We'll run through groups and pages, highlight the differences and show you how to set up Pages for your business. We'll help you to understand Facebook Advertising, Check-in and other business related applications that can help you engage customers.

2. Social Media
Focus On Facebook
Kate Doodson

3. Focus on Facebook
– Anatomy of Facebook Page
– Writing good posts - encouraging
sharing/engagement
– Check-in
– Advertising
– Sponsored Stories
– Facebook insights

4. Hand-out Link Sheet
• How to Master Facebook Marketing in 10 Days
• Guide to Business Success on Facebook
• Best Practice Guide - Marketing on Facebook
• Building Your Business With Facebook Pages
• Building Your Presence with Facebook Pages
• Facebook Ads & Sponsored Stories
• Sponsored Stories Guide
• How to Add Facebook Social Plugins to Your Website
• Advertising on Facebook
• Getting started with Facebook

5. Who does it well?
Kindred Rose

6. River Cottage

7. Combe House Hotel

8. • Burt‟s Chips

9. www.facebook.com/hiho.silver.jewellery

10. • ASOS Here to Help
• Cath Kidston
• Boden
• Any one else?

11. Got your Page? Guided Tour

12. Cover Photo
(CLICK TO EDIT)
Apps for
Pages
(CLICK TO
EDIT AND
ADD)

13. Timeline
Your
posts +
Your
followers?

15. Timeline history

16. Milestones

17. Edit page

18. • Manage permissions
– Posting by others?
– Photos and videos by others
– Profanity blocklist,
– Delete Page,
– Un-publish Page

19. Good status postings

20. Most engaging content?
Look at our best examples – what engages
you most?
1. Photos
2. Video,
3. Music
4. Links

21. Recent Research
• A "Like" call to action increase
interaction 216%
• Pose questions and then directly ask
for fans to reply with comments.
• Interaction increases as the length of
the status message increases.
• No more than three posts per day

22. Good post ideas
1. Share your good news.
2. Share a friend‟s good news.
3. Ask for advice/information.
4. Link to a news story of interest.
5. Link to a blog you don‟t think your
friends are likely to know… but should.
6. Again, share what you love.
7. Pose a question.

23. Good post ideas continued
1. Offer special, exclusives..
2. Engage people – ask something from silly to
serious and you‟ll likely get responses and
maybe some good conversation, too.
3. Make people laugh..
4. Shine a light on someone else.
5. Use the @ sign and introduce two of your
friends (and let us all know why).
6. Mention chocolate.
7. Reward – secret codes to Facebook fans

24. Write a post

25. Add an image/video
From computer
From YouTube
From mobile phone

26. Post – but not yet!
hedule

27. Add a link

28. Edit post post-posting…
• Schedule/backdate posts
• Share location
• Public or language or country specific
• Delete a post
• Pin post

29. Pin post

30. Create an
event/milestone/question

31. Event

32. Milestone

33. Question/Poll

34. Plan your posts
• 6 week calendar
• Theme – inspiration, giveaway,
seasonal, announce products

36. Vanity URL
You may notice that the URL for your site
is rather ugly!
https://www.facebook.com/pages/The-
Old-Cottage-Tea-
Rooms/152668334832674?sk=wall
www.facebook.com/oldcottage

37. Vanity URL
Edit Page > Update info
Basic information

38. Facebook Check In
Share where you are and find friends nearby.
Geolocation Marketing

39. How to Check In
If a Facebook App is
available for your mobile
device, you can share
where you are by
checking in to Places. To
check in to a Place:
• Access the Places
application on your
mobile device.
• Click "Check In."

40. Where Are You?
• Select the Place where
you are from the
Nearby Places list. If you
don't see the Place
name, type the name
of the Place where you
are into the "Search
Nearby Places" box.

41. What Are You Doing?
• Write an optional
description of what you
are doing at the Place
where you are checking
in. You can also tag your
friends at the Place
where you are. Then click
Post.

42. Post
• Your “Check In” is shared
with your friends via their
Timeline and shows
where you are, who your
with and what your
doing!

43. Coming Soon! Check-in Deals

44. Different types of check-in deals.
http://www.facebook.com/marketing

45. Facebook Adverts
Promote your business with Ads
Reach your potential customers and grow
your fan base with highly targeted
Facebook Ads
http://www.facebook.com/ads/create/

46. Facebook Adverts
You can promote
• Facebook Page
• or your own website
• Events
• Apps
• Other places in Facebook
• An action in Facebook.

47. Identify your goals
Do you want to:
• Drive awareness of your company‟s Facebook Page?
• Increase recognition and awareness of your business
brand or name?
• Acquire new sales leads?
• Get more people to like your Facebook Page?
• Get more people to visit your company website or
online store?
• Increase sales by offering a special discount code for
Facebook customers?

48. Know your audience
Who do you want to reach with your ad?
What information will get their attention?
• Who shops in your store, buys on your website or tells
friends about your business today?
• Where are your customers located? Are they all over the
world or in a particular location, or both?
• Are your customers a specific age range?
• Does your audience share an interest in a particular
topic?
Once you know who‟s in your audience, create different
versions of the ad to appeal to different customer groups.

49. My Audience
• I have three main groups of customers
and an ad for each group
Busy Families

50. My Audience
• I have three main groups of customers
and an ad for each group
Students studying

51. My Audience
• I have three main groups of customers
and an ad for each group
Bargain hunters

52. Advert
• You can write a message and call-to-
action. Relevant actions from the
viewer's friends will automatically be
shown to build word-of-mouth
awareness.

53. Design your ad

54. A good ad

55. A bad ad

56. Create Advert for your Page
Choose
Page
Choose a post –
or keep up to
date

57. Choose your target
audience
To make your ad more successful, it‟s
important to target the ad to reach
only the people who would find the ad
text most compelling.

58. Good targeting

59. Bad targeting

60. Choose your audience

61. Objective
CPC or
impressions

62. Campaign pricing

63. Review Advert

64. What are Sponsored Stories?
posts from your friends or Pages on
Facebook that a business, organisation
or individual has paid to highlight so
there‟s a better chance you‟ll see them.
They are regular stories that a friend or
Page you‟re connected to has shared
with you.

65. Sponsored Stories
• Page Like story
When people like your
Page, their friends see a
story about it

66. Sponsored Stories
• Check-in story
When people check into
your business using
Facebook Places, their
Is buying a new house from
friends see a story about it.

67. Sponsored Stories
• Page post Like story
When people like your
Page post, their friends see likes
a story about it.
Detached Farm House Honiton
£99,000

69. Top Tips for On-going Ads Management
Body text:
1. Ask questions to engage your audience
2. Include a call to action – tell users what
you want them to do
3. Highlight discounts or free offers
4. Keep the language simple, short
5. and concise

70. Top Tips for On-going Ads Management
Image:
1. Use an image that speaks to your
audience
2. Avoid logos unless your business is a
very well-known brand

71. Top Tips for On-going Ads Management
Targeting:
1. Choose a location where your
customers live
2. Use the profile of your current customers
to understand what demographics you
should filter your audience by
3. Target users based on their interests and
likes, not what they might search for

72. Facebook Page Insights
With Pages insights, you can:
• Understand the performance of your Page;
• Learn which content resonates with your
audience; and
• Optimise how you publish to your audience
so that people will tell their friends about
you.

73. Facebook insights

75. Important Metrics

76. Total Likes
?

77. Friends of Fans
?

78. People Talking About This
?

79. Weekly Total Reach
?

80. Overview

81. Posts & engagement

82. Post Column

83. Reach Column

84. Engaged Users Column

85. Talking about this column

86. Virality

87. More Detailed Metrics

88. Final Thoughts On Insights
By learning more about who your
Facebook Page fans are and what kind
of content and conversations they
engage with, you can better strategize
your future publishing plans and keep
your fans interested in your business on
Facebook.

89. Great Examples of UK
Based FaceBook Pages

90. http://www.facebook.com/Avonuk

91. http://www.facebook.com/autotraderuk

92. http://www.facebook.com/benjerryuk

93. www.facebook.com/naked
wines

94. More Great Examples
Get a Facebook Mentor
http://bit.ly/yfjCm3

95. Promoting your
Social Media Channels

108. http://developers.facebook.com/docs/plugins/

109. Promote this Page on your website
Review different widgets
For your website
KATE – find links

110. Facepile

111. Facts and Figures
• Facebook has more than 800 million active users
• Every minute 24 hours worth of video is uploaded to YouTube
• People watch 2 billion videos every day on YouTube
• Twitter
– In 2007 the average was 5,000 tweets per day.
– In 2008 that had grown to 300,000.
– In 2009 tweets per day averaged 2.5 million.
– In 2010 that number was 35 million tweets per day.
– As of Sept 2011 ?????
• As of 16 Feb 2011, there were over 156 million public blogs in existence
• 77% of internet users read blogs
• LinkedIn has over 116m users worldwide
• 6 billion pictures hosted by Flickr August 2011

112. Any Questions?

113. • Inclusion of Apps
• Facebook Offers?
• Expand network
• Branch out
• Instagram

114. What is social media?

115. What Is Social Media?
Social media is like a networking event except
it's online. It connects people with people,
media, businesses, helps small businesses
promote themselves without having to use a big
budget, old colleagues, careers, helps you find
family members you haven't seen in a while, a
high school reunion and much more.
And the best part of Social media is you don't
have to look for it, all you need to do is start
engaging by continuing the conversation.

116. What social media isn‟t
• Quick sure-fire way to more sales
• Effortless, but it is easy
• Shouting!
• It Isn‟t about selling, its about helping
people to buy

117. Why Use Social Media?
• Build relationships
• Connect with passionate customers
• Develop a personality
• Access customer feedback
• Listen to your customers
• Enjoy a global platform
• Compliment other marketing campaigns
• Build links for SEO

119. littlefriendsphoto.com

120. Founded by Mark Zuckerberg in
2004 as college networking site
‘thefacebook’

121. Facebook Facts…
• 800+ Million Global Users
• Third-largest country in the world
• 55 minutes every day logged on to
Facebook
• Average Facebook User
– Has 130 Friends
– Likes 2 Pages per Month

123. What is Facebook
• A web site for registered users
• Post news, status, events, videos, photos
and Polls
• “Like” businesses and organisations
• „Friends‟ updates appear in your news
feed
• Join common-interest user groups,
organized by workplace, school etc

124. Difference between a Profile, a Page
and a Group in Facebook
Facebook Profile:
A profile is for an individual, not a group.
Each person may create one profile.
Once you create a profile, you can
become friends with other people, post
things on your wall and on friends‟ walls,
post information about yourself, join
groups, like pages and post notes.

127. Difference between, Profile, Page
and Group in Facebook
Facebook Page:
When you “like” something on
Facebook, that‟s a page. Pages are
perfect for public figures, businesses or
non-profits that want to keep their fans
updated on current news, products or
other information.

130. Difference between, Profile, Page
and Group in Facebook
Facebook Group:
A group is ideal for a group of people who
want to maintain a discussion. A group can
be open, closed, or secret. You can share
documents with a group, and allow other
group members to edit them. Members of
the group can send an email to all the
other members via a single email address.

132. Create a Facebook Page
for your business
http://www.facebook.com/page

134. Choose a category

138. Invite Friends

139. Tell your fans

140. Live

141. Red Bull

145. https://www.facebook.com/advertising/

147. Create a Fan Gate

148. Sample Conversational Calendar

149. 6 week Sample Conversational
Calendar

150. Why should I claim my place on Facebook?
• By claiming your place you can
manage your place‟s address,
contact information, business hours,
profile picture, admins and other
settings.
• http://touch.facebook.com/

152. Facebook Adverts
• Advert from a Page post
Select a Page post
to promote.

153. Facebook Adverts
• New ad message
This option allows you to write
whatever you want up to 135
characters .