2IntroductionSo I created a Page…now
what?Every day, over 150 million people in the To get started, download the FacebookUS visit Facebook to connect with friends Pages Manual and follow the step-by-stepand their favorite businesses, brands and instructions for creating a basic Page. Iforganizations. Creating a Page for your you already have a Page, and want to knowbusiness is the first step to building lasting more about our recent improvements, visitconversations with your customers on our Page Upgrade Guide.Facebook. And it’s fast, easy and free! Next, follow this guide to begin making connections…Your fans are waiting!
41 Start the conversation Your
Facebook business Page really comes Set your strategy ABOUT US to life when you engage your fans, and Jasper’s is a unique community it’s important to remember that many • Know your business destination for ultra-premium relationships begin when your posts are What is your unique voice? How can prepared foods and catering, published to your fans’ News Feeds. Here you bring your brand story to life in a free-range meats and poultry, are some tips for getting started: compelling, authentic and personal organic and local produce, wild seafood, artisan-baked goods, way? chocolates and beverages. • Know your customers OUR BRAND Who are they? How will they want to We offer the very best quality locally connect with your brand? What content sourced products and we take great will be important to them and what will pride in our personal relationships engage them? with both our customers and our purveyors. We’re really passionate about great food, and we LOVE to • Know your goals share our discoveries. Our brand What kind of relationship do you voice? Warm, genuine and inclusive. want to have with your customers? In addition to building your brand, do OUR CUSTOMERS Living in NYC, men and women 24-54, you also want to use Facebook to drive urban, social, love exploring their city immediate sales or in-store traffic? and supporting small businesses and Defining and prioritizing your goals local non-profits. will help you create your Page posting strategy. OUR GOALS We want to build connections and engage our customers on our Facebook Page, and inspire them to shop in our store at least three times per week.
5Follow best practices for postingFind
the right rhythm We’re an urban grocery store that servesNobody knows your customers like you lots of busy professionals who shop verydo, so decide how often they’ll want to frequently for food, so it’s ok to post to ourhear from you and what content will best fans every day with interesting contentengage them. about our specials and featured menu items. I check my Facebook Page for five minutes right before I open each morning and just after we close. That way, I can respond to any urgent comments or questions very Schedule time for Facebook quickly. People really appreciate it! Set aside 5-10 minutes each day to monitor your Page and post updates.Keep it humanBe conversational, personal and authentic.Share video and photos of your business,your community and your customers. Jasper’s Market Jasper’s Market Soup’s on tonight! Drop by We are silly for shitakes this after 5 pm for a big bowl of week! Our produce buyer, John, squash soup and a Belgian white recommends showcasing them ale. We’ll throw in warm bread in a warm quinoa salad with and scintillating conversation! goat cheese after a quick sauteé. about an hour ago · Like · Comment · Share 1 hour ago Like · Comment · Share 6 8 Rita Fabi and Giselle Schmitz like this. Write a comment… Write a comment…
6Share news and exclusive content
Encourage fan participationFans love “sneak-peeks” about new products and news. You Create fun, engaging conversations with clear calls-to-action.should also post photos, videos, recipes and anything else that Ask questions and reward responses. If someone postsgets people talking. something you love, repost it and respond personally to them. Allow your fans to post directly to your wall with questions, feedback and compliments. Jasper’s Market Jasper’s Market The best chevre with truffles from Goat Hill has just What’s the single most amazing food you’ve savored at arrived! It’ll sell out fast, so come and get it soon! Jasper’s? Vote for your favorite answer and we’ll serve it 15 minutes ago Like · Comment · Share in our store all season long! 3 12 2 hours ago Like · Comment 12 people likes this. Write a comment… Rita Fabil That’s easy… It was your organic grilled pizza! I’ll never forget that delicious Jasper’s Market crispy crust! We’re on TV tonight! Mark Lamberti gives us a shout out in a 3 minutes ago · Like fun video interview on shopping farm-fresh in the Big Apple! 1 hour ago · Like · Comment · Share Write a comment… Meg Sloan and Mark Rodgers like this. Lisa Carey Write a comment… Many thanks to Jasper’s amazing bakers! Your Chocolate Truffle Torte is unbelievable. 15 minutes ago Like · Comment Jasper’s Market Lisa, we’re so glad. We love that torte too! 5 minutes ago · Like · 2 people Write a comment…
7Reward your fans Handling negative
feedbackPost special offers just for your Facebook fans, like discount hen you engage your fans in a genuine dialogue, Wcodes and exclusives on new products. Offer a special code transparency is very important. Remember this isand/or create a Facebook Check-in Deal that can only be a conversation, so listen and respond, and addressredeemed in your store. negative feedback honestly and openly. Jasper’s Market Happy Valentine’s Day, Facebook fans! Stop by tomorrow from 10 am - 1pm for a special chocolate treat when you say the secret code “willy wonka”. We’ll also offer 20% off all purchases through our special Facebook Check-in Deal. 1 hour ago Like · Comment · Share 35 people likes this. Mike Fretto What an incredible deal! I’ll be stopping by during my lunch break. 15 minutes ago · Like · 2 people Write a comment… TipGet updates on your page’s activityStay connected to your Page with on-site notifications and emails of fan activity. To customize your settings, visit your page, click the “Edit Page”button in the top right corner, and select “Your Settings” from the left column menu.
8Develop a conversational calendar Begin
building your connectionsCreate a schedule and a regular rhythm for your postings Start with who you knowand consider posting at specific times when engagement ishighest. You can also create weekly features that encourage Use your existing email lists, direct mail and personalparticipation. (See the sample conversational calendars at the contacts to promote your Page and begin building yourend of this guide.) fan base. Ask your contacts to like your Facebook Page to stay connected to your business for updates. Leverage your existing marketing Jasper’s Market Add a Facebook logo with a call to action on your It’s Cheesemonger Monday! When in-store signs, newsletters, emails, fliers, menus and you’re entertaining, what else is on business cards. Install social plug-ins which are buttons your cheese plate besides crackers? you can place on your website to encourage interactions Visit our Cheesemonger tab to learn and Page likes how you can win a generous wedge of bleu cheese from Sperry Farms. Yum! 3 hours ago Like · Comment 4 people like this View all 6 Comments Lauryn Hale A guest favorite at my house has always been Jasper’s Olive Dip and organic gluten-free crackers. Delicious!!! 15 minutes ago · Like · 2 people Write a comment… TipKeep your Facebook posts fresh too! Download the Facebook app for your smartphone, and update your business page when you’re away fromyour computer.
92 Expand Your Fan BaseEncourage
visitors to like your Page Jasper’s Market LikeEncourage visitors to like your Page by working with a developer tocreate a special landing page tab.Partner with other brands or local organizations Jasper’s Market Enter for a chance to win a $100 NYPartner with other brands or local organizations to create wine shopping spree from Jasper’s andco-promotions and encourage viral sharing with incentives. the NY Wine Group! Click on the “Win Wine” tab at the top of either page to enter. Invite your friends and receive additional entries. Contest ends next Friday, so enter now! 1 hour ago Like · Comment · ShareExpand the reach of your posts Jasper’s Market Congratulations to @greateats for a fabulous char-When you mention a person or organization you are connected to ity event on Friday night. Shout out to our team for yetin a post on Facebook, type the @ symbol, begin typing the name, another amazing burrata and heirloom tomato creation!and then choose them from the dropdown menu. Your post willautomatically post to their Wall. 15 minutes ago Like · Comment · Share Jim Renauld and 5 others like this. Write a comment…
10Use social plug-Ins on your
website Home StoresInstall a Like box on your homepage and a link on your newslettersand emails to drive people to your Facebook Page. Products Recipes LIKE US ON Like FACEBOOK Jasper’s MarketEncourage physical check-ins at your business We’re getting wild at Jasper’s! Come visit us this week and check-in on Facebook and unlock a great deal forWhen people check-in at your business, the post will appear in 30% off all Alaska Salmon. This week’s Copper Rivertheir friends’ News Feeds and provide additional exposure for beauties will go fast!your business. 1 minute ago Like · Comment · Share David Steer likes this. Write a comment…Promote with ads and Sponsored Stories Jasper’s Market Spring has sprung! Visit Jasper’s for the best andFacebook Ads are the best way to build awareness of your Page freshest seasonal produce.and drive new fans. Sponsored Stories harness the power of 1 minute ago Like · Comment · Sharerecommendations, and they’re a great way to spread your contentfurther. Stories are served to friends of those who have liked your Jim Renauld likes this.Page or your content. Write a comment…
11 3 Analyze and OptimizeFacebook
offers tools to help you analyze what’s happening on your Facebook Page so you can monitor key metrics, get insightsabout who visits your Page and what they do on it, and develop a plan to get more fans and increase interactions. Download theFacebook Insights Guide for an in-depth look at how to use the free tools available to you on Facebook. 368 6,892 2,512 3,000 2,000 1,000ResourcesNow you have the tools and knowledge you need to make the most of your Facebook business Page. So start connecting with yourcustomers today! For more detailed information on creating your Page or marketing on Facebook in general, visit our Facebook PagesManual and Facebook Marketing Solution Guide to Facebook Ads .
12Sample Conversational Calendar: The Bridge
concert hallTo keep your Facebook fans engaged with your Page, create a posting plan,or Conversational Calendar. Here’s how a local concert venue might approach it:THE BRIDGE OUR GOALS OUR APPROACHWe have been Austin’s premier concert hall Reinforce our position as the premier Promote our events and featuredfor almost 100 years, attracting legendary music venue in Austin and share daily performers, offer special discounts andtalent from all over the globe, and music inspiration with our fans. free tickets to our fans and showcaseenthusiastic music fans from all over the The Bridge’s unique history historiclocal Austin area. performances. Sunday March 6th Tuesday March 8th Thursday March 10th Saturday March 12th Theme: Theme: Theme: Theme: Weekly Concert Calendar Featured Event Today in Rock Encore Who’s rocking The Bridge this The Sampsons pre-sale is Seventy years ago, Robert We’ve still got a few tickets left week? The Shenanigans on 3/12, happening right now! Text Zimmerman entered the world for the Shenanigans show. Still Sunday Monday Tuesday Wednesday Thursday Friday Saturday Josh Jeet on 3/11 and the Ravens SAMS to 414411 to get your with something to say. Who’s haven’t heard their amazing on 3/9. Tickets are going fast! pre-sale code! Robert Zimmerman? None Alt Country sound? Click HERETheme: Theme: Theme: Theme: Theme: Theme: Theme: other than the legend Bob for a free download ofConcert Ticket Featured Artist Today in Sneak Encore Dylan! “Roadsong Blues”.Calendar Giveaway Event Spotlight Rock Peak Monday March 7th Wednesday March 9th Friday March 11th Theme: Theme: Theme: Weekly Ticket Giveaway Artist Spotlight Sneak Peak - Tonight’s Show Today is Tickets Monday! What Thirty years ago, Creedence The Ravens are in the house was the most amazing concert Clearwater Revival played ﬁve tonight! Here’s a photo of you experienced at The Bridge magical nights here – all sold drummer Rex Monty setting up in 2010? Share your story on out. We shot these photos for the sound check. Show our Concerts tab and one lucky backstage on the last night. starts at 7 pm - come check ‘em winner will get two tickets to out! Saturday’s Shenanigans show.
