REV Up Your Facebook Marketing: A Guide For Small Businesses

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TABLE OF CONTENTS REV Up Your FacebookMarketing: A Guide For Small Businesses

Welcome .......................................................................................................................................................3 Facebook: By the Numbers .............................................................................................................................4

Part I: Best Practices

Getting Started & Promoting Your Page ...........................................................................................................6 The Best Days, Times and Ways to Post on Facebook ............................................................................................8 What Matters Most: News Feeds ....................................................................................................................9 Mistakes to Avoid ..........................................................................................................................................10 Engaging Your Fans: Q&A with Ekaterina Walter ............................................................................................11 Engaging Your Fans: Ask Questions ...............................................................................................................12

Part II: Cool Tools

Facebook Places & Facebook Deals ................................................................................................................14 Facebook Insights .........................................................................................................................................16 Facebook Questions .....................................................................................................................................17 Welcome Tabs & Other Facebook Apps .........................................................................................................18

Part III: Case Studies

Big Daddy Biscuits, Atlanta, Georgia ............................................................................................................20 Buzbee Dental, Springfield, Missouri ............................................................................................................21 Namaste India, Overland Park, Kansas ..........................................................................................................22 The Woods Coffee, Whatcom County, Washington ........................................................................................23 The Raven Book Store, Lawrence, Kansas ........................................................................................................24

About Deluxe REV .............. ...................................................................................................................25

WELCOME

For most small businesses, its no longer a question of whether you should try to engage fans on Facebook but how to do it and do it well. About 65 percent of North Americas online population uses Facebook, with users averaging 15.5 hours a month, so its hard for small businesses to ignore this means of connecting with customers. But building a meaningful presence on Facebook takes work. This eBook is designed to help you make the most of the time you spend on Facebook as a business. Weve talked with experts, some of whom have helped shape social media strategies for Fortune 500 companies. While theyve used Facebook for big corporations, their insights should apply to businesses of any size. Youll also find case studies of several businesses such as a bookstore, a dentists office, a niche grocery store, a coffee shop and a dog-biscuit bakery. Their levels of experience vary, but theyve all been experimenting with Facebook to engage their audiences. Facebook is ever-changing, so were all constantly learning. Whether you have been on Facebook for years or just a few months, we hope youll find something useful in this short guide to inspire your next post on Facebook! FACEBOOK: BY THE NUMBERS

15.5 hours 40

average amount of time a user spends per month on Facebook

number of times an average Facebook user visits the site per month

50%

percentage of Facebook users who log onto the site any given day

The Deluxe REV Team

Source: Pingdom, Facebook

FACEBOOK: BY THE NUMBERS

741 million
Facebook users in the world

151 million
Facebook users in the United States

17 million
Facebook users in Canada

Source: Socialbakers.com, September 2011

of online population

63%

of online population

64%

U.S. Facebook Users by Gender

Top U.S. States on Facebook

By total number of users 1. California 19 million 2. Texas 11 million 3. New York 10 million

Male

Female

45%
13-17 18-24 25-34 35-54 55+ 11% 9%

55%

U.S. Facebook Users By Age Top U.S. States on Facebook

31% 22% 27% By percent of population 1. Missouri 56% 2. Massachusetts 54% 3. New York 52%

Sources: CheckFacebook.com, April 2011 iStrategyLabs.com, Facebooks Social Ads Platform, Jan. 2011 4

Source: Socialbakers.com, Jan. 2011

Part I: Best Practices

GETTING STARTED & PROMOTING YOUR FACEBOOK PAGE

Here are four steps for building and promoting your page. Dont worry about being perfect right out of the gatejust get going! Your presence on Facebook is going to evolve anyway.

Start posting:
You can start posting on your page right away. Share some news about your business, upload some photos or post an interesting link. (For more ideas about what you can post, read the rest of this eBook!) In addition, to posting as your page, you can post as yourself. Under Admins on the right-most column of your page, choose Use Facebook as <Your Name>. Doing so might just add a little more personality to the page.

STEP 1. CREATE YOUR PAGE

Do the basics:
If you have never used Facebook, sign up for an account at facebook.com. Once you have a personal account, go to facebook.com/pages/create.php. Select Local Business or Place or one of the other categories. Fill out your business profile. Include page name, a profile pic, and pertinent info about your business (e.g. your hours, website, contact info). Take advantage of the About box to tell customers a little more about what you do.

Add other page administrators:

Go to Edit Page and Manage Admins. Having more than one page admin can add some variety to the voices on your wall and widen the network of people who can be invited to like your page. Discuss general guidelines for posting, including timing.

STEP 2. PROMOTE YOUR PAGE

Get liked:
Announce your new (or improved) page to your personal Facebook friends and encourage their feedback. Import a contact list or connect contacts from your e-mail accounts (Hotmail, Gmail, Yahoo, etc.) so you can invite existing contacts to like your page. Like the pages of other businesses and organizations. They may like you back.

GETTING STARTED & PROMOTING YOUR FACEBOOK PAGE

Expand your reach with mentions:
Mention or tag other pages in posts when you thank, congratulate or recognize other businesses or organizations. In a post, use the @ symbol before the name of a person, business or organization. Or just start typing a name. Select a name from the list that starts appearing in a drop-down menu. Tagging creates a hyperlink to the users Facebook page and can make your post visible to the users connections (if the user allows others to post to his or her wall). If you post on the page as yourself, you can also tag pages you have personally liked as well as tag your friends. Or you can choose to run a Sponsored Story to make information, such as page likes, page posts and check-ins, more visible to your fans and fans friends. Target the audience you want to reach by location, age, gender, education, income level and interests. Review the estimated reach of an ad based on those criteria. If you decide you want to run an ad, set a daily budget you are comfortable with. Visit facebook.com/ads for more info.

STEP 3. SECURE YOUR VANITY URL & PAGE NAME

Before your page hits 25 likes, it may have a long, hard-to-remember URL that looks something like this: http://www.facebook.com/pages/Your-Business-Name-Here/175422605829617

Consider Facebook Ads:

Facebook Ads appear on the right side of all Facebook pages. You can choose a regular Facebook Ad with a custom message and call to action to promote a Facebook Page, event or your own website.

After your page reaches the 25-fan mark, you can request a shorter vanity URL by going to facebook.com/username. A good vanity URL is short and easy-to-remember and should clearly reflect your company name. (Example: facebook.com/deluxecorp). Before you claim your vanity URL, carefully double-check it to make sure its exactly what you want. Facebook will not allow you to change your vanity URL again after you have officially claimed it! Also check your page name has no typos and is what you want. Facebook will not allow you to change your page name again after you get more than 100 likes. So before you hit the 100-connection mark, be sure to correct any naming errors by going to Edit Page and the Basic Information section.

GETTING STARTED & PROMOTING YOUR FACEBOOK PAGE

STEP 4: PROMOTE SOME MORE!

Dont forget these other avenues for promoting your page: Newsletters (electronic or print) E-mail signature Signage Business cards and other printed materials Online social networks and forums, such as LinkedIn, Twitter, etc. Radio and television ads Add a link to your Facebook page on your website or blog. Or add a Like Box to your website or blog. This will show your website visitors how many people have already liked your page and and let them like your page from your website or blog without visiting your Facebook page. (For more info, visit developers.facebook.com/docs/reference/plugins/like-box/.)

WHAT ONE STUDY SAYS ABOUT...

The Best Days, Times and Ways to Post on Facebook
A 2011 study by Buddy Media revealed that some Facebook posts are more likely to engage fans (or get likes or comments) than others. Best post length: 80 characters or less. (Keep it short and sweet.) Best time of day to post: Early morning or late at night Best days to post: Thursday and Friday. The less people want to be at work, the more they are on Facebook, the study said. But best day varies by industry. Best days of the week for different industries: Sunday: Entertainment, Retail, Automotive, Sports Monday: (No industries listed.) Tuesday: Food & Beverage Wednesday: Business & Finance, Food & Beverage Thursday: Fashion, Healthcare & Beauty, Travel & Hospitality Friday: Entertainment Saturday: Media, Entertainment Best words for getting fans to act: Like, Post, Comment, Tell us. (Fans follow instructions well, says Buddy Media. The simpler, the better.) Best words for questions: Where, When, Would, Should Worst word for questions: Why (which comes off a bit too nosy) Source: buddymedia.com

WHAT MATTERS MOST: NEWS FEEDS

Whats the most important thing a business should care about on Facebook? Deluxe discussed that question with two social media experts, Zach Welch of BrandGlue. com and Ekaterina Walter of Intel. Their answer: the News Feed the section on any homepage where Facebook puts what it thinks are the most interesting stories from a particular users friends and liked pages. Zach Welch VP of Client Services at BrandGlue.com, a company that helps clients, such as YouTube, Microsoft, with Facebook Metrics show that less then 4 percent of users ever come back to your page after the first time they like it. You see a lot of big brands putting up fancy tabs and applications. If only 4 percent of your users are ever coming back to your page, how much of that 4 percent do you think are going to check out all your fancy tabs? Since folks arent coming back to your fan page, the way to reach them becomes the News Feed through status updates. But Facebook has an algorithm that decides which content each user sees in their News Feed. Just because you write a status update, doesnt mean all of your fans are going to see it. 199 out of every 200 likes or comments take place in the News Feed, not on your page. Around 70 percent of your fans on average will NOT see your status updates. With News Feed Optimization, you can reach most of your fans. Focus on News Feed Optimization, not on building out your actual Facebook Page. The reality is: engagement = organic fan growth. Your page ranks higher if you have fans interacting with you. The more likes and comments you get for every one of your posts, the higher your chances are to be displayed in the News Feed. News Feed Optimization (NFO) is the new Search Engine Optimization (SEO). Ekaterina Walter Social Media Strategist at Intel, where she is responsible for companywide social media enablement and corporate social networking strategy Not a lot of people see every single update by their friends, especially as their network grows. According to Facebook, only 1 out of 500 possible stories on average are displayed in top news. Everything you do needs to be designed so that every single post gets an interaction.

199 out of every 200 likes or comments take place in the News Feed, not on your page. According to Facebook, only 1 out of 500 possible stories on average are displayed in Top News.

MISTAKES TO AVOID: Beware Of These Slip-Ups, Three Experts Say

Ekaterina Walter, Intel

Zach Welch, BrandGlue.com

Peg Corwin, SCORE Chicago

Top 5 Mistakes To Avoid

Creating a Profile versus a Page

Selling Too Much

Not putting enough time into maintaining the page and monitoring dialogue. Not answering questions and addressing issues. Taking a brand tone instead of a human tone. Underestimating the power of the crowd and word of mouth. Not promoting your Facebook page elsewhere (website, newsletter, etc.).

If you have a personal profile, you dont get much play in the News Feed. Also there is a ton of friction for the user. On a page, all they have to do is click Like. With a profile, they have to click Add as Friend, and then wait on you to accept. Lastly, having a personal profile for a business is against Facebooks Terms of Service. So you run the risk of them shutting you down.

The biggest mistake businesses make on Facebook is thinking of it as primarily another place to sell. They put nonstop business promotions on their page wall. A Facebook page should be a place to listen to those interested in your niche, ask questions, learn what people are doing and what they need. Its a place to offer free advice and help build real relationships. While new listings, product launches, specials and deals are OK, they should not be the only content that a business provides to fans.

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ENGAGING YOUR FANS: Q&A with Ekaterina Walter

Deluxe asked Ekaterina Walter, who also writes a blog called Building Social Bridges (www.ekaterinawalter.com), about her top tips for engaging fans on Facebook. Heres what she recommended:

What would be your top five ways to encourage engagement on Facebook? Questions and polls: Your fan base on Facebook is the best focus group ever. And they like sharing their opinions with you and others, so pick their brains on how you can do things differently or encourage their engagement by asking for their opinions. Engage in dialogue: Thank fans for their replies. Ask them follow-up questions when they post. Encourage mentions: Just dont overdo this request, and teach fans how to mention you subtly. Encourage likes: Like this post if you really love this video or like this post if you agree. Put fans in charge: Let your fans be judges of your contests or let them decide which logo or creative elements to go with for a specific program. They love to be involved. And they will spread the word.

Youre a big proponent of videos on Facebook. How can sharing videos help even small businesses? Video is a highly consumable format. People are reaching out for video. They search for it, whereas other formats like links, text, banners, etc., are being ignored most of the time. Its fast and easy. If your video content is entertaining, it is shared more often than links and text. Video and pictures also seem to be preferred by Facebooks algorithm [the method Facebook uses to automatically select what stories show up in a users News Feed].

What do you have to do? Nowadays you dont need much to make a quick video. It doesnt have to be high production quality. As long as you are delivering valuable content, people will appreciate it and will share it, and that will foster word-of-mouth marketing a great organic way to bring more traffic to your page and business to your company.

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ENGAGING YOUR FANS: ASK QUESTIONS

If engaging fans is your goal, questions can be one of your best friends. A study by Likeable Media in 2010, showed that in 9 out of 10 cases, status updates that posed a question directly to fans were on average two times as engaging as other kinds of updates. Peg Corwin, a SCORE Chicago business mentor, has helped get small businesses started on Facebook. She agrees questions can be a great way for engaging fans. She recently wrote a post in her blog Using Facebook for Business Marketing about the kinds of questions that a small business might try: Photo- or link-related questions Examples: This scarf is worn with a V-neck blouse. Do you think it looks jazzy or sloppy? The author of this article claims our real-estate market is picking up. Have showings of your home increased? Yes or no questions These are easy to respond to, and sometimes people take the initiative to comment as well. Example: Have you seen women wearing leggings that look like tight jeans on streets near you? Buy questions Rhetorical questions that are promotions in disguise. Example: Dont you need a massage? Click here to sign up. Please like questions Example: Did you know that Tribune readers have voted Boutique Shoes the best shoe store every year for the past 10 years? If you agree, please visit and like their Facebook page. Questions that prompt specific actions Example from Prospering Moms: Mompreneurs, are you sick and tired of working so hard and not seeing the benefits? Check this report out. Fun questions Facebook Fans like entertainment, and even businesses can find ways to be entertaining. Example: Spanish-language-deal site Yupiti asked a trivia question about ingredients in a mojito.
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Feedback questions Example: How can I help you? What kind of information are you looking for? Open-ended questions Of all the question types, open-ended questions have the most potential to encourage an exchange of ideas. But because they require reflection to answer, comments may be fewer than with questions that ask for a choice between two or three alternatives. To read Corwins longer post related to this topic, visit: http://doingbusinessonfacebook.com/2011/03/21/questions-status-update/. You can also read about Facebooks Questions app on page 17.

Part II: Cool Tools

FACEBOOK PLACES & FACEBOOK DEALS

What is Facebook Places? Facebook Places is a way for businesses with physical stores to encourage customers to show that theyve visited by checking in. Facebook users can use their mobile phones to check in, or they can simply include a location in a regular status update. When customers check in somewhere, their location becomes visible to their friends (which friends depends on a users privacy settings).

STEP 1: CREATE A FACEBOOK PLACE

First, see whether Facebook or a Facebook
user has already created a Place for your business. Use the search bar on facebook. com. If you dont have a Place, launch your phones Facebook app from your physical location or go to touch.facebook.com while there. Click the Facebook Places icon. If your business doesnt appear on the list of nearby places, add your companys name and description. Note: It is important to be on your business site when you create a Facebook Place because thats the geographic location Facebook will associate with your business.

What are the main advantages of using Facebook Places? Brand awareness: Stories about customers checking in to your Place can extend the reach of your brand on Facebook. Deals: If you have a Facebook Place, you can offer deals that might entice visitors to your physical location. (Sample deal below.)

STEP 2: VERIFY YOUR FACEBOOK PLACE

Next, you have to claim your Place. Log on to facebook.com and search
for your business name, then click on it. Click on the link Is this your business? Youll be asked to confirm, through a phone verification process, that youre the owner, or you may be asked to prove it with documentation, such as a utility bill. Now, youll be able to manage the address, contact information, profile photo, hours and other information.

How can I get started? Anyone can create a Place, but only those who officially represent a Place can claim it to manage the listing and begin to offer deals.

STEP 3: MERGE YOUR PLACE WITH YOUR PAGE

After youve claimed your Place, you may be prompted to merge it with your Page. This will make maps, check-ins and deals visible on your Page. Note: For brick-and-mortar stores with multiple locations, Facebook allows a parent (corporate) page and child pages for individual stores. Speak to a Facebook representative to learn about this option.
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FACEBOOK PLACES & FACEBOOK DEALS

STEP 4: OFFER A FACEBOOK DEAL
To begin offering a deal, click on the Create Deal button at the top right
of your Facebook Place. Choose your deal. Types of Facebook Deals include: Individual Deals: one-time deals to launch a new product, offer a gift with purchase, or simply get more people into the store Loyalty Deals: rewards for customers who check in multiple times Friend Deals: for groups of up to eight people checking in together Charity Deals: donations on a users behalf with each check-in. Define your offer. Write a summary of the deal (e.g. 20% off any purchase over $10) and instructions on how to claim the deal (e.g. Show your phone screen to the cashier). Choose run dates & restrictions. Deals are subject to review by Facebook. Promote your deal: After your deal is approved, begin promoting it, for instance, by posting status updates.

CASE STUDY
How One Coffee Chain Used Facebook Deals For a limited time, The Woods Coffee, a chain of coffee shops in Washington state, offered a deal to anyone who checked in on Facebook. Customers who tagged a friend upon check-in could get a free upgrade to a bigger drink. The business incentive: A customer might start to like the 16-oz. coffee with two shots of espresso more than the 12-oz. cup with one shot, said Jessica Stuart, social media director for the chain. And by requiring someone to tag a friend, the deal encouraged two people to go to a store. Who took advantage of the deal: A key demographic for the coffee chain is women in their 20s, but the Facebook check-ins ran the gamut from teenagers to businessmen anyone with a smart phone. About 100 people out of 1,000 who checked in took advantage of the deal. How the deal morphed: When the chain opened its 11th store in June 2011, The Woods Coffee decided to run a Facebook check-in deal only through the summer at the new store. What we dont want is our customers to expect a special or deal, Stuart said. Deals that may be in the works: Short specials around the holidays. (To read more about The Woods Coffee, see page 23.)

For more info, visit www.facebook.com/deals/business/.

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FACEBOOK INSIGHTS
If you want to get a better handle on who is viewing your page and whats engaging them, Facebook Insights is a good place to start.

What else is out there?

Some newer tools are emerging that might provide even more advanced analytics. Theres one from pagelever.com that tells you how many people are seeing you in the News Feed, sources of page views, and sources of new fans.

Where you can find it:

To access Facebook Insights, just look for the View Insights option on the right side of your page below Admins.

What to look for:

Erika Kerekes, social media product manager at Deluxe, recommends keeping an eye on at least these three stats:

Monthly Active Users: the 30-day count of users who have interacted
with or viewed your page or your posts. This count includes both fans whove liked your page and non-fans. Keep an eye on whether you are maintaining engagement levels as your audience grows, Kerekes says.

Interactions: You can see how many people saw and commented on

each update, which offers great information about whether the content youre posting is interesting to your audience, Kerekes says. As a page admin, you can also see this data under each post. Dont be distraught though if your average feedback percentage is less than 1 percent.

Demographics: Kerekes also encourages page administrators to take

a look at audience demographics under the Users Tab, which includes a breakdown of your fans by gender, age, geography and language. Do they match your business overall, or are they different? If they are different, Kerekes advises, you may want to adjust your overall messaging so its more compelling to this particular group of people.

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FACEBOOK QUESTIONS
This feature allows users to seek answers from anyone on Facebook.

What kinds of questions will work:

Any question, but ideally ones that attract fast, short responses. Here are a few ideas from Facebook about what you can use Questions for:

How it works: If you ask a Facebook Question and one of your fans answers
or follows that question, it goes onto their News Feeds, and their friends can see and answer it, too.

Heres an example: Whats your favorite veggie? Chances are its in our
Vegetable Masala Burger! asked by Tandoor Chef. (The top vote-getter: potatoes with 10 out of 35 votes.)

To ask for recommendations To start a discussion about a current events topic To ask a simple question to learn more about the people around you
Just dont forget! Facebook Questions are public and can be seen and answered by people not in your immediate network. Dont ask anything you wouldnt want to get out to a larger community. More: To learn more about Facebook Questions, visit facebook.com/questions. You can also check out more types of questions on page 12.

How to ask a question: The easiest way to ask a question may be simply to go to your Wall (or you
can click on Questions in the left navigation section of your page).

Click on the Question link, and add some poll options, if you like. Click
Ask Question to submit.

You can make your question more like a poll by limiting the answer options.
Simply uncheck the box that says Allow anyone to add options.

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WELCOME TABS & OTHER FACEBOOK APPS

Facebook Apps are basically tools that enhance the interactivity of a page. There are many Facebook apps being developed all the time, both by Facebook and by third-party developers. Some can be quite useful for small businesses.

Other Apps:
There are many more apps out there than can be covered in this eBook. Heres just a sampling of some of the ways apps can enhance a Facebook page:

Welcome Tabs:
Welcome tabs are one of the top Facebook Apps social media experts recommend. You can use them to customize what visitors see when they land on your page and to encourage non-fans to like your page. They can include:

Automate updates from your blog to your Facebook page (e.g.

NetworkedBlogs) although some social media experts advise against overautomating posts Schedule appointments with customers through Facebook (e.g. Schedulicity) Enable chat conversations Facilitate contests or sweepstakes Provide e-commerce options Integrate with e-mail service providers to get people to subscribe to your e-mail lists on Facebook (e.g. MailChimp and Constant Contact)

Photos of your business or products A quick summary or video about your business Featured products Reasons someone should like your business

Conversion rates rise from 23 percent to 47 percent with a good welcome tab, says BrandGlues Zach Welch. Just make sure it is your default tab. There are a growing number of providers of welcome tabs. Some, such as tabsite. com, assemblyline.lujure.com, pagemodo.com, wildfireapp.com, faceitpages. com, even have free options. Sample welcome tab from Red Bull (not a small businesss, but you get the idea):

How to find apps:

Facebook apps vary in quality and price. Many are free. One indicator of an apps quality is the number of monthly active users. You can search for apps by going to facebook.com/apps/directory.php.

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Part III: Case Studies

BIG DADDY BISCUITS

Atlanta, Georgia Four employees (owner plus 3 part-timers) Established in 2009, Joined Facebook in 2009 960 Likes What it sells: Handpressed, organic farm-to-table dog biscuits Who manages the page: Big Daddy, an American bulldog who was rescued six years ago off the streets near the federal penitentiary in Atlanta. Okay, so his human half, Big Daddy owner Lauren Janis, does the typing. Biggest benefit of Facebook: People can put the face behind the name, Janis says. They can see pictures of me baking. They can watch a local business growing. Most commented-on recent post: Announcement that Whole Foods would start carrying some all-natural Big Daddy dog treats in area stores. Why Big Daddy has a Facebook page and a Facebook group: I didnt know the difference when I started, Janis admits. She rarely posts to the group anymore, but occasionally its handy for emails to the list. One regret: Biscuits is misspelled in the page name Big Daddy Bscuits. After a page reaches 100 likes, Facebook prohibits further name changes. I could start all over again, Janis says, but I wouldnt want to lose all the content that Ive built. Why Facebook is a good place for dogamonials: Dog lovers enjoy vouching for the addictiveness of the treats, which include Cheese Bites With Garlic and You Had Me At Bacon Turkey Bacon Bites. They post pictures of their pets giving paws of approval. As long as youve got fans saying how good you are, thats better than any ad, Janis says. Sharing the love: Big Daddy Biscuits, whose biscuits are made with local cornmeal, eggs and milk, frequently tags other local businesses, such as the Woof Gang Bakery or the Decatur Farmers Market, in Facebook posts. Its good for both sides to gain some exposure to each others fans.

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Photos courtesy of Big Daddy Biscuits.

BUZBEE DENTAL
Springfield, Missouri 24 employees (including four dentists Gary, Roger, Todd and Tyler Buzbee) Established in 1977, Joined Facebook May 2009 437 Likes What the business does: General dental practice with an emphasis on cosmetic dentistry, orthodontics, TMJ therapy and sleep apnea treatment Most frequent posts: Quirky facts related to dentistry Tidbits on taking care of your teeth Community involvement announcements (like text messages from one dentists volunteer trip to a Haitian orphanage) One popular post: Are you confused on how all the Buzbee doctors are related? Tell us if you know! (Answer: The practice includes four Buzbees two brothers and the two sons of one of the brothers.) Sources of interesting posts: More than a dozen web sites, including www.ada.org, yourmouthistalking.org and webmd.com Who manages the page: Marketing consultant Brenda Raynor for the practice Time Raynor spends on updates: About an hour a day researching, brainstorming with the dentists, posting and responding to customers Campaign that Facebook helped: Refer-a-Friend contest. Whoever referred the most friends won a whitening treatment. Result: 70 new patients and more awareness about one of their services. Interesting Facebook Insights stat: Raynor says that Buzbee Dentals Facebook page users are roughly 60 percent women between the ages of 18 and 44. Checking in at checkup time: Buzbee Dental allows customers to check-in on Facebook when they come in for a visit. Such updates can be viewed by customers friends.
21 Photos courtesy of Buzbee Dental.

