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Getting Started U i
  G tti St t d Using
Facebook For Business
   Mid Peninsula Professional Alliance
                              9/21/10

                         Rachel Melia
          Online Marketing Consultant
Background
 14 years online marketing experience
     y                    g p
    Mostly at SF ad agencies on clients including
     Kodak Mobile (part of Kodak Gallery),
     Macromedia, Microsoft, Palm, Tivo, Electronic
                  ,         ,    ,     ,
     Arts, Veronica Mars
    4 years as marketing consultant
    Women In Consulting Online Marketing
     Director
 Current emphasis on Facebook
  marketing
     k ti
Today s
Today’s Objectives

Explain why you should consider using
 Facebook
How you can use Facebook to meet your
 business objectives
  Examples
  E      l
  How to get started
  How t measure
  H   to
Why Facebook?
HUGE
 More than 500 million users (Facebook)
                              (        )
     Approx. 150 million US – 53% of US
     50% log in every day
     Average user has 130 friends
 #2 most trafficked website in world (Alexa)
     Google - 149.6 million visitors May
     Facebook - 123 7 million visitors May
                 123.7
     Facebook #1 by time on site
 48% over 35 years old (iStrategyLabs)
     F t t growing group
      Fastest   i                               Photo by Don Harrison of UpNorth Memories




HIGHLY ENGAGED
 Average user connected to 80 p g , community
       g                       pages,           y
  pages, groups, events                                             FREE
 Average user creates 90 pieces content a month
Facebook Is New Start Page & Preferred
Way t R
W to Receive I f
            i Information
                      ti



                               Was - AOL, Yahoo,
                               Google, Email
                               Now - Facebook
Types of Facebook Accounts
           Personal Profile                   Business Page




                                    Group




•People have to request to be
                                            •Anyone can “Like” a page
                                             Anyone       Like
your “F i d”
     “Friend”
                                            •Posts display on wall of people that
•Posts display on “Friends” walls
                                            “Like”
•Possible to mix business and
                                            •Can post from page ex. “Whole Foods”
pleasure
                                            •Many applications available


                                            •People have to request to “Join”
                                            •Posts do not display on member walls
                                            •Can send emails to members
                                            •Posts come from personal profiles
Objectives You Can Achieve Using
Facebook
F   b k
 Facebook can help y meet these business
                  p you
  objectives
  Brand awareness
  Thought leadership/display of expertise
  Customer affinity
  Customer service
  Product feedback
  Networking
  Lead generation
  Drive traffic t
  D i t ffi to website, physical store or event
                     b it  h i l t             t
  Sales
 … and a benefit – increased SEO
Companies Doing Facebook Right
Incredible level of customer affinity..



                                          104k Likes
                                          Almost every post is person saying how much
                                          they love Lilly




                                                           Almost 14 million Likes
                                                           Majority of posts from people
                                                           about their favorite coffee, etc.
Companies Doing Facebook Right
  Increasing thought leadership or showcasing expertise



                                                                            Fitness and
                                                                            nutrition tips




24k Likes
Leading FB expert
                                                          Expertise and passion
                                                          apparent
Companies Doing Facebook Right
Selling products online


                                               Regularly post discounts




                          Buy flowers within
                          Facebook
Companies Doing Facebook Right
Drive traffic to a store or event




                                      Regularly post
 Post fresh                           coupons
 bakery items that
 look amazing




                                    Post special
                                    events
How To Get Started
 Develop Facebook objectives based on overall
         p              j
  objectives
 Develop content strategy
    Post highly valuable content
    Tips, blog articles, relevant information, discounts, OPC (other
     people’s content), pictures/videos
 Include images whenever possible
 Aim to elicit comments/Likes for inclusion in “Top News”
  and in order to go viral
    Y /N fill i th bl k etc.
     Yes/No, in the blank, t
 Promote
Beyond The Basics – Custom Tabs
                        Original Content
  Welcome Tabs
Beyond The Basics – Custom Tabs
 Team Bios              Email Sign-Up




               FAQs
Beyond The Basics – Application
                           YouTube I t
                           Y T b Integration
                                        ti
   Integration
   I t    ti
Foursquare Integration




                         Slideshare Integration
Promotion – Non-Paid
              Non Paid
 Add Facebook icon/URL everywhere – website, newsletters,
  business cards, email address, LinkedIn, Twitter, print collateral/ads,
  signage
 Send email/s to list
 Use Facebook social plugins

             Like Box                              Like Button




    Opportunity to Like page from             Message displays on person’s
    blog/website                              feed when click Like
Promotion - Paid   Sweepstakes
                   S     t k
  Paid Ads
Measuring Success
 What gets measured g
       g             gets improved upon
                            p       p
 Measure based on objectives
    Ask new clients how heard about
    Include social media in registration forms
    Unique URLs or bit.ly links
    Surveys
Key Takeaways
 Develop Facebook objectives and a strategy
        p               j                   gy
 Compelling content is critical… Give people a reason to
  consume your content and share
 People do not usually search for a page… Promotion is
  necessary
 Measure
 Have fun!
Thank you!

            Questions?
         rmelia@gmail.com
         rmelia@gmail com

           More Information:
http://www.linkedin.com/in/rachelmelia
        http://rachelmelia.com/
        htt // h l li         /

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Getting Started Using Facebook For Business

  • 1. Getting Started U i G tti St t d Using Facebook For Business Mid Peninsula Professional Alliance 9/21/10 Rachel Melia Online Marketing Consultant
  • 2. Background  14 years online marketing experience y g p  Mostly at SF ad agencies on clients including Kodak Mobile (part of Kodak Gallery), Macromedia, Microsoft, Palm, Tivo, Electronic , , , , Arts, Veronica Mars  4 years as marketing consultant  Women In Consulting Online Marketing Director  Current emphasis on Facebook marketing k ti
  • 3. Today s Today’s Objectives Explain why you should consider using Facebook How you can use Facebook to meet your business objectives Examples E l How to get started How t measure H to
  • 4. Why Facebook? HUGE  More than 500 million users (Facebook) ( )  Approx. 150 million US – 53% of US  50% log in every day  Average user has 130 friends  #2 most trafficked website in world (Alexa)  Google - 149.6 million visitors May  Facebook - 123 7 million visitors May 123.7  Facebook #1 by time on site  48% over 35 years old (iStrategyLabs)  F t t growing group Fastest i Photo by Don Harrison of UpNorth Memories HIGHLY ENGAGED  Average user connected to 80 p g , community g pages, y pages, groups, events FREE  Average user creates 90 pieces content a month
  • 5. Facebook Is New Start Page & Preferred Way t R W to Receive I f i Information ti Was - AOL, Yahoo, Google, Email Now - Facebook
  • 6. Types of Facebook Accounts Personal Profile Business Page Group •People have to request to be •Anyone can “Like” a page Anyone Like your “F i d” “Friend” •Posts display on wall of people that •Posts display on “Friends” walls “Like” •Possible to mix business and •Can post from page ex. “Whole Foods” pleasure •Many applications available •People have to request to “Join” •Posts do not display on member walls •Can send emails to members •Posts come from personal profiles
  • 7. Objectives You Can Achieve Using Facebook F b k  Facebook can help y meet these business p you objectives Brand awareness Thought leadership/display of expertise Customer affinity Customer service Product feedback Networking Lead generation Drive traffic t D i t ffi to website, physical store or event b it h i l t t Sales  … and a benefit – increased SEO
  • 8. Companies Doing Facebook Right Incredible level of customer affinity.. 104k Likes Almost every post is person saying how much they love Lilly Almost 14 million Likes Majority of posts from people about their favorite coffee, etc.
  • 9. Companies Doing Facebook Right Increasing thought leadership or showcasing expertise Fitness and nutrition tips 24k Likes Leading FB expert Expertise and passion apparent
  • 10. Companies Doing Facebook Right Selling products online Regularly post discounts Buy flowers within Facebook
  • 11. Companies Doing Facebook Right Drive traffic to a store or event Regularly post Post fresh coupons bakery items that look amazing Post special events
  • 12. How To Get Started  Develop Facebook objectives based on overall p j objectives  Develop content strategy  Post highly valuable content  Tips, blog articles, relevant information, discounts, OPC (other people’s content), pictures/videos  Include images whenever possible  Aim to elicit comments/Likes for inclusion in “Top News” and in order to go viral  Y /N fill i th bl k etc. Yes/No, in the blank, t  Promote
  • 13. Beyond The Basics – Custom Tabs Original Content Welcome Tabs
  • 14. Beyond The Basics – Custom Tabs Team Bios Email Sign-Up FAQs
  • 15. Beyond The Basics – Application YouTube I t Y T b Integration ti Integration I t ti Foursquare Integration Slideshare Integration
  • 16. Promotion – Non-Paid Non Paid  Add Facebook icon/URL everywhere – website, newsletters, business cards, email address, LinkedIn, Twitter, print collateral/ads, signage  Send email/s to list  Use Facebook social plugins Like Box Like Button Opportunity to Like page from Message displays on person’s blog/website feed when click Like
  • 17. Promotion - Paid Sweepstakes S t k Paid Ads
  • 18. Measuring Success  What gets measured g g gets improved upon p p  Measure based on objectives  Ask new clients how heard about  Include social media in registration forms  Unique URLs or bit.ly links  Surveys
  • 19. Key Takeaways  Develop Facebook objectives and a strategy p j gy  Compelling content is critical… Give people a reason to consume your content and share  People do not usually search for a page… Promotion is necessary  Measure  Have fun!
  • 20. Thank you! Questions? rmelia@gmail.com rmelia@gmail com More Information: http://www.linkedin.com/in/rachelmelia http://rachelmelia.com/ htt // h l li /