Download - Facebook 101
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Welcome to Facebook 101
Jo Halliday
Lisa Robb
Lindsay Sutherland
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Tonight’s webinar 7.30pm – 8.30pm
• Housekeeping
• Little bit of background
• Facebook session
• Questions
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Housekeeping
• Prompt start & finish
• You will not be able to speak but please do message throughout
• We will do our best to answer at the relevant point or in the summary at the end
• We will mail out link to presentation
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We talk to pet owners all the time
PetNet is the digital place for trusted advice, fun & tips for those who love cats & dogs. A “Mums Net” for pet owners. Working with professional partners such as BVA & APBC.
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They are looking for information from you
• 86% search for pet health advice online
• 22K monthly searches on dog health returns 716M Google searches
• 25% do so monthly, but they only visit their vet every 4-6 months
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Engaging with pet owners
• Your digital plans are key to engagement between visits
• Measure everything
• Tonight is about practical steps you can take on Facebook, other areas can be covered in future
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Why bother with Facebook anyway?
Total Facebook Users
33,713,560
Position in the global list
Sixth
Penetration of population
54.07%
Penetration of online population
65.54%
Just some quick stats from here in the UK……
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But what can it actually do for me?
• It’s expected - consumers expect to have one-to-one conversations with people they ‘do business’ with, when and where it suits them.
• Build loyalty and awareness, keeping you & your practice front of mind
• Allows you to drive clients back into the practice
• Encourages people to spend more on different services i.e. preventative etc.
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So how do I get started? • Go to https://www.facebook.com/pages & click on the ‘Create
a Page’ button
• Choose:
• Then complete your contact details for the practice
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The next steps are personalisation Add a profile pic, ideally this should be your practice logo
Write a brief overview of your practice
Choose your cover picture
Once you have 25 likes on the page claim your pages username – don’t forget to do this BUT keep it short, a long page name makes it difficult for others to tag you!
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A little bit more about the cover picture
• This is really important and can really make your page stand out so make it work for you
• Practical info: cover photo size 851x315 pixels. (A good free photo-editing tool is Gimp – you can resize images and add text)
• But what can you use it for? – Feature a fan or photo of the month
– A new promotion
– A highlight of another feature
• Be careful! There re strict rules on what you can include - for all the details check out Facebook’s rules.
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Setting up tabs
• The tabs can take you to other interesting features.
• These could be free Facebook Apps (Pinterest for example)
• Definitely consider a link to your website
• Or maybe an Email sign up form?
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Setting up your timeline • Make sure you give your clients your ‘history’
• Add “Milestones” - go back and add important calendar events to your timeline i.e. when you opened, new branch opening
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Getting started – think first!
• Think about what you want to say, it’s not just fun it’s an important channel to get your messages out to your clients:
• Make a plan for the next 8 weeks (ideally) and aim to put 2 key messages per week in your plan that are specifically about your practice & your business.
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What else can I put in there?
• You need to ‘beef’ up your content & a good blend of will work with your audience:
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Where do I find this content?
• Set up Google Alerts
• Follow other Facebook pages for:
– Big brands in the pet world
– Pet Charities
– other pages in your local area (groomers, kennels, catteries etc.)
• Sign up for our e-news!
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What if I want to share someone else’s content?
• The un-written rules of Social Media
– Always give credit where credit is due
– Sharing is good
– Celebrating other people’s success is also good (it’s not all about you!)
• Just remember to credit it!
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Should I always use a picture in my post?
• If it works for your post, then yes, we are lucky to work in a world of cute!
• Pictures create a ‘double whammy’
• Pictures can be your post – caption competition for example
• Share pictures from the community – always a winner!
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So what are good post ideas?
• Pet of the week – chosen from the pictures uploaded to your page
• Questions & fill in the blank
• Today in practice
• Facts and stats – particularly preventative
• In your area – share what’s going on
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Making the most of your posts
• Pinned posts • Highlighted Posts:
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What is post ‘best practice’?
• If a picture works for your post, then use it - – Pictures create a ‘double whammy’
– They ‘appear’ to be favoured in the Facebook algorithm
• Keep posts as short as possible and break up text with line spaces
• Shorten links using something like bit.ly
• If you are sending traffic to your website – track the URL
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How often should I post?
• Ideally you should look to post at least once per day but twice if possible (don’t forget the weekends!)
• You can schedule posts in advance
• Peak times tend to be lunchtime and early evening
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• Community management:
– Check on your own posts and ensure you answer any questions that may have raised
– Make sure you answer any questions or posts on your wall
– Engage with users who post pictures – ‘oh what a cutie’!
– Don’t forget to check your messages
• Pages over 500 ‘likes’ can use offers
What else should I do on the page?
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Promoted Posts
• Appears in the news feed
• Has a ‘call to action’ for the page
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Sponsored Stories
• Appears in the news feed but is just shown as a post
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Facebook Advertising
• More traditional and obvious
• Easy to target
– Interest
– Location
– Gender
– Age etc
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Telling people in the real world! • Don’t forget to tell clients you are on
Facebook , key messages:
– It’s an easy way to keep in touch
– Don’t miss out on latest offers
– We love to know what you’re up to share pics!
• How?
– Waiting room displays
– On leaflets, invoices, website etc.
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Measuring Success
• Why doesn’t everyone see my posts?
• Use Facebook Insights
• Track traffic in Google Analytics
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Do I have to do this all myself? • No!
– Obviously you can if you’d want to but often it’s good to get the head nurse or practice manager/head receptionist involved
– Remember:
• They are talking on your behalf so you must trust them to get the tone right
• However, they should have time ‘on the ground’ to take pictures and see what is going on in practice that they can share
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Any other questions?
E mail: [email protected]
If you are interested in boosting your online reputation & profile through a listing in the PetNet “Local” directory please get in contact to find out more details : [email protected]