13Sample Conversational Calendar: Home by
Design online retailerTo keep your Facebook fans engaged with your Page, create a posting plan,or Conversational Calendar. Here’s how an online retailer might approach it:HOME by DESIGN (online retailer) Our Goals Our ApproachWe are an online retailer that sells modern Inspire a community of design passionates Inspire ongoing home design, and createhousewares. From ergonomic OXO kitchen and open their eyes to the possibilities for a steady retail drumbeat for promotions,tools to luxurious linens inspired by global home improvement. design-related articles/content and sales.travels and avant garde artists, Home byDesign makes it easy to shop outside of theaisles and create a unique and thoroughlymodern habitat. Sunday December 6th Tuesday December 8th Thursday December 10th Saturday December 12th HOME by Theme: Theme: Theme: Theme: DIY Design Inspiration DESIGN Announce New Products… New Markdowns!!! Last Days to Save Want to bring some panache Spring Cleaning? Everyone Last Day to save an What are your best to your pho?!! We love the deserves sparkle in the additional 10% on all decorating tips for the December elegance and simplicity of these stainless steel chopsticks our buyers found kitchen! Just this week, all of our kitchen gadgets are 20% off, with free shipping. Start clearance items during our Clear the Decks Sale. Use code RHCD112 at checkout. holiday table? Our favorite response will win a handcrafted folk candelabra Sunday Monday Tuesday Wednesday Thursday Friday Saturday in downtown Hanoi. Get ‘em shopping! from Scandanavia Designs. while they last! Theme Theme: Theme: Theme: Theme: Theme: Theme: Announce Design New Giveaway Last Days Seasonal DIY Products Inspiration Markdowns to Save Inspiration Monday December 7th Wednesday December 9th Friday December 11th Theme: Theme: Theme: Design Inspiration Giveaway Wednesday Seasonal Recognize these patterns? Fan exclusive! It’s Giveaway If you’re lucky enough to be They’re all ikat prints, the Wednesday, so weigh in to plotting a warm-weather crux of our newest home win. Which room in your getaway, don’t pack those collection. Ikats date back house is most in need of a bags until you see the centuries and are created by makeover? We’ll choose one thoroughly modern luggage tying and dying lengths of lucky winner for a $500 Home we love. Through Saturday, yarn before weaving. by Design gift certiﬁcate. shipping is free on all Beautiful! luggage!
14Sample Conversational Calendar: Smiling Buddha
yoga studioTo keep your Facebook fans engaged with your Page, create a posting plan,or Conversational Calendar. Here’s how a local yoga studio might approach it:SMILING BUDDHA YOGA STUDIO OUR GOALS OUR APPROACHWe are a local yoga studio that offers Build a community of casual and committed Inspire our fans to nurture themselves onDenver’s best Vinyasa yoga instructors in a yogis and be a coach and advocate for all- and off the mat and make Smiling Buddhapeaceful, clean, supportive studio. around health and wellness. an important part of the flow of their week.. SMILING BUDDHA YOGA STUDIO Monday March 14th Wednesday March 16th Friday March 18th March Theme: Theme: Theme: Mind Body and Spirit Fight the Mid-Week Blahs Friday Inspiration Sunday Monday Tuesday Wednesday Thursday Friday Saturday “When the power of love Valentine’s Day contest - Write Question: Happy Full Moon Theme: Theme: Theme: Theme: Theme: overcomes the love of power, a haiku about someone you Friday! What (or who) Mind Body Power up Fight the Weekly Friday the world will know peace.” – love. The 5 haikus with the inspires you? Our favorite Spirit your week Blahs Giveaway Inspiration Jimi Hendrix. Wind down your most “likes” win a free yoga post gets free yoga all weekend with joyful reﬂection class! weekend. at Candlelight Flow Yoga tonight at 7 pm. Tuesday March 15th Thursday March 17th Theme: Theme: Power up your week! Weekly Groovin’ Giveaway Back to the mat - Join us TODAY What do you like to wear on @ 430p for an inspired practice your mat? One lucky yogi will of movement and community. win the amazing new See you there! Caribbean music mix our own Karen Smith just created for today’s lunchtime stretch class.
15Additional Resources:Manage your existing ads:www.facebook.com/ads/manageAdvertising
guidelines policies:www.facebook.com/ads_guidelines.phpGuide to Facebook Ads:www.facebook.com/adsmarketingReceive ongoing tips:www.facebook.com/facebookadsCreate a Facebook Page:www.facebook.com/pages/create.phpUse social plug-ins:www.developers.facebook.com/pluginsAdvertising help center:www.facebook.com/adshelpFacebook Page Promotion Guidelines:www.facebook.com/promotions_guidelines.php