Facebook Marketing: Using Social Media to Promote Your Local Business
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Your Business Name Here
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Facebook Marketing Using Social Media to Promote Your Local Business
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Unit 1: Introduction to Facebook Business Pages
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Miranda Miller for Lake Huron Learning
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Your Business Name Here
Course Agenda 1. Introduction to Facebook Business Pages • Why use Facebook for marketing? • Who can you reach on Facebook? • Is Facebook right for your business? • The New Facebook and how it works • Brand Pages – overview and features • Play Time! Make your Page.
2. Content Creation & Posting 3. Campaign Planning & Management 4. Paid Advertising, FCommerce & the New Analytics
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© 2012, Miranda Miller
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Your Business Name Here
We have radio, print, signage, email marketing, and more… why Facebook?
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Facebook… It’s kind of a big deal.
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© 2012, Miranda Miller
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Source: Brightedge.com 2012 Search Marketers Survey
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© 2012, Miranda Miller
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© 2012, Miranda Miller
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Your Business Name Here
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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© 2012, Miranda Miller
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Why Are YOU Here?
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• In a perfect world, what will you get out of this series of workshops? • What inspired you to learn about this? • Are you already using Facebook at all?
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© 2012, Miranda Miller
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So Why Use Facebook for Marketing? • Brand building & awareness • Reputation monitoring and management • Customer service • Recruiting • Lead generation • Become an authority in your industry • If your competitors are there and you’re not…
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Who’s Here?
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Source: SocialBakers.com
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© 2012, Miranda Miller
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Okay… But Who’s HERE? • 31,020 people 18+ within
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80km of Kincardine • 57,560 people 18+ within 80km of Owen Sound
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• 6.1 million people 18+ in Ontario
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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How Often?
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Why Do They Like Business Pages?
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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And Here’s What They Are Not Doing…
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But That’s Not What the Other Study Said…
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Universal Truths in Online Marketing
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• You’re going to read a lot of conflicting data, “fact,” and opinion.
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• There is no magic formula.
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• The only way to discover what works for your business is to try, test, tweak, rinse and repeat.
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© 2012, Miranda Miller
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Worst Reasons Ever to Use Facebook for Marketing
Everyone else is doing it.
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© 2012, Miranda Miller
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Worst Reasons Ever to Use Facebook for Marketing
My daughter/friend/ whoever said I should.
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Worst Reasons Ever to Use Facebook for Marketing
It’s going to make me rich… RICH I say!
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© 2012, Miranda Miller
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Worst Reasons Ever to Use Facebook for Marketing
I heard it’s really easy and you can’t go wrong with free.
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© 2012, Miranda Miller
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Remember:
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As a businessperson, your time is money.
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Everything you do is a reflection of your business.
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© 2012, Miranda Miller
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Facebook is not just a social network to you. It is an advertising platform.
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So is Facebook Right for Your Business?
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• Risk vs. Reward • Budget – your time is also money • What do you expect fans to do?
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Let’s Get to Know the New Facebook
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© 2012, Miranda Miller
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Three Important Elements
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• Timeline
• Open Graph and Apps • News Ticker
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Timeline for Brands
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Timeline for Brands
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Open Graph and Apps
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Image Source: developers.facebook.com
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© 2012, Miranda Miller
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Open Graph and Apps
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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News Ticker
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© 2012, Miranda Miller
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EdgeRank
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© 2012, Miranda Miller
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New Brand Pages
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Timeline for Business Pages
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It’s looks a lot like your Timeline, but has some cool features… © 2012, Miranda Miller
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New Admin Panel Messages
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Notifications
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Tips New Likes
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Link to Insights
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© 2012, Miranda Miller
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More on what all of that means in another session…
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Profile Picture
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At least 180 pixels wide, no tiny writing, and SQUARE… © 2012, Miranda Miller
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Profile Picture Pro Tip
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Don’t do this (spellcheck, anyone?)…
Or this…
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Profile Picture Pro Tip
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And definitely don’t do this. Page name? Fashion Designer. Apparently the only one on the planet. What’s even going on here? Confusion!
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Local Brand Pages Unclickable banner (not cool, but it’s a feature)
Four highlighted apps
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© 2012, Miranda Miller
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Local Page Minus Cover Photo
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No Cover Photo
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Brand Pages Business Info
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Hours of operation & business information
People Liking, Talking About and Checking In
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Company Info - About
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© 2012, Miranda Miller
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Company Info - About
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Makes sense, but does it tell me why to Like the Page and make me want to follow?
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© 2012, Miranda Miller
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Pro Tip for “About” Page Optimization
Page Description is a Call to Action (This is what people see when a user shares your Page. Make them want to follow!)
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Pinned Posts
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Feature your best content by pinning
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Pinned Posts
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Pro Tip for Pinned Posts
Feature Interactive Content (Don’t set it and forget it. Change it up.)
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Cover Photos: The Rules Thou Shalt Not:
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• Display price or purchase info • Show contact information meant for the About section, ie: email, phone.
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• Ask for Shares or Likes • Give a call to action, ie.: “Tell your friends,” or “Get it now.”
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© 2012, Miranda Miller
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Cover Photo Tips • Consider how the photo looks displayed on a computer screen, tablet, and mobile phone. Check your page out on each, if possible. • Ask fans what they think of your cover photo… and actually listen! Your own perception is understandably biased.
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© 2012, Miranda Miller
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“Covers must not be false, deceptive or misleading, and must not infringe on third parties' intellectual property. You may not encourage or incentivize people to upload your cover image to their personal timelines.”
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Cover Photos – Doing It Right
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Hello, Gorgeous. © 2012, Miranda Miller
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Well, that one was easy. But my business isn’t as exciting as tourism.
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© 2012, Miranda Miller
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Local Furniture Store
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I want you to see what we offer.
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Local Insurance Brokerage
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I want you to see what we’re all about.
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© 2012, Miranda Miller
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Local Specialty Retailer
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I want you to recognize my store when you drive by.
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© 2012, Miranda Miller
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Local Home Improvement Store
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I want you to know the team behind the brand.
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Pro Tip for Cover Photos
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Watch the Big Guns They have the budget and personnel you can’t afford; they know what they’re doing.
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© 2012, Miranda Miller
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Starbucks
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Check out how fun we are!
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The Home Depot
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We know what you need right now and we have it.
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Royal Bank of Canada
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We have history, you and I.
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© 2012, Miranda Miller
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Sun Life Financial Canada
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We can make your life better.
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© 2012, Miranda Miller
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Columbia Sportswear
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We’ll make you cooler, you hipster you.
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Pro Tip for Facebook Pages
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Solve my Problem You need to show me in 3 seconds or less why I should follow you and what you can do for me.
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© 2012, Miranda Miller
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What Do You Want to Tell Me?
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What is the first thing you want Facebook fans to know and can you convey that message in imagery?
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© 2012, Miranda Miller
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Next Week: 1. Introduction to Facebook Business Pages 2. Content Creation & Posting • You already have more content that you realize • Working with different file formats • Creating content people actually like • Surefire ways to lose fans • When and How to post • Your social media editorial calendar 3. Campaign Planning & Management 4. Paid Advertising, FCommerce & the New Analytics
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© 2012, Miranda Miller
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© 2012, Miranda Miller
Facebook Marketing: Using Social Media to Promote Your Local Business
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Š 2012, Miranda Miller
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Š 2012, Miranda Miller