Social success with INERNET MARKETING

We wanted to put together a simple guide to setting up a Facebook Page for your retail business, and ensuring that you are getting the most from your investment.. 13–17 Getting Set Up:

Social

Success

The Ultimate Retailers Guide To Growing Your Business With Facebook

Copyright © 2012 by Wishpond Technologies Ltd

All rights reserved.

Published, Edited & Designed by the Wishpond Marketing Team.

We have been working with retailers large and small for more than two years, helping them

to get the most out of their social marketing During that time we have learned a lot, and

answered a lot of the same questions We wanted to put together a simple guide to setting

up a Facebook Page for your retail business, and ensuring that you are getting the most

from your investment While this guide is geared mostly to those who are just starting out,

we like to think that there is something in here for even the most experienced retailers We

hope that this is useful for you, and look forward to seeing the results of your efforts.

Good luck!

4–7

Analysis & Research

Budget & Resources

Competitive Assessment

8–12

Strategy

What will you use your page for?

How will you measure your progress?

Who will be responsible for managing your page?

What is your brand personality?

How will people find your page?

13–17

Getting Set Up: The Basics

Anatomy of a Facebook Page How to create your Page Designing your Page

18–23

Community Management and Basic Promotion

Posting & managing content Analytics & insights

Applications

24

Additional Useful Resources

80Approximately 80% of Facebook users are outside of North America

70Facebook is available in

70 languages

8The average US-based Facebook user spends nearly 8 hours a month

on Facebook

37There are more than 37 million Facebook Pages with 10

or more fans

0 50 100

4

1 Analysis and Research

Let’s start from the very beginning, after all, it is a very good place to start Getting a handle on what you

have to work with, what you are up against, and what the most successful Facebook brands are doing is a

great way to get your Facebook marketing activities underway

DID YOU KNOW?

Sources: http://newsroom.fb.com/content/default.aspx?NewsAreaId=22 http://blog.nielsen.com/nielsenwire/online_mobile/august-2011-top-us-web-brands Facebook SEC Filing

Budget and Resources

Before you get started you will want

to come up with a realistic idea of what kind of budget and resources you can allocate to Facebook marketing While many of the activities you can engage in have no monetary cost, they certainly have

a cost when it comes to resourcing

This can escalate quickly, so it is best

to set some expectations before getting underway

Making managing your Facebook Page (or community management in general) a formal part of someone’s role helps ensure that your presence

is actively and effectively managed

It is unlikely to require a dedicated person immediately, but adding these tasks to someone’s existing role is a great way to start

If you are able to, you should consider setting a budget to accompany your efforts also This budget can be used for a variety of things, from useful applications, to Facebook advertising

Even a relatively modest budget (less than $500 a month) can make a big difference to the effectiveness of your Facebook marketing efforts

As you progress through this guide, you will see how setting clear measurable objectives is an important way to ensure that you are getting real value from this investment These objectives should relate directly to how you measure your business sucess

See what your

competition is up to

Look for these things

Before you dive right in, it is a good idea

to take a look at what your competition

is up to You can often learn a lot from

them by looking at what they do that

gets people interacting with their brand

This can help you avoid mistakes, as

well as set some realistic goals for

your Facebook presence It is also a

chance to look at ways in which you can

differentiate yourself

How active are they?

Do they update their

page regularly?

Are they treating Facebook as a purely one-way communication channel, or are they actually listening, responding, and interacting with their fans?

Are they using any special applications to run competitions, give their fans special offers,

or anything else?

How many fans do they have?

How many people are

‘talking about them’?

You might also like to take a look at some

of the biggest, most innovative brands in

the world While these pages are often

dealing with millions of fans, you can still

learn some valuable lessons about what

works when creating a great Facebook

A brief list of brands you might like to check out to start with

2 Strategy

Having done your research it pays to sit down and

spend some time on your Facebook marketing

strategy before diving right in This helps ensure

that the effort you and your team put in to your

Facebook Page is directed toward achieving some

specific, measurable goals

DID YOU KNOW?

