Facebook for Marketers
Presented by:
Bernie Borges
June 8, 2011
Orlando
marketingpower.com
2 2
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
marketingpower.com
3 3
Expectations…
Develop a content strategy that drives sales and/or customer service
Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…
Build your company brand and build a community
Select and implement applications that fit your Facebook marketing plan
marketingpower.com
4 4
Expectations…
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: o Facebook analytics
marketingpower.com
5 5
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.
marketingpower.com
6 6
Agenda
1. Just a Little Background
2. Facebook Marketing Overview
3. Build Your Brand
4. Facebook Ads
5. Measuring Facebook ROI
6. In the Trenches: Case Studies
Just a Little Background
A Facebook Stats
Open Graph API
Setting Goals
About Facebook
marketingpower.com
8 8What 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 results cano Drive traffico Increase leadso Generate
revenue
marketingpower.com
9 9Facebook Stats http://www.checkfacebook.com/
Global Audience: 669,730,880
marketingpower.com
10 10
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
11 11
marketingpower.com
Goals Metrics Example
Setting and Measuring GoalsChris Treadaway & Mari SmithFacebook Marketing: An Hour a Day
marketingpower.com
12 12If 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
All work best together…
marketingpower.com
13 13
Facebook Uses
Personal profile Business (Fan) page Groups Events Causes Community Page Applications Advertising Search engine
14 14
marketingpower.com
How 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
15 15
marketingpower.com
Just Imagine…If 5% of friends shared a post with 130 friends each time…
marketingpower.com
16 16
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
userso Can be indexed for SEO
valueo Reputation management
valueo Allows for “vanity”
URLo Can create eventso Can tailor to specific
needso 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 profileo Invitations can be open
to the public or closed o Allows you to send
bulk invite to friendso 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
marketingpower.com
17 17Facebook Evolution
Facebook is constantly changing
Marketing Overview
marketingpower.com
19 19
Facebook Big Picture Strategyhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Buildo Pageo Groupso Place (for
physical locations)
Engageo Likeo Shareo Commento Apps
Amplifyo News Feedo Adso Contestso Sponsored
Stories
marketingpower.com
20 20
Five Guiding Principleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Build a strategy that is social by design
Create an authentic brand voice
Make it interactive
Nurture your relationships
Keep learning
marketingpower.com
21Generate Awareness Through PagesAd campaign to drive traffic
and Likes
Integrate page Like into our website, blog, mobile campaigns
Post content with CTAs for engagement
Run sponsored stories to promote people’s comments
Leverage Facebook’s reach options
Clorox, M&Ms
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
marketingpower.com
22Drive Preference and DifferentiationUnderstand current
perception of your brand
Define gap between current & desired brand perception
Launch integrated campaign to drive preference/differentiation
Integrate Facebook using Open API into all online campaigns
Monitor customer’s evolving perception to track success
http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
marketingpower.com
23Increase Traffic & Saleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Define business goals
Run creative campaign through Ads & Sponsored Stories
Create a social experience at point of purchase, e.g., Share, Comment
Integrate with off-line point of purchase e.g., Deals, Check-In
marketingpower.com
24Build Loyalty & Deepen Relationshipshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Promote your Facebook presence in all your marketing communications
Develop a personality and voice
Be responsive, engaging and available
Show appreciation. o E.g., Deals, Unique
experiences, thank them for loyalty
marketingpower.com
25Amplify Recommendation & Word of Mouthhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Encourage people to Like your page
Create appealing content, use video
Post early morning and mid/late evening
Integrate Like (Open API) into all online properties
Use Ads and Sponsored stories to spread the word
Analyze via Insights
marketingpower.com
26Gain Insightshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Use campaign reports
Study demographic breakdown of page interaction
Observe interaction and engagement from your community
marketingpower.com
27 27Creating a Business Pagehttp://www.facebook.com/pages/create.php
marketingpower.com
28Facebook Page Tips
Add identity to your post to increase engagement.
Network in unrelated businesses.
Photostrip: custom 970 by 680 pixels with CTA
Reset the order so Welcome to the bottom.
Ads can go to fan page tabs.
marketingpower.com
29Facebook Page Tips Contd.
Send updates as a message so they appear as unread updates.
Most fans don’t return to your fan page.
