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AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
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AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
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AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
AMA Facebook for Marketers
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AMA Facebook for Marketers

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AMA Facebook for Marketers, Chicago June 15, 2010 delivered by Bernie Borges at the Gleacher Center.

AMA Facebook for Marketers, Chicago June 15, 2010 delivered by Bernie Borges at the Gleacher Center.

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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.com/Starbucks?v=app_338375791266#!/Starbucks?v=app_338375791266
  • 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/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://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/editnote.php?draft&note_id=126825564007477&id=566203510
  • http://www.facebook.com/bernie.borges
  • http://www.facebook.com/bernie.borges
  • http://www.time.com/time/arts/article/0,8599,1892800,00.htmlhttp://www.allfacebook.com/2009/07/facebook-friend-etiquette-2/
  • 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.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/Skip1org#!/Skip1org?v=app_4949752878
  • Link to pdf
  • B2Chttp://www.facebook.com/home.php?#!/pages/History-Channel/101884379853735 http://www.facebook.com/threadless http://www.facebook.com/congresshttp://www.facebook.com/help/?page=903#!/SarasotaMemorialHospital http://www.facebook.com/help/?page=903#!/maroon5?ref=tshttp://www.facebook.com/artichttp://www.facebook.com/pages/Corless-Zinober-Law-Firm/199977466522?v=wall&ref=searchhttp://www.facebook.com/FormulaDRIFThttp://www.facebook.com/Skip1orgB2Bhttp://www.facebook.com/windspire?ref=search&sid=YZNOUH29CNUMHTLB9alPKw.1192836953..1&v=wall http://www.facebook.com/home.php?#!/SteelMasterBuildingshttp://www.facebook.com/home.php?#!/pages/Alpharetta-GA/Neenah-Paper/57797851697?ajaxpipe=1&__a=15 http://www.facebook.com/help/?page=903#!/hubspot http://www.facebook.com/help/?page=903#!/indiumhttp://www.facebook.com/techcrunchhttp://www.facebook.com/ConnectWisehttp://www.facebook.com/AmericanManufacturinghttp://www.facebook.com/caterpillarinchttp://www.dekalasers.com
  • 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/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086http://www.steelmasterusa.com/ Find a building is link from WebsiteCall to action is link to landing page form
  • Name of Facebook page “all about them”http://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=wall
  • http://www.maroon5.comhttp://www.interscope.com/maroon5http://www.myspace.com/maroon5http://www.imeem.com/maroon5/http://www.bobcarmichael.com
  • http://www.facebook.com/SarasotaMemorialHospital
  • 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/search/?flt=1&q=IT&o=69&sid=ZlfUGZZBi8anfxrC8bj7Dg.207909726..1#!/group.php?gid=65473878672&ref=search&sid=s7t1DOy4VYVoZ3E469U3iA.207909726..1
  • http://www.facebook.com/search/?flt=1&q=IT&o=69&sid=ZlfUGZZBi8anfxrC8bj7Dg.207909726..1#!/group.php?gid=65473878672&ref=search&sid=s7t1DOy4VYVoZ3E469U3iA.207909726..1
  • 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.facebook.com/Arthritis.org?v=app_6009294086http://www.arthritis.org/
  • http://www.wildfireapp.com/
  • 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
  • http://www.facebook.com/threadless#!/threadless?v=wallhttp://www.threadless.com/
  • 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.involver.com/gallery.htmlhttp://www.facebook.com/Involver#!/Involver?v=wall
  • 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.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/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?#!/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

    • 1. Facebook for Marketers
      Bernie Borges
      June 15, 2010
    • 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. Expectations
      Navigate Facebook
      How to develop a content strategy that drives sales
      Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…
      How to build your personal or company brand and build a network
      Select and implement applications that fit your Facebook marketing plan
      Understand the “rules of engagement” and community building best practices
      Experiential marketing that creates “buzz”
      How to use Facebook advertising and why you should
      Measure – review – refine: Facebook analytics
    • 4. Skills to Acquire
      The 2 pillars of social media
      Content-content-content
      Building relationships
      The habit of using Facebook daily.
      How to engage with people and brands.
      How to build your personal and company brand.
      How to measure results from Facebook marketing.
    • 5. Agenda
      Overview
      Getting Started
      Navigating Around Your Profile
      Versatility of Facebook
      Building Your Brand on Facebook
      Facebook Page Evolution
      Promoting on Facebook
      Facebook Ads
      Measuring Facebook Ads
      Measuring Facebook ROI
    • 6. Section OneOverview
      • A Facebook Stats
      • 7. Open Graph API
      • 8. Setting Goals
      • 9. About Facebook
    • What Is All the Fuss About Facebook?
      Facebook has become the largest people, content and brand connectivity tool on the web.
      Facebook is about
      Connectivity
      Sharing
      Building Relationships
      Expanding Brand
      Your result can
      Drive traffic
      Increase leads
      Generate revenue
    • 10. Facebook Stats
      People of Facebook
      460 M active users (120M US)
      Avg 130 friends
      500B minutes per month
      Activity
      Avg user connected to 60 pages, groups and events
      Global reach
      70 languages
      70% of users are outside the US
      Mobile
      100M access Facebook
      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 500,000 applications available
      More than 250,000 websites integrate with Facebook
      comScore stats
      2/3rds of US top 100 websites
      Half of Global top 100 websites
    • 11. Facebook’s Open Graph API
      The buzz about the Open Graph API
      A way to embed Facebook pages anywhere on the web
      Authentication hub for social experiences on the web
      What this means for marketers
      Facebook has become a major tool in expanding brand awareness for B2B as well as B2B companies
      Graph from AllFacebook.com
    • 12. Before We Begin…
      Understanding how to market with Facebook begins with
      Setting and measuring goals
      Understanding Facebook uses
      Understanding Facebook navigation
      What happens when you post content on your wall
      Customizing your Facebook marketing
      Facebook interactivity
    • 13. Setting and Measuring Goals
      Chris Treadaway & Mari Smith
      Facebook Marketing: An Hour a Day
      Goals
      Metrics
      Example
    • 14. If Monetizing Facebook Is Your Objective… Three Forms of Media
      Earned Media
      Authority
      Trust
      Reputation
      Purchased Media
      Google Ads
      Owned Media
      Content we produce, e.g., documents, blogs, videos, photos, announcements, etc.
      Sometimes all work best…
    • 15. Facebook Uses
      Personal profile
      Business (Fan) page
      Groups
      Events
      Causes
      Community Page
      Applications
      Advertising
      Search engine
    • 16. How Your Post and Content Travels…
      Business Page
      Friend’s Profile Page
      Write comment and paste link
      Click attach
      Click Share to everyone
      Posts to Find and Convert’s Business page with 525 people that “Like” business page
      Posts to the News Feed of 525 people that “Like” Find and Convert
      Your post now shows in 116 more news feeds
      One of those 525 then wants to “share” with their 116 friends
      A comment is made and your post is then shared again, posting to 142 more news feeds…and so on
    • 17. Just Imagine…If 5% of friends shared a post with 130 friends each time…
      This is how content goes viral
    • 18. Basic Facebook Navigation
      Group
      Must have a personal profile
      Invitations can be open to the public or closed
      Allows you to send bulk invite to friends
      Opportunity for message to go viral
      Does not support applications
      Can create related event and invitation
      Cannot promote with social ads
      No visitor statistics available (at this time)
      Discussions
      Personal Profile
      You can friend others
      You can “Like” a page
      Cannot use profile for business
      Allows for “vanity” URL
      Post messages that will be read by your “friends”
      Create events
      Share content, photos and video
      Send private email
      Business Page
      Visible to unregistered users
      Stands alone in search engines
      Allows for “vanity” URL
      Can create events
      Can tailor to specific needs
      Over 500,000 Facebook and 3rd party applications
      Can promote with social ads
      Offers Visitor statistics
      Allows multiple administrators not attached to a profile
      Discussions
      Personal profiles are for people
      Business pages are for celebrity, band, business or organization
      Groups are sponsored by an individual for specific topics
    • 19.
      • http://www.facebook.com/bernie.borges
      • 20. http://www.findandconvert.com
      Purpose:
      • Share personal, business and common interests with others by posting content
      • 21. Find others and meaningful content that is meaningful, educational and/or entertaining
      • 22. A way to engage with people you know and meet others with common interests
      17
      A Facebook Profile
    • 23. How Do I Separate My Personal Life and Professional Life?
      The lines are blurring
      play nice
      share
      don’t bully
    • 24. Starbucks
      7,271,653 “Likes”
      Business page:
      Starbucks Card landing page
      Portal into specific countries business page
      Four Experiencial marketing tabs
      Manage your card
      Instant story
      Starbucks VIA
      Polls
      Discussions
      A Business Page
    • 25. 2010 Bank of America Chicago Marathon Training Group
      116 members
      Find a training partner, share a ride, information on hotels, food, etc
      A Group
    • 26. Section TwoGetting started…
      Setting Up:
      Personal Profile
      Your Settings
      Notifications
      Mobilizing
      Find Friends
      Account
      Applications
      Business Profile
      Applications
      Groups
      Help Center
    • 27. Setting up a Personal Profile
      Facebook.com
      Are you creating a personal profile or a business page?
      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:
      Online email address book for possible friends and contacts
      By school or company.
      Help
    • 28. Your Profile
      Facebook.com
      Facebook will remind you of steps you need to complete
      Edit Profile
      Max 4M on photo or avatar
    • 29. Set Up Your Personal Profile Privacy Settings
      Facebook.com
      Friends Friends of Friends Everyone
      Personal Information and Posts
      Contact Information
      Search
      Applications and Websites
      Instant Personalization Pilot Program
      More information
      Mashable: Facebook Privacy Controls
      Facebook Privacy Explanation
      Facebook Privacy
    • 30. Notifications Tab
      Facebook.com
      Update your Fans
      Visit your Insights Page
      Get more fans with Facebook Ads
    • 31. Mobilizing Your Facebook
      Facebook.com
      Set Up and verify
      Select your phone
      Text a link to phone
      Text messages
      Upload via email
      Access via account and footer
    • 32. Email
      Suggestions
      Search
      Connections
      Address Book
      Create csv file from address book and upload
      Settings – Find Friends
      Facebook.com
      3
      4
      1
      5
      2
    • 33. Settings - Account
      Settings
      Networks
      Groups or School
      Notifications
      Mobile
      Language
      Payments
      Facebook Ads
      Facebook.com
    • 34. Settings - Applications
      You can edit
      Settings
      Profile
      Facebook.com
    • 35. Personal Profile Tips
      Upload a few pictures and fill out your profile completely.
      Update your status daily.
      “Like” business (fan) pages and join groups that are of interest to you. Participate in them by commenting on their walls and/or uploading links.
      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.
    • 36. Creating a Business Page
      .com/pages/create
      Local business
      Brand, product or organization
      Artist, band or public figure
      Fill out Form
      Click Create Official Page
      Will connect page to your personal profile
      Will create a stand alone page
    • 37. Edit Your Business Page
      Edit page
      Settings
      Wall Settings
      Mobile
      Applications
      Photos
      Discussion Boards
      Links
      Video
      Notes
      Events
      .com/pages/create
    • 38. Facebook Applications
      .com/apps
      Application Directory listed by:
      Utilities
      Education
      Entertainment
      Friends & Family
      Business
      Games
      Sports
      Lifestyle
      Just for Fun
      On Facebook
      External Websites
      Desktop
      Mobile
      Pages
      Prototype
      Business Page
      Bottom of Edit page
    • 39. TidBits
      com/bernieborges
      Pages You Manage
      Account
      Manage pages
      Where Do I Find All Those Business Pages That I “Like”
      Profile
      Info Tab
      Scroll to bottom of page
    • 40. 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
    • 41. Creating a Group
      com/apps
      On Home Page - select:
      Groups
      Create a Group
      A Group must have a sponsor (profile, business page or groups) attached to it
      Invite friends to join
      Posting a link to join a group in a message, on a wall or in a discussion board is construed as “spam”
      Make members “admin” so that they can invite his/her friends to join the group
    • 42. Help Center
      Located at bottom of page
      help
    • 43. Section ThreeNavigating Around Your Profile
    • Home VS Profile
      com/bernieborges
      Home – News Feed
      Inbox
      Profile
      Outbox
    • 48. Sending Messages in Facebook
      com/bernieborges
      • Similar to permission email marketing
      • 49. Use selectively, e.g., lists, sub groups of friends
      • 50. Good way to send links, videos, photos
      • 51. Limited to 20 at a time
      • 52. Select messages and click on “new message” in upper right-hand corner
    • Tagging Friends in Facebook
      Use the “@” before a name to tag
      com/bernieborges
    • 53. Writing Notes in Facebook
      • Similar to permission email marketing.
      • 54. Sent to fans of pages
    • Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…
      com/bernieborges
      Notification of interactions between you and your networks
    • 55. Using Lists To Manage Your Friends
      com/bernieborges
      Use lists to group your friends
      Common interests
      Separate business and personal
      Specific groups
      Topics
    • 56. Facebook Really Wants to Help You Connect
      When clicking friends you may see this:
      Re-connect with past connections
      Find friends of friends
    • 57. FacebookEtiquette
      • Always have a current photo in your profile.
      • 58. Status updates should be interesting.
      • 59. Status updates should be spread out, not every 5 minutes.
      • 60. Only poke close friends, and don’t over do it.
      • 61. Don’t invite all your friends to join every game you play. Be selective.
      • 62. Create lists and use them to avoid treating all your friends the same.
      • 63. Don’t share too much information.
      • 64. Invite friends to pages, groups, events, etc, selectively.
      • 65. Don’t repeatedly invite friends to join your page if they’ve ignored.
      • 66. Use messaging sparingly. Don’t flood friend’s inboxes.
      • 67. Tag friends in photos selectively. Don’t embarrass someone.
      • 68. Use social etiquette common sense!
    • Section Four Versatility of Facebook
    • Remember…
      Facebook is not about shouting your message
      Facebook is about communication, relationships and engagement that will ultimately achieve your goal…
    • 73. The Seven Heavenly Truths About Social Media Networks*
      Preferred communication of younger generations but not limited to them
      Social media is based on the concept of “friends” as a loosely applied term for people connecting with people, companies, brands…
      People that are active on the Internet are more likely active in social networks & are often influencers within their niche groups
      Social media content is transparent…once it’s posted, it is widely visible
      Content is the hub of the Internet, social media is just one spoke
      The rules in social media are still being defined. Experiment and tread carefully
      What motivates people is the key to social media usage…
      Chris Treadaway
      Mari Smith
      *Facebook Marketing An Hour a Day
    • 74. The Seven Deadly Sins Motivators of Social Media Networking*
      Social Interaction Motivators
      Love
      Self-expression / emotion
      Sharing opinions / influencing friends
      Showing Off…the Id
      Fun / escapism / humor
      Memories and nostalgia
      Making Money
      Chris Treadaway
      Mari Smith
      *Facebook Marketing An Hour a Day
    • 75. People Connecting through Facebook
      Quick Review
      Identifying Objectives
      What Facebook is really about
      Personal Profiles
      Business Profiles and community pages
      Seeking connections
      Navigating through Facebook
      Groups
      Another way to connect…events
    • 76. Events…An OLD SKOOL REUNION
      Engaging image
      Captivating tag line
      Informative
      Used email and share to inform
      Attached to profile page
    • 77. 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
    • 78. 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
    • 79. Finding Events
      Facebook is about connections
      Events listed by
      Your invites
      Your friends invites
      Difficult to find events in search with specific name
      Successful events take marketing effort
    • 80. Creating an Event
      On Home Page - select:
      Events
      Create an Event
      Customizing your event under Wall you can add:
      Photos
      Videos
      Links
      Remember
      Successful events take marketing effort
    • 81. Using Facebook for a Cause
      A man with a pest control business and a pink bra
    • 82. Skip1.org Doesn’t Skip Social Media
      Skip something and feed a child
    • 83. Section Five Building Your Brand on Facebook
      • B2B vs B2C
      • 84. Branding Strategy
      • 85. Outside Facebook
      • 86. Case Studies
      • 87. Pages VS Groups VS Community
    • B2B vs B2C – Facebook can be a powerful branding tool for both
    • 88. For example…
      B2C
      History Channel
      Threadless
      Congress on Facebook
      Sarasota Memorial Hospital
      Maroon 5
      Art Institute of Chicago
      Corless & Zinober
      FormulaDrift
      Dell
      Skip1
      The Big Green Egg
      B2B
      WindSpire
      SteelMaster
      Neenah
      HubSpot
      Indium
      TechCrunch
      Connectwise
      Alliance for American Manufacturing
      Caterpillar
      DEKA Laser Technologies
    • 89. Facebook Branding Strategy
      Build an active wall
      Encourage people to Like your page
      Monitor and participate in the comments on your Wall
      Re-purpose content
      Post useful, interesting content from various sources, regularly
      Encourage Experiential Marketing
      Use Landing or welcome tabs
      Product specific interaction
      Useful information
      Experiment
      Use Calls to Action
      Well designed, clear calls to action
      Market Facebook outside Facebook
      Use photos
      • If possible, use pictures to show how customers use your product
      • Show customer satisfaction and engagement
      • Post pictures of your team at work
      Use video
      Post recording of team member “experts”
      Show your product in action
      Highlight off-line marketing
      Company sponsorships and events
    • 90. 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
    • 91. Create Facebook Badge To Promote Your Page(s)
      Facebook Badges
      Page Badge Profile Badge Like Badge Photo Badge
      Use 3rd party Facebook buttons
      Do: hyperlink the badge to your Facebook Page or landing page
      Do: hyperlink the name of your business within your promotional copy to your Facebook Page.
      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
    • 92. Steelmasteron Facebook
      Active Wall
      Lots of content and comments
      Content
      Blog
      Limited other sources
      Experiential
      Welcome tab
      Quote tab
      Find a building
      CTAs
      Everywhere
      Photos
      Yes
      Video
      No
      Outside Marketing
      Community support
      On website
    • 93. American Standard on FacebookNothing Beats a Great Toilet Flush
      Active Wall
      Content & comments
      Content
      Mostly repurposed content
      Community, blog, find…
      Experiential
      Outreach
      Events
      CTAs
      None
      Photos
      Yes
      Video
      Yes
      Outside Marketing
      Community support
      On website
    • 94. Maroon 5 Band on Facebook
      Active Wall
      Content, Comments & Twitter Posts
      Content
      Blog, Fanclub
      Experiential
      Events
      Share with friends
      CTAs
      Events
      iLike
      Come to My Town
      Photos
      Yes
      Video
      Yes
      Outside Marketing
      Arts-Friends-Get Involved
      On website(s)
    • 95. Sarasota Memorial Hospital on Facebook
      Active Wall
      Content & comments
      Content
      Discussion & Reviews but not seeded
      Community, blog, find…
      Experiential
      Outreach
      Events
      CTAs
      More engagement
      Photos
      Yes
      Video
      Yes
      Outside Marketing
      Community support
      On website
    • 96. Community Pages such as the History Channel
      Are like Wiki’s
      Aggregate content across Facebook
      You can submit but Facebook will determine and upload image
    • 97. Business Page Vs Groups Vs Community
      Groups largest value is the community aspect of a “group” engaging together on a common theme
      Pages
      Pages can only be for a real organization, business, celebrity, or band
      Must be created by an official representative of that entity
      Pages are public. Anyone can become a fan. Administrator can remove fans
      Can create events and send invites, register, etc.
      Community Page
      Wiki style page of information centered around keyword or phrase
      Aggregates posts across Facebook
      While you can create a community page, Facebook determines if there is enough volume to support it and controls the image
      Groups
      Groups can be created by any user and about any topic
      Groups are a community of users to share their opinions and interest in the group’s subject
      Groups can be kept closed (invitation only)
      Can create events and send invites, register, etc.
    • 98. Pages Compared to Groups
    • 99. Help Save the Gulf Coast from the Oil Leak
      Wall
      Info
      Photo
      Events
      Discussion
    • 100. Twitter Rules
      Wall
      Info
      Discussions
      Photo
    • 101. Section SixFacebook Business Page Evolution
    • Strategies
      What do you want to achieve?
      Engagement
      Experience
      Offers
      Purchase
      Subscribe
      What are your Facebook channels?
      Facebook Apps
      Custom Apps
    • 106. Facebook Apps for Branding
      Multiple categories…here are just a few:
      Utilities
      Business
      Top Picks
      Causes
      SlideShare
      Memorable
      Address
      Networked
      Blogs
      LinkedIn
      Slates
      Testimonials
      Hootsuite
      Coupons
      EventBrite
      Payment
      Storefront
      Promotions
      Surveys
      HubSpot
      Grader
      Sign Up
      Form
      Advanced
      Search
      Notes
      Flash
      Video
      Static FBML
      RSS
      Extend Info
      Twitter Tab
      Links
    • 107. Facebook Business Pages are becoming websites…
      In Facebook HTML is FBML (code talk for customizing a page)
      Use to create landing or canvas tab(s)
      Can include images, video, opt in for promotion (within Facebook guides)
      Can install Learn FBML for test testing
      Hire a Facebook developer
    • 108. Drive People to Facebook Landing Pages…
    • 109. Create Custom Tabs
    • 110. Arthritis Foundation on Facebook
      Links to website
      CTAs
    • 111. How does Arthritis Foundation Do It?
      Wildfire software applications
    • 112. Bob Evans on Facebook
      Our menu links back to website
    • 113. SmartSource Printable coupon
      How Does Bob Evans Do It?
    • 114. Threadlesson Facebook
      ecommerce
    • 115. Threadless uses community and eCommerceNote: We could not discover their specific app
      Some suggested eCommerce applications
      • Vendorshop– free app
      • 116. Ecwid Shopping Cart – just released
      • 117. 3dCart – just released
    • Involver…great apps for a fee
      2 apps free
      Starting at $59 month
      Facebook
    • 118. Section SevenPromoting on Facebook
      • Business Page
      • 119. Using Your Profile
    • 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
    • 120. Posting Content
      Post
      On profile or business page, select icon to the right of attach
      Add URL or upload
      If pasting comment, use notepad to remove code
      RSS app
      Add app to business page
      Click to allow
      Select page to add
      Give permission
      Add Feed URL
      Adjust custom defaults
      Save
      Tags
      In comment area add “@” before name
      Select appropriate name
      Click Share
    • 121. Promoting Your Business Page
      Be social…”Like” other Business pages of interest to you
      Upload relevant content and leave comments on other people’s business page
      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
    • 122. Using Your Profile to Promote Your Business Page
      In order to be visible to search engines, your business page privacy setting must be public.
      Occasionally invite “friends” to become a fan of your business page
      Email the vanity URL of your business page to people in your address book
      Display your business page badge on your blog
      Include a link in all your communication, auto-signature
      Display Facebook badge on your website & blog.
      Invite people to leave comments on your business page.
      Help
    • 123. Facebook Promoting Do’s & Don’ts
      Don’ts
      Don’t over-post
      Don’t spam
      Don’t be “me” centric
      Don’t fly blind
      Don’t think short term
      Don’t be robotic
      Do’s
      Post daily
      Consider your friends’ interests
      Share other’s content
      Measure, review, revise
      Experiment
      Use common sense
      Be Human
    • 124. Section Eight Facebook Ads
    • 125. 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
      Creativity
      Experimentation
      Patience
      Monitoring
    • 126. Some Notable Differences between Facebook Ads and Google Adwords
      There is more competition on Google than Facebook…  Google Adwords is keyword and geo targeted where as Facebook advertising is demographic, geo targeted and allows targeting according to profile attributes
      You can steadily bid up on Google to increase your ad position along top and side whereas Facebook ads only display along one side (currently)
      Google Adwords are text ads, Facebook ads are text and image.
      Facebook generally allows more targeted advertising, but is more B2C centric currently.
    • 127. Before You Begin
      Have a clear idea of what you want your ad to accomplish
      Create more visibility or traffic to your Facebook presence
      Test the effectiveness of a change
      Use Facebook audience to drive more traffic to your website
      Establish a baseline
      Know how many fans/friends you have before beginning a campaign
      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
    • 128. 10 Tips for Facebook Ad Marketing*
      Nick O’Neill
      Bus Insider SAI
      Facebook is NOT direct sales…it is a marketing cycle
      Create more ads targeted at niche (less) group
      Friend users before you try to sell to them
      Understand your market
      Set ad budget with goal in mind
      Measure – review – refine
      Test landing pages vs Facebook pages
      Split test ads by demographic
      Develop well designed creative ad copy
      Don’t over target
    • 129. On the Facebook.com/advertising page - click on Create Your Ad
      Step One
      Design your ad
      Step Two
      Target your audience with demographic and geographical filters
      Step Three
      Name your campaign,
      Which is better? Decide and experiment
      Per impression
      Per click
      Select your pricing
      Step Four
      Review your ad
      Create Your Ad
    • 130. Facebook Ad Board
    • 131. CM PhotographicsFacebook reached the right people at the right time
      Generated $40,000 of revenue from a $600 ad campaign
    • 132. 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.
    • 133. Nippon on Facebook combining marketing solutions
      Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns
    • 134. Additional Case Studies
      ShopLocal
      Wildchild
      Treader
      ROTHBURY
      WiseChoice
      Wedding Paper Divas
      Povo.com
    • 135. MEASURE
      REVIEW
      REVISE
      Ad Campaigns
      Facebook Insights
      Google Analytics
      Section NineMeasuring Facebook Ads
      104
    • 136. What Facebook Ad Metrics Can Tell You
      Market research
      Investment
      Comparison
      Targeting
      Competitive
    • 137. Facebook Ad Metrics Will Provide
      Ad Name
      Your descriptive for ad
      Status
      Complete – active - paused
      Bid
      Acceptable max
      Type
      Pay for impressions
      Pay for clicks
      CTR(%)
      Click through rate
      Average CPC
      Effective price of every click
      Average CPM
      Effective cost per 1,000 impressions (even on cost per click campaigns)
      Total Spent
    • 138. Use Report Feature to Download and Manage Data
    • 139. 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
      Anaylize statistics
      Retire underperforming ad and run A/B multivarient testing on better ones
      Repeat – repeat – repeat
      Adjust demographics
    • 140. Section Ten Measuring Facebook ROI
    • 141. The Social Media ROI Mindset
      Traditional marketing is measured by campaigns
      Social media succeeds over the long term
      Short term metrics are often more fluid
      Social media is built on relationships
      Results are not short-term oriented
      Social media is all about “them”
      Under-promise and over deliver
      Social media is not about one hit wonders – build relationships
      While the goal is long-term
      Constantly and consistently measure results
      Analyze
      Refine
      Repeat – repeat - repeat
    • 142. Using Facebook Insights
      1. Interactions this week
      Likes
      Comments
      Wall posts
      Post quality
      55.0
      8
      3. All fans over time
      Total fans/ unsubscribed fans
      New / removed fans
      Top countries
      Demographics
      Page views
      Unsubscribes / Resubscribes
      Media consumption
      2. Fans who interact with…
      Interactions
      Interactions per post
      Post quality
      Posts
      Discussion posts
      Reviews
      Mentions
    • 143. Export Data to Create Client Specific Reports and Graphs
    • 144. New Insights Featurehttp://www.facebook.com/insights/
      Just announced – Facebook now offers insight into your domain activity from Facebook
    • 145. Using Facebook New Insights Dashboard
    • 146. Why You Need Google Analytics
      Facebook Insights
      Now offers metrics on Facebook and your domain
      Gives great information on your connectivity within facebook …
      Website metrics just launch – too soon to know full extent
      Google Analytics
      Provides Facebook as a traffic source but not specifics within Facebook
      The work around – FBGAT
      A conversion free tool
      Facebook runs limited javascript
      Google needs javascript to track
    • 147. Setting Up Your Google Analytics
      Set up new website profile
      FBGAT – Free Tool
      Analytics Code
      Domain on Analytics
      Page Link
      Page Title - This is for your reference
    • 148. Tracking Your Facebook Business Page
      Use the Static FBML application to create a tab
      Add the analytics code from FBGAT to any place on page
      Tracking visits to your wall
      Create a FBML and edit application settings to make it a box
      Add to wall
      Social Media Examiner
    • 149. Cool Fee Based Social Media Tracking Software Options
      Unilyzer.com
      Provides relationship metrics
      Kontagent
      Beta
      Omniture
      Press release 5/28
    • 150. Facebook Promotional Policies
      Read Facebook’spromotional guidelines carefully
      Clear the promotion with Facebook first
      Do not ever call Facebook your partner
      Understand Local Rules - contests, giveaways and sweepstakes based on chance are illegal in some countries
      Belgium, Norway, Sweden, or India
      Heed Facebook’s formatting requirements
      You can only administer a promotion through an application on Facebook
      Do not require a Facebook action
      You may use become a fan but any action such as post a photo, update a status or comment is not allowed.
      You can allow new fans to access 3rd party app’s but you cannot notify winners via Facebook
      Brand Permission Center
      Advertising and Guidelines
    • 151. Getting Help on Facebook(bottom right corner)
    • 152. Read more…
      Facebook Marketing: An Hour A Day by Mari Smith and Chris Treadaway
      Amazon Barnes & Noble Borders BooksAMillionBestBookBuys 800ceoread
      121
      Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing by Bernie Borges
      Amazon
      Wheatmark's online bookstore
      Bernie’s links
      http://www.findandconvert.com/http://www.findandconvert.com/blog/http://twitter.com/berniebayhttp://linkedin.com/in/bernieborgeshttp://www.facebook.com/findandconverthttp://budurl.com/marketing20amazon

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