Facebook 101 Webinar Transcript
HOST: Hi everyone and welcome to the webinar.
This is Mark from the Chevy Social Media Team.
By now, you should have received a Facebook 101 Training Guide.
It was included in that reminder email for this webinar.
We're going to be referencing that guide today, so if you haven't already, I'd recommend going ahead and taking a minute to download it.
While you're doing that, I wanted to take a quick moment to discuss the purpose and agenda of this webinar.
This is the first in a series of webinars and other supporting materials that will be coming your way to help support your social media efforts.
We know that there are a lot of dealers out there that are already heavily involved at leveraging social media, specifically Facebook to engage their customers, as well as future customers.
That said, we also want to make sure those that are just dipping their toes into social media and just getting started, we didn't want to make any assumptions.
So we're going to start from the beginning, including how to -- discussing how to set up a Facebook page from the start.
So, for those of you who already have your Facebook pages up and running, we're then going to switch over to discussing the new Facebook timeline and some of the new features and options that that provides.
Finally, we're going to talk about how to leverage Facebook insights so that you can track the performance of your individual pages.
So, for new users, we're going to be starting on page 4 of the guidebook.
For those of you, who are starting your first Facebook page for a business, go to Facebook.com and you'll see this is the initial sign-on for personal pages right here.
But if you're starting a business page, go down here to "Create a Page" at the bottom. Click on that.
Here you'll see a couple of different options for different types of pages.
You're going to want to pick the local business or place.
The benefit of that is that it will provide your physical location; hours and phone number. They're going to be very prominent on your page, so it will be easier for people to find you.
For our category, as we fill out this information, we're going to want to select Automotive and then we'll fill out this basic information.
And we'll call ours Dealership, 1 Chevy Drive.
Put ourselves in Detroit.
You're going to need all this information in order to get started.
And then just agree to the terms and we can get started.
So, if you don't have a personal Facebook page you can set one up by filling out this information here.
For today we're just going to link to an existing account, which is what we're going to do to get us started.
As a tip, you're going to want to probably include more than one trusted person at your dealership as admins for your page, because you never know when you're going to need to switch admin rights to someone else or something might happen.
So you're going to want a couple of people, two or three at least to be admins on your page.
So, now we get the option to load our content.
First we're going to upload a profile picture.
We're going to show you more about how -- what that means for your page and what it looks like.
But for now we have a bowtie that's ready to go.
Okay, click "Next."
And here you can write in a little bit more information about your dealership, as well as some websites.
If you have a Twitter page, that sort of thing that you want to link to your page for now.
We'll just include Chevydealer.com.
So here now we're starting on the page. Facebook is going to guide you through a couple of options for sharing out your page and we'll discuss those in another session.
But for now our page is pretty bare, so we're not going to want to share it out yet.
So we'll just skip this for now.
All right, so here it is our page.
To start, I'm going to hide this admin panel and, again, it looks pretty bare.
So let's get our cover photo.
This is the picture that people are going to see when they first come to your page.
So a quick tip and you'll see what the cover photo looks like in a moment.
It may be tempting, but you're not going to want to include any purchase information, price information, contact info, coupons, anything of that sort on your cover photo.
So they'll be places for those, but the cover photo isn't the place for that and Facebook calls that out here as you upload.
So we're going to click Upload.
We have one ready.
Let's see what that looks like.
We'll talk a little bit more about the value of a cover photo.
But as we see, it's very, very prominent on your page.
It's going to be the first thing people see when they come, that big beautiful picture.
So you want to get it right.
Once you have the photo you can drag it to reposition how it looks in this space.
It looked good, so I'll click Save Changes.
Note that we will be providing some options for profile photos and cover photos on Asset
Central, should you choose to use them.
Anything you can do to personalize your page to your dealership is great, like using a photo of the front of your own dealership for your cover photo, that sort of thing.
But we wanted to provide you a couple of assets to get you started so that you had them. So that covers the basics for setting up a page.
Now to talk about some of the features we can expect from the rollout of timeline, I'm going to switch over to our Under the Blue Arch Facebook page.
It's already up and running.
For those of you following along, we're now on page 8 in the training guide.
One way to think of Facebook timeline is a virtual scrapbook that's designed to create a more emotional connection with your community in a really visually appealing way.
In other words, it's a really beautiful way to show off your history and activate your following.
So one of the things I want you to notice about timeline is how prominent multimedia like photos and videos appear.
You'll have the option to go back in history to create -- you'll also have the option to go back in history and create events from before your Facebook page even started.
So, for instance, this is the founding post for Under the Blue Arch, which occurred in 1951.
So, we'll talk a little bit more about that in a minute.
But let's talk about some of the basic elements.
So first of all, we have, as we discussed, a big beautiful cover photo.
It's a really bold visual and it's going to be the first thing that people see when they come visit your page, so it's very important.
Now, the profile pic, it's smaller, but it will show up next to every single one of your posts, so it's going to be very important.
And because it shows up as being a little bit smaller, you're going to want to make sure that it's something really straightforward and clean, kind a like a logo, the bowtie as a good example.
Also note that tabs have now moved.
They're not on the left-hand side of the page; they're up on top now.
You'll only be able to highlight two or three of these tabs on top, so you just have to be careful about which ones are featured, but they're going to be up here now.
Lastly, I want you to notice two things, one is that your information is really prominent and that your -- especially as a local dealership, your physical location will be right here. And your hours and phone number and everything.
So people will be able to find you very easily.
The last thing is that the timeline is split now into two columns.
That's an important thing to note because we'll show you a way that you can feature your posts that will go across the entire span of your timeline.
So we'll show you that in a minute.
If you're following along in your guide, we're now on page 11.
So to create those historic milestones that I just showed you, like for instance the founding post for Under the Blue Arch, you want to go here to your status bar.
This is where you'd normally post your status updates, photos and videos, things like that we can talk about in another session.
But to create a milestone, click here on Event Milestone.
Click on Milestone and here's where you can include all of this information for your milestone.
If you have a video, great, upload a video, but you're going to want to include the name of the event, if you can the location.
And you'll need at least a year, but you can include a month and a date as well and some more information about the story.
One example you might include for your dealership is a ribbon-cutting or a groundbreaking ceremony, things that most likely happened long before you ever had a Facebook page.
But when you then upload the milestone, it will show up, again, in your timeline at the date that it happened.
So even if that was before Facebook was even invented, it will show up in your timeline at that time.
Another way to feature a post is to pin it.
So you're going to be posting a lot of different content throughout the week, but some is going to be more important than others.
Pinning a post will take it to the top of the page.
So, for instance, let's say this is our most important post at the moment.
We can click on this Edit or Remove and click Pin to Top. Now when people come to our page that will be the first post they see, even though it wasn't necessarily the last thing posted.
So keep in mind though that things will only stay pinned for up to seven days.
And then if you want to unpin something you just click on "Pin from the Top" and move it back.
Featuring a post is also really helpful.
It will make it stand out and be a little bit more prominent on your timeline.
So if we wanted to feature this post we just click the star and then it will show up across both columns of our timeline.
This is really important for great photos and important events because, as you see, when you scroll through the timeline, those photos that span across the entire timeline really pop and stick out.
So those are some of the basics of Facebook timeline and we'll definitely get more in-depth in the coming materials, but we wanted to give you the high-level view.
So now that we have a Facebook page, we're going to want to take a look at how to track the performance of our page.
Facebook offers some really insightful and helpful tools to track that performance.
And, again, while we're at it, we're at page 14 in the training guide.
So to see the insights of the page, click on the admin panel like I just did and you're going to see these are the things that you can only see as an admin.
For instance, here are your new likes, the people who were adding your page at the time.
Here's all the activity on your page from your fans.
We're going to want to look at this insights box that will tell us a little bit more about what's going on, on our page.
To see more of information from your insights, click See All and you'll get a treasure trove of information.
So, here we can see that this data is compiled for us, but if we want to look -- if you're kind of a data nerd, which frankly I kind of am, and you want to see all this information, you can click this Export Data button.
And you'll get the option; you can take a date range and a format if it's Excel or a CSV file. And then the data type, page level data is data that's collected about the page.
Post level data is about the individual status updates that you're posting.
So you're going to want to -- like I said, Facebook compiles this data for you in a visual format.
But if you really want to dig deep, just know that you're going to get a lot of information that you'll get everything that they track.
Just click Download and then you'll get that Excel file downloaded and you can work with it there.
And, just so you know, we're also -- we're creating a video for GM Program Info with an in-depth look at Facebook insights.
It will talk more about this data.
From a really high level, we want to talk about four data points that can help you understand the size and engagement of your audience that are all up here.
One is your total likes.
So this is the size of your immediate fan community and then Friends of Fans is the number of unique people who are friends of your fans.
So that really shows your potential pool of reach for the most engaging content that you post.
Not necessarily everyone will see it, but everyone who has the potential to see it based on your fans.
"People Talking About This" is the number of people who have created a story about your page in the last week.
So that may be people who have liked or commented or otherwise mentioned your page.
It's a really valuable way to track conversation around your page.
Your Weekly Total Reach is the number of people who have seen any content that's associated with your page in the last week.
So the more interesting and interactive your content is, the higher that number will be.
Finally, on page 18 we have some great metrics to track the performance of individual posts.
That kind of shows you the health of your overall page and this talks about the individual posts. So if you scroll down here, you can see that data.
On the left is the date and then if you want to see more, see what the full post is, just click on it and it will show you.
Your Reach is the number of people who saw that post in their timeline when they were checking their personal Facebook pages.
Engaged Users is the number of people who clicked anywhere on the post, even if they didn't necessarily like or comment on it.
It's just the people who clicked somewhere on it, whether it be a link or anything.
And then Talking About This metrics, those are the people who created a story based on your story and update.
For instance, if a liked it or commented on it, it would create a story.
Your Virality, it's a little more complicated, but it's the number of people who interacted with your post.
So, again, by liking or commenting on it, that sort of thing, as a percentage of people who saw it.
So the goal is to make that a higher and higher percentage of the people seeing your content.
It means if that's getting higher and higher, the people who are seeing your content are interacting and sharing it more and more.
So an important thing to note when you're looking at these metrics is that Reach and
Engaged Users, that's the best way to track if your goal is to raise awareness solely.
If you're more interested in engaging and engagement, you'll want to look at Talking About This and Virality.
Those are how interactive and engaged your fans are versus how many of them there are and how many people are seeing your status updates.
Both of those things are important, but if you needed to focus on one or the other depending on your goals, that can give you a little bit of a breakdown.
One thing, as an example, that you could pull from this data for the Under the Blue Arch campaign is that posts that contain video and photos.
So here you see these are photos.
That's a video. They perform much better than status, static statuses that are text only.
So that gives you a great feedback point so you can -- if you're looking at that for the sake of your own pages you can see what's working and what's not.
And also, if you look in your guide, I don't want to spend too much time on it, but on page
19 there's a great breakdown of the individual data points and what they mean.
So at the top are the broadest definitions, like Friends of Fans, and as you go down the funnel the value of that number goes up.
So numbers like Virality might be much smaller, but they're also very important.
So, that was our webinar.
I hope you all were able to get a chance to get something out of it and some things to enhance your social media toolkit.
This video, in addition to the training guide and other videos, sample posts, that sort of thing, a Facebook FAQ, they're going to be appearing on gmprograminfo.com.
They'll be attached to the social media category under the Marketing Advertising tab.
We're going to be updating those materials regularly, so keep an eye out for them.
One to look for specifically in the next few days is a video on how to share YouTube videos.
It will go over handy tips like how to share a pre-existing Chevy video on your own channel without having to download and then re-upload it.
Assets like the profile pictures I mentioned will be available on GM Asset Central.
As another tip, Facebook.com/health is a really helpful guide for specific Facebook questions that you might have.
Again, I hope this was helpful and good luck to everyone, especially those who are starting.
For more social media training videos, visit GM's Center of Learning.