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Facebook for MarketersPresented by:Bernie BorgesJune 8, 2011Orlando

marketingpower.com #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 Facebooks marketing potential.Minimize mistakes.Maximize positive results

#marketingpower.com #ExpectationsDevelop a content strategy that drives sales and/or customer serviceLearn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causesBuild your company brand and build a communitySelect and implement applications that fit your Facebook marketing plan

#marketingpower.com #ExpectationsUnderstand the rules of engagement and community building best practicesExperiential marketing that creates buzzHow to use Facebook advertising and why you shouldMeasure review refine: Facebook analytics

#marketingpower.com #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.

#marketingpower.com #AgendaJust a Little BackgroundFacebook Marketing OverviewBuild Your BrandFacebook AdsMeasuring Facebook ROIIn the Trenches: Case Studies

#marketingpower.com #Just a Little BackgroundA Facebook StatsOpen Graph APISetting GoalsAbout Facebook

marketingpower.com #What 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 results canDrive trafficIncrease leadsGenerate revenue

#marketingpower.com #http://www.checkfacebook.com/ 8Facebook Stats http://www.checkfacebook.com/ Global Audience: 669,730,880

#marketingpower.com #http://www.facebook.com/press/info.php?statistics 9Facebooks Open Graph APIThe buzz about the Open Graph APIA way to embed Facebook pages anywhere on the webAuthentication hub for social experiences on the web

What this means for marketersFacebook has become a major tool in expanding brand awareness for B2B as well as B2B companies

Graph from AllFacebook.com #marketingpower.com #GoalsMetricsExampleSetting and Measuring GoalsChris Treadaway & Mari SmithFacebook Marketing: An Hour a Day # #marketingpower.commarketingpower.com #If Monetizing Facebook Is Your ObjectiveThree Forms of MediaEarned MediaAuthorityTrustReputationPurchased MediaFacebook AdsOwned MediaContent we produce, e.g., Facebook apps, documents, blogs, videos, photos, announcementsAll work best together

#marketingpower.com #Facebook Uses

Personal profileBusiness (Fan) pageGroupsEventsCausesCommunity PageApplicationsAdvertisingSearch engine

#marketingpower.com #Personal Profilehttp://www.facebook.com/bernie.borges Businesshttp://www.facebook.com/findandconvertGrouphttp://www.facebook.com/group.php?gid=234908467596&v=wall&ref=search#!/group.php?gid=383956791997&v=app_2373072738&ref=ts Event http://www.facebook.com/search/?flt=1&q=chicago&o=4&sid=1081028954.3229641054..1&s=60#!/event.php?eid=112523825454549&ref=search&sid=1081028954.3229641054..1Causehttp://www.facebook.com/search/?init=srp&sfxp&q=chicago&o=4&dt&c1=2&s=30#!/event.php?eid=105664296143097&ref=search&sid=1081028954.3229641054..1Community Pagehttp://www.facebook.com/pages/History-Channel/101884379853735Applicationhttp://www.facebook.com/tos.php?api_key=65ad676f9767bf65efa1e24fd25c7c4b&next=http%3A%2F%2Fwww.fansection.com%2Ffb%2Fsports%2Fcollege_football%2Fchi%2F%3F_fb_fromhash%3D3e77bb246fab652f42b5556a84b7e776&display=page&v=1.0&canvas&locale=en_US

13How Your Post and Content Travels

One of those 560 then want to share with their 116 friends

Write comment and paste linkClick attachClick Share to everyone Business Page

Friends Profile Page Posts to the News Feed of 680 people that Like Find and Convert

Posts to Find and Converts 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 feedsand so on

Your post now shows in 116 more news feeds # #marketingpower.commarketingpower.com #Animate sequence14Just ImagineIf 5% of friends shared a post with 130 friends each timeThis is how content goes viral # #marketingpower.commarketingpower.com #15Basic Facebook Navigation Personal ProfileYou can friend othersYou can Like a pageCannot use profile for business

Post messages that will be read by your friendsCreate eventsShare content, photos and videoSend private email

Business PageVisible to unregistered usersCan be indexed for SEO valueReputation management valueAllows 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 topicsGroupMust 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

#marketingpower.com #Facebook EvolutionFacebook is constantly changing

#marketingpower.com #Marketing Overview

marketingpower.com #Facebook Big Picture Strategyhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4 BuildPageGroupsPlace (for physical locations)

EngageLikeShareCommentApps

AmplifyNews FeedAdsContestsSponsored Stories

InsightsInsights #marketingpower.com #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 #Generate Awareness Through PagesAd campaign to drive traffic and LikesIntegrate page Like into our website, blog, mobile campaignsPost content with CTAs for engagementRun sponsored stories to promote peoples commentsLeverage Facebooks reach optionsClorox, M&Ms

http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

marketingpower.com #Drive Preference and Differentiation

Understand current perception of your brandDefine gap between current & desired brand perceptionLaunch integrated campaign to drive preference/differentiationIntegrate Facebook using Open API into all online campaignsMonitor customers evolving perception to track success

http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4 marketingpower.com #Increase Traffic & Saleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4 Define business goalsRun creative campaign through Ads & Sponsored StoriesCreate a social experience at point of purchase, e.g., Share, CommentIntegrate with off-line point of purchase e.g., Deals, Check-In

marketingpower.com #Build Loyalty & Deepen Relationshipshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4 Promote your Facebook presence in all your marketing communicationsDevelop a personality and voiceBe responsive, engaging and availableShow appreciation. E.g., Deals, Unique experiences, thank them for loyalty

marketingpower.com #Amplify Recommendation & Word of Mouthhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4 Encourage people to Like your pageCreate appealing content, use videoPost early morning and mid/late eveningIntegrate Like (Open API) into all online propertiesUse Ads and Sponsored stories to spread the word Analyze via Insights

marketingpower.com #Gain Insightshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4 Use campaign reportsStudy demographic breakdown of page interactionObserve interaction and engagement from your community

marketingpower.com #Creating a Business Pagehttp://www.facebook.com/pages/create.php

#marketingpower.com #http://www.facebook.com/pages/create.php27Facebook Page TipsAdd identity to your post to increase engagement.Network in unrelated businesses.Photostrip: custom 970 by 680 pixels with CTAReset the order so Welcome to the bottom.Ads can go to fan page tabs.

marketingpower.com #Facebook Page Tips Contd.Send updates as a message so they appear as unread updates. Most fans dont return to your fan page. Post before noonPost 1 to 2 times per dayAsk a questionKeep it relevantUse OPC (other peoples content)

marketingpower.com #Facebook Commentshttp://developers.facebook.com/blog/post/472 Uses Open Graph APIIntegrate comments on Facebook & your website/blogDisplayed by relevancePosted to your profileAvailable in Facebook or on websiteAdmin moderation capable

marketingpower.com #Use Facebook as Pagehttp://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/ Admins can Use Facebook as PageLike other pagesCant friend peopleEngage with other pagesSee Liked pages content in news feedGet email notices when fans post/engage

marketingpower.com #Edit Your Business PageEdit pageSettingsWall SettingsMobileApplicationsPhotosDiscussion BoardsLinksVideoNotesEvents

#marketingpower.com #Writing Notes in Facebook PagesSimilar to permission email marketing.Send to all fans of pagesDifferent than sending a message to friends from your profile

marketingpower.com #http://www.facebook.com/editnote.php?draft&note_id=126825564007477&id=56620351033

Make Unique Offers on Your Pagemarketingpower.com #Posting On Facebook Wall

Same as posting to personal profileShows up in news feed of fansmarketingpower.com #http://www.facebook.com/editnote.php?draft&note_id=126825564007477&id=56620351035PlacesWho. What. When. And Now Where

#marketingpower.com #Facebook PlacesLBS Location Based ServicesSimilar to FourSquare and GowallaRequires:a Smart PhoneFacebook touch mobile site is only visible on mobile browsers that supports HTML 5 and geolocationSetup: http://touch.facebook.comClick Places tab at www.touch.facebook.com You can add places, check into places that already exist and tag friends

#marketingpower.com #Facebook LBS may reignite the privacy uproar that has plagued the company in recent months.

With location-based functionality in place, Facebook would be able to make "public" not only what you write in your profile, but also where you were when you wrote it. 37What Facebook Places Can Do for Experiential MarketingMobile App that allows people to connect on the go B2C opportunity to deliver customer service value that maximizes loyalty

#marketingpower.com #Facebook DealsInstructions 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 #Facebook DealsInstructions to create deals: http://www.facebook.com/deals/business/

#marketingpower.com #Application Directory listed by:UtilitiesEducationEntertainmentFriends & FamilyBusinessGames SportsLifestyleJust for FunOn FacebookExternal WebsitesDesktopMobilePagesPrototypeBusiness PageBottom of Edit page

Facebook Applicationshttp://www.facebook.com/apps/directory.php

marketingpower.com #http://www.facebook.com/apps/directory.php - hard to find without searchAlso lists by what apps friends are using and suggestions

http://www.facebook.com/apps/application.php?id=2411052087&ref=appd&v=wall#!/apps/directory.php?app_type=0&category=100&order=2&seeall=true41You must have a profile to create vanity URL for a business pageMinimum of 25 Likes for business page URLSelect a name with relevant keywords for search value

Creating a Vanity URLhttp://www.facebook.com/username

#marketingpower.com #http://www.facebook.com/bernie.borges42 On Home Page - select:GroupsCreate a Group

A 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

Creating a Grouphttp://www.facebook.com/apps/application.php?id=2361831622&b

marketingpower.com #http://www.facebook.com/apps/application.php?id=2361831622&b

If you were trying to promote your group by posting a link to join it in a message, on a wall, or in a discussion board, this can be construed as spam. We suggest making your friends administrators of this group so that they can invite their friends using the Invite functionality built into the group. You can do this by clicking on "Edit Group Members" and then on "make admin" next to the users names. Each admin can invite his/her own friends to the group.43Help Centerhttp://www.facebook.com/help/?page=903#!/help/?ref=pf Located at bottom of page

#marketingpower.com #http://www.facebook.com/help/?page=903#!/help/?ref=pf44Top News vs. Most Recent

# #marketingpower.commarketingpower.com #http://www.facebook.com/bernie.borges45

Facebook Is a Behavioral Based Search Engine Entertainment and Communication System

Notification of interactions between you and your networks

#marketingpower.com #http://www.facebook.com/bernie.borges46EdgeRank Drives News Feed Contenthttp://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04 Affinity score between the viewing user and the items creatorA weight given to each type of Edge. A comment probably has more importance than a Like, for example. Time. The older an Edge is, the less important it becomes.

marketingpower.com #ConvergenceLike gMail but integrated across your social graphLighter and Simpler eMailSMSSeamless messaging that will hook into email but is not eMailConversation History ThreadingSocial InboxWill rollout by invitehttp://facebookemail.org/http://www.skeptical-science.com/science/facebook-event-live-update/ http://nadheeraudawatthe.blogspot.com/ http://techhttp://www.readwriteweb.com/crunch.com/2010/11/13/youve-got-fmail/ Project TitanfMail

marketingpower.com #Similar to permission email marketingUse selectively, e.g., lists, sub groups of friendsGood way to send links, videos, photosLimited to 20 at a timeSelect messages and click on new message in upper right-hand corner

Sending Messages in Facebookmarketingpower.com #Go to friendsClick Create a ListCreate List NameSelect or type in nameCreate ListCreate Lists to Manage Your Friends

marketingpower.com #

Use lists to group your friendsCommon interestsSegmentationSeparate business and personalSpecific groupsSend messages to groups in list

Manage Lists

marketingpower.com #http://www.facebook.com/bernie.borges51Tagging Friends or Pages in FacebookUse the @ before a name to tag

#marketingpower.com #http://www.facebook.com/bernie.borges52Build Your Brand on Facebook

marketingpower.com #Facebook is about communication, relationships and engagement that will ultimately achieve your goal

Facebook is not about shouting your message

Guiding Principle

marketingpower.com #Facebook is not about shouting your messageFacebook is about communication, relationships and engagement that will ultimately achieve your goal

54Facebook 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 interactionDeliver a unique experience!Experiment #marketingpower.com #http://www.facebook.com/help/?page=904

55Facebook Branding StrategyUse Calls to ActionWell designed, clear calls to actionMarket Facebook outside FacebookUse photosIf possible, use pictures to show how customers use your productShow customer satisfaction and engagementPost pictures of your team at workUse videoPost recording of team member expertsShow your product in actionIntegrate off-line marketingOther media ads and content

#marketingpower.com #http://www.facebook.com/help/?page=904

56Ingredients to Facebook Page SuccessFan EngagementCreate an ExperienceOffersSubscribeExclusive PromotionsOnly available on FacebookPost Relevant ContentDaily

#marketingpower.com #B2B vs B2C Facebook can be a powerful branding tool for both

#marketingpower.com #Link to pdf58EventsEvents targeted to peopleEvents listed byYour invitesYour friends invitesDifficult to find events in search with specific nameSuccessful events take marketing effort

marketingpower.com #

Creating an Eventhttp://www.facebook.com/help/?page=828

On Home Page - selectEventsCreate an EventCustomizing your event under Wall you can add:PhotosVideosLinksRememberSuccessful events take marketing effort

#marketingpower.com #http://www.facebook.com/help/?page=828

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Engaging imageCaptivating tag lineInformativeInvite friends to attendShare it on your wallAttached to profile or business page

Eventsmarketingpower.com #http://www.facebook.com/home.php?#!/event.php?eid=124532754224778

Note: Because Jonny is a promoterhis personal profile privacy settings are set to everyone

61EventsShare it on your wall

#marketingpower.com #http://www.facebook.com/home.php?#!/event.php?eid=124532754224778

Note: Because Jonny is a promoterhis personal profile privacy settings are set to everyone

62Promoting Your Business Pagehttp://www.facebook.com/help/?faq=12822Allow business page to go through your Facebook news feed.Your Profile News Feed allows your business page to display to all your friends.Its crucial to spreading your message to the most people on Facebook. Help

Screenshot fnc post + bernie news feed

marketingpower.com #If you have a profile attached to your business address settingshttp://www.facebook.com/help/?faq=12822

63Target your PostsDont share all posts with everyone if not applicableTarget by:CountryStateCityLanguage

marketingpower.com #Be socialLike other Business pages of interest to youUpload relevant content and leave comments on other peoples business page Not the place for a sales pitchdo not be spammyAffiliate with other brands, businesses, and public figuresBy becoming a fan (Like) of another page, your page will publically support that pageHelp

Promoting Your Business Page

marketingpower.com #http://www.facebook.com/help/?faq=1308065Promoting Your Business PagePost a variety of content to draw a variety of usersRespond to comments Experiment with targetingPost content regularlyPost outside of work hoursUse an image in the post of a blog article on the wall.Encourage likes and shares (widgets)Make exclusive offers

#marketingpower.com #http://www.facebook.com/help/?faq=1308066Promoting Your Business Pagehttp://www.facebook.com/help/?faq=13080Integrate a landing page in Facebook, eg., MailChimpPost 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 #http://www.facebook.com/help/?faq=1308067Promoted StoriesSelf 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 #http://www.facebook.com/help