Facebook Marketing 101

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

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Facebook Marketing 101

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

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