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Best Practice Guide




Best Practice Guide
Marketing on Facebook




                        1
Introduction

The Facebook ecosystem

Five guiding principles
  ·	 Build a strategy that is social by design
  ·	 Create an authentic brand voice
  ·	 Make it interactive
  ·	 Nurture your relationships
  ·	 Keep learning

Facebook by objective
  ·	 Foster product development and innovation
  ·	 Generate awareness
  ·	 Drive preference and differentiation
  ·	 Increase traffic and sales
  ·	 Build loyalty and deepen relationships
  ·	 Amplify recommendation and word of mouth
  ·	 Gain insights

Helpful Resources




                                                 2
Best Practice Guide




Introduction
At Facebook, everything we do is about making the world
more open and connected. This has a profound impact on the
way people communicate and interact. We are continually
developing authentic ways for people to connect with one
another as well as with the businesses, brands and institutions
they care about, both on Facebook and across the web.


Facebook allows marketers to stay connected with people
throughout their day whether they are on their computers or
mobile devices, at home or at work, watching TV or shopping
with friends. This allows businesses to create rich social
experiences, build lasting relationships and amplify the most
powerful type of marketing – word of mouth.


Connecting with people is just the beginning. In the pages
that follow, you will find best practices for reaching your
businesses objectives on Facebook.




                                                                  3
Best Practice Guide




    The Facebook ecosystem
1   Build                                                               3 Amplify

    The first step is building your presence with a    Facebook           Every time someone interacts with your business, that action
    Page. Pages allow you to create an identity for your business in      gets published into the          News Feed, creating word of mouth.
    the social graph - the map of the connections among                           These organic stories are extremely effective at getting
    people and the things they care about. If you                                           others to engage and take action, and can be
    have physical store locations, link your Page                                   IN
                                                                                       SI      shared with a much larger number of potential
    with a      Place.                                            1 BUILD                 G
                                                                                                  and current customers by using




                                                                                           HT
                                                                                            S
                                                                                                        Facebook Ads and        Sponsored
    You can use           Social Plugins, the                                                        Stories. Facebook Ads include the names
        Graph API and       Apps on Facebook                                                          of friends who have already connected to
    to create social experiences involving                                                             your business. Sponsored Stories enable
    your products and online properties                                                                you to increase the distribution of News




                                                                                        2E
                                                          3
    that are engaging and personalized.                                                               Feed stories about your business.




                                                                                          NG
                                                          AM




                                                                                            AG
                                                              PL

                                                          FY
                                                                                    E
2   Engage                                                                                           Together, these tools give you the
                                                    TS



                                                               I
                                                     GH  I
                                                      NS




    Creating these Facebook touch points                  I                                        effectiveness of earned media, at the
    allows you to start building your fan base                                                   scale and predictability of paid media. Every
    and engaging with your customers.                                                         campaign you run has a lasting impact via the
        Facebook Like Ads are the quickest way to                                        relationships you build along the way. This is the new
    acquire fans.    Publishing and engaging in conversations                   word of mouth and research has shown it’s twice as effective
    with your fans will allow you to deepen relationships and gain           at driving results.
    valuable insights.




                                                                                                                                              4
Best Practice Guide




Five guiding principles
1
                                 • Social should be baked into everything you do,         • Facebook should be integrated with your
         Build a strategy that     not added at the end of a campaign or done on            broader marketing efforts and part of how you
         is social by design       the side                                                 reach your business objectives



2
         Create an authentic     • People on Facebook are clear and open about
                                   who they are - be the same by providing
                                                                                          •	 Facebook is an ideal place to bring your brand
                                                                                             personality to life through an authentic and
         brand voice               straightforward information about your business           consistent voice



3
                                 •	 People spend time on Facebook communicating           •	 Think about the aspects of your brand that are
         Make it interactive        and sharing with others, so always engage in             inherently social and create content that people
                                    two-way conversations                                    will be excited to pass along



4
                                 •	 Just like in the real world, building relationships   •	 Keep content fresh and easy to consume, use
         Nurture your               with people on Facebook takes time and                   ads to stay in touch, and reward people for their
         relationships              requires a long-term investment                          loyalty through Deals and promotions



5
                                 •	 Facebook allows you to get feedback from              •	 Use reporting tools to learn about your fans
         Keep learning              people in real time, giving you the ability to           and the content and products they find most
                                    iterate on the fly                                       interesting




                                                                                                                                                 5
Best Practice Guide




Facebook by Objective
Foster product development and innovation

Generate awareness

Drive preference and differentiation

Increase traffic and sales

Build loyalty and deepen relationships

Amplify recommendation and word of mouth

Gain insights




                                            6
Best Practice Guide > Facebook by Objective




      Foster product development
      and innovation                                                                                                                                                                            By combining OnStar’s virtual
                                                                                                                                                                                                advisor in-car telematics
                                                                                                                                                                                                service with Facebook’s
                                                                                                                                                                                                Graph’s API at the end of 2010,
       Facebook allows you to learn about your target audience and to understand their interests and                                                                                            General Motors was the first
generate awareness
                                                                                                                                                                                                car manufacturer to offer
       friends. For this reason, Facebook can be used to generate new product ideas and innovations. Our                                                                                        drivers the opportunity to
                                                                                                                                                                                                post and listen to audio status
       platform tools allow you to build entirely new social product experiences like an online store that                                                                                      updates from the car through
                                                                                                                                                                                                a simple push of a button.
       displays only your friends’ favorite products, or a car in which you can access your News Feed. You                                                                                      Chevrolet promoted the
     Sponsored Stories Facebook Ads Pages   Places     Events      Social Plugins Graph API Apps on Facebook Deals                                                                              innovative service in its “Best
       can also enlist your Facebook community to help crowd-source your next product idea.                                                                                                     First Date” 2011 Super Bowl
                                                                                                                                                                                                television commercial. OnStar
product development & innovation                                                                                                                                                                is rolling out the product by
       Introductory tools                                                                                            Advanced tools                                                             inviting customers to sign up
                                                                                                                                                                                                for the public beta test of the
                                                                                                                                                                                                service on its Facebook Page.



           Pages                       Facebook Ads       Sponsored Stories    Questions               Events           Graph API       Apps on Facebook     Social Plugins



drive preference and differentiation
       5 steps to foster product development and innovation


       1                                                2                                    3                                      4                                5
                                                                                                                                                                                                RBS Insurance enlisted its
       Run a creative                                   Drive awareness of and               Identify and refine your         Build a social product                 Be present and active      Facebook community to
            Pages         Facebook Ads                      Questions      Social Plugins        Apps on Facebook   Graph API
       campaign to solicit                              participation in the                 target audience with             experience by using                    on your Facebook Page      determine the features that
       input for your                                   campaign by promoting                Campaign Reporting               the Graph API and                      throughout the product     should be included in a new
increase traffic and sales
                                                                                                                                                                                                iPhone app for its Direct Line
       new product                                      it across your marketing             and Page Insights                Social Plugins                         development cycle          insurance product. It drove
   a.	Run a contest or event to                         channels                          a.	Optimize your Facebook        a.	Enable people to like              a.	Use publishing and          people to a custom application
                                                                                                                                                                                                on its Facebook Page, where it
      gather input on Facebook                        a.	Run a Facebook Ads                   campaigns by testing              individual products and             Facebook Questions to       could present new concepts to
      by building an application                         campaign that includes               which audiences are more          content across the web              get feedback, iterate and   existing and new customers.
      to gather submissions Stories
      Facebook Ads     Sponsored                         Sponsored Stories for Places
                                                              Pages
                                                                                              responsive to different Graph API with the Graph API
                                                                                                       Events                               Premium
                                                                                                                                                                    generate future product
                                                                                                                                                          Apps on Facebook         Deals
                                                                                                                                                                                                The result was over 600 unique
                                                         App Used                             creative                                    Sampling Ads              and marketing ideas         comments on app features
   b.	Have the community vote                                                                                                b.	Use Social Plugins                                              and product names.
      and provide incentives for
build loyalty and deepen relationships
                                                      b.	Promote the campaign              b. Use this information to           like the Activity Feed,
      participation                                      in your other marketing              direct future marketing           Recommendations,
                                                         channels such as TV, email,          efforts                           Comments and Live Stream
                                                         print or on your website                                               to make experiences off of
                                                                                                                                Facebook social
           Pages                  Sponsored Stories         Facebook Ads       Questions           Social Plugins    Apps on Facebook



