Presentation given during the Texas Hill Country Trail's workshop in Fredericksburg, TX on October 30, 2014.

1. Facebook 101
Using
To Promote Your
Destination
October 30, 2014
X

3. Get these s:lides here:
http://sarahtpage.com/HillCountryTrail/

4. Agenda
Social media review
Facebook 101
Social / website integration
Facebook 201
Facebook Changes
Live Demos
Q&A

5. Social Media Review

6. Social media is
FREE!
Photo: erinjpattison

7. 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

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

9. 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

10. Facebook 101

11. 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.

12. 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

13. 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

14. 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!

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

16. 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

17. Cover
Photo
Profile
Photo
Like
Button

18. Bio

19. Contact
Info

20. Apps

21. Page Features
Composer
Pinned
Post

22. Admin Panel

23. Grow Your
Fanbase
Admin Panel
Find Helpful
Resources

24. View Page
Insights

26. Manage Page
Settings

28. Understanding Insights

29. Understanding Insights

30. Understanding Insights

31. Understanding Insights

32. Understanding Insights

33. Facebook Tools for Business

34. 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

35. Facebook Offers
Source: Doe’s Eat Place

36. Facebook Offers

37. Facebook Offers

38. Facebook Boosted Posts
Source: Visit Bloomington

39. Facebook Boosted Posts
Source: Visit Bloomington

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

43. Facebook
Cover Photo as Advertising
Source: Mari Smith

46. Integrate Social with Web
From this …

47. Integrate Social with Web
… to this …

48. Integrate Social with Web
… to this.

49. Use Calls to Action

50. 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

51. Facebook 201

52. 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

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

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

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

57. Facebook Advertising
Opportunities

65. Facebook Advertising
Pro Tip: BE SPECIFIC

67. Facebook Advertising

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

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

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

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

76. Facebook Changes

78. Facebook Changes
• Facebook adjusted its “algorithms” that
determine what users see
– Rumor is only 6% of your fans see your posts
• GOOD CONTENT = GOOD ENGAGEMENT
• “Pay to play” may be a necessity

81. Sharing Links in Posts

83. What Do You Want To Try?

84. Can I Help?
Call
Me!

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