4 Ways To Use Visual Storytelling On Facebook
4 Ways To Use Visual Storytelling On Facebook
photo credit: Alyssa L. Miller via photopin cc

Telling stories can help you to engage your customers attention but how can you apply storytelling to your social media marketing? We’ve all heard that a photo can tell a thousand words, I’ve found some really great example from businesses that are using visual storytelling effectively on Facebook.

1. Preparing for opening – Cafe Paradiso

If you are just starting your business you don’t have to wait until it opens to start your Facebook page. Very often it can be the story of you building towards the launch that will grab the attention of your potential customers. I used this technique when I first started Spiderworking.com and it was great to have a captive audience by the time I launched.

Cafe Paradiso is a famous and wonderful vegetarian restaurant in Cork. In 2009 it was hit badly by the floods and had to close for a while. Up until that point they hadn’t had any presence on Facebook.

The restaurant chose to start it’s Facebook page during the refurbishment after the flood. They informed customers when they were planning to reopen and began to use visual storytelling to share updates on the progress they were making on the repairs and refurbishment.

4 Ways To Use Visual Storytelling On Facebook 4 Ways To Use Visual Storytelling On Facebook

This culminated in a photo album showing progress from flood to full refurbishment.

2. Showcasing your customers – Cat Vacations Cattery

Cat Vacations Cattery has really captured my attention. Even though it’s a bit of a drive it is where I will be brining my cats the next time they need a holiday home.  The reason for my enthusiasm is that they share pictures of their happy customers. No not the cat owners but the cats in residence.

They don’t just share the pictures, they also share a little story with each one. The cats are the characters in their story.

4 Ways To Use Visual Storytelling On Facebook 4 Ways To Use Visual Storytelling On Facebook

This approach works in two ways:

1. I can see that the cattery is a nice place for my cats to stay and that the cats are happy there.

2. As a customer I would be delighted to be able to check in on my cats on Facebook and happy that others can see how wonderful they are.

3. Before And After Shots Waldorf Barbers & Roches Barbers

You might not think of before and after shots as being an example visual storytelling but when you think about it they are a perfect example. They tell a story quickly: this is where we started and this is where we end. I’ve found two barber shops who have made the most of this technique.

In this first example from Waldorf Barbers we see a man transformed from a rather long hair look to a rather dapper looking short style.

4 Ways To Use Visual Storytelling On Facebook

Before and after only tells part of the story. This series of photos from Roches Barbers shows a guy getting his hair shaved for charity. The half way shot and the look of slight embarrassment on the customers face says a lot.

4 Ways To Use Visual Storytelling On Facebook

4. Milestones – Tower Of London & The Malton

Every business has a story, how did you get to where you are today? Who are the people that made it happen? These stories can be told via Facebook milestones, add a photo to each and they are a perfect example of visual storytelling. If you plan them and share them one at a time, maybe daily over a period of time your Likers will get involved in that story.

Britain’s ‘Historic Royal Places’ have been really clever at creating Timelines for their properties. I particularly like the Tower Of London page, as well as being a great storytelling device it also teaches the audience a bit of history.

4 Ways To Use Visual Storytelling On Facebook

The Tower of London are fulfilling two functions here:

1. Keeping potential tourists engaged, making sure they put the Tower of London on their travel itinerary.

2.Promoting it as a place you can bring your Children, or maybe groups of school children to learn history in an entertaining way.

It’s ticking boxes for both international and local tourists.

The Malton hotel in Killarney, Ireland also uses Milestones to great effect. Flicking through their Timeline makes fascinating reading and makes a visit to the hotel even more interesting.

4 Ways To Use Visual Storytelling On Facebook

I can imagine those who stay at The Malton will be looking for the bars on the windows in the basement and imagining the people who were confined there by both the British and the IRA.  It will make their stay part of living history and again this will be particularly attractive for the international tourist market and local historians alike.

Old photos are huge on social media at the moment, you will see them everywhere getting plenty of likes, comments and shares. Using Milestones can help you jump on this trend whilst it is still fresh.

If you missed my tutorial on how to create Facebook milestones you can get it here.

Telling your stories like this on Facebook will make your Likers feel that they are part of your story. In the same way we keep moments from the books we read and the films we watch stored away for later you are giving your audiences moments that they will remember. This should result in your brand or business name resonating with them long in to the future. It will also make them keen to become part of the story when they visit your or buy from you.

What do you think? Does visual storytelling work? Have you used any techniques or seen any good examples? I’d love to hear from you in the comments.

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Time Saving Tip - How To Schedule Facebook Posts Updated [Tutorial]

Do you find that you waste a lot of time on Facebook thinking about posting and posting content? Creating a content schedule and then spending a chunk of time each week scheduling non time-sensitive posts is a great way to save time and be more effective.

I’ll be talking more about how to create a robust content schedule later on this month but you can start scheduling straight away.

Facebook has recently updated it’s scheduling and made it a lot more user friendly. Here’s how it works

Although scheduling is a real timesaver, it’s not enough to schedule Facebook posts and forget about them. You will still need to keep an eye on your account either via the web or the Pages Manager smartphone app.

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Facebook Advertising - How Should You Pay For Your Facebook Ad? oCPM, CPM or CPC
photo credit: tj scenes via photopin cc

When you set up a Facebook advert you have three options on how you are charged for that ad. By default this is set to oCPM but you can also choose to bid for CPM or CPC.

That’s a whole lot of acronyms but what do they mean?

CPM – Cost Per Mille

That’s quite a misleading title. If you choose to be charged for CPM you will be charged per 1,000 views of your ad. If you want to be charged this way you will need to choose it in the bidding section when you set it up. I’ll show you how to do this later.

oCPM – Optimised Cost Per Mille

Facebook knows it’s users, it knows which users are more likely to take specific actions on Facebook. When you create an ad it knows who to show it on depending on what the goal of your ad is.

If you set up a advertisement, Facebook will automatically optimise it to reach people who have responded positively to that type of ad before. For example if you set up an ad to get more page likes it will show your ad to people who have responded well to page like ads before. This should result in more actions for your budget than either of the other options, so more likes or more intereactions.

In PowerEditor you can choose to bid for your oCPM as well as accepting the defalt bid that Facebook offers you.

CPC – Cost Per Click

Choosing this option means that you will be charged per click through to the link within your Facebook advertisement. This could be a click through to your website, your Facebook page or a post on your Facebook page depending on what sort of ad you set up.

Which Should You Use?

When I first started using Facebook advertising I would split my budget between CPM and CPC, I soon discovered that I got better results and got a better value if I chose CPM.

Now I tend to stick to oCPM for my ads. Why? Facebook knows it’s users better than me – It will get me better results with no extra effort for me.

The only time I question using oCPM is when I am looking for more than one action from an ad. For example, we are currently ruining a competition on the We Teach Social Facebook page. I am using oCPM advertising to attract new users to the competition tab on the page. The ad is optimised to reach people who are most likely to click the Like button but I want more than just a Like, I want people to enter the competition and this is how I will measure my success. Are the people Facebook reaches with the Like ad the same people who like to enter competitions?

In this case it may be worth doing some split testing, setting up two identical ads, for the first one I would use oCPM for the second one I could bid for CPM. Whichever of these ads got me the most competition entries should be the method I use for the remainder of the campaign.

Jon Loomer recently did an experiment to check that oCPM was still providing better value for money. You can read that post here.

When to use CPC?

Facebook admits that CPC isn’t the most cost effective way to advertise. Because of this it hides the option away in advanced options in your Ads Manager.

“You can only pay for clicks if you choose See Advanced Options when you’re setting up your ad, or if you’re advertising an external website. This is because paying for clicks isn’t as valuable if your goal is to get people to take an action on Facebook.”

Even though this suggests that it may be worth using CPC for ads that direct to a website I still prefer oCPM as once again Facebook knows who is most likely to click a link to a website.

How to choose CPM or CPC from Ads Manager

All ads are automatically set to oCPM, if you want to use one of the other options here’s how:

When you have finished constructing your advertising campaign scroll down to the bottom of the page until you see ‘Bidding & Pricing’.

Click on the dropdown menu and choose either ‘bid for clicks’ or ‘bid for impressions’

Facebook Advertising - How Should You Pay For Your Facebook Ad? oCPM, CPM or CPC

Now you have the choice of letting Facebook automatically set the bid for you or you can manually set the maximum bid.

Facebook Advertising - How Should You Pay For Your Facebook Ad? oCPM, CPM or CPC

How to choose CPM or CPC from Power Editor

After you have constructed your ad and created your audience in Power editor click onto ‘Optimisation and Pricing’. You will be offered all three option, oCPM, CPM and CPM here.

Facebook Advertising - How Should You Pay For Your Facebook Ad? oCPM, CPM or CPC

I still think that oCPM is the only way to go for ads but it’s worth trying out the options to see how they work for you.

Do you want to learn more about using Facebook advertising for your business? Sign up to the We Teach Social Facebook Advertising online course that I’m training this Spring.

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Create Lead Generation Tabs on Facebook With tabfoundry - Cool Tool

Create Lead Generation Tabs on Facebook With tabfoundry - Cool Tool

Adding a lead generation tab to your Facebook page is a good way to get your Facebook likers one step further down the sales funnel. You can choose to encourage them to sign up to a mailing list, offer exclusive content or offer online booking.

Today’s cool tool ‘tabfoundry’ is a great, easy to use tool that can help you set up and publish tabs to your Facebook page. The really good news is that the basic plan is free.

I’ve been playing with it this morning and it has some nice features including the ability to drag and drop segments into your design.

Here’s how it works:

Visit the ‘TabFoundry’ website and click ‘Get started’

Create Lead Generation Tabs on Facebook With TabFoundry

Choose the page you want to create the tab for

Click ‘Create New Tab’

Create Lead Generation Tabs on Facebook With TabFoundry

Tabsite immediately offers you two options ‘Custom Tab’ or ‘Photo Contest’. I chose custom tab.

Now you are prompted to change the tab name and the tab custom image. If you don’t have an image the right size you have the option of creating your own. This is pretty basic, you can choose the font and the background colour of your tab. It’s not fancy but it does look kinda smart, particularly if you are adding more than one tab to your page.

Create Lead Generation Tabs on Facebook With tabfoundry

You can also rename the tab from here.

Create Lead Generation Tabs on Facebook With tabfoundry

Click on ‘Edit tab’ to make your page

Create Lead Generation Tabs on Facebook With tabfoundry

Now you can start adding widgets, there are lots to chose from. From Facebook like boxes, Instagram integration, Twitter widgets and more.

I’ve added a HTML box here so that I can add our email sign up form. If you use Aweber or MailChimp you can integrate them directly using a widget.

Create Lead Generation Tabs on Facebook With tabfoundry

Click ‘Background’ and you can add a background image or choose a background colour.

Create Lead Generation Tabs on Facebook With tabfoundry

If you are creating a contest or exclusive content you have the option of ‘Like Gating’ your page. This means that people will have to Like your page before they can see the content.

Create Lead Generation Tabs on Facebook With tabfoundry

Once you have finished creating click on ‘Preview’ to see your tab.

When you are happy click ‘Publish’.

Here’s the one I created for We Teach Social, live on Facebook.

The one downside I see to this app is that there is no mobile link. People will need to be viewing Facebook on the web to access the tab.

I do like the simplicity of this app, almost anyone could create a page quite quickly. There’s no complicated sign up and they are up front about what is included in the free and premium plans. If you choose to go premium it’s well priced too, startig at $9 per month.  A massive hat tip to Andrea Vahl and her article on Social Media Examiner for introducing me to this cool tool.

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Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

Last weeks cool tool was a really handy app that helped you make integrated Facebook cover and profile pictures.

As luck would have it the site has now gone down! The good news is I mentioned two really good solutions in passing last week, they are both excellent so I thought I’d take this opportunity to show you how they work.

This week we will look at Pagemodo and next week we’ll look at PicMonkey.

Pagemodo

Pagemodo have been around for ages and they keep getting better. At first they helped create custom tabs for your Facebook page and they are still really good at this. They have since expanded and can help you create your cover image and even scheduling and creating attractive posts for your Timeline.

Here’s how the cover tool works:

Visit the Pagemodo website

Click on ‘Start Now! Connect with Facebook’

Sign in and allow permissions.

  • Choose ‘Covers & Tabs’ from the top menu bar and then ‘new cover’.

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

  • Choose the page you want to add the cover to.

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

  • Now you can choose a theme for your cover photo some of these would be great for showcasing staff, products, customers or just to showcase some great photos.

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

  • Once you have chosen your theme you can work on your background. You have the choice of using one of their backgrounds, a photo you upload from your computer or just going for a plain colour.

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

  • Click ‘Next step’
  • You can now add images to your cover. Click on an image to add a picture.

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

  • You have the choice of using your own image or using a stock image. I’d highly recommend using your own images as your page will look unique and personalised to your audience.

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

  • I found the photo upload stage quite time consuming but it’s worth it to create a good cover photo. Be patient.
  • You can rotate your images, make them bigger and smaller and if you click on the uploaded image itself you can reposition the area that gets shown.
  • Next add some text to your image by clicking on the text icon on the top right hand side. You can choose your font, font colour and background colour.

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

  • Click ‘Next’
  • Now it’s time to publish to your page.
  • Click the blue box to continue.

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

Here’s my quick draft live on my Test Page:

Make Pretty Professional Looking Facebook Cover Photos With Pagemodo - Cool Tool

The only downside to this app is that I found it quite slow. It took ages to upload images and I had to wait whilst it caught up with the text I was typing in. This could be because of slowish internet or the browser I was using but it was at times quite frustrating.

It does make great images however and could really make your page shine without the need to use Photoshop or other editing software.

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Celebrities on Twitter, Vine Tips and Why You Shouldn't Give Up On Facebook - The Social 7
photo credit: morberg via photopin cc
photo credit: morberg via photopin cc

It’s been a while since I’ve been able to put together a Social 7 roundup for you but it’s Winter now, the Blog Awards are done and dusted for another year and as a consequence I have more time to blog.

This week I have some good Facebook tips, some ways to measure your social media efforts, an interesting case study of a consumer brand using Linkedin effectively and some fun stuff too.

4 Social Analytics Tips to Improve Your Social Media Marketing

I’m reading a whole lot of stuff about Facebook marketing at the moment. Mostly because I’m in the middle of teaching the We Teach Social Advanced Facebook course. I’m always looking for extra snippets of cool info that I can slot in.

This post from Social Media Examiner isn’t just about Facebook but it’s a great resource for those of you who are looking to be more effective with your social media marketing.

It includes information on how to find the best time of day to post, how to find out the best post frequency and how to track click throughs to your website on Google analytics. It’s really worth a read and it’s one you will want to bookmark too.

Are You IN? L’Oréal Celebrates Unique Qualities of Its LinkedIn Community

This is an interesting campaign from L’Oréal who are using Linkedin as a platform to engage with potential employees. They haven’t just put a job listing up they have done something far more creative. They have launched a site where users can log in with their Linkedin profile and create an IN moment, choose an ‘IN’ word, for example INspiration, INnovation and express how it relates to you. It’s a really clever use of Linkedin. Read more here on the Convince & Convert blog.

How To Get A Shit Load Of Retweets And Why Twitter Will Eat Itself

Niall Harbison was one of the two brains behind Simply Zesty, he moved on earlier this year to a new business but you can’t stop him blogging. This post from his LovinTrends site is a bit of a rant but right on the button. You may have noticed that Twitter is now automatically showing images in the newsfeed now. The first thing many marketers did was suggest we should all be adding images to our posts to attract attention. I’m not sure if this is a good idea or not, surely people will just look at the picture and not the link? Or maybe we’ll end up getting those horrible memes shoved into our newsfeeds. It seems Niall isn’t enamored with the idea either.

Twitter Topic Popularity Match-Up: Miley VS. Syria, Bieber VS. Horse Meat, More

I know there is nothing we can do about this, the truth is that people do care about celebrities rather than current affairs, I still find it quite upsetting. At least Syria does make it on to the list I guess.

twitter-celebrities-breakdown-e1383697649780

11 Ways to Promote Your Brand or Product Through Vine

I’m a huge fan of the six second video app Vine, the first time I used it I was sold on it. I also use it as a teaching tool for those who are interested in using online video and we always get some great videos.

I wrote about Vine marketing recently too. This article from Social Media Today should be a bit of inspiration for using it as a promotional tool. I particularly like the Gorilla in the Urban Outfitters example.

Disillusioned with Facebook: Here’s a Way Forward

There are a lot of disillusioned people out there and I can see why. Facebook marketing used to be so much easier. I remember when I started out I was the only person I knew who had a page, these days almost every business has some kind of presence. The truth is the space is just far more competitive now and we need to be cleverer and spend more time on Facebook if we are going to be successful. Do it right and you will connect with customers and get results. This great post from ProBlogger shows how they have changed their strategy on one of their pages, it’s a great read.

Quiz – How Millennial Are You?

A bit of fun for you now. The Millennial generation, also known as Generation Y are the people who have grown up in the age of technology. Those who don’t remember a world pre mobile phone, pre world wide web. I often refer to myself as almost fitting the Millennial generation, my age eliminates me by I felt my attitude kinda fitted in. This test proved that I was in fact 60% Millennial and I was pretty chuffed with this until I asked my Facebook followers how they scored. Turns out I’m one of the least Millennial of all!. Give the test a go here and let me know how you score in the comments.

And From Spiderworking.com this week

I was at the Web Summit last week so I’ve been writing about that a lot. Here’s the posts I wrote about it:

A Brand Is More Than A Logo – Amanda Jobbins At #WebSummit

My notes on the brilliant branding talk from Amanda Jobbins from Sage.

3D Printing And The Vine Cafe – #WebSummit

Some of the cool stuff that was happening off the stage at The Summit

We Are Lucky To Be Living In The Age Of The Internet – Gary Vaynerchuk at #WebSummit

Gary Vaynerchuk is one of my social media heroes so I was delighted that he was going to be speaking at The Summit. Here’s some of the key points from his talk.

My Review of The Summit – Hurtling Towards Tomorrow’s World

I was inspired by The Summit, I also thought it offered me a peak into the future, here’s why.

And one non Web Summit related post:

Keep An Eye On Your Competitors On Facebook With HyperAlerts – Cool Tool

Here’s a very cool tool I found for monitoring your competitors pages on Facebook, it does seem a bit sneaky but the info is good.

That’s all from me this week. I’ll be back with more next week, have a great weekend.

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Keep An Eye On Your Competitors On Facebook With HyperAlerts - Cool Tool

Keep An Eye On Your Competitors On Facebook With HyperAlerts - Cool Tool

This weeks cool tool is a bit of a cheeky one.

Keeping up with your competitors on social media can be really valuable, I always find it keeps me inspired to work harder and helps me come up with more creative ideas. When I see someone in my field doing well or being clever it keeps me on my toes.

Keeping up with competitors on Facebook can be a tough job. You could create a list on Facebook and check in there every day but this won’t give you a good idea of how much and how well they are interacting with people. This weeks cool tool does just that.

HyperAlerts sends you an email report on posts and comments on any Facebook page, it doesn’t have to be your own page. What a great way to spy on your competitors.

Here’s how it works

Visit the HyperAlerts website and create an account.

Keep An Eye On Your Competitors On Facebook With HyperAlerts - Cool Tool

You will need to add the HyperAlerts Facebook app for it to work fully.

Now you have the option of adding an alert by URL (the link to the Facebook page you want to monitor) or adding one from your own Facebook account.

To add a URL go to the page you want to monitor on Facebook (I’m using a friend’s page rather than a competitors – Write On Track).

Copy the full link from the top of the page

Keep An Eye On Your Competitors On Facebook With HyperAlerts - Cool Tool

Click on ‘Add alert by URL’ and paste the link into the window that appears.

Click ‘Add’

hyperalerts2

Keep An Eye On Your Competitors On Facebook With HyperAlerts - Cool Tool

Now you can choose what sort of alert you want. You can choose how often you get an email and what you want included. ‘Own content’ refers to posts by the page administrator.

Keep An Eye On Your Competitors On Facebook With HyperAlerts - Cool Tool

If it’s someone you really want to keep an eye on you can get alerts as the comments and posts happen but I just went for the default daily email.

I called this a cheeky tool because it is a bit like spying but I believe that keeping up with your competitors success can only inspire you to be better.

However if you have a page that gets lots of comments and posts, or if you manage multiple pages this tool could also be a really handy way to keep up with what you need to see rather than having to navigate through the multiple alerts you get from the Facebook Pages Manager app.

What do you think? Cheeky, handy or both? Let me know in the comments.

How To Create Facebook Interest Lists

Last week I wrote a blog post about the importance of conversations on Facebook.  In that post I mentioned Facebook interest lists as a good way to keep on top of posts from important people and even your competitors. They work a bit like Twitter lists.  Here’s how you can create them.

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Know When It’s Kicking Off On Facebook With ShitStormAlarms – Cool Tool

Know When It's Kicking Off On Facebook With ShitStormAlarms - Cool Tool

A lot of the small and local businesses I talk to are concerned about customer complaints on their Facebook page. I can understand why, it might be rare but when a complaint gets legs we all hear about it, the comments pile in and we all love to watch a storm unfold. If it gets big enough people will share it on Twitter as well as their personal Facebook pages.

I find it fascinating at how well or how badly some companies deal with it. It’s important to put a policy in place whatever the size of your business for dealing with negative feedback and it’s also important to act quickly in order to stop it getting out of hand.

I’ll be writing about social media policy later this week but this weeks cool tool ‘Shitstormalarm.io‘ will make sure you are informed giving you the opportunity to react swiftly.

Here’s how it works:

  • Click on the ‘Get Shitstorm Alarms for your Facebook Pages’
  • Allow Facebook permissions

Know When It's Kicking Off On Facebook With ShitStormAlarms - Cool Tool

  • Choose one Facebook page to manage (to manage multiple pages you will need to sign up for the premium version.
  • Add an email address and mobile number to be alerted of any potential trouble.
  • Click ‘Save Alarm Settings’

Know When It's Kicking Off On Facebook With ShitStormAlarms - Cool Tool

Unfortunately, like a few of the apps I review here I won’t know if it works unless there is an issue… and hopefully that will never happen.

How Does Shitstormalarm.io Know If There Is An Issue?

Here’s a brief explanation from their site:

“Shitstormalarm.io monitors your Facebook Page for unusual peaks in the number of comments and postings published. We also do a language-aware sentiment-analysis to separate negative and positive postings.”

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How To Find Out If You Are Getting Negative Feedback On Your Facebook Page Posts

Edgerank is the Facebook algorithm that decides who is going to see content that you post on Facebook.  We all know that our posts have been reaching less people in the last few months and part of this can be attributed to a change in edgerank. Probably the biggest change has been that ‘negative feedback’  page posts have received in the past now influences who sees posts in the future.

Negative feedback can be someone hiding a post, hiding all posts from your page, un-liking your page or marking content as spam.  It’s not unusual for a page to get some negative feedback but if you find you are getting a lot it’s worth re-assessing your posting policy.  But how do you know if you get negative feedback?  Here’s how to find out.

 

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