A Facebook 101 covering Page basics, engagement, best practices and setting a strategy.

1. Using Facebook to Build a
Brand-Driven Community
Nick Westergaard / NickWestergaard.com
photo via Laughing Squid / flickr

2. Brand-Driven Insights at
NickWestergaard.com
@NickWestergaard

3. ?

4. 600 million
active monthly users

5. If Facebook were a country, it would be the world’s
3rd LARGEST

6. Background
AVERAGE USER HAS
130 friends

7. 700 billion
minutes on Facebook each month

8. 55+
is the fastest growing
Facebook demographic

9. YOUR CUSTOMERS
ARE HERE

10. NEED TO CONNECT

11. TODAY
1. Anatomy of a Facebook Page
2. Engagement strategy
3. Best practices
4. Establishing a plan
5. Q/A

12. 1.

13. ANATOMY OF A PAGE
photo via Sam Spratt / Gizmodo

14. PROFILE vs. PAGE?

17. 2.

18. PAGES HAVE ADMINS
photo via smemon87 / flickr

19. 2.

20. NOW WHAT?

21. ENGAGEMENT
STRATEGY

22. 2 WAYS TO ENGAGE

23. EMAIL UPDATES

24. STATUS UPDATES

25. USE PHOTOS
Tag customers with permission

26. USE VIDEOS
Post YouTube videos as ‘Links’

27. WHAT TO SAY:
GATHERING INFO,
CREATING CONTENT
photo via Joe Lodge / Flickr

28. USE FACEBOOK AS
YOUR PAGE
photo via _Max-B / flickr

29. USE FACEBOOK AS
YOUR PAGE

30. PAGE ALERTS

31. YOUR PAGE HAS A WALL

32. ‘LIKE’ STUFF
AS YOUR PAGE

33. FIND
relevant
content
photo via andercismo / Flickr

34. SHARE
photo via furiousgeorge81 / Flickr

36. LOOK FOR
CONNECTIONS
‘Like’ things similar to your brand

37. FUN WITH AVATARS

38. FUN WITH AVATARS
Encourage fans to change to your page
avatar for special occasions

39. CONTESTS BUILD FANS

40. ENCOURAGE FANS TO
POST PHOTOS
Allow posts from others in Settings

41. CAPTIONS = INTERACTIONS

42. INTERACTIONS

43. 1:1 INTERACTIONS
Respond to
every (How?)
comment

44. PAGE ADMINS
GET EMAIL UPDATES

45. GO MOBILE!

46. 3.

47. BEST
PRACTICES
photo via rishibando / flickr

48. DON’T BROADCAST
4.

49. TALE OF
2 REALTORS
photo via coffeego / Flickr

50. NOTHING
PERSONAL
photo via twodolla / Flickr

51. NOTHING POLARIZING

52. MEASURE!
- Total fans; likes
- Total impressions (How many people viewed the
post in the news feed or wall?)
- Monthly Active Users (How many people
interacted with out brand in the last 30 days?)
- Engagement by post category (Do people
respond most to links? Videos? Pictures?
Questions? )
- Engagement by time of day/day of week
- Conversion rate (Of those who view our page,
how many of them choose to “like” it?)
- Fan demographics (Are we reaching our target
audience?)
- Unique page views (How many different people
viewed our page?)
- Views, clicks, and engagement for different tabs

53. INSIGHTS

54. HAVE FUN!

55. 4.

56. THE PLAN

57. GOALS
- Engage with customers
- Build brand loyalty
- Build a community

58. WE WANT TO BUILD A
BIG COMMUNITY
photo via Augustin Rouchon / Flickr

59. WORK TOGETHER
photo via ell brown / Flickr
4.

60. MAXIMIZE TIME
photo via klynslis / Flickr

61. photo via alexanderdrachman / Flickr

62. NickWestergaard.com
nick@westergaard.com
@nickwestergaard
photo via Orin Zebest / Flickr