Facebook for Marketers
Presented by:
Bernie Borges
June 8, 2011
Orlando
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Goals
 Learn how to use Facebook in productive and
measurable ways in business.
 Learn strategies ...
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Expectations…
 Develop a content strategy that drives sales
and/or customer service
 Learn the var...
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Expectations…
 Understand the “rules of engagement” and
community building best practices
 Experie...
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Skills to Acquire
 The 2 pillars of social media
o Content-content-content
o Building relationships...
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Agenda
1. Just a Little Background
2. Facebook Marketing Overview
3. Build Your Brand
4. Facebook Ad...
Just a Little
Background
 A Facebook
Stats
 Open Graph
API
 Setting
Goals
 About
Facebook
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What Is All the Fuss About Facebook?
 Facebook has become the largest people,
content and brand con...
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Facebook Stats
http://www.checkfacebook.com/
Global Audience: 669,730,880
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Facebook’s Open Graph API
 The buzz about the Open
Graph API
o A way to embed Facebook
pages anyw...
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Improved
customer service
Increased number
of service queries
handled, faster
response time
Facebo...
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If Monetizing Facebook Is Your
Objective…
Three Forms of Media
Earned Media
o Authority
o Trust
o ...
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Facebook Uses
 Personal profile
 Business (Fan) page
 Groups
 Events
 Causes
 Community Page...
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How Your Post and Content Travels…
One of those 560 then want
to “share” with their 116
friends
1....
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Just Imagine…If 5% of friends shared a
post with 130 friends each time…
Post
with
500
Likes
25
fri...
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Basic Facebook Navigation
Personal Profile
o You can friend others
o You can “Like” a page
o Canno...
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Facebook Evolution
Facebook is constantly changing
Marketing Overview
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Facebook Big Picture Strategy
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
...
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Five Guiding Principles
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Build a...
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Generate Awareness Through
Pages
 Ad campaign to drive traffic
and Likes
 Integrate page Like into...
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Drive Preference and
Differentiation
 Understand current
perception of your brand
 Define gap betw...
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Increase Traffic & Sales
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
 Define...
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Build Loyalty & Deepen
Relationships
http://issuu.com/johnpaul/docs/facebook-marketing-best-practice...
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Amplify Recommendation &
Word of Mouth
http://issuu.com/johnpaul/docs/facebook-marketing-best-practi...
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Gain Insights
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
 Use campaign repo...
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Creating a Business Page
http://www.facebook.com/pages/create.php
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Facebook Page Tips
 Add identity to your
post to increase
engagement.
 Network in unrelated
busine...
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Facebook Page Tips Contd.
 Send updates as a message
so they appear as unread
updates.
 Most fans ...
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Facebook Comments
http://developers.facebook.com/blog/post/472
 Uses Open Graph API
 Integrate com...
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Use Facebook as Page
http://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/
 Admins can...
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Edit Your Business Page
 Edit page
o Settings
o Wall Settings
o Mobile
o Applications
o Photos
o ...
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Writing Notes in Facebook Pages
 Similar to permission
email marketing.
 Send to all fans of
pages...
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Make Unique Offers on Your
Page
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Posting On Facebook Wall
 Same as posting to
personal profile
 Shows up in news
feed of fans
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Places
Who. What. When. And Now Where
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Facebook Places
LBS – Location Based Services
 Similar to FourSquare and Gowalla
 Requires:
o a ...
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What “Facebook Places” Can Do
for Experiential Marketing
 Mobile App that allows people to connec...
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Facebook Deals
 Instructions to create deals:
http://www.facebook.com/deals/business/
 Used with...
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Facebook Deals
 Instructions to create deals:
http://www.facebook.com/deals/business/
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 Application Directory listed by:
o Utilities
o Education
o Entertainment
o Friends & Family
o Busi...
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 You must have a profile to create vanity URL for a
business page
 Minimum of 25 “Likes” for bus...
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On Home Page - select:
o Groups
o Create a Group
A Group must have a sponsor
(profile, business page...
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Help Center
http://www.facebook.com/help/?page=903#!/help/?ref=pf
 Located at bottom of page
4545
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Top News vs. Most Recent
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Facebook Is a Behavioral Based Search Engine
Entertainment and Communication System…
Notification ...
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EdgeRank Drives News Feed
Content
http://www.webpronews.com/facebook-edgerank-news-feed-optimization...
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 Convergence
o Like gMail but integrated
across your social graph
 Lighter and Simpler eMail
 SMS...
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 Similar to permission
email marketing
 Use selectively, e.g.,
lists, sub groups of
friends
 Good...
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 Go to friends
 Click Create a List
 Create List Name
 Select or type in name
 Create List
Crea...
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 Use lists to group
your friends
o Common interests
o Segmentation
o Separate business
and personal...
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Tagging Friends or Pages in Facebook
 Use the “@” before a name to tag
Build Your Brand on
Facebook
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 Facebook is about
communication,
relationships and
engagement that will
ultimately achieve your
go...
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Facebook Branding Strategy…
 Build an active wall
o Encourage people to Like your page
o Monitor ...
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Facebook Branding Strategy…
 Use Calls to Action
o Well designed, clear calls to action
o Market ...
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Ingredients to Facebook Page
Success
 Fan
Engagement
o Create an
Experience
o Offers
o Subscribe
...
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B2B vs B2C – Facebook can be a
powerful branding tool for both
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Events
 Events targeted to
people
 Events listed by
o Your invites
o Your friends invites
o Diffic...
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Creating an Event
http://www.facebook.com/help/?page=828
 On Home Page - select
o Events
o Create...
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Engaging image
Captivating tag line
Informative
Invite friends to
attend
Share it on your wall
...
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Events
 Share it on your wall
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Promoting Your Business Page
http://www.facebook.com/help/?faq=12822
 Allow business page
to go thr...
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Target your Posts
 Don’t share all posts
with “everyone” if
not applicable
 Target by:
o Country
o...
