'Be a Top 1% Facebook business page user'.
The presentation covers 4 sections:
1. Why Facebook?
The stats
Old v new promotional methods
2. Definitions
The 1% Facebook way
The main difference between websites and Facebook
‘Like / Comment / Share’
Social Proof
3. Presenting your business on a Facebook business page
The Fire hydrant principle
Corporate speak is dead
Call to action
4. The goal - Engagement
38. Get noticed online Thank You Presented by: Paul Weston, Director, Profile Builder Ltd.
Notas do Editor
Why Facebook? The stats Old v new promotional methods Definitions The 1% Facebook way The main difference between websites and Facebook ‘ Like / Comment / Share’ Social Proof Presenting your business on a Facebook business page The Fire hydrant principle Corporate speak is dead Call to action 4. The goal - Engagement
The stats 65% of Facebook users are 25 and older. 40% of Facebook users are over 35. The fastest growing segment on FB is 55-65 year old females Facebook (FB) tops Google for weekly traffic in the U.S. Social Media has overtaken pornography as the No. 1 activity on the Web If FB were a country it would be the world's 3rd largest (only China and India have populations with more inhabitants) 50% of mobile Internet traffic in the UK is for Facebook - imagine what this means for bad customer experiences.. 78% of consumers trust peer recommendations...only 14% trust advertisements
The stats Do you know what they're saying about your brand - on Facebook? We will no longer search for products and services - they will find us via social media. Do you want to know the 'ROI’ (return on investment) of Social Media?... ..Its that your business will still exist in 5 years time...
The phenomenal success of Facebook is due to the way Zuckerberg has placed power in the hands of the buyer: no surprises there.
Here’s what. Most business owners are missing a really important marketing opportunity with their Facebook pages. Traditional ad media – Forget the old-style cliches such as "We are the premier resource for…" These messages are doing exactly what Murdoch does: attempting to form customers’ opinions for them.
However, what less than 1% of them realise is that you need to show that you respect this new consumer power in the way you present your business on Facebook. The 1% way is not about shouting louder than your competitors on Facebook Facebook is an environment for engagement and dialogue and this presentation will show you ways of developing this new way of engaging with clients and prospects. The key is to allow prospective clients to decide whether to do business with you or not. You must show that you understand they need outside proof that you are as good as you claim.
However, what less than 1% of them realise is that you need to show that you respect this new consumer power in the way you present your business on Facebook. The 1% way is not about shouting louder than your competitors on Facebook Facebook is an environment for engagement and dialogue and this presentation will show you ways of developing this new way of engaging with clients and prospects. The key is to allow prospective clients to decide whether to do business with you or not. You must show that you understand they need outside proof that you are as good as you claim.
Facebook is an environment for engagement and dialogue and this presentation will show you ways of developing this new way of engaging with clients and prospects. The key is to allow prospective clients to decide whether to do business with you or not. You must show that you understand they need outside proof that you are as good as you claim.
Personal Page is useful to have, but it is a relatively exclusive world – for you to see full information about someone, you have to be accepted as a ‘friend’. This makes great sense from a protection of privacy point of view, but is likely to limit significantly the number of people who can see information about you and your business. Oh, and its limited to 5000 ‘friends’ *Beware of using your personal profile to overtly promote your business – Facebook can, and do delete people for abusing the clear terms and conditions. That’s why they created ‘business pages’ or ‘fan pages’
A Facebook Business Page or Fan Page has open access to anyone and so is a far more suitable platform to use to promote your business. Plus, there are no limits to the number of ‘likes’ a page can have
In this presentation, you will see the word Like with a capital L. This has a specific meaning: to officially show you think a Facebook page is good by clicking the ‘Like’ button.
Your website is on the whole a one-way communication channel, a sales pitch for your product or service. Yes most companies need one. Although essential, it will never compete with Facebook, where your client /. Prospects / friends /neighbours already are.
If your website is a means of one way communication, your FBP is more an ongoing conversation.
LIKe - It’s a one word testimonial about you, your business and your activities. Easy to click, with the sting that it’s just as quick and easy to ‘unlike’ something… You can take the Like code and add it outside of Facebook – put it on your own website, even on emails. It’s a shortcut to seeing how connected and respected any business is and taps into the whole move towards focusing on social proof as a benchmarking process.
We all use social proof as a guide to making many decisions every day of our lives. Before we decide on whether to go and see a film we check out the reviews – not just critics, but what ‘real people’ are saying about it online. In the tourism industry, the single most powerful website is www.tripadvisor.com, which is full of user reviews of hotels, destinations and restaurants. No matter how slick and appealing a hotel’s website, brochure and other marketing activity, Trip Advisor can make or break its reputation. Social proof used to be only what your friends, family and colleagues told you – now everyone is a critic on the internet! Remember the stat from the start of the presentation?” 78% of consumers trust peer recommendations...only 14% trust advertisements
On Facebook businesses can no longer expect to churn out the same old shpeel…
Comment allows a dialogue to appear – reaction to a blog, a photo, a video, an event, a twitter posting and this can develop into an interesting dialogue between you and people following your business page. It’s a completely public stream of comment and it can be unpredictable. It can turn into a process of reputation management, needing to defend and comment on some negative feedback. However, on the basis that “every problem is an opportunity”, if you can be seen to be responsive, caring and able to fix things, then you can end up generating greater respect for your business. Looking more positively, it’s a great platform for showing the level of interest and buzz surrounding your business, your activities and initiatives.
When people are moved to not just Comment about your business, but to actively Share it with other people, then this is, in some ways, the ultimate endorsement. To summarise, a Facebook Business Page allows you to engage in a dynamic dialogue with your customers and prospects, something which is far more difficult on a conventional website.
We are all drowning in the huge mass of information available on the web – it all seems like such hard work. Therefore the more simply and clearly you can express yourself online, the longer your visitors will stick around to hear what you have to say. It’s less work for their overloaded brains to do. Your potential customers no longer have any patience with badly worded text that is hard to scan. When your potential customers land on your FBP, they want to be able to understand the basics of what your business does – and fast.
Layout You can achieve a lot with how you lay out your FBP page, so it is easy to scan: Make your paragraphs no longer than 2 to 3 sentences long (about 3 to 4 lines long) Use bullet points Use subheadings as much as possible to help readers gap for the information they really need. Use bold sparingly – a couple of words is sufficient … .Don’t go overboard and end up writing sentences like this one, which attract the visitor’s eye when they really don’t need to. People won’t thank you for wasting their time – and they’ll vote with the back button.
We live in a visual age. Images are so popular because not only do they use the other side of the brain to reading, but you can absorb the message of an image more quickly than you can a written sentence. Do make sure that any graphics you use are relevant to your message. For example if you sell a functional product such as computer accessories, there is no point trying to make the page more interesting with arty pictures of elephants. This will just confuse the impatient information seeker. Never forget that your competitors are only a click away!
Your FBP visitors, as well as being impatient, are also pretty lazy when it comes to how they prefer to take in information. This is why online video is so phenomenally successful - it is far, far easier to absorb information in this form than by reading text. If you're not already using video as an online marketing strategy, the time to start is, well, yesterday.
We've already talked about how social media - and Facebook in particular - has changed the face of Internet marketing. Companies can no longer airbrush their public image with nonsense like "Without doubt the premier resource for…” . The power of customer dis/approval through Facebook, Trip Advisor, Twitter, YouTube etc has seen to that. Today's consumers are more jaded and sceptical than ever before. It makes sense therefore that we find a more down-to-earth, credible way of talking about our businesses. Tell only the verifiable truth For example avoid saying "We are the premier resource for X in the North West” How about: "With over 70 qualified staff, we were voted the best provider in the North West last year" Cut out all vague descriptions … Such as premier, best, finest, fastest, cheapest, high quality Replace those vague descriptions with specific facts Don't say for example "We provide high quality care". Instead say "Our customers rated us on average 9 out of 10 for quality of care in a recent survey" Let someone else do your bragging Testimonials should replace empty self-hype. Admit your weaknesses Consumers know that no company is perfect. What they want is the best solution for their needs. And honesty.
