This presentation is tailored to those who already have a Facebook business page but would like to increase their reach and brand awareness even further than their current effort have produced. Information includes the best times to post to Facebook, free tools to create content, tips to create content that will resonate with your fans, the type of content that will garner the most reach, how to successfully run contests in compliance with Facebook regulations, etc. Stay tuned for more workshops from Social Ape!

1. INTRO TO FACEBOOK
FOR BUSINESS
Social Ape Workshop Series

2. WHY IS FACEBOOK IMPORTANT FOR YOUR
BUSINESS?
 500 million people login to Facebook daily
 Most common age demographic is 25 to 34 years
 Facebook is now a top customer service tool
 People trust Facebook
 Most of your potential customers are already
interacting with their friends and family on
Facebook each day
 Seeing ads and business pages on Facebook is
now common

3. TIPS TO OPTIMIZE YOUR
FACEBOOK PAGE FOR
SUCCESS

4. BEST TIMES TO POST TO FACEBOOK
 Mornings after 9am
 After lunch during the work day
 About 1pm to 3pm
 During prime time TV
 Between 8pm and 11pm
 During LIVE TV events
 Super Bowl, Final Four, Awards shows, etc.
 Do NOT post during work commutes or after 11pm

5. USING FACEBOOK SCHEDULED POSTS

6. THE BEST CONTENT TO EXPAND YOUR
REACH
 Certain types of posts have more reach:
1) Text only (very high reach, 50-75%*)
2) Links (20-40%)
3) Photo Albums (20-30%)
4) Photos (20%)
5) Shared status updates (very little reach, 10-15%)
*(Percentages are estimates and reflect posts with NO interaction; Each post will vary.)

7. THE BEST CONTENT TO EXPAND YOUR
REACH
 For your most important posts, USE TEXT ONLY.
 If you must post photos, post photos that are
guaranteed to attract plenty of engagement
(Likes, Shares, Comments)

8. THE BEST CONTENT TO EXPAND YOUR
REACH
 When posting photos, use call-to-action items to
entice your fans to engage with your post
 Ask your fans to LIKE or SHARE your photo
 “LIKE this photo if you love our new pizza!”
 “Thumbs up if you would love to have this beautiful dress!”
 “SHARE this photo with your friends to tell them of this
awesome deal!”
 Use descriptive words to entice your fans to engage with your
post

9. THE BEST CONTENT TO EXPAND YOUR
REACH
 Example of a Call-To-Action Photo Caption

10. CONTENT CREATION TOOLS FOR PHOTOS
 PicMonkey – picmonkey.com
 Photo editor and photo collage tool
 Instagram – mobile app
 Photo-editing and photo-sharing app
 Over - mobile app
 Mobile app to add text to photos
 Quizzio – quizzio.com
 Create beautiful photos with quotes

11. CREATING SHAREABLE PHOTOS

12. KEEPING YOUR
FACEBOOK PAGE FRESH
Content Ideas To Keep Your Fans
Engaged

13. KEEPING YOUR FACEBOOK PAGE FRESH
 Take advantage of current events

14. KEEPING YOUR FACEBOOK PAGE FRESH
 Tie in your content with sports

15. KEEPING YOUR FACEBOOK PAGE FRESH
 Reference National Holidays

16. KEEPING YOUR FACEBOOK PAGE FRESH
 Post Behind-The-Scenes Photos

17. KEEPING YOUR FACEBOOK PAGE FRESH
 Fill-In-The-Blank

18. KEEPING YOUR FACEBOOK PAGE FRESH
 Ask Trivia Questions

19. KEEPING YOUR FACEBOOK PAGE FRESH
 Use a FUN Voice to encourage engagement


20. FACEBOOK PAGE AESTHETICS
 Be creative with the appearance of your Facebook
page
 Use consistent branding throughout
 Change cover photos often for more exposure
 “Pin” the most important posts to the top of your
page for maximum exposure
 “Highlight” certain posts to appear bigger on your
timeline
 Fill in your Facebook page timeline with “Founded
date” and important past dates
 Ex: June 05, 2008: Opened 2nd store in Columbia, SC

21. FACEBOOK CONTESTS
Acquiring new Facebook fans LEGALLY

22. FACEBOOK CONTESTS
 Facebook contest NOT in compliance with
regulations

23. FACEBOOK CONTESTS

24. FACEBOOK CONTESTS
 Contests MUST BE held within a Third Party App
 Shortstack App
 Contests cannot use LIKES or SHARES as a
voting/entry mechanism
 If using Facebook Ads to promote contests, be
aware of 20% Rule!
 Ideas for Facebook Contests
 Photo Contest
 Essay Contest

25. FACEBOOK CONTESTS
 Contest WITHIN Facebook’s regulations

26. FACEBOOK CONTESTS
 Kimbrell’s Ugliest Couch Contest Analytics
 Increase in Facebook Fans during contest – 431 (33.77%)
 Facebook Fan UNLIKES during or after the contest – 50
(11% of new LIKES)
 # of Contest Participants – 14 (3 others were incomplete
entries)
 # of Friends of Fans increased 15% to about 616,000
 Hits to the Contest App – 1,403
 At the height of the contest (final days of voting) the
Facebook Page reach grew to over 6,270 people in one
week
 The contest flier was “shared” 61 times on Facebook
 The Facebook Photo Album of entries was shared 3 times
 Amount of $ spent on Facebook Ads for the contest -
$39.84

27. FACEBOOK INSIGHTS (ANALYTICS)
 What to watch:
 Which posts did better than others?
 Questions? Photos? Announcements?
 Demographics of your Facebook fans
 Male to female ratio? Age group? Location?
 Days with the most page Likes
 What was posted on this day?
 Days with the most page Unlikes
 Which posts caused you to lose fans?

28. OTHER ANALYTICS
 Track traffic to your website coming from your
Facebook page with Google Analytics
 Social Analytics
 Bit.ly links
 Track the click-throughs on each link that you post

29. CUSTOMER SERVICE VIA FACEBOOK
 Put yourself in the customers’ shoes
 DO NOT argue with the customer (even privately)
 React promptly – 24 Hour Rule
 Ask the customer to send you a private message
 Take it offline
 Do not delete complaint posts
 Take this chance to show how well you’ve handled the
situation
 Show transparency in everything you do
 Brands that have nothing to hide are more likely to be
trusted

30. TIME MANAGEMENT AND SOCIAL MEDIA
 #1 obstacle for business owners
 Create a content calendar each week (Sunday
evenings)
 Assign times each day to monitor and respond to
posts
 Ex: 9am-10am and 5pm-6pm
 Schedule posts in advance
 ONLY if you have time to monitor the reactions from
these scheduled posts
 Don’t abandon your fans

31. IN CONCLUSION
 Give your brand a FUN voice
 Be personable
 Be creative
 Try new strategies
 Fail to plan, plan to fail
 Always keep your customers in mind
 Have fun!

32. socialapemarketing.com
april@socialapemarketing.com
Facebook: socialapemarketing
Twitter: @socialapemktg