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Building Your Business with Facebook Pages

The Facebook Mission Give people the power to share and make the world more open and connected

2 Introduction
So I created a Pagenow what?

Every day, over 150 million people in the US visit Facebook to connect with friends and their favorite businesses, brands and organizations. Creating a Page for your business is the first step to building lasting conversations with your customers on Facebook. And its fast, easy and free!

To get started, download the Facebook Pages Manual and follow the step-by-step instructions for creating a basic Page. If you already have a Page, and want to know more about our recent improvements, visit our Page Upgrade Guide. Next, follow this guide to begin making connectionsYour fans are waiting!

Maximizing Your Facebook Page:

3 Easy Steps

1 2 3

Start the conversation Expand your fan base Analyze and optimize

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Start the conversation

ABOUT US Jaspers is a unique community destination for ultra-premium prepared foods and catering, free-range meats and poultry, organic and local produce, wild seafood, artisan-baked goods, chocolates and beverages.
OUR BRAND We offer the very best quality locally sourced products and we take great pride in our personal relationships with both our customers and our purveyors. Were really passionate about great food, and we LOVE to share our discoveries. Our brand voice? Warm, genuine and inclusive. OUR CUSTOMERS Living in NYC, men and women 24-54, urban, social, love exploring their city and supporting small businesses and local non-profits. OUR GOALS We want to build connections and engage our customers on our Facebook Page, and inspire them to shop in our store at least three times per week.

Your Facebook business Page really comes to life when you engage your fans, and its important to remember that many relationships begin when your posts are published to your fans News Feeds. Here are some tips for getting started:

Set your strategy

Know your business What is your unique voice? How can you bring your brand story to life in a compelling, authentic and personal way? Know your customers Who are they? How will they want to connect with your brand? What content will be important to them and what will engage them? Know your goals What kind of relationship do you want to have with your customers? In addition to building your brand, do you also want to use Facebook to drive immediate sales or in-store traffic? Defining and prioritizing your goals will help you create your Page posting strategy.

Follow best practices for posting

Find the right rhythm Nobody knows your customers like you do, so decide how often theyll want to hear from you and what content will best engage them. Were an urban grocery store that serves lots of busy professionals who shop very frequently for food, so its ok to post to our fans every day with interesting content about our specials and featured menu items.

I check my Facebook Page for five minutes right before I open each morning and just after we close. That way, I can respond to any urgent comments or questions very quickly. People really appreciate it!

Schedule time for Facebook Set aside 5-10 minutes each day to monitor your Page and post updates.

Keep it human Be conversational, personal and authentic. Share video and photos of your business, your community and your customers.
Jaspers Market Soups on tonight! Drop by after 5 pm for a big bowl of squash soup and a Belgian white Jaspers Market We are silly for shitakes this week! Our produce buyer, John, recommends showcasing them in a warm quinoa salad with

ale. Well throw in warm bread

and scintillating conversation! about an hour ago Like Comment Share 6 8

goat cheese after a quick saute.

1 hour ago Like Comment Share Rita Fabi and Giselle Schmitz like this. Write a comment

Write a comment

Share news and exclusive content

Fans love sneak-peeks about new products and news. You should also post photos, videos, recipes and anything else that gets people talking.

Encourage fan participation

Create fun, engaging conversations with clear calls-to-action. Ask questions and reward responses. If someone posts something you love, repost it and respond personally to them. Allow your fans to post directly to your wall with questions, feedback and compliments.
Jaspers Market

Jaspers Market

The best chevre with truffles from Goat Hill has just arrived! Itll sell out fast, so come and get it soon! 15 minutes ago Like Comment Share 3 12

Whats the single most amazing food youve savored at in our store all season long! 12 people likes this.

