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AMA Facebook for Marketers 12-7-2010


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Live workshop delivered by Bernie Borges on Facebook for Marketers through the American Marketing Association. Visit for details.

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AMA Facebook for Marketers 12-7-2010

  1. 1. Facebook for MarketersBernie BorgesDecember 7th, 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 />This Morning<br />This Afternoon<br />Just a Little Background<br />Getting Started…a few Basics<br />Facebook Navigation<br />Build Your Brand<br />Facebook Ads<br />Measuring Facebook ROI<br />In the Trenches <br />Facebook Marketing Case Studies and Discussion<br />
  6. 6. Section OneJust a Little Background<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 />5.47M active users (120M US)<br />Avg 130 friends<br />700B minutes per month<br />Activity<br />Avg user connected to 80 pages, groups and events<br />Global reach<br />70 languages<br />70% of users are outside the US<br />Mobile<br />200M access users<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 550,000 applications available <br />More than 1M 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.<br />Facebook traffic up 60%<br />Real contender to Google and Bing<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 <br />
  13. 13. 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 />
  14. 14. Setting and Measuring Goals<br />Chris Treadaway & Mari Smith<br />Facebook Marketing: An Hour a Day<br />Goals<br />Metrics<br />Example<br />
  15. 15. If Monetizing Facebook Is Your Objective… 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 />Sometimes all work best…<br />
  16. 16. 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 />
  17. 17. 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 />
  18. 18. Just Imagine…If 5% of friends shared a post with 130 friends each time…<br />This is how content goes viral<br />
  19. 19. 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 />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 />Can be indexed for SEO value<br />Reputation management value<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 />
  20. 20. <ul><li>
  21. 21.</li></ul>Purpose:<br /><ul><li>Share personal, business and common interests with others by posting content
  22. 22. Find others and meaningful content that is meaningful, educational and/or entertaining
  23. 23. A way to engage with people you know and meet others with common interests</li></ul>18<br />A Facebook Profile<br />
  24. 24. <ul><li>
  25. 25. Share
  26. 26. Promote
  27. 27. Build Authority
  28. 28. Have your business page connect to your profile if possible</li></ul>19<br />A Business Page<br />
  29. 29. 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 />
  30. 30. 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 />
  31. 31. Setting up a Personal Profile<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 />
  32. 32. Your Profile<br />Facebook will remind you of steps you need to complete<br />Edit Profile<br />Max 4M on photo or avatar<br />
  33. 33. Set Up Your Personal Profile Privacy Settings<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 />
  34. 34. Privacy Settings - ApplicationsFriends Only; Except Clients <br />
  35. 35. Notifications Tab<br />Update your Fans<br />Visit your Insights Page<br />Get more fans with Facebook Ads<br />
  36. 36. Mobilizing Your Facebook<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 />
  37. 37. Settings – Find Friends<br />3<br />Email<br />Suggestions<br />Search<br />Connections<br />Address Book<br />Create csv file from address book and upload<br />4<br />1<br />5<br />2<br />
  38. 38. Settings - Account<br />Settings<br />Networks<br />Groups or School<br />Notifications<br />Mobile<br />Language<br />Payments<br />Facebook Ads<br />
  39. 39. Settings - Applications<br />You can edit <br />Settings<br />Profile<br />
  40. 40. 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 />Edit settings to exclude apps to lists e.g. Gambling app on your profile<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 />
  41. 41. Creating a Business Page<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 />
  42. 42. Application Finder <br />
  43. 43. Adding Your LinkedIn Profile<br />LinkedIn App<br />Insert URL and click add tab<br />Go to profile page search tabs <br />
  44. 44. 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 />
  45. 45. Find Those Business Pages that You Manage<br />Select Account Tab<br />Manage pages<br />
  46. 46. Facebook Applications<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 />
  47. 47. Where Do I Find All Those Business Pages That I “Like”<br />Profile Page<br />Info Tab<br />Scroll to Likes and Interests<br />Activities<br />Books<br />Movies<br />Television<br />Other – scroll over list<br />
  48. 48. 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 />Select a name with relevant keywords for search value<br />
  49. 49. Creating a Group<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 />
  50. 50. Help Center!/help/?ref=pf<br />Located at bottom of page<br />
  51. 51. Section ThreeNavigating Around Your Profile<br /><ul><li>Home VS Profile
  52. 52. Messages
  53. 53. Notes
  54. 54. Lists
  55. 55. Etiquette</li></li></ul><li>Home VS Profile<br />Home – News Feed<br />Inbox<br />Profile<br />Outbox<br />
  56. 56. Sending Messages in Facebook<br /><ul><li>Similar to permission email marketing
  57. 57. Use selectively, e.g., lists, sub groups of friends
  58. 58. Good way to send links, videos, photos
  59. 59. Limited to 20 at a time
  60. 60. Select messages and click on “new message” in upper right-hand corner</li></li></ul><li>Create Lists to Manage Your Friends<br />Go to friends<br />Click Create a List<br />Create List Name<br />Select or type in name<br />Create List<br />
  61. 61. Manage Lists <br />Use lists to group your friends<br />Common interests<br />Separate business and personal<br />Specific groups<br />Topics<br />Send messages to groups in list<br />
  62. 62. Tagging Friends in Facebook<br />Use the “@” before a name to tag<br />
  63. 63. Writing Notes in Facebook Pages<br /><ul><li>Similar to permission email marketing.
  64. 64. Sent to fans of pages</li></li></ul><li>Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…<br />Notification of interactions between you and your networks<br />
  65. 65. 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 />
  66. 66. Remember…<br />Facebook is not about shouting your message<br />Facebook is about communication, relationships and engagement that will ultimately achieve your goal…<br />
  67. 67. 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 />
  68. 68. 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 />
  69. 69. 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 />
  70. 70. 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 />
  71. 71. 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 />
  72. 72. 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 />
  73. 73. 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 />
  74. 74. 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 />
  75. 75. FacebookEtiquette<br /><ul><li> Always have a current photo in your profile.
  76. 76. Status updates should be interesting.
  77. 77. Status updates should be spread out, not every 5 minutes.
  78. 78. Only poke close friends, and don’t over do it.
  79. 79. Don’t invite all your friends to join every game you play. Be selective.
  80. 80. Create lists and use them to avoid treating all your friends the same.
  81. 81. Don’t share too much information.
  82. 82. Invite friends to pages, groups, events, etc, selectively.
  83. 83. Don’t repeatedly invite friends to join your page if they’ve ignored.
  84. 84. Use messaging sparingly. Don’t flood friend’s inboxes.
  85. 85. Tag friends in photos selectively. Don’t embarrass someone.
  86. 86. Use social etiquette common sense!</li></li></ul><li>Section FourBuild Your Brand on Facebook<br />
  87. 87. 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 />
  88. 88. 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 />
  89. 89. 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 />
  90. 90. 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 />
  91. 91. Display Your Facebook Page on Your Blog<br />
  92. 92. 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 />
  93. 93. Facebook Moving toward Inter-connected Semantic Web<br />Web is moving toward convergence of connections between people and things they care about<br />April 2010 Facebook introduced Open Graph Protocol and Graph API<br />August 2010 – Introduction of Facebook Places<br />August 2010 – Introduction of Facebook Live<br />
  94. 94. Objects Are All Accessed the Same Way<br />Pages: (Coca-Cola page)<br />Events: (Facebook Developer Garage Austin)<br />Groups: (Emacs users group)<br />Applications: (the Graffiti app)<br />
  95. 95. Objects are Connected through Relationships<br />Objects in Facebook social graph are connected to each other through relationships (connections)<br />Friends:<br />Movies:<br />Books:<br /><br />
  96. 96. PlacesWho. What. When. And Now Where<br />
  97. 97. Facebook PlacesLBS – Location Based Services<br />Similar to FourSquare and Gowalla<br />Requires:<br />a Smart Phone<br />Facebook touch mobile site is only visible on mobile browsers that supports HTML 5 and geolocation<br />Setup:<br />Click “Places tab at<br />You can add places, check into places that already exist and tag friends<br />
  98. 98. What “Facebook Places” Can Do for Experiential Marketing<br />Mobile App that allows people to connect “on the go” <br />B2C opportunity to deliver customer service value that maximizes loyalty<br />
  99. 99. Facebook Live!/FacebookLive?v=app_4949752878<br /><br /><br />Live video streaming channel about Facebook happenings and products via browser or mobile device<br />
  100. 100. Project Titan…fMail<br />Convergence<br />Like gMail but integrated across your social graph<br />Lighter and Simpler eMail<br />SMS<br />Seamless messaging that will hook into email but is not eMail<br />Conversation History – Threading<br />Social Inbox<br />Will rollout by invite<br /><br /><br /><br />http://tech<br /><br />
  101. 101. B2B vs B2C – Facebook can be a powerful branding tool for both<br />
  102. 102. 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 />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 />
  103. 103. 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 />
  104. 104. 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 />
  105. 105. 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 />
  106. 106. 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 />
  107. 107. Pages Compared to Groups<br />
  108. 108. Section FiveFacebook Ads<br />
  109. 109. 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 />Targeting<br />Creativity<br />Experimentation<br />Monitoring<br />
  110. 110. 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 />
  111. 111. 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 />
  112. 112. 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 />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 />Nick O’Neill<br />Bus Insider SAI<br />
  113. 113. 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 />
  114. 114. Facebook Ad Board<br />
  115. 115. CM PhotographicsFacebook reached the right people at the right time<br />Generated $40,000 of revenue from a $600 ad campaign<br />
  116. 116. 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 />
  117. 117. Nippon on Facebook combining marketing solutions<br />Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns<br />
  118. 118. Additional Facebook Advertising Case Studies<br />ShopLocal<br />Wildchild<br />Treader<br />ROTHBURY<br />WiseChoice<br />Wedding Paper Divas<br /><br />
  119. 119. Section SixMeasuring Facebook ROI<br />
  120. 120. What Facebook Ad Metrics Can Tell You<br />Market research<br />Investment<br />Comparison<br />Targeting<br />Competitive <br />
  121. 121. Export Data to Create Client Specific Reports and Graphs<br />
  122. 122. 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 />
  123. 123. Use Report Feature to Download and Manage Data<br />
  124. 124. Reports by Campaign<br />
  125. 125. 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 />
  126. 126. The Social Media ROI Mindset<br />Traditional marketing is measured by campaigns<br />Social Media campaigns have a place as well<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 - Refine - Repeat – repeat - repeat<br />
  127. 127. 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 />
  128. 128. Insights Feature<br />Facebook now offers insight into your domain activity from Facebook<br />
  129. 129. Using Facebook Insights Dashboard<br />
  130. 130. 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 />Google Analytics<br />Provides Facebook as a traffic source but not specifics within Facebook<br />The work around – FBGAT<br />Free conversion tool<br />Facebook runs limited javascript<br />Google needs javascript to track<br />
  131. 131. 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 />
  132. 132. 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 />
  133. 133. Fee Based Social Media Tracking Software Options<br /> <br />Provides relationship metrics<br />Kontagent<br />Beta<br />Omniture<br />Press release 5/28<br />
  134. 134. 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 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 />
  135. 135. Section SevenIn the Trenches<br />Using Facebook to Build Relationships and Brand Awareness<br />
  136. 136. Using Facebook for a Cause<br />A man with a pest control business and a pink bra<br />
  137. 137. Facebook Causes for Non-Profits<br />Facebook app for non-profits to create a voice<br />
  138. 138. Help Save the Gulf Coast from the Oil Leak<br />Cause<br />June 2010<br />September 2010<br />Good News<br />Clear objective<br />Searchable title<br />Both business page & group<br />
  139. 139. Intel’s Vote for a Cause<br />Cause<br />The Good News<br /><ul><li>Great CTA and engagement
  140. 140. CTA unique to Facebook</li></li></ul><li>Skip1<br />Cause<br />Bad News<br /><ul><li>Nothing unique from website</li></ul>Good News<br /><ul><li>Landing page
  141. 141. Social links
  142. 142. Website links</li></li></ul><li>Keep It Special<br />Offer visitors something on Facebook they cannot find anywhere else<br />Create a unique Facebook experience<br />
  143. 143. Big Toy Team<br />Good News<br /><ul><li>Energize a community
  144. 144. Create Public Event and share</li></li></ul><li>Arthritis Foundation on Facebook<br />Bad News<br /><ul><li>Could be more compelling
  145. 145. Community link broken</li></ul>Good News<br /><ul><li>Custom Content
  146. 146. Lots of content</li></li></ul><li>Branding 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 />
  147. 147. Branding Strategies<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 />
  148. 148. Have You Noticed? Pages Are Now Mini 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 />
  149. 149. Drive People to Facebook Landing Pages…<br />
  150. 150. Create Custom Tabs<br />
  151. 151. 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 />
  152. 152. Macy’s!/Macys?v=wall<br /><br /><br /><ul><li>Unique Content
  153. 153. Reasons to engage
  154. 154. Easy to share</li></li></ul><li>Create a “Visible to Connection” Landing Page<br />!/teeseytees?v=app_7146470109<br />
  155. 155. Bob Evans Keeps Them Coming Back!/bobevans?v=app_4949752878<br />!/bobevans?v=app_135711123139793<br /><br />Drive visitors to your website<br />Offer relevant content<br />Personalize your business<br />Offer something special<br />
  156. 156. Coupon Services Can Help<br /><br />!PAGETYPE<br /><br />
  157. 157. Threadless Keeps It Fresh!/threadless?v=wall<br /><br /><br /><br />Keep it fresh and interesting<br />Use display ads<br />Improve customer service<br />
  158. 158. Threadless Uses Community and eCommerce<br />!/Vendorshop?v=wall<br /><br /><br />Vendorshop– free app <br />Ecwid Shopping Cart<br />3dCart – just released<br />
  159. 159. Cisco!/Cisco?v=app_120274102075&ref=ts<br /><br /><br /><br />Create pages for niche audience needs<br />Online support <br />Career certification<br />Security<br />Geographic locations<br />
  160. 160. Amazon!/Amazon<br /><br /><br /><br />Facebook Connection leads to custom detailed shopping list based on real-time behavior<br />
  161. 161. California State Parks Foundation<br /><br />Used Facebook to sound alarm on funding threat<br />Encouraged small base to take action through friends<br />
  162. 162. Dingo Dog Treats!/dingobones?v=wall<br /><br />Tied in WOM via “Likes” with Grouper social coupon<br />
  163. 163. Use an Expert<br /><br />software applications<br />
  164. 164. Involver…great apps for a fee<br />Brand Marketing apps<br /><br />!/Involver?v=wall<br />
  165. 165. 4 Tips for B2B Marketing<br />Humanize your page<br />Think of Facebook as another destination<br />Think beyond marketing department – think community<br />Offer opt-in using FBML static page<br />
  166. 166. Avaya!/avaya?v=wall<br /><br />,2817,2369913,00.asp<br />Be unique<br />Location awareness <br />Convergence<br />
  167. 167. HubSpothttp://www.hubspot.com!/hubspot?v=app_10442206389<br /><br />Simple, inviting call to action<br />
  168. 168. Dell Find more Dell Facebook pages, visit: <br /><br /><br /><br />Target niche audiences <br />
  169. 169. Brand So Your Audience Can Find You!/search.php?q=vw&init=quick&tas=0.03725964409583504!/VWJetta?v=info<br /><br />Volkswagon<br />Product<br />Should<br />Cross-pollinate<br />Geo-target<br />Pages are disconnected<br />
  170. 170. Ford<br /><br /><br /><br />Unveil new products<br />Engage Fans<br />
  171. 171. Audi!/audi?v=app_17037175766<br /><br /><br /><br />Top 25 Brands on Facebook<br />Make it easy for your audience to find you<br />
  172. 172. Sarasota Memorial Hospital<br /><br /><br />Build community for your services<br />
  173. 173. BIG or small…think of creative ways to enhance the user experience on Facebook<br /><ul><li>Use your marketing creativity
  174. 174. Research applications
  175. 175. If necessary, hire Facebook design/programming experts to develop custom tabs/apps
  176. 176. Give people a unique experience on Facebook</li></li></ul><li>Harvard<br /><br /> Educate <br /> Entertain<br /> Enlighten <br />= Engagement<br />
  177. 177. 360i<br /><br />Become an industry resource<br />
  178. 178. US Army!/USarmy?v=app_4949752878&ref=ts<br />Marines<br />Navy<br />Air Force<br />Speak your audience’s language <br />
  179. 179. Nothing Beats a Great Toilet Flush!/AmericanStandardBrands?v=wall<br />The Down Side<br /><ul><li>You can only find American Standard as a community page in search
  180. 180. Use a fun title only if you are planning on driving traffic to Facebook from other mediums</li></ul>Entertain<br />Keep it fun<br />Make it relevant to your audience<br />
  181. 181. Steelmaster!/SteelMasterBuildings?v=app_6009294086<br /><br /><br />Showcase product <br />
  182. 182. BigCommerce!/apps/application.php?id=342349437729&v=wall<br /><br /><br />Engage Community<br />
  183. 183. Quaker Oats<br /><br /><br /><br />Connect<br />Use landing pages<br />
  184. 184. Buffalo Wild Wings<br /><br />Engage<br />Engage <br />Engage<br />3 million plus fans<br />
  185. 185. Blue Sky Factory!/blueskyfactory<br /><br /><br /><br />Address your audience’s pain points<br />
  186. 186. US Congress on Facebook<br /><br /><br />Informational Channel<br />
  187. 187. Whole Foods Market on Facebook<br /><br /><br />Some brands just let it be viral<br />
  188. 188. Get Satisfaction<br /><br /><br /><br />Exceptional customer service is good branding<br />
  189. 189. Old Spicehttp://www.oldspice.com<br />!/OldSpice?v=app_147990885235099<br /><br /><br /><br />Target Branding<br />
  190. 190. Big Green Egg<br />Used Facebook to launch cookbook<br /><br />Cross-pollinate with Vendors<br />
  191. 191. GrillMate<br />Bad News<br />No landing page<br />Run contest to promote brand<br />
  192. 192. Just a ReminderGetting Help on Facebook (bottom right corner)<br />
  193. 193. Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing<br />Read more…<br />Amazon <br />Websites:<br /><br />Blog:<br />Twitter:<br />LinkedIn:<br />Facebook:<br />Facebook Fan Page:<br />