Presented by:

Bernie Borges
June 8, 2011

Orlando

Facebook for Marketers
Goals
 Learn how to use Facebook in productive and
measurable ways in business.

 Learn strategies and tactics to build ...
Expectations…

3

 Develop a content strategy that drives sales
and/or customer service

 Learn the various Facebook cha...
Expectations…

4

 Understand the “rules of engagement” and
community building best practices

 Experiential marketing t...
Skills to Acquire
 The 2 pillars of social media
o Content-content-content
o Building relationships

 The habit of using...
Agenda
1. Just a Little Background
2. Facebook Marketing Overview
3. Build Your Brand
4. Facebook Ads

5. Measuring Facebo...
 A Facebook
Stats
 Open Graph
API
 Setting
Goals
 About
Facebook

Just a Little
Background
What Is All the Fuss About Facebook?

8

 Facebook has become the largest people,
content and brand connectivity tool on ...
Facebook Stats
http://www.checkfacebook.com/

Global Audience: 669,730,880

marketingpower.com

9
Facebook’s Open Graph API
 The buzz about the Open
Graph API
o A way to embed Facebook
pages anywhere on the web
o Authen...
Setting and Measuring Goals
Goals

Metrics

Chris Treadaway& Mari Smith 11 11
Facebook Marketing: An Hour a Day

Example

...
If Monetizing Facebook Is Your
Objective…

12

Three Forms of Media
Earned Media
o Authority
o Trust
o Reputation

Purchas...
Facebook Uses
 Personal profile
 Business (Fan) page
 Groups
 Events
 Causes
 Community Page
 Applications

 Adver...
How Your Post and Content Travels…

2.
3.

Write comment and paste
link
Click attach
Click Share to everyone

One of those...
Just Imagine…If 5% of friends shared a
post with 130 friends each time…

Post
with
500
Likes

25
friends
share
• Result
s ...
16

Basic Facebook Navigation

 Personal profiles are for people
 Business pages are for celebrity, band, business or or...
Facebook Evolution

Facebook is constantly changing

marketingpower.com

17
Marketing Overview
Facebook Big Picture Strategy
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

 Build
o Page
o Groups
...
Five Guiding Principles

http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

Build a strategy that is soci...
Generate Awareness Through
Pages
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

 Ad campaign to driv...
Drive Preference and
Differentiation
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

 Understand curr...
Increase Traffic & Sales

http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

 Define business goals
 Ru...
Build Loyalty & Deepen
Relationships

http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

 Promote your F...
Amplify Recommendation &
Word of Mouth
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

 Encourage peo...
Gain Insights

http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

 Use campaign reports

 Study demogra...
Creating a Business Page
http://www.facebook.com/pages/create.php

marketingpower.com

27
Facebook Page Tips
 Add identity to your
post to increase
engagement.
 Network in unrelated
businesses.
 Photostrip: cu...
Facebook Page Tips Contd.
 Send updates as a message
so they appear as unread
updates.

 Most fans don’t return to
your ...
Facebook Comments
http://developers.facebook.com/blog/post/472

 Uses Open Graph API
 Integrate comments on
Facebook & y...
Use Facebook as Page

http://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/

 Admins can “Use
Facebook as Pa...
Edit Your Business Page
 Edit page
o Settings
o Wall Settings
o Mobile
o Applications
o Photos
o Discussion Boards

o Lin...
Writing Notes in Facebook Pages
 Similar to permission
email marketing.

 Send to all fans of
pages

 Different than se...
Make Unique Offers on Your
Page

marketingpower.com

34
Posting On Facebook Wall

35

 Same as posting to
personal profile

 Shows up in news
feed of fans

marketingpower.com
Places
Who. What. When. And Now Where

marketingpower.com

36
Facebook Places
LBS – Location Based Services
 Similar to FourSquare and Gowalla
 Requires:
o a Smart Phone
o Facebook t...
What “Facebook Places” Can Do
for Experiential Marketing

 Mobile App that allows people to connect “on
the go”
 B2C opp...
39

Facebook Deals
 Instructions to create deals:

http://www.facebook.com/deals/business/

 Used with Places
 Four typ...
Facebook Deals
 Instructions to create deals:

http://www.facebook.com/deals/business/

marketingpower.com

40
Facebook Applications
http://www.facebook.com/apps/directory.php

 Application Directory listed by:
o
o
o
o
o
o
o
o
o
o
o...
Creating a Vanity URL
 http://www.facebook.com/username

 You must have a profile to create vanity URL for a
business pa...
Creating a Group

http://www.facebook.com/apps/application.php?id=2361831622&b

On Home Page - select:
o Groups
o Create a...
Help Center

http://www.facebook.com/help/?page=903#!/help/?ref=pf

 Located at bottom of page

marketingpower.com

44
Top News vs. Most Recent

marketingpower.com

45

45
Facebook Is a Behavioral Based Search Engine
Entertainment and Communication System…
Notification of interactions
between ...
EdgeRank Drives News Feed
Content
http://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04

1. Affinity ...
48

Project Titan…fMail
 Convergence
o Like gMail but integrated
across your social graph

 Lighter and Simpler eMail
 ...
Sending Messages in Facebook
 Similar to permission

email marketing
 Use selectively, e.g.,
lists, sub groups of
friend...
Create Lists to Manage Your
Friends
 Go to friends
 Click Create a List
 Create List Name
 Select or type in name
 Cr...
Manage Lists
 Use lists to group
your friends
o Common interests
o Segmentation
o Separate business
and personal
o Specif...
Tagging Friends or Pages in Facebook
 Use the “@” before a name to tag

marketingpower.com

52
Build Your Brand on
Facebook
Guiding Principle…

54

 Facebook is not about
shouting your message

 Facebook is about
communication,
relationships an...
Facebook Branding Strategy…

55

 Build an active wall
o Encourage people to Like your page
o Monitor and participate in ...
Facebook Branding Strategy…
 Use Calls to Action
o Well designed, clear calls to action
o Market Facebook outside Faceboo...
Ingredients to Facebook Page
Success
 Fan
Engagement
o Create an
Experience
o Offers
o Subscribe

marketingpower.com

 E...
B2B vs B2C –

Facebook can be a
powerful branding tool for both

marketingpower.com

58
Events
 Events targeted to
people

 Events listed by
o Your invites
o Your friends invites
o Difficult to find events
in...
Creating an Event

http://www.facebook.com/help/?page=828

 On Home Page - select
o Events
o Create an Event

 Customizi...
Events
 Engaging image

 Captivating tag line
 Informative
 Invite friends to
attend

 Share it on your wall
 Attach...
Events
 Share it on your wall

marketingpower.com

62
Promoting Your Business Page
http://www.facebook.com/help/?faq=12822

 Allow business page
to go through your
Facebook ne...
Target your Posts
 Don’t share all posts
with “everyone” if
not applicable
 Target by:
o Country
o State
o City
o Langua...
Promoting Your Business Page

65

 Be social…”Like” other Business
pages of interest to you
 Upload relevant content and...
Promoting Your Business Page

66

 Post a variety of content to draw a variety of
users
 Respond to comments
 Experimen...
Promoting Your Business Page

67

http://www.facebook.com/help/?faq=13080

 Integrate a landing page in Facebook, eg.,
Ma...
Promoted Stories

 Self service advertising.

 Set up with same filters as Facebook advertising.
 Adds more exposure to...
DO Create Facebook Badge To
Promote Your Page(s)

69

 Facebook Badges
Page Badge

Profile Badge

Like Badges

Photo Badg...
DON’T Create Facebook Badge To
Promote Your Page(s)

70

 Don’t: hyperlink the “Find us on Facebook”
badge to the Faceboo...
Display Your Facebook Page on
Your Blog

marketingpower.com

71
Using Your Profile to Promote Your Business
Page

72

 In order to be visible to search engines, your
business page priva...
Facebook Page Promoting Do’s &
Don’ts
DO
 Post daily

 Consider your friends’
interests
 Share other’s content
 Invite...
Like-Gating
 Technique used to
require Like to engage
with page
 Not conducive to long
term engagement
 Most effective ...
Facebook Marketing: Apps & Plug-Ins
 Mixture of free and
fee based apps

 Cross-pollinate
social media and
traditional m...
76

Pages Compared to Groups
Pages
Indexable in search engines
Vanity URL available
Promote with Facebook advertising
Face...
Facebook Groups

77

 Create a private group
 Great for collaboration with an intimate group
of people

marketingpower.c...
Facebook Groups
 Create docs inside Group for sharing
 Invite friends to join the Group

marketingpower.com

78
Contests & Competitions
http://www.facebook.com/promotions_guidelines.php

 Must follow Facebook
rules
 Page Likes can n...
Contests & Competitions
 Use 3rdparty apps (strong
compliance with FB
guidelines)
o http://appbistro.com/
o http://www.ea...
Facebook Advertising
Facebook Ads and How They
Work
 Costs less than other forms of Internet
ads

 Targeted to user behavior
 Work different...
Before You Begin

83

 Have a clear idea of what you want your ad to
accomplish
o Create more visibility or traffic to yo...
Before You Begin
 Link – Where do you
want your visitor to go

 What is your ad
message?
 Have a photo or image
 Faceb...
10 Tips for Facebook Ad
Marketing*
1. Facebook is NOT direct
sales…it is a marketing
cycle

Nick O’Neill
Bus Insider SAI

...
10 Tips for Facebook Ad
Marketing
6.

Measure – review – refine

7.

Test landing pages VS Facebook pages

8.

Split test ...
Create Your Ad
http://www.facebook.com/advertising/

1. Design your ad
2. Target your audience with
demographic
and geogra...
New: Select Landing Page Tab
 Select any tab as the landing page
 Previously limited to default landing page tab

market...
89

Facebook Ad Board

marketingpower.com
CM PhotographicsFacebook

reached the right people at the right time

 Generated $40,000
of revenue from a
$600 ad campai...
StorQuest on Facebook

91

used real-time suggested bids

Over 50% increase
in same store total
rentals versus
prior year....
Nippon on Facebook

92

combining marketing solutions

 Facebook
generated 25%
CTR compared to
CTR of 10–12%
other online...
Additional Facebook Advertising
Case Studies
 ShopLocal
 Wildchild
 Treader
 ROTHBURY
 WiseChoice
 Wedding Paper Div...
Section Six

Measuring Facebook
ROI
Tracking Fan Page Engagement

marketingpower.com

95
What Facebook Ad Metrics Can Tell
You
 Market research
 Investment

 Comparison
 Targeting
 Competitive

marketingpow...
Export Data to Create Client Specific
Reports and Graphs

marketingpower.com

97
Facebook Ad Metrics Will
Provide
 Ad Name
o Your descriptive for ad

 Status
o Complete – active paused

 Bid

98

 CT...
Use Report Feature to Download and
Manage Data

marketingpower.com

99
Reports by Campaign

marketingpower.com

100
Use Metrics to Refine Your Ads

101

 Create multiple ads of similar themes
 Organize them into campaigns
 Run for 1-2 ...
Using Facebook Insights

102

http://www.facebook.com/business/insights/?pages&i=9930176882
http://www.facebook.com/help/?...
Insights Feature
http://www.facebook.com/insights/

 Facebook offers insight into your website
“Like” activity

marketing...
Insights Feature
http://www.facebook.com/insights/

 Facebook offers insight into your website “Like” and share
activity
...
Using Facebook Insights Dashboard

marketingpower.com

105
Why You Need Google Analytics
 Facebook Insights
o Now offers metrics on
Facebook and your domain

o Gives great informat...
Fee Based Social Media Tracking
Software Options
 Unilyzer.com
o Provides
relationship
metrics

 Kontagent
o Beta

 Omn...
Facebook Promotional Policies

108

 Read Facebook’spromotional guidelines carefully
 Do not ever call Facebook your par...
Using
Facebook to
Build
Relationship
and Brand
Awareness

In the Trenches
Promoting Your Business Page
 Create a landing
page
 Customize tabs
 Offer a unique
experience

Landing
Page

marketing...
Taco Bell Damage Control

Transparency

Transparency

marketingpower.com

111
Kenneth Cole PR Damage Control
 Transparency
 Acknowledge
mistakes now
controls damage
later

Achknowledgement

marketin...
Using Facebook for a Cause
 A man with a
pest control
business and a
pink bra

marketingpower.com

113
Help Save the Gulf Coast from the Oil
Leak
Cause
Cause
114

 Clear objective
 Searchable title
 Both business
page & gr...
Intel’s Vote for a Cause

115

Cause

 Great CTA and
engagement

 CTA unique to
Facebook

marketingpower.com
Skip1

116

Cause

 Landing page
 Social links

 Website links

CTA

marketingpower.com
Big Toy Team
 Energize a
community
 Create Public Event
and share

But make it
exciting and
unique
marketingpower.com

1...
Arthritis Foundation on
Facebook
 Custom Content
 Lots of content

marketingpower.com

118
Have You Noticed? Pages Are Now
Mini Websites…
 iFrames now
add more
flexibility
o Create unique
landing pages
for facebo...
Facebook’s New iFrame Platform
for Customizing Tabs
 Before
o Custom pages were
created using
Facebook’s version
of html ...
What Is Your Objective?

website

Conversation

marketingpower.com

121
Create Landing Pages
• Unique Content
• Reasons to
engage
• Easy to share
 http://www.businesswire.
com/news/home/201011
...
Create Custom Tabs

marketingpower.com

123
Give Visitors Reasons to Fan Your
Page

marketingpower.com

124
Have a Clear Call-to-Action

marketingpower.com

125
SuperBowl Facebook Marketing

marketingpower.com

126
Facebook Engagement

marketingpower.com

127
Facebook Photos (B2B)

Folder for Wall
Photos

marketingpower.com

128
Facebook Technical Marketing (B2B)

marketingpower.com

129
Create a Reason…
For Fans Only Content

130

Levi’s “Instant access
to exclusive content.”1-800 Flowers offers
special dis...
Create a “Visible to Connection”
Landing Page

131

http://www.facebook.com/teeseytees?ref
=ts#!/teeseytees?v=app_71464701...
Bob Evans Keeps Them Coming
Back
 Drive visitors to your
website
 Offer relevant content
 Personalize your
business
 O...
Coupon Services Can Help

http://www.smartsource.com/sma
rtsource/index.jsp?Link=5S2ZUA6P
WPEPO


http://server.iad.live...
eCommerce - Applications

marketingpower.com

134
Threadless Keeps It Fresh

http://www.facebook.com/threadless#!/threadless?v=wall
http://www.threadless.com/

