The next step is to look at FanPages. FanPages are the hub of business on Facebook. We need to look at a few things. We need to look at setting up your FanPage, selecting the category, choosing a name, filling in all the details, what you do to post and then dealing with comments, etc.
There’s quite a few things to go through here which is good because I think this is one of the major elements for people. If you learn how to use FanPages right, number one; you can make a lot of money. Number two; you can make a lot of business for your company and number three you can move all your business contacts over to your FanPage and you can talk proper stuff that they’re interested in not inane stuff like I’m having a coffee.
First thing about Facebook FanPages is the easiest way to find it is facebook.com/pages. Funnily enough it can be really difficult to find this page. I still have problems. If you just type facebook.com/pages you should come up on a page like this.
You’ll see that they suggest a few people who you might like to be fans of so you might like to join their Facebook fan page and see what they do. This is a great place to start even before you build your own first FanPages. Actually go in here and look up some people who you like, know or respect. Just say you’re a huge fan of Richard Branson you might like to go in here and become a fan of his FanPage. Then you can seek how he is using or his business is using it.
It depends on your area. Go in and find a couple of people and just become a fan. Have a look at how they’re interacting. See what sort of responses are they getting back. Are they getting any comments? If they’re not getting any comments think about why? If you find another page where they’re getting lots of comments why would they be getting comments? What you’re looking for in a FanPage is interactivity.
Some people will comment, some people won’t. It really depends on your business. If you’re giving out information people might just read it and then that’s fine. Others you ask a question you get a reaction. There’s a range of things to look at there but go and have a look at the FanPages, join a couple and see if you know anybody. Obviously you can find me at facebook.com/mr.webmarketing. That’s my FanPage. It’s nice and easy to remember.
One of the key things I suppose I should say up front is that when you first make a FanPage you have a very long URL. The only way to get to it really is to link through from your Personal Profile. Once you get over 25 fans you can actually apply to have a short URL so you can get facebook.com/mrwebmarketing or facebook.com/promoteseo. That makes it much easier for advertising.
You’ll notice nowadays that in movies and big companies like Cadbury for example when they do advertising they’ll just say facebook.com/Cadbury or facebook.com/eatfredofrogs today or whatever it happens to be for their promotion. They’ll actually make a FanPage for an individual promotion. That’s another thing that is worth noting is you don’t have to just have one FanPage.
You can have multiple FanPages. You can have a FanPage for a campaign so that you can use it as a landing page for your advertising. One way to measure the effectiveness of some advertising is actually to setup a Facebook FanPage. One of the ones that we’ve just seen recently is Louie the Fly, Save Louie. You go to the FanPage and become a fan of Louie so that we don’t kill him off from our campaign. A very clever way to work out if anyone is responding to the adds. They could set a target, “Okay, we want for this campaign to be successful we need 10,000 fans.” Then they could say okay we’re up to 2,000, 4,000, 5,000 whatever it happens to be. You can track the success of that campaign as well.
Facebook FanPages have multiple, multiple uses. You can have a Facebook FanPage that is private so that online people who are invited can join it so that no one else can see it or you can have one that is public that everyone can see. You can’t join unless you accept them. You can have one that is completely open, everyone can see it, everyone can join. If you want to create a private one for a group of people who you work with and you don’t want everybody else being able to read about it so just say you’re working on a project.
A FanPage could be a really good place to work on a project. Everyone can talk freely and everybody sees when there’s an update and only the people who have been accepted to that FanPage can actually see any information. There’s so many uses for these FanPages and I think the more you delve into them the more you’re going to learn about them. The possibilities are endless. It’s a great way to setup like a free website but in the end it’s not enough you still need a company website.
Some people say, “Ah, I don’t need a business website any more. I’ve just got a FanPage and that is all I need.” The question comes to mind, what happens if Facebook goes out of business or Facebook goes down. There’s always threats on Facebook by hackers. What happens if they do take it down? What happens if they do take it down permanently for a couple of months? It can happen if they get in there properly. You’ve lost your business because that is your business website. Yes, it’s great to send people to Facebook but also remember you still need a business website as a central point for your business. Don’t just rely on these guys, take care of yourself, cover yourself.
You’ll see I’ve got a range of different pages. When you list your Pages and you’ll see there is create a Page if I want to add a new one. When you list your Pages you can actually see the number of fans. You’ll see Success Certificates which is one of my websites, successcertificates.com. I’ve got 2300 fans in that Page. I can click more and it will take me into more statistics. I can show you some of those statistics later. Mr.WebMarketing, I’ve got 11069 fans. There’s little things like actives means was there less people interacting or more people interacting this week, etc.
They’re strange statistics, we’ll look at them but I don’t know how useful they are some weeks people just don’t get into their Facebook for example. They might be busy but take them the way they are. Gold Coast SEO and the Free Million Dollar Business Blogging Report, that’s the one I did for a little free book that I put out on Blogging. If you’re interested go and find the Free Million Dollar Business Blogging Report and become a fan and you can download it. It’s a great little book on Business Blogging.
When you first click create a new FanPage you now come up on this screen. It gives you a choice of different sorts of FanPages. We’ve got local business or place. The local place might be a park. A park could have a FanPage. You can run it or the city council could run it. Who knows? A company organisation or institution, brand or product so if you want to make a Facebook Page for a particular product. For example I will be setting up one for Million Dollar Web Brands so that we can use it for interacting and putting new information on. I can go in here and produce one. We then go artist, band or public figure. Mr. Web Marketing for example could come in here. Entertainment again and cause or community. They’ve decided to break them up a little bit. It doesn’t mean you can’t put your business in brand or product you could be in here or here. It’s really up to you.
Sometimes they do refuse names. When you go to put a name for your business and sometimes it doesn’t make any sense. A friend of mine is known as the Corporate Cinderella so Tarin went to add hers the other day and they would not accept Corporate Cinderella because she did not own the company. Seeing as she does own the company and she is the lawful owner she is trying to get that one but it won’t accept it for some reason.
It’s never going to go smoothly every time. When you’re doing your Facebook FanPages and it won’t accept it the first time maybe you need to try a different category or you need to try to change the wording. If you have Corporate Cinderella you might change it to The Corporate Cinderella. Try a few combinations. If worst comes to worst write to Facebook and hopefully you’ll get a message back from them.
Once you choose a category you then choose a sub category from within there. It might be business services or printing or something like that. Then you put your company name in and you agree to the Facebook Pages terms.
It’s worth reading these terms. They do change. Certainly understand the privacy part of those terms. Understand what Facebook can and can’t do with your information and make a note of that. A lot of people just never ever read terms and conditions and quite frankly on social media that’s probably a good idea. There’s nothing to say that their terms and conditions when you go and read them that says, “We can take your information and sell it for as much money as we like, to anybody we like.” You click I agree without reading it and get upset when you find out you’re getting thousands of catalogs in the mail because they’ve take your address and your name and you age and everything like that and sold it to all the catalog companies. You need to make sure you read this.
There was some big issues a few years ago with Hotmail with photographs or something like that where they were saying anything you uploaded was their property. It was email; any content of the email remained their property. There was a situation where all the lawyers around the world were banning any email that came from any free email account so Hotmail, Gmail, any of those sorts of things. Effectively if you sent in a patent via email to a lawyer then Hotmail or the company could say we own the contents of the email so therefore we own a percentage of that patent.
There was a stage where all lawyers were setting up their email accounts so that anything that came from a free email account got bounced straight back so effectively said no. We never saw it. It never got sent here. If you wanted to send something to a lawyer you had to send it from a private email account so that information stayed private.
Be aware of Terms and Conditions. That caused a heck of a rift worldwide. It really did cause problems and a whole part of these terms and conditions had to be rewritten because of the kick back on it. Take a minute to have a look at them and just make sure that you’re comfortable with them. You wouldn’t sign a contract and yet most people go online and click I agree to the terms and conditions without ever reading it. Yet if you got a big contract as long as it’s what some of these are you would take it to a lawyer.
The name of your Facebook Page. You’ll see back here it says company name. Company name doesn’t have to actually be your company. Your company name can be something catchy. This is really important. I touched on this previously so I’m going to go into it a little bit better.
