AMA Facebook for Marketers


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AMA Facebook for Marketers, Chicago June 15, 2010 delivered by Bernie Borges at the Gleacher Center.

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  • Insert into twitter
  • ·      Over 500,000 Facebook applications – 1 million developers from 170·   ·       You’ll learn from actual examples of successful Facebook        marketing.·       You’ll conduct hands-on exercises in Facebook.
  • Personal Profile Business!/group.php?gid=383956791997&v=app_2373072738&ref=ts Event!/event.php?eid=112523825454549&ref=search&sid=1081028954.3229641054..1Cause!/event.php?eid=105664296143097&ref=search&sid=1081028954.3229641054..1Community Page
  • Animate sequence
  • http://www.facebook.comHelp
  • your Fans:!/business/insights/?pages&i=9930176882Get more Fans with Facebook Ads:
  • access via settings
  • - hard to find without searchAlso lists by what apps friends are using and suggestions!/apps/directory.php?app_type=0&category=100&order=2&seeall=true
  •“If you were trying to promote your group by posting a link to join it in a message, on a wall, or in a discussion board, this can be construed as spam. We suggest making your friends administrators of this group so that they can invite their friends using the Invite functionality built into the group. You can do this by clicking on "Edit Group Members" and then on "make admin" next to the users’ names. Each admin can invite his/her own friends to the group.”
  •!/event.php?eid=124532754224778Note: Because Jonny is a promoter…his personal profile privacy settings are set to everyone
  • Link to pdf
  • B2C!/pages/History-Channel/101884379853735!/SarasotaMemorialHospital!/maroon5?ref=ts!/SteelMasterBuildings!/pages/Alpharetta-GA/Neenah-Paper/57797851697?ajaxpipe=1&__a=15!/hubspot!/indium
  •!/SteelMasterBuildings?v=app_6009294086 Find a building is link from WebsiteCall to action is link to landing page form
  • Name of Facebook page “all about them” 1875 Tabs not yet as effective as they could be using events RRS blog!/AmericanStandardBrands?v=wall
  • http://www.maroon5.com
  •!/apps/application.php?id=4240867762&ref=appd!/apps/application.php?id=2588290420&ref=appd!/webaddresses!/apps/application.php?id=2490221586&ref=appdBusiness!/advancedsearch!/apps/application.php?id=48008362724&ref=appd!/payvment!/apps/application.php?id=100986888577&ref=appd!/apps/application.php?id=224396475227&ref=appd!/apps/application.php?id=121963738505&ref=appd!/apps/application.php?id=28218816837&ref=appdTop Picks!/twittertab!/apps/application.php?id=2309869772&ref=appd
  • Do not know software for ecommerceNot robust but free!/Vendorshop?v=wallBrand new
  • If you have a profile attached to your business address settings
  • Chris Brogan Blog for example
  • AMA Facebook for Marketers

    1. 1. Facebook for Marketers<br />Bernie Borges<br />June 15, 2010<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 />Navigate Facebook<br />How to develop a content strategy that drives sales<br />Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…<br />How to build your personal or company brand and build a network<br />Select and implement applications that fit your Facebook marketing plan<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: Facebook analytics<br />
    4. 4. 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 />
    5. 5. Agenda<br />Overview<br />Getting Started<br />Navigating Around Your Profile<br />Versatility of Facebook<br />Building Your Brand on Facebook<br />Facebook Page Evolution<br />Promoting on Facebook<br />Facebook Ads<br />Measuring Facebook Ads<br />Measuring Facebook ROI<br />
    6. 6. Section OneOverview<br /><ul><li>A Facebook Stats
    7. 7. Open Graph API
    8. 8. Setting Goals
    9. 9. 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 result can<br />Drive traffic<br />Increase leads<br />Generate revenue<br />
    10. 10. Facebook Stats<br />People of Facebook<br />460 M active users (120M US)<br />Avg 130 friends<br />500B minutes per month<br />Activity<br />Avg user connected to 60 pages, groups and events<br />Global reach<br />70 languages<br />70% of users are outside the US<br />Mobile<br />100M access Facebook<br />Users are twice more active<br />Platform<br />1M+ developers & entrepreneurs from 180 countries <br />Every month, more than 70% of users engage with platform applications<br />More than 500,000 applications available <br />More than 250,000 websites integrate with Facebook<br />comScore stats<br />2/3rds of US top 100 websites<br />Half of Global top 100 websites<br />
    11. 11. 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 <br />
    12. 12. Before We Begin…<br />Understanding how to market with Facebook begins with<br />Setting and measuring goals<br />Understanding Facebook uses<br />Understanding Facebook navigation<br />What happens when you post content on your wall<br />Customizing your Facebook marketing<br />Facebook interactivity<br />
    13. 13. Setting and Measuring Goals<br />Chris Treadaway & Mari Smith<br />Facebook Marketing: An Hour a Day<br />Goals<br />Metrics<br />Example<br />
    14. 14. If Monetizing Facebook Is Your Objective… Three Forms of Media<br />Earned Media<br />Authority<br />Trust<br />Reputation<br />Purchased Media<br />Google Ads<br />Owned Media<br />Content we produce, e.g., documents, blogs, videos, photos, announcements, etc.<br />Sometimes all work best…<br />
    15. 15. 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 />
    16. 16. 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 525 people that “Like” business page<br />Posts to the News Feed of 525 people that “Like” Find and Convert<br />Your post now shows in 116 more news feeds <br />One of those 525 then wants 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 />
    17. 17. Just Imagine…If 5% of friends shared a post with 130 friends each time…<br />This is how content goes viral<br />
    18. 18. 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 />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 />Allows for “vanity” URL<br />Post messages that will be read by your “friends”<br />Create events<br />Share content, photos and video<br />Send private email<br />Business Page<br />Visible to unregistered users<br />Stands alone in search engines<br />Allows for “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 />
    19. 19. <ul><li>
    20. 20.</li></ul>Purpose:<br /><ul><li>Share personal, business and common interests with others by posting content
    21. 21. Find others and meaningful content that is meaningful, educational and/or entertaining
    22. 22. A way to engage with people you know and meet others with common interests</li></ul>17<br />A Facebook Profile<br />
    23. 23. How Do I Separate My Personal Life and Professional Life?<br />The lines are blurring<br />play nice<br />share<br />don’t bully<br />
    24. 24. Starbucks<br />7,271,653 “Likes”<br />Business page:<br />Starbucks Card landing page<br />Portal into specific countries business page<br />Four Experiencial marketing tabs<br />Manage your card<br />Instant story<br />Starbucks VIA<br />Polls<br />Discussions<br />A Business Page<br />
    25. 25. 2010 Bank of America Chicago Marathon Training Group<br />116 members<br />Find a training partner, share a ride, information on hotels, food, etc<br />A Group<br />
    26. 26. Section TwoGetting started…<br />Setting Up:<br />Personal Profile<br />Your Settings<br />Notifications<br />Mobilizing<br />Find Friends<br />Account<br />Applications<br />Business Profile<br />Applications<br />Groups<br />Help Center<br />
    27. 27. Setting up a Personal Profile<br /><br />Are you creating a personal profile or a business page? <br />Do you want a personal profile attached to your business page?<br />Fill in form or select “Create a Page”<br />Select Privacy settings. <br />Agree to Facebook TOS..<br />Confirmation email. <br />Search for friends and coworkers:<br />Online email address book for possible friends and contacts<br />By school or company.<br />Help<br />
    28. 28. Your Profile<br /><br />Facebook will remind you of steps you need to complete<br />Edit Profile<br />Max 4M on photo or avatar<br />
    29. 29. Set Up Your Personal Profile Privacy Settings<br /><br />Friends Friends of Friends Everyone<br />Personal Information and Posts<br />Contact Information<br />Search<br />Applications and Websites<br />Instant Personalization Pilot Program<br />More information<br />Mashable: Facebook Privacy Controls<br />Facebook Privacy Explanation<br />Facebook Privacy<br />
    30. 30. Notifications Tab<br /><br />Update your Fans<br />Visit your Insights Page<br />Get more fans with Facebook Ads<br />
    31. 31. Mobilizing Your Facebook<br /><br />Set Up and verify<br />Select your phone<br />Text a link to phone<br />Text messages<br />Upload via email<br />Access via account and footer<br />
    32. 32. Email<br />Suggestions<br />Search<br />Connections<br />Address Book<br />Create csv file from address book and upload<br />Settings – Find Friends<br /><br />3<br />4<br />1<br />5<br />2<br />
    33. 33. Settings - Account<br />Settings<br />Networks<br />Groups or School<br />Notifications<br />Mobile<br />Language<br />Payments<br />Facebook Ads<br /><br />
    34. 34. Settings - Applications<br />You can edit <br />Settings<br />Profile<br /><br />
    35. 35. Personal Profile Tips<br />Upload a few pictures and fill out your profile completely.<br />Update your status daily.<br />“Like” business (fan) pages and join groups that are of interest to you. Participate in them by commenting on their walls and/or uploading links.<br />Engage with your Facebook friends by commenting on their walls, invite them to join your business page(s)/groups, comment on their videos/pictures, and upload videos/pictures.<br />Post upcoming events or parties you may have and invite your Facebook friends.<br />Listen in on Facebook conversations and get social with your peers and friends as you see fit and get comfortable doing so.<br />
    36. 36. Creating a Business Page<br />.com/pages/create<br />Local business<br />Brand, product or organization<br />Artist, band or public figure<br />Fill out Form<br />Click Create Official Page<br />Will connect page to your personal profile<br />Will create a stand alone page<br />
    37. 37. 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 />.com/pages/create<br />
    38. 38. Facebook Applications<br />.com/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 />
    39. 39. TidBits<br />com/bernieborges<br />Pages You Manage<br />Account<br />Manage pages<br />Where Do I Find All Those Business Pages That I “Like”<br />Profile<br />Info Tab<br />Scroll to bottom of page<br />
    40. 40. Creating a Vanity URL<br /><br />You must have a profile to create vanity URL for a business page<br />Minimum of 25 “Likes” for business page URL<br />
    41. 41. Creating a Group<br />com/apps<br /> 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 />
    42. 42. Help Center<br />Located at bottom of page<br />help<br />
    43. 43. Section ThreeNavigating Around Your Profile<br /><ul><li>Home VS Profile
    44. 44. Messages
    45. 45. Notes
    46. 46. Lists
    47. 47. Etiquette</li></li></ul><li>Home VS Profile<br />com/bernieborges<br />Home – News Feed<br />Inbox<br />Profile<br />Outbox<br />
    48. 48. Sending Messages in Facebook<br />com/bernieborges<br /><ul><li>Similar to permission email marketing
    49. 49. Use selectively, e.g., lists, sub groups of friends
    50. 50. Good way to send links, videos, photos
    51. 51. Limited to 20 at a time
    52. 52. Select messages and click on “new message” in upper right-hand corner</li></li></ul><li>Tagging Friends in Facebook<br />Use the “@” before a name to tag<br />com/bernieborges<br />
    53. 53. Writing Notes in Facebook<br /><ul><li>Similar to permission email marketing.
    54. 54. Sent to fans of pages</li></li></ul><li>Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…<br />com/bernieborges<br />Notification of interactions between you and your networks<br />
    55. 55. Using Lists To Manage Your Friends<br />com/bernieborges<br />Use lists to group your friends<br />Common interests<br />Separate business and personal<br />Specific groups<br />Topics<br />
    56. 56. Facebook Really Wants to Help You Connect<br />When clicking friends you may see this:<br />Re-connect with past connections<br />Find friends of friends<br />
    57. 57. FacebookEtiquette<br /><ul><li> Always have a current photo in your profile.
    58. 58. Status updates should be interesting.
    59. 59. Status updates should be spread out, not every 5 minutes.
    60. 60. Only poke close friends, and don’t over do it.
    61. 61. Don’t invite all your friends to join every game you play. Be selective.
    62. 62. Create lists and use them to avoid treating all your friends the same.
    63. 63. Don’t share too much information.
    64. 64. Invite friends to pages, groups, events, etc, selectively.
    65. 65. Don’t repeatedly invite friends to join your page if they’ve ignored.
    66. 66. Use messaging sparingly. Don’t flood friend’s inboxes.
    67. 67. Tag friends in photos selectively. Don’t embarrass someone.
    68. 68. Use social etiquette common sense!</li></li></ul><li>Section Four Versatility of Facebook<br /><ul><li>Facebook is…
    69. 69. Seven Truths
    70. 70. Seven Motivators
    71. 71. Events
    72. 72. Causes</li></li></ul><li>Remember…<br />Facebook is not about shouting your message<br />Facebook is about communication, relationships and engagement that will ultimately achieve your goal…<br />
    73. 73. The Seven Heavenly Truths About Social Media Networks*<br />Preferred communication of younger generations but not limited to them<br />Social media is based on the concept of “friends” as a loosely applied term for people connecting with people, companies, brands…<br />People that are active on the Internet are more likely active in social networks & are often influencers within their niche groups<br />Social media content is transparent…once it’s posted, it is widely visible<br />Content is the hub of the Internet, social media is just one spoke<br />The rules in social media are still being defined. Experiment and tread carefully<br />What motivates people is the key to social media usage…<br />Chris Treadaway<br />Mari Smith<br />*Facebook Marketing An Hour a Day<br />
    74. 74. The Seven Deadly Sins Motivators of Social Media Networking*<br />Social Interaction Motivators<br />Love<br />Self-expression / emotion<br />Sharing opinions / influencing friends<br />Showing Off…the Id<br />Fun / escapism / humor<br />Memories and nostalgia<br />Making Money<br />Chris Treadaway<br />Mari Smith<br />*Facebook Marketing An Hour a Day<br />
    75. 75. People Connecting through Facebook<br />Quick Review<br />Identifying Objectives<br />What Facebook is really about<br />Personal Profiles<br />Business Profiles and community pages<br />Seeking connections<br />Navigating through Facebook<br />Groups<br />Another way to connect…events<br />
    76. 76. Events…An OLD SKOOL REUNION<br />Engaging image<br />Captivating tag line<br />Informative<br />Used email and share to inform<br />Attached to profile page<br />
    77. 77. Events… An Afternoon of Ray’s Baseball<br />Identifying image<br />Informative tag line<br />Message targeted to busy people – to the point<br />Used email and share to inform members<br />Attached to business (organization) page<br />
    78. 78. Events… Denver Cruiser’s Sunday Funday<br />Identifying image<br />No tag line<br />Message is targeted to group only<br />Uses email and share to inform members<br />Attached to group page<br />
    79. 79. Finding Events<br />Facebook is about connections<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 />
    80. 80. Creating an Event<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 />
    81. 81. Using Facebook for a Cause<br />A man with a pest control business and a pink bra<br />
    82. 82. Doesn’t Skip Social Media<br />Skip something and feed a child<br />
    83. 83. Section Five Building Your Brand on Facebook<br /><ul><li>B2B vs B2C
    84. 84. Branding Strategy
    85. 85. Outside Facebook
    86. 86. Case Studies
    87. 87. Pages VS Groups VS Community</li></li></ul><li>B2B vs B2C – Facebook can be a powerful branding tool for both<br />
    88. 88. For example…<br />B2C<br />History Channel<br />Threadless<br />Congress on Facebook<br />Sarasota Memorial Hospital<br />Maroon 5<br />Art Institute of Chicago<br />Corless & Zinober<br />FormulaDrift<br />Dell<br />Skip1<br />The Big Green Egg<br />B2B<br />WindSpire<br />SteelMaster<br />Neenah<br />HubSpot <br />Indium<br />TechCrunch<br />Connectwise<br />Alliance for American Manufacturing<br />Caterpillar<br />DEKA Laser Technologies<br />
    89. 89. 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 />Useful information<br />Experiment<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 />Highlight off-line marketing<br />Company sponsorships and events<br />
    90. 90. Facebook Marketing Outside Facebook<br />Facebook developers - Facebook Platform Showcase<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 />
    91. 91. Create Facebook Badge To Promote Your Page(s)<br />Facebook Badges<br />Page Badge Profile Badge Like Badge Photo Badge<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 />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 />
    92. 92. Steelmasteron Facebook<br />Active Wall<br />Lots of content and comments<br />Content<br />Blog<br />Limited other sources<br />Experiential<br />Welcome tab<br />Quote tab<br />Find a building<br />CTAs<br />Everywhere<br />Photos<br />Yes<br />Video<br />No<br />Outside Marketing<br />Community support<br />On website<br />
    93. 93. American Standard on FacebookNothing Beats a Great Toilet Flush<br />Active Wall<br />Content & comments<br />Content<br />Mostly repurposed content<br />Community, blog, find…<br />Experiential<br />Outreach<br />Events<br />CTAs<br />None<br />Photos<br />Yes<br />Video<br />Yes<br />Outside Marketing<br />Community support<br />On website<br />
    94. 94. Maroon 5 Band on Facebook<br />Active Wall<br />Content, Comments & Twitter Posts<br />Content<br />Blog, Fanclub<br />Experiential<br />Events<br />Share with friends<br />CTAs<br />Events<br />iLike<br />Come to My Town<br />Photos<br />Yes<br />Video<br />Yes<br />Outside Marketing<br />Arts-Friends-Get Involved<br />On website(s)<br />
    95. 95. Sarasota Memorial Hospital on Facebook <br />Active Wall<br />Content & comments<br />Content<br />Discussion & Reviews but not seeded<br />Community, blog, find…<br />Experiential<br />Outreach<br />Events<br />CTAs<br />More engagement<br />Photos<br />Yes<br />Video<br />Yes<br />Outside Marketing<br />Community support<br />On website<br />
    96. 96. Community Pages such as the History Channel <br />Are like Wiki’s <br />Aggregate content across Facebook<br />You can submit but Facebook will determine and upload image<br />
    97. 97. Business Page Vs Groups Vs Community<br />Groups largest value is the community aspect of a “group” engaging together on a common theme<br />Pages<br />Pages can only be for a real organization, business, celebrity, or band<br />Must be created by an official representative of that entity<br />Pages are public. Anyone can become a fan. Administrator can remove fans<br />Can create events and send invites, register, etc.<br />Community Page<br />Wiki style page of information centered around keyword or phrase<br />Aggregates posts across Facebook<br />While you can create a community page, Facebook determines if there is enough volume to support it and controls the image<br />Groups<br />Groups can be created by any user and about any topic<br />Groups are a community of users to share their opinions and interest in the group’s subject<br />Groups can be kept closed (invitation only)<br />Can create events and send invites, register, etc.<br />
    98. 98. Pages Compared to Groups<br />
    99. 99. Help Save the Gulf Coast from the Oil Leak<br />Wall<br />Info<br />Photo<br />Events<br />Discussion<br />
    100. 100. Twitter Rules<br />Wall<br />Info<br />Discussions<br />Photo<br />
    101. 101. Section SixFacebook Business Page Evolution<br /><ul><li>Branding:
    102. 102. Strategies
    103. 103. Resources
    104. 104. Tools
    105. 105. Examples</li></li></ul><li>Strategies<br />What do you want to achieve?<br />Engagement<br />Experience<br />Offers<br />Purchase<br />Subscribe<br />What are your Facebook channels?<br />Facebook Apps<br />Custom Apps<br />
    106. 106. Facebook Apps for Branding<br />Multiple categories…here are just a few:<br />Utilities<br />Business<br />Top Picks<br />Causes<br />SlideShare<br />Memorable <br />Address<br />Networked <br />Blogs<br />LinkedIn<br />Slates<br />Testimonials<br />Hootsuite<br />Coupons<br />EventBrite<br />Payment <br />Storefront<br />Promotions<br />Surveys<br />HubSpot<br />Grader<br />Sign Up <br />Form<br />Advanced <br />Search<br />Notes<br />Flash<br />Video<br />Static FBML<br />RSS<br />Extend Info<br />Twitter Tab<br />Links<br />
    107. 107. Facebook Business Pages are becoming websites… <br />In Facebook HTML is FBML (code talk for customizing a page)<br />Use to create landing or canvas tab(s)<br />Can include images, video, opt in for promotion (within Facebook guides)<br />Can install Learn FBML for test testing<br />Hire a Facebook developer<br />
    108. 108. Drive People to Facebook Landing Pages…<br />
    109. 109. Create Custom Tabs<br />
    110. 110. Arthritis Foundation on Facebook<br />Links to website<br />CTAs<br />
    111. 111. How does Arthritis Foundation Do It?<br />Wildfire software applications<br />
    112. 112. Bob Evans on Facebook<br />Our menu links back to website<br />
    113. 113. SmartSource Printable coupon<br />How Does Bob Evans Do It?<br />
    114. 114. Threadlesson Facebook<br />ecommerce<br />
    115. 115. Threadless uses community and eCommerceNote: We could not discover their specific app<br />Some suggested eCommerce applications<br /><ul><li>Vendorshop– free app
    116. 116. Ecwid Shopping Cart – just released
    117. 117. 3dCart – just released</li></li></ul><li>Involver…great apps for a fee<br />2 apps free<br />Starting at $59 month<br />Facebook<br />
    118. 118. Section SevenPromoting on Facebook <br /><ul><li>Business Page
    119. 119. Using Your Profile</li></li></ul><li>Promoting Your Business Page<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 />
    120. 120. Posting Content<br />Post<br />On profile or business page, select icon to the right of attach<br />Add URL or upload<br />If pasting comment, use notepad to remove code <br />RSS app<br />Add app to business page<br />Click to allow<br />Select page to add<br />Give permission<br />Add Feed URL<br />Adjust custom defaults<br />Save<br />Tags<br />In comment area add “@” before name<br />Select appropriate name<br />Click Share<br />
    121. 121. Promoting Your Business Page<br />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…do not be spammy<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 />
    122. 122. 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 />Occasionally invite “friends” to become a fan of your business page<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 a link in all your communication, auto-signature<br />Display Facebook badge on your website & blog.<br />Invite people to leave comments on your business page.<br />Help<br />
    123. 123. Facebook Promoting Do’s & Don’ts<br />Don’ts<br />Don’t over-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 />Do’s<br />Post daily<br />Consider your friends’ interests<br />Share other’s content<br />Measure, review, revise<br />Experiment <br />Use common sense<br />Be Human<br />
    124. 124. Section Eight Facebook Ads<br />
    125. 125. 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 />Creativity<br />Experimentation<br />Patience<br />Monitoring<br />
    126. 126. Some Notable Differences between Facebook Ads and Google Adwords<br />There is more competition on Google than Facebook…  Google Adwords is keyword and geo targeted where as Facebook advertising is demographic, geo targeted and allows targeting according to profile attributes<br />You can steadily bid up on Google to increase your ad position along top and side whereas Facebook ads only display along one side (currently) <br />Google Adwords are text ads, Facebook ads are text and image. <br />Facebook generally allows more targeted advertising, but is more B2C centric currently.<br />
    127. 127. 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 />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 />
    128. 128. 10 Tips for Facebook Ad Marketing*<br />Nick O’Neill<br />Bus Insider SAI<br />Facebook is NOT direct sales…it is a marketing cycle<br />Create more ads targeted at niche (less) group<br />Friend users before you try to sell to them<br />Understand your market<br />Set ad budget with goal in mind<br />Measure – review – refine<br />Test landing pages vs Facebook pages<br />Split test ads by demographic<br />Develop well designed creative ad copy<br />Don’t over target<br />
    129. 129. On the page - click on Create Your Ad<br />Step One<br />Design your ad<br />Step Two<br />Target your audience with demographic and geographical filters<br />Step Three<br />Name your campaign, <br />Which is better? Decide and experiment <br />Per impression<br />Per click<br />Select your pricing<br />Step Four<br />Review your ad<br />Create Your Ad<br />
    130. 130. Facebook Ad Board<br />
    131. 131. CM PhotographicsFacebook reached the right people at the right time<br />Generated $40,000 of revenue from a $600 ad campaign<br />
    132. 132. 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 />
    133. 133. Nippon on Facebook combining marketing solutions<br />Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns<br />
    134. 134. Additional Case Studies<br />ShopLocal<br />Wildchild<br />Treader<br />ROTHBURY<br />WiseChoice<br />Wedding Paper Divas<br /><br />
    135. 135. MEASURE<br />REVIEW<br />REVISE<br />Ad Campaigns<br />Facebook Insights<br />Google Analytics<br />Section NineMeasuring Facebook Ads<br />104<br />
    136. 136. What Facebook Ad Metrics Can Tell You<br />Market research<br />Investment<br />Comparison<br />Targeting<br />Competitive <br />
    137. 137. Facebook Ad Metrics Will Provide<br />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 />
    138. 138. Use Report Feature to Download and Manage Data<br />
    139. 139. 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 />Anaylize statistics<br />Retire underperforming ad and run A/B multivarient testing on better ones<br />Repeat – repeat – repeat<br />Adjust demographics <br />
    140. 140. Section Ten Measuring Facebook ROI<br />
    141. 141. The Social Media ROI Mindset<br />Traditional marketing is measured by campaigns<br />Social media succeeds over the long term<br />Short term metrics are often more fluid<br />Social media is built on relationships <br />Results are not short-term oriented<br />Social media is all about “them”<br />Under-promise and over deliver<br />Social media is not about one hit wonders – build relationships<br />While the goal is long-term<br />Constantly and consistently measure results<br />Analyze <br />Refine<br />Repeat – repeat - repeat<br />
    142. 142. Using Facebook Insights<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 />
    143. 143. Export Data to Create Client Specific Reports and Graphs<br />
    144. 144. New Insights Feature<br />Just announced – Facebook now offers insight into your domain activity from Facebook<br />
    145. 145. Using Facebook New Insights Dashboard<br />
    146. 146. Why You Need Google Analytics<br />Facebook Insights<br />Now offers metrics on Facebook and your domain<br />Gives great information on your connectivity within facebook …<br />Website metrics just launch – too soon to know full extent<br />Google Analytics<br />Provides Facebook as a traffic source but not specifics within Facebook<br />The work around – FBGAT<br />A conversion free tool<br />Facebook runs limited javascript<br />Google needs javascript to track<br />
    147. 147. Setting Up Your Google Analytics<br />Set up new website profile<br />FBGAT – Free Tool<br />Analytics Code <br />Domain on Analytics<br />Page Link<br />Page Title - This is for your reference<br />
    148. 148. Tracking Your Facebook Business Page<br />Use the Static FBML application to create a tab<br />Add the analytics code from FBGAT to any place on page<br />Tracking visits to your wall<br />Create a FBML and edit application settings to make it a box<br />Add to wall<br />Social Media Examiner<br />
    149. 149. Cool Fee Based Social Media Tracking Software Options<br /> <br />Provides relationship metrics<br />Kontagent<br />Beta<br />Omniture<br />Press release 5/28<br />
    150. 150. Facebook Promotional Policies<br />Read Facebook’spromotional guidelines carefully <br />Clear the promotion with Facebook first<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 use 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 />
    151. 151. Getting Help on Facebook(bottom right corner)<br />
    152. 152. Read more…<br />Facebook Marketing: An Hour A Day by Mari Smith and Chris Treadaway<br />Amazon Barnes & Noble Borders BooksAMillionBestBookBuys 800ceoread<br />121<br />Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing by Bernie Borges<br />Amazon<br />Wheatmark's online bookstore<br />Bernie’s links<br /><br />