marketingpower.com
Facebook for
Marketers
Bernie Borges
December 7th, 2010
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Goals
 Learn how to use Facebook in productive and
measurable ways in business.
 Learn strategies a...
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Expectations
 Navigate Facebook
 How to develop a content strategy that drives sales
 Learn the va...
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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. Getting Started…a few
Basics
3. Facebook Navigation
4. Build Yo...
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Section One
Just a Little
Background
 A Facebook
Stats
 Open Graph
API
 Setting Goals
 About
Facebo...
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What Is All the Fuss About Facebook?
 Facebook has become the largest people, content and
brand conn...
8Facebook Stats
http://www.facebook.com/press/info.php?statistics
http://www.checkfacebook.com/
 People of Facebook
 5.4...
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http://www.checkfacebook.com/
• Facebook traffic
up 60%
• Real contender to
Google and Bing
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Facebook’s Open Graph API
 The buzz about the Open
Graph API
o A way to embed Facebook
pages anywhe...
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Before We Begin…
 Understanding how to market with Facebook
begins with
o Setting and measuring goa...
12
Improved customer
service
Increased number of
service queries
handled, faster
response time
Facebook fan page and Twitt...
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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
...
15
How Your Post and Content Travels…
One of those 560 then want
to “share” with their 116
friends
1. Write comment and pa...
16
Just Imagine…If 5% of friends shared a post
with 130 friends each time…
Post
with
500
Likes
25 friends
share
• Results
...
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Basic Facebook Navigation
Personal Profile
o You can friend others
o You can “Like” a page
o Cannot ...
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 http://www.facebook.c
om/bernie.borges
 http://facebook.grader.
com/user/grade
Pur...
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 http://www.facebo
ok.com/findandcon
vert
 Share
 Promote
 Build Authority
 Have...
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How Do I Separate My Personal Life
and Professional Life?
 The lines are blurring
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Section Two
Getting started…
Setting Up:
o Personal Profile
Your Settings
Notifications
Mobilizing
Find...
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Setting up a Personal Profile
1. Are you creating a personal profile or a business
page?
2. Do you w...
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Your Profile
 Facebook will remind
you of steps you
need to complete
 Edit Profile
o Max 4M on pho...
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Set Up Your Personal Profile Privacy Settings
 Friends
Friends of Friends
Everyone
o Personal Infor...
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Privacy Settings - Applications
Friends Only; Except Clients
26
Notifications Tab
 Update your Fans
 Visit your Insights
Page
 Get more fans with
Facebook Ads
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Mobilizing Your Facebook
 Set Up and verify
o Select your phone
o Text a link to phone
o Text messa...
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Settings – Find Friends
1
2
3
4
5
1. Email
2. Suggestions
3. Search
4. Connections
5. Address Book
o...
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Settings - Account
 Settings
 Networks
o Groups or School
 Notifications
 Mobile
 Language
 Pa...
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Settings - Applications
 You can edit
o Settings
o Profile
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Personal Profile Tips
 Upload a few pictures and fill out your profile completely.
 Update your st...
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Creating a Business Page
http://www.facebook.com/pages/create.php
 Local business
 Brand, product ...
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Application Finder
http://apps.facebook.com/appsdir/?ref=ts
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Adding Your LinkedIn Profile
 LinkedIn App
 Insert URL and
click add tab
 Go to profile page
sear...
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Edit Your Business Page
 Edit page
o Settings
o Wall Settings
o Mobile
o Applications
 Photos
 Di...
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Find Those Business Pages that You
Manage
 Select Account Tab
 Manage pages
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Facebook Applications
http://www.facebook.com/apps/directory.php
 Application Directory listed by:
...
marketingpower.commarketingpower.com
Profile Page
Info Tab
Scroll to Likes and
Interests
• Activities
• Books
• Movies
• T...
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Creating a Vanity URL
 http://www.facebook.com/username
 You must have a profile to create vanity ...
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Creating a Group
http://www.facebook.com/apps/application.php?id=2361831622&b
On Home Page - select:...
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Help Center
http://www.facebook.com/help/?page=903#!/help/?ref=pf
 Located at bottom of page
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Section Three
Navigating Around Your
Profile
 Home VS
Profile
 Messages
 Notes
 Lists
 Etiquette
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Home VS Profile
Home – News Feed
o Inbox
 Profile
o Outbox
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Sending Messages in Facebook
• Similar to permission email marketing
• Use selectively, e.g., lists,...
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Create Lists to Manage Your Friends
 Go to friends
 Click Create a
List
 Create List
Name
 Selec...
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Manage Lists
 Use lists to
group your
friends
o Common
interests
o Separate
business and
personal
o...
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Tagging Friends in Facebook
 Use the “@” before a name to tag
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Writing Notes in
Facebook Pages
 Similar to
permission email
marketing.
 Sent to fans of
pages
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Facebook Is a Behavioral Based Search Engine
Entertainment and Communication System…
Notification of...
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Facebook Really Wants to Help You
Connect
 When clicking
friends you may
see this:
 Re-connect wit...
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Remember…
 Facebook is not about
shouting your message
 Facebook is about
communication,
relations...
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The Seven Heavenly Truths About
Social Media Networks*
1. Preferred communication of younger generat...
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The Seven Deadly Sins Motivators of
Social Media Networking*
Social Interaction Motivators
o Love
o ...
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People Connecting through Facebook
 Quick Review
o Identifying Objectives
o What Facebook is really...
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Events…An OLD SKOOL REUNION
 Engaging image
 Captivating tag line
 Informative
 Used email and
s...
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Events… An Afternoon of Ray’s Baseball
 Identifying image
 Informative tag line
 Message targeted...
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Events… Denver Cruiser’s Sunday Funday
 Identifying image
 No tag line
 Message is
targeted to gr...
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Finding Events
 Facebook is about
connections
 Events listed by
o Your invites
o Your friends invi...
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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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FacebookEtiquette
• Always have a current photo in your profile.
• Status updates should be interest...
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Section Four
Build Your Brand on
Facebook
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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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Posting Content
 Post
o On profile or
business page,
select icon to the
right of attach
o Add URL o...
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Promoting Your Business Page
 Be social…”Like” other Business
pages of interest to you
 Upload rel...
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Using Your Profile to Promote Your Business Page
 In order to be visible to search engines, your bu...
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Display Your Facebook Page on Your
Blog
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Facebook Promoting Do’s & Don’ts
Do’s
 Post daily
 Consider your friends’
interests
 Share other’...
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Facebook Moving toward Inter-
connected Semantic Web
 Web is moving toward convergence of connectio...
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Objects Are All Accessed the Same
Way
 Pages: https://graph.facebook.com/cocacola
(Coca-Cola page)
...
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Objects are Connected through
Relationships
 Objects in Facebook social graph are connected to
each...
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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 Sm...
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What “Facebook Places” Can Do for
Experiential Marketing
 Mobile App that allows people to connect ...
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Facebook Live
http://www.facebook.com/FacebookLive#!/FacebookLive?v=app_4949752878
http://apps.faceb...