You need to encourage every single visitor to your FBP to interact with it in some way. For example: Click the like button to receive a free X Join your mailing list Post a comment or picture on your wall Ask a question in the discussion area Visit your website encouraging every visitor to click the Like button for your FBP offer an incentive to get people to like your page. One of the easiest ways to do this is to produce a short report in PDF form that you can give your fans. Make sure that it’s interesting though! Other calls to action that you can put on your FBP are: • Free Stuff - offer a free Sample of one of your products • Free Trial - customer gets to try out one of your services for a limited period - this can also be done for products if it's appropriate • Free Consultancy • Free Video
Custom tabs While many of Facebook's 500 million users waste part of their days growing virtual crops or committing imaginary crimes, there are many Facebook applications designed to actually improve business productivity. There are more than 550,000 active applications on the Facebook platform, according to the social network, with many designed specifically to improve business practices or better-integrate Facebook into a company's operations. Huddle With Huddle, businesses can merge Facebook with its online collaboration tool, allowing companies and consumers to create secure workspaces, or huddles. Within this space, colleagues can schedule tasks, share files and approve actions. Using Facebook, Huddle users can add team members and update profiles RSS Graffiti RSS Graffiti, originally designed for Facebook page administrators, is useful for anyone dealing with multiple RSS feeds, especially those overseeing Facebook fan pages or multiple pages. The free app, developed by RSS Graffiti , checks user-specified RSS/Atom feeds and posts any new entries it finds to pre-selected Facebook walls. SlideShare Using SlideShare, people can share presentations and documents with members of their Facebook network, embed YouTube videos into presentations and add audio to create a webinar. SlideShare account-holders can import existing presentations into Facebook or LinkedIn, and they automatically will show up on SlideShare.net and the two social networking sites. Selective Twitter Status – also lets you update your Facebook status from your Twitter profile but you can select only the Tweets that you want to show in your Facebook status. You do this by ending your Tweet with “#fb”. RatePoint RatePoint helps businesses keep in touch with clients and prospects by making it free and easy to create email newsletters, collect reviews and testimonials and build surveys. The tool connects to Facebook and Twitter, allowing companies to share information with Facebook friends and company fans, as well as Twitter followers 30Boxes Those trying to keep track of colleagues may want to consider 30 Boxes' calendar utility, a free Facebook application that allows users to share their schedule with select individuals or their entire Facebook network. The calendar app includes simple SMS reminders and an integrated to-do list, and integrates with both Facebook and MySpace. Promotions For Fan Pages Administrators of Facebook groups and pages are well aware of the value promotions can bring. And Wildfire Interactive's Promotions app makes it easy to add giveaways, sweepstakes, coupon giveaways, special deals and contests to a Facebook fan page
See next slide
1. Invite friends to like your page 'But my friends are 'friends' and I don't want to sell to them' we hear you say. That's no doubt true but there is usually a proportion of friends who are there from your business or career background who would actually 'like to know what you get up to' in work time! They are also very likely to want to help - if you ask nicely. Here's a short 'Ask Profile Builder' video showing how to link your personal profile to your business page: https://www.facebook.com/video/video.php?v=207968809215608 Here's one on using the Facebook 'invite friends' facility to make contacting them in quantity a little easier: https://www.facebook.com/video/video.php?v=258078070871348 2. Link to your FBP from your other collateral - website / business cards / leaflets / blogs Even in this 'paperless office' era there aren't many business people walking around without business cards, and most will have a website, blog or printed literature. These should be another opportunity to let your contacts know about your Facebook business page, by including a 'vanity url' to your Facebook page (ours for example is 'www.facebook.com/profilebuilder' - nice and easy to remember) Even better, if you can give visitors a reason to visit even better - e.g. 'like our page to receive regular hints, tips, news etc. 3. Become an active participant in others pages - people and orgs you want to get close to - counter intuitive, but if you can't contribute to others first why should they check you out? First you will have to 'like' their page or friend themselves, this creates a link between your wall posts and and their newsfeeds. You can even 'tag' their names in your own posts which ensures your post appears on their own wall (as long as they don't have this disabled in their settings). However you can't fake this - you either engage with their content authentically by 'liking' the posts they make that you actually like and agree with, or even better, if you have a point of view to add to their posts you should leave a 'comment' (but resist the urge to play 'one up manship', only comment if you have something positive or constructive to add. Ask yourself before commenting 'If I were in their shoes would they appreciate this?') 4. Content is king – start by adding posts - photos / video are good too - its quite easy to grab links from Youtube and add them to wall posts. The best content is created when you've got something to share that you're passionate about, you should aim to tell a story, telling it with images / video too where possible. You need your content to be 'on brand' for sure, but Facebook is unique - a clue is in the name 'Face' book - so always try to humanize your content. Just a word of warning though - too many wall posts can be as bad as too little. A rule of thumb (although this can be broken for the right reasons) is once or twice a day max, with every other day being fine. THis way you don't get seen as 'spam'. 