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  1. 1. 30 Days To 3,000 FacebookFansNew Media School 548 Market St San Francisco, CA 94104 T 202-658-7548 contact@newmediaschool.com www.newmediaschool.com
  2. 2. Company NameTable of ContentsIntroduction! 1Day 1: What Has Changed?! 3Day 2: 10 Ways To Build A Brand You Can Be Proud Of! 5Day 3: How To Configure Your Facebook Page! 8Day 4: Developing A Creative Photo For Your Page! 11Day 5: Target Network Nodes! 13Day 6: 5 Tips To Creating A Successful Facebook Contest! 15Day 7: How To Leverage SEO For Your Facebook Page! 17Day 8: How To Become A Master Of Conversations! 19Day 9: Create A Note Which Spreads Like Wildfire! 21Day 10: Introduction To Facebook Ads! 23Day 11: Why Understanding Your Target Market Is Key To SuccessWith Facebook Ads! 25Day 12: Facebook Ads Day 3! 27Day 13: How To Use Facebook Applications To Boost Your Fan Base!32Day 14: 5 Steps To Hosting A Successful Facebook Event! 35Chapter 15: How To Use A Landing Page To Convert New FacebookVisitors Into Fans! 3830 Days to 3,000 Fans! i
  3. 3. Company NameDay 16: Tag Your Way To 1,000 Facebook Fans! 40Day 17: Post Relevant Videos! 42Day 18: Cross-Promote Your Website! 44Day 19: Research Other Successful Pages! 46Day 20: Get People To Invite Their Friends! 48Day 21: Create Mini-Competitions! 50Day 22: Work The Forums! 52Day 23: 5 Tips To Maximize The Impact Of Guest Blog Posts! 54Day 24: 4 Calls To Action That Will Turn Facebook Fans Into Custom-ers! 56Day 25: Integrate the Page Into Your Existing Blog! 58Day 26: How To Use Competitive Analysis To Boost Your Fan Base! 60Day 27: Monitor Your Page Insights To Improve Content! 62Day 28: Check The Magazine Rack For Content Strategy! 64Day 29: E-Mail Marketing For Facebook Page Admins! 66Day 30: Create A Plan For The Next Month! 68Day 31: Promote Fanning Via SMS! 70New Media School! 7130 Days to 3,000 Fans! ii
  4. 4. New Media SchoolIntroductionIf you have a brand but haven’t yet mastered the most effectivetechniques to attracting new followers and fans, you are not alone. WithFacebook updating their design and platform on a regular basis it hasbecome challenging for brands to follow everything that’s changing letalone learn all of the techniques necessary to maximize their reach. Weunderstand the challenges that you face which is why we are introducingthe 30 Days to 3,000 Facebook Fans project.Why Does Your Brand Want 3,000 FacebookFans?When Facebook launched their new design early this year, millions ofusers revolted against the change but as things have quieted down, onegroup not complaining is brands. Facebook’s redesigned homepageprovides brands with the same level of interaction that users have among their friends yet only a few shining brands havetruly leveraged Facebook’s redesign to its full potential. We’ve spent the past few months experimenting withFacebook’s redeveloped pages product to see what it has to offer.While Facebook will be launching more features to provide brands with greater exposure and greater access to theirpublic profile’s data, there is already plenty available for brands to take advantage of. So before discussing how to attractthousands of fans to your public profile within a month, I think it would be best to explain why your brand or smallbusiness wants thousands of fans.It should be obvious to any marketer that thousands of fans can create an extremely effective promotional channel butcan you actually take action to drive more fans or is it just a natural evolution? As Fred Wilson states, the future is in“earned” media, not paid and Facebook is one of the primary platforms for earned media. Large companies like Coca-Cola will have fans that set up pages for them and those pages can often grow to millions of users but unfortunatelysmall to medium-sized businesses as well as individuals can’t just set up a page and let the people do the rest.Instead, less known brands need to invest heavily in brand development and leverage the various social media channelsavailable to them to interact directly with their followers, fans, and customers. For this guide we used 3,000 fans as ahigh yet reachable target that brands can attract through actionable tasks. Some will attract more and some will attractless but after 30 days I have no doubt that you will have all the tools necessary to build a more effective brand presenceon Facebook.The measure of success should not be whether or not you’ve attracted 3,000 fans but whether you’ve attracted a largenumber of targeted fans.30 Days to 3,000 Facebook Fans 1
  5. 5. New Media SchoolWhat The Project Involves And How To ParticipateDuring this project we will spend 30 days listing out all of the techniques needed to maximize the effectiveness of yourbrand’s Facebook page. At the end of the 30 days you should have numerous techniques that you can put into practiceimmediately. Each day we will include action items that you should take.NoteThroughout this guide I will use the words “fan pages”, “pages”, and “public profiles” interchangeably because Facebookhas yet to solidify their terminology.30 Days to 3,000 Facebook Fans 2
  6. 6. New Media SchoolDay 1: What Has Changed?The New Facebook Public ProfilesOn March 4th of this year, Facebook released an updated version on what was previously called “Facebook Pages” andis now called “Facebook Public Profiles”. The update essentially transformed the ways that brands could interact withboth existing customers as well as potential future customers. While many described it as a move against Twitter(including myself), the dynamic between Twitter and Facebook is not important to this guide. What’s most important isthat you have a thorough understanding of all the features of Facebook pages and how to leverage them for yourbusiness.Below is an outline of the new features that have been added to Facebook Pages. As we continue the program over thecoming 30 days, we will outline how to leverage every aspect of the pages product. Here are a few of the features youwill be learning about:Status UpdatesThis is probably the most significant upgrade for Facebook Pages. Any page administrator can now post status updateson behalf of the Facebook page they are managing. Whether you are an individual or a large brand, you will now havedirect access to your fans through the news feed. I’ve personally benefited substantially from status updates. As theimage above illustrates, by posting a status update that’s a question, you can instantly get tons of feedback. Weregularly receive upwards of 30 replies to a single status update.30 Days to 3,000 Facebook Fans 3
  7. 7. New Media SchoolThis is an excellent way to continue engaging your fans on a regular basis. The status update is one of the core featuresof Facebook and the recent site redesign increases the emphasis on status updates. Ability to Post Rich Content To The Feed Under the previous design, Facebook page admins could post rich media content but it was not included in a continuous stream from the main page. Instead, rich media was regularly tucked away. Regardless of where the content was positioned on the page, when new content was posted there was no way to notify users of the new content. The result was that users would become fans but never return to the public profile because there was no way to get alerted to the changes. While there is a feature called “Updates” (that I’ll covermomentarily), most users were completely oblivious to previous public profiles that they had become fans of. Distributionof rich-media content in the feeds changes all that. Now you can upload videos and photos and they will immediately beposted to all of your fans’ feeds to watch, comment on, and increase overall engagement.Mobile Updates to Fans This is another great feature which many brands will increasingly take advantage of. As I mentioned already, public profiles had no way of reaching out to fans previously (aside from the typically unread “updates”). Now brands can have their status updates not only broadcasted to their fans’ news feeds but also directly to their mobile phones. This is a huge opportunity to increase the level of fan engagement.The only downside to this feature is that there is no way to currently monitor how many mobile subscribers you have orhow many people have read a given status update. While Facebook hasn’t stated that they plan on adding this featureanytime soon, I would imagine that Facebook will gradually improve their analytics offering to include mobilesubscriptions. Currently Facebook page “Insights” let admins view how many views of videos, photos, and page viewshave been made.A Decreased Emphasis on “Updates”Facebook has always provided admins with the ability to send messages to their fans via something called “Updates”.The only problem with the updates is that they don’t go directly to a user’s primary inbox. Instead they go to a separatetab in their inbox called “Updates”. One person that I spoke with sent a test message out to a public profile with morethan 100,000 fans and received under 50 clicks. In other words: updates are pretty much useless.That’s why Facebook now emphasizes status updates as the primary channel of communication for public profiles. Havean event you’re promoting? Post about it via a status update. I hosted a conference last November and found that mypublic profile at the time was practically useless because nobody was visiting the page and most people didn’t respondto updates. While there’s a chance Facebook will improve this feature, the latest upgrades signal that they are phasingout “Updates”.30 Days to 3,000 Facebook Fans 4
  8. 8. New Media SchoolDay 2: 10 Ways To Build ABrand You Can Be Proud OfYou may be wondering why I’m writing a whole sectionon branding when this is a guide to mastering yourFacebook Page. The primary reason that I’m bringingup branding at the beginning of this program is that apowerful brand is much more effective at attractingnew fans. Every organization is at a different phase intheir branding process. Oprah Winfrey for example,doesn’t need to do much promotion of her Facebookprofile to end up with a few hundred thousand fans.While Oprah may be a distant target, investing timeinto building your brand will help you build an avid fanbase on Facebook as well as elsewhere on the web.Tip 1: Use A Consistent DesignA large portion of branding is about image and that image is portrayed through your design. It can be the logo, a set ofcolors, or simply a consistent look and feel. As Jared Spool states in his article, “Determining How Design AffectsBranding”, “Brand elements, such as names, logos, tag lines, trademarks, and packaging are shortcuts to” theperceptions of the consumer. If you tightly integrate your design into your product or service, the design can begin toevoke the emotions and perceptions that the consumers experience when interacting with your product or service.Tip 2: Determine Your Brand PersonalityWhile brands may not be people, the personification of brands helps consumers to connect with them. That’s why it’simportant to determine what your brand’s personality is. Much of that personality can come through your own voicesince people like connecting with other individuals but you should be able to define the overall personality of your brandas well.Tip 3: Have A Consistent DialogueWhether you are having a conversation on Facebook, Twitter, or during a presentation, it’s important to have a consistentmessage. While you can engage in different conversations, it’s important that your conversation is most frequently aboutsimilar ideas or concepts. For example Oprah would not have a conversation with her viewers about computerprogramming. Maybe that’s an extreme example but the main point is that there is a consistent dialog that you shouldhave with your consumers.30 Days to 3,000 Facebook Fans 5
  9. 9. New Media SchoolTip 4: Define Your Target MarketWho are you selling to? That’s a question that many brands fail toanswer and in the end they become so broadly focused that they end upselling nothing. I’ve made this mistake before and the results can beextremely painful. You invest months building something only to find outthat you didn’t target a specific market and in the end nobody ends upmaking a purchase. As Wikipedia states, your target market “is mainlydefined by age, gender, geography, socio-economic grouping,technographic, or any other combination of demographics.” Figure outwho you are targeting. This is also extremely important for when youbegin running ad campaigns on Facebook (which we’ll be explaininglater). Figure out your target market and you are well on your way to3,000 fans.Tip 5: Know What Your Brand Is SellingYou’ve selected a target market but do you know what your customers want? While you can pick out a segment of themarket to go after, providing them with something that they truly want is a whole other challenge. Often timescompanies will spend months preparing for a product launch only to find out that nobody ended up purchasing theproduct. Sometimes brands will launch a product or service only to find out that their consumer is using it for anotherreason than it was intended. If you don’t understand how your customer is interacting with your brand then good luckdeveloping a Facebook public profile that’s going to rapidly attract thousands of users. Once you have determined yourtarget market and you know what your brand is selling, you can proceed to build a large fan base.Tip 6: Figure Out The Terms That Drive Action From Your Target MarketThis is more about sales and marketing then it is about building your brand but at the end of the day, there’s no point inbuilding a brand if you don’t plan on using it to sell something. While an attractive brand can build you a large fan base,selling is much more challenging. Each buyer has their own psychological triggers that will drive them to make apurchase and often times, there are words that will drive an entire market to make a purchase. That’s why you need toinvest the time to test out various forms of copy and see what works with your market.There are actually words that will make it more likely for your fans to take action. By discovering these words/terms youcan associate them with your brand and increase the bond with your fans.Tip 7: Listen To Your Target MarketSocial media is much more about listening than talking at people. Honestly, the old direct methods of marketing are nowdead and instead marketing has become a conversation that brands have with their customers. Thankfully, this newmodel presents many new opportunities and those brands that are quickest to adapt will reap the rewards. Some ofyour customers will want to engage in a dialogue with your brand and Facebook public profiles are a great place for thatto take place. Did someone post something negative about your brand? Publicly acknowledge their criticism and thenproceed to offer a solution.If your brand is willing to publicly acknowledge weaknesses and address them, it will build trust with your brand forexisting and future customers. Many times your fans will actually tell you what they’d like your brand to provide. This isgold to any effective marketer. Spend the time to listen, don’t just speak at your fans.30 Days to 3,000 Facebook Fans 6
  10. 10. New Media SchoolTip 8: Provide Relevant Content That Amplifies Your BrandIt’s difficult to consistently come up with original content. As someone who has written over 2,000 articles in the pasttwo years, I can attest to the challenge of developing original content. Thankfully, in social media (and on Facebookpublic profiles), you don’t always need to come up with original content. As you browse the web, share content that isrelevant to your brand directly from within your Facebook page. This way you can keep your fans engaged with ongoingcontent and you don’t need to always be the one producing that content.Tip 9: Create Good ContentWhile sharing content from around the web is always an easy way to get your fans engaged, it’s always better to createoriginal content. It’s possible to provide original content which rehashes existing content but the best content is trulyoriginal. One of the best forms of original content is educational guides. Educating your future consumer is always agreat way to build trust and to build an ongoing relationship. That’s not to say that the only content you should create iseducational content. Content that entertains, engages, informs, or simply makes the reader smile is great for keepingtheir attention. If you want to learn more about creating great content I highly recommend reading Copyblogger on aregular basis.Tip 10: Leverage Multiple Branding ChannelsNo, Facebook Pages are not the end all, be all of your branding strategy. People regularly ask what the best site is forbuilding their brand and generating new business. The response is always the same no matter who you ask in theindustry: go to where your customers are. If your existing or future customers are on Facebook (there’s a good chancethey are there with over 250 million users) or even MySpace (GASP!), your company should be there. Wherever yourcustomer is, you should be there.Daily TaskSpend some time listing out the personality traits of your brand. That’s right ... if your brand was a person, what type ofperson would it be?30 Days to 3,000 Facebook Fans 7
  11. 11. New Media SchoolDay 3: How To Configure YourFacebook PageOverviewIn this section we are going to a basic overview for those individuals that don’t know how to get their Facebook page setup. If you are an advanced Facebook Page user then you may want to consider skipping this day. I receive a number ofemails each week from people that can’t figure out how to get their public profile set up though so I thought it would beuseful to provide a basic introduction.Step 1: Create Your Facebook PageCreating a Facebook page is a relatively rudimentary task on Facebook. To create a public profile you can visit theFacebook public profile advertising page and click on the “Create a Page” button. Next up, you’ll be prompted with aform titled “Create New Facebook Page” as illustrated below. Select your category and enter the name of your businessor public figure. Finally, you must confirm that you are authorized to create the page by entering your full name as itappears in your profile.30 Days to 3,000 Facebook Fans 8
  12. 12. New Media SchoolStep 2: Edit Basic InformationWhen you first arrive to your newly created public profile, there will be a link off to the right hand side which says “EditInformation”. Entering your information is important for search engine optimization (“SEO”) purposes as well as informingnew visitors about your product, service, or yourself (if you are a public figure). Currently Facebook does not enable pageadministrators to remove this tab so I highly recommend that you take the time to fill it out with all the relevantinformation.Step 3: Configure A Landing Page (Custom Tab)When a new fan visits your public profile, it’s extremely useful to explain to them what the public profile is about and whythey should become a fan. The goal of the landing page is to immediately convert the user into a new fan and thenengage the fan after they’ve joined. I’ve seen companies use contests for engaging the user but the vast majority ofFacebook Pages have no separate landing page. The result is that the public profiles have a lower conversion of newvisitors into fans.There is one exception for public profiles that have no landing page but high conversion: companies with a high brandaffinity. Oprah Winfrey or Coca-Cola can convert users without having a landing page because they have such a strongbrand presence.How To Configure Your Landing PageAdding a landing page is relatively simple. One requirement is that you have a basic understanding of HTML. Moreadvanced landing pages can also be created but that will require some knowledge of the Facebook platform. I’massuming that most people reading this section don’t have much experience with the Facebook platform so I’ll provide aquick walk through of how to get the landing page configured without anything but one application and a little bit ofHTML.Install the “Static FBML” ApplicationThe first step to configuring a landing page is to install the Static FBML application to your public profile application. Afteryou visit the Static FBML application about page you can install the application by clicking “Add to Page”. You will thenbe prompted to select the public profile that you’d like to install to and click on the button which says “Add Static FBML”. Edit Your Landing Page After you installed the “Static FBML” application to your public profile, you should be redirected back to your page. If you weren’t just go back to your Facebook Page. Click on “Edit Page” on the left hand side. There will be a number of applications installed by default but you want to edit the box which says “FBML - FBML”. Next you’ll be presented a page from which you can edit the title and content within your custom tab. Currently, Facebook page tab titles are limited to 14 characters including spaces.Anything beyond that will result in your title being appended to 11 characters followed by “...” Using HTML, modify theFBML box. To include Facebook relevant information, you can use any of the tags included on the FBML wiki page. Ifyou are extremely proficient with HTML, you may note that some tags are not allowed. For those tags that don’t workproperly, you’ll need to substitute them with FBML tags as defined on the FBML Wiki page.Add The New Landing Page As A TabOnce you’ve properly configured the new tab, you’ll want to add it as a default tab. Ifyou haven’t added any tabs yet, it will immediately show up as one of your defaulttabs. If it doesn’t, simply click on the double arrows and select your custom tab as30 Days to 3,000 Facebook Fans 9
  13. 13. New Media Schoolpictured in the photo to the right. When you select thenew tab it will replace the tab which is currently furthestto the right. The other thing you’ll want to configure isfor your new landing page to show up as the default tabwhen a new visitor first comes to your public profile.To do this click on the “Wall” tab and select “Settings”.Then next to the area where it says “Default Landing Tabfor Everyone Else:” select the tab that you’d like to showup by default when a new visitor comes to your publicprofile.That’s it! Now your custom landing tab has beenconfigured.Step 4: Add Additional ApplicationsOther applications make it possible to expand the functionality of your Facebook Page. The more features you can addthat engage the user, the better. While you don’t want to add 20 applications, it often makes sense to add a fewapplications that will engage your visitors. The photos, discussions, and reviews tabs are added by default. Make surethat any tab that you have is actually being used. For example, there’s no point in having a discussions tab if you aren’tencouraging visitors to participate in ongoing conversations.While Facebook doesn’t currently list the applications available for Facebook pages, there are a number of third partiesthat provide sets of applications. Involver is one company that provides a number of applications that let you import andRSS feed, publish your Twitter status, easily create polls, share files, and more. If you want to learn more, head on overto the Involver application gallery. Also check out the promotions application provided by Wildfire Interactive.Step 5: Start Inviting FriendsOnce you’ve finished adding your applications and customizing your public profile, all you need to do is invite people toget started. One thing that I highly recommend is targeting nodes of individuals. If there is a tightly connected networkof individuals among your friends, invite each of them on the same day. This way you increase the likelihood of yournewly created Facebook Page becoming a recommended page.Daily TaskI think it’s pretty obvious what your daily task is at this point! Get your Facebook Page up and running using the stepsoutlined above.30 Days to 3,000 Facebook Fans 10
  14. 14. New Media SchoolDay 4: Developing A CreativePhoto For Your PageWhy Your Photo Is So ImportantMost people just quickly upload their photo to their Facebook page and never think about it again. This is probably oneof the worst mistakes you can make. Facebook doesn’t provide many customization options for the main public profilepage meaning that your photo is what sets your public profile apart from others. Back in February, Rob Banagale wrotea guest post on our blog about various ways of customizing your Facebook profile photo. Since then, thousands ofpeople have customized their profile photo in creative ways and a few of those individuals have posted screenshots oftheir photo.While the individuals were modifying their personal profile photo, the same rules go for public profile photos. Below I’veincluded a couple creative profile photo screenshots and outline the steps necessary to customizing your public profile increative ways.Public Profile Photo RestrictionsBefore designing your custom photo you should understand what restrictions there are. The first thing to understand isthe size of the photo you can have. Facebook by default resizes all photos down to a maximum width of 200 pixels anda maximum height of 600 pixels. There are plenty of creative uses of this space. Some of the best examples takeadvantage of the maximum space available. Four interesting designs I’ve see are included below:30 Days to 3,000 Facebook Fans 11
  15. 15. New Media SchoolThe Awkward Photo BackgroundFacebook is known for having an awkward background for photos. There is a line and a darker background at the topportion of every public profile photo. The top color is the hex color #edeff4. The line is #d8dfea. The most challengingpart of the background is that depending on how long your status update is, the height of the line can be adjusted. Theline is exactly 52 pixels above the top. You’ll need to avoid posting longer updates though if you want your photobackground to stay lined up properly.If done properly, there are infinite possibilities for extremely creative public profile photos that take advantage of the photobackground line. Below I’ve included a few creative examples that use the awkwardly place line effectively:One prerequisite of making the necessary changes is that you have a basic understanding of a photo manipulationsoftware package like Adobe Photoshop. Most people have at least a basic photo editing software on their computer.It’s well worth the effort of customizing your public profile photo because it can drive users to become a fan.Daily TaskSpend some time developing a creative Facebook profile photo for your newly launched Facebook Page. You will benefitgreatly from investing a little extra time in developing a creative image.30 Days to 3,000 Facebook Fans 12
  16. 16. New Media SchoolDay 5: Target Network NodesOverviewSo far we’ve discussed a few of the basics behind promoting yourFacebook page. Now we are going to go over a few tips and tricks thatare going to help you reach the 3,000 fan target that we set at thebeginning of this guide. Keep in mind that for some companies, 3,000fans is excessive while for others 3,000 may not be a lot. You need toeffectively assess your goals and figure out a good number that makessense for you during the 30 day program.Target Nodes and InfluencersIn the “Tipping Point”, Malcom Gladwell discusses how key influencers can be the drivers behind viral consumerepidemics. The point is that the most connected individuals that are also connected to other highly-connected nodesend up having a ton of influence. We all know super-connecters and if you are looking to build your public profile’s fanbase, you should be targeting them. Randomly pursuing these individuals is not the best way to go about it though. Awell planned and well executed targeting process will yield the maximum results.How To Perform Influencer OutreachThere are a number of reasons you shouldn’t just start randomly messaging influencers. The first is because it’s just badform. Aside from that, if you randomly message people, you will miss out on a ton of opportunity. The largestopportunity is the phenomenon of overlapping networks. If two influentials share friends, the odds of your public profilebecoming a recommended Facebook Page or ending up in a user’s highlights area on their homepage will besubstantially increased.So now that you know why I don’t like randomly reaching out to influencers, let’s explore the best way to go aboutreaching out to influencers. Here are the steps that I suggest going through:1. Influencer Research - Prior to reaching out to individuals, you should figure out who the most influential people are in a given network. There are a number of ways to go about doing this but the easiest is just to find individuals with the most friends in a network. The easiest influencers to find are among your friends since you’ll probably know which friends are influencers. Outside of your network it’s useful to browse through individuals on Facebook based on individual Facebook networks (organizations and geographic networks). You can quickly browse through networks and jot down the names of those individuals that have the most friends.2. Initial Outreach - Reach out to network influencers and introduce yourself. Spark up a conversation and explain to them what you are working on. Do not copy and paste messages. If you send the same message to tens or hundreds of individuals, Facebook will mark your account for spam. You need to actually build relationships with30 Days to 3,000 Facebook Fans 13
  17. 17. New Media School these individuals. It’s fine to make small changes to the first messages that you send out but following those initial messages, you want to spend time fostering a positive relationship with the influencers.3. Launch Day - After you have built up your list of network influencers set a date for getting those influencers to become fans. On that day, reach out to each of your influencers and tell them to fan your Facebook Page. Depending on how many influencers you have, you may want to consider a phased launch approach. Whichever model you pick, make sure that you do some research and some basic planning.Keep in mind that some of these are guerilla marketing strategies, not traditional marketing strategies. Would Facebookencourage you to take each of the steps listed above? Probably not but the bottom line is that it works. If you abuse thesystem, Facebook will surely ban you. Theoretically collecting data about network influencers could be a violation ofFacebook’s terms of service but it’s readily available information. Any research you do on Facebook is at your owndiscretion so make sure not to abuse their system!Daily TaskCome up with a list of at least 20 influencers that you can reach out to. Begin an initial conversation with each and aimto have them all become fans of your Facebook Page on the same day.30 Days to 3,000 Facebook Fans 14
  18. 18. New Media SchoolDay 6: 5 Tips To Creating ASuccessful Facebook ContestWhile you will receive an initial surge in fans from inviting your friends andtargeting network nodes, the growth will eventually flatten. You’ll need away to drive more fans. One of the best ways to attract new fans is bycreating more engaging experiences on your Facebook Page. As of thetime this guide was written, Facebook has no limitations on the number offriends you can invite to a public profile. That bring about the first tiprelated to a contest.Tip 1: Incentivize Invites To Facebook PagesFacebook currently has no limitation on the number of fans users can inviteto a public profile which makes invitations one of the most importantcomponents of generating fans. So how on earth do you get users toinvite their friends? Contests of course! Contests are probably the singlebest tool for driving more users to your public profile if you encourage fansto invite their friends. So how do you encourage individuals to invite theirfriends? Right now there isn’t actually a way of tracking how many friendsa user has invited but you can however develop applications which trackthe relative “friend density” of any given user within a public profile.As users become fans and install an application, you can check to see which of their friends are also fans of the publicprofile (and have also installed that given public profile application). There is one downside to this component: it takes abit more investment. Thankfully Wildfire has built a promotional builder tool which helps brands set up promotions.Tip 2: Create Friend LeaderboardsOne of the best ways to encourage invites is by getting friends to participate in the competition. As I mentioned in theprevious tip, providing incentives to invite friends is extremely important. Rather than just displaying a leaderboardamong all users, displaying a leaderboard among a user’s friends helps those users set more realistic competitive goals.If thousands of individuals are competing, the odds are significantly reduced but if the leaderboard is only visible forfriends, there is a much greater likelihood that you’ll get a user to engage.Tip 3: Have The Contest Restart PeriodicallyIf you intent to maximize the effect of your content, you should definitely restart it on a regular basis. While you couldtheoretically restart it over a shorter period of time, most public profiles do not have a level of engagement in which30 Days to 3,000 Facebook Fans 15
  19. 19. New Media Schoolweekly or daily contents makes sense. Conversely, large brands and organizations can possibly get away with a shortertime frame just as Ashton Kutcher did with his race to 1 million Twitter followers (which was subsequently followed by asurge in Facebook fans). Large brands can attract enough buzz to jump start a contest in a short period but mostcompanies should extend things over a month or longer.Tip 4: Prevent Users From Gaming the ContestSo after a bit of brainstorming you’ve come up with the perfect contest idea. Now all you need to do is get itprogrammed, right? Not necessarily. While simple contests will not be gamed, there are many more robust contestconcepts and I’ve had a few which I’ve realized can be gamed. It’s a basic concept but it’s extremely important. I can’ttell you how many conversations I’ve seen surrounding questions about the legitimacy of a contest. Often times suchquestions will even arise during legitimate contests so make sure your contest is air tight.Tip 5: Provide Cash PrizesWant to get somebody’s attention? Offer them cash prizes or something worth some serious pocket change.Interestingly enough though, this doesn’t always work but it most definitely will incentivize a lot of people. Will it serve asa valuable incentive to your target market? Maybe or maybe not but that’s up for you to determine when developing thecontest. If your reader base is only interested in receiving a free Rolex, you may want to skip over the idea of cash prizessince you could very well break the bank (then again if you’re targeting the luxury market, you probably have a fairlysizable marketing budget as well).Daily TaskCome up with at least 5 contest ideas that you could run on your Facebook Page. Run the ideas by your peers to seewhich they would be most likely to participate in. At some point over the next 30 days get your contest up and running!30 Days to 3,000 Facebook Fans 16
  20. 20. New Media SchoolDay 7: How To Leverage SEOFor Your Facebook PageIntro to Search Engine OptimizationFor those of you that haven’t spent a lot of time with internetmarketing, you probably are not aware of what searchengine optimization is. The main goal of search engineoptimization is to increase the amount of traffic driven to anygiven site by search engines. Currently search engines (andmostly Google) serve as the starting point of a user’s journeyaround the web. While many users will go directly to theirfavorite sites, search engines are used multiple times a dayby most internet users to discover resources they haven’tpreviously found.What’s great about Facebook’s public profiles is that Facebook already has a substantial amount of search engine juice.Google alone claims to have indexed over 430 million pages within the site.1. Get A Good URLURLs are a large portion or search engine optimization. Google (and other search engines) use as much information aspossible to determine the relevance of a particular page for a given search. As of Saturday June 13, 2009, Facebookoffers something called “vanity URLs” for those Facebook Pages that have over 1,000 fans. A vanity URL is the shortFacebook URL that helps people easily access your page. For example our blog, AllFacebook, has the following URL:http://www.facebook.com/allfacebook which makes it easier to access. The short URL is extremely effective at gettingGoogle “juice”.2. Configure Your Default TabOn day 15 we will be going over how to configure a tab as a “landing page” but the primary thing here is to ensure thatthe first page being crawled by Google contains relevant text. You can set the default tab by clicking the “Settings” linkon your Facebook Page and then selecting the tab you’d like to have displayed by default. Currently I’m not focusedheavily on promoting my Facebook Page so the current landing page is more focused on getting users to take actionthen to organically drive them. This emphasizes how important it is to understand your objectives. You probably don’twant to create ranking issues with your site versus Facebook.30 Days to 3,000 Facebook Fans 17
  21. 21. New Media School3. Generate Links To Your PageIf you are looking to drive traffic to your page from searching engines, the most important variable is always incominglinks. One quick way to boost your Facebook page rankings is by linking to your page from your existing website.Additionally, any way you can get links from other sites will help increase your rankings. On their own, Facebook Pagestend to rank extremely well but a little additional effort will go a long way. One great way to increase the number ofincoming links is by participating in forums around the web and setting a signature which links back to your page. If youare active in any forums on the web, I suggest placing your Facebook Page as one of your signature URLs. This willmost definitely help you gain some traction in Google.4. Link To Other Relevant PagesI’ll be elaborating on this tip in Day 10 but essentially linking to relevant content helps boost your ranking. If you createda site that was about shoes but kept linking to blogs that were about technology, do you think that would really help outthe readers with finding what they’re looking for? Probably not. Google takes into account the relevance of pages youare linking to when calculating the relevance of any given page. Try linking to a few relevant sites. There’s a goodchance that you’ll not only help out your readers but increase your overall Google rank.5. Use Facebook For Inbound Links To Your Company WebsiteOne of the most important components of search engine optimization is generating inbound links. While somecompanies will take aggressive measures to generate inbound links, generating a link from you Facebook page isextremely valuable. Take advantage of landing pages and the information tab to link back to your company’s website.6. Select A Good Name For Your Facebook PageThe name of your Facebook is extremely important. Many search engine optimization experts will tell you that spendinga lot of time on the title of a website isn’t important as long as that page is written for the reader. On Facebook Pageshowever there are few things you can use to boost your search engine rankings and page titles happen to be one ofthose things. Don’t go overboard with your name and create a keyword dense title. Just name the title after yourcompany or whatever phrase will be most effective for fans that are searching for you.Posting Stream Content Doesn’t Provide SEO JuiceSome resources on the web have suggested that generating links to your site by posting links to the news feed. While itmay drive you traffic it’s not going to generate any SEO juice because Facebook dynamically generates feed contentusing javascript. Additionally, if you click a link from within Facebook it will redirect you through a Facebook pass-throughpage. As far as I know, Facebook isn’t making any exceptions for search engines and providing news feed backlinks.ConclusionThese were just six tips but overall you should be considering your Google rank when developing your Facebook Pagestrategy. Since an increasing number of people are on Facebook, there’s a good chance that the person following a linkon Google also happens to be on Facebook and could quickly become a fan. While targeting keywords other than yourbrand name is not at easy from within Facebook Pages, any effort you make is well worth it.Daily TaskMake at least three adjustments to your Facebook Page that will help boost the optimization of your page. Alsodetermine where to put a link from your site back to your Facebook Page that will help build awareness and generatesome SEO juice for your Facebook page.30 Days to 3,000 Facebook Fans 18
  22. 22. New Media SchoolDay 8: How To Become AMaster Of ConversationsThe Art of Social MediaWant to have highly engaging conversations on your Facebookprofile? You better get good at mastering the art of the socialmedia conversation. How is a conversation within social mediaany different than a normal conversation? It isn’t! If you aregoing to build a following on Facebook let alone any other siteon the internet, you are going to need to put in the timenecessary to build relationships with others. Whether it’sposting follow-up comments or reaching out to people thathave asked valuable questions or have even posted criticism,it’s important that you build an ongoing dialogue with your fans.The Personification Of The BrandWant to really thrive in the world of social media? Imagine your brand as a person who has a life similar to its customers.Prior to the internet, brands were organizations which spoke directly at their customers. While there was a number onthe back of a cereal box asking for your feedback, there really wasn’t a two-way conversation for the most part. Thanksto the internet and new social technologies, you have the opportunity to engage your existing and potential customersdirectly. So what types of conversations are most effective at building an engaged fan base?Ask QuestionsAny good conversation involves questions and answers. Facebook Pages present an amazing opportunity to learnabout your existing customers and potential ones. Not until recently was it possible to directly interact with yourcustomers on an ongoing basis, especially if you were representing a large brand. People love to talk about themselvesso ask them questions that are also related to your company. I happen to write about Facebook so I tend to ask usersabout their experience with the site and what their favorite and least favorite aspects are. Additionally you can simply askgeneral questions such as “what are you doing over this summer weekend?”Respond To Questions And CommentsAs you build your fan base, fans will begin to regularly post comments as well as questions. Take the time to engagewith them. Any time you take to interact with the fans is always time well spent. Many of the questions and commentswill be extremely easy to respond to, only requiring a few seconds of your time. If you end up with an extremely popular30 Days to 3,000 Facebook Fans 19
  23. 23. New Media Schoolbrand however, selecting which questions to respond to will become important. That’s a great problem to have though!Make sure you take the time to reply to your customers and you can just about guarantee continued growth.Be Supportive Of Your Biggest FansAre there fans that continuously post on your Facebook Page? Take the time to recognize them and continue to foster arelationship with them. Your biggest fans can become extremely valuable. These fans will take the time to promote yourbusiness for you. They’ll reply to other fan comments and do a lot of your work for you. Building relationships with theseindividuals is extremely important. One way to help build these types of relationships is to promote those that havehelped you build your business. Give a quick shout out to the person as a comment and they’ll typically be extremelygrateful. Support your biggest fans and they’ll help support you, helping you taking your business to the next level.Daily TaskPost a conversational update to your Facebook Page. This should become a daily habit and not a one-time eventhowever. Make sure that you remember to stop by your Facebook Page at least once a day (if not more) to post anupdate.30 Days to 3,000 Facebook Fans 20
  24. 24. New Media SchoolDay 9: Create A Note WhichSpreads Like WildfireIntro to Facebook NotesRemember the viral Facebook note about “25 thingsabout me”? If you don’t then you probably haven’t beenon Facebook for long. The 25 things about me notespread through Facebook and touched millions of usersbefore it eventually died out. The main ideas behind thenote was similar to a chain letter. You write 25 thingspeople don’t know about you and then tag your friendsand ask them to write the note as well. The end resultwas that million of users ended up writing 25 thingsabout themselves and it ended up getting covered bypeople in the press because so many people hadparticipated.How To Create A Viral NoteI wish that I could give you a step by step guide that will result in millions of people sharing your note but I don’t have thesecret answer unfortunately. What I do know however, is that you can tag people from notes that are posted to yourpage and thanks to that feature you can begin to have notes spread throughout the social graph. So how do you comeup with a note that’s going to be seen by everybody and will be attributed to you?While I hate to tell people that they should create a note which is similar to a chain letter, Facebook’s note system worksextremely well through standard chain letter models. The most important component of a note is that users need to beable to share something personal about themselves. Facebook is a site for sharing and any game or activity thatencourages personalized participation is much more likely to succeed.Create More Effective TitlesWant to really get someone’s attention? An effective title can make all the difference. I’ve previously written articles usingadvertising headlines that I modified from a book I have about headlines (you can get the book here) and the results havebeen phenomenal. While the content is extremely important, you will gain or lose the vast majority of readers via theheadline. Make sure your note’s title stands out and you’ll be well on your way to developing a viral note. If you wantother tips on effective copywriting, I highly recommend checking out Copyblogger.30 Days to 3,000 Facebook Fans 21
  25. 25. New Media SchoolCreate Multiple Notes To Tag Smaller Groups Of PeopleWhile you could create a note and tag all of your contacts, it would be more effective to spread your note postings over aperiod of time. This way more people will see the note and you can also spread out the number of people that you tag inany given note. Tagging people is essentially the way that notes are spread and it can also be leveraged just like theclassic game of tag: “Tag you’re it!”Adding The Branding ComponentSo you are trying out your hand at developing a note that will spread throughout the social graph but there’s no brandingcomponent of the note! That’s definitely an issue. By doing things for the betterment of your network (out of the good ofyour own heart) you can still generate a lot of recognition and influence. However I know that many people want instanttraffic to their Facebook page so I’ve come up with a few ideas. I suggest trying a few things but keep in mind that themore you brand a note, the less likely it is to spread. Here are two of the primary ways to brand a note:1. Put your brand name in the title - This method is pretty aggressive. I personally believe that this is a sure fire way to have your note fail at growing beyond the people you first tag but if you are an aggressive marketer you can feel free to test it out. Just remember that I warned you!2. Go chain letter style - I hate to suggest that companies create chain letters but there are some important things to learn from chain letters. Chain letters are called chain letters for a reason. One of the primary reasons is that they actually work! So to get more recognition have people do a traditional pyramid list (we are not sending money here, just playing a game). Have people write down the name of the last 5 people that were in chain at the end of the note.There are plenty of other ways to consider branding your note including encouraging users to link back to the source ofthe note. Whatever method you come up with, branding is something that needs to be delicately balanced withcontributing to the community. Always keep in mind that sparking the conversation is more important than the brandingbeing received.Daily TaskBrainstorm three ideas for notes that you think people will be willing to spread to their friends. Ultimately this task takessome extra effort but if you want to generate buzz you should take advantage of all of the promotional channels availableto you on Facebook and the notes application is one of them.30 Days to 3,000 Facebook Fans 22
  26. 26. New Media SchoolDay 10: Introduction ToFacebook AdsYou Need To Prime The PumpsWhile I wish Facebook Pages would start with one person and just grow tothousands of users, it’s simply not that easy. Building a fan base requires afair amount of work and a small amount of cash. The cash is being usedto purchase Facebook advertisements that will drive you new fans. If youwant to approximate how much it costs for each new fan, you canessentially estimate the cost at $0.50 per fan when using Facebookadvertisements. While you can rely on your natural branding ability, mostcompanies aren’t as popular as Oprah and need to invest in expandingtheir reach.There are a number of other reasons for investing in Facebook advertisements to promote your page:1. The more fans you have, the faster you grow - If you are going to get 3000 fans in 30 days, you should be willing to invest at least a couple hundred bucks. For $200 you could have 400 fans to jump start your viral growth. As I wrote on Day 5, it’s important to target influential nodes. If you combine advertising while targeting those nodes you can increase the effectiveness of your advertisements. The more times you can get your brand in front of people, the more likely they’ll turn into customers, or in this case: Facebook fans.2. Promoting your page generates brand recognition if not clicks - While many people are just looking to build clicks on their ads to convert those users into fans or eventual customers, I’d argue that the process between displaying the ad and getting the click is just as important. As I mentioned moments ago, “The more times you can get your brand in front of people, the more likely they’ll turn into customers.” I once read that it takes something like 27 times of a person seeing your brand before they actually make a purchase. Thankfully the barrier is much lower to creating a fan because the user doesn’t need to part with their money, which is traditionally the biggest hurdle for any sales person. So back to the point ... generating impressions within a user’s peripheral is extremely important to converting them into a fan. While they may not know who you and haven’t heard of your brand, there’s a good chance they’ll say to themselves, “I think I’ve seen that before” and become a fan.3. You can track conversions of advertisements and start generating revenue - Tracking conversions is one of the most important components of Facebook advertising. For the purpose of this guide we are discussing advertising as it can be used for building your fan base. Unfortunately Facebook doesn’t currently provide effective conversion metrics for Facebook Pages but I typically just use the following equation to determine my cost per fan:30 Days to 3,000 Facebook Fans 23
  27. 27. New Media School number of fans added per day / daily spend on Facebook advertising = cost per fan Unfortunately this model is not perfect since you will organically gain followers without investing in Facebook advertising but this is the best way to calculate the cost per fan for the time being. We will be discussing more effective ways of tracking new customers in the future which includes the integration of landing pages. I’m also expecting Facebook to begin providing more advanced metrics for tracking the effectiveness of your advertisements.4. Highly effective targeting system - The best part of Facebook’s advertising system is the ability to target individuals based on a large number of variables including age, gender, location, interests, relationships status, and more. This presents a massive opportunity for marketers but unfortunately few marketers have figured out the model to master Facebook’s advertising system. I will be discussing the various ways of improving ads through techniques like “nano- targeting” in a later section but what’s important to know is that Facebook presents marketers with a huge opportunity to reach their target market. Facebook advertising is at the top of what I call the “Facebook sales funnel” and the next level down is your Facebook Page. I’ll get into more details about that soon.Daily TaskTake some time exploring Facebook’s advertising offering. Over the next two days we will go into more detail about howto leverage Facebook advertising more effectively.30 Days to 3,000 Facebook Fans 24
  28. 28. New Media SchoolDay 11: Why UnderstandingYour Target Market Is Key ToSuccess With Facebook AdsGetting Started With Facebook AdsSo now that I’ve made the sales pitch to you for usingFacebook advertising, let’s take a look at what it takes to geta campaign set up. The most important thing to do first is todefine your target market. What’s the demographicinformation of your target market? What’s the average dayfor your target market like? Your job as an advertiser is toconnect with the customer on an emotional level as quick aspossible. The only way you’ll be able to do that is to connectwith them.Who Is Your Customer?For this section we are going to pretend that we are marketing a high-end, environmentally friendly limousine service. Inthe book “Duct Tape Marketing”, author John Jantsch defines marketing as “getting people, who have a specific need orproblem, to know, like, and trust you.” While your Facebook Page will be used to help you build the relationship, youneed to connect with them quickly, and that first connection will be done via your Facebook advertisement. I tend tothink that if you can get a user on Facebook to smile thanks to one of your advertisements, you’ll have connected withthem and they’ll become a fan. In this example we are targeting more of a luxury service, as most people are not lookingfor limousine services. Here are some of the initial details about our typical clientele:• 70% male, 30% female• Executive level position• Typically between the ages of 32 and 50• Many are interested in outdoor activities (we’ve learned this through conversations to and from the airport with our customers)• Tend to live in the more populated metropolitan areas (Austin, San Francisco, Boston, Washington, D.C., New York, etc)While many companies will have more detailed descriptions of their customer and can walk through a “day in the life of”scenario, I am simply using these demographics as a basis for setting up a sample campaign. Spending a fair amount oftime on determining your target market is extremely important.30 Days to 3,000 Facebook Fans 25
  29. 29. New Media SchoolQuestions To Answer When Defining A Target MarketBefore we move on to the third day of exploring Facebook advertisements you should answer as many of the followingquestions as possible:1. What are the demographics of your customers?2. What is your customers fears, desires, and goals?3. What does a typical day in the life of your customer look like?4. What is the customer not currently getting?5. What makes your customer feel comfortable? (This is what I was discussing earlier about making the person smile).6. What brand affiliations do your customers have?Daily TaskDefine your target market by answering some of the questions we’ve presented. Also do some research on the webabout defining a target market. Hopefully you’ve already defined your target market since this probably isn’t your firstmarketing activity for your company. If you already have a clearly defined target market, pat yourself on the back andtake the day off: you deserve it!30 Days to 3,000 Facebook Fans 26
  30. 30. New Media SchoolDay 12: Facebook Ads Day 3Creating the AdSo you’ve listened to my sales pitch about Facebook advertising and you’ve taken the time to define your company’starget market. Hopefully this wasn’t the first time that you’ve defined your target market, otherwise you are in serioustrouble ;) So the first thing you want to do is head over to http://www.facebook.com/ads/create. If you haven’t alreadycreated your page then you most definitely want to have it set up by now since we will be integrating our page with ourad. For the purpose of this article, I’ll go ahead and set up an advertisement for the AllFacebook.com page.Create Two Ad Creatives For Each Demographic GroupBefore walking through the ad creation process, I wanted to note that it’s important to split up your ad creative amongeach targeted segment. This is useful for split-testing your advertisements, something that I’ll discuss in the near future.While this isn’t necessary to get started, testing the performance of advertisements is extremely important to increaselong-term results. For this guide we were focused on 30 days but obviously your marketing activities should not endafter 30 days.Setup Your First AdvertisementI’m going to quickly run through the set up process of an advertisement. I will be going into more details during ourFacebook Advertising series in addition to providing video tutorials within the New Media School Facebook BusinessInsiders course.Step 1: Design Your AdvertisementThe first step of creating an ad is determining the design which includes a 110 pixel x 80 pixel image, and ad title, andthe body text. Since we are promoting something on Facebook, we’ll want to select the Page that we are promoting aspictured below. Remember that you can only promote pages that have been published. To publish your page, go to“Edit Settings” from the left-hand column of your Facebook page and then click on the red “Publish this Page” link on theright hand side of the settings page.Select Option To Promote Something On Facebook30 Days to 3,000 Facebook Fans 27
  31. 31. New Media SchoolDirectly under the area that says “Design Your Ad” click on the link which says “I want to advertise something I have onFacebook”. You will then be able to select anything that you have on Facebook including your Facebook Page.Select The Page You Want To PromoteAs pictured below, select the Facebook page that you’d like promote. Facebook will then automatically generate anadvertisement using your Facebook page’s image. While you can change the image, it’s fine to make at least one usingthe default image then split test it against another ad (as I’ll explain later).Step 2: Select Your Targeting OptionsOften times on Google, advertisers will create an ad which targets every person in a single country and then split test twoad versions against each other. On Facebook, this model will do nothing but cost you money. Placing a generic adthat’s targeted at an entire country, without any additional targeting, will do nothing but get you a lot of clicks and waste alot of money for the most part. Facebook provides the following 11 targeting factors for advertisers:1. Location - Facebook enables advertisers to target by country, state/province, city, and metropolitan areas. All advertisements are required to have a location selected. This should be pretty straight-forward as to which location you’d like to select.2. Age - Age is a standard demographic factor. Most marketers that have a well defined target-market will be able to select their age.3. Birthday - This is one of Facebook’s latest advertising targeting filters. It should be pretty obvious what typeso f ads should be presented to people who’s birthday it is. Try wishing the user a happy birthday and offer them a gift for higher conversion rates.4. Sex - Gender is another typical targeting filter for Facebook.5. Keywords - Keywords are based on a user’s profile information including activities, favortie books, tv shows, movies, and more. I believe job titles are included in this field and I typically spend the most time trying to brainstorm effective keywords. What types of product do your customers like? What’s their job position within an organization? Spend time on this field and you’ll be rewarded.6. Education - While you can target based on their level of education, this is most effective for targeting ads based on the schools that people went to. Want to announce a reunion for the University of Illinois class of 1996? This is a great way to promote it.7. Workplaces - This is another great targeting filter. Often times you will know the companies that your target market works at. If you are looking to get new clients or looking to spread awareness within specific organizations, this filter can be priceless.8. Relationship - Want to target people that are about to get married? This is a great tool for that. If you are a bar or club, you most likely want to go after those people that are single. While this filter can be useful, you also need to30 Days to 3,000 Facebook Fans 28
  32. 32. New Media School keep in mind that selecting any of these settings will remove all users that haven’t selected a relationship status in their profile.9. Interested In - This factor is useful if a user’s sexual preferences are relevant to whatever you are advertising. I tend to skip this field for most of my ads.10. Languages - If your ad is in English but the user speaks Chinese, it’s probably not a good idea to be displaying ads to them.11.Connections - The connections fields were launched yesterday by Facebook and they enable you to include and exclude users based on pages, events, and applications that the users have joined and you happen to be the administrator of. If you’ve created a Page and don’t want the ads to display to people who have already joined, this is a great way to avoid duplicate clicks.If you aren’t taking advantage of the numerous targeting factors then you aren’t using Facebook advertising effectively. Inorder to have an increased conversion rate on your advertisements, increase the targeting in order to make theadvertisement more relevant for the users. Relevance will get people to respond to your ad.30 Days to 3,000 Facebook Fans 29
  33. 33. New Media SchoolStep 3: Enter Your Pricing SettingsNow that you’ve figured out the targeting for your advertisement you need to select the pricing. You can choosebetween CPM and CPC advertising but there’s pretty much no point of going the CPM route. You want to pay for usersto take an action and in this case it’s either them clicking on the ad that directs them to your Facebook page orbecoming a fan directly from the ad.Selecting A CampaignIt’s a good idea to group all of your ads for a single Facebook Page into a single campaign. This is because you canadjust your budget for that specific campaign at any point. If you adjust the dollar spend of a campaign for yourFacebook Page you can track the change in the growth of fans based on that adjustment, giving you a rough estimate ofthe cost per fan.Selecting A Price To BidFacebook will suggest bidding prices that will maximize the number of impressions you receive. The more you bidtypically, the more you receive. While there is a lot of information about how Google ranks their advertisements there iscurrently no information about Facebook and rankings such as advertisement quality score. My guess is that there willbe more information about ads on Facebook as time goes along but for now, pick a bid rate that sounds reasonable toyou and then track the number of impressions and clicks that you receive. For now, Facebook doesn’t provide concreteinformation on how to improve positioning and impression rates.Split Test With A Second AdvertisementAs I mentioned early on, it’s important to split test two advertisements against each other to see which receive moreclicks. Once you’ve determined which ad has a higher click through rate, only run that individual advertisement.Otherwise you risk having multiple ads displayed to the same users and the result is that you’ll end up paying for usersmore than once.30 Days to 3,000 Facebook Fans 30
  34. 34. New Media SchoolDaily TaskAt this point you should have a thorough idea about how to manage your Facebook page advertising campaign. As Iwrote yesterday, it’s important that you have a good definition of your target market. By now you should know that targetand should be able to set up a couple initial ads. For today’s task, create two advertisements on Facebook that promoteyour Facebook Page. Feel free to test it out with only a couple dollars a day. You can then adjust your budget asneeded.30 Days to 3,000 Facebook Fans 31
  35. 35. New Media SchoolDay 13: How To Use FacebookApplications To Boost Your FanBaseDetermining The Best PlatformStrategyThe Facebook platform presents an amazing opportunity forcompanies to expand their presence quickly by enabling viraldistribution through the social graph. One of the mostimportant things to keep in mind is that viral distribution doesnot necessarily mean more customers. Many businessesbecome easily distracted with mind-boggling numbers. “If I getmillions of users to my application, I only need one percent topurchase my product!” Unfortunately things aren’t that simple,especially considering that most Facebook users are not readyto purchase at any given moment.Engaging Your Customers VersusEngaging “Users”Yes, you can end up with millions of untargeted users withinFacebook applications but that won’t necessarily get you anycustomers, unless of course you are a large corporation. Anuntargeted application is almost as effective as a television ad except that you are gambling with the potentialdemographics. For example all of your users may end up coming from Turkey and Italy, so how is that going to help yourU.S. based company? Anyways, you probably understand my point by now: untargeted applications are typically lesseffective than single, highly-targeted applications.Why Create A Targeted App?There is one thing that you want from visitors to your page: repeat engagement. If you can get fans to consistently returnand participate in conversations on your Facebook Page, you will increase the level of personal affiliation with your brand.In the long-term, these users will eventually turn into customers. On Facebook the majority of users are not ready to buya product right then. Instead, they are looking to build relationships and at some point in the future they are looking to30 Days to 3,000 Facebook Fans 32
  36. 36. New Media Schoolbuy something. By creating a targeted application you will accomplish two things: increase engagement and increasethe viral nature of your page (if the application is built correctly).What Are The Risks?There are a few risks involved with creating an application. While I’ve written this as one day out of 30, the reality is thatbuilding an application requires the investment of relatively significant resources in comparison to the other days outlinedin this guide. If you are a developer then you have the advantage of being able to build the application yourself althoughyou will have to invest your own time. If you aren’t a developer, you are going to need to invest time to manage theproject and money on the developer.The bottom line is that there is no guarantee your application will pay off. Thankfully a few companies have already builtapplications that you can integrate right away into your Facebook Page right away with a very small investment. Involverhas developed a suite of application that you can take advantage of and Wildfire Interactive has also developed somegreat tools that will help you launch promotions from within your page. If you want the best bang for your buck, I’d highlysuggest working with one of these companies rather than building your application from scratch.What’s Are The Options For Branded Apps?So let’s say you are considering developing a Facebook application because you have a great idea. How much does itcost? A simple application can be as cheap as a few thousand dollars although the vast majority of branded applicationscost tens of thousands of dollars. The price ranges and there isn’t a flat rate that you can tell people. You need todetermine what your goals are first. Below are the various types of applications you can build:AppvertisementsBuddyMedia, the New York based social media agency, essentially defined the concept of appvertisements. The modelis pretty straight forward. Your company pays for an application and the invests in an install campaign. You will thenhave thousands of users visit your application but unfortunately there’s no guarantee users will stick around or returnlater. Most applications that use this model that I’ve seen tend to have a quick fall off of usage. BuddyMedia wouldmost likely argue that repeat engagement isn’t necessarily the most important component as it’s a better investment overtraditional media buys like television and newspapers where there is no engagement whatsoever.Integrated ApplicationsDon’t want to spend money on a large install buy? You can have a custom application developed for your businessinstead. For this group there are two types of applications: those that are an experiment and those that are tightlyintegrated into the company’s website. For example one large e-commerce company I spoke to recently was looking tolet users extend their existing shops to their Facebook profile and Facebook Page. That means there isn’t muchpromotion necessary as the application is an added value offering to the company’s existing customer base.Experimental Viral ApplicationsI like to call this one more of an educated guess. Rather than investing in large install buys (upwards of half a millionusers at around $0.50 per user), brands often prefer to spend $5,000 to $50,000 on experimental applications that growon their own. The best example of this is ConextOptional’s Kidnap application which has attracted over 3 million usersand has upwards of 130,000 daily active users. The application was a great application that users enjoyed interactingwith.30 Days to 3,000 Facebook Fans 33
  37. 37. New Media SchoolIntegrated Page ApplicationsThe last type of application is those that are integrated with Facebook Pages and are used to drive awareness of yourFacebook page. That can include gifting applications, polls, and other basic applications that are extremely simple andused to drive traffic to your page. I high recommend opting for this type if you want to minimize your investment. Thereare numerous companies which currently offer applications that are integrated into Facebook pages. Use thosecompanies to save time and save money.Application StrategiesThere are numerous types of applications out there but there are some great strategies you can use that will increase thelikelihood of your success. I outlined 13 Facebook application strategies earlier this year that I recommend you checkingout. I’ll also be providing more content in the near future on how to maximize the impact of your Facebook applications.Daily TaskFirst of all you may want to consider whether or not developing an application is worth your investment. At the least youcan use some readily available applications to build into your Facebook Page. Today’s task is to determine which type ofapplication, if any, is the type you’d like to implement. Also brainstorm a couple of ideas for applications that you canlaunch. Set a date over the next couple weeks when you will have your application completed or at least underdevelopment.30 Days to 3,000 Facebook Fans 34
  38. 38. New Media SchoolDay 14: 5 Steps To Hosting ASuccessful Facebook EventThe Networked WorldSuccess in a socially networked world comes through buildingrelationships with others. As I wrote on day 8, leading conversations onyour page is extremely important. The same thing goes for the offlineworld. One of the best things you can do for building your company’sreputation is to host offline events. For hosting the event there are a fewthings to keep in mind but the most important is that you already have alarge enough reach that you’ll be able to get attendees to come to yourevent. Given that you at a minimum have a few hundred fans after yourinitial efforts, you should have a great start to building buzz about yournew event. Today I’m going to walk you through the important stepsnecessary to hosting a successful event.Step 1: Pick An Event Topic & FormatTo get your event off the ground you’ll first need to know the theme ofyour event and what the format is. Are you looking to host a conferenceor just a networking happy hour? My suggestion is that you start smallbefore you jump into launching a full blown conference. Hosting a happyhour is relatively easy and has many less requirements. While manyindividuals will look for sponsors to cover the cost of an event, you can actually get away with hosting a happy hour fornext to nothing. If you don’t have $1,000 to cover a full open-bar, you may want to just limit the tab to a couple hundreddollars and tell the attendees that the first drink is on you. This is a networking event, not a bash, so attendees shouldn’thave any issue with you only covering one drink.Step 2: Pick A Venue & Negotiate A DealPicking a venue can be the most challenging step if you haven’t had any experience with picking a venue. People will tryto charge you on a per person basis or other random rates. One of the best things about venues is that they’re totallynegotiable and at the end of the day, you have the upper hand because you can just go somewhere else if the venuemanager/owner doesn’t provide you with a good deal. I tend to use Yelp when finding event venues to go to but I’vealso invested a large amount of time building out a network so that now I can just post a status update and get venuesuggestions from others.30 Days to 3,000 Facebook Fans 35
  39. 39. New Media SchoolIt’s always best to ask your friends and professional contacts for recommendations before going it alone. Venues aremuch more open to people who have been referred to them through others and will typically be more flexible with rates.If all else fails, just pick a place that you like and run a tab to a specific limit.Step 3: Create An Event On FacebookNow that you’ve got your venue it’s time to set up a page for promoting the event. The quickest way to get started is toset up an event on Facebook. You can do this by going to the events application and clicking on the button that says“Create Event” (or follow this link). Setting up an event is relatively straight forward. Facebook will walk you through theprocess which entails entering an event name, selecting the event visibility (which I recommend setting to “Global” if youwant to maximize the turnout), and enter the other event details.While you can create an event directly from your Facebook Page, there is one downside of creating events directly frompages: event updates are sent to the user’s “updates” tab within their inbox, rather than their regular Facebook inbox.This can significantly reduce the response to the event (most people don’t read their updates). The one benefit ofposting the event from your Facebook Page is that there will be a link to the event displayed on the left-hand side of yourpage. I personally don’t believe that this benefit outweighs the advantages of creating the event outside of yourFacebook Page.Once you have gone through the first step of creating your event, you will be prompted to upload an image and thenselect which features you’d like to have included in your event (videos, photo album, forum, attendee list, etc). At thebare minimum I would recommend that you include a photo. The other features depend on whether or not you plan onuploading photos from the event and videos. I’ll leave that option up to you.Step 4: Notify Your Fans and Run An Event AdNow that you’ve set up your event, it’s time to start promoting it. The first step to promoting the new Facebook event isto send out an update that lets people know about the event. You can also target your update to users based on theirgeographic location which can be extremely useful if you want to limit the event to locals. I personally like sending outevent updates to all fans since some people occasionally come into town for events. Whatever you choose to do whensending your update, you also need update your Page status a few times so that a message about the event goes out toyour fans’ news feeds. As I’ve written before, you’ll receive a greater response from status updates then from pageupdates.Create An Event AdTargeted ads on Facebook present a huge opportunity for event promoters. You can target people by company, jobposition, interests, and more as I wrote about on days 10 through 12. I honestly believe that event promoters are thesingle greatest beneficiaries of Facebook’s advertising system. When hosting conferences I use Facebook to promotethe events directly through their advertising system, which increases the list of potential attendees and my promotionalreach. I cannot emphasize how powerful Facebook advertisements can be for events. When you go to create youradvertisement, select the option which says “I want to advertise something I have on Facebook”. You can then selectyour event from drop down which is displayed under the sub-heading “Facebook Content”.Targeted UpdatesIn addition to creating ads, it’s also possible to send targeted updates (as pictured in the image below). If your eventhappens to be a local event, there’s no point in updating all of your fans if you have a country-wide or international brand.Create a targeted update by clicking on “Send An Update To Fans” on the left-hand side of the Facebook Page you’d30 Days to 3,000 Facebook Fans 36
  40. 40. New Media Schoollike to promote the event to. On the next page check the box which says “Target this update” and select the region,gender, and age of people that you’d like to update.Step 5: Send Out Event RemindersNow that you have invited people to your event and people are registering to attend, it’s a good idea to send out regularevent updates. Make sure you don’t overdo it though because too many updates will turn people off and result in lessattendees. Once or twice a week (depending on how soon your event is), send an update to let them know about thecurrent number of RSVPs, and updates about the venue, and any information about new sponsors. These eventupdates will get people to RSVP “Yes” that have not yet RSVPed or have replied “Maybe”. It’s also a great people toremind those individuals that have RSVPed from one of your event ads about your event and instruct them to take anyother necessary actions (such as purchase a ticket if the event costs something).Daily TaskNow that you’ve learned how to set up a successful event, it’s time to start brainstorming! Today your task is tobrainstorm and event idea and come up with 5 potential venues. Once you’ve determined the what and the where, youare halfway there! And if you are hesitant about creating a new event, just remember the Wayne’s World quote: “If youbuild it, they will come.”30 Days to 3,000 Facebook Fans 37
  41. 41. New Media SchoolChapter 15: How To Use ALanding Page To Convert NewFacebook Visitors Into FansThe Concept Of A Landing PageIf you haven’t studied internet marketing then there’s agood chance you don’t know what a landing page is. Ifyou already know what one is, congratulations, you arewell ahead of most people. According to Wikipedia, alanding page, “is the page that appears when a potentialcustomer clicks on an advertisement or a search-engineresult link.” Honestly, the Wikipedia definition isn’t thebest one since there are new types of advertisements.The main point is that a landing page is where youcapture a customer’s information or entice them to takeanother action (such as purchase a product). On Facebook, the action that you want the user to take is to become afan.Facebook previously had two places to become a fan but they have since reduced it to a single link at the top of a Page.When a person lands on your page you want to answer the following questions:1. Who are you or what is your company?2. Why should the user be interested in you or your company?3. What will they get out of becoming a fan of your page?4. Who’s in your community?The fourth question is the most important thing and you can answer this question one of two ways: tell the user the typeof people that you’d like as fans or let them just browse through your existing fans. The main point is that new users willbe attracted to your Page based on your ability to attract others. If you only have a few fans, your landing page becomeseven more important.30 Days to 3,000 Facebook Fans 38
  42. 42. New Media SchoolHow To Create A New TabThe easiest way to create a new tab within your Facebook Page is by using the Static FBML application. One downsideof the Static FBML application is that you will need to understand a basic level of HTML. If you have no idea how to writeHTML then you can use an application like Dreamweaver of Microsoft Frontpage to design your landing page and thencopy the HTML that’s provided by the software.5 Tips For Improving Your Landing TabWhile you can create a fairly effective landing tab by answering the questions I posted above, here are a few other tipsthat you should keep in mind:1. Have a call to action - While you’ve educated your visitors about why they should joining your Facebook Page, you also need to encourage them to actually join your page. That’s what the call to action is for. If you view the AllFacebook page, you’ll notice that I’ve designed an image which says “Click on the ‘Become a fan’ button above” with an arrow pointing up toward the “Become a fan” button.2. Write in the second person - Rather than writing about yourself and your company, talk about the person who you want to become a fan. Explain to them why they should join and the benefit (as outlined above in the four questions). Use the words “you” and “your” when writing your copy.3. Place important parts at beginning and end - People tend to read the beginning and end of landing pages before reading the middle so you probably want to put your call to action early on and toward the end. Put the most important copy at the beginning or at the end.4. Don’t link to other pages - If you want to get visitors to take an action (join your page), it’s a good idea to providing links that will drive them to other pages or other areas. Once they’ve navigated away from the tab or to another site, there’s a greater chance that you’ve lost them.5. Perform some basic testing - While Facebook doesn’t currently provide metrics for where new fans came from, you can assume that all new fans have viewed your landing tab. Try making subtle adjustments to your landing tab and measure the difference in the number of new fans you receive each day. Ultimately I wouldn’t get overly invested in the testing process but it’s always a good idea to do at least a minimal level of testing.Other ResourcesThere are numerous resources for learning about landing page optimization. While I don’t recommend becoming overlyinvested in learning about this topic (unless of course you want to study internet marketing), you should definitely checkout Copyblogger’s landing page resources as well as checking out a few books on Amazon about landing pageoptimization. One really good book that I’ve used is “Landing Page Optimization: The Definitive Guide To Testing AndTuning For Conversions” by Tim Ash.Daily TaskToday’s task is to come up with the first version of copy that you are going to use for your Facebook landing tab. Overthe next few days you can test out the HTML and more. If you already know HTML you should be able to come up witha top notch landing page in a few hours. While you can invest in beautiful design, you really don’t need to have it lookthat amazing.30 Days to 3,000 Facebook Fans 39
  43. 43. New Media SchoolDay 16: Tag Your Way To 1,000Facebook FansPhoto Tagging Is ViralOne of the best features of Facebook Pages is theability to tag fans in photos. As soon as you tagsomebody, their friends can see the photo thatthey’ve been tagged in. Additionally, those photoswill link back to your Facebook Page. I’ve seen anumber of people abuse photo tagging in order toget more traffic. While that’s a strategy that couldpossibly work in the short-run, over longer periodsof time you’ll end up turning people away. It’sprobably better to avoid most black-hat tactics asthey can result in your Facebook account beingbanned and will frequently piss people off. Feelfree to test the limits but just remember that wewarned you!Photos Are For EventsThe best reason for using photos is for events. After you’ve hosted the event (as I recommend in this guide), you shouldtag people with all the photos from the event to spread awareness of your Facebook Page. I often hire a photographerjust for this purpose. At my conferences I’ll even bring in two photographers just so I can tag all the people that were atthe event in their photographs. One of the best things that will happen is people that were photographed will use thephotos for their profile. The bottom line is take advantage of all events, including events that you attend to upload photosof people and tag them.You Can Only Tag FriendsOne of the worst aspects of photo tagging within Facebook Page photo albums is the inability to tag people that aren’tyour friends. I honestly have no idea why the album functions this way and assume Facebook will eventually resolve this.My recommendation is to friend as many of the people at the event as possible. That way you’ll increase the likelihoodthat other people who visit the album will tag other people.30 Days to 3,000 Facebook Fans 40
  44. 44. New Media SchoolCreate A Tagging GameHave you ever been tagged in one of those Facebook photos with 15 other people and the tag location is a uniqueattribute about you? If not, I’ve included an example below. The basic concept is to tag other users in a fun imagewhich ends up attributing a personal characteristic to each user that was tagged. It’s a really create way to build buzzand not annoy others. Don’t go over board with this model though. I’ve had numerous users tag me in irrelevant photosand I instantly untag myself from them. Check out the image below for an example of a smart tagging strategy from RealDrinks.Daily TaskSince you’ll need at least a small archive of photos to take advantage of this task, you might want to consider spendingmore time planning your event. If you do have an archive of photos from previous events you can spend some timeuploading photos and tagging your friends that are in the photos. You can also brainstorm some ideas for creativetagging images like the one pictured above.30 Days to 3,000 Facebook Fans 41