2. marketingpower.com
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Goals
īĄ Learn how to use Facebook in productive and
measurable ways in business.
īĄ Learn strategies and tactics to build your
audience.
īĄ Understand the ârules of engagement.â
īĄ Understand Facebookâs marketing potential.
īĄ Minimize mistakes.
īĄ Maximize positive results
3. marketingpower.com
33
ExpectationsâĻ
īĄ Develop a content strategy that drives sales
and/or customer service
īĄ Learn the various Facebook channels e.g.
advertising, personal profiles, groups, business
pages, events, causesâĻ
īĄ Build your company brand and build a
community
īĄ Select and implement applications that fit your
Facebook marketing plan
4. marketingpower.com
44
ExpectationsâĻ
īĄ Understand the ârules of engagementâ and
community building best practices
īĄ Experiential marketing that creates âbuzzâ
īĄ How to use Facebook advertising and why you
should
īĄ Measure â review â refine:
o Facebook analytics
5. marketingpower.com
55
Skills to Acquire
īĄ The 2 pillars of social media
o Content-content-content
o Building relationships
īĄ The habit of using Facebook
daily.
īĄ How to engage with people
and brands.
īĄ How to build your personal
and company brand.
īĄ How to measure results
from Facebook marketing.
6. marketingpower.com
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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
8. marketingpower.com
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What Is All the Fuss About Facebook?
īĄ Facebook has become the largest people,
content and brand connectivity tool on the web.
īĄ Facebook is about
o Connectivity
o Sharing
o Building
Relationships
o Expanding Brand
īĄ Your results can
o Drive traffic
o Increase leads
o Generate
revenue
10. marketingpower.com
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Facebookâs Open Graph API
īĄ 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
īĄ 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
11. 1111
marketingpower.com
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
12. marketingpower.com
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If Monetizing Facebook Is Your
ObjectiveâĻ
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 togetherâĻ
14. 1414
marketingpower.com
How Your Post and Content TravelsâĻ
One of those 560 then want
to âshareâ with their 116
friends
1. Write comment and paste
link
2. Click attach
3. Click Share to everyone
Business Page Friendâs Profile Page
Posts to the News Feed of
680 people that âLikeâ Find
and Convert
Posts to Find and Convertâs
Business page with 680 people
that âLikeâ the business page
A comment is made and your
post is then shared again,
posting to 142 more news
feedsâĻand so on
Your post now shows in 116
more news feeds
15. 1515
marketingpower.com
Just ImagineâĻIf 5% of friends shared a
post with 130 friends each timeâĻ
Post
with
500
Likes
25
friends
share
âĸ Result
s in
3,250
posts
163
more
friends
share
âĸ Results
in
21,190
posts
1,060
more
friends
share
âĸ Results
in
137,80
0 posts
6,890
more
friends
share
âĸ Results
in
895,70
0
posts
44,785
more
friends
share
âĸ Results
in
5,822,05
0 posts
16. marketingpower.com
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Basic Facebook Navigation
Personal Profile
o You can friend others
o You can âLikeâ a page
o Cannot use profile for
business
o Post messages that
will be read by your
âfriendsâ
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 âvanityâ
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
ī§ Personal profiles are for people
ī§ Business pages are for celebrity, band, business or organization
ī§ 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
19. marketingpower.com
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Facebook Big Picture Strategy
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
īĄ Build
o Page
o Groups
o Place (for
physical
locations)
īĄ Engage
o Like
o Share
o Comment
o Apps
īĄ Amplify
o News Feed
o Ads
o Contests
o Sponsored
Stories
Build
Engage
Amplify
21. marketingpower.com
21
Generate Awareness Through
Pages
īĄ Ad campaign to drive traffic
and Likes
īĄ Integrate page Like into our
website, blog, mobile
campaigns
īĄ Post content with CTAs for
engagement
īĄ Run sponsored stories to
promote peopleâs comments
īĄ Leverage Facebookâs reach
options
īĄ Clorox, M&Ms
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
22. marketingpower.com
22
Drive Preference and
Differentiation
īĄ Understand current
perception of your brand
īĄ Define gap between current
& desired brand perception
īĄ Launch integrated campaign
to drive
preference/differentiation
īĄ Integrate Facebook using
Open API into all online
campaigns
īĄ Monitor customerâs evolving
perception to track success
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
23. marketingpower.com
23
Increase Traffic & Sales
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
īĄ Define business goals
īĄ Run creative campaign
through Ads &
Sponsored Stories
īĄ Create a social
experience at point of
purchase, e.g., Share,
Comment
īĄ Integrate with off-line
point of purchase e.g.,
Deals, Check-In
24. marketingpower.com
24
Build Loyalty & Deepen
Relationships
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
īĄ Promote your Facebook
presence in all your
marketing
communications
īĄ Develop a personality
and voice
īĄ Be responsive,
engaging and available
īĄ Show appreciation.
o E.g., Deals, Unique
experiences, thank them
for loyalty
25. marketingpower.com
25
Amplify Recommendation &
Word of Mouth
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
īĄ Encourage people to Like
your page
īĄ Create appealing content,
use video
īĄ Post early morning and
mid/late evening
īĄ Integrate Like (Open API)
into all online properties
īĄ Use Ads and Sponsored
stories to spread the word
īĄ Analyze via Insights
28. marketingpower.com
28
Facebook Page Tips
īĄ Add identity to your
post to increase
engagement.
īĄ Network in unrelated
businesses.
īĄ Photostrip: custom 970
by 680 pixels with CTA
īĄ Reset the order so
Welcome to the bottom.
īĄ Ads can go to fan page
tabs.
29. marketingpower.com
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Facebook Page Tips Contd.
īĄ Send updates as a message
so they appear as unread
updates.
īĄ Most fans donât return to
your fan page.
īĄ Post before noon
īĄ Post 1 to 2 times per day
īĄ Ask a question
īĄ Keep it relevant
īĄ Use OPC (other peopleâs
content)
31. marketingpower.com
31
Use Facebook as Page
http://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/
īĄ Admins can âUse
Facebook as Pageâ
īĄ Like other pages
īĄ Canât friend people
īĄ Engage with other
pages
īĄ See Liked pages
content in news feed
īĄ Get email notices when
fans post/engage
32. marketingpower.com
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Edit Your Business Page
īĄ Edit page
o Settings
o Wall Settings
o Mobile
o Applications
o Photos
o Discussion Boards
o Links
o Video
o Notes
o Events
33. marketingpower.com
33
Writing Notes in Facebook Pages
ī§ Similar to permission
email marketing.
ī§ Send to all fans of
pages
ī§ Different than sending
a message to friends
from your profile
37. marketingpower.com
3737
Facebook Places
LBS â Location Based Services
īĄ Similar to FourSquare and Gowalla
īĄ Requires:
o a Smart Phone
o Facebook touch mobile site is only visible on mobile
browsers that supports HTML 5 and geolocation
īĄ Setup: http://touch.facebook.com
īĄ Click âPlaces tab at
www.touch.facebook.com
īĄ You can add places, check into places that
already exist and tag friends
38. marketingpower.com
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What âFacebook Placesâ Can Do
for Experiential Marketing
īĄ Mobile App that allows people to connect âon
the goâ
īĄ B2C opportunity to deliver customer service
value that maximizes loyalty
39. marketingpower.com
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Facebook Deals
ī§ Instructions to create deals:
http://www.facebook.com/deals/business/
īĄ Used with Places
īĄ Four types of deals
available:
īĄ Individual
īĄ Friend (a group of
friends must
respond)
īĄ Loyalty (based on
recurring behavior)
īĄ Charity (redeem a
donation to a
charity)
41. marketingpower.com
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īĄ 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
īĄ Business Page
o Bottom of Edit page
Facebook Applications
http://www.facebook.com/apps/directory.php
42. marketingpower.com
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īĄ You must have a profile to create vanity URL for a
business page
īĄ Minimum of 25 âLikesâ for business page URL
īĄ Select a name with relevant keywords for search value
Creating a Vanity URL
īĄ http://www.facebook.com/username
43. marketingpower.com
43
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
âspamâ
o Make members âadminâ 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
46. marketingpower.com
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Facebook Is a Behavioral Based Search Engine
Entertainment and Communication SystemâĻ
Notification of interactions
between you and your
networks
47. marketingpower.com
47
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 itemâs 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.
