AMA Facebook for Marketers workshop, June 8, 2011.

1. Facebook for Marketers
Presented by:
Bernie Borges
June 8, 2011
Orlando

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Goals
 Learn how to use Facebook in productive and
measurable ways in business.
 Learn strategies and tactics to build your
audience.
 Understand the “rules of engagement.”
 Understand Facebook’s marketing potential.
 Minimize mistakes.
 Maximize positive results

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Expectations…
 Develop a content strategy that drives sales
and/or customer service
 Learn the various Facebook channels e.g.
advertising, personal profiles, groups, business
pages, events, causes…
 Build your company brand and build a
community
 Select and implement applications that fit your
Facebook marketing plan

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Expectations…
 Understand the “rules of engagement” and
community building best practices
 Experiential marketing that creates “buzz”
 How to use Facebook advertising and why you
should
 Measure – review – refine:
o Facebook analytics

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Skills to Acquire
 The 2 pillars of social media
o Content-content-content
o Building relationships
 The habit of using Facebook
daily.
 How to engage with people
and brands.
 How to build your personal
and company brand.
 How to measure results
from Facebook marketing.

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Agenda
1. Just a Little Background
2. Facebook Marketing Overview
3. Build Your Brand
4. Facebook Ads
5. Measuring Facebook ROI
6. In the Trenches: Case Studies

7. Just a Little
Background
 A Facebook
Stats
 Open Graph
API
 Setting
Goals
 About
Facebook

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What Is All the Fuss About Facebook?
 Facebook has become the largest people,
content and brand connectivity tool on the web.
 Facebook is about
o Connectivity
o Sharing
o Building
Relationships
o Expanding Brand
 Your results can
o Drive traffic
o Increase leads
o Generate
revenue

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Facebook Stats
http://www.checkfacebook.com/
Global Audience: 669,730,880

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Facebook’s Open Graph API
 The buzz about the Open
Graph API
o A way to embed Facebook
pages anywhere on the web
o Authentication hub for social
experiences on the web
 What this means for
marketers
o Facebook has become a
major tool in expanding
brand awareness for B2B as
well as B2B companies
Graph from AllFacebook.com

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Improved
customer service
Increased number
of service queries
handled, faster
response time
Facebook fan page and Twitter
account established for
customers to ask questions
Increased sales Sales
A social media campaign
launched with specific URLs with
CTAs focused on driving sales
Reduce marketing
or advertising
costs
Lower cost per
touch vs. other
marketing
medium
Facebook advertising campaign
run to compare costs
w/traditional marketing efforts
Earn more media
attention
Number of: blog
posts with brand
mention, articles
written and
analyst/influencer
mentions
Informal engagement 1:1
w/people active in social media
(Facebook, Twitter, etc.) to
inform of new products, service
or event.
Manage reputation
Number of
positive
comments, people
defending your
brand against
naysayers
People: retweet your content
with positive spin. Leave positive
comments on social sites & blog,
more engagement
Goals Metrics Example
Setting and Measuring Goals Chris Treadaway & Mari Smith
Facebook Marketing: An Hour a Day

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If Monetizing Facebook Is Your
Objective…
Three Forms of Media
Earned Media
o Authority
o Trust
o Reputation
Purchased Media
o Facebook Ads
Owned Media
o Content we produce, e.g., Facebook apps,
documents, blogs, videos, photos,
announcements
All work best together…

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Facebook Uses
 Personal profile
 Business (Fan) page
 Groups
 Events
 Causes
 Community Page
 Applications
 Advertising
 Search engine

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How Your Post and Content Travels…
One of those 560 then want
to “share” with their 116
friends
1. Write comment and paste
link
2. Click attach
3. Click Share to everyone
Business Page Friend’s Profile Page
Posts to the News Feed of
680 people that “Like” Find
and Convert
Posts to Find and Convert’s
Business page with 680 people
that “Like” the business page
A comment is made and your
post is then shared again,
posting to 142 more news
feeds…and so on
Your post now shows in 116
more news feeds

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Just Imagine…If 5% of friends shared a
post with 130 friends each time…
Post
with
500
Likes
25
friends
share
• Result
s in
3,250
posts
163
more
friends
share
• Results
in
21,190
posts
1,060
more
friends
share
• Results
in
137,80
0 posts
6,890
more
friends
share
• Results
in
895,70
0
posts
44,785
more
friends
share
• Results
in
5,822,05
0 posts

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Basic Facebook Navigation
Personal Profile
o You can friend others
o You can “Like” a page
o Cannot use profile for
business
o Post messages that
will be read by your
“friends”
o Create events
o Share content, photos
and video
o Send private email
Business Page
o Visible to unregistered
users
o Can be indexed for SEO
value
o Reputation management
value
o Allows for “vanity”
URL
o Can create events
o Can tailor to specific
needs
o Over 500,000 Facebook
and 3rd party applications
o Can promote with
social ads
o Offers Visitor statistics
o Allows multiple
administrators not
attached to a profile
o Discussions
 Personal profiles are for people
 Business pages are for celebrity, band, business or organization
 Groups are sponsored by an individual for specific topics
Group
o Must have a
personal profile
o Invitations can be open
to the public or closed
o Allows you to send
bulk invite to friends
o Opportunity for
message to go viral
o Does not support
applications
o Can create related
event and invitation
o Cannot promote
with social ads
o No visitor statistics
available (at this
time)
o Discussions

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Facebook Evolution
Facebook is constantly changing

18. Marketing Overview

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Facebook Big Picture Strategy
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
 Build
o Page
o Groups
o Place (for
physical
locations)
 Engage
o Like
o Share
o Comment
o Apps
 Amplify
o News Feed
o Ads
o Contests
o Sponsored
Stories
Build
Engage
Amplify

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Five Guiding Principles
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Build a strategy that is social by design
Create an authentic brand voice
Make it interactive
Nurture your relationships
Keep learning

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Generate Awareness Through
Pages
 Ad campaign to drive traffic
and Likes
 Integrate page Like into our
website, blog, mobile
campaigns
 Post content with CTAs for
engagement
 Run sponsored stories to
promote people’s comments
 Leverage Facebook’s reach
options
 Clorox, M&Ms
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

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Drive Preference and
Differentiation
 Understand current
perception of your brand
 Define gap between current
& desired brand perception
 Launch integrated campaign
to drive
preference/differentiation
 Integrate Facebook using
Open API into all online
campaigns
 Monitor customer’s evolving
perception to track success
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

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Increase Traffic & Sales
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
 Define business goals
 Run creative campaign
through Ads &
Sponsored Stories
 Create a social
experience at point of
purchase, e.g., Share,
Comment
 Integrate with off-line
point of purchase e.g.,
Deals, Check-In

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Build Loyalty & Deepen
Relationships
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
 Promote your Facebook
presence in all your
marketing
communications
 Develop a personality
and voice
 Be responsive,
engaging and available
 Show appreciation.
o E.g., Deals, Unique
experiences, thank them
for loyalty

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Amplify Recommendation &
Word of Mouth
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
 Encourage people to Like
your page
 Create appealing content,
use video
 Post early morning and
mid/late evening
 Integrate Like (Open API)
into all online properties
 Use Ads and Sponsored
stories to spread the word
 Analyze via Insights

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Gain Insights
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
 Use campaign reports
 Study demographic
breakdown of page
interaction
 Observe interaction and
engagement from your
community

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Creating a Business Page
http://www.facebook.com/pages/create.php

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Facebook Page Tips
 Add identity to your
post to increase
engagement.
 Network in unrelated
businesses.
 Photostrip: custom 970
by 680 pixels with CTA
 Reset the order so
Welcome to the bottom.
 Ads can go to fan page
tabs.

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Facebook Page Tips Contd.
 Send updates as a message
so they appear as unread
updates.
 Most fans don’t return to
your fan page.
 Post before noon
 Post 1 to 2 times per day
 Ask a question
 Keep it relevant
 Use OPC (other people’s
content)

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Facebook Comments
http://developers.facebook.com/blog/post/472
 Uses Open Graph API
 Integrate comments on
Facebook & your
website/blog
 Displayed by relevance
 Posted to your profile
 Available in Facebook
or on website
 Admin moderation
capable

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Use Facebook as Page
http://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/
 Admins can “Use
Facebook as Page”
 Like other pages
 Can’t friend people
 Engage with other
pages
 See Liked pages
content in news feed
 Get email notices when
fans post/engage

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Edit Your Business Page
 Edit page
o Settings
o Wall Settings
o Mobile
o Applications
o Photos
o Discussion Boards
o Links
o Video
o Notes
o Events

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Writing Notes in Facebook Pages
 Similar to permission
email marketing.
 Send to all fans of
pages
 Different than sending
a message to friends
from your profile

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Make Unique Offers on Your
Page

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Posting On Facebook Wall
 Same as posting to
personal profile
 Shows up in news
feed of fans

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Places
Who. What. When. And Now Where

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Facebook Places
LBS – Location Based Services
 Similar to FourSquare and Gowalla
 Requires:
o a Smart Phone
o Facebook touch mobile site is only visible on mobile
browsers that supports HTML 5 and geolocation
 Setup: http://touch.facebook.com
 Click “Places tab at
www.touch.facebook.com
 You can add places, check into places that
already exist and tag friends

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What “Facebook Places” Can Do
for Experiential Marketing
 Mobile App that allows people to connect “on
the go”
 B2C opportunity to deliver customer service
value that maximizes loyalty

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Facebook Deals
 Instructions to create deals:
http://www.facebook.com/deals/business/
 Used with Places
 Four types of deals
available:
 Individual
 Friend (a group of
friends must
respond)
 Loyalty (based on
recurring behavior)
 Charity (redeem a
donation to a
charity)

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Facebook Deals
 Instructions to create deals:
http://www.facebook.com/deals/business/

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 Application Directory listed by:
o Utilities
o Education
o Entertainment
o Friends & Family
o Business
o Games
o Sports
o Lifestyle
o Just for Fun
o On Facebook
o External Websites
o Desktop
o Mobile
o Pages
o Prototype
 Business Page
o Bottom of Edit page
Facebook Applications
http://www.facebook.com/apps/directory.php

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 You must have a profile to create vanity URL for a
business page
 Minimum of 25 “Likes” for business page URL
 Select a name with relevant keywords for search value
Creating a Vanity URL
 http://www.facebook.com/username

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On Home Page - select:
o Groups
o Create a Group
A Group must have a sponsor
(profile, business page or
groups) attached to it
o Invite friends to join
o Posting a link to join a
group in a message, on a
wall or in a discussion
board is construed as
“spam”
o Make members “admin” so
that they can invite his/her
friends to join the group
Creating a Group
http://www.facebook.com/apps/application.php?id=2361831622&b

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Help Center
http://www.facebook.com/help/?page=903#!/help/?ref=pf
 Located at bottom of page

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Top News vs. Most Recent

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Facebook Is a Behavioral Based Search Engine
Entertainment and Communication System…
Notification of interactions
between you and your
networks

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EdgeRank Drives News Feed
Content
http://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04
1. Affinity score between
the viewing user and
the item’s creator
2. A weight given to each
type of Edge. A
comment probably has
more importance than
a Like, for example.
3. Time. The older an
Edge is, the less
important it becomes.

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 Convergence
o Like gMail but integrated
across your social graph
 Lighter and Simpler eMail
 SMS
o Seamless messaging that will
hook into email but is not
eMail
o Conversation History –
Threading
o Social Inbox
 Will rollout by invite
http://facebookemail.org/
http://www.skeptical-
science.com/science/facebook-
event-live-update/
http://nadheeraudawatthe.blogspot.c
om/
http://tech
http://www.readwriteweb.com/crunc
h.com/2010/11/13/youve-got-
fmail/
Project Titan…fMail

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 Similar to permission
email marketing
 Use selectively, e.g.,
lists, sub groups of
friends
 Good way to send
links, videos, photos
 Limited to 20 at a time
 Select messages and
click on “new
message” in upper
right-hand corner
Sending Messages in Facebook

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 Go to friends
 Click Create a List
 Create List Name
 Select or type in name
 Create List
Create Lists to Manage Your
Friends

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 Use lists to group
your friends
o Common interests
o Segmentation
o Separate business
and personal
o Specific groups
 Send messages to
groups in list
Manage Lists

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Tagging Friends or Pages in Facebook
 Use the “@” before a name to tag

53. Build Your Brand on
Facebook

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 Facebook is about
communication,
relationships and
engagement that will
ultimately achieve your
goal…
 Facebook is not about
shouting your message
Guiding Principle…

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Facebook Branding Strategy…
 Build an active wall
o Encourage people to Like your page
o Monitor and participate in the comments on your Wall
 Re-purpose content
o Post useful, interesting content from various sources,
regularly
 Encourage Experiential Marketing
o Use Landing or welcome tabs
o Product specific interaction
o Deliver a unique experience!
o Experiment

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Facebook Branding Strategy…
 Use Calls to Action
o Well designed, clear calls to action
o Market Facebook outside Facebook
 Use photos
o If possible, use pictures to show how customers use
your product
o Show customer satisfaction and engagement
o Post pictures of your team at work
 Use video
o Post recording of team member “experts”
o Show your product in action
 Integrate off-line marketing
o Other media ads and content

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Ingredients to Facebook Page
Success
 Fan
Engagement
o Create an
Experience
o Offers
o Subscribe
 Exclusive
Promotions
o Only available
on Facebook
 Post
Relevant
Content
o Daily

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B2B vs B2C – Facebook can be a
powerful branding tool for both

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Events
 Events targeted to
people
 Events listed by
o Your invites
o Your friends invites
o Difficult to find events
in search with specific
name
 Successful events
take marketing
effort

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Creating an Event
http://www.facebook.com/help/?page=828
 On Home Page - select
o Events
o Create an Event
 Customizing your
event under Wall you
can add:
o Photos
o Videos
o Links
 Remember
o Successful events take
marketing effort

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Engaging image
Captivating tag line
Informative
Invite friends to
attend
Share it on your wall
Attached to profile or
business page
Events

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Events
 Share it on your wall

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Promoting Your Business Page
http://www.facebook.com/help/?faq=12822
 Allow business page
to go through your
Facebook news feed.
 Your Profile News
Feed allows your
business page to
display to all your
friends.
 It’s crucial to
spreading your
message to the most
people on Facebook.
 Help
Screenshot fnc post
+ bernie news feed

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Target your Posts
 Don’t share all posts
with “everyone” if
not applicable
 Target by:
o Country
o State
o City
o Language

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 Be social…”Like” other Business
pages of interest to you
 Upload relevant content and leave
comments on other people’s
business page
o Not the place for a sales pitch…do
not be spammy
 Affiliate with other brands,
businesses, and public figures
 By becoming a fan (Like) of
another page, your page will
publically support that page
 Help
Promoting Your Business Page

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Promoting Your Business Page
 Post a variety of content to draw a variety of
users
 Respond to comments
 Experiment with targeting
 Post content regularly
 Post outside of work hours
 Use an image in the post of a blog article on the
wall.
 Encourage likes and shares (widgets)
 Make exclusive offers

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Promoting Your Business Page
http://www.facebook.com/help/?faq=13080
 Integrate a landing page in Facebook, eg.,
MailChimp
 Post video links directly to Facebook so it will play
inside Facebook.
 Include a link to your website in the description.
 Share images. Use Flickr for better analytics. For
more interaction post images directly to Facebook.
 Status updates: Keep it simple.
 Encourage user generated content. E.g., Gemvara,
All Things Jeep page.

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Promoted Stories
 Self service advertising.
 Set up with same filters as Facebook advertising.
 Adds more exposure to your content.
 You pay when someone clicks through to your
content.

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DO Create Facebook Badge To
Promote Your Page(s)
 Facebook Badges
 Use 3rd party Facebook buttons
 Do: hyperlink the badge to your Facebook Page
or landing page
 Do: hyperlink the name of your business within
your promotional copy to your Facebook Page.
o For example, Company X on Facebook
Page Badge Profile Badge
Like Badges Photo Badge

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DON’T Create Facebook Badge To
Promote Your Page(s)
 Don’t: hyperlink the “Find us on Facebook”
badge to the Facebook log-in page.
 Don’t: hyperlink the word “Facebook” within
your promotional copy to your Facebook Page.
For example, Company X on Facebook

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Display Your Facebook Page on
Your Blog

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Using Your Profile to Promote Your Business
Page
 In order to be visible to search engines, your
business page privacy setting must be public.
 Occasionally “suggest to friends” to become a fan of
your business page
 Email the vanity URL of your business page to people
in your address book
 Display your business page badge on your blog
 Include your Facebook page in email auto-signature
 Display Facebook badge on your website & blog.
 Invite people to leave comments on your business
page.

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DO
 Post daily
 Consider your friends’
interests
 Share other’s content
 Invite engagement
 Offer a unique
experience
 Be Human
 Measure, review, revise
DON’T
 Don’t over-post
 Don’t auto-post
 Don’t spam
 Don’t be “me” centric
 Don’t fly blind
 Don’t think short term
 Don’t be robotic
Facebook Page Promoting Do’s &
Don’ts

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Like-Gating
 Technique used to
require Like to engage
with page
 Not conducive to long
term engagement
 Most effective for
coupons and offers

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Facebook Marketing: Apps & Plug-Ins
 Mixture of free and
fee based apps
 Cross-pollinate
social media and
traditional media
venues
 Use email,
newsletters, direct
mail and media to
point to social
networks
Facebook developers -
Facebook Platform
Showcase

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Pages Compared to Groups
Pages Groups
Indexable in search engines 
Vanity URL available 
Promote with Facebook advertising 
Facebook and 3rd party app support 
Statistics available. 
Send invitations to friends to join  
Supports comments, photos, discussions,
video content.  

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Facebook Groups
 Create a private group
 Great for collaboration with an intimate group
of people

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Facebook Groups
 Create docs inside Group for sharing
 Invite friends to join the Group

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Contests & Competitions
http://www.facebook.com/promotions_guidelines.php
 Must follow Facebook
rules
 Page Likes can not be
used as entry into a
contest
 Define goals of the
promotion
 Define conversions

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Contests & Competitions
 Use 3rdparty apps (strong
compliance with FB
guidelines)
o http://appbistro.com/
o http://www.easypromosapp.
com/
o http://offerpop.com/
 Develop a custom app for
full customization
 Contract a FB developer:
http://developers.facebook.
com/preferreddevelopers/

81. Facebook Advertising

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Facebook Ads and How They
Work
 Costs less than other forms of Internet
ads
 Targeted to user behavior
 Work differently than banner or click
through ads
 Successful Facebook advertising
requires
 Average click through rate???
Targeting Creativity
Experimentation Monitoring

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Before You Begin
 Have a clear idea of what you want your ad to
accomplish
o Create more visibility or traffic to your Facebook
presence
o Test the effectiveness of a change
o Use Facebook audience to drive more traffic to your
website
 Establish a baseline
o Know how many fans/friends you have before beginning
a campaign
o Download Facebook insight data before launch

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Before You Begin
 Link – Where do you
want your visitor to go
 What is your ad
message?
 Have a photo or image
 Facebook Ad Guidelines

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10 Tips for Facebook Ad
Marketing*
1. Facebook is NOT direct
sales…it is a marketing
cycle
2. Create focused ads
targeted at niche groups
3. Friend users before you try
to sell to them
4. Understand your market
5. Set ad budget with goal in
mind
Nick O’Neill
Bus Insider SAI
Nick O’Neill
Bus Insider SAI

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10 Tips for Facebook Ad
Marketing
6. Measure – review – refine
7. Test landing pages VS Facebook pages
8. Split test ads by demographic
9. Develop well designed creative ad copy
10. Don’t over target

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1. Design your ad
2. Target your audience with
demographic
and geographical filters
3. Name your campaign
o Which is better? Decide and
experiment
 Per impression
 Per click
o Select your pricing
4. Review your ad
Create Your Ad
http://www.facebook.com/advertising/

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New: Select Landing Page Tab
 Select any tab as the landing page
 Previously limited to default landing page tab

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Facebook Ad Board

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CM Photographics Facebook
reached the right people at the right time
 Generated $40,000
of revenue from a
$600 ad campaign

91. marketingpower.com
91
StorQuest on Facebook
used real-time suggested bids
Over 50% increase
in same store total
rentals versus
prior year.
o 10% conversion rate
from visits
originating from
Facebook Ads.
o $1.25 CPC delivered
$10.25 cost-per-lead.
o $100 average
rentals; $600
average life time
value per customer.

92. marketingpower.com
92
Nippon on Facebook
combining marketing solutions
 Facebook
generated 25%
CTR compared to
CTR of 10–12%
other online
campaigns

93. marketingpower.com
9393
Additional Facebook Advertising
Case Studies
 ShopLocal
 Wildchild
 Treader
 ROTHBURY
 WiseChoice
 Wedding Paper Divas
 Povo.com

94. Section Six
Measuring Facebook
ROI

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Tracking Fan Page Engagement

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What Facebook Ad Metrics Can Tell
You
 Market research
 Investment
 Comparison
 Targeting
 Competitive

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Export Data to Create Client Specific
Reports and Graphs

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 Ad Name
o Your descriptive for ad
 Status
o Complete – active -
paused
 Bid
o Acceptable max
 Type
o Pay for impressions
o Pay for clicks
 CTR(%)
o Click through rate
 Average CPC
o Effective price of every
click
 Average CPM
o Effective cost per 1,000
impressions (even on cost
per click campaigns)
 Total Spent
Facebook Ad Metrics Will
Provide

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Use Report Feature to Download and
Manage Data

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Reports by Campaign

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Use Metrics to Refine Your Ads
 Create multiple ads of similar themes
 Organize them into campaigns
 Run for 1-2 week period while monitoring stats
 Analyze statistics
 Retire underperforming ads and run A/B testing
on better ones
 Repeat – repeat – repeat
 Adjust demographics

102. marketingpower.com
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Using Facebook Insights
http://www.facebook.com/business/insights/?pages&i=9930176882
http://www.facebook.com/help/?page=914
2. Fans who interact
with…
o Interactions
o Interactions per post
o Post quality
o Posts
o Discussion posts
o Reviews
o Mentions
1. Interactions this week
o Likes
o Comments
o Wall posts
o Post quality
3. All fans over time
o Total fans/
unsubscribed fans
o New / removed fans
o Top countries
o Demographics
o Page views
o Unsubscribes /
Resubscribes
o Media consumption
55.0
8

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Insights Feature
http://www.facebook.com/insights/
 Facebook offers insight into your website
“Like” activity

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104104
Insights Feature
http://www.facebook.com/insights/
 Facebook offers insight into your website “Like” and share
activity

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105105
Using Facebook Insights Dashboard

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 Facebook Insights
o Now offers metrics on
Facebook and your domain
o Gives great information on
your
connectivity within facebook
…
 Google Analytics
o Provides Facebook as a
traffic source
but not specifics within
Facebook
Why You Need Google Analytics

107. marketingpower.com
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Fee Based Social Media Tracking
Software Options
 Unilyzer.com
o Provides
relationship
metrics
 Kontagent
o Beta
 Omniture
o Press release
5/28

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Facebook Promotional Policies
 Read Facebook’s promotional guidelines carefully
 Do not ever call Facebook your partner
 Understand Local Rules - contests, giveaways and
sweepstakes based on chance are illegal in some
countries
o Belgium, Norway, Sweden, or India
 Heed Facebook’s formatting requirements
o You can only administer a promotion through an application on
Facebook
 Do not require a Facebook action
o You may become a fan but any action such as post a photo,
update a status or comment is not allowed.
o You can allow new fans to access 3rd party app’s but you
cannot notify winners via Facebook
 Brand Permission Center
 Advertising and Guidelines

109. In the Trenches
Using
Facebook to
Build
Relationship
and Brand
Awareness

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Promoting Your Business Page
 Create a landing
page
 Customize tabs
 Offer a unique
experience
Landing
Page

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Taco Bell Damage Control
Transparency
Transparency

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Kenneth Cole PR Damage Control
 Transparency
 Acknowledge
mistakes now
controls damage
later
Achknowledgement

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113
Using Facebook for a Cause
 A man with a
pest control
business and a
pink bra

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Help Save the Gulf Coast from the Oil
Leak
 Clear objective
 Searchable title
 Both business
page & group
Cause
Cause

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115
Intel’s Vote for a Cause
 Great CTA and
engagement
 CTA unique to
Facebook
Cause

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116
Skip1
Cause
 Landing page
 Social links
 Website links
CTA

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Big Toy Team
 Energize a
community
 Create Public Event
and share
But make it
exciting and
unique

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118
Arthritis Foundation on
Facebook
 Custom Content
 Lots of content

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119
Have You Noticed? Pages Are Now
Mini Websites…
 iFrames now
add more
flexibility
o Create unique
landing pages
for facebook
 Use 3rd party
software
 Hire a
Facebook
developer

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Facebook’s New iFrame Platform
for Customizing Tabs
 Before
o Custom pages were
created using
Facebook’s version
of html (FBML)
 Now
o iFrames are
“windows” that
allow you to view
content created
somewhere i.e.
website
 Resources
o http://socialmouths.com/blog/201
1/03/16/how-to-build-a-facebook-
landing-page-with-iframes/
o http://iframes.wildfireapp.com/
*CounterIntuity

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What Is Your Objective?
website
Conversation

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Create Landing Pages
 http://www.businesswire.
com/news/home/201011
03006752/en/Macy%E2
%80%99s-Offer-
Discounts-
Facebook%C2%AE-Deals
 http://www.macys.com/c
atalog/syndicated/remote
/remotesyndication.ognc?
Brand=PRESSRELEASE
• Unique Content
• Reasons to
engage
• Easy to share

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Create Custom Tabs

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Give Visitors Reasons to Fan Your
Page

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125125
Have a Clear Call-to-Action

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126126
SuperBowl Facebook Marketing

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127127
Facebook Engagement

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128128
Facebook Photos (B2B)
Folder for Wall
Photos

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Facebook Technical Marketing (B2B)

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Create a Reason…
For Fans Only Content
*Social Media Examiner
Levi’s “Instant access
to exclusive content.”1-800 Flowers offers
special discount off
next order.
Teesey Tees adds
mystery
DIGISTORE gives
special offers

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Create a “Visible to Connection”
Landing Page
http://www.facebook.com/teeseytees?ref
=ts#!/teeseytees?v=app_7146470109

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Bob Evans Keeps Them Coming
Back
 http://www.facebook.co
m/teeseytees?ref=ts#!/b
obevans?v=app_1357111
23139793
 http://www.examiner.co
m/social-media-in-
national/bob-evans-free-
breakfast-coupons-on-
facebook
 Drive visitors to your
website
 Offer relevant content
 Personalize your
business
 Offer something
special

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Coupon Services Can Help
http://www.smartsource.com/sma
rtsource/index.jsp?Link=5S2ZUA6P
WPEPO
 http://server.iad.liveperson.net/
hc/s-
44296948/cmd/kbresource/kb-
5027232894339796420/front_pa
ge!PAGETYPE
 http://www.newsamerica.com/o
urproducts/consumersonline/def
ault.aspx

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eCommerce - Applications

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Threadless Keeps It Fresh
http://www.facebook.com/threadless#!/threadless?v=wall
http://www.threadless.com/
 http://www.internetretailer.com
/2010/11/18/threadless-leans-
facebook-more-customer-service-
tasks
 http://www.internetretailer.com
/2009/10/29/display-ads-on-
facebook-show-positive-roi-for-
threadless-com
 http://www.insidefacebook.com/
2009/07/14/threadlesss-
facebook-page-makes-shopping-
more-social/
 Keep it fresh and
interesting
 Use display ads
 Improve
customer service

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Amazon
http://www.facebook.com/home.php?#!/Amazon
http://www.facebook.com/Amazon?ref=ts&v=app_172341942779663
http://www.amazon.com/
 http://www.wdfm.com/p
ublish/facebook/
 http://techcrunch.com/20
10/07/27/amazon-now-
taps-into-facebook-for-
social-product-
recommendations/
 http://news.cnet.com/83
01-1023_3-20011934-
93.html
 Facebook
Connection leads
to custom
detailed
shopping list
based on real-
time behavior

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137
California State Parks
Foundation
http://www.facebook.com/calparks?ref=ts
http://www.calparks.org
 Used Facebook to
sound alarm on
funding threat
 Facebook sends
visitors directly to
website

138. marketingpower.com
138
Cisco
http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&re
f=ts http://www.cisco.com
Create
pages for
niche
audience
needs
o Online support
o Career certification
o Security
o Geographic locations

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139
Keep the Branding Alive
Microsoft
 Strong call-to-
action
 Good integration
of other
Microsoft pages

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 Humanize your page
 Think of Facebook as another
destination
 Think beyond marketing department
oThink community
oThink engagement
 Offer opt-in using FBML static page
 Be a valuable source of information
 Offer unique CTAs on Facebook not
avail on your website
 Offer Customer Support
7 Tips for B2B Marketing

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Avaya
http://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall
http://www.avaya.com/usa/
 Be unique
 Location
awareness
 Convergence

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HubSpot
http://www.hubspot.com
http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389
 http://www.colin
alsheimer.com/hu
bspot-inbound-
marketing-case-
study
 Simple, inviting
call to action

143. marketingpower.com
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Get Satisfaction
http://www.facebook.com/getsatisfaction
http://getsatisfaction.com
 http://getsatisfaction.com
/partners/facebook
 http://techcrunch.com/20
10/03/10/get-
satisfaction-turns-to-
facebook-to-socialize-
customer-support/
 http://mashable.com/201
0/03/10/social-
engagement-hub/
 Exceptional
customer
service is good
branding

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Dell
http://www.facebook.com/dell
http://www.facebook.com/delldeals
http://www.facebook.com/dellsocialmedia
Find more Dell Facebook pages, visit: http://www.dell.com/facebook
 Target niche
audiences

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Brand So Your Audience Can Find
You
http://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.03725964409583504
http://www.facebook.com/VW#!/VWJetta?v=info
Volkswagon
o Product
Should
o Cross-pollinate
o Geo-target
Pages are
disconnected

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Ford
http://www.facebook.com/ford
http://www.facebook.com/fordmustang
 Unveil new
products
 Engage Fans

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Audi
http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app
_17037175766
http://www.audiusa.com
 Top 25 Brands on
Facebook
 Make it easy for
your audience to
find you

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Sarasota Memorial Hospital
http://www.facebook.com/SarasotaMemorialHospital
http://www.smh.com
Build community for
your services

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Sarasota Memorial Hospital
http://www.facebook.com/SarasotaMemorialHospital
http://www.smh.com

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Harvard
http://www.facebook.com/Harvard?ref=ts&v=app_6009294086
http://harvard.edu/
Educate
Entertain
Enlighten
= Engagement

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360i
http://www.facebook.com/360iagency
http://www.360i.com
 Become an
industry resource

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US Army
http://www.army.mil/
http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts
Speak your
audience’s
language
o Marines
o Navy
o Air Force

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Facebook Is Just One Part of
Your Social Strategy

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Steelmaster
http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086
http://www.steelmasterusa.com
 Showcase product

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BigCommerce
http://www.facebook.com/BigCommerce
http://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=wall
http://www.bigcommerce.com/
 Engage
Community

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Quaker Oats
http://www.facebook.com/Quaker
http://www.quakeroats.com
 Connect
 Use landing pages

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Buffalo Wild Wings
http://www.facebook.com/BuffaloWildWings
http://www.buffalowildwings.com/
 Engage
 Engage
 Engage
3 million plus fans

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Blue Sky Factory
http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory
http://www.blueskyfactory.com
 Address your
audience’s pain
points

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US Congress on Facebook
 Informational
Channel

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Pages and Places in Facebook
Search
 Whole Foods
Market on
Facebook

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161
Old Spice
http://www.oldspice.com
http://twitter.com/oldspicehttp://www.facebook.com/OldSpice
 Target Branding

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Big Green Egg
http://www.facebook.com/BigGreenEgg
http://www.biggreenegg.com
 Cross-
pollinate with
Vendors
 Used
Facebook to
launch
cookbook

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GrillMate
 Run contest to
promote brand

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Launch New Business on
Facebook, Twitter, Blog
 Coupon
promotions
 Cross promote
 Launched Jan
2011
 Grown to over
14,000 Likes
 Uses Groups for
collaboration

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BIG or small…think of creative ways
to enhance the user experience on
Facebook
 Use your marketing creativity
 Research applications
 If necessary, hire Facebook
design/programming experts
to develop custom tabs/apps
 Give people a unique
experience on Facebook

166. marketingpower.com
166166Just a Reminder
Getting Help on Facebook
(bottom right corner)

167. marketingpower.com
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Connect With Bernie Borges….
Websites:
http://www.findandconvert.com
http://www.bernieborges.com
Blogs:
http://www.findandconvert.com/blog
http://www.bernieborges.com/blog
Twitter: http://twitter.com/berniebay
LinkedIn:
http://www.linkedin.com/in/bernieborges
Facebook:
http://www.facebook.com/bernie.borges
Facebook Fan Pages:
http://www.facebook.com/findandconvert
http://www.facebook.com/CareerCentral.
BernieBorges
Marketing 2.0
Bridging the
Gap between
Seller and
Buyer through
Social Media
Marketing