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Building Your Business
with Facebook Pages
b
1




The Facebook Mission
Give people the power to
share and make the world
more open and connected
2

Introduction

So I created a Page…now what?



Every day, over 150 million people in the        To get started, download the Facebook
US visit Facebook to connect with friends        Pages Manual and follow the step-by-step
and their favorite businesses, brands and        instructions for creating a basic Page. If
organizations. Creating a Page for your          you already have a Page, and want to know
business is the first step to building lasting   more about our recent improvements, visit
conversations 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!
3




Maximizing Your Facebook Page:

3 Easy Steps


1   	 Start the conversation
2   	 Expand your fan base
3   	Analyze and optimize
4

1   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.
5


Follow best practices for posting

Find the right rhythm
                                                                   We’re an urban grocery store that serves
Nobody knows your customers like you
                                                                   lots of busy professionals who shop very
do, so decide how often they’ll want to
                                                                   frequently for food, so it’s ok to post to our
hear from you and what content will best
                                                                   fans every day with interesting content
engage 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 human
Be 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…
6




Share news and exclusive content                                               Encourage fan participation

Fans 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 posts
gets 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…
7




Reward your fans                                                                        Handling negative feedback

Post special offers just for your Facebook fans, like discount                           hen you engage your fans in a genuine dialogue,
                                                                                        W
codes and exclusives on new products. Offer a special code                              transparency is very important. Remember this is
and/or create a Facebook Check-in Deal that can only be                                 a conversation, so listen and respond, and address
redeemed 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…




   	 Tip
Get updates on your page’s activity
Stay 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.
8


Develop a conversational calendar                                              Begin building your connections

Create a schedule and a regular rhythm for your postings                       Start with who you know
and consider posting at specific times when engagement is
highest. You can also create weekly features that encourage                    Use your existing email lists, direct mail and personal
participation. (See the sample conversational calendars at the                 contacts to promote your Page and begin building your
end 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…




  	 Tip
Keep your Facebook posts fresh too! Download the Facebook app for your smartphone, and update your business page when you’re away from
your computer.
9

2   Expand Your Fan Base

Encourage visitors to like your Page                                  Jasper’s Market                Like

Encourage visitors to like your Page by working with a developer to
create a special landing page tab.




Partner with other brands or local organizations                                  Jasper’s Market
                                                                                                   Enter for a chance to win a $100 NY
Partner with other brands or local organizations to create                                         wine shopping spree from Jasper’s and
co-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 · Share




Expand 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 yet
in 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 will
automatically post to their Wall.                                              15 minutes ago Like · Comment · Share


                                                                                   Jim Renauld and 5 others like this.

                                                                                Write a comment…
10



Use social plug-Ins on your website                                   Home
                                                                      Stores
Install a Like box on your homepage and a link on your newsletters
and emails to drive people to your Facebook Page.                     Products
                                                                      Recipes

                                                                      LIKE US ON
                                                                                                 Like
                                                                      FACEBOOK




                                                                                 Jasper’s Market
Encourage 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 for
When people check-in at your business, the post will appear in
                                                                                 30% off all Alaska Salmon. This week’s Copper River
their 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 and
Facebook 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 · Share
recommendations, and they’re a great way to spread your content
further. 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 Optimize

Facebook offers tools to help you analyze what’s happening on your Facebook Page so you can monitor key metrics, get insights
about who visits your Page and what they do on it, and develop a plan to get more fans and increase interactions. Download the
Facebook 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

     1,000




Resources

Now you have the tools and knowledge you need to make the most of your Facebook business Page. So start connecting with your
customers today! For more detailed information on creating your Page or marketing on Facebook in general, visit our Facebook Pages
Manual and Facebook Marketing Solution Guide to Facebook Ads .
12

Sample Conversational Calendar: The Bridge concert hall

To 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 APPROACH
We have been Austin’s premier concert hall                                   Reinforce our position as the premier                                       Promote our events and featured
for almost 100 years, attracting legendary                                   music venue in Austin and share daily                                       performers, offer special discounts and
talent from all over the globe, and                                          music inspiration with our fans.                                            free tickets to our fans and showcase
enthusiastic music fans from all over the                                                                                                                The Bridge’s unique history  historic
local 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 HERE
Theme:     Theme:     Theme:     Theme:      Theme:     Theme:    Theme:                                                                                  other than the legend Bob           for a free download of
Concert    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.
13

Sample Conversational Calendar: Home by Design online retailer

To 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 Approach
We are an online retailer that sells modern                                      Inspire a community of design passionates                                  Inspire ongoing home design, and create
housewares. 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 by
Design makes it easy to shop outside of the
aisles and create a unique and thoroughly
modern 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!
14

Sample Conversational Calendar: Smiling Buddha yoga studio

To 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 APPROACH
We are a local yoga studio that offers                                    Build a community of casual and committed                        Inspire our fans to nurture themselves on
Denver’s best Vinyasa yoga instructors in a                               yogis and be a coach and advocate for all-                       and off the mat and make Smiling Buddha
peaceful, 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.
15

Additional Resources:

Manage your existing ads:
www.facebook.com/ads/manage


Advertising guidelines  policies:
www.facebook.com/ads_guidelines.php


Guide to Facebook Ads:
www.facebook.com/adsmarketing


Receive ongoing tips:
www.facebook.com/facebookads


Create a Facebook Page:
www.facebook.com/pages/create.php


Use social plug-ins:
www.developers.facebook.com/plugins


Advertising help center:
www.facebook.com/adshelp


Facebook Page Promotion Guidelines:
www.facebook.com/promotions_guidelines.php
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Facebook Pages Optimization Guide

  • 2. b
  • 3. 1 The Facebook Mission Give people the power to share and make the world more open and connected
  • 4. 2 Introduction So I created a Page…now what? Every day, over 150 million people in the To get started, download the Facebook US visit Facebook to connect with friends Pages Manual and follow the step-by-step and their favorite businesses, brands and instructions for creating a basic Page. If organizations. Creating a Page for your you already have a Page, and want to know business is the first step to building lasting more about our recent improvements, visit conversations 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!
  • 5. 3 Maximizing Your Facebook Page: 3 Easy Steps 1 Start the conversation 2 Expand your fan base 3 Analyze and optimize
  • 6. 4 1 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.
  • 7. 5 Follow best practices for posting Find the right rhythm We’re an urban grocery store that serves Nobody knows your customers like you lots of busy professionals who shop very do, so decide how often they’ll want to frequently for food, so it’s ok to post to our hear from you and what content will best fans every day with interesting content engage 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 human Be 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…
  • 8. 6 Share news and exclusive content Encourage fan participation Fans 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 posts gets 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…
  • 9. 7 Reward your fans Handling negative feedback Post special offers just for your Facebook fans, like discount hen you engage your fans in a genuine dialogue, W codes and exclusives on new products. Offer a special code transparency is very important. Remember this is and/or create a Facebook Check-in Deal that can only be a conversation, so listen and respond, and address redeemed 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… Tip Get updates on your page’s activity Stay 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.
  • 10. 8 Develop a conversational calendar Begin building your connections Create a schedule and a regular rhythm for your postings Start with who you know and consider posting at specific times when engagement is highest. You can also create weekly features that encourage Use your existing email lists, direct mail and personal participation. (See the sample conversational calendars at the contacts to promote your Page and begin building your end 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… Tip Keep your Facebook posts fresh too! Download the Facebook app for your smartphone, and update your business page when you’re away from your computer.
  • 11. 9 2 Expand Your Fan Base Encourage visitors to like your Page Jasper’s Market Like Encourage visitors to like your Page by working with a developer to create a special landing page tab. Partner with other brands or local organizations Jasper’s Market Enter for a chance to win a $100 NY Partner with other brands or local organizations to create wine shopping spree from Jasper’s and co-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 · Share Expand 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 yet in 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 will automatically post to their Wall. 15 minutes ago Like · Comment · Share Jim Renauld and 5 others like this. Write a comment…
  • 12. 10 Use social plug-Ins on your website Home Stores Install a Like box on your homepage and a link on your newsletters and emails to drive people to your Facebook Page. Products Recipes LIKE US ON Like FACEBOOK Jasper’s Market Encourage 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 for When people check-in at your business, the post will appear in 30% off all Alaska Salmon. This week’s Copper River their 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 and Facebook 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 · Share recommendations, and they’re a great way to spread your content further. Stories are served to friends of those who have liked your Jim Renauld likes this. Page or your content. Write a comment…
  • 13. 11 3 Analyze and Optimize Facebook offers tools to help you analyze what’s happening on your Facebook Page so you can monitor key metrics, get insights about who visits your Page and what they do on it, and develop a plan to get more fans and increase interactions. Download the Facebook 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 1,000 Resources Now you have the tools and knowledge you need to make the most of your Facebook business Page. So start connecting with your customers today! For more detailed information on creating your Page or marketing on Facebook in general, visit our Facebook Pages Manual and Facebook Marketing Solution Guide to Facebook Ads .
  • 14. 12 Sample Conversational Calendar: The Bridge concert hall To 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 APPROACH We have been Austin’s premier concert hall Reinforce our position as the premier Promote our events and featured for almost 100 years, attracting legendary music venue in Austin and share daily performers, offer special discounts and talent from all over the globe, and music inspiration with our fans. free tickets to our fans and showcase enthusiastic music fans from all over the The Bridge’s unique history historic local 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 HERE Theme: Theme: Theme: Theme: Theme: Theme: Theme: other than the legend Bob for a free download of Concert 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.
  • 15. 13 Sample Conversational Calendar: Home by Design online retailer To 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 Approach We are an online retailer that sells modern Inspire a community of design passionates Inspire ongoing home design, and create housewares. 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 by Design makes it easy to shop outside of the aisles and create a unique and thoroughly modern 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!
  • 16. 14 Sample Conversational Calendar: Smiling Buddha yoga studio To 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 APPROACH We are a local yoga studio that offers Build a community of casual and committed Inspire our fans to nurture themselves on Denver’s best Vinyasa yoga instructors in a yogis and be a coach and advocate for all- and off the mat and make Smiling Buddha peaceful, 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.
  • 17. 15 Additional Resources: Manage your existing ads: www.facebook.com/ads/manage Advertising guidelines policies: www.facebook.com/ads_guidelines.php Guide to Facebook Ads: www.facebook.com/adsmarketing Receive ongoing tips: www.facebook.com/facebookads Create a Facebook Page: www.facebook.com/pages/create.php Use social plug-ins: www.developers.facebook.com/plugins Advertising help center: www.facebook.com/adshelp Facebook Page Promotion Guidelines: www.facebook.com/promotions_guidelines.php
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