Presentation given during a seminar hosted by the Texas Midwest Community Network and the Texas Forts Trail Region on June 4-5, 2014.

1. Using
Your Organization
To Promote
Facebook
June 4-5, 2014

3. Get these slides here::
http://sarahtpage.com/MidwestForts/

4. Get these slides here::
http://sarahtpage.com/MidwestForts/

5. Agenda
Social media review
Social media strategy
Facebook 101
Live Demos & Set Up
Social / website integration
Facebook 201
Q&A

6. Social Media Review

7. Photo: erinjpattison
Social media is
FREE!

8. Benefits of Social Media
• It’s FREE!
• Builds deeper relationships
• Increases brand awareness
• Broadens your network
• Helps SEO
• Increases website traffic
• Generates leads and sales
• Can help reach journalists/media
• Empowers fans to be viral ambassadors for
your brand
Source: Social Media for Tourism Pros

9. Social Media Strategy
Photo: davidkjelkerud

10. First, Some Questions
1. Can you describe your business/organization?
2. What are your goals?
a. Generate sales
b. Brand enthusiasm
c. Loyalty
3. What is your relationship with your audience?
a. Awareness
b. Interest
c. Action
d. Advocacy
Source: Jay Baer
(http://convinceandconvert.com)

11. More Questions
4. How does your audience use social media?
5. Who will be your community managers?
6. What social media platforms will you use?
(Hint: Where is your audience?)
7. How will you be human (what is your
“voice”)?
8. How will you know when/if you’re
successful?
Source: Jay Baer
(http://convinceandconvert.com)

12. Do You Need a Social Media Policy?
• Maybe. Just keep these basics in mind:
– Be polite
– Be honest
– Be open
– Be inclusive
– Be forthright
– Be legal
– Be helpful
– Don’t try to control the conversation
– Accept, respond, and be gracious to negative feedback
Source: The Potluck Guide To Social Media Strategy

13. Social Media Don’ts
• Don’t be something you’re
not
• Don’t experiment with the
company logo
• Don’t think you have to be
on every social media
channel
• Don’t tell, show
• Don’t feed Facebook to
Twitter (or vice versa)
• Be authentic
• Try new things with
personal accounts first
• Start slow and be selective
• Use images whenever
possible
• Know your audience and
post accordingly

14. Remember:
Social media
is not
an island.
Photo: lisbokt

15. Facebook 101

16. What Is Facebook?
• Social networking service that allows users to
connect to friends and businesses
• Share content, links, photos, and videos
• Comment on others’ activity
• Remember: Personal profiles are for people,
not businesses. Develop a fan page instead.

17. Facebook Stats
• Over 1.2 billion active users
• Average user is connected to 40 pages
• Smartphone mobile users check Facebook an
average of 13.8 times a day
• 751 million users access Facebook from a
mobile device
Source: IDC; expandedramblings.com

18. Facebook Stats
• Average number of connections between local
business pages and users is 2 billion
• Average number of weekly local business page
views is 645 million
• Average number of weekly comments on local
business pages is 13 million
Source: IDC; expandedramblings.com

19. Facebook Benefits to Biz
• Low cost
• Engage with fans of your business page
• Fans receive your updates and can upload
comments, photos, and video
• When fans engage you on your page, their
activity shows up in the News Feeds of their
friends
– This can prompt others to check out your page and
your business!

20. Facebook Benefits to Biz
• Can incorporate content from other social media
platforms
– Ex: blog posts, updates from Twitter, photos from
Instagram, videos from YouTube, location-based apps
(Foursquare), etc.
• Targeted advertising opportunities (cheap too!)

21. Is Facebook
Right for
You?
• 67% of Internet users
are on Facebook
• 72% of women use
Facebook vs 62% of
men
• Ages 18-29 = 86%
• Ages 30-49 = 73%
• Ages 50-64 = 57%
• Ages 65+ = 35%
Source: Pew Research Center;
mediabistro.com

22. Cover
Photo
Profile
Photo
Like Button

23. Bio

24. Contact Info

25. Apps
Apps
Old Way
New Way

26. Composer
Pinned
Post
Page Features

27. Highlighted
Post
Page Features

28. Admin Panel (Old Way)
Messages
Post
Performance
Insights

29. Admin Panel (New Way)

30. Manage Page
Settings
Grow Your
Fanbase
Find Helpful
Resources
Admin Panel (Old Way)

31. Grow Your
Fanbase
Find Helpful
Resources
Admin Panel (New Way)

32. View Page
Insights

34. Manage Page
Settings

36. Understanding Insights

37. Understanding Insights

38. Understanding Insights

39. Understanding Insights

40. Understanding Insights

41. Facebook Offers
• Affordable and great
for brand awareness
• Spent $3.70 and
drove over $200 in
business
• 102 offers claimed/5
redeemed
• Redemption rate on
this offer was low
• Ask your community
to share!
Source: Doe’s Eat Place

42. Facebook Offers
Source: Doe’s Eat Place

43. Facebook Boosted Posts
Source: Visit Bloomington

44. Facebook Boosted Posts
Source: Visit Bloomington

45. Facebook
Cover Photo as Advertising
Source: Bass Performance Hall
Text can be
no more
than 20%

47. Facebook
Cover Photo as Advertising
Source: Mari Smith

48. Scheduling

49. Scheduling on Facebook
1
2

50. Scheduling on Facebook
4
3

51. Scheduling on Facebook
5

52. Facebook Page Setup

53. Facebook Page Use

54. Facebook Page Use
1. Page layout and elements
2. Write a status update
3. Add photos, links, and videos to status updates
4. Uploading photos and creating albums
5. Create events

55. Facebook Page Use
1. Finding fans
2. Posting content
a) Photos
b) Videos
c) Links
d) Asking questions
3. Tagging other pages
4. Sharing posts
5. Pinning posts
6. Highlighting posts
7. Using Facebook as your page
a) Liking other business pages
b) Home feed usage (liking and commenting)

58. Integrate Social with Web
From this …

59. Integrate Social with Web
… to this …

60. Integrate Social with Web
… to this.

61. Use Calls to Action

62. Content Really Is King
• Put contact info on
EVERY PAGE
• Use easy navigation
• Keep content current
• Use high-quality
content (including
photos and video)
• Add calls to action

63. Facebook 201

64. Content Is King
Visual Content Is Ruler of the World
• Videos shared 12x more
than links and text posts
combined
• Photos are liked 2x more
than text updates
• Instagram is the 2nd most
popular app (globally)
behind Facebook
• Pinterest generates more
referral traffic than
Google+, LinkedIn, and
YouTube combined
Sources: HubSpot; Marketing Land

65. Visit Fargo-Moorhead
Visual Content Integration
Source: Fargo-Moorhead CVB

66. Visit Fargo-Moorhead
Visual Content - Pinterest
Source: Fargo-Moorhead CVB

67. Visit Fargo-Moorhead
Visual Content - YouTube
Source: Fargo-Moorhead CVB

68. Visit Fargo-Moorhead
Visual Content - Instagram
Source: Fargo-Moorhead CVB

69. Savannah Craft Brew Festival
iPhone Photos
Source: Visit Savannah

71. Facebook Groups

74. Tourism industry partners group

75. Facebook Advertising
Opportunities

76. Facebook Offers
• Affordable and great
for brand awareness
• Spent $3.70 and
drove over $200 in
business
• 102 offers claimed/5
redeemed
• Redemption rate on
this offer was low
• Ask your community
to share!
Source: Doe’s Eat Place

77. Facebook Offers
Source: Doe’s Eat Place

78. Facebook Boosted Posts
Source: Visit Bloomington

79. Facebook Boosted Posts
Source: Visit Bloomington

90. Facebook Advertising
Pro Tip: BE SPECIFIC

92. Facebook Advertising

97. Facebook Advertising Best Practices
Include a call to
action.
Combat ad fatigue.
Source: facebook.com

98. Facebook Advertising Best Practices
Put important
content first.
Identify your target
audience.
Source: facebook.com

99. Facebook Advertising Best Practices
Boost important
posts.
Use Facebook
Offers.
Source: facebook.com

100. Facebook Advertising Best Practices
Give people
something to say.
Use high quality
photos.
Source: facebook.com

101. What Do You Want To Try?

102. Can I Help?
Call
Me!

103. Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal
Sarah T. Page Consulting, LLC
http://sarahtpage.com
sarah@sarahtpage.com
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage