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Semelhante a Facebook for Business Nov 11 (20)
Facebook for Business Nov 11
- 2. Today’s Workshop
• How Facebook is being used
• Creating a social media strategy
• Creating a Facebook page
• Driving traffic to your page
• What Next?
© Peter Lisney 2011
- 3. Questions:
• Who is on Facebook?
• Who has a Facebook page or group?
• Who has won business from Facebook?
• Who doesn’t have any friends?
© Peter Lisney 2011
- 5. Facebook Can…
• Keep your customers informed of services
• Be used to answer customer questions
• Strengthen customer relationships
• Get you ‘liked’ by friends of those who already
like you
• Drive traffic to your website/blog/YouTube
• Ultimately generate sales
© Peter Lisney 2011
- 14. Creating A Social Media Strategy
• What’s your objective?
– Increased awareness
– Direct sales
– Customer service
• What is your scope?
– Geography
– Business or consumer
© Peter Lisney 2011
- 15. Creating A Social Media Strategy
• What types of social media to use?
– Social network e.g. Facebook
– Blog/Micro blog e.g. Wordpress and Twitter
– Video e.g. YouTube
• How will you build a following?
• Who will be responsible for content?
• How will you integrate with other marketing?
• How will you measure success?
© Peter Lisney 2011
- 16. Integrate With Other Marketing
• Signpost people to your social media sites
– Widgets on your website
– Email footer
– Marketing collateral
© Peter Lisney 2011
- 17. Keyword Research
• Yes! Keyword research applies to social media
as well.
• Your business information will be indexed by
Facebook
• Page and group names will be indexed by
Google
© Peter Lisney 2011
- 19. Types of Accounts
• Personal profile – for real people, not
businesses, has maximum 5,000 friends
• Facebook page – for businesses, public figures,
is ‘liked’, unlimited size
© Peter Lisney 2011
- 20. Other Basic Facebook Terms
• Friend – someone who has connected with
you either at your request or their request
• Like – If you visit a ‘page’ you find interesting
and want to keep up to date with its content
then ‘Like’ it (used to be called ‘fan’)
• Wall – Where you post comments (limited to
1,000 characters). Can either be your wall or
someone else's
© Peter Lisney 2011
- 21. When to Focus on Personal Profile
• If people ‘buy you’ as an individual
• Requires closer management
• Control who posts what on your wall
© Peter Lisney 2011
- 24. Choose A Page Name
• Make it keyword rich so it can be found in a
search
• Make it unique or a little outrageous
• Add a benefit
• It doesn’t have to include your business name
© Peter Lisney 2011
- 25. Create Your Page
• Upload an image
• Provide your basic info
• Make it keyword rich
• You can add tabs/pages
© Peter Lisney 2011
- 26. Customising Your Page
• Basic page comes with 3 sub pages: ‘Wall’,
‘Info’ and Discussions
• You can add other pages by adding ‘Apps’.
Search for these in the main search box. E.g.
– Links
– Events
– Notes
– Video
© Peter Lisney 2011
- 28. Facebook URL
• Have a url like facebook.com/yourname
• Have visitors land on the tab/page you want
• Encourage visitors to ‘like’ your page
© Peter Lisney 2011
- 29. Promoting Your Facebook Page
• Organic Promotion – engaging with followers
• Paid for Promotion – Adwords from Facebook
• Message personal friends
• Encourage people to leave comments. This
adds content to their newsfeed which will be
seen by their friends
• ‘Suggest’ your page to friends
• ‘Favourite’ other pages
© Peter Lisney 2011
- 30. Promoting Your Facebook Page
• External promotion
– Link on your website and other social network
sites
– URL on promotional material
– Advertising campaigns
• Promote on Twitter
• Add content regularly - you can use RSS feed
to do this
• Build a community
© Peter Lisney 2011
- 35. Everyone Wants To Be Liked
• Be passionate
• Be different
• Be informed
• Be a giver
• Be a leader
• Be yourself
• You don’t need to be perfect
© Peter Lisney 2011
- 36. When to Facebook
• Have clear written objective and strategy
• Budget your time
• Be active at the right time of day
– Morning
– Lunch
– Evening
• Check your page daily for comments plus add
something new
© Peter Lisney 2011
- 37. Facebook Apps
• Used to provide more features
• May automatically submit content to your wall
• Find Apps by searching on Facebook.com. Test
them well
• Some good Apps include:
– Slideshare
– Testimonials
– Friends CSV Application (backs up friends)
– RSS Connect (auto adds content)
© Peter Lisney 2011
- 38. Measuring ROI
• Likes (Fans)
Attention
• Comments
• Post Likes
Interest/Desire
• Comments
• Website visits
Action
• Sales
© Peter Lisney 2011
- 41. Don’t get suspended
• Only have one personal account and use your real
name
• Accounts are for people, pages are for business
• Add no more 25 to 30 new friends per day
• Avoid repetitive actions that may look like a ‘bot’
• Don’t treat Facebook like a numbers game
• If you get a warning message don’t use Facebook for 24
hours
• Don’t be spammy with friends or on pages
• Have a back up administrator just in case you get
blocked
© Peter Lisney 2011
- 42. Keys to Facebook Success
• Post a comment daily to help keep you ‘top of
mind’
• Engage with people who ‘like’ you
• Make your info page keyword rich
• Keep the Facebook rules
© Peter Lisney 2011
- 43. Brand Protection
• Get your Facebook page now – if you don’t
someone else will
• Don’t put your social media strategy in the
hands of someone on ‘work experience’!
• Accept you won’t have complete control
© Peter Lisney 2011
- 44. Complying With Regulation
• Regulatory bodies like the FSA are slow to act
• Instead of waiting for direction write your own
social media policy
• Decide what can and what can’t be said then
train staff
• Use profile pages to reference compliance
© Peter Lisney 2011
- 45. Dealing With Customer Complaints
• Don’t ignore complaints on social media sites
• Provide a place to comment that you manage
or else someone else will do it for you – and
you’ll have NO control
• Empathise, commit to take action then take
conversation to phone or email
© Peter Lisney 2011
- 46. What To Do Next
• Draft your social media strategy
• Decide who is going to do it – internal or
external
• Watch your competitors get left behind
© Peter Lisney 2011
- 47. A Bit About Irun
• Business development specialists who take the
complexity & pain out of Internet
Marketing, harnessing it to grow your business.
How?
– Business Website Design
– Search Engine Marketing & Optimisation
– Customer Databases & Email Marketing
– Social Media Marketing
– Referral System (collects Feedback, Testimonials & Referrals)
– Ongoing Web Management
• Clients large and small UK wide including Holiday Inn
Express, Abacus Accountants
and Thames Water
© Peter Lisney 2011
- 48. A Bit About Irun
Special Offers for Today
• One to one, 60 minute Internet marketing clinic.
Normally £120. Offer £90 (ex vat)
• Develop and manage your Social Media account(s).
Normally £250 per month.
Offer £199 per month (ex vat)
• Or if your website needs an overhaul arrange an
appointment with one of our team
© Peter Lisney 2011
- 49. Contact Us
• www.Irun-Canterbury.co.uk
• Tel. 01227 250049
• Mob. 07958 578689
• Email: paul.bourdillion@IrunSolutions.co.uk
• Twitter: @iruncanterbury
• LinkedIn.com/in/iruncanterbury
© Peter Lisney 2011