Facebook 101 for Small Businesses

Attracting the New & Renewed Customers

through your Facebook Fan Page

@AreMorch Are Morch – Hotel Blogger Are Morch

Who I am 1

• Born in Norway

• Certified in Hospitality Management from eCornell

• Certified in Hospitality Digital Marketing from HSMAI

• Certified in Introduction to Global Hospitality

Management from Cornell University

• Worked w/ Intercontinental Hotel Group Starwood

Hotels

• Manage Hotel LinkedIn Groups & Hotel Social Media &

Collaboration Community on Google+

• Experienced Independent Hotel Blogger

• Speaker Hotels & Social Media

• Social Media Manager for Hotels

• Drive a Harley Davidson Trike

• Horse rescuer

Stats 2

• 1.04 billion daily active users on average

• 934 million mobile daily active users on average

• 1.59 billion monthly active users

• 1.44 billion mobile monthly active users

• On average, the Like and Share Buttons are viewed

across almost 10 million websites daily

• Over 300 Million photo uploads occurs daily

• Highest traffic occurs mid-week between 1 to 3 pm

• On Thursdays and Fridays, engagement is 18% higher

• Average time spent per Facebook visit is 20 minutes

• The average Facebook user now has about 338 friends

Page – Profile or Group 3

• Pages enable public figures, businesses, organizations

and other entities to create an authentic and public

presence on Facebook

• Personal profiles are for non-commercial use and

represent individual people. You can follow profiles to

see public updates from people you're interested in but

aren't friends with

• Groups are the place for small group communication

and for people to share their common interests and

express their opinion. Groups allow people to come

together around a common cause, issue or activity to

organize, express objectives, discuss issues, post

photos and share related content

4Facebook Fan Page

5Facebook Fan Page Dimension

6Key Performance Indicators

• The number of people your post reached

• The number of people who clicked your post

• The number of people who reacted to,

commented on or shared your post

7Facebook Reach

• Reach is the number of people who received

impressions of a Page post. Reach might be

less than impressions since one person can

see multiple impressions. For example,

someone might see a Page update in News

Feed once, and then a second time if their

friend shares it.

8Attaining The New and Renewed Customers through Facebook – part 1

What’s Your Story?

1. Why do you provide your service / product?

2. What qualities and values does your

service / product provide?

3. How do you deliver and implement your

service / product?

9Attaining The New and Renewed Customers through Facebook – part 2

• Facebook rewards Pages that produce useful,

interesting, helpful content to their fans

• Write posts that you would be excited to see in

your News Feed – think like a fan

• Be purposeful and make sure posts goes

beyond the call-to-action and buy option

10Attaining The New and Renewed Customers through Facebook – part 3

• Facebook organic reach is gone - Organic

reach refers to how many people you can

reach for free on Facebook by posting to

your Page

• Facebook News feed now shows content

most relevant to the users – which add more

value to quality content and prevents spams

• Facebook Ads is the new way to attain new

and renewed customers

11Attaining The New and Renewed Customers through Facebook – part 4

Think Win – Win - Win

1. Desired results (fans – customers – you)

2. Guidelines (principles – accomplishment)

3. Resources (fans, financial, technical, team)

4. Accountability (performance)

5. Consequences (good and bad)

WinWinWin

12Facebook Ads

• Reach more of your existing fans. Less then 11%

of your existing fans actually see post you share

on Facebook

• Facebook Ads give you the opportunity to reach

more of your existing fans to ensure that the

people who liked your page will see the content

you decide to share

• Reach new people who are interested in your

business

• In addition to targeting your existing fans,

Facebook Ads give you the ability to reach new

people who could be interested in your business

13Facebook Feed Image Displays

Recommended Upload Size: 1200x630px

Desktop

Image: 476x246 px / Text: 500 Char / Headline: 1-2

lines / Link Description: 2-3 lines

Mobile

Image: 560x292 px / Text: 110 Char / Headline: 1-2

lines / Link Description: 1 line

Right Column

Image: 254x133 px / Text: 90 Char / Headline: 25

Characters

14Facebook Content Calendar

• A Facebook content calendar is very simply a

calendar that details what content your business will

produce in a given time

• An effective Facebook content calendar saves you

time and energy. It keeps you organized and on track

throughout your hectic workday

15Facebook Community

• Have a strategy for how Likes will add value

• Likes are Important but without People Talking About

This and Engagement Rate there is no value in the

Likes

• Communities is what brings up the LikeRanks

16Facebook Future

• Instant Articles

• Facebook Business Manager / Ads

• Facebook Live w Reactions / Filters / Discovery for Profile

/Page /Groups /Events

• Facebook Messenger & Connect Directly with Businesses on

Messenger

• Connectivity

• Facebook Artificial Intelligence Research (FAIR)

• Facebook Virtual Reality (Oculus Rift)

• Facebook Everywhere (Satellite)

• New Messenger Platform for Developers

• Support of 360 Degree Videos

• New Mobile Analytics Tool

• Embeddable Videos

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