AMA Facebook for Marketers

Facebook for MarketersBernie BorgesJune 15, 2010

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

ExpectationsNavigate FacebookHow to develop a content strategy that drives salesLearn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…How to build your personal or company brand and build a networkSelect and implement applications that fit your Facebook marketing planUnderstand the “rules of engagement” and community building best practicesExperiential marketing that creates “buzz”How to use Facebook advertising and why you shouldMeasure – review – refine: Facebook analytics

Skills to AcquireThe 2 pillars of social mediaContent-content-contentBuilding relationshipsThe habit of using Facebook daily.How to engage with people and brands.How to build your personal and company brand.How to measure results from Facebook marketing.

AgendaOverviewGetting StartedNavigating Around Your ProfileVersatility of FacebookBuilding Your Brand on FacebookFacebook Page EvolutionPromoting on FacebookFacebook AdsMeasuring Facebook AdsMeasuring Facebook ROI

Section OneOverviewA Facebook Stats

About FacebookWhat Is All the Fuss About Facebook?Facebook has become the largest people, content and brand connectivity tool on the web. Facebook is aboutConnectivitySharingBuilding RelationshipsExpanding BrandYour result canDrive trafficIncrease leadsGenerate revenue

Facebook StatsPeople of Facebook460 M active users (120M US)Avg 130 friends500B minutes per monthActivityAvg user connected to 60 pages, groups and eventsGlobal reach70 languages70% of users are outside the USMobile100M access FacebookUsers are twice more activePlatform1M+ developers & entrepreneurs from 180 countries Every month, more than 70% of users engage with platform applicationsMore than 500,000 applications available More than 250,000 websites integrate with FacebookcomScore stats2/3rds of US top 100 websitesHalf of Global top 100 websites

Facebook’s Open Graph APIThe buzz about the Open Graph APIA way to embed Facebook pages anywhere on the webAuthentication hub for social experiences on the webWhat this means for marketersFacebook has become a major tool in expanding brand awareness for B2B as well as B2B companiesGraph from AllFacebook.com

Before We Begin…Understanding how to market with Facebook begins withSetting and measuring goalsUnderstanding Facebook usesUnderstanding Facebook navigationWhat happens when you post content on your wallCustomizing your Facebook marketingFacebook interactivity

Setting and Measuring GoalsChris Treadaway & Mari SmithFacebook Marketing: An Hour a DayGoalsMetricsExample

If Monetizing Facebook Is Your Objective… Three Forms of MediaEarned MediaAuthorityTrustReputationPurchased MediaGoogle AdsOwned MediaContent we produce, e.g., documents, blogs, videos, photos, announcements, etc.Sometimes all work best…

Facebook UsesPersonal profileBusiness (Fan) pageGroupsEventsCausesCommunity PageApplicationsAdvertisingSearch engine

How Your Post and Content Travels…Business Page Friend’s Profile Page Write comment and paste linkClick attachClick Share to everyonePosts to Find and Convert’s Business page with 525 people that “Like” business pagePosts to the News Feed of 525 people that “Like” Find and ConvertYour post now shows in 116 more news feeds One of those 525 then wants to “share” with their 116 friends A comment is made and your post is then shared again, posting to 142 more news feeds…and so on

Just Imagine…If 5% of friends shared a post with 130 friends each time…This is how content goes viral

Basic Facebook NavigationGroupMust have a personal profileInvitations can be open to the public or closed Allows you to send bulk invite to friendsOpportunity for message to go viralDoes not support applicationsCan create related event and invitationCannot promote with social adsNo visitor statistics available (at this time)Discussions Personal ProfileYou can friend othersYou can “Like” a pageCannot use profile for businessAllows for “vanity” URLPost messages that will be read by your “friends”Create eventsShare content, photos and videoSend private emailBusiness PageVisible to unregistered usersStands alone in search enginesAllows for “vanity” URLCan create eventsCan tailor to specific needsOver 500,000 Facebook and 3rd party applicationsCan promote with social adsOffers Visitor statisticsAllows multiple administrators not attached to a profileDiscussionsPersonal profiles are for peopleBusiness pages are for celebrity, band, business or organizationGroups are sponsored by an individual for specific topics

http://www.facebook.com/bernie.borges

http://www.findandconvert.comPurpose:Share personal, business and common interests with others by posting content

Find others and meaningful content that is meaningful, educational and/or entertaining

A way to engage with people you know and meet others with common interests17A Facebook Profile

How Do I Separate My Personal Life and Professional Life?The lines are blurringplay nicesharedon’t bully

Starbucks7,271,653 “Likes”Business page:Starbucks Card landing pagePortal into specific countries business pageFour Experiencial marketing tabsManage your cardInstant storyStarbucks VIAPollsDiscussionsA Business Page

2010 Bank of America Chicago Marathon Training Group116 membersFind a training partner, share a ride, information on hotels, food, etcA Group

Section TwoGetting started…Setting Up:Personal ProfileYour SettingsNotificationsMobilizingFind FriendsAccountApplicationsBusiness ProfileApplicationsGroupsHelp Center

Setting up a Personal ProfileFacebook.comAre you creating a personal profile or a business page? Do you want a personal profile attached to your business page?Fill in form or select “Create a Page”Select Privacy settings. Agree to Facebook TOS..Confirmation email. Search for friends and coworkers:Online email address book for possible friends and contactsBy school or company.Help

Your ProfileFacebook.comFacebook will remind you of steps you need to completeEdit ProfileMax 4M on photo or avatar

Set Up Your Personal Profile Privacy SettingsFacebook.comFriends Friends of Friends EveryonePersonal Information and PostsContact InformationSearchApplications and WebsitesInstant Personalization Pilot ProgramMore informationMashable: Facebook Privacy ControlsFacebook Privacy ExplanationFacebook Privacy

Notifications TabFacebook.comUpdate your FansVisit your Insights PageGet more fans with Facebook Ads

Mobilizing Your FacebookFacebook.comSet Up and verifySelect your phoneText a link to phoneText messagesUpload via emailAccess via account and footer

EmailSuggestionsSearchConnectionsAddress BookCreate csv file from address book and uploadSettings – Find FriendsFacebook.com34152

Settings - AccountSettingsNetworksGroups or SchoolNotificationsMobileLanguagePaymentsFacebook AdsFacebook.com

Settings - ApplicationsYou can edit SettingsProfileFacebook.com

Personal Profile TipsUpload a few pictures and fill out your profile completely.Update your status daily.“Like” business (fan) pages and join groups that are of interest to you. Participate in them by commenting on their walls and/or uploading links.Engage with your Facebook friends by commenting on their walls, invite them to join your business page(s)/groups, comment on their videos/pictures, and upload videos/pictures.Post upcoming events or parties you may have and invite your Facebook friends.Listen in on Facebook conversations and get social with your peers and friends as you see fit and get comfortable doing so.

Creating a Business Page.com/pages/createLocal businessBrand, product or organizationArtist, band or public figureFill out FormClick Create Official PageWill connect page to your personal profileWill create a stand alone page

Edit Your Business PageEdit pageSettingsWall SettingsMobileApplicationsPhotosDiscussion BoardsLinksVideoNotesEvents.com/pages/create

Facebook Applications.com/appsApplication Directory listed by:UtilitiesEducationEntertainmentFriends & FamilyBusinessGames SportsLifestyleJust for FunOn FacebookExternal WebsitesDesktopMobilePagesPrototypeBusiness PageBottom of Edit page

TidBitscom/bernieborgesPages You ManageAccountManage pagesWhere Do I Find All Those Business Pages That I “Like”ProfileInfo TabScroll to bottom of page

Creating a Vanity URLhttp://www.facebook.com/usernameYou must have a profile to create vanity URL for a business pageMinimum of 25 “Likes” for business page URL

Creating a Groupcom/apps On Home Page - select:GroupsCreate a GroupA Group must have a sponsor (profile, business page or groups) attached to itInvite friends to joinPosting a link to join a group in a message, on a wall or in a discussion board is construed as “spam” Make members “admin” so that they can invite his/her friends to join the group

Help CenterLocated at bottom of pagehelp

Section ThreeNavigating Around Your ProfileHome VS Profile

EtiquetteHome VS Profilecom/bernieborgesHome – News FeedInboxProfileOutbox

Sending Messages in Facebookcom/bernieborgesSimilar to permission email marketing

Use selectively, e.g., lists, sub groups of friends

Good way to send links, videos, photos

Select messages and click on “new message” in upper right-hand cornerTagging Friends in FacebookUse the “@” before a name to tagcom/bernieborges

Writing Notes in FacebookSimilar to permission email marketing.

Sent to fans of pagesFacebook Is a Behavioral Based Search Engine Entertainment and Communication System…com/bernieborgesNotification of interactions between you and your networks

Using Lists To Manage Your Friendscom/bernieborgesUse lists to group your friendsCommon interestsSeparate business and personalSpecific groupsTopics

Facebook Really Wants to Help You ConnectWhen clicking friends you may see this:Re-connect with past connectionsFind friends of friends

FacebookEtiquette Always have a current photo in your profile.

Status updates should be interesting.

Status updates should be spread out, not every 5 minutes.

Only poke close friends, and don’t over do it.

Don’t invite all your friends to join every game you play. Be selective.

Create lists and use them to avoid treating all your friends the same.

Don’t share too much information.

Invite friends to pages, groups, events, etc, selectively.

Don’t repeatedly invite friends to join your page if they’ve ignored.

Use messaging sparingly. Don’t flood friend’s inboxes.

Tag friends in photos selectively. Don’t embarrass someone.

Use social etiquette common sense!Section Four Versatility of FacebookFacebook is…

CausesRemember…Facebook is not about shouting your messageFacebook is about communication, relationships and engagement that will ultimately achieve your goal…

The Seven Heavenly Truths About Social Media Networks*Preferred communication of younger generations but not limited to themSocial media is based on the concept of “friends” as a loosely applied term for people connecting with people, companies, brands…People that are active on the Internet are more likely active in social networks & are often influencers within their niche groupsSocial media content is transparent…once it’s posted, it is widely visibleContent is the hub of the Internet, social media is just one spokeThe rules in social media are still being defined. Experiment and tread carefullyWhat motivates people is the key to social media usage…Chris TreadawayMari Smith*Facebook Marketing An Hour a Day

The Seven Deadly Sins Motivators of Social Media Networking*Social Interaction MotivatorsLoveSelf-expression / emotionSharing opinions / influencing friendsShowing Off…the IdFun / escapism / humorMemories and nostalgiaMaking MoneyChris TreadawayMari Smith*Facebook Marketing An Hour a Day

People Connecting through FacebookQuick ReviewIdentifying ObjectivesWhat Facebook is really aboutPersonal ProfilesBusiness Profiles and community pagesSeeking connectionsNavigating through FacebookGroupsAnother way to connect…events

Events…An OLD SKOOL REUNIONEngaging imageCaptivating tag lineInformativeUsed email and share to informAttached to profile page

Events… An Afternoon of Ray’s BaseballIdentifying imageInformative tag lineMessage targeted to busy people – to the pointUsed email and share to inform membersAttached to business (organization) page

Events… Denver Cruiser’s Sunday FundayIdentifying imageNo tag lineMessage is targeted to group onlyUses email and share to inform membersAttached to group page

Finding EventsFacebook is about connectionsEvents listed byYour invitesYour friends invitesDifficult to find events in search with specific nameSuccessful events take marketing effort

Creating an Event On Home Page - select:EventsCreate an EventCustomizing your event under Wall you can add:PhotosVideosLinksRememberSuccessful events take marketing effort

Using Facebook for a CauseA man with a pest control business and a pink bra

Skip1.org Doesn’t Skip Social MediaSkip something and feed a child

Section Five Building Your Brand on FacebookB2B vs B2C

Pages VS Groups VS CommunityB2B vs B2C – Facebook can be a powerful branding tool for both

For example…B2CHistory ChannelThreadlessCongress on FacebookSarasota Memorial HospitalMaroon 5Art Institute of ChicagoCorless & ZinoberFormulaDriftDellSkip1The Big Green EggB2BWindSpireSteelMasterNeenahHubSpot IndiumTechCrunchConnectwiseAlliance for American ManufacturingCaterpillarDEKA Laser Technologies

Facebook Branding StrategyBuild an active wallEncourage people to Like your pageMonitor and participate in the comments on your WallRe-purpose contentPost useful, interesting content from various sources, regularlyEncourage Experiential MarketingUse Landing or welcome tabsProduct specific interactionUseful informationExperimentUse Calls to ActionWell designed, clear calls to actionMarket Facebook outside FacebookUse photos• If possible, use pictures to show how customers use your product• Show customer satisfaction and engagement• Post pictures of your team at workUse videoPost recording of team member “experts”Show your product in actionHighlight off-line marketingCompany sponsorships and events

Facebook Marketing Outside FacebookFacebook developers - Facebook Platform ShowcaseMixture of free and fee based appsCross-pollinate social media and traditional media venuesUse email, newsletters, direct mail and media to point to social networks

Create Facebook Badge To Promote Your Page(s)Facebook BadgesPage Badge Profile Badge Like Badge Photo BadgeUse 3rd party Facebook buttonsDo: hyperlink the badge to your Facebook Page or landing pageDo: hyperlink the name of your business within your promotional copy to your Facebook Page. For example, Company X on FacebookDon’t: hyperlink the “Find us on Facebook” badge to the Facebook log-in page.Don’t: hyperlink the word “Facebook” within your promotional copy to your Facebook Page. For example, Company X on Facebook

Steelmasteron FacebookActive WallLots of content and commentsContentBlogLimited other sourcesExperientialWelcome tabQuote tabFind a buildingCTAsEverywherePhotosYesVideoNoOutside MarketingCommunity supportOn website

American Standard on FacebookNothing Beats a Great Toilet FlushActive WallContent & commentsContentMostly repurposed contentCommunity, blog, find…ExperientialOutreachEventsCTAsNonePhotosYesVideoYesOutside MarketingCommunity supportOn website

Maroon 5 Band on FacebookActive WallContent, Comments & Twitter PostsContentBlog, FanclubExperientialEventsShare with friendsCTAsEventsiLikeCome to My TownPhotosYesVideoYesOutside MarketingArts-Friends-Get InvolvedOn website(s)

Sarasota Memorial Hospital on Facebook Active WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, find…ExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website

Community Pages such as the History Channel Are like Wiki’s Aggregate content across FacebookYou can submit but Facebook will determine and upload image

Business Page Vs Groups Vs CommunityGroups largest value is the community aspect of a “group” engaging together on a common themePagesPages can only be for a real organization, business, celebrity, or bandMust be created by an official representative of that entityPages are public. Anyone can become a fan. Administrator can remove fansCan create events and send invites, register, etc.Community PageWiki style page of information centered around keyword or phraseAggregates posts across FacebookWhile you can create a community page, Facebook determines if there is enough volume to support it and controls the imageGroupsGroups can be created by any user and about any topicGroups are a community of users to share their opinions and interest in the group’s subjectGroups can be kept closed (invitation only)Can create events and send invites, register, etc.

Help Save the Gulf Coast from the Oil LeakWallInfoPhotoEventsDiscussion

Twitter RulesWallInfoDiscussionsPhoto

Section SixFacebook Business Page EvolutionBranding:

ExamplesStrategiesWhat do you want to achieve?EngagementExperienceOffersPurchaseSubscribeWhat are your Facebook channels?Facebook AppsCustom Apps

Facebook Apps for BrandingMultiple categories…here are just a few:UtilitiesBusinessTop PicksCausesSlideShareMemorable AddressNetworked BlogsLinkedInSlatesTestimonialsHootsuiteCouponsEventBritePayment StorefrontPromotionsSurveysHubSpotGraderSign Up FormAdvanced SearchNotesFlashVideoStatic FBMLRSSExtend InfoTwitter TabLinks

Facebook Business Pages are becoming websites… In Facebook HTML is FBML (code talk for customizing a page)Use to create landing or canvas tab(s)Can include images, video, opt in for promotion (within Facebook guides)Can install Learn FBML for test testingHire a Facebook developer

Drive People to Facebook Landing Pages…

Arthritis Foundation on FacebookLinks to websiteCTAs

How does Arthritis Foundation Do It?Wildfire software applications

Bob Evans on FacebookOur menu links back to website

SmartSource Printable couponHow Does Bob Evans Do It?

Threadlesson Facebookecommerce

Threadless uses community and eCommerceNote: We could not discover their specific appSome suggested eCommerce applicationsVendorshop– free app

Ecwid Shopping Cart – just released

3dCart – just releasedInvolver…great apps for a fee2 apps freeStarting at $59 monthFacebook

Section SevenPromoting on Facebook Business Page

Using Your ProfilePromoting Your Business PageAllow business page to go through your Facebook news feed.Your Profile News Feed allows your business page to display to all your friends.It’s crucial to spreading your message to the most people on Facebook. HelpScreenshot fnc post + bernie news feed

Posting ContentPostOn profile or business page, select icon to the right of attachAdd URL or uploadIf pasting comment, use notepad to remove code RSS appAdd app to business pageClick to allowSelect page to addGive permissionAdd Feed URLAdjust custom defaultsSaveTagsIn comment area add “@” before nameSelect appropriate nameClick Share

Promoting Your Business PageBe social…”Like” other Business pages of interest to youUpload relevant content and leave comments on other people’s business page Not the place for a sales pitch…do not be spammyAffiliate with other brands, businesses, and public figuresBy becoming a fan (Like) of another page, your page will publically support that pageHelp

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