amplify recommendation and word of mouth



                                                                                                                                                                                                                                  7
Best Practice Guide > Facebook by Objective




      Generate awareness
       Once you have created a Facebook Page that allows your unique brand to shine, it is time to generate                                                                                         To build brand awareness of
                                                                                                                                                                                                    its relatively new Green Works
       awareness of your Page, latest product, or current marketing effort. To do this, you can leverage                                                                                            cleaning products line, Clorox
                                                                                                                                                                                                    ran a Facebook Ads campaign
       Facebook’s tremendous reach and targeting capabilities with Facebook Ads and Sponsored Stories.                                                                                              to grow its fan base and drive
                                                                                                                                                                                                    traffic to its website. The ads
       These products offer the benefits of earned at the scale and predictability of paid. That’s because they                                                                                     offered coupons and allowed
                                                                                                                                                                                                    people to vote on “Green
       are shown with stories about friends who have already engaged with your business on Facebook. This                                                                                           Heroes” in their community.
                                                                                                                                                                                                    The effort resulted in about
       is the new word of mouth and it’s twice as effective at driving awareness.                                                                                                                   30,000 fans on the Green Works
                                                                                                                                                                                                    Page and a 12 percent increase
                                                                                                                                                                                                    in awareness of the Green
                                                                                                                                                                                                    Works brand, according to a
generate awareness                                                                                                                                                                                  Nielsen study.
       Introductory tools                                                                                            Advanced tools




     Sponsored Stories              Facebook Ads            Pages               Places             Events           Social Plugins          Graph API        Apps on Facebook      Deals



product development & innovation
       5 steps to generate awareness


       1                                              2                                  3                                       4                                    5
                                                                                                                                                                                                    In the Spring of 2010, Mars
        Create a Facebook                             Integrate Social Plugins         Post interesting content                  Run Sponsored Stories             Use Facebook’s unique            Chocolate North America
            Pages                    Facebook Ads       Sponsored Stories Questions             Events          Graph API               Apps on Facebook  Social Plugins
        Ads campaign that                             and the Graph API, such          with clear calls to                       to promote people’s               reach and targeting              launched M&M’S Pretzel.
        encourages people to                          as the Like Button,              action that encourage                     actions from the                  capabilities to optimize         Mars used Facebook to seed
drive preference and differentiation                                                                                                                                                                awareness and demand
        take an action that will                      into your website and            interaction and sharing                   News Feed to the right            and iterate on your              for the new product by
        be seen by their friends                      mobile experiences            a.	Applications on Facebook                  column of their friends’          campaigns                        developing a custom Facebook
                                                                                                                                 screen                                                             application called the M&M’s
   a.	Keep ad destinations                          a.	This allows the actions              can be used to build viral                                         a.	Try different targeting           Pretzel Vending Machine. The
      on Facebook                                      people take off of Facebook          awareness campaigns               a.	Sponsored Stories for App            techniques: Likes and         application enabled 40,000 of
                                                       to show up in the News Feed b.	Promoteon Facebook or                                                           Interests, Friends of         the brands fans to get a free
    b.	Encourage liking to buildAds
            Pages         Facebook                         Questions         Social Plugins      Apps launches         Graph API Used allow you to amplify
                                                       and be amplified through                                                                                       Connections and standard      sample delivered to them
                                                                                            promotions with Deals or             every time someone
       connections and make                                                                                                                                                                         and allowed them to invite
                                                       Sponsored Stories                                                         interacts with your app              demographic
       future campaigns more
increase traffic and sales                                                                   Events on Facebook                                                                                      two friends to also receive a
       effective                                                                                                                                                   b.	To maximize message recall,   free sample. As a result, Mars
                                                                                                                             b.	Sponsored Stories for Page
                                                                                                                                                                                                    distributed 120,000 samples to
                                                                                                                                Posts can be used                     test different creative for   its customers within 48 hours.
   c.	 Keep text simple, highlight
                                                                                                                                to ensure your fans see               each target group
       special offers, tell users
                                                                                                                                your posts
       what to expect, have a
       strongAds to action
       Facebook call      Sponsored Stories                 Pages               Places             Events            Graph API              Premium          Apps on Facebook      Deals
                                                                                                                                          Sampling Ads


build loyalty and deepen relationships




                                                                                                                                                                                                                                      8
Best Practice Guide > Facebook by Objective




      Drive preference and differentiation
generate awareness




       Facebook is a great place to build preference and differentiation for your brand over competitors.                                                                                                 In an effort to reinvigorate its
                                                                                                                                                                                                          brand among the 18- to 34-year-
    SponsoredFacebook, people discover your brand through trustedSocial Plugins
       On Stories                Facebook Ads Pages Places Events  referrals from API
                                                                                Graph their friends. Then drive
                                                                                              Apps on Facebook Deals                                                                                      old audience, Shane Company
                                                                                                                                                                                                          launched a Facebook campaign
       preference by interacting with and rewarding your fans. Think of your Facebook Page as a key touch                                                                                                 to re-engage with them and
                                                                                                                                                                                                          become more relevant. It
product development & innovation

       point that you can leverage to bring your brand to life for your customers in real time.                                                                                                           used Premium Poll Ads to
                                                                                                                                                                                                          invite people to nominate
                                                                                                                                                                                                          their favorite diamond shapes
                                                                                                                                                                                                          and vote for their favorite
                                                                                                                                                                                                          marriage proposal scenario.
                                                                                                                                                                                                          Shane also invited fans to tell
           Pages                       Facebook Ads    Sponsored Stories    Questions                    Events            Graph API          Apps on Facebook   Social Plugins                           their own stories on its Page.
                                                                                                                                                                                                          This stimulated discussion
drive preference and differentiation                                                                                                                                                                      and interaction between the
       Introductory tools                                                  Advanced tools                                                                                                                 audience and the brand in a fun
                                                                                                                                                                                                          way that reinforced the brand
                                                                                                                                                                                                          as “your friend in the diamond
                                                                                                                                                                                                          business.” Over 20,000 people
                                                                                                                                                                                                          responded to the polling Ads,
                                                                                                                                                                                                          reinvigorating the brand.
           Pages                       Facebook Ads        Questions       Social Plugins           Apps on Facebook       Graph API



increase traffic and sales
       5 steps to drive preference and differentiation


       1                                              2                                       3                                        4                                 5
        Understand what                               Define the gap between                  Launch an integrated                     Think about how to            Check in with
        Facebook Ads              Sponsored Stories
        people currently think                        your Pages            Places
                                                           current perception                 brand-building
                                                                                                     Events        Graph API           integrate Premium
                                                                                                                                                  Facebook into on Facebook customers to
                                                                                                                                               Sampling Ads
                                                                                                                                                              Apps   your         Deals

        of your business and                          and your brand’s                        campaign to drive                        your products, website        understand what
build loyalty and deepen relationships
        why they think it is                          desired perception or                   preference and                           or mobile apps to make        is resonating and                    When adidas Originals
                                                                                                                                                                                                          launched its global, cross-
        unique and relevant                           point of differentiation                differentiation                          them more personal            whether you have
                                                                                                                                                                                                          media campaign in early
   a.	Listen to what people are                                                             a.	Create a campaign that                  and unique                    been successful                      2010, the leading apparel
                                                                                                                                                                                                          and footwear brand decided
      saying about your business                                                               supports your desired               a.	Use the Graph API to enable        a.	Monitor your Wall and
                                                                                                                                                                                                          to use its Facebook Page as
      on your Page and use                                                                     perception across your                  people to shop based on               use Page Insights to see     a home base from which it
         Pages         Sponsored Stories                  Facebook Ads     Questions                  Social Plugins    Apps on Facebook
      Questions to survey them                                                                 typical channels (TV, print,            what their friends like               what’s working               could display and distribute
                                                                                               radio, Facebook, etc.)                                                                                     all of its exciting new audio-
   b.	Use Page Insights to
amplify recommendation and word of mouth
                                                                                                                                   b.	Use Social Plugins to create       b.	Run a Nielsen Brand Effects   visual content and product
      understand what they are                                                              b.	Create Facebook Ads and                 a social experience for               study (where available)      information. By creating highly
      interested in                                                                            Sponsored Stories with                  people engaging with                  to ask questions or run      relevant content, the company
                                                                                               Friends of Connections                                                                                     built a community of advocates
                                                                                                                                       your brand                            polls to understand how
                                                                                                                                                                                                          who supported the brand and
                                                                                               targeting to show people                                                      perceptions changed
                                                                                                                                   c.	 Use Apps on Facebook to                                            has seen a steady increase in
                                                                                               how their friends have                                                        post-campaign                Originals store traffic.
                                                                                                                                       bring your brand to life on Apps on Facebook
     Sponsored Stories                 Facebook Ads          Pages            Events           already interacted with Social Plugins
                                                                                                          Deals                                    Graph API
                                                                                                                                       your Page                         c.	 Use your own brand
                                                                                               your brand
                                                                                                                                                                             tracking measurement tools
gain insights


                                                                                                                                                                                                                                             9
Best Practice Guide > Facebook by Objective
     Sponsored Stories              Facebook Ads              Pages               Places                     Events            Social Plugins            Graph API        Apps on Facebook      Deals




      Increase traffic and sales
product development & innovation




        Facebook turns purchasing into a social decision by enabling people to show what they like and have                                                                                                   In the summer of 2010, Levi
                                                                                                                                                                                                              Strauss & Co. began a cross-
        purchased, both online and in the physical world. On Facebook, you Apps on Facebook
            Pages                    Facebook Ads Sponsored Stories Questions Events Graph API
                                                                                               can create viral promotional
                                                                                                           Social Plugins
                                                                                                                                                                                                              media campaign to launch its
                                                                                                                                                                                                              Fall 2010 Workwear Collection.
        events, publicize offers or run Deals. Every time someone RSVPs, clicks, or checks-in, that action                                                                                                    As part of the campaign, a 40
                                                                                                                                                                                                              percent-off offer on Facebook
drive preference and differentiation

        gets shared with all of their friends. This combination of word of mouth and your ability to deepen                                                                                                   for one Work Wear item drove
                                                                                                                                                                                                              a two-fold increase in traffic to
        engagement with your customers at the point of purchase (either on your website or in store) is                                                                                                       levi’s.com within 15 minutes of
                                                                                                                                                                                                              being posted on the Facebook
        incredibly powerful at driving traffic and sales.                                                                                                                                                     Page. For an in-store discount
                                                                                                                                                                                                              offer, Levi’s clocked about 400
           Pages                    Facebook Ads            Questions          Social Plugins           Apps on Facebook        Graph API                                                                     interactions with an Event Ad,
                                                                                                                                                                                                              but it got 1,600 people showing
increase traffic and sales
                                                                                                                                                                                                              up in its stores with RSVPs,
       Introductory tools                                                                                                    Advanced tools                                                                   showing there was a four-times
                                                                                                                                                                                                              viral multiplier of what the
                                                                                                                                                                                                              brand was able to do with its
                                                                                                                                                                                                              ad spend.


       Facebook Ads              Sponsored Stories            Pages               Places                    Events              Graph API                Premium          Apps on Facebook      Deals
                                                                                                                                                       Sampling Ads


build loyalty and deepen relationships
       5 steps to increase traffic and sales


       1                                               2                                          3                                         4                                      5
                                                                                                                                                                                                              Alamo Drafthouse Cinema
       Decide on a sales goal                          Run a creative                 Create a social                 Drive people to point                                        Drive people to point      created a Deal that incentivized
       and the promotionalStories
          Pages              Sponsored                   Facebook Ads
                                                       campaign to share Questions
                                                                         that         experience at the pointon Facebook purchase online
                                                                                            Social Plugins    Apps
                                                                                                                      of                                                           of purchase off-line       its customers to check in on
       activities that will help                       promotion through              of purchase                                                                                                             their mobile device, while at
                                                                                                                   a.	Use Facebook Ads with                                     a.	Make sure your Page        the cinema, to receive a free
amplifyyou get there
       recommendation and word of mouth                Facebook Ads and Page       a.	Use the Graph API to allow      offers that take people to                                   is connected to a          pint glass and the chance to
                                                       publishing                     people to like specific         the point of purchase – be                                   geographic Place           see a free movie screening.
                                                                                                                                            transparent that clicking                                         Every time someone checked
                                                     a.	Consider using an                         products                                                                   b.	Use Deals and Premium         in, that story got published to
                                                        application or exclusive tab                                                        the ad will take you off                                          all of his or her friends, creating
                                                                                                b.	Integrate post purchase                                                       Event Ads to drive people
                                                        to create a promotion that                                                          Facebook                                                          a powerful word-of-mouth
                                                                                                    sharing so that once a user                                                  in store
     Sponsored Stories              Facebook Ads        requires people to like your
                                                              Pages              Events                        Deals          Social Plugins             Graph API     Apps on Facebook                       effect. The offer successfully
                                                                                                    has checked out, they have          b.	Every time someone                                                 drove people into the cinema,
                                                                                                                                                                             c.	 Run Sponsored Stories for
                                                        Page or share the content                   the option to publish to                likes a product on your                                           with over 5,100 people
                                                                                                                                                                                 Place Check-ins to amplify
gain insights
                                                     b.	Use Sponsored Stories                       their Wall                              website, boost the story                                          checking in. Through this
                                                                                                                                                                                 word of mouth                Deal, the company distributed
                                                        to ensure the friends of                                                            with Sponsored Stories for
                                                                                                c.	 Create Deals to drive people                                                                              nearly 10,000 pint glasses and
                                                        someone who interacts                                                               Domains
                                                                                                    in store and have them                                                                                    saw a much higher level of
                                                        with your campaign, see                     check in so the action gets                                                                               engagement on its Page.
                                                        that action                                 published back to their
           Pages                         Questions      Campaign Reporting     Page Insights        friends on Facebook
                                                                                                          Apps              Brand Effects and
                                                                                                                             Chatter Studies
                                                                                                                                                        API data can
                                                                                                                                                       be integrated
                                                                                                                           (not widely available)      with internal
                                                                                                                                                    measurement systems



                                                                                                                                                                                                                                                    10
Best Practice Guide > Facebook by Objective
           Pages                       Facebook Ads       Sponsored Stories    Questions                    Events               Graph API        Apps on Facebook       Social Plugins




      Build loyalty and deepen relationships
drive preference and differentiation




       Facebook is fundamentally about relationships. The people who like your Page are saying that they                                                                                                       Sephora uses the publishing
                                                                                                                                                                                                               feature on its Facebook
       want a relationship with you. ThisSocial Plugins
            Pages         Facebook Ads Questions
                                                 connection allows you Graph API
                                                          Apps on Facebook
                                                                           to build and deepen relationships with your                                                                                         Page extensively to foster
                                                                                                                                                                                                               conversations with its clients.
       most loyal customers and allows them to spread the word about your brand to their friends. Because                                                                                                      The company has created
                                                                                                                                                                                                               an Offers tab on its Page
increase traffic and sales
       of the information people share about themselves on Facebook, you can create highly custom and                                                                                                          where fans get information
                                                                                                                                                                                                               on special deals. Sephora
       personalized experiences to drive engagement and loyalty over time.                                                                                                                                     uses the Graph API on its site
                                                                                                                                                                                                               to allow customers to like
                                                                                                                                                                                                               and recommend individual
                                                                                                                                                                                                               products to their friends.
       Facebook Ads               Sponsored Stories            Pages             Places                    Events               Graph API             Premium          Apps on Facebook       Deals            Sephora has created a highly
                                                                                                                                                    Sampling Ads                                               engaged community that
                                                                                                                                                                                                               discusses and shares products
        Introductory tools
build loyalty and deepen relationships                                                                 Advanced tools
                                                                                                                                                                                                               on its own.




           Pages                  Sponsored Stories         Facebook Ads       Questions                Social Plugins       Apps on Facebook



       5 steps to build loyalty and deepen relationships
amplify recommendation and word of mouth




       1                                                2                                       3                                            4                                   5
                                                                                                                                                                                                               Since research showed that
        Remind people that you                          Develop an authentic              Ask questions, listen            Use the Graph API and             Let your fans know                                many of its customers were
        are on Facebook and Ads
      Sponsored Stories Facebook
                                                        personality and voice
                                                             Pages          Events
                                                                                          and be responsive, Social PluginsSocial Plugins to createApps on Facebook are special and
                                                                                                   Deals                             Graph API
                                                                                                                                                             they                                              already on Facebook, Sub-Zero
        there to communicate                                                              take part in a two-way           more personalized                 reward them for their                             and Wolf Appliance, decided
                                                      a.	Create a publishing calendar                                                                                                                          to establish a brand presence
        with them
gain insights
                                                                                          conversation                     and relevant online               relationship                                      with a Facebook Page. There,
                                                      b.	Post stories that people care
   a.	Promote your Facebook                                                            a.	Use Facebook Questions to        experiences to build          a.	Thank them for their                               people can read content on
                                                         about, ask questions and                                                                                                                              kitchen designs, recipes and
      Page in offline marketing                                                           drive engagement and learn       loyalty                           engagement
                                                        encourage participation                                                                                                                                related topics. The company
      collateral                                                                                                                                                                                               has created an ecosystem
                                                      c.	 Publish in the early                b.	Appoint someone on your                                                     b.	Run Deals and special
                                                                                                                                                                                                               of customers and prospects,
   b.	Integrate Facebook into                             morning or late evening                team to monitor your Page                                                      promotions to your             kitchen designers and Sub-Zero
      your website with Graph
         Pages           Questions                       Campaign Reporting   Page Insights      daily Apps on Facebook with Brand Effects and
                                                                                                       and interact                                  API data can               Facebook community             and Wolf dealers who are all
                                                                                                                              Chatter Studies       be integrated
      API to make sure your                                                                      people in an authentic(not widely available)
                                                                                                                            way                     with internal                                              participating in discussions and
                                                                                                                                                 measurement systems         c.	 Provide them with exclusive   sharing content on its Page.
      customers are part of your
                                                                                                                                                                                 information, updates, and
      Facebook community
                                                                                                                                                                                 events
   c.	 Use Facebook Ads
       and Sponsored Stories
       to stay top of mind




                                                                                                                                                                                                                                                  11
Best Practice Guide > Facebook by Objective
           Pages              Facebook Ads            Questions            Social Plugins          Apps on Facebook        Graph API




       Amplify recommendation
increase traffic and sales




       and word of mouth                                                                                                                                                                                 Silly Bandz wanted to attain
                                                                                                                                                                                                         1 million fans and to allow its
                                                                                                                                                                                                         customers to interact with
       Facebook Ads         Sponsored Stories           Pages                 Places                   Events              Graph API             Premium        Apps on Facebook        Deals            its products. In order to do
        Everything you do on Facebook is viral because all actions are published Ads                Sampling
                                                                                                             into the News Feed and are                                                                  this, it used a combination of
build loyalty and deepen relationships
                                                                                                                                                                                                         Facebook Ads and integrated
        lasting. People expect to discover things on Facebook through their friends. Rather than thinking                                                                                                the Graph API into its website
                                                                                                                                                                                                         with product Like Buttons.
        of driving recommendation as an independent objective, sharing should be built into all of your                                                                                                  Every time someone clicked on
                                                                                                                                                                                                         one of the ads or liked one of its
        Facebook activities and campaigns. Here are some of the Facebook tools that help amplify word of                                                                                                 products, a story was published
                                                                                                                                                                                                         back to all of his or her friends,
        mouth andSponsored Stories
            Pages                   recommendation.
                                             Facebook Ads Questions Social Plugins Apps on Facebook                                                                                                      creating a powerful viral effect.
                                                                                                                                                                                                         As a result, Silly Bandz was
                                                                                                                                                                                                         able to surpass its 1 million fan
amplifyIntroductoryand word of mouth
        recommendation tools                                                                        Advanced tools                                                                                       goal and learned a lot about
                                                                                                                                                                                                         the products its consumers are
                                                                                                                                                                                                         most excited about.




     Sponsored Stories        Facebook Ads              Pages                 Events                    Deals           Social Plugins           Graph API       Apps on Facebook



       5 steps to amplify recommendation and word of mouth
gain insights




       1                                          2                                           3                                        4                                 5
                                                                                                                                                                                                         Healthy Choice wanted to
       Encourage people                           Create great content                        Integrate Social Plugins               Use Facebook Ads and                 Learn and iterate
                                                                                                                                                                                                         grow its Facebook community
       to like your Page                          that encourages sharing                     and the Graph API                      Sponsored Stories to              a.	Use Page Insights to           and get more people to try its
           Pages               Questions           Campaign Reporting Page Insights               Apps on Facebook   Brand Effects and         API data can

   a.	This opens the                              and keep it fresh                           with the Like ButtonChatter Studies    create word of mouth
                                                                                                                                              be integrated
                                                                                                                                                                          determine the content          frozen foods. It launched an
                                                                                                                   (not widely available)     with internal
                                                                                                                                                                                                         innovative progressive coupon
      communication                             a.	Post video content to                      on all of your online                  at scale
                                                                                                                                           measurement systems
                                                                                                                                                                          people are most excited        campaign. The value of the
      channels between you and                     stimulate sharing                          properties and at any              a.	These products allow you to           about engaging with            discount increased with the
      your customers                                                                          point of purchase                      show your brand’s message            and sharing                    number of people who liked
                                                b.	Use a publishing calendar                                                                                                                             Healthy Choice’s Facebook Page
   b.	It also creates an                                                                    a.	This creates more                       to your target audience with    b.	Use Campaign Reporting
                                                   that includes exciting                                                                                                                                and signed up for the coupon,
      association between                                                                      opportunities for actions               stories about their friends        to determine what type of      creating a viral multiplier
                                                   product announcements
      your brand and that                                                                      that will be published                  who have already engaged           creative and targeting gives   effect. By incentivizing people
                                                   and promotions
                                                                                                                                       with your business                                                to share the offer Healthy
      individual                                                                               into the News Feed and                                                     you the best results
                                                c.	 Be active in two-way                                                                                                                                 Choice was able to get almost
                                                                                               content that can be used                                                                                  60,000 people to connect to its
                                                    conversations                              in Sponsored Stories                                                                                      Facebook Page – a 900 percent
                                                                                                                                                                                                         increase over its original fan
                                                                                                                                                                                                         base, and was able to distribute
                                                                                                                                                                                                         50,000 coupons.




                                                                                                                                                                                                                                              12
Best Practice Guide > Facebook by Objective
       Facebook Ads              Sponsored Stories            Pages              Places                 Events              Graph API                Premium          Apps on Facebook     Deals




      Gain insights
                                                                                                                                                   Sampling Ads


build loyalty and deepen relationships




       Facebook allows you to learn about your customers both by observing their actions and by engaging                                                                                                1-800-Flowers.com uses the
                                                                                                                                                                                                        Graph API to integrate the Like
       with them Sponsored Stories It isFacebook Ads place to learn who your customers are and what they think about
           Pages
                               directly.  a great        Questions  Social Plugins Apps on Facebook
                                                                                                                                                                                                        Button throughout products
                                                                                                                                                                                                        on its website. It has used the
       you. Facebook makes it easy to incorporate your customers into your product development cycle                                                                                                    popularity of items to make
                                                                                                                                                                                                        merchandising and product
amplify recommendation and word of mouth
       and marketing campaigns and iterate quickly. You can do all of this in real-time, globally. When used                                                                                            development decisions. In
                                                                                                                                                                                                        addition, the company is
       actively, these insights can help improve your business by helping you stay aligned with the people                                                                                              frequently asking its Facebook
                                                                                                                                                                                                        community what it would
       you serve.                                                                                                                                                                                       like to see from the brand and
                                                                                                                                                                                                        using ad optimization models
                                                                                                                                                                                                        to determine the best creative,
     Sponsored Stories              Facebook Ads              Pages              Events                  Deals            Social Plugins             Graph API        Apps on Facebook
                                                                                                                                                                                                        targeting and mix of Facebook
                                                                                                                                                                                                        Ads and Sponsored Stories for
       Introductory tools
gain insights
                                                                                                   Advanced tools                                                                                       the brand.




           Pages                         Questions      Campaign Reporting   Page Insights          Apps on Facebook     Brand Effects and          API data can
                                                                                                                          Chatter Studies          be integrated
                                                                                                                       (not widely available)      with internal
       5 steps to gain insights                                                                                                                 measurement systems




       1                                              2                                       3                                         4                                      5
                                                                                                                                                                                                        In March 2010, VisitBritain,
       Use Campaign Reports                            Learn from                              Learn from the two-                      Learn by integrating                   Use advanced             began a Facebook Ads
       for your advertising                            Page Insights                           way conversations that                   Facebook login and                     campaign metrics         campaign to raise brand
       campaigns and                                                                           occur on your Page                       API with your online                                            awareness and attract
                                                     a.	See the demographic                                                                                                 a.	When you run large       potential visitors to the UK. The
       Sponsored Stories                                breakdown of who is                  a.	Watch, listen and respond               measurement tools                      advertising campaigns,   campaign drove customers to
   a.	By testing different                              interacting with your                   when you use Facebook                a.	Track individual behavior,             use Nielsen Brand        the Love UK Facebook group
                                                        Page and what they are                                                                                                 Effects studies (where   on VisitBritain’s Facebook
      targeting options, you                                                                    Questions, Apps on                      engagement and                                                  Page, where it posts something
      can learn more about                              interested in                           Facebook or publish                     purchasing                             available) to track      related to the UK to discuss
      your audience                                                                                                                                                            the effectiveness of     every day. It has learned
                                                                                                                                                                               your campaign on brand   about its customers, as well
                                                                                                                                                                               building objectives      as generated a groundswell of
                                                                                                                                                                                                        opinion and debate about the
                                                                                                                                                                                                        UK. Unlike billboards where you
                                                                                                                                                                                                        have no idea whether people
                                                                                                                                                                                                        like them or not, VisitBritain
                                                                                                                                                                                                        appreciates the fact that
                                                                                                                                                                                                        without a massive spend, it
                                                                                                                                                                                                        can write a post and know
                                                                                                                                                                                                        within 10 minutes whether it is
                                                                                                                                                                                                        resonating with people or not.



                                                                                                                                                                                                                                            13
Best Practice Guide




Helpful Facebook Resources
About Facebook                                              Pages                                                      Developer & Platform Resources
Facebook Stats www.facebook.com/press/info.php?statistics   Create a Page www.facebook.com/pages/create.php            General Resources www.developers.facebook.com
Press Room www.facebook.com/press.php                       Pages Page www.facebook.com/FacebookPages                  Examples of Site Integrations
                                                                                                                       developers.facebook.com/showcase/
                                                            Pages Best Practices
Helpful Facebook Destinations                               www.facebook.com/FacebookPages?v=app_7146470109            Facebook Platform Page www.facebook.com/platform
                                                            Most Popular Facebook Pages pagedata.insidefacebook.com/   Developer Blog developers.facebook.com/blog/
Facebook www.facebook.com/facebook
                                                            Vertical Directory of Pages www.facebook.com/pages/        Facebook Application Directory
Marketing Solutions www.facebook.com/marketing                                                                         www.facebook.com/apps/directory.php
                                                            Alphabetical Directory of Pages
Facebook Studio www.facebook-studio.com                     www.facebook.com/directory/pages                           Social Plugins developers.facebook.com/plugins
Facebook Ads www.facebook.com/facebookads                   FAQ for Facebook Pages                                     Graph API developers.facebook.com/docs/reference/api/
Facebook Pages www.facebook.com/facebookpages               https://www.facebook.com/help/?topic=pages
                                                                                                                       Open Graph developers.facebook.com/docs/opengraph/
Facebook Platform www.facebook.com/platform                 Terms and Guidelines www.facebook.com/terms_pages.php
                                                                                                                       Authentication developers.facebook.com/docs/authentication/
Applications on Facebook                                    Usernames for Facebook Pages www.facebook.com/username
                                                                                                                       Post Purchase Sharing
www.facebook.com/applicationsonfacebook
                                                            Usernames for Facebook Pages FAQ                           developers.facebook.com/docs/reference/dialogs/
Facebook Live www.facebook.com/FacebookLive                 https://www.facebook.com/help/?page=900
                                                                                                                       Facebook Credits developers.facebook.com/credits/
Webinar Center                                              Reporting IP Infringement on Pages
                                                                                                                       SDKs and Tools developers.facebook.com/docs/sdks/
www.facebook.com/adsmarketing/index.php?sk=webinarcenter    www.facebook.com/copyright.php
                                                                                                                       Developer Roadmap developers.facebook.com/roadmap
Popular Facebook Blogs                                      General Legal and Permissions                              Live Status of Platform developers.facebook.com/live_status

The Facebook Blog (official blog) www.blog.facebook.com/    Facebook Brand Permissions                                 Developer Discussion Forum forum.developers.facebook.net/
                                                            www.facebook.com/brandpermissions                          Developer’s Policy Wiki developers.facebook.com/policy/
Inside Facebook www.insidefacebook.com/
                                                            Promotions Guidelines                                      Permissions
All Facebook www.allfacebook.com/                           www.facebook.com/promotions_guidelines.php                 developers.facebook.com/docs/authentication/permissions
                                                            Statement of Rights and Responsibilities
Advertising & Sponsored Stories                             www.facebook.com/terms.php
                                                                                                                       Local
Create Facebook Ads www.facebook.com/ads/create/            Copyright Infringement
                                                            www.facebook.com/legal/copyright.php?howto_report          Places Information www.facebook.com/places
Guide to Facebook Ads www.facebook.com/adsmarketing/
                                                                                                                       Facebook Places Page www.facebook.com/facebookplaces
Ads Page www.facebook.com/FacebookAds                       Recommended Facebook Providers                             Facebook Places Help Center
Sponsored Stories www.facebook.com/sponsoredstories                                                                    www.facebook.com/help/?topic=places
                                                            Preferred Developer Program
External Ad Policy guidelines                               developers.facebook.com/preferreddevelopers                Find Deals on Facebook www.facebook.com/deals
www.facebook.com/ad_guidelines.php
                                                            Ads API Tool Providers                                     Deals Info for businesses
Help Center for Ads www.facebook.com/adshelp                developers.facebook.com/adsapivendors                      www.facebook.com/deals#!/deals/business

                                                                                                                       Deals Help Center www.facebook.com/help/?page=18844




                                                                                                                                                                                     14

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Best Practice Guide for Marketing on Facebook

  • 1. Best Practice Guide Best Practice Guide Marketing on Facebook 1
  • 2. Introduction The Facebook ecosystem Five guiding principles · Build a strategy that is social by design · Create an authentic brand voice · Make it interactive · Nurture your relationships · Keep learning Facebook by objective · Foster product development and innovation · Generate awareness · Drive preference and differentiation · Increase traffic and sales · Build loyalty and deepen relationships · Amplify recommendation and word of mouth · Gain insights Helpful Resources 2
  • 3. Best Practice Guide Introduction At Facebook, everything we do is about making the world more open and connected. This has a profound impact on the way people communicate and interact. We are continually developing authentic ways for people to connect with one another as well as with the businesses, brands and institutions they care about, both on Facebook and across the web. Facebook allows marketers to stay connected with people throughout their day whether they are on their computers or mobile devices, at home or at work, watching TV or shopping with friends. This allows businesses to create rich social experiences, build lasting relationships and amplify the most powerful type of marketing – word of mouth. Connecting with people is just the beginning. In the pages that follow, you will find best practices for reaching your businesses objectives on Facebook. 3
  • 4. Best Practice Guide The Facebook ecosystem 1 Build 3 Amplify The first step is building your presence with a Facebook Every time someone interacts with your business, that action Page. Pages allow you to create an identity for your business in gets published into the News Feed, creating word of mouth. the social graph - the map of the connections among These organic stories are extremely effective at getting people and the things they care about. If you others to engage and take action, and can be have physical store locations, link your Page IN SI shared with a much larger number of potential with a Place. 1 BUILD G and current customers by using HT S Facebook Ads and Sponsored You can use Social Plugins, the Stories. Facebook Ads include the names Graph API and Apps on Facebook of friends who have already connected to to create social experiences involving your business. Sponsored Stories enable your products and online properties you to increase the distribution of News 2E 3 that are engaging and personalized. Feed stories about your business. NG AM AG PL FY E 2 Engage Together, these tools give you the TS I GH I NS Creating these Facebook touch points I effectiveness of earned media, at the allows you to start building your fan base scale and predictability of paid media. Every and engaging with your customers. campaign you run has a lasting impact via the Facebook Like Ads are the quickest way to relationships you build along the way. This is the new acquire fans. Publishing and engaging in conversations word of mouth and research has shown it’s twice as effective with your fans will allow you to deepen relationships and gain at driving results. valuable insights. 4
  • 5. Best Practice Guide Five guiding principles 1 • Social should be baked into everything you do, • Facebook should be integrated with your Build a strategy that not added at the end of a campaign or done on broader marketing efforts and part of how you is social by design the side reach your business objectives 2 Create an authentic • People on Facebook are clear and open about who they are - be the same by providing • Facebook is an ideal place to bring your brand personality to life through an authentic and brand voice straightforward information about your business consistent voice 3 • People spend time on Facebook communicating • Think about the aspects of your brand that are Make it interactive and sharing with others, so always engage in inherently social and create content that people two-way conversations will be excited to pass along 4 • Just like in the real world, building relationships • Keep content fresh and easy to consume, use Nurture your with people on Facebook takes time and ads to stay in touch, and reward people for their relationships requires a long-term investment loyalty through Deals and promotions 5 • Facebook allows you to get feedback from • Use reporting tools to learn about your fans Keep learning people in real time, giving you the ability to and the content and products they find most iterate on the fly interesting 5
  • 6. Best Practice Guide Facebook by Objective Foster product development and innovation Generate awareness Drive preference and differentiation Increase traffic and sales Build loyalty and deepen relationships Amplify recommendation and word of mouth Gain insights 6
  • 7. Best Practice Guide > Facebook by Objective Foster product development and innovation By combining OnStar’s virtual advisor in-car telematics service with Facebook’s Graph’s API at the end of 2010, Facebook allows you to learn about your target audience and to understand their interests and General Motors was the first generate awareness car manufacturer to offer friends. For this reason, Facebook can be used to generate new product ideas and innovations. Our drivers the opportunity to post and listen to audio status platform tools allow you to build entirely new social product experiences like an online store that updates from the car through a simple push of a button. displays only your friends’ favorite products, or a car in which you can access your News Feed. You Chevrolet promoted the Sponsored Stories Facebook Ads Pages Places Events Social Plugins Graph API Apps on Facebook Deals innovative service in its “Best can also enlist your Facebook community to help crowd-source your next product idea. First Date” 2011 Super Bowl television commercial. OnStar product development & innovation is rolling out the product by Introductory tools Advanced tools inviting customers to sign up for the public beta test of the service on its Facebook Page. Pages Facebook Ads Sponsored Stories Questions Events Graph API Apps on Facebook Social Plugins drive preference and differentiation 5 steps to foster product development and innovation 1 2 3 4 5 RBS Insurance enlisted its Run a creative Drive awareness of and Identify and refine your Build a social product Be present and active Facebook community to Pages Facebook Ads Questions Social Plugins Apps on Facebook Graph API campaign to solicit participation in the target audience with experience by using on your Facebook Page determine the features that input for your campaign by promoting Campaign Reporting the Graph API and throughout the product should be included in a new increase traffic and sales iPhone app for its Direct Line new product it across your marketing and Page Insights Social Plugins development cycle insurance product. It drove a. Run a contest or event to channels a. Optimize your Facebook a. Enable people to like a. Use publishing and people to a custom application on its Facebook Page, where it gather input on Facebook a. Run a Facebook Ads campaigns by testing individual products and Facebook Questions to could present new concepts to by building an application campaign that includes which audiences are more content across the web get feedback, iterate and existing and new customers. to gather submissions Stories Facebook Ads Sponsored Sponsored Stories for Places Pages responsive to different Graph API with the Graph API Events Premium generate future product Apps on Facebook Deals The result was over 600 unique App Used creative Sampling Ads and marketing ideas comments on app features b. Have the community vote b. Use Social Plugins and product names. and provide incentives for build loyalty and deepen relationships b. Promote the campaign b. Use this information to like the Activity Feed, participation in your other marketing direct future marketing Recommendations, channels such as TV, email, efforts Comments and Live Stream print or on your website to make experiences off of Facebook social Pages Sponsored Stories Facebook Ads Questions Social Plugins Apps on Facebook amplify recommendation and word of mouth 7
  • 8. Best Practice Guide > Facebook by Objective Generate awareness Once you have created a Facebook Page that allows your unique brand to shine, it is time to generate To build brand awareness of its relatively new Green Works awareness of your Page, latest product, or current marketing effort. To do this, you can leverage cleaning products line, Clorox ran a Facebook Ads campaign Facebook’s tremendous reach and targeting capabilities with Facebook Ads and Sponsored Stories. to grow its fan base and drive traffic to its website. The ads These products offer the benefits of earned at the scale and predictability of paid. That’s because they offered coupons and allowed people to vote on “Green are shown with stories about friends who have already engaged with your business on Facebook. This Heroes” in their community. The effort resulted in about is the new word of mouth and it’s twice as effective at driving awareness. 30,000 fans on the Green Works Page and a 12 percent increase in awareness of the Green Works brand, according to a generate awareness Nielsen study. Introductory tools Advanced tools Sponsored Stories Facebook Ads Pages Places Events Social Plugins Graph API Apps on Facebook Deals product development & innovation 5 steps to generate awareness 1 2 3 4 5 In the Spring of 2010, Mars Create a Facebook Integrate Social Plugins Post interesting content Run Sponsored Stories Use Facebook’s unique Chocolate North America Pages Facebook Ads Sponsored Stories Questions Events Graph API Apps on Facebook Social Plugins Ads campaign that and the Graph API, such with clear calls to to promote people’s reach and targeting launched M&M’S Pretzel. encourages people to as the Like Button, action that encourage actions from the capabilities to optimize Mars used Facebook to seed drive preference and differentiation awareness and demand take an action that will into your website and interaction and sharing News Feed to the right and iterate on your for the new product by be seen by their friends mobile experiences a. Applications on Facebook column of their friends’ campaigns developing a custom Facebook screen application called the M&M’s a. Keep ad destinations a. This allows the actions can be used to build viral a. Try different targeting Pretzel Vending Machine. The on Facebook people take off of Facebook awareness campaigns a. Sponsored Stories for App techniques: Likes and application enabled 40,000 of to show up in the News Feed b. Promoteon Facebook or Interests, Friends of the brands fans to get a free b. Encourage liking to buildAds Pages Facebook Questions Social Plugins Apps launches Graph API Used allow you to amplify and be amplified through Connections and standard sample delivered to them promotions with Deals or every time someone connections and make and allowed them to invite Sponsored Stories interacts with your app demographic future campaigns more increase traffic and sales Events on Facebook two friends to also receive a effective b. To maximize message recall, free sample. As a result, Mars b. Sponsored Stories for Page distributed 120,000 samples to Posts can be used test different creative for its customers within 48 hours. c. Keep text simple, highlight to ensure your fans see each target group special offers, tell users your posts what to expect, have a strongAds to action Facebook call Sponsored Stories Pages Places Events Graph API Premium Apps on Facebook Deals Sampling Ads build loyalty and deepen relationships 8
  • 9. Best Practice Guide > Facebook by Objective Drive preference and differentiation generate awareness Facebook is a great place to build preference and differentiation for your brand over competitors. In an effort to reinvigorate its brand among the 18- to 34-year- SponsoredFacebook, people discover your brand through trustedSocial Plugins On Stories Facebook Ads Pages Places Events referrals from API Graph their friends. Then drive Apps on Facebook Deals old audience, Shane Company launched a Facebook campaign preference by interacting with and rewarding your fans. Think of your Facebook Page as a key touch to re-engage with them and become more relevant. It product development & innovation point that you can leverage to bring your brand to life for your customers in real time. used Premium Poll Ads to invite people to nominate their favorite diamond shapes and vote for their favorite marriage proposal scenario. Shane also invited fans to tell Pages Facebook Ads Sponsored Stories Questions Events Graph API Apps on Facebook Social Plugins their own stories on its Page. This stimulated discussion drive preference and differentiation and interaction between the Introductory tools Advanced tools audience and the brand in a fun way that reinforced the brand as “your friend in the diamond business.” Over 20,000 people responded to the polling Ads, reinvigorating the brand. Pages Facebook Ads Questions Social Plugins Apps on Facebook Graph API increase traffic and sales 5 steps to drive preference and differentiation 1 2 3 4 5 Understand what Define the gap between Launch an integrated Think about how to Check in with Facebook Ads Sponsored Stories people currently think your Pages Places current perception brand-building Events Graph API integrate Premium Facebook into on Facebook customers to Sampling Ads Apps your Deals of your business and and your brand’s campaign to drive your products, website understand what build loyalty and deepen relationships why they think it is desired perception or preference and or mobile apps to make is resonating and When adidas Originals launched its global, cross- unique and relevant point of differentiation differentiation them more personal whether you have media campaign in early a. Listen to what people are a. Create a campaign that and unique been successful 2010, the leading apparel and footwear brand decided saying about your business supports your desired a. Use the Graph API to enable a. Monitor your Wall and to use its Facebook Page as on your Page and use perception across your people to shop based on use Page Insights to see a home base from which it Pages Sponsored Stories Facebook Ads Questions Social Plugins Apps on Facebook Questions to survey them typical channels (TV, print, what their friends like what’s working could display and distribute radio, Facebook, etc.) all of its exciting new audio- b. Use Page Insights to amplify recommendation and word of mouth b. Use Social Plugins to create b. Run a Nielsen Brand Effects visual content and product understand what they are b. Create Facebook Ads and a social experience for study (where available) information. By creating highly interested in Sponsored Stories with people engaging with to ask questions or run relevant content, the company Friends of Connections built a community of advocates your brand polls to understand how who supported the brand and targeting to show people perceptions changed c. Use Apps on Facebook to has seen a steady increase in how their friends have post-campaign Originals store traffic. bring your brand to life on Apps on Facebook Sponsored Stories Facebook Ads Pages Events already interacted with Social Plugins Deals Graph API your Page c. Use your own brand your brand tracking measurement tools gain insights 9
  • 10. Best Practice Guide > Facebook by Objective Sponsored Stories Facebook Ads Pages Places Events Social Plugins Graph API Apps on Facebook Deals Increase traffic and sales product development & innovation Facebook turns purchasing into a social decision by enabling people to show what they like and have In the summer of 2010, Levi Strauss & Co. began a cross- purchased, both online and in the physical world. On Facebook, you Apps on Facebook Pages Facebook Ads Sponsored Stories Questions Events Graph API can create viral promotional Social Plugins media campaign to launch its Fall 2010 Workwear Collection. events, publicize offers or run Deals. Every time someone RSVPs, clicks, or checks-in, that action As part of the campaign, a 40 percent-off offer on Facebook drive preference and differentiation gets shared with all of their friends. This combination of word of mouth and your ability to deepen for one Work Wear item drove a two-fold increase in traffic to engagement with your customers at the point of purchase (either on your website or in store) is levi’s.com within 15 minutes of being posted on the Facebook incredibly powerful at driving traffic and sales. Page. For an in-store discount offer, Levi’s clocked about 400 Pages Facebook Ads Questions Social Plugins Apps on Facebook Graph API interactions with an Event Ad, but it got 1,600 people showing increase traffic and sales up in its stores with RSVPs, Introductory tools Advanced tools showing there was a four-times viral multiplier of what the brand was able to do with its ad spend. Facebook Ads Sponsored Stories Pages Places Events Graph API Premium Apps on Facebook Deals Sampling Ads build loyalty and deepen relationships 5 steps to increase traffic and sales 1 2 3 4 5 Alamo Drafthouse Cinema Decide on a sales goal Run a creative Create a social Drive people to point Drive people to point created a Deal that incentivized and the promotionalStories Pages Sponsored Facebook Ads campaign to share Questions that experience at the pointon Facebook purchase online Social Plugins Apps of of purchase off-line its customers to check in on activities that will help promotion through of purchase their mobile device, while at a. Use Facebook Ads with a. Make sure your Page the cinema, to receive a free amplifyyou get there recommendation and word of mouth Facebook Ads and Page a. Use the Graph API to allow offers that take people to is connected to a pint glass and the chance to publishing people to like specific the point of purchase – be geographic Place see a free movie screening. transparent that clicking Every time someone checked a. Consider using an products b. Use Deals and Premium in, that story got published to application or exclusive tab the ad will take you off all of his or her friends, creating b. Integrate post purchase Event Ads to drive people to create a promotion that Facebook a powerful word-of-mouth sharing so that once a user in store Sponsored Stories Facebook Ads requires people to like your Pages Events Deals Social Plugins Graph API Apps on Facebook effect. The offer successfully has checked out, they have b. Every time someone drove people into the cinema, c. Run Sponsored Stories for Page or share the content the option to publish to likes a product on your with over 5,100 people Place Check-ins to amplify gain insights b. Use Sponsored Stories their Wall website, boost the story checking in. Through this word of mouth Deal, the company distributed to ensure the friends of with Sponsored Stories for c. Create Deals to drive people nearly 10,000 pint glasses and someone who interacts Domains in store and have them saw a much higher level of with your campaign, see check in so the action gets engagement on its Page. that action published back to their Pages Questions Campaign Reporting Page Insights friends on Facebook Apps Brand Effects and Chatter Studies API data can be integrated (not widely available) with internal measurement systems 10
  • 11. Best Practice Guide > Facebook by Objective Pages Facebook Ads Sponsored Stories Questions Events Graph API Apps on Facebook Social Plugins Build loyalty and deepen relationships drive preference and differentiation Facebook is fundamentally about relationships. The people who like your Page are saying that they Sephora uses the publishing feature on its Facebook want a relationship with you. ThisSocial Plugins Pages Facebook Ads Questions connection allows you Graph API Apps on Facebook to build and deepen relationships with your Page extensively to foster conversations with its clients. most loyal customers and allows them to spread the word about your brand to their friends. Because The company has created an Offers tab on its Page increase traffic and sales of the information people share about themselves on Facebook, you can create highly custom and where fans get information on special deals. Sephora personalized experiences to drive engagement and loyalty over time. uses the Graph API on its site to allow customers to like and recommend individual products to their friends. Facebook Ads Sponsored Stories Pages Places Events Graph API Premium Apps on Facebook Deals Sephora has created a highly Sampling Ads engaged community that discusses and shares products Introductory tools build loyalty and deepen relationships Advanced tools on its own. Pages Sponsored Stories Facebook Ads Questions Social Plugins Apps on Facebook 5 steps to build loyalty and deepen relationships amplify recommendation and word of mouth 1 2 3 4 5 Since research showed that Remind people that you Develop an authentic Ask questions, listen Use the Graph API and Let your fans know many of its customers were are on Facebook and Ads Sponsored Stories Facebook personality and voice Pages Events and be responsive, Social PluginsSocial Plugins to createApps on Facebook are special and Deals Graph API they already on Facebook, Sub-Zero there to communicate take part in a two-way more personalized reward them for their and Wolf Appliance, decided a. Create a publishing calendar to establish a brand presence with them gain insights conversation and relevant online relationship with a Facebook Page. There, b. Post stories that people care a. Promote your Facebook a. Use Facebook Questions to experiences to build a. Thank them for their people can read content on about, ask questions and kitchen designs, recipes and Page in offline marketing drive engagement and learn loyalty engagement encourage participation related topics. The company collateral has created an ecosystem c. Publish in the early b. Appoint someone on your b. Run Deals and special of customers and prospects, b. Integrate Facebook into morning or late evening team to monitor your Page promotions to your kitchen designers and Sub-Zero your website with Graph Pages Questions Campaign Reporting Page Insights daily Apps on Facebook with Brand Effects and and interact API data can Facebook community and Wolf dealers who are all Chatter Studies be integrated API to make sure your people in an authentic(not widely available) way with internal participating in discussions and measurement systems c. Provide them with exclusive sharing content on its Page. customers are part of your information, updates, and Facebook community events c. Use Facebook Ads and Sponsored Stories to stay top of mind 11
  • 12. Best Practice Guide > Facebook by Objective Pages Facebook Ads Questions Social Plugins Apps on Facebook Graph API Amplify recommendation increase traffic and sales and word of mouth Silly Bandz wanted to attain 1 million fans and to allow its customers to interact with Facebook Ads Sponsored Stories Pages Places Events Graph API Premium Apps on Facebook Deals its products. In order to do Everything you do on Facebook is viral because all actions are published Ads Sampling into the News Feed and are this, it used a combination of build loyalty and deepen relationships Facebook Ads and integrated lasting. People expect to discover things on Facebook through their friends. Rather than thinking the Graph API into its website with product Like Buttons. of driving recommendation as an independent objective, sharing should be built into all of your Every time someone clicked on one of the ads or liked one of its Facebook activities and campaigns. Here are some of the Facebook tools that help amplify word of products, a story was published back to all of his or her friends, mouth andSponsored Stories Pages recommendation. Facebook Ads Questions Social Plugins Apps on Facebook creating a powerful viral effect. As a result, Silly Bandz was able to surpass its 1 million fan amplifyIntroductoryand word of mouth recommendation tools Advanced tools goal and learned a lot about the products its consumers are most excited about. Sponsored Stories Facebook Ads Pages Events Deals Social Plugins Graph API Apps on Facebook 5 steps to amplify recommendation and word of mouth gain insights 1 2 3 4 5 Healthy Choice wanted to Encourage people Create great content Integrate Social Plugins Use Facebook Ads and Learn and iterate grow its Facebook community to like your Page that encourages sharing and the Graph API Sponsored Stories to a. Use Page Insights to and get more people to try its Pages Questions Campaign Reporting Page Insights Apps on Facebook Brand Effects and API data can a. This opens the and keep it fresh with the Like ButtonChatter Studies create word of mouth be integrated determine the content frozen foods. It launched an (not widely available) with internal innovative progressive coupon communication a. Post video content to on all of your online at scale measurement systems people are most excited campaign. The value of the channels between you and stimulate sharing properties and at any a. These products allow you to about engaging with discount increased with the your customers point of purchase show your brand’s message and sharing number of people who liked b. Use a publishing calendar Healthy Choice’s Facebook Page b. It also creates an a. This creates more to your target audience with b. Use Campaign Reporting that includes exciting and signed up for the coupon, association between opportunities for actions stories about their friends to determine what type of creating a viral multiplier product announcements your brand and that that will be published who have already engaged creative and targeting gives effect. By incentivizing people and promotions with your business to share the offer Healthy individual into the News Feed and you the best results c. Be active in two-way Choice was able to get almost content that can be used 60,000 people to connect to its conversations in Sponsored Stories Facebook Page – a 900 percent increase over its original fan base, and was able to distribute 50,000 coupons. 12
  • 13. Best Practice Guide > Facebook by Objective Facebook Ads Sponsored Stories Pages Places Events Graph API Premium Apps on Facebook Deals Gain insights Sampling Ads build loyalty and deepen relationships Facebook allows you to learn about your customers both by observing their actions and by engaging 1-800-Flowers.com uses the Graph API to integrate the Like with them Sponsored Stories It isFacebook Ads place to learn who your customers are and what they think about Pages directly. a great Questions Social Plugins Apps on Facebook Button throughout products on its website. It has used the you. Facebook makes it easy to incorporate your customers into your product development cycle popularity of items to make merchandising and product amplify recommendation and word of mouth and marketing campaigns and iterate quickly. You can do all of this in real-time, globally. When used development decisions. In addition, the company is actively, these insights can help improve your business by helping you stay aligned with the people frequently asking its Facebook community what it would you serve. like to see from the brand and using ad optimization models to determine the best creative, Sponsored Stories Facebook Ads Pages Events Deals Social Plugins Graph API Apps on Facebook targeting and mix of Facebook Ads and Sponsored Stories for Introductory tools gain insights Advanced tools the brand. Pages Questions Campaign Reporting Page Insights Apps on Facebook Brand Effects and API data can Chatter Studies be integrated (not widely available) with internal 5 steps to gain insights measurement systems 1 2 3 4 5 In March 2010, VisitBritain, Use Campaign Reports Learn from Learn from the two- Learn by integrating Use advanced began a Facebook Ads for your advertising Page Insights way conversations that Facebook login and campaign metrics campaign to raise brand campaigns and occur on your Page API with your online awareness and attract a. See the demographic a. When you run large potential visitors to the UK. The Sponsored Stories breakdown of who is a. Watch, listen and respond measurement tools advertising campaigns, campaign drove customers to a. By testing different interacting with your when you use Facebook a. Track individual behavior, use Nielsen Brand the Love UK Facebook group Page and what they are Effects studies (where on VisitBritain’s Facebook targeting options, you Questions, Apps on engagement and Page, where it posts something can learn more about interested in Facebook or publish purchasing available) to track related to the UK to discuss your audience the effectiveness of every day. It has learned your campaign on brand about its customers, as well building objectives as generated a groundswell of opinion and debate about the UK. Unlike billboards where you have no idea whether people like them or not, VisitBritain appreciates the fact that without a massive spend, it can write a post and know within 10 minutes whether it is resonating with people or not. 13
  • 14. Best Practice Guide Helpful Facebook Resources About Facebook Pages Developer & Platform Resources Facebook Stats www.facebook.com/press/info.php?statistics Create a Page www.facebook.com/pages/create.php General Resources www.developers.facebook.com Press Room www.facebook.com/press.php Pages Page www.facebook.com/FacebookPages Examples of Site Integrations developers.facebook.com/showcase/ Pages Best Practices Helpful Facebook Destinations www.facebook.com/FacebookPages?v=app_7146470109 Facebook Platform Page www.facebook.com/platform Most Popular Facebook Pages pagedata.insidefacebook.com/ Developer Blog developers.facebook.com/blog/ Facebook www.facebook.com/facebook Vertical Directory of Pages www.facebook.com/pages/ Facebook Application Directory Marketing Solutions www.facebook.com/marketing www.facebook.com/apps/directory.php Alphabetical Directory of Pages Facebook Studio www.facebook-studio.com www.facebook.com/directory/pages Social Plugins developers.facebook.com/plugins Facebook Ads www.facebook.com/facebookads FAQ for Facebook Pages Graph API developers.facebook.com/docs/reference/api/ Facebook Pages www.facebook.com/facebookpages https://www.facebook.com/help/?topic=pages Open Graph developers.facebook.com/docs/opengraph/ Facebook Platform www.facebook.com/platform Terms and Guidelines www.facebook.com/terms_pages.php Authentication developers.facebook.com/docs/authentication/ Applications on Facebook Usernames for Facebook Pages www.facebook.com/username Post Purchase Sharing www.facebook.com/applicationsonfacebook Usernames for Facebook Pages FAQ developers.facebook.com/docs/reference/dialogs/ Facebook Live www.facebook.com/FacebookLive https://www.facebook.com/help/?page=900 Facebook Credits developers.facebook.com/credits/ Webinar Center Reporting IP Infringement on Pages SDKs and Tools developers.facebook.com/docs/sdks/ www.facebook.com/adsmarketing/index.php?sk=webinarcenter www.facebook.com/copyright.php Developer Roadmap developers.facebook.com/roadmap Popular Facebook Blogs General Legal and Permissions Live Status of Platform developers.facebook.com/live_status The Facebook Blog (official blog) www.blog.facebook.com/ Facebook Brand Permissions Developer Discussion Forum forum.developers.facebook.net/ www.facebook.com/brandpermissions Developer’s Policy Wiki developers.facebook.com/policy/ Inside Facebook www.insidefacebook.com/ Promotions Guidelines Permissions All Facebook www.allfacebook.com/ www.facebook.com/promotions_guidelines.php developers.facebook.com/docs/authentication/permissions Statement of Rights and Responsibilities Advertising & Sponsored Stories www.facebook.com/terms.php Local Create Facebook Ads www.facebook.com/ads/create/ Copyright Infringement www.facebook.com/legal/copyright.php?howto_report Places Information www.facebook.com/places Guide to Facebook Ads www.facebook.com/adsmarketing/ Facebook Places Page www.facebook.com/facebookplaces Ads Page www.facebook.com/FacebookAds Recommended Facebook Providers Facebook Places Help Center Sponsored Stories www.facebook.com/sponsoredstories www.facebook.com/help/?topic=places Preferred Developer Program External Ad Policy guidelines developers.facebook.com/preferreddevelopers Find Deals on Facebook www.facebook.com/deals www.facebook.com/ad_guidelines.php Ads API Tool Providers Deals Info for businesses Help Center for Ads www.facebook.com/adshelp developers.facebook.com/adsapivendors www.facebook.com/deals#!/deals/business Deals Help Center www.facebook.com/help/?page=18844 14