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10 Steps to Facebook Success for Your Meeting or Tradeshow

Date Added: June 29, 2011 06:39:12 PM
Author: Joanna Stasuk
Category: Meeting Management

Out with the old way of reaching prospects - customers don't want it.


• Phone - Caller ID, Don't Not Call Lists
• Direct Mail - Not Green • Email - SPAM, Junk Filters
• TV Ads - Tivo
• Radio Ads - Satellite
• Newspapers - Blogs, Social Media


New Way: Search Engine Optimization, Blogs, Third Party Validation, Permission Based Content, Word-of-Mouth Marketing and Social Media.


Note: All of the following tips are up to date with Facebook's February 2011 redesign.


Step One: Create a Page

• Avoid A Big Mistake: Create a page, not a profile. It goes against Facebook's rules to create a profile for a business. They can remove your page.

• Come up with a name that makes it clear who you are and what you do.

• Write and include keywords in your "About Us" Tab.


Step Two: Add Customized Elements to Your Page


• Here's how you add a customized tab: In the Facebook search box Search for: Static FBML App, download it and then go to your page, find the app on the left navigation and edit, add text, video links, photos.

• If you don't do anything else, add a Tab for a personal "Welcome Page" with the Static FBML tool and make it the default landing page.

• Here's how to make your new "Welcome Page" your the landing page: Go to Edit Profile>Manage Permissions>Default Landing Tab>Select your new Welcome Tab


Step Three: Build a Following


• Invite Your Friends - Suggest your page to friends and colleagues who might "like" it.

• Invite Existing Email Subscribers.

• Create an Interactive Promotion to embed on your page using a company like Wildfire to set it up.


Step Four: Start Posting Status Updates


• What to post? Share your content, news releases, blog posts, webinar invitations.

• Green up your show. Post digital copies of your show guides, floor map, schedules, session handouts, exhibitor sales collateral. Create an "Event Documents" Tab.

• Videos: Exhibitor booth setup, product demos, announcements, testimonials, presentations and events during the course of the show. Interviews with exhibitors and attendees.

• Deals. Remember that most people become a fan of a page because of a promotion, it's important to keep rolling out good promos to keep them interested.


Step Five: Promote your Page - Everywhere.


• Your Facebook page is your new business card. Promote your page on your event or association website. Try a Facebook Ad: Don't be afraid to pay for an ad, they are very effective. Test it out by paying as little as $1 per day.

• No brainer. Add your social media icons to all email signatures, letterhead, print ads, business cards and mailings.


Step Six: Respond to Comments and Questions


• Improve public relations. Fans expect quick resolutions from social media - meet expectations. Remember the old adage that an unhappy customer tells 10 people, now with social media they tell 10 million.


Step Seven: Set Up Timed Events to Establish an Exclusive Location Check In


• Encourage check-ins at your event and parties. Using Facebook's mobile app press "Check In" a the top by your status update - from here it's easy to add your event to the list of locations. Everyone who check ins will see who's checked in.

• Create mini "Events" for sessions, keynotes and parties add a start and end time, add descriptions and photos. All mini events can be set up in advance. Anyone with a mobile phone can check in.


Step Eight: Use Facebook Tools


• Free Polling Tool: Facebook Questions is a free tool and lets you create a custom multiple-choice poll. Located at the top by the newsfeed.


Step Nine: Measure Your Success


• Use Google Analytics to see how much traffic is coming from Facebook.


Step Ten: Post Show Content and Gather Feedback


• After your event is over, create a photo album and video highlight reel and post it on your Facebook page. This is a good opportunity to send out a Facebook Direct message with the highlight material, include a link to your post show poll.

• Create a Value Highlight package for event attendees to justify your show's value to their managers. Include listings of topics covered, keynote videos, etc.

• Post all session handouts via PDF on your Facebook page. Attendees spent money to attend sessions, they want the PDF handouts. Remember that using social media gives you the edge over other events (even larger ones) that haven't adopted these free strategies - so get to work!


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