AMA Facebook for Marketers 12-7-2010
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marketingpower.com Facebook for Marketers Bernie Borges December 7 th , 2010
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Live workshop delivered by Bernie Borges on Facebook for Marketers through the American Marketing Association. Visit www.bernieborges.com for details.
Transcript of AMA Facebook for Marketers 12-7-2010
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Facebook for MarketersBernie BorgesDecember 7th, 2010
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Goals
Learn 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.
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Expectations Navigate Facebook
How to develop a content strategy that drives sales
Learn 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 network
Select and implement applications that fit your Facebook marketing plan
Understand the “rules of engagement” and community building best practices
Experiential marketing that creates “buzz”
How to use Facebook advertising and why you should
Measure – review – refine: Facebook analytics
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Skills to Acquire
The 2 pillars of social mediao Content-content-contento Building relationships
The 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.
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Agenda
1. Just a Little Background
2. Getting Started…a few Basics
3. Facebook Navigation
4. Build Your Brand
5. Facebook Ads
6. Measuring Facebook ROI
7. In the Trenches Facebook Marketing Case Studies and Discussion
This Morning This Afternoon
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Section OneJust a Little Background
A Facebook Stats
Open Graph API
Setting Goals About
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What Is All the Fuss About Facebook?
Facebook has become the largest people, content and brand connectivity tool on the web.
Facebook is abouto Connectivityo Sharingo Building
Relationshipso Expanding Brand
Your result cano Drive traffico Increase leadso Generate
revenue
8Facebook Statshttp://www.facebook.com/press/info.php?statistics http://www.checkfacebook.com/
People of Facebook5.47M active users (120M US)
Avg 130 friends
700B minutes per month
ActivityAvg user connected to 80 pages,
groups and events
Global reach70 languages
70% of users are outside the US
Mobile200M access users
Users are twice more active
Platform1M+ developers & entrepreneurs
from 180 countries Every month, more than 70% of
users engage with platform applications
More than 550,000 applications available
More than 1M websites integrate with FacebookcomScore stats
2/3rds of US top 100 websites
Half of Global top 100 websites
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http://www.checkfacebook.com/
• Facebook traffic up 60%
• Real contender to Google and Bing
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Facebook’s Open Graph API
The buzz about the Open Graph APIo A way to embed Facebook
pages anywhere on the webo Authentication hub for social
experiences on the web
What this means for marketerso Facebook has become a major
tool in expanding brand awareness for B2B as well as B2B companies
Graph from AllFacebook.com
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11Before We Begin…
Understanding how to market with Facebook begins with
o Setting and measuring goals
o Understanding Facebook uses
o Understanding Facebook navigation
o What happens when you post content on your wall
o Customizing your Facebook marketing
o Facebook interactivity
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Goals Metrics Example
Setting and Measuring GoalsChris Treadaway & Mari SmithFacebook Marketing: An Hour a Day
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13If Monetizing Facebook Is Your Objective… Three Forms of Media
Earned Mediao Authorityo Trusto Reputation
Purchased Mediao Facebook Ads
Owned Mediao Content we produce, e.g.,
Facebook apps, documents, blogs, videos, photos, announcements
Sometimes all work best…
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Facebook Uses
Personal profile Business (Fan) page Groups Events Causes Community Page Applications Advertising Search engine
15How Your Post and Content Travels…
One of those 560 then want to “share” with their 116 friends
1. Write comment and paste link
2. Click attach3. Click Share to everyone
Business Page Friend’s Profile Page
Posts to the News Feed of 680 people that “Like” Find and Convert
Posts to Find and Convert’s Business page with 680 people that “Like” the business page
A comment is made and your post is then shared again, posting to 142 more news feeds…and so on
Your post now shows in 116 more news feeds
16Just Imagine…If 5% of friends shared a post with 130 friends each time…
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Basic Facebook Navigation
Personal Profileo You can friend otherso You can “Like” a pageo Cannot use profile for
business
o Post messages that will be read by your “friends”
o Create eventso Share content, photos and
videoo Send private email
Business Pageo Visible to unregistered
users Can be indexed for SEO value Reputation management value
o Allows for “vanity” URLo Can create eventso Can tailor to specific
needs Over 500,000 Facebook and
3rd party applicationso Can promote with social
adso Offers Visitor statisticso Allows multiple
administrators not attached to a profile
o Discussions
Personal profiles are for people Business pages are for celebrity, band, business or organization Groups are sponsored by an individual for specific topics
Groupo Must have a personal
profile Invitations can be open to the
public or closed o Allows you to send bulk
invite to friends Opportunity for message to
go viralo Does not support
applicationso Can create related event
and invitationo Cannot promote with
social adso No visitor statistics
available (at this time)o Discussions
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http://www.facebook.com/bernie.borges
http://facebook.grader.com/user/grade
Purpose: 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 interests
A Facebook Profile
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http://www.facebook.com/findandconvert
Share Promote Build Authority
Have your business page connect to your profile if possible
A Business Page
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20How Do I Separate My Personal Life and Professional Life?
The lines are blurring
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Section TwoGetting started…
Setting Up:oPersonal
ProfileYour Settings
Notifications
Mobilizing
Find Friends
Account
Applications
oBusiness Profile
Applications
oGroupsoHelp Center
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Setting up a Personal Profile
1. Are you creating a personal profile or a business page?
2. 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:o Online email address book for
possible friends and contactso By school or company. Help
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Your ProfileFacebook will remind
you of steps you need to complete
Edit Profileo Max 4M on photo or
avatar
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Set Up Your Personal Profile Privacy Settings
Friends Friends of Friends Everyoneo Personal Information and
Postso Contact Informationo Searcho Applications and Websiteso Instant Personalization
Pilot Program
More informationMashable: Facebook Privacy Controls
Facebook Privacy Explanation
Facebook Privacy
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25Privacy Settings - ApplicationsFriends Only; Except Clients
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Notifications TabUpdate your FansVisit your
Insights PageGet more fans with
Facebook Ads
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Mobilizing Your Facebook
Set Up and verifyo Select your phoneo Text a link to phoneo Text messageso Upload via email
o Access via account and footer
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Settings – Find Friends
1
2
3
4
5
1. Email
2. Suggestions
3. Search
4. Connections
5. Address Booko Create csv file from
address book and upload
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Settings - Account
Settings
Networkso Groups or School
Notifications
Mobile
Language
Payments
Facebook Ads
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Settings - Applications
You can edit o Settingso Profile
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31Personal Profile Tips
Upload 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.
Edit settings to exclude apps to lists e.g. Gambling app on your profile
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.
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32Creating a Business Pagehttp://www.facebook.com/pages/create.php
Local businessBrand, product or organizationArtist, band or public figure
1. Fill out Form
2. Click Create Official Page
Will connect page to your personal profile
Will create a stand alone page
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33Application Finder http://apps.facebook.com/appsdir/?ref=ts
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Adding Your LinkedIn Profile
LinkedIn App
Insert URL and click add tab
Go to profile page search tabs
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Edit Your Business Page
Edit pageo Settingso Wall Settingso Mobileo Applications
Photos Discussion Boards Links Video Notes Events
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36Find Those Business Pages that You ManageSelect Account Tab
Manage pages
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37Facebook Applicationshttp://www.facebook.com/apps/directory.php
Application Directory listed by:o Utilitieso Educationo Entertainmento Friends & Familyo Businesso Games o Sportso Lifestyleo Just for Funo On Facebooko External Websiteso Desktopo Mobileo Pageso Prototype
Business Pageo Bottom of Edit page
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Profile PageInfo TabScroll to Likes and Interests• Activities
• Books
• Movies
• Television
• Other – scroll over list
Where Do I Find All Those Business Pages That I “Like”
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Creating a Vanity URL
http://www.facebook.com/username
You must have a profile to create vanity URL for a business page
Minimum of 25 “Likes” for business page URL
Select a name with relevant keywords for search value
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40Creating a Grouphttp://www.facebook.com/apps/application.php?id=2361831622&b
On Home Page - select:o Groupso Create a Group
A Group must have a sponsor (profile, business page or groups) attached to it
o Invite friends to joino Posting a link to join a
group in a message, on a wall or in a discussion board is construed as “spam”
o Make members “admin” so that they can invite his/her friends to join the group
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41Help Centerhttp://www.facebook.com/help/?page=903#!/help/?ref=pf
Located at bottom of page
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Section ThreeNavigating Around Your Profile
Home VS Profile
Messages Notes Lists Etiquette
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Home VS Profile
Home – News Feedo Inbox
Profileo Outbox
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Sending Messages in Facebook• Similar to permission email marketing
• Use selectively, e.g., lists, sub groups of friends
• Good way to send links, videos, photos
• Limited to 20 at a time
• Select messages and click on “new message” in upper right-hand corner
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Create Lists to Manage Your Friends
Go to friends
Click Create a List
Create List Name
Select or type in name
Create List
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Manage Lists
Use lists to group your friendso Common
interestso Separate
business and personal
o Specific groupso Topics
Send messages to groups in list
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Tagging Friends in Facebook
Use the “@” before a name to tag
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48Writing Notes in Facebook Pages Similar to
permission email marketing.
Sent to fans of pages
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49Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…
Notification of interactions between you and your
networks
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50Facebook Really Wants to Help You Connect
When clicking friends you may see this:
Re-connect with past connections
Find friends of friends
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Remember…
Facebook is not about shouting your message
Facebook is about communication, relationships and engagement that will ultimately achieve your goal…
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52The Seven Heavenly Truths About Social Media Networks*
1. Preferred communication of younger generations but not limited to them
2. Social media is based on the concept of “friends” as a loosely applied term for people connecting with people, companies, brands…
3. People that are active on the Internet are more likely active in social networks & are often influencers within their niche groups
4. Social media content is transparent…once it’s posted, it is widely visible
5. Content is the hub of the Internet, social media is just one spoke
6. The rules in social media are still being defined. Experiment and tread carefully
7. What motivates people is the key to social media usage…
Chris TreadawayMari Smith*Facebook Marketing An Hour a Day
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53The Seven Deadly Sins Motivators of Social Media Networking*
Social Interaction Motivatorso Loveo Self-expression / emotiono Sharing opinions / influencing friendso Showing Off…the Ido Fun / escapism / humoro Memories and nostalgiao Making Money
Chris TreadawayMari Smith*Facebook Marketing An Hour a Day
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People Connecting through Facebook
Quick Reviewo Identifying Objectiveso What Facebook is really abouto Personal Profileso Business Profiles and community pageso Seeking connectionso Navigating through Facebooko Groups
Another way to connect…events
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Events…An OLD SKOOL REUNION
Engaging image
Captivating tag line
Informative
Used email and share to inform
Attached to profile page
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56Events… An Afternoon of Ray’s Baseball
Identifying image
Informative tag line
Message targeted to busy people – to the point
Used email and share to inform members
Attached to business (organization) page
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57Events… Denver Cruiser’s Sunday Funday
Identifying image
No tag line
Message is targeted to group only
Uses email and share to inform members
Attached to group page
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Finding Events
Facebook is about connections
Events listed byo Your inviteso Your friends inviteso Difficult to find
events in search with specific name
Successful events take marketing effort
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59Creating an Eventhttp://www.facebook.com/help/?page=828
On Home Page - select:o Eventso Create an Event
Customizing your event under Wall you can add:o Photoso Videoso Links
Remembero Successful events take
marketing effort
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Facebook Etiquette• 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!
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Section FourBuild Your Brand on Facebook
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62Promoting Your Business Pagehttp://www.facebook.com/help/?faq=12822
Allow 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.
Help
Screenshot fnc post + bernie news feed
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Posting Content
Posto On profile or
business page, select icon to the right of attach
o Add URL or uploado If pasting
comment, use notepad to remove code
Tagso In comment area
add “@” before name
o Select appropriate name
o Click Share
RSS appo Add app to
business pageo Click to allowo Select page to
addo Give permissiono Add Feed URLo Adjust custom
defaultso Save
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Promoting Your Business Page
Be social…”Like” other Business pages of interest to you
Upload relevant content and leave comments on other people’s business page o Not the place for a sales pitch…do not
be spammy
Affiliate with other brands, businesses, and public figures
By becoming a fan (Like) of another page, your page will publically support that page
Help
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65Using Your Profile to Promote Your Business PageIn order to be visible to search engines, your business page
privacy setting must be public.
Occasionally invite “friends” to become a fan of your business page
Email the vanity URL of your business page to people in your address book
Display your business page badge on your blog
Include a link in all your communication, auto-signature
Display Facebook badge on your website & blog.
Invite people to leave comments on your business page.
Help
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Facebook Promoting Do’s & Don’ts
Do’sPost daily
Consider your friends’ interests
Share other’s content
Measure, review, revise
Experiment
Use common sense
Be Human
Don’tsDon’t over-post
Don’t spam
Don’t be “me” centric
Don’t fly blind
Don’t think short term
Don’t be robotic
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68Facebook Moving toward Inter-connected Semantic Web
Web is moving toward convergence of connections between people and things they care about
April 2010 Facebook introduced Open Graph Protocol and Graph API
August 2010 – Introduction of Facebook Places
August 2010 – Introduction of Facebook Live
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69Objects Are All Accessed the Same Way
Pages: https://graph.facebook.com/cocacola (Coca-Cola page)
Events: https://graph.facebook.com/251906384206 (Facebook Developer Garage Austin)
Groups: https://graph.facebook.com/2204501798 (Emacs users group)
Applications: https://graph.facebook.com/2439131959 (the Graffiti app)
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70Objects are Connected through Relationships
Objects in Facebook social graph are connected to each other through relationships (connections)
Friends: https://graph.facebook.com/me/friends
Movies: https://graph.facebook.com/me/movies
Books: https://graph.facebook.com/me/books
http://www.infoq.com/news/2010/04/facebook-graph-api
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71PlacesWho. What. When. And Now Where
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72Facebook PlacesLBS – Location Based ServicesSimilar to FourSquare and Gowalla
Requires:o a Smart Phoneo Facebook touch mobile site is only visible on mobile browsers
that supports HTML 5 and geolocation
Setup: http://touch.facebook.com
Click “Places tab at www.touch.facebook.com
You can add places, check into places that already exist and tag friends
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73What “Facebook Places” Can Do for Experiential Marketing
Mobile App that allows people to connect “on the go”
B2C opportunity to deliver customer service value that maximizes loyalty
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Facebook Livehttp://www.facebook.com/FacebookLive#!/FacebookLive?v=app_4949752878
http://apps.facebook.com/whitehouselive/
http://www.skeptical-science.com/science/facebook-event-live-update/
• Live video streaming channel about Facebook happenings and products via browser or mobile device
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Project Titan…fMail
ConvergenceLike gMail but integrated across
your social graph
Lighter and Simpler eMail
SMSSeamless messaging that will
hook into email but is not eMailConversation History –
ThreadingSocial Inbox
Will rollout by invite
http://facebookemail.org/
http://www.skeptical-science.com/science/facebook-event-live-update/
http://nadheeraudawatthe.blogspot.com/
http://tech
http://www.readwriteweb.com/crunch.com/2010/11/13/youve-got-fmail/
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76B2B vs B2C – Facebook can be a powerful branding tool for both
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Facebook Branding Strategy
Build an active wallo Encourage people to Like your pageo Monitor and participate in the
comments on your Wall
Re-purpose contento Post useful, interesting content from
various sources, regularly
Encourage Experiential Marketingo Use Landing or welcome tabso Product specific interactiono Deliver a unique experience!o Experiment
Use Calls to Actiono Well designed, clear calls to actiono Market Facebook outside Facebook
Use photoso If possible, use pictures to show how
customers use your producto Show customer satisfaction and
engagemento Post pictures of your team at work
Use videoo Post recording of team member
“experts”o Show your product in action
Highlight off-line marketingo Company sponsorships and events
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Facebook Marketing Outside Facebook
Mixture of free and fee based apps
Cross-pollinate social media and traditional media venues
Use email, newsletters, direct mail and media to point to social networks
Facebook developers - Facebook Platform Showcase
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79Create Facebook Badge To Promote Your Page(s)
Facebook Badgeso Page Badge Profile Badge Like Badge Photo Badgeo Use 3rd party Facebook buttons
Do: hyperlink the badge to your Facebook Page or landing page
Do: hyperlink the name of your business within your promotional copy to your Facebook Page. o For example, Company X on Facebook
Don’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
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80Community Pages such as the History Channel Are like Wiki’s o Aggregate content across Facebooko You can submit but Facebook will determine and upload image
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81Business Page Vs Groups Vs Community
Pageso Pages can only be for a
real organization, business, celebrity, or band
o Must be created by an official representative of that entity
o Pages are public. Anyone can become a fan. Administrator can remove fans
o Can create events and send invites, register, etc.
Groupso Groups can be created
by any user and about any topic
o Groups are a community of users to share their opinions and interest in the group’s subject
o Groups can be kept closed (invitation only)
o Can create events and send invites, register, etc.
Groups largest value is the community aspect of a “group” engaging together on a common theme
Community Pageo Wiki style page of
information centered around keyword or phrase
o Aggregates posts across Facebook
o While you can create a community page, Facebook determines if there is enough volume to support it and controls the image
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Pages Compared to Groups
Pages Groups
Indexable in search engines üVanity URL available üPromote with Facebook advertising üFacebook and 3rd party app support üStatistics available. üSend invitations to friends to join ü üSupports comments, photos, discussions, video content. ü ü
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Section FiveFacebook Ads
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Facebook Ads and How They Work
Costs less than other forms of Internet ads
Targeted to user behavior
Work differently than banner or click through ads
Successful Facebook advertising requireso Targetingo Creativityo Experimentationo Monitoring
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85Some Notable Differences between Facebook Ads and Google AdwordsThere is more competition on Google than
Facebook… Google Adwords is keyword and geo targeted where as Facebook advertising is demographic, geo targeted and allows targeting according to profile attributes
You can steadily bid up on Google to increase your ad position along top and side whereas Facebook ads only display along one side (currently)
Google Adwords are text ads, Facebook ads are text and image.
Facebook generally allows more targeted advertising, but is more B2C centric currently.
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Before You Begin
Have a clear idea of what you want your ad to accomplisho Create more visibility or traffic to your Facebook presenceo Test the effectiveness of a changeo Use Facebook audience to drive more traffic to your website
Establish a baselineo Know how many fans/friends you have before beginning a
campaigno Download Facebook insight data before launch
Link – Where do you want your visitor to goWhat is your ad message?Have a photo or imageFacebook Ad Guidelines
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8710 Tips for Facebook Ad Marketing*
1. Facebook is NOT direct sales…it is a marketing cycle
2. Create focused ads targeted at niche groups
3. Friend users before you try to sell to them
4. Understand your market
5. Set ad budget with goal in mind
6. Measure – review – refine
7. Test landing pages VS Facebook pages
8. Split test ads by demographic
9. Develop well designed creative ad copy
10. Don’t over target
Nick O’NeillBus Insider SAI
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On the Facebook.com/advertising page - click on Create Your Ad
Step Oneo Design your ad
Step Twoo Target your audience with demographic and
geographical filters
Step Threeo Name your campaign, o Which is better? Decide and experiment
Per impression
Per click
o Select your pricing
Step Fouro Review your ad
Create Your Ad
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Facebook Ad Board
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90CM Photographics Facebook reached the right people at the right time
Generated $40,000 of revenue from a $600 ad campaign
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91StorQuest on Facebook used real-time suggested bids
Over 50% increase in same store total rentals versus prior year.
10% conversion rate from visits originating from Facebook Ads.
$1.25 CPC delivered $10.25 cost-per-lead.
$100 average rentals; $600 average life time value per customer.
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92Nippon on Facebook combining marketing solutions
Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns
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93Additional Facebook Advertising Case Studies
ShopLocal
Wildchild
Treader
ROTHBURY
WiseChoice
Wedding Paper Divas
Povo.com
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Section SixMeasuring Facebook ROI
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What Facebook Ad Metrics Can Tell You
Market research
Investment
Comparison
Targeting
Competitive
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96Export Data to Create Client Specific Reports and Graphs
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Facebook Ad Metrics Will Provide
Ad Name o Your descriptive for ad
Status o Complete – active - paused
Bido Acceptable max
Typeo Pay for impressionso Pay for clicks
CTR(%)o Click through rate
Average CPCo Effective price of every click
Average CPMo Effective cost per 1,000
impressions (even on cost per click campaigns)
Total Spent
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98Use Report Feature to Download and Manage Data
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Reports by Campaign
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Use Metrics to Refine Your Ads
Create multiple ads of similar themes
Organize them into campaigns
Run for 1-2 week period while monitoring stats
Analyze statistics
Retire underperforming ads and run A/B testing on better ones
Repeat – repeat – repeat
Adjust demographics
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The Social Media ROI MindsetTraditional marketing is measured by campaignso Social Media campaigns have a place as well
Social media succeeds over the long termo Short term metrics are often more fluido Social media is built on relationships o Results are not short-term oriented
Social media is all about “them”o Under-promise and over delivero Social media is not about one hit wonders – build relationships
While the goal is long-termo Constantly and consistently measure resultso Analyze - Refine - Repeat – repeat - repeat
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102Using Facebook Insightshttp://www.facebook.com/business/insights/?pages&i=9930176882 http://www.facebook.com/help/?page=914
2. Fans who interact with…o Interactions
o Interactions per post
o Post quality
o Posts
o Discussion posts
o Reviews
o Mentions
1. Interactions this weeko Likes
o Comments
o Wall posts
o Post quality
3. All fans over timeo Total fans/
unsubscribed fans
o New / removed fans
o Top countries
o Demographics
o Page views
o Unsubscribes / Resubscribes
o Media consumption
55.0
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103Insights Featurehttp://www.facebook.com/insights/
Facebook now offers insight into your domain activity from Facebook
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Using Facebook Insights Dashboard
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Why You Need Google Analytics
Facebook Insightso Now offers metrics on Facebook and
your domaino Gives great information on your
connectivity within facebook …
Google Analyticso Provides Facebook as a traffic source
but not specifics within Facebook
The work around – FBGATo Free conversion tool
Facebook runs limited javascript
Google needs javascript to track
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106Setting Up Your Google Analyticshttp://www.webdigi.co.uk/blog/apps/fbgat-facebook-google-analytics-tracker/
Set up new website profile
FBGAT – Free Tool
o Analytics Code o Domain on
Analyticso Page Linko Page Title - This
is for your reference
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Tracking Your Facebook Business Page
Use the Static FBML application to create a tabo Add the analytics code
from FBGAT to any place on page
Tracking visits to your wallo Create a FBML and edit
application settings to make it a box
o Add to wallo Social Media Examiner
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108Fee Based Social Media Tracking Software Options
Unilyzer.com o Provides
relationship metrics
Kontagento Beta
Omnitureo Press
release 5/28
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Facebook Promotional Policies
Read Facebook’s promotional guidelines carefully Clear the promotion with Facebook first Do not ever call Facebook your partner Understand Local Rules - contests, giveaways and sweepstakes based
on chance are illegal in some countrieso Belgium, Norway, Sweden, or India
Heed Facebook’s formatting requirementso You can only administer a promotion through an application on Facebook
Do not require a Facebook actiono You may become a fan but any action such as post a photo, update a status or
comment is not allowed.o You can allow new fans to access 3rd party app’s but you cannot notify winners
via Facebook
Brand Permission Center Advertising and Guidelines
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Section SevenIn the Trenches
Using Facebook to Build Relationships and Brand Awareness
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Using Facebook for a Cause
A man with a pest control business and a pink bra
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Facebook Causes for Non-Profits
Facebook app for non-profits to create a voice
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Help Save the Gulf Coast from the Oil Leak
Good NewsClear
objectiveSearchable
title
Both business page & group
June 2010September 2010
Cause
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Intel’s Vote for a CauseCause
The Good News Great CTA and
engagement CTA
unique to Facebook
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Skip1Cause
Bad News Nothing unique
from website
Good News Landing page Social links Website links
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Keep It Special
Offer visitors something on Facebook they cannot find anywhere else
Create a unique Facebook experience
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117Big Toy Team
Good News• Energize a
community• Create
Public Event and share
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Arthritis Foundation on Facebook
Bad News• Could be more
compelling• Community link
broken
Good News• Custom Content• Lots of content
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Branding Strategies
What do you want to achieve?oEngagementoExperienceoOffersoPurchaseoSubscribe
What are your Facebook channels?oFacebook AppsoCustom Apps
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Multiple categories…here are just a few:
Utilities
Business
Top Picks
Branding Strategies
Causes
FlashVideoStatic FBMLRSSNotes Extend Info Twitter Tab Links
Sign Up Form
TestimonialsHootsuite
Advanced Search
Networked Blogs
Coupons
SlideShare
EventBriteHubSpotGrader
LinkedInSlates
Payment Storefront
Promotions
Memorable Address
Surveys
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121Have You Noticed? Pages Are Now Mini Websites…
In Facebook HTML is FBML (code talk for customizing a page)
o Use to create landing or canvas tab(s) Can include images,
video, opt in for promotion (within Facebook guides)
o Can install Learn FBML for test testing
o Hire a Facebook developer
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122Drive People to Facebook Landing Pages…
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Create Custom Tabs
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124Create a Reason…For Fans Only Content
*Social Media Examiner
Levi’s “Instant access to exclusive content.”1-800 Flowers offers
special discount off next order.
Teesey Tees adds mystery
DIGISTORE gives special offers
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Macy’s http://www.facebook.com/Macys?v=app_164087800275715#!/Macys?v=wall
http://www.businesswire.com/news/home/20101103006752/en/Macy%E2%80%99s-Offer-Discounts-Facebook%C2%AE-Deals
http://www.macys.com/catalog/syndicated/remote/remotesyndication.ognc?Brand=PRESSRELEASE
• Unique Content• Reasons to
engage• Easy to share
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126Create a “Visible to Connection” Landing Pagehttp://www.hyperarts.com/blog/facebook-fan-pages-content-for-fans-only-static-fbml/
http://www.facebook.com/teeseytees?ref=ts#!/teeseytees?v=app_7146470109
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127Bob Evans Keeps Them Coming Backhttp://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_4949752878 http://bobevans.com/onlineordering/Default.aspx
http://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_135711123139793
http://www.examiner.com/social-media-in-national/bob-evans-free-breakfast-coupons-on-facebook
• Drive visitors to your website
• Offer relevant content
• Personalize your business
• Offer something special
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Coupon Services Can Help
http://www.smartsource.com/smartsource/index.jsp?Link=5S2ZUA6PWPEPO http://server.iad.liveperson.net/hc/s-44296948/cmd/kbresource/kb-5027232894339796420/front_page!PAGETYPE
http://www.newsamerica.com/ourproducts/consumersonline/default.aspx
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129Threadless Keeps It Freshhttp://www.facebook.com/threadless#!/threadless?v=wall http://www.threadless.com/
http://www.internetretailer.com/2010/11/18/threadless-leans-facebook-more-customer-service-tasks
http://www.internetretailer.com/2009/10/29/display-ads-on-facebook-show-positive-roi-for-threadless-com
http://www.insidefacebook.com/2009/07/14/threadlesss-facebook-page-makes-shopping-more-social/
• Keep it fresh and interesting
• Use display ads• Improve customer
service
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130Threadless Uses Community and eCommerce
http://www.facebook.com/Vendorshop#!/Vendorshop?v=wall
http://www.facebook.com/apps/application.php?id=251458316228
http://www.3dcartblog.com/3dcart-brings-ecommerce-to-facebook-with-socialcommerce/
• Vendorshop – free app
• Ecwid Shopping Cart
• 3dCart – just released
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131Cisco http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com
http://blogs.cisco.com/tag/facebook/
http://socialmediab2b.com/2010/05/cisco-facebook-page/
http://www.networkworld.com/news/2010/072210-avaya-ceo.html
Create pages for niche audience needs Online support
Career certification
Security
Geographic locations
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132Amazonhttp://www.facebook.com/home.php?#!/Amazonhttp://www.facebook.com/Amazon?ref=ts&v=app_172341942779663 http://www.amazon.com/
http://www.wdfm.com/publish/facebook/
http://techcrunch.com/2010/07/27/amazon-now-taps-into-facebook-for-social-product-recommendations/
http://news.cnet.com/8301-1023_3-20011934-93.html
• Facebook Connection leads to custom detailed shopping list based on real-time behavior
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133California State Parks Foundationhttp://www.facebook.com/calparks?ref=tshttp://www.calparks.org
http://www.marketingexperiments.com/blog/research-topics/facebook.html
• Used Facebook to sound alarm on funding threat
• Encouraged small base to take action through friends
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134Dingo Dog Treatshttp://www.facebook.com/dingobones?ref=search#!/dingobones?v=wall http://www.dingobrand.com
http://www.bazaarvoice.com/blog/2010/08/02/how-dingo-got-6000-facebook-likes-in-just-3-days/
• Tied in WOM via “Likes” with Grouper social coupon
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http://www.wildfireapp.com/
software applications
Use an Expert
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Involver…great apps for a fee
http://www.involver.com/gallery.html
http://www.facebook.com/Involver#!/Involver?v=wall
• Brand Marketing apps
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4 Tips for B2B Marketing
Humanize your page
Think of Facebook as another destination
Think beyond marketing department – think community
Offer opt-in using FBML static page
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138Avayahttp://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall http://www.avaya.com/usa/
http://www.avaya.com/blogs/archives/2010/08/facebook-places-and-enhanced-911-implications-for-enterprises.html
http://www.pcmag.com/article2/0,2817,2369913,00.asp
• Be unique• Location
awareness • Convergence
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139HubSpot http://www.hubspot.comhttp://www.facebook.com/hubspot#!/hubspot?v=app_10442206389
http://www.colinalsheimer.com/hubspot-inbound-marketing-case-study
• Simple, inviting call to action
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140Dellhttp://www.facebook.com/dellhttp://www.facebook.com/delldeals http://www.facebook.com/dellsocialmedia Find more Dell Facebook pages, visit: http://www.dell.com/facebook
http://www.dell.com/content/topics/global.aspx/community/dell_on_facebook?c=us&l=en
http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/archive/2010/07/23/supporting-customers-in-facebook-and-via-dellcares-in-twitter.aspx
http://www.slideshare.net/Dell_Inc/dell-facebook
• Target niche audiences
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141Brand So Your Audience Can Find Youhttp://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.03725964409583504 http://www.facebook.com/VW#!/VWJetta?v=info
http://latimesblogs.latimes.com/technology/2010/11/audi-chevy-dodge-volkswagen-ford-toyota-tesla-others-use-social-media-to-fuel-launches-at-the-la-auto-show.html
VolkswagonProduct
ShouldCross-pollinateGeo-target
Pages are disconnected
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Fordhttp://www.facebook.com/ford
http://www.facebook.com/fordmustang
http://latimesblogs.latimes.com/money_co/2010/11/ford-facebook-mustang.html
http://mashable.com/2010/07/26/ford-explorer-facebook-reveal/
http://www.media.fordvehicles.com/article_print.cfm?article_id=33599
• Unveil new products
• Engage Fans
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143Audihttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app_17037175766
http://www.audiusa.com
http://mashable.com/2009/08/27/audi-facebook/
http://www.insidefacebook.com/2009/08/27/audi-launches-facebook-campaign-to-gain-insight-into-fans-ideas-for-future-cars/
http://reviews.cnet.com/8301-13746_7-20016379-48.html
• Top 25 Brands on Facebook
• Make it easy for your audience to find you
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144Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com
http://www.sarasotahomesforsalenow.com/sarasota-memorial-hospital/
http://www.findandconvert.com/blog/2010/sarasota-memorial-healthier-with-social-media-marketing/
Build community for your services
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Use your marketing creativity
Research applications
If necessary, hire Facebook design/programming experts to develop custom tabs/apps
Give people a unique experience on Facebook
BIG or small…think of creative ways to enhance the user experience on Facebook
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146Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086 http://harvard.edu/
http://www.gse.harvard.edu/blog/news_features_releases/2009/01/thanks-for-the-add-now-help-me-with-my-homework.html
Educate Entertain Enlighten = Engagement
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147360ihttp://www.facebook.com/360iagency http://www.360i.com
http://mashable.com/2010/05/20/facebook-b2b-tips/
• Become an industry resource
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148US Armyhttp://www.army.mil/http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts
Marines
Navy
Air Force
Speak your audience’s language
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149Nothing Beats a Great Toilet Flushhttp://www.facebook.com/AmericanStandardBrands?v=wall#!/AmericanStandardBrands?v=wall http://www.americanstandard-us.com/
The Down Side
• You can only find American Standard as a community page in search
• Use a fun title only if you are planning on driving traffic to Facebook from other mediums
EntertainKeep it fun
Make it relevant to your audience
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150Steelmasterhttp://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086 http://www.steelmasterusa.com
http://www.steelmasterusa.com/steelmasters-facebook-page-featured-on-mashable
http://www.iclicksolutions.com/blog/facebook-business-page/
• Showcase product
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151BigCommercehttp://www.facebook.com/BigCommercehttp://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=wall http://www.bigcommerce.com/
http://mashable.com/2010/05/20/facebook-b2b-tips/
http://techcrunch.com/2010/03/24/bigcommerce-turns-to-facebook-to-socialize-online-storefronts/
• Engage Community
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152Quaker Oatshttp://www.facebook.com/Quaker http://www.quakeroats.com
http://www.thisdishisvegetarian.com/2010/09/0830bob-harper-and-quaker-oats-team-up.html
http://www.prnewswire.com/news-releases/quaker-oats-redesigns-americans-mornings-starting-with-breakfast-102530844.html
http://www.dtcperspectives.com/article/MDPA-Minute+dots+-Quaker-Oats-Campaign-Focuses-On-the-Importance-of-Breakfast/281.html
• Connect• Use landing pages
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153Buffalo Wild Wingshttp://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/
http://www.socialtimes.com/2010/08/buffalo-wild-wings-facebook/
• Engage• Engage • Engage3 million plus fans
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154Blue Sky Factoryhttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory http://www.blueskyfactory.com
http://socialmediab2b.com/2009/09/b2b-company-facebook-lead-generation/
http://blog.blueskyfactory.com/industrytrends/how-to-prepare-for-email-marketings-biggest-challenge-ever-facebook-project-titan/
http://www.prweb.com/releases/2010/09/prweb4509834.htm
• Address your audience’s pain points
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US Congress on Facebook
http://ohmygov.com/blogs/general_news/archive/2010/04/02/stats-weekly-us-congress-facebook-report-from-ohmygov.aspx
http://www.insidefacebook.com/2010/05/13/facebook-creates-page-showcasing-the-u-s-congress/
• Informational Channel
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Whole Foods Market on Facebook
http://www.wholefoodsmarket.com/facebook/
http://mashable.com/2010/04/02/facebook-scam-whole-foods/
• Some brands just let it be viral
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157Get Satisfactionhttp://www.facebook.com/getsatisfaction http://getsatisfaction.com
http://getsatisfaction.com/partners/facebook
http://techcrunch.com/2010/03/10/get-satisfaction-turns-to-facebook-to-socialize-customer-support/
http://mashable.com/2010/03/10/social-engagement-hub/
• Exceptional customer service is good branding
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158Old Spicehttp://www.oldspice.comhttp://twitter.com/oldspicehttp://www.facebook.com/OldSpice
http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/OldSpice?v=app_147990885235099
http://www.allfacebook.com/grover-old-spic-2010-10
http://abcnews.go.com/WN/conversation-spice-guy-isaiah-mustafa-viral-hit-shower/story?id=11165908
http://socialmediainfluence.com/2010/07/26/old-spice-turning-facebook-fans-into-profits/
• Target Branding
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159Big Green Egghttp://www.facebook.com/BigGreenEgg http://www.biggreenegg.com
Used Facebook to launch cookbook
http://www.facebook.com/event.php?eid=274806399132&index=1
• Cross-pollinate with Vendors
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GrillMate
Bad NewsNo landing page
Run contest to promote brand
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161Just a ReminderGetting Help on Facebook (bottom right corner)
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Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing
Read more…
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Websites: http://www.findandconvert.com
http://www.bernieborges.com
Blog: http://www.findandconvert.com/blog
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