Week 3: Facebook Fan Pages

Week 3 Agenda:

  • Week 2 Homework Overview & Check-in (15 mins)
  • Review Twitter & LinkedIn Setups (15 mins)
  • Facebook Fan Pages: (40 mins)
    • Basic Building Blocks: Building Your Fan Page & Initial Fans
    • Customization & Optimization
    • New Features
  • Discuss Week 4 Homework (5 mins)
  • Group Discussion & Q&A (15 mins)

“Facebook Fan Pages”

Basic Building Blocks:
Building Your Fan Page & Initial Fans

Why Create a Facebook Fan Page?

As we have already discussed, and as you are all probably aware of, fan pages are a powerful tool for businesses & brands.

Facebook is where Internet users spend most of their time

With nearly 500 million users worldwide, 135 million of which live in the US, facebook has 8 times as many page views as Yahoo! each month. As a matter of fact, Facebook has more page views than the next 100 largest websites on the Internet combined each month, according to Google’s DoubleClick ad planner.

The value of fans

Social media specialist Vitrue tried to put a media value on a facebook page. The firm has determined that, on average, a fan base of 1 million translates into at least $3.6 million in equivalent media over a year, assuming a $5 CPM on the impressions generated by the fanbase.

A few more interesting stats:

  • Facebook fans spend an average of $71.84 more than non-fans over a period of two years
  • Fans are 28% more likely to keep using a brand than non-fans
  • 68% of fans are “very likely” to recommend a product in contrast to 28% of non-fans
  • 81% of fans feel connected to a brand versus 39% of non-fans
  • The average value of a fan is $136.38

Facebook Fan Pages are designed specifically for businesses

Facebook Pages are designed specifically for the needs of businesses interested in reaching their users on Facebook. Creating a fan page is free and easy, are visible to unregistered people – so are thus indexed, provide visitor statistics, encourage engagement via news feeds, and enable event creation & invitations.

1. Create a Fan Page on Facebook

If you haven’t already set up your fan page, this is the first step in promoting your business on facebook.

  • Step 1: Go to Facebook Homepage – Login to your Facebook account. Then go to the Facebook homepage at http://www.facebook.com and click on the link called Advertising located at the bottom of the page.
  • Step 2: Click on the Create a Page button – Click on the green Create a Page button at the bottom right side of the page

 

  • Step 4: Choose Page Category & Name – Choose the Facebook Fan Page category & name and click on the Create Page button. If you are promoting your business, then fill out the Official Page form, and not the Community Page.
  • Step 5: Complete Detailed Information – Upload a logo or a photo and input company information for your Facebook Fan Page/Public Profile and click publish. You’re Facebook Fan Page/Public Profile is now ready for prime time!

2. Build Your Initial Fanbase

Promoting your business on Facebook:

  • Step 1: Add Yourself as a Fan Important: Click “View Page,” and then add yourself as a fan. Your friends will see that you’re a fan, and hopefully sign up as fans, too.
  • Step 2: Invite Your Facebook Friends Invite your friends via the ‘Suggest to Friends’ as displayed below.

  • Step 3: Email Your Existing Customers – Your business should have an existing database of customer email addresses. From your fan page edit screen, you can copy the URL to your fan page, and paste it into an email message to your customers. It’s important that your email message has a clear call-to-action, such as Fan Our Page on Facebook!
  • Step 4: Get Your Friends to Help Out – Ask your friends to post a feed story to their friends recommending that they fan your Fan Page.
  • Step 5: Run Facebook Ads – We will cover this in later weeks 6 and 7!

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Customization & Optimization

What makes a good Facebook Fan Page?

Today we are going to talk about what makes a Facebook Fan Page great and ideally profitable vs. just “there”.  Now that each of you have set up your business pages, we are going to review the 7 basic elements that any facebook fan page should incorporate to optimize their marketing potential:

  1. Custom URL - the next important step is to get 25 fans to “Like” your fan page so you can establish your custom “vanity” url for your business page.http://www.facebook.com/username/This will make it so much easier to market your page, help with SEO, and make it easier for people to find you on Facebook!
  2. A Custom Landing Page – Instead of pointing potential fans to a generic wall page, you can send them to a custom landing page. We are going to show you how to do this in a moment!
  3. Customized Tabs – In order to set your Facebook page apart from the rest of them, look at creating a customized Tab for your page. One examples of a custom Tab can be seen on the Fan Pages for Brendan’s Irish Pub. They have several custom tabs such as the Make a Reservation tab.The tab you create can use either the Static FBML application or a custom application. A custom Facebook application could cost you thousands and requires someone who can code html. For our intents and purposes, we are gonig to assume that A. You don’t have thousands of dollars to spend on a custom tab and B. Your social media marketing efforts are not yet at a level that would require the sophisticated user data that these custom html tabs provide. We are going to show you how to use some applications that are pre-coded and can be included in your page for free!
  4. Interactivity – If you want to keep your fans or want to make new fans make sure to include some sort of interactivity on the site besides the Wall. Try including a poll, a game or allow your fans to give virtual gifts to their friends. Look to the NHL and Coca-Cola for examples of this.
  5. Special Offers – Try enticing users to become fans of your page through the use of promos and special offers only available to fans. Skittles does this by offering a buy one get one offer for all of their fans.
  6. Social interaction – Facebook is a social network and in order to be successful you and your brand are going to have to be social. Don’t leave your Wall go unused and don’t let users fill your wall up with unanswered questions. Try and leave at least one wall post a day and try and ensure you answer any and all questions or complaints that appear on your wall. By using your Wall more often you are also encouraging interaction between your fans. Community Coffee is a great example of a brand that uses its fan page on a near daily basis and interacts effectively with its fans. This constant use also shows in the amount of comments, likes each wall post gets, and active discussion boards.
  7. Events – Offer your fans a place or activity to meet and connect with your brand offline. Perhaps you could throw a launch party or a customer appreciation party. These could also be workshops or other free learning opportunities. Events are another form of interaction that can help you attract new fans and keep current ones.

This is a great article that features Top 20 Facebook Fan Pages that includes some small businesses and not just Fortune 500 companies.

Many of the items on this list could take you as little as minutes to complete, and others are a little more complex. For the sake of this week’s lesson, we are going to cover the most often confusing element…

Customize Your Facebook Landing Page

The cool thing is that you don’t need a Fortune 500 budget or staff to build a great looking Facebook Fan Page. For custom landing pages in particular, there are actually some easy and FREE configuration tools that help you create custom pages in no time.

As we mentioned a bit above, aside from a custom landing page, you may want to add Custom tabs that include an email list signup form, or a special offer for fans. The possibilities are truly endless as new applications are introduced. There are several different Facebook and third party application tools available and more springing up each day. For our activity today, we are going to use two well-known and easy to use third-party applications, Pagemodo and Involver.

Group Activity

  • Customize Your Facebook Landing Page (live)

Additional Reading & Resources:

 

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New Features

As you saw from my post on our Group Page, on July 6th, Facebook made a Live Announcement of their Brand New Features! They have partnered with Skype to offer you 3 very cool new features:

  • 1. Group Chat – The ability to now group chat with your friends on your normal chat feed, not just from within a group
  • 2. Chat Re-Design – From now on, provided you have a wide enough screen you’ll have a dynamic list of friends on a side bar
  • 3. Video Chat – Yes Facebook have announced their integration with Skype and free instant video chat on the site!

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Week 3 Homework

  1. Read Top 10 Facebook Apps for Building Custom Pages & Tabs
  2. Create a Custom Facebook Landing Page or Tab

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Link to Week 3 Webinar Recording:

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