Facebook Marketing Workbook - Miranda Miller by Miranda Miller

Small Business Social Media Marketing

Facebook Marketing Workshop How to Use a Facebook Page to Promote Your Small Business December 1st, 2011 â&#x20AC;&#x201C; with Miranda Miller & Gem Webb at

Welcome to Facebook Marketing! This workshop is offered courtesy of the Owen Sound and North Grey Union Public Library and Adult Learning Centers Grey-BruceGeorgian. Our speakers, Miranda Miller and Gem Webb, are experienced online and event marketers. It is our hope that teaching these skills and online business strategies locally will help our small businesses and entrepreneurs compete in a global economy. In Facebook for Small Businesses, we learn how to use this powerful social media tool to promote a company, while protecting the reputation and integrity of the business. After this course, you will know:       

Why your business needs its own Facebook account A number of ways to drive sales and promote new business How to create a Fan page How to plan and create engaging content Metrics that matter and how to gauge success Tips for managing your time online How to use status updates for maximum effect

Please use the space provided to take notes. All articles included in this booklet are copyrighted property of Miranda Miller – they are yours to reference but may not be reproduced. If you have questions after this evening, you can reach us most easily by email: Miranda Miller – miranda@miranda-miller.com Gem Webb – info@geminimarketing.ca Basic Computer Skills lessons are available at the Adult Learning Centre at (519) 376-6623 ext.3.

Table of Contents

“The Why” ......................................................................................... 1 Start a Facebook Fan Page............................................................... 3 Control Permissions & Settings ......................................................... 4 Facebook Page Start-Up Checklist.................................................... 5 Content Creation ............................................................................... 6 Social Sharing & Creative Content .................................................... 7 Using Content & Events to Market Your Page ................................... 8 Content Planning & Scheduling ......................................................... 9 Measuring Success – Metrics That Matter....................................... 10 Questions & Notes .......................................................................... 13 Why Fans Are Unfollowing Your Brand and How to Stop Them ...... 14 Social Media is Serious Business for Leading Companies .............. 17

“The Why” You might have joined us tonight because you’ve heard Facebook is the place for businesses to be. Maybe you’ve been thinking of starting a Facebook page but aren’t quite sure how to go about it, or you could have one going already but feel it could be better put to work for you. Whatever your motivation, creating a plan is an important first step in any marketing campaign. Throughout the presentation, jot down your ideas in each of the following sections. We will stop occasionally to answer questions and make sure you’re on the right track. 1. Why do you think your company should have a Facebook profile?

2. Who do you hope to attract as Fans of your business?

3. How can you tie a Page in with your other advertising campaigns?

4. Is Facebook right for your business? (List challenges)

5. Can you commit to managing it consistently, as long as the Page exists?

Notes:

ÂŠ 2011 Miranda Miller â&#x20AC;&#x201C; miranda@miranda-miller.com Page | 2

Start a Facebook Fan Page

You can start a business page from the Facebook homepage.

Fill in the requested information and complete the captcha.

Use the Settings to control what types of content fans can post on your wall. Be very careful deciding to allow others to post photos and videos to your wall. Even if you get mobile alerts to new content on your phone, other fans may instantly see something potentially embarrassing for you if one of your fans acts inappropriately. Depending on your industry, people may be understandingâ&#x20AC;Ś or not. Notes:

ÂŠ 2011 Miranda Miller â&#x20AC;&#x201C; miranda@miranda-miller.com Page | 3

Control Permissions & Settings

Edit Page, in the top right of every Facebook Page, takes you to the control panel where you can:        

Unpublish the page Manage permissions Add or remove administrators Choose to limit the Page to certain geographical areas Set the default Landing Tab Create a moderation blocklist Delete the entire Page (don’t do that) Access and change your Basic Information: location, topic, page category, username, etc.  Add or change Featured Likes or Featured Admins  Link your page to Twitter  Much, much more – go exploring! Notes:

Facebook Page Start-Up Checklist

            

Keep page unpublished until ready to launch Designate administrators (at least 2) Set email notifications to an account that goes to your phone Upload profile picture Set custom Page URL (username) Set permissions to your liking Designate a default landing tab Fill in all address and contact information Explore the “Apps” tab in Edit Profile to learn how these work Go to Mobile tab in Edit Profile and record your mobile upload address Fill in your About section Review the Page carefully before publishing Publish and invite friends to join

Notes:

Content Creation Who are you and what do you want Fans to know about your company?

Who are you trying to reach and what do they want to know? Sounds similar, but it’s very different.

What can you devote to content creation by way of resources, ie.: time, equipment, staff?

What do you already have to help you get started?

Social Sharing & Creative Content

 You don’t have to create everything yourself  If you aren’t sharing and interacting, you’re missing the point

Notes:

Using Content & Events to Market Your Page REMEMBER: Facebook marketing is primarily about marketing your Page, not your product. Once a Fan Likes your Page, you can connect with them on a regular basis with product sales, information, and announcements. If you can’t get or keep them on the Page because you’re too busy pushing product down their throats… Events, offers, and engaging content are great ways to get people on your Page. Which of the online events we discussed could you use to promote your Facebook Page?

Which types of media (photos, videos, text) are you comfortable creating, or could have done in-house?

Which of the 11 types of content discussed could work for you in your business?

Content Planning & Scheduling

 Create a schedule  Have a Goals List  Tell people what action you would like them to take

Notes:

Measuring Success – Metrics That Matter Facebook’s analytics program is called Insights. On December 15th, it is switching over to a new format. This is what we’ll be looking at since it will be the standard from this point forward.

The New Insights allow you to see metrics such as:     

Total Likes Friends of Fans (important with Ticker and social sharing) People Talking About This Weekly Total Reach Reach, Engaged Users, Talking About This, and Virality for each post  Demographics of each of the above categories of users Notes:

Reach Notes:

Engaged Users Notes:

ÂŠ 2011 Miranda Miller â&#x20AC;&#x201C; miranda@miranda-miller.com Page | 11

Talking About This Notes:

Demographics Notes:

ÂŠ 2011 Miranda Miller â&#x20AC;&#x201C; miranda@miranda-miller.com Page | 12

Questions & Notes

ÂŠ 2011 Miranda Miller â&#x20AC;&#x201C; miranda@miranda-miller.com Page | 13

Why Fans Are Unfollowing Your Brand and How to Stop Them By Miranda Miller *This article is published at and is copyright of SearchEngineWatch.com A few different studies released this week offer important insights into Facebook user behavior; specifically, why do people unlike business pages and how can we, as marketers, better communicate the company’s brand message? DDB Paris and OpinionWay partnered to research the reasons why Facebook fans stop following a page, while KN Dimestore and SocialVibe studied the effects of incentivized advertising on brand perception and purchasing behavior. So why are fans unfollowing, and how can companies turn it around?

1. There’s No Spark Any More The top reason users Unlike a page on Facebook is, “The brand was no longer of interest to me.” Ouch. Maybe they went through their list of Likes to pare it down one day and you didn’t make the cut. Or, they saw a post of yours one day and it just struck them that you have nothing to offer anymore. So how do you grab their attention? KN Dimestore/SocialVibe found that more than 90 percent of people pay attention to the brand message when interacting with incentivized engagements. Simply put, what’s in it for me? You don’t have to give away the farm, nor should every message be a contest or giveaway. There should be an expectation in users, though, that incentives are a regular part of your message and they should stay tuned to see what’s next.

2. You’re Kind of Boring The number two reason for fans to stop following, with 46 percent of respondents citing this as the reason, was that the information shared by the brand wasn’t interesting. “Engagement in Facebook brands’ walls is down 22%,” said Syncapse CEO Michael Scissons. “But declining engagement has less to do with brand fatigue in general than with marketers doing a bad job and shoving boring [content] at consumers.” Do you understand the types of content your users like to share? The implementation ofFacebook’s Share button should help marketers determine, beyond what was previously available in analytics, what it is that triggers a fan to hit the Share button. For more on creating shareable content, see Guillaume Bouchard’s "Social Content Seeding for SEO." 3. Fans Feel You’re Spamming Them Thirty-six percent of DBB/OpinionWay respondents Unliked a brand because they felt that they heard from them too often. This is a tricky, as users from different countries have very different preferences when it comes to message frequency. Users in France, Germany, and the U.K. want to hear from you far less often than those in Turkey, where 45 percent of fans say they want more. DDB’s planning director, Sebastian Genty, weighs in on staying real and avoiding annoying consumers. “Brands got blinded by the technology, forgetting about the basics of relationships in the way they interacted with consumers. They need to learn to behave like any human being, with respect and transparency. Rhythm is key, as in any new relationship,” Genty said. Regardless of where fans are from, the actual message you’re sending out is more important than how often you’re posting. Be consistent. If a post doesn’t add offer something of value to your audience, why are you posting it? To fill space and keep you in the feed and make your page look active until you have something good to share? That’s just not good enough anymore. Yes, EdgeRank is important, but you have to find a balance between posting to rank and posting to engage readers. 4. Your Fans Weren’t True Fans to Start With Remember when you launched the page and were possibly under a lot of pressure, maybe from the company, to really get it going and win over a bunch of fans? We know that fans like incentives; the KN Dimestore/SocialVibe study © 2011 Miranda Miller – miranda@miranda-miller.com Page | 15

affirms this, noting that 48 percent of people report that while they may initially opt-in to a brand engagement for the incentive, they end up staying and paying attention to the brand message. Sarah Hofstetter, senior VP-emerging media and brand strategy at 360i, raises an interesting point, though. To gain fans, many brands “went for the lowest common denominator, which was free stuff. And so consumers began expecting the freebies. It became a self-fulfilling prophecy.” What’s the magic solution? There isn’t one; it’s necessary to pay attention, monitor, analyze, and adapt to each of the above factors. Who are your fans? How did they find you and what is it going to take to keep them there… and at what cost? Interesting content once every month or two keeps very few engaged; timeliness, content quality, user expectations, cultural differences, and incentives all matter. The secret is in finding the formula that works for your brand and staying flexible enough to adapt as it inevitably evolves.

Social Media is Serious Business for Leading Companies By Miranda Miller *This article is published at and is copyright of SearchEngineWatch.com Just a few years ago, social media was something the kids were doing; a trend or fad that wasn’t going to last long. As social media networks have come and gone, a few have risen to the top and are now often incorporated into the advertising, PR, and customer service departments in leading companies, according to a new report. Campaigns to Capabilities: Social Media and Marketing 2011, from Booz & Company and Buddy Media, shows that Facebook, Twitter and YouTube are now considered cornerstones of most social media strategies in larger companies. Ninety-four percent of respondents said Facebook is one of their top three social media platform priorities. Twitter was second with 77 percent, and YouTube trailed with 42 percent, though this is sure to rise as online and mobile video continues to grow in popularity and importance. Leading Companies Use Social Media for a Variety of Reasons Not surprisingly, social media is most often used for advertising and promotions, PR, and customer service. Companies are also using social now for market research, sales/commerce, product development, internal communications, and more. As it has been integrated into different departments, more CEOs are recognizing its value over the long term; nearly 40 percent reported that social media is a CEO-level agenda item. Respondents identified a number of “critical success factors” within the company that drive the success of social media campaigns. The ability to react and adapt quickly, having a clear champion/owner, and clearly communicated support from executive management were listed as top elements in social media success. How Companies Measure Social Media Success Of the benefits of social media, brand building, interactivity and buzz building were listed as the areas it made the most difference. However, respondents also noted that social media can offer consumer insights, offers a broad reach, and almost half offered sales and lead generation as a benefit. Over 90 percent of companies measure engagement and participation to help gauge the success of their campaigns. Other popular metrics include reach, advocacy, and buzz. Only 38 percent of companies are able to tie leads and sales to their social media campaigns.

Social Media Continues to Gain Importance for Large Brands

Looking forward, companies plan to continue incorporating social media into the marketing mix, though they donâ&#x20AC;&#x2122;t believe it will overtake or replace traditional methods. Ninety percent of respondents agree or strongly agree that social metrics should be tailored to the needs of the campaign. Almost two-thirds said their organization will integrate social media into all advertising and marketing. Only 65 percent of companies have a social media policy in place; 29 percent plan to build one soon or are already in the process, while 7 percent do not have nor plan on building one. Over half of companies have the capability to monitor and respond rapidly to activities in the social media landscape, and slightly fewer have KPIs and dashboards in place. Only 15 percent have revenue-generating platforms built from social media in place, though an additional 44 percent are either currently working on one or plan to in the near future. Most Companies Are Willing to Invest in Social Media Strategy

ÂŠ 2011 Miranda Miller â&#x20AC;&#x201C; miranda@miranda-miller.com Page | 18

96 percent of leading companies plan on increasing their spend in social media. 57 percent plan to hire full-time employees, and only 14 percent are looking to freelancers, contractors, or pert-timers. Clearly, respondents felt social media was best handled inhouse. The majority are looking for Community Managers, though creative talent, analysts, and developers are also desired. EMarketer expects social network ad revenues to hit just over $5.5 billion this year, with $2.74 billion of that coming from the U.S. market. Social media ad revenue is poised to rise substantially, predicted to reach almost $10 billion by 2013. Where will the budget come from? Companies expect that social media spend will become a significantly larger portion of digital marketing spend, with 79 percent reporting this portion of the budget as that most likely to fund social media activities. Far fewer plan to pull from television, magazine, outdoors, newspaper and radio budgets.

ÂŠ 2011 Miranda Miller â&#x20AC;&#x201C; miranda@miranda-miller.com Page | 19