Hands On Facebook for Business Workshop

FACEBOOK CAN HELP YOU REACH ALL THE PEOPLE

WHO MATTER MOST TO YOUR BUSINESSJUNE 2016 1

The Difference between a personal Facebook page and a business page:• Your personal page is about you

• Your audience is “friends”—people have to “friend” you to see your posts

• You can post pretty much whatever you want—it doesn’t matter what you think people want

to see…

• Your business page is about your business

• Your audience is people or other pages who have “liked” your page—those are the people

who see your posts

• You need to be professional with your posts– it DOES matter what people think

2

JUNE 2016 3

Make a list of 8-12

attributes that you

want to conveyThink of characteristics or themes

that illustrate your company’s values

and post one theme each day:

1. Integrity

2. Value

3. Excellent Customer Service

4. Quality Products

5. A Great Team of

Professionals

6. Speedy Installation/Delivery

7. ETC…

JUNE 2016 4

Here’s space to

make your own

list right now.

Attributes about my business that I want to convey on FB:

JUNE 2016 5

Now that you have set up your pageCreate the hub for your business on Facebook

Your Facebook Page makes your business:

Discoverable: When people search for you on Facebook, they’ll be able to find you.

Connected: Have one-on-one conversations with your customers, who can like your

Page, read your posts and share them with friends, and check in when they visit.

Timely: Your Page can help you reach large groups of people frequently, with

messages tailored to their needs and interests.

Insightful: Analytics on your Page will give you a deeper understanding of your

customers and your marketing activities.

JUNE 2016 6

Page Admin Tools give you

control over your Page, so you

can decide what and how to

share with your customers.

The tools give you:

• A place to read personal messages

• Notifications when customers interact

with your Page

• Measurement info so you can see how

your Page is performing

• Publishing Tools is a place to boost your

posts or promote your page by creating

and purchasing ads.

• We’ll get into the detail of these tabs

later if time allows

JUNE 2016 7

Now let’s take a look at the

tabs underneath your cover

photo. These are the buttons you

use to help you post

JUNE 2016 8

There are several buttons

underneath your cover that

are connected to your

business page.

The About page shows:

• All of the information about your

business that you entered when you set

up the page

• Your mission statement

• Company Overview

• Hours of Operation, which show on the

page

• Impressum is a statement of ownership

of web presence, required by some

countries…

JUNE 2016 9

The Events Button underneath

your cover is a valuable tool

The Events page:

• Is the place where you can create events

• Stores all of your events for your

audience to click on and register for

• Allows you to edit events after you’ve

created them

• Allows you to share your events

• If you are signed in as an individual,

you can invite your facebook friends to

join your events

• And last, but not least…you can Boost

your events.

JUNE 2016 10

Create and Post

EventsYou can share sales or special

events with your audience by

creating an event on your

page.

JUNE 2016 11

Events Drive

Customers to Your

WebsiteFill out the information about

your event, publish, and share

it often to get the word out

about what’s going on and to

drive them to your website to

register

JUNE 2016 12

Photos Create a much

higher percentage of

views and engagementThe Photos Button:• Is the page where all of your photos are

stored and you have access to reuse them in

your posts

• Facebook groups your photos for you

• There are photos that came from other

people’s posts, photos that you posted

yourself, photos you have used for your covers

& profile pictures, photos that came from your

phone

• You can create albums that are stored here

also

JUNE 2016 13

Change your Cover photo regularly to keep your

page freshYou have access to all of your photos or you can upload a new photo. Change

your cover to illustrate new seasons, events, or products you have.

JUNE 2016 14

The More Tab allows

you to change which

buttons are under your

cover photoThe More Button:

• Has a drop down list of other tabs you

could have under your cover photo.

• You could have the “Join My List” button,

which is a form for your visitors to fill out

that puts them on your email contact list

• Clicking on any of the items in the list puts

them underneath your cover, but you can

only have 3 tabs showing at a time

JUNE 2016 15

Build Your

Audience

The best way to reach people is to

go where they are.

To build your audience:

• Invite your Facebook friends who

are genuinely interested in your

business

• Invite customers you already do

business with

• Promote your Page to reach all-

new audiences on Facebook

JUNE 2016 16

Create posts that are

right for your business

and your customers.When you post to your Page, you can:

• Write updates that instantly appear on

your Page

• Add photos and videos to your posts

• Schedule your posts to save time

• Use Hoote Suite or some other

scheduling Ap to cross post on other

platforms.

• Reach more people by boosting your

posts

• Create offers or events

• Post on someone else’s page by typing

the @ before the name of your page

and the list will pop up

• You can also tag people in the photos

JUNE 2016 17

Make Posts More

EffectivePosts are generally more successful

when they connect with your

audience in a real, genuine way.

• Keep it short.

• Use big, beautiful images

• Share exclusive content and info

with Facebook Ads

• Respond to customers—and keep a

calendar: make holiday

appropriate posts

• Link them directly to your website

• Post more of what customers want

JUNE 2016 18

Create Good

ContentYou don’t have to be a professional

photographer, or a graphic

designer to create interesting

content. There are several FREE

design websites:

• Canva.com

• Picmonkey.com (small monthly

fee)

• Befunky.com

• Fotor.com

JUNE 2016 19

Post Links to Your

NewsletterIf you send out a newsletter

either monthly or weekly, post

the link on your facebook

page to reach others who may

not be on your email list.

JUNE 2016 20

Share Posts in

Groups to reach

more peopleJoin community facebook

groups with interests similar to

your business (that has to be

done by you, the individual,

first). You can share posts from

your business page to larger

audiences who may not

necessarily “like” your page.

JUNE 2016 21

Share Posts From

Your News FeedClick on “See Pages Feed” on

the left side of your page.

• Sharing others’ posts puts

them on your page

• You can engage with your

audience by sharing or

commenting on other

pages’ posts. The Chamber

does this to endorse our

members.

JUNE 2016 22

Facebook Gives you LOTS of

opportunities to increase the

popularity of your pageThe Promote Button under the Setting Tab:

• Gives you many choices of what it is you want to

increase traffic to

• Clicking on any of these tabs will bring up a

page that allows you to create a purchased ad

JUNE 2016 23

Boost Posts to

Reach More

PeopleBoosting posts is another good

way to reach more people.

With a boosted post, you can:

• Reach more people who like your

Page—and their friends

• Reach all-new audiences based

on location, age, gender and

interests

• Easily set a budget and schedule

for your post

• Create an ad for your post

JUNE 2016 24

Let’s review the Page Admin

Tools. These tools give you

control over your Page, so you

can decide what and how to

share with your customers.

JUNE 2016 25

Message Tool allows for

personal interaction with your

audience.

The Messages page shows:

• Individual Messages that your customers

have sent you

• You can reply on this page to individuals

• It’s important to reply in an expedient

and professional manor.

• It’s also good to have engagement with

your audience.

JUNE 2016 26

Notifications Tool Alerts you

to the engagement your posts

receive.

The Notifications page shows:

• Likes you’ve received on posts

• Comments you get on your posts

• Which posts were shared by others

• Posts from other people or pages that

have posted on your page.

• You can share posts that have been

posted on your page from here

• You can comment on posts here by

clicking on the specific notification

• If you want to boost a post or promote

you page, you can do it here (but we’ll

get to that later…)

JUNE 2016 27

Page Insights BasicsLikes

See how many likes you have, how the number of likes changes over

time, and where they come from.

Reach

See how many people like, comment on and share your content. You can

also see how much of that came through your customers and their

friends, and the response you got from ads.

Visits

See what section of your Page people are responding to most, and

where they’re coming from, like Facebook or a search engine.

Posts

See a daily breakdown of your posts, and how many people responded

with clicks, likes and more. Get more specific by viewing the types of

posts you make: statuses, photos, and video. If a post isn’t performing as

well as you want, you can always boost it.

People

To help understand your audience, you’ll see demographic info like age,

gender and location, along with what times they’re looking at your Page

and how they found it—so you’ll be able to create posts for the best

response

JUNE 2016 28

Insights Tool gives you

measurement of how your

posts are doing.

The Insights page shows:

• An overview of views, likes, actions,

reach, engagement and video views

• You can click on each individual post to

get all of the data and you can boost a

certain post

• You can change the date range of the

information

• By clicking on each of the items to the

left, you can see a range of graphs

relating to each of those topics

JUNE 2016 29

Insights Tool has quite a lot of

options for looking at your

facebook data

The Likes page shows:

• A range of graphs showing net likes,

where your page likes happened, total

likes from the beginning of your page

• Under the Benchmark column on the

right, you can click on each item and the

graph will change, showing the different

performance points.

• And of course, there’s always that button

that will allow you to pay to promote

your page and get more likes…

JUNE 2016 30

Create a spread

sheet to keep track

of your postsYour posts can be articles or sayings

(or memes) that fit your theme of

the day.

You can also keep track of the

engagement you attract from your

posts. (If you have that kind of

time…)

JUNE 2016 31

Last, but not

least….Have fun!

Your Page isn’t just for updating your

customers—it’s a great place to have

conversations, hear their opinion and ask

questions.

Having conversations on your page is

incredibly helpful for getting to know your

audience. People buy from people they

know, like and trust. Be real with your

audience.