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LW Facebook Basics.pptx

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LW Facebook Basics.pptx

  1. 1. The Foundations of Facebook
  2. 2. Profile, Groups & Pages
  3. 3. Facebook Profile • Personal individual • Businesses not allowed (officially) • Invite and maintain friends list • Only friends can view • No advertising • Can create one or more pages and groups Facebook Business Page • Official presence for business or celebrity • Administration of page can be shared • No friends list, instead you get ‘Likes’ • Anybody can view and ‘Like’ a page • Nobody needs to ask permission to ‘Like’ • View ‘Insights’ (analytics) • Advertising is allowed • You can pay to promote posts Facebook Group • Discussion forum or community for club, cause or specific purpose • Business advertising and discussion allowed • Invite and maintain members • Members do not have to be friends with your personal profile • A personal profile can join or post • (Update) A page is now allowed to join or post in a group • You create a group that is open, closed or secret
  4. 4. How to create a group and why you need one? • They are a direct line to customers • You’ll build long-lasting relationships with customers • You’ll increase your organic reach • Use it as a learning and engagement tool • Use it as a feedback forum • As a place to find insights • As a place for fans to connect with each other • As a revenue stream The key is to make sure the opportunity is as valuable to your fans as it is to you.
  5. 5. Why Facebook For Business?
  6. 6. Why are people on Facebook?
  7. 7. Reasons to be on Facebook • Your presence on FB serves as a cornerstone of your online identity and is often as important as your website • With your FB page visitors can stay connected with your brand, read the latest news, participate in conversations and share interesting content with their friends • There are over 1.9 Billion users and growing, so your customers are on FB • You can reach a targeted audience • FB Insights – Analytics tools help you track the performance of your page
  8. 8. Reasons to be on Facebook • You can boost your SEO > FB pages help your business show on Google search results without any expense – FB pages rank high on Google • Creating a page is a great way to create Brand Loyalty – it gives your fans a place to gather, interact with each other as well as you • You can get your business in front of prospects and customers every single day • Another platform to offer customer service
  9. 9. Benefits of using Facebook Pages • Its free - To interact with your current and prospective customers – posting is free • Cheapest marketing out there • Targeting tools can help you find and target specific content to your audience • Easy integration with other tools and platforms (e.g., Google Analytics via Pixel – Shopify - Eventbrite etc.)
  10. 10. Benefits of using Facebook Pages • Ability to measure interactions and behaviours and preferences of your audience • It provides with an additional channel where to promote, sell and advertise (also on Instagram) • To know the age, gender, interest, and location of your audience • To understand what kind of content you should write • To check if you are achieving goals (Insights)
  11. 11. Over to you Step 1: Head over to Facebook and look at a company page you already follow. If you don’t have one, look at this great example https://www.facebook.com/RocketandBird Ask yourself :  What are they doing well?  What would you improve on?  Is it clear what they do and what kind of company they are?
  12. 12. How to Build an Audience on Facebook
  13. 13. Optimise your Facebook Business Page Complete your bio and additional information • Use your brand voice • 255 characters to describe who you are and what you do. Optimise your profile pic • Use logo (170 x 170) and cover photo Make sure your profile is complete • Name and Username • Website & link to other social media platform (Instagram) Take advantage of Instagram business profile features • Contact information • Category • Call to actions buttons - what will be your CTA?
  14. 14. Navigation of a FB Page
  15. 15. First Impressions • The appearance of your FB is the first impression a visitor gets. • Cover photo should be a unique image/video/slideshow that represents your brand – Could be a photo of a popular product, your storefront, people that work at your business – clear and high resolution • Profile photo – LOGO – clear and high resolution • Call to action buttons – what do you want your audience to do on your page (better engagement e.g. Shop now) – right below the cover - test them and see which one works best.
  16. 16. Other things to Consider • Your page is the voice of your business on Facebook, and you want to make it as easy as possible for people to find it one of the ways is to Create a Facebook Username which is also connected to your Vanity URL (this way people can type into a web browser and easily find your page (e.g., Facebook.com/CentreforEntre) • This URL is automatically created by FB but can be customised and edited (Edit Page Info section) – FB will let you know if it’s taken but it’s worth trying a few options and see which one works best and claim your name ASAP
  17. 17. What other information can you add and customise for your audiences? • Page Info: name, username and description, categories, contact info, location, working hours • Templates and Tabs: you can customise (home, posts, jobs, events, reviews, videos, photos, about jobs…) – use the slider to activate or deactivate and drag and drop to rearrange order. Browse Facebook’s premade templates, including setups for venues, nonprofits, public figures, restaurants, and service-based businesses. • Page Roles – assign page roles (eg. Admin, editor) • Activity Log – track all comments so as not to stay out of touch with who is commenting where > click in the top right select settings and privacy then activity log OR via page settings
  18. 18. Posting Best Practice • Be Consistent. Plan what you’re going to post and when. Consider creating a ‘content calendar’ – Users get a sense of when they are going to hear from you • Post Timely Content. Piggyback on holidays and events. Great way to getting into the conversation that is happening in real time and your audiences are interested in. • Schedule both posts and story content using the Business Suite app. You can create image, video, or link posts; live streams; or stories. You can also cross-post select content to multiple Facebook pages or Instagram accounts,
  19. 19. Posting Best Practice • Keep it short and sweet. Make sure that posts have a central theme and get to the point. People scan posts/pages so short concise and punchy works best. • Share exclusive content. Offer deals unique to your Facebook audience that cannot be found anywhere else. It gives reasons to your audiences to stay engaged with your page
  20. 20. Posting Best Practice • Include a ‘Call to Action’. Add links to your content and include headlines that encourage your audience to click. Be authentic and honour your unique voice. E.g., show a behind the scene and show your audience what your brand is really about. Be engaging. Ask for feedback and always respond promptly to questions and comments. • Keep your profile up to date. Make sure you are keeping your details up to date to prevent confusion.
  21. 21. Build Your Audience Invite friends - customise the invite message and explain why they should like the page or invite in Messenger
  22. 22. Build your audience Share your page and get more people to like it
  23. 23. Mentions and tags • A Facebook Mention is when you write a post or comment and include a person or page’s name within the text. • A Facebook Tag is when you write a post and say you were with someone, or you share an image and let Facebook know that one of the people in the picture is another Facebook user. • Whenever you mention or tag someone, not only are you getting their attention, but also potentially putting that post in front of their connections and followers ( boost your reach). https://www.thesocialmediahat.com/blog/the-complete-guide-to-facebook-mentions-and-tags-for-people-and-pages/
  24. 24. Keep your audience engaged Ask your followers to go into Settings - select settings and privacy - then notifications - select pages you follow and enable push notifications (works for both pages and groups) and you are more likely to get seen Settings & Privacy > Notifications > Pages to follow > Push
  25. 25. Keep your audience engaged – create stories • Facebook Stories are photos or short video posts that appear in vertical format and disappear after 24 hours. • They live at the top of your audience's news feed. Photos appear for five seconds, and videos can be up to 20 seconds long. • Since Stories appear at the top of News Feed, they’re immune to the Facebook algorithm. • More than half a billion people view Facebook Stories every day. • Stories can offer a powerful way to connect with fans. • Be sure to use all the lenses and filters to make your content more attractive https://later.com/blog/facebook-stories
  26. 26. Page recommendations and reviews Simplified from previous 5 star rating (is being phased out) moving to ‘would you recommend’ Yes or no Categorised as: Most helpful or Most recent Select one or the other via the drop down to read what customers have to say about your business Three dots give you the options to: save the post Turn on notifications (so you can keep up to date with engagement for that review) To manage your recommendations or reviews, thank customers and address negative reviews if you get any.
  27. 27. Posting
  28. 28. Familiarise yourself with post options • Location (check-in) • messages on Messenger • Covid19 Updates • Add a feeling or an activity • Add photos/videos • Emojis • ‘Boost’ your post https://blog.hootsuite.com/how-does-facebook-boost- posts-work/
  29. 29. Pinning your post to top of your page • It appears before any other content on the page – when someone arrives to a page this would be the very first post they see – use it to highlight important content for your own audience. You can only pin one post at a time – it’s almost like creating a landing page!
  30. 30. Main types of posts you need to get started • Text • Photo • Video • Fb live • Link posts • Stories
  31. 31. https://blog.hootsuite.com/facebook-marketing-tips/
  32. 32. https://blog.hootsuite.com/facebook-marketing-tips/
  33. 33. https://blog.hootsuite.com/facebook-marketing-tips/
  34. 34. https://blog.hootsuite.com/facebook-marketing-tips/
  35. 35. Facebook Business Suite App With Facebook Business Suite (Pages Manager), you can access and manage the tools your business needs to thrive across your Facebook Page and Instagram account, simplified and in one place. Use this app to: • Create, schedule, and manage posts and stories to your Facebook Page and Instagram account • View all messages, comments, and activity that need your attention, so you can easily respond to customers • See what's working with insights about your audience, so you know how your Facebook Page and Instagram account are doing • Stay focused on what matters with notifications about important activity https://www.facebook.com/business/help/205428387437406?id=3349108371785391
  36. 36. Points to consider: Question 1: What would you post today that would engage your audience and what added options would you select? Question 2: What post would you PIN for your business and why?
  37. 37. Resources • Canva - https://www.canva.com/ • Blush - https://blush.design • Biteable - https://app.biteable.com/ • Shutter stock - https://www.shutterstock.com/ • UnSplash - https://unsplash.com/ • Pixabay - https://pixabay.com/
  38. 38. Thank you Please complete the feedback form for this course using the QR code or this link. https://forms.office.com/r/CJh90FcijP

Hinweis der Redaktion

  • So even though it’s an American company, the majority of users live outside of the USA .

    The horizontal axis show the users in each quarter of 2019 /20 and into 2021
  • FB Profile: is possible to have a ‘Business Profile’ (a special separate hidden personal profile just for the purpose of running a Page)
  • It’s a direct line to customers - To provide additional customer support - group members spend their free time thinking & talking about your business on purpose. - an opportunity to tap into real insights from the people who know your business best. Watch, learn, ask for feedback, and then actually use it.

    You’ll build long-lasting relationships with customers - Customers are loyal to companies that treat them well. - Having a community and engaging with them directly and regularly shows you care and builds invaluable loyalty and trust. - Take your relationship with your customers to the next level, Facebook groups are great

    You’ll increase your organic reach - Facebook’s algorithm is designed to prioritise content from groups with high engagement. - The more you and your group are posting and interacting, the further your reach in the newsfeed will be.

    As a learning and engagement tool - Facebook groups have a couple of underused features that can add some serious value to your group: the social learning and watch party applications. - this sort of content encourages activity and repeat visits to your page.

    As a feedback forum - Not only can you use social listening to figure out what matters most to your audience, you’ve got a built-in focus group here. - Want to know how customers feel about a new or upcoming product feature? Just ask!

    As a place to find insights - If you’re already poring over the insights from your Facebook page followers, you’re going to love this: your group insights offer even more data to nerd out on. / You’ll find analytics on membership, growth and engagement that will offer valuable insights into your fans. Where are they from? When is a popular time to post? How many active members are there?

    As a place for fans to connect with each other - Members bonding over your brand are great for your business. This positivity that comes from human connection can trickle over into feelings of goodwill for your brand, and build an active community that draws in newcomers.

    As a revenue stream - This group is meant to be a party, not a sales pitch, so no pushing promos every day. - It’s an opportunity to provide value to your loyal followers and make a little cash. - Offer access to the group as an incentive to make a purchase or provide exclusive, members-only deals to followers. - This is a great place to share any last-minute offers or flash sales.

  • If we are mindful of this when thinking about our posts as we could create content that compliments what people are doing
  • What to realistically expect from FB as a marketing platform: what sells and what doesn't - what kind of businesses have been successful which ones haven't - what audiences are there? What tone of voice? Story telling -
  • What to realistically expect from FB as a marketing platform: what sells and what doesn't - what kind of businesses have been successful which ones haven't - what audiences are there? What tone of voice? Story telling -
  • Rocket and Bird are a local business in Taunton. They have a lot of success on social media purely down to their use of the platforms rather than paid ad’s – is there anything they are doing which you could emulate for your business?
  • Navigating a Facebook Page - Tabs, Posts, Reviews, Page info, Insights, etc.
    Intro to FB page tabs: which ones are the best for your business?
  • Profile photo 170x170 pixels from your computer or 128x128 from your smartphone
  • Build the most constructive space for your Business it will help people find your page and Facebook connect your Page to customers who are interested in listening to what you have to say.

  • Ask your followers to go into settings select settings and privacy then notifications, select pages you follow and enable push notifications (works for both pages and groups) you are more likely to get seen
  • Below is a list of things that you can post on Facebook Stories:
    How to tutorial visuals for your products/services
    Free tips and tricks
    Latest updates about your product/service or the latest news from your industry
    Behind the scene content
    Showcase a trade show or an event that your business attended
    Announce discount codes, special promotions, and last minute offers.
  • Mention publishing tools / business suite – perhaps where they are but this is covered in more detail on Next Steps
  • Take 10 mins for the participants to go away and look at their website and to put themselves in the users' shoes – what valuable action would you like them to take?