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 Be social…”Like” other Business
pages of interest to you
 Upload relevant content and leave
comme...
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Promoting Your Business Page
 Post a variety of content to draw a variety of
users
 Respond to c...
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Promoting Your Business Page
http://www.facebook.com/help/?faq=13080
 Integrate a landing page in...
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Promoted Stories
 Self service advertising.
 Set up with same filters as Facebook advertising.
...
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DO Create Facebook Badge To
Promote Your Page(s)
 Facebook Badges
 Use 3rd party Facebook button...
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DON’T Create Facebook Badge To
Promote Your Page(s)
 Don’t: hyperlink the “Find us on Facebook”
b...
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Display Your Facebook Page on
Your Blog
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Using Your Profile to Promote Your Business
Page
 In order to be visible to search engines, your
...
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DO
 Post daily
 Consider your friends’
interests
 Share other’s content
 Invite engagement
 Off...
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Like-Gating
 Technique used to
require Like to engage
with page
 Not conducive to long
term engage...
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Facebook Marketing: Apps & Plug-Ins
 Mixture of free and
fee based apps
 Cross-pollinate
social me...
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Pages Compared to Groups
Pages Groups
Indexable in search engines 
Vanity URL available 
Promote...
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Facebook Groups
 Create a private group
 Great for collaboration with an intimate group
of people
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Facebook Groups
 Create docs inside Group for sharing
 Invite friends to join the Group
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Contests & Competitions
http://www.facebook.com/promotions_guidelines.php
 Must follow Facebook
rul...
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Contests & Competitions
 Use 3rdparty apps (strong
compliance with FB
guidelines)
o http://appbistr...
Facebook Advertising
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Facebook Ads and How They
Work
 Costs less than other forms of Internet
ads
 Targeted to user be...
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Before You Begin
 Have a clear idea of what you want your ad to
accomplish
o Create more visibili...
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Before You Begin
 Link – Where do you
want your visitor to go
 What is your ad
message?
 Have a p...
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10 Tips for Facebook Ad
Marketing*
1. Facebook is NOT direct
sales…it is a marketing
cycle
2. Create...
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10 Tips for Facebook Ad
Marketing
6. Measure – review – refine
7. Test landing pages VS Facebook p...
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1. Design your ad
2. Target your audience with
demographic
and geographical filters
3. Name your c...
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New: Select Landing Page Tab
 Select any tab as the landing page
 Previously limited to default ...
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Facebook Ad Board
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CM PhotographicsFacebook
reached the right people at the right time
 Generated $40,000
of revenue f...
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StorQuest on Facebook
used real-time suggested bids
Over 50% increase
in same store total
rentals ve...
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Nippon on Facebook
combining marketing solutions
 Facebook
generated 25%
CTR compared to
CTR of 10–...
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Additional Facebook Advertising
Case Studies
 ShopLocal
 Wildchild
 Treader
 ROTHBURY
 WiseCh...
Section Six
Measuring Facebook
ROI
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Tracking Fan Page Engagement
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What Facebook Ad Metrics Can Tell
You
 Market research
 Investment
 Comparison
 Targeting
 Comp...
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Export Data to Create Client Specific
Reports and Graphs
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 Ad Name
o Your descriptive for ad
 Status
o Complete – active -
paused
 Bid
o Acceptable max
 T...
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Use Report Feature to Download and
Manage Data
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Reports by Campaign
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Use Metrics to Refine Your Ads
 Create multiple ads of similar themes
 Organize them into camp...
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Using Facebook Insights
http://www.facebook.com/business/insights/?pages&i=9930176882
http://www...
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Insights Feature
http://www.facebook.com/insights/
 Facebook offers insight into your website
“...
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Insights Feature
http://www.facebook.com/insights/
 Facebook offers insight into your website “...
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Using Facebook Insights Dashboard
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 Facebook Insights
o Now offers metrics on
Facebook and your domain
o Gives great information on
y...
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Fee Based Social Media Tracking
Software Options
 Unilyzer.com
o Provides
relationship
metrics
...
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Facebook Promotional Policies
 Read Facebook’spromotional guidelines carefully
 Do not ever ca...
In the Trenches
Using
Facebook to
Build
Relationship
and Brand
Awareness
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Promoting Your Business Page
 Create a landing
page
 Customize tabs
 Offer a unique
experience
L...
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Taco Bell Damage Control
Transparency
Transparency
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Kenneth Cole PR Damage Control
 Transparency
 Acknowledge
mistakes now
controls damage
later
Achk...
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Using Facebook for a Cause
 A man with a
pest control
business and a
pink bra
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Help Save the Gulf Coast from the Oil
Leak
 Clear objective
 Searchable title
 Both business
pag...
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Intel’s Vote for a Cause
 Great CTA and
engagement
 CTA unique to
Facebook
Cause
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Skip1
Cause
 Landing page
 Social links
 Website links
CTA
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Big Toy Team
 Energize a
community
 Create Public Event
and share
But make it
exciting and
unique
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Arthritis Foundation on
Facebook
 Custom Content
 Lots of content
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Have You Noticed? Pages Are Now
Mini Websites…
 iFrames now
add more
flexibility
o Create unique
l...
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Facebook’s New iFrame Platform
for Customizing Tabs
 Before
o Custom pages were
created using
Face...
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What Is Your Objective?
website
Conversation
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Create Landing Pages
 http://www.businesswire.
com/news/home/201011
03006752/en/Macy%E2
%80%99s-Of...
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Create Custom Tabs
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Give Visitors Reasons to Fan Your
Page
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Have a Clear Call-to-Action
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SuperBowl Facebook Marketing
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Facebook Engagement
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Facebook Photos (B2B)
Folder for Wall
Photos
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Facebook Technical Marketing (B2B)
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Create a Reason…
For Fans Only Content
*Social Media Examiner
Levi’s “Instant access
to exclusiv...
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Create a “Visible to Connection”
Landing Page
http://www.facebook.com/teeseytees?ref
=ts#!/teese...
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Bob Evans Keeps Them Coming
Back
 http://www.facebook.co
m/teeseytees?ref=ts#!/b
obevans?v=app_135...
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Coupon Services Can Help
http://www.smartsource.com/sma
rtsource/index.jsp?Link=5S2ZUA6P
WPEPO
 h...
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eCommerce - Applications
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Threadless Keeps It Fresh
http://www.facebook.com/threadless#!/threadless?v=wall
http://www.threadl...
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Amazon
http://www.facebook.com/home.php?#!/Amazon
http://www.facebook.com/Amazon?ref=ts&v=app_17234...
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California State Parks
Foundation
http://www.facebook.com/calparks?ref=ts
http://www.calparks.org
...
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Cisco
http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&re
f=ts http://www.cisco.com
Cre...
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Keep the Branding Alive
Microsoft
 Strong call-to-
action
 Good integration
of other
Microsoft pa...
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 Humanize your page
 Think of Facebook as another
destination
 Think beyond marketing department...
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Avaya
http://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall
http://www.avaya.com/usa/
 Be uniqu...
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HubSpot
http://www.hubspot.com
http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389
 http:/...
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Get Satisfaction
http://www.facebook.com/getsatisfaction
http://getsatisfaction.com
 http://getsat...
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Dell
http://www.facebook.com/dell
http://www.facebook.com/delldeals
http://www.facebook.com/dellsoc...
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Brand So Your Audience Can Find
You
http://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.0...
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Ford
http://www.facebook.com/ford
http://www.facebook.com/fordmustang
 Unveil new
products
 Engag...
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Audi
http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app
_17037175766
...
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Sarasota Memorial
Hospitalhttp://www.facebook.com/SarasotaMemorialHospital
http://www.smh.com
Build...
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149149Sarasota Memorial
Hospitalhttp://www.facebook.com/SarasotaMemorialHospital
http://www.smh.com
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Harvard
http://www.facebook.com/Harvard?ref=ts&v=app_6009294086
http://harvard.edu/
Educate
Enterta...
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360i
http://www.facebook.com/360iagency
http://www.360i.com
 Become an
industry resource
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US Army
http://www.army.mil/
http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878...
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Facebook Is Just One Part of
Your Social Strategy
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Steelmaster
http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086
ht...
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BigCommerce
http://www.facebook.com/BigCommerce
http://www.facebook.com/home.php?#!/apps/applicatio...
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Quaker Oats
http://www.facebook.com/Quaker
http://www.quakeroats.com
 Connect
 Use landing pages
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Buffalo Wild Wings
http://www.facebook.com/BuffaloWildWings
http://www.buffalowildwings.com/
 Enga...
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Blue Sky Factory
http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfacto...
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US Congress on Facebook
 Informational
Channel
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Pages and Places in Facebook
Search
 Whole Foods
Market on
Facebook
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Old Spice
http://www.oldspice.com
http://twitter.com/oldspicehttp://www.facebook.com/OldSpice
 Tar...
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Big Green Egg
http://www.facebook.com/BigGreenEgg
http://www.biggreenegg.com
 Cross-
pollinate wit...
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GrillMate
 Run contest to
promote brand
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Launch New Business on
Facebook, Twitter, Blog
 Coupon
promotions
 Cross promote
 Launched Jan
2...
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BIG or small…think of creative ways
to enhance the user experience on
Facebook
 Use your market...
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166166Just a Reminder
Getting Help on Facebook
(bottom right corner)
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Connect With Bernie Borges….
Websites:
http://www.findandconvert.com
http://www.bernieborges.com
Bl...
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  • http://www.checkfacebook.com/
  • http://www.facebook.com/press/info.php?statistics
  • Personal Profilehttp://www.facebook.com/bernie.borges Businesshttp://www.facebook.com/findandconvertGrouphttp://www.facebook.com/group.php?gid=234908467596&v=wall&ref=search#!/group.php?gid=383956791997&v=app_2373072738&ref=ts Event http://www.facebook.com/search/?flt=1&q=chicago&o=4&sid=1081028954.3229641054..1&s=60#!/event.php?eid=112523825454549&ref=search&sid=1081028954.3229641054..1Causehttp://www.facebook.com/search/?init=srp&sfxp&q=chicago&o=4&dt&c1=2&s=30#!/event.php?eid=105664296143097&ref=search&sid=1081028954.3229641054..1Community Pagehttp://www.facebook.com/pages/History-Channel/101884379853735Applicationhttp://www.facebook.com/tos.php?api_key=65ad676f9767bf65efa1e24fd25c7c4b&next=http%3A%2F%2Fwww.fansection.com%2Ffb%2Fsports%2Fcollege_football%2Fchi%2F%3F_fb_fromhash%3D3e77bb246fab652f42b5556a84b7e776&display=page&v=1.0&canvas&locale=en_US
  • Animate sequence
  • http://www.facebook.com/pages/create.php
  • http://www.facebook.com/editnote.php?draft&note_id=126825564007477&id=566203510
  • http://www.facebook.com/editnote.php?draft&note_id=126825564007477&id=566203510
  • 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.
  • http://www.facebook.com/apps/directory.php - hard to find without searchAlso lists by what apps friends are using and suggestionshttp://www.facebook.com/apps/application.php?id=2411052087&ref=appd&v=wall#!/apps/directory.php?app_type=0&category=100&order=2&seeall=true
  • http://www.facebook.com/bernie.borges
  • http://www.facebook.com/apps/application.php?id=2361831622&b“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.”
  • http://www.facebook.com/help/?page=903#!/help/?ref=pf
  • http://www.facebook.com/bernie.borges
  • http://www.facebook.com/bernie.borges
  • http://www.facebook.com/bernie.borges
  • http://www.facebook.com/bernie.borges
  • Facebook is not about shouting your messageFacebook is about communication, relationships and engagement that will ultimately achieve your goal…
  • http://www.facebook.com/help/?page=904
  • http://www.facebook.com/help/?page=904
  • Link to pdf
  • http://www.facebook.com/help/?page=828
  • http://www.facebook.com/home.php?#!/event.php?eid=124532754224778Note: Because Jonny is a promoter…his personal profile privacy settings are set to everyone
  • http://www.facebook.com/home.php?#!/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 settingshttp://www.facebook.com/help/?faq=12822
  • http://www.facebook.com/help/?faq=13080
  • http://www.facebook.com/help/?faq=13080
  • http://www.facebook.com/help/?faq=13080
  • http://www.facebook.com/help/?faq=13080
  • http://www.facebook.com/facebook-widgets/http://www.facebook.com/pages/manage/promo_guidelines.php#!/images/pages/Facebook_Badge_02_24_2009.epshttp://www.socialmediabuttons.com/facebook-buttons.htmlhttp://www.buttonshut.com/Facebook-Buttons/http://developers.facebook.com/docs/reference/plugins/like
  • http://www.facebook.com/facebook-widgets/http://www.facebook.com/pages/manage/promo_guidelines.php#!/images/pages/Facebook_Badge_02_24_2009.epshttp://www.socialmediabuttons.com/facebook-buttons.htmlhttp://www.buttonshut.com/Facebook-Buttons/http://developers.facebook.com/docs/reference/plugins/like
  • http://www.findandconvert.com/blog/
  • http://www.facebook.com/help/?faq=12868http://www.facebook.com/home.php?#!/pages/manage/promo_guidelines.php
  • http://developers.facebook.com/showcase/
  • http://www.socialmediaexaminer.com/facebook-promotions-what-you-need-to-know/
  • http://www.facebook.com/ad_guidelines.php
  • http://www.facebook.com/ad_guidelines.php
  • http://www.businessinsider.com/10-rules-for-advertising-on-facebook-2009-7 http://www.infomarketingblog.com/100-good-advertising-headlines-victor-schwab/
  • http://www.businessinsider.com/10-rules-for-advertising-on-facebook-2009-7 http://www.infomarketingblog.com/100-good-advertising-headlines-victor-schwab/
  • http://www.facebook.com/advertising/
  • http://www.facebook.com/advertising/
  • http://www.facebook.com/settings/?tab=privacy&section=applications&field=learn#!/ads/adboard/
  • http://www.facebook.com/CMPhotographics#!/CMPhotographics?v=wallhttp://ads.ak.facebook.com/ads/FacebookAds/CM_Photographics_FBcasestudy.pdf
  • http://www.facebook.com/pages/Santa-Monica-CA/StorQuest/52490448966http://ads.ak.facebook.com/ads/FacebookAds/G5_StorQuest_FBcasestudy.pdf
  • http://www.facebook.com/pages/All-Nippon-Airways/43613800535http://ads.ak.facebook.com/ads/FacebookAds/AllNippon_FBcasestudy.pdf
  • http://ads.ak.facebook.com/ads/FacebookAds/ShopLocal_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/Wildchild_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/Threader_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/rothbury_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/WiseChoice_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/WeddingPaper_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/povo_FBcasestudy.pdf
  • http://www.facebook.com/ads/manage/adgroup.php?adgroup_id=6002645500628&act=22529551Ad managerClick on Specific campaign, click again, adjust “Daily stats for the week of:” drop down
  • http://www.facebook.com/business/insights/?pages&i=9930176882http://www.facebook.com/help/?page=914
  • http://www.facebook.com/business/insights/?pages&i=9930176882http://www.facebook.com/help/?page=914
  • https://www.google.com/analytics/reporting/referring_sources?id=2426902&pdr=20100513-20100612&cmp=average#lts=1276484929998
  • http://www.unilyzer.com/http://guest.kontagent.com/dashboard/dashboard/
  • http://www.insidefacebook.com/2010/02/22/facebook-clarifies-minimum-spending-requirements-for-page-promotions/http://www.facebook.com/help/?ref=pf#!/brandpermissions/index.php http://www.facebook.com/help/?ref=pf#!/ad_guidelines.php
  • http://www.facebook.com/help/?faq=13080
  • http://www.facebook.com/home.php?#!/dustyshowers?v=wall&ref=tshttp://www.the3day.org/site/TR/2010/TampaBayEvent2010?px=1473765&pg=personal&fr_id=1472http://www.the2ndbasemen.com/
  • http://www.facebook.com/group.php?gid=121646667846792http://www.facebook.com/group.php?gid=121646667846792#!/group.php?gid=121646667846792&v=app_2344061033Site was designed to get volunteers for oil leak cleanupHave both page and group
  • http://www.intel.com/consumer/tomorrow/index.htm?iid=subhdr+sot
  • http://www.facebook.com/Skip1orgLanding 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
  • http://www.facebook.com/VoteforaCause?v=app_2344061033&ref=ts#!/sara.lamrouex1?ref=tshttp://www.facebook.com/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
  • http://www.facebook.com/Arthritis.org?v=app_6009294086http://www.arthritis.org/
  • http://www.facebook.com/oprahwinfreyshow?ref=ts&v=wall#!/oprahwinfreyshow?v=app_7146470109&ref=tshttp://apps.facebook.com/fbmlzone/help.php?auth_token=8fe2a540ad0541dec56ce07533a3ba34&installed=1http://apps.facebook.com/fbmlzone/hire.php
  • http://www.hyperarts.com/blog/facebook-fan-pages-content-for-fans-only-static-fbml/More infohttp://www.facebook.com/sara.lamrouex1?ref=ts#!/search/?q=fb%3Avisible-to-connection&init=quick&sid=0.4013958806173501
  • http://www.facebook.com/bobevans?ref=ts#!/bobevans?v=app_485741210092&ref=ts
  • http://www.smartsource.com/smartsource/index.jsp?Link=5S2ZUA6PWPEPOhttp://server.iad.liveperson.net/hc/s-44296948/cmd/kbresource/kb-5027232894339796420/front_page!PAGETYPEhttp://www.newsamerica.com/ourproducts/consumersonline/default.aspx
  • Do not know software for ecommerceNot robust but free http://www.facebook.com/Vendorshop#!/Vendorshop?v=wallBrand newhttp://www.facebook.com/apps/application.php?id=251458316228
  • http://www.cisco.com/http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=tshttp://www.facebook.com/Cisco?v=app_257169290416&ref=ts They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr
  • http://www.cisco.com/http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=tshttp://www.facebook.com/Cisco?v=app_257169290416&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
  • http://www.hubspot.com/ http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389
  • Uses involver – CRM software for B2B
  • http://www.dell.com/content/topics/global.aspx/community/dell_on_facebook?c=us&l=enhttp://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/archive/2010/07/23/supporting-customers-in-facebook-and-via-dellcares-in-twitter.aspxhttp://www.slideshare.net/Dell_Inc/dell-facebook
  • http://www.vw.cahttp:/http://latimesblogs.latimes.com/technology/2010/11/audi-chevy-dodge-volkswagen-ford-toyota-tesla-others-use-social-media-to-fuel-launches-at-the-la-auto-show.html/www.facebook.com/vwcanada?v=app_10339498918&ref=ts
  • http://latimesblogs.latimes.com/money_co/2010/11/ford-facebook-mustang.htmlhttp://mashable.com/2010/07/26/ford-explorer-facebook-reveal/http://www.media.fordvehicles.com/article_print.cfm?article_id=33599
  • http://mashable.com/2009/08/27/audi-facebook/http://www.insidefacebook.com/2009/08/27/audi-launches-facebook-campaign-to-gain-insight-into-fans-ideas-for-future-cars/http://reviews.cnet.com/8301-13746_7-20016379-48.html
  • http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.comhttp://www.sarasotahomesforsalenow.com/sarasota-memorial-hospital/http://www.findandconvert.com/blog/2010/sarasota-memorial-healthier-with-social-media-marketing/Active WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website
  • http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.comActive WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website
  • http://www.facebook.com/Harvard?ref=ts&v=app_6009294086http://harvard.edu/http://www.gse.harvard.edu/blog/news_features_releases/2009/01/thanks-for-the-add-now-help-me-with-my-homework.html
  • http://mashable.com/2010/05/20/facebook-b2b-tips/
  • http://www.army.mil/http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=tsNote: Army page has over 400,000 likes compared to 100,000+ on other military branches. Links to others abovehttp://www.facebook.com/#!/marines?ref=tshttp://www.facebook.com/#!/USNavy?ref=tshttp://www.facebook.com/USNavy?ref=ts#!/Usairforce
  • Bernie please double check that toilet flush search brings up pagehttp://www.americanstandard-us.com/Est 1875 Tabs not yet as effective as they could be using events RRS bloghttp://www.facebook.com/AmericanStandardBrands?v=wall#!/AmericanStandardBrands?v=wallActive WallContent & commentsContentMostly repurposed contentCommunity, blog, find…ExperientialOutreachEventsCTAsNonePhotosYesVideoYesOutside MarketingCommunity supportOn website
  • http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086http://www.steelmasterusa.com/ http://www.facebook.com/SteelMasterBuildings?v=box_3#!/album.php?aid=380824&id=259640455696http://apps.facebook.com/slideshare/slideshow/2699404?from=tab_to_canvasFind a building is link from WebsiteCall to action is link to landing page formhttp://www.steelmasterusa.com/steelmasters-facebook-page-featured-on-mashablehttp://www.iclicksolutions.com/blog/facebook-business-page/
  • http://mashable.com/2010/05/20/facebook-b2b-tips/http://techcrunch.com/2010/03/24/bigcommerce-turns-to-facebook-to-socialize-online-storefronts/
  • http://www.thisdishisvegetarian.com/2010/09/0830bob-harper-and-quaker-oats-team-up.htmlhttp://www.prnewswire.com/news-releases/quaker-oats-redesigns-americans-mornings-starting-with-breakfast-102530844.htmlhttp://www.dtcperspectives.com/article/MDPA-Minute+dots+-Quaker-Oats-Campaign-Focuses-On-the-Importance-of-Breakfast/281.html
  • http://www.socialtimes.com/2010/08/buffalo-wild-wings-facebook/
  • http://socialmediab2b.com/2009/09/b2b-company-facebook-lead-generation/http://blog.blueskyfactory.com/industrytrends/how-to-prepare-for-email-marketings-biggest-challenge-ever-facebook-project-titan/http://www.prweb.com/releases/2010/09/prweb4509834.htm
  • http://ohmygov.com/blogs/general_news/archive/2010/04/02/stats-weekly-us-congress-facebook-report-from-ohmygov.aspxhttp://www.insidefacebook.com/2010/05/13/facebook-creates-page-showcasing-the-u-s-congress/
  • http://www.wholefoodsmarket.com/http://www.facebook.com/wholefoods?ref=ts#!/wholefoods?v=wall&ref=tsWhileWholhttp://www.wholefoodsmarket.com/facebook/http://mashable.com/2010/04/02/facebook-scam-whole-foods/e Foods has a following…they do little to encourage engagement
  • http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/OldSpice?v=app_147990885235099http://www.allfacebook.com/grover-old-spic-2010-10http://abcnews.go.com/WN/conversation-spice-guy-isaiah-mustafa-viral-hit-shower/story?id=11165908http://socialmediainfluence.com/2010/07/26/old-spice-turning-facebook-fans-into-profits/
  • http://www.facebook.com/BigGreenEgghttp://www.biggreenegg.comhttp://www.facebook.com/event.php?eid=274806399132&index=1
  • Whether you or your client is BIG or small…there are creative ways to add market value through Facebook
  • http://www.facebook.com/home.php?#!/help/?ref=pf
  • http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&Store_Code=BS&Product_Code=9781604942880
  • Amafacebookformarketers orlando-6-8-2011-110608204812-phpapp02

    1. 1. Facebook for Marketers Presented by: Bernie Borges June 8, 2011 Orlando
    2. 2. marketingpower.com 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. 3. marketingpower.com 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. 4. marketingpower.com 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. 5. marketingpower.com 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. 6. marketingpower.com 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. 7. Just a Little Background  A Facebook Stats  Open Graph API  Setting Goals  About Facebook
    8. 8. marketingpower.com 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. 9. marketingpower.com 99 Facebook Stats http://www.checkfacebook.com/ Global Audience: 669,730,880
    10. 10. marketingpower.com 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 AllFacebook.com
    11. 11. 1111 marketingpower.com 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. 12. marketingpower.com 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. 13. marketingpower.com 1313 Facebook Uses  Personal profile  Business (Fan) page  Groups  Events  Causes  Community Page  Applications  Advertising  Search engine
    14. 14. 1414 marketingpower.com 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. 15. 1515 marketingpower.com 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. 16. marketingpower.com 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. 17. marketingpower.com 1717 Facebook Evolution Facebook is constantly changing
    18. 18. Marketing Overview
    19. 19. marketingpower.com 1919 Facebook Big Picture Strategy http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4  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. 20. marketingpower.com 2020 Five Guiding Principles http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4 Build a strategy that is social by design Create an authentic brand voice Make it interactive Nurture your relationships Keep learning
    21. 21. marketingpower.com 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 http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
    22. 22. marketingpower.com 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 http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
    23. 23. marketingpower.com 23 Increase Traffic & Sales http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4  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. marketingpower.com 24 Build Loyalty & Deepen Relationships http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4  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. marketingpower.com 25 Amplify Recommendation & Word of Mouth http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4  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. marketingpower.com 26 Gain Insights http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4  Use campaign reports  Study demographic breakdown of page interaction  Observe interaction and engagement from your community
    27. 27. marketingpower.com 2727 Creating a Business Page http://www.facebook.com/pages/create.php
    28. 28. marketingpower.com 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. marketingpower.com 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. marketingpower.com 30 Facebook Comments http://developers.facebook.com/blog/post/472  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. marketingpower.com 31 Use Facebook as Page http://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/  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. 32. marketingpower.com 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. marketingpower.com 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. marketingpower.com 34 Make Unique Offers on Your Page
    35. 35. marketingpower.com 35 Posting On Facebook Wall  Same as posting to personal profile  Shows up in news feed of fans
    36. 36. marketingpower.com 3636 Places Who. What. When. And Now Where
    37. 37. marketingpower.com 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: http://touch.facebook.com  Click “Places tab at www.touch.facebook.com  You can add places, check into places that already exist and tag friends
    38. 38. marketingpower.com 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. 39. marketingpower.com 3939 Facebook Deals  Instructions to create deals: http://www.facebook.com/deals/business/  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. 40. marketingpower.com 4040 Facebook Deals  Instructions to create deals: http://www.facebook.com/deals/business/
    41. 41. marketingpower.com 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 http://www.facebook.com/apps/directory.php
    42. 42. marketingpower.com 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  http://www.facebook.com/username
    43. 43. marketingpower.com 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 http://www.facebook.com/apps/application.php?id=2361831622&b
    44. 44. marketingpower.com 4444 Help Center http://www.facebook.com/help/?page=903#!/help/?ref=pf  Located at bottom of page
    45. 45. 4545 marketingpower.com Top News vs. Most Recent
    46. 46. marketingpower.com 4646 Facebook Is a Behavioral Based Search Engine Entertainment and Communication System… Notification of interactions between you and your networks
    47. 47. marketingpower.com 47 EdgeRank Drives News Feed Content http://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04 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. marketingpower.com 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://facebookemail.org/ http://www.skeptical- science.com/science/facebook- event-live-update/ http://nadheeraudawatthe.blogspot.c om/ http://tech http://www.readwriteweb.com/crunc h.com/2010/11/13/youve-got- fmail/ Project Titan…fMail
    49. 49. marketingpower.com 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. marketingpower.com 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. marketingpower.com 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. 52. marketingpower.com 5252 Tagging Friends or Pages in Facebook  Use the “@” before a name to tag
    53. 53. Build Your Brand on Facebook
    54. 54. marketingpower.com 54  Facebook is about communication, relationships and engagement that will ultimately achieve your goal…  Facebook is not about shouting your message Guiding Principle…
    55. 55. marketingpower.com 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. 56. marketingpower.com 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. 57. marketingpower.com 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. 58. marketingpower.com 5858 B2B vs B2C – Facebook can be a powerful branding tool for both
    59. 59. marketingpower.com 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. 60. marketingpower.com 6060 Creating an Event http://www.facebook.com/help/?page=828  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. marketingpower.com 61 Engaging image Captivating tag line Informative Invite friends to attend Share it on your wall Attached to profile or business page Events
    62. 62. marketingpower.com 6262 Events  Share it on your wall
    63. 63. marketingpower.com 63 Promoting Your Business Page http://www.facebook.com/help/?faq=12822  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. marketingpower.com 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. marketingpower.com 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. 66. marketingpower.com 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. 67. marketingpower.com 6767 Promoting Your Business Page http://www.facebook.com/help/?faq=13080  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. 68. marketingpower.com 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. 69. marketingpower.com 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. 70. marketingpower.com 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. 71. marketingpower.com 7171 Display Your Facebook Page on Your Blog
    72. 72. marketingpower.com 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. marketingpower.com 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. marketingpower.com 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. marketingpower.com 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. 76. marketingpower.com 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. 77. marketingpower.com 7777 Facebook Groups  Create a private group  Great for collaboration with an intimate group of people
