This document provides tips for effective Facebook marketing in 3 key areas: 1. Focus on engaging with fans by providing relevant content and being authentic rather than just broadcasting messages. 2. Leverage various Facebook advertising and promotion tools to create awareness and drive traffic but ensure ads are properly targeted and tested. 3. Closely monitor results and learn from both successes and failures to continually improve Facebook marketing strategy over time.

1. Facebook Marketing Jay Feitlinger Back in the Black: April 28 – 29, 2011

2. Avoid these 3 common mistakes No Social Media Strategy Tone / Consistency Not Investing Time Selling / Broadcasting Provide fans relevant and engaging content Breaking The Rules Profile vs. Page Promotions Tagging Image Source: assetebooks.com

3. Instead focus on these 3 areas Be a real person Share valuable and relevant information Don’t use automated tools Listen to the community and respond Image Source: stringcaninteractive.com

4. Get Heard!

5. Create Awareness Email Website Social Plugins http://developers.facebook.com/docs/plugins/

6. Want to give away an iPad? http://www.facebook.com/promotions_guidelines.php

7. Advertising on Facebook Determine Campaign Goals Create Ads Set Facebook Targeting Test Test Test Measure Results Image Source: cirn.wikispaces.com

8. 1 - Decide on Goals Customer Feedback Brand Awareness? Driving traffic to external site? Driving traffic to a Facebook fan page? Fan Growth? Quantity vs. Quality Debate

9. 2 - Types Of Paid Ad Options Standard Ad Sponsored Ad Poll Ad Event Ad Sampling Ad Video Comment Ad Sponsored Story Ad

10. Facebook Ad Guidelines Title (25 characters) Links to Page on Facebook Title should match the name of Page Image or Video Thumbnail (110 X 80 pixels) Links to Page on Facebook Body Copy (135 characters) Like # people like [your brand]

11. Driving Traffic Off Facebook

12. 3 - Targeting Geography Search / Network Mobile TV Keywords Site Placement Mobile Gender Age Geography Language (over 70) Workplace Connection Targeting Page, Event or App Education / Work Degree Likes and Interests Relationship status Age / Birthday Gender

13. 4 - Test Test Test Getting better results through experimentation Be sure to set a control ad to test all your changes against Make sure you only change one part of the ad (i.e. copy, targeting, etc.) at a time Run your test for at least a week to get reliable results

14. 5 - Measure Results All Facebook Ad Stats as well as fan page: Tab Views - where people are going External referrers Post Feedback Monthly Active Users Page Views

15. Learn from Others

16. Facebook Marketing Summary Be authentic Develop Relationships Be Yourself Create exciting content Engage the fans Don’t use automated tools Leverage Facebook Wall Feed formula Target your message to the right audience Cost per click not Cost per impression Constant Testing Plan for conversion Landing page will be representative of the information in your ad Showcase what you're promoting Learn from your own data Listen to your fans and prospective customers Monitor Facebook Insights Learn from others Websites such as All Facebook & Social Media Examiner Examples such as Audi & Disney

17. Questions ? [email_address] @JayFeitlinger