Facebook for Business Nov 11

Facebook For Business

Peter Lisney

26 million registered users in the UK (including 9 million aged over 35)

© Peter Lisney 2011

Today’s Workshop

• How Facebook is being used• Creating a social media strategy• Creating a Facebook page• Driving traffic to your page• What Next?


Questions:

• Who is on Facebook?• Who has a Facebook page or group?• Who has won business from Facebook?• Who doesn’t have any friends?


Everyone Wants To Be Liked


Facebook Can…

• Keep your customers informed of services• Be used to answer customer questions• Strengthen customer relationships• Get you ‘liked’ by friends of those who already

like you• Drive traffic to your website/blog/YouTube• Ultimately generate sales


Business to Consumer



Business to Consumer


Business to Business






Shropshire Businesses


Shropshire Businesses


Creating A Social Media Strategy

• What’s your objective?– Increased awareness– Direct sales– Customer service

• What is your scope?– Geography– Business or consumer


Creating A Social Media Strategy

• What types of social media to use?– Social network e.g. Facebook– Blog/Micro blog e.g. Wordpress and Twitter– Video e.g. YouTube

• How will you build a following?• Who will be responsible for content?• How will you integrate with other marketing?• How will you measure success?


Integrate With Other Marketing• Signpost people to your social media sites

– Widgets on your website– Email footer– Marketing collateral


Keyword Research

• Yes! Keyword research applies to social media as well.

• Your business information will be indexed by Facebook

• Page and group names will be indexed by Google


Setting Up A Facebook Account


Types of Accounts

• Personal profile – for real people, not businesses, has maximum 5,000 friends

• Facebook page – for businesses, public figures, is ‘liked’, unlimited size


Other Basic Facebook Terms

• Friend – someone who has connected with you either at your request or their request

• Like – If you visit a ‘page’ you find interesting and want to keep up to date with its content then ‘Like’ it (used to be called ‘fan’)

• Wall – Where you post comments (limited to 1,000 characters). Can either be your wall or someone else's


When to Focus on Personal Profile

• If people ‘buy you’ as an individual • Requires closer management• Control who posts what on your wall


Creating a Facebook Page For Business


Creating a Facebook Page For Business


Choose A Page Name

• Make it keyword rich so it can be found in a search

• Make it unique or a little outrageous• Add a benefit• It doesn’t have to include your business name


Create Your Page

• Upload an image• Provide your basic info• Make it keyword rich• You can add tabs/pages


Customising Your Page

• Basic page comes with 3 sub pages: ‘Wall’, ‘Info’ and Discussions

• You can add other pages by adding ‘Apps’. Search for these in the main search box. E.g. – Links– Events– Notes– Video


Edit Page Settings

• Edit Page – Change default landing tab


Facebook URL

• Have a url like facebook.com/yourname• Have visitors land on the tab/page you want• Encourage visitors to ‘like’ your page


Promoting Your Facebook Page

• Organic Promotion – engaging with followers• Paid for Promotion – Adwords from Facebook• Message personal friends• Encourage people to leave comments. This

adds content to their newsfeed which will be seen by their friends

• ‘Suggest’ your page to friends• ‘Favourite’ other pages


Promoting Your Facebook Page

• External promotion– Link on your website and other social network

sites– URL on promotional material– Advertising campaigns

• Promote on Twitter• Add content regularly - you can use RSS feed

to do this• Build a community


Facebook Pay Per Click Ads


Easy to Set Up


Quantify Your Market


Decide How Much A Prospect is Worth


Everyone Wants To Be Liked

• Be passionate• Be different• Be informed• Be a giver• Be a leader• Be yourself• You don’t need to be perfect


When to Facebook

• Have clear written objective and strategy• Budget your time• Be active at the right time of day

– Morning – Lunch– Evening

• Check your page daily for comments plus add something new


Facebook Apps

• Used to provide more features• May automatically submit content to your wall• Find Apps by searching on Facebook.com. Test

them well• Some good Apps include:

– Slideshare– Testimonials– Friends CSV Application (backs up friends)– RSS Connect (auto adds content)


Measuring ROI

Attention

• Likes (Fans)

• Comments

Interest/Desire

• Post Likes

• Comments

Action

• Website visits

• Sales


Facebook Insights – Analytics


Facebook Insights – Analytics


Don’t get suspended

• Only have one personal account and use your real name• Accounts are for people, pages are for business• Add no more 25 to 30 new friends per day• Avoid repetitive actions that may look like a ‘bot’• Don’t treat Facebook like a numbers game• If you get a warning message don’t use Facebook for 24

hours• Don’t be spammy with friends or on pages• Have a back up administrator just in case you get blocked


Keys to Facebook Success

• Post a comment daily to help keep you ‘top of mind’

• Engage with people who ‘like’ you• Make your info page keyword rich• Keep the Facebook rules


Brand Protection

• Get your Facebook page now – if you don’t someone else will

• Don’t put your social media strategy in the hands of someone on ‘work experience’!

• Accept you won’t have complete control


Complying With Regulation

• Regulatory bodies like the FSA are slow to act• Instead of waiting for direction write your own

social media policy• Decide what can and what can’t be said then

train staff• Use profile pages to reference compliance


Dealing With Customer Complaints

• Don’t ignore complaints on social media sites• Provide a place to comment that you manage

or else someone else will do it for you – and you’ll have NO control

• Empathise, commit to take action then take conversation to phone or email


What To Do Next

• Draft your social media strategy• Decide who is going to do it – internal or

external• Watch your competitors get left behind


A Bit About Irun• Business development specialists who take the

complexity & pain out of Internet Marketing, harnessing it to grow your business. How?– Business Website Design– Search Engine Marketing & Optimisation– Customer Databases & Email Marketing– Social Media Marketing– Referral System (collects Feedback, Testimonials & Referrals)– Ongoing Web Management

• Clients large and small UK wide including Holiday Inn Express, Abacus Accountants

and Thames Water


A Bit About Irun

Special Offers for Today• One to one, 60 minute Internet marketing clinic.

Normally £120. Offer £90 (ex vat)

• Develop and manage your Social Media account(s).Normally £250 per month. Offer £199 per month (ex vat)

• Or if your website needs an overhaul arrange an appointment with one of our team


Contact Us

• www.Irun-Canterbury.co.uk• Tel. 01227 250049• Mob. 07958 578689• Email: [email protected]• Twitter: @iruncanterbury• LinkedIn.com/in/iruncanterbury



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