Researching for this article made me feel like Alice falling down the rabbit hole — each FaceBook discovery and answer led to a NEW FaceBook discovery and answer! It was NEVERENDING! But on the flip-side, it also made me more excited than ANY OTHER MARKETING OPPORTUNITY has!!!!!
Where else can you easily set up a virtual business front, actively track down your target market and ask them to become part of your potential client pool just by having them do something as simple and unassuming as becoming your ‘fan’? I truly see this as an opportunity for you small, boutique and micro wineries to gain the same popularity as the larger wine brands — you just have to take the time follow through on it!
Because this turned into such a monster of an article, I’m posting it in two parts. This 1st part includes ‘Is My Target Market On FaceBook?‘, ‘Glossary of FaceBook Terms‘, ‘Types FaceBook Accounts‘ and ‘How to Setup Your FaceBook Page‘. The second part should be up in the next few days and will cover ‘Getting Fans’, ‘What Makes it Viral’ and ‘Maintenance’.
2) The 55+ demo is not far behind with a 194.3% growth rate
3) The 25-34 year population on Facebook is doubling every 6 months
4) For those interested in advertising alcohol on Facebook, there are 27,912,480 users 21+, representing 66.3% of all users
5) Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest
6) There are more females (55.7%) than males (42.2%) on Facebook – 2.2% are of unknown gender.
7) The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago.
So now you have ‘proof’ that FaceBook is a pool of potential customers just waiting for you to reach out to them!
FaceBook has created a lot of its own terminology, and I found myself constantly scratching my head trying to devine what such words as ‘Poke’ or ‘Gifts’ meant — which lead me to this wonderful FaceBook Glossary.
Currently, FaceBook has 3 types of accounts: Profile, Page and Group.
In a nutshell, FaceBook ‘Profiles’ are for the individual, ‘Pages’ are for a business or brand and a ‘Group’ is made up of a group of people united around a common issue or interest. ‘Pages’ are a relatively new FaceBook feature so if you think you already created one, make sure. Its possible you may have created a ‘Profile’ instead and still need to create an official ‘Page’ for your winery.
For the purposes of this particular blog, I’m going to focus on the FaceBook ‘Page’. (But know you will need a profile in order to actively recruit a following for your business ‘Page’, so recommend setting up a profile at the same time you set up your ‘Page’.)
Setting up your FaceBook Page is INCREDIBLY easy! Just go here and fill in the appropriate fields and check the appropriate boxes. (I had considered putting together a step-by-step tutorial with pictures on this initial process but felt if wouldn’t be necessary. If you’re having problems signing up and feel I should rethink the tutorial PLEASE let me know and I’ll add it.) But for now, here is the first screen in the ‘Page’ creation process:
Once you’ve followed all the steps you are taken to your new, blank ‘Page’ and your first order of business is to upload a picture and edit your information:
When uploading a picture, I know most of us are just going to put up our logo, (that’s what I did), but here is a little article I read by Nick O’Neill I think you’ll find interesting:
I honestly believe that this is one of the most important components of a fan page. It’s a simple component yet within the confines of a 200 pixel wide box, you would be surprised with the creative ideas that people come up with. Recently Rob Banagale, a guest author on AllFacebook, published an article entitled “5 Creative Ways to Hack Your Facebook Profile Photo“. If you haven’t read it, I suggest you check it out. More impressive than the photos included in the tutorial are the photos that numerous users posted at the end.
I cannot tell you how many standard Facebook Pages I’ve seen in which the basic logo is displayed. If your company has more than one employee (has extra resources), there should be no excuse for not creating an engaging photo for your Facebook Page. It’s one of the first things users look at and it has the potential to leave a lasting impression so make it good!
The photo posted above is a unique user profile photo but I think it illustrates how you can develop creative photos that take advantage of the awkwardly positioned border. If you have other creative profile photos or Page photos that you’ve created or seen please let us know about it.
So now, (if I can find the time), I’m going to try and come up with something a little more interested then my blah logo!
Now that you’ve uploaded your picture and edited your information, I want to explain a little bit about your new ‘Page’. The initial page you are brought to is called your ‘Wall’, which is where you and your fans can post messages. After that is your ‘Info’ tab and by clicking on the ‘+’ next to your last tab you can add even more tabs.
The tabs you can choose from are pretty self explanatory and what is really cool about them is you can link directly to any of your tabs. For example, if you just had a successful wine club event you may want to send an eNewsletter to all your club members with a link to the photo album you created of the event.
You can also see, off to the right on your ‘Wall Page’, a link for ‘Settings’. This is where you can update the overall settings for your FaceBook Page.
The only setting you may want to consider changing is your default landing tab. Right now, your default landing page is your Wall.
But what if you don’t want the first thing everyone sees are all the messages posted by you and your fans? In this case, you can choose to have visitors initially go to your ‘Events’ page, ‘Photo Gallery’, ‘Info’ or to any other Tab you have set up.
Now that you have a basic understanding of what makes up your FaceBook Page, you should be able to add some pictures, post a few updates and then start hunting for ‘fans’ (which I’ll explain more about in the next section).
One more note on setting up your Winery ‘Page’: If you’re like me, you may want to get ideas for your ‘Page’ by checking out some of the more successful Winery Pages on FaceBook. So here is a list of the top 5 winery pages (per Richard Beaudin):
The winery with the largest fan base is Duplin Winery in North Carolina with a whopping 3613 fans. The second (Chateau Morrisette) had 1965, the third (The Round Barn Winery) had 1505, the fourth (Murphy-Goode Winery) had 1273, the fifth (Palminia Winery) had 1208.
This is just a snippet from his article ‘Wineries Using FaceBook? You Bet!‘ and I recommend reading the whole thing if you get the chance.
Coming up next
‘Getting Fans’, ‘What Makes It Viral?’ and ‘Maintaining Your Page’.