    78. 78. marketingpower.com 7878 Facebook Groups  Create docs inside Group for sharing  Invite friends to join the Group
    79. 79. marketingpower.com 79 Contests & Competitions http://www.facebook.com/promotions_guidelines.php  Must follow Facebook rules  Page Likes can not be used as entry into a contest  Define goals of the promotion  Define conversions
    80. 80. marketingpower.com 80 Contests & Competitions  Use 3rdparty apps (strong compliance with FB guidelines) o http://appbistro.com/ o http://www.easypromosapp. com/ o http://offerpop.com/  Develop a custom app for full customization  Contract a FB developer: http://developers.facebook. com/preferreddevelopers/
    81. 81. Facebook Advertising
    82. 82. marketingpower.com 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. 83. marketingpower.com 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. marketingpower.com 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. marketingpower.com 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. 86. marketingpower.com 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. 87. marketingpower.com 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 http://www.facebook.com/advertising/
    88. 88. marketingpower.com 8888 New: Select Landing Page Tab  Select any tab as the landing page  Previously limited to default landing page tab
    89. 89. marketingpower.com 8989 Facebook Ad Board
    90. 90. marketingpower.com 90 CM PhotographicsFacebook reached the right people at the right time  Generated $40,000 of revenue from a $600 ad campaign
    91. 91. marketingpower.com 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. marketingpower.com 92 Nippon on Facebook combining marketing solutions  Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns
    93. 93. marketingpower.com 9393 Additional Facebook Advertising Case Studies  ShopLocal  Wildchild  Treader  ROTHBURY  WiseChoice  Wedding Paper Divas  Povo.com
    94. 94. Section Six Measuring Facebook ROI
    95. 95. marketingpower.com 95 Tracking Fan Page Engagement
    96. 96. marketingpower.com 96 What Facebook Ad Metrics Can Tell You  Market research  Investment  Comparison  Targeting  Competitive
    97. 97. marketingpower.com 9797 Export Data to Create Client Specific Reports and Graphs
    98. 98. marketingpower.com 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. 99. marketingpower.com 9999 Use Report Feature to Download and Manage Data
    100. 100. marketingpower.com 100100 Reports by Campaign
    101. 101. marketingpower.com 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. 102. marketingpower.com 102102 Using Facebook Insights http://www.facebook.com/business/insights/?pages&i=9930176882 http://www.facebook.com/help/?page=914 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. 103. marketingpower.com 103103 Insights Feature http://www.facebook.com/insights/  Facebook offers insight into your website “Like” activity
    104. 104. marketingpower.com 104104 Insights Feature http://www.facebook.com/insights/  Facebook offers insight into your website “Like” and share activity
    105. 105. marketingpower.com 105105 Using Facebook Insights Dashboard
    106. 106. marketingpower.com 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. 107. marketingpower.com 107107 Fee Based Social Media Tracking Software Options  Unilyzer.com o Provides relationship metrics  Kontagent o Beta  Omniture o Press release 5/28
    108. 108. marketingpower.com 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. 109. In the Trenches Using Facebook to Build Relationship and Brand Awareness
    110. 110. marketingpower.com 110 Promoting Your Business Page  Create a landing page  Customize tabs  Offer a unique experience Landing Page
    111. 111. marketingpower.com 111111 Taco Bell Damage Control Transparency Transparency
    112. 112. marketingpower.com 112 Kenneth Cole PR Damage Control  Transparency  Acknowledge mistakes now controls damage later Achknowledgement
    113. 113. marketingpower.com 113 Using Facebook for a Cause  A man with a pest control business and a pink bra
    114. 114. marketingpower.com 114 Help Save the Gulf Coast from the Oil Leak  Clear objective  Searchable title  Both business page & group Cause Cause
    115. 115. marketingpower.com 115 Intel’s Vote for a Cause  Great CTA and engagement  CTA unique to Facebook Cause
    116. 116. marketingpower.com 116 Skip1 Cause  Landing page  Social links  Website links CTA
    117. 117. marketingpower.com 117 Big Toy Team  Energize a community  Create Public Event and share But make it exciting and unique
    118. 118. marketingpower.com 118 Arthritis Foundation on Facebook  Custom Content  Lots of content
    119. 119. marketingpower.com 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. marketingpower.com 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 http://socialmouths.com/blog/201 1/03/16/how-to-build-a-facebook- landing-page-with-iframes/ o http://iframes.wildfireapp.com/ *CounterIntuity
    121. 121. marketingpower.com 121121 What Is Your Objective? website Conversation
    122. 122. marketingpower.com 122 Create Landing Pages  http://www.businesswire. com/news/home/201011 03006752/en/Macy%E2 %80%99s-Offer- Discounts- Facebook%C2%AE-Deals  http://www.macys.com/c atalog/syndicated/remote /remotesyndication.ognc? Brand=PRESSRELEASE • Unique Content • Reasons to engage • Easy to share
    123. 123. marketingpower.com 123123 Create Custom Tabs
    124. 124. marketingpower.com 124124 Give Visitors Reasons to Fan Your Page
    125. 125. marketingpower.com 125125 Have a Clear Call-to-Action
    126. 126. marketingpower.com 126126 SuperBowl Facebook Marketing
    127. 127. marketingpower.com 127127 Facebook Engagement
    128. 128. marketingpower.com 128128 Facebook Photos (B2B) Folder for Wall Photos
    129. 129. marketingpower.com 129129 Facebook Technical Marketing (B2B)
    130. 130. marketingpower.com 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. 131. marketingpower.com 131131 Create a “Visible to Connection” Landing Page http://www.facebook.com/teeseytees?ref =ts#!/teeseytees?v=app_7146470109
    132. 132. marketingpower.com 132 Bob Evans Keeps Them Coming Back  http://www.facebook.co m/teeseytees?ref=ts#!/b obevans?v=app_1357111 23139793  http://www.examiner.co 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. marketingpower.com 133 Coupon Services Can Help http://www.smartsource.com/sma rtsource/index.jsp?Link=5S2ZUA6P WPEPO  http://server.iad.liveperson.net/ hc/s- 44296948/cmd/kbresource/kb- 5027232894339796420/front_pa ge!PAGETYPE  http://www.newsamerica.com/o urproducts/consumersonline/def ault.aspx
    134. 134. marketingpower.com 134134 eCommerce - Applications
    135. 135. marketingpower.com 135 Threadless Keeps It Fresh http://www.facebook.com/threadless#!/threadless?v=wall http://www.threadless.com/  http://www.internetretailer.com /2010/11/18/threadless-leans- facebook-more-customer-service- tasks  http://www.internetretailer.com /2009/10/29/display-ads-on- facebook-show-positive-roi-for- threadless-com  http://www.insidefacebook.com/ 2009/07/14/threadlesss- facebook-page-makes-shopping- more-social/  Keep it fresh and interesting  Use display ads  Improve customer service
    136. 136. marketingpower.com 136 Amazon http://www.facebook.com/home.php?#!/Amazon http://www.facebook.com/Amazon?ref=ts&v=app_172341942779663 http://www.amazon.com/  http://www.wdfm.com/p ublish/facebook/  http://techcrunch.com/20 10/07/27/amazon-now- taps-into-facebook-for- social-product- recommendations/  http://news.cnet.com/83 01-1023_3-20011934- 93.html  Facebook Connection leads to custom detailed shopping list based on real- time behavior
    137. 137. marketingpower.com 137 California State Parks Foundation http://www.facebook.com/calparks?ref=ts http://www.calparks.org  Used Facebook to sound alarm on funding threat  Facebook sends visitors directly to website
    138. 138. marketingpower.com 138 Cisco http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&re f=ts http://www.cisco.com Create pages for niche audience needs o Online support o Career certification o Security o Geographic locations
    139. 139. marketingpower.com 139 Keep the Branding Alive Microsoft  Strong call-to- action  Good integration of other Microsoft pages
    140. 140. marketingpower.com 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. marketingpower.com 141 Avaya http://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall http://www.avaya.com/usa/  Be unique  Location awareness  Convergence
    142. 142. marketingpower.com 142 HubSpot http://www.hubspot.com http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389  http://www.colin alsheimer.com/hu bspot-inbound- marketing-case- study  Simple, inviting call to action
    143. 143. marketingpower.com 143 Get Satisfaction http://www.facebook.com/getsatisfaction http://getsatisfaction.com  http://getsatisfaction.com /partners/facebook  http://techcrunch.com/20 10/03/10/get- satisfaction-turns-to- facebook-to-socialize- customer-support/  http://mashable.com/201 0/03/10/social- engagement-hub/  Exceptional customer service is good branding
    144. 144. marketingpower.com 144 Dell http://www.facebook.com/dell http://www.facebook.com/delldeals http://www.facebook.com/dellsocialmedia Find more Dell Facebook pages, visit: http://www.dell.com/facebook  Target niche audiences
    145. 145. marketingpower.com 145 Brand So Your Audience Can Find You http://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.03725964409583504 http://www.facebook.com/VW#!/VWJetta?v=info Volkswagon o Product Should o Cross-pollinate o Geo-target Pages are disconnected
    146. 146. marketingpower.com 146 Ford http://www.facebook.com/ford http://www.facebook.com/fordmustang  Unveil new products  Engage Fans
    147. 147. marketingpower.com 147 Audi http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app _17037175766 http://www.audiusa.com  Top 25 Brands on Facebook  Make it easy for your audience to find you
    148. 148. marketingpower.com 148 Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospital http://www.smh.com Build community for your services
    149. 149. marketingpower.com 149149Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospital http://www.smh.com
    150. 150. marketingpower.com 150 Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086 http://harvard.edu/ Educate Entertain Enlighten = Engagement
    151. 151. marketingpower.com 151 360i http://www.facebook.com/360iagency http://www.360i.com  Become an industry resource
    152. 152. marketingpower.com 152 US Army http://www.army.mil/ http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts Speak your audience’s language o Marines o Navy o Air Force
    153. 153. marketingpower.com 153153 Facebook Is Just One Part of Your Social Strategy
    154. 154. marketingpower.com 154 Steelmaster http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086 http://www.steelmasterusa.com  Showcase product
    155. 155. marketingpower.com 155 BigCommerce http://www.facebook.com/BigCommerce http://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=wall http://www.bigcommerce.com/  Engage Community
    156. 156. marketingpower.com 156 Quaker Oats http://www.facebook.com/Quaker http://www.quakeroats.com  Connect  Use landing pages
    157. 157. marketingpower.com 157 Buffalo Wild Wings http://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/  Engage  Engage  Engage 3 million plus fans
    158. 158. marketingpower.com 158 Blue Sky Factory http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory http://www.blueskyfactory.com  Address your audience’s pain points
    159. 159. marketingpower.com 159 US Congress on Facebook  Informational Channel
    160. 160. marketingpower.com 160 Pages and Places in Facebook Search  Whole Foods Market on Facebook
    161. 161. marketingpower.com 161 Old Spice http://www.oldspice.com http://twitter.com/oldspicehttp://www.facebook.com/OldSpice  Target Branding
    162. 162. marketingpower.com 162 Big Green Egg http://www.facebook.com/BigGreenEgg http://www.biggreenegg.com  Cross- pollinate with Vendors  Used Facebook to launch cookbook
    163. 163. marketingpower.com 163 GrillMate  Run contest to promote brand
    164. 164. marketingpower.com 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. 165. marketingpower.com 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. 166. marketingpower.com 166166Just a Reminder Getting Help on Facebook (bottom right corner)
    167. 167. marketingpower.com 167 Connect With Bernie Borges…. Websites: http://www.findandconvert.com http://www.bernieborges.com Blogs: http://www.findandconvert.com/blog http://www.bernieborges.com/blog Twitter: http://twitter.com/berniebay LinkedIn: http://www.linkedin.com/in/bernieborges Facebook: http://www.facebook.com/bernie.borges Facebook Fan Pages: http://www.facebook.com/findandconvert http://www.facebook.com/CareerCentral. BernieBorges Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing
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