I’ve got Joe’s Coffee Shop. Joe’s Coffee Shop might be your business name. When people see it, when someone becomes a fan of your page, on their wall for their friends to see it says Mary likes Joe’s Coffee Shop. If you want more people to become fans of your business page so you can get more response out of a greater list you need to pick out a name that’s a little bit more interesting.
If we take Joe’s Coffee Shop and call it Two for One Coffee Special I would say that there is a higher chance of someone actually clicking like to find out what the Two for One Coffee Special is. You can obviously add different words to that. Get Your Free Two for One Coffee Special voucher. You can call it what you like. It can be quite long but have a think about what you can do here. Don’t just give it your business name because it does make a difference to the response. Mary’s Garden Centre or Cheap Gardening Supplies. Joe likes Cheap Gardening Supplies. The word “Cheap’ catches everyones attention.
Free is even better but obviously you don’t want to give away all your gardening supplies. Cheap Gardening Supplies is going to work better than Mary’s Garden Centre. It doesn’t mean you can’t have a FanPage called Mary’s Garden Centre. That’s fine. You can have that as well. I think if you compare the two of them you’ll find the more viral effect you’ll get from this one will work better. JWA Accounting Services could be Australia’s Leading Business Accountants. It comes down to that decision how do you want to promote yourself?
It doesn’t have to be like the Two for One Coffee Specials. You can see Australia’s Leading Business Accountants. That’s quite a strong statement too. Mary likes Australia’s Leading Business Accountants. Again it says about your business. It’s inviting. It’s interesting. It kind of makes people go, “Oh, Who are Australia’s Leading Business Accountants? Which means that they are more likely to click and go and have a look at the page. Now they’ll go and have a look at the page whether they take the next step to like the page is really up to what they see when they get there. When you’re setting up FanPages is a lot of things you can do to actually entice people to click and we’re go into that in a little while.
Setting up a FanPage is a case of filling out information. We can un-publish a page so that we can keep it private until it’s built. Only show to viewers in this country or show it worldwide. Age restrictions, you can have it over a certain ages or under certain ages or all ages. Wall tab shows etc. You need to work your way through all these things.
This one is important. Posting ability, users can write or post content on the wall or users can add photos or use command tags. If all these are ticked people can do all these things. If they’re not ticked they can’t do any of them. You have to decide whether you want a page that’s interactive or not. Do I want people to be able to add videos to my wall? No, I don’t because I don’t people adding their information because it can be used to spam on my wall. Do I want them to add photos? No, because the photo can be any picture. It doesn’t have to be a photo. I can make up a picture that says come to my website with my website address and upload it on to your FanPage if you don’t lock that off. I can actually use your FanPage to advertise my business. Think about these.
I’ve got can write or post content. In other words they can actually sit there and write a comment, ask a question, etc. which I want them able to do. Obviously if someone puts up something that is derogatory I can always click remove this post because you’re the admin of the fan page you have the ability to remove something that you don’t agree with. That’s never an issue but if you’re busy or you’re popular or you’re controversial or you’re in the media or something like that at this time you really don’t want everybody to have a free for all in your wall. Lock it off. You’ll see there’s also moderation blocking so you can actually put words in there and if people use those words it will automatically block whatever they put up.
Once we do that we come in to all the information. You can change these at any stage. Remember before we chose the category we want to be in. We can actually change that on the top here. You don’t have to stay in that category. Once your FanPage is done you can actually move around if you need to. Don’t stress too much. Fill in your information, contact, general information, you’ve got a biography area; you can put awards if your business has won awards. That’s a great place. Personal information you can put links and again you’ve got a website link here so you can put links in multiple places. Personal interests, in this case this is business person. Mr. Web Marketing is a business person. That’s the category I’ve choose for now. That’s why it’s got a biography and all those sorts of things. If your business might be different you have to choose what you want but you can put history of the company in the biography and you can get all that done.
Once you’ve set up your FanPage you’ve got to start interacting with it. Interacting with your FanPage is I supposed thinking about how you’re interacting with your fans and how you want to come across. You have to look at what sort of information am I going to put out there? What do people want from me? What would be useful to them, those sorts of things.
If we have a look at a couple of posts that I’ve got up here you’ll see I’m doing question of the weekend at the moment. I tend to get these questions during the week. On the weekend I get 5 minutes spare to jump in and I’ll do a question of the weekend as I call it because I normally do it on a Saturday.
This one was, “Do I need all the alt tags in my images” and I give them my answer to that. Quite often the questions I get asked during the week are common questions that people have. I like to used those because it answers a lot of people at once on questions that they don’t often get the opportunity to ask.
In this case I’m referring to something so I’ve here, “Ever wondered how you can promote your services but not sell, sell, sell?” These guys here I can’t think of their name. This one is called laser pumpkin carving. They’re Final Cut Pro guys. What they do is they make videos. They make some very, very funny videos with very good special effects. I supposed after you’ve seen a few of their videos you’ll understand what I mean. You’d really want to hire them. They’re that good. They’re only a couple of young guys and they have a great, fun time doing them. They’ve got one that’s Jedi Kittens with kittens fighting with laser swords. They’ve got ones with Nerf guns that actually fire real bullets. They put the bullets in afterwards in post production. They do all sorts of things. It’s really incredible to watch what they’ve done with a handy cam and a computer.
It was a good example of how to promote yourself without actually saying if you want to hire me this is what we do. I’ve sent that out to people. Over here I was talking about a piece of software that actually allows you to setup your mobile website. It was $27 which was extremely good value as you can understand. When you setup your normal website if people come on their mobile phones it switches over and you’ll see the mobile website which is a much more compact version, much easier to read and also much easier to work with your fingers because if you’re like me who’s got fat fingers it’s really hard to use mobile.
These are all the sort of tips I put in there and also I’ve got testimonials and things like that from when I’ve been speaking. Think about what you’re trying to do and what your business is about and how you help people. Then when you go to post mix it up a bit. Think about what it is that people would like to read about.
You’ll get people comment on things you write and so it’s important that you respond. If you want to build your profile and make it work on your FanPage you need to actually interact with the people. If you get someone to respond to something you need to respond back because the natural thing is if you respond they’ll respond and we have this natural occurrence.
If we look here I’ve put up about Twitter Phishing. Phishing is when someone sets up a page that looks like the real page, that might look like Commonwealth Bank but it’s not actually Commonwealth Bank. You click on the link you go to their website. You think that you’re there. You log in to your bank account but in fact you’re not logging in to your bank account you’re actually entering your password and user name directly into their database so that they can go and log in to your bank account and take away all your money. That’s phishing but I’ve just written about phishing and a friend has come back and said, “What exactly is phishing?” I’ve gone on and answered that question.
Over here I’m talking about using cloud storage and I generally use Dropbox but what I’ve done, it sounds weird but I back up my Dropbox with SugarSync. I’ve kind of got 60GB on SugarSync and 3GB on Dropbox. I can have other folders also stored up on the cloud. What I discovered was when I signed up for a free account I found out that I could for the first year get a paid account at half the price. I put that up so people can see that and also I have automatically backs up photos from my phone. The app is actually on my iPhone. When I take a photo it goes up to SugarSync as well. There’s all sorts of things like that built into it.
I did the upgrade; I talked about the business plans which are good for businesses. One of the biggest problems with cloud storage is having multiple users use the same storage area. It can quite expensive whereas SugarSync you can have up to a 100GB with three users for a very reasonable price. Someone here has then written, “Am I happy with it?” They’ve tried this, that. Then I’ve responded back to that.
It’s really, really important that you actually work with your users. If people take the time to actually respond to something that you’ve written if they like or if they make a comment. It’s a quite a big stretch. On Facebook I’ve noticed I supposed that most people if they agree with it or they like they’ll just click the like button. That’s the extent of interaction. That’s a huge step to actually say, “Oh, I think that’s good.” Maybe it’s a sign that we got lazy over the years that we can’t even write anymore we just click like. I’ve got to admit I’m guilty of it as well. Instead of writing, “Ah, this is wonderful” I just click like.
If someone takes the time to actually write something then you should take the time to write back to them. It’s very powerful and you can see sometimes the conversation will continue on. In this case we’ve got “What is phishing?” I put that and then, “Oh, thanks for that.” That’s great. Someone actually said thank you for it so take the time to interact with your FanPage.
Asking questions of your fans. This is a really good one. It’s often difficult to get people to interact. As I said before it puts information there and then someone has interacted but to prompt interaction can be very difficult. The key aspect of that is that you need to ask good questions I supposed. It’s just like anything in life if you want people to talk to you you’ve got to ask good questions. We look here, “I want to run a free seminar, any suggestion on topics that you’d like to hear.” It’s a pretty general question and had a couple of people at this stage write back. It’s shown do a seminar on SEO and how it works or importance of content etc. That sort of stuff gives you ideas on what people are interested in.
If two people have taken the time to write working on the percentages and response rates and things like that you can probably guess that a 100 people thought of a similar sort of question along the topic of SEO. It’s generally the way I see it because you do get very low response rates. It doesn’t mean that people aren’t thinking the answer and they probably agree with that answer.
You’ll also see here that we’ve got a person who’s liked each one of those. That’s like four people saying that they are interested in that topic. Asking questions is good. You can ask longer ones and then you can use the questionnaire so that you can have the multiple choice if you want to but sometimes an open ended question is a good place to start.
Once you’ve got your FanPage up and you’re starting to work with the people who are on your FanPage and you’re getting interaction, Facebook has built in its own statistic system. Rather than using Google Analytics like you would on your website you’ve got Facebook statistics.
Let’s have a bit of a look here. We’ll see number the number of new likes. We’ve got eight new likes over the month which is down 60% so less new likes this month. I can live with that. Lifetime likes, monthly active users for 362 active users. We can see here we’ve got daily in blue, weekly in green, monthly purple.
What that’s saying is some people interact on a daily basis with your FanPage. Other people interact on a weekly basis with your FanPage and other people interact on a monthly basis. It might be that they see the update but they don’t go and click on it to read it. In which case they’re not interacting with your page but it does allow you actually see. I’m not posting everyday so I’m not expecting to see daily users to be very high but I’m definitely posting a couple of times a week so weekly is higher. Then monthly is we’ve got the people who see things that they like.
If I go back here you’ll see this number 297 impressions, 1.35% feedback. It means that it has shown up on 297 people’s walls and in their newsfeed and they click it and have a look at it. You can actually tell, in this case 341 people had a read of this one. This is feedback that’s built-in to every post now. As the admin on your page, when you go to your page you’ll see this information. You’ll see it’s here again.
On average I’ve got around 250 to 350 active users. People who are actively watching the content on an ongoing basis and when you consider there’s about 1200 fans I think that is pretty good. That’s a pretty good ratio. If I can increase that I will. That’s my goal is to keep increasing.
Also we’ve got interactions and these are little interactions etc. If we move forward it then delves down even further. One of the ones I like is the demographics. This is one you can’t get with Google Analytics very accurately whereas with Facebook most people say they are between 18 and 25, 25 to 35, whatever. You can see out of the people that we’re interacting we’ve got female on top and we’ve got male in the bottom. 34% of males between the age of 18 and 24, quite a large group in that young age group actually following what I’m saying. I then go to the next group is 25 to 34 and so on. In the women’s group it’s also the younger age group that are interacting.
I would expect this because demographically when you look at the number of members of Facebook you’re going to have more younger people who are members so therefore they’re going to be a greater number. That allows you also to see that obviously the male users outweigh the female users in the case of my Facebook FanPage.
I supposed one of my goals is to get more women to follow me which is that’s fine. It’s something that I can think about. Maybe I’m not appealing to the female market. Maybe I need to look at how I’m approaching things. I’m not supposed to be marketing to males. I’m supposed to be marketing to females; they’re the people I want to sell to so obviously I’m doing something wrong. For your business this is probably very useful because you can look at okay, what is my target demographic? Who are the people who are normally buying my product? If so am I reaching those people? If you’re not then you can look at what you’re doing and trying to improve on that.
