Amatrainingfacebookformarketers 12-7-2010-101210084923-phpapp01


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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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  • 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.
  • Personal Profile Business!/group.php?gid=383956791997&v=app_2373072738&ref=ts Event!/event.php?eid=112523825454549&ref=search&sid=1081028954.3229641054..1Cause!/event.php?eid=105664296143097&ref=search&sid=1081028954.3229641054..1Community Page
  • Animate sequence
  • http://www.facebook.comHelp
  • yearbook : show bookmarkedEdit YearbookProfile Tab Select Other
  • your Fans:!/business/insights/?pages&i=9930176882Get more Fans with Facebook Ads:
  • access via settings
  • 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
  • - hard to find without searchAlso lists by what apps friends are using and suggestions!/apps/directory.php?app_type=0&category=100&order=2&seeall=true
  •“If you were trying to promote your group by posting a link to join it in a message, on a wall, or in a discussion board, this can be construed as spam. We suggest making your friends administrators of this group so that they can invite their friends using the Invite functionality built into the group. You can do this by clicking on "Edit Group Members" and then on "make admin" next to the users’ names. Each admin can invite his/her own friends to the group.”
  •!/event.php?eid=124532754224778Note: Because Jonny is a promoter…his personal profile privacy settings are set to everyone
  • If you have a profile attached to your business address settings
  • Chris Brogan Blog for example
  • 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.
  • Link to pdf
  • managerClick on Specific campaign, click again, adjust “Daily stats for the week of:” drop down
  • Social media campaigns have a place
  •!/group.php?gid=121646667846792&v=app_2344061033Site was designed to get volunteers for oil leak cleanupHave both page and group
  • page tied in beautifully to websiteGreat use of influenceProfile skippers of the month tabVideo / YouTube tabUse sense of urgency – Skip Because – emphasize current project or need
  •!/sara.lamrouex1?ref=ts!/event.php?eid=125637667455877&ref=ts A small community and group of kids decided to raise money for playground equipment and used Facebook to spread the wordCreate public event on right side of homepage “what are you planning” or go to events dashboard on left side
  •!/apps/application.php?id=4240867762&ref=appd!/apps/application.php?id=2588290420&ref=appd!/webaddresses!/apps/application.php?id=2490221586&ref=appdBusiness!/advancedsearch!/apps/application.php?id=48008362724&ref=appd!/payvment!/apps/application.php?id=100986888577&ref=appd!/apps/application.php?id=224396475227&ref=appd!/apps/application.php?id=121963738505&ref=appd!/apps/application.php?id=28218816837&ref=appdTop Picks!/twittertab!/apps/application.php?id=2309869772&ref=appd
  • info!/search/?q=fb%3Avisible-to-connection&init=quick&sid=0.4013958806173501
  • Do not know software for ecommerceNot robust but free!/Vendorshop?v=wallBrand new
  •!/Cisco?v=app_120274102075&ref=ts They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr
  • 6,000 fans in 3 days
  • Don’t let your Facebook page be a copy of your website
  • http://www.vw.ca
  • 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
  •!/USarmy?v=app_4949752878&ref=tsNote: Army page has over 400,000 likes compared to 100,000+ on other military branches. Links to others above!/marines?ref=ts!/USNavy?ref=ts!/Usairforce
  • Bernie please double check that toilet flush search brings up page 1875 Tabs not yet as effective as they could be using events RRS blog!/AmericanStandardBrands?v=wallActive WallContent & commentsContentMostly repurposed contentCommunity, blog, find…ExperientialOutreachEventsCTAsNonePhotosYesVideoYesOutside MarketingCommunity supportOn website
  •!/SteelMasterBuildings?v=app_6009294086!/album.php?aid=380824&id=259640455696 a building is link from WebsiteCall to action is link to landing page form
  •!/wholefoods?v=wall&ref=tsWhile Whole Foods has a following…they do little to encourage engagement
  • Uses involver – CRM software for B2B
  • Amatrainingfacebookformarketers 12-7-2010-101210084923-phpapp01

    1. 1. Facebook for Marketers Bernie Borges December 7th, 2010
    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.
    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
    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. 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 Facebook Marketing Case Studies and Discussion
    6. 6.  A Facebook Stats  Open Graph API  Setting Goals  About Facebook Section One Just a Little Background
    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
    8. 8. Facebook Stats 8  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. • Facebook traffic up 60% • Real contender to Google and Bing 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 Graph from 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 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… 13
    14. 14. Facebook Uses  Personal profile  Business (Fan) page  Groups  Events  Causes  Community Page  Applications  Advertising  Search engine 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 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 18
    19. 19.  http://www.facebo vert A Business Page  Share  Promote  Build Authority  Have your business page connect to your profile if possible 19
    20. 20. How Do I Separate My Personal Life and Professional Life?  The lines are blurring 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…
    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. 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 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 24
    25. 25. Privacy Settings - Applications Friends Only; Except Clients 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 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 2 5
    29. 29. Settings - Account  Settings  Networks o Groups or School  Notifications  Mobile  Language  Payments  Facebook Ads 29
    30. 30. Settings - Applications  You can edit o Settings o Profile 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 peers and friends as you see fit and get comfortable doing so.
    32. 32. Creating a Business Page  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 32
    33. 33. Application Finder 33
    34. 34. Adding Your LinkedIn Profile  LinkedIn App  Insert URL and click add tab  Go to profile page search tabs 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 35
    36. 36. Find Those Business Pages that You Manage  Select Account Tab  Manage pages 36
    37. 37. Facebook Applications 37  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. 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
    39. 39. Creating a Vanity URL   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 39
    40. 40. Creating a Group 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 40
    41. 41. Help Center!/help/?ref=pf  Located at bottom of page 41
    42. 42.  Home VS Profile  Messages  Notes  Lists  Etiquette Section Three Navigating Around Your Profile
    43. 43. 43 Home VS Profile Home – News Feed o Inbox  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
    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 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 46
    47. 47. Tagging Friends in Facebook  Use the “@” before a name to tag 47
    48. 48. Writing Notes in Facebook Pages  Similar to permission email marketing.  Sent to fans of pages 48
    49. 49. Facebook Is a Behavioral Based Search Engine Entertainment and Communication System… Notification of interactions between you and your networks 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 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…
    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…
    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 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 54
    55. 55. Events…An OLD SKOOL REUNION  Engaging image  Captivating tag line  Informative  Used email and share to inform  Attached to profile page 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 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 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 58
    59. 59. Creating an Event  On Home Page - select: o Events o Create an Event  Customizing your event under Wall you can add: o Photos o Videos o Links  Remember o Successful events take marketing effort 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!
    61. 61. Section Four Build Your Brand on Facebook
    62. 62. Promoting Your Business Page  Allow business page to go through your Facebook news feed.  Your Profile News Feed allows your business page to display to all your friends.  It’s crucial to spreading your message to the most people on Facebook.  Help Screenshot fnc post + bernie news feed 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  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
    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
    66. 66. Display Your Facebook Page on Your Blog 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  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
    69. 69. Objects Are All Accessed the Same Way 69  Pages: (Coca-Cola page)  Events: (Facebook Developer Garage Austin)  Groups: (Emacs users group)  Applications: (the Graffiti app)
    70. 70. Objects are Connected through Relationships  Objects in Facebook social graph are connected to each other through relationships (connections)  Friends:  Movies:  Books:  70
    71. 71. Places Who. What. When. And Now Where 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:  Click “Places tab at  You can add places, check into places that already exist and tag friends
    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
    74. 74. Facebook Live!/FacebookLive?v=app_4949752878 • Live video streaming channel about Facebook happenings and products via browser or mobile device selive/ 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 http://tech youve-got-fmail/
    76. 76. B2B vs B2C – Facebook can be a powerful branding tool for both 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
    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 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
    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
    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. 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. Groups         
    83. 83. Section Five Facebook Ads
    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 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.
    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 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 Nick O’Neill Bus Insider SAI 87
    88. 88. Create Your Ad 88 On the 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 and
    89. 89. Facebook Ad Board 89
    90. 90. CM PhotographicsFacebook reached the right people at the right time  Generated $40,000 of revenue from a $600 ad campaign 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. 91
    92. 92. Nippon on Facebook combining marketing solutions  Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns 92
    93. 93. Additional Facebook Advertising Case Studies  ShopLocal  Wildchild  Treader  ROTHBURY  WiseChoice  Wedding Paper Divas  93
    94. 94. Section Six Measuring Facebook ROI
    95. 95. What Facebook Ad Metrics Can Tell You  Market research  Investment  Comparison  Targeting  Competitive 95
    96. 96. Export Data to Create Client Specific Reports and Graphs 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 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 98
    99. 99. Reports by Campaign 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 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
    102. 102. Using Facebook Insights 102 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
    103. 103. Insights Feature 103  Facebook now offers insight into your domain activity from Facebook
    104. 104. Using Facebook Insights Dashboard 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 105
    106. 106. Setting Up Your Google Analytics  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 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 107
    108. 108. Fee Based Social Media Tracking Software Options  m o Provides relationshi p metrics  Kontagent o Beta  Omniture o Press release 5/28 108
    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
    110. 110. Using Facebook to Build Relationships and Brand Awareness Section Seven In the Trenches
    111. 111. Using Facebook for a Cause  A man with a pest control business and a pink bra 111
    112. 112. Facebook Causes for Non-Profits  Facebook app for non-profits to create a voice 112
    113. 113. Help Save the Gulf Coast from the Oil Leak 113 Cause Good News  Clear objective  Searchable title  Both business page & group June 2010 September 2010
    114. 114. Intel’s Vote for a Cause The Good News  Great CTA and engagement  CTA unique to Facebook 114  Caus e
    115. 115. Skip1 Good News  Landing page  Social links  Website links Bad News  Nothing unique from website 115  Caus e
    116. 116. Keep It Special  Offer visitors something on Facebook they cannot find anywhere else  Create a unique Facebook experience 116
    117. 117. Big Toy Team Good News • Energize a community • Create Public Event and share 117
    118. 118. Arthritis Foundation on Facebook Good News • Custom Content • Lots of content Bad News • Could be more compelling • Community link broken 118
    119. 119. 119 Branding Strategies What do you want to achieve? o Engagement o Experience o Offers o Purchase o Subscribe 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 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 121
    122. 122. Drive People to Facebook Landing Pages… 122
    123. 123. Create Custom Tabs 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 *Social Media Examiner
    125. 125. Macy’s!/Macys?v=wall • Unique Content • Reasons to engage • Easy to share /home/20101103006752/en/Mac y%E2%80%99s-OfferDiscounts-Facebook%C2%AEDeals dicated/remote/remotesyndicati on.ognc?Brand=PRESSRELEA SE 125
    126. 126. Create a “Visible to Connection” Landing Page 126 =ts#!/teeseytees?v=app_7146470109
    127. 127. Bob Evans Keeps Them Coming Back!/bobevans?v=app_4949752878 • Drive visitors to your website • Offer relevant content • Personalize your business • Offer something special es?ref=ts#!/bobevans?v=app_1 35711123139793 127
    128. 128. Coupon Services Can Help source/index.jsp?Link=5S2ZUA6P WPEPO -44296948/cmd/kbresource/kb5027232894339796420/front_p age!PAGETYPE oducts/consumersonline/default. aspx 128
    129. 129. Threadless Keeps It Fresh!/threadless?v=wall • Keep it fresh and interesting • Use display ads • Improve customer service 0/11/18/threadless-leansfacebook-more-customerservice-tasks 9/10/29/display-ads-onfacebook-show-positive-roi-forthreadless-com 9/07/14/threadlesss-facebookpage-makes-shopping-moresocial/ 129
    130. 130. Threadless Uses Community and eCommerce • Vendorshop– free app • Ecwid Shopping Cart • 3dCart – just released op#!/Vendorshop?v=wall lication.php?id=251458316228 130
    131. 131. Cisco 131!/Cisco?v=app_120274102075&ref=ts Create pages for niche audience needs  Online support  Career certification  Security  Geographic locations / /cisco-facebook-page/ /2010/072210-avaya-ceo.html
    132. 132. Amazon!/Amazon • Facebook Connection leads to custom detailed shopping list based on real-time behavior ook/ mazon-now-taps-into-facebookfor-social-productrecommendations/ 132
    133. 133. California State Parks Foundation • 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 133
    134. 134. Dingo Dog Treats!/dingobones?v=wall • Tied in WOM via “Likes” with Grouper social coupon 010/08/02/how-dingo-got-6000facebook-likes-in-just-3-days/ 134
    135. 135. Use an Expert http://www.wildf software applications
    136. 136. Involver…great apps for a fee • Brand Marketing apps ery.html volver#!/Involver?v=wall 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 137
    138. 138. Avaya!/avaya?v=wall • Be unique • Location awareness • Convergence es/2010/08/facebook-placesand-enhanced-911-implicationsfor-enterprises.html,2 817,2369913,00.asp 138
    139. 139. HubSpot!/hubspot?v=app_10442206389 • Simple, inviting call to action spot-inbound-marketing-casestudy 139
    140. 140. Dell 140 Find more Dell Facebook pages, visit: • Target niche audiences global.aspx/community/dell_on_ facebook?c=us&l=en chive/2010/07/23/supportingcustomers-in-facebook-and-viadellcares-in-twitter.aspx dell-facebook
    141. 141. Brand So Your Audience Can Find You!/search.php?q=vw&init=quick&tas=0.0372596440958 3504!/VWJetta?v=info Volkswagon  Product Should  Cross-pollinate  Geo-target Pages are disconnected hnology/2010/11/audi-chevydodge-volkswagen-ford-toyotatesla-others-use-social-mediato-fuel-launches-at-the-la-autoshow.html 141
    142. 142. Ford 142 • Unveil new products • Engage Fans ney_co/2010/11/ford-facebookmustang.html d-explorer-facebook-reveal/ article_print.cfm?article_id=3359 9
    143. 143. Audi 143!/audi?v= app_17037175766 • Top 25 Brands on Facebook • Make it easy for your audience to find you di-facebook/ 9/08/27/audi-launchesfacebook-campaign-to-gaininsight-into-fans-ideas-forfuture-cars/
    144. 144. Sarasota Memorial Hospital Build community for your services http://www.sarasotahomesforsalen g/2010/sarasota-memorialhealthier-with-social-mediamarketing/ 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
    146. 146. Harvard Educate Entertain Enlighten = Engagement ws_features_releases/2009/01/t hanks-for-the-add-now-help-mewith-my-homework.html 146
    147. 147. 360i 147 • Become an industry resource cebook-b2b-tips/
    148. 148. US Army 148!/USarmy?v=app_4949752878&ref=ts Speak your audience’s language Marines Navy Air Force
    149. 149. Nothing Beats a Great Toilet Flush!/AmericanStandardBrand s?v=wall 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 149
    150. 150. Steelmaster 150!/SteelMasterBuildings?v=app_6009294086 • Showcase product elmasters-facebook-pagefeatured-on-mashable facebook-business-page/
    151. 151. BigCommerce!/apps/application.php?id=342349437729&v=w all • Engage Community cebook-b2b-tips/ igcommerce-turns-to-facebookto-socialize-online-storefronts/ 151
    152. 152. Quaker Oats • Connect • Use landing pages m/2010/09/0830bob-harper-andquaker-oats-team-up.html cle/MDPA-Minute+dots+Quaker-Oats-CampaignFocuses-On-the-Importance-ofBreakfast/281.html 152
    153. 153. Buffalo Wild Wings • Engage • Engage • Engage 3 million plus fans 8/buffalo-wild-wings-facebook/ 153
    154. 154. Blue Sky Factory!/blueskyf actory • Address your audience’s pain points /b2b-company-facebook-leadgeneration/ strytrends/how-to-prepare-foremail-marketings-biggestchallenge-ever-facebookproject-titan/ 10/09/prweb4509834.htm 154
    155. 155. US Congress on Facebook • Informational Channel news/archive/2010/04/02/statsweekly-us-congress-facebookreport-from-ohmygov.aspx 0/05/13/facebook-creates-pageshowcasing-the-u-s-congress/ 155
    156. 156. Whole Foods Market on Facebook • Some brands just let it be viral facebook/ cebook-scam-whole-foods/ 156
    157. 157. Get Satisfaction • Exceptional customer service is good branding acebook et-satisfaction-turns-tofacebook-to-socialize-customersupport/ cial-engagement-hub/ 157
    158. 158. Old Spice • Target Branding lication.php?id=342349437729& v=wall#!/OldSpice?v=app_1479 90885235099 sation-spice-guy-isaiahmustafa-viral-hitshower/story?id=11165908 10/07/26/old-spice-turningfacebook-fans-into-profits/ 158
    159. 159. Big Green Egg • Cross-pollinate with Vendors Used Facebook to launch cookbook p?eid=274806399132&index=1 159
    160. 160. GrillMate Run contest to promote brand Bad News No landing page 160
    161. 161. Just a Reminder Getting Help on Facebook (bottom right corner) 161
    162. 162. 162 Read more… Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing Amazon Websites: Blog: Twitter: LinkedIn: Facebook: Facebook Fan Page: