Facebook can be used to increase traffic and sales in several ways: 1. Run creative campaigns on Facebook that promote special offers and drive people to purchase online or in stores. 2. Create social experiences at the point of purchase using the Graph API and encourage sharing of purchases. 3. Drive people to purchase both online using Facebook ads and offline using deals, events ads, and check-ins.

1. BestPracticeGuide
1
BestPracticeGuide
MarketingonFacebook

2. 2
Introduction
TheFacebookecosystem
Fiveguidingprinciples
·Buildastrategythatissocialbydesign
·Createanauthenticbrandvoice
·Makeitinteractive
·Nurtureyourrelationships
·Keeplearning
Facebookbyobjective
·Fosterproductdevelopmentandinnovation
·Generateawareness
·Drivepreferenceanddifferentiation
·Increasetrafficandsales
·Buildloyaltyanddeepenrelationships
·Amplifyrecommendationandwordofmouth
·Gaininsights
HelpfulResources

3. BestPracticeGuide
3
AtFacebook,everythingwedoisaboutmakingtheworld
moreopenandconnected.Thishasaprofoundimpactonthe
waypeoplecommunicateandinteract.Wearecontinually
developingauthenticwaysforpeopletoconnectwithone
anotheraswellaswiththebusinesses,brandsandinstitutions
theycareabout,bothonFacebookandacrosstheweb.
Facebookallowsmarketerstostayconnectedwithpeople
throughouttheirdaywhethertheyareontheircomputersor
mobiledevices,athomeoratwork,watchingTVorshopping
withfriends.Thisallowsbusinessestocreaterichsocial
experiences,buildlastingrelationshipsandamplifythemost
powerfultypeofmarketing–wordofmouth.
Connectingwithpeopleisjustthebeginning.Inthepages
thatfollow,youwillfindbestpracticesforreachingyour
businessesobjectivesonFacebook.
Introduction

4. BestPracticeGuide
4
TheFacebookecosystem
Build
ThefirststepisbuildingyourpresencewithaFacebook
Page.Pagesallowyoutocreateanidentityforyourbusinessin
thesocialgraph-themapoftheconnectionsamong
peopleandthethingstheycareabout.Ifyou
havephysicalstorelocations,linkyourPage
withaPlace.
YoucanuseSocialPlugins,the
GraphAPIandAppsonFacebook
tocreatesocialexperiencesinvolving
yourproductsandonlineproperties
thatareengagingandpersonalized.
Engage
CreatingtheseFacebooktouchpoints
allowsyoutostartbuildingyourfanbase
andengagingwithyourcustomers.
FacebookLikeAdsarethequickestwayto
acquirefans.Publishingandengaginginconversations
withyourfanswillallowyoutodeepenrelationshipsandgain
valuableinsights.
Amplify
Everytimesomeoneinteractswithyourbusiness,thataction
getspublishedintotheNewsFeed,creatingwordofmouth.
Theseorganicstoriesareextremelyeffectiveatgetting
otherstoengageandtakeaction,andcanbe
sharedwithamuchlargernumberofpotential
andcurrentcustomersbyusing
FacebookAdsandSponsored
Stories.FacebookAdsincludethenames
offriendswhohavealreadyconnectedto
yourbusiness.SponsoredStoriesenable
youtoincreasethedistributionofNews
Feedstoriesaboutyourbusiness.
Together,thesetoolsgiveyouthe
effectivenessofearnedmedia,atthe
scaleandpredictabilityofpaidmedia.Every
campaignyourunhasalastingimpactviathe
relationshipsyoubuildalongtheway.Thisisthenew
wordofmouthandresearchhasshownit’stwiceaseffective
atdrivingresults.
INSIG
HTS
I
NSIGHTS
BUILD
AMPLI
FY
ENGAG
E
1
2
3
1
2
3

5. BestPracticeGuide
5
Fiveguidingprinciples
•Socialshouldbebakedintoeverythingyoudo,
notaddedattheendofacampaignordoneon
theside
•Facebookshouldbeintegratedwithyour
broadermarketingeffortsandpartofhowyou
reachyourbusinessobjectives
Buildastrategythat
issocialbydesign
1
•PeopleonFacebookareclearandopenabout
whotheyare-bethesamebyproviding
straightforwardinformationaboutyourbusiness
•Facebookisanidealplacetobringyourbrand
personalitytolifethroughanauthenticand
consistentvoice
Createanauthentic
brandvoice
2
•PeoplespendtimeonFacebookcommunicating
andsharingwithothers,soalwaysengagein
two-wayconversations
•Thinkabouttheaspectsofyourbrandthatare
inherentlysocialandcreatecontentthatpeople
willbeexcitedtopassalong
Makeitinteractive
3
•Justlikeintherealworld,buildingrelationships
withpeopleonFacebooktakestimeand
requiresalong-terminvestment
•Keepcontentfreshandeasytoconsume,use
adstostayintouch,andrewardpeoplefortheir
loyaltythroughDealsandpromotions
Nurtureyour
relationships
4
Keeplearning•Facebookallowsyoutogetfeedbackfrom
peopleinrealtime,givingyoutheabilityto
iterateonthefly
•Usereportingtoolstolearnaboutyourfans
andthecontentandproductstheyfindmost
interesting
5

6. BestPracticeGuide
6
FacebookbyObjective
Fosterproductdevelopmentandinnovation
Generateawareness
Drivepreferenceanddifferentiation
Increasetrafficandsales
Buildloyaltyanddeepenrelationships
Amplifyrecommendationandwordofmouth
Gaininsights

7. BestPracticeGuide>FacebookbyObjective
7
BycombiningOnStar’svirtual
advisorin-cartelematics
servicewithFacebook’s
Graph’sAPIattheendof2010,
GeneralMotorswasthefirst
carmanufacturertooffer
driverstheopportunityto
postandlistentoaudiostatus
updatesfromthecarthrough
asimplepushofabutton.
Chevroletpromotedthe
innovativeserviceinits“Best
FirstDate”2011SuperBowl
televisioncommercial.OnStar
isrollingouttheproductby
invitingcustomerstosignup
forthepublicbetatestofthe
serviceonitsFacebookPage.
RBSInsuranceenlistedits
Facebookcommunityto
determinethefeaturesthat
shouldbeincludedinanew
iPhoneappforitsDirectLine
insuranceproduct.Itdrove
peopletoacustomapplication
onitsFacebookPage,whereit
couldpresentnewconceptsto
existingandnewcustomers.
Theresultwasover600unique
commentsonappfeatures
andproductnames.
1
Runacreative
campaigntosolicit
inputforyour
newproduct
a.Runacontestoreventto
gatherinputonFacebook
bybuildinganapplication
togathersubmissions
b.Havethecommunityvote
andprovideincentivesfor
participation
2
Driveawarenessofand
participationinthe
campaignbypromoting
itacrossyourmarketing
channels
a.RunaFacebookAds
campaignthatincludes
SponsoredStoriesfor
AppUsed
b.Promotethecampaign
inyourothermarketing
channelssuchasTV,email,
printoronyourwebsite
3
Identifyandrefineyour
targetaudiencewith
CampaignReporting
andPageInsights
a.OptimizeyourFacebook
campaignsbytesting
whichaudiencesaremore
responsivetodifferent
creative
b.Usethisinformationto
directfuturemarketing
efforts
4
Buildasocialproduct
experiencebyusing
theGraphAPIand
SocialPlugins
a.Enablepeopletolike
individualproductsand
contentacrosstheweb
withtheGraphAPI
b.UseSocialPlugins
liketheActivityFeed,
Recommendations,
CommentsandLiveStream
tomakeexperiencesoffof
Facebooksocial
5
Bepresentandactive
onyourFacebookPage
throughouttheproduct
developmentcycle
a.Usepublishingand
FacebookQuestionsto
getfeedback,iterateand
generatefutureproduct
andmarketingideas
Fosterproductdevelopment
andinnovation
Facebookallowsyoutolearnaboutyourtargetaudienceandtounderstandtheirinterestsand
friends.Forthisreason,Facebookcanbeusedtogeneratenewproductideasandinnovations.Our
platformtoolsallowyoutobuildentirelynewsocialproductexperienceslikeanonlinestorethat
displaysonlyyourfriends’favoriteproducts,oracarinwhichyoucanaccessyourNewsFeed.You
canalsoenlistyourFacebookcommunitytohelpcrowd-sourceyournextproductidea.
5stepstofosterproductdevelopmentandinnovation
IntroductorytoolsAdvancedtools
SponsoredStoriesQuestionsAppsonFacebookFacebookAdsSocialPluginsEventsPagesGraphAPI

8. BestPracticeGuide>FacebookbyObjective
8
Generateawareness
OnceyouhavecreatedaFacebookPagethatallowsyouruniquebrandtoshine,itistimetogenerate
awarenessofyourPage,latestproduct,orcurrentmarketingeffort.Todothis,youcanleverage
Facebook’stremendousreachandtargetingcapabilitieswithFacebookAdsandSponsoredStories.
Theseproductsofferthebenefitsofearnedatthescaleandpredictabilityofpaid.That’sbecausethey
areshownwithstoriesaboutfriendswhohavealreadyengagedwithyourbusinessonFacebook.This
isthenewwordofmouthandit’stwiceaseffectiveatdrivingawareness.
Tobuildbrandawarenessof
itsrelativelynewGreenWorks
cleaningproductsline,Clorox
ranaFacebookAdscampaign
togrowitsfanbaseanddrive
traffictoitswebsite.Theads
offeredcouponsandallowed
peopletovoteon“Green
Heroes”intheircommunity.
Theeffortresultedinabout
30,000fansontheGreenWorks
Pageanda12percentincrease
inawarenessoftheGreen
Worksbrand,accordingtoa
Nielsenstudy.
1
CreateaFacebook
Adscampaignthat
encouragespeopleto
takeanactionthatwill
beseenbytheirfriends
a.Keepaddestinations
onFacebook
b.Encouragelikingtobuild
connectionsandmake
futurecampaignsmore
effective
c.Keeptextsimple,highlight
specialoffers,tellusers
whattoexpect,havea
strongcalltoaction
2
IntegrateSocialPlugins
andtheGraphAPI,such
astheLikeButton,
intoyourwebsiteand
mobileexperiences
a.Thisallowstheactions
peopletakeoffofFacebook
toshowupintheNewsFeed
andbeamplifiedthrough
SponsoredStories
3
Postinterestingcontent
withclearcallsto
actionthatencourage
interactionandsharing
a.ApplicationsonFacebook
canbeusedtobuildviral
awarenesscampaigns
b.Promotelaunchesor
promotionswithDealsor
EventsonFacebook
4
RunSponsoredStories
topromotepeople’s
actionsfromthe
NewsFeedtotheright
columnoftheirfriends’
screen
a.SponsoredStoriesforApp
Usedallowyoutoamplify
everytimesomeone
interactswithyourapp
b.SponsoredStoriesforPage
Postscanbeused
toensureyourfanssee
yourposts
5
UseFacebook’sunique
reachandtargeting
capabilitiestooptimize
anditerateonyour
campaigns
a.Trydifferenttargeting
techniques:Likesand
Interests,Friendsof
Connectionsandstandard
demographic
b.Tomaximizemessagerecall,
testdifferentcreativefor
eachtargetgroup
5stepstogenerateawareness
IntheSpringof2010,Mars
ChocolateNorthAmerica
launchedM&M’SPretzel.
MarsusedFacebooktoseed
awarenessanddemand
forthenewproductby
developingacustomFacebook
applicationcalledtheM&M’s
PretzelVendingMachine.The
applicationenabled40,000of
thebrandsfanstogetafree
sampledeliveredtothem
andallowedthemtoinvite
twofriendstoalsoreceivea
freesample.Asaresult,Mars
distributed120,000samplesto
itscustomerswithin48hours.
IntroductorytoolsAdvancedtools
SponsoredStoriesFacebookAdsPlacesDealsEventsPagesSocialPluginsGraphAPIAppsonFacebook

9. BestPracticeGuide>FacebookbyObjective
9
WhenadidasOriginals
launcheditsglobal,cross-
mediacampaigninearly
2010,theleadingapparel
andfootwearbranddecided
touseitsFacebookPageas
ahomebasefromwhichit
coulddisplayanddistribute
allofitsexcitingnewaudio-
visualcontentandproduct
information.Bycreatinghighly
relevantcontent,thecompany
builtacommunityofadvocates
whosupportedthebrandand
hasseenasteadyincreasein
Originalsstoretraffic.
Facebookisagreatplacetobuildpreferenceanddifferentiationforyourbrandovercompetitors.
OnFacebook,peoplediscoveryourbrandthroughtrustedreferralsfromtheirfriends.Thendrive
preferencebyinteractingwithandrewardingyourfans.ThinkofyourFacebookPageasakeytouch
pointthatyoucanleveragetobringyourbrandtolifeforyourcustomersinrealtime.
1
Understandwhat
peoplecurrentlythink
ofyourbusinessand
whytheythinkitis
uniqueandrelevant
a.Listentowhatpeopleare
sayingaboutyourbusiness
onyourPageanduse
Questionstosurveythem
b.UsePageInsightsto
understandwhattheyare
interestedin
2
Definethegapbetween
yourcurrentperception
andyourbrand’s
desiredperceptionor
pointofdifferentiation
3
Launchanintegrated
brand-building
campaigntodrive
preferenceand
differentiation
a.Createacampaignthat
supportsyourdesired
perceptionacrossyour
typicalchannels(TV,print,
radio,Facebook,etc.)
b.CreateFacebookAdsand
SponsoredStorieswith
FriendsofConnections
targetingtoshowpeople
howtheirfriendshave
alreadyinteractedwith
yourbrand
4
Thinkabouthowto
integrateFacebookinto
yourproducts,website
ormobileappstomake
themmorepersonal
andunique
a.UsetheGraphAPItoenable
peopletoshopbasedon
whattheirfriendslike
b.UseSocialPluginstocreate
asocialexperiencefor
peopleengagingwith
yourbrand
c.UseAppsonFacebookto
bringyourbrandtolifeon
yourPage
5
Checkinwith
yourcustomersto
understandwhat
isresonatingand
whetheryouhave
beensuccessful
a.MonitoryourWalland
usePageInsightstosee
what’sworking
b.RunaNielsenBrandEffects
study(whereavailable)
toaskquestionsorrun
pollstounderstandhow
perceptionschanged
post-campaign
c.Useyourownbrand
trackingmeasurementtools
Drivepreferenceanddifferentiation
5stepstodrivepreferenceanddifferentiation
Inanefforttoreinvigorateits
brandamongthe18-to34-year-
oldaudience,ShaneCompany
launchedaFacebookcampaign
tore-engagewiththemand
becomemorerelevant.It
usedPremiumPollAdsto
invitepeopletonominate
theirfavoritediamondshapes
andvotefortheirfavorite
marriageproposalscenario.
Shanealsoinvitedfanstotell
theirownstoriesonitsPage.
Thisstimulateddiscussion
andinteractionbetweenthe
audienceandthebrandinafun
waythatreinforcedthebrand
as“yourfriendinthediamond
business.”Over20,000people
respondedtothepollingAds,
reinvigoratingthebrand.
IntroductorytoolsAdvancedtools
GraphAPIFacebookAdsSocialPluginsAppsonFacebookPagesQuestions

10. BestPracticeGuide>FacebookbyObjective
10
1
Decideonasalesgoal
andthepromotional
activitiesthatwillhelp
yougetthere
2
Runacreative
campaigntosharethat
promotionthrough
FacebookAdsandPage
publishing
a.Considerusingan
applicationorexclusivetab
tocreateapromotionthat
requirespeopletolikeyour
Pageorsharethecontent
b.UseSponsoredStories
toensurethefriendsof
someonewhointeracts
withyourcampaign,see
thataction
3
Createasocial
experienceatthepoint
ofpurchase
a.UsetheGraphAPItoallow
peopletolikespecific
products
b.Integratepostpurchase
sharingsothatonceauser
hascheckedout,theyhave
theoptiontopublishto
theirWall
c.CreateDealstodrivepeople
instoreandhavethem
checkinsotheactiongets
publishedbacktotheir
friends
4
Drivepeopletopoint
ofpurchaseonline
a.UseFacebookAdswith
offersthattakepeopleto
thepointofpurchase–be
transparentthatclicking
theadwilltakeyouoff
Facebook
b.Everytimesomeone
likesaproductonyour
website,boostthestory
withSponsoredStoriesfor
Domains
5
Drivepeopletopoint
ofpurchaseoff-line
a.MakesureyourPage
isconnectedtoa
geographicPlace
b.UseDealsandPremium
EventAdstodrivepeople
instore
c.RunSponsoredStoriesfor
PlaceCheck-instoamplify
wordofmouth
Inthesummerof2010,Levi
Strauss&Co.beganacross-
mediacampaigntolaunchits
Fall2010WorkwearCollection.
Aspartofthecampaign,a40
percent-offofferonFacebook
foroneWorkWearitemdrove
atwo-foldincreaseintrafficto
levi’s.comwithin15minutesof
beingpostedontheFacebook
Page.Foranin-storediscount
offer,Levi’sclockedabout400
interactionswithanEventAd,
butitgot1,600peopleshowing
upinitsstoreswithRSVPs,
showingtherewasafour-times
viralmultiplierofwhatthe
brandwasabletodowithits
adspend.
AlamoDrafthouseCinema
createdaDealthatincentivized
itscustomerstocheckinon
theirmobiledevice,whileat
thecinema,toreceiveafree
pintglassandthechanceto
seeafreemoviescreening.
Everytimesomeonechecked
in,thatstorygotpublishedto
allofhisorherfriends,creating
apowerfulword-of-mouth
effect.Theoffersuccessfully
drovepeopleintothecinema,
withover5,100people
checkingin.Throughthis
Deal,thecompanydistributed
nearly10,000pintglassesand
sawamuchhigherlevelof
engagementonitsPage.
Facebookturnspurchasingintoasocialdecisionbyenablingpeopletoshowwhattheylikeandhave
purchased,bothonlineandinthephysicalworld.OnFacebook,youcancreateviralpromotional
events,publicizeoffersorrunDeals.EverytimesomeoneRSVPs,clicks,orchecks-in,thataction
getssharedwithalloftheirfriends.Thiscombinationofwordofmouthandyourabilitytodeepen
engagementwithyourcustomersatthepointofpurchase(eitheronyourwebsiteorinstore)is
incrediblypowerfulatdrivingtrafficandsales.
Increasetrafficandsales
5stepstoincreasetrafficandsales
IntroductorytoolsAdvancedtools
SponsoredStoriesPremium
SamplingAds
FacebookAdsPlacesEventsPagesAppsonFacebookGraphAPIDeals

11. BestPracticeGuide>FacebookbyObjective
11
Sinceresearchshowedthat
manyofitscustomerswere
alreadyonFacebook,Sub-Zero
andWolfAppliance,decided
toestablishabrandpresence
withaFacebookPage.There,
peoplecanreadcontenton
kitchendesigns,recipesand
relatedtopics.Thecompany
hascreatedanecosystem
ofcustomersandprospects,
kitchendesignersandSub-Zero
andWolfdealerswhoareall
participatingindiscussionsand
sharingcontentonitsPage.
Buildloyaltyanddeepenrelationships
Facebookisfundamentallyaboutrelationships.ThepeoplewholikeyourPagearesayingthatthey
wantarelationshipwithyou.Thisconnectionallowsyoutobuildanddeepenrelationshipswithyour
mostloyalcustomersandallowsthemtospreadthewordaboutyourbrandtotheirfriends.Because
oftheinformationpeopleshareaboutthemselvesonFacebook,youcancreatehighlycustomand
personalizedexperiencestodriveengagementandloyaltyovertime.
1
Remindpeoplethatyou
areonFacebookand
theretocommunicate
withthem
a.PromoteyourFacebook
Pageinofflinemarketing
collateral
b.IntegrateFacebookinto
yourwebsitewithGraph
APItomakesureyour
customersarepartofyour
Facebookcommunity
c.UseFacebookAds
andSponsoredStories
tostaytopofmind
2
Developanauthentic
personalityandvoice
a.Createapublishingcalendar
b.Poststoriesthatpeoplecare
about,askquestionsand
encourageparticipation
c.Publishintheearly
morningorlateevening
3
Askquestions,listen
andberesponsive,
takepartinatwo-way
conversation
a.UseFacebookQuestionsto
driveengagementandlearn
b.Appointsomeoneonyour
teamtomonitoryourPage
dailyandinteractwith
peopleinanauthenticway
4
UsetheGraphAPIand
SocialPluginstocreate
morepersonalized
andrelevantonline
experiencestobuild
loyalty
5
Letyourfansknow
theyarespecialand
rewardthemfortheir
relationship
a.Thankthemfortheir
engagement
b.RunDealsandspecial
promotionstoyour
Facebookcommunity
c.Providethemwithexclusive
information,updates,and
events
5stepstobuildloyaltyanddeepenrelationships
Sephorausesthepublishing
featureonitsFacebook
Pageextensivelytofoster
conversationswithitsclients.
Thecompanyhascreated
anOfferstabonitsPage
wherefansgetinformation
onspecialdeals.Sephora
usestheGraphAPIonitssite
toallowcustomerstolike
andrecommendindividual
productstotheirfriends.
Sephorahascreatedahighly
engagedcommunitythat
discussesandsharesproducts
onitsown.IntroductorytoolsAdvancedtools
SponsoredStoriesFacebookAdsPagesQuestionsSocialPluginsAppsonFacebook

12. BestPracticeGuide>FacebookbyObjective
12
SillyBandzwantedtoattain
1millionfansandtoallowits
customerstointeractwith
itsproducts.Inordertodo
this,itusedacombinationof
FacebookAdsandintegrated
theGraphAPIintoitswebsite
withproductLikeButtons.
Everytimesomeoneclickedon
oneoftheadsorlikedoneofits
products,astorywaspublished
backtoallofhisorherfriends,
creatingapowerfulviraleffect.
Asaresult,SillyBandzwas
abletosurpassits1millionfan
goalandlearnedalotabout
theproductsitsconsumersare
mostexcitedabout.
HealthyChoicewantedto
growitsFacebookcommunity
andgetmorepeopletotryits
frozenfoods.Itlaunchedan
innovativeprogressivecoupon
campaign.Thevalueofthe
discountincreasedwiththe
numberofpeoplewholiked
HealthyChoice’sFacebookPage
andsignedupforthecoupon,
creatingaviralmultiplier
effect.Byincentivizingpeople
tosharetheofferHealthy
Choicewasabletogetalmost
60,000peopletoconnecttoits
FacebookPage–a900percent
increaseoveritsoriginalfan
base,andwasabletodistribute
50,000coupons.
1
Encouragepeople
tolikeyourPage
a.Thisopensthe
communication
channelsbetweenyouand
yourcustomers
b.Italsocreatesan
associationbetween
yourbrandandthat
individual
2
Creategreatcontent
thatencouragessharing
andkeepitfresh
a.Postvideocontentto
stimulatesharing
b.Useapublishingcalendar
thatincludesexciting
productannouncements
andpromotions
c.Beactiveintwo-way
conversations
3
IntegrateSocialPlugins
andtheGraphAPI
withtheLikeButton
onallofyouronline
propertiesandatany
pointofpurchase
a.Thiscreatesmore
opportunitiesforactions
thatwillbepublished
intotheNewsFeedand
contentthatcanbeused
inSponsoredStories
4
UseFacebookAdsand
SponsoredStoriesto
createwordofmouth
atscale
a.Theseproductsallowyouto
showyourbrand’smessage
toyourtargetaudiencewith
storiesabouttheirfriends
whohavealreadyengaged
withyourbusiness
5
Learnanditerate
a.UsePageInsightsto
determinethecontent
peoplearemostexcited
aboutengagingwith
andsharing
b.UseCampaignReporting
todeterminewhattypeof
creativeandtargetinggives
youthebestresults
EverythingyoudoonFacebookisviralbecauseallactionsarepublishedintotheNewsFeedandare
lasting.PeopleexpecttodiscoverthingsonFacebookthroughtheirfriends.Ratherthanthinking
ofdrivingrecommendationasanindependentobjective,sharingshouldbebuiltintoallofyour
Facebookactivitiesandcampaigns.HerearesomeoftheFacebooktoolsthathelpamplifywordof
mouthandrecommendation.
Amplifyrecommendation
andwordofmouth
5stepstoamplifyrecommendationandwordofmouth
IntroductorytoolsAdvancedtools
AppsonFacebookSocialPluginsGraphAPISponsoredStoriesFacebookAdsEventsPagesDeals

13. BestPracticeGuide>FacebookbyObjective
13
InMarch2010,VisitBritain,
beganaFacebookAds
campaigntoraisebrand
awarenessandattract
potentialvisitorstotheUK.The
campaigndrovecustomersto
theLoveUKFacebookgroup
onVisitBritain’sFacebook
Page,whereitpostssomething
relatedtotheUKtodiscuss
everyday.Ithaslearned
aboutitscustomers,aswell
asgeneratedagroundswellof
opinionanddebateaboutthe
UK.Unlikebillboardswhereyou
havenoideawhetherpeople
likethemornot,VisitBritain
appreciatesthefactthat
withoutamassivespend,it
canwriteapostandknow
within10minuteswhetheritis
resonatingwithpeopleornot.
1-800-Flowers.comusesthe
GraphAPItointegratetheLike
Buttonthroughoutproducts
onitswebsite.Ithasusedthe
popularityofitemstomake
merchandisingandproduct
developmentdecisions.In
addition,thecompanyis
frequentlyaskingitsFacebook
communitywhatitwould
liketoseefromthebrandand
usingadoptimizationmodels
todeterminethebestcreative,
targetingandmixofFacebook
AdsandSponsoredStoriesfor
thebrand.
Gaininsights
Facebookallowsyoutolearnaboutyourcustomersbothbyobservingtheiractionsandbyengaging
withthemdirectly.Itisagreatplacetolearnwhoyourcustomersareandwhattheythinkabout
you.Facebookmakesiteasytoincorporateyourcustomersintoyourproductdevelopmentcycle
andmarketingcampaignsanditeratequickly.Youcandoallofthisinreal-time,globally.Whenused
actively,theseinsightscanhelpimproveyourbusinessbyhelpingyoustayalignedwiththepeople
youserve.
1
UseCampaignReports
foryouradvertising
campaignsand
SponsoredStories
a.Bytestingdifferent
targetingoptions,you
canlearnmoreabout
youraudience
2
Learnfrom
PageInsights
a.Seethedemographic
breakdownofwhois
interactingwithyour
Pageandwhattheyare
interestedin
3
Learnfromthetwo-
wayconversationsthat
occuronyourPage
a.Watch,listenandrespond
whenyouuseFacebook
Questions,Appson
Facebookorpublish
4
Learnbyintegrating
Facebookloginand
APIwithyouronline
measurementtools
a.Trackindividualbehavior,
engagementand
purchasing
5
Useadvanced
campaignmetrics
a.Whenyourunlarge
advertisingcampaigns,
useNielsenBrand
Effectsstudies(where
available)totrack
theeffectivenessof
yourcampaignonbrand
buildingobjectives
5stepstogaininsights
IntroductorytoolsAdvancedtools
QuestionsCampaignReportingPageInsightsAppsonFacebookAPIdatacanBrandEffectsandPages

14. BestPracticeGuide
14
AboutFacebook
FacebookStatswww.facebook.com/press/info.php?statistics
PressRoomwww.facebook.com/press.php
HelpfulFacebookDestinations
Facebookwww.facebook.com/facebook
MarketingSolutionswww.facebook.com/marketing
FacebookStudiowww.facebook-studio.com
FacebookAdswww.facebook.com/facebookads
FacebookPageswww.facebook.com/facebookpages
FacebookPlatformwww.facebook.com/platform
ApplicationsonFacebook
www.facebook.com/applicationsonfacebook
FacebookLivewww.facebook.com/FacebookLive
WebinarCenter
www.facebook.com/adsmarketing/index.php?sk=webinarcenter
PopularFacebookBlogs
TheFacebookBlog(officialblog)www.blog.facebook.com/
InsideFacebookwww.insidefacebook.com/
AllFacebookwww.allfacebook.com/
Advertising&SponsoredStories
CreateFacebookAdswww.facebook.com/ads/create/
GuidetoFacebookAdswww.facebook.com/adsmarketing/
AdsPagewww.facebook.com/FacebookAds
SponsoredStorieswww.facebook.com/sponsoredstories
ExternalAdPolicyguidelines
www.facebook.com/ad_guidelines.php
HelpCenterforAdswww.facebook.com/adshelp
HelpfulFacebookResources
Pages
CreateaPagewww.facebook.com/pages/create.php
PagesPagewww.facebook.com/FacebookPages
PagesBestPractices
www.facebook.com/FacebookPages?v=app_7146470109
MostPopularFacebookPagespagedata.insidefacebook.com/
VerticalDirectoryofPageswww.facebook.com/pages/
AlphabeticalDirectoryofPages
www.facebook.com/directory/pages
FAQforFacebookPages
https://www.facebook.com/help/?topic=pages
TermsandGuidelineswww.facebook.com/terms_pages.php
UsernamesforFacebookPageswww.facebook.com/username
UsernamesforFacebookPagesFAQ
https://www.facebook.com/help/?page=900
ReportingIPInfringementonPages
www.facebook.com/copyright.php
GeneralLegalandPermissions
FacebookBrandPermissions
www.facebook.com/brandpermissions
PromotionsGuidelines
www.facebook.com/promotions_guidelines.php
StatementofRightsandResponsibilities
www.facebook.com/terms.php
CopyrightInfringement
www.facebook.com/legal/copyright.php?howto_report
RecommendedFacebookProviders
PreferredDeveloperProgram
developers.facebook.com/preferreddevelopers
AdsAPIToolProviders
developers.facebook.com/adsapivendors
Developer&PlatformResources
GeneralResourceswww.developers.facebook.com
ExamplesofSiteIntegrations
developers.facebook.com/showcase/
FacebookPlatformPagewww.facebook.com/platform
DeveloperBlogdevelopers.facebook.com/blog/
FacebookApplicationDirectory
www.facebook.com/apps/directory.php
SocialPluginsdevelopers.facebook.com/plugins
GraphAPIdevelopers.facebook.com/docs/reference/api/
OpenGraphdevelopers.facebook.com/docs/opengraph/
Authenticationdevelopers.facebook.com/docs/authentication/
PostPurchaseSharing
developers.facebook.com/docs/reference/dialogs/
FacebookCreditsdevelopers.facebook.com/credits/
SDKsandToolsdevelopers.facebook.com/docs/sdks/
DeveloperRoadmapdevelopers.facebook.com/roadmap
LiveStatusofPlatformdevelopers.facebook.com/live_status
DeveloperDiscussionForumforum.developers.facebook.net/
Developer’sPolicyWikidevelopers.facebook.com/policy/
Permissions
developers.facebook.com/docs/authentication/permissions
Local
PlacesInformationwww.facebook.com/places
FacebookPlacesPagewww.facebook.com/facebookplaces
FacebookPlacesHelpCenter
www.facebook.com/help/?topic=places
FindDealsonFacebookwww.facebook.com/deals
DealsInfoforbusinesses
www.facebook.com/deals#!/deals/business
DealsHelpCenterwww.facebook.com/help/?page=18844