Jaspers? Vote for your favorite answer and well serve it 2 hours ago Like Comment

Write a comment

Rita Fabil Thats easy It was your organic grilled pizza! Ill never forget that delicious crispy crust! 3 minutes ago Like Write a comment Lisa Carey

Jaspers Market

Were on TV tonight! Mark Lamberti gives us a shout out in a 1 hour ago Like Comment Share

fun video interview on shopping farm-fresh in the Big Apple! Meg Sloan and Mark Rodgers like this. Write a comment

Many thanks to Jaspers amazing bakers! Your Chocolate Truffle Torte is unbelievable. 15 minutes ago Like Comment Jaspers Market Lisa, were so glad. We love that torte too! 5 minutes ago Like Write a comment 2 people

Reward your fans

Post special offers just for your Facebook fans, like discount codes and exclusives on new products. Offer a special code and/or create a Facebook Check-in Deal that can only be redeemed in your store.

Handling negative feedback

When you engage your fans in a genuine dialogue, transparency is very important. Remember this is a conversation, so listen and respond, and address negative feedback honestly and openly.

Jaspers Market

Happy Valentines Day, Facebook fans! Stop by tomorrow

from 10 am - 1pm for a special chocolate treat when you purchases through our special Facebook Check-in Deal. 1 hour ago Like Comment Share 35 people likes this.

say the secret code willy wonka. Well also offer 20% off all

stopping by during my lunch break. 15 minutes ago Like Write a comment 2 people

Mike Fretto What an incredible deal! Ill be

Tip
Get updates on your pages activity Stay connected to your Page with on-site notifications and emails of fan activity. To customize your settings, visit your page, click the Edit Page button in the top right corner, and select Your Settings from the left column menu.

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Develop a conversational calendar
Create a schedule and a regular rhythm for your postings and consider posting at specific times when engagement is highest. You can also create weekly features that encourage participation. (See the sample conversational calendars at the end of this guide.)

Begin building your connections

Start with who you know Use your existing email lists, direct mail and personal contacts to promote your Page and begin building your fan base. Ask your contacts to like your Facebook Page to stay connected to your business for updates. Leverage your existing marketing Add a Facebook logo with a call to action on your in-store signs, newsletters, emails, fliers, menus and business cards. Install social plug-ins which are buttons you can place on your website to encourage interactions and Page likes

Jaspers Market Its Cheesemonger Monday! When youre entertaining, what else is on

your cheese plate besides crackers?

Visit our Cheesemonger tab to learn bleu cheese from Sperry Farms. Yum! 3 hours ago Like Comment 4 people like this View all 6 Comments

how you can win a generous wedge of

Lauryn Hale A guest favorite at my house has always been Jaspers Olive Dip and organic gluten-free crackers. Delicious!!! 15 minutes ago Like Write a comment 2 people

Tip
Keep your Facebook posts fresh too! Download the Facebook app for your smartphone, and update your business page when youre away from your computer.

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Expand Your Fan Base

Jaspers Market
Like

Encourage visitors to like your Page

Encourage visitors to like your Page by working with a developer to create a special landing page tab.

Partner with other brands or local organizations

Partner with other brands or local organizations to create co-promotions and encourage viral sharing with incentives.

Jaspers Market Enter for a chance to win a $100 NY wine shopping spree from Jaspers and the NY Wine Group! Click on the Win Wine tab at the top of either page to enter. Invite your friends and receive additional entries. 1 hour ago Like Comment Share

Contest ends next Friday, so enter now!

Expand the reach of your posts

When you mention a person or organization you are connected to in a post on Facebook, type the @ symbol, begin typing the name, and then choose them from the dropdown menu. Your post will automatically post to their Wall.

Jaspers Market

Congratulations to @greateats for a fabulous char-

ity event on Friday night. Shout out to our team for yet 15 minutes ago Like Comment Share Jim Renauld and 5 others like this. Write a comment

another amazing burrata and heirloom tomato creation!

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Use social plug-Ins on your website

Install a Like box on your homepage and a link on your newsletters and emails to drive people to your Facebook Page.

Home

Stores

Products Recipes LIKE US ON FACEBOOK

Like

Encourage physical check-ins at your business

When people check-in at your business, the post will appear in their friends News Feeds and provide additional exposure for your business.

Jaspers Market

Were getting wild at Jaspers! Come visit us this week and check-in on Facebook and unlock a great deal for 30% off all Alaska Salmon. This weeks Copper River beauties will go fast! 1 minute ago Like Comment Share David Steer likes this. Write a comment

Promote with ads and Sponsored Stories

Facebook Ads are the best way to build awareness of your Page and drive new fans. Sponsored Stories harness the power of recommendations, and theyre a great way to spread your content further. Stories are served to friends of those who have liked your Page or your content.

Jaspers Market

Spring has sprung! Visit Jaspers for the best and freshest seasonal produce. 1 minute ago Like Comment Share Jim Renauld likes this. Write a comment

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Analyze and Optimize

Facebook offers tools to help you analyze whats happening on your Facebook Page so you can monitor key metrics, get insights about who visits your Page and what they do on it, and develop a plan to get more fans and increase interactions. Download the Facebook Insights Guide for an in-depth look at how to use the free tools available to you on Facebook.

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Resources
Now you have the tools and knowledge you need to make the most of your Facebook business Page. So start connecting with your customers today! For more detailed information on creating your Page or marketing on Facebook in general, visit our Facebook Pages Manual andFacebook Marketing Solution Guide to Facebook Ads .

12 Sample Conversational Calendar: The Bridge concert hall

To keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar. Heres how a local concert venue might approach it:

THE BRIDGE
We have been Austins premier concert hall for almost 100 years, attracting legendary talent from all over the globe, and enthusiastic music fans from all over the local Austin area.

OUR GOALS
Reinforce our position as the premier music venue in Austin and share daily music inspiration with our fans.

OUR APPROACH
Promote our events and featured performers, offer special discounts and free tickets to our fans and showcase The Bridges unique history & historic performances.

Sunday March 6th Theme: Weekly Concert Calendar Whos rocking The Bridge this week? The Shenanigans on 3/12, Josh Jeet on 3/11 and the Ravens on 3/9. Tickets are going fast!

Tuesday March 8th Theme: Featured Event The Sampsons pre-sale is happening right now! Text SAMS to 414411 to get your pre-sale code!

Thursday March 10th Theme: Today in Rock Seventy years ago, Robert Zimmerman entered the world with something to say. Whos Robert Zimmerman? None other than the legend Bob Dylan!

Saturday March 12th Theme: Encore Weve still got a few tickets left for the Shenanigans show. Still havent heard their amazing Alt Country sound? Click HERE for a free download of Roadsong Blues.

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Theme: Concert Calendar

Theme: Ticket Giveaway

Theme: Featured Event

Theme: Artist Spotlight

Theme: Today in Rock

Theme: Sneak Peak

Theme: Encore

Monday March 7th Theme: Weekly Ticket Giveaway Today is Tickets Monday! What was the most amazing concert you experienced at The Bridge in 2010? Share your story on our Concerts tab and one lucky winner will get two tickets to Saturdays Shenanigans show.

Wednesday March 9th Theme: Artist Spotlight Thirty years ago, Creedence Clearwater Revival played ve magical nights here all sold out. We shot these photos backstage on the last night.

Friday March 11th Theme: Sneak Peak - Tonights Show The Ravens are in the house tonight! Heres a photo of drummer Rex Monty setting up for the sound check. Show starts at 7 pm - come check em out!

13 Sample Conversational Calendar: Home by Design online retailer

To keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar. Heres how an online retailer might approach it:

HOME by DESIGN (online retailer)

We are an online retailer that sells modern housewares. From ergonomic OXO kitchen tools to luxurious linens inspired by global travels and avant garde artists, Home by Design makes it easy to shop outside of the aisles and create a unique and thoroughly modern habitat.

Our Goals
Inspire a community of design passionates and open their eyes to the possibilities for home improvement.

Our Approach
Inspire ongoing home design, and create a steady retail drumbeat for promotions, design-related articles/content and sales.

Sunday December 6th

Tuesday December 8th Theme: New Markdowns!!! Spring Cleaning? Everyone deserves sparkle in the kitchen! Just this week, all of our kitchen gadgets are 20% off, with free shipping. Start shopping!

Thursday December 10th Theme: Last Days to Save Last Day to save an additional 10% on all clearance items during our Clear the Decks Sale. Use code RHCD112 at checkout.

Saturday December 12th Theme: DIY Design Inspiration What are your best decorating tips for the holiday table? Our favorite response will win a handcrafted folk candelabra from Scandanavia Designs.

HOME by

DESIGN
Sunday
Theme Announce Products

Theme: Announce New Products Want to bring some panache to your pho?!! We love the elegance and simplicity of these stainless steel chopsticks our buyers found in downtown Hanoi. Get em while they last!

December
Monday
Theme: Design Inspiration

Tuesday
Theme: New Markdowns

Wednesday
Theme: Giveaway

Thursday
Theme: Last Days to Save

Friday
Theme: Seasonal

Saturday
Theme: DIY Inspiration

Monday December 7th Theme: Design Inspiration Recognize these patterns? Theyre all ikat prints, the crux of our newest home collection. Ikats date back centuries and are created by tying and dying lengths of yarn before weaving. Beautiful!

Wednesday December 9th Theme: Giveaway Wednesday Fan exclusive! Its Giveaway Wednesday, so weigh in to win. Which room in your house is most in need of a makeover? Well choose one lucky winner for a $500 Home by Design gift certicate.

Friday December 11th Theme: Seasonal If youre lucky enough to be plotting a warm-weather getaway, dont pack those bags until you see the thoroughly modern luggage we love. Through Saturday, shipping is free on all luggage!

14 Sample Conversational Calendar: Smiling Buddha yoga studio

To keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar. Heres how a local yoga studio might approach it:

SMILING BUDDHA YOGA STUDIO

We are a local yoga studio that offers Denvers best Vinyasa yoga instructors in a peaceful, clean, supportive studio.

OUR GOALS
Build a community of casual and committed yogis and be a coach and advocate for allaround health and wellness.

OUR APPROACH
Inspire our fans to nurture themselves on and off the mat and make Smiling Buddha an important part of the flow of their week..

SMILING BUDDHA YOGA STUDIO

March
Sunday Monday
Theme: Mind Body & Spirit

Monday March 14th Theme: Mind Body and Spirit

Tuesday
Theme: Power up your week

Wednesday March 16th Theme: Fight the Mid-Week Blahs Valentines Day contest - Write a haiku about someone you love. The 5 haikus with the most likes win a free yoga class!

Friday March 18th Theme: Friday Inspiration Question: Happy Full Moon Friday! What (or who) inspires you? Our favorite post gets free yoga all weekend.

Wednesday
Theme: Fight the Blahs

Thursday
Theme: Weekly Giveaway

Friday
Theme: Friday Inspiration

Saturday

When the power of love overcomes the love of power, the world will know peace. Jimi Hendrix. Wind down your weekend with joyful reection at Candlelight Flow Yoga tonight at 7 pm.

Tuesday March 15th Theme: Power up your week! Back to the mat - Join us TODAY @ 430p for an inspired practice of movement and community. See you there!

Thursday March 17th Theme: Weekly Groovin Giveaway What do you like to wear on your mat? One lucky yogi will win the amazing new Caribbean music mix our own Karen Smith just created for todays lunchtime stretch class.

15 Additional Resources:
Manage your existing ads: www.facebook.com/ads/manage Advertising guidelines & policies: www.facebook.com/ads_guidelines.php Guide to Facebook Ads: www.facebook.com/adsmarketing Receive ongoing tips: www.facebook.com/facebookads Create a Facebook Page: www.facebook.com/pages/create.php Use social plug-ins: www.developers.facebook.com/plugins Advertising help center: www.facebook.com/adshelp Facebook Page Promotion Guidelines: www.facebook.com/promotions_guidelines.php