Facebook for Business

Facebook Marketing for Business
June 18, 2013
North By North Shore
#NXNS
@JuliaCSocial
Julia Campbell
J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com

Slides
 Slides will be made available to NXNS attendees at
this link:
 www.jcsocialmarketing.com/resources
 Password: ilovesocialmedia
 If you like the presentation, please Like my Page on
Facebook!
 www.facebook.com/
jcsocialmarketing
Tweet: @JuliaCSocial #NXNS

What is “Social Media”?
 Any online technology or practice that people use to
share
(content, opinions, insights, experiences, perspectives
and media).
 REAL interactions in REAL time.

Is Facebook just a fad?
 Facebook has 195 million users in the U.S. alone.
 Facebook has seen a drop in unique visitors in the U.S.
from March 2012 to March 2013 -- on desktop -- from
152.8 million to 142.1 million.
Source: http://www.prnewswire.com/news-releases/205652631.html

Is Facebook just a fad?
 BUT on mobile devices, use of Facebook’s app has
skyrocketed from 62 million uniques to 99 million
unique visitors for that same time period.
 In other words, the data merely reflects a shift from
desktop to mobile, and it may even suggest Facebook is
gaining users.
Source: http://www.prnewswire.com/news-releases/205652631.html

4 Things You Need To Know
 Facebook cannot cure
your own ambivalence
about marketing your
business.
 Your Facebook
Administrator cannot
operate in a silo.
 If you do not have a
website or your website is
awful, Facebook will not
be effective.
 You get out what you put
in – time, resources.

Social Media Is Like A Cocktail Party
 Mingle and chat.
 Laugh and listen to
amazing stories.
 Don’t be a wallflower.
 Do not be the guy with
the lampshade on his
head.
 Do not oversell or
come on too strong!
 Each “party” (network)
has it’s own etiquette
and rules.

Facebook 101
 The place where people go to connect/reconnect with
friends and family.
 People come to Facebook to make personal
connections and to have fun.
 Strategy – Help customers feel more connected to your
business; show them who you are as individuals; help
them connect to each other.
 Share “behind the scenes” photos and videos, ask
questions, share compelling statistics and success
stories.
 Easy, light, fun. Include media with all posts
– links, photos, videos.

Facebook 101
 Set it up correctly.
 Profile pic, Cover photo, About section, Category, Custom
tabs, Link to other social media sites, Invite your friends

Facebook 101
 But know that the real battle for engagement does not
happen on your Page – it happens in the News Feed.
Photo from: http://allfacebook.com/7-biggest-fan-page-marketing-mistakes_b43011

EdgeRank 101
 Affinity – The one-way
relationship that a fan has with a
Page they have “liked”.
 Weight – How much
interaction/engagement a
current Facebook post is
receiving.
 Share, comment, like (in order of
weight)
 Decay – The longer a post has
been up, the less likely it is to get
seen.

EdgeRank 101
Why EdgeRank? Facebook wants to ensure that its users
are seeing content that is relevant to them.

The Most Important Metric
People Talking
About This
(PTAT)
 PTAT is the number of
unique users who have
created a “story” about a
page in a seven-day
period.
 On Facebook, stories are
items that display in News
Feed.

The Most Important Metric
 Users create stories when
they:
 like a page
 post on the page wall
 like a post
 comment on a post
 share a post
 answer a question
 RSVP to a page’s event
 tag the page in a
post
 tag the page in a photo
 check in at a place
 write a recommendation
 claim an offer

6 Ways to Get More Engagement
1) Add photos to each post.
 Dan Zarrella of Likeable Media conducted a study
where he tracked and analyzed more than 1.3 million
posts from the 10,000 most-Liked Facebook
Pages, and he found that photos work best.

2) Post at the right time of day.
 Buddymedia published a study where they
discovered a 20% higher rate of engagement on posts
published in the mornings and evenings.
 Dan Zarella’s study found that content posted later
in the day (EST) got more likes and shares – peaking
around 8 PM.
 Of course, you should always use your own Page’s
Facebook Insights to determine when your Facebook
Fans are looking at and interacting with
your posts.

3) Ask for interaction.
 Don’t make people think about their answers.
 Think about how people consume Facebook – while
watching TV, while waiting in line, while doing work.
 Make it absurdly easy for them to interact.
 Questions that work:
 Fill in the blank – “My favorite back-to-school memory
was when____________.”
 Like if you agree!
 Comment if you disagree!
 Share please!
 Yes or No questions

4) Think outside the work week.
 Post on Saturdays and Sundays.
 Less noise may mean less of your fans are on
Facebook – so test and measure.

5) Be relevant.
 Remember WHY people are on Facebook!
 To see what the world is talking about.
 To have fun.
 To be entertained.
 To interact with friends and family.
 Make sure to keep your pulse on what people are
interested in, talking about and thinking about –
insert your commentary or ask people for theirs.

5a) Be relevant. (But be authentic!)
 Topical posts include holidays, current
events, fun/weird facts and items of interest to your
online community (National Grandparents Day, etc.)
 Father’s Day.
 Bruins anyone?
 Don’t just post about
Justin Beiber because
everyone else is.

6) Post graphics
and memes.
 Graphics featuring
inspiring quotes
 Fun cartoons
 Infographics
 Search Pinterest or
share what others
have posted on
their Pages
 Always give
attribution.

Ideas For Facebook Posts
• Industry
blogs, newslette
rs, websites
• Google Alerts &
New York
Times alerts
• Competitors
• Success Stories
• Inspirational
quotes
• Reached a goal
• Want input on
an issue
• Events, anniversa
ries, celebrations
, birthdays
• Email newsletter
• Tie current
events to your
cause/issue
• Read everything
and follow
everyone!
• Figure out what’s
working for
others and
adapt it!

How To Get More Facebook Fans
 Promote your social media networks!
 If you build it, they will come. (Well, no…)

 Get a Facebook “Like”
box on your website.
 Google “Facebook Like
Box”
 Start internally first and
then externally.
 Ask
staff, customers, friends,
family, etc. first!
 Ask several times.
 Ask them to
like, share, comment on
posts at least once per
month. Tweet: @JuliaCSocial #NXNS

 Add social media buttons to:
 M main page of your website
 Email newsletter.
 All printed materials – direct
mail appeals, thank you
letters, postcards, brochures, a
nnual reports, flyers, hand
outs.
 All email
signatures, letterhead and
business cards.
 Post a flyer/sign letting
people know that you are
on Facebook!

 Page Administrators! Invite your
personal Facebook Friends to Like
the page!
 Effectively promote your social media
presence through your email
newsletter/e-blast.
 Explain that you will be showcasing
your impact through these channels
and you want involvement from your
constituency, supporters and
community.
 Promote your Facebook page to your
Twitter community, and vice versa.

 Experiment with Facebook Ads & Sponsored
Stories.
 For more on this, go to:
http://www.socialmediaexaminer.com/how-to-use-
facebook-adsan-introduction
 Hold a Facebook contest or promotion.
 This must be done through a third-party
application.
 For more info, go to:
https://www.facebook.com/page_guidelines.php
 Ideas for contests: Photo contest, Poetry
contest, Raffle

To Pay Or Not To Pay?

Julia’s Social Media Philosophy
Social Media is a TOOL – it
is not a silver bullet.
It is a catalyst, not a
strategy.
(In other words, you still
need a good product or
service to get people to
care.)
Integrate it with an overall
marketing campaign, just
as you would other tools
(direct
mail, newsletter, website,
ads, customer service).

Julia’s Social Media Philosophy
Not all social media channels
are right for you.
Pick and choose.
Do a few well than many
poorly.
QUALITY over QUANTITY –
one quality Facebook post
per day (or every few days)
is worth more than 100
posts that are perceived as
spammy.

To learn more:
 www.socialmediaexaminer.com
 www.hubspot.com
 www.johnhaydon.com
 www.jcsocialmarketing.com

Questions, comments, feedback?
 Email: julia@jcsocialmarketing.com
 Website: www.jcsocialmarketing.com
 Cell: 978-578-1328
 Twitter: @JuliaCSocial
 Facebook: www.facebook.com/jcsocialmarketing

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