Facebook Pages

By: Colby Higgins, Giorgio Bortolomiol, Ethan Parker, Kevin Ward

What is Facebook?

• An online social networking service launched on February 4th, 2004.

• Currently they have over 1.3 Billion active users as of June 2014 and are worth $212 Billion

• Largest social network in the world

Facebook Newsroom

What are Facebook Pages?

• A Facebook page is a public profile specifically created for businesses, brands, celebrities, causes, and other organizations. Unlike personal profiles, pages do not gain "friends," but "fans" - which are people who choose to "like" a page. Pages can gain an unlimited number of fans, differing from personal profiles, which has had a 5,000 friend maximum put on it by Facebook.

Facebook Statistics

• 1.39 Billion monthly active users (890 Million log on daily)

• 58% of entire adult population uses Facebook• 25-34 is most common age demographic (29.7%)• 16 million local business pages added since May

2013 (100% increase)• U.S. ranks #1 in total users, but 82% of daily active

users come from outside the U.S. & Canada

Personal Success Story: Darren Hardy

• Personal Brand Page• Personal Branding Expert, motivational speaker,

and author• Video in about section - Differentiates• 250,000+ Likes• Lots of visual posts (Photos, Videos, Quotes,

Infographics)• Engages followers by asking questions

frequentlyDarren Hardy Facebook PagePersonal Branding Examples

Corporate Success Story: Dell

• Share B2B Social Media Marketing Strategies• Able to keep customers brand aware• Allows for engagement & widens reach• 85,000+ Likes

Dell LogoDell - Social Media For Business

Key Terms

• Username: Also called a vanity URL, allows you to customize your web address

• FBML: Facebook Markup Language; subset of HTML - allows you to create a custom content box or tab

• Badge: Custom box created to share Facebook page on other websites

• Like: Option to give positive feedback & connect• Ticker: Right side of home page, shows real time live

updates• Page: Similar to profile but is made for a business,

organization, or brand

Key Terms

• Follow: Get updates from page/profile without friending• News Feed: Appears on the middle of homepage,

includes status updates, photos, videos, links, App activities, and Likes from the people, Pages, and Groups you’re associated with

• Notification: Updates about activity on Facebook• Timeline: Part of profile/page. Shows your posts & posts

you’ve been tagged in• Activity Log: Complete list of posts & comments by your

page

Unusual Facts

• Engagement is 18% higher on Thursday and Friday

• There are an estimated 83 million fake profiles• A 2009 advertising campaign from Burger King

titled “WHOPPER Sacrifice” rewarded Facebook users a free “Angry Whopper” for publicly deleting 10 friends, who would then receive a blunt message informing they were deleted for a free hamburger.

STRENGTHS WEAKNESSES

• Increased Exposure to Potential Customers - 1.39 billion users

• Lower Your Marketing Expenses - start a page doesn’t cost anything until you start paying for ads to get page Likes and boosting posts.

• Reach a Targeted Audience – with the ads you can choose your target market.

• Facebook Insights - they provide great information for business owners.

• Loss of Control - there is little control over who posts information or what those posts contain.

• Competition - Marketing platforms executed via Facebook are open to easy duplication by competitors.

• Professionalism - Facebook were created to facilitate the casual sharing of information that may not mesh with the professional reputation you want to establish for your business.

• Subscriptions - People can later choose to hide your posts from view.

Benefits of a Facebook PageDisadvantages of a Facebook PageDisadvantages of Facebook as a marketing tool

10 tips for using Facebook Pages

1. Use a great, creative and unique cover photo and profile picture, better if combined together and add a description to it including link.

2. Use Facebook page app: there are a lot of app with different function that can customize your page (welcome tab, video players, contest app, etc.).

3. Hide valuable content behind a like barrier: hiding it will get more likes to your page, encouraging the non-fun to became fun and discover the hide content.

4. Experiment with how often you post: there isn’t a perfect number of post, it depends from a lot of things so find how often is better for you. However do it regularly.

5. Buy Facebook ads: the targeting option of Facebook ads will help you to reach your target audience.

10 tips for using Facebook Pages

6. Write concise posts and use a lot of images and videos. Try to share self-explanatory photos (they should be detailed enough that a person can understand your content without reading any of the text you added).

7. Customize your URL (you can do it when you reach 25 fans)8. Use Facebook insight to measure your success and understand what

you’re doing right, and then do more of it.9. Use #Hashtags to promote a specific campaign or categorize your

post by topic so the people searching this hashtag can easily find you.10. Be Mobile Ready: the majority of Facebook users are accessing the

site via their mobile devices, many of them only with a mobile device so you should optimize your page for both desktop & mobile devices.

4 Facebook Page Tips That Are Total No-BrainersTips and Tricks for Running a Successful Facebook PageHow to optimize your Facebook Page

Engagement Strategies

• Openness and disclosure: showing what goes on inside the company.• Access: showing availability for customers and fans to reach and interact

with the company (reply to comments, like).• Positivity: efforts to make a customer’s experience enjoyable and

pleasant.• Assurances: making customers feel that their concerns are important

and valid.• Networking: showing shared interest with followers and fans• Sharing of tasks: collaboration with followers and fans to solve problems

of mutual interest.• Share original, behind the scenes photos of you and your team.• Engage your community with questions: interest in hearing from your

audience.

Engagement Strategies• Keep your updates short: people don’t have the time or patience to read

anything over 140 characters (100 characters or fewer suggested).• Post at times ideal for your fans – the optimal time to post on Facebook is

between 1:00 pm and 3:00 pm.• Use the right words for higher engagement – be direct in your request,

and fans will listen; ask to like, comment, share, and makes fans excited with keywords such “winner”, “win” , “events”, “promotion”, “coupon”

• Post with a strong call to action (better if graphic).• Share fan created content: sharing fan-made content is a great way to

bolster a true sense of community among your followers and it shows that you care and makes fans feel valued and appreciated.

• Host a contest: you can ask to like or comment to win a prize, that will help you to engage and involve your audience and reach new customers.

Improve your Facebook engagementIncrease engagement on your Facebook PageThe Complete Guide to Growing Your Organic Facebook Reach

Essential Tools and Apps

• Page Insights (Facebook Native Measurement)– Shows how many people like your Page and the

amount of new likes.– Allows you to see how many people saw your

Page and your posts.– Displays how many people clicked, liked,

commented on or shared your Page or posts.

Native Facebook MeasurementFacebook Logo

Essential Tools and Apps

• Ads Reporting (Native Facebook Measurement)– Allows you to see how your Facebook Ads perform

and how many people you reach.– Helps users to fine tune ads to make them even

better.

Native Facebook MeasurementFacebook Logo

Essential Tools and Apps

• Hootsuite– One of the most commonly used apps for

scheduling Facebook posts. – You can make calendars, schedule contests and

messages for your followers. – Manage multiple social media accounts.– Number one app in the whole market due to its

many features.

Hootsuite Logo15 Essential Apps

Essential Tools and Apps

• Mass Planner– Manages multiple social media accounts in one

place– Preferred over Hootsuite by many corporate

companies with an active Facebook page.• More intuitive• Better integration of Pinterest

– Not optimized for Mac users

Mass Planner Logo 15 Essential Apps Hootsuite Vs. Mass Planner

Essential Tools and Apps

• Woobox– Contest creator app used by more than 3 million

page owners on Facebook.– Creates contests of all different types.– Multitude of ideas and themes to suit your online

brand and Facebook page.

Woobox Logo15 Essential Apps

Essential Tools and Apps

• Heyo– Template creator suite that can create anything

from tabs to contests.– Popular for its ease of use.– Mobile version for easy and timely access.

Heyo Logo15 Essential Apps

Essential Tools and Apps

• Ripe Social– Facebook app suite that accomplishes a variety of

tasks, such as:• Creating Facebook tabs• Creating contests• Issuing coupon offers• Collaboration with your Twitter account • Filming and posting videos

Ripe Social Logo15 Essential Apps

Essential Tools and Apps

• Sprout Social– According to their Facebook page, Sprout Social is,

“Sprout Social is a social media management and engagement platform for business.”

– Social Media Management System (SMMS) with functionality for:• Multiple person teams • Focus on engagement, publishing and analytics. • Ability to integrate with Facebook, Twitter, Google+,

LinkedInSprout Social Logo15 Essential Apps

Essential Tools and Apps

• Sprout Social Pros and Cons

Pros:• Well-organized dashboard• Messages• Tasks• Feeds• Publishing• Discovery• Analytics / Reports

Cons:• Limited number of social

networks• Compose window• Lack of LinkedIn integration• Higher cost

Sprout Social Logo15 Essential Apps Practical Commerce: The Pros and Cons of Sprout Social

Oreo

Oreo uses images and montages to share a tip or tell a story.

Successful Facebook MarketingOreo Facebook Page

Oreo

Successful Facebook MarketingOreo Facebook Page

Oreo uses creative images and videos of their food combined with recipes and a creative use of hashtags.

Banana Republic

Banana Republic Success StoryBanana Republic Facebook Page

Banana Republic uses their Facebook Page to show pictures as well as advertise sales promotions and contests. They target their best customers to achieve a higher click-

through rate.

Humans of New York

• Humans of New York started as a photographer telling stories. It has since developed into a book and a movement to connect on a deeper level.

• Each day, they share several posts that tell people’s stories, along with their image.

• Key takeaway: tell your fans a story about your brand directly in a Facebook post.

Successful Facebook Marketing

Humans of New York

Successful Facebook MarketingHumans of New York Facebook Page

StarbucksMore than 35 million likes, the Starbucks Facebook page is in the top 10 brand pages.

Starbucks gives people tips to help them use their products.

Key Takeaway: Create and post unusual images to catch people’s attention.

Successful Facebook MarketingStarbucks Facebook Page

Wendy’s

• Wendy’s has had recent success in using their Facebook Page for crowdsourcing.– Limited-time offer Pretzel Bacon Cheeseburger on

Facebook and Twitter with a quirky campaign that asked users to create their own jingle for the burger using #pretzellovesongs

– This campaign reached 85 million potential customers in the US.

– They used the Facebook Livestream app so that users could hear the winning song that was picked.

Wendy’s Success StoryWendy’s Facebook Page

Wendy’s

Wendy’s Success StoryWendy’s Facebook Page

Recently, Wendy’s has partnered with celebrities to make funny videos for their Facebook Page.

One example is partnering with ESPN’s Jay Bilas (Right) for a March Madness promotion.

The Home Depot

• Before Thanksgiving 2013, The Home Depot ran a contest called "The Great Giveback“

• Fans were asked to share what they were thankful for in their work.

• For each entry, The Home Depot donated $5 to Team Rubicon, a national disaster response team that works with veterans.

Home Depot Success Story

The Home Depot

Home Depot Facebook PageHome Depot Success Story

Results:• They raised $28,000

for Team Rubicon

• Increased positive sentiment about The Home Depot as an employer

• Drove Facebook engagement.

• Boosted job applicant morale prior to the holiday season.

NHL – National Hockey League

• The NHL Page prioritizes the things they know users care about most when visiting their Facebook Page, including:– Photo and video highlights– Live Stream – Contests that give users the chance to win tickets.– Relevant news stories and compelling visual

content that get high levels of engagement from their fans.

The Best Facebook Pages Ever SeenNHL Shield Logo

NHL – National Hockey League

NHL Facebook PageThe Best Facebook Pages Ever Seen

Top 5 Essential Readings

1. How to Optimize Your Business Page for Facebook Search by John Rampton of Forbes

2. The Complete Guide to Growing Your Organic Facebook Reach by Kevan Lee of Buffer

3. Facebook Organic Growth: How to Defy the Odds and Grow a Huge Facebook Community by Michael Stelzner of Social Media Examiner

4. The Real Reason Your Facebook Page Doesn’t Get Engagement by Ravi Shukle of Post Planner

5. Page posting tips and best practices by Facebook for business

Setting Up Facebook

• How to Create a Facebook Business Page

• Video tutorial from iBrand Your Business

Facebook Analytics (Page Insights)

• Insight Dashboard– Provides number of likes, friends of fans, who is

actively talking, and weekly reach.• Virality – Shows how many users engaged with a particular

post.• Likes – Tell you the demographics (such as age) and

locations of people who like your page.

Facebook Insights

Facebook Analytics (Page Insights)

• Reach– Allows you to see your page views and unique visitor views.– Differentiate those who searched for you as opposed to

clicking on the Facebook ad.– Identify your reach in terms of organic searches, paid and

viral searches.• Check In– Tells you the number of people who have checked in,

where they live, whether they are male or female etc.• Talking About This

Facebook Analytics (Page Insights)

Facebook Insights

Facebook Analytics (Page Insights)

Facebook Page Insights Example 1

Facebook Analytics (Page Insights)

Facebook Page Insights Example 2