This document provides information about using Facebook for business purposes. It discusses how to set up a Facebook page for a business, build an audience and engage with customers, create content for the page, use Facebook for customer service, and advertise on Facebook. Tips are provided for running competitions on Facebook and managing a Facebook presence over time. Both opportunities and challenges of using Facebook marketing are covered.

2. Facebook for business

3. Housekeeping

4. www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides

5. We help these businesses with their social media +
Facebook marketing:
Old Bus Depot Markets
International Student Ambassadors
National Parks NSW
Lantern Apartments Thredbo
Sportsmans Warehouse
Deeks
Michael Milton
Canberra BusinessPoint
Canberra Business Council
(and more…)

7. Where does SOCIAL
fit in your online
marketing?

8. Online
marketing
Strategy
Website
Exposure /
Listings
Links /
connections
Search
Engines
SEO/SEM
Conversion
/ Sales
Direct
marketing
Social
Media

11. 7 hrs & 30
mins each
week
‘invested’
Source: Nielsen Nov 2011

12. Who are we doing ‘it’ with? (avg. friends)
227

13. Businesses with Social media presence

16. Facebook
Usage in
Australia

19. Get started in
Facebook for
business

20. Timeline
Cover page
Profile photo
Publisher / composer
Posts
Apps
About us
Help (www.facebook.com/help)
Anatomy of a facebook page >

23. Resources

24. People - Who
Budget - $$
Time – How much time
can you afford to spend
Resources – the how much question…

25. Question:
Where can you
spend $$ in
Facebook?

26. Facebook ads / Promoted posts
Account setup / customisation
Custom Pages / Third Party app costs
Planning and strategy
Training
Community Management
Developing content – photo / video
Website integration
Competitions
Reporting tools and analysis
Where to spend $$ in Facebook

27. Building your
Audience /
Fan Base

28. It’s still all about
people

29. GET YOUR
CUSTOMERS
INVOLVED
GET
YOURSELF
INVOLVED

30. 1. Look for influential individuals who will help
get the word out.
2. Personally invite members via email
3. Promote in offline channels (Print / onsite)
4. Promote in online channels (web / email)
5. Build relationships with other businesses
through follows, likes, shares, cross
promotions
Audience Building 101

32. Creating
Content +
Engagement

33. Photos
Videos
Questions
Quick Answers
Insights
Attention + to feel special
Light entertainment
Seeing other people
Finding out more about you
Facebook fans love >

34. Updates
and links
Photos
Events
People
Offers and
specials
Incentives &
Competitions
Customer
Feedback
The social media content pie

35. Conversational
/ Content
Calendar

40. Facebook for
customer service

41. Business vs
Personal
Profiles

44. Will I get flooded with
comments on my
facebook?
Will the complainers
find a new outlet?

47. Type of issue Response
Straight Problems –issue with your
product or service and person has laid out
exactly what went wrong.
Respond directly and quickly
Constructive Criticism - when the
comment comes with a suggestion
attached.
Respond and take on board
Merited Attack –Essentially, you or your
company did something wrong, and
someone is angry.
Respond , follow up, move offline if
necessary
Trolling/Spam –no valid reason for being
angry at you
Ignore, block, ban
Negative response options
Adapted from http://mashable.com/2010/02/21/deal-with-negative-feedback/

48. Things to avoid

49. 1. Selling in every post
2. Negativity
3. Slow responses
4. Asking questions without replying
5. Over posting
6. Talking about yourself
7. Not setting a time budget
8. Fake answers
Things to avoid

50. Competitions
and incentives

51. 1. Make it easy to enter
2. Be clear about terms and conditions
3. Provide a valuable prize
4. Make it achievable to win
5. Promote the comp off facebook
6. Use a third party app
7. Don’t run a ‘like’ competition
8. Track the results
Competition tips

52. Wildfire app
http://www.wildfireapp.com/

54. Facebook
Advertising

56. 1.Facebook ads
2.Promoted Posts
3.Sponsored Stories
4.Facebook Offers
Advertising Platforms

57. www.facebook.com/ads/manage

58. Managing &
Evaluating

59. Facebook
insights –
your
#1 tool

60. www.analytics.google.com

62.  Constantly changing the setup
 Not always stable
 Search is terrible
 Can be a maze and help file isn’t that helpful
 Privacy is not a default
 Ads manager can be confusing
 A time eater…!
What sucks about facebook

63. Have fun and
create a good
habit

64. 1. Commitment
2. Engagment
3. Light Analysis
Facebook 3 keys to success

65. Facebooks’
‘Facebook marketing’
Facebook page
http://www.facebook.com/marketinganz