Henriette Myrlund og Ismet Bachtiar fra Plus Point holdt onsdag 8. mai kurs i Facebook. Her er slidene de brukte.

2. Facebook
• Facebooks funksjoner
• Konkurranser
• Engasjement
• Annonsering

3. Oppretting av Facebookside
• Gå til hvilken som helst
Facebookside
• Velg “Opprett side”
• Velg kategori
www.facebook.com/pages/create

4. Profilbilde og forsidebilde
• Profilbilde
– 160 x 160 px
• Forsidebilde
– 851 x 315 px
– Maks 20 % tekst
– «Call to action»
– Oppdater jevnlig
• Info
– Beskrivelse
– URL

5. Profilbilde og forsidebilde
• Profilbilde
– 160 x 160 px
• Forsidebilde
– 851 x 315 px
– Maks 20 % tekst
– «Call to action»
– Oppdater jevnlig
• Info
– Beskrivelse
– URL

6. Rediger informasjon
• Informasjon
• Adresse
• Åpningstider

7. Eget brukernavn
• Lag eget
brukernavn

8. Planlegging av poster
• Planlegg fremover
i tid
• Dater bakover
i tid
• Fyll opp Facebook-
veggen med innhold

9. Aktivitetslogg
• Bruk aktivitets-
loggen

10. Aktivitetslogg
• Endre tidspunkt
• Publiser nå

11. Administratorer
• Gjør ansatte
administratorer
• Inviter venner
og familie

12. Fremhev viktige poster

13. Fest til toppen
• Gi ekstra oppmerksomhet

14. Facebook insights
• Bruk insights for å måle engasjement

15. Facebook insights
• Se hvor mange du når ut til

16. Facebook insights
• Er du rettet mot demografien?

17. Konkurranser på Facebook
• Markedsføringsverktøy
• Bygger engasjement
• Tiltrekker nye fans
• Skaper viralitet

18. Konkurranser - 5 ting
1. Følg reglene
2. Bruk en tredjepartsapplikasjon
3. Finn en passende premie
4. Promoter, promoter, promoter
5. Følg opp og lever det du lover

19. Konkurranser - Regler
• Bruk en tredjepartsapplikasjon
• Erkjenn at konkurransen ikke er
assosiert med Facebook
• Bruk ikke Facebooks funksjoner for å
delta eller stemme i en konkurranse
• Du kan kreve å måtte like siden for
å bruke applikasjonen
• Kontakt ikke vinnere gjennom
Facebook

20. Konkurranser - Regelbrudd
Deltakelse ved å like, dele eller kommentere
• «Lik og del denne siden - vi trekker en vinner når vi når 5000 likes!»
• «Skriv hvilken farge du vil ha, og du er med i trekningen om en iPhone 5!»
• «Bildet som får flest Likes vinner konkurransen!»
Risiko: Sletting
• Sjeldent, men kan skje
• Eksempel: Lille Vinkel Sko i 2010
• Lagt ned uten forvarsel

21. Konkurranser - 3rd party

22. Konkurranser - Premier
• Velg en premie som relaterer til ditt firma
• Gratis middag eller iPod?
• Du vil nå ut til personer som du kan konvertere til kunder

23. Konkurranser - Annonsering
• Ikke stol på at nåværende fans sprer ordet
• I tillegg tweet det, pin det og blogg om det
• Annonsering kan også hjelpe
med å nå nye fans
• Foreslåtte innlegg
• Annonser

24. Konkurranser - Oppfølging
• Kontakt vinnerne kjapt når
konkurransen er over
• Bruk e-post eller telefon
• Annonser deretter på
Facebook

25. Konkurranser - Eksempler

26. Konkurranser - Alternativer
Fra blogg eller nettside
– Fortell på Facebook om konkurransen
– Legg igjen kommentar i kommentarfeltet
for å vinne premie
– Plukk ut tilfeldig vinner
– Øker traffikk inn til nettsiden
Instagram
– Fortell på Facebook om konkurransen
– Be brukeren om å laste opp bilde
– Tagg med en unik «hashtag», f.eks #PlusPointFoto
– Plukk ut vinneren basert på dine konkurransekriterier

28. Outbound Marketing
Marketing that pushes products and services to the customer

29. Inbound Marketing
Marketing that relies on earning people’s interest through social
interaction

30. Social Engagement
The key to social media marketing for businesses is to prioritize inbound
marketing strategies as a means of generating social engagement

32. Social Engagement
Thus social engagement is quite literally, a “commitment” to
building a relationship with the customer

33. Why Do People “Like” Facebook Pages?
Source : http://blog.getpostrocket.com/2012/10/why-do-facebook-users-like-pages-
comparing-2010-to-today/
• 51% of the reason for people to “like” your page is still consumer
oriented (promotions/discounts and giveaways)
• The other 49% is not as easily defined – this is where a clear strategy
for social media engagement and advertising comes into play

34. "Behind Every Brand, A Story”
• Define your brand identity
- What makes your product or service different?
- Who is your target group?
- Who are the people behind your brand?
• Define your brand’s social media identity
- What other social media networks are you on?
- Do you “like” any other pages?
- Who is the persona on your Facebook page?
- What kind of content can people expect from your
Facebook page?

