Doing Business Socially on Facebook | Wahine Media at Pacific New Media

Doing Business Socially on Facebook ! ! ! ! ! ! ! ! ! ! ! ! Download slides: slideshare.net/wahinemedia

You have a business with a Facebook page, you’ve been posting, but you don’t have any comments and likes... ! What do you do now?

Social media is NOT A FREE ADVERTISING PLATFORM ! Relationships are key. People expect to be treated like individuals ! People connect with you through the content you produce and share ! The payoﬀ may come later than sooner. Position your brand to be top of mind

The ROI of social media is your business will exist in 5 years. ! —Gary Vaynerchuck What’s the ROI of social media?

Now, what does this all look like?

The 80/20 rule 20% marketing 80% being “social” Outreach and engagement

Facebook Algorithm Edge Rank (afﬁnity, weight, time) still relevant, but added layers 97% of your fans will NEVER return to your wall! Fan engage with your page through the content you post, and that they see on their News Feed Facebook’s algorithms seek to move the most “relevant” content to the top of people’s News Feed

Facebook Algorithm: Aﬃnity The relationship between the fan and the page The more a fan has engaged with a page, the more likely its content will show on that fan’s News Feed When friends interact with pages often, their actions with that page may appear Relationship settings also a factor

Facebook Algorithm: Weight Different types of posts (vehicle) rank higher, but are not the only factor in showing in the News Feed Photos are proved to rank higher New algorithms don’t look at global interactions (among fans), but also what kinds of posts friends of fans interact with

Facebook Algorithm: Time The longer a post is on the home feed, the more it “decays” Average life span is 24 - 48 hours

Facebook Algorithm: New Changes Hide Post/Spam Reporting Device and Technical Considerations Ad History Story Bumping & Last Actor

Outreach Find and build your audience

Outreach Find and build your audience Show interest in others ﬁrst Invite your current contacts Launch with a bang! It’s about quality not quantity

Outreach Find and build your audience Show interest in others ﬁrst • Like other pages • Who? • Competition, inﬂuencers, customers, journalists & bloggers, hashtags • [worksheets]

Outreach Find and build your audience Invite your current contacts • Send out an email • Invite via email on Facebook • Invite your Facebook friends

Outreach Find and build your audience Launch with a bang! • Sweepstakes & giveaways • Use 3rd party App to manage • Wildﬁre, Shortstack, NorthSocial, OﬀerPop, Strutta • Resource links h"p://www.socialmediaexaminer.com/facebook-‐promo8ons-‐what-‐you-‐need-‐to-‐know/ https://andreavahl.com/facebook/how-to-run-a-successful-facebook-contest.php

Outreach Find and build your audience It’s about quality, not quantity • The tipping point • 500-1000 likes • Using Facebook Ads to grow relevant fans • Timeline—pay to play

Engagement The value of a conversation

Engagement The value of a conversation Have conversations Share content from others Share original content Include a clear call to action Be open and transparent Don’t forget your manners

Engagement The value of a conversation Have conversations • Spend time in your home feed • Liking • Commenting

Engagement The value of a conversation Share content from others • Share from your home feed • Share external links and tag • Post varied content • Photos & videos get the most responses

Engagement The value of a conversation Create original content • Photos, videos, blog posts • People respond to opinion and expertise • Positions you as industry leader • Generates biggest ROI

Engagement The value of a conversation Include a clear call to action • What do you want them to do? • Read? Comment? Like?

Engagement The value of a conversation Be open and transparent • Allow both customer complaints and praise • Open your wall for comments and pictures • Share from “posts by others” • Post as yourself?

Engagement The value of a conversation Don’t forget your manners • Treat people how you want to be treated • Please and thank you • Response time

Facebook Mechanics Tools to help you get ‘er done

Facebook Mechanics Tools to help you get ‘er done Scheduling in Facebook Maximizing Events Building Custom Apps Facebook Ads Facebook Insights What’s New

Facebook Mechanics Tools to help you get ‘er done Scheduling in Facebook • Use images whenever possible • Tags are preserved • Don’t schedule too far in advance • Manage in “activity log”

Facebook Mechanics Tools to help you get ‘er done Maximizing Events • Fill out info completely • Upload event cover image (new feature) • Invite your personal friends! • Make regular updates

Facebook Mechanics Tools to help you get ‘er done Building custom Apps • ShortStack • Instagram App (Stati.gram) • Apps within Facebook • Customize the thumbnail and text below

Facebook Mechanics Tools to help you get ‘er done Facebook Ads • Promoted posts • Promote the page • Targeted Ads

Facebook Mechanics Tools to help you get ‘er done Facebook Insights • Check often • Demographics • Like sources • Analyze post stats • Engagement rate

Facebook Mechanics Tools to help you get ‘er done What’s New • Who Posted (Feb 20, 2014) !

Keep in touch! Wahine Media web: wahinemedia.com blog: wahinemedia.com/wahineblog facebook: facebook.com/wahinemedia twitter: @wahinemedia phone: 808 744-9269 ! ! ! ! Gwen Woltz @gjwahine ! ! Download this slideshow: http://slideshare.net/wahinemedia