 Keep it fr...
Amazon

http://www.facebook.com/home.php?#!/Amazon
http://www.facebook.com/Amazon?ref=ts&v=app_172341942779663
http://www....
California State Parks
Foundation
http://www.facebook.com/calparks?ref=ts
http://www.calparks.org

 Used Facebook to
soun...
Cisco

http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&re
f=ts http://www.cisco.com

Create
pages for
niche
a...
Keep the Branding Alive
Microsoft
 Strong call-toaction
 Good integration
of other
Microsoft pages

marketingpower.com

...
7 Tips for B2B Marketing
 Humanize your page
 Think of Facebook as another
destination
 Think beyond marketing departme...
Avaya

http://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall
http://www.avaya.com/usa/

 Be unique
 Location
awarenes...
HubSpot

http://www.hubspot.com
http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389

 Simple, inviting
call to ac...
Get Satisfaction

http://www.facebook.com/getsatisfaction
http://getsatisfaction.com

 Exceptional
customer
service is go...
Dell

144

http://www.facebook.com/dell
http://www.facebook.com/delldeals
http://www.facebook.com/dellsocialmedia
Find mor...
Brand So Your Audience Can Find
You

http://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.03725964409583504
http:...
Ford

146

http://www.facebook.com/ford
http://www.facebook.com/fordmustang

 Unveil new
products
 Engage Fans

marketin...
Audi

147

http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app
_17037175766
http://www.audius...
Sarasota Memorial
Hospitalhttp://www.facebook.com/SarasotaMemorialHospital
http://www.smh.com

Build community for
your se...
Sarasota Memorial
Hospitalhttp://www.facebook.com/SarasotaMemorialHospital
http://www.smh.com

marketingpower.com

149
Harvard

http://www.facebook.com/Harvard?ref=ts&v=app_6009294086
http://harvard.edu/

Educate
Entertain

Enlighten
= Engag...
360i

151

http://www.facebook.com/360iagency
http://www.360i.com

 Become an
industry resource

marketingpower.com
US Army

http://www.army.mil/
http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts

Speak your
au...
Facebook Is Just One Part of
Your Social Strategy

marketingpower.com

153
Steelmaster

http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086
http://www.steelmasterus...
BigCommerce

http://www.facebook.com/BigCommerce
http://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&...
Quaker Oats
http://www.facebook.com/Quaker
http://www.quakeroats.com

 Connect
 Use landing pages

marketingpower.com

1...
Buffalo Wild Wings
http://www.facebook.com/BuffaloWildWings
http://www.buffalowildwings.com/

 Engage
 Engage

 Engage
...
Blue Sky Factory

http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory
http://www.blueskyf...
US Congress on Facebook
 Informational
Channel

marketingpower.com

159
Pages and Places in Facebook
Search
 Whole Foods
Market on
Facebook

marketingpower.com

160
Old Spice

http://www.oldspice.com
http://twitter.com/oldspicehttp://www.facebook.com/OldSpice

 Target Branding

marketi...
Big Green Egg
http://www.facebook.com/BigGreenEgg
http://www.biggreenegg.com

 Crosspollinate with
Vendors
 Used
Faceboo...
GrillMate
 Run contest to
promote brand

marketingpower.com

163
Launch New Business on
Facebook, Twitter, Blog
 Coupon
promotions
 Cross promote
 Launched Jan
2011
 Grown to over
14,...
BIG or small…think of creative ways
to enhance the user experience on
Facebook
 Use your marketing creativity

 Research...
Just a Reminder

Getting Help on Facebook
(bottom right corner)

marketingpower.com

166
Connect With Bernie Borges….
Marketing 2.0

Bridging the
Gap between
Seller and
Buyer through
Social Media
Marketing

167
...
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Some of the Slideshare Presentation were created by others. All are great and well worth looking at. I am Stephen Darori on Linkedin. My profile is a Power Profile that went to all Start Status in less than 120 days and the techniques I have used are well worth studying.. If you think we have some Synergy Now of maybe in the Future, then do send me an invitation to connect. I will never refure a Linkedin Invitation.

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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. Presented by: Bernie Borges June 8, 2011 Orlando Facebook for Marketers
    2. 2. 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 marketingpower.com 2
    3. 3. Expectations… 3  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 marketingpower.com
    4. 4. Expectations… 4  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 marketingpower.com
    5. 5. 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. marketingpower.com 5
    6. 6. 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 marketingpower.com 6
    7. 7.  A Facebook Stats  Open Graph API  Setting Goals  About Facebook Just a Little Background
    8. 8. What Is All the Fuss About Facebook? 8  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 marketingpower.com
    9. 9. Facebook Stats http://www.checkfacebook.com/ Global Audience: 669,730,880 marketingpower.com 9
    10. 10. 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 marketingpower.com Graph from AllFacebook.com 10
    11. 11. Setting and Measuring Goals Goals Metrics Chris Treadaway& Mari Smith 11 11 Facebook Marketing: An Hour a Day Example Increased sales Sales A social media campaign launched with specific URLs with CTAs focused on driving sales Improved customer service Increased number of service queries handled, faster response time Facebook fan page and Twitter account established for customers to ask questions 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. Number of positive comments, people Manage reputation defending your brand against marketingpower.com naysayers People: retweet your content with positive spin. Leave positive comments on social sites & blog, more engagement
    12. 12. If Monetizing Facebook Is Your Objective… 12 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… marketingpower.com
    13. 13. Facebook Uses  Personal profile  Business (Fan) page  Groups  Events  Causes  Community Page  Applications  Advertising  Search engine marketingpower.com 13
    14. 14. How Your Post and Content Travels… 2. 3. Write comment and paste link Click attach Click Share to everyone One of those 560 then want to “share” with their 116 friends marketingpower.com 14 Friend’s Profile Page Business Page 1. 14 Posts to Find and Convert’s Business page with 680 people that “Like” the business page Your post now shows in 116 more news feeds Posts to the News Feed of 680 people that “Like” Find and Convert A comment is made and your post is then shared again, posting to 142 more news feeds…and so on
    15. 15. 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 15 15 163 more friends share 1,060 more friends share 6,890 more friends share 44,785 more friends share • Results in 21,190 posts • Results in 137,80 0 posts • Results in 895,70 0 posts • Results in 5,822,05 0 posts marketingpower.com
    16. 16. 16 Basic Facebook Navigation  Personal profiles are for people  Business pages are for celebrity, band, business or organization  Groups are sponsored by an individual for specific topics 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 marketingpower.com Business Page o Visible to unregistered users o o Can be indexed for SEO value 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 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. Facebook Evolution Facebook is constantly changing marketingpower.com 17
    18. 18. Marketing Overview
    19. 19. Facebook Big Picture Strategy http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4  Build o Page o Groups o Place (for physical locations)  Amplify o News Feed o Ads o Contests o Sponsored Stories  Engage o Like o Share o Comment o Apps Build Amplify Engage marketingpower.com 19
    20. 20. 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 marketingpower.com 20
    21. 21. Generate Awareness Through Pages http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4  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 marketingpower.com 21
    22. 22. Drive Preference and Differentiation http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4  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 marketingpower.com 22
    23. 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 marketingpower.com 23
    24. 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 marketingpower.com 24
    25. 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 marketingpower.com 25
    26. 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 marketingpower.com 26
    27. 27. Creating a Business Page http://www.facebook.com/pages/create.php marketingpower.com 27
    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. marketingpower.com 28
    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) marketingpower.com 29
    30. 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 marketingpower.com 30
    31. 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 marketingpower.com 31
    32. 32. 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 marketingpower.com 32
    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 marketingpower.com 33
    34. 34. Make Unique Offers on Your Page marketingpower.com 34
    35. 35. Posting On Facebook Wall 35  Same as posting to personal profile  Shows up in news feed of fans marketingpower.com
    36. 36. Places Who. What. When. And Now Where marketingpower.com 36
    37. 37. 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 marketingpower.com 37
    38. 38. 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 marketingpower.com 38
    39. 39. 39 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) marketingpower.com
    40. 40. Facebook Deals  Instructions to create deals: http://www.facebook.com/deals/business/ marketingpower.com 40
    41. 41. Facebook Applications http://www.facebook.com/apps/directory.php  Application Directory listed by: o o o o o o o o o o o o o o o Utilities Education Entertainment Friends & Family Business Games Sports Lifestyle Just for Fun On Facebook External Websites Desktop Mobile Pages Prototype marketingpower.com  Business Page o Bottom of Edit page 41
    42. 42. Creating a Vanity URL  http://www.facebook.com/username  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 marketingpower.com 42
    43. 43. Creating a Group http://www.facebook.com/apps/application.php?id=2361831622&b 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 marketingpower.com 43
    44. 44. Help Center http://www.facebook.com/help/?page=903#!/help/?ref=pf  Located at bottom of page marketingpower.com 44
    45. 45. Top News vs. Most Recent marketingpower.com 45 45
    46. 46. Facebook Is a Behavioral Based Search Engine Entertainment and Communication System… Notification of interactions between you and your networks marketingpower.com 46
    47. 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. marketingpower.com 47
    48. 48. 48 Project Titan…fMail  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 marketingpower.com http://facebookemail.org/ http://www.skepticalscience.com/science/facebookevent-live-update/ http://nadheeraudawatthe.blogspot.c om/ http://tech http://www.readwriteweb.com/crunc h.com/2010/11/13/youve-gotfmail/
    49. 49. Sending Messages in Facebook  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 marketingpower.com 49
    50. 50. Create Lists to Manage Your Friends  Go to friends  Click Create a List  Create List Name  Select or type in name  Create List marketingpower.com 50
    51. 51. Manage Lists  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 marketingpower.com 51
    52. 52. Tagging Friends or Pages in Facebook  Use the “@” before a name to tag marketingpower.com 52
    53. 53. Build Your Brand on Facebook
    54. 54. Guiding Principle… 54  Facebook is not about shouting your message  Facebook is about communication, relationships and engagement that will ultimately achieve your goal… marketingpower.com
    55. 55. Facebook Branding Strategy… 55  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 marketingpower.com
    56. 56. 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 marketingpower.com 56
    57. 57. Ingredients to Facebook Page Success  Fan Engagement o Create an Experience o Offers o Subscribe marketingpower.com  Exclusive Promotions o Only available on Facebook 57  Post Relevant Content o Daily
    58. 58. B2B vs B2C – Facebook can be a powerful branding tool for both marketingpower.com 58
    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 marketingpower.com 59
    60. 60. 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 marketingpower.com 60
    61. 61. Events  Engaging image  Captivating tag line  Informative  Invite friends to attend  Share it on your wall  Attached to profile or business page marketingpower.com 61
    62. 62. Events  Share it on your wall marketingpower.com 62
    63. 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 marketingpower.com Screenshot fnc post + bernie news feed 63
    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 marketingpower.com 64
    65. 65. Promoting Your Business Page 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 marketingpower.com
    66. 66. Promoting Your Business Page 66  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 marketingpower.com
    67. 67. Promoting Your Business Page 67 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. marketingpower.com
    68. 68. 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. marketingpower.com 68
    69. 69. DO Create Facebook Badge To Promote Your Page(s) 69  Facebook Badges Page Badge Profile Badge Like Badges Photo Badge  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 marketingpower.com
    70. 70. DON’T Create Facebook Badge To Promote Your Page(s) 70  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 marketingpower.com
    71. 71. Display Your Facebook Page on Your Blog marketingpower.com 71
    72. 72. Using Your Profile to Promote Your Business Page 72  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. marketingpower.com
    73. 73. Facebook Page Promoting Do’s & Don’ts DO  Post daily  Consider your friends’ interests  Share other’s content  Invite engagement  Offer a unique experience  Be Human  Measure, review, revise marketingpower.com 73 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
    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 marketingpower.com 74
    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 marketingpower.com 75 Facebook developers Facebook Platform Showcase
    76. 76. 76 Pages Compared to Groups Pages 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. marketingpower.com Groups         
    77. 77. Facebook Groups 77  Create a private group  Great for collaboration with an intimate group of people marketingpower.com
    78. 78. Facebook Groups  Create docs inside Group for sharing  Invite friends to join the Group marketingpower.com 78
    79. 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 marketingpower.com 79
    80. 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/ marketingpower.com 80
    81. 81. Facebook Advertising
    82. 82. 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 Targeting Experimentation Creativity Monitoring  Average click through rate??? marketingpower.com 82
    83. 83. Before You Begin 83  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 marketingpower.com
    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 marketingpower.com 84
    85. 85. 10 Tips for Facebook Ad Marketing* 1. Facebook is NOT direct sales…it is a marketing cycle Nick O’Neill Bus Insider SAI 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 marketingpower.com 85 Nick O’Neill Bus Insider SAI
    86. 86. 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 marketingpower.com 86
    87. 87. Create Your Ad http://www.facebook.com/advertising/ 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 marketingpower.com 87
    88. 88. New: Select Landing Page Tab  Select any tab as the landing page  Previously limited to default landing page tab marketingpower.com 88
    89. 89. 89 Facebook Ad Board marketingpower.com
    90. 90. CM PhotographicsFacebook reached the right people at the right time  Generated $40,000 of revenue from a $600 ad campaign marketingpower.com 90
    91. 91. StorQuest on Facebook 91 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. marketingpower.com
    92. 92. Nippon on Facebook 92 combining marketing solutions  Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns marketingpower.com
    93. 93. Additional Facebook Advertising Case Studies  ShopLocal  Wildchild  Treader  ROTHBURY  WiseChoice  Wedding Paper Divas  Povo.com marketingpower.com 93
    94. 94. Section Six Measuring Facebook ROI
    95. 95. Tracking Fan Page Engagement marketingpower.com 95
    96. 96. What Facebook Ad Metrics Can Tell You  Market research  Investment  Comparison  Targeting  Competitive marketingpower.com 96
    97. 97. Export Data to Create Client Specific Reports and Graphs marketingpower.com 97
    98. 98. Facebook Ad Metrics Will Provide  Ad Name o Your descriptive for ad  Status o Complete – active paused  Bid 98  CTR(%) o Click through rate  Average CPC o Effective price of every click  Average CPM o Acceptable max  Type o Pay for impressions o Pay for clicks marketingpower.com o Effective cost per 1,000 impressions (even on cost per click campaigns)  Total Spent
    99. 99. Use Report Feature to Download and Manage Data marketingpower.com 99
    100. 100. Reports by Campaign marketingpower.com 100
    101. 101. Use Metrics to Refine Your Ads 101  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 marketingpower.com
    102. 102. Using Facebook Insights 102 http://www.facebook.com/business/insights/?pages&i=9930176882 http://www.facebook.com/help/?page=914 1. Interactions this week o o o o 55.0 Likes Comments Wall posts Post quality 8 2. Fans who interact with… 3. All fans over time o Interactions o Total fans/ unsubscribed fans o Interactions per post o New / removed fans o Post quality o Top countries o Posts o Demographics o Discussion posts o Page views o Reviews o Unsubscribes / Resubscribes o Mentions marketingpower.com o Media consumption
    103. 103. Insights Feature http://www.facebook.com/insights/  Facebook offers insight into your website “Like” activity marketingpower.com 103
    104. 104. Insights Feature http://www.facebook.com/insights/  Facebook offers insight into your website “Like” and share activity marketingpower.com 104
    105. 105. Using Facebook Insights Dashboard marketingpower.com 105
    106. 106. Why You Need Google Analytics  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 marketingpower.com 106
    107. 107. Fee Based Social Media Tracking Software Options  Unilyzer.com o Provides relationship metrics  Kontagent o Beta  Omniture o Press release 5/28 marketingpower.com 107
    108. 108. Facebook Promotional Policies 108  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 marketingpower.com
    109. 109. Using Facebook to Build Relationship and Brand Awareness In the Trenches
    110. 110. Promoting Your Business Page  Create a landing page  Customize tabs  Offer a unique experience Landing Page marketingpower.com 110
    111. 111. Taco Bell Damage Control Transparency Transparency marketingpower.com 111
    112. 112. Kenneth Cole PR Damage Control  Transparency  Acknowledge mistakes now controls damage later Achknowledgement marketingpower.com 112
    113. 113. Using Facebook for a Cause  A man with a pest control business and a pink bra marketingpower.com 113
    114. 114. Help Save the Gulf Coast from the Oil Leak Cause Cause 114  Clear objective  Searchable title  Both business page & group marketingpower.com
    115. 115. Intel’s Vote for a Cause 115 Cause  Great CTA and engagement  CTA unique to Facebook marketingpower.com
    116. 116. Skip1 116 Cause  Landing page  Social links  Website links CTA marketingpower.com
    117. 117. Big Toy Team  Energize a community  Create Public Event and share But make it exciting and unique marketingpower.com 117
    118. 118. Arthritis Foundation on Facebook  Custom Content  Lots of content marketingpower.com 118
    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 marketingpower.com 119
    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 o http://socialmouths.com/blog/201 1/03/16/how-to-build-a-facebooklanding-page-with-iframes/ http://iframes.wildfireapp.com/ marketingpower.com *CounterIntuity 120
    121. 121. What Is Your Objective? website Conversation marketingpower.com 121
    122. 122. Create Landing Pages • Unique Content • Reasons to engage • Easy to share  http://www.businesswire. com/news/home/201011 03006752/en/Macy%E2 %80%99s-OfferDiscountsFacebook%C2%AE-Deals  http://www.macys.com/c atalog/syndicated/remote /remotesyndication.ognc? Brand=PRESSRELEASE marketingpower.com 122
    123. 123. Create Custom Tabs marketingpower.com 123
    124. 124. Give Visitors Reasons to Fan Your Page marketingpower.com 124
    125. 125. Have a Clear Call-to-Action marketingpower.com 125
    126. 126. SuperBowl Facebook Marketing marketingpower.com 126
    127. 127. Facebook Engagement marketingpower.com 127
    128. 128. Facebook Photos (B2B) Folder for Wall Photos marketingpower.com 128
    129. 129. Facebook Technical Marketing (B2B) marketingpower.com 129
    130. 130. Create a Reason… For Fans Only Content 130 Levi’s “Instant access to exclusive content.”1-800 Flowers offers special discount off next order. DIGISTORE gives Teesey Tees adds special offers mystery *Social Media Examiner marketingpower.com
    131. 131. Create a “Visible to Connection” Landing Page 131 http://www.facebook.com/teeseytees?ref =ts#!/teeseytees?v=app_7146470109 marketingpower.com
    132. 132. Bob Evans Keeps Them Coming Back  Drive visitors to your website  Offer relevant content  Personalize your business  Offer something special  http://www.facebook.co m/teeseytees?ref=ts#!/b obevans?v=app_1357111 23139793  http://www.examiner.co m/social-media-innational/bob-evans-freebreakfast-coupons-onfacebook marketingpower.com 132
    133. 133. Coupon Services Can Help http://www.smartsource.com/sma rtsource/index.jsp?Link=5S2ZUA6P WPEPO  http://server.iad.liveperson.net/ hc/s44296948/cmd/kbresource/kb5027232894339796420/front_pa ge!PAGETYPE  http://www.newsamerica.com/o urproducts/consumersonline/def ault.aspx marketingpower.com 133
    134. 134. eCommerce - Applications marketingpower.com 134
    135. 135. Threadless Keeps It Fresh http://www.facebook.com/threadless#!/threadless?v=wall http://www.threadless.com/  Keep it fresh and interesting  Use display ads  Improve customer service  http://www.internetretailer.com /2010/11/18/threadless-leansfacebook-more-customer-servicetasks  http://www.internetretailer.com /2009/10/29/display-ads-onfacebook-show-positive-roi-forthreadless-com  http://www.insidefacebook.com/ 2009/07/14/threadlesssfacebook-page-makes-shoppingmore-social/ marketingpower.com 135
    136. 136. Amazon http://www.facebook.com/home.php?#!/Amazon http://www.facebook.com/Amazon?ref=ts&v=app_172341942779663 http://www.amazon.com/  Facebook Connection leads to custom detailed shopping list based on realtime behavior  http://www.wdfm.com/p ublish/facebook/  http://techcrunch.com/20 10/07/27/amazon-nowtaps-into-facebook-forsocial-productrecommendations/  http://news.cnet.com/83 01-1023_3-2001193493.html marketingpower.com 136
    137. 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 marketingpower.com 137
    138. 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 marketingpower.com 138
    139. 139. Keep the Branding Alive Microsoft  Strong call-toaction  Good integration of other Microsoft pages marketingpower.com 139
    140. 140. 7 Tips for B2B Marketing  Humanize your page  Think of Facebook as another destination  Think beyond marketing department o Think community o Think 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 marketingpower.com 140
    141. 141. Avaya http://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall http://www.avaya.com/usa/  Be unique  Location awareness  Convergence marketingpower.com 141
    142. 142. HubSpot http://www.hubspot.com http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389  Simple, inviting call to action  http://www.colin alsheimer.com/hu bspot-inboundmarketing-casestudy marketingpower.com 142
    143. 143. Get Satisfaction http://www.facebook.com/getsatisfaction http://getsatisfaction.com  Exceptional customer service is good branding  http://getsatisfaction.com /partners/facebook  http://techcrunch.com/20 10/03/10/getsatisfaction-turns-tofacebook-to-socializecustomer-support/  http://mashable.com/201 0/03/10/socialengagement-hub/ marketingpower.com 143
    144. 144. Dell 144 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 marketingpower.com
    145. 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 marketingpower.com 145
    146. 146. Ford 146 http://www.facebook.com/ford http://www.facebook.com/fordmustang  Unveil new products  Engage Fans marketingpower.com
    147. 147. Audi 147 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 marketingpower.com
    148. 148. Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospital http://www.smh.com Build community for your services marketingpower.com 148
    149. 149. Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospital http://www.smh.com marketingpower.com 149
    150. 150. Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086 http://harvard.edu/ Educate Entertain Enlighten = Engagement marketingpower.com 150
    151. 151. 360i 151 http://www.facebook.com/360iagency http://www.360i.com  Become an industry resource marketingpower.com
    152. 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 marketingpower.com 152
    153. 153. Facebook Is Just One Part of Your Social Strategy marketingpower.com 153
    154. 154. Steelmaster http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086 http://www.steelmasterusa.com  Showcase product marketingpower.com 154
    155. 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 marketingpower.com 155
    156. 156. Quaker Oats http://www.facebook.com/Quaker http://www.quakeroats.com  Connect  Use landing pages marketingpower.com 156
    157. 157. Buffalo Wild Wings http://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/  Engage  Engage  Engage 3 million plus fans marketingpower.com 157
    158. 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 marketingpower.com 158
    159. 159. US Congress on Facebook  Informational Channel marketingpower.com 159
    160. 160. Pages and Places in Facebook Search  Whole Foods Market on Facebook marketingpower.com 160
    161. 161. Old Spice http://www.oldspice.com http://twitter.com/oldspicehttp://www.facebook.com/OldSpice  Target Branding marketingpower.com 161
    162. 162. Big Green Egg http://www.facebook.com/BigGreenEgg http://www.biggreenegg.com  Crosspollinate with Vendors  Used Facebook to launch cookbook marketingpower.com 162
    163. 163. GrillMate  Run contest to promote brand marketingpower.com 163
    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 marketingpower.com 164
    165. 165. 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 marketingpower.com 165
    166. 166. Just a Reminder Getting Help on Facebook (bottom right corner) marketingpower.com 166
    167. 167. Connect With Bernie Borges…. Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing 167 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 marketingpower.com

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