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Facebook MarketingFor Your Business or Organization
Presented by Eric Huisken
Technology and Media SpecialistNU-Telecom
Thank you to our sponsor:
Why Facebook marketing?
92%value the word of mouth opinion of family and friends
Facebook.com
Why Facebook Marketing?
Interactive – build relationships with
customers
Why Facebook Marketing?
1.23 Billion Active Users – the most used social network
theguardian.com – Feb 2014
Why Facebook Marketing?
Why Facebook Marketing?
Eyeballs!
Objectives• Tips for Creating Your Page
• Methods for Obtaining Followers
• Expanding Your Reach
• Tracking Your Progress
Tips For CreatingYour Page
Recent Changes
• Thumbnail tabs moved to the left side• All posts in one column• Business information on the left side
Customize Your Page URLEdit page Edit Settings Page Info
Page Info
• Include website link
• Include name, address and phone number
• Select a category consistent with other on-line directories
Profile PictureMake it bold, recognizable, and simple
Keep it consistent – don’t change frequently
Cover PhotoFind a unique image that accurately
represents your brand
Go ahead and change it often!
Obtaining A Following
Run A Promotion
• Exclusive Coupons• Like to Enter to win
Woobox.comOfferpop.com
Use Your Email Signature
Here it is!
Link on Your Website
Embedding
Be Social
Make it a two way conversation
Comment and like on other businesspages
Beware of Third Party “Likes”
Don’t purchase “likes” from sites outside of Facebook
Post Great Content
736 Shares!
What’s relevant today?(St. Patty’s Day)
+What’s relevant to your followers?
(cute dogs)+
What do your followers expect?(something about your brand)
=
Be Awesome
“People will like you ifyou have a great business”
-Captain Obvious
Obtain a Following
• Run a promotion• Use your email Signature• Post great content• Link on your website• Be Social• Have a great business• Ask people
News Feed
News Feed
News Feed Formula(Formerly EdgeRank)
Factors:• Time – How long since the post
• Affinity – Amount of interaction with the fan page or user
• Weight for post type (Text, Images, etc...)
• Post Quality
Source: whatisedgerank.com
News Feed Changes
44% - 88% Less reach with recent changes• Business Insider, Feb 2014
Facebook does not want the news feed cluttered with ads
• Organic Reach – The number of people who saw your post in News Feed or on your Page
• Paid Reach – The number of unique people who saw your post through an ad
Source: facebook.com
Reach
Content Distribution
Your Conten
t
Core FollowersWith High Affinity
Engagement Drives Content To More
People
Your Conten
t
What is Engagement?
Anything that indicates that a user is interested in a post
– Likes– Shares– Comments– Clicking on the comments to see more– Clicking on “See More”– Clicking on a picture to make it bigger
Content With Low Engagement
Your Conten
t
Content With High Engagement
Your Conten
t
Expanding Your Reach
Your Conten
t
Target Specific Followers
Add Targeting by Gender, Location, Age, etc…
Click here to add targeting!
Target Followers
Post About
New Ulm
Man inNew Ulm
Woman in New
Ulm
Man in Glencoe
Target Followers
Post About
New Ulm
Man inNew Ulm
Woman in New
Ulm
Man in Glencoe
Woman in
New Ulm
Target Followers• Gender• Relationship Status• Educational Status• Interested in • Age • Location• Language
Figure Out the Best Times to Post
See Insights Posts When Your Fans Are Online
8:00 PM
Schedule Your Posts
Click here to schedule a post!
Use Clear Calls To Action
• Find out more by following the link…• Read this article if you…• Watch this video if you…• “Like” this post if…• “Share” this with someone you know that…• Sign up for our…
Ask questions:• What do you think of…?• How do you…?
Give people a reason to engage with your content
Tagging
• Build relationships with other businesses or pages by tagging them
• They will be notified and may share, like or comment on your post
• Type the @ symbol before you type the name of the business
Tag Them When You Can
Post Photos
Add Your Own Pictures to Posts
Notifications
• Let your users know that they can get notifications when you post!
• Click the arrow in the upper right of one of your posts get notifications
• They will now be notified when you post!
Add A Little Creativity
Hash tagging
• Create or participate in social media trends through hashtagging
• Just type the # symbol before the word or phrase you want to hashtag
• Hashtags are all one word and they can be clicked on to see the other posts about this topic
• #greatsocialmediatip
Post Often...
• To build up your affinity score with users • Minimize the time factor in the News Feed formula
But…• Only post when you have something
relevant content, valuable or engaging to share
What is the most annoying things brands do on social media?
Fastcompany.com – March 2014
Meet the Expectations ofYour Followers
There is a reason that they like you!
What is your brand identity?
Do you have the bestprice?
Widgets.99 cents!
Do you have the best quality?
Are you transformational?
Are you fun?
Expanding Your Reach
• Target specific followers where applicable
• Schedule your posts for the best times• Use clear calls to action• Post pictures• Post often• Meet the expectations of your
followers
Facebook Ads
Boost
Sidebar Ads
Native Advertising
Page Likes
Track Your Progress
Facebook Insights
Set Goals For Each Post
What are you trying to accomplish?
• Reach?• Education?• Web Traffic?• Promoting an Event/Sale?• Direct Sales
Reach
– Engagement – Likes, shares, comments
– Reach
EducationArticle Link Clicks/Post Clicks
Web Traffic
Clicks to your website
Event or Sale Promotion
– Event Registrations
– Sale Traffic
What can you change if you don’t meet your goals?
Summary
• Build your brand through your posts
• Expand your reach through engagement
• Supplement your reach through ads
• Track your progress and make adjustments
Questions?
Like Us!
/NUTelecom /smbnewulm