35. Build a Content Plan
• Helps manage your
workload
• Ensures that your page
is updated regularly
• Good strategic exercise
• Plan for 3 months
ahead but leave room
for ad hoc posts

36. Example of a Content Plan
• List out the day, time, assets (pictures, videos, links)
• If you have a physical store – think about fitting your posts with the
behavioral patterns of your customers or your business
• Write your copy – review it again and ensure that you have a “call to
action” for most posts

37. Content Plan Strategy
• Create themed days and base it around your business
• Find interesting related content
• Announce or backdate key milestones,
• Highlight the people behind your business
• Show off your expertise
• Ask questions, create polls
• Have a “call to action”. Constantly!
• Be responsive

38. Create Themed Days
• Themed days helps you
get organized
• If you’re a store, base
themes around your
business
• Fans expect regularity. It
gives them something to
look forward to
• Surprise them from time to
time

39. Related Content
• Posting related content is a
good way of maintaining
regularity without too
much effort
• Share interesting content
related to your business
• Look for things that are
humorous
• Alternate between videos,
pictures, blogs, news links

40. Key Milestones
• Highlight your
achievements and
milestones
• Backdate them if
necessary
• Give fans opportunities to
cheer you on
• Thank the people that
have supported you with a
promotion or discount

41. Highlight Your Staff
• Your core fans are people
who have a personal
relationship with your staff
• Don’t be afraid of showing
a more candid and
human side of the business
• Rotate among staff
members – tell us why
they’re unique!

42. Show Your Expertise
• Fans are always eager to
learn new things and to
share knowledge with
others
• Teach them new facts,
recipes or tricks but keep it
simple, interesting and visual
• Use terms like “Did you
know…” or “Have you
tried…”
• Raise your professional
credibility

43. Open Questions / Polls
• An open-ended question or
poll is a great way to
increase engagement
without asking too much
effort from fans
• Fans can learn from each
other too and feel like they
belong to a community
• Polls can also be used to let
fans decide on what
content they’ll like to see on
your page

44. Call to Action
• Include a clear “call to
action” as often as possible
to your posts
• By simply asking to like,
comment, or share you
improve engagement
significantly
• End with a question that is
related to your post
• Invite them to take direct
action (e.g visit your store,
try a new product)

45. Be Responsive
• Many fans see social media
as a customer service
platform
• Dedicate time each day to
respond to messages, or
give thanks for
recommendations
• Delegate this task if you’re
unavailable
• Project a warm, engaging
personality

47. Edgerank
• A formula that Facebook uses to determine which posts reaches its
intended audience
• Formula based around Affinity, Weight and Time decay
• Important to think about how to best improve your Edgerank to
increase your overall reach

48. Analysis & Optimization
• Start learning how to use Facebook Insights to analyze your
performance
• Experiment with a social media optimization service
-www.edgerankchecker.com
-www.fanpagekarma.com
-www.socialbakers.com

49. Advertising on Facebook
• Facebook’s Edgerank has
made it a lot harder to
grow your fanpage or
reach new audiences
• Advertising on Facebook
however – is not expensive
and when used correctly,
can achieve good results
• Available once your
Facebook page has >400
fans

50. Why Should You Advertise?
• To increase your fan base or brand exposure
• To promote online contests or offline events
• To promote local businesses
• To sell a product, program, or service with an
external website or sales page

51. Promoted Posts
• The easiest and most effective
way to reach out to a wider
audience
• Click on “Boost” post button from
within your timeline
• Your total reach depends on your
advertising budget. The bigger
the reach, the more expensive it
costs
• If promoted post is an image,
make sure that you have < 20%
text
• Promoted posts can be a video
link or an offer
Your post is promoted within mobile and
desktop News Feeds of Fans
Your post is promoted within mobile and
desktop News Feeds of Fans and their
friends
A Sponsored Story is generated within
mobile and desktop News Feeds

52. Promoted Posts
• Promoted posts goes for a period
of 1 day by default – but this can
be extended
• You can see the performance of
your promoted post by clicking on
the “reach” counter at the
bottom of your post
• You can pause the promotion if
you believe that it is not
generating the desired effect
• Or you can increase the budget if
you find it achieving the desired
effect!

53. Sponsored Stories
• Sponsored stories is the conventional way of advertising
on Facebook
• Ordered via the Adverts Manager tab in Facebook.
• It can be targeted to generate “Likes” , promote your
page posts or advertise external websites or apps.

54. Sponsored Stories
• Sponsored Stories allow for precise targeting based on
location, demography and interests.
• Your sponsored stories will be
split into 2 types
- Right side of the Facebook
page
- Sponsored stories that appear
in newsfeed

55. Promoted Post vs Sponsored Stories
Source: http://www.seomoz.org/blog/facebook-promoted-post-vs-sponsored-story-test
• Promoted posts is an ideal platform if your focus is on
engagement
• Sponsored stories has a lot more reach – and is
particularly effective if you plan to run a “Like”
campaign
• Combining the two can create a particularly powerful
effect

56. Experiment!
• Start by promoting a post
on your page that you
believe will give you high
engagement
• Analyze the results – tweak
the messaging/image/link
• Set aside a budget that
you are comfortable with
• Plan a contest or
campaign and support it
with advertising

57. Keep Up With Trends
Websites
www.mashable.com
www.techcrunch.com
www.hubspot.com
www.socialmediaexaminer.com
Facebook Related
www.facebook.com/business/resources
www.insidefacebook.com/
http://allfacebook.com/
Plus Point
www.facebook.com/PlusPointNorway (Like Us!)