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108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
108 slides that will help you make $1,000,000 with Facebook Marketing
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108 slides that will help you make $1,000,000 with Facebook Marketing

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This deck is a complete guide for startups, agencies and brands getting started with Facebook. …

This deck is a complete guide for startups, agencies and brands getting started with Facebook.

It covers Pages, Platform, Insights, and Ads.

This deck was prepared for my webinar at General Assembly on 9/11/12 -- you can download it here: http://www.eventbrite.com/event/4206445592/estw

ENJOY.

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  • 1. 108 slides that tell you EVERYTHING you need to know about Facebook Marketing to make $1,000,000.
  • 2. Getting started with! FACEBOOK ®! For startups, brands, and agencies…By Matt Monahan!September 2012!
  • 3. My name is Matt Monahan I went to Stanford UniversityI started Sharethrough and AlphaBoostI advise companies Wildfire Interactive, Visibli, and LoytrI mentor at 500 StartupsI invested in CraftCoffee and ShowMeYourMumuI tweet at @gomattymoI blog at facebook.com/gomattymoI email at matt@alphaboost.com *I do not work at Facebook.
  • 4. Why do I do this every day?  
  • 5. Let’s talk about 4 areas of focusPlatform Pages Ads Insights
  • 6. Source: Facebook Best Practices Guide
  • 7. “We don’t build services to make money; we make money to build better services.”
  • 8. How is Facebook better?! Authentic Identity Owned AudiencesWord-of-mouth at scale
  • 9. What are the underlying principles? 1   Social by design 2   Love your audience 3   Authentic voice 4   Measure and iterate
  • 10. What are the use cases? 1   Gain insights 2   Create awareness 3   Change attitudes 4   Drive sales and visitors 5   Loyalty
  • 11. Let’s talk about Facebook PlatformPlatform
  • 12. 3 reasons you can’t ignore Platform. 1   Easy Registration 2   More traffic 3   Better Engagement
  • 13. Core elements of Facebook Platform•  App Center•  Open Graph •  Applications, websites, devices•  Graph API•  Facebook Plugins•  Facebook Credits
  • 14. App Center
  • 15. Open Graph Protocol Integrations
  • 16. Devices: Instagram Newsfeed Story  Authentication   Open Graph   Timeline Story  
  • 17. Applications: Visa – Olympic GamesAccessible on Facebook.com   Social by design   Authentication   Timeline  
  • 18. Websites: Fab.com Login with Facebook   Friend Lists   Timeline   Conversation  Authentication   Inviting Friends   Commenting  
  • 19. Graph API: SocialTimeline.co
  • 20. Facebook PluginsLike ButtonThe Like button lets users share pages from your site back to theirFacebook profile with one click.Send ButtonThe Send button allows your users to easily send your content to theirfriends.Subscribe ButtonThe Subscribe button allows people to subscribe to other Facebookusers directly from your site.CommentsThe Comments plugin lets users comment on any piece of content onyour site.
  • 21. Facebook Plugins (continued…) Activity Feed The Activity Feed plugin shows users what their friends are doing on your site through likes and comments. Recommendations The Recommendations plugin gives users personalized suggestions for pages on your site they might like. Like Box The Like Box enables users to like your Facebook Page and view its stream directly from your website. Login Button The Login Button shows profile pictures of the users friends who have already signed up for your site in addition to a login button.
  • 22. Facebook Plugins (continued…) Registration The registration plugin allows users to easily sign up for your website with their Facebook account. Facepile The Facepile plugin displays the Facebook profile pictures of users who have liked your page or have signed up for your site.
  • 23. Facebook Credits The web offer   Payment screen  Credits is a huge opportunity! HUGE.  
  • 24. Let’s talk about Facebook Pages Pages
  • 25. Core elements of Facebook Pages•  The Newsfeed, Ticker, Timeline•  Tabs•  The Cover Photo•  EdgeRank•  Publishing
  • 26. The Newsfeed
  • 27. Ticker
  • 28. Timeline
  • 29. TabsAccess tabs through Page   <--------------810 px (max)------------->   Drive Traffic via Ads  
  • 30. The Cover Photo
  • 31. No one visits your page! < 16% of your Fan Base sees a post on a really good day. < 2-3% will click like or comment on a great day. d   < 1% find you in the Newsfeed and visit your page.
  • 32. d  Facebook decides which content to display in the Newsfeed usingan algorithm called EdgeRank.
  • 33. Your daily marketing messages are being thrown into the attention blender. }   Metaphor  
  • 34. MATH! Napkin Math shows us that I see less than .2% of the content published to my newsfeed daily! I am making some assumptions...
  • 35. Napkin MathI’ve got and = 4,391
  • 36. Napkin MathIf everyone I follow posts 3 times per day… That is 13,173 posts to show me each day I visit my Newsfeed.
  • 37. Napkin MathNow Consider that I Log In 8 times a day… I know, I’m addicted.
  • 38. Napkin MathAnd when I login I see this…
  • 39. Napkin Math 24 total posts per day that I might see… For every one post I see 549 go UNSEEN.
  • 40. PublishingTargeting Posts   Scheduling Posts  
  • 41. Let’s talk about Facebook AdsAds
  • 42. The components of Facebook Ads•  Ad Formats•  Targeting•  Optimization•  Tracking
  • 43. Ad FormatsSponsored Results   Marketplace Ads  
  • 44. Ad FormatsSponsored Mobile   Premium Ads  
  • 45. Ad FormatsApp Sponsored Story   Page Sponsored Story   Page Like Ad  
  • 46. Ad FormatsSponsored Posts  
  • 47. Facebook Ad Targeting
  • 48. Targeting
  • 49. Optimization •  Pets in images •  Day parting •  Audience Segmenting •  Short copy •  Faces in images •  High contrast •  Borders •  Strong call to action •  Precise targeting •  Multivariate testing
  • 50. Conversion Tracking •  People talking about this •  Offers shared •  Page Likes •  Offers claimed •  Page post likes •  App Installs •  Page post comments •  App used •  Page post shares •  Credit spend events •  @ mentions •  Credit spend amounts •  Check-ins •  Number of RSVPs •  Photo tags 1, 7, 28 day attribution  
  • 51. Let’s talk about Facebook Insights Insights
  • 52. About Facebook Insights•  Page and Post Insights•  Domain & Application Insights
  • 53. Page and Post InsightsPage Insights   In-Timeline Post Insights  Post Insights  
  • 54. Domain & Application Insights Open Graph Overview   Stream Publish Traffic  
  • 55. Advanced Topic for Marketers•  How apps grow•  Designing the story•  Preferred Marketing Developers•  You are a media company•  Good to great content•  Measuring ROI•  Native is HUGE•  Resources
  • 56. How Apps Grow Users Retained X Visits per User XNew Users Acquired Per Visit
  • 57. Retention% of new app users that continue to use an app during a period # of retained users   Week 1   Week 2   Week 3   80% retention 50% retention  
  • 58. Your App’s Growth Profile Leaky   Ideal  Virality ViralityRetention Retention Bad   Gem  Virality ViralityRetention Retention
  • 59. Designing Stories Action Type Object Type App NameImage Action Caption Object Title
  • 60. Let’s talk about Preferred Marketing Developers https://developers.facebook.com/preferredmarketingdevelopers/
  • 61. Why do I do this every day?  
  • 62. What is a Social Media Campaign?  
  • 63. YOU ARE A MEDIA COMPANY
  • 64. What do you want from your Social Advertising?
  • 65. WHY?
  • 66. Buy to OWN and RE-ENGAGE
  • 67. These are Audience Channels ~   ~  
  • 68. We can now buy, own and re-engage our audience in perpetuity. Email  
  • 69. PREDICTING!IS NEARLY IMPOSSIBLE.! !REACTING !IS THE FUTURE.!
  • 70. Use Data!
  • 71. What does good content look like?!As soon as it is published, people start liking or commenting on it. It isprobably a photo that is of interest to a large portion of your audience, andmay even be a popular meme. *Attention is measure based on reach and people talking about your post.
  • 72. What makes Bad Content Bad?!As soon as it is published, no one is paying attention. Likely because youpublished it when all of your fans were sleeping or at work or you don’t postconsistently. The content probably was a hard sell for your product and didnot include a call to action and was not visual. You suck.
  • 73. What makes Great Content Great?!As soon as it is published, BOOM, it goes insanely viral. People are sharingit, liking it, and commenting. It likely includes lots of calls to action (eg:LIKE, COMMENT, SHARE) and is super visual, timely and consistent.
  • 74. How do I findgood content?!
  • 75. SOCIALTIMELINE.CO!
  • 76. DOLLARS IN!MUST BE LESS THAN!DOLLARS OUT.!
  • 77. COST OF PAID MEDIA + CONTENT + MODERATION + ANALYSIS! MUST EQUAL VALUE OF FREE ATTENTION + TOTAL SALES GENERATED!
  • 78. TRACK CONVERSIONS VIA ADS AND POSTS! Landing Page Click Optimize Tracking Purchase
  • 79. What is Native?!
  • 80. Source: Facebook Best Practices Guide
  • 81. @gomattymo

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