Hands On Facebook for Business Workshop

FACEBOOK CAN HELP YOU REACH ALL THE

PEOPLE WHO MATTER MOST TO YOUR

BUSINESSJUNE 2016 1

The Difference between a personal Facebook page and a business page:• Your personal page is about you

• Your audience is “friends”—people have to “friend” you to see your posts

• You can post pretty much whatever you want—it doesn’t matter what you

think people want to see…

• Your business page is about your business

• Your audience is people or other pages who have “liked” your page—those

are the people who see your posts

• You need to be professional with your posts– it DOES matter what people

think

2

JUNE 2016 3

Make a list of 8-12 attributes that you want to conveyThink of characteristics or themes that illustrate your company’s values and post one theme each day:

1. Integrity2. Value3. Excellent Customer

Service4. Quality Products5. A Great Team of

Professionals6.

JUNE 2016 4

Here’s space to make your own list right now.

Attributes about my business that I want to convey on FB:

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Now that you have set up your pageCreate the hub for your business on FacebookYour Facebook Page makes your business:Discoverable: When people search for you on Facebook, they’ll be able to find you.Connected: Have one-on-one conversations with your customers, who can like your Page, read your posts and share them with friends, and check in when they visit.Timely: Your Page can help you reach large groups of people frequently, with messages tailored to their needs and interests.Insightful: Analytics on your Page will give you a deeper understanding of your customers and your marketing activities.

JUNE 2016 6

Page Admin Tools give you control over your Page, so you can decide what and how to share with your customers.

The tools give you:• A place to read personal

messages• Notifications when customers

interact with your Page• Measurement info so you can

see how your Page is performing• Publishing Tools is a place to

boost your posts or promote your page by creating and purchasing ads.

• We’ll get into the detail of these

JUNE 2016 7

Now let’s take a look at the tabs underneath your cover photo. These are the buttons you use to help you post

JUNE 2016 8

There are several buttons underneath your cover that are connected to your business page.

The About page shows:• All of the information about your

business that you entered when you set up the page

• Your mission statement• Company Overview• Hours of Operation, which show

on the page• Impressum is a statement of

ownership of web presence, required by some countries…

JUNE 2016 9

The Events Button underneath your cover is a valuable tool

The Events page:• Is the place where you can create

events• Stores all of your events for your

audience to click on and register for

• Allows you to edit events after you’ve created them

• Allows you to share your events• If you are signed in as an

individual, you can invite your facebook friends to join your events

• And last, but not least…you can Boost your events.

JUNE 2016 10

Create and Post Events

You can share sales or special events with your audience by creating an event on your page.

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Events Drive Customers to Your Website

Fill out the information about your event, publish, and share it often to get the word out about what’s going on and to drive them to your website to register

JUNE 2016 12

Photos Create a much higher percentage of views and engagement

The Photos Button:• Is the page where all of your photos

are stored and you have access to reuse them in your posts

• Facebook groups your photos for you• There are photos that came from

other people’s posts, photos that you posted yourself, photos you have used for your covers & profile pictures, photos that came from your phone

• You can create albums that are

JUNE 2016 13

Change your Cover photo regularly to keep your page fresh

You have access to all of your photos or you can upload a new photo. Change your cover to illustrate new seasons, events, or products you have.

JUNE 2016 14

The More Tab allows you to change which buttons are under your cover photo

The More Button:• Has a drop down list of other tabs

you could have under your cover photo.

• You could have the “Join My List” button, which is a form for your visitors to fill out that puts them on your email contact list

• Clicking on any of the items in the

JUNE 2016 15

Build Your Audience

The best way to reach people is to go where they are.

To build your audience:• Invite your Facebook

friends who are genuinely interested in your business

• Invite customers you already do business with

• Promote your Page to reach all-new audiences on Facebook

JUNE 2016 16

Create posts that are right for your business and your customers.When you post to your Page, you can:• Write updates that instantly

appear on your Page• Add photos and videos to your

posts• Schedule your posts to save time• Use Hoote Suite or some other

scheduling Ap to cross post on other platforms.

• Reach more people by boosting your posts

• Create offers or events• Post on someone else’s page by

typing the @ before the name of

JUNE 2016 17

Make Posts More EffectivePosts are generally more successful when they connect with your audience in a real, genuine way.• Keep it short.• Use big, beautiful images• Share exclusive content and

info with Facebook Ads• Respond to customers—and

keep a calendar: make holiday appropriate posts

• Link them directly to your website

• Post more of what customers want

JUNE 2016 18

Create Good ContentYou don’t have to be a professional photographer, or a graphic designer to create interesting content. There are several FREE design websites:

• Canva.com• Picmonkey.com (small

monthly fee)• Befunky.com• Fotor.com

JUNE 2016 19

Post Links to Your Newsletter

If you send out a newsletter either monthly or weekly, post the link on your facebook page to reach others who may not be on your email list.

JUNE 2016 20

Share Posts in Groups to reach more people

Join community facebookgroups with interests similar to your business (that has to be done by you, the individual, first). You can share posts from your business page to larger audiences who may not necessarily “like” your page.

JUNE 2016 21

Share Posts From Your News Feed

Click on “See Pages Feed” on the left side of your page.

• Sharing others’ posts puts them on your page

• You can engage with your audience by sharing or commenting on other pages’ posts. The

JUNE 2016 22

Facebook Gives you LOTS of opportunities to increase the popularity of your page

The Promote Button under the Setting Tab:

• Gives you many choices of what it is you want to increase traffic to

• Clicking on any of these tabs will bring up a page that allows you to create a purchased ad

JUNE 2016 23

Boost Posts to Reach More PeopleBoosting posts is another good way to reach more people.With a boosted post, you can:• Reach more people who

like your Page—and their friends

• Reach all-new audiences based on location, age, gender and interests

• Easily set a budget and schedule for your post

• Create an ad for your post

JUNE 2016 24

Let’s review the Page Admin Tools. These tools give you control over your Page, so you can decide what and how to share with your customers.

JUNE 2016 25

Message Tool allows for personal interaction with your audience.

The Messages page shows:• Individual Messages that your

customers have sent you• You can reply on this page to

individuals• It’s important to reply in an

expedient and professional manor.

• It’s also good to have engagement with your audience.

JUNE 2016 26

Notifications Tool Alerts you to the engagement your posts receive.

The Notifications page shows:• Likes you’ve received on posts• Comments you get on your posts• Which posts were shared by

others• Posts from other people or

pages that have posted on your page.

• You can share posts that have been posted on your page from here

• You can comment on posts here by clicking on the specific notification

• If you want to boost a post or

JUNE 2016 27

Page Insights BasicsLikesSee how many likes you have, how the number of likes changes over time, and where they come from.ReachSee how many people like, comment on and share your content. You can also see how much of that came through your customers and their friends, and the response you got from ads.VisitsSee what section of your Page people are responding to most, and where they’re coming from, like Facebook or a search engine.PostsSee a daily breakdown of your posts, and how many people responded with clicks, likes and more. Get more specific by viewing the types of posts you make: statuses, photos, and video. If a post isn’t performing as well as you want, you can always boost it.PeopleTo help understand your audience, you’ll see demographic info like age, gender and location, along with what times they’re looking at your Page and how they found it—so you’ll be able to create posts for the best response

JUNE 2016 28

Insights Tool gives you measurement of how your posts are doing.

The Insights page shows:• An overview of views, likes,

actions, reach, engagement and video views

• You can click on each individual post to get all of the data and you can boost a certain post

• You can change the date range of the information

• By clicking on each of the items to the left, you can see a range of graphs relating to each of those topics

JUNE 2016 29

Insights Tool has quite a lot of options for looking at your facebook data

The Likes page shows:• A range of graphs showing net

likes, where your page likes happened, total likes from the beginning of your page

• Under the Benchmark column on the right, you can click on each item and the graph will change, showing the different performance points.

• And of course, there’s always that button that will allow you to pay to promote your page and get more likes…

JUNE 2016 30

Create a spread sheet to keep track of your postsYour posts can be articles or sayings (or memes) that fit your theme of the day.

You can also keep track of the engagement you attract from your posts. (If you have that kind of time…)

JUNE 2016 31

Last, but not least….Have fun! Your Page isn’t just for updating your customers—it’s a great place to have conversations, hear their opinion and ask questions.

Having conversations on your page is incredibly helpful for getting to know your audience. People buy from people they know, like and trust. Be real with your audience.