Facebook E-Book - 7 Effective Facebook Pages + 23 Facebook Marketing Tips

8/8/2019 Facebook E-Book - 7 Effective Facebook Pages + 23 Facebook Marketing Tips

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effective Facebook pagesYOU can create right now7

by Dana VanDen Heuvelprincipal, MarketingSavant Groupwww.marketingsavant.com


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I'm as much a fan of some of the awesome Facebook pages created for

the world's top brands like Starbucks, Cranium, Threadless and Harley-Da-

vidson, but what about for the rest of us who don't have that kind of budget

or, frankly, the "need" for the level of sophistication that those brands have

applied to their pages. We just need some solid design, some creativity

and an overall engaging experience.

Here is a list of 7 pages that I'm I fan of for just that sort of thing. These are

page designs and ideas that are within reach of nearly every business with-

out the need for thousands of dollars in Facebook development. Whether

you're a small business or a mega-enterprise, there are ideas here for you!

7 effective Facebook pages YOU can create www.marketingsavant.com1

contentsLake Nona Pools .................................... 2

Ocean City Maryland ............................... 3

AGCO .................................................. 4AJ Bombers ......................................... 6

Sainsbury's .......................................... 7

Jo to Go Coffee ...................................... 8

Queens Museum of Art ........................... 9

Recap: Top 23 Ideas! ............................ 10

About the author ..................................13


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Aside from the fact that these guys need to update their welcome page to

comply with Facebook's new 520px page size format, these guys have a

great, simple and engaging welcome page that does exactly what it's sup-

posed to!

These guys also do some GREAT audience involvement, such as this photo

that got 90 COMMENTS! when they asked people to "tag" themselves in

the photo based on where they'd like to be in the pool for the "Friday PoolParty". They also answer any question that comes in about pools, mainte-

nance, safety and so on. They've positioned themselves as an outstanding

resource in their area for pool upkeep.

In fact, they've been so successful on Facebook that they've received one

of the coveted Facebook business stickers!

Lake Nona Poolswww.facebook.com/LakeNonaPools

Create an inviting welcome page

Create "Facebook rituals" that engage your audience daily or weekly

Answer questions

Be helpful to engage your audience on Facebook.

1

What YOUcan do



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Yes, you're correct, this is a Facebook page for a municipality, and it's one of the

more interesting one's I've seen. For starters, they have a great welcome pagethat they rotate seasonal images through and have used some simple Facebook

Connect trickery to get the "like" and comment functionality embedded right on

the welcome page.

They also have a very well trafficked and engaging post wall where they answer

questions, ask questions and generally stir up interest in Ocean City! They are

posting as many as a few times a day on happenings in the town and garner a

significant number of comments and likes on each post, further spreading their

message.

Their photo page is outstanding. They have over 1200 user submitted photos.

Think about what kind of "virtual travel brochure" that makes! Your company/

city/department couldn't possibly capture all of the exciting moments that are

possible when people interface with your brand. This is truly a great example of

letting your customers do your marketing for you!

Ocean City Marylandwww.facebook.com/OceanCity

Integrate Facebook Connect on your website and Facebook page

Sustain a consistent and "often as your audience finds interesting" content

publishing regiment

Do everything you can to encourage photo posting from fans, customers and

everyone who experiences your brand

Share as many of those photos as you can in your own Facebook postings

2

What YOUcan do



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This has to be one of my favorite Facebook pages, and it's not just

because a few friends run it. I've always loved tractors and AGCO

taps into the emotional aspects of their customers' attachment to

their farm machinery in a way that few B2B companies have done to

date. While the AGCO Facebook site is a collaborative effort, thereare some really solid things going on here that you can learn from

and emulate.

AGCO does a great job of keeping their page "profile picture" in the

upper left updated and relevant based on what's going on with the

brand. More to the point, they design it so that the thumbnail im-

age (which is a derivative of the large 200 x 600px image) always

represents the brand. Right now they have a blog content running

that they're promoting on Facebook and across their social media

channels. AGCO also does a super job of keeping up with answering

questions that are posted and offering guidance to their Facebook

fans.

Flexing the muscle of their Facebook tabs, AGCO also keeps their

AGCOwww.facebook.com/AGCOcorp3



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AJ Bombers is the best burger joint in Milwaukee. Period. While they are "huge on Four-square" their Facebook presence is pretty admirable as well. These guys have done

a great job of integrating Foursquare and "location based marketing" into their overall

online strategy. They also have a rock solid (albeit a bit more complex) integration that

brings their website content into the site through "More AJB" tab on Facebook and offer a

link to their gift card site through Facebook as well. If you did nothing but fan AJ Bomb-

ers on Facebook, you'd be in the loop on everything they do. Specials, media mentions,

cool fan updates and just about everything that happens in the restaurant makes it onto

Facebook.

AJ Bomberswww.facebook.com/pages/Milwaukee-WI/AJ-Bombers/54727050805

Make Facebook a one-stop-shop for everything that

anyone could want to know about your business.

Make sure everything (menu, hours, location, phone)

is on the page to make it easy for them to find you

and do business with you.Mention your other products and programs (like gift cards) on Facebook tabs.

Integration location marketing into your online (and offline, through window stickers

and such) strategy to encourage visitorship and to make each visit matter that much

more (turning your best, most connected patrons in a "daily viral visitors")

Mirror your web page in a Facebook tab

Shout out to and connect your best fans by their Twitter handles (add those to your

customer database!)

4What YOU

can do



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Sainsbury's is a UK grocery store chain that's done a few really cool things with their Facebook page. They

have one of the best welcome pages I've seen in a long time (that changes with the seasons) and make it a

point to answer nearly every question posed on their page. Fans know that they can get a response from the

brand using Facebook.

Sainsburyswww.facebook.com/sainsburys

Make an AWESOME welcome page to get

potential fans hooked on the immense val-

ue that you deliver through your page

If your organization relies at all on any

"how-to"information, create and host videos to share with fans. Sainsbury's

uses their kitchen facilities to shoot video of things that they'd be doing

anyway (testing recipes and preparing deli food) that fans will also find

interesting.

Answer every question. Sainsbury's is constantly monitoring their Facebook

page for questions & comments and makes a point to get in touch with

fans who have concerns or questions, often answering them publically (as

shown above) and sometimes privately as well.

Mention your other activities in the community on your page

5What YOU

can do



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I use this example in almost every one of my social media classes as an il-

lustration of a brand that's gone all the way with the concept of the "siteless

web" in that they've gotten rid of their website and run the web presence for

the business using a combination of Facebook, Google maps, Scribd.com

and other lightweight and low cost apps. Jo To Go does a good job of keep-

ing up with some regular posts on Facebook about happenings at all of their

locations. They have also smartly leveraged things like Google maps to map out the locations of their stores.

One area that they have developed that many restaurants and retailers on Facebook have not is their Reviews

section. They have several reviews, some positive and some negative, but they've not responded to a single

one. We generally recommend responding, and doing so quickly, as some of the other examples in this post do

with comments on their pages.

Jo to Go Coffeewww.facebook.com/JoToGoCoffee

Replace your website, or even make your next micro-site out of Facebook

Integrate other cloud apps to augment the Facebook functionality as needed, such

as Scribd.com and Google Apps

Solicit reviews from patrons on Facebook (and anywhere else that makes sense

for that matter!) and respond to those (both positive and negative) to bolster the

community around the reviews.

Offer deals, specials and other incentives to Facebook fans. Another coffee shop/

restaurant, the Dessert Gallery in Houston, has some great, proven results in this

case study on how valuable their Facebook fans are to their establishment

6

What YOUcan do



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Every non-profit and community organization thrives on attention and in the case

of a venue like the Queens Museum of Art, visitorship. I love how these guys re-ally rock the events feature in Facebook. They have over 140 events listed! These

guys are also really consistent about their updates on events, items of interest to

fans, community happenings that their fans might be interested in and so on.

Queens Museum of Artwww.facebook.com/QueensMuseum

Post daily, or even a few times a day. Keep

it focused on things that are of relevance and

value to your audience.

Events! Post all of them. If you have something going on, put it on Face-

book. Facebook events show up for your fans on the right hand side of the

page when you invite them, so keep posting those events!

Use the Extended Info tab to share even more information and background

about your organization.

Use photos extensively. The more visual your product or service, the more

you should use Facebook's photos component (or integrate with Flickr or

another photo sharing site) to get the visual message across.

7What YOU

can do



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Let's Recap:These are some examples that I thought were both smart AND approachable stuff that can be

done by almost any business with their Facebook page. What smart examples have you seen?

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recapTop 23 ideas1. Make an AWESOME welcome page to get potential fans hooked on the immense value that youdeliver through your page Create "Facebook rituals" that engage your audience daily or weekly

2. Answer any and all questions that come in through your page. Sainsbury's is constantly monitor-ing their Facebook page for questions & comments and makes a point to get in touch with fans who

have concerns or questions, often answering them publically and sometimes privately as well.

3. Be helpful to engage your audience on Facebook.

4. Integrate Facebook Connect on your website and Facebook page

5. Sustain a consistent and "often as your audience finds interesting" content publishing regiment



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6. Do everything you can to encourage photo posting from fans, customers and everyone who ex-periences your brand

7. Share as many photos as you can in your own Facebook postings

8. Make the most of your "Page profile picture" in the upper left you've got 200 x 600 pixels it'soften wise to use as much of that digital real estate as you can

9. Mirror your Facebook page to reflect your offline and other social media marketing efforts andcampaigns

10. Encourage fan photos, comment on them and make fan engagement a central component ofyour Facebook presence

11. Attend trade shows with still and video camera in hand and interview your customers, distribu-tion partners and everyone in between make them slightly famous by posting on Facebook and

encourage sharing

12. Use your tabs wisely. AGCO makes excellent use of the Facebook tabs featuring everythingfrom new product launches to contests to integrating the blog and video content

13. Share photos as often as you can in your own Facebook postings

14. Make Facebook a one-stop-shop for everything that anyone could want to know about your busi-ness. Make sure that everything (menu, hours, location, phone # everything!) is on the page to

make it easy for them to find you and do business with you.

15. Mention your other products and programs (like gift cards) on Facebook tabs.

top2

3

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as



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16. Integration location marketing into your online (and offline, through window stickers and such)strategy to encourage visitorship and to make each visit matter that much more (turning your best,

most connected patrons in a "daily viral visitors")

17. Mirror your web page in a Facebook tab18. Shout out to and connect your best fans by their Twitter handles (add those to your customerdatabase!)

19. Replace your website, or even make your next micro-site out of Facebook

20. Integrate other cloud apps to augment the Facebook functionality as needed, such as Scribedand Google Apps

21. Solicit reviews from patrons on Facebook (and anywhere else that makes sense for that mat-ter!) and respond to those (both positive and negative) to bolster the community around the reviews.

22. Offer deals, specials and other incentives to Facebook fans. Another coffee shop/restaurant,the Dessert Gallery in Houston, has some great, proven results in this case study on how valuable

their Facebook fans are to their establishment

23. If your organization relies at all on any "how-to" information, create and host videos to sharewith fans. Sainsbury's uses their kitchen facilities to shoot video of things that they'd be doing any-

way (testing recipes and preparing deli food) that fans will also find interesting.

top2

3

ie

as



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Facebook E-Book - 7 Effective Facebook Pages + 23 Facebook Marketing Tips

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