Published on February 5, 2014
EVERYTHING Elly Deutch November 6, 2013 #SMSSummit
AGENDA • Who is Elly Deutch? • Facebook 101 • Setting up your Facebook Business Page • Marketing your brand and engaging fans on Facebook • Tools, tips, tricks and best practices • Mastering Facebook • Questions
YOUR COLLEGE BABY BOOK GOES VIRTUAL - Background on Facebook - Started in 2003 for Ivy League Schools - Opened up to additional colleges/universities in 2004 - Became open to public in 2005 - Pages launched in 2007 - Facebook went public in 2012
KNOWING THE LINGO - Facebook Proﬁle - Facebook Fan/Business Page - Post or update - Like, Comment, Share - Hashtag - Timeline
WHY MARKETERS FACEBOOK - #1 social networking site on the web - More than 1.15 billion users worldwide - Instant and direct connection with consumers - Photos and videos are most shareable content - Ease of engagement and user generated content - Variety of content options - Innovative and on the forefront of digital tech
SOCIAL STARTING POINTS - How many fans does your Facebook Page or Wikipedia page have already? - What would incentivize YOU as a consumer to “Like” a page or follow their updates? - How will you go about engaging new fans? - What demographics are you trying to connect with online? - How tech-savvy is your audience? - How often do you plan to interact with your fans? - How can you build eﬀective content that reaches your target audience?
WAYS TO MARKET YOUR BUSINESS - Status - Photos/Videos - Open ended questions - Events - Milestones - Ads - Customer Service
WHY YOU SHOULD USE FACEBOOK - Understand your opportunity - Identify conversations already happening around your brand and integrate with your current marketing strategy - Engage and become friends with your fans - Establish your social stature to become an inﬂuencer
SETTING UP YOUR FACEBOOK BUSINESS PAGE
THINGS TO GATHER BEFORE YOU START • Desired Page Name • Category/Theme • Vanity URL (i.e. Facebook.com/yourcompanyname) • Background info for About Page • Timeline Banner (851x315 pixels) • Proﬁle Picture (180x180 pixels) • Milestones (843x403 pixels)
BUILDING YOUR FACEBOOK BUSINESS PAGE
CREATE A PAGE AND CHOOSE YOUR CATEGORY
READ THE FACEBOOK PAGE TERMS!
ADD YOUR ABOUT INFO AND PROFILE PICTURE
FINAL STEPS 2 1 3 4
ADJUST PERMISSIONS, FILTERS AND PUBLISH
MARKETING YOUR BRAND AND ENGAGING WITH FANS
HOW TO ENGAGE FANS AND GROW YOUR FAN BASE - Don’t just add to the noise - Use Facebook as a two-way communication tool - Post relevant and valuable content - Be strategic and purposeful - Align messaging with intentions and goals of the company - Show your support through appreciation, authenticity and customer service
CONTENT MARKETING Products Lifestyle/ Culture Brand
STEPS FOR BUILDING YOUR SOCIAL STRATEGY LISTEN MEASURE GOALS/ OBJECTIVES ENGAGE DEVELOP STRATEGY BUILD CONTENT
ENGAGE YOUR FACE OFF
LEARN FROM ICONIC BRANDS
TEST YOUR FAN BASE
TOOLS, TIPS, TRICKS AND BEST PRACTICES
TOOLS, TIPS AND TRICKS TO OPTIMIZE YOUR PAGE - Most popular posts are short, friendly and conversational - Photos/videos enhance virality - Schedule your posts in advance - Keep your page fresh with new content and pictures - Geo-target posts to engage speciﬁc communities - Use Facebook insights and other analytical tools to learn about your fan base - Check out competitor insights/fan growth
FACEBOOK SPECIFIC TOOLS - Facebook FAQ and Help Section - Facebook Developer API - 20% text overlay tool - Hashtag tracking - Apps and iFrame tab
FACEBOOK BEST PRACTICES - Post updates 3 to 5 times per week - Shoot for quality over quantity - Use strong visuals - Respond to fans as quickly as possible - Unlink Facebook and Twitter - Shorter Facebook posts tend to do best - Use a Call To Action within your post - Use Facebook.com resources and marketing tools for further support
MEASURE AND EVALUATE - Establish metrics that are aligned with your goals and objectives - Research what analytics platform would be best to help you achieve your goals OR develop a dashboard to track these metrics over time - Analyze, evaluate and implement key learnings into evolving social media strategy
MASTERING FACEBOOK MARKETING
RECAP ON HOW TO GROW YOUR BUSINESS WITH FACEBOOK - Listen to conversations already happening around your brand - Identify your goals and metrics for success - Create a social media strategy - Integrate social into all other marketing/pr/corporate initiatives - Track and analyze your work - Evolve your strategy accordingly - Rinse, repeat
GOLDEN RULES 1. No sex, drugs & rock-n-roll…or religion or politics. Ever. 2. Remember that nothing is ever “deleted.” 3. Avoid breaking news stories, unless 100% brand relevant. 4. Speak as the brand, not as yourself. 5. Tell the truth. Always. 6. Own your mistakes. 7. Be only as good as the company you keep. 8. Engage with others.
TAKEAWAYS - Social media is not about shouting at your customer, but about making connections and building loyalty - Connecting with your fans in-real-time is an invaluable marketing tool - Oﬀering incentives, contests, and giveaways are great ways to build communities, but remember to nurture and foster growth as well - Never forget to surprise and delight your fans, as well as reward them for their loyalty
QUESTIONS? THANK YOU!
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