Facebook

• Facebooks funksjoner• Konkurranser• Engasjement• Annonsering

Oppretting av Facebookside

• Gå til hvilken som helst Facebookside

• Velg “Opprett side”

• Velg kategori

www.facebook.com/pages/create

Profilbilde og forsidebilde

• Profilbilde– 160 x 160 px

• Forsidebilde– 851 x 315 px– Maks 20 % tekst– «Call to action»– Oppdater jevnlig

• Info– Beskrivelse– URL

Profilbilde og forsidebilde

• Profilbilde– 160 x 160 px

• Forsidebilde– 851 x 315 px– Maks 20 % tekst– «Call to action»– Oppdater jevnlig

• Info– Beskrivelse– URL

Rediger informasjon

• Informasjon

• Adresse

• Åpningstider

Eget brukernavn

• Lag egetbrukernavn

Planlegging av poster

• Planlegg fremoveri tid

• Dater bakoveri tid

• Fyll opp Facebook-veggen med innhold

Aktivitetslogg

• Bruk aktivitets-loggen

Aktivitetslogg

• Endre tidspunkt

• Publiser nå

Administratorer

• Gjør ansatte administratorer

• Inviter vennerog familie

Fremhev viktige poster

Fest til toppen

• Gi ekstra oppmerksomhet

Facebook insights

• Bruk insights for å måle engasjement

Facebook insights

• Se hvor mange du når ut til

Facebook insights

• Er du rettet mot demografien?

Konkurranser på Facebook

• Markedsføringsverktøy

• Bygger engasjement

• Tiltrekker nye fans

• Skaper viralitet

Konkurranser - 5 ting

1. Følg reglene

2. Bruk en tredjepartsapplikasjon

3. Finn en passende premie

4. Promoter, promoter, promoter

5. Følg opp og lever det du lover

Konkurranser - Regler

• Bruk en tredjepartsapplikasjon

• Erkjenn at konkurransen ikke er assosiert med Facebook

• Bruk ikke Facebooks funksjoner for å delta eller stemme i en konkurranse

• Du kan kreve å måtte like siden for å bruke applikasjonen

• Kontakt ikke vinnere gjennom Facebook

Konkurranser - Regelbrudd

Deltakelse ved å like, dele eller kommentere• «Lik og del denne siden - vi trekker en vinner når vi når 5000 likes!»• «Skriv hvilken farge du vil ha, og du er med i trekningen om en iPhone

5!»• «Bildet som får flest Likes vinner konkurransen!»

Risiko: Sletting• Sjeldent, men kan skje• Eksempel: Lille Vinkel Sko i 2010• Lagt ned uten forvarsel

Konkurranser - 3rd party

Konkurranser - Premier

• Velg en premie som relaterer til ditt firma• Gratis middag eller iPod?

• Du vil nå ut til personer som du kan konvertere til kunder

Konkurranser - Annonsering

• Ikke stol på at nåværende fans sprer ordet• I tillegg tweet det, pin det og blogg om det

• Annonsering kan også hjelpe med å nå nye fans• Foreslåtte innlegg• Annonser

Konkurranser - Oppfølging

• Kontakt vinnerne kjapt når konkurransen er over

• Bruk e-post eller telefon

• Annonser deretter på Facebook

Konkurranser - Eksempler

Konkurranser - Alternativer

Fra blogg eller nettside– Fortell på Facebook om konkurransen– Legg igjen kommentar i kommentarfeltet

for å vinne premie– Plukk ut tilfeldig vinner– Øker traffikk inn til nettsiden

Instagram– Fortell på Facebook om konkurransen– Be brukeren om å laste opp bilde– Tagg med en unik «hashtag», f.eks #PlusPointFoto– Plukk ut vinneren basert på dine konkurransekriterier

Outbound Marketing

Marketing that pushes products and services to the customer

Inbound Marketing

Marketing that relies on earning people’s interest through social interaction

Social Engagement

The key to social media marketing for businesses is to prioritize inbound marketing strategies as a means of

generating social engagement

Social Engagement

Thus social engagement is quite literally, a “commitment” to building a relationship with the

customer

Why Do People “Like” Facebook Pages?

Source : http://blog.getpostrocket.com/2012/10/why-do-facebook-users-like-pages-comparing-2010-to-today/

• 51% of the reason for people to “like” your page is still consumer oriented (promotions/discounts and giveaways)

• The other 49% is not as easily defined – this is where a clear strategy for social media engagement and advertising comes into play

"Behind Every Brand, A Story”

• Define your brand identity- What makes your product or service different?- Who is your target group?- Who are the people behind your brand?

• Define your brand’s social media identity- What other social media networks are you on?- Do you “like” any other pages?- Who is the persona on your Facebook page? - What kind of content can people expect from your

Facebook page?

Build a Content Plan

• Helps manage your workload

• Ensures that your page is updated regularly

• Good strategic exercise

• Plan for 3 months ahead but leave room for ad hoc posts

Example of a Content Plan

• List out the day, time, assets (pictures, videos, links)

• If you have a physical store – think about fitting your posts with the behavioral patterns of your customers or your business

• Write your copy – review it again and ensure that you have a “call to action” for most posts

Content Plan Strategy

• Create themed days and base it around your business

• Find interesting related content

• Announce or backdate key milestones,

• Highlight the people behind your business

• Show off your expertise

• Ask questions, create polls

• Have a “call to action”. Constantly!

• Be responsive

Create Themed Days

• Themed days helps you get organized

• If you’re a store, base themes around your business

• Fans expect regularity. It gives them something to look forward to

• Surprise them from time to time

Related Content• Posting related content is

a good way of maintaining regularity without too much effort

• Share interesting content related to your business

• Look for things that are humorous

• Alternate between videos, pictures, blogs, news links

Key Milestones

• Highlight your achievements and milestones

• Backdate them if necessary

• Give fans opportunities to cheer you on

• Thank the people that have supported you with a promotion or discount

Highlight Your Staff

• Your core fans are people who have a personal relationship with your staff

• Don’t be afraid of showing a more candid and human side of the business

• Rotate among staff members – tell us why they’re unique!

Show Your Expertise

• Fans are always eager to learn new things and to share knowledge with others

• Teach them new facts, recipes or tricks but keep it simple, interesting and visual

• Use terms like “Did you know…” or “Have you tried…”

• Raise your professional credibility

Open Questions / Polls

• An open-ended question or poll is a great way to increase engagement without asking too much effort from fans

• Fans can learn from each other too and feel like they belong to a community

• Polls can also be used to let fans decide on what content they’ll like to see on your page

Call to Action• Include a clear “call to

action” as often as possible to your posts

• By simply asking to like, comment, or share you improve engagement significantly

• End with a question that is related to your post

• Invite them to take direct action (e.g visit your store, try a new product)

Be Responsive• Many fans see social

media as a customer service platform

• Dedicate time each day to respond to messages, or give thanks for recommendations

• Delegate this task if you’re unavailable

• Project a warm, engaging personality

Edgerank

• A formula that Facebook uses to determine which posts reaches its intended audience

• Formula based around Affinity, Weight and Time decay

• Important to think about how to best improve your Edgerank to increase your overall reach

Analysis & Optimization

• Start learning how to use Facebook Insights to analyze your performance

• Experiment with a social media optimization service -www.edgerankchecker.com-www.fanpagekarma.com-www.socialbakers.com

Advertising on Facebook• Facebook’s Edgerank has

made it a lot harder to grow your fanpage or reach new audiences

• Advertising on Facebook however – is not expensive and when used correctly, can achieve good results

• Available once your Facebook page has >400 fans

Why Should You Advertise?

• To increase your fan base or brand exposure

• To promote online contests or offline events

• To promote local businesses

• To sell a product, program, or service with an external website or sales page

Promoted Posts• The easiest and most effective

way to reach out to a wider audience

• Click on “Boost” post button from within your timeline

• Your total reach depends on your advertising budget. The bigger the reach, the more expensive it costs

• If promoted post is an image, make sure that you have < 20% text

• Promoted posts can be a video link or an offer

Your post is promoted within mobile and desktop News Feeds of Fans

Your post is promoted within mobile and desktop News Feeds of Fans and their friends

A Sponsored Story is generated within mobile and desktop News Feeds

Promoted Posts

• Promoted posts goes for a period of 1 day by default – but this can be extended

• You can see the performance of your promoted post by clicking on the “reach” counter at the bottom of your post

• You can pause the promotion if you believe that it is not generating the desired effect

• Or you can increase the budget if you find it achieving the desired effect!

Sponsored Stories

• Sponsored stories is the conventional way of advertising on Facebook

• Ordered via the Adverts Manager tab in Facebook.

• It can be targeted to generate “Likes” , promote your page posts or advertise external websites or apps.

Sponsored Stories

• Sponsored Stories allow for precise targeting based on location, demography and interests.

• Your sponsored stories will be split into 2 types

- Right side of the Facebook page

- Sponsored stories that appear in newsfeed

Promoted Post vs Sponsored Stories

Source: http://www.seomoz.org/blog/facebook-promoted-post-vs-sponsored-story-test

• Promoted posts is an ideal platform if your focus is on engagement

• Sponsored stories has a lot more reach – and is particularly effective if you plan to run a “Like” campaign

• Combining the two can create a particularly powerful effect

Experiment!

• Start by promoting a post on your page that you believe will give you high engagement

• Analyze the results – tweak the messaging/image/link

• Set aside a budget that you are comfortable with

• Plan a contest or campaign and support it with advertising

Keep Up With TrendsWebsites

www.mashable.comwww.techcrunch.comwww.hubspot.comwww.socialmediaexaminer.com

Facebook Related

www.facebook.com/business/resourceswww.insidefacebook.com/http://allfacebook.com/

Plus Point

www.facebook.com/PlusPointNorway (Like Us!)