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Facebook for Marketers Houston-10-4-2011
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Facebook for Marketers Houston-10-4-2011


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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
  • Transcript

    • 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: