Going Beyond Like My Page

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Presentation given to the Santa Fe Community Foundation's Marketing Peer Group. Think of Facebook like a sandwich, always start with the bread first. The bread is your customer and fan base.

Business Technologie

Going Beyond Like My Page
Presentation for the Santa Fe Community Foundation
Marketing Peer Group
by Wendy Forbes, Wendy92 LLC
Thursday, October 3, 13

Facebook = A Good Sandwich
Thursday, October 3, 13

The Right
Ingredients
Bread
Lettuce
Tomato
Meat
Cheese
Pickle
Thursday, October 3, 13

The Bread = Customer Service
• Who is your
customer?
• What do they want?
• What problem can
you solve for them?
Thursday, October 3, 13

It’s Not About You
• Too many posts - 44%
• My wall is crowded with marketing
posts - 43%
• Content was repetitive or boring - 38%
Thursday, October 3, 13

It’s About the Customer
• Ask what fans want to see
• Analyze your fan base
• Provide timely service / answers
Thursday, October 3, 13

Facebook Insights
Thursday, October 3, 13

The Meat = Consistent Content
• At least once per
day
• First thing Monday
AM
• 8-10am or 7-100pm
T-Th
• By 8am on Friday
Thursday, October 3, 13

Don’t Let it Sit & Spoil
• Post at time when you are available to
respond / “like” comments
Thursday, October 3, 13

Example
Click Through to See Who
shared your content
Respond and Thank
Like Their Page
Thursday, October 3, 13

Tomato = Gratitude
• Congratulate
• Thank
• Promote Someone
Else
Thursday, October 3, 13

Share the Harvest
• Don’t just share an article about you,
use it as a opportunity to thank the
reporter or outlet
• Congratulate a fellow org or business
demographically similar to yours
• Share another org or business’ content
Thursday, October 3, 13

Lettuce = A Little Green
• Facebook Ads
• Boost a Post
• Sponsored Stories
• Offers
Thursday, October 3, 13

Don’t be afraid to spend
• If your page has under 1000 fans -
LIKES (SPONSORED STORIES)
• If you have a really important post -
BOOST
• If you have a special deal - OFFER
Thursday, October 3, 13

Cheese = Humor
• A little goes a long
way
• It should relate to
your organization,
product, mission,
etc.
Thursday, October 3, 13

Make them Smile
• Plan a Friday Funny
• Diffuse criticism
Thursday, October 3, 13

Pickles = A Little Extra
• Contests
• Facebook Fan only
discount / offer
Thursday, October 3, 13

Give A Little Extra
• Run a giveaway, photo contest etc. for
fans only
• Use Facebook Offers to give your fans a
discount no one else is getting
Thursday, October 3, 13

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Going Beyond Like My Page

1. Going Beyond Like My Page Presentation for the Santa Fe Community Foundation Marketing Peer Group by Wendy Forbes, Wendy92 LLC Thursday, October 3, 13

2. Facebook = A Good Sandwich Thursday, October 3, 13

3. The Right Ingredients Bread Lettuce Tomato Meat Cheese Pickle Thursday, October 3, 13

4. The Bread = Customer Service • Who is your customer? • What do they want? • What problem can you solve for them? Thursday, October 3, 13

5. It’s Not About You • Too many posts - 44% • My wall is crowded with marketing posts - 43% • Content was repetitive or boring - 38% Thursday, October 3, 13

6. It’s About the Customer • Ask what fans want to see • Analyze your fan base • Provide timely service / answers Thursday, October 3, 13

7. Facebook Insights Thursday, October 3, 13

8. Facebook Insights Thursday, October 3, 13

9. Facebook Insights Thursday, October 3, 13

10. Service Example Thursday, October 3, 13

11. The Meat = Consistent Content • At least once per day • First thing Monday AM • 8-10am or 7-100pm T-Th • By 8am on Friday Thursday, October 3, 13

12. Don’t Let it Sit & Spoil • Post at time when you are available to respond / “like” comments Thursday, October 3, 13

13. Example Thursday, October 3, 13

14. Example Click Through to See Who shared your content Respond and Thank Like Their Page Thursday, October 3, 13

15. Tomato = Gratitude • Congratulate • Thank • Promote Someone Else Thursday, October 3, 13

16. Share the Harvest • Don’t just share an article about you, use it as a opportunity to thank the reporter or outlet • Congratulate a fellow org or business demographically similar to yours • Share another org or business’ content Thursday, October 3, 13

17. Media Thank You Thursday, October 3, 13

18. Share Thursday, October 3, 13

19. Lettuce = A Little Green • Facebook Ads • Boost a Post • Sponsored Stories • Offers Thursday, October 3, 13

20. Don’t be afraid to spend • If your page has under 1000 fans - LIKES (SPONSORED STORIES) • If you have a really important post - BOOST • If you have a special deal - OFFER Thursday, October 3, 13

21. Facebook Ads Thursday, October 3, 13

22. Boosted Post Thursday, October 3, 13

23. Cheese = Humor • A little goes a long way • It should relate to your organization, product, mission, etc. Thursday, October 3, 13

24. Make them Smile • Plan a Friday Funny • Diffuse criticism Thursday, October 3, 13

25. Example Thursday, October 3, 13

26. Pickles = A Little Extra • Contests • Facebook Fan only discount / offer Thursday, October 3, 13

27. Give A Little Extra • Run a giveaway, photo contest etc. for fans only • Use Facebook Offers to give your fans a discount no one else is getting Thursday, October 3, 13

28. Contest Example Thursday, October 3, 13

29. Offer Example Thursday, October 3, 13

30. Questions? Thursday, October 3, 13

31. Contact Thursday, October 3, 13