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  • Personal Profile Business!/group.php?gid=383956791997&v=app_2373072738&ref=ts Event!/event.php?eid=112523825454549&ref=search&sid=1081028954.3229641054..1Cause!/event.php?eid=105664296143097&ref=search&sid=1081028954.3229641054..1Community Page
  • Animate sequence
  • Facebook LBS may reignite the privacy uproar that has plagued the company in recent months. With location-based functionality in place, Facebook would be able to make "public" not only what you write in your profile, but also where you were when you wrote it.
  • - hard to find without searchAlso lists by what apps friends are using and suggestions!/apps/directory.php?app_type=0&category=100&order=2&seeall=true
  •“If you were trying to promote your group by posting a link to join it in a message, on a wall, or in a discussion board, this can be construed as spam. We suggest making your friends administrators of this group so that they can invite their friends using the Invite functionality built into the group. You can do this by clicking on "Edit Group Members" and then on "make admin" next to the users’ names. Each admin can invite his/her own friends to the group.”
  • Facebook is not about shouting your messageFacebook is about communication, relationships and engagement that will ultimately achieve your goal…
  • Link to pdf
  •!/event.php?eid=124532754224778Note: Because Jonny is a promoter…his personal profile privacy settings are set to everyone
  •!/event.php?eid=124532754224778Note: Because Jonny is a promoter…his personal profile privacy settings are set to everyone
  • If you have a profile attached to your business address settings
  • managerClick on Specific campaign, click again, adjust “Daily stats for the week of:” drop down
  •!/group.php?gid=121646667846792&v=app_2344061033Site was designed to get volunteers for oil leak cleanupHave both page and group
  • page tied in beautifully to websiteGreat use of influenceProfile skippers of the month tabVideo / YouTube tabUse sense of urgency – Skip Because – emphasize current project or need
  •!/sara.lamrouex1?ref=ts!/event.php?eid=125637667455877&ref=ts A small community and group of kids decided to raise money for playground equipment and used Facebook to spread the wordCreate public event on right side of homepage “what are you planning” or go to events dashboard on left side
  • info!/search/?q=fb%3Avisible-to-connection&init=quick&sid=0.4013958806173501
  • Do not know software for ecommerceNot robust but free!/Vendorshop?v=wallBrand new
  •!/Cisco?v=app_120274102075&ref=ts They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr
  •!/Cisco?v=app_120274102075&ref=ts They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr
  • Don’t let your Facebook page be a copy of your website
  • Uses involver – CRM software for B2B
  • http://www.vw.cahttp:/
  • WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website
  • WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website
  •!/USarmy?v=app_4949752878&ref=tsNote: Army page has over 400,000 likes compared to 100,000+ on other military branches. Links to others above!/marines?ref=ts!/USNavy?ref=ts!/Usairforce
  • Bernie please double check that toilet flush search brings up page 1875 Tabs not yet as effective as they could be using events RRS blog!/AmericanStandardBrands?v=wallActive WallContent & commentsContentMostly repurposed contentCommunity, blog, find…ExperientialOutreachEventsCTAsNonePhotosYesVideoYesOutside MarketingCommunity supportOn website
  •!/SteelMasterBuildings?v=app_6009294086!/album.php?aid=380824&id=259640455696 a building is link from WebsiteCall to action is link to landing page form
  •!/wholefoods?v=wall&ref=tsWhileWhol Foods has a following…they do little to encourage engagement
  • Whether you or your client is BIG or small…there are creative ways to add market value through Facebook
  • Transcript

    • 1. Facebook for Marketers Presented by: Bernie Borges June 8, 2011 Orlando
    • 2. 22 Goals  Learn how to use Facebook in productive and measurable ways in business.  Learn strategies and tactics to build your audience.  Understand the “rules of engagement.”  Understand Facebook’s marketing potential.  Minimize mistakes.  Maximize positive results
    • 3. 33 Expectations…  Develop a content strategy that drives sales and/or customer service  Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…  Build your company brand and build a community  Select and implement applications that fit your Facebook marketing plan
    • 4. 44 Expectations…  Understand the “rules of engagement” and community building best practices  Experiential marketing that creates “buzz”  How to use Facebook advertising and why you should  Measure – review – refine: o Facebook analytics
    • 5. 55 Skills to Acquire  The 2 pillars of social media o Content-content-content o Building relationships  The habit of using Facebook daily.  How to engage with people and brands.  How to build your personal and company brand.  How to measure results from Facebook marketing.
    • 6. 66 Agenda 1. Just a Little Background 2. Facebook Marketing Overview 3. Build Your Brand 4. Facebook Ads 5. Measuring Facebook ROI 6. In the Trenches: Case Studies
    • 7. Just a Little Background  A Facebook Stats  Open Graph API  Setting Goals  About Facebook
    • 8. 88 What Is All the Fuss About Facebook?  Facebook has become the largest people, content and brand connectivity tool on the web.  Facebook is about o Connectivity o Sharing o Building Relationships o Expanding Brand  Your results can o Drive traffic o Increase leads o Generate revenue
    • 9. 99 Facebook Stats Global Audience: 669,730,880
    • 10. 1010 Facebook’s Open Graph API  The buzz about the Open Graph API o A way to embed Facebook pages anywhere on the web o Authentication hub for social experiences on the web  What this means for marketers o Facebook has become a major tool in expanding brand awareness for B2B as well as B2B companies Graph from
    • 11. 1111 Improved customer service Increased number of service queries handled, faster response time Facebook fan page and Twitter account established for customers to ask questions Increased sales Sales A social media campaign launched with specific URLs with CTAs focused on driving sales Reduce marketing or advertising costs Lower cost per touch vs. other marketing medium Facebook advertising campaign run to compare costs w/traditional marketing efforts Earn more media attention Number of: blog posts with brand mention, articles written and analyst/influencer mentions Informal engagement 1:1 w/people active in social media (Facebook, Twitter, etc.) to inform of new products, service or event. Manage reputation Number of positive comments, people defending your brand against naysayers People: retweet your content with positive spin. Leave positive comments on social sites & blog, more engagement Goals Metrics Example Setting and Measuring Goals Chris Treadaway& Mari Smith Facebook Marketing: An Hour a Day
    • 12. 1212 If Monetizing Facebook Is Your Objective… Three Forms of Media Earned Media o Authority o Trust o Reputation Purchased Media o Facebook Ads Owned Media o Content we produce, e.g., Facebook apps, documents, blogs, videos, photos, announcements All work best together…
    • 13. 1313 Facebook Uses  Personal profile  Business (Fan) page  Groups  Events  Causes  Community Page  Applications  Advertising  Search engine
    • 14. 1414 How Your Post and Content Travels… One of those 560 then want to “share” with their 116 friends 1. Write comment and paste link 2. Click attach 3. Click Share to everyone Business Page Friend’s Profile Page Posts to the News Feed of 680 people that “Like” Find and Convert Posts to Find and Convert’s Business page with 680 people that “Like” the business page A comment is made and your post is then shared again, posting to 142 more news feeds…and so on Your post now shows in 116 more news feeds
    • 15. 1515 Just Imagine…If 5% of friends shared a post with 130 friends each time… Post with 500 Likes 25 friends share • Result s in 3,250 posts 163 more friends share • Results in 21,190 posts 1,060 more friends share • Results in 137,80 0 posts 6,890 more friends share • Results in 895,70 0 posts 44,785 more friends share • Results in 5,822,05 0 posts
    • 16. 1616 Basic Facebook Navigation Personal Profile o You can friend others o You can “Like” a page o Cannot use profile for business o Post messages that will be read by your “friends” o Create events o Share content, photos and video o Send private email Business Page o Visible to unregistered users o Can be indexed for SEO value o Reputation management value o Allows for “vanity” URL o Can create events o Can tailor to specific needs o Over 500,000 Facebook and 3rd party applications o Can promote with social ads o Offers Visitor statistics o Allows multiple administrators not attached to a profile o Discussions  Personal profiles are for people  Business pages are for celebrity, band, business or organization  Groups are sponsored by an individual for specific topics Group o Must have a personal profile o Invitations can be open to the public or closed o Allows you to send bulk invite to friends o Opportunity for message to go viral o Does not support applications o Can create related event and invitation o Cannot promote with social ads o No visitor statistics available (at this time) o Discussions
    • 17. 1717 Facebook Evolution Facebook is constantly changing
    • 18. Marketing Overview
    • 19. 1919 Facebook Big Picture Strategy  Build o Page o Groups o Place (for physical locations)  Engage o Like o Share o Comment o Apps  Amplify o News Feed o Ads o Contests o Sponsored Stories Build Engage Amplify
    • 20. 2020 Five Guiding Principles Build a strategy that is social by design Create an authentic brand voice Make it interactive Nurture your relationships Keep learning
    • 21. 21 Generate Awareness Through Pages  Ad campaign to drive traffic and Likes  Integrate page Like into our website, blog, mobile campaigns  Post content with CTAs for engagement  Run sponsored stories to promote people’s comments  Leverage Facebook’s reach options  Clorox, M&Ms
    • 22. 22 Drive Preference and Differentiation  Understand current perception of your brand  Define gap between current & desired brand perception  Launch integrated campaign to drive preference/differentiation  Integrate Facebook using Open API into all online campaigns  Monitor customer’s evolving perception to track success
    • 23. 23 Increase Traffic & Sales  Define business goals  Run creative campaign through Ads & Sponsored Stories  Create a social experience at point of purchase, e.g., Share, Comment  Integrate with off-line point of purchase e.g., Deals, Check-In
    • 24. 24 Build Loyalty & Deepen Relationships  Promote your Facebook presence in all your marketing communications  Develop a personality and voice  Be responsive, engaging and available  Show appreciation. o E.g., Deals, Unique experiences, thank them for loyalty
    • 25. 25 Amplify Recommendation & Word of Mouth  Encourage people to Like your page  Create appealing content, use video  Post early morning and mid/late evening  Integrate Like (Open API) into all online properties  Use Ads and Sponsored stories to spread the word  Analyze via Insights
    • 26. 26 Gain Insights  Use campaign reports  Study demographic breakdown of page interaction  Observe interaction and engagement from your community
    • 27. 2727 Creating a Business Page
    • 28. 28 Facebook Page Tips  Add identity to your post to increase engagement.  Network in unrelated businesses.  Photostrip: custom 970 by 680 pixels with CTA  Reset the order so Welcome to the bottom.  Ads can go to fan page tabs.
    • 29. 29 Facebook Page Tips Contd.  Send updates as a message so they appear as unread updates.  Most fans don’t return to your fan page.  Post before noon  Post 1 to 2 times per day  Ask a question  Keep it relevant  Use OPC (other people’s content)
    • 30. 30 Facebook Comments  Uses Open Graph API  Integrate comments on Facebook & your website/blog  Displayed by relevance  Posted to your profile  Available in Facebook or on website  Admin moderation capable
    • 31. 31 Use Facebook as Page  Admins can “Use Facebook as Page”  Like other pages  Can’t friend people  Engage with other pages  See Liked pages content in news feed  Get email notices when fans post/engage
    • 32. 3232 Edit Your Business Page  Edit page o Settings o Wall Settings o Mobile o Applications o Photos o Discussion Boards o Links o Video o Notes o Events
    • 33. 33 Writing Notes in Facebook Pages  Similar to permission email marketing.  Send to all fans of pages  Different than sending a message to friends from your profile
    • 34. 34 Make Unique Offers on Your Page
    • 35. 35 Posting On Facebook Wall  Same as posting to personal profile  Shows up in news feed of fans
    • 36. 3636 Places Who. What. When. And Now Where
    • 37. 3737 Facebook Places LBS – Location Based Services  Similar to FourSquare and Gowalla  Requires: o a Smart Phone o Facebook touch mobile site is only visible on mobile browsers that supports HTML 5 and geolocation  Setup:  Click “Places tab at  You can add places, check into places that already exist and tag friends
    • 38. 3838 What “Facebook Places” Can Do for Experiential Marketing  Mobile App that allows people to connect “on the go”  B2C opportunity to deliver customer service value that maximizes loyalty
    • 39. 3939 Facebook Deals  Instructions to create deals:  Used with Places  Four types of deals available:  Individual  Friend (a group of friends must respond)  Loyalty (based on recurring behavior)  Charity (redeem a donation to a charity)
    • 40. 4040 Facebook Deals  Instructions to create deals:
    • 41. 41  Application Directory listed by: o Utilities o Education o Entertainment o Friends & Family o Business o Games o Sports o Lifestyle o Just for Fun o On Facebook o External Websites o Desktop o Mobile o Pages o Prototype  Business Page o Bottom of Edit page Facebook Applications
    • 42. 4242  You must have a profile to create vanity URL for a business page  Minimum of 25 “Likes” for business page URL  Select a name with relevant keywords for search value Creating a Vanity URL 
    • 43. 43 On Home Page - select: o Groups o Create a Group A Group must have a sponsor (profile, business page or groups) attached to it o Invite friends to join o Posting a link to join a group in a message, on a wall or in a discussion board is construed as “spam” o Make members “admin” so that they can invite his/her friends to join the group Creating a Group
    • 44. 4444 Help Center!/help/?ref=pf  Located at bottom of page
    • 45. 4545 Top News vs. Most Recent
    • 46. 4646 Facebook Is a Behavioral Based Search Engine Entertainment and Communication System… Notification of interactions between you and your networks
    • 47. 47 EdgeRank Drives News Feed Content 1. Affinity score between the viewing user and the item’s creator 2. A weight given to each type of Edge. A comment probably has more importance than a Like, for example. 3. Time. The older an Edge is, the less important it becomes.
    • 48. 48  Convergence o Like gMail but integrated across your social graph  Lighter and Simpler eMail  SMS o Seamless messaging that will hook into email but is not eMail o Conversation History – Threading o Social Inbox  Will rollout by invite http://www.skeptical- event-live-update/ http://nadheeraudawatthe.blogspot.c om/ http://tech fmail/ Project Titan…fMail
    • 49. 49  Similar to permission email marketing  Use selectively, e.g., lists, sub groups of friends  Good way to send links, videos, photos  Limited to 20 at a time  Select messages and click on “new message” in upper right-hand corner Sending Messages in Facebook
    • 50. 50  Go to friends  Click Create a List  Create List Name  Select or type in name  Create List Create Lists to Manage Your Friends
    • 51. 51  Use lists to group your friends o Common interests o Segmentation o Separate business and personal o Specific groups  Send messages to groups in list Manage Lists
    • 52. 5252 Tagging Friends or Pages in Facebook  Use the “@” before a name to tag
    • 53. Build Your Brand on Facebook
    • 54. 54  Facebook is about communication, relationships and engagement that will ultimately achieve your goal…  Facebook is not about shouting your message Guiding Principle…
    • 55. 5555 Facebook Branding Strategy…  Build an active wall o Encourage people to Like your page o Monitor and participate in the comments on your Wall  Re-purpose content o Post useful, interesting content from various sources, regularly  Encourage Experiential Marketing o Use Landing or welcome tabs o Product specific interaction o Deliver a unique experience! o Experiment
    • 56. 5656 Facebook Branding Strategy…  Use Calls to Action o Well designed, clear calls to action o Market Facebook outside Facebook  Use photos o If possible, use pictures to show how customers use your product o Show customer satisfaction and engagement o Post pictures of your team at work  Use video o Post recording of team member “experts” o Show your product in action  Integrate off-line marketing o Other media ads and content
    • 57. 5757 Ingredients to Facebook Page Success  Fan Engagement o Create an Experience o Offers o Subscribe  Exclusive Promotions o Only available on Facebook  Post Relevant Content o Daily
    • 58. 5858 B2B vs B2C – Facebook can be a powerful branding tool for both
    • 59. 59 Events  Events targeted to people  Events listed by o Your invites o Your friends invites o Difficult to find events in search with specific name  Successful events take marketing effort
    • 60. 6060 Creating an Event  On Home Page - select o Events o Create an Event  Customizing your event under Wall you can add: o Photos o Videos o Links  Remember o Successful events take marketing effort
    • 61. 61 Engaging image Captivating tag line Informative Invite friends to attend Share it on your wall Attached to profile or business page Events
    • 62. 6262 Events  Share it on your wall
    • 63. 63 Promoting Your Business Page  Allow business page to go through your Facebook news feed.  Your Profile News Feed allows your business page to display to all your friends.  It’s crucial to spreading your message to the most people on Facebook.  Help Screenshot fnc post + bernie news feed
    • 64. 64 Target your Posts  Don’t share all posts with “everyone” if not applicable  Target by: o Country o State o City o Language
    • 65. 65  Be social…”Like” other Business pages of interest to you  Upload relevant content and leave comments on other people’s business page o Not the place for a sales pitch…do not be spammy  Affiliate with other brands, businesses, and public figures  By becoming a fan (Like) of another page, your page will publically support that page  Help Promoting Your Business Page
    • 66. 6666 Promoting Your Business Page  Post a variety of content to draw a variety of users  Respond to comments  Experiment with targeting  Post content regularly  Post outside of work hours  Use an image in the post of a blog article on the wall.  Encourage likes and shares (widgets)  Make exclusive offers
    • 67. 6767 Promoting Your Business Page  Integrate a landing page in Facebook, eg., MailChimp  Post video links directly to Facebook so it will play inside Facebook.  Include a link to your website in the description.  Share images. Use Flickr for better analytics. For more interaction post images directly to Facebook.  Status updates: Keep it simple.  Encourage user generated content. E.g., Gemvara, All Things Jeep page.
    • 68. 6868 Promoted Stories  Self service advertising.  Set up with same filters as Facebook advertising.  Adds more exposure to your content.  You pay when someone clicks through to your content.
    • 69. 6969 DO Create Facebook Badge To Promote Your Page(s)  Facebook Badges  Use 3rd party Facebook buttons  Do: hyperlink the badge to your Facebook Page or landing page  Do: hyperlink the name of your business within your promotional copy to your Facebook Page. o For example, Company X on Facebook Page Badge Profile Badge Like Badges Photo Badge
    • 70. 7070 DON’T Create Facebook Badge To Promote Your Page(s)  Don’t: hyperlink the “Find us on Facebook” badge to the Facebook log-in page.  Don’t: hyperlink the word “Facebook” within your promotional copy to your Facebook Page. For example, Company X on Facebook
    • 71. 7171 Display Your Facebook Page on Your Blog
    • 72. 7272 Using Your Profile to Promote Your Business Page  In order to be visible to search engines, your business page privacy setting must be public.  Occasionally “suggest to friends” to become a fan of your business page  Email the vanity URL of your business page to people in your address book  Display your business page badge on your blog  Include your Facebook page in email auto-signature  Display Facebook badge on your website & blog.  Invite people to leave comments on your business page.
    • 73. 73 DO  Post daily  Consider your friends’ interests  Share other’s content  Invite engagement  Offer a unique experience  Be Human  Measure, review, revise DON’T  Don’t over-post  Don’t auto-post  Don’t spam  Don’t be “me” centric  Don’t fly blind  Don’t think short term  Don’t be robotic Facebook Page Promoting Do’s & Don’ts
    • 74. 74 Like-Gating  Technique used to require Like to engage with page  Not conducive to long term engagement  Most effective for coupons and offers
    • 75. 75 Facebook Marketing: Apps & Plug-Ins  Mixture of free and fee based apps  Cross-pollinate social media and traditional media venues  Use email, newsletters, direct mail and media to point to social networks Facebook developers - Facebook Platform Showcase
    • 76. 7676 Pages Compared to Groups Pages Groups Indexable in search engines  Vanity URL available  Promote with Facebook advertising  Facebook and 3rd party app support  Statistics available.  Send invitations to friends to join   Supports comments, photos, discussions, video content.  
