doing business socially on facebook | wahine media at pacific new media
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Your business has a Facebook page, now what? How do you find and build an audience? Find out what it takes to be visible on Facebook and how to build a vibrant community through outreach and engagement, who to talk to and how. Engagement is the magic 'key to the city' but it takes time. Step through time-saving and helpful tools, get insider tips and, during demonstration, analyze your page and make adjustments real-time. This is a fast-paced class so bring your laptop and a basic understanding of Facebook. Prerequisite: An open, active Facebook account. Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, the president of Social Media Club Hawaii (smchawaii.org), a finalist for Pacific Edge Magazine's Young Professional of the Year, one of Hawaii's Top 15 Social Media Influencers in 2012, and has over 6 years of digital media and marketing experience. Taught by Social Media Club Hawaii (SMCHI) professional member.TRANSCRIPT
Doing Business Socially on Facebook
!!!!!!!!!!!!Download slides: slideshare.net/wahinemedia
You have a business with a Facebook page, you’ve been posting, but you don’t have any comments and likes... !
What do you do now?
Social media is NOT A FREE ADVERTISING PLATFORM !
Relationships are key. People expect to be treated like individuals !
People connect with you through the content you produce and share !
The payoff may come later than sooner. Position your brand to be top of mind
What’s the ROI of social media?
The ROI of social media is your business will exist in 5 years. !
—Gary Vaynerchuck
Now, what does this all look like?
The 80/20 rule
20% marketing
80% being “social”
Outreach and engagement
Facebook Algorithm
Edge Rank (affinity, weight, time) still relevant, but added layers 97% of your fans will NEVER return to your wall! Fan engage with your page through the content you post, and that they see on their News Feed Facebook’s algorithms seek to move the most “relevant” content to the top of people’s News Feed
Facebook Algorithm: AffinityThe relationship between the fan and the page The more a fan has engaged with a page, the more likely its content will show on that fan’s News Feed When friends interact with pages often, their actions with that page may appear Relationship settings also a factor
Facebook Algorithm: WeightDifferent types of posts (vehicle) rank higher, but are not the only factor in showing in the News Feed Photos are proved to rank higher New algorithms don’t look at global interactions (among fans), but also what kinds of posts friends of fans interact with
Facebook Algorithm: TimeThe longer a post is on the home feed, the more it “decays” Average life span is 24 - 48 hours
Facebook Algorithm: New ChangesHide Post/Spam Reporting Device and Technical Considerations Ad History Story Bumping & Last Actor
Find and build your audienceOutreach
Outreach Find and build your audience
Show interest in others first
Invite your current contacts
Launch with a bang!
It’s about quality not quantity
Outreach Find and build your audience
Show interest in others first • Like other pages• Who?
• Competition, influencers, customers, journalists & bloggers, hashtags
• [worksheets]
Outreach Find and build your audience
Invite your current contacts • Send out an email• Invite via email on Facebook• Invite your Facebook friends
Outreach Find and build your audience
Launch with a bang! • Sweepstakes & giveaways• Use 3rd party App to manage
• Wildfire, Shortstack, NorthSocial, OfferPop, Strutta
• Resource linksh"p://www.socialmediaexaminer.com/facebook-‐promo8ons-‐what-‐you-‐need-‐to-‐know/
https://andreavahl.com/facebook/how-to-run-a-successful-facebook-contest.php
Outreach Find and build your audience
It’s about quality, not quantity • The tipping point
• 500-1000 likes• Using Facebook Ads to grow
relevant fans• Timeline—pay to play
The value of a conversationEngagement
Have conversations
Share content from others
Share original content
Include a clear call to action
Be open and transparent
Don’t forget your manners
Engagement The value of a conversation
Engagement The value of a conversation
Have conversations • Spend time in your home feed• Liking• Commenting
Engagement The value of a conversation
Share content from others • Share from your home feed• Share external links and tag• Post varied content
• Photos & videos get the most responses
Engagement The value of a conversation
Create original content • Photos, videos, blog posts• People respond to opinion and
expertise• Positions you as industry
leader• Generates biggest ROI
Engagement The value of a conversation
Include a clear call to action • What do you want them to do?• Read? Comment? Like?
Engagement The value of a conversation
Be open and transparent • Allow both customer
complaints and praise • Open your wall for comments
and pictures• Share from “posts by others”• Post as yourself?
Engagement The value of a conversation
Don’t forget your manners • Treat people how you want to
be treated• Please and thank you• Response time
Tools to help you get ‘er doneFacebook Mechanics
Facebook Mechanics Tools to help you get ‘er done
Scheduling in Facebook
Maximizing Events
Building Custom Apps
Facebook Ads
Facebook Insights
What’s New
Facebook Mechanics Tools to help you get ‘er done
Scheduling in Facebook • Use images whenever possible• Tags are preserved• Don’t schedule too far in
advance• Manage in “activity log”
Facebook Mechanics Tools to help you get ‘er done
Maximizing Events • Fill out info completely• Upload event cover image
(new feature)• Invite your personal friends!• Make regular updates
Facebook Mechanics Tools to help you get ‘er done
Building custom Apps • ShortStack• Instagram App (Stati.gram)• Apps within Facebook• Customize the thumbnail and
text below
Facebook Mechanics Tools to help you get ‘er done
Facebook Ads • Promoted posts• Promote the page• Targeted Ads
Facebook Mechanics Tools to help you get ‘er done
Facebook Insights • Check often• Demographics• Like sources• Analyze post stats• Engagement rate
Facebook Mechanics Tools to help you get ‘er done
What’s New • Who Posted (Feb 20, 2014)
!
Keep in touch!
Wahine Media web: wahinemedia.comblog: wahinemedia.com/wahineblogfacebook: facebook.com/wahinemediatwitter: @wahinemediaphone: 808 744-9269!!!!Gwen Woltz @gjwahine !!Download this slideshow:http://slideshare.net/wahinemedia