Kelley O'Brien's ConvergeSouth 2012 presentation: Facebook for your business: a Deep Dive ConvergeSouth2012

1. Facebook for Your Business –
a Deep Dive

2. Agenda
∗ Social media strategy/Facebook strategy
∗ New geo-targeted posting
∗ Increase engagement (content, ads, promotions, etc.)
∗ Be the thought or story leader
∗ Measure your success
∗ Facebook ads= Insights X2
∗ Facebook is your resource

3. Quick Facts
∗ 167,810,060 people in the US have accounts
∗ 154,388,920 people of the aforementioned are 18+
∗ 90,193,180 of the users in the US are women
∗ 75,882,520 of the users are male
∗ 5,443,320 of them are newly weds
∗ 66,050,900 people in the US on FB like to
shop for fashion
∗ 10,962,580 people in the US like luxury products

4. Develop Your Strategy
∗ Know your audience
∗ Develop objectives
∗ Re-charge your audience with fresh, timely content
∗ Plan out your messaging monthly, be flexible
∗ Audit your social presence

5. Stellar Content

6. Improving Your Content
∗ Establish Your Page as a trusted source
∗ Create compelling videos or photos
∗ Let your imagery tell the story
∗ Have a solid call to action
∗ Use full links or create your own branded shortened URL*
∗ Be relevant
∗ Get feedback- Utilize the polling/questions feature
∗ Run contests or promotions

7. Targeting to a narrow audience

8. Targeting Options
∗ In addition to targeting by location and language, you
can now target by the following:
∗ Gender
∗ Relationship status
∗ Educational status
∗ Interested in
∗ Age
∗ Location
∗ Language

9. Think of the Opportunities

10. Specials: How to
Announcement Properly

11. Cover Photo
∗ Play with the profile image
∗ Change frequently, seasonally, or match the
mood
∗ Add text
∗ Make it look like your business, campaign, or
organization, not the opposite
∗ Experiment

12. Cover Photo: A Wealth of
Opportunities (sort of)
All covers are public. This means that anyone who visits your
Page will be able to see your cover. Covers can't be
deceptive, misleading, or infringe on anyone else's copyright.
You may not encourage people to upload your cover to their
personal timelines.

13. Cover Photos (cont.)
∗ Covers may not include:
 i. price or purchase information, such as "40% off" or
"Download it on socialmusic.com";
 ii. contact information such as a website address,
email, mailing address, or information that should go in
your Page's "About" section;
 iii. references to Facebook features or actions, such as
"Like" or "Share" or an arrow pointing from the cover
photo to any of these features; or
 iv. calls to action, such as "Get it now" or "Tell your
friends."

14. Specials

15. Specials/Offers
Use the new Facebook “Specials” feature on your
parent or child pages.
∗ Target in stores only
∗ In store and online
∗ Online only

16. Promoting Your Page

17. Facebook Ads
Ads are paid messages coming from an
organization, business, or political figure.
Sponsored stories are you posts used as a paid
promotional message to fans or non-fans.

18. Sponsored Stories
Sponsored stories are messages coming from friends
about them engaging with your Page, app or event that
a business, organization or individual has paid to
highlight so there’s a better chance people see them.

19. Types of Ads
∗ Page post text ad
∗ Page post video ad
∗ Logout page
∗ Page post link ad
∗ Question ad
∗ Offer ad
∗ Event ad
∗ App ad
∗ Mobile app install ad
∗ Domain ad
∗ Typeahead ad

20. Simple Promotional Methods
∗ Link your Facebook Fan Page to
your website
∗ Incorporate URL into press
releases, receipts, stickers,
customized bag stuffers, etc.
∗ Create a QR Code that leads to
your FB Page
∗ When aligning with a charity or
having an in-store event, have
them promote the link to your URL
in all of their communications.

21. Other Ideas? Thoughts?

22. Q&A