Facebook for Marketers<br />Presented by:<br />Bernie Borges<br />October 4, 2011<br />Houston<br />
Goals<br />Learn how to use Facebook in productive and measurable ways in business.<br />Learn strategies and tactics to b...
Expectations…<br />Develop a content strategy that drives sales and/or customer service<br />Learn the various Facebook ch...
Expectations…<br />Understand the “rules of engagement” and community building best practices<br />Experiential marketing ...
Skills to Acquire<br />The 2 pillars of social media<br />Content-content-content<br />Building relationships<br />The hab...
Agenda<br />Just a Little Background<br />Facebook Marketing Overview<br />Build Your Brand<br />Facebook Ads<br />Measuri...
Just a Little Background<br /><ul><li>A Facebook Stats
Open Graph API
Setting Goals
About Facebook</li></li></ul><li>What Is All the Fuss About Facebook?<br />Facebook has become the largest people, content...
Facebook Statshttp://www.checkfacebook.com/<br />Global Audience: 741,426,860 <br />
Facebook’s Open Graph API<br />The buzz about the Open Graph API<br />A way to embed Facebook pages anywhere on the web<br...
3 Stages of the Social Media ROI Cycle<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwel...
Stage 1: Launch<br />50% of businesses<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwel...
Stage 2: Management<br />40% of businesses<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gla...
Stage 3: Optimization<br />10% of businesses<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-g...
Adopting Social Media Strategies<br />Measuring ROI<br />Fully Developed Strategy<br />Have a Social Media Policy<br />Soc...
Facebook<br />twitter<br />Tumblr<br />blog<br />Flickr<br />YouTube<br />LinkedIn<br />FourSquare<br />
Setting and Measuring Goals<br />Chris Treadaway & Mari Smith<br />Facebook Marketing: An Hour a Day<br />Goals<br />Metri...
If Monetizing Facebook Is Your Objective…<br />Three Forms of Media<br />Earned Media<br />Authority<br />Trust<br />Reput...
Facebook Uses<br />Personal profile<br />Business (Fan) page<br />Groups<br />Events<br />Causes<br />Community Page<br />...
How Your Post and Content Travels…<br />Business Page <br />Friend’s Profile Page <br />Write comment and paste link<br />...
Just Imagine…If 5% of friends shared a post with 130 friends each time…<br />This is how content goes viral<br />
Basic Facebook Navigation<br />Group<br />Must have a personal profile<br />Invitations can be open to the public or close...
Facebook Evolution<br />Facebook is constantly changing<br />
Marketing Overview<br />
Facebook Big Picture Strategyhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Build<br />Page<br />...
Five Guiding Principleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Build a strategy that is so...
Generate Awareness Through Pageshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Ad campaign to dri...
Drive Preference and Differentiationhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Understand cur...
Increase Traffic & Saleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Define business goals<br /...
Build Loyalty & Deepen Relationshipshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Promote your F...
Amplify Recommendation & Word of Mouthhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Encourage pe...
Gain Insightshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Use campaign reports<br />Study demog...
Creating a Business Pagehttp://www.facebook.com/pages/create.php<br />
Using iFrames<br />Use your CSS for branding<br />Track pageviewsw/ Google Analytics<br />Test pages w/Google Website Opti...
Facebook Page Tips<br />Add identity to your post to increase engagement.<br />Network in unrelated businesses.<br />Photo...
Facebook Page Tips Contd.<br />Send updates as a message so they appear as unread updates. <br />Most fans don’t return to...
Facebook Commentshttp://developers.facebook.com/blog/post/472<br /><ul><li>Uses Open Graph API</li></ul>Integrate comments...
Use Facebook as Pagehttp://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/<br />Admins can “Use Facebook as Pa...
Edit Your Business Page<br />Edit page<br />Settings<br />Wall Settings<br />Mobile<br />Applications<br />Photos<br />Dis...
Writing Notes in Facebook Pages<br /><ul><li>Similar to permission email marketing.
Send to all fans of pages
Different than sending a message to friends from your profile</li></li></ul><li>Make Unique Offers on Your Page<br />
Posting On Facebook Wall<br /><ul><li>Same as posting to personal profile
Shows up in news feed of fans</li></li></ul><li>PlacesWho. What. When. And Now Where<br />
Facebook PlacesLBS – Location Based Services<br />Integrated into status update<br />Requires:<br />Selecting your desired...
You must have a profile to create vanity URL for a business page<br />Minimum of 25 “Likes” for business page URL<br />Sel...
 On Home Page - select:<br />Groups<br />Create a Group<br />A Group must have a sponsor (profile, business page or groups...
Help Centerhttp://www.facebook.com/help/?page=903#!/help/?ref=pf<br />Located at bottom of page<br />
Top News vs. Most Recent<br />
Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…<br />Notification of interactions bet...
EdgeRank Drives News Feed Contenthttp://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04<br />Affinity ...
Subscribe without Friending<br />http://mashable.com/2011/10/01/facebook-subscribe-mashable/<br />Option to allow people t...
Start with default<br />Create custom lists<br />Send status updates selectively to lists<br />Good for segmenting persona...
Tagging Friends or Pages in Facebook<br />Use the “@” before a name to tag<br />
Build Your Brand on Facebook<br />
Facebook is not about shouting your message<br />Facebook is about communication, relationships and engagement that will u...
Facebook Branding Strategy…<br />Build an active wall<br />Encourage people to Like your page<br />Monitor and participate...
Facebook Branding Strategy…<br />Use Calls to Action<br />Well designed, clear calls to action<br />Market Facebook outsid...
Ingredients to Facebook Page Success<br /><ul><li>Post Relevant Content</li></ul>Daily<br />Fan Engagement<br />Create an ...
B2B vs B2C – Facebook can be a useful branding tool for both<br />
Events<br />Events targeted to people<br />Events listed by<br />Your invites<br />Your friends invites<br />Difficult to ...
Creating an Eventhttp://www.facebook.com/help/?page=828<br />On Home Page - select<br />Events<br />Create an Event<br />C...
Engaging image<br />Captivating tag line<br />Informative<br />Invite friends to attend<br />Share it on your wall<br />At...
Events<br />Share it on your wall<br />
Promoting Your Business Pagehttp://www.facebook.com/help/?faq=12822<br />Allow business page to go through your Facebook n...
Target your Posts<br />Don’t share all posts with “everyone” if not applicable<br />Target by:<br />Country<br />State<br ...
Be social…”Like” other Business pages of interest to you<br />Upload relevant content and leave comments on other people’s...
Promoting Your Business Page<br />Post a variety of content to draw a variety of users<br />Respond to comments <br />Expe...
Promoting Your Business Pagehttp://www.facebook.com/help/?faq=13080<br />Integrate a landing page in Facebook, eg., MailCh...
Facebook’s New iFrame Platform for Customizing Tabs<br />Before<br />Custom pages were created using Facebook’s version of...
Promoting Your Business Page<br />http://www.socialmediaexaminer.com/20-ways-to-promote-your-facebook-fan-page/<br />
Promoting Your Business Page<br />http://blog.hubspot.com/blog/tabid/6307/bid/23963/25-Facebook-Page-Ideas-You-Haven-t-Tri...
Promoted Stories<br />Advertising your page posts.<br />Set up with same filters as Facebook advertising.<br />Adds more e...
DO Create Facebook Badge To Promote Your Page(s)<br />Facebook Badges<br />Use 3rd party Facebook buttons<br />Do: hyperli...
DON’T Create Facebook Badge To Promote Your Page(s)<br />Don’t: hyperlink the “Find us on Facebook” badge to the Facebook ...
Display Your Facebook Page on Your Blog<br />
Using Your Profile to Promote Your Business Page<br />In order to be visible to search engines, your business page privacy...
DO<br />Post daily<br />Consider your friends’ interests<br />Share other’s content<br />Invite engagement<br />Offer a un...
Like-Gating<br />Technique used to require Like to engage with page<br />Not conducive to long term engagement<br />Most e...
Facebook Marketing: Apps & Plug-Ins<br />https://developers.facebook.com/showcase/apps/<br />Mixture of free and fee based...
Facebook Commercial Apps<br />http://votigo.com/<br />
Free Facebook Apps<br />
Facebook Applicationshttps://developers.facebook.com/showcase/apps/<br />Application Directory listed by:<br />Utilities<b...
Branded Custom Apps<br />
Facebook Groups<br />Create a private group<br />Great for collaboration with an intimate group of people<br />
Facebook Groups<br />Create docs inside Group for sharing<br />Invite friends to join the Group<br />
Pages Compared to Groups<br />
Contests & Competitionshttp://www.facebook.com/promotions_guidelines.php<br />Must follow Facebook rules<br />Must use app...
Contests & Competitions<br />Use 3rdparty apps (strong compliance with FB guidelines)<br />http://appbistro.com/<br />http...
Facebook Advertising<br />
Facebook Ads and How They Work<br />Costs less than other forms of Internet ads<br />Targeted to user behavior<br />Work d...
Before You Begin<br />Have a clear idea of what you want your ad to accomplish<br />Create more visibility or traffic to y...
Before You Begin<br />Link – Where do you want your visitor to go<br />What is your ad message?<br />Have a photo or image...
10 Tips for Facebook Ad Marketing*<br />Facebook is NOT direct sales…it is a marketing cycle<br />Create focused ads targe...
10 Tips for Facebook Ad Marketing<br />6.   Measure – review – refine<br />7.   Test landing pages VS Facebook pages<br />...
Create Your Adhttp://www.facebook.com/advertising/ <br />Design your ad<br />Target your audience with demographic        ...
Per click</li></ul>Select your pricing<br />Review your ad<br />
New: Select Landing Page Tab<br /><ul><li>Select any tab as the landing page
Previously limited to default landing page tab</li></li></ul><li>Facebook Ad Board<br />
CM PhotographicsFacebook                       reached the right people at the right time<br />Generated $40,000 of revenu...
StorQuest on Facebook used real-time suggested bids<br />Over 50% increase in same store total rentals versus prior year.<...
Nippon on Facebook                                combining marketing solutions<br />Facebook generated 25% CTR compared t...
Additional Facebook Advertising    Case Studies<br />ShopLocal<br />Wildchild<br />Treader<br />ROTHBURY<br />WiseChoice<b...
Section SixMeasuring Facebook ROI<br />
Tracking Fan Page Engagement<br />
What Facebook Ad Metrics Can Tell You<br />Market research<br />Investment<br />Comparison<br />Targeting<br />Competitive...
Export Data to Create Reports and Graphs<br />
Ad Name <br />Your descriptive for ad<br />Status <br />Complete – active - paused<br />Bid<br />Acceptable max<br />Type<...
Use Report Feature to Download and Manage Data<br />Create spreadsheets<br />
Reports by Campaign<br />
Use Metrics to Refine Your Ads<br />Create multiple ads of similar themes<br />Organize them into campaigns<br />Run for 1...
Using Facebook Insightshttp://www.facebook.com/business/insights/?pages&i=9930176882http://www.facebook.com/help/?page=914...
Insights Featurehttp://www.facebook.com/insights/<br />Facebook offers insight into your website “Like” activity<br />
Insights Featurehttp://www.facebook.com/insights/<br />Facebook offers insight into your website “Like” and share activity...
Using Facebook Insights Dashboard<br />
Facebook Insights<br />Now offers metrics on Facebook and your domain<br />Gives great information on your                ...
Fee Based Social Media Tracking Software Options<br />Radian6: http://www.radian6.com/<br />HootSuite: http://www.hootsuit...
Facebook Promotional Policies<br />Read Facebook’spromotional guidelines carefully <br />Do not ever call Facebook your pa...
Social Media Landscape<br />
In the Trenches<br />Using Facebook to Build Relationship and Brand Awareness<br />
10 Successful Facebook Pages<br />http://www.socialmediaexaminer.com/top-10-facebook-pages/<br />
Promoting Your Business Page<br /><ul><li>Create a landing page
Customize tabs
Offer a unique experience</li></ul>Landing Page<br />
Taco Bell Damage Control<br />Transparency<br />Transparency<br />
Kenneth Cole PR Damage Control<br />Transparency<br />Acknowledge mistakes now controls damage later<br />Achknowledgement...
Using Facebook for a Cause<br />A man with a pest control business and a pink bra<br />
Help Save the Gulf Coast from the Oil Leak<br />Clear objective<br />Searchable title<br />Both business page & group<br /...
Skip1<br />Cause<br /><ul><li>Landing page
Social links
Website links</li></ul>CTA<br />
Big Toy Team<br />Energize a community<br />Create Public Event and share<br />But make it exciting and unique<br />
Arthritis Foundation on Facebook<br />Custom Content<br />Lots of content<br />
Have You Noticed? Pages Are Now Mini Websites…            <br />iFrames now add more flexibility<br />Create unique landin...
What Is Your Objective?<br />website<br />Conversation<br />
Create Landing Pages <br />http://www.businesswire.com/news/home/20101103006752/en/Macy%E2%80%99s-Offer-Discounts-Facebook...
Reasons to engage
Easy to share</li></li></ul><li>Create Custom Tabs<br />
Give Visitors Reasons to Fan Your Page<br />
Have a Clear Call-to-Action<br />
SuperBowl Facebook Marketing<br />
Facebook Engagement<br />
Create a Reason…For Fans Only Content<br />Levi’s “Instant access to exclusive content.”<br />1-800 Flowers offers special...
Create a “Visible to Connection” Landing Page<br />http://www.facebook.com/teeseytees?ref=ts#!/teeseytees?v=app_7146470109...
Bob Evans Keeps Them Coming Back<br />http://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_135711123139793<br />http...
Coupon Services Can Help<br />http://www.smartsource.com/smartsource/index.jsp?Link=5S2ZUA6PWPEPO<br />http://server.iad.l...
eCommerce - Applications<br />
Threadless Keeps It Freshhttp://www.facebook.com/threadless#!/threadless?v=wallhttp://www.threadless.com/<br />http://www....
Amazonhttp://www.facebook.com/home.php?#!/Amazonhttp://www.facebook.com/Amazon?ref=ts&v=app_172341942779663http://www.amaz...
California State Parks Foundationhttp://www.facebook.com/calparks?ref=tshttp://www.calparks.org<br />Used Facebook to soun...
Humanize your page<br />Think of Facebook as another destination<br />Think beyond marketing department <br />Think commun...
Facebook Photos (B2B)<br />Folder for Wall Photos<br />
Facebook Technical Marketing (B2B)<br />
Ciscohttp://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com<br />Create pages for niche ...
Keep the Branding Alive<br />Microsoft<br />Strong call-to-action<br />Good integration of other Microsoft pages<br />
Avayahttp://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wallhttp://www.avaya.com/usa/<br />Be unique<br />Location awaren...
HubSpothttp://www.hubspot.comhttp://www.facebook.com/hubspot#!/hubspot?v=app_10442206389<br />http://www.colinalsheimer.co...
Get Satisfactionhttp://www.facebook.com/getsatisfaction http://getsatisfaction.com<br />http://getsatisfaction.com/partner...
Dellhttp://www.facebook.com/dellhttp://www.facebook.com/delldeals http://www.facebook.com/dellsocialmedia Find more Dell F...
Delta Airlines<br />Engage with others<br />Book travel<br />Share your ideas<br />http://www.facebook.com/delta<br />
Brand So Your Audience Can Find Youhttp://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.03725964409583504http://w...
Fordhttp://www.facebook.com/fordhttp://www.facebook.com/fordmustang<br />Unveil new products<br />Engage Fans<br />
Audihttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app_17037175766 http://www.audiusa.com<br...
Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com<br />Build community for your...
Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com<br />
Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086http://harvard.edu/<br />   Educate <br />   Entertain<br /...
US Armyhttp://www.army.mil/http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts<br />Speak your a...
Facebook Is Just One Part of Your Social Marketing Strategy<br />
Steelmasterhttp://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086http://www.steelmasterusa.c...
