0
Facebook for
Marketers
Bernie Borges
December 7th, 2010
marketingpower.com
2

Goals
 Learn how to use Facebook in productive and
measurable ways in business.
 Learn strategies and tactics to buil...
Expectations

3

 Navigate Facebook
 How to develop a content strategy that drives sales
 Learn the various Facebook ch...
Skills to Acquire
 The 2 pillars of social media
o Content-content-content
o Building relationships

 The habit of using...
5

Agenda
This Morning

This Afternoon

1. Just a Little Background 7. In the Trenches
2. Getting Started…a few
Basics
3. ...
 A Facebook
Stats
 Open Graph
API
 Setting Goals
 About
Facebook

Section One
Just a Little
Background
marketingpower....
What Is All the Fuss About Facebook?

7

 Facebook has become the largest people, content and
brand connectivity tool on ...
Facebook Stats

8

http://www.facebook.com/press/info.php?statistics
http://www.checkfacebook.com/

 People of Facebook
...
http://www.checkfacebook.com/
• Facebook traffic
up 60%
• Real contender to
Google and Bing

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...
Before We Begin…
 Understanding how to market with Facebook
begins with
o Setting and measuring goals
o Understanding Fac...
Setting and Measuring Goals
Goals

Chris Treadaway& Mari Smith
12
Facebook Marketing: An Hour a Day

Metrics

Example

Inc...
If Monetizing Facebook Is Your Objective…
Three Forms of Media
 Earned Media
o Authority
o Trust
o Reputation

 Purchase...
Facebook Uses
 Personal profile
 Business (Fan) page
 Groups

 Events
 Causes
 Community Page
 Applications
 Adver...
How Your Post and Content Travels…
Friend’s Profile Page

Business Page

1.
2.
3.

Write comment and paste
link
Click atta...
Just Imagine…If 5% of friends shared a post
with 130 friends each time…

Post
with
500
Likes

25 friends
share
• Results
i...
17

Basic Facebook Navigation
 Personal profiles are for people
 Business pages are for celebrity, band, business or org...
 http://www.facebook.c
om/bernie.borges

A Facebook Profile

 http://facebook.grader.
com/user/grade
Purpose:
 Share pe...
 http://www.facebo
ok.com/findandcon
vert

A Business Page

 Share
 Promote
 Build Authority

 Have your
business pag...
How Do I Separate My Personal Life
and Professional Life?
 The lines are blurring

marketingpower.com

20
Setting Up:

o Personal Profile
Your Settings
Notifications
Mobilizing
Find Friends
Account
Applications

o Business
Profi...
Setting up a Personal Profile
1. Are you creating a personal profile or a business
page?
2. Do you want a personal profile...
Your Profile
 Facebook will remind
you of steps you
need to complete
 Edit Profile
o Max 4M on photo or
avatar

marketin...
Set Up Your Personal Profile Privacy Settings
 Friends
Friends of Friends
Everyone
o Personal Information
and Posts

o Co...
Privacy Settings - Applications
Friends Only; Except Clients

marketingpower.com

25
26

Notifications Tab
 Update your Fans
 Visit your Insights
Page
 Get more fans with
Facebook Ads
Mobilizing Your Facebook
 Set Up and verify
o Select your phone
o Text a link to phone
o Text messages
o Upload via email...
28

Settings – Find Friends
3

1. Email

4

2. Suggestions

1

3. Search
4. Connections
5. Address Book
o Create csv file ...
Settings - Account
 Settings
 Networks
o Groups or School

 Notifications
 Mobile

 Language
 Payments
 Facebook Ad...
Settings - Applications
 You can edit
o Settings
o Profile

marketingpower.com

30
Personal Profile Tips

31

 Upload a few pictures and fill out your profile completely.
 Update your status daily.
 “Li...
Creating a Business Page
http://www.facebook.com/pages/create.php

 Local business
 Brand, product or organization
 Art...
Application Finder

http://apps.facebook.com/appsdir/?ref=ts

marketingpower.com

33
Adding Your LinkedIn Profile
 LinkedIn App
 Insert URL and
click add tab
 Go to profile page
search tabs

marketingpowe...
Edit Your Business Page
 Edit page
o Settings
o Wall Settings
o Mobile
o Applications
 Photos
 Discussion Boards

 Lin...
Find Those Business Pages that You
Manage
 Select Account Tab
 Manage pages

marketingpower.com

36
Facebook Applications

37

http://www.facebook.com/apps/directory.php

 Application Directory listed by:
o Utilities

o E...
Where Do I Find All Those Business Pages
That I “Like”
Profile Page
Info Tab
Scroll to Likes and
Interests
•
•
•
•
•

Acti...
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

41
 Home VS
Profile
 Messages
 Notes
 Lists
 Etiquette

Section Three

Navigating Around Your
Profile
marketingpower.com
43

Home VS Profile
Home – News Feed
o Inbox

marketingpower.com

 Profile
o Outbox
Sending Messages in Facebook

44

• Similar to permission email marketing
• Use selectively, e.g., lists, sub groups of fr...
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 Separate
business and
personal
o Specific groups
o Top...
Tagging Friends in Facebook
 Use the “@” before a name to tag

marketingpower.com

47
Writing Notes in
Facebook Pages
 Similar to

permission email
marketing.

 Sent to fans of
pages

marketingpower.com

48
Facebook Is a Behavioral Based Search Engine
Entertainment and Communication System…
Notification of interactions
between ...
Facebook Really Wants to Help You
Connect
 When clicking
friends you may
see this:

 Re-connect with
past connections
 ...
51

Remember…
 Facebook is not about
shouting your message

 Facebook is about
communication,
relationships and
engageme...
The Seven Heavenly Truths About
Social Media Networks*

52

Chris Treadaway
Mari Smith
*Facebook Marketing An Hour a Day

...
The Seven Deadly Sins Motivators of
Social Media Networking*
Chris Treadaway
Mari Smith
*Facebook Marketing An Hour a Day
...
People Connecting through Facebook
 Quick Review
o Identifying Objectives
o What Facebook is really about
o Personal Prof...
Events…An OLD SKOOL REUNION
 Engaging image
 Captivating tag line

 Informative
 Used email and
share to inform

 Att...
Events… An Afternoon of Ray’s Baseball
 Identifying image
 Informative tag line
 Message targeted to
busy people – to t...
Events… Denver Cruiser’s Sunday Funday
 Identifying image
 No tag line

 Message is
targeted to group
only
 Uses email...
Finding Events
 Facebook is about
connections
 Events listed by
o Your invites
o Your friends invites
o Difficult to fin...
Creating an Event

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

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

 Customiz...
FacebookEtiquette

60

• Always have a current photo in your profile.
• Status updates should be interesting.
• Status upd...
Section Four

Build Your Brand on
Facebook
marketingpower.com
Promoting Your Business Page
http://www.facebook.com/help/?faq=12822

 Allow business page to
go through your
Facebook ne...
63

Posting Content
 Post

o On profile or
business page,
select icon to the
right of attach
o Add URL or upload
o If pas...
Promoting Your Business Page

64

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

65

 In order to be visible to search engines, your business
page priva...
Display Your Facebook Page on Your
Blog

marketingpower.com

66
Facebook Promoting Do’s & Don’ts
Do’s
 Post daily

Don’ts
 Don’t over-post

 Consider your friends’
interests

 Don’t ...
Facebook Moving toward Interconnected Semantic Web

68

 Web is moving toward convergence of connections
between people a...
Objects Are All Accessed the Same
Way

69

 Pages: https://graph.facebook.com/cocacola
(Coca-Cola page)
 Events: https:/...
Objects are Connected through
Relationships
 Objects in Facebook social graph are connected to
each other through relatio...
Places
Who. What. When. And Now Where

marketingpower.com

71
Facebook Places
LBS – Location Based Services

72

 Similar to FourSquare and Gowalla
 Requires:
o a Smart Phone
o Faceb...
What “Facebook Places” Can Do for
Experiential Marketing

73

 Mobile App that allows people to connect “on the go”
 B2C...
Facebook Live

http://www.facebook.com/FacebookLive#!/FacebookLive?v=app_4949752878

• Live video
streaming channel
about ...
75

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

 Lighter and Simpler eMail
 ...
B2B vs B2C –

Facebook can be a powerful
branding tool for both

marketingpower.com

76
Facebook Branding Strategy
 Build an active wall

77

 Use Calls to Action

o Encourage people to Like your page

o Well...
Facebook Marketing Outside Facebook
Facebook developers - Facebook Platform Showcase
 Mixture of free and fee
based apps
...
Create Facebook Badge To Promote Your
Page(s)

79

 Facebook Badges
o Page Badge

Profile Badge

Like Badge

Photo Badge
...
Community Pages such as the
History Channel

80

 Are like Wiki’s
o Aggregate content across Facebook
o You can submit bu...
Business Page Vs Groups Vs Community

81

 Groups largest value is the community aspect of a “group” engaging
together on...
82

Pages Compared to Groups
Pages
Indexable in search engines
Vanity URL available

Promote with Facebook advertising
Fac...
Section Five
Facebook Ads

marketingpower.com
Facebook Ads and How They Work
 Costs less than other forms of Internet ads
 Targeted to user behavior

 Work different...
Some Notable Differences between
Facebook Ads and Google Adwords

85

 There is more competition on Google than
Facebook…...
Before You Begin
 Have a clear idea of what you want your ad to
accomplish
o Create more visibility or traffic to your Fa...
10 Tips for Facebook Ad Marketing*
1. Facebook is NOT direct sales…it is a marketing cycle
2. Create focused ads targeted ...
Create Your Ad

88

On the Facebook.com/advertising page - click on Create Your Ad
 Step One
o Design your ad

 Step Two...
Facebook Ad Board

marketingpower.com

89
CM PhotographicsFacebook

reached the right people at the right time
 Generated $40,000 of revenue from a $600 ad
campaig...
StorQuest on Facebook
used real-time suggested bids
 Over 50% increase in
same store total
rentals versus prior
year.
 1...
Nippon on Facebook

combining marketing solutions
 Facebook
generated 25%
CTR compared to
CTR of 10–12%
other online
camp...
Additional Facebook Advertising
Case Studies
 ShopLocal

 Wildchild
 Treader
 ROTHBURY

 WiseChoice
 Wedding Paper D...
Section Six

Measuring Facebook ROI

marketingpower.com
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

96
Facebook Ad Metrics Will Provide
 Ad Name
o Your descriptive for ad

 Status
o Complete – active - paused

 Bid

97

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

marketingpower.com

98
Reports by Campaign

marketingpower.com

99
Use Metrics to Refine Your Ads
 Create multiple ads of similar themes
 Organize them into campaigns

 Run for 1-2 week ...
The Social Media ROI Mindset

101

 Traditional marketing is measured by campaigns
o Social Media campaigns have a place ...
Using Facebook Insights

102

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

103

http://www.facebook.com/insights/

 Facebook now offers insight into your domain activity
from Fac...
Using Facebook Insights Dashboard

marketingpower.com

104
Why You Need Google Analytics
 Facebook Insights
o Now offers metrics on Facebook and
your domain
o Gives great informati...
Setting Up Your Google Analytics
http://www.webdigi.co.uk/blog/apps/fbgat-facebook-google-analytics-tracker/

 Set up new...
Tracking Your Facebook Business Page
 Use the Static FBML
application to create
a tab
o Add the analytics code
from FBGAT...
Fee Based Social Media Tracking
Software Options
 Unilyzer.co
m
o Provides
relationshi
p metrics

 Kontagent
o Beta

 O...
Facebook Promotional Policies

109

 Read Facebook’spromotional guidelines carefully
 Clear the promotion with Facebook ...
Using Facebook
to Build
Relationships
and Brand
Awareness

Section Seven
In the Trenches

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

marketingpower.com

111
Facebook Causes for Non-Profits
 Facebook app for non-profits to create a voice

marketingpower.com

112
Help Save the Gulf Coast from the Oil Leak

113

Cause
Good News
 Clear
objective
 Searchable
title
 Both
business
page...
Intel’s Vote for a Cause
The Good News
 Great CTA and
engagement
 CTA unique to
Facebook

marketingpower.com

114

 Cau...
Skip1
Good News
 Landing page
 Social links
 Website links

Bad News
 Nothing unique
from website

marketingpower.com
...
Keep It Special
 Offer visitors something
on Facebook they cannot
find anywhere else

 Create a unique Facebook
experien...
Big Toy Team
Good News
• Energize a
community
• Create Public
Event and share

marketingpower.com

117
Arthritis Foundation on Facebook
Good News
• Custom Content
• Lots of content

Bad News
• Could be more
compelling
• Commu...
119

Branding Strategies
What do you want to
achieve?
o Engagement
o Experience
o Offers
o Purchase
o Subscribe

marketin...
120

Branding Strategies
Multiple categories…here are just a few:
 Utilities

 Business

 Top Picks

Networked
Blogs

S...
Have You Noticed? Pages Are Now
Mini Websites…
 In Facebook HTML
is FBML (code talk for
customizing a page)

o Use to cre...
Drive People to Facebook Landing
Pages…

marketingpower.com

122
Create Custom Tabs

marketingpower.com

123
Create a Reason…
For Fans Only Content

124

Levi’s “Instant access
to exclusive content.”1-800 Flowers offers
special dis...
Macy’s

http://www.facebook.com/Macys?v=app_164087800275715#!/Macys?v=wall

• Unique Content
• Reasons to
engage
• Easy to...
Create a “Visible to Connection”
Landing Page

126

http://www.hyperarts.com/blog/facebook-fan-pages-content-for-fans-only...
Bob Evans Keeps Them Coming Back
http://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_4949752878
http://bobevans.com...
Coupon Services Can Help

http://www.smartsource.com/smart
source/index.jsp?Link=5S2ZUA6P
WPEPO
http://server.iad.livepers...
Threadless Keeps It Fresh
http://www.facebook.com/threadless#!/threadless?v=wall
http://www.threadless.com/

• Keep it fre...
Threadless Uses Community and
eCommerce
• Vendorshop– free
app
• Ecwid Shopping
Cart
• 3dCart – just
released
http://www.f...
Cisco

131

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

Create pages for
nic...
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...
Dingo Dog Treats

http://www.facebook.com/dingobones?ref=search#!/dingobones?v=wall
http://www.dingobrand.com

• Tied in W...
Use an Expert
http://www.wildf
ireapp.com/

software
applications

marketingpower.com
Involver…great apps for a fee
• Brand
Marketing
apps

http://www.involver.com/gall
ery.html
http://www.facebook.com/In
vol...
4 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...
Dell

140

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=0.0372596440958
3504
http...
Ford

142

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

• Unveil new
products
• Engage Fans

http://l...
Audi

143

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...
BIG or small…think of creative ways to
enhance the user experience on Facebook
 Use your marketing
creativity

 Research...
Harvard

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

Educate
Entertain
Enlighten
= Engage...
360i

147

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

• Become an
industry resource

http://mashable.com/2010...
US Army

148

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

Speak yo...
Nothing Beats a Great Toilet Flush

http://www.facebook.com/AmericanStandardBrands?v=wall#!/AmericanStandardBrand
s?v=wall...
Steelmaster

150

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

http://www.thisdishi...
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#!/blueskyf
actory
http://www.bluesky...
US Congress on Facebook
• Informational
Channel

http://ohmygov.com/blogs/general_
news/archive/2010/04/02/statsweekly-us-...
Whole Foods Market on Facebook
• Some brands just
let it be viral

http://www.wholefoodsmarket.com/
facebook/
http://masha...
Get Satisfaction

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

• Exceptional
customer service
is go...
Old Spice

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

• Target Branding

http://...
Big Green Egg

http://www.facebook.com/BigGreenEgg
http://www.biggreenegg.com

• Cross-pollinate
with Vendors

Used Facebo...
GrillMate
Run contest to
promote brand

Bad News
No landing page

marketingpower.com

160
Just a Reminder

Getting Help on Facebook
(bottom right corner)

marketingpower.com

161
162

Read more…
Marketing 2.0: Bridging the Gap between Seller and Buyer
through Social Media Marketing
Amazon
Websites:
h...
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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.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
  • Transcript of "Amatrainingfacebookformarketers 12-7-2010-101210084923-phpapp01"

    1. 1. Facebook for Marketers Bernie Borges December 7th, 2010 marketingpower.com
    2. 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
    3. 3. Expectations 3  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 marketingpower.com
    4. 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. marketingpower.com 4
    5. 5. 5 Agenda This Morning This Afternoon 1. Just a Little Background 7. In the Trenches 2. Getting Started…a few Basics 3. Facebook Navigation 4. Build Your Brand 5. Facebook Ads 6. Measuring Facebook ROI marketingpower.com Facebook Marketing Case Studies and Discussion
    6. 6.  A Facebook Stats  Open Graph API  Setting Goals  About Facebook Section One Just a Little Background marketingpower.com
    7. 7. What Is All the Fuss About Facebook? 7  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 marketingpower.com
    8. 8. Facebook Stats 8 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. http://www.checkfacebook.com/ • Facebook traffic up 60% • Real contender to Google and Bing 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. 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 marketingpower.com 11
    12. 12. Setting and Measuring Goals Goals Chris Treadaway& Mari Smith 12 Facebook Marketing: An Hour a Day Metrics 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. 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
    13. 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… marketingpower.com 13
    14. 14. Facebook Uses  Personal profile  Business (Fan) page  Groups  Events  Causes  Community Page  Applications  Advertising  Search engine marketingpower.com 14
    15. 15. How Your Post and Content Travels… Friend’s Profile Page Business Page 1. 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 15 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
    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 16 44,785 more friends share • Results in 5,822,050 posts
    17. 17. 17 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   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 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.  http://www.facebook.c om/bernie.borges A Facebook Profile  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 marketingpower.com 18
    19. 19.  http://www.facebo ok.com/findandcon vert A Business Page  Share  Promote  Build Authority  Have your business page connect to your profile if possible marketingpower.com 19
    20. 20. How Do I Separate My Personal Life and Professional Life?  The lines are blurring marketingpower.com 20
    21. 21. Setting Up: o Personal Profile Your Settings Notifications Mobilizing Find Friends Account Applications o Business Profile Applications o Groups o Help Center Section Two Getting started… marketingpower.com
    22. 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. marketingpower.com Help 22
    23. 23. Your Profile  Facebook will remind you of steps you need to complete  Edit Profile o Max 4M on photo or avatar marketingpower.com 23
    24. 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 marketingpower.com 24
    25. 25. Privacy Settings - Applications Friends Only; Except Clients marketingpower.com 25
    26. 26. 26 Notifications Tab  Update your Fans  Visit your Insights Page  Get more fans with Facebook Ads
    27. 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 marketingpower.com 27
    28. 28. 28 Settings – Find Friends 3 1. Email 4 2. Suggestions 1 3. Search 4. Connections 5. Address Book o Create csv file from address book and upload marketingpower.com 2 5
    29. 29. Settings - Account  Settings  Networks o Groups or School  Notifications  Mobile  Language  Payments  Facebook Ads marketingpower.com 29
    30. 30. Settings - Applications  You can edit o Settings o Profile marketingpower.com 30
    31. 31. Personal Profile Tips 31  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 marketingpower.com peers and friends as you see fit and get comfortable doing so.
    32. 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 marketingpower.com 32
    33. 33. Application Finder http://apps.facebook.com/appsdir/?ref=ts marketingpower.com 33
    34. 34. Adding Your LinkedIn Profile  LinkedIn App  Insert URL and click add tab  Go to profile page search tabs marketingpower.com 34
    35. 35. Edit Your Business Page  Edit page o Settings o Wall Settings o Mobile o Applications  Photos  Discussion Boards  Links  Video  Notes  Events marketingpower.com 35
    36. 36. Find Those Business Pages that You Manage  Select Account Tab  Manage pages marketingpower.com 36
    37. 37. Facebook Applications 37 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 marketingpower.com  Business Page o Bottom of Edit page
    38. 38. Where Do I Find All Those Business Pages That I “Like” Profile Page Info Tab Scroll to Likes and Interests • • • • • Activities Books Movies Television Other – scroll over list marketingpower.com
    39. 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 marketingpower.com 39
    40. 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 marketingpower.com 40
    41. 41. Help Center http://www.facebook.com/help/?page=903#!/help/?ref=pf  Located at bottom of page marketingpower.com 41
    42. 42.  Home VS Profile  Messages  Notes  Lists  Etiquette Section Three Navigating Around Your Profile marketingpower.com
    43. 43. 43 Home VS Profile Home – News Feed o Inbox marketingpower.com  Profile o Outbox
    44. 44. Sending Messages in Facebook 44 • 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
    45. 45. 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 45
    46. 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 marketingpower.com 46
    47. 47. Tagging Friends in Facebook  Use the “@” before a name to tag marketingpower.com 47
    48. 48. Writing Notes in Facebook Pages  Similar to permission email marketing.  Sent to fans of pages marketingpower.com 48
    49. 49. Facebook Is a Behavioral Based Search Engine Entertainment and Communication System… Notification of interactions between you and your networks marketingpower.com 49
    50. 50. Facebook Really Wants to Help You Connect  When clicking friends you may see this:  Re-connect with past connections  Find friends of friends marketingpower.com 50
    51. 51. 51 Remember…  Facebook is not about shouting your message  Facebook is about communication, relationships and engagement that will ultimately achieve your goal… marketingpower.com
    52. 52. The Seven Heavenly Truths About Social Media Networks* 52 Chris Treadaway Mari Smith *Facebook Marketing An Hour a Day 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… marketingpower.com
    53. 53. The Seven Deadly Sins Motivators of Social Media Networking* Chris Treadaway Mari Smith *Facebook Marketing An Hour a Day 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 marketingpower.com 53
    54. 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 marketingpower.com 54
    55. 55. Events…An OLD SKOOL REUNION  Engaging image  Captivating tag line  Informative  Used email and share to inform  Attached to profile page marketingpower.com 55
    56. 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 marketingpower.com 56
    57. 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 marketingpower.com 57
    58. 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 marketingpower.com 58
    59. 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 marketingpower.com 59
    60. 60. FacebookEtiquette 60 • 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! marketingpower.com
    61. 61. Section Four Build Your Brand on Facebook marketingpower.com
    62. 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 marketingpower.com Screenshot fnc post + bernie news feed 62
    63. 63. 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 marketingpower.com  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. Promoting Your Business Page 64  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
    65. 65. Using Your Profile to Promote Your Business Page 65  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 marketingpower.com
    66. 66. Display Your Facebook Page on Your Blog marketingpower.com 66
    67. 67. Facebook Promoting Do’s & Don’ts Do’s  Post daily Don’ts  Don’t over-post  Consider your friends’ interests  Don’t spam  Share other’s content  Measure, review, revise  Experiment  Use common sense  Be Human marketingpower.com  Don’t be “me” centric  Don’t fly blind  Don’t think short term  Don’t be robotic 67
    68. 68. Facebook Moving toward Interconnected Semantic Web 68  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 marketingpower.com
    69. 69. Objects Are All Accessed the Same Way 69  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) marketingpower.com
    70. 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/facebookgraph-api marketingpower.com 70
    71. 71. Places Who. What. When. And Now Where marketingpower.com 71
    72. 72. Facebook Places LBS – Location Based Services 72  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
    73. 73. What “Facebook Places” Can Do for Experiential Marketing 73  Mobile App that allows people to connect “on the go”  B2C opportunity to deliver customer service value that maximizes loyalty marketingpower.com
    74. 74. Facebook Live http://www.facebook.com/FacebookLive#!/FacebookLive?v=app_4949752878 • Live video streaming channel about Facebook happenings and products via browser or mobile device http://apps.facebook.com/whitehou selive/ http://www.skepticalscience.com/science/facebookevent-live-update/ marketingpower.com 74
    75. 75. 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 marketingpower.com http://facebookemail.org/ http://www.skeptical-science.com/science/facebookevent-live-update/ http://nadheeraudawatthe.blogspot.com/ http://tech http://www.readwriteweb.com/crunch.com/2010/11/13/ youve-got-fmail/
    76. 76. B2B vs B2C – Facebook can be a powerful branding tool for both marketingpower.com 76
    77. 77. Facebook Branding Strategy  Build an active wall 77  Use Calls to Action o Encourage people to Like your page o Well designed, clear calls to action o Monitor and participate in the comments on your Wall o Market Facebook outside Facebook  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 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 marketingpower.com
    78. 78. Facebook Marketing Outside Facebook Facebook developers - Facebook Platform Showcase  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 78
    79. 79. Create Facebook Badge To Promote Your Page(s) 79  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 marketingpower.com
    80. 80. Community Pages such as the History Channel 80  Are like Wiki’s o Aggregate content across Facebook o You can submit but Facebook will determine and upload image marketingpower.com
    81. 81. Business Page Vs Groups Vs Community 81  Groups largest value is the community aspect of a “group” engaging together on a common theme 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. marketingpower.com 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. 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. 82 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         
    83. 83. Section Five Facebook Ads marketingpower.com
    84. 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 marketingpower.com 84
    85. 85. Some Notable Differences between Facebook Ads and Google Adwords 85  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. marketingpower.com
    86. 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 marketingpower.com 86
    87. 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 marketingpower.com Nick O’Neill Bus Insider SAI 87
    88. 88. Create Your Ad 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 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 marketingpower.com and
    89. 89. Facebook Ad Board marketingpower.com 89
    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 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. marketingpower.com 91
    92. 92. Nippon on Facebook combining marketing solutions  Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns marketingpower.com 92
    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 marketingpower.com
    95. 95. What Facebook Ad Metrics Can Tell You  Market research  Investment  Comparison  Targeting  Competitive marketingpower.com 95
    96. 96. Export Data to Create Client Specific Reports and Graphs marketingpower.com 96
    97. 97. Facebook Ad Metrics Will Provide  Ad Name o Your descriptive for ad  Status o Complete – active - paused  Bid 97  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
    98. 98. Use Report Feature to Download and Manage Data marketingpower.com 98
    99. 99. Reports by Campaign marketingpower.com 99
    100. 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 marketingpower.com 100
    101. 101. The Social Media ROI Mindset 101  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 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 Likes o Comments o Wall posts 55.0 o Post quality 8 2. Fans who interact with… 3. All fans over time o Interactions o Interactions per post o Post quality o Posts o Discussion posts o Reviews o Mentions o Total fans/ unsubscribed fans o New / removed fans o Top countries o Demographics o Page views o Unsubscribes / Resubscribes o Media consumption marketingpower.com
    103. 103. Insights Feature 103 http://www.facebook.com/insights/  Facebook now offers insight into your domain activity from Facebook marketingpower.com
    104. 104. Using Facebook Insights Dashboard marketingpower.com 104
    105. 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 marketingpower.com 105
    106. 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 marketingpower.com 106
    107. 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 marketingpower.com 107
    108. 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 marketingpower.com 108
    109. 109. Facebook Promotional Policies 109  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 marketingpower.com
    110. 110. Using Facebook to Build Relationships and Brand Awareness Section Seven In the Trenches marketingpower.com
    111. 111. Using Facebook for a Cause  A man with a pest control business and a pink bra marketingpower.com 111
    112. 112. Facebook Causes for Non-Profits  Facebook app for non-profits to create a voice marketingpower.com 112
    113. 113. Help Save the Gulf Coast from the Oil Leak 113 Cause Good News  Clear objective  Searchable title  Both business page & group marketingpower.com June 2010 September 2010
    114. 114. Intel’s Vote for a Cause The Good News  Great CTA and engagement  CTA unique to Facebook marketingpower.com 114  Caus e
    115. 115. Skip1 Good News  Landing page  Social links  Website links Bad News  Nothing unique from website marketingpower.com 115  Caus e
    116. 116. Keep It Special  Offer visitors something on Facebook they cannot find anywhere else  Create a unique Facebook experience marketingpower.com 116
    117. 117. Big Toy Team Good News • Energize a community • Create Public Event and share marketingpower.com 117
    118. 118. Arthritis Foundation on Facebook Good News • Custom Content • Lots of content Bad News • Could be more compelling • Community link broken marketingpower.com 118
    119. 119. 119 Branding Strategies What do you want to achieve? o Engagement o Experience o Offers o Purchase o Subscribe marketingpower.com What are your Facebook channels? o Facebook Apps o Custom Apps
    120. 120. 120 Branding Strategies Multiple categories…here are just a few:  Utilities  Business  Top Picks Networked Blogs Slates HubSpot Advanced Grader Search Notes marketingpower.com RSS Hootsuite LinkedIn Testimonials Memorable Address Promotions Payment Storefront Static FBML Video Sign Up Form Flash Coupons Causes SlideShare Surveys EventBrite Extend Info Twitter Tab Links
    121. 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 marketingpower.com 121
    122. 122. Drive People to Facebook Landing Pages… marketingpower.com 122
    123. 123. Create Custom Tabs marketingpower.com 123
    124. 124. Create a Reason… For Fans Only Content 124 Levi’s “Instant access to exclusive content.”1-800 Flowers offers special discount off next order. DIGISTORE gives Teesey Tees adds special offers mystery marketingpower.com *Social Media Examiner
    125. 125. Macy’s http://www.facebook.com/Macys?v=app_164087800275715#!/Macys?v=wall • Unique Content • Reasons to engage • Easy to share http://www.businesswire.com/news /home/20101103006752/en/Mac y%E2%80%99s-OfferDiscounts-Facebook%C2%AEDeals http://www.macys.com/catalog/syn dicated/remote/remotesyndicati on.ognc?Brand=PRESSRELEA SE marketingpower.com 125
    126. 126. Create a “Visible to Connection” Landing Page 126 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 marketingpower.com
    127. 127. Bob Evans Keeps Them Coming Back http://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_4949752878 http://bobevans.com/onlineordering/Default.aspx • Drive visitors to your website • Offer relevant content • Personalize your business • Offer something special http://www.facebook.com/teeseyte es?ref=ts#!/bobevans?v=app_1 35711123139793 http://www.examiner.com/socialmedia-in-national/bob-evansfree-breakfast-coupons-onfacebook marketingpower.com 127
    128. 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/kb5027232894339796420/front_p age!PAGETYPE http://www.newsamerica.com/ourpr oducts/consumersonline/default. aspx marketingpower.com 128
    129. 129. 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/201 0/11/18/threadless-leansfacebook-more-customerservice-tasks http://www.internetretailer.com/200 9/10/29/display-ads-onfacebook-show-positive-roi-forthreadless-com http://www.insidefacebook.com/200 9/07/14/threadlesss-facebookpage-makes-shopping-moresocial/ marketingpower.com 129
    130. 130. Threadless Uses Community and eCommerce • Vendorshop– free app • Ecwid Shopping Cart • 3dCart – just released http://www.facebook.com/Vendorsh op#!/Vendorshop?v=wall http://www.facebook.com/apps/app lication.php?id=251458316228 http://www.3dcartblog.com/3dcartbrings-ecommerce-to-facebookwith-socialcommerce/ marketingpower.com 130
    131. 131. Cisco 131 http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com Create pages for niche audience needs  Online support  Career certification  Security  Geographic locations http://blogs.cisco.com/tag/facebook / http://socialmediab2b.com/2010/05 /cisco-facebook-page/ http://www.networkworld.com/news /2010/072210-avaya-ceo.html marketingpower.com
    132. 132. 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 real-time behavior http://www.wdfm.com/publish/faceb ook/ http://techcrunch.com/2010/07/27/a mazon-now-taps-into-facebookfor-social-productrecommendations/ http://news.cnet.com/8301-1023_320011934-93.html marketingpower.com 132
    133. 133. California State Parks Foundation http://www.facebook.com/calparks?ref=ts http://www.calparks.org • Used Facebook to sound alarm on funding threat • Encouraged small base to take action through friends http://www.marketingexperiments.c om/blog/researchtopics/facebook.html marketingpower.com 133
    134. 134. Dingo Dog Treats http://www.facebook.com/dingobones?ref=search#!/dingobones?v=wall http://www.dingobrand.com • Tied in WOM via “Likes” with Grouper social coupon http://www.bazaarvoice.com/blog/2 010/08/02/how-dingo-got-6000facebook-likes-in-just-3-days/ marketingpower.com 134
    135. 135. Use an Expert http://www.wildf ireapp.com/ software applications marketingpower.com
    136. 136. Involver…great apps for a fee • Brand Marketing apps http://www.involver.com/gall ery.html http://www.facebook.com/In volver#!/Involver?v=wall marketingpower.com 136
    137. 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 marketingpower.com 137
    138. 138. Avaya http://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall http://www.avaya.com/usa/ • Be unique • Location awareness • Convergence http://www.avaya.com/blogs/archiv es/2010/08/facebook-placesand-enhanced-911-implicationsfor-enterprises.html http://www.pcmag.com/article2/0,2 817,2369913,00.asp marketingpower.com 138
    139. 139. HubSpot http://www.hubspot.com http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389 • Simple, inviting call to action http://www.colinalsheimer.com/hub spot-inbound-marketing-casestudy marketingpower.com 139
    140. 140. Dell 140 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 http://www.dell.com/content/topics/ global.aspx/community/dell_on_ facebook?c=us&l=en http://en.community.dell.com/dellblogs/Direct2Dell/b/direct2dell/ar chive/2010/07/23/supportingcustomers-in-facebook-and-viadellcares-in-twitter.aspx http://www.slideshare.net/Dell_Inc/ dell-facebook marketingpower.com
    141. 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 Volkswagon  Product Should  Cross-pollinate  Geo-target Pages are disconnected http://latimesblogs.latimes.com/tec hnology/2010/11/audi-chevydodge-volkswagen-ford-toyotatesla-others-use-social-mediato-fuel-launches-at-the-la-autoshow.html marketingpower.com 141
    142. 142. Ford 142 http://www.facebook.com/ford http://www.facebook.com/fordmustang • Unveil new products • Engage Fans http://latimesblogs.latimes.com/mo ney_co/2010/11/ford-facebookmustang.html http://mashable.com/2010/07/26/for d-explorer-facebook-reveal/ http://www.media.fordvehicles.com/ article_print.cfm?article_id=3359 9 marketingpower.com
    143. 143. Audi 143 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 http://mashable.com/2009/08/27/au di-facebook/ http://www.insidefacebook.com/200 9/08/27/audi-launchesfacebook-campaign-to-gaininsight-into-fans-ideas-forfuture-cars/ http://reviews.cnet.com/830113746_7-20016379-48.html marketingpower.com
    144. 144. Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospital http://www.smh.com Build community for your services http://www.sarasotahomesforsalen ow.com/sarasota-memorialhospital/ http://www.findandconvert.com/blo g/2010/sarasota-memorialhealthier-with-social-mediamarketing/ marketingpower.com 144
    145. 145. 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
    146. 146. Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086 http://harvard.edu/ Educate Entertain Enlighten = Engagement http://www.gse.harvard.edu/blog/ne ws_features_releases/2009/01/t hanks-for-the-add-now-help-mewith-my-homework.html marketingpower.com 146
    147. 147. 360i 147 http://www.facebook.com/360iagency http://www.360i.com • Become an industry resource http://mashable.com/2010/05/20/fa cebook-b2b-tips/ marketingpower.com
    148. 148. US Army 148 http://www.army.mil/ http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts Speak your audience’s language Marines Navy Air Force marketingpower.com
    149. 149. Nothing Beats a Great Toilet Flush http://www.facebook.com/AmericanStandardBrands?v=wall#!/AmericanStandardBrand s?v=wall http://www.americanstandard-us.com/ Entertain Keep it fun Make it relevant to your audience 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 marketingpower.com 149
    150. 150. Steelmaster 150 http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086 http://www.steelmasterusa.com • Showcase product http://www.steelmasterusa.com/ste elmasters-facebook-pagefeatured-on-mashable http://www.iclicksolutions.com/blog/ facebook-business-page/ marketingpower.com
    151. 151. BigCommerce http://www.facebook.com/BigCommerce http://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=w all http://www.bigcommerce.com/ • Engage Community http://mashable.com/2010/05/20/fa cebook-b2b-tips/ http://techcrunch.com/2010/03/24/b igcommerce-turns-to-facebookto-socialize-online-storefronts/ marketingpower.com 151
    152. 152. Quaker Oats http://www.facebook.com/Quaker http://www.quakeroats.com • Connect • Use landing pages http://www.thisdishisvegetarian.co m/2010/09/0830bob-harper-andquaker-oats-team-up.html http://www.prnewswire.com/newsreleases/quaker-oats-redesignsamericans-mornings-startingwith-breakfast-102530844.html http://www.dtcperspectives.com/arti cle/MDPA-Minute+dots+Quaker-Oats-CampaignFocuses-On-the-Importance-ofBreakfast/281.html marketingpower.com 152
    153. 153. Buffalo Wild Wings http://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/ • Engage • Engage • Engage 3 million plus fans http://www.socialtimes.com/2010/0 8/buffalo-wild-wings-facebook/ marketingpower.com 153
    154. 154. Blue Sky Factory http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyf actory http://www.blueskyfactory.com • Address your audience’s pain points http://socialmediab2b.com/2009/09 /b2b-company-facebook-leadgeneration/ http://blog.blueskyfactory.com/indu strytrends/how-to-prepare-foremail-marketings-biggestchallenge-ever-facebookproject-titan/ http://www.prweb.com/releases/20 10/09/prweb4509834.htm marketingpower.com 154
    155. 155. US Congress on Facebook • Informational Channel http://ohmygov.com/blogs/general_ news/archive/2010/04/02/statsweekly-us-congress-facebookreport-from-ohmygov.aspx http://www.insidefacebook.com/201 0/05/13/facebook-creates-pageshowcasing-the-u-s-congress/ marketingpower.com 155
    156. 156. Whole Foods Market on Facebook • Some brands just let it be viral http://www.wholefoodsmarket.com/ facebook/ http://mashable.com/2010/04/02/fa cebook-scam-whole-foods/ marketingpower.com 156
    157. 157. Get Satisfaction http://www.facebook.com/getsatisfaction http://getsatisfaction.com • Exceptional customer service is good branding http://getsatisfaction.com/partners/f acebook http://techcrunch.com/2010/03/10/g et-satisfaction-turns-tofacebook-to-socialize-customersupport/ http://mashable.com/2010/03/10/so cial-engagement-hub/ marketingpower.com 157
    158. 158. Old Spice http://www.oldspice.com http://twitter.com/oldspicehttp://www.facebook.com/OldSpice • Target Branding http://www.facebook.com/apps/app lication.php?id=342349437729& v=wall#!/OldSpice?v=app_1479 90885235099 http://www.allfacebook.com/groverold-spic-2010-10 http://abcnews.go.com/WN/conver sation-spice-guy-isaiahmustafa-viral-hitshower/story?id=11165908 http://socialmediainfluence.com/20 10/07/26/old-spice-turningfacebook-fans-into-profits/ marketingpower.com 158
    159. 159. Big Green Egg http://www.facebook.com/BigGreenEgg http://www.biggreenegg.com • Cross-pollinate with Vendors Used Facebook to launch cookbook http://www.facebook.com/event.ph p?eid=274806399132&index=1 marketingpower.com 159
    160. 160. GrillMate Run contest to promote brand Bad News No landing page marketingpower.com 160
    161. 161. Just a Reminder Getting Help on Facebook (bottom right corner) marketingpower.com 161
    162. 162. 162 Read more… Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing 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 marketingpower.com
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