Earlier this year Facebook reached 15 million active Australian users, that’s 62% of the total Australian population, therefore it’s no wonder Facebook can be a powerful marketing tool to engage with your customers and attract new customers. However, the mystery of how to use Facebook to market your business and sell your products and services can sometimes take a bit of time to get your head around. This presentation describes how best to set up your business Facebook page, and how to use it to interact and attract customers whilst growing your business.

1. digitalcapabilitycom.au
Grow your business with Facebook
Eastside Business Enterprise Centre
26 October 2016
Allison Miller
Director & Lead eBusiness / eLearning
Consultant

2. Access documents:
bit.ly/EBEC-261016

3. Session Overview
• Why is now a good time to be using
Facebook to grow your business?
• Your Facebook strategy: Who? What?
How?
• How to create and manage your
Facebook Page
• Marketing on Facebook
• Measuring your Facebook marketing
• What will you investigate further?

4. Grow your business with Facebook –
Your Plan

5. Why is now a good time
to be using Facebook to
grow your business?

6. Data source: http://www.socialmedianews.com.au/social-media-statistics-australia-september-2016/ Image: http://www.socialmedianews.com.au/social-media-statistics-australia-april-2016/
Australian Social Media
Stats*
• Facebook – 15,000,000 users
• YouTube – 14,500,000 users
• Instagram – 5,000,000 users
• Tumblr – 4,100,000 users
• LinkedIn – 3,400,000 users
• Twitter - 2,800,000 users
• Snapchat – 2,000,000 users
• Pinterest – 280,000
• Google Plus – 60,000 users
* September 2016

7. Source: Smarter Business Ideas – Spring 2013 – “Make a social call”
Facebook – aka ‘the Pub’
• Connect with friends or seek feedback from
customers
• Think ‘cats’ and ‘babies’
• Regular short posts/week – useful and relevant
content, news and events about your business
• Answer questions on status updates and in
Groups
• Post: Early morning, during lunch, after work,
before dinner and before bed
• ‘Boost’ posts and pages
• Competitions for “Likes”

8. Facebook
Be front
of mind
Build loyal
fans
Educate
marketplace
Expert
voice

9. Popular Facebook pages
Source: Social Bakers – Oct 2016 - https://www.socialbakers.com/statistics/facebook/pages/total/australia/

10. It’s not the ….
CC-BY Image by Sprott Money - https://www.flickr.com/photos/105572614@N04/10304333036

11. Your Facebook strategy:
Who are you talking to on
Facebook?

12. CC-BY Image: - Simon – Facebook Connection Social Network Media - http://pixabay.com/en/facebook-connection-social-network-76531/

13. Your Facebook strategy:
What are you trying to
achieve?

14. Building a Facebook Strategic
S Specific
M Measurable
A Attainable
R Relevant
T Timely

15. Building a Facebook Strategic
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• What do you want to
achieve specifically?
“Have more people visit our
website through
Facebook…”
“Be seen as THE industry
expert”
“Be front of mind”

16. Building a Facebook Strategic
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• When and how will you
measure your goals?
“Have more people visit
our websites through
Facebook by 10%”
• Measured through
Google Analytics etc

17. Building a Facebook Strategic
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• Is your goal achievable?
• What is the
benchmark?
• Do you have the
necessary resources?
• Do you have the
necessary skills?
• Do I know how Google
Analytics work?
• Do I know Facebook?

18. Building a Facebook Strategic
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• Is this meaningful for
your organisation?
“Why do I want more
visitors to my website?”
“What will they do when
they visit my website?”

19. Building a Facebook Strategic
S Specific
M Measurable
A Attainable
R Relevant
T Timely
• Is the goal time-bound?
• Is there a due date?
“Have more people visit
our websites through
Facebook by 10% by the
end of November”

20. Your Facebook strategy:
How are you going to say
it?

21. Image: VELG Training - https://www.facebook.com/VelgTraining
Cloud Computing aka “the Cloud”
Visual
Sincere/Caring
Announcements
Polls/Comps
Discussions
Give to get

22. What should I share?
Your
original
content
Other
people's
content
Interactions
Customers

23. What should I share?
Your
original
content
Other
people's
content
Interactions
Customers
• Content you create
– Blogs
– News
– Videos
– Photos
– Infographics
– Links
– Reports / Papers
– Checklists

24. Image: https://www.facebook.com/emilyskyemodel/
What should I share? –
Your Content
Call to
action
Posted 23/10/16
By 25/10/16 –
9,200 “Likes”,
3,200 “shares” &
150 comments +
replies

25. Image: https://www.facebook.com/adelaideunited
What should I share? –
Your Content

26. What should I share?
Your
original
content
Other
people's
content
Interactions
Customers
• Content other people
create related to your
cause
– Articles
– Events
– Government policy
– Reports / Papers
– Infographics

27. Image: https://www.facebook.com/streetfx
What should I share? –
Other People’s Content
Call to
action
Posted 23/10/16
By 25/10/16 –
15,000 “Likes”,
6,800 “shares” &
1500 comments
+ replies

28. Image: https://www.facebook.com/designinglearning/
What should I share? –
Other People’s Content

29. google.com/alerts

31. What should I share?
Your
original
content
Other
people's
content
Interactions
Customers
• Facebook
– Tagging others in your
posts
– Replying to
comments/posts
– ‘Likes’

32. Image: https://www.facebook.com/HughJackman/
What should I share? –
Interact with Others
Posted 23/10/16
By 25/10/16 –
244,000 “Likes”,
1,955 “shares” &
3385 comments
+ replies

33. Image: https://www.facebook.com/InspiredCandle/
What should I share? –
Interact with Others

34. What should I share?
Your
original
content
Other
people's
content
Interactions
Customers
• Ask questions
• Involve your customers
in your content
• Facebook
– Off-topic posts/memes

35. Image: https://www.facebook.com/acdc
What should I share? –
Customers
Call to
action
Posted 22/10/16
By 25/10/16 –
76,000 “Likes”,
13,500 “shares”
& 600
comments +
replies

36. Image: https://www.facebook.com/VelgTraining/
What should I share? –
Customers

37. Creating a Facebook Page

38. Image: Digital Capability - https://www.facebook.com/digitalcapability
Image: Business Networking in Australia - https://www.facebook.com/groups/50481628494/
Page vs Group =
Controlled vs Community

39. Become a Facebook User
Create a Page etc

40. Create a Page
What type of page?

41. Create a Page
Add some details

42. Setting up your Page
Add a
logo
Add a
Cover
(banner)
Add other
info
Write a
post Invite
friends to
‘Like’

43. Managing your Facebook
Page

44. Manage your Page
Admin Panel

45. Manage your Page
Insights Panel

46. Getting people to ‘Like’ your
page
Competitions,
Ads etc
Add ‘Like’ to
website etc
Invite them

47. Managing posts

48. Managing posts

49. Marketing on Facebook

50. Selling directly from your
Facebook Page
Image: The Wishing Box - https://www.facebook.com/pages/The-Wishing-Box/165675503601951
Image: KZs Scents - https://www.facebook.com/KZMELTS

51. Boosting posts

52. Promote Page

53. Sponsor ads
Image: Slam Strategy - Facebook Advertising ticks all the right boxes http://slamstrategy.com.au/facebook-advertising-ticks-all-the-right-boxes-2/

54. Competitions
Image: VELG Training - https://www.facebook.com/VelgTraining
Image: Pure Bliss Massage - https://www.facebook.com/pureblissmobilemassage

55. Marketplace
Image: Facebook Marketplace - http://newsroom.fb.com/news/2016/10/introducing-marketplace-buy-and-sell-with-your-local-community/
“More than 450
million people visit
buy and sell
groups each
month”
*October 2016

56. Measuring your Facebook
Marketing

57. Facebook Insights

58. Google Analytics

59. Likes vs Interactions

60. Revenue vs Influence
CC-BY Image: Davie Armano – Pillars of Influence - https://www.flickr.com/photos/7855449@N02/5372510253/

61. What will you investigate
further?

62. Future events like this
one

63. Your Guide to Online
Advertising
Webinar – Allison Miller – 11 November
Register here: eastsidebec.com.au/#!events/c4nz
The Power of Social
Media - Building
Customer Loyalty &
Brand Awareness
Webinar – Allison Miller – 15 November
And there’s more …

65. Workshop evaluation &
appointment times

66. Your Free Consultation
As part of this program, you are entitled to book a half hour
consultation with me IF you book within the next 48 hours
Book a session now.
This service was subsidised by the Government’s Australian
Small Business Advisory Service program (ASBAS). If you
would like further assistance with your business please
contact Eastside BEC to arrange a meeting with a mentor.
Phone 08 8344 7353

67. digitalcapability.com.au
Allison Miller
0400 732 270
allison@digitalcapability.com.au
digitalcapability.com.au
linkedin.com/in/theother66
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