Attracting the New & Renewed Customers through your Facebook Fan Page.

1. Facebook 101 for Small
Businesses
Attracting the New & Renewed Customers
through your Facebook Fan Page
@AreMorch Are Morch – Hotel Blogger Are Morch

2. Who I am 1
• Born in Norway
• Certified in Hospitality Management from eCornell
• Certified in Hospitality Digital Marketing from HSMAI
• Certified in Introduction to Global Hospitality
Management from Cornell University
• Worked w/ Intercontinental Hotel Group Starwood
Hotels
• Manage Hotel LinkedIn Groups & Hotel Social Media &
Collaboration Community on Google+
• Experienced Independent Hotel Blogger
• Speaker Hotels & Social Media
• Social Media Manager for Hotels
• Drive a Harley Davidson Trike
• Horse rescuer

3. Stats 2
• 1.04 billion daily active users on average
• 934 million mobile daily active users on average
• 1.59 billion monthly active users
• 1.44 billion mobile monthly active users
• On average, the Like and Share Buttons are viewed
across almost 10 million websites daily
• Over 300 Million photo uploads occurs daily
• Highest traffic occurs mid-week between 1 to 3 pm
• On Thursdays and Fridays, engagement is 18% higher
• Average time spent per Facebook visit is 20 minutes
• The average Facebook user now has about 338 friends

4. Page – Profile or Group 3
• Pages enable public figures, businesses, organizations
and other entities to create an authentic and public
presence on Facebook
• Personal profiles are for non-commercial use and
represent individual people. You can follow profiles to
see public updates from people you're interested in but
aren't friends with
• Groups are the place for small group communication
and for people to share their common interests and
express their opinion. Groups allow people to come
together around a common cause, issue or activity to
organize, express objectives, discuss issues, post
photos and share related content

5. 4Facebook Fan Page

6. 5Facebook Fan Page Dimension

7. 6Key Performance Indicators
• The number of people your post reached
• The number of people who clicked your post
• The number of people who reacted to,
commented on or shared your post

8. 7Facebook Reach
• Reach is the number of people who received
impressions of a Page post. Reach might be
less than impressions since one person can
see multiple impressions. For example,
someone might see a Page update in News
Feed once, and then a second time if their
friend shares it.

9. 8Attaining The New and Renewed Customers
through Facebook – part 1
What’s Your Story?
1. Why do you provide your service / product?
2. What qualities and values does your
service / product provide?
3. How do you deliver and implement your
service / product?

10. 9Attaining The New and Renewed Customers
through Facebook – part 2
• Facebook rewards Pages that produce useful,
interesting, helpful content to their fans
• Write posts that you would be excited to see in
your News Feed – think like a fan
• Be purposeful and make sure posts goes
beyond the call-to-action and buy option

11. 10Attaining The New and Renewed Customers
through Facebook – part 3
• Facebook organic reach is gone - Organic
reach refers to how many people you can
reach for free on Facebook by posting to
your Page
• Facebook News feed now shows content
most relevant to the users – which add more
value to quality content and prevents spams
• Facebook Ads is the new way to attain new
and renewed customers

12. 11Attaining The New and Renewed Customers
through Facebook – part 4
Think Win – Win - Win
1. Desired results (fans – customers – you)
2. Guidelines (principles – accomplishment)
3. Resources (fans, financial, technical, team)
4. Accountability (performance)
5. Consequences (good and bad)
WinWinWin

13. 12Facebook Ads
• Reach more of your existing fans. Less then 11%
of your existing fans actually see post you share
on Facebook
• Facebook Ads give you the opportunity to reach
more of your existing fans to ensure that the
people who liked your page will see the content
you decide to share
• Reach new people who are interested in your
business
• In addition to targeting your existing fans,
Facebook Ads give you the ability to reach new
people who could be interested in your business

14. 13Facebook Feed Image Displays
Recommended Upload Size: 1200x630px
Desktop
Image: 476x246 px / Text: 500 Char / Headline: 1-2
lines / Link Description: 2-3 lines
Mobile
Image: 560x292 px / Text: 110 Char / Headline: 1-2
lines / Link Description: 1 line
Right Column
Image: 254x133 px / Text: 90 Char / Headline: 25
Characters

15. 14Facebook Content Calendar
• A Facebook content calendar is very simply a
calendar that details what content your business will
produce in a given time
• An effective Facebook content calendar saves you
time and energy. It keeps you organized and on track
throughout your hectic workday

16. 15Facebook Community
• Have a strategy for how Likes will add value
• Likes are Important but without People Talking About
This and Engagement Rate there is no value in the
Likes
• Communities is what brings up the LikeRanks

17. 16Facebook Future
• Instant Articles
• Facebook Business Manager / Ads
• Facebook Live w Reactions / Filters / Discovery for Profile
/Page /Groups /Events
• Facebook Messenger & Connect Directly with Businesses on
Messenger
• Connectivity
• Facebook Artificial Intelligence Research (FAIR)
• Facebook Virtual Reality (Oculus Rift)
• Facebook Everywhere (Satellite)
• New Messenger Platform for Developers
• Support of 360 Degree Videos
• New Mobile Analytics Tool
• Embeddable Videos

18. 17
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