Facebook 101 for Small Businesses
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Transcript of Facebook 101 for Small Businesses
Facebook 101 for Small Businesses
Attracting the New & Renewed Customers
through your Facebook Fan Page
@AreMorch Are Morch – Hotel Blogger Are Morch
Who I am 1
• Born in Norway
• Certified in Hospitality Management from eCornell
• Certified in Hospitality Digital Marketing from HSMAI
• Certified in Introduction to Global Hospitality
Management from Cornell University
• Worked w/ Intercontinental Hotel Group Starwood
Hotels
• Manage Hotel LinkedIn Groups & Hotel Social Media &
Collaboration Community on Google+
• Experienced Independent Hotel Blogger
• Speaker Hotels & Social Media
• Social Media Manager for Hotels
• Drive a Harley Davidson Trike
• Horse rescuer
Stats 2
• 1.04 billion daily active users on average
• 934 million mobile daily active users on average
• 1.59 billion monthly active users
• 1.44 billion mobile monthly active users
• On average, the Like and Share Buttons are viewed
across almost 10 million websites daily
• Over 300 Million photo uploads occurs daily
• Highest traffic occurs mid-week between 1 to 3 pm
• On Thursdays and Fridays, engagement is 18% higher
• Average time spent per Facebook visit is 20 minutes
• The average Facebook user now has about 338 friends
Page – Profile or Group 3
• Pages enable public figures, businesses, organizations
and other entities to create an authentic and public
presence on Facebook
• Personal profiles are for non-commercial use and
represent individual people. You can follow profiles to
see public updates from people you're interested in but
aren't friends with
• Groups are the place for small group communication
and for people to share their common interests and
express their opinion. Groups allow people to come
together around a common cause, issue or activity to
organize, express objectives, discuss issues, post
photos and share related content
4Facebook Fan Page
5Facebook Fan Page Dimension
6Key Performance Indicators
• The number of people your post reached
• The number of people who clicked your post
• The number of people who reacted to,
commented on or shared your post
7Facebook Reach
• Reach is the number of people who received
impressions of a Page post. Reach might be
less than impressions since one person can
see multiple impressions. For example,
someone might see a Page update in News
Feed once, and then a second time if their
friend shares it.
8Attaining The New and Renewed Customers through Facebook – part 1
What’s Your Story?
1. Why do you provide your service / product?
2. What qualities and values does your
service / product provide?
3. How do you deliver and implement your
service / product?
9Attaining The New and Renewed Customers through Facebook – part 2
• Facebook rewards Pages that produce useful,
interesting, helpful content to their fans
• Write posts that you would be excited to see in
your News Feed – think like a fan
• Be purposeful and make sure posts goes
beyond the call-to-action and buy option
10Attaining The New and Renewed Customers through Facebook – part 3
• Facebook organic reach is gone - Organic
reach refers to how many people you can
reach for free on Facebook by posting to
your Page
• Facebook News feed now shows content
most relevant to the users – which add more
value to quality content and prevents spams
• Facebook Ads is the new way to attain new
and renewed customers
11Attaining The New and Renewed Customers through Facebook – part 4
Think Win – Win - Win
1. Desired results (fans – customers – you)
2. Guidelines (principles – accomplishment)
3. Resources (fans, financial, technical, team)
4. Accountability (performance)
5. Consequences (good and bad)
WinWinWin
12Facebook Ads
• Reach more of your existing fans. Less then 11%
of your existing fans actually see post you share
on Facebook
• Facebook Ads give you the opportunity to reach
more of your existing fans to ensure that the
people who liked your page will see the content
you decide to share
• Reach new people who are interested in your
business
• In addition to targeting your existing fans,
Facebook Ads give you the ability to reach new
people who could be interested in your business
13Facebook Feed Image Displays
Recommended Upload Size: 1200x630px
Desktop
Image: 476x246 px / Text: 500 Char / Headline: 1-2
lines / Link Description: 2-3 lines
Mobile
Image: 560x292 px / Text: 110 Char / Headline: 1-2
lines / Link Description: 1 line
Right Column
Image: 254x133 px / Text: 90 Char / Headline: 25
Characters
14Facebook Content Calendar
• A Facebook content calendar is very simply a
calendar that details what content your business will
produce in a given time
• An effective Facebook content calendar saves you
time and energy. It keeps you organized and on track
throughout your hectic workday
15Facebook Community
• Have a strategy for how Likes will add value
• Likes are Important but without People Talking About
This and Engagement Rate there is no value in the
Likes
• Communities is what brings up the LikeRanks
16Facebook Future
• Instant Articles
• Facebook Business Manager / Ads
• Facebook Live w Reactions / Filters / Discovery for Profile
/Page /Groups /Events
• Facebook Messenger & Connect Directly with Businesses on
Messenger
• Connectivity
• Facebook Artificial Intelligence Research (FAIR)
• Facebook Virtual Reality (Oculus Rift)
• Facebook Everywhere (Satellite)
• New Messenger Platform for Developers
• Support of 360 Degree Videos
• New Mobile Analytics Tool
• Embeddable Videos
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