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

AMA Facebook for Marketers AMA Facebook for Marketers Presentation Transcript

  • Facebook for Marketers
    Bernie Borges
    June 15, 2010
  • 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.
  • 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
  • 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.
  • 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
  • Section OneOverview
    • A Facebook Stats
    • Open Graph API
    • Setting Goals
    • 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
  • 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
  • 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
  • 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
  • Setting and Measuring Goals
    Chris Treadaway & Mari Smith
    Facebook Marketing: An Hour a Day
    Goals
    Metrics
    Example
  • 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…
  • Facebook Uses
    Personal profile
    Business (Fan) page
    Groups
    Events
    Causes
    Community Page
    Applications
    Advertising
    Search engine
  • 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
  • Just Imagine…If 5% of friends shared a post with 130 friends each time…
    This is how content goes viral
  • 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
    • http://www.facebook.com/bernie.borges
    • http://www.findandconvert.com
    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
    17
    A Facebook Profile
  • How Do I Separate My Personal Life and Professional Life?
    The lines are blurring
    play nice
    share
    don’t bully
  • 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
  • 2010 Bank of America Chicago Marathon Training Group
    116 members
    Find a training partner, share a ride, information on hotels, food, etc
    A Group
  • Section TwoGetting started…
    Setting Up:
    Personal Profile
    Your Settings
    Notifications
    Mobilizing
    Find Friends
    Account
    Applications
    Business Profile
    Applications
    Groups
    Help Center
  • 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
  • Your Profile
    Facebook.com
    Facebook will remind you of steps you need to complete
    Edit Profile
    Max 4M on photo or avatar
  • 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
  • Notifications Tab
    Facebook.com
    Update your Fans
    Visit your Insights Page
    Get more fans with Facebook Ads
  • 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
  • Email
    Suggestions
    Search
    Connections
    Address Book
    Create csv file from address book and upload
    Settings – Find Friends
    Facebook.com
    3
    4
    1
    5
    2
  • Settings - Account
    Settings
    Networks
    Groups or School
    Notifications
    Mobile
    Language
    Payments
    Facebook Ads
    Facebook.com
  • Settings - Applications
    You can edit
    Settings
    Profile
    Facebook.com
  • 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.
  • 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
  • Edit Your Business Page
    Edit page
    Settings
    Wall Settings
    Mobile
    Applications
    Photos
    Discussion Boards
    Links
    Video
    Notes
    Events
    .com/pages/create
  • 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
  • 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
  • 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
  • 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
  • Help Center
    Located at bottom of page
    help
  • Section ThreeNavigating Around Your Profile
    • Home VS Profile
    • Messages
    • Notes
    • Lists
    • Etiquette
  • Home VS Profile
    com/bernieborges
    Home – News Feed
    Inbox
    Profile
    Outbox
  • Sending Messages in Facebook
    com/bernieborges
    • 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
  • Tagging Friends in Facebook
    Use the “@” before a name to tag
    com/bernieborges
  • Writing Notes in Facebook
    • Similar to permission email marketing.
    • 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
  • Using Lists To Manage Your Friends
    com/bernieborges
    Use lists to group your friends
    Common interests
    Separate business and personal
    Specific groups
    Topics
  • Facebook Really Wants to Help You Connect
    When clicking friends you may see this:
    Re-connect with past connections
    Find friends of friends
  • FacebookEtiquette
    • Always have a current photo in your profile.
    • Status updates should be interesting.
    • Status updates should be spread out, not every 5 minutes.
    • Only poke close friends, and don’t over do it.
    • Don’t invite all your friends to join every game you play. Be selective.
    • Create lists and use them to avoid treating all your friends the same.
    • Don’t share too much information.
    • Invite friends to pages, groups, events, etc, selectively.
    • Don’t repeatedly invite friends to join your page if they’ve ignored.
    • Use messaging sparingly. Don’t flood friend’s inboxes.
    • Tag friends in photos selectively. Don’t embarrass someone.
    • Use social etiquette common sense!
  • Section Four Versatility of Facebook
    • Facebook is…
    • Seven Truths
    • Seven Motivators
    • Events
    • Causes
  • Remember…
    Facebook is not about shouting your message
    Facebook is about communication, relationships and engagement that will ultimately achieve your goal…
  • 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
  • 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
  • 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
  • Events…An OLD SKOOL REUNION
    Engaging image
    Captivating tag line
    Informative
    Used email and share to inform
    Attached to profile page
  • 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
  • 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
  • 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
  • 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
  • Using Facebook for a Cause
    A man with a pest control business and a pink bra
  • Skip1.org Doesn’t Skip Social Media
    Skip something and feed a child
  • Section Five Building Your Brand on Facebook
    • B2B vs B2C
    • Branding Strategy
    • Outside Facebook
    • Case Studies
    • Pages VS Groups VS Community
  • B2B vs B2C – Facebook can be a powerful branding tool for both
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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)
  • 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
  • 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
  • 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.
  • Pages Compared to Groups
  • Help Save the Gulf Coast from the Oil Leak
    Wall
    Info
    Photo
    Events
    Discussion
  • Twitter Rules
    Wall
    Info
    Discussions
    Photo
  • Section SixFacebook Business Page Evolution
    • Branding:
    • Strategies
    • Resources
    • Tools
    • Examples
  • Strategies
    What do you want to achieve?
    Engagement
    Experience
    Offers
    Purchase
    Subscribe
    What are your Facebook channels?
    Facebook Apps
    Custom Apps
  • 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
  • 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
  • Drive People to Facebook Landing Pages…
  • Create Custom Tabs
  • Arthritis Foundation on Facebook
    Links to website
    CTAs
  • How does Arthritis Foundation Do It?
    Wildfire software applications
  • Bob Evans on Facebook
    Our menu links back to website
  • SmartSource Printable coupon
    How Does Bob Evans Do It?
  • Threadlesson Facebook
    ecommerce
  • Threadless uses community and eCommerceNote: We could not discover their specific app
    Some suggested eCommerce applications
    • Vendorshop– free app
    • Ecwid Shopping Cart – just released
    • 3dCart – just released
  • Involver…great apps for a fee
    2 apps free
    Starting at $59 month
    Facebook
  • Section SevenPromoting on Facebook
    • Business Page
    • 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
  • 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
  • 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
  • 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
  • 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
  • Section Eight Facebook Ads
  • 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
  • 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.
  • 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
  • 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
  • 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
  • Facebook Ad Board
  • CM PhotographicsFacebook reached the right people at the right time
    Generated $40,000 of revenue from a $600 ad campaign
  • 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.
  • Nippon on Facebook combining marketing solutions
    Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns
  • Additional Case Studies
    ShopLocal
    Wildchild
    Treader
    ROTHBURY
    WiseChoice
    Wedding Paper Divas
    Povo.com
  • MEASURE
    REVIEW
    REVISE
    Ad Campaigns
    Facebook Insights
    Google Analytics
    Section NineMeasuring Facebook Ads
    104
  • What Facebook Ad Metrics Can Tell You
    Market research
    Investment
    Comparison
    Targeting
    Competitive
  • 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
  • Use Report Feature to Download and Manage Data
  • 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
  • Section Ten Measuring Facebook ROI
  • 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
  • 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
  • Export Data to Create Client Specific Reports and Graphs
  • New Insights Featurehttp://www.facebook.com/insights/
    Just announced – Facebook now offers insight into your domain activity from Facebook
  • Using Facebook New Insights Dashboard
  • 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
  • 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
  • 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
  • Cool Fee Based Social Media Tracking Software Options
    Unilyzer.com
    Provides relationship metrics
    Kontagent
    Beta
    Omniture
    Press release 5/28
  • 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
  • Getting Help on Facebook(bottom right corner)
  • 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