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Facebook for Marketers Houston-10-4-2011


Facebook marketing workshop delivered by Bernie Borges for the American Marketing Association in Houston, October 4, 2011.

Facebook marketing workshop delivered by Bernie Borges for the American Marketing Association in Houston, October 4, 2011.

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  • Personal Profile Business!/group.php?gid=383956791997&v=app_2373072738&ref=ts Event!/event.php?eid=112523825454549&ref=search&sid=1081028954.3229641054..1Cause!/event.php?eid=105664296143097&ref=search&sid=1081028954.3229641054..1Community Page
  • Animate sequence
  • Facebook LBS may reignite the privacy uproar that has plagued the company in recent months. With location-based functionality in place, Facebook would be able to make "public" not only what you write in your profile, but also where you were when you wrote it.
  •“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.”
  • Facebook is not about shouting your messageFacebook is about communication, relationships and engagement that will ultimately achieve your goal…
  • Link to pdf
  •!/event.php?eid=124532754224778Note: Because Jonny is a promoter…his personal profile privacy settings are set to everyone
  •!/event.php?eid=124532754224778Note: Because Jonny is a promoter…his personal profile privacy settings are set to everyone
  • If you have a profile attached to your business address settings
  • - hard to find without searchAlso lists by what apps friends are using and suggestions!/apps/directory.php?app_type=0&category=100&order=2&seeall=true
  • managerClick on Specific campaign, click again, adjust “Daily stats for the week of:” drop down
  •!/group.php?gid=121646667846792&v=app_2344061033Site was designed to get volunteers for oil leak cleanupHave both page and group
  • page tied in beautifully to websiteGreat use of influenceProfile skippers of the month tabVideo / YouTube tabUse sense of urgency – Skip Because – emphasize current project or need
  •!/sara.lamrouex1?ref=ts!/event.php?eid=125637667455877&ref=ts A small community and group of kids decided to raise money for playground equipment and used Facebook to spread the wordCreate public event on right side of homepage “what are you planning” or go to events dashboard on left side
  • info!/search/?q=fb%3Avisible-to-connection&init=quick&sid=0.4013958806173501
  • Do not know software for ecommerceNot robust but free!/Vendorshop?v=wallBrand new
  •!/Cisco?v=app_120274102075&ref=ts They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr
  •!/Cisco?v=app_120274102075&ref=ts They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr
  • Don’t let your Facebook page be a copy of your website
  • Uses involver – CRM software for B2B
  • http://www.vw.cahttp:/
  • WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website
  • WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website
  •!/USarmy?v=app_4949752878&ref=tsNote: Army page has over 400,000 likes compared to 100,000+ on other military branches. Links to others above!/marines?ref=ts!/USNavy?ref=ts!/Usairforce
  • Bernie please double check that toilet flush search brings up page 1875 Tabs not yet as effective as they could be using events RRS blog!/AmericanStandardBrands?v=wallActive WallContent & commentsContentMostly repurposed contentCommunity, blog, find…ExperientialOutreachEventsCTAsNonePhotosYesVideoYesOutside MarketingCommunity supportOn website
  •!/SteelMasterBuildings?v=app_6009294086!/album.php?aid=380824&id=259640455696 a building is link from WebsiteCall to action is link to landing page form
  •!/wholefoods?v=wall&ref=tsWhileWhol Foods has a following…they do little to encourage engagement
  • Whether you or your client is BIG or small…there are creative ways to add market value through Facebook


  • 1. Facebook for Marketers
    Presented by:
    Bernie Borges
    October 4, 2011
  • 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…
    Develop a content strategy that drives sales and/or customer service
    Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…
    Build your company brand and build a community
    Select and implement applications that fit your Facebook marketing plan
  • 4. Expectations…
    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
  • 5. Skills to Acquire
    The 2 pillars of social media
    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.
  • 6. Agenda
    Just a Little Background
    Facebook Marketing Overview
    Build Your Brand
    Facebook Ads
    Measuring Facebook ROI
    In the Trenches: Case Studies
  • 7. Just a Little Background
    • A Facebook Stats
    • 8. Open Graph API
    • 9. Setting Goals
    • 10. 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
    Building Relationships
    Expanding Brand
    Your results can
    Drive traffic
    Increase leads
    Generate revenue
  • 11. Facebook Stats
    Global Audience: 741,426,860
  • 12. 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
  • 13. 3 Stages of the Social Media ROI Cycle
  • 14. Stage 1: Launch
    50% of businesses
  • 15. Stage 2: Management
    40% of businesses
  • 16. Stage 3: Optimization
    10% of businesses
  • 17. Adopting Social Media Strategies
    Measuring ROI
    Fully Developed Strategy
    Have a Social Media Policy
    Social Media Championed by Highest Leadership
    At Least One Full-Time Employee Dedicated To Social-Media Strategy
    Heidi Cohen  |  April 18, 2011
  • 18. Facebook
  • 19. Setting and Measuring Goals
    Chris Treadaway & Mari Smith
    Facebook Marketing: An Hour a Day
  • 20. If Monetizing Facebook Is Your Objective…
    Three Forms of Media
    Earned Media
    Purchased Media
    Facebook Ads
    Owned Media
    Content we produce, e.g., Facebook apps, documents, blogs, videos, photos, announcements
    All work best together…
  • 21. Facebook Uses
    Personal profile
    Business (Fan) page
    Community Page
    Search engine
  • 22. 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 680 people that “Like” the business page
    Posts to the News Feed of 680 people that “Like” Find and Convert
    Your post now shows in 116 more news feeds
    One of those 560 then want 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
  • 23. Just Imagine…If 5% of friends shared a post with 130 friends each time…
    This is how content goes viral
  • 24. Basic Facebook Navigation
    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
    Create documents
    Cannot promote with social ads
    No visitor statistics available (at this time)
    Personal Profile
    You can friend others
    You can “Like” a page
    Cannot use profile for business
    Post messages that will be read by your “friends”
    Create events
    Share content, photos and video
    Send private email
    Subscribe to others NEW!
    Business Page
    Visible to unregistered users
    Can be indexed for SEO value
    Reputation management value
    Allows “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
    Personal profiles are for people
    Business pages are for celebrity, band, business or organization
    Groups are sponsored by an individual for specific topics
  • 25. Facebook Evolution
    Facebook is constantly changing
  • 26. Marketing Overview
  • 27. Facebook Big Picture Strategy
    Place (for physical locations)
    News Feed
    Sponsored Stories
  • 28. Five Guiding Principles
    Build a strategy that is social by design
    Create an authentic brand voice
    Make it interactive
    Nurture your relationships
    Keep learning
  • 29. Generate Awareness Through Pages
    Ad campaign to drive traffic and Likes
    Integrate page Like into our website, blog, mobile campaigns
    Post content with CTAs for engagement
    Run sponsored stories to promote people’s comments
    Leverage Facebook’s reach options
    Clorox, M&Ms
  • 30. Drive Preference and Differentiation
    Understand current perception of your brand
    Define gap between current & desired brand perception
    Launch integrated campaign to drive preference/differentiation
    Integrate Facebook using Open API into all online campaigns
    Monitor customer’s evolving perception to track success
  • 31. Increase Traffic & Sales
    Define business goals
    Run creative campaign through Ads & Sponsored Stories
    Create a social experience at point of purchase, e.g., Share, Comment
    Integrate with off-line point of purchase e.g., Deals, Check-In
  • 32. Build Loyalty & Deepen Relationships
    Promote your Facebook presence in all your marketing communications
    Develop a personality and voice
    Be responsive, engaging and available
    Show appreciation.
    E.g., Deals, Unique experiences, thank them for loyalty
  • 33. Amplify Recommendation & Word of Mouth
    Encourage people to Like your page
    Create appealing content, use video
    Post early morning and mid/late evening
    Integrate Like (Open API) into all online properties
    Use Ads and Sponsored stories to spread the word
    Analyze via Insights
  • 34. Gain Insights
    Use campaign reports
    Study demographic breakdown of page interaction
    Observe interaction and engagement from your community
  • 35. Creating a Business Page
  • 36. Using iFrames
    Use your CSS for branding
    Track pageviewsw/ Google Analytics
    Test pages w/Google Website Optimizer
    Track conversions in Facebook pages
    Use dynamic programming languages
    Use e-commerce
  • 37. Facebook Page Tips
    Add identity to your post to increase engagement.
    Network in unrelated businesses.
    Photostrip: custom 970 by 680 pixels with CTA
    Reset the order so Welcome to the bottom.
    Ads can go to fan page tabs.
  • 38. Facebook Page Tips Contd.
    Send updates as a message so they appear as unread updates.
    Most fans don’t return to your fan page.
    Post before noon
    Post 1 to 2 times per day
    Ask a question
    Keep it relevant
    Use OPC (other people’s content)
  • 39. Facebook Comments
    • Uses Open Graph API
    Integrate comments on Facebook & your website/blog
    Displayed by relevance
    Posted to your profile
    Available in Facebook or on website
    Admin moderation capable
  • 40. Use Facebook as Page
    Admins can “Use Facebook as Page”
    Like other pages
    Can’t friend people
    Engage with other pages
    See Liked pages content in news feed
    Get email notices when fans post/engage
  • 41. Edit Your Business Page
    Edit page
    Wall Settings
    Discussion Boards
  • 42. Writing Notes in Facebook Pages
    • Similar to permission email marketing.
    • 43. Send to all fans of pages
    • 44. Different than sending a message to friends from your profile
  • Make Unique Offers on Your Page
  • 45. Posting On Facebook Wall
    • Same as posting to personal profile
    • 46. Shows up in news feed of fans
  • PlacesWho. What. When. And Now Where
  • 47. Facebook PlacesLBS – Location Based Services
    Integrated into status update
    Selecting your desired location in settings
    No longer available on Facebook mobile
    You can tag friends with you
  • 48. You must have a profile to create vanity URL for a business page
    Minimum of 25 “Likes” for business page URL
    Select a name with relevant keywords for search value
    Creating a Vanity URL
  • 49. On Home Page - select:
    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
    Creating a Group
  • 50. Help Center!/help/?ref=pf
    Located at bottom of page
  • 51. Top News vs. Most Recent
  • 52. Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…
    Notification of interactions between you and your networks
  • 53. EdgeRank Drives News Feed Content
    Affinity score between the viewing user and the item’s creator
    A weight given to each type of Edge. A comment probably has more importance than a Like, for example.
    Time. The older an Edge is, the less important it becomes.
  • 54. Subscribe without Friending
    Option to allow people to subscribe
    Subscribers displayed on your profile
    Good option for business content
  • 55. Start with default
    Create custom lists
    Send status updates selectively to lists
    Good for segmenting personal from business
    Similar to Google+
    Create Lists to Manage Your Friends
  • 56. Tagging Friends or Pages in Facebook
    Use the “@” before a name to tag
  • 57. Build Your Brand on Facebook
  • 58. Facebook is not about shouting your message
    Facebook is about communication, relationships and engagement that will ultimately achieve your goal…
    Guiding Principle…
  • 59. 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
    Deliver a unique experience!
  • 60. Facebook Branding Strategy…
    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
    Integrate off-line marketing
    Other media ads and content
  • 61. Ingredients to Facebook Page Success
    • Post Relevant Content
    Fan Engagement
    Create an Experience
    Exclusive Promotions
    Only available on Facebook
  • 62. B2B vs B2C – Facebook can be a useful branding tool for both
  • 63. Events
    Events targeted to people
    Events listed by
    Your invites
    Your friends invites
    Difficult to find events in search with specific name
    Successful events take marketing effort
  • 64. Creating an Event
    On Home Page - select
    Create an Event
    Customizing your event under Wall you can add:
    Successful events take marketing effort
  • 65. Engaging image
    Captivating tag line
    Invite friends to attend
    Share it on your wall
    Attached to profile or business page
  • 66. Events
    Share it on your wall
  • 67. 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.
    Screenshot fnc post + bernie news feed
  • 68. Target your Posts
    Don’t share all posts with “everyone” if not applicable
    Target by:
  • 69. 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…Unless your audience wants deals
    Affiliate with other brands, businesses, and public figures
    By becoming a fan (Like) of another page, your page will publically support that page
    Promoting Your Business Page
  • 70. Promoting Your Business Page
    Post a variety of content to draw a variety of users
    Respond to comments
    Experiment with targeting
    Post content regularly
    Post outside of work hours
    Use an image in the post of a blog article on the wall.
    Encourage likes and shares (widgets)
    Make exclusive offers
  • 71. Promoting Your Business Page
    Integrate a landing page in Facebook, eg., MailChimp
    Post video links directly to Facebook so it will play inside Facebook.
    Include a link to your website in the description.
    Share images. Use Flickr for better analytics. For more interaction post images directly to Facebook.
    Status updates: Keep it simple. Be consistent.
    Encourage user generated content. E.g., Gemvara, All Things Jeep page.
  • 72. Facebook’s New iFrame Platform for Customizing Tabs
    Custom pages were created using Facebook’s version of html (FBML)
    iFrames are “windows” that allow you to view content created somewhere i.e. website
  • 73. Promoting Your Business Page
  • 74. Promoting Your Business Page[8%20Creative%20Ways%20to%20C]
  • 75. Promoted Stories
    Advertising your page posts.
    Set up with same filters as Facebook advertising.
    Adds more exposure to your content.
    You pay when someone clicks through to your content.
  • 76. DO Create Facebook Badge To Promote Your Page(s)
    Facebook Badges
    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
  • 77. DON’T Create Facebook Badge To Promote Your Page(s)
    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
  • 78. Display Your Facebook Page on Your Blog
  • 79. Using Your Profile to Promote Your Business Page
    In order to be visible to search engines, your business page privacy setting must be public.
    Share page content with select (relevant) friends.
    Email the vanity URL of your business page to people in your address book
    Display your business page badge on your blog
    Include your Facebook page in email auto-signature
    Display Facebook badge on your website & blog.
    Invite people to leave comments on your business page.
  • 80. DO
    Post daily
    Consider your friends’ interests
    Share other’s content
    Invite engagement
    Offer a unique experience
    Be Human
    Measure, review, revise
    Don’t over-post
    Don’t auto-post
    Don’t spam
    Don’t be “me” centric
    Don’t fly blind
    Don’t think short term
    Don’t be robotic
    Facebook Page Promoting Do’s & Don’ts
  • 81. Like-Gating
    Technique used to require Like to engage with page
    Not conducive to long term engagement
    Most effective for coupons and offers
  • 82. Facebook Marketing: Apps & Plug-Ins
    Mixture of free and fee based apps
    Cross-pollinate social media and traditional media venues
    Use email, newsletters, direct mail and media to point to social networks
    Facebook developers - Facebook Platform Showcase
  • 83. Facebook Commercial Apps
  • 84. Free Facebook Apps
  • 85. Facebook Applications
    Application Directory listed by:
    Friends & Family
    Just for Fun
    On Facebook
    External Websites
    Business Page
    Bottom of Edit page
  • 86. Branded Custom Apps
  • 87. Facebook Groups
    Create a private group
    Great for collaboration with an intimate group of people
  • 88. Facebook Groups
    Create docs inside Group for sharing
    Invite friends to join the Group
  • 89. Pages Compared to Groups
  • 90. Contests & Competitions
    Must follow Facebook rules
    Must use apps
    Page Likes can not be used as entry into a contest
    Define goals of the promotion
    Define conversions
  • 91. Contests & Competitions
    Use 3rdparty apps (strong compliance with FB guidelines)
    Develop a custom app for full customization
    Contract a FB developer:
  • 92. Facebook Advertising
  • 93. 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
    Average click through rate???
  • 94. 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
  • 95. Before You Begin
    Link – Where do you want your visitor to go
    What is your ad message?
    Have a photo or image
    Facebook Ad Guidelines
  • 96. 10 Tips for Facebook Ad Marketing*
    Facebook is NOT direct sales…it is a marketing cycle
    Create focused ads targeted at niche groups
    Friend users before you try to sell to them
    Understand your market
    Set ad budget with goal in mind
    Nick O’Neill
    Bus Insider SAI
    Nick O’Neill
    Bus Insider SAI
  • 97. 10 Tips for Facebook Ad Marketing
    6. Measure – review – refine
    7. Test landing pages VS Facebook pages
    8. Split test ads by demographic
    9. Develop well designed creative ad copy
    10. Don’t over target
  • 98. Create Your Ad
    Design your ad
    Target your audience with demographic and geographical filters
    Name your campaign
    Which is better? Decide and experiment
    • Per impression
    • 99. Per click
    Select your pricing
    Review your ad
  • 100. New: Select Landing Page Tab
    • Select any tab as the landing page
    • 101. Previously limited to default landing page tab
  • Facebook Ad Board
  • 102. CM PhotographicsFacebook reached the right people at the right time
    Generated $40,000 of revenue from a $600 ad campaign
  • 103. 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.
  • 104. Nippon on Facebook combining marketing solutions
    Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns
  • 105. Additional Facebook Advertising Case Studies
    Wedding Paper Divas
  • 106. Section SixMeasuring Facebook ROI
  • 107. Tracking Fan Page Engagement
  • 108. What Facebook Ad Metrics Can Tell You
    Market research
  • 109. Export Data to Create Reports and Graphs
  • 110. Ad Name
    Your descriptive for ad
    Complete – active - paused
    Acceptable max
    Pay for impressions
    Pay for clicks
    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
    Facebook Ad Metrics Will Provide
  • 111. Use Report Feature to Download and Manage Data
    Create spreadsheets
  • 112. Reports by Campaign
  • 113. Use Metrics to Refine Your Ads
    Create multiple ads of similar themes
    Organize them into campaigns
    Run for 1-2 week period while monitoring stats
    Analyze statistics
    Retire underperforming ads and run A/B testing on better ones
    Repeat – repeat – repeat
    Adjust demographics
  • 114. Using Facebook Insights
    1. Interactions this week
    Wall posts
    Post quality
    3. All fans over time
    Total fans/ unsubscribed fans
    New / removed fans
    Top countries
    Page views
    Unsubscribes / Resubscribes
    Media consumption
    2. Fans who interact with…
    Interactions per post
    Post quality
    Discussion posts
  • 115. Insights Feature
    Facebook offers insight into your website “Like” activity
  • 116. Insights Feature
    Facebook offers insight into your website “Like” and share activity
  • 117. Using Facebook Insights Dashboard
  • 118. Facebook Insights
    Now offers metrics on Facebook and your domain
    Gives great information on your connectivity within facebook …
    Google Analytics
    Provides Facebook as a traffic source but not specifics within Facebook
    Why You Need Google Analytics
  • 119. Fee Based Social Media Tracking Software Options
  • 120. Facebook Promotional Policies
    Read Facebook’spromotional guidelines carefully
    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 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
  • 121. Social Media Landscape
  • 122. In the Trenches
    Using Facebook to Build Relationship and Brand Awareness
  • 123. 10 Successful Facebook Pages
  • 124. Promoting Your Business Page
    • Create a landing page
    • 125. Customize tabs
    • 126. Offer a unique experience
    Landing Page
  • 127. Taco Bell Damage Control
  • 128. Kenneth Cole PR Damage Control
    Acknowledge mistakes now controls damage later
  • 129. Using Facebook for a Cause
    A man with a pest control business and a pink bra
  • 130. Help Save the Gulf Coast from the Oil Leak
    Clear objective
    Searchable title
    Both business page & group
  • 131. Skip1
  • 134. Big Toy Team
    Energize a community
    Create Public Event and share
    But make it exciting and unique
  • 135. Arthritis Foundation on Facebook
    Custom Content
    Lots of content
  • 136. Have You Noticed? Pages Are Now Mini Websites…
    iFrames now add more flexibility
    Create unique landing pages for facebook
    Use 3rd party software
    Hire a Facebook developer
  • 137. What Is Your Objective?
  • 138. Create Landing Pages
  • Create Custom Tabs
  • 141. Give Visitors Reasons to Fan Your Page
  • 142. Have a Clear Call-to-Action
  • 143. SuperBowl Facebook Marketing
  • 144. Facebook Engagement
  • 145. Create a Reason…For Fans Only Content
    Levi’s “Instant access to exclusive content.”
    1-800 Flowers offers special discount off next order.
    DIGISTORE gives special offers
    Teesey Tees adds mystery
    *Social Media Examiner
  • 146. Create a “Visible to Connection” Landing Page!/teeseytees?v=app_7146470109
  • 147. Bob Evans Keeps Them Coming Back!/bobevans?v=app_135711123139793
    Drive visitors to your website
    Offer relevant content
    Personalize your business
    Offer something special
  • 148. Coupon Services Can Help!PAGETYPE
  • 149. eCommerce - Applications
  • 150. Threadless Keeps It Fresh!/threadless?v=wall
    Keep it fresh and interesting
    Use display ads
    Improve customer service
  • 151. Amazon!/Amazon
    Facebook Connection leads to custom detailed shopping list based on real-time behavior
  • 152. California State Parks Foundation
    Used Facebook to sound alarm on funding threat
    Facebook sends visitors directly to website
  • 153. Humanize your page
    Think of Facebook as another destination
    Think beyond marketing department
    Think community
    Think engagement
    Offer opt-in using a form page
    Be a valuable source of information
    Offer unique CTAs on Facebook not avail on your website
    Offer Customer Support
    7 Tips for B2B Marketing
  • 154. Facebook Photos (B2B)
    Folder for Wall Photos
  • 155. Facebook Technical Marketing (B2B)
  • 156. Cisco!/Cisco?v=app_120274102075&ref=ts
    Create pages for niche audience needs
    Online support
    Career certification
    Geographic locations
  • 157. Keep the Branding Alive
    Strong call-to-action
    Good integration of other Microsoft pages
  • 158. Avaya!/avaya?v=wall
    Be unique
    Location awareness
  • 159. HubSpothttp://www.hubspot.com!/hubspot?v=app_10442206389
    Simple, inviting call to action
  • 160. Get Satisfaction
    Exceptional customer service is good branding
  • 161. Dell Find more Dell Facebook pages, visit:
    Target niche audiences
  • 162. Delta Airlines
    Engage with others
    Book travel
    Share your ideas
  • 163. Brand So Your Audience Can Find You!/search.php?q=vw&init=quick&tas=0.03725964409583504!/VWJetta?v=info
    Pages are disconnected
  • 164. Ford
    Unveil new products
    Engage Fans
  • 165. Audi!/audi?v=app_17037175766
    Top 25 Brands on Facebook
    Make it easy for your audience to find you
  • 166. Sarasota Memorial Hospital
    Build community for your services
  • 167. Sarasota Memorial Hospital
  • 168. Harvard
    = Engagement
  • 169. US Army!/USarmy?v=app_4949752878&ref=ts
    Speak your audience’s language
    Air Force
  • 170. Facebook Is Just One Part of Your Social Marketing Strategy
  • 171. Steelmaster!/SteelMasterBuildings?v=app_6009294086
    Showcase product
  • 172. BigCommerce!/apps/application.php?id=342349437729&v=wall
    Engage Community
  • 173. Quaker Oats
    Use landing pages
  • 174. Buffalo Wild Wings
    3 million plus fans
  • 175. Blue Sky Factory!/blueskyfactory
    Address your audience’s pain points
  • 176. US Congress on Facebook
    Informational Channel
  • 177. Pages and Places in Facebook Search
    Whole Foods Market on Facebook
  • 178. Old Spicehttp://www.oldspice.com
    Target Branding
  • 179. Big Green Egg
    Cross-pollinate with Vendors
    Used Facebook to launch cookbook
  • 180. GrillMate
    Run contest to promote brand
  • 181. Launch New Business on Facebook, Twitter, Blog
    Coupon promotions
    Cross promote
    Launched Jan 2011
    Grown to over 14,000 Likes
    Uses Groups for collaboration
  • 182. BIG or small…think of creative ways to enhance the user experience on Facebook
    • Use your marketing creativity
    • 183. Research applications
    • 184. If necessary, hire Facebook design/programming experts to develop custom tabs/apps
    • 185. Give people a unique experience on Facebook
  • Just a ReminderGetting Help on Facebook (bottom right corner)
  • 186. Connect With Bernie Borges….
    Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing
    Facebook Fan Pages: