EVERYTHING

Elly Deutch November 6, 2013

#SMSSummit

AGENDA •  Who is Elly Deutch? •  Facebook 101 •  Setting up your Facebook Business Page •  Marketing your brand and engaging fans on Facebook •  Tools, tips, tricks and best practices

•  Mastering Facebook

•  Questions

FACEBOOK 101

-  Background on Facebook

-  Started in 2003 for Ivy League Schools

-  Opened up to additional colleges/universities in 2004

-  Became open to public in 2005

-  Pages launched in 2007

-  Facebook went public in 2012

YOUR COLLEGE BABY BOOK GOES VIRTUAL

-  Facebook Profile

-  Facebook Fan/Business Page

-  Post or update

-  Like, Comment, Share

-  Hashtag

-  Timeline

KNOWING THE LINGO

-  #1 social networking site on the web

-  More than 1.15 billion users worldwide

-  Instant and direct connection with consumers

-  Photos and videos are most shareable content

-  Ease of engagement and user generated content

-  Variety of content options

-  Innovative and on the forefront of digital tech

WHY MARKETERS FACEBOOK

-  How many fans does your Facebook Page or Wikipedia page have

already?

-  What would incentivize YOU as a consumer to “Like” a page or follow

their updates?

-  How will you go about engaging new fans?

-  What demographics are you trying to connect with online?

-  How tech-savvy is your audience?

-  How often do you plan to interact with your fans?

-  How can you build effective content that reaches your target

audience?

SOCIAL STARTING POINTS

-  Status

-  Photos/Videos

-  Open ended questions

-  Events

-  Milestones

-  Ads

-  Customer Service

WAYS TO MARKET YOUR BUSINESS

-  Understand your opportunity

-  Identify conversations already

happening around your brand and

integrate with your current marketing

strategy

-  Engage and become friends with your

fans

-  Establish your social stature to become

an influencer

WHY YOU SHOULD USE FACEBOOK

-  Get to know Facebook

-  Read Blogs

-  Look at the Help and FAQ Section

-  Watch intro videos

-  Read the Privacy Policy

-  Understand the Terms

-  Know users are only 13+ years old

-  Cultural and non-written rules

-  Don’t self promote

-  Don’t friend random people

-  Don’t overshare

-  Don’t make anyone an admin of your page that isn’t responsible for the company

-  Write your own Rules or Community Guidelines for your page

RULES OF FACEBOOK

SETTING UP YOUR FACEBOOK BUSINESS PAGE

THINGS TO GATHER BEFORE YOU START

•  Desired Page Name

•  Category/Theme

•  Vanity URL (i.e. Facebook.com/yourcompanyname)

•  Background info for About Page

•  Timeline Banner (851x315 pixels)

•  Profile Picture (180x180 pixels)

•  Milestones (843x403 pixels)

BUILDING YOUR FACEBOOK BUSINESS PAGE

CREATE A PAGE AND CHOOSE YOUR CATEGORY

READ THE FACEBOOK PAGE TERMS!

ADD YOUR ABOUT INFO AND PROFILE PICTURE

FINAL STEPS

1

2

3

4

ADJUST PERMISSIONS, FILTERS AND PUBLISH

MARKETING YOUR BRAND AND ENGAGING WITH FANS

HOW TO ENGAGE FANS AND GROW YOUR FAN BASE

-  Don’t just add to the noise

-  Use Facebook as a two-way communication tool

-  Post relevant and valuable content

-  Be strategic and purposeful

-  Align messaging with intentions and goals of the

company

-  Show your support through appreciation, authenticity

and customer service

CONTENT MARKETING

Lifestyle/Culture

Brand

Products

STEPS FOR BUILDING YOUR SOCIAL STRATEGY

LISTEN

GOALS/OBJECTIVES

DEVELOP STRATEGY

BUILD CONTENT

ENGAGE

MEASURE

ENGAGE YOUR FACE OFF

LEARN FROM ICONIC BRANDS

TEST YOUR FAN BASE

TOOLS, TIPS, TRICKS AND BEST PRACTICES

TOOLS, TIPS AND TRICKS TO OPTIMIZE YOUR PAGE

-  Most popular posts are short, friendly and conversational

-  Photos/videos enhance virality

-  Schedule your posts in advance

-  Keep your page fresh with new content and pictures

-  Geo-target posts to engage specific communities

-  Use Facebook insights and other analytical tools to learn

about your fan base

-  Check out competitor insights/fan growth

FACEBOOK SPECIFIC TOOLS

-  Facebook FAQ and Help Section

-  Facebook Developer API

-  20% text overlay tool

-  Hashtag tracking

-  Apps and iFrame tab

FACEBOOK BEST PRACTICES

-  Post updates 3 to 5 times per week

-  Shoot for quality over quantity

-  Use strong visuals

-  Respond to fans as quickly as possible

-  Unlink Facebook and Twitter

-  Shorter Facebook posts tend to do best

-  Use a Call To Action within your post

-  Use Facebook.com resources and marketing tools for further

support

MEASURE AND EVALUATE

-  Establish metrics that are aligned with your goals and objectives

-  Research what analytics platform would be best to help you achieve your goals OR develop a dashboard to track these metrics over time

-  Analyze, evaluate and implement key learnings into evolving

social media strategy

MASTERING FACEBOOK MARKETING

RECAP ON HOW TO GROW YOUR BUSINESS WITH FACEBOOK

-  Listen to conversations already happening around your brand

-  Identify your goals and metrics for success

-  Create a social media strategy

-  Integrate social into all other marketing/pr/corporate initiatives

-  Track and analyze your work

-  Evolve your strategy accordingly

-  Rinse, repeat

1.  No sex, drugs & rock-n-roll…or religion or politics. Ever.

2.  Remember that nothing is ever “deleted.”

3.  Avoid breaking news stories, unless 100% brand relevant.

4.  Speak as the brand, not as yourself.

5.  Tell the truth. Always.

6.  Own your mistakes.

7.  Be only as good as the company you keep.

8.  Engage with others.

GOLDEN RULES

TAKEAWAYS

-  Social media is not about shouting at your customer, but about making connections and building loyalty

-  Connecting with your fans in-real-time is an invaluable marketing tool

-  Offering incentives, contests, and giveaways are great ways to build communities, but remember to nurture and foster growth as well

-  Never forget to surprise and delight your fans, as well as reward them for their loyalty

QUESTIONS?

THANK YOU!

ellydeutch@gmail.com

@deutche on Twitter

http://linkedin.com/in/ellydeutch