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Facebook Fundamentals for Business

The document outlines Facebook fundamentals for businesses, emphasizing the importance of building an audience and engaging with customers. It covers essential steps for setting up a Facebook page, creating visually appealing content, and utilizing best practices for higher engagement. The guide also introduces advanced opportunities like custom applications and insights to monitor audience interactions.

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FACEBOOK FUNDAMENTALS FOR BUSINESS CARI SULTANIK DIRECTOR, INTERACTIVE ACCOUNT MANAGEMENT FULCRUMTECH, LLC HTTP://WWW.FULCRUMTECH.NET COPYRIGHT © 2012 FULCRUMTECH, LLC. ALL RIGHTS RESERVED.
WHAT WE’LL COVER TODAY §  Part 1: Just a little of the “why” §  Part 2: Getting started §  Part 3: Building your audience §  Part 4: Best practices §  Part 5: When you’re ready for more— advanced opportunities
PART 1 WHY FACEBOOK?
FOR STARTERS…
BUT SERIOUSLY… §  The numbers §  Over 900M active users §  425MM access via mobile §  57% female / 43% male §  Average time per visit of about 20 minutes §  People are well trained to actively share on Facebook §  82% of users who click on a news feed post shared by a friend who interacted with a Facebook application continue to participate on their own §  People expect to be able to find businesses and interact §  When fans get a response to their posts on a brand page, 80% complete a purchase §  28% purchase when brands proactively reach out Sources: Mari Smith and Wildfire
PART 2 GETTING STARTED
BEFORE YOU START §  First things first: Do you have a website? §  Don’t rest the entire digital presence of your business on real estate you don’t own §  Have a goal in mind §  Fans are nice, but what do you ultimately want them to do? §  Think about who you are and what makes you different §  Don’t be afraid to have a personality §  People do business with people, not websites or Facebook pages §  Be sure you’re ready §  Commit to spending at least a few minutes a day on your Facebook page §  Assumption: You already have a personal Facebook account (if not, set that up first)
BUILD YOUR PAGE §  Go to a page you are not an admin for and click “Create a Page” button
CHOOSE YOUR BUSINESS TYPE
CHOOSE CATEGORY Additional information required for a local business or place (other types do not require this)
CHOOSE CATEGORY Additional information required for a local business or place (other types do not require this)
CHOOSE A PROFILE PICTURE §  Don’t skimp on this step §  Your profile photo will show every time you post (along with your page name) §  180x180 pixels §  Good representation of your brand §  Ideas: §  Storefront §  Logo §  Headshot of you (if you are a consultant, for example)
PROFILE PICTURE EXAMPLES
ABOUT §  Be descriptive and creative §  Include a link to your website and other social properties
CHOOSE YOUR FACEBOOK WEB ADDRESS Choose carefully §  Difficult (not impossible) to change §  Make it easy to remember and type §  Closely related to page name
FACEBOOK MINI-TRAINING 1.  Like your page 2.  Invite your friends 3.  Invite your email contacts 4.  Share something
YOUR FOUNDATION IS NOW BUILT
YOUR FOUNDATION IS NOW BUILT
ADD A COVER PHOTO
COVER PHOTO: FIRST, THE SPECS AND RULES The rules: §  851x315 pixels §  Price or purchase information, such as "40% off" or "Download it at our website" §  Contact information, such as web address, email, mailing address, or other information intended for your Page's About section §  References to user interface elements, such as Like or Share, or any other Facebook site features §  Calls to action, such as "Get it now" or "Tell your friends"
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO ADVICE §  Follow the rules, but be creative. §  When you upload a new cover image, it is noted in your timeline and in your fans’ newsfeeds. §  You can include promotional copy, links, and calls to action in the descriptions for the photo. §  Change it as frequently as you can—it’s a great way to drive engagement if you’re being creative. §  If you use Photoshop, you can find various templates for cover photo and profile image design. §  I like this one: http://www.hongkiat.com/blog/creative- facebook-timeline-covers/#fb_timeline_template
COVER PHOTO ADVICE
COVER PHOTO COMPLETE
NEW COVER IMAGES SHOW UP ON YOUR TIMELINE
FINISHING DETAILS §  Add hours, if relevant §  Check your About page and add detail (edit button shows up when you hover over About or Basic info) §  Add start date §  Start type (born, founded, opened, etc.) §  Add description (helps you with search) §  Add contact info (e.g., email address) §  Tons more detail options—take advantage of them!
PART 3 BUILDING YOUR AUDIENCE
START WITH FRIENDS
START WITH FRIENDS Facebook makes it easy to decide which friends to invite. §  Recent interactions §  All friends §  Location-based §  Groups §  Lists Don’t be shy!
SHARE YOUR PAGE ON YOUR TIMELINE
INVITE EMAIL CONTACTS
INVITE EMAIL CONTACTS
OTHER FACEBOOK OPPORTUNITIES §  Use Facebook as page to comment on other pages §  Be sure to switch back to your own account when you’re finished
OTHER FACEBOOK OPPORTUNITIES §  Integrate Facebook Like box on your site §  Visitors can see which friends already like your page §  If you choose, they can also see recent posts §  Facebook will generate code for you §  http://developers.facebook.com/ docs/reference/plugins/like/
KICKIN’ IT OLD SCHOOL §  Point-of-sale display §  Package inserts §  Direct mail §  Word of mouth §  Business cards §  Use your imagination!
FACEBOOK ADS §  Wait until you have established a fan base and content before advertising §  Facebook will guide you §  Many webinars and articles
PART 4 BEST PRACTICES
CONTENT, CONTENT, AND MORE CONTENT §  Plan ahead for content to post on your Facebook page §  Test different days of the week and times of day §  Test frequency §  Be personal and human §  Share personal interests §  Include success stories §  Think about what would make you Like or Comment
ENGAGEMENT TIPS §  Use lots of photographs §  They take up more room on people’s timelines. §  Photographs get more engagement than any other type of post (including video). §  You can use original photography or buy stock photography. §  Post articles your fans will care about (with links) §  Add a comment about why you’re posting it (“Great article,” “How do you feel about this?”) §  Don’t be afraid to go off-topic (e.g., random question of the day, fill-in-the-blanks, polls) §  People want to talk to people §  Build relationships §  Show personality
MORE ENGAGEMENT TIPS §  A post that specifically asks fans to Like or Comment will get more engagement than one that doesn’t. §  A study by Buddy Media showed that posts with 80 or fewer characters get 27% higher engagement. §  Respond to people who engage with you!
MILESTONES §  Milestones help tell the story of your business §  Prominent in timeline §  Lend credibility
HIGHLIGHTING POSTS Highlight a post §  Stretches across timeline instead of showing in one column §  Draws attention to important updates
PINNING POSTS Pin to top §  Stays at top of timeline for 7 days or until a new post is pinned §  Can pin a call to action for your site or applications (more on this later) §  Try pinning strong images that draw attention to what you most want fans to know about you (404x404 pixels)
PART 5 ADVANCED OPPORTUNITIES
CUSTOM APPLICATIONS §  Formerly known as “tabs” §  Can create up to 12 §  Photos always in first spot §  Put most important apps in next three spots §  Design custom app thumbnails (111 x 74 pixels)
EXAMPLES OF CUSTOM APPLICATIONS
WHAT CAN YOU DO WITH APPS? §  Email sign-up §  Fan-only promotions (must Like page to see content) §  YouTube channel integration §  Twitter integration §  RSS widget (feed from your blog) §  Photo shows §  Contests §  Sweepstakes §  Fundraising §  Map and location §  Coupons
FREE AND LOW-COST APP TOOLS
ADMIN PANEL OPTIONS
NOTIFICATIONS §  New comments and likes will appear here §  Check frequently and interact with your fans
MESSAGES §  Messages are turned on by default §  Be sure you can check and answer daily (if not, turn them off) §  New messages will appear here
INSIGHTS §  Not available until you have 30 fans §  Snapshot will show you activity at a high level §  Click “See All” for detailed insights §  Determine how engaging your posts are so you can focus on best content for your audience
INSIGHTS
INSIGHTS
INSIGHTS
CONTACT INFO Cari Sultanik, Director, Interactive Account Management Email: csultanik@fulcrumtech.net Phone: 215-348-9887 Twitter: @CariSultanik Facebook: Facebook.com/FulcrumTech LinkedIn: FulcrumTech | Cari Sultanik Special Offer: http://www.fulcrumtech.net/email-roi Promo code: somebizlife12 (sign up by 6/20/12 for a 90-day free trial)