Facebook Marketing for Business

Facebook
Marketing
Strategies
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging
community
Ranked in top 25 for traffic, top
10 for engagement and top 5 for
link backs – in the country
0 page views per month 20,000 page views per month
0 Facebook fans 5000 Facebook fans
0 Twitter followers 11000 Twitter followers
0 Linkedin Connections 3000 local Linkedin Connections
0 YouTube Videos 160 Videos (15,000 views)
0 Blog posts 500 posts
from click to mortar
The Story

The Storyfrom click to mortar
•5 Wineries 40 Wines 1 Location
•Co-op business model
•Event facility (3000 sq ft)
•Future expansion
•Voted “Best new biz in 2011”
•Featured in Alaska Airlines
Magazine and on MSNBC.com

from click to mortar
•Author
•Seminar Leader
•Consultant
•Build affordable template based web sites
•Manage businesses online content
The Story

Your Goals Direct Your Strategy
Vineyards looking for high yield cost efficient fruit are planted much differently than
vineyards that are looking for low yield concentrated, flavorful and more costly fruit.
1. Monitor and protect brand identity
2. Connect with industry
3. Monitor industry mentions and customer sentiment
4. Share industry information (become a resource)
5. Build awareness of topic, passion or product
6. Customer service
7. Drive traffic to content
8. Build customer relationships
9. Build expertise or professional status
10. Monitor competitors
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | nectarmediaconsulting@gmail.com

Today’s Agenda
1. What is Facebook?
2. Understanding Timeline & Edgerank
3. Engagement – What, When How?
4. Optimizing Your Timeline
• Recent changes
• Cover photo (and other branding)
• Apps (Applications)
• Timeline
• Feature Content
• User Interaction
5. Three Fabulous Facebook Finds
6. Five No Brainers You’re Probably Not Doing
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | nectarmediaconsulting@gmail.com

The Big 6
1 .2 BILLION
ACCOUNTS
600 M
users
200 M
users
220 M
users
150 M
users
70 M
users
INSTAGRAM

The Big 6
210 mins

Facebook
What’s it all about
•PEOPLE
•Engagement
•Extension of brand
personality
•Extension of in store
experience
•18-44 age
•60% female

Facebook
Why you need to be there
•PEOPLE
•2/3 of Americans on FB
•50% of them every day
•Brand awareness
•Top of mind
•Business to consumer
connections

How much is a fan worth?

Referrals
Organic Engagement
Facebook Advertising
Grow a page “like me”

Engage
Building brand ambassadors through referrals
advertising and engagement

Like -vs- Friend
Setting up Fan Page
Understanding the Facebook
“Top News / Most Recent”
Basic Uses
Building Your Base
What to Post
How Often to Post
Engage
Growing brand ambassadors through referrals, advertising and engaging content

Businesses that have “Friend” pages are in violation of
Facebook terms of use
Your “Friend” page runs the risk of being shut down
Maximum “Friends” is 5000
Cannot use FB ads or analytics for “Friend” pages
Cannot use FBML for “Friend” pages
Engage
Like versus Friend
https://www.facebook.com/pages/create.php?migrate

1.
2.
Engage
Setting up a business page

Engage
Understanding Facebook Algorithm

Top Stories
It is the default when someone
clicks home in Facebook
It is not real time
Shows the pages and friends
you have recently engaged with
Shows popular content among
your friends and pages
No engagement means not in
the feed
Engage
Understanding Facebook Algorithm (Top Stories)

Recent Stories
Real time stream of friends and
liked page activity
Something posted 4 hours ago
will only be seen by those online
within that immediate window
Engage
Understanding Facebook Algorithm (Recent Stories)

Engage
Understanding Facebook Algorithm
A brand that does not focus on
engaging and consistent content gets
lost among the thousands of posts
that Facebook can serve to its
audience

Declining Reach

What Do You Do Now?
1. Deal with the new
reality.
2. Diversify your social
strategy
3. Be intentional and
strategic with Facebook
activity
4. Boost posts and
occasional Facebook ads

10 Ways to Get Noticed in a Facebook
Feed

8 Ways to Get Noticed in a Facebook Feed
1 Be Consistent
1 – 3 posts per day that are diverse in
content type (pictures, text only,
links, video). Make sure the
balance of your posts are value
add and engaging before selling.

2 Time of Day
Look at your Facebook Insights for information
of when your fans are online. In generalities
8-10am, 2-3pm, and 7-9pm are the highest
traffic times.

3 Shorter Character Counts
Keep your posts under 80 characters. Facebook
studies show that the most interacted with
posts are ones that are 40-60 characters.

4 Include Calls to Action
Facebook users will respond to your
call to action. Ask for feedback
(market research), ask for
interaction, be entertaining.

5 Change your Cover Photo
The cover photo is a large piece of
real estate and now shows up in
newsfeeds and when people
hover over your brand name. Best
practices say to change this
monthly and use the real estate
for calls to action.

6 Interact with Your Own Posts
Two things here. 1) respond and
interact with the people who
comment on your posts. 2) Use
Facebook as yourself to like your
own post. Both increase organic
growth opportunity

7 Use Facebook Advertising
The reality of the world we live in is that
Facebook reach will only be broad
with the use of Boosted Posts and
Advertising. The cost is minimal and
the reach is to the audience you want.

8 Add Value Before Selling
Incorporate the practice of give, give
give, sell or jab, jab, jab, right
hook. Your content should be
70% engagement, 20% sharing,
and 10% selling.

1. Quotes
2. Answers to Frequently
Asked Questions
3. Did You Know Trivia
4. Pictures of your business
5. Questions of the Day
(great research)
6. Video
7. Links to things you like
8. Promoting local events
9. Your blog posts
10. Sales or Events
Engage
What to post

Timeline for Business Brands

Cover Photo and Other Branding
850 x 315 pixel banner 180x180 pixel profile pic
•The profile picture has been moved up into the cover photo
•The like, following, message boxes have been moved on top of the cover photo.

Page Layout
Single Column Layout
•Huge improvement with a single
column layout
•Creating highlighted posts with large
two column images is not available
Image Sizing
•Timeline Photos (504×504) –
Recommended upload size is
1200×1200
•Mobile Photos (618×618)
•Shared Links
•Newsfeed: 470x246px If image is
smaller than this size, it will render
as a square thumbnail
•Timeline: 484x252px
•Mobile: 560×292

Page Layout
Left Column Information
•Reviews
•About
•Map
•Photos
•Posts by others
•Third Party Apps

Activity
•The place to see your direct messages, page notifications and watch other
pages to see how your page performs against their growth

Insights

Insights
Week at a Glance
•New page views
•Weekly page reach
•Notifications (likes, comments)
•Messages
TIP – Hover over
the notifications
and messages to
see what they are

Featured Content
Showcase content
•Pin – pins content on the
top left of the timeline for
7 days
Any images larger than
403x403 will be cropped to
center of image.

Featured Content
•Milestone – tell your brand story
Milestone images are 843 x 403 max and are centered on page.

WooBox.com
Three Fabulous Facebook Finds
Three great tools for Facebook Success
Woobox is a suite of tools that can help connect your Facebook fans with your other social networks
(Twiiter, You Tube, Flicker). The application also offers cool interactive photo sharing, slide shows,
music, PDF files and a host of other advanced features. Woobox offers nine free applications along with
pro and premium services for the more advanced user. At the minimum you can connect your Twitter
and YouTube accounts to Facebook tabs for free!

Shortstack.com
Create deals build sign up forms, host contests, build custom pages and more

Shopify on Facebook
https://apps.shopify.com/facebook-store
Build a shopping cart for your
products and services and
turn your Facebook page into
an opportunity for revenue.

NO BRAINERS
That will make an immediate impact

5 No Brainers
Add your social media contacts to:
Web Site
Email
Business Card

Get your Facebook Vanity URL
Easier to communicate
Better search returns
Branding
5 No Brainers
http://www.facebook.com/username

Add a Facebook Badge to your Website
Drive likes
Create engagement
5 No Brainers
http://www.facebook.com/badges/page.php

Respond to everyone
Never let a mention or post go un-noticed
Say thank you
Be the last person to comment on a
Facebook conversation
5 No Brainers

Post Content
If you’re committed to this there should
always be something new to talk about
Content is king; conversation is queen
Empty sites are like out of date web sites,
unreturned phone calls, unresponsive
representatives, and empty promises
5 No Brainers

QQ&&AA

mayhem@nectarmedia.co
http://nectartastingroom.com
http://spokanewinemagazine.com
http://nectarmedia.co
@nectarmedia
SlideShare.net/NectarMedia
Facebook.com/NectarMedia
YouTube.com/NectarMedia
Contact Info

Facebook Marketing for Business

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