Facebook Marketing (1 of 4) - Introduction: Using Social Media to Promote Your Local Business

Your Business Name Here

Facebook Marketing
Using Social Media to Promote Your Local Business

Unit 1: Introduction to Facebook Business Pages

Miranda Miller for Lake Huron Learning


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
© 2012, Miranda Miller
@mirandam_ecomm


We have radio, print,
signage, email
marketing, and more…
why Facebook?
@mirandam_ecomm


@mirandam_ecomm


Facebook… It’s kind of a big deal.
@mirandam_ecomm


Source: Brightedge.com 2012
Search Marketers Survey

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Why Are YOU Here?

• 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?
@mirandam_ecomm


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…
@mirandam_ecomm


Who’s Here?

Source: SocialBakers.com

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Okay… But Who’s HERE?

• 31,020 people 18+ within
80km of Kincardine

• 57,560 people 18+ within
80km of Owen Sound

• 6.1 million people 18+ in
Ontario

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How Often?

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Why Do They Like Business Pages?

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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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Universal Truths in Online Marketing

• You’re going to read a lot of conflicting
data, “fact,” and opinion.

• There is no magic formula.

• The only way to discover what works for
your business is to try, test, tweak, rinse and
repeat.

@mirandam_ecomm


Worst Reasons Ever to Use
Facebook for Marketing

Everyone else is
doing it.
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My
daughter/friend/
whoever said I
should.
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It’s going to make
me rich… RICH I say!

@mirandam_ecomm



I heard it’s really
easy and you can’t
go wrong with free.
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Remember:

As a businessperson, your time is money.
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Everything you do is a reflection of your business.
@mirandam_ecomm


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?

• Risk vs. Reward
• Budget – your time is also money
• What do you expect fans to do?
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Let’s Get to Know the New Facebook

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Three Important Elements

• Timeline

• Open Graph and Apps

• News Ticker

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Timeline for Brands

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Open Graph and Apps

Image Source: developers.facebook.com

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Open Graph and Apps

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News Ticker

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EdgeRank

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New Brand Pages

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Timeline for Business Pages

It’s looks a lot like your Timeline, but has some cool features…
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New Admin Panel
Messages

Notifications

Tips
New Likes Link to
Insights
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More on what all of
that means in
another session…
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Profile Picture

At least 180 pixels wide, no
tiny writing, and SQUARE…
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Profile Picture Pro Tip

Don’t do this Or this…
(spellcheck,
anyone?)…

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Profile Picture Pro Tip

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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Local Brand Pages
Unclickable
banner
(not cool,
but it’s a
feature)

Four
highlighted
apps
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Local Page Minus Cover Photo

No Cover
Photo

Their Likes

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Brand Pages Business Info

Hours of operation & People Liking, Talking
business information © 2012, Miranda Miller
About and Checking In
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Company Info - About

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Company Info - About

Makes sense,
but does it tell
me why to Like
the Page and
make me want
to follow?

@mirandam_ecomm


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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Pinned Posts

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.)

@mirandam_ecomm


Cover Photos: The Rules
Thou Shalt Not:

• Display price or purchase info

• Show contact information meant for the
About section, ie: email, phone.

• Ask for Shares or Likes

• Give a call to action, ie.: “Tell your friends,”
or “Get it now.”
@mirandam_ecomm


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.

@mirandam_ecomm


“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.”

@mirandam_ecomm


Cover Photos – Doing It Right

Hello, Gorgeous.
@mirandam_ecomm


Well, that one was easy.

But my business isn’t as
exciting as tourism.

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Local Furniture Store

I want you to see what we offer.
@mirandam_ecomm


Local Insurance Brokerage

I want you to see what we’re all about.
@mirandam_ecomm


Local Specialty Retailer

I want you to recognize my store
when you drive by.
@mirandam_ecomm


Local Home Improvement Store

I want you to know the team behind
the brand.
@mirandam_ecomm


Pro Tip for Cover Photos

Watch the Big Guns
They have the budget and personnel you can’t
afford; they know what they’re doing.

@mirandam_ecomm


Starbucks

Check out how fun we are!
@mirandam_ecomm


The Home Depot

We know what you need right now
and we have it.
@mirandam_ecomm


Royal Bank of Canada

We have history, you and I.
@mirandam_ecomm


Sun Life Financial Canada

We can make your life better.
@mirandam_ecomm


Columbia Sportswear

We’ll make you cooler, you hipster you.
@mirandam_ecomm


Pro Tip for Facebook Pages

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.

@mirandam_ecomm


What Do You Want to Tell Me?

What is the first thing you want
Facebook fans to know and can you
convey that message in imagery?
@mirandam_ecomm


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
@mirandam_ecomm


@mirandam_ecomm


@mirandam_ecomm
…unless you want the latest in online
marketing news, tips & tricks and are okay with
a bit of attitude, too. #fairwarning
@mirandam_ecomm

Facebook Marketing (1 of 4) - Introduction: Using Social Media to Promote Your Local Business

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