Finally we’ve got countries, cities, towns. We can see Australia, Brisbane, Sydney and in English, US English, UK English. You’ll see the languages as well. The majority of people are using English UK or US. Quite a few people in Bangladesh and Dakar, in Jakarta. It’s quite an interesting mix. I can’t explain that. I haven’t spoken there but I’m getting fans there. Hopefully one day I’ll travel over there and meet some of those people.
Total tab views, on our FanPage you can have tabs and these are like individual pages within your actual FanPage. If you like to think of this as a web page, it’s pages in your website. Each one of them has a name so Mr. Web like for example should be the first page that most people see when they come to my FanPage to like it. This is over a month. We’re seeing 150 people came to see that, 50 people came directly to my wall tab. They clicked the wall tab, 10 people went to information, speaking EventBright for example where I actually sometimes make tickets available.
We can see the information and then we can also see external places that we’re getting links from. My two websites Mr.WebMarketing.com.au and .com. Four people come from each to link to my FanPage.
When you talk about putting a “Like us on Facebook” link on your web page you can now see if you link it to your FanPage that that is actually working. You don’t link to your Personal Profile when you do it on your web page but you can see that. Some come from Google and another one come from social. That’s quite useful as well to see if you’re setting up advertising somewhere and you’re linking back to your FanPage as your central point. You can actually see how people are coming back from other websites. It’s one that I have to keep an eye on actually. I haven’t really thought about that up until now too much.
Media consumption, another thing if you’ve got a video uploaded. We got video views, audio listens and photo views within your FanPage. You can also see people interacting with that. If you are someone who used a lot of video you’re obviously going to see much higher results in this area. If you’re a person who doesn’t use much video. Like, myself I actually tend to use text this isn’t going to be very high. We know that that’s quite obvious. If I come back to the start the first place that you need to start is to actually set up your FanPage.
Remember that is facebook.com/pages. Go in there and set up one. Remember if you mess up the name or you get one you don’t really like you just go and create another one. There’s no law against only having one Facebook Page. You can have umpteen pages if you want them. You’re just the admin of those Pages that’s why you have to have your Personal Profile done. Once you go here you set up your Page and you choose your categories etc. they’ll show up in a list so you come in and edit them anytime and you can see all your statistics from there. You work your way through and you build your profile. You then need to start interacting with the people who are on your FanPage and work out what they want from you on that FanPage. That may mean that you’ve got to go and post like 10 different sorts of posts and see which ones get response, which one gets more response than another.
You can also survey them what sort of information would you like to see? What would you like to see more of? Would you like to see more video of me talking or would you prefer I just do text things. Find out what they want and give it to them. A Facebook FanPage can be an extremely powerful tool because it’s a list. Again it’s a great way to send information out.
One thing I didn’t mention that I want to mention is when I make a post like I could in my profile I can actually choose where it shows up. If I want to make comments that are particularly related to the American market I can make them and choose that they only show up to fans that are based in the USA or in Bangladesh or in India or in Brisbane. I supposed it’s hidden and most people just don’t know it’s there so they don’t use it but you can customise it. You can even make comments so that they only show up on one groups walls. Think about that when you’re working. If you don’t need the whole of Australia or the whole of the world to know something then you only need one area to know.
For example if you’re going to Melbourne and you want to catch up with a group of business people while you’re down there and say, “Look, I’m going to be available for coffee if anyone wants to come along and pick my brain. I’ll be at this hotel at this time. Please just pop up on Facebook and send me a direct message and I can do that.” You can send that to just the people in Melbourne which is really nice and private. It personalises it to them too because you can also say, “Hi to my Melbourne friends. I’m going to be down there” and so on. You can personalise that message. Again personalisation is a great thing.
That’s it for me on me for Facebook FanPages. There is a lot more to learn and the key to learning how to use Facebook FanPage is actually to sit there and click some of the buttons. once you’ve setup the FanPage go in and actually start to click some of these little buttons like the one that says do this or statistics or insights or the one that is a little world so you’ll where it’s going and all that. Click on them, see where they go and try them because they keep adding new content all the time. Facebook, it keeps growing but most people are unaware of this happening. The only time that they’re aware of something happening is when you get a major change and everything changes around.