A step by step guide to building your business' Facebook page. How to measure stats and analytics and grow your fans and sales.

1. Facebook for Business

2. Why use Facebook?
Biggest social media platform – be where your market is.
Market internally (on Facebook) or externally (online / traditional)
Ease of use and power of sharing.
Targeted advertising
Low cost to ROI
9,6 Million SA users
Facebook for Business

3. Setting up a Facebook page
Facebook for Business
You must start with a personal page.
Set one up that is not linked to your personal page.
It can be a dormant page that you can allow other people to be admin on.
Click
Pages

4. Click
create
Facebook for Business
Setting up a Facebook page

5. Facebook for Business
Business
type
Setting up a Facebook page

6. Get
started
Facebook for Business
Complete all fields
Everything can be changed later
EXCEPT “kind of business”
Setting up a Facebook page

7. Facebook for Business
Complete all fields
Choose an address that is the same
As your www or other social site handles
10 x Pre-
loaded +
searchable
Info will
appear on
main page
as Bio
Other www
or social
sites
Can be
changed
ONCE
Setting up a Facebook page

8. Facebook for Business
Use
Company
logo or
brand
Setting up a Facebook page

9. Facebook for Business
Will appear
on your
main
page
Setting up a Facebook page

10. Facebook for Business
Skip
until page is
populated
Setting up a Facebook page

11. Facebook for Business
Add cover
art. Use
correct
sizing
Setting up a Facebook page

12. Facebook for Business
Tutorial
On
promoting
posts
Scheduled
posts
Promote
page
(again)
Similar
pages
To follow
Total
post views
Advertise
page
Private
messages
to page
Hide / View
Admin page

13. Facebook for Business
Cover
image
Profile
picture
Company
bio Fan “likes”
Other
social
platforms
Notifications
(when Admin
Panel is
Hidden)

14. Facebook for Business
Add admin
Levels of
authority
Manage who
can view and
post on page
Admin rights

15. Facebook for Business
Only after 30
likes on a
page
Insights

16. Facebook for Business
Insights
Delve
further

17. Facebook for Business
Post Insights
Name of post
Type of post
Images / copy
/ links
Targeted
advert / post
Actual views
Pay to boost
post
Type of
engagement

18. Facebook for Business
Insights | Likes
Unlikes /
organic likes /
paid likes
Total page
likes over a
period

19. Facebook for Business
Insights | Likes

20. Facebook for Business
Insights | Reach
Paid for likes

21. Facebook for Business
Insights | Reach

22. Facebook for Business
Insights | Reach
Analyze the
post that was
successful &
repeat

23. Facebook for Business
Insights | Reach

24. Facebook for Business
Insights | Visits

25. Facebook for Business
Insights | Visits Twitter website

26. Facebook for Business
Insights | Posts Day of the
week
Peak time to
post

27. Facebook for Business
Insights | Posts
Photos get
the best
response on
this page

28. Facebook for Business
Insights | Posts
High reach –
low
engagement
High
engagement
– low reach

29. Facebook for Business
Insights | People Should be
what you
have targeted

30. Facebook for Business
Insights | People Reached : not
always your
fans

31. Facebook for Business
Insights | People Again, not
always your
fans

32. Facebook for Business
Insights | Export
Export to excel
& save. Only
gives limited
history

33. Facebook for Business
Adverts
Find adverts
in adverts
manager

34. Facebook for Business
Adverts
Always use
advanced
options

35. Facebook for Business
Adverts
Adverts manager options
• Clicks to Website: Get people to visit your website.
• Website Conversions: Promote specific conversions
for your website. You'll need a conversion pixel for
your website before you can create this ad.
• Page Post Engagement: Promote your Page posts.
• Page Likes: Get Page likes to grow your audience
and build your brand.
• App Installs: Get people to install your mobile or
desktop app.
• App Engagement: Get people to use your desktop
app.
• Offer Claims: Create offers for people to redeem in
your store.
• Event Responses: Increase attendance at your
event.
What does
your client
want ?

36. Facebook for Business
Adverts
Use page likes
unless you
have a
specific
campaign
Images will be
used
sporadically
or you can
decide

37. Facebook for Business
Adverts
Advanced
demographics
target specific
people
Specific
mentions that
relate to your
product
Try find a
specific target
audience for
best results

38. Facebook for Business
Adverts Will be the
headline of
advert
Mobile
Position on
page
Sample of
desktop
advert

39. Facebook for Business
Adverts
Name of
campaign
Campaign
budget
Set an end
date or it will
run
indefinitely

40. Facebook for Business
Targeting Adverts
Potential audience for this advert: 80,000 people
Location: South Africa
Age: 21–45
Interests: Technology or Business and industry
Behaviours: Small business page owners
Education Level: University Graduate
Language: English (UK) or English (US)
Not connected to: Spillly
on News Feed on desktop computers
and mobile devices Appears on
campaign
information.
People who
have their
own
Facebook
pages
Deliberately
no existing
fans

41. Facebook for Business
Adverts This will appear
on your
homepage until
end of advert
You will be
prompted to
spend more
money

42. Facebook for Business
Adverts manager Likes
achieved
during
campaign
Cost per page
like
This
determines
what is really
working
Number of
times a
person saw
your advert
Active adverts
or not paid
for

43. Facebook for Business
Adverts manager Campaign
period
Number of
times the
advert was
viewed
Number of
people who
clicked to
page
How many
unique
people saw
this on the
platform
Where the
advert was
seen

44. Facebook for Business
Content schedules
Schedule
button
Advertise this
post only
Create an
offer

45. Facebook for Business
Create an offer
Budget over
the campaign
period
Target the
offer as an
advert +
demographics
What’s on
offer?
Discount /
free goods ?
Image for the
offer

46. Facebook for Business
Content schedules
All scheduled
content will
appear here
and can be
edited
When
advertising a
post or an
offer

47. Facebook for Business
Content schedules
Scheduled
when and to
whom
Advertise
post
Edit post
button

48. Facebook for Business
Boost posts
What was the
reach of this
post in
summary
Advertise
post (again)

49. Facebook for Business
Content Calendar
Plan annually
Plan daily
according to
statistics
Post often –
at least once
a day
Your calendar must be flexible and fine tuned based on Facebook analytics.

50. Facebook for Business
Think Mobile
“Pages” app
for Facebook
Pages

51. Facebook for Business
Client flexibility

52. Facebook for Business
Event pages
Hosted by the
main page
Allow all
people to
invite friends

53. Facebook for Business
Competitions
Keep the
entry
mechanism
simple
Allow fan
comments

54. Facebook for Business
Facebook Polls Authorize the
app for pages
Pick the page
you want to
post the poll
on
https://apps.facebook.com/opinionpolls/create
Understand the
Customers
experience

55. Facebook for Business
Facebook Polls
The page you
running the
poll on
The poll
question
Multiple
choice
answers
Add images if
relevant or
type of
question
(style)
The vote
button text

56. Facebook for Business
Facebook Polls
Pick the
package you
need. “Free”
only if you are
advertising
Post on pages
wall
Public poll or
private?
Add
comments if
relevant
For people
who have
liked the page
only / public?

57. Facebook for Business
Facebook Polls
This will
reflect on
users page
with their
picture
If public poll
then fan can
see all results
Allows voters
to share their
answer on
their personal
page

58. Facebook for Business
Reminders
What you post is public
Check spelling and grammar
Focus on being positive and engaging
Measure and improve analytics
What posts work best for you?
When are your fans online?
Content is not live – engagement is live
Convert fans to customers
Use Video, images, copy and links to enrich your page
Encourage user generated content and thank fans
Promote across all social platforms and cross reference

59. Facebook for Business
Reminders
Generate leads for your clients and Convert into sales where possible
Allow Fans comments and engage
Have a defined escalation plan for conversion and complaints
Create original content (that is engaging) and keep it consistent with the brand
Facebook pages appear on Google search
Ask questions and post often.
Become a help line / call centre
Don’t auto-post to Twitter – very low click through rate (CTR)
Target the right demographic for your clients
Leverage your brand ambassadors
Import Twitter as an app into Facebook – cross pollinate

60. Facebook for Business
Conclusion
Facebook traction and ROI conversion can be slow but will be worthwhile
If you start a page, commit to it as a dormant page is more damaging to a
brand than not being on Facebook at all
Have strategies:
Content, engagement, conversion and conversation
Its all about the 4 C’s
DON’T hard sell
Have fun.

61. brent@spillly.com
@Spillly
+27832533999