5. Engage - try to encourage as many likes and comments to your posts as possible, asking questions is a good way (an example is a post I made recently to our page asking 'If Facebook existed 20 years ago what profile photo would you have used? Its visual, its referring to Facebook - always gets noticed as any major brand name does, and it's teasing people to think back to their own past and then make a comment: https://www.facebook.com/profilebuilder There's a scary element to engagement in that you can never be sure what response your content or requests for feedback will generate. That chill up your back? That's a sign you're about to get noticed, get read, maybe have your content talked about. Surely that's what this is all about so why even think about stunting 'engagement'? Useful Stuff: Your Wall is a great place to post useful information relevant to your industry. If you've just written a blog post that your customers will find useful, post a link on your Wall. If you're in B2B , you can post Youtube clips from The Apprentice and Dragons Den . You can embed these directly onto your wall which makes a great eye-catching visual. Topics such as marketing, investment, product developments etc are interesting to all entrepreneurs. Don't be afraid to have fun on your FBP wall. Don't forget that your FBP wall is where you will do a great deal of online networking. In real networking, you sometimes have fun - don't you?! * Get Others to Post Content on Your Wall This is a brilliant strategy - Here's some ways you can do this: A competition A vote Questions Pet hates Complaints *Get More People To Like Your Page Offer a free gift in return for someone Liking your page. See the information in part 3: What action you want the visitor to take? Suggest to friends – suggesting your Facebook friends Like your page can be overused – but I’ve found it’s really effective when I ask people who I know offline. They are much more likely to respond than friends you’ve never met in person. Like others’ FBPs - Liking your friends’ FBPs before you suggest they like yours should ensure that they Like your page. Invite your e-mail list - Link to Twitter
6. Make it easy for people to get to your Facebook page Facebook make it really straightforward for any none techy person to add links from their own website to their Facebook pages. Check out a bunch of 'social plug ins' by clicking on the 'edit page' button in the top right of your FB page, then from the left hand column click the 'Resources' button. View this short 'Ask Profile Builder' video for how to add a 'like' button to your website / profile: https://www.facebook.com/video/video.php?v=205137266165429 Look out for Top tips 7, 8, 9 on Monday on our Facebook page by visiting it and 'liking' it (if you haven't already!). For more social media 'how to' training videos just log on to our own Facebook business page: www.facebook.com/profilebuilder, remember to 'like' our page when you're there to gain regular access to our growing library of training videos. Need more Facebook 'likes'? Heres 2nd installment of 12.5 top tips, tune in mopnday for more At Profile Builder we're regularly asked to provide one off or ongoing social media support and we thought we'd share probably the core 12 (well 12 and a half) questions that usually come up about increasing Facebook page 'likes'. Keep an eye on the Profile Builder Facebook wall on Monday for the final 3 (and a half!) top tips! 7. Encourage your fans to share their story / biz on your page. A great way to get your fans to engage with your page is to encourage them to leave comments about content that is meaningfull to them. 'What content is meaningful to them' we hear you say? Well theres nothing more meaningful than a post actually about them - a great 'win win' is to talk about what your clients do that makes them unique, and if possible mention what you do for them too. Profile Builder run a weekly 'Featured fan friday' post featuring a different client every week. We then ask the client to come leave a comment on our page, and click 'share' where it appears on their own wall (as we've already taken 'friday' please try to use other days of the week!). 8.Encourage fans to 'like' each others pages. Step 7 will give the opportunity to do this, as Facebook is an ideal platform to not just 'sell more stuff' but to build 'community'. By actively looking to see where there may be potential 'fit' between your fans by making suggestions (hook up a book keeper with a firm of accountants etc) your page is seen as the place that connections happen, not just where someone tries to sell stuff. The other way is to spot good content from other peoples pages and pass it on to your own fans. Both these routes should have the same clear call to action however - if you don't ask, you don't get, so make sure you ask then to like the new page! 9.'Tag' your fans own pages in your own posts / comments where possible. 'How do I do that?' we hear you ask (again), very easily is the answer, as Facebook enable you to type the '@' symbol followed by a fan page name into the body of your page wall posts - this 'sucks in' a link to that fan page into your fan page wall post so that the reader see's a live link they can click on to go straight to it. 'Why bother doing this, aren't I doing everyone else a lot of favours?' is one common reaction to all of this altruism. The reason is that this is what gets info to go viral, simple as that (and it feels good!) 10. Link your FB account to your Twitter account Remember too to link your Twitter account to your LinkedIn account, that way you get further reach for your posts. To do this in LinkedIn click on 'edit' next to your profile name, then from 'settings' you can add one or a number of Twitter accounts.
