facebook for business
DESCRIPTION
A Basic Introduction to Facebook for BusinessTRANSCRIPT
What we will cover today
An overview of FacebookDetermining if a Facebook presence will add value to your business.How you should approach using Facebook for business.Strategies for using Facebook effectively for business.
What is Facebook?
Facebook is an international social networking site, allowing users to share content about themselves both publically and through private networks.
Facebook.com received 132 million unique visitors in March 2010 compared to MySpace.com which received 47.5 million -via compete.com
Facebook users around Walnut Creek, CA
Estimated Reach:
1,394,360 people• who live within 25 miles of
Walnut Creek, CA
• age 18 and older
(According to www.facebook.com May 17, 2010)
MOMBOOK?One-Third of Users are Women 30+
455,180 people• who live within 25 miles of Walnut
Creek, CA• age 30 and older• who are female
Can Facebook and “Social Media” benefit business?
Social media is good for:
• Online Conversations• Brand Development• Distributing
Relevant/Interesting Content
• Sharing Useful Information
• Test Marketing / Focus Groups
• Encouraging Interaction with Consumers
Can Facebook and “Social Media” benefit business?
Social media is not good for:
• Selling, Selling, Selling all the time.
• Pushing content without opportunities for interaction.
• Airing Grievances• Bashing Competitors• Making False Claims• Ignoring Customer Feedback
Would you want to invite someone to a party who was always trying to sell you something?
Steps to Launching a Facebook Page
1. Determine whether to launch a Facebook Page or a Group
2. Develop a Content Strategy
3. Build a Following4. Be vigilant;
experiment, measure and track
Step 1. Facebook Page vs. GroupTypically, businesses are best served by choosing a Page instead of a Group.
Pages
Ability to Add Applications
Updates come from page, not individual accounts
Updates populate via News Feed
Groups
Set permissions for membership
Officer hierarchy
Updates are sent to inbox (>5,000)
More info: http://mashable.com/2009/05/27/facebook-page-vs-group/
Step 2. Develop a Brand and Content Strategy
Content is King
Facebook is a channel, just like NBC, CBS and FOX.
Consider Your Facebook Presence as a Program on Facebook.
How will you make it:
Entertaining?Informational?Exciting? Dramatic?
And most importantly, Unique?
2. Develop a Brand and Content StrategyTypical Reasons Why Facebook Users “Like” Something
Knowledge Seekers:Information gatherers, the more unique the better– To Be in the Know.
Givers: To Support the Business Endeavors of Friends and Family.
Getters: Because They Can Get Something –Promotions, Business, Entertainment, etc.
Enthusiasts: Because They Really Like It – Brand Engagement & Loyalty
Followers: Because Their Cool Friend Did.
What is your theme?Entertaining, Informative, Other?• What should your profile image look like?• How do you want to set the admin wall options?• How often will you update content?
• Daily, Weekly, Monthly – plan it in advance.• Who are your partners?
• Promote them• Encourage them to promote you
• Applications• Under “edit page” – browse applications and add
those that fit your content strategy. Events, Poll, Video, FBML, Promotions, etc.
• Which tabs should you include on your page?• Which boxes should you include on your page?
2. Develop a Brand and Content Strategy:Important things to think about
Step 3: Build a FollowingSuggest to Friends
• Invite all your friends, family, etc. Let them know in the invite message that you are excited to launch the page. They will think about who they can suggest.
• Get your employees on board. Social networking is social – they should participate.
• Reach out to clients, partners, anyone with a vested interest in your company. Get them excited.
Step 3: Build a FollowingAdd Facebook to your Website
Add an icon to your site
Let visitors know they can easily become a fan, or “like” your business.
Given them an incentive (if applicable).
Let them know what they will get: information, etc.
Position it in the top half of your site (above the scroll) at least during your launch.
•Consider a Fan Box (API)
Step 3: Build a FollowingAdd Facebook to your Blog
Add an icon to your blog
Let visitors know they can easily become a fan, or “like” your business.
Given them an incentive (if applicable).
Let them know what they will get: information, etc.
Position it in the top half of your blog (above the fold).
For hosted blogs, consider adding a “like” API to posts.
Step 3: Build a FollowingAdd Facebook to your Email Campaign
Add an icon to your emails
Let visitors know they can easily become a fan, or “like” your business.
Easily integrated into Constant Contact, Vertical Response and other email platforms.
Include a link in your standard email signature.
Step 3: Build a FollowingPromote it on Your Twitter Account
Promote Your Page on Your Twitter Account
• Let visitors know they can easily become a fan, or “like” your business.
• Use bit.ly or another URL shortener and track clicks
• Promote partner pages and Direct Message them asking for a reciprocal promotion.
Step 4: Be vigilant; experiment, measure and track
Utilize Facebook’s Open Graph Protocol http://developers.facebook.com/docs/opengraph
Use www.bit.ly or another URL shortener to analyze traffic.Experiment with events, promotions, content – measure results and replicate success.Use Facebook Page Insights to gain valuable demographic and user engagement data.
Case Study – Idol FanaticIdol Fanatic by Ribbit
Ribbit, Silicon Valley’s Phone Company wanted to rapidly gain users for it’s web-based phone services.
Competition is fierce in the market (Google Voice, Skype, etc.).
Ribbit created Idol Fanatic, a Facebook application which enables fans of American Idol to cast votes from Facebook using the Ribbit.com platform.
In 6 weeks, Ribbit gained 18,000 new users and received national press coverage from CNN, USA Today, Mashable, AllFacebook, Women’s Day and more.
Case Study – I Love Downtown Walnut Creek
I Love Downtown Walnut Creek by Walnut Creek DBA
The Walnut Creek DBA wanted to develop an additional channel to promote their members.
“I Love Downtown Walnut Creek” appeals to trend leaders interested in being “in the know”.
1,000+ followers in 5 weeks.
Has generated a number of positive responses from business membership.
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