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Project Titan…fMail
 Convergence
 Like gMail but integrated across
your social graph
 Lighter and...
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B2B vs B2C – Facebook can be a powerful
branding tool for both
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Facebook Branding Strategy
 Build an active wall
o Encourage people to Like your page
o Monitor and...
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Facebook Marketing Outside Facebook
 Mixture of free and fee
based apps
 Cross-pollinate social
me...
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Create Facebook Badge To Promote Your
Page(s)
 Facebook Badges
o Page Badge Profile Badge Like Badg...
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Community Pages such as the
History Channel
 Are like Wiki’s
o Aggregate content across Facebook
o ...
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Business Page Vs Groups Vs Community
Pages
o Pages can only be for a
real organization,
business, ce...
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Pages Compared to Groups
Pages Groups
Indexable in search engines 
Vanity URL available 
Promote w...
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Section Five
Facebook Ads
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Facebook Ads and How They Work
 Costs less than other forms of Internet ads
 Targeted to user beha...
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Some Notable Differences between
Facebook Ads and Google Adwords
 There is more competition on Goog...
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Before You Begin
 Have a clear idea of what you want your ad to
accomplish
o Create more visibility...
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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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On the Facebook.com/advertising page - click on Create Your Ad
 Step One
o Design your ad
 Step Tw...
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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 ...
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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
 WiseChoi...
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Section Six
Measuring Facebook ROI
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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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Facebook Ad Metrics Will Provide
 Ad Name
o Your descriptive for ad
 Status
o Complete – active - ...
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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 campaig...
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The Social Media ROI Mindset
 Traditional marketing is measured by campaigns
o Social Media campai...
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102Using Facebook Insights
http://www.facebook.com/business/insights/?pages&i=9930176882
http://www.fac...
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Insights Feature
http://www.facebook.com/insights/
 Facebook now offers insight into your domain a...
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Using Facebook Insights Dashboard
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Why You Need Google Analytics
 Facebook Insights
o Now offers metrics on Facebook and
your domain
...
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Setting Up Your Google Analytics
http://www.webdigi.co.uk/blog/apps/fbgat-facebook-google-analytics...
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Tracking Your Facebook Business Page
 Use the Static FBML
application to create
a tab
o Add the an...
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Fee Based Social Media Tracking
Software Options
 Unilyzer.co
m
o Provides
relationshi
p metrics
...
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Facebook Promotional Policies
 Read Facebook’spromotional guidelines carefully
 Clear the promoti...
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Section Seven
In the Trenches
Using Facebook
to Build
Relationships
and Brand
Awareness
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Using Facebook for a Cause
 A man with a
pest control
business and a
pink bra
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Facebook Causes for Non-Profits
 Facebook app for non-profits to create a voice
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Help Save the Gulf Coast from the Oil Leak
Good News
 Clear
objective
 Searchable
title
 Both
bu...
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Intel’s Vote for a Cause  Caus
e
The Good News
 Great CTA and
engagement
 CTA unique to
Facebook
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Skip1  Caus
e
Bad News
 Nothing unique
from website
Good News
 Landing page
 Social links
 Web...
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Keep It Special
 Offer visitors something
on Facebook they cannot
find anywhere else
 Create a un...
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Big Toy Team
Good News
• Energize a
community
• Create Public
Event and share
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Arthritis Foundation on Facebook
Bad News
• Could be more
compelling
• Community link
broken
Good N...
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Branding Strategies
What do you want to
achieve?
oEngagement
oExperience
oOffers
oPurchase
oSubscr...
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Multiple categories…here are just a few:
 Utilities
 Business
 Top Picks
Branding Strategies
Cau...
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Have You Noticed? Pages Are Now
Mini Websites…
 In Facebook HTML
is FBML (code talk for
customizin...
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Drive People to Facebook Landing
Pages…
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Create Custom Tabs
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Create a Reason…
For Fans Only Content
*Social Media Examiner
Levi’s “Instant access
to exclusive c...
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125
Macy’s
http://www.facebook.com/Macys?v=app_164087800275715#!/Macys?v=wall
http://www.businesswire.c...
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126Create a “Visible to Connection”
Landing Page
http://www.hyperarts.com/blog/facebook-fan-pages-conte...
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Bob Evans Keeps Them Coming Back
http://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_4949752...
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Coupon Services Can Help
http://www.smartsource.com/smart
source/index.jsp?Link=5S2ZUA6P
WPEPO
http...
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Threadless Keeps It Fresh
http://www.facebook.com/threadless#!/threadless?v=wall
http://www.threadl...
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Threadless Uses Community and
eCommerce
http://www.facebook.com/Vendorsh
op#!/Vendorshop?v=wall
htt...
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Cisco
http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts
http://www.cisco.com
http...
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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
h...
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Dingo Dog Treats
http://www.facebook.com/dingobones?ref=search#!/dingobones?v=wall
http://www.dingo...
marketingpower.commarketingpower.com
http://www.wildf
ireapp.com/
software
applications
Use an Expert
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Involver…great apps for a fee
http://www.involver.com/gall
ery.html
http://www.facebook.com/In
volv...
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4 Tips for B2B Marketing
 Humanize your page
 Think of Facebook as
another destination
 Think be...
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Avaya
http://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall
http://www.avaya.com/usa/
http://www...
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139
HubSpot
http://www.hubspot.com
http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389
http://w...
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140Dell
http://www.facebook.com/dell
http://www.facebook.com/delldeals
http://www.facebook.com/dellsoci...
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141
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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142
Ford
http://www.facebook.com/ford
http://www.facebook.com/fordmustang
http://latimesblogs.latimes.c...
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Audi
http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=
app_17037175766
...
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144Sarasota Memorial
Hospitalhttp://www.facebook.com/SarasotaMemorialHospital
http://www.smh.com
http:/...
marketingpower.commarketingpower.com
 Use your marketing
creativity
 Research applications
 If necessary, hire
Facebook...
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146
Harvard
http://www.facebook.com/Harvard?ref=ts&v=app_6009294086
http://harvard.edu/
http://www.gse....
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360i
http://www.facebook.com/360iagency
http://www.360i.com
http://mashable.com/2010/05/20/fa
ceboo...
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148
US Army
http://www.army.mil/
http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878...
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149Nothing Beats a Great Toilet Flush
http://www.facebook.com/AmericanStandardBrands?v=wall#!/AmericanS...
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150
Steelmaster
http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086
ht...
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151BigCommerce
http://www.facebook.com/BigCommerce
http://www.facebook.com/home.php?#!/apps/application...
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152
Quaker Oats
http://www.facebook.com/Quaker
http://www.quakeroats.com
http://www.thisdishisvegetaria...
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153
Buffalo Wild Wings
http://www.facebook.com/BuffaloWildWings
http://www.buffalowildwings.com/
http:/...
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154
Blue Sky Factory
http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyf
act...
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155
US Congress on Facebook
http://ohmygov.com/blogs/general_
news/archive/2010/04/02/stats-
weekly-us-...
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156
Whole Foods Market on Facebook
http://www.wholefoodsmarket.com/
facebook/
http://mashable.com/2010/...
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157
Get Satisfaction
http://www.facebook.com/getsatisfaction
http://getsatisfaction.com
http://getsatis...
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158
Old Spice
http://www.oldspice.com
http://twitter.com/oldspicehttp://www.facebook.com/OldSpice
http:...
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159
Big Green Egg
http://www.facebook.com/BigGreenEgg
http://www.biggreenegg.com
Used Facebook to launc...
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160
GrillMate
Bad News
No landing page
Run contest to
promote brand
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161Just a Reminder
Getting Help on Facebook
(bottom right corner)
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162
Marketing 2.0: Bridging the Gap between Seller and Buyer
through Social Media Marketing
Read more…
...
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  • http://www.buttonshut.com/Facebook-Buttons/
  • Insert into twitter
  • ·      Over 500,000 Facebook applications – 1 million developers from 170·   ·       You’ll learn from actual examples of successful Facebook        marketing.·       You’ll conduct hands-on exercises in Facebook.
  • 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.comHelphttp://www.facebook.com/help/?guide=set_up_profile
  • http://www.facebook.com/bernie.borges
  • http://www.facebook.com/bernie.borgeshttp://www.allfacebook.com/2009/02/facebook-privacy/http://www.facebook.com/privacy/explanation.phphttp://mashable.com/2010/05/26/new-facebook-privacy-controls/
  • http://www.facebook.com/editapps.php?v=bookmarkFor yearbook : show bookmarkedEdit YearbookProfile Tab Select Other
  • http://www.facebook.com/editaccount.php?notificationsUpdate your Fans:http://www.facebook.com/home.php?#!/business/insights/?pages&i=9930176882Get more Fans with Facebook Ads:http://www.facebook.com/n/?ads%2Fcreate%2F&src=pg_edit&fbid=9930176882&mid=2774c1dG21bf9476G4b917cdG66&n_m=bernie%40findandconvert.com
  • http://www.facebook.com/mobile/?settingsAlso access via settings
  • https://www.facebook.com/bernieborges
  • http://www.facebook.com/pages/create.php
  • http://apps.facebook.com/appsdir/?ref=ts
  • http://www.facebook.com/apps/application.php?id=6394109615Go to linkedin App PageClick on AppAdd in LinkedIn URL (Facebook may find it for you)Click on Add TabOn Profile, tab will be on bottom, click on it to move up to main display
  • http://www.facebook.com/editaccount.php?notifications#!/bernie.borges?v=info
  • 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
  • http://www.facebook.com/editnote.php?draft&note_id=126825564007477&id=566203510
  • http://www.facebook.com/bernie.borges
  • 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=109806149063131http://www.facebook.com/pages/TBTF-Foundation/316281585249
  • http://www.facebook.com/event.php?eid=130446956967482#!/event.php?eid=130446956967482http://www.facebook.com/#!/group.php?gid=13399129974
  • http://www.facebook.com/help/?page=828
  • http://www.time.com/time/arts/article/0,8599,1892800,00.htmlhttp://www.allfacebook.com/2009/07/facebook-friend-etiquette-2/
  • If you have a profile attached to your business address settingshttp://www.facebook.com/help/?faq=12822
  • Chris Brogan Blog for example http://www.chrisbrogan.com/http://www.facebook.com/RSS.Graffiti?v=wall
  • http://www.facebook.com/help/?faq=13080
  • http://www.facebook.com/help/?faq=12868http://www.facebook.com/home.php?#!/pages/manage/promo_guidelines.php
  • http://www.findandconvert.com/blog/
  • http://en.wikipedia.org/wiki/Semantic_Web
  • 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/FacebookLive http://news.cnet.com/8301-13506_3-20013636-17.html
  • Link to pdf
  • http://www.facebook.com/help/?page=904
  • http://developers.facebook.com/showcase/
  • 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/pages/create.phphttp://www.facebook.com/home.php?#!/pages/The-History-Channel/115145681835037?ref=ts
  • http://www.facebook.com/help/?page=904#!/help/?faq=13622http://blog.facebook.com/blog.php?post=382978412130
  • 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.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
  • Social media campaigns have a place
  • 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.google.comhttp://www.webdigi.co.uk/blog/apps/fbgat-facebook-google-analytics-tracker/
  • 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/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/causes#!/causes?v=app_1http://exchange.causes.com/http://www.facebook.com/causes43615955650480
  • 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/apps/directory.phpExperientialhttp://apps.facebook.com/causes/?m=ed6ae9f3&ref=tshttp://www.circleofmoms.com/import_contacts.php?signup=new_signup&trk=fsusUtilityhttp://apps.facebook.com/blognetworks/index.phphttp://www.facebook.com/apps/directory.php#!/apps/application.php?id=4240867762&ref=appdhttp://www.facebook.com/pages/Hootsuite/177463958820http://www.facebook.com/tos.php?api_key=5dc8f814bec4c0cb1c3fea714209c64e&next=http%3A%2F%2Fwww.protobuilt.com%2Fapplications%2Ffacebook%2Fapps%2Flinkedin%2F%3F_fb_fromhash%3D7747855849e837528053b0ed6f03afdf&display=page&v=1.0&canvas&locale=en_UShttp://www.facebook.com/apps/directory.php?app_type=0&category=100#!/apps/application.php?id=2588290420&ref=appdhttp://www.facebook.com/apps/directory.php#!/webaddresseshttp://www.facebook.com/apps/directory.php#!/apps/application.php?id=2490221586&ref=appdBusinesshttp://apps.facebook.com/facebookgrader/http://www.facebook.com/apps/directory.php#!/advancedsearchhttp://www.facebook.com/apps/directory.php#!/apps/application.php?id=48008362724&ref=appdhttp://www.facebook.com/apps/directory.php#!/payvmenthttp://www.facebook.com/apps/directory.php#!/apps/application.php?id=100986888577&ref=appd http://www.facebook.com/apps/directory.php#!/apps/application.php?id=224396475227&ref=appdhttp://www.facebook.com/apps/directory.php?app_type=0&category=0#!/apps/application.php?id=121963738505&ref=appdhttp://www.facebook.com/apps/directory.php?app_type=0&category=0#!/apps/application.php?id=28218816837&ref=appdTop Pickshttp://www.facebook.com/apps/application.php?id=2347471856http://www.facebook.com/apps/application.php?id=5315590686http://www.facebook.com/apps/application.php?id=2761091815&ref=tshttp://www.facebook.com/apps/application.php?sid=59c8a2bba844922b5153efc9b9eba237&id=4949752878&ref=shttp://www.facebook.com/extendedinfohttp://www.facebook.com/applications/Flash_Player/4863858535http://www.facebook.com/apps/directory.php#!/twittertabhttp://www.facebook.com/apps/directory.php#!/apps/application.php?id=2309869772&ref=appd
  • 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
  • 6,000 fans in 3 days
  • http://www.wildfireapp.com/
  • 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
  • http://www.dell.com/us/en/gen/df.aspx?refid=df&s=gen&cs=19http://www.facebook.com/dell?ref=ts#!/dell?v=app_131112203596270&ref=ts
  • http://www.vw.cahttp://www.facebook.com/vwcanada?v=app_10339498918&ref=ts
  • http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.comActive WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website
  • Whether you or your client is BIG or small…there are creative ways to add market value through Facebook
  • http://www.facebook.com/Harvard?ref=ts&v=app_6009294086http://harvard.edu/
  • 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 form
  • http://www.wholefoodsmarket.com/http://www.facebook.com/wholefoods?ref=ts#!/wholefoods?v=wall&ref=tsWhile Whole Foods has a following…they do little to encourage engagement
  • Uses involver – CRM software for B2B
  • http://www.facebook.com/BigGreenEgghttp://www.biggreenegg.com
  • 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
  • Amatrainingfacebookformarketers 12-7-2010-101210084923-phpapp01

    1. 1. marketingpower.com Facebook for Marketers Bernie Borges December 7th, 2010
    2. 2. marketingpower.com 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.
    3. 3. marketingpower.com 3 Expectations  Navigate Facebook  How to develop a content strategy that drives sales  Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…  How to build your personal or company brand and build a network  Select and implement applications that fit your Facebook marketing plan  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: Facebook analytics
    4. 4. marketingpower.com 4 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.
    5. 5. marketingpower.com 5 Agenda 1. Just a Little Background 2. Getting Started…a few Basics 3. Facebook Navigation 4. Build Your Brand 5. Facebook Ads 6. Measuring Facebook ROI 7. In the Trenches Facebook Marketing Case Studies and Discussion This Morning This Afternoon
    6. 6. marketingpower.com Section One Just a Little Background  A Facebook Stats  Open Graph API  Setting Goals  About Facebook
    7. 7. marketingpower.com 7 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 result can o Drive traffic o Increase leads o Generate revenue
    8. 8. 8Facebook Stats http://www.facebook.com/press/info.php?statistics http://www.checkfacebook.com/  People of Facebook  5.47M active users (120M US)  Avg 130 friends  700B minutes per month  Activity  Avg user connected to 80 pages, groups and events  Global reach  70 languages  70% of users are outside the US  Mobile  200M access users  Users are twice more active  Platform  1M+ developers & entrepreneurs from 180 countries  Every month, more than 70% of users engage with platform applications  More than 550,000 applications available  More than 1M websites integrate with Facebook comScore stats  2/3rds of US top 100 websites  Half of Global top 100 websites
    9. 9. marketingpower.com 9 http://www.checkfacebook.com/ • Facebook traffic up 60% • Real contender to Google and Bing
    10. 10. marketingpower.com 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 Graph from AllFacebook.com
    11. 11. marketingpower.com 11 Before We Begin…  Understanding how to market with Facebook begins with o Setting and measuring goals o Understanding Facebook uses o Understanding Facebook navigation o What happens when you post content on your wall o Customizing your Facebook marketing o Facebook interactivity
    12. 12. 12 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
    13. 13. marketingpower.com 13 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 Sometimes all work best…
    14. 14. marketingpower.com 14 Facebook Uses  Personal profile  Business (Fan) page  Groups  Events  Causes  Community Page  Applications  Advertising  Search engine
    15. 15. 15 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
    16. 16. 16 Just Imagine…If 5% of friends shared a post with 130 friends each time… Post with 500 Likes 25 friends share • Results in 3,250 posts 163 more friends share • Results in 21,190 posts 1,060 more friends share • Results in 137,800 posts 6,890 more friends share • Results in 895,700 posts 44,785 more friends share • Results in 5,822,050 posts
    17. 17. marketingpower.com 17 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  Can be indexed for SEO value  Reputation management value o Allows for “vanity” URL o Can create events o Can tailor to specific needs  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  Invitations can be open to the public or closed o Allows you to send bulk invite to friends  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
    18. 18. marketingpower.commarketingpower.com  http://www.facebook.c om/bernie.borges  http://facebook.grader. com/user/grade Purpose:  Share personal, business and common interests with others by posting content  Find others and meaningful content that is meaningful, educational and/or entertaining  A way to engage with people you know and meet others with common interests 18 A Facebook Profile
    19. 19. marketingpower.commarketingpower.com  http://www.facebo ok.com/findandcon vert  Share  Promote  Build Authority  Have your business page connect to your profile if possible 19 A Business Page
    20. 20. marketingpower.com 20 How Do I Separate My Personal Life and Professional Life?  The lines are blurring
    21. 21. marketingpower.com Section Two Getting started… Setting Up: o Personal Profile Your Settings Notifications Mobilizing Find Friends Account Applications o Business Profile Applications o Groups o Help Center
    22. 22. marketingpower.com 22 Setting up a Personal Profile 1. Are you creating a personal profile or a business page? 2. Do you want a personal profile attached to your business page?  Fill in form or select “Create a Page”  Select Privacy settings.  Agree to Facebook TOS..  Confirmation email.  Search for friends and coworkers: o Online email address book for possible friends and contacts o By school or company. Help
    23. 23. marketingpower.com 23 Your Profile  Facebook will remind you of steps you need to complete  Edit Profile o Max 4M on photo or avatar
    24. 24. marketingpower.com 24 Set Up Your Personal Profile Privacy Settings  Friends Friends of Friends Everyone o Personal Information and Posts o Contact Information o Search o Applications and Websites o Instant Personalization Pilot Program More information Mashable: Facebook Privacy Controls Facebook Privacy Explanation Facebook Privacy
    25. 25. marketingpower.com 25 Privacy Settings - Applications Friends Only; Except Clients
    26. 26. 26 Notifications Tab  Update your Fans  Visit your Insights Page  Get more fans with Facebook Ads
    27. 27. marketingpower.com 27 Mobilizing Your Facebook  Set Up and verify o Select your phone o Text a link to phone o Text messages o Upload via email o Access via account and footer
    28. 28. marketingpower.com 28 Settings – Find Friends 1 2 3 4 5 1. Email 2. Suggestions 3. Search 4. Connections 5. Address Book o Create csv file from address book and upload
    29. 29. marketingpower.com 29 Settings - Account  Settings  Networks o Groups or School  Notifications  Mobile  Language  Payments  Facebook Ads
    30. 30. marketingpower.com 30 Settings - Applications  You can edit o Settings o Profile
    31. 31. marketingpower.com 31 Personal Profile Tips  Upload a few pictures and fill out your profile completely.  Update your status daily.  “Like” business (fan) pages and join groups that are of interest to you. Participate in them by commenting on their walls and/or uploading links.  Edit settings to exclude apps to lists e.g. Gambling app on your profile  Engage with your Facebook friends by commenting on their walls, invite them to join your business page(s)/groups, comment on their videos/pictures, and upload videos/pictures.  Post upcoming events or parties you may have and invite your Facebook friends.  Listen in on Facebook conversations and get social with your peers and friends as you see fit and get comfortable doing so.
    32. 32. marketingpower.com 32 Creating a Business Page http://www.facebook.com/pages/create.php  Local business  Brand, product or organization  Artist, band or public figure 1. Fill out Form 2. Click Create Official Page Will connect page to your personal profile Will create a stand alone page
    33. 33. marketingpower.com 33 Application Finder http://apps.facebook.com/appsdir/?ref=ts
    34. 34. marketingpower.com 34 Adding Your LinkedIn Profile  LinkedIn App  Insert URL and click add tab  Go to profile page search tabs
    35. 35. marketingpower.com 35 Edit Your Business Page  Edit page o Settings o Wall Settings o Mobile o Applications  Photos  Discussion Boards  Links  Video  Notes  Events
    36. 36. marketingpower.com 36 Find Those Business Pages that You Manage  Select Account Tab  Manage pages
    37. 37. marketingpower.com 37 Facebook Applications http://www.facebook.com/apps/directory.php  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
    38. 38. marketingpower.commarketingpower.com Profile Page Info Tab Scroll to Likes and Interests • Activities • Books • Movies • Television • Other – scroll over list Where Do I Find All Those Business Pages That I “Like”
    39. 39. marketingpower.com 39 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
    40. 40. marketingpower.com 40 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
    41. 41. marketingpower.com 41 Help Center http://www.facebook.com/help/?page=903#!/help/?ref=pf  Located at bottom of page
    42. 42. marketingpower.com Section Three Navigating Around Your Profile  Home VS Profile  Messages  Notes  Lists  Etiquette
    43. 43. marketingpower.com 43 Home VS Profile Home – News Feed o Inbox  Profile o Outbox
    44. 44. marketingpower.com 44 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
    45. 45. marketingpower.com 45 Create Lists to Manage Your Friends  Go to friends  Click Create a List  Create List Name  Select or type in name  Create List
    46. 46. marketingpower.com 46 Manage Lists  Use lists to group your friends o Common interests o Separate business and personal o Specific groups o Topics  Send messages to groups in list
    47. 47. marketingpower.com 47 Tagging Friends in Facebook  Use the “@” before a name to tag
    48. 48. marketingpower.com 48 Writing Notes in Facebook Pages  Similar to permission email marketing.  Sent to fans of pages
    49. 49. marketingpower.com 49 Facebook Is a Behavioral Based Search Engine Entertainment and Communication System… Notification of interactions between you and your networks
    50. 50. marketingpower.com 50 Facebook Really Wants to Help You Connect  When clicking friends you may see this:  Re-connect with past connections  Find friends of friends
    51. 51. marketingpower.com 51 Remember…  Facebook is not about shouting your message  Facebook is about communication, relationships and engagement that will ultimately achieve your goal…
    52. 52. marketingpower.com 52 The Seven Heavenly Truths About Social Media Networks* 1. Preferred communication of younger generations but not limited to them 2. Social media is based on the concept of “friends” as a loosely applied term for people connecting with people, companies, brands… 3. People that are active on the Internet are more likely active in social networks & are often influencers within their niche groups 4. Social media content is transparent…once it’s posted, it is widely visible 5. Content is the hub of the Internet, social media is just one spoke 6. The rules in social media are still being defined. Experiment and tread carefully 7. What motivates people is the key to social media usage… Chris Treadaway Mari Smith *Facebook Marketing An Hour a Day
    53. 53. marketingpower.com 53 The Seven Deadly Sins Motivators of Social Media Networking* Social Interaction Motivators o Love o Self-expression / emotion o Sharing opinions / influencing friends o Showing Off…the Id o Fun / escapism / humor o Memories and nostalgia o Making Money Chris Treadaway Mari Smith *Facebook Marketing An Hour a Day
    54. 54. marketingpower.com 54 People Connecting through Facebook  Quick Review o Identifying Objectives o What Facebook is really about o Personal Profiles o Business Profiles and community pages o Seeking connections o Navigating through Facebook o Groups  Another way to connect…events
    55. 55. marketingpower.com 55 Events…An OLD SKOOL REUNION  Engaging image  Captivating tag line  Informative  Used email and share to inform  Attached to profile page
    56. 56. marketingpower.com 56 Events… An Afternoon of Ray’s Baseball  Identifying image  Informative tag line  Message targeted to busy people – to the point  Used email and share to inform members  Attached to business (organization) page
    57. 57. marketingpower.com 57 Events… Denver Cruiser’s Sunday Funday  Identifying image  No tag line  Message is targeted to group only  Uses email and share to inform members  Attached to group page
    58. 58. marketingpower.com 58 Finding Events  Facebook is about connections  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
    59. 59. marketingpower.com 59 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
    60. 60. marketingpower.com 60 FacebookEtiquette • Always have a current photo in your profile. • Status updates should be interesting. • Status updates should be spread out, not every 5 minutes. • Only poke close friends, and don’t over do it. • Don’t invite all your friends to join every game you play. Be selective. • Create lists and use them to avoid treating all your friends the same. • Don’t share too much information. • Invite friends to pages, groups, events, etc, selectively. • Don’t repeatedly invite friends to join your page if they’ve ignored. • Use messaging sparingly. Don’t flood friend’s inboxes. • Tag friends in photos selectively. Don’t embarrass someone. • Use social etiquette common sense!
    61. 61. marketingpower.com Section Four Build Your Brand on Facebook
    62. 62. marketingpower.com 62 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
    63. 63. marketingpower.com 63 Posting Content  Post o On profile or business page, select icon to the right of attach o Add URL or upload o If pasting comment, use notepad to remove code  Tags o In comment area add “@” before name o Select appropriate name o Click Share  RSS app o Add app to business page o Click to allow o Select page to add o Give permission o Add Feed URL o Adjust custom defaults o Save
    64. 64. marketingpower.com 64 Promoting Your Business Page  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
    65. 65. marketingpower.com 65 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 invite “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 a link in all your communication, auto-signature  Display Facebook badge on your website & blog.  Invite people to leave comments on your business page.  Help
    66. 66. marketingpower.com 66 Display Your Facebook Page on Your Blog
    67. 67. marketingpower.com 67 Facebook Promoting Do’s & Don’ts Do’s  Post daily  Consider your friends’ interests  Share other’s content  Measure, review, revise  Experiment  Use common sense  Be Human Don’ts  Don’t over-post  Don’t spam  Don’t be “me” centric  Don’t fly blind  Don’t think short term  Don’t be robotic
    68. 68. marketingpower.com 68 Facebook Moving toward Inter- connected Semantic Web  Web is moving toward convergence of connections between people and things they care about  April 2010 Facebook introduced Open Graph Protocol and Graph API  August 2010 – Introduction of Facebook Places  August 2010 – Introduction of Facebook Live
    69. 69. marketingpower.com 69 Objects Are All Accessed the Same Way  Pages: https://graph.facebook.com/cocacola (Coca-Cola page)  Events: https://graph.facebook.com/251906384206 (Facebook Developer Garage Austin)  Groups: https://graph.facebook.com/2204501798 (Emacs users group)  Applications: https://graph.facebook.com/2439131959 (the Graffiti app)
    70. 70. marketingpower.com 70 Objects are Connected through Relationships  Objects in Facebook social graph are connected to each other through relationships (connections)  Friends: https://graph.facebook.com/me/friends  Movies: https://graph.facebook.com/me/movies  Books: https://graph.facebook.com/me/books  http://www.infoq.com/news/2010/04/facebook- graph-api
    71. 71. marketingpower.com 71 Places Who. What. When. And Now Where
    72. 72. marketingpower.com 72 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
    73. 73. marketingpower.com 73 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
    74. 74. marketingpower.com 74 Facebook Live http://www.facebook.com/FacebookLive#!/FacebookLive?v=app_4949752878 http://apps.facebook.com/whitehou selive/ http://www.skeptical- science.com/science/facebook- event-live-update/ • Live video streaming channel about Facebook happenings and products via browser or mobile device
    75. 75. marketingpower.com 75 Project Titan…fMail  Convergence  Like gMail but integrated across your social graph  Lighter and Simpler eMail  SMS  Seamless messaging that will hook into email but is not eMail  Conversation History – Threading  Social Inbox  Will rollout by invite http://facebookemail.org/ http://www.skeptical-science.com/science/facebook- event-live-update/ http://nadheeraudawatthe.blogspot.com/ http://tech http://www.readwriteweb.com/crunch.com/2010/11/13/ youve-got-fmail/
    76. 76. marketingpower.com 76 B2B vs B2C – Facebook can be a powerful branding tool for both
    77. 77. marketingpower.com 77 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  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  Highlight off-line marketing o Company sponsorships and events
    78. 78. marketingpower.com 78 Facebook Marketing Outside Facebook  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
    79. 79. marketingpower.com 79 Create Facebook Badge To Promote Your Page(s)  Facebook Badges o Page Badge Profile Badge Like Badge Photo Badge o 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  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
    80. 80. marketingpower.com 80 Community Pages such as the History Channel  Are like Wiki’s o Aggregate content across Facebook o You can submit but Facebook will determine and upload image
    81. 81. marketingpower.com 81 Business Page Vs Groups Vs Community Pages o Pages can only be for a real organization, business, celebrity, or band o Must be created by an official representative of that entity o Pages are public. Anyone can become a fan. Administrator can remove fans o Can create events and send invites, register, etc. Groups o Groups can be created by any user and about any topic o Groups are a community of users to share their opinions and interest in the group’s subject o Groups can be kept closed (invitation only) o Can create events and send invites, register, etc.  Groups largest value is the community aspect of a “group” engaging together on a common theme Community Page o Wiki style page of information centered around keyword or phrase o Aggregates posts across Facebook o While you can create a community page, Facebook determines if there is enough volume to support it and controls the image
    82. 82. marketingpower.com 82 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.  
    83. 83. marketingpower.com Section Five Facebook Ads
    84. 84. marketingpower.com 84 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 o Targeting o Creativity o Experimentation o Monitoring
    85. 85. marketingpower.com 85 Some Notable Differences between Facebook Ads and Google Adwords  There is more competition on Google than Facebook… Google Adwords is keyword and geo targeted where as Facebook advertising is demographic, geo targeted and allows targeting according to profile attributes  You can steadily bid up on Google to increase your ad position along top and side whereas Facebook ads only display along one side (currently)  Google Adwords are text ads, Facebook ads are text and image.  Facebook generally allows more targeted advertising, but is more B2C centric currently.
    86. 86. marketingpower.com 86 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  Link – Where do you want your visitor to go  What is your ad message?  Have a photo or image  Facebook Ad Guidelines
    87. 87. marketingpower.com 87 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 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 Nick O’Neill Bus Insider SAI
    88. 88. marketingpower.com 88 On the Facebook.com/advertising page - click on Create Your Ad  Step One o Design your ad  Step Two o Target your audience with demographic and geographical filters  Step Three o Name your campaign, o Which is better? Decide and experiment  Per impression  Per click o Select your pricing  Step Four o Review your ad Create Your Ad
    89. 89. marketingpower.com 89 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.  10% conversion rate from visits originating from Facebook Ads.  $1.25 CPC delivered $10.25 cost-per-lead.  $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 93 Additional Facebook Advertising Case Studies  ShopLocal  Wildchild  Treader  ROTHBURY  WiseChoice  Wedding Paper Divas  Povo.com
    94. 94. marketingpower.com Section Six Measuring Facebook ROI
    95. 95. marketingpower.com 95 What Facebook Ad Metrics Can Tell You  Market research  Investment  Comparison  Targeting  Competitive
    96. 96. marketingpower.com 96 Export Data to Create Client Specific Reports and Graphs
    97. 97. marketingpower.com 97 Facebook Ad Metrics Will Provide  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
    98. 98. marketingpower.com 98 Use Report Feature to Download and Manage Data
    99. 99. marketingpower.com 99 Reports by Campaign
    100. 100. marketingpower.com 100 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
    101. 101. marketingpower.com 101 The Social Media ROI Mindset  Traditional marketing is measured by campaigns o Social Media campaigns have a place as well  Social media succeeds over the long term o Short term metrics are often more fluid o Social media is built on relationships o Results are not short-term oriented  Social media is all about “them” o Under-promise and over deliver o Social media is not about one hit wonders – build relationships  While the goal is long-term o Constantly and consistently measure results o Analyze - Refine - Repeat – repeat - repeat
    102. 102. marketingpower.com 102Using 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 103 Insights Feature http://www.facebook.com/insights/  Facebook now offers insight into your domain activity from Facebook
    104. 104. marketingpower.com 104 Using Facebook Insights Dashboard
    105. 105. marketingpower.com 105 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  The work around – FBGAT o Free conversion tool  Facebook runs limited javascript  Google needs javascript to track
    106. 106. marketingpower.com 106 Setting Up Your Google Analytics http://www.webdigi.co.uk/blog/apps/fbgat-facebook-google-analytics-tracker/  Set up new website profile  FBGAT – Free Tool o Analytics Code o Domain on Analytics o Page Link o Page Title - This is for your reference
    107. 107. marketingpower.com 107 Tracking Your Facebook Business Page  Use the Static FBML application to create a tab o Add the analytics code from FBGAT to any place on page  Tracking visits to your wall o Create a FBML and edit application settings to make it a box o Add to wall o Social Media Examiner
    108. 108. marketingpower.com 108 Fee Based Social Media Tracking Software Options  Unilyzer.co m o Provides relationshi p metrics  Kontagent o Beta  Omniture o Press release 5/28
    109. 109. marketingpower.com 109 Facebook Promotional Policies  Read Facebook’spromotional guidelines carefully  Clear the promotion with Facebook first  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
    110. 110. marketingpower.com Section Seven In the Trenches Using Facebook to Build Relationships and Brand Awareness
    111. 111. marketingpower.com 111 Using Facebook for a Cause  A man with a pest control business and a pink bra
    112. 112. marketingpower.com 112 Facebook Causes for Non-Profits  Facebook app for non-profits to create a voice
    113. 113. marketingpower.com 113 Help Save the Gulf Coast from the Oil Leak Good News  Clear objective  Searchable title  Both business page & group June 2010 September 2010 Cause
    114. 114. marketingpower.com 114 Intel’s Vote for a Cause  Caus e The Good News  Great CTA and engagement  CTA unique to Facebook
    115. 115. marketingpower.com 115 Skip1  Caus e Bad News  Nothing unique from website Good News  Landing page  Social links  Website links
    116. 116. marketingpower.com 116 Keep It Special  Offer visitors something on Facebook they cannot find anywhere else  Create a unique Facebook experience
    117. 117. marketingpower.com 117 Big Toy Team Good News • Energize a community • Create Public Event and share
    118. 118. marketingpower.com 118 Arthritis Foundation on Facebook Bad News • Could be more compelling • Community link broken Good News • Custom Content • Lots of content
    119. 119. marketingpower.com 119 Branding Strategies What do you want to achieve? oEngagement oExperience oOffers oPurchase oSubscribe What are your Facebook channels? oFacebook Apps oCustom Apps
    120. 120. marketingpower.com 120 Multiple categories…here are just a few:  Utilities  Business  Top Picks Branding Strategies Causes FlashVideoStatic FBMLRSSNotes Extend Info Twitter Tab Links Sign Up Form TestimonialsHootsuite Advanced Search Networked Blogs Coupons SlideShare EventBriteHubSpot Grader LinkedInSlates Payment Storefront Promotions Memorable Address Surveys
    121. 121. marketingpower.com 121 Have You Noticed? Pages Are Now Mini Websites…  In Facebook HTML is FBML (code talk for customizing a page) o Use to create landing or canvas tab(s)  Can include images, video, opt in for promotion (within Facebook guides) o Can install Learn FBML for test testing o Hire a Facebook developer
    122. 122. marketingpower.com 122 Drive People to Facebook Landing Pages…
    123. 123. marketingpower.com 123 Create Custom Tabs
    124. 124. marketingpower.com 124 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
    125. 125. marketingpower.com 125 Macy’s http://www.facebook.com/Macys?v=app_164087800275715#!/Macys?v=wall http://www.businesswire.com/news /home/20101103006752/en/Mac y%E2%80%99s-Offer- Discounts-Facebook%C2%AE- Deals http://www.macys.com/catalog/syn dicated/remote/remotesyndicati on.ognc?Brand=PRESSRELEA SE • Unique Content • Reasons to engage • Easy to share
    126. 126. marketingpower.com 126Create a “Visible to Connection” Landing Page http://www.hyperarts.com/blog/facebook-fan-pages-content-for-fans-only-static-fbml/ http://www.facebook.com/teeseytees?ref =ts#!/teeseytees?v=app_7146470109
    127. 127. marketingpower.com 127 Bob Evans Keeps Them Coming Back http://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_4949752878 http://bobevans.com/onlineordering/Default.aspx http://www.facebook.com/teeseyte es?ref=ts#!/bobevans?v=app_1 35711123139793 http://www.examiner.com/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
    128. 128. marketingpower.com 128 Coupon Services Can Help http://www.smartsource.com/smart source/index.jsp?Link=5S2ZUA6P WPEPO http://server.iad.liveperson.net/hc/s -44296948/cmd/kbresource/kb- 5027232894339796420/front_p age!PAGETYPE http://www.newsamerica.com/ourpr oducts/consumersonline/default. aspx
    129. 129. marketingpower.com 129 Threadless Keeps It Fresh http://www.facebook.com/threadless#!/threadless?v=wall http://www.threadless.com/ http://www.internetretailer.com/201 0/11/18/threadless-leans- facebook-more-customer- service-tasks http://www.internetretailer.com/200 9/10/29/display-ads-on- facebook-show-positive-roi-for- threadless-com http://www.insidefacebook.com/200 9/07/14/threadlesss-facebook- page-makes-shopping-more- social/ • Keep it fresh and interesting • Use display ads • Improve customer service
    130. 130. marketingpower.com 130 Threadless Uses Community and eCommerce http://www.facebook.com/Vendorsh op#!/Vendorshop?v=wall http://www.facebook.com/apps/app lication.php?id=251458316228 http://www.3dcartblog.com/3dcart- brings-ecommerce-to-facebook- with-socialcommerce/ • Vendorshop– free app • Ecwid Shopping Cart • 3dCart – just released
    131. 131. marketingpower.com 131 Cisco http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com http://blogs.cisco.com/tag/facebook / http://socialmediab2b.com/2010/05 /cisco-facebook-page/ http://www.networkworld.com/news /2010/072210-avaya-ceo.html Create pages for niche audience needs  Online support  Career certification  Security  Geographic locations
    132. 132. marketingpower.com 132 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/publish/faceb ook/ http://techcrunch.com/2010/07/27/a mazon-now-taps-into-facebook- for-social-product- recommendations/ http://news.cnet.com/8301-1023_3- 20011934-93.html • Facebook Connection leads to custom detailed shopping list based on real-time behavior
    133. 133. marketingpower.com 133 California State Parks Foundation http://www.facebook.com/calparks?ref=ts http://www.calparks.org http://www.marketingexperiments.c om/blog/research- topics/facebook.html • Used Facebook to sound alarm on funding threat • Encouraged small base to take action through friends
    134. 134. marketingpower.com 134 Dingo Dog Treats http://www.facebook.com/dingobones?ref=search#!/dingobones?v=wall http://www.dingobrand.com http://www.bazaarvoice.com/blog/2 010/08/02/how-dingo-got-6000- facebook-likes-in-just-3-days/ • Tied in WOM via “Likes” with Grouper social coupon
    135. 135. marketingpower.commarketingpower.com http://www.wildf ireapp.com/ software applications Use an Expert
    136. 136. marketingpower.com 136 Involver…great apps for a fee http://www.involver.com/gall ery.html http://www.facebook.com/In volver#!/Involver?v=wall • Brand Marketing apps
    137. 137. marketingpower.com 137 4 Tips for B2B Marketing  Humanize your page  Think of Facebook as another destination  Think beyond marketing department – think community  Offer opt-in using FBML static page
    138. 138. marketingpower.com 138 Avaya http://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall http://www.avaya.com/usa/ http://www.avaya.com/blogs/archiv es/2010/08/facebook-places- and-enhanced-911-implications- for-enterprises.html http://www.pcmag.com/article2/0,2 817,2369913,00.asp • Be unique • Location awareness • Convergence
    139. 139. marketingpower.com 139 HubSpot http://www.hubspot.com http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389 http://www.colinalsheimer.com/hub spot-inbound-marketing-case- study • Simple, inviting call to action
    140. 140. marketingpower.com 140Dell 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 http://www.dell.com/content/topics/ global.aspx/community/dell_on_ facebook?c=us&l=en http://en.community.dell.com/dell- blogs/Direct2Dell/b/direct2dell/ar chive/2010/07/23/supporting- customers-in-facebook-and-via- dellcares-in-twitter.aspx http://www.slideshare.net/Dell_Inc/ dell-facebook • Target niche audiences
    141. 141. marketingpower.com 141 Brand So Your Audience Can Find You http://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.0372596440958 3504 http://www.facebook.com/VW#!/VWJetta?v=info http://latimesblogs.latimes.com/tec hnology/2010/11/audi-chevy- dodge-volkswagen-ford-toyota- tesla-others-use-social-media- to-fuel-launches-at-the-la-auto- show.html Volkswagon  Product Should  Cross-pollinate  Geo-target Pages are disconnected
    142. 142. marketingpower.com 142 Ford http://www.facebook.com/ford http://www.facebook.com/fordmustang http://latimesblogs.latimes.com/mo ney_co/2010/11/ford-facebook- mustang.html http://mashable.com/2010/07/26/for d-explorer-facebook-reveal/ http://www.media.fordvehicles.com/ article_print.cfm?article_id=3359 9 • Unveil new products • Engage Fans
    143. 143. marketingpower.com 143 Audi http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v= app_17037175766 http://www.audiusa.com http://mashable.com/2009/08/27/au di-facebook/ http://www.insidefacebook.com/200 9/08/27/audi-launches- facebook-campaign-to-gain- insight-into-fans-ideas-for- future-cars/ http://reviews.cnet.com/8301- 13746_7-20016379-48.html • Top 25 Brands on Facebook • Make it easy for your audience to find you
    144. 144. marketingpower.com 144Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospital http://www.smh.com http://www.sarasotahomesforsalen ow.com/sarasota-memorial- hospital/ http://www.findandconvert.com/blo g/2010/sarasota-memorial- healthier-with-social-media- marketing/ Build community for your services
    145. 145. marketingpower.commarketingpower.com  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 BIG or small…think of creative ways to enhance the user experience on Facebook
    146. 146. marketingpower.com 146 Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086 http://harvard.edu/ http://www.gse.harvard.edu/blog/ne ws_features_releases/2009/01/t hanks-for-the-add-now-help-me- with-my-homework.html Educate Entertain Enlighten = Engagement
    147. 147. marketingpower.com 147 360i http://www.facebook.com/360iagency http://www.360i.com http://mashable.com/2010/05/20/fa cebook-b2b-tips/ • Become an industry resource
    148. 148. marketingpower.com 148 US Army http://www.army.mil/ http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts Marines Navy Air Force Speak your audience’s language
    149. 149. marketingpower.com 149Nothing Beats a Great Toilet Flush http://www.facebook.com/AmericanStandardBrands?v=wall#!/AmericanStandardBrand s?v=wall http://www.americanstandard-us.com/ The Down Side • You can only find American Standard as a community page in search • Use a fun title only if you are planning on driving traffic to Facebook from other mediums Entertain Keep it fun Make it relevant to your audience
    150. 150. marketingpower.com 150 Steelmaster http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086 http://www.steelmasterusa.com http://www.steelmasterusa.com/ste elmasters-facebook-page- featured-on-mashable http://www.iclicksolutions.com/blog/ facebook-business-page/ • Showcase product
    151. 151. marketingpower.com 151BigCommerce http://www.facebook.com/BigCommerce http://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=w all http://www.bigcommerce.com/ http://mashable.com/2010/05/20/fa cebook-b2b-tips/ http://techcrunch.com/2010/03/24/b igcommerce-turns-to-facebook- to-socialize-online-storefronts/ • Engage Community
    152. 152. marketingpower.com 152 Quaker Oats http://www.facebook.com/Quaker http://www.quakeroats.com http://www.thisdishisvegetarian.co m/2010/09/0830bob-harper-and- quaker-oats-team-up.html http://www.prnewswire.com/news- releases/quaker-oats-redesigns- americans-mornings-starting- with-breakfast-102530844.html http://www.dtcperspectives.com/arti cle/MDPA-Minute+dots+- Quaker-Oats-Campaign- Focuses-On-the-Importance-of- Breakfast/281.html • Connect • Use landing pages
    153. 153. marketingpower.com 153 Buffalo Wild Wings http://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/ http://www.socialtimes.com/2010/0 8/buffalo-wild-wings-facebook/ • Engage • Engage • Engage 3 million plus fans
    154. 154. marketingpower.com 154 Blue Sky Factory http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyf actory http://www.blueskyfactory.com http://socialmediab2b.com/2009/09 /b2b-company-facebook-lead- generation/ http://blog.blueskyfactory.com/indu strytrends/how-to-prepare-for- email-marketings-biggest- challenge-ever-facebook- project-titan/ http://www.prweb.com/releases/20 10/09/prweb4509834.htm • Address your audience’s pain points
    155. 155. marketingpower.com 155 US Congress on Facebook http://ohmygov.com/blogs/general_ news/archive/2010/04/02/stats- weekly-us-congress-facebook- report-from-ohmygov.aspx http://www.insidefacebook.com/201 0/05/13/facebook-creates-page- showcasing-the-u-s-congress/ • Informational Channel
    156. 156. marketingpower.com 156 Whole Foods Market on Facebook http://www.wholefoodsmarket.com/ facebook/ http://mashable.com/2010/04/02/fa cebook-scam-whole-foods/ • Some brands just let it be viral
    157. 157. marketingpower.com 157 Get Satisfaction http://www.facebook.com/getsatisfaction http://getsatisfaction.com http://getsatisfaction.com/partners/f acebook http://techcrunch.com/2010/03/10/g et-satisfaction-turns-to- facebook-to-socialize-customer- support/ http://mashable.com/2010/03/10/so cial-engagement-hub/ • Exceptional customer service is good branding
    158. 158. marketingpower.com 158 Old Spice http://www.oldspice.com http://twitter.com/oldspicehttp://www.facebook.com/OldSpice http://www.facebook.com/apps/app lication.php?id=342349437729& v=wall#!/OldSpice?v=app_1479 90885235099 http://www.allfacebook.com/grover- old-spic-2010-10 http://abcnews.go.com/WN/conver sation-spice-guy-isaiah- mustafa-viral-hit- shower/story?id=11165908 http://socialmediainfluence.com/20 10/07/26/old-spice-turning- facebook-fans-into-profits/ • Target Branding
    159. 159. marketingpower.com 159 Big Green Egg http://www.facebook.com/BigGreenEgg http://www.biggreenegg.com Used Facebook to launch cookbook http://www.facebook.com/event.ph p?eid=274806399132&index=1 • Cross-pollinate with Vendors
    160. 160. marketingpower.com 160 GrillMate Bad News No landing page Run contest to promote brand
    161. 161. marketingpower.com 161Just a Reminder Getting Help on Facebook (bottom right corner)
    162. 162. marketingpower.com 162 Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing Read more… Amazon Websites: http://www.findandconvert.com http://www.bernieborges.com Blog: http://www.findandconvert.com/blog Twitter: http://twitter.com/berniebay LinkedIn: http://www.linkedin.com/in/bernieborges Facebook: http://www.facebook.com/bernie.borges Facebook Fan Page: http://www.facebook.com/findandconvert
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