11. Use custom tabs to increase likes You know how when you visit some Facebook pages you don't automatically land on the 'wall'? Thats because the pages administrator has either set the 'landing page' for new visitors to be a different tab such as the 'info' or photo tabs, or that they're using what is known as a 'custom tab'. Facebook have given developers access to their 'back office' (otherwise known as 'api' or 'application programme interface') to allow them to create all sorts of useful applications for use on a business page. There are a vast array available from games, utilities, messaging, file sharing, you name it. An example is Profile Builder's own Facebook app for bringing multi page websites right into a 'page' -'<interface>. A custom tab, if set as the 'landing page' can become the 'welcome' to your organisation that the wall isnt meant to be - the wall is a place for interaction, but people want to understand you and your organisation before pitching in, and the best way to help 'ease them in ' is via a branded 'welcome' tab, ideally one that allows them to browse through a version of your website while they're still in the comfort of Facebook. You can then give each page of the app a call to action, it might be 'like our page', 'subscribe to a blog'. Watch out though for investing time and energy in applications that don't allow you as the user to make changes and updates to the content of your landing page app, and look for ones that have an easy to use 'content management system'. 12. Create regular, 'likable' content, then share it! We've left this till last as its probably the most important so wanted to end this short series with a 'bang'. Everyone is telling you to 'have great content', but how do you come by it? When we ask our clients to tell us something news worthy about their business we regularly hear that there's nothing going of any note. However once we dig a little deeper there is always something worth sharing. A simple exercise to help you to generate regular 'likable' content is to ask yourself these three questions a. What has happened in my immediate personal / business world recently b. What is going on in my field of expertise - or that of my ideal client base c. What is happening in the media in general As you can see we started very close to home - with yourself, then work outwards. To illustrate this process here are a few examples a. immediate personal / business world - if you're a Designer post examples of your recent work but tell a short story to bring them to life: example Annie's b. If there's a new piece of legislation or new software that a heads up could help your contacts by knowing about then share you knowledge c. Our own best illustration of using general news to help promote a business was when Michael Jackson died and we advised a will writer client to blog about his predictions of what might happen to Michael Jacksons estate - you get the picture! 12 ½. Doesn’t really warrant a whole point, but remember to add key information about your business on your Facebook ‘info’ tab, you’d be surprised how many people forget to do this and miss an opportunity for the reader who may have clicked on the info tab looking for an 'overview' to quickly understand what you're about and decide to 'like' the page.
Adding Anyone and Everyone as Friends to Boost Your Numbers Although you do need a critical mass to gain your own 'vanity url' quality outweighs quantity. Only Trying to Sell Your Stuff People are not on Facebook to be sold to. Why not start throwing in something of value to your friends and followers. Try sharing tips to help them with problems they are facing. Share links to articles and videos that can help and inspire them. Never Engaging with Your Friends and Followers Worse than having no engagement is not responding promptly to a comment or enquiry on Facebook. Focus on building relationships, getting to know them, and finding out how you can better help and serve them. Send personal messages, write on your friends’ walls, comment on their updates. Being inconsistent This can include not only in the content you post but the regularity too. Ideally create a content strategy that is consistent with your Marketing plan then try to post content to your Facebook business page once every few days.
FREE ‘Be A Top 1% Facebook Business Page User’ guide today We’re giving away free copies of our 30 page eBook 'Be a Top 1% Facebook Business Page User' , which covers all of the topics covered in today’s presentation in more detail and much more, enabling you to master Facebook for you business. Normally available to purchase for £47.00+VAT via our secure online shop , to take advantage of this offer simply log on to Profile Builder’s own Facebook page: www.facebook.com/profilebuilder and ‘Like’ our page and we’ll send your copy to you. Alternatively see me, Paul Weston after today’s presentation.
For your company to stand out from the crowd on Facebook and join the 1%...
Think of your company FBP as a Bonsai Bonsai don't need a huge amount of maintenance to become unique and highly prized, but they do need regular watering - and it has to be the right sort. You don't need to spend hours and hours every day tinkering with it, you do need to be adding content and engaging your fans regularly. Just as the bonsai needs rainwater (tap won’t do), you need to be adding good content - not just filling up your Wall for the sake of it.
![[object Object]](https://image.slidesharecdn.com/top1fbuser-111121101758-phpapp02/85/Top-1-fb-_user-1-320.jpg)