NAMASTE INDIA
Overland Park, Kansas Three employees (owner Yogesh Karia, his wife and sister-in-law, with children helping out) Established in 2009, Joined Facebook January 2011 158 Likes What the store sells: Indian groceries, DVDs and chaat savory snacks also known as Indian street food Who manages the Facebook page: The owner, a native of Gujarat, India. Im learning a lot as I go, he says. Biggest benefit of being on Facebook: Real-time announcements the instant that truck shipments from Chicago arrive with fresh produce. For our area Indian families, Karia says, fresh vegetables are a very big thing, and these are specialty items you cant find at Wal-Mart or [local grocery chain] Price Chopper. For our families, its a time management thing. Greatest challenge: Getting more people from the stores broader customer base to know about and like the Facebook page. The store draws customers not only from the local area but also from Missouri, Iowa and Nebraska. To-do list: Facebook Ads to target potential customers in outlying areas; getting more fans to post comments; interacting with other Indian community pages Facebook page promotion strategies: In-store fliers and e-mail messages promising the instant notifications of fresh produce One Facebook Deal offered: $2 off ANY brand 20lb Chapati flour bag Recent page update: A welcome tab to encourage new visitors to like the page created with free tool from pagemodo.com

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THE WOODS COFFEE

Whatcom County, Washington About 100 employees Established in 2002, Joined Facebook October 2009 7,459 likes What it is: A chain of coffee shops with 11 locations Who manages the Facebook Page: Jessica Stuart, social media director and former barista of The Woods Coffee Popular post: An April 1, 2011 post asking fans to guess where the chains 11th store would open. The question got 54 responses, including this one: Hopefully NEXT DOOR to us. Mouth-watering post: Asked their favorite flavor combinations, fans came up with chai nog, caramel macchiato and white chocolate raspberry mocha, among others. Stuarts favorite Facebook Insights stat: The percentage of fans responding to different posts Why The Woods hasnt used Facebook Ads yet: We arent an online company trying to get new fans that dont know us, Stuart says. Our Facebook page is a place for our customers to get the current info on whats new, whats happening and lately to get their questions answered. Why mobile phones are a lifesaver: I have found it easy updating from my iPhone wherever I am, Stuart says. I can update my status, reply to a wall post, upload a mobile picture, almost anything.

(Read more how The Woods Coffee used Facebook Deals on page 15.)

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Photos courtesy of The Woods Coffee.

THE RAVEN BOOK STORE

Lawrence, Kansas Six employees Established in 1987, Joined Facebook February 2009 631 Likes What it is: An independent, locally owned bookstore specializing in fiction, mysteries, regional history and local authors Who manages the Facebook page: Bookstore owner Heidi Raak, who bought the store in 2008 Biggest benefits to being on Facebook: Promoting events, inviting guests, getting people interested Frequent Facebook engagement strategy: Book giveaways. Before an author comes to town for a reading, Raak posts an open-ended question related to the books theme. Anyone who posts a comment is eligible for a drawing, and the winner is announced on Facebook. Discussion provoked by one book giveaway: To promote an in-store reading by book author Deb Olin Unferth, Raak asked people to post about a rash decision they once made out of love. One response: A woman said she walked down a twomile stretch of highway at 6 a.m. in flip-flops to meet her now-husband. How the store uses Facebook to advance its overall strategy: We are trying to get a younger group of people to come into the store, Raak says. With Facebook, we try to focus on more contemporary readers to get the young crowd. Good source of posts: Thought-provoking articles from periodicals such as The New York Times. A link to a Times article about Philip Roth vs. new writers sparked a debate. Oops: The store originally created a personal profile page. Raak says she realized three days later that she shouldve made a business page. The personal profile actually has more friends (1,591) than the business page has likes. When people search, it seems the personal page is what comes up more prominently, Raak says. (See other Mistakes to Avoid on page 10.)
24 Photos courtesy of The Raven Book Store.

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Feel free to share this eBook or publish excerpts from it, but please link back to deluxerev.com for attribution. Copyright 2011 Deluxe Enterprise Operations, Inc. All Rights Reserved. Last updated Oct. 2011. Disclaimer: Facebook is a registered trademark of Facebook Inc.