1. Getting Started U i
G tti St t d Using
Facebook For Business
Mid Peninsula Professional Alliance
9/21/10
Rachel Melia
Online Marketing Consultant

2. Background
 14 years online marketing experience
y g p
 Mostly at SF ad agencies on clients including
Kodak Mobile (part of Kodak Gallery),
Macromedia, Microsoft, Palm, Tivo, Electronic
, , , ,
Arts, Veronica Mars
 4 years as marketing consultant
 Women In Consulting Online Marketing
Director
 Current emphasis on Facebook
marketing
k ti

3. Today s
Today’s Objectives
Explain why you should consider using
Facebook
How you can use Facebook to meet your
business objectives
Examples
E l
How to get started
How t measure
H to

4. Why Facebook?
HUGE
 More than 500 million users (Facebook)
( )
 Approx. 150 million US – 53% of US
 50% log in every day
 Average user has 130 friends
 #2 most trafficked website in world (Alexa)
 Google - 149.6 million visitors May
 Facebook - 123 7 million visitors May
123.7
 Facebook #1 by time on site
 48% over 35 years old (iStrategyLabs)
 F t t growing group
Fastest i Photo by Don Harrison of UpNorth Memories
HIGHLY ENGAGED
 Average user connected to 80 p g , community
g pages, y
pages, groups, events FREE
 Average user creates 90 pieces content a month

5. Facebook Is New Start Page & Preferred
Way t R
W to Receive I f
i Information
ti
Was - AOL, Yahoo,
Google, Email
Now - Facebook

6. Types of Facebook Accounts
Personal Profile Business Page
Group
•People have to request to be
•Anyone can “Like” a page
Anyone Like
your “F i d”
“Friend”
•Posts display on wall of people that
•Posts display on “Friends” walls
“Like”
•Possible to mix business and
•Can post from page ex. “Whole Foods”
pleasure
•Many applications available
•People have to request to “Join”
•Posts do not display on member walls
•Can send emails to members
•Posts come from personal profiles

7. Objectives You Can Achieve Using
Facebook
F b k
 Facebook can help y meet these business
p you
objectives
Brand awareness
Thought leadership/display of expertise
Customer affinity
Customer service
Product feedback
Networking
Lead generation
Drive traffic t
D i t ffi to website, physical store or event
b it h i l t t
Sales
 … and a benefit – increased SEO

8. Companies Doing Facebook Right
Incredible level of customer affinity..
104k Likes
Almost every post is person saying how much
they love Lilly
Almost 14 million Likes
Majority of posts from people
about their favorite coffee, etc.

9. Companies Doing Facebook Right
Increasing thought leadership or showcasing expertise
Fitness and
nutrition tips
24k Likes
Leading FB expert
Expertise and passion
apparent

10. Companies Doing Facebook Right
Selling products online
Regularly post discounts
Buy flowers within
Facebook

11. Companies Doing Facebook Right
Drive traffic to a store or event
Regularly post
Post fresh coupons
bakery items that
look amazing
Post special
events

12. How To Get Started
 Develop Facebook objectives based on overall
p j
objectives
 Develop content strategy
 Post highly valuable content
 Tips, blog articles, relevant information, discounts, OPC (other
people’s content), pictures/videos
 Include images whenever possible
 Aim to elicit comments/Likes for inclusion in “Top News”
and in order to go viral
 Y /N fill i th bl k etc.
Yes/No, in the blank, t
 Promote

13. Beyond The Basics – Custom Tabs
Original Content
Welcome Tabs

14. Beyond The Basics – Custom Tabs
Team Bios Email Sign-Up
FAQs

15. Beyond The Basics – Application
YouTube I t
Y T b Integration
ti
Integration
I t ti
Foursquare Integration
Slideshare Integration

16. Promotion – Non-Paid
Non Paid
 Add Facebook icon/URL everywhere – website, newsletters,
business cards, email address, LinkedIn, Twitter, print collateral/ads,
signage
 Send email/s to list
 Use Facebook social plugins
Like Box Like Button
Opportunity to Like page from Message displays on person’s
blog/website feed when click Like

17. Promotion - Paid Sweepstakes
S t k
Paid Ads

18. Measuring Success
 What gets measured g
g gets improved upon
p p
 Measure based on objectives
 Ask new clients how heard about
 Include social media in registration forms
 Unique URLs or bit.ly links
 Surveys

19. Key Takeaways
 Develop Facebook objectives and a strategy
p j gy
 Compelling content is critical… Give people a reason to
consume your content and share
 People do not usually search for a page… Promotion is
necessary
 Measure
 Have fun!

20. Thank you!
Questions?
rmelia@gmail.com
rmelia@gmail com
More Information:
http://www.linkedin.com/in/rachelmelia
http://rachelmelia.com/
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