Mari Smith, co-author of Facebook Marketing: An Hour a Day, reveals 10 proven strategies to boost your Facebook reach and ultimately impact your bottom line. You’ll discover ways to create viral buzz, generate quality leads and tips to instantly increase your fan page reach and results. Mari also reveals what prevents brands and businesses from optimizing their Facebook results and how to fix it. You’ll end up with actionable tips and inspiration to breathe new life into your Facebook marketing. The result: increased customer engagement, more loyal fans and measurable growth.

1. April 17, 2013
10 Ways To Improve
Your Facebook Reach
Presented by
Mari Smith

2. Why is REACH important?
Radio station claims 200,000 listeners
TV station claims 2M viewers
Newspaper claims 150,000 readers.
100% accurate?! NO!
75% accurate? Good enough to make
informed decision!
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3. Facebook reach
“Reach is probably measured way more
accurately on Facebook than on any other
media.”
- Emeric Ernoult
founder AgoraPulse Facebook
CRM Platform and
writer for Social Media Examiner
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Photo credit: www.chinwag.com (via Flickr)

4. FAN reach vs. Organic reach
Fan reach = # of fans of your page who have
seen a post
Only available via the downloadable Excel file!
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5. Fan reach vs. ORGANIC reach
Organic reach = # of people (fans and non-fans)
who have seen a post
Visible under each post to Page Admins
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6. Bonus Tip
Break news, be prompt,
create highly shareable
content relevant to your
audience
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7. #1 - Track TIMING & FREQUENCY
Insights – where are the “high traffic windows?”
Use a simple spreadsheet
Top reasons fans hide posts?
Posting too often
Posting off-topic
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8. Method of timing?
Spreadsheet example
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Credit: www.getpostrocket.com

9. New News Feed
Implications of new News Feed design?
Following feed
Interest Lists? (See #9)
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10. #2 – Test audience targeting
Choose one or more filters:
Gender
Relationship Status
Education
Interested In
Age
Location
Language
Audience size updates real time; minimum target is 20
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11. #3 - Vary content type
Text status updates
Short vs long
Photos
Videos
Questions/polls
Milestones
Events
Offers
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12. KEY POINT!
*NO* one size fits all
Must test, experiment,
track and measure
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13. #4 – Include CTAs
Calls to action
Two types:
(1) SOCIAL calls to action
to increase engagement on
Facebook
View full infographic at:
http://bit.ly/social_cta
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14. CTAs (cont’d)
(2) Calls to action to drive fans off Facebook:
increase opt-ins, clickthroughs, sales
Click here
Sign up today
Get your ticket
Join us at …
RSVP here
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15. KEY POINT re CTAs
Make your CTAs crystal clear
Stick to one CTA per post
Not, “Please add your comment,
then share this post with your
friends/fans, then click on this
link and sign up … then while
you’re there share some more!”
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16. #5 – Boost your response time
Invest in passionate community
managers
KEY = proper training: good
customer service but also
persuasive
Focus on PROMPT engagement
Replies to fan posts and
comments = money in the bank!
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17. Response rate stats
The volume of questions posted to Facebook has
increased by 26% from Q2 to Q4 2012.
45% of questions that companies receive on
social media are not responded to.
The average response time for companies on
Facebook is 13.7 hours.
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Source: sociallydevoted.socialbakers.com

18. “Socially devoted”
New standard of customer
care in social media
What does it mean?
Open to fans (wall on for fan/visitor posts)
Respond to >65% of questions on your fan page
Respond in a timely manner
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19. Example: Samuel Adams
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20. @ tag fans!
https://www.facebook.com/SamuelAdams
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21. Top 10 Facebook brands
By answered minus
unanswered questions
Notice all companies
are outside the U.S.!
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Source: sociallydevoted.socialbakers.com

22. Mari says…
“Content is KING, but engagement is QUEEN
and she rules the house.” @marismith
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23. #6 – Pay for more reach
Promoted Posts
Personal profile
Fan page
Sponsored Stories
Video Ads
Like Page Ads
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24. #7 – Host events
“Office hours” / “The doctor is in”
e.g. Reply to questions between 10am-12pm and
3pm-6pm
Friday expert
A set time to drive
larger amounts of traffic
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25. #8 – Spotlight fans
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Fan page Friday
“Promote your business”
Fan of the week
Purpose = to create
goodwill/social equity;
make the page about
your fans, not you

26. ORGANIC REACH TIP!
Hosting a “Fan Page Friday”
or “Friday Expert” session
are both great ways to
increase organic reach
just prior to doing a big
promotion!
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27. #9 – Run a contest
https://www.facebook.com/gopro/
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28. #10 – Build an Interest List
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Populate with public profiles and fan pages
Center around relevant topics
Add your own page/profile!
Monitor regularly
– Remove irrelevant content
• KEY: Must educate fans and friends to
subscribe to the list and add to Favorites.

29. Facebook experts & resources list
• https://www.facebook.com/lists/1015058538286
0868
• 30,000 subscribers!
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30. Bonus Tip: page post notifications
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31. Helpful tools
• Page Analyzer
• http://page-analyzer.dk/
• Edgerankchecker.com
• HyperAlerts.no
• ZuumSocial.com
• PagerLever.com
• Crowdbooster.com
• Infinigraph.com
• PolygraphMedia.com
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32. Connect with Mari on these sites:
Facebook: www.facebook.com/marismith
Twitter: @marismith
Google+: www.google.com/+marismith
LinkedIn: www.linkedin.com/marismith
Mari’s website: www.marismith.com
Got questions?