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Designing a Facebook Fan Page

Sean Hambridge - Thursday, June 03, 2010

Have you seen some of those great custom Facebook™ Pages that show exactly what you want new followers or prospective customers to see as soon as they look you up.

Do they work or are they just a new way to spend money?

I have implemented a few corporate Facebook Pages now and the answer is; it depends. Yeah I know, that dreaded non-answer. Well, that's just how it is and any Web Design or Web Marketing expert worth the title will immediately follow that up with a bunch of questions such as:
  • Who are you marketing to?
  • Are you after new customers or customer communication?
  • Do your followers potentially have stuff to share with you and each other?
  • Are the people in their friend lists likely to become customers?

Snapshot from Facebook as at 28-5-10
If you want more detail on the nitty gritty of campaign development see my post on The long answer to "Is Facebook Twitter and other social marketing strategies good business sense".

Case Study ATS Facebook Page Design and Implement

When Australian Training Solutions www.oztrains.com answered those questions (and more) it became clear that this was a valid marketing platform. ATS run hospitality courses and their key demographic includes school leavers, young international visitors on a working visa (backpackers) and I daresay, out of work actors. You can see their Facebook page here.

The brief was to create a Facebook™ Page landing page that showcases current courses and specials with deep linking into the main website. Past and current students are encouraged to engage in dialogue with the trainers and administrators and new information is posted where appropriate.

The page does account for hits to the website and vice-versa (details are confidential) and the number of followers is on a steady increase.

Staff can now interact with past, present and future students providing them with additional value in areas such as who's hiring, changes in qualification requirements and even providing them with the beginnings of a professional network.

Speaking of Spending Money...

Setting up is the easy part. Most Facebook page setups are fairly straight-forward. The real skill is in making sure that you are establishing a real community.

Off-hand, the cost of a basic Facebook page setup, contributor access setup and training will probably be around $500 - $700. A fancy custom page design without much FBML (Facebook's own language) adds around $700 - $800.

And, you're away!

Want to find out More about Facebook Pages?

Call Web Design Experts on 1300 884 553 or leave your details on their Facebook and Twitter Social Networking page for a fast call back.

I have a great website - where are the visitors?

Sean Hambridge - Tuesday, November 17, 2009
The site is up and running. All of the vital information has been uploaded.

Where are my visitors?

Good Web Design and clever user experience setup are critical to guiding visitors through your website and presenting them with a credible and compelling call to action. The next question is; "How do I get them there?"

The answer, as with so many business questions is; "it depends".

So to that end, being a highly visual thinker I have mind-mapped the situation from a generic point of view. Have a look, download the pdf version and use it as a starting point.
Web Site Marketing Mindmap
Cross out the areas that are not doable - for example; TV advertising can be a little out of many small businesses reach so go ahead and cross that right off the list. If you don't know whether a particular method is right for you then ask an expert. Far better to pay for an hour's consulting than spend days trying to do the research yourself.

Once you have your own list together then it's time to look at ROI. Well the returns side anyway. Before you go off getting prices have a good think about the potential return of each method in terms of tangible as well as intangible benefits.

I say potential return for a reason. Namely, you will never really know what the ROI will be until you do it. This is where your innate understanding of your business and its goals will be crucial. Now you will probably need to enlist the services of someone who spends a significant amount of time keeping up to date with the latest trends and techniques and what is working for whom.

Get them to outline a plan and ask as many questions as you need to understand at a non-technical level just how this all works and, of course how much it might cost. Forget the old thinking that the internet space is free or low-cost advertising - concentrate on your returns and manage the process as you would a traditional media campaign (which may even be part of your plan as well).

In closing, it is important to note that the measurability of campaigns means that you can (instantly in some cases) see whether your campaign is performing adequately or not. On the web, almost everything can be measured. Get reports or ask your provider to include on-going analysis as part of the service. Find out what works and do that - lots.

How does the internet work?

Sean Hambridge - Wednesday, July 08, 2009
I had to share this little snippet I found today.

Click the pic to see the big one - it's hilarious.



If anyone ever asks you how the internet works - show them this instructional diagram from Vlad Studios (he does great desktop wallpaper too).

Software Shmoftware

Sean Hambridge - Monday, April 20, 2009
I often receive calls from clients needing software support or desktop support. As a web developer/designer I am very familiar with making software work and getting pcs and Macs configured, that is; my pc or my Mac. I have an intuition of what settings I need to change and where they might be so I can run through a lot of settings very quickly.

As part of our services here at Web Design Experts we set up email services. My customers; it should be noted, are intelligent and adaptive people who just happen to use computers in various ways to conduct their business. When I set up an email service, whether it is via Google Apps or a cPanel driven email system, there is usually 2 components; the mail server (our area of expertise) and the client (not really an area of expertise - just competence).

The thing about client software is that it could be anything, Outlook 2003/2007/XP/2008 or Outlook Express (3-4 versions), Groupwise, Thunderbird, mail.app (v2 or v3), Lotus Notes, and the list goes on (see http://en.wikipedia.org/wiki/Comparison_of_e-mail_clients).

So the difficulty lies in where do we draw the line?

We can configure most software packages because we are programmers at heart and know all of the standards that software writers use (as long as we are sitting in front of the machine with access to the documentation or the internet). As far as providing a high quality service it is not the best option. A desktop support expert would complete the task in minutes where we might fudge through for 1/2 hr or so and then miss some basic requirement and have to re-visit it.

It's not exactly an uplifting experience and it makes writing an invoice equally unpleasant because one of our business missions is to be the "Expert" for our customer so they can get on with what they are "Expert" at. In feeling as though we have not provided the best possible service ends up with the whole excercise being more expensive for both our client and us.

Depressed yet?

Well there is hope.

I am a staunch advocate of Google Apps, in particular the email system. It is just like Gmail but it can be customised somewhat to provide a bit of corporate branding and a nice login address of mail.yourdomain.com.au where yourdomain is your actual domain name (ours is webdesignexperts).

The web based client is very functional, you get calendar, addressbook, word-processing, presentations, spreadsheets as well as a few other services without loading or configuring anything on your computer. This also means that you can access all of these functions anywhere you have an internet connection and a web browser.

I believe that the days of all client software (software that you load onto your computer) is numbered. Even Microsoft know this.
"LOS ANGELES, Oct. 28, 2008 — As part of a strategic companywide shift toward embracing web-based solutions, Microsoft today announced plans to deliver Office Web applications – lightweight versions of Office – through web browsers."
Read the whole article here http://www.microsoft.com/Presspass/Features/2008/oct08/10-28PDCOffice.mspx

What does this mean?
  1. Far less configuration
  2. No issues with other software already loaded
  3. No need to purchase and apply updates
  4. You can use your disk storage for data instead of programs
  5. It doesn't matter what hardware you have
  6. When you change computers you won't need to re-load anything
Will it be cheaper?

Well, Google Apps is currently free for up to 50 users with 7GB storage space (this will undoubtedly change). Organisations such as Microsoft stand to lose a significant revenue stream so there will probably be a charge based on either a subscription or data/bandwidth used.

So, we still haven't answered my initial question of "Where do we draw the line?".

For us it is a matter of doing what you do well. This may seem a bit rough however the real answer can be seen in the following cost analysis.

Your web designer e-mails you the config info and you spend 45minutes trying to set up an IMAP or POP connection it doesn't work. You call your web designer and together spend the next 30minutes going through settings to find that you left off a dot or missed a setting (not your fault - you're not a computer person). So far we have a total of 105minutes of resources spent. Then something else occurs, a folder isn't there anymore or a rule stops working, call the designer...

Now consider this scenario.

Your web designer sets up the email server and emails you and your desktop support person the config info. You file it away and your desktop support person initiates an online support session (if they can't "dial-in" look for new support). You go make a coffee and by the time you are back the job is done and tested. Total time spent: your time = 10minutes, web designer = 0minutes and desktop support = 10-20minutes.

Oh, and desktop support is usually cheaper than web designers' fees.

If you are still feeling as though the web designer should do the whole thing, consider a new house; the power company provides electricity to the meter box (try calling them to walk you through installing power points) and you need an electrician to install the power points.