70% of active adult online social networkers shop online, 12% more likely than the average adult Internet user

Active adult social networkers are 47% more likely to be heavy spenders on clothing, shoes & accessories than the average Internet user

60% of people who use 3 or more digital channels for researching products learned about a Retailer through a FB or Twitter post

53% of active adult social networkers follow a brand23% of companies offer customer support via Facebook

It costs five to ten times more to attract a new customer than retain an existing one

The average spend for a repeat customer is 67% greater than

Sources:

http://www.allfacebook.com/facebook-crm-2011-10 http://www.inc.com/guides/2010/08/get-more-sales-from-existing-customers.html http://blog.nielsen.com/nielsenwire/social/

What will you use

your page for?

This might seem like a silly question, but setting some high level objectives for your presence on Facebook is extremely important Having checked out your competitors you have hopefully got a rough idea of what you might be able to achieve (although don’t let that constrain your ambitions too much!) You can very easily spend significant time and money building a Facebook community,

so you want to make sure that you are devoting these resources to achieving objectives that are closely tied to those of your business

Some questions that you might like to ask

impression do I want them to have?

get my existing customers to spend more with me?

page be a place I actively encourage

my existing customers to get help or support?

5

How will you measure

your progress?

Once you have defined the objectives for your page, you need to come up with some

metrics to measure your progress toward achieving these objectives

Some examples of measures that you may want to use:

Number of

fans, or fan

growth

Engagement with content to your website Referral traffic revenue or numberSales

Who will be

responsible for

managing your

page?

It is important to define some clear roles and responsibilities

when it comes to managing your presence on Facebook If

you are an owner/operator then this is obviously a simple

task, but if you are expecting multiple people to contribute to

and manage your page then this gets a little more difficult

In general, it is a good idea to give one person overall

responsibility for the management of the page, and ensure

that they have enough time to do this job properly If you are

getting more people involved then this person will need to

ensure that content posted is appropriate, timed correctly,

and contributes to your overall objectives

What is your brand

personality?

Getting a collective understanding of your brand personality is particularly important if you have a team contributing to your Facebook Page

One of the best ways to get your fans engaged is to show some personality, and not be afraid to have some fun Ensuring that all those involved in creating and managing content for your Facebook Page have an understanding of what is appropriate (and what isn’t) will ensure that they are able to show that personality without damaging your brand

How will people

find your page?

Something that is often forgotten in the rush to create your shiny new

Facebook Page is just how people will discover your page

There are hundreds of great, creative things you could potentially do to

get the word out, but you should always start with the basics, things like:

It is also worth noting here that the search function on Facebook is far

from perfect Don’t rely on people being able to find your new page by

searching for it

Add a link to your Facebook Page on your company email footer

4

Invite your friends to

become fans

Link to your Facebook

Page from your

be-to invite their friends

Write a blog post couraging your custom- ers to become Face- book fans

en-2 6

Add a link to your Facebook Page on your website homepage

Add a note to your printed receipts or invoices gesting that your customers find you on Facebook

sug-3 7

Time to roll up your sleeves and get your hands dirty This section takes you through the basics of getting your Page set up just right.

Admin Panel

Click this button to display the admin panel for your Page This gives you a quick overview of the page activity, insights, and any messages that you have received Only visible to page administrators.

Profile Image

This square image will display at either 125px square or 150px square depending on the size of the person’s screen who is viewing it You should upload a square image larger than 180px by 180px Your logo

is a great choice, as this image is used around the site alongside any content you post.

• Price or purchase information

• Contact information (no web, email, or physical addresses)

• Any reference to Facebook features e.g share or like.

• No calls to action e.g “get it now”, or “tell your friends”.

3 Getting Set Up: The Basics

Anatomy of a Facebook Page

Page Stats

On display for the world to see: the number of likes, people talking about you, and people who have checked-in at your business.

Friends Who Like This

When people visit your page they will be shown any of their friends

who already like you here.

Posts by Others

All of the recent posts from fans are collected into a single box on your

Timeline.

