SlideShare a Scribd company logo
1 of 51


This webinar will be available afterwards at
marketing.wtwhmedia.com & email



Q&A at the end of the presentation



Hashtag for this webinar: #SMWebinar

2
Lance Brown

@WTWH_SocialGuru

Heather Centorbi
@WTWH_SocialXprt

Stacy Combest

@WTWH_SCombest

3


Design & set up



EdgeRank






Posting best practices




Facebook advertising tips

“New” Facebook
Insights

Role of Tabs
Tips to grow your
page
4
Renewable Energy

Engineering

27
million

3
million

3.1 620
million
thousand
Solar Energy

4.4 920
million
thousand

Wind Power

1.2 280
million
thousand
5


Potential customers look online



Customers want to be heard

6
What is your goal
in creating a business
Facebook page?

7


Improve SEO



Engage community



Strengthen relationships

8


Relationships are seen by all



ROI-related metrics

9




Keep your posts organized
Help from repeating
content

10


Evergreen content

Just-in-time/
Trending content




Top priority



Repurpose content
11


Logo
◦ Rarely change



Cover image
◦ Be creative!

12






Page name
Category = Better
results

About section
◦ Keep it short
◦ Add website first

13


Custom URL

◦ Like the name
hard to change



Basic info

◦ Company overview
◦ Awards, Products..



Contact info
14


What is it?
◦ Search that filters people &
businesses based on phrases or
combination of keywords



How to use it:
◦ Identify and learn about fans,
potential business partners and competitors

15


Build your audience



Increase brand loyalty



Identify the people to

connect with your brand
16


Post settings



Moderation blocklist



Privacy gating



Notifications

17


Manager



Content Creator



Moderator



Advertiser



Insights Analyst

18


Feature other businesses and profiles



Interact with other pages
◦ Comment
◦ Like
◦ Share

19
20


What is EdgeRank?



Based on:
◦ Affinity Score
◦ Edge Weight
◦ Time Decay

21




Still uses EdgeRank
algorithm
Popular page posts
have a higher chance
of being shown even if
they are a few hours
old

22


Photos & videos vs. text & links
◦ Stock photos
◦ Memes
◦ Infographics

23





EdgeRankChecker
Infogr.am
Memegenerator.net
YouTube

24
25


Frequency



Time to post



Scheduling

Thursday and Friday’s
engagement is 18% higher.

26







Targeting
Promoting
Tagging
Using hashtags
Including a call-to-action

27


Use reasonable moderation



Be diverse



Be transparent



Be human

28





Sprout Social
Hubspot
HootSuite
Spredfast





Socialoomph
Seesmic
Buffer

29
30






Increase fans
Site traffic
E-newsletter subscriptions
Promote event/news/app, etc.
Branding

Facebook Ads:
https://www.facebook.com/advertising

31




Say NO to
blues & whites

Say YES to
“pop” colors

32








Simple
Contrast
Faces
Humor
Close-up
Relevant
Our Best Ad to date

33
1.

2.
1.
3.

2.
3.

Credit: http://mashable.com/2013/09/10/facebook-ad-bigger/
34


A/B Test
◦
◦
◦
◦

Test, Test, Test!

Images
Headlines
Copy
Call-to-actions

35


The Cloud Technique
◦ Interests


(don’t forget to include your competitors’ pages)

◦ Geographies
◦ Workplaces
◦ Job Titles

Be Creative & Use Combinations

36


NEW TOOL!
◦ Facebook Conversion Pixels

Step-by-step guide:

www.socialmediaexaminer.com/how-to-track-your-facebook-ad-conversions/
37
38
Overview

Posts

Page
Page Likes

Post Reach

Page Visits

When Fans are
Online

Total Likes

How Many Saw
Posts

Tabs Viewed

Days

Net Likes

Likes,
Comments, &
Shares

Actions on Page

Times

Where Likes
Came From

Hides, Reports,
& Unlikes

People

Post Types

Stats of

Your Fans

People Reached

People Engaged

External
Referrers

All Posts

Age & Gender

Age & Gender

Age & Gender

Geography &
Language

Geography &
Language

Geography &
Language

Total Reach
39
QUESTION

ANSWER (tab)

When is optimal time to post?

“When Your Fans Are Online”

Who is liking my page?

“Your Fans”

Who is engaging with my page?

“People Engaged”

What days are my fans engaging?

“Post Reach”

What are people looking at on my
page?

“Page Visits”

What is my engagement rate?

“Posts” (Drop-down menu)

40


Be creative to answer
the “non-obvious”
Q: What is the
optimal
number of
times to post
per day?

Track your unsubscribe and
unlike rates each day

Measured against what you’re
posting and how often

Find point at which fans begin
unsubscribing

41


Measure traffic back to site using
Google Analytics

42
43










Contests
Videos
Exclusives
E-news
Blog
E-Commerce
Support
Tools
Promotions

44
Pagemodo

Static HTML: iframe Tabs

•Lots of free, easy-to-edit templates

•Completely customizable tabs using html

•Paid option offers more tabs

•Free and offers online support

Woobox

Grosocial

•Free “Like” gate tabs

•Can do most anything tab-related, drag-n-drop
design, templates, gates, etc.

•Sweepstakes app - $29/mo.

•30-day free trial, $19.95/mo.

Lurjure

Shortstack

•Easy Drag-n-drop design with “Like” gates

•“Fan favorite” of #Toolchat group

•7-day free trial, $25/mo.

•Free options, plans start at $15/mo.

45



Website
Content

(Whitepapers, PR, etc.)







Print ads
Email
Signatures
Business cards









Event
Banners
Online ads
E-Blasts
Social Ads
Vehicles
Embedding Posts

Free social media icons:
http://social-icons.com/50-free-social-media-icons-mixed-designs

46




Auto-play videos

Facebook for
business Blog
https://www.facebook.com/business/news

47
If you never did, you should.
These things are fun,
and fun is good.
- Dr. Seuss
48
WTWH Media

WTWH Media

WTWH Media

lbrown@wtwhmedia.com
Phone: 440.234.4531 ext. 108
Twitter: @WTWH_SocialGuru

hcentorbi@wtwhmedia.com
Phone: 440.234.4531 ext. 115
Twitter: @WTWH_SocialXprt

scombest@wtwhmedia.com
Phone: 440.234.4531 ext. 119
Twitter: @WTWH_SCombest

Lance Brown

Heather Centorbi

Stacy Combest

WTWH Media Marketing Blog

http://marketing.wtwhmedia.com

49


This webinar will be available at
marketing.wtwhmedia.com & email



Tweet with hashtag #SMWebinar



Join us for future webinars on various social media topics



Learn more about WTWH Media’s social media services:
email socialmedia@wtwhmedia.com

50
51

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Tips & Tools for Facebook Marketing Success

Editor's Notes

  1. Affinity score: clicking, liking, commenting and sharing certain objectsEdge weight: Photos and videos carry more of a weight than links and statuses – people seem to interact with them more, giving them more of a weightTime decay: just like it says… if you post a story on Monday by Friday it will be less visible as its getting older
  2. Facebook is continually changing, but the EdgeRank algorithm stays the same, just the name has changed
  3. Photo uploads total 300 million per day
  4. Edgerank checker: Connect your facebook and this site will help page admins understand how their page interacts with the news feed Infogr.am: allows you to plug in your data and then creates an infographicMemegenerator.net: choose a photo and then insert your text to create your very own memeYouTube:
  5. Frequency: Post 1-2 times per dayLength: ???Discuss scheduling: super easy to schedule right through fb or even using third-party tools which we’ll discuss later
  6. Target your post by gender, location, job titleYou can also pay to promote a certain post which will increase engagementAlways be sure to @tag a company in a post if necessary – this will notify the company they’ve been mentioned in a post on your page, ultimately giving your page even more attentionFacebook recently implemented the use of hashtags in posts --- FINISH this thoughtBe sure to always include a call to action in your posts – whether it is click the link below, sign up for our newsletter, join our group – people tend to interact more when they are told what to do
  7. When responding to comments do so in moderation. If a conversation gets lengthy or maybe inappropriate, move it to a private message or an email conversationBe diverse in your posts – though its great to post photos and videos to increase your edgerank score, maybe think of turning the title of an article into photo and then posting the link to the article in the text box – this way you’re still using the photo but still able to drive the traffic back to your websiteBe transparent and be human– photos of people tend to do the best – for example, if you’re having a company potluck be sure to post a photo this not only will do extremely well for your edgerank but will also show your fans you’re human
  8. HootSuite: Free and paid pro versions – manage and schedule out posts for LI, TW, FBSprout Social: Paid application – offers a full report and analytics page, connect your FB, TW and G+ account, allows you to schedule and manage postsHubspot: Paid application – monitor, schedule posts, shows clicks on links and best times to post
  9. Point to landing/reveal pages when applicable.
  10. Don’t have to be 100% relevant to ad text - Key is to CONNECT with your audience