you.
High virility is good, it means a person is more likely to share that
content.
Make note of this content and post more like it.
High reach is good, it means that your content reached more people
Take note of the time of day this content was posted and post around
that time of day to test.
Take note of object type and consider posting more like it
Engaged uses is good, it means your viewers interacted with your
content.
Look at time of day, object type and content to replicate.
24. Optimum Post Time of Day.
o The three biggest usage
spikes tend to occur on
weekdays at 11:00
a.m., 3:00 p.m. and 8:00
p.m. ET.
o The biggest spike occurs at
3:00 p.m. ET on weekdays.
o Weekday usage is pretty
steady.
However, Wednesday at
3:00 pm ET is consistently
the busiest period.
o Fans are less active on
Sunday compared to all
other days of the week.
Wed Most Comments
Mon Most Posts
25. Integrate it into your culture.
Use social media icons on your
website linking to your business
Facebook page allow current
customers with Facebook to
become fans of your business at
any point
Invite your current Facebook
friends to fan your Page
Give information only through
your Facebook Page in an effort to
entice fans to sign up
Offer a discount or coupon if
clients or prospects fan your Page
Place Facebook ads
Invite your email subscribers
Add to your email signature block
Display a sign at your store or
business
Write awesome content, so people
will like and comment and you‟ll
show up on their wall
Building Your Fan Base.
26. What to Post.
o You don’t just have to post about what you do.
o You do have to post about topics that interest your
audience.
27. Quality content controls.
Are you promoting or conversing?
Social media is about building a relationship.
Selling constantly and never bonding does not build relationships.
Are you contributing too little or over contributing?
Everyone likes a chuckle or a helpful hint.
Steer clear of continually talking about mundane tasks.
Posts between 100 and 250 characters get about 60% more likes, comments
and shares.
Keep true to company culture don‟t change your persona.
Stay positive. No one likes a whiner.
Make it visually stimulating, Photo albums, pictures, and videos get
180%, 120%, and 100% more engagement respectively.
What to Post.
28. Where to find post inspiration.
What to Post.
Check out your competition
and those you admire.
Post summaries explaining
current events or technological
advances in your industry.
Feature clients.
Post about industry specific
controversy.
Subscribe to RSS feed of other
popular blogs in your industry.
Keep a list of FAQ from
clients/prospects.
Share photos, video, events and
event summaries.
Share testimonials.
30. Building a online bridge to your customers.
Content Recycling.
Your
Audience
Closed
Business
Facebook
Email
Marketing
Blog &
Website
Pinterest
Other possible digital components of your marketing bridge:
Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
31. Don‟t just build a bridge, cast a net.
Content Recycling.
Your
Audience
Closed
Business
WEBSITE
Blog
Email
Marketing
Facebook
Pinterest
33. Scheduling, strategy and consistency.
Keys to success.
o Ping.FM
o Nimble.com
o TweetDeck.com
o HootSuite.com
o Wysija.com
o Instagram.com
When will this fit into
your schedule?
What will your routine
look like?
How can you tie it all
together to make it
more efficient?
34. Cons
o Their main focus is getting
the business name and
information out to those
followers.
o Scheduled timely posts.
o No expense for
training, hiring and
benefits.
o Possibly disconnected
with what you really do.
o Less control over
messages, posts and
branding.
o No inner office buzz or
participation.
Outsource -VS- In-house.
Pros
35. Facebook Frenzy
Overview
o Meet Facebook
Timeline
o Terminology
o Define Your Social
Media Goals
Bricks & Mortar
o The Anatomy of a Page
o Updating Your Branding
o Posting Info and Media
o Formatting Posts and
Comments
Rainbows & Butterflies
o Measuring the Success of
Your Campaign
o Post Time, Frequency
and Ideas
o Generating Fans
o Content Recycling
o Outsourcing vs. In-house
Social Media
What‟s On Tap