Post before noon
Post 1 to 2 times per day
Ask a question
Keep it relevant
Use OPC (other people’s content)
marketingpower.com
30Facebook Commentshttp://developers.facebook.com/blog/post/472
Uses Open Graph API
Integrate comments on Facebook & your website/blog
Displayed by relevance
Posted to your profile
Available in Facebook or on website
Admin moderation capable
marketingpower.com
31Use Facebook as Pagehttp://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/
Admins can “Use Facebook as Page”
Like other pages
Can’t friend people
Engage with other pages
See Liked pages content in news feed
Get email notices when fans post/engage
marketingpower.com
32 32
Edit Your Business Page
Edit pageo Settingso Wall Settingso Mobileo Applicationso Photoso Discussion Boardso Linkso Videoo Noteso Events
marketingpower.com
33Writing Notes in Facebook Pages
Similar to permission email marketing.
Send to all fans of pages
Different than sending a message to friends from your profile
marketingpower.com
34Make Unique Offers on Your Page
marketingpower.com
35Posting On Facebook Wall
Same as posting to personal profile
Shows up in news feed of fans
marketingpower.com
36 36PlacesWho. What. When. And Now Where
marketingpower.com
37 37Facebook PlacesLBS – Location Based Services
Similar 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
marketingpower.com
38 38What “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
marketingpower.com
39 39
Facebook Deals
Instructions to create deals: http://www.facebook.com/deals/business/
Used with PlacesFour types of deals
available:IndividualFriend (a group of
friends must respond)
Loyalty (based on recurring behavior)
Charity (redeem a donation to a charity)
marketingpower.com
40 40Facebook Deals
Instructions to create deals: http://www.facebook.com/deals/business/
marketingpower.com
41
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
Facebook Applicationshttp://www.facebook.com/apps/directory.php
marketingpower.com
42 42
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
Creating a Vanity URL
http://www.facebook.com/username
marketingpower.com
43
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
Creating a Grouphttp://www.facebook.com/apps/application.php?id=2361831622&b
marketingpower.com
44 44
Help Centerhttp://www.facebook.com/help/?page=903#!/help/?ref=pf
Located at bottom of page
45 45
marketingpower.com
Top News vs. Most Recent
marketingpower.com
46 46Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…
Notification of interactions between you and your
networks
marketingpower.com
47EdgeRank Drives News Feed Contenthttp://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04
1. Affinity score between the viewing user and the item’s creator
2. A weight given to each type of Edge. A comment probably has more importance than a Like, for example.
3. Time. The older an Edge is, the less important it becomes.
marketingpower.com
48
Convergenceo Like gMail but integrated
across your social graph
Lighter and Simpler eMail
SMSo Seamless messaging that will
hook into email but is not eMail
o Conversation History – Threading
o Social 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/
Project Titan…fMail
marketingpower.com
49
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
Sending Messages in Facebook
marketingpower.com
50
Go to friends
Click Create a List
Create List Name
Select or type in name
Create List
Create Lists to Manage Your Friends
marketingpower.com
51
Use lists to group your friendso Common interestso Segmentationo Separate business
and personalo Specific groups
Send messages to groups in list
Manage Lists
marketingpower.com
52 52Tagging Friends or Pages in FacebookUse the “@” before a name to tag
Build Your Brand on Facebook
marketingpower.com
54
Facebook is about communication, relationships and engagement that will ultimately achieve your goal…
Facebook is not about shouting your message
Guiding Principle…
marketingpower.com
55 55
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
marketingpower.com
56 56
Facebook Branding Strategy…
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
Integrate off-line marketingo Other media ads and content
marketingpower.com
57 57Ingredients to Facebook Page Success
Fan Engagemento Create an
Experienceo Offerso Subscribe
Exclusive Promotionso Only available
on Facebook
Post Relevant Contento Daily
marketingpower.com
58 58B2B vs B2C – Facebook can be a powerful branding tool for both
marketingpower.com
59Events
Events targeted to people
Events listed byo Your inviteso Your friends inviteso Difficult to find events
in search with specific name
Successful events take marketing effort
marketingpower.com
60 60
Creating an Eventhttp://www.facebook.com/help/?page=828
On Home Page - selecto Eventso Create an Event
Customizing your event under Wall you can add:o Photoso Videoso Links
Remembero Successful events take
marketing effort
marketingpower.com
61
Engaging image
Captivating tag line
Informative
Invite friends to attend
Share it on your wall
Attached to profile or business page
Events
marketingpower.com
62 62
Events
Share it on your wall
marketingpower.com
63Promoting 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
marketingpower.com
64Target your Posts
Don’t share all posts with “everyone” if not applicable
Target by:o Countryo Stateo Cityo Language
marketingpower.com
65
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
Promoting Your Business Page
marketingpower.com
66 66
Promoting Your Business PagePost a variety of content to draw a variety of
users
Respond to comments
Experiment with targeting
Post content regularly
Post outside of work hours
Use an image in the post of a blog article on the wall.
Encourage likes and shares (widgets)
Make exclusive offers
marketingpower.com
67 67
Promoting Your Business Pagehttp://www.facebook.com/help/?faq=13080
Integrate a landing page in Facebook, eg., MailChimp
Post video links directly to Facebook so it will play inside Facebook.
Include a link to your website in the description.
Share images. Use Flickr for better analytics. For more interaction post images directly to Facebook.
Status updates: Keep it simple.
Encourage user generated content. E.g., Gemvara, All Things Jeep page.
marketingpower.com
68 68Promoted Stories
Self service advertising.
Set up with same filters as Facebook advertising.
Adds more exposure to your content.
You pay when someone clicks through to your content.
marketingpower.com
69 69DO Create Facebook Badge To Promote Your Page(s)
Facebook Badges
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
Page Badge Profile Badge
Like Badges Photo Badge
marketingpower.com
70 70DON’T Create Facebook Badge To Promote Your Page(s)
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
marketingpower.com
72 72Using Your Profile to Promote Your Business Page
In order to be visible to search engines, your business page privacy setting must be public.
Occasionally “suggest to 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 your Facebook page in email auto-signature
Display Facebook badge on your website & blog.
Invite people to leave comments on your business page.
marketingpower.com
73
DOPost daily
Consider your friends’ interests
Share other’s content
Invite engagement
Offer a unique experience
Be Human
Measure, review, revise
DON’TDon’t over-post
Don’t auto-post
Don’t spam
Don’t be “me” centric
Don’t fly blind
Don’t think short term
Don’t be robotic
Facebook Page Promoting Do’s & Don’ts
marketingpower.com
74Like-Gating
Technique used to require Like to engage with page
Not conducive to long term engagement
Most effective for coupons and offers
marketingpower.com
75Facebook Marketing: Apps & Plug-Ins
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
marketingpower.com
76 76
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
marketingpower.com
77 77
Facebook Groups
Create a private group
Great for collaboration with an intimate group of people
marketingpower.com
78 78
Facebook Groups
Create docs inside Group for sharing
Invite friends to join the Group
marketingpower.com
79Contests & Competitionshttp://www.facebook.com/promotions_guidelines.php
Must follow Facebook rules
Page Likes can not be used as entry into a contest
Define goals of the promotion
Define conversions
marketingpower.com
80Contests & Competitions
Use 3rdparty apps (strong compliance with FB guidelines)o http://appbistro.com/o http://www.easypromosapp.co
m/o http://offerpop.com/
Develop a custom app for full customization
Contract a FB developer: http://developers.facebook.com/preferreddevelopers/
Facebook Advertising
marketingpower.com
82 82Facebook Ads and How They WorkCosts less than other forms of Internet
ads
Targeted to user behavior
Work differently than banner or click through ads
Successful Facebook advertising requires
Average click through rate???
Targeting Creativity
Experimentation Monitoring
marketingpower.com
83 83
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
marketingpower.com
84Before You Begin
Link – Where do you want your visitor to go
What is your ad message?
Have a photo or image
Facebook Ad Guidelines
marketingpower.com
8510 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
Nick O’NeillBus Insider SAI
Nick O’NeillBus Insider SAI
marketingpower.com
86 8610 Tips for Facebook Ad Marketing
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
marketingpower.com
87 87
1. Design your ad
2. Target your audience with demographic and geographical filters
3. Name your campaign o Which is better? Decide and
experiment Per impression Per click
o Select your pricing
4. Review your ad
Create Your Ad http://www.facebook.com/advertising/
marketingpower.com
88 88New: Select Landing Page Tab
Select any tab as the landing pagePreviously limited to default landing page tab
marketingpower.com
89 89
Facebook Ad Board
marketingpower.com
90CM Photographics Facebook reached the right people at the right time
Generated $40,000 of revenue from a $600 ad campaign
marketingpower.com
91StorQuest on Facebook used real-time suggested bids
Over 50% increase in same store total rentals versus prior year.o 10% conversion rate
from visits originating from Facebook Ads.
o $1.25 CPC delivered $10.25 cost-per-lead.
o $100 average rentals; $600 average life time value per customer.
marketingpower.com
92Nippon on Facebook combining marketing solutions
Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns
marketingpower.com
93 93Additional Facebook Advertising Case Studies
ShopLocal
Wildchild
Treader
ROTHBURY
WiseChoice
Wedding Paper Divas
Povo.com
Section SixMeasuring Facebook ROI
marketingpower.com
95
Tracking Fan Page Engagement
marketingpower.com
96What Facebook Ad Metrics Can Tell You
Market research
Investment
Comparison
Targeting
Competitive
marketingpower.com
97 97Export Data to Create Client Specific Reports and Graphs
marketingpower.com
98
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
Facebook Ad Metrics Will Provide
marketingpower.com
99 99Use Report Feature to Download and Manage Data
Create
spreadsheets
marketingpower.com
100 100
Reports by Campaign
marketingpower.com
101 101
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
marketingpower.com
102 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
8
marketingpower.com
103 103
Insights Featurehttp://www.facebook.com/insights/
Facebook offers insight into your website “Like” activity
marketingpower.com
104 104
Insights Featurehttp://www.facebook.com/insights/
Facebook offers insight into your website “Like” and share activity
marketingpower.com
105 105
Using Facebook Insights Dashboard
marketingpower.com
106
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
Why You Need Google Analytics
marketingpower.com
107 107Fee Based Social Media Tracking Software OptionsUnilyzer.com o Provides
relationship metrics
Kontagento Beta
Omnitureo Press release
5/28
marketingpower.com
108 108Facebook Promotional PoliciesRead Facebook’s promotional guidelines carefully Do not ever call Facebook your partnerUnderstand 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 CenterAdvertising and Guidelines
In the Trenches
Using Facebook to Build Relationship and Brand Awareness
marketingpower.com
110Promoting Your Business Page
Create a landing page
Customize tabs
Offer a unique experience
Landing Page
marketingpower.com
111 111
Taco Bell Damage Control
Transparency
Transparency
marketingpower.com
112Kenneth Cole PR Damage ControlTransparency
Acknowledge mistakes now controls damage later
Achknowledgement
marketingpower.com
113Using Facebook for a Cause
A man with a pest control business and a pink bra
marketingpower.com
114Help Save the Gulf Coast from the Oil Leak
Clear objective
Searchable title
Both business page & group
CauseCause
marketingpower.com
115Intel’s Vote for a Cause
Great CTA and engagement
CTA unique to Facebook
Cause
marketingpower.com
116Skip1Cause
Landing page
Social links
Website links
CTA
marketingpower.com
117Big Toy Team
Energize a community
Create Public Event and share
But make it exciting and
unique
marketingpower.com
118Arthritis Foundation on FacebookCustom Content
Lots of content
marketingpower.com
119Have You Noticed? Pages Are Now Mini Websites…
iFrames now add more flexibilityo Create unique
landing pages for facebook
Use 3rd party software
Hire a Facebook developer
marketingpower.com
120Facebook’s New iFrame Platform for Customizing Tabs Beforeo Custom pages were
created using Facebook’s version of html (FBML)
Nowo iFrames are
“windows” that allow you to view content created somewhere i.e. website
Resourceso http://socialmouths.com/blog/2011
/03/16/how-to-build-a-facebook-landing-page-with-iframes/
o http://iframes.wildfireapp.com/
*CounterIntuity
marketingpower.com
121 121
What Is Your Objective?
website
Conversation
marketingpower.com
122Create Landing Pages
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
marketingpower.com
123 123
Create Custom Tabs
marketingpower.com
124 124Give Visitors Reasons to Fan Your Page
marketingpower.com
125 125
Have a Clear Call-to-Action
marketingpower.com
126 126
SuperBowl Facebook Marketing
marketingpower.com
127 127
Facebook Engagement
marketingpower.com
128 128
Facebook Photos (B2B)
Folder for Wall Photos
marketingpower.com
129 129Facebook Technical Marketing (B2B)
marketingpower.com
130 130Create 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
marketingpower.com
131 131Create a “Visible to Connection” Landing Page
http://www.facebook.com/teeseytees?ref=ts#!/teeseytees?v=app_7146470109
marketingpower.com
132Bob Evans Keeps Them Coming Back
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
marketingpower.com
133Coupon 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
marketingpower.com
134 134
eCommerce - Applications
marketingpower.com
135Threadless 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
marketingpower.com
136Amazonhttp://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
marketingpower.com
137California State Parks Foundationhttp://www.facebook.com/calparks?ref=tshttp://www.calparks.org
Used Facebook to sound alarm on funding threat
Facebook sends visitors directly to website
marketingpower.com
138Ciscohttp://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com
Create pages for niche audience needso Online support o Career certificationo Securityo Geographic locations
marketingpower.com
139Keep the Branding Alive
Microsoft
Strong call-to-action
Good integration of other Microsoft pages
marketingpower.com
140
Humanize your pageThink of Facebook as another
destinationThink beyond marketing department
oThink community
oThink engagementOffer opt-in using FBML static pageBe a valuable source of informationOffer unique CTAs on Facebook not
avail on your websiteOffer Customer Support
7 Tips for B2B Marketing
marketingpower.com
141Avayahttp://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall http://www.avaya.com/usa/
Be unique
Location awareness
Convergence
marketingpower.com
142HubSpot 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
marketingpower.com
143Get 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
marketingpower.com
144Dellhttp://www.facebook.com/dellhttp://www.facebook.com/delldeals http://www.facebook.com/dellsocialmedia Find more Dell Facebook pages, visit: http://www.dell.com/facebook
Target niche audiences
marketingpower.com
145Brand 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
Volkswagono Product
Shouldo Cross-pollinateo Geo-target
Pages are disconnected
marketingpower.com
146Fordhttp://www.facebook.com/ford
http://www.facebook.com/fordmustang
Unveil new products
Engage Fans
marketingpower.com
147Audihttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app_17037175766 http://www.audiusa.com
Top 25 Brands on Facebook
Make it easy for your audience to find you
marketingpower.com
148Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com
Build community for your services
marketingpower.com
149 149Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com
marketingpower.com
150Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086 http://harvard.edu/
Educate
Entertain
Enlighten
= Engagement
marketingpower.com
151360ihttp://www.facebook.com/360iagency http://www.360i.com
Become an industry resource
marketingpower.com
152US Armyhttp://www.army.mil/ http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts
Speak your audience’s language o Marineso Navyo Air Force
marketingpower.com
153 153Facebook Is Just One Part of Your Social Strategy
marketingpower.com
154Steelmasterhttp://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086 http://www.steelmasterusa.com
Showcase product
marketingpower.com
155BigCommercehttp://www.facebook.com/BigCommercehttp://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=wall http://www.bigcommerce.com/
Engage Community
marketingpower.com
156Quaker Oatshttp://www.facebook.com/Quaker http://www.quakeroats.com
Connect
Use landing pages
marketingpower.com
157Buffalo Wild Wingshttp://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/
Engage
Engage
Engage
3 million plus fans
marketingpower.com
158Blue Sky Factoryhttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory http://www.blueskyfactory.com
Address your audience’s pain points
marketingpower.com
159US Congress on Facebook
Informational Channel
marketingpower.com
160Pages and Places in Facebook SearchWhole Foods Mark
et on Facebook
marketingpower.com
161Old Spicehttp://www.oldspice.comhttp://twitter.com/oldspicehttp://www.facebook.com/OldSpice
Target Branding
marketingpower.com
162Big Green Egghttp://www.facebook.com/BigGreenEgg http://www.biggreenegg.com
Cross-pollinate with Vendors
Used Facebook to launch cookbook
marketingpower.com
164Launch New Business on Facebook, Twitter, BlogCoupon
promotions
Cross promote
Launched Jan 2011
Grown to over 14,000 Likes
Uses Groups for collaboration
marketingpower.com
165 165BIG or small…think of creative ways to enhance the user experience on Facebook
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
marketingpower.com
166 166Just a ReminderGetting Help on Facebook (bottom right corner)
marketingpower.com
167Connect With Bernie Borges….
Websites: http://www.findandconvert.comhttp://www.bernieborges.com
Blogs: http://www.findandconvert.com/bloghttp://www.bernieborges.com/blog
Twitter: http://twitter.com/berniebay
LinkedIn: http://www.linkedin.com/in/bernieborges
Facebook: http://www.facebook.com/bernie.borges
Facebook Fan Pages: http://www.facebook.com/findandconverthttp://www.facebook.com/CareerCentral.BernieBorges
Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing