Facebook MarketingFor Your Business or Organization

Presented by Eric Huisken

Technology and Media SpecialistNU-Telecom

Thank you to our sponsor:

Why Facebook marketing?

92%value the word of mouth opinion of family and friends

Facebook.com

Why Facebook Marketing?

Interactive – build relationships with

customers

Why Facebook Marketing?

1.23 Billion Active Users – the most used social network

theguardian.com – Feb 2014

Why Facebook Marketing?

Why Facebook Marketing?

Eyeballs!

Objectives• Tips for Creating Your Page

• Methods for Obtaining Followers

• Expanding Your Reach

• Tracking Your Progress

Tips For CreatingYour Page

Recent Changes

• Thumbnail tabs moved to the left side• All posts in one column• Business information on the left side

Customize Your Page URLEdit page Edit Settings Page Info

Page Info

• Include website link

• Include name, address and phone number

• Select a category consistent with other on-line directories

Profile PictureMake it bold, recognizable, and simple

Keep it consistent – don’t change frequently

Cover PhotoFind a unique image that accurately

represents your brand

Go ahead and change it often!

Obtaining A Following

Run A Promotion

• Exclusive Coupons• Like to Enter to win

Woobox.comOfferpop.com

Use Your Email Signature

Here it is!

Link on Your Website

Embedding

Be Social

Make it a two way conversation

Comment and like on other businesspages

Beware of Third Party “Likes”

Don’t purchase “likes” from sites outside of Facebook

Post Great Content

736 Shares!

What’s relevant today?(St. Patty’s Day)

+What’s relevant to your followers?

(cute dogs)+

What do your followers expect?(something about your brand)

=

Be Awesome

“People will like you ifyou have a great business”

-Captain Obvious

Obtain a Following

• Run a promotion• Use your email Signature• Post great content• Link on your website• Be Social• Have a great business• Ask people

News Feed

News Feed

News Feed Formula(Formerly EdgeRank)

Factors:• Time – How long since the post

• Affinity – Amount of interaction with the fan page or user

• Weight for post type (Text, Images, etc...)

• Post Quality

Source: whatisedgerank.com

News Feed Changes

44% - 88% Less reach with recent changes• Business Insider, Feb 2014

Facebook does not want the news feed cluttered with ads

• Organic Reach – The number of people who saw your post in News Feed or on your Page

• Paid Reach – The number of unique people who saw your post through an ad

Source: facebook.com

Reach

Content Distribution

Your Conten

t

Core FollowersWith High Affinity

Engagement Drives Content To More

People

Your Conten

t

What is Engagement?

Anything that indicates that a user is interested in a post

– Likes– Shares– Comments– Clicking on the comments to see more– Clicking on “See More”– Clicking on a picture to make it bigger

Content With Low Engagement

Your Conten

t

Content With High Engagement

Your Conten

t

Expanding Your Reach

Your Conten

t

Target Specific Followers

Add Targeting by Gender, Location, Age, etc…

Click here to add targeting!

Target Followers

Post About

New Ulm

Man inNew Ulm

Woman in New

Ulm

Man in Glencoe

Target Followers

Post About

New Ulm

Man inNew Ulm

Woman in New

Ulm

Man in Glencoe

Woman in

New Ulm

Target Followers• Gender• Relationship Status• Educational Status• Interested in • Age • Location• Language

Figure Out the Best Times to Post

See Insights Posts When Your Fans Are Online

8:00 PM

Schedule Your Posts

Click here to schedule a post!

Use Clear Calls To Action

• Find out more by following the link…• Read this article if you…• Watch this video if you…• “Like” this post if…• “Share” this with someone you know that…• Sign up for our…

Ask questions:• What do you think of…?• How do you…?

Give people a reason to engage with your content

Tagging

• Build relationships with other businesses or pages by tagging them

• They will be notified and may share, like or comment on your post

• Type the @ symbol before you type the name of the business

Tag Them When You Can

Post Photos

Add Your Own Pictures to Posts

Notifications

• Let your users know that they can get notifications when you post!

• Click the arrow in the upper right of one of your posts get notifications

• They will now be notified when you post!

Add A Little Creativity

Hash tagging

• Create or participate in social media trends through hashtagging

• Just type the # symbol before the word or phrase you want to hashtag

• Hashtags are all one word and they can be clicked on to see the other posts about this topic

• #greatsocialmediatip

Post Often...

• To build up your affinity score with users • Minimize the time factor in the News Feed formula

But…• Only post when you have something

relevant content, valuable or engaging to share

What is the most annoying things brands do on social media?

Fastcompany.com – March 2014

Meet the Expectations ofYour Followers

There is a reason that they like you!

What is your brand identity?

Do you have the bestprice?

Widgets.99 cents!

Do you have the best quality?

Are you transformational?

Are you fun?

Expanding Your Reach

• Target specific followers where applicable

• Schedule your posts for the best times• Use clear calls to action• Post pictures• Post often• Meet the expectations of your

followers

Facebook Ads

Boost

Sidebar Ads

Native Advertising

Page Likes

Track Your Progress

Facebook Insights

Set Goals For Each Post

What are you trying to accomplish?

• Reach?• Education?• Web Traffic?• Promoting an Event/Sale?• Direct Sales

Reach

– Engagement – Likes, shares, comments

– Reach

EducationArticle Link Clicks/Post Clicks

Web Traffic

Clicks to your website

Event or Sale Promotion

– Event Registrations

– Sale Traffic

What can you change if you don’t meet your goals?

Summary

• Build your brand through your posts

• Expand your reach through engagement

• Supplement your reach through ads

• Track your progress and make adjustments

Questions?

Like Us!

/NUTelecom /smbnewulm