tbs facebook training

Introduction• Class Environment• Please…Turn your cell phones off or

vibrate• A lot of material….No scheduled breaks• Questions?• Please raise your hand• Write your Questions down

• Respect• Brian Bender – Your Humble Farmer

Your Humble Farmer• Page Admin of BSFM – May 17th -

Present• “Likes”: Added 236 Fans - 629 to 865• Local “Likes” increased:• Berkeley Springs: 223 to 257• Great Cacapon: Zero to 7• Hedgesville: 31 to 38• Martinsburg: 49 to 63

• Weekly average of unique people who viewed any content: 2,426 – increase from 1,535

Assessment• Class Participation• Participants – Name, Business

Name, What you want to take away from training

TBS Facebook Training1. Introduction2. Business Page Setup and Administration3. Managing Content – Engaging your Fans4. Developing Alliances (Content

Development)5. Page Insights – Assessing Content

performance6. Integration (Follow-up Training)7. Continuing Education and Follow-up Training8. Closing comments – Questions/Answers

Opening Video• Take away

• Social Media is about Cultivating Relationships with People – A Tool to enhance real life connections

• Facebook tops Google for weekly traffic• Facebook – 3rd Largest country in the world• Ford Explorer launch on Facebook – More traffic

than a Super Bowl ad• YouTube 2nd largest search engine in the world• Word of Mouth is on Digital Steroids• 90% of consumers trust peer recommendations• Only 14% trust advertisements• 93% of marketers use Social Media for Business• ROI of Social Media is your business will still exist in

5 years

“Everybody’s worried about ROI of Social Media. What about the hidden ROI of what happens in real life when you care about your customers? What’s the ROI of your mother? No really. Because I’m telling you right now, the ROI of my mom is everything. The only reason I’m standing here is because I was perfectly parented. My mom sniffed me out and executed against my skills, and schlepped my baseball cards at six in the morning to go to baseball card games. That’s caring. So when you ask me about the ROI of social media, I ask you, what’s the ROI of your mother?”

- Gary Vaynerchuk, Author & CEO of VaynerMedia

“We don’t have a choice on whether we DO Social Media, the question is, how well we DO it.”

- Erik Qualman

Business Page Setup and Administration

• Business Page or Personal Profile• Business Page & Groups• All about your page• Cover and Profile pictures

Business Page or Personal Profile

• Can I use my Personal Profile instead of a Business Page?– Yes…But why would you?– Separate your personal life from your

business– Do you really want a potential customer

scrutinizing what you and/or your friends share?

– “I have no opinion on outside issues, hence my name ought never be drawn into public controversy”

Business Page or Personal Profile

• Why have a Business Page?• Credibility of your Brand• Like Box…Critical mass – the more fans

you have, the more you get – you don’t have to approve them like a personal profile

• Facebook Insights – Analytics • Tabs…Multiple options• Multiple Administrators

Business Page & Groups

• What is a Group and why would I have one?• Expand the conversation – More

functionality• Invite your most engaged fans to join• Cultivate Relationships on a more

personal level – Still maintain Business branding

• Can be private or public• Post content from your Group to your

Page and vice versa

About your Page• Updating Page info – Essentially the

“About” section of your Page• Page settings• Admin roles• Cover and Profile pictures –

Branding• Opportunity to Market…

Updating Page info

Edit Settings

Manage Admin Roles

Cover and Profile pictures

Managing Content• Cultivating Relationships• What is Content?• Good/Better/Best Days and Times to

Post• Engage Your Fans• Broad engagement• Focused engagement

• Attraction Marketing vs. Promotion• Focusing on Attraction when Engaging Fans

What is Content?• Assessing content – What to post• Sourcing Content – News Feed for a

Page• Content to avoid• Adding Value

What is Content?• Assessing content• Research your sources – Dig down

multiple levels if necessary• Relevant to your Mission/Business• Fun, Humorous, Lighthearted – Balance

sharing• Pictures – People tend to be visual • Quantitative – Statistics, etc

What is Content?• Content to Avoid• Controversial • Politics• Religion

• Avoid segregating your customer base• Flaming• NEVER call anyone out by name

• Contests/Sweepstakes

What is Content?• Adding Value• You are a Wealth of Knowledge – Share

it!• You’re not the only source of Knowledge• Groups/Associations/Organizations you

belong to• Blogs, Credible News Sources, etc• Remember – Give credit where credit is

due!• Publically Thank your source and Tag them

• Give your Fans more than what they expect

Days and Times to Post• Rule of Thumb - Consistency• Day of the week # of posts…Any day

is fine• Good: Wen – 1 to 2• Better: Mon, Tues, Thu, Fri, Sun – 3 to

4• Best: Sat – As many, All Day Long

• Time of day• Good: 7:30 – 8:30 AM• Better: 8:30 – 10:00 PM• Best: 4:30 – 6:30 PM

Engage Your Fans• Broad Engagement• “Like” other pages

• Adds Value – Your Fans know what/whom you support or share ideals with

• Allows you to “Share” and Post Valuable Content• Remember: Always give credit by “Tagging”

• Your ‘Liked’ pages show up in your News Feed• “Like” content found on other Pages

• Get your Business name out there• “Liked” Pages – News Feed – Search for

Content

Engage Your Fans• Focused Engagement• Cultivating Relationships• When People/Pages “Comment” on your

content• An Absolute: Reply, Tag them, Thank them, and

be sincere/personal• People/Pages “Share” your content

• Thank People in the comment section• Thank Pages on their Page, Tag them, Tag

yourself• Find Content on their Page and share it on yours

(make sure you Thank and Tag them)

Page InsightsAssessing content performance

Developing Alliances (Content Development)

• Business to Business (B2B)• Cultivating Relationships• “Like” Local Businesses and add them to

your Favorites – News Feed• Reciprocal Agreement • Hometown (Local) Sharing of Content

• Promotes 90% Peer Recommendations• Non-Competing Win/Win

• Facebook Group• Berkeley Springs Business Alliance

Continuing and Follow-up Education

• What do you have access to?• One (1) hour individual follow-up training• Online access to weekly Follow-up Education

• Bonus – Exclusive to this class• Comprehensive Social Media Marketing

Assessment and Written Proposal• 10% Discount if contracted before Dec 24, 2013

• One (1) complimentary five minute or less marketing video

• All the above expires December 24, 2013

Closing commentsQuestions/Answers