Nicola: Well, we’ve sort of got a Client Challenge and it’s not specific to any client this week, isn’t it?
Judith: No, it’s not at all. We’re going to talk about Facebook; ins and outs; things that you know, things that I know; just compare notes and see if we can share some stuff about Facebook that might be useful for ALL clients, trying to get their heads around it a little bit.
Nicola: Yeah. It’s interesting about Facebook, because Twitter came along first, and I really, really liked it. I loved – well you did too, didn’t you – we both loved the discipline involved in 140 characters.
Nicola: Do you remember the Story in 6 Words thing?
Judith: I do. I think they still do that, I think. That’s impossible, actually.
Nicola: Hahaha. A bit of a haiku.
Nicola: And then Facebook came along, and I just immediately loved it. I think it must be something to do with the highly visual nature of it. The fact that it’s so picture-driven, and you can see people’s faces. You can on Twitter too, but they’re tiny, aren’t they?
Judith: Yes, they are. Yes.
Nicola: So it immediately became my social media platform of choice. When we were tweeting, you know, when we were taking selfies last night and trying to work, Facebook was just the first place to post them for me. I couldn’t do all the others. So what do you like about it, particularly?
Judith: I don’t know. I didn’t like it, to begin with. When you were all over it, I thought, “Oh, it looks just like for the kids to me.” And then actually, what happened was – and you explained this – the kids moved off, because their mums and their aunties (like you and me) have moved on. I like how easy it is. I like that I can write at any lengths. I like that I can… it means that I can get all the benefits of face-to-face networking without leaving the house.
Judith: And that I can engage with people around the world, I like as well.
Nicola: See, we could do all that on Twitter, but it’s not all the same, is it? Because of the restrictions on the amount that you can post?
Judith: I think Twitter is too fast moving, I think it’s moved into, well, for me. And I think it’s moved into another area, which is altogether very useful. It’s about news – breaking news, you know, photographs and things happening now – social kind of angles, as well; how it can be used to draw attention to things. It’s very fast-moving. It’s a newsfeed, almost; what’s going on, who’s commenting on what’s going on, that kind of thing. However, having said that (as I agreed with a client this morning), I find that when I put my energy there, I get more traction. So obviously, where you put your energy and your attention, you get more back from it. So when I ignore it, it doesn’t work for me; when I go there and play for a bit, it works surprisingly well, still, even though it’s much, much busier than when you and I were first on it.
Nicola: Much easier to connect with specific people on Twitter, I find, than on Facebook. Because most well-known people are up to their friends limits, and so they’ve started to use Pages, and it’s not very easy to connect with them. Because if you send them a message when you’re not their friend on their Page, then it goes into their ‘Other’ – oh no, that’s not true, actually. If you send a message to a Page, it goes into the Page’s message and notifications. So theoretically, the person running the Page should see it, if not the person itself. But you find there’s people who manage their own Twitter accounts, so it’s much easier to actually speak to the person on Twitter.
Nicola: So, that’s one of the first things people need to realise, isn’t it.
Nicola: The other thing is, of course the Facebook Timeline – which is why they keep on making these changes to the algorithm – they’re actually trying to protects us, because if we saw everything that all of our contacts posted, every single minute of the day, that feed will be flying past at the speed of…
Judith: Oh, it could be overwhelming, wouldn’t it?
Nicola: It would, yeah. And it would be so fast like Twitter. That’s why they try to create these algorithms. Based on what we interact with, we see more of or less of. I’m intrigued by your comment the other day, that you kept seeing negative and frightening stuff. And I don’t ever see that stuff, so…
Judith: Well it isn’t… I can’t actually remember what product – I mean, you know, yeah you’re right. There are people – and I think Marian clarified it in her response, which is – I think it’s the “glass half-full” people, and I don’t want to be in their reality, really. So it isn’t that I like it, it’s just, perhaps sometimes that I notice – I can’t remember what the news story was that day that people kept commenting on. I don’t really want to know, there’s lots of things going on in the world that I don’t really want to know about, Nicola, quite frankly.
Nicola: Well, the tip there is to… on the top right-hand side of the post like that, there’s a little drop-down arrow where you could actually get less of this sort of stuff.
Judith: Yes. I often use that, yeah. And the reverse is true, of course, which is you only have to like and share 1 or 2 posts to be shown an enormous amount more of it than you would actually like, funnily enough. So you have to be careful, I think, in both directions.
Nicola: I’m not sure that likes make a difference. I think that you actually have to comment on stuff for it to be recognised.
Judith: I don’t think I’ve commented, I think I’ve shared. For instance, Carol Look (who is a big EFT lady in the field of abundance) – I’ve shared 1 or 2 of hers recently, and now she’s in my timeline everyday. There needs to be a balance somewhere in the middle, I think, because it means that I have to pull back from enjoying her stuff in order to see less of it, which is rather weird.
Judith: Anyway, what I wanted to know was, do you know – can you explain succinctly – what is the difference between reach and engagement? It’s something that’s measured on Insights on a Facebook Page.
Nicola: I do know. So if you’ve got a post and it gets, I don’t know, a 30-people reach, then that’s the amount of people out of all the people who’ve liked your page that have seen it. You can then boost the post to extend your reach to the people who’ve liked your page. Now, if someone who’s liked your page liked it so much they then share it, your reach extends because it goes out to the number of people that they’re connected to. They won’t all see it, of course (because of the things that we’ve been talking about), but it extends your reach.
Now, what was the other thing? Oh, engagement, right. Well, engagement is when people actually do something. So if they like, comment, share, whatever – that’s the engagement. So really, it’s irrelevant what your reach is; it’s more about your engagement, that’s important.
Judith: Yeah, yeah. And when you go on the Insights page, what are you looking for and what do you learn from it that causes you to do, to behave differently?
Nicola: I don’t bother with that.
Nicola: I just concentrate on sharing the content that I want to share, responding to people, and then boosting, you know, posts… for example, our podcast I’ll boost occasionally.
Nicola: Yeah, I’m not bothered. I’m only interested in outcomes, rather than actions.
Judith: Okay. And what did you… how did you learn to do Facebook Ads? What course did you study?
Nicola: I took about 5 courses, working up to the big daddy which is Traffic Genesis, which costs several thousand dollars. It was EXTREMELY extensive and run by Laura Betterly, who is popularly thought to be the best in her field, at this. I did Justin Brooke’s course, I did John Loomer’s course, I did any other free courses that have come along. I’ve done, and I’ve just created my own system, really, out of all those.
Judith: And would you recommend one of those as affordable and useful to the ordinary listener?
Nicola: They’ve all got their own strengths, really. There’s a really good John Loomer course, which is called “How to Use Power Editor” (which I would recommend), which is about… $79? $97? Something like that… and that is really good, because Power Editor is… and it gets you into, you could also book an hour with John for something like $300. If you’ve got specific issues on your ads, he will actually go in with you and fix them. But he’s not a consultant, he won’t do other people’s ad campaigns for them.
There is a really good “pay-what-you-want” course that Justin Brooke offers; you have to join his mailing list, and then he puts it on occasionally. And that is all about – it’s called “The Facebook Ads Workflow”, i.e. how to set up your campaigns, and everything.
The problem with both those courses is they are not strategic; they are tactical. So they are how to use Power Editor and how to set up your ads and monitor them; but really, you’ve got to back up a bit, to the strategy.
Nicola: I’ve inserted this bit after listening to the edit. I’ve acted like a complete idiot here, because of course I have a fantastic little course that teaches people how to do Facebook Ads the way I do them.
Nicola: And that’s something that was thrown out today by the response of someone I spoke to on Recommendation the other day. I’m trying to be very generic, so do tell me if I’m getting too specific – but they’ve got a live webinar next week, then they’ve got a programme launching, which is going to be live sessions, which they’re presumably recording at the end of April. They’ve been trying to do their own Facebook Ads, and haven’t been succeeding. They only got 4 conversions to the webinar registration, and they got 95% conversion from their list; but their list is only a hundred-odd people. And then they got 4 – now, I don’t know what that is as a percentage – but they only got 4 conversions from Facebook Ads. But she said she only put something like $25 over a week and a half, or something like that. There’s no strategy there, and there’s no thought that if she spends $500 on clicks, will she sell one place on her course? And the other issues she’s got going on there are: she’s got a live webinar (because she’s been told that live webinars sell best) but she’s got nobody registering for it. And the other problem is that, if you do a live webinar, a lot of people will just look at the date and time and think, “I can’t do that.”
So, she said she’s been stressing that if they register anyway they’ll get the recording. But, you know, people just don’t, they ignore that, really. If they can find any reason NOT to take action – we’re all so overwhelmed with the things that we need to do – if you look at something and go “Oh good, I can’t do that time.”
Judith: That’s right.
Nicola: And then you’ve got the thing of, you know, she’s scared to invest money – in case it doesn’t work – in promoting her live thing. But then, she keeps on talking about launching it, and she can’t launch it because she hasn’t got anyone to launch it to. She’s got no audience, she’s got no list, she’s got no clicks, she’s got no leads, so… It’s a challenge, this whole thing. You have to be… if you’re gonna do all that work, you have to have someone to launch it to. And Facebook is the most affordable way to do it.
Judith: Is it?
Nicola: Well, totally yeah! I mean, Google Adwords—for a start, on Google Adwords, you’re only advertising to people who’ve already realised they’ve got a problem and they’re looking for the answer, actively.
Judith: Yes. Yes.
Nicola: Whereas on Facebook, you can put your offer in front of someone who might have the problem but hasn’t actually thought of what the solution might be yet.
Judith: Yes. Yes.
Nicola: When they see your offer, they’ll think, “Blimey! That’s it, that’ll help!”
Judith: So if we… before we get into Facebook Ads, the ordinary user of a Facebook Page – which is quite difficult, isn’t it, for us – oh I tell you what – you know our stories we’ve had in these last couple of weeks about how many people got how many interactions with things on Pages and dah dah dah… I did share something over the weekend, which I thought was MILDLY interesting, not massively interesting. I shared it on my page (and it only has something like 4 words on it), and it got a reach of 544 people, which was considerably more than anything else. There’s quite a lot of randomness to Facebook; you don’t really know people will like, which is why I was asking about the reach in the Insights Page.
Judith: What I’m working up to asking you is – for a new Facebook Page owner, what are your 3 top tips?
Nicola: Oh, I love the way that you sprung it on me! (laughter)
Right, okay. I would… if you enjoy sharing memes (which is what we’re talking about here – a picture with a saying), then do it. But you’re not gonna, there’s no… I don’t know if there’s any way to track what that engagement and reach did for you. A better way is to put something fabulous on your own blog, and then share it onto Facebook, as you… So you put the meme on your blog as a blog post, you go and use Google URL shortener – or Google URL tracker actually I think it’s called, hang on a second, let me just find out what it’s called – to make a link to that blog post, and then that’s the link you would share on Facebook. And then you would be able to see, by logging into your Google URL Tracker account (which is free, by the way)… URL shortener… it’s not… actually the Google URL shortener is good, because it tells you how many clicks you’ve got. But there’s a Google URL tracker… tracker? Can’t remember what it’s called, now, hang on a second…
Judith: Keep going with the principle, for the moment.
Nicola: Okay, okay.
Judith: We’ve made a blog post; we’ve shortened it and made it into something that we can track; we share it on Facebook, and what happens?
Nicola: And then you get your 500,000 reach or insight or engagement or whatever. But you’ll be able to tell specifically what outcomes happened from it. It links up your Google Analytics, this thing I’m talking about, and you can set goals in that. So you could have 2 goals, Judith, or you could have 3 or 4 goals, which are: someone opts into a mailing list, someone ends up on Club 100, someone becomes whatever, whatever, so you know… So you have 3 or 4 goals, and the way you set goals up in Google Analytics is – you can ask Google to do it for you, it’s really easy – it basically involves a thank-you page. So anyone who lands on the thank-you page is a goal achieved, and then what this Google URL tracker will do will tell you which specific bit of content generated those actions.
Nicola: Which is really… I know it’s a bit geeky for you, but it’s… oh here we are. Google Analytics URL Builder. And that will…
Judith: It’s a bit geeky for the person I had in mind, which is they’ve got a brand new Facebook page. You’re getting into the intermediate steps, I think. Somebody’s just opened their Facebook page today; what things would you be doing in your first month?
Nicola: Okay. I’d be adding great content, ideally linking that great content back to my blog – a less geeky tracking thing would be just to look at your Google Analytics and see how much of your traffic each week is coming from Facebook.
Nicola: And you could monitor that number, and that would tell you if your actions are working or not.
Nicola: So I’d be putting a mixture of content. The thing I’d be definitely doing is uploading videos straight to Facebook – your Facebook page. Facebook is really trying to go head-to-head with YouTube now, and the short videos that you upload direct to your page are getting much more reach than anything else will. And then if it gets… you’ve got to have a call-to-action in the video, which is your website.
Nicola: So if you’re a coach, or if you’re someone who’s got an expertise, or whatever, or passion, I’d be uploading lots of short videos. They’ve got to be under 20 minutes, or under 1 megabyte, I think – no, gigabyte. Gigabyte.
So, yeah. I’d be putting videos on there, I’d be putting mixed media, but making sure it links back to my website, rather than just stays on the Facebook page. And I’d be looking at building my page likes. I’d be, you know… I would do some… I would do perhaps a course on how to use Power Editor – or even, you know, look on YouTube on how to use it – and I would be building my page likes. But not just building them willy-nilly; I’d be actually, specifically, putting my page in front of people who have the same interests.
So for example, you could put your page in front of Esther Hicks, the people who’ve liked Esther Hicks’s page, that’s the trick. And also, limit the countries; don’t just do worldwide. Just say I only want likes from America, Canada, England, Ireland, Australia, and New Zealand to start with. And only people who in those countries that like, say, Esther Hicks. Perhaps I could put up a series – I mean you could get likes really cheap. My Angel Healer client, I was getting likes for her for 10 cents a like.
Nicola: But what it does, is it builds up a body of data about the people who like your page, and then you could also go and see what other pages those people like. If you’ve even got 500 likes on your page, then what other pages they like and what other interests those people have.
Judith: When you say, “Then you could go in and see,” where do you do that? How do you do that?
Nicola: Well, the first thing you need to do is swap your Facebook language in your settings, your personal profile settings, to US English rather than UK English. And then you’d be able to use what’s called the Graph Search Bar (which is the Facebook search bar at the top); you’d be able to put in “pages liked by people who like…” what’s your page called, Judith? Business Oracle? Small Business Oracle?
Judith: The Small Business Oracle, yeah I think.
Nicola: Hmmm… Judith Morgan (types on keyboard)
Judith: We’re getting a bit geeky again.
Nicola: Yeah, I know.
Judith: When you finish this thought, we need to move on.
Nicola: Okay, alright. Well I’ve just typed in the graph search bar, “pages liked by people who like Judith Morgan’s The Small Business Oracle”
Nicola: And annoyingly, Facebook appears not to have that functionality working right now. So it’s telling me I didn’t any results. But I would normally get results.
Judith: Maybe… it may be Small Business Oracle, without the ‘The’.
Nicola: No, no, it’s found your page alright.
Judith: Ah, it has.
Nicola: It’s just that it hasn’t found any… it did earlier today, so I think there’s an issue with Facebook as well.
Judith: It may be that they’re asleep.
Nicola: It could be, or all 3 of them.
Judith: Well, it’s still bedtime in America, isn’t it?
Nicola: Yeah, it is. Anyway, so getting likes is actually worthwhile doing. As long as you’re not buying likes willy-nilly, getting good, targeted likes by putting your page in front of people who like pages like your stuff, is a really good…
Judith: And you do that by advertising?
Nicola: Yeah. When you first set up your page, they’ll offer you the chance to advertise your page.
Nicola: I’m not sure how good that basic advertising is, but if you go and look at it and you see that they’re offering you the chance to choose your countries, and choose people by interests, then I would go for it because you don’t have to open Power Editor. But if you can’t see the choice to limit the countries and the interests, then I would definitely bone up on how to use Power Editor.
Judith: Okay. Now, I’ve never even heard of Power Editor before. Is that some functionality that we’d find within Facebook?
Nicola: It’s an app that sits on top of Chrome. So, you have to use a Chrome browser and… it’s like a little add-on to Chrome.
Judith: Okay. This is turning into a massive geek-fest. We need to move on, or some people would’ve fallen asleep. (laughter)