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What 99% of Businesses Don't Know About Facebook

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The 1% Facebook way…today

1. Why Facebook? The statsOld v new promotional methods

1. DefinitionsThe 1% Facebook wayThe main difference between websites and Facebook‘Like / Comment / Share’Social Proof

2. Presenting your business on a Facebook business pageThe Fire hydrant principleCorporate speak is deadCall to action

4. The goal - Engagement

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1. Why Facebook?

The stats• 65% of Facebook users are 25 and older.• 40% of Facebook users are over 35.• The fastest growing segment on FB is 55-65 year old females• Facebook (FB) tops Google for weekly traffic in the U.S.• Social Media has overtaken pornography as the No. 1 activity on the Web• If FB were a country it would be the world's 3rd largest (only China and India

have populations with more inhabitants)• 50% of mobile Internet traffic in the UK is for Facebook - imagine what this

means for bad customer experiences..• 78% of consumers trust peer recommendations...only 14% trust advertisements

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1. Why Facebook?

The stats• Do you know what they're saying about your brand - on Facebook?• We will no longer search for products and services - they will find us via social media.• Do you want to know the 'ROI’ (return on investment) of Social Media?...

..Its that your business will still exist in 5 years time...

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1. The old, and the new…

$7.6 billion

Over 58 years

$13.5 billion Over 7 years

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1. The Murdoch way…

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1. The 1% Facebook way…

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1. The 1% Facebook way…

It’s not about shouting harder than competitors..

It’s about listening harder..

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1. The 1% Facebook way…

1. Engage people in a more dynamic way than just collecting as many Likes as possible.

2. Talk about your business in a way that is:– Clear and straightforward– Instantly credible – Honest– Relevant to your audience

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2. Definitions: Personal Page vs A Business Page• Personal page

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2. Definitions: Personal Page vs A Business PageBusiness

page

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2. Facebook Business page definitions

• Fan• A fan is anyone who has Liked your Facebook

Business Page.• Fan Page• Another name for a Facebook Business Page. • Like

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2. Definitions: Website v Facebook business page

• Website

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2. Definitions: Website v Facebook business page

• Facebook Page

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2. Definitions: Facebooks genius

Like

Comment

Share

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2. Definitions: What Is Social Proof?

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2. Definitions: What Is Social Proof?

• What it’s not..• "We deliver creative marketing solutions”

• "Without doubt the premier resource for…”

• "We are reliable and proven partner to project manage and deliver crucial projects for…"

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2. Definitions: Like, comment, share… in action

Like – – Everyone can see instantly how many people Like your company– When someone Likes your Facebook business page, it shows on the

Wall of their page and therefore spreads out as a message, unlocking the Comment and Share features.

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2. Definitions: Like, comment, share… in action• Comment allows a dialogue to appear

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2. Definitions: Like, comment, share… in action• Share generates a new posting on your Wall and allows people to pass

something on to their Wall, perhaps with a message of recommendation.

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3. Presenting your business on a Facebook page

• The Fire Hydrant principle

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3. The Fire Hydrant principle1. Layout

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3. The Fire Hydrant principle• 2. Images

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3. The Fire Hydrant principle3. Video

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3. Corporate Speak Is Dead…

Long live Transparent Marketing.• Tell only the verifiable truth• Cut out all vague descriptions• Replace those vague descriptions with specific facts• Let someone else do your bragging• Admit your weaknesses

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3. Decide What Action You Want Visitors to Take "Thanks for stopping by. I’m sure you've got

something much more interesting to do now – off you go then!"

•Encouraging every visitor to click the Like button for your FBP •Offer an incentive to get people to like your page •Free Stuff - offer a free Sample of one of your products•Free Trial - customer gets to try out one of your services for a limited period•Free Consultancy•Free Video

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3. Putting your page to work for you

Your Facebook Page Has Two Functions

• #1 – the custom tab and the info sections are a shop front where people can see what you offer. In this way it acts like your website.

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3. Putting your page to work for you

• #2 – the wall, photos and discussion sections are the place where people can interact with your business.

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4. The Goal - Helping people to InteractThere are many ways to encourage people to engage with your Facebook business page, here are 12:

1. Invite friends to like your page2. Link to your FBP from your other collateral - website / business cards /

leaflets / blogs 3. Become an active participant in others pages –

people and orgs you want to get close to - counter intuitive, but if you can't contribute to others first why should they check you out?

4. Content is king – start by adding posts - photos / video are good too - its quite easy to grab links from Youtube and add them to wall posts.

5. Engage – try to encourage as many likes and comments to your posts as possible, asking questions is

a good way

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4. The Goal - Helping people to Interact

6. Make it easy for people to get to your Facebook page - Facebook make it really straightforward for any none techy person to add links from their own website to their Facebook pages.

7. Encourage your fans to share their story / biz on your page.Encourage them to leave comments about content that is meaningful to them.

8. Encourage fans to 'like' each others pages.Step 7 will give the opportunity to do this, as Facebook is an ideal platform to not just 'sell more stuff' but to build 'community'.

9.'Tag' your fans own pages in your own posts / comments where possible.10. Link your FB account to your Twitter account

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4. The Goal - Helping people to Interact11. Use custom tabs to increase likes

– Create a custom tab 'landing page' for new visitors with a clear call to action – ‘like our page to receive x y or z offers.

– Why not bring your website content right into Facebook using custom tabs such as Profile Builder’s <interface> app?

12. Create regular, 'likable' content, then share it!– Here is a simple exercise to help you to generate regular 'likable' content : ask yourself

these three questionsa. What has happened in my immediate personal / business world recentlyb. What is going on in my field of expertise - or that of my ideal client basec. What is happening in the media in general

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4. Common mistakes to avoid

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4. Common mistakes to avoidAdding Anyone and Everyone as Friends to Boost Your Numbers• Although you do need a critical mass to gain your own 'vanity

url' quality outweighs quantity.

Only Trying to Sell Your Stuff• People are not on Facebook to be sold to. Why not start throwing in

something of value to your friends and followers. Try sharing tips to help them with problems they are facing. Share links to articles and videos that can help and inspire them.

Never Engaging with Your Friends and Followers• Focus on building relationships, getting to know them, and finding out how you can

better help and serve them. Send personal messages, write on your friends’ walls, comment on their updates.

Being inconsistent• This can include not only the content you post but the regularity too. Ideally create a

content strategy that is consistent with your Marketing plan then try to post content to your Facebook business page once every few days.

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Attendee only offer

FREE ‘Be A Top 1% Facebook Business Page User’ guide today

• We’re giving away free copies of our 30 page eBook 'Be a Top 1% Facebook Business Page User', which covers all of the topics covered in today’s presentation in more detail and much more, enabling you to master Facebook for you business.

• Normally available to purchase for £47.00+VAT via our secure online shop , to take advantage of this offer simply log on to Profile Builder’s own Facebook page:www.facebook.com/profilebuilder and ‘Like’ our page and we’ll send your copy to you.

• Alternatively see me, Paul Weston after today’s presentation.

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In conclusion

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In conclusion

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Thank You

Presented by:

Paul Weston,

Director, Profile Builder Ltd.