48. marketingpower.com
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īĄ Convergence
o Like gMail but integrated
across your social graph
īĄ Lighter and Simpler eMail
īĄ SMS
o Seamless messaging that will
hook into email but is not
eMail
o Conversation History â
Threading
o Social Inbox
īĄ 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 TitanâĻfMail
49. marketingpower.com
49
ī§ Similar to permission
email marketing
ī§ Use selectively, e.g.,
lists, sub groups of
friends
ī§ Good way to send
links, videos, photos
ī§ Limited to 20 at a time
ī§ Select messages and
click on ânew
messageâ in upper
right-hand corner
Sending Messages in Facebook
50. marketingpower.com
50
īĄ Go to friends
īĄ Click Create a List
īĄ Create List Name
īĄ Select or type in name
īĄ Create List
Create Lists to Manage Your
Friends
51. marketingpower.com
51
īĄ Use lists to group
your friends
o Common interests
o Segmentation
o Separate business
and personal
o Specific groups
īĄ Send messages to
groups in list
Manage Lists
54. marketingpower.com
54
īĄ Facebook is about
communication,
relationships and
engagement that will
ultimately achieve your
goalâĻ
īĄ Facebook is not about
shouting your message
Guiding PrincipleâĻ
55. marketingpower.com
5555
Facebook Branding StrategyâĻ
īĄ Build an active wall
o Encourage people to Like your page
o Monitor and participate in the comments on your Wall
īĄ Re-purpose content
o Post useful, interesting content from various sources,
regularly
īĄ Encourage Experiential Marketing
o Use Landing or welcome tabs
o Product specific interaction
o Deliver a unique experience!
o Experiment
56. marketingpower.com
5656
Facebook Branding StrategyâĻ
īĄ Use Calls to Action
o Well designed, clear calls to action
o Market Facebook outside Facebook
īĄ 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
īĄ Use video
o Post recording of team member âexpertsâ
o Show your product in action
īĄ Integrate off-line marketing
o Other media ads and content
57. marketingpower.com
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Ingredients to Facebook Page
Success
īĄ Fan
Engagement
o Create an
Experience
o Offers
o Subscribe
īĄ Exclusive
Promotions
o Only available
on Facebook
īĄ Post
Relevant
Content
o Daily
59. marketingpower.com
59
Events
īĄ Events targeted to
people
īĄ Events listed by
o Your invites
o Your friends invites
o Difficult to find events
in search with specific
name
īĄ Successful events
take marketing
effort
63. marketingpower.com
63
Promoting Your Business Page
http://www.facebook.com/help/?faq=12822
īĄ Allow business page
to go through your
Facebook news feed.
īĄ Your Profile News
Feed allows your
business page to
display to all your
friends.
īĄ Itâs crucial to
spreading your
message to the most
people on Facebook.
īĄ Help
Screenshot fnc post
+ bernie news feed
65. marketingpower.com
65
īĄ Be socialâĻâLikeâ other Business
pages of interest to you
īĄ Upload relevant content and leave
comments on other peopleâs
business page
o Not the place for a sales pitchâĻdo
not be spammy
īĄ Affiliate with other brands,
businesses, and public figures
īĄ By becoming a fan (Like) of
another page, your page will
publically support that page
īĄ Help
Promoting Your Business Page
66. marketingpower.com
6666
Promoting Your Business Page
īĄ Post a variety of content to draw a variety of
users
īĄ Respond to comments
īĄ Experiment with targeting
īĄ Post content regularly
īĄ Post outside of work hours
īĄ Use an image in the post of a blog article on the
wall.
īĄ Encourage likes and shares (widgets)
īĄ Make exclusive offers
67. marketingpower.com
6767
Promoting Your Business Page
http://www.facebook.com/help/?faq=13080
īĄ Integrate a landing page in Facebook, eg.,
MailChimp
īĄ Post video links directly to Facebook so it will play
inside Facebook.
īĄ Include a link to your website in the description.
īĄ Share images. Use Flickr for better analytics. For
more interaction post images directly to Facebook.
īĄ Status updates: Keep it simple.
īĄ Encourage user generated content. E.g., Gemvara,
All Things Jeep page.
68. marketingpower.com
6868
Promoted Stories
īĄ Self service advertising.
īĄ Set up with same filters as Facebook advertising.
īĄ Adds more exposure to your content.
īĄ You pay when someone clicks through to your
content.
69. marketingpower.com
6969
DO Create Facebook Badge To
Promote Your Page(s)
īĄ Facebook Badges
īĄ Use 3rd party Facebook buttons
īĄ Do: hyperlink the badge to your Facebook Page
or landing page
īĄ 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
70. marketingpower.com
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DONâT Create Facebook Badge To
Promote Your Page(s)
īĄ Donât: hyperlink the âFind us on Facebookâ
badge to the Facebook log-in page.
īĄ Donât: hyperlink the word âFacebookâ within
your promotional copy to your Facebook Page.
For example, Company X on Facebook
72. marketingpower.com
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Using Your Profile to Promote Your Business
Page
īĄ In order to be visible to search engines, your
business page privacy setting must be public.
īĄ Occasionally âsuggest to friendsâ to become a fan of
your business page
īĄ Email the vanity URL of your business page to people
in your address book
īĄ Display your business page badge on your blog
īĄ Include your Facebook page in email auto-signature
īĄ Display Facebook badge on your website & blog.
īĄ Invite people to leave comments on your business
page.
73. marketingpower.com
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DO
īĄ Post daily
īĄ Consider your friendsâ
interests
īĄ Share otherâs content
īĄ Invite engagement
īĄ Offer a unique
experience
īĄ Be Human
īĄ Measure, review, revise
DONâT
īĄ Donât over-post
īĄ Donât auto-post
īĄ Donât spam
īĄ Donât be âmeâ centric
īĄ Donât fly blind
īĄ Donât think short term
īĄ Donât be robotic
Facebook Page Promoting Doâs &
Donâts
75. marketingpower.com
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Facebook Marketing: Apps & Plug-Ins
īĄ Mixture of free and
fee based apps
īĄ Cross-pollinate
social media and
traditional media
venues
īĄ Use email,
newsletters, direct
mail and media to
point to social
networks
Facebook developers -
Facebook Platform
Showcase
76. marketingpower.com
7676
Pages Compared to Groups
Pages Groups
Indexable in search engines īŧ
Vanity URL available īŧ
Promote with Facebook advertising īŧ
Facebook and 3rd party app support īŧ
Statistics available. īŧ
Send invitations to friends to join īŧ īŧ
Supports comments, photos, discussions,
video content. īŧ īŧ
80. marketingpower.com
80
Contests & Competitions
īĄ Use 3rdparty apps (strong
compliance with FB
guidelines)
o http://appbistro.com/
o http://www.easypromosapp.
com/
o http://offerpop.com/
īĄ Develop a custom app for
full customization
īĄ Contract a FB developer:
http://developers.facebook.
com/preferreddevelopers/
82. marketingpower.com
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Facebook Ads and How They
Work
īĄ Costs less than other forms of Internet
ads
īĄ Targeted to user behavior
īĄ Work differently than banner or click
through ads
īĄ Successful Facebook advertising
requires
īĄ Average click through rate???
Targeting Creativity
Experimentation Monitoring
83. marketingpower.com
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Before You Begin
īĄ 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
īĄ Establish a baseline
o Know how many fans/friends you have before beginning
a campaign
o Download Facebook insight data before launch
84. marketingpower.com
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Before You Begin
īĄ Link â Where do you
want your visitor to go
īĄ What is your ad
message?
īĄ Have a photo or image
īĄ Facebook Ad Guidelines
85. marketingpower.com
85
10 Tips for Facebook Ad
Marketing*
1. Facebook is NOT direct
salesâĻit 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 OâNeill
Bus Insider SAI
Nick OâNeill
Bus Insider SAI
86. marketingpower.com
8686
10 Tips for Facebook Ad
Marketing
6. Measure â review â refine
7. Test landing pages VS Facebook pages
8. Split test ads by demographic
9. Develop well designed creative ad copy
10. Donât over target
87. marketingpower.com
8787
1. Design your ad
2. Target your audience with
demographic
and geographical filters
3. Name your campaign
o Which is better? Decide and
experiment
ī§ Per impression
ī§ Per click
o Select your pricing
4. Review your ad
Create Your Ad
http://www.facebook.com/advertising/
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.
98. marketingpower.com
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īĄ Ad Name
o Your descriptive for ad
īĄ Status
o Complete â active -
paused
īĄ Bid
o Acceptable max
īĄ Type
o Pay for impressions
o Pay for clicks
īĄ CTR(%)
o Click through rate
īĄ Average CPC
o Effective price of every
click
īĄ Average CPM
o Effective cost per 1,000
impressions (even on cost
per click campaigns)
īĄ Total Spent
Facebook Ad Metrics Will
Provide
101. marketingpower.com
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Use Metrics to Refine Your Ads
īĄ Create multiple ads of similar themes
īĄ Organize them into campaigns
īĄ Run for 1-2 week period while monitoring stats
īĄ Analyze statistics
īĄ Retire underperforming ads and run A/B testing
on better ones
īĄ Repeat â repeat â repeat
īĄ Adjust demographics
106. marketingpower.com
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īĄ Facebook Insights
o Now offers metrics on
Facebook and your domain
o Gives great information on
your
connectivity within facebook
âĻ
īĄ 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
īĄ Unilyzer.com
o Provides
relationship
metrics
īĄ Kontagent
o Beta
īĄ Omniture
o Press release
5/28
108. marketingpower.com
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Facebook Promotional Policies
īĄ Read Facebookâs promotional guidelines carefully
īĄ Do not ever call Facebook your partner
īĄ Understand Local Rules - contests, giveaways and
sweepstakes based on chance are illegal in some
countries
o Belgium, Norway, Sweden, or India
īĄ Heed Facebookâs formatting requirements
o You can only administer a promotion through an application on
Facebook
īĄ 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 appâs but you
cannot notify winners via Facebook
īĄ Brand Permission Center
īĄ Advertising and Guidelines
114. marketingpower.com
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Help Save the Gulf Coast from the Oil
Leak
īĄ Clear objective
īĄ Searchable title
īĄ Both business
page & group
Cause
Cause
119. marketingpower.com
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Have You Noticed? Pages Are Now
Mini WebsitesâĻ
īĄ iFrames now
add more
flexibility
o Create unique
landing pages
for facebook
īĄ Use 3rd party
software
īĄ Hire a
Facebook
developer
120. marketingpower.com
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Facebookâs New iFrame Platform
for Customizing Tabs
īĄ Before
o Custom pages were
created using
Facebookâs version
of html (FBML)
īĄ Now
o iFrames are
âwindowsâ that
allow you to view
content created
somewhere i.e.
website
īĄ 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
130. marketingpower.com
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Create a ReasonâĻ
For Fans Only Content
*Social Media Examiner
Leviâs âInstant access
to exclusive content.â1-800 Flowers offers
special discount off
next order.
Teesey Tees adds
mystery
DIGISTORE gives
special offers
132. marketingpower.com
132
Bob Evans Keeps Them Coming
Back
īĄ http://www.facebook.co
m/teeseytees?ref=ts#!/b
obevans?v=app_1357111
23139793
īĄ http://www.examiner.co
m/social-media-in-
national/bob-evans-free-
breakfast-coupons-on-
facebook
īĄ Drive visitors to your
website
īĄ Offer relevant content
īĄ Personalize your
business
īĄ Offer something
special
133. marketingpower.com
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Coupon Services Can Help
īĄhttp://www.smartsource.com/sma
rtsource/index.jsp?Link=5S2ZUA6P
WPEPO
īĄ http://server.iad.liveperson.net/
hc/s-
44296948/cmd/kbresource/kb-
5027232894339796420/front_pa
ge!PAGETYPE
īĄ http://www.newsamerica.com/o
urproducts/consumersonline/def
ault.aspx
140. marketingpower.com
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īĄ Humanize your page
īĄ Think of Facebook as another
destination
īĄ Think beyond marketing department
oThink community
oThink engagement
īĄ Offer opt-in using FBML static page
īĄ Be a valuable source of information
īĄ Offer unique CTAs on Facebook not
avail on your website
īĄ Offer Customer Support
7 Tips for B2B Marketing
145. marketingpower.com
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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
164. marketingpower.com
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Launch New Business on
Facebook, Twitter, Blog
īĄ Coupon
promotions
īĄ Cross promote
īĄ Launched Jan
2011
īĄ Grown to over
14,000 Likes
īĄ Uses Groups for
collaboration
165. marketingpower.com
165165
BIG or smallâĻthink of creative ways
to enhance the user experience on
Facebook
ī§ Use your marketing creativity
ī§ Research applications
ī§ If necessary, hire Facebook
design/programming experts
to develop custom tabs/apps
ī§ Give people a unique
experience on Facebook
167. marketingpower.com
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Connect With Bernie BorgesâĻ.
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
Editor's Notes
http://www.checkfacebook.com/
http://www.facebook.com/press/info.php?statistics
Personal Profile
http://www.facebook.com/bernie.borges
Business
http://www.facebook.com/findandconvert
Group
http://www.facebook.com/group.php?gid=234908467596&v=wall&ref=search#!/group.php?gid=383956791997&v=app_2373072738&ref=ts
Event http://www.facebook.com/search/?flt=1&q=chicago&o=4&sid=1081028954.3229641054..1&s=60#!/event.php?eid=112523825454549&ref=search&sid=1081028954.3229641054..1
Cause
http://www.facebook.com/search/?init=srp&sfxp&q=chicago&o=4&dt&c1=2&s=30#!/event.php?eid=105664296143097&ref=search&sid=1081028954.3229641054..1
Community Page
http://www.facebook.com/pages/History-Channel/101884379853735
Application
http://www.facebook.com/tos.php?api_key=65ad676f9767bf65efa1e24fd25c7c4b&next=http%3A%2F%2Fwww.fansection.com%2Ffb%2Fsports%2Fcollege_football%2Fchi%2F%3F_fb_fromhash%3D3e77bb246fab652f42b5556a84b7e776&display=page&v=1.0&canvas&locale=en_US
Facebook LBS may reignite the privacy uproar that has plagued the company in recent months.
With location-based functionality in place, Facebook would be able to make "public" not only what you write in your profile, but also where you were when you wrote it.
http://www.facebook.com/apps/directory.php - hard to find without search
Also lists by what apps friends are using and suggestions
http://www.facebook.com/apps/application.php?id=2411052087&ref=appd&v=wall#!/apps/directory.php?app_type=0&category=100&order=2&seeall=true
http://www.facebook.com/bernie.borges
http://www.facebook.com/apps/application.php?id=2361831622&b
âIf you were trying to promote your group by posting a link to join it in a message, on a wall, or in a discussion board, this can be construed as spam.
We suggest making your friends administrators of this group so that they can invite their friends using the Invite functionality built into the group. You can do this by clicking on "Edit Group Members" and then on "make admin" next to the usersâ names. Each admin can invite his/her own friends to the group.â
Facebook is not about shouting your message
Facebook is about communication, relationships and engagement that will ultimately achieve your goalâĻ
http://www.facebook.com/help/?page=904
http://www.facebook.com/help/?page=904
Link to pdf
http://www.facebook.com/help/?page=828
http://www.facebook.com/home.php?#!/event.php?eid=124532754224778
Note: Because Jonny is a promoterâĻhis personal profile privacy settings are set to everyone
http://www.facebook.com/home.php?#!/event.php?eid=124532754224778
Note: Because Jonny is a promoterâĻhis personal profile privacy settings are set to everyone
If you have a profile attached to your business address settings
http://www.facebook.com/help/?faq=12822
http://www.facebook.com/ads/manage/adgroup.php?adgroup_id=6002645500628&act=22529551
Ad manager
Click on Specific campaign, click again, adjust âDaily stats for the week of:â drop down
http://www.facebook.com/group.php?gid=121646667846792
http://www.facebook.com/group.php?gid=121646667846792#!/group.php?gid=121646667846792&v=app_2344061033
Site was designed to get volunteers for oil leak cleanup
Have both page and group
http://www.facebook.com/Skip1org
Landing page tied in beautifully to website
Great use of influence
Profile skippers of the month tab
Video / YouTube tab
Use sense of urgency â Skip Because â emphasize current project or need
http://www.facebook.com/VoteforaCause?v=app_2344061033&ref=ts#!/sara.lamrouex1?ref=ts
http://www.facebook.com/sara.lamrouex1?ref=ts#!/event.php?eid=125637667455877&ref=ts
A small community and group of kids decided to raise money for playground equipment and used Facebook to spread the word
Create public event on right side of homepage âwhat are you planningâ or go to events dashboard on left side
http://www.hyperarts.com/blog/facebook-fan-pages-content-for-fans-only-static-fbml/
More info
http://www.facebook.com/sara.lamrouex1?ref=ts#!/search/?q=fb%3Avisible-to-connection&init=quick&sid=0.4013958806173501
Do not know software for ecommerce
Not robust but free http://www.facebook.com/Vendorshop#!/Vendorshop?v=wall
Brand new
http://www.facebook.com/apps/application.php?id=251458316228
http://www.cisco.com/
http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts
http://www.facebook.com/Cisco?v=app_257169290416&ref=ts
They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr
http://www.cisco.com/
http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts
http://www.facebook.com/Cisco?v=app_257169290416&ref=ts
They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr
Donât let your Facebook page be a copy of your website
http://www.facebook.com/SarasotaMemorialHospital
http://www.smh.com
http://www.sarasotahomesforsalenow.com/sarasota-memorial-hospital/
http://www.findandconvert.com/blog/2010/sarasota-memorial-healthier-with-social-media-marketing/
Active Wall
Content & comments
Content
Discussion & Reviews but not seeded
Community, blog, findâĻ
Experiential
Outreach
Events
CTAs
More engagement
Photos
Yes
Video
Yes
Outside Marketing
Community support
On website
http://www.facebook.com/SarasotaMemorialHospital
http://www.smh.com
Active Wall
Content & comments
Content
Discussion & Reviews but not seeded
Community, blog, findâĻ
Experiential
Outreach
Events
CTAs
More engagement
Photos
Yes
Video
Yes
Outside Marketing
Community support
On website
http://www.army.mil/
http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts
Note: Army page has over 400,000 likes compared to 100,000+ on other military branches. Links to others above
http://www.facebook.com/#!/marines?ref=ts
http://www.facebook.com/#!/USNavy?ref=ts
http://www.facebook.com/USNavy?ref=ts#!/Usairforce
Bernie please double check that toilet flush search brings up page
http://www.americanstandard-us.com/
Est 1875 Tabs not yet as effective as they could be using events RRS blog
http://www.facebook.com/AmericanStandardBrands?v=wall#!/AmericanStandardBrands?v=wall
Active Wall
Content & comments
Content
Mostly repurposed content
Community, blog, findâĻ
Experiential
Outreach
Events
CTAs
None
Photos
Yes
Video
Yes
Outside Marketing
Community support
On website
http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086
http://www.steelmasterusa.com/
http://www.facebook.com/SteelMasterBuildings?v=box_3#!/album.php?aid=380824&id=259640455696http://apps.facebook.com/slideshare/slideshow/2699404?from=tab_to_canvas
Find a building is link from Website
Call to action is link to landing page form
http://www.steelmasterusa.com/steelmasters-facebook-page-featured-on-mashable
http://www.iclicksolutions.com/blog/facebook-business-page/
http://www.wholefoodsmarket.com/
http://www.facebook.com/wholefoods?ref=ts#!/wholefoods?v=wall&ref=ts
While Whol
http://www.wholefoodsmarket.com/facebook/
http://mashable.com/2010/04/02/facebook-scam-whole-foods/
e Foods has a followingâĻthey do little to encourage engagement