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facebook for Business
Tim LudyReliable Business Partners
June 9, 20103pm-5pm
Veterans Inc.South Street
Shrewsbury, MA
Today
• What– What is a facebook account vs. fan page?– What impact does Facebook have on business, the
web, and mobile applications today.• Why– Why do people use Facebook?– Why do businesses use it?
• How– How to use it effectively for your business.– How to set it up (step by step).
Pages
Facebook Account
Facebook profile
Fan page
Custom landing page
What is the difference between a business account and a personal account?
Page directory
SOCIAL NETWORKSSOCIAL MEDIA
Social Networking vs. Social Media
• Social networking sites allow users to share ideas, activities, events, and interests within their individual networks.
Social Networking vs. Social Media
• Social media is a term used to describe the type of media that is based on conversation and interaction between people online. Where media means digital words, sounds & pictures which are typically shared via the internet and the value can be cultural, societal or even financial.
In simplest terms, social networking is the “what,” and social media is the “how."
FACEBOOK?
• Facebook is a component in the so-called ‘social media’.
• Facebook is a social network.• Facebook is also a
platform to build on.
Networks
Sarnoff’s LawTune-In Broadcast
Metcalfe’s LawConnect Peers
Reed’s Law (GFN)Join/Create Group
Social Media Marketing
Social Networking Exercise
Circle of reciprocityHelen
Needs a doctor referral
AmyWants a job at Google
DianeWants recommendations on her upcoming trip to China
BethNeeds a ride to the
airport
FrancesLooking for a roommate
GinaWants an introduction
to an exclusive conference
ElaineNeeds funding for her
startup
Source: http://www.convinceandconvert.com
5 ways to use social media
New Rules of Marketing & PR: Rule #1
Nobody cares about your products or services (except you).
What people do care about are themselves and ways to solve their problems. People also like to be entertained and to share in something remarkable.
Source: Wolrd Wide Rave, David Meerman Scott pgs. 5-6
The TowerThe Tire
The Hub and Spokes Source: Forrester Research, Inc.
RecommendationsDEVELOP A HUB-AND-SPOKE MODEL
• Build an internal sandbox.• Establish your social strategy internally, and
then turn to third parties for implementation.• Process customer comments/opinions from
social programs.• Measure the effects of social media beyond
routing customer issues.• Integrate with other customer systems.
Source: Forrester Research, Inc.
Facebook Marketing Cycle
Posting
Monitoring
Reporting
Analysis
Changing Course
WHY FACEBOOK?
April 21,2010
April 21,2010
News from F84/21/2010
• <Add Open Graph news here>
4/21 Facebook News
• “Facebook’s New Social Plugins Come to 50,000+ Websites in One Week” -Mashable
• Google’s Nightmare: Facebook “Like” Replaces Links -CNN
News from F84/21/2010
Takeaway
http://blog.hubspot.com/blog/tabid/6307/Default.aspx?Tag=facebook
30 50,000 in a week!
FaceBook Open Graph
What personal information is shared with sites that use social plugins?
• None of your information – your name or profile information, what you like, who your friends are, what they have liked, what they recommend – is shared with external sites you visit with a plugin. Because they have given Facebook this "real estate" on their sites, they do not receive or interact with the information that is contained or transmitted there. Similarly, no personal information about your actions is provided to advertisers on Facebook.com or on the other site. http://www.facebook.com/help/?faq=17092
It’s just real-estate!
It’s just real-estate!
Cases
http://mashable.com/2010/04/30/starbucks-facebook-app/
HOW TO USE FACEBOOK EFFECTIVELY FOR YOUR BUSINESS…
Applications for business
• Blog promotion• Business/self promotion• Communication• Networking• Collaboration• Audio/Visual• Miscellaneous
http://mashable.com/2009/01/22/business-facebook-apps/
1. Networking with other platforms2. Creating a resource3. Creating contests that include participation4. Empowering pre-existing pages5. Targeting the proper demographic
http://mashable.com/2009/03/30/successful-facebook-fan-page/
1. Networking with other platforms
• Building a large following requires a network of other platforms, working in conjunction to drive visitors to your fan page.
• Key Takeaway: Connecting multiple social platforms and a hub from the brand website, can help funnel consumers throughout the network.
2. Creating a resource
• Some pages are used as connection hubs, but others offer information pertinent to their consumers. They use the information as added value to have consumers create a connection with the brand.
• Key Takeaway: Offering a resource page allows a brand to target a new demographic, outside of those that already know and love the business.
3. Creating contests that include participation
• For brands that want fan pages to have added value (a reason for users to join the page, aside from brand loyalty), but don’t want to become a resource portal; offering contests and coupons specifically to Facebook users can entice consumers to join.
• Sears offered fans a $10 coupon to use in stores, giving consumers a reason to join.
• Key Takeaway: Offering something to consumers to join can help build a large community. Some examples of things to offer: Coupons, free shipping, weekly deals.
4. Empowering pre-existing pages
• Coca Cola Facebook page. The fan page was created by two users who liked Coke. What started as a fan page for fun, turned out to be the largest product fan page on Facebook.
• Coca Cola, instead of taking over the page and making it their own, rewarded the fans by bringing them to Atlanta and giving them a tour of the Coke facility. The fan page remains theirs, but now they have the blessing and help of Coca Cola.
• By empowering the fans to keep their fan page, Coke ensures a passionate page owner.
• Key Takeaway: Taking over unsanctioned Facebook fan pages isn’t always the best idea. Instead, rewarding dedication can inspire others to do the same.
5. Targeting the proper demographic
• Sometimes no matter what you do, your Facebook page won’t grow. This can simply be a side effect of Facebook’s demographic. There are just some brands that will not have a strong presence on Facebook.
• Understanding the demographic present can help you decide if Facebook is worth it for your business.
• Key Takeaway: Some brands cannot expect huge followings on Facebook. Brands or product lines targeting the demographic most prominent on Facebook tend to see the quickest growth.
Fanpage
Creating a Facebook fan page is simple, but getting it to work well takes time, dedication, and some planning.
Don’t expect to create a page and then have a huge following instantaneously.
Build good content, make it easy to share, and let people know about it, and over-time the community will grow.
Increase Facebook Fanbase
• #1: Embed Widgets on Your Website• #2: Invite Your Email and Ezine Subscribers• #3: Add to Your Email Signature Block• #4: Make a Compelling Welcome Video• #5: Use Facebook Apps• #6: Integrate the Facebook Comment Feature• #7: Get Fans to Tag Photos
Website
Increase Facebook Fanbase
• #8: Load Videos and Embed on Your Site• #9: Place Facebook Ads• #10: Run a Contest• #11: Link to Twitter• #12: Get Fans to Join Via SMS• #13: Use Print Media• #14: Display at Your Store/Business
Increase Facebook Fanbase
• #15. Add a Link on Your Personal Profile• #16: Add a Badge/Button to Your Profile• #17: Use the Share Button• #18: Use the @ Tag• #19: Autograph Posts on Other Walls• #20: Autograph Other Fan Pages• #21: Maybe Use “Suggest To Friends”
FaceBook Connect
GONE!
Social Plugins
Social Graph is the prize!
HOW TO SETUP FACEBOOK…
Facebook account
Create an account• Step by Step
• Vanity url: http://www.facebook.com/username/
• FB Help: Usernames: Facebook pageshttp://www.facebook.com/help/?page=900
Add a FanPage(Fan = Like)
• http://www.facebook.com/pages/create.php
Custom Landing Tab
• Examples
Landing pages
http://facebook.com/stevespanglerhttp://facebook.com/ezinearticleshttp://facebook.com/vwhttp://www.facebook.com/AliceInWonderlandhttp://www.facebook.com/threadlesshttp://www.facebook.com/cocacolahttp://www.facebook.com/starbuckshttp://www.facebook.com/reliable.business.partners
Facebook ads
• Step by step• Help
How do I add other Page Admins?
How can I transfer Page admin rights?
• There is currently no way to take away admin status from the creator of a Page. However, Page admins can add or remove other admins by following these steps:
• Click the "Edit Page" link below the Page’s photo. • On the right hand side, click the "Add" link in the
Admin section. • Select the friend you would like to add as an admin. • http://www.facebook.com/help/?faq=15708
RESOURCES
Facebook Guide
• Facebook 101• Managing your Facebook wall• Using Facebook for businesshttp://mashable.com/guidebook/facebook/
Tools
Links
• Email links to you : I’ll send you a link to all the resources I’ve collected here and email it to you.
• Subscribe to www.reliablebusinesspartners.com blog.
• email or RSS option
First
• You have just begun.• If and when you need help please contact me.• I am here to help you improve your business
condition.• Use me, my blog as a resource and use my facebook
fanpage as a resource.• Let the folks know on my fanpage if you liked this
seminar and let me know your thoughts on how it can improve.
• Share my resources with your friends and colleagues.
Lastly
• Survey (What works/what doesn’t?)– Like this seminar?– Recommend to your friends/colleagues?– Other topics of interest?
• Follow up?– Do you need help?– Do you know someone that could benefit?
Source: Wolrd Wide Rave, David Meerman Scott pgs. 5-6
Rules of a World Wide Rave
• Nobody cares about your products/services (except you).
• No coercion required.• Lose control.• Put down roots.• Create triggers that encourage people to
share.• Point the world to your (virtual) doorstep.
Source: World Wide Rave, David Meerman Scott pg. 15
Survey
In the past two months either privately or professionally, in order to find an answer to a problem or research (or buy) a product, have you:
1. Responded to a direct-mail advertisement?2. Used magazines, newspapers, TV, or radio?3. Used Google or another search engine?4. Emailed a friend, colleague, or family member (or
used IM, chat rooms or equivalent) and received as a response a URL, which you then clicked to visit a web site?
Source: World Wide Rave, David Meerman Scott pg. 15
Typical response…
5-20%80-100%
5/4/2010
