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Facebook Marketing 101

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Indianapolis Social Media Breakfast's Facebook for the Beginning to Intermediate Marketer: basics on using Facebook marketing for business

Indianapolis Social Media Breakfast's Facebook for the Beginning to Intermediate Marketer: basics on using Facebook marketing for business

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  • 1. Monday, June 14, 2010
  • 2. Talking About Today’s Event? Event Hashtag: #indysmb Host Tweets: @indysmb Facebook Page: facebook.com/indysmb Monday, June 14, 2010
  • 3. WHY IS FACEBOOK SUCH A BIG DEAL? Monday, June 14, 2010
  • 4. 400 MILLION PEOPLE Monday, June 14, 2010
  • 5. 400 MILLION PEOPLE ...and 50% logon EVERY Day. Monday, June 14, 2010
  • 6. #1 website for photo sharing. #2 website for user-generated video. 25% of ALL Internet pageviews are on Facebook. Monday, June 14, 2010
  • 7. WHO IS THE AVERAGE FACEBOOK USER? Monday, June 14, 2010
  • 8. Has 130 friends. Is connected to 60 pages, groups and events. Fans 2 pages per month. Spends more than 7 hours per month on Facebook. Creates 70 pieces of content each month. Monday, June 14, 2010
  • 9. SO WHAT? Monday, June 14, 2010
  • 10. None of it matters if it’s not right for YOU and YOUR AUDIENCE. Monday, June 14, 2010
  • 11. Questions to Ask First Monday, June 14, 2010
  • 12. Questions to Ask First • Who are your target audiences? Monday, June 14, 2010
  • 13. Questions to Ask First • Who are your target audiences? • How are they using social media? Facebook? Monday, June 14, 2010
  • 14. Questions to Ask First • Who are your target audiences? • How are they using social media? Facebook? • Why do you want to participate in social media? Facebook? Monday, June 14, 2010
  • 15. Questions to Ask First • Who are your target audiences? • How are they using social media? Facebook? • Why do you want to participate in social media? Facebook? • How will social media (and Facebook) be incorporated into your marketing plan? Monday, June 14, 2010
  • 16. Questions to Ask First • Who are your target audiences? • How are they using social media? Facebook? • Why do you want to participate in social media? Facebook? • How will social media (and Facebook) be incorporated into your marketing plan? • Who will manage it? Monday, June 14, 2010
  • 17. Questions to Ask First • Who are your target audiences? • How are they using social media? Facebook? • Why do you want to participate in social media? Facebook? • How will social media (and Facebook) be incorporated into your marketing plan? • Who will manage it? • Do you have content to share? Who will create it? Monday, June 14, 2010
  • 18. Questions to Ask First • Who are your target audiences? • How are they using social media? Facebook? • Why do you want to participate in social media? Facebook? • How will social media (and Facebook) be incorporated into your marketing plan? • Who will manage it? • Do you have content to share? Who will create it? • How will you evaluate success? Monday, June 14, 2010
  • 19. AUDIENCE Monday, June 14, 2010
  • 20. What are they DOING in social media? Inactives Collectors • Do not participate • Use RSS feeds • Add “tags” to websites or photos Spectators • Read blogs Critics • Watch video from other users • Post ratings/reviews of products/ • Listen to podcasts services • Read online forums • Comment on others’ blogs • Read customer ratings/reviews • Contribute to online forums • Contribute to/edit articles in wikis Joiners • “Vote” for websites online • Maintain profiles on social networking sites Creators • Visit social networking sites • Publish a blog • Publish their own websites • Upload video they created • Upload audio/music they created • Write articles or stories and post them Monday, June 14, 2010
  • 21. US General Population, All Ages US General Population Creators 24% Critics 37% Collectors 21% Joiners 51% Spectators 73% Inactives 18% www.forrester.com/Groundswell/profile_tool.html Monday, June 14, 2010
  • 22. Is MY audience using Facebook? Monday, June 14, 2010
  • 23. Find Out www.facebook.com/advertising Monday, June 14, 2010
  • 24. So they’re there. Fabulous. Now let’s get started. Monday, June 14, 2010
  • 25. Pages, Groups and Profiles Monday, June 14, 2010
  • 26. Pages, Groups and Profiles • Profiles are for People. They have Friends. Monday, June 14, 2010
  • 27. Pages, Groups and Profiles • Profiles are for People. They have Friends. • Groups are for associations or...groups. They have Members. Monday, June 14, 2010
  • 28. Pages, Groups and Profiles • Profiles are for People. They have Friends. • Groups are for associations or...groups. They have Members. • Pages are for Businesses. They have Fans (or “likes”). Monday, June 14, 2010
  • 29. Why a Page? Monday, June 14, 2010
  • 30. Why a Page? • Easier to “like” than “join.” Monday, June 14, 2010
  • 31. Why a Page? • Easier to “like” than “join.” • Indexed by search engines. Monday, June 14, 2010
  • 32. Why a Page? • Easier to “like” than “join.” • Indexed by search engines. • Allows multiple administrators. Monday, June 14, 2010
  • 33. Why a Page? • Easier to “like” than “join.” • Indexed by search engines. • Allows multiple administrators. • Can post as a business, instead of an individual. Monday, June 14, 2010
  • 34. Why a Page? • Easier to “like” than “join.” • Indexed by search engines. • Allows multiple administrators. • Can post as a business, instead of an individual. • Provides analytics. Monday, June 14, 2010
  • 35. Why a Page? • Easier to “like” than “join.” • Indexed by search engines. • Allows multiple administrators. • Can post as a business, instead of an individual. • Provides analytics. • Can use applications. Monday, June 14, 2010
  • 36. Why a Page? • Easier to “like” than “join.” • Indexed by search engines. • Allows multiple administrators. • Can post as a business, instead of an individual. • Provides analytics. • Can use applications. • Allows Static FBML. Monday, June 14, 2010
  • 37. Why a Page? • Easier to “like” than “join.” • Indexed by search engines. • Allows multiple administrators. • Can post as a business, instead of an individual. • Provides analytics. • Can use applications. • Allows Static FBML. • Can have custom landing pages. Monday, June 14, 2010
  • 38. Why a Page? • Easier to “like” than “join.” • Indexed by search engines. • Allows multiple administrators. • Can post as a business, instead of an individual. • Provides analytics. • Can use applications. • Allows Static FBML. • Can have custom landing pages. • Lets you send updates to your fans. Monday, June 14, 2010
  • 39. Why a Page? • Easier to “like” than “join.” • Indexed by search engines. • Allows multiple administrators. • Can post as a business, instead of an individual. • Provides analytics. • Can use applications. • Allows Static FBML. • Can have custom landing pages. • Lets you send updates to your fans. • Can have Facebook ads targeted to them. Monday, June 14, 2010
  • 40. BUT... Monday, June 14, 2010
  • 41. None of it matters if you don’t give them a reason to “like” you. Monday, June 14, 2010
  • 42. Give a Reason to “Like” Monday, June 14, 2010
  • 43. Give a Reason to “Like” • Offer free stuff. Monday, June 14, 2010
  • 44. Give a Reason to “Like” • Offer free stuff. • Give them info they can’t get anywhere else. Monday, June 14, 2010
  • 45. Give a Reason to “Like” • Offer free stuff. • Give them info they can’t get anywhere else. • Give them a place where they can talk directly to you. Monday, June 14, 2010
  • 46. Give a Reason to “Like” • Offer free stuff. • Give them info they can’t get anywhere else. • Give them a place where they can talk directly to you. • Let them share stuff. Monday, June 14, 2010
  • 47. BUT... Monday, June 14, 2010
  • 48. None of THAT matters if you can’t get them there first. Monday, June 14, 2010
  • 49. Get Them There Monday, June 14, 2010
  • 50. Get Them There • From your website. Your store. Your TV ad. Your product sticker. Whatever. Monday, June 14, 2010
  • 51. Get Them There • From your website. Your store. Your TV ad. Your product sticker. Whatever. • Suggest it to Facebook friends. Monday, June 14, 2010
  • 52. Get Them There • From your website. Your store. Your TV ad. Your product sticker. Whatever. • Suggest it to Facebook friends. • Invite related groups and pages’ admins to suggest to their friends and fans. Monday, June 14, 2010
  • 53. Get Them There • From your website. Your store. Your TV ad. Your product sticker. Whatever. • Suggest it to Facebook friends. • Invite related groups and pages’ admins to suggest to their friends and fans. • From Facebook advertising. Monday, June 14, 2010
  • 54. Get Them There • From your website. Your store. Your TV ad. Your product sticker. Whatever. • Suggest it to Facebook friends. • Invite related groups and pages’ admins to suggest to their friends and fans. • From Facebook advertising. • From other social media networks. Monday, June 14, 2010
  • 55. Anatomy of a Page Monday, June 14, 2010
  • 56. Monday, June 14, 2010
  • 57. Monday, June 14, 2010
  • 58. The Profile Picture Monday, June 14, 2010
  • 59. Monday, June 14, 2010
  • 60. Monday, June 14, 2010
  • 61. The Wall Monday, June 14, 2010
  • 62. Monday, June 14, 2010
  • 63. Monday, June 14, 2010
  • 64. Edit Page Monday, June 14, 2010
  • 65. Monday, June 14, 2010
  • 66. Monday, June 14, 2010
  • 67. Insights At-a-Glance Monday, June 14, 2010
  • 68. Monday, June 14, 2010
  • 69. Monday, June 14, 2010
  • 70. Monday, June 14, 2010
  • 71. Advertise the Page Monday, June 14, 2010
  • 72. Monday, June 14, 2010
  • 73. Monday, June 14, 2010
  • 74. The Status Box Monday, June 14, 2010
  • 75. Status Updates Monday, June 14, 2010
  • 76. Monday, June 14, 2010
  • 77. Monday, June 14, 2010
  • 78. The Status Box Monday, June 14, 2010
  • 79. Monday, June 14, 2010
  • 80. Monday, June 14, 2010
  • 81. Attach Stuff Monday, June 14, 2010
  • 82. Monday, June 14, 2010
  • 83. Monday, June 14, 2010
  • 84. Attach Links Monday, June 14, 2010
  • 85. Attach Links Don’t forget to select a photo! Monday, June 14, 2010
  • 86. Monday, June 14, 2010
  • 87. Monday, June 14, 2010
  • 88. Attach Photos Monday, June 14, 2010
  • 89. Monday, June 14, 2010
  • 90. Monday, June 14, 2010
  • 91. Attach Events Monday, June 14, 2010
  • 92. Monday, June 14, 2010
  • 93. Monday, June 14, 2010
  • 94. Attach Video Monday, June 14, 2010
  • 95. TIP: Using @ before a name (of a profile or page) turns the name into a hyperlink in your status update. Monday, June 14, 2010
  • 96. Creating a Page Monday, June 14, 2010
  • 97. www.facebook.com/pages Monday, June 14, 2010
  • 98. www.facebook.com/pages Monday, June 14, 2010
  • 99. Monday, June 14, 2010
  • 100. Monday, June 14, 2010
  • 101. Monday, June 14, 2010
  • 102. Monday, June 14, 2010
  • 103. Securing a Vanity URL Monday, June 14, 2010
  • 104. How to Secure a Vanity URL www.facebook.com/username/ Monday, June 14, 2010
  • 105. How to Secure a Vanity URL • Go to www.facebook.com/username www.facebook.com/username/ Monday, June 14, 2010
  • 106. How to Secure a Vanity URL • Go to www.facebook.com/username • Click Set a Username for your Pages www.facebook.com/username/ Monday, June 14, 2010
  • 107. How to Secure a Vanity URL • Go to www.facebook.com/username • Click Set a Username for your Pages • Select the page www.facebook.com/username/ Monday, June 14, 2010
  • 108. How to Secure a Vanity URL • Go to www.facebook.com/username • Click Set a Username for your Pages • Select the page • Note: You can only select a username for a page if you have 25 fans www.facebook.com/username/ Monday, June 14, 2010
  • 109. How to Secure a Vanity URL • Go to www.facebook.com/username • Click Set a Username for your Pages • Select the page • Note: You can only select a username for a page if you have 25 fans • Secure your vanity URL...but double, triple check it first! You can’t change it! www.facebook.com/username/ Monday, June 14, 2010
  • 110. Editing a Page Monday, June 14, 2010
  • 111. Monday, June 14, 2010
  • 112. Monday, June 14, 2010
  • 113. Page Settings Monday, June 14, 2010
  • 114. Monday, June 14, 2010
  • 115. Monday, June 14, 2010
  • 116. Fan Settings Monday, June 14, 2010
  • 117. Monday, June 14, 2010
  • 118. Monday, June 14, 2010
  • 119. News from Facebook Monday, June 14, 2010
  • 120. Monday, June 14, 2010
  • 121. Monday, June 14, 2010
  • 122. Insights At-a-Glance Monday, June 14, 2010
  • 123. Monday, June 14, 2010
  • 124. Monday, June 14, 2010
  • 125. Promote Your Page Monday, June 14, 2010
  • 126. Monday, June 14, 2010
  • 127. Monday, June 14, 2010
  • 128. Sending Fan Updates Monday, June 14, 2010
  • 129. Monday, June 14, 2010
  • 130. Monday, June 14, 2010
  • 131. Admins Monday, June 14, 2010
  • 132. Monday, June 14, 2010
  • 133. Monday, June 14, 2010
  • 134. Applications Monday, June 14, 2010
  • 135. Monday, June 14, 2010
  • 136. Monday, June 14, 2010
  • 137. Forget How? Click Help Monday, June 14, 2010
  • 138. Monday, June 14, 2010
  • 139. Monday, June 14, 2010
  • 140. Wall Settings Monday, June 14, 2010
  • 141. Monday, June 14, 2010
  • 142. Monday, June 14, 2010
  • 143. Landing Page Settings Monday, June 14, 2010
  • 144. Custom Landing Pages Monday, June 14, 2010
  • 145. Monday, June 14, 2010
  • 146. Monday, June 14, 2010
  • 147. Monday, June 14, 2010
  • 148. Monday, June 14, 2010
  • 149. Monday, June 14, 2010
  • 150. Monday, June 14, 2010
  • 151. Syncing with Twitter Monday, June 14, 2010
  • 152. www.facebook.com/twitter Monday, June 14, 2010
  • 153. Monday, June 14, 2010
  • 154. Monday, June 14, 2010
  • 155. Monday, June 14, 2010
  • 156. Monday, June 14, 2010
  • 157. Monday, June 14, 2010
  • 158. Checking Your Stats Monday, June 14, 2010
  • 159. Monday, June 14, 2010
  • 160. Monday, June 14, 2010
  • 161. Active Fan Stats Monday, June 14, 2010
  • 162. Monday, June 14, 2010
  • 163. Monday, June 14, 2010
  • 164. All Fan Stats Monday, June 14, 2010
  • 165. Monday, June 14, 2010
  • 166. Monday, June 14, 2010
  • 167. Change Your Graphs Monday, June 14, 2010
  • 168. Monday, June 14, 2010
  • 169. Monday, June 14, 2010
  • 170. Change Your Graphs Monday, June 14, 2010
  • 171. Ads Monday, June 14, 2010
  • 172. Define Ad Content Monday, June 14, 2010
  • 173. Select Your Target Audience Monday, June 14, 2010
  • 174. Select Your Pricing Monday, June 14, 2010
  • 175. Review and Place an Order! Monday, June 14, 2010
  • 176. Mobile Monday, June 14, 2010
  • 177. There are more than 100 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook. Monday, June 14, 2010
  • 178. Adding Facebook to Your Site Monday, June 14, 2010
  • 179. Monday, June 14, 2010
  • 180. Monday, June 14, 2010
  • 181. Promote with a Like Box Monday, June 14, 2010
  • 182. Monday, June 14, 2010
  • 183. Monday, June 14, 2010
  • 184. Monday, June 14, 2010
  • 185. Monday, June 14, 2010
  • 186. www.developers.facebook.com Monday, June 14, 2010
  • 187. www.developers.facebook.com Monday, June 14, 2010
  • 188. Monday, June 14, 2010
  • 189. Monday, June 14, 2010
  • 190. Social Plugins Monday, June 14, 2010
  • 191. Social plugins are embeddable social features that can be integrated in your site with a line of HTML. Monday, June 14, 2010
  • 192. Monday, June 14, 2010
  • 193. Monday, June 14, 2010
  • 194. Monday, June 14, 2010
  • 195. Monday, June 14, 2010
  • 196. Monday, June 14, 2010
  • 197. Monday, June 14, 2010
  • 198. Monday, June 14, 2010
  • 199. Monday, June 14, 2010
  • 200. Monday, June 14, 2010
  • 201. Monday, June 14, 2010
  • 202. Monday, June 14, 2010
  • 203. Monday, June 14, 2010
  • 204. Monday, June 14, 2010
  • 205. Monday, June 14, 2010
  • 206. Monday, June 14, 2010
  • 207. Monday, June 14, 2010
  • 208. Monday, June 14, 2010
  • 209. Monday, June 14, 2010
  • 210. Remember the Inauguration? Monday, June 14, 2010
  • 211. Single Sign-On Monday, June 14, 2010
  • 212. Facebook enables you to remove the registration process for your site by enabling users to login to your site with their Facebook account. Monday, June 14, 2010
  • 213. Open Graph Monday, June 14, 2010
  • 214. “When you connect to sites like Yelp via your Facebook profile, Yelp will have access to any information you’ve made publicly available about your favorite foods or favorite bands, and will be able to take that into account when giving you information about restaurants or music venues. For example, Yelp could pull information about your favorite music from data that Pandora added to the graph when you favorited a song on its site.” - Mashable Monday, June 14, 2010
  • 215. Getting Fancy Monday, June 14, 2010
  • 216. Monday, June 14, 2010
  • 217. Monday, June 14, 2010
  • 218. Monday, June 14, 2010
  • 219. Monday, June 14, 2010
  • 220. Monday, June 14, 2010
  • 221. Off the Wall Monday, June 14, 2010
  • 222. Monday, June 14, 2010
  • 223. Monday, June 14, 2010
  • 224. Monday, June 14, 2010
  • 225. Monday, June 14, 2010
  • 226. Monday, June 14, 2010
  • 227. Thank you for Sharing Your Saturday with Me! @mirandamccage facebook.com/mirandamccage linkedin.com/in/mirandamccage Monday, June 14, 2010

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