    • 77. 7777 Facebook Groups  Create a private group  Great for collaboration with an intimate group of people
    • 78. 7878 Facebook Groups  Create docs inside Group for sharing  Invite friends to join the Group
    • 79. 79 Contests & Competitions  Must follow Facebook rules  Page Likes can not be used as entry into a contest  Define goals of the promotion  Define conversions
    • 80. 80 Contests & Competitions  Use 3rdparty apps (strong compliance with FB guidelines) o o http://www.easypromosapp. com/ o  Develop a custom app for full customization  Contract a FB developer: http://developers.facebook. com/preferreddevelopers/
    • 81. Facebook Advertising
    • 82. 8282 Facebook Ads and How They Work  Costs less than other forms of Internet ads  Targeted to user behavior  Work differently than banner or click through ads  Successful Facebook advertising requires  Average click through rate??? Targeting Creativity Experimentation Monitoring
    • 83. 8383 Before You Begin  Have a clear idea of what you want your ad to accomplish o Create more visibility or traffic to your Facebook presence o Test the effectiveness of a change o Use Facebook audience to drive more traffic to your website  Establish a baseline o Know how many fans/friends you have before beginning a campaign o Download Facebook insight data before launch
    • 84. 84 Before You Begin  Link – Where do you want your visitor to go  What is your ad message?  Have a photo or image  Facebook Ad Guidelines
    • 85. 85 10 Tips for Facebook Ad Marketing* 1. Facebook is NOT direct sales…it is a marketing cycle 2. Create focused ads targeted at niche groups 3. Friend users before you try to sell to them 4. Understand your market 5. Set ad budget with goal in mind Nick O’Neill Bus Insider SAI Nick O’Neill Bus Insider SAI
    • 86. 8686 10 Tips for Facebook Ad Marketing 6. Measure – review – refine 7. Test landing pages VS Facebook pages 8. Split test ads by demographic 9. Develop well designed creative ad copy 10. Don’t over target
    • 87. 8787 1. Design your ad 2. Target your audience with demographic and geographical filters 3. Name your campaign o Which is better? Decide and experiment  Per impression  Per click o Select your pricing 4. Review your ad Create Your Ad
    • 88. 8888 New: Select Landing Page Tab  Select any tab as the landing page  Previously limited to default landing page tab
    • 89. 8989 Facebook Ad Board
    • 90. 90 CM PhotographicsFacebook reached the right people at the right time  Generated $40,000 of revenue from a $600 ad campaign
    • 91. 91 StorQuest on Facebook used real-time suggested bids Over 50% increase in same store total rentals versus prior year. o 10% conversion rate from visits originating from Facebook Ads. o $1.25 CPC delivered $10.25 cost-per-lead. o $100 average rentals; $600 average life time value per customer.
    • 92. 92 Nippon on Facebook combining marketing solutions  Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns
    • 93. 9393 Additional Facebook Advertising Case Studies  ShopLocal  Wildchild  Treader  ROTHBURY  WiseChoice  Wedding Paper Divas 
    • 94. Section Six Measuring Facebook ROI
    • 95. 95 Tracking Fan Page Engagement
    • 96. 96 What Facebook Ad Metrics Can Tell You  Market research  Investment  Comparison  Targeting  Competitive
    • 97. 9797 Export Data to Create Client Specific Reports and Graphs
    • 98. 98  Ad Name o Your descriptive for ad  Status o Complete – active - paused  Bid o Acceptable max  Type o Pay for impressions o Pay for clicks  CTR(%) o Click through rate  Average CPC o Effective price of every click  Average CPM o Effective cost per 1,000 impressions (even on cost per click campaigns)  Total Spent Facebook Ad Metrics Will Provide
    • 99. 9999 Use Report Feature to Download and Manage Data
    • 100. 100100 Reports by Campaign
    • 101. 101101 Use Metrics to Refine Your Ads  Create multiple ads of similar themes  Organize them into campaigns  Run for 1-2 week period while monitoring stats  Analyze statistics  Retire underperforming ads and run A/B testing on better ones  Repeat – repeat – repeat  Adjust demographics
    • 102. 102102 Using Facebook Insights 2. Fans who interact with… o Interactions o Interactions per post o Post quality o Posts o Discussion posts o Reviews o Mentions 1. Interactions this week o Likes o Comments o Wall posts o Post quality 3. All fans over time o Total fans/ unsubscribed fans o New / removed fans o Top countries o Demographics o Page views o Unsubscribes / Resubscribes o Media consumption 55.0 8
    • 103. 103103 Insights Feature  Facebook offers insight into your website “Like” activity
    • 104. 104104 Insights Feature  Facebook offers insight into your website “Like” and share activity
    • 105. 105105 Using Facebook Insights Dashboard
    • 106. 106  Facebook Insights o Now offers metrics on Facebook and your domain o Gives great information on your connectivity within facebook …  Google Analytics o Provides Facebook as a traffic source but not specifics within Facebook Why You Need Google Analytics
    • 107. 107107 Fee Based Social Media Tracking Software Options  o Provides relationship metrics  Kontagent o Beta  Omniture o Press release 5/28
    • 108. 108108 Facebook Promotional Policies  Read Facebook’spromotional guidelines carefully  Do not ever call Facebook your partner  Understand Local Rules - contests, giveaways and sweepstakes based on chance are illegal in some countries o Belgium, Norway, Sweden, or India  Heed Facebook’s formatting requirements o You can only administer a promotion through an application on Facebook  Do not require a Facebook action o You may become a fan but any action such as post a photo, update a status or comment is not allowed. o You can allow new fans to access 3rd party app’s but you cannot notify winners via Facebook  Brand Permission Center  Advertising and Guidelines
    • 109. In the Trenches Using Facebook to Build Relationship and Brand Awareness
    • 110. 110 Promoting Your Business Page  Create a landing page  Customize tabs  Offer a unique experience Landing Page
    • 111. 111111 Taco Bell Damage Control Transparency Transparency
    • 112. 112 Kenneth Cole PR Damage Control  Transparency  Acknowledge mistakes now controls damage later Achknowledgement
    • 113. 113 Using Facebook for a Cause  A man with a pest control business and a pink bra
    • 114. 114 Help Save the Gulf Coast from the Oil Leak  Clear objective  Searchable title  Both business page & group Cause Cause
    • 115. 115 Intel’s Vote for a Cause  Great CTA and engagement  CTA unique to Facebook Cause
    • 116. 116 Skip1 Cause  Landing page  Social links  Website links CTA
    • 117. 117 Big Toy Team  Energize a community  Create Public Event and share But make it exciting and unique
    • 118. 118 Arthritis Foundation on Facebook  Custom Content  Lots of content
    • 119. 119 Have You Noticed? Pages Are Now Mini Websites…  iFrames now add more flexibility o Create unique landing pages for facebook  Use 3rd party software  Hire a Facebook developer
    • 120. 120 Facebook’s New iFrame Platform for Customizing Tabs  Before o Custom pages were created using Facebook’s version of html (FBML)  Now o iFrames are “windows” that allow you to view content created somewhere i.e. website  Resources o 1/03/16/how-to-build-a-facebook- landing-page-with-iframes/ o *CounterIntuity
    • 121. 121121 What Is Your Objective? website Conversation
    • 122. 122 Create Landing Pages  http://www.businesswire. com/news/home/201011 03006752/en/Macy%E2 %80%99s-Offer- Discounts- Facebook%C2%AE-Deals  atalog/syndicated/remote /remotesyndication.ognc? Brand=PRESSRELEASE • Unique Content • Reasons to engage • Easy to share
    • 123. 123123 Create Custom Tabs
    • 124. 124124 Give Visitors Reasons to Fan Your Page
    • 125. 125125 Have a Clear Call-to-Action
    • 126. 126126 SuperBowl Facebook Marketing
    • 127. 127127 Facebook Engagement
    • 128. 128128 Facebook Photos (B2B) Folder for Wall Photos
    • 129. 129129 Facebook Technical Marketing (B2B)
    • 130. 130130 Create a Reason… For Fans Only Content *Social Media Examiner Levi’s “Instant access to exclusive content.”1-800 Flowers offers special discount off next order. Teesey Tees adds mystery DIGISTORE gives special offers
    • 131. 131131 Create a “Visible to Connection” Landing Page =ts#!/teeseytees?v=app_7146470109
    • 132. 132 Bob Evans Keeps Them Coming Back  m/teeseytees?ref=ts#!/b obevans?v=app_1357111 23139793  m/social-media-in- national/bob-evans-free- breakfast-coupons-on- facebook  Drive visitors to your website  Offer relevant content  Personalize your business  Offer something special
    • 133. 133 Coupon Services Can Help  rtsource/index.jsp?Link=5S2ZUA6P WPEPO  hc/s- 44296948/cmd/kbresource/kb- 5027232894339796420/front_pa ge!PAGETYPE  urproducts/consumersonline/def ault.aspx
    • 134. 134134 eCommerce - Applications
    • 135. 135 Threadless Keeps It Fresh!/threadless?v=wall  /2010/11/18/threadless-leans- facebook-more-customer-service- tasks  /2009/10/29/display-ads-on- facebook-show-positive-roi-for- threadless-com  2009/07/14/threadlesss- facebook-page-makes-shopping- more-social/  Keep it fresh and interesting  Use display ads  Improve customer service
    • 136. 136 Amazon!/Amazon  ublish/facebook/  10/07/27/amazon-now- taps-into-facebook-for- social-product- recommendations/  01-1023_3-20011934- 93.html  Facebook Connection leads to custom detailed shopping list based on real- time behavior
    • 137. 137 California State Parks Foundation  Used Facebook to sound alarm on funding threat  Facebook sends visitors directly to website
    • 138. 138 Cisco!/Cisco?v=app_120274102075&re f=ts Create pages for niche audience needs o Online support o Career certification o Security o Geographic locations
    • 139. 139 Keep the Branding Alive Microsoft  Strong call-to- action  Good integration of other Microsoft pages
    • 140. 140  Humanize your page  Think of Facebook as another destination  Think beyond marketing department oThink community oThink engagement  Offer opt-in using FBML static page  Be a valuable source of information  Offer unique CTAs on Facebook not avail on your website  Offer Customer Support 7 Tips for B2B Marketing
    • 141. 141 Avaya!/avaya?v=wall  Be unique  Location awareness  Convergence
    • 142. 142 HubSpot!/hubspot?v=app_10442206389  http://www.colin bspot-inbound- marketing-case- study  Simple, inviting call to action
    • 143. 143 Get Satisfaction  /partners/facebook  10/03/10/get- satisfaction-turns-to- facebook-to-socialize- customer-support/  0/03/10/social- engagement-hub/  Exceptional customer service is good branding
    • 144. 144 Dell Find more Dell Facebook pages, visit:  Target niche audiences
    • 145. 145 Brand So Your Audience Can Find You!/search.php?q=vw&init=quick&tas=0.03725964409583504!/VWJetta?v=info Volkswagon o Product Should o Cross-pollinate o Geo-target Pages are disconnected
    • 146. 146 Ford  Unveil new products  Engage Fans
    • 147. 147 Audi!/audi?v=app _17037175766  Top 25 Brands on Facebook  Make it easy for your audience to find you
    • 148. 148 Sarasota Memorial Hospital Build community for your services
    • 149. 149149Sarasota Memorial Hospital
    • 150. 150 Harvard Educate Entertain Enlighten = Engagement
    • 151. 151 360i  Become an industry resource
    • 152. 152 US Army!/USarmy?v=app_4949752878&ref=ts Speak your audience’s language o Marines o Navy o Air Force
    • 153. 153153 Facebook Is Just One Part of Your Social Strategy
    • 154. 154 Steelmaster!/SteelMasterBuildings?v=app_6009294086  Showcase product
    • 155. 155 BigCommerce!/apps/application.php?id=342349437729&v=wall  Engage Community
    • 156. 156 Quaker Oats  Connect  Use landing pages
    • 157. 157 Buffalo Wild Wings  Engage  Engage  Engage 3 million plus fans
    • 158. 158 Blue Sky Factory!/blueskyfactory  Address your audience’s pain points
    • 159. 159 US Congress on Facebook  Informational Channel
    • 160. 160 Pages and Places in Facebook Search  Whole Foods Market on Facebook
    • 161. 161 Old Spice  Target Branding
    • 162. 162 Big Green Egg  Cross- pollinate with Vendors  Used Facebook to launch cookbook
    • 163. 163 GrillMate  Run contest to promote brand
    • 164. 164 Launch New Business on Facebook, Twitter, Blog  Coupon promotions  Cross promote  Launched Jan 2011  Grown to over 14,000 Likes  Uses Groups for collaboration
    • 165. 165165 BIG or small…think of creative ways to enhance the user experience on Facebook  Use your marketing creativity  Research applications  If necessary, hire Facebook design/programming experts to develop custom tabs/apps  Give people a unique experience on Facebook
    • 166. 166166Just a Reminder Getting Help on Facebook (bottom right corner)
    • 167. 167 Connect With Bernie Borges…. Websites: Blogs: Twitter: LinkedIn: Facebook: Facebook Fan Pages: BernieBorges Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing