Facebook Page Tips for SMBs

Talking About Today’s Event?

Event Hashtag: #indysmb

Host Tweets: @indysmb

Facebook Page: facebook.com/indysmb

Monday, June 14, 2010

WHY IS
FACEBOOK
SUCH A BIG
DEAL?

400
MILLION
PEOPLE

400
MILLION
PEOPLE
...and 50% logon EVERY Day.

#1 website for photo sharing.

#2 website for user-generated video.

25% of ALL Internet pageviews are on Facebook.


WHO IS THE
AVERAGE
FACEBOOK
USER?

Has 130 friends.

Is connected to 60 pages, groups and events.

Fans 2 pages per month.

Spends more than 7 hours per month on Facebook.

Creates 70 pieces of content each month.


SO WHAT?

None of it matters if it’s not right
for YOU and YOUR AUDIENCE.


Questions to Ask First



• Who are your target audiences?



• How are they using social media? Facebook?



• Why do you want to participate in social media? Facebook?



• How will social media (and Facebook) be incorporated into your marketing plan?



• Who will manage it?



• Do you have content to share? Who will create it?



• Do you have content to share? Who will create it?
• How will you evaluate success?


AUDIENCE

What are they DOING in social media?
Inactives Collectors
• Do not participate • Use RSS feeds
• Add “tags” to websites or photos
Spectators
• Read blogs Critics
• Watch video from other users • Post ratings/reviews of products/
• Listen to podcasts services
• Read online forums • Comment on others’ blogs
• Read customer ratings/reviews • Contribute to online forums
• Contribute to/edit articles in wikis
Joiners • “Vote” for websites online
• Maintain proﬁles on social networking
sites Creators
• Visit social networking sites • Publish a blog
• Publish their own websites
• Upload video they created
• Upload audio/music they created
• Write articles or stories and post them


US General Population, All Ages

US General Population
Creators 24%

Critics 37%

Collectors 21%

Joiners 51%

Spectators 73%

Inactives 18%

www.forrester.com/Groundswell/proﬁle_tool.html

Is MY audience using Facebook?


Find Out

www.facebook.com/advertising

So they’re there. Fabulous.
Now let’s get started.


Pages, Groups and Proﬁles


• Proﬁles are for People. They have Friends.



• Groups are for associations or...groups. They have Members.



• Groups are for associations or...groups. They have Members.

• Pages are for Businesses. They have Fans (or “likes”).


Why a Page?


Why a Page?
• Easier to “like” than “join.”


Why a Page?
• Indexed by search engines.


Why a Page?
• Allows multiple administrators.


Why a Page?
• Can post as a business, instead of an individual.


Why a Page?
• Provides analytics.


Why a Page?
• Can use applications.


Why a Page?
• Allows Static FBML.


Why a Page?
• Can have custom landing pages.


Why a Page?
• Lets you send updates to your fans.


Why a Page?
• Lets you send updates to your fans.
• Can have Facebook ads targeted to them.


None of it matters if you don’t
give them a reason to “like” you.


Give a Reason to “Like”


• Offer free stuff.


• Give them info they can’t get anywhere else.


• Give them a place where they can talk directly to you.


• Give them a place where they can talk directly to you.
• Let them share stuff.


None of THAT matters if you can’t
get them there first.


Get Them There


Get Them There
• From your website. Your store. Your TV ad. Your product sticker. Whatever.


Get Them There

• Suggest it to Facebook friends.


Get Them There


• Invite related groups and pages’ admins to suggest to their friends and fans.


Get Them There



• From Facebook advertising.


Get Them There



• From Facebook advertising.

• From other social media networks.


Anatomy
of a Page

The Proﬁle Picture


The Wall


Edit Page


Insights
At-a-Glance


Advertise
the Page


The Status Box


Status
Updates

Attach Stuff


Attach Links


Attach Links

Don’t forget to select a photo!


Attach Photos


Attach Events


Attach Video


TIP: Using @ before a name
(of a proﬁle or page) turns the
name into a hyperlink in your
status update.


Creating
a Page

www.facebook.com/pages

Securing a
Vanity URL

How to Secure a Vanity URL

www.facebook.com/username/

• Go to www.facebook.com/username



• Click Set a Username for your Pages




• Select the page




• Select the page

• Note: You can only select a username for a page if you have 25 fans




• Select the page

• Note: You can only select a username for a page if you have 25 fans

• Secure your vanity URL...but double, triple check it ﬁrst! You can’t change it!


Editing
a Page

Page Settings


Fan Settings


News from Facebook


Insights At-a-Glance


Promote Your Page


Sending Fan Updates


Admins


Applications


Forget How?
Click Help


Wall Settings


Landing Page Settings


Custom
Landing
Pages

Syncing
with
Twitter

www.facebook.com/twitter

Checking
Your Stats

Active Fan Stats


All Fan Stats


Change Your Graphs


Deﬁne Ad Content

Select Your Target Audience

Select Your Pricing

Review and Place an Order!

There are more than 100 million active users
currently accessing Facebook through their
mobile devices.

People that use Facebook on their mobile
devices are twice as active on Facebook.


Adding
Facebook to
Your Site

Promote with a Like Box


www.developers.facebook.com

Social
Plugins

Social plugins are embeddable
social features that can be
integrated in your site with a
line of HTML.


Remember the Inauguration?

Single
Sign-On

Facebook enables you to
remove the registration process
for your site by enabling users
to login to your site with their
Facebook account.


Open
Graph

“When you connect to sites like Yelp via your
Facebook proﬁle, Yelp will have access to any
information you’ve made publicly available
about your favorite foods or favorite bands, and
will be able to take that into account when
giving you information about restaurants or
music venues. For example, Yelp could pull
information about your favorite music from data
that Pandora added to the graph when you
favorited a song on its site.”
- Mashable


Getting
Fancy

Off the Wall

Thank you for
Sharing Your
Saturday with Me!
@mirandamccage
facebook.com/mirandamccage
linkedin.com/in/mirandamccage


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