If you’re a business owner or professional and you’re not using Facebook for business, you’re missing out on one of social media’s greatest assets. Join the Durham Business & Professional Chain for another installment of its popular social media seminar series and learn how to take advantage of Facebook’s networking features to build your business or brand. Our presenter is Denise Hester, real estate developer and partner in M & M Real Estate Development & Consulting of Durham, NC , who will discuss using Facebook for business. She will share how to use Facebook to target clients, provide informative content and establish on-line relationships through social media.

1. Facebook for Business
How to Unleash the Power of Your Relationships
Denise Hester
M & M Real Estate Development and Consulting
908 Fayetteville Street ▪ Suite 201
Durham, North Carolina 27701
919-680-2878 Telephone
info@mandmrealestatedevelopment.com

2. What you will learn from this seminar
•Whether you should establish a presence on Facebook
•How to target the right clients
•How to provide informative content
•How to create/ enhance a Facebook Page (Fan Page)
•How to build more traffic on Facebook
•How to measure your effectiveness on Facebook

3. Overview of Facebook
Facebook is the most popular social media platform in the world
•Over 1 billion users world-wide
•Over 450 million users on line every single day
•Fastest growing demographic is people 65+
•Decreasing usage by people 18 – 24
•Still the top social network for US teens
•More female users than male
•People love social networking
•Uses network of strong ties & weak ties in the new information economy

9. Profile Group Page
Used by Businesses NO Yes Yes
Name of users Friends Members Fans
Access NO Open, closed, secret Public
Searched by search engines NO NO Yes
No. of friends/members/fans 5,000 Unlimited Unlimited
Likes N/A Unlimited Unlimited
Restrictions Yes Member Approval Age & Location
Add apps Yes NO Yes
Profiles vs. Groups vs. Pages

10. Important Features of a Facebook Page
•Publisher allows administrator to post information to the Page
•Administrator person(s) responsible for managing Page content
•Cover Image what people see when they open your Page
•Views (Tabs) different ways to look at your Page
•Message delivers private message
•Like Button where fans click to show affiliation with your Page
•Settings controls various interactions on your Page
•Apps software that add more functions to a Page’s basic functions
(YouTube, blogs, e-commerce)
•Content content is “king” and builds the relationships with your fans

11. What is business?
The relationship that allows a person or a business
to attract and maintain sufficient customers who
value its product or service enough so the business
can profit from that relationship.

12. What business are you really in?
The answer to this question will help determine the type of content you add to your
Page (text, images, links, promotions, etc.)
Allstate doesn’t sell insurance, it sells peace of mind
Volvo does sell cars, its sells safety
Serta doesn’t sell mattresses, it sells relaxation
Revlon doesn’t sell cosmetics, it sells hope in a jar

13. Who are your customers?
Customers can be identified (segmented) based on their value
to you or your business. Ranking them will give you an
estimate of their value.

14. How do you determine customer value?
Customer value can be ranked based on the recency, frequency and
amount of revenue generated by each customer.
How You Feel About Them How They Feel About You
A List All Stars (Visit often & spend the most) Love you & tell others about you
B List Better-than-Most (Visit less often & spend less) Very satisfied & loyal
C List Clandestine (Visit occasionally & spend little) You’re OK in a pinch
D List Defectors (Visit rarely & spend little) Not into what you are selling
E List Extinct (No longer exist as customers) Very disappointed or mad at you

15. What’s another way to evaluate your customers?
Your Business = A Customers + B Customers (primary drivers of cash flow)
80 / 20 Rule

16. Quotes of the Day
“It ain’t what you don’t know that gets you into trouble. It’s what you know for
sure that just ain’t so.” ---- Mark Twain
"LinkedIn knows your resume, Google knows your web searches, Twitter
knows who you follow, Apple and Amazon have your credit card number, and
your phone’s OS maker knows what apps you’ve downloaded. Who your real-
life friends are, though, is Facebook’s domain." -- Josh Constine

17. Information to know when creating a Facebook Page
•Demographics (Personal Characteristics)
 Gender
 Race
 Age
 Income
 Household Structure (size, marital status, presence of children)
 Employment Status
 Geographic Location
•Psychographics (Lifestyle characteristics)
o Social Status
o Religion (Belief System)
o Group Affiliations (Identity)

18. •Spending Habits (Economic Behavior)
o Buyer Preferences
o Amounts Spent
o Frequency of Purchases
o Timing of Purchases
•Viewing Habits (On-line Behavior)
o 40x – 150x more people will respond to Facebook’s newsfeed
than actually visiting your Page (your posts should be viral or at
least interesting enough to engage your fans)
o Content on Facebook is consumed differently than on a website
(website is static but Facebook’s newsfeed is vertical and ever-
changing)
o People love visuals over text (use photos and videos)

19. Creating a Facebook Page
•Establish a personal Facebook account www.facebook.com & click on “Create a Page”
•Determine the type of page you want to create
•Designate an administrator or several if needed
•While building your Page, you can choose “Do not make Page publicly visible at this time” so
you can add content before publishing the page
•Add all relevant information about yourself, business or organization including photos, videos,
links etc.
•Before publishing your page, go to Edit (top right corner of the Profile Page) and select
“Manage Permissions”. Here’s where you can restrict access to specified countries, by age and
fan posting ability levels. You can also apply profanity blockers and block other specific terms.
•When you’re ready to make your Page public, go to Edit Page, then settings and select
“Publish this page”.

20. Spreading the Word about Your Page
Use an integrated approach with other media
•Encourage fans to use the “Like” button
•Tag
•Events
•Websites
•Blogs
•Webinars
•YouTube
•Storefront presence
•Email
•Ads

21. Facebook Analytics (what gets measured gets done)
All your fans don’t automatically see your Page content in their newsfeeds
•Insights
•Day of Week
•Time of Day
•Metrics
•Lifetime Post Reach (Column X)
•Lifetime People Talking About (Column Q) - comments/likes/shares
•Link clicks (Column I)
•Edgerank algorithm used to determine what appears in users’ newsfeeds
https://www.socialbakers.com/edgerankchecker/
•Affinity how close you are to your fans based on your actions
•Edge Weight photos, videos, links, status updates, likes, tags
•Recency newer is better

22. Recommendations
•Include contact info (telephone, email, etc.) on your Facebook Page !!!
•Content should send a consistent message for text, photos, videos, links etc.
•Experiment with different messages to see what fans respond to
•Check “Time of Day” metric under Insights for best times to post
•Check “Day of Week” metric under Insights for best days to post
•Drive traffic to your website and vice versa
•Drive traffic to your Page from your personal page
•Make comments/likes/shares on others’ posts
•Join groups with affinity with your fans and share content with them
•Post consistently but don’t overstay your welcome

23. Resources
Social Media
•Facebook Marketing for Dummies
•Facebook On-Line Help https://www.facebook.com/help/
Demographics
•EASI Demographics (free) www.easidemographics.com
•US Census (free) www.census.gov
•North Carolina State Demographics (free) -- Office of Budget & Management
•Free Demographics (free) www.freedemographics.com
•Claritas (not free)
Thank you for attending!