BigCommercehttp://www.facebook.com/BigCommercehttp://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=w...
Quaker Oatshttp://www.facebook.com/Quaker http://www.quakeroats.com<br />Connect<br />Use landing pages<br />
Buffalo Wild Wingshttp://www.facebook.com/BuffaloWildWingshttp://www.buffalowildwings.com/<br />Engage<br />Engage <br />E...
Blue Sky Factoryhttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory http://www.blueskyfac...
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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.

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  • http://www.checkfacebook.com/
  • http://www.facebook.com/press/info.php?statistics
  • http://mashable.com/2011/03/03/social-media-roi-cycle/
  • http://www.clickz.com/clickz/column/2043696/forget-social-media-roi
  • Personal Profilehttp://www.facebook.com/bernie.borges Businesshttp://www.facebook.com/findandconvertGrouphttp://www.facebook.com/group.php?gid=234908467596&amp;v=wall&amp;ref=search#!/group.php?gid=383956791997&amp;v=app_2373072738&amp;ref=ts Event http://www.facebook.com/search/?flt=1&amp;q=chicago&amp;o=4&amp;sid=1081028954.3229641054..1&amp;s=60#!/event.php?eid=112523825454549&amp;ref=search&amp;sid=1081028954.3229641054..1Causehttp://www.facebook.com/search/?init=srp&amp;sfxp&amp;q=chicago&amp;o=4&amp;dt&amp;c1=2&amp;s=30#!/event.php?eid=105664296143097&amp;ref=search&amp;sid=1081028954.3229641054..1Community Pagehttp://www.facebook.com/pages/History-Channel/101884379853735Applicationhttp://www.facebook.com/tos.php?api_key=65ad676f9767bf65efa1e24fd25c7c4b&amp;next=http%3A%2F%2Fwww.fansection.com%2Ffb%2Fsports%2Fcollege_football%2Fchi%2F%3F_fb_fromhash%3D3e77bb246fab652f42b5556a84b7e776&amp;display=page&amp;v=1.0&amp;canvas&amp;locale=en_US
  • Animate sequence
  • http://www.facebook.com/pages/create.php
  • http://www.facebook.com/editnote.php?draft&amp;note_id=126825564007477&amp;id=566203510
  • http://www.facebook.com/editnote.php?draft&amp;note_id=126825564007477&amp;id=566203510
  • 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 &quot;public&quot; not only what you write in your profile, but also where you were when you wrote it.
  • http://www.facebook.com/bernie.borges
  • http://www.facebook.com/apps/application.php?id=2361831622&amp;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 &quot;Edit Group Members&quot; and then on &quot;make admin&quot; 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
  • Facebook is not about shouting your messageFacebook is about communication, relationships and engagement that will ultimately achieve your goal…
  • http://www.facebook.com/help/?page=904
  • http://www.facebook.com/help/?page=904
  • Link to pdf
  • http://www.facebook.com/help/?page=828
  • 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=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 settingshttp://www.facebook.com/help/?faq=12822
  • http://www.facebook.com/help/?faq=13080
  • http://www.facebook.com/help/?faq=13080
  • http://www.facebook.com/help/?faq=13080
  • http://www.facebook.com/help/?faq=13080
  • 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/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.findandconvert.com/blog/
  • http://www.facebook.com/help/?faq=12868http://www.facebook.com/home.php?#!/pages/manage/promo_guidelines.php
  • http://developers.facebook.com/showcase/
  • 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&amp;ref=appd&amp;v=wall#!/apps/directory.php?app_type=0&amp;category=100&amp;order=2&amp;seeall=true
  • http://www.socialmediaexaminer.com/facebook-promotions-what-you-need-to-know/
  • http://www.facebook.com/ad_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.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/advertising/
  • http://www.facebook.com/settings/?tab=privacy&amp;section=applications&amp;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/ads/manage/adgroup.php?adgroup_id=6002645500628&amp;act=22529551Ad managerClick on Specific campaign, click again, adjust “Daily stats for the week of:” drop down
  • http://www.facebook.com/business/insights/?pages&amp;i=9930176882http://www.facebook.com/help/?page=914
  • http://www.facebook.com/business/insights/?pages&amp;i=9930176882http://www.facebook.com/help/?page=914
  • https://www.google.com/analytics/reporting/referring_sources?id=2426902&amp;pdr=20100513-20100612&amp;cmp=average#lts=1276484929998
  • 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/help/?faq=13080
  • http://www.facebook.com/home.php?#!/dustyshowers?v=wall&amp;ref=tshttp://www.the3day.org/site/TR/2010/TampaBayEvent2010?px=1473765&amp;pg=personal&amp;fr_id=1472http://www.the2ndbasemen.com/
  • http://www.facebook.com/group.php?gid=121646667846792http://www.facebook.com/group.php?gid=121646667846792#!/group.php?gid=121646667846792&amp;v=app_2344061033Site was designed to get volunteers for oil leak cleanupHave both page and group
  • http://www.facebook.com/Skip1orgLanding 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
  • http://www.facebook.com/VoteforaCause?v=app_2344061033&amp;ref=ts#!/sara.lamrouex1?ref=tshttp://www.facebook.com/sara.lamrouex1?ref=ts#!/event.php?eid=125637667455877&amp;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
  • http://www.facebook.com/Arthritis.org?v=app_6009294086http://www.arthritis.org/
  • http://www.facebook.com/oprahwinfreyshow?ref=ts&amp;v=wall#!/oprahwinfreyshow?v=app_7146470109&amp;ref=tshttp://apps.facebook.com/fbmlzone/help.php?auth_token=8fe2a540ad0541dec56ce07533a3ba34&amp;installed=1http://apps.facebook.com/fbmlzone/hire.php
  • http://www.hyperarts.com/blog/facebook-fan-pages-content-for-fans-only-static-fbml/More infohttp://www.facebook.com/sara.lamrouex1?ref=ts#!/search/?q=fb%3Avisible-to-connection&amp;init=quick&amp;sid=0.4013958806173501
  • http://www.facebook.com/bobevans?ref=ts#!/bobevans?v=app_485741210092&amp;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
  • 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.cisco.com/http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&amp;ref=tshttp://www.facebook.com/Cisco?v=app_257169290416&amp;ref=ts They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr
  • http://www.cisco.com/http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&amp;ref=tshttp://www.facebook.com/Cisco?v=app_257169290416&amp;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
  • http://www.hubspot.com/ http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389
  • Uses involver – CRM software for B2B
  • http://www.dell.com/content/topics/global.aspx/community/dell_on_facebook?c=us&amp;l=enhttp://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/archive/2010/07/23/supporting-customers-in-facebook-and-via-dellcares-in-twitter.aspxhttp://www.slideshare.net/Dell_Inc/dell-facebook
  • http://www.vw.cahttp:/http://latimesblogs.latimes.com/technology/2010/11/audi-chevy-dodge-volkswagen-ford-toyota-tesla-others-use-social-media-to-fuel-launches-at-the-la-auto-show.html/www.facebook.com/vwcanada?v=app_10339498918&amp;ref=ts
  • http://latimesblogs.latimes.com/money_co/2010/11/ford-facebook-mustang.htmlhttp://mashable.com/2010/07/26/ford-explorer-facebook-reveal/http://www.media.fordvehicles.com/article_print.cfm?article_id=33599
  • http://mashable.com/2009/08/27/audi-facebook/http://www.insidefacebook.com/2009/08/27/audi-launches-facebook-campaign-to-gain-insight-into-fans-ideas-for-future-cars/http://reviews.cnet.com/8301-13746_7-20016379-48.html
  • http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.comhttp://www.sarasotahomesforsalenow.com/sarasota-memorial-hospital/http://www.findandconvert.com/blog/2010/sarasota-memorial-healthier-with-social-media-marketing/Active WallContent &amp; commentsContentDiscussion &amp; Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website
  • http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.comActive WallContent &amp; commentsContentDiscussion &amp; Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website
  • http://www.facebook.com/Harvard?ref=ts&amp;v=app_6009294086http://harvard.edu/http://www.gse.harvard.edu/blog/news_features_releases/2009/01/thanks-for-the-add-now-help-me-with-my-homework.html
  • http://www.army.mil/http://www.facebook.com/USarmy?v=info&amp;ref=ts#!/USarmy?v=app_4949752878&amp;ref=tsNote: Army page has over 400,000 likes compared to 100,000+ on other military branches. Links to others abovehttp://www.facebook.com/#!/marines?ref=tshttp://www.facebook.com/#!/USNavy?ref=tshttp://www.facebook.com/USNavy?ref=ts#!/Usairforce
  • Bernie please double check that toilet flush search brings up pagehttp://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=wallActive WallContent &amp; commentsContentMostly repurposed contentCommunity, blog, find…ExperientialOutreachEventsCTAsNonePhotosYesVideoYesOutside MarketingCommunity supportOn website
  • http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086http://www.steelmasterusa.com/ http://www.facebook.com/SteelMasterBuildings?v=box_3#!/album.php?aid=380824&amp;id=259640455696http://apps.facebook.com/slideshare/slideshow/2699404?from=tab_to_canvasFind a building is link from WebsiteCall to action is link to landing page formhttp://www.steelmasterusa.com/steelmasters-facebook-page-featured-on-mashablehttp://www.iclicksolutions.com/blog/facebook-business-page/
  • http://mashable.com/2010/05/20/facebook-b2b-tips/http://techcrunch.com/2010/03/24/bigcommerce-turns-to-facebook-to-socialize-online-storefronts/
  • http://www.thisdishisvegetarian.com/2010/09/0830bob-harper-and-quaker-oats-team-up.htmlhttp://www.prnewswire.com/news-releases/quaker-oats-redesigns-americans-mornings-starting-with-breakfast-102530844.htmlhttp://www.dtcperspectives.com/article/MDPA-Minute+dots+-Quaker-Oats-Campaign-Focuses-On-the-Importance-of-Breakfast/281.html
  • http://www.socialtimes.com/2010/08/buffalo-wild-wings-facebook/
  • http://socialmediab2b.com/2009/09/b2b-company-facebook-lead-generation/http://blog.blueskyfactory.com/industrytrends/how-to-prepare-for-email-marketings-biggest-challenge-ever-facebook-project-titan/http://www.prweb.com/releases/2010/09/prweb4509834.htm
  • http://ohmygov.com/blogs/general_news/archive/2010/04/02/stats-weekly-us-congress-facebook-report-from-ohmygov.aspxhttp://www.insidefacebook.com/2010/05/13/facebook-creates-page-showcasing-the-u-s-congress/
  • http://www.wholefoodsmarket.com/http://www.facebook.com/wholefoods?ref=ts#!/wholefoods?v=wall&amp;ref=tsWhileWholhttp://www.wholefoodsmarket.com/facebook/http://mashable.com/2010/04/02/facebook-scam-whole-foods/e Foods has a following…they do little to encourage engagement
  • http://www.facebook.com/apps/application.php?id=342349437729&amp;v=wall#!/OldSpice?v=app_147990885235099http://www.allfacebook.com/grover-old-spic-2010-10http://abcnews.go.com/WN/conversation-spice-guy-isaiah-mustafa-viral-hit-shower/story?id=11165908http://socialmediainfluence.com/2010/07/26/old-spice-turning-facebook-fans-into-profits/
  • http://www.facebook.com/BigGreenEgghttp://www.biggreenegg.comhttp://www.facebook.com/event.php?eid=274806399132&amp;index=1
  • Whether you or your client is BIG or small…there are creative ways to add market value through Facebook
  • 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&amp;Store_Code=BS&amp;Product_Code=9781604942880
  • Facebook for Marketers Houston-10-4-2011

    1. 1. Facebook for Marketers<br />Presented by:<br />Bernie Borges<br />October 4, 2011<br />Houston<br />
    2. 2. Goals<br />Learn how to use Facebook in productive and measurable ways in business.<br />Learn strategies and tactics to build your audience.<br />Understand the “rules of engagement.” <br />Understand Facebook’s marketing potential.<br />Minimize mistakes.<br />Maximize positive results<br />
    3. 3. Expectations…<br />Develop a content strategy that drives sales and/or customer service<br />Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…<br />Build your company brand and build a community<br />Select and implement applications that fit your Facebook marketing plan<br />
    4. 4. Expectations…<br />Understand the “rules of engagement” and community building best practices<br />Experiential marketing that creates “buzz”<br />How to use Facebook advertising and why you should<br />Measure – review – refine: <br />Facebook analytics<br />
    5. 5. Skills to Acquire<br />The 2 pillars of social media<br />Content-content-content<br />Building relationships<br />The habit of using Facebook daily.<br />How to engage with people and brands.<br />How to build your personal and company brand.<br />How to measure results from Facebook marketing.<br />
    6. 6. Agenda<br />Just a Little Background<br />Facebook Marketing Overview<br />Build Your Brand<br />Facebook Ads<br />Measuring Facebook ROI<br />In the Trenches: Case Studies<br />
    7. 7. Just a Little Background<br /><ul><li>A Facebook Stats
    8. 8. Open Graph API
    9. 9. Setting Goals
    10. 10. About Facebook</li></li></ul><li>What Is All the Fuss About Facebook?<br />Facebook has become the largest people, content and brand connectivity tool on the web. <br />Facebook is about<br />Connectivity<br />Sharing<br />Building Relationships<br />Expanding Brand<br />Your results can<br />Drive traffic<br />Increase leads<br />Generate revenue<br />
    11. 11. Facebook Statshttp://www.checkfacebook.com/<br />Global Audience: 741,426,860 <br />
    12. 12. Facebook’s Open Graph API<br />The buzz about the Open Graph API<br />A way to embed Facebook pages anywhere on the web<br />Authentication hub for social experiences on the web<br />What this means for marketers<br />Facebook has become a major tool in expanding brand awareness for B2B as well as B2B companies<br />Graph from AllFacebook.com <br />
    13. 13. 3 Stages of the Social Media ROI Cycle<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106<br />
    14. 14. Stage 1: Launch<br />50% of businesses<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106<br />
    15. 15. Stage 2: Management<br />40% of businesses<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106<br />
    16. 16. Stage 3: Optimization<br />10% of businesses<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106<br />
    17. 17. Adopting Social Media Strategies<br />Measuring ROI<br />Fully Developed Strategy<br />Have a Social Media Policy<br />Social Media Championed by Highest Leadership<br />At Least One Full-Time Employee Dedicated To Social-Media Strategy<br />Heidi Cohen  |  April 18, 2011<br /> http://www.clickz.com/clickz/column/2043696/forget-social-media-roi<br />
    18. 18. Facebook<br />twitter<br />Tumblr<br />blog<br />Flickr<br />YouTube<br />LinkedIn<br />FourSquare<br />
    19. 19. Setting and Measuring Goals<br />Chris Treadaway & Mari Smith<br />Facebook Marketing: An Hour a Day<br />Goals<br />Metrics<br />Example<br />
    20. 20. If Monetizing Facebook Is Your Objective…<br />Three Forms of Media<br />Earned Media<br />Authority<br />Trust<br />Reputation<br />Purchased Media<br />Facebook Ads<br />Owned Media<br />Content we produce, e.g., Facebook apps, documents, blogs, videos, photos, announcements<br />All work best together…<br />
    21. 21. Facebook Uses<br />Personal profile<br />Business (Fan) page<br />Groups<br />Events<br />Causes<br />Community Page<br />Applications<br />Advertising<br />Search engine<br />
    22. 22. How Your Post and Content Travels…<br />Business Page <br />Friend’s Profile Page <br />Write comment and paste link<br />Click attach<br />Click Share to everyone<br />Posts to Find and Convert’s Business page with 680 people that “Like” the business page<br />Posts to the News Feed of 680 people that “Like” Find and Convert<br />Your post now shows in 116 more news feeds <br />One of those 560 then want to “share” with their 116 friends <br />A comment is made and your post is then shared again, posting to 142 more news feeds…and so on<br />
    23. 23. Just Imagine…If 5% of friends shared a post with 130 friends each time…<br />This is how content goes viral<br />
    24. 24. Basic Facebook Navigation<br />Group<br />Must have a personal profile<br />Invitations can be open to the public or closed <br />Allows you to send bulk invite to friends<br />Opportunity for message to go viral<br />Does not support applications<br />Can create related event and invitation<br />Create documents<br />Cannot promote with social ads<br />No visitor statistics available (at this time)<br />Discussions<br /> Personal Profile<br />You can friend others<br />You can “Like” a page<br />Cannot use profile for business<br />Post messages that will be read by your “friends”<br />Create events<br />Share content, photos and video<br />Send private email<br />Subscribe to others NEW!<br />Business Page<br />Visible to unregistered users<br />Can be indexed for SEO value<br />Reputation management value<br />Allows “vanity” URL<br />Can create events<br />Can tailor to specific needs<br />Over 500,000 Facebook and 3rd party applications<br />Can promote with social ads<br />Offers Visitor statistics<br />Allows multiple administrators not attached to a profile<br />Discussions<br />Personal profiles are for people<br />Business pages are for celebrity, band, business or organization<br />Groups are sponsored by an individual for specific topics<br />
    25. 25. Facebook Evolution<br />Facebook is constantly changing<br />
    26. 26. Marketing Overview<br />
    27. 27. Facebook Big Picture Strategyhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Build<br />Page<br />Groups<br />Place (for physical locations)<br />Engage<br />Like<br />Share<br />Comment<br />Apps<br />Amplify<br />News Feed<br />Ads<br />Contests<br />Sponsored Stories<br />Insights<br />Insights<br />
    28. 28. Five Guiding Principleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Build a strategy that is social by design<br />Create an authentic brand voice<br />Make it interactive<br />Nurture your relationships<br />Keep learning<br />
    29. 29. Generate Awareness Through Pageshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Ad campaign to drive traffic and Likes<br />Integrate page Like into our website, blog, mobile campaigns<br />Post content with CTAs for engagement<br />Run sponsored stories to promote people’s comments<br />Leverage Facebook’s reach options<br />Clorox, M&Ms<br />
    30. 30. Drive Preference and Differentiationhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Understand current perception of your brand<br />Define gap between current & desired brand perception<br />Launch integrated campaign to drive preference/differentiation<br />Integrate Facebook using Open API into all online campaigns<br />Monitor customer’s evolving perception to track success<br />
    31. 31. Increase Traffic & Saleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Define business goals<br />Run creative campaign through Ads & Sponsored Stories<br />Create a social experience at point of purchase, e.g., Share, Comment<br />Integrate with off-line point of purchase e.g., Deals, Check-In<br />
    32. 32. Build Loyalty & Deepen Relationshipshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Promote your Facebook presence in all your marketing communications<br />Develop a personality and voice<br />Be responsive, engaging and available<br />Show appreciation. <br />E.g., Deals, Unique experiences, thank them for loyalty<br />
    33. 33. Amplify Recommendation & Word of Mouthhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Encourage people to Like your page<br />Create appealing content, use video<br />Post early morning and mid/late evening<br />Integrate Like (Open API) into all online properties<br />Use Ads and Sponsored stories to spread the word <br />Analyze via Insights<br />
    34. 34. Gain Insightshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Use campaign reports<br />Study demographic breakdown of page interaction<br />Observe interaction and engagement from your community<br />
    35. 35. Creating a Business Pagehttp://www.facebook.com/pages/create.php<br />
    36. 36. Using iFrames<br />Use your CSS for branding<br />Track pageviewsw/ Google Analytics<br />Test pages w/Google Website Optimizer<br />Track conversions in Facebook pages<br />Use dynamic programming languages<br />Use e-commerce<br />http://mashable.com/2011/02/24/facebook-pages-iframes/<br />
    37. 37. Facebook Page Tips<br />Add identity to your post to increase engagement.<br />Network in unrelated businesses.<br />Photostrip: custom 970 by 680 pixels with CTA<br />Reset the order so Welcome to the bottom.<br />Ads can go to fan page tabs.<br />
    38. 38. Facebook Page Tips Contd.<br />Send updates as a message so they appear as unread updates. <br />Most fans don’t return to your fan page. <br />Post before noon<br />Post 1 to 2 times per day<br />Ask a question<br />Keep it relevant<br />Use OPC (other people’s content)<br />
    39. 39. Facebook Commentshttp://developers.facebook.com/blog/post/472<br /><ul><li>Uses Open Graph API</li></ul>Integrate comments on Facebook & your website/blog<br />Displayed by relevance<br />Posted to your profile<br />Available in Facebook or on website<br />Admin moderation capable<br />
    40. 40. Use Facebook as Pagehttp://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/<br />Admins can “Use Facebook as Page”<br />Like other pages<br />Can’t friend people<br />Engage with other pages<br />See Liked pages content in news feed<br />Get email notices when fans post/engage<br />
    41. 41. Edit Your Business Page<br />Edit page<br />Settings<br />Wall Settings<br />Mobile<br />Applications<br />Photos<br />Discussion Boards<br />Links<br />Video<br />Notes<br />Events<br />
    42. 42. Writing Notes in Facebook Pages<br /><ul><li>Similar to permission email marketing.
    43. 43. Send to all fans of pages
    44. 44. Different than sending a message to friends from your profile</li></li></ul><li>Make Unique Offers on Your Page<br />
    45. 45. Posting On Facebook Wall<br /><ul><li>Same as posting to personal profile
    46. 46. Shows up in news feed of fans</li></li></ul><li>PlacesWho. What. When. And Now Where<br />
    47. 47. Facebook PlacesLBS – Location Based Services<br />Integrated into status update<br />Requires:<br />Selecting your desired location in settings<br />Optional<br />No longer available on Facebook mobile<br />You can tag friends with you<br />
    48. 48. You must have a profile to create vanity URL for a business page<br />Minimum of 25 “Likes” for business page URL<br />Select a name with relevant keywords for search value<br />Creating a Vanity URL<br />http://www.facebook.com/username<br />
    49. 49. On Home Page - select:<br />Groups<br />Create a Group<br />A Group must have a sponsor (profile, business page or groups) attached to it<br />Invite friends to join<br />Posting a link to join a group in a message, on a wall or in a discussion board is construed as “spam” <br />Make members “admin” so that they can invite his/her friends to join the group<br />Creating a Grouphttp://www.facebook.com/apps/application.php?id=2361831622&b<br />
    50. 50. Help Centerhttp://www.facebook.com/help/?page=903#!/help/?ref=pf<br />Located at bottom of page<br />
    51. 51. Top News vs. Most Recent<br />
    52. 52. Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…<br />Notification of interactions between you and your networks<br />
    53. 53. EdgeRank Drives News Feed Contenthttp://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04<br />Affinity score between the viewing user and the item’s creator<br />A weight given to each type of Edge. A comment probably has more importance than a Like, for example. <br />Time. The older an Edge is, the less important it becomes.<br />
    54. 54. Subscribe without Friending<br />http://mashable.com/2011/10/01/facebook-subscribe-mashable/<br />Option to allow people to subscribe<br />Subscribers displayed on your profile<br />Good option for business content<br />
    55. 55. Start with default<br />Create custom lists<br />Send status updates selectively to lists<br />Good for segmenting personal from business<br />Similar to Google+<br />Create Lists to Manage Your Friends<br />
    56. 56. Tagging Friends or Pages in Facebook<br />Use the “@” before a name to tag<br />
    57. 57. Build Your Brand on Facebook<br />
    58. 58. Facebook is not about shouting your message<br />Facebook is about communication, relationships and engagement that will ultimately achieve your goal…<br />Guiding Principle…<br />
    59. 59. Facebook Branding Strategy…<br />Build an active wall<br />Encourage people to Like your page<br />Monitor and participate in the comments on your Wall<br />Re-purpose content<br />Post useful, interesting content from various sources, regularly<br />Encourage Experiential Marketing<br />Use Landing or welcome tabs<br />Product specific interaction<br />Deliver a unique experience!<br />Experiment<br />
    60. 60. Facebook Branding Strategy…<br />Use Calls to Action<br />Well designed, clear calls to action<br />Market Facebook outside Facebook<br />Use photos<br />If possible, use pictures to show how customers use your product<br />Show customer satisfaction and engagement<br />Post pictures of your team at work<br />Use video<br />Post recording of team member “experts”<br />Show your product in action<br />Integrate off-line marketing<br />Other media ads and content<br />
    61. 61. Ingredients to Facebook Page Success<br /><ul><li>Post Relevant Content</li></ul>Daily<br />Fan Engagement<br />Create an Experience<br />Offers<br />Subscribe<br />Exclusive Promotions<br />Only available on Facebook<br />
    62. 62. B2B vs B2C – Facebook can be a useful branding tool for both<br />
    63. 63. Events<br />Events targeted to people<br />Events listed by<br />Your invites<br />Your friends invites<br />Difficult to find events in search with specific name<br />Successful events take marketing effort<br />
    64. 64. Creating an Eventhttp://www.facebook.com/help/?page=828<br />On Home Page - select<br />Events<br />Create an Event<br />Customizing your event under Wall you can add:<br />Photos<br />Videos<br />Links<br />Remember<br />Successful events take marketing effort<br />
    65. 65. Engaging image<br />Captivating tag line<br />Informative<br />Invite friends to attend<br />Share it on your wall<br />Attached to profile or business page<br />Events<br />
    66. 66. Events<br />Share it on your wall<br />
    67. 67. Promoting Your Business Pagehttp://www.facebook.com/help/?faq=12822<br />Allow business page to go through your Facebook news feed.<br />Your Profile News Feed allows your business page to display to all your friends.<br />It’s crucial to spreading your message to the most people on Facebook. <br />Help<br />Screenshot fnc post + bernie news feed<br />
    68. 68. Target your Posts<br />Don’t share all posts with “everyone” if not applicable<br />Target by:<br />Country<br />State<br />City<br />Language<br />
    69. 69. Be social…”Like” other Business pages of interest to you<br />Upload relevant content and leave comments on other people’s business page <br />Not the place for a sales pitch…Unless your audience wants deals<br />Affiliate with other brands, businesses, and public figures<br />By becoming a fan (Like) of another page, your page will publically support that page<br />Help<br />Promoting Your Business Page<br />
    70. 70. Promoting Your Business Page<br />Post a variety of content to draw a variety of users<br />Respond to comments <br />Experiment with targeting<br />Post content regularly<br />Post outside of work hours<br />Use an image in the post of a blog article on the wall.<br />Encourage likes and shares (widgets)<br />Make exclusive offers <br />
    71. 71. Promoting Your Business Pagehttp://www.facebook.com/help/?faq=13080<br />Integrate a landing page in Facebook, eg., MailChimp<br />Post video links directly to Facebook so it will play inside Facebook.<br />Include a link to your website in the description.<br />Share images. Use Flickr for better analytics. For more interaction post images directly to Facebook. <br />Status updates: Keep it simple. Be consistent. <br />Encourage user generated content. E.g., Gemvara, All Things Jeep page.<br />
    72. 72. Facebook’s New iFrame Platform for Customizing Tabs<br />Before<br />Custom pages were created using Facebook’s version of html (FBML)<br />Now<br />iFrames are “windows” that allow you to view content created somewhere i.e. website<br />Resources<br />http://socialmouths.com/blog/2011/03/16/how-to-build-a-facebook-landing-page-with-iframes/<br />http://iframes.wildfireapp.com/<br />*CounterIntuity<br />
    73. 73. Promoting Your Business Page<br />http://www.socialmediaexaminer.com/20-ways-to-promote-your-facebook-fan-page/<br />
    74. 74. Promoting Your Business Page<br />http://blog.hubspot.com/blog/tabid/6307/bid/23963/25-Facebook-Page-Ideas-You-Haven-t-Tried-Yet.aspx<br />http://blog.hubspot.com/blog/tabid/6307/bid/26267/8-creative-ways-to-customize-your-facebook-business-page?source=Blog_Email_[8%20Creative%20Ways%20to%20C] <br />
    75. 75. Promoted Stories<br />Advertising your page posts.<br />Set up with same filters as Facebook advertising.<br />Adds more exposure to your content.<br />You pay when someone clicks through to your content.<br />
    76. 76. DO Create Facebook Badge To Promote Your Page(s)<br />Facebook Badges<br />Use 3rd party Facebook buttons<br />Do: hyperlink the badge to your Facebook Page or landing page<br />Do: hyperlink the name of your business within your promotional copy to your Facebook Page. <br />For example, Company X on Facebook<br />
    77. 77. DON’T Create Facebook Badge To Promote Your Page(s)<br />Don’t: hyperlink the “Find us on Facebook” badge to the Facebook log-in page.<br />Don’t: hyperlink the word “Facebook” within your promotional copy to your Facebook Page. For example, Company X on Facebook<br />
    78. 78. Display Your Facebook Page on Your Blog<br />
    79. 79. Using Your Profile to Promote Your Business Page<br />In order to be visible to search engines, your business page privacy setting must be public.<br />Share page content with select (relevant) friends. <br />Email the vanity URL of your business page to people in your address book<br />Display your business page badge on your blog<br />Include your Facebook page in email auto-signature<br />Display Facebook badge on your website & blog.<br />Invite people to leave comments on your business page.<br />
    80. 80. DO<br />Post daily<br />Consider your friends’ interests<br />Share other’s content<br />Invite engagement<br />Offer a unique experience <br />Be Human<br />Measure, review, revise<br />DON’T<br />Don’t over-post<br />Don’t auto-post<br />Don’t spam<br />Don’t be “me” centric<br />Don’t fly blind<br />Don’t think short term<br />Don’t be robotic<br />Facebook Page Promoting Do’s & Don’ts<br />
    81. 81. Like-Gating<br />Technique used to require Like to engage with page<br />Not conducive to long term engagement<br />Most effective for coupons and offers<br />
    82. 82. Facebook Marketing: Apps & Plug-Ins<br />https://developers.facebook.com/showcase/apps/<br />Mixture of free and fee based apps<br />Cross-pollinate social media and traditional media venues<br />Use email, newsletters, direct mail and media to point to social networks<br />Facebook developers - Facebook Platform Showcase<br />
    83. 83. Facebook Commercial Apps<br />http://votigo.com/<br />
    84. 84. Free Facebook Apps<br />
    85. 85. Facebook Applicationshttps://developers.facebook.com/showcase/apps/<br />Application Directory listed by:<br />Utilities<br />Education<br />Entertainment<br />Friends & Family<br />Business<br />Games <br />Sports<br />Lifestyle<br />Just for Fun<br />On Facebook<br />External Websites<br />Desktop<br />Mobile<br />Pages<br />Prototype<br />Business Page<br />Bottom of Edit page<br />
    86. 86. Branded Custom Apps<br />
    87. 87. Facebook Groups<br />Create a private group<br />Great for collaboration with an intimate group of people<br />
    88. 88. Facebook Groups<br />Create docs inside Group for sharing<br />Invite friends to join the Group<br />
    89. 89. Pages Compared to Groups<br />
    90. 90. Contests & Competitionshttp://www.facebook.com/promotions_guidelines.php<br />Must follow Facebook rules<br />Must use apps<br />Page Likes can not be used as entry into a contest<br />Define goals of the promotion<br />Define conversions<br />
    91. 91. Contests & Competitions<br />Use 3rdparty apps (strong compliance with FB guidelines)<br />http://appbistro.com/<br />http://www.easypromosapp.com/<br />http://offerpop.com/<br />Develop a custom app for full customization<br />Contract a FB developer: http://developers.facebook.com/preferreddevelopers/<br />
    92. 92. Facebook Advertising<br />
    93. 93. Facebook Ads and How They Work<br />Costs less than other forms of Internet ads<br />Targeted to user behavior<br />Work differently than banner or click through ads<br />Successful Facebook advertising requires<br />Average click through rate???<br />
    94. 94. Before You Begin<br />Have a clear idea of what you want your ad to accomplish<br />Create more visibility or traffic to your Facebook presence<br />Test the effectiveness of a change<br />Use Facebook audience to drive more traffic to your website<br />Establish a baseline<br />Know how many fans/friends you have before beginning a campaign<br />Download Facebook insight data before launch<br />
    95. 95. Before You Begin<br />Link – Where do you want your visitor to go<br />What is your ad message?<br />Have a photo or image<br />Facebook Ad Guidelines<br />
    96. 96. 10 Tips for Facebook Ad Marketing*<br />Facebook is NOT direct sales…it is a marketing cycle<br />Create focused ads targeted at niche groups<br />Friend users before you try to sell to them<br />Understand your market<br />Set ad budget with goal in mind<br />Nick O’Neill<br />Bus Insider SAI<br />Nick O’Neill<br />Bus Insider SAI<br />
    97. 97. 10 Tips for Facebook Ad Marketing<br />6. Measure – review – refine<br />7. Test landing pages VS Facebook pages<br />8. Split test ads by demographic<br />9. Develop well designed creative ad copy<br />10. Don’t over target<br />
    98. 98. Create Your Adhttp://www.facebook.com/advertising/ <br />Design your ad<br />Target your audience with demographic and geographical filters<br />Name your campaign <br />Which is better? Decide and experiment <br /><ul><li>Per impression
    99. 99. Per click</li></ul>Select your pricing<br />Review your ad<br />
    100. 100. New: Select Landing Page Tab<br /><ul><li>Select any tab as the landing page
    101. 101. Previously limited to default landing page tab</li></li></ul><li>Facebook Ad Board<br />
    102. 102. CM PhotographicsFacebook reached the right people at the right time<br />Generated $40,000 of revenue from a $600 ad campaign<br />
    103. 103. StorQuest on Facebook used real-time suggested bids<br />Over 50% increase in same store total rentals versus prior year.<br />10% conversion rate from visits originating from Facebook Ads.<br />$1.25 CPC delivered $10.25 cost-per-lead.<br />$100 average rentals; $600 average life time value per customer.<br />
    104. 104. Nippon on Facebook combining marketing solutions<br />Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns<br />
    105. 105. Additional Facebook Advertising Case Studies<br />ShopLocal<br />Wildchild<br />Treader<br />ROTHBURY<br />WiseChoice<br />Wedding Paper Divas<br />Povo.com<br />
    106. 106. Section SixMeasuring Facebook ROI<br />
    107. 107. Tracking Fan Page Engagement<br />
    108. 108. What Facebook Ad Metrics Can Tell You<br />Market research<br />Investment<br />Comparison<br />Targeting<br />Competitive <br />
    109. 109. Export Data to Create Reports and Graphs<br />
    110. 110. Ad Name <br />Your descriptive for ad<br />Status <br />Complete – active - paused<br />Bid<br />Acceptable max<br />Type<br />Pay for impressions<br />Pay for clicks<br />CTR(%)<br />Click through rate<br />Average CPC<br />Effective price of every click<br />Average CPM<br />Effective cost per 1,000 impressions (even on cost per click campaigns)<br />Total Spent<br />Facebook Ad Metrics Will Provide<br />
    111. 111. Use Report Feature to Download and Manage Data<br />Create spreadsheets<br />
    112. 112. Reports by Campaign<br />
    113. 113. Use Metrics to Refine Your Ads<br />Create multiple ads of similar themes<br />Organize them into campaigns<br />Run for 1-2 week period while monitoring stats<br />Analyze statistics<br />Retire underperforming ads and run A/B testing on better ones<br />Repeat – repeat – repeat<br />Adjust demographics <br />
    114. 114. Using Facebook Insightshttp://www.facebook.com/business/insights/?pages&i=9930176882http://www.facebook.com/help/?page=914<br />1. Interactions this week<br />Likes<br />Comments<br />Wall posts<br />Post quality<br />55.0<br />8<br />3. All fans over time<br />Total fans/ unsubscribed fans<br />New / removed fans<br />Top countries<br />Demographics<br />Page views<br />Unsubscribes / Resubscribes<br />Media consumption<br />2. Fans who interact with…<br />Interactions<br />Interactions per post<br />Post quality<br />Posts <br />Discussion posts<br />Reviews<br />Mentions <br />
    115. 115. Insights Featurehttp://www.facebook.com/insights/<br />Facebook offers insight into your website “Like” activity<br />
    116. 116. Insights Featurehttp://www.facebook.com/insights/<br />Facebook offers insight into your website “Like” and share activity<br />
    117. 117. Using Facebook Insights Dashboard<br />
    118. 118. Facebook Insights<br />Now offers metrics on Facebook and your domain<br />Gives great information on your connectivity within facebook …<br />Google Analytics<br />Provides Facebook as a traffic source but not specifics within Facebook<br />Why You Need Google Analytics<br />
    119. 119. Fee Based Social Media Tracking Software Options<br />Radian6: http://www.radian6.com/<br />HootSuite: http://www.hootsuite.com<br />Trackur: http://www.trackur.com<br />BuddyMedia: http://buddymedia.com/<br />Nielsen/Buzzmetrics<br />http://www.nielsen-online.comproducts_buzz.jsp?section=pro_buzz<br />
    120. 120. Facebook Promotional Policies<br />Read Facebook’spromotional guidelines carefully <br />Do not ever call Facebook your partner<br />Understand Local Rules - contests, giveaways and sweepstakes based on chance are illegal in some countries <br />Belgium, Norway, Sweden, or India<br />Heed Facebook’s formatting requirements<br />You can only administer a promotion through an application on Facebook<br />Do not require a Facebook action<br />You may become a fan but any action such as post a photo, update a status or comment is not allowed.<br />You can allow new fans to access 3rd party app’s but you cannot notify winners via Facebook<br />Brand Permission Center<br />Advertising and Guidelines<br />
    121. 121. Social Media Landscape<br />
    122. 122. In the Trenches<br />Using Facebook to Build Relationship and Brand Awareness<br />
    123. 123. 10 Successful Facebook Pages<br />http://www.socialmediaexaminer.com/top-10-facebook-pages/<br />
    124. 124. Promoting Your Business Page<br /><ul><li>Create a landing page
    125. 125. Customize tabs
    126. 126. Offer a unique experience</li></ul>Landing Page<br />
    127. 127. Taco Bell Damage Control<br />Transparency<br />Transparency<br />
    128. 128. Kenneth Cole PR Damage Control<br />Transparency<br />Acknowledge mistakes now controls damage later<br />Achknowledgement<br />
    129. 129. Using Facebook for a Cause<br />A man with a pest control business and a pink bra<br />
    130. 130. Help Save the Gulf Coast from the Oil Leak<br />Clear objective<br />Searchable title<br />Both business page & group<br />Cause<br />Cause<br />
    131. 131. Skip1<br />Cause<br /><ul><li>Landing page
    132. 132. Social links
    133. 133. Website links</li></ul>CTA<br />
    134. 134. Big Toy Team<br />Energize a community<br />Create Public Event and share<br />But make it exciting and unique<br />
    135. 135. Arthritis Foundation on Facebook<br />Custom Content<br />Lots of content<br />
    136. 136. Have You Noticed? Pages Are Now Mini Websites… <br />iFrames now add more flexibility<br />Create unique landing pages for facebook<br />Use 3rd party software<br />Hire a Facebook developer<br />
    137. 137. What Is Your Objective?<br />website<br />Conversation<br />
    138. 138. Create Landing Pages <br />http://www.businesswire.com/news/home/20101103006752/en/Macy%E2%80%99s-Offer-Discounts-Facebook%C2%AE-Deals<br />http://www.macys.com/catalog/syndicated/remote/remotesyndication.ognc?Brand=PRESSRELEASE<br /><ul><li>Unique Content
    139. 139. Reasons to engage
    140. 140. Easy to share</li></li></ul><li>Create Custom Tabs<br />
    141. 141. Give Visitors Reasons to Fan Your Page<br />
    142. 142. Have a Clear Call-to-Action<br />
    143. 143. SuperBowl Facebook Marketing<br />
    144. 144. Facebook Engagement<br />
    145. 145. Create a Reason…For Fans Only Content<br />Levi’s “Instant access to exclusive content.”<br />1-800 Flowers offers special discount off next order.<br />DIGISTORE gives special offers<br />Teesey Tees adds mystery<br />*Social Media Examiner<br />
    146. 146. Create a “Visible to Connection” Landing Page<br />http://www.facebook.com/teeseytees?ref=ts#!/teeseytees?v=app_7146470109<br />
    147. 147. Bob Evans Keeps Them Coming Back<br />http://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_135711123139793<br />http://www.examiner.com/social-media-in-national/bob-evans-free-breakfast-coupons-on-facebook<br />Drive visitors to your website<br />Offer relevant content<br />Personalize your business<br />Offer something special<br />
    148. 148. Coupon Services Can Help<br />http://www.smartsource.com/smartsource/index.jsp?Link=5S2ZUA6PWPEPO<br />http://server.iad.liveperson.net/hc/s-44296948/cmd/kbresource/kb-5027232894339796420/front_page!PAGETYPE<br />http://www.newsamerica.com/ourproducts/consumersonline/default.aspx<br />
    149. 149. eCommerce - Applications<br />
    150. 150. Threadless Keeps It Freshhttp://www.facebook.com/threadless#!/threadless?v=wallhttp://www.threadless.com/<br />http://www.internetretailer.com/2010/11/18/threadless-leans-facebook-more-customer-service-tasks<br />http://www.internetretailer.com/2009/10/29/display-ads-on-facebook-show-positive-roi-for-threadless-com<br />http://www.insidefacebook.com/2009/07/14/threadlesss-facebook-page-makes-shopping-more-social/<br />Keep it fresh and interesting<br />Use display ads<br />Improve customer service<br />
    151. 151. Amazonhttp://www.facebook.com/home.php?#!/Amazonhttp://www.facebook.com/Amazon?ref=ts&v=app_172341942779663http://www.amazon.com/<br />http://www.wdfm.com/publish/facebook/<br />http://techcrunch.com/2010/07/27/amazon-now-taps-into-facebook-for-social-product-recommendations/<br />http://news.cnet.com/8301-1023_3-20011934-93.html<br />Facebook Connection leads to custom detailed shopping list based on real-time behavior<br />
    152. 152. California State Parks Foundationhttp://www.facebook.com/calparks?ref=tshttp://www.calparks.org<br />Used Facebook to sound alarm on funding threat<br />Facebook sends visitors directly to website<br />
    153. 153. Humanize your page<br />Think of Facebook as another destination<br />Think beyond marketing department <br />Think community<br />Think engagement<br />Offer opt-in using a form page<br />Be a valuable source of information<br />Offer unique CTAs on Facebook not avail on your website<br />Offer Customer Support<br />7 Tips for B2B Marketing<br />
    154. 154. Facebook Photos (B2B)<br />Folder for Wall Photos<br />
    155. 155. Facebook Technical Marketing (B2B)<br />
    156. 156. Ciscohttp://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com<br />Create pages for niche audience needs<br />Online support <br />Career certification<br />Security<br />Geographic locations<br />
    157. 157. Keep the Branding Alive<br />Microsoft<br />Strong call-to-action<br />Good integration of other Microsoft pages<br />
    158. 158. Avayahttp://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wallhttp://www.avaya.com/usa/<br />Be unique<br />Location awareness <br />Convergence<br />
    159. 159. HubSpothttp://www.hubspot.comhttp://www.facebook.com/hubspot#!/hubspot?v=app_10442206389<br />http://www.colinalsheimer.com/hubspot-inbound-marketing-case-study<br />Simple, inviting call to action<br />
    160. 160. Get Satisfactionhttp://www.facebook.com/getsatisfaction http://getsatisfaction.com<br />http://getsatisfaction.com/partners/facebook<br />http://techcrunch.com/2010/03/10/get-satisfaction-turns-to-facebook-to-socialize-customer-support/<br />http://mashable.com/2010/03/10/social-engagement-hub/<br />Exceptional customer service is good branding<br />
    161. 161. Dellhttp://www.facebook.com/dellhttp://www.facebook.com/delldeals http://www.facebook.com/dellsocialmedia Find more Dell Facebook pages, visit: http://www.dell.com/facebook <br />Target niche audiences <br />
    162. 162. Delta Airlines<br />Engage with others<br />Book travel<br />Share your ideas<br />http://www.facebook.com/delta<br />
    163. 163. Brand So Your Audience Can Find Youhttp://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.03725964409583504http://www.facebook.com/VW#!/VWJetta?v=info<br />Volkswagon<br />Product<br />Should<br />Cross-pollinate<br />Geo-target<br />Pages are disconnected<br />
    164. 164. Fordhttp://www.facebook.com/fordhttp://www.facebook.com/fordmustang<br />Unveil new products<br />Engage Fans<br />
    165. 165. Audihttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app_17037175766 http://www.audiusa.com<br />Top 25 Brands on Facebook<br />Make it easy for your audience to find you<br />
    166. 166. Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com<br />Build community for your services<br />
    167. 167. Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com<br />
    168. 168. Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086http://harvard.edu/<br /> Educate <br /> Entertain<br /> Enlighten <br />= Engagement<br />
    169. 169. US Armyhttp://www.army.mil/http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts<br />Speak your audience’s language <br />Marines<br />Navy<br />Air Force<br />
    170. 170. Facebook Is Just One Part of Your Social Marketing Strategy<br />
    171. 171. Steelmasterhttp://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086http://www.steelmasterusa.com<br />Showcase product <br />
    172. 172. BigCommercehttp://www.facebook.com/BigCommercehttp://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=wallhttp://www.bigcommerce.com/<br />Engage Community<br />
    173. 173. Quaker Oatshttp://www.facebook.com/Quaker http://www.quakeroats.com<br />Connect<br />Use landing pages<br />
    174. 174. Buffalo Wild Wingshttp://www.facebook.com/BuffaloWildWingshttp://www.buffalowildwings.com/<br />Engage<br />Engage <br />Engage<br />3 million plus fans<br />
    175. 175. Blue Sky Factoryhttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory http://www.blueskyfactory.com<br />Address your audience’s pain points<br />
    176. 176. US Congress on Facebook<br />Informational Channel<br />
    177. 177. Pages and Places in Facebook Search<br />Whole Foods Market on Facebook<br />
    178. 178. Old Spicehttp://www.oldspice.comhttp://twitter.com/oldspicehttp://www.facebook.com/OldSpice<br />Target Branding<br />
    179. 179. Big Green Egghttp://www.facebook.com/BigGreenEgghttp://www.biggreenegg.com<br />Cross-pollinate with Vendors<br />Used Facebook to launch cookbook<br />
    180. 180. GrillMate<br />Run contest to promote brand<br />
    181. 181. Launch New Business on Facebook, Twitter, Blog<br />Coupon promotions<br />Cross promote<br />Launched Jan 2011<br />Grown to over 14,000 Likes<br />Uses Groups for collaboration <br />
    182. 182. BIG or small…think of creative ways to enhance the user experience on Facebook<br /><ul><li>Use your marketing creativity
    183. 183. Research applications
    184. 184. If necessary, hire Facebook design/programming experts to develop custom tabs/apps
    185. 185. Give people a unique experience on Facebook</li></li></ul><li>Just a ReminderGetting Help on Facebook (bottom right corner)<br />
    186. 186. Connect With Bernie Borges….<br />Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing<br />Websites: <br />http://www.findandconvert.com<br />http://www.bernieborges.com<br />Blogs: http://www.findandconvert.com/blog<br />http://www.bernieborges.com/blog<br />Twitter: http://twitter.com/berniebay<br />LinkedIn: http://www.linkedin.com/in/bernieborges<br />Facebook: http://www.facebook.com/bernie.borges<br />Facebook Fan Pages: <br />http://www.facebook.com/findandconverthttp://www.facebook.com/CareerCentral.BernieBorges<br />Google+<br />http://gplus.to/BernieBorges<br />
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