Facebook Apps

Up to 4 applications will display along the top of your Page The Photos

app is always the first app on the left, you are able to choose the other

3 that will appear here If you have more than 4 apps the remaining

apps are accessed via a drop down menu (up to a total of 12).

About

You should make sure you write a short, punchy about blurb that

captures people’s attention and accurately sums up what you do You

define the text for this in the ‘Basic Information’ section of the page

admin interface Adding a link to your website here can be a good idea

to maximize click throughs to your website (if that is something you are

working toward).

Likes

If your page likes other pages then they are displayed here This can

be a great way to network with your customers (for B2B businesses) or

suppliers.

Pinned Posts

You are able to pin a post to keep it at the top of your Timeline for 7

days This means that it will not be pushed down by any subsequent

updates that you make, and will get significantly more views and

engagement Use this to promote special offers or important

announcements.

Regular Posts

Regular posts (not milestones, pinned or starred) show up on either

side of you Timeline If there is an image (or images) associated with

them then this will be displayed underneath the post You can choose

to hide posts that you no longer wish to display.

Starred Posts

Starred posts highlight content by displaying it across both the columns

in your Timeline Use this feature on great visual content to get more

engagement.

Milestones are a great way to show off important dates in your

com-pany history Use these to show off the date you were founded, when

you launched new products, or any other important dates These are

displayed with an image which is 843px by 403px.

How to create your Page

Now that you know what is what, it is time to

get down to business

Creating your page is simple Head over to

https://www.facebook.com/pages/create.php

and follow the instructions that Facebook gives

you The first step is to choose which category

your page will fit in to Be sure to choose an

appropriate category, as it will help your fans

find you I know, we have all been tempted to

jokingly list our business as a political party, or

religious organisation, or something equally

kooky, but in general this isn’t nearly as great

an idea as it first seems

Once you have chosen your category

Facebook does a great job of taking you

through getting the basic building blocks of

your Page set up We would advise you to

provide as much detail as you can during this

set up phase, as it will limit the amount of time

you need to spend going back and adding and

changing information in the future

A couple of handy things to remember

Be sure to provide links to your own website, and your other social profiles when they ask you: Twitter, Yelp, Flickr, Google+ etc

If you have physical stores provide the location and opening hours details Specifying a location will mean that your fans are able to check-in when they visit, promoting your store to their friends

Complete the ‘about’ section details thoroughly These are very prominent in the new Facebook Timeline for Pages layout, and

so you want to be sure that they represent your business as you would like to be represented

1 2 3

Designing your Page

The most important piece of real estate on your profile is your header image This is your chance to capture your potential new fans attention, and show off your brand personality The dimensions for this image are 851px by 315 px Be sure to upload an image that is at least this large, or your image will be scaled up to fit (and therefore appear low quality)

There are some limitations to

what you can do with this image

According to Facebook you may not

include:

• Price or purchase information,

such as “40% off” or “Download

it at our website”

• Contact information, such as web

address, email, mailing address

or other information intended for

your Page’s About section

• References to user interface

elements, such as Like or Share,

or any other Facebook site

features

• Calls to action, such as “Get it

The next most important space is your profile image This is the smaller image that sits partially inside the cover image The display dimensions for this are either 125px by 125 px or 150px by 150px depending on the screen size of the person viewing your profile However, you should upload a square image that is at least 180px by 180px to get the best quality result

Our recommendation is to go with something bold, eye-catching, and interesting for the larger cover image, and reserve the smaller image for your logo If you can come

up with some way to integrate the two together this can be a great way to provide a little bit of an extra

You are also able to specify up to

12 apps that are displayed in the tile spaces at the top of your profile (more on applications a little later on) You are able to specify custom icons for some of these apps - depending on whether the app developer allows this This can be

a great way to drive people to do things that you are not able to do on your Timeline ‘wall’

Some resources that you might find useful:

Free download of a PSD (Photoshop file)

of the Facebook Timeline for Pages user interface

How to change your application icons with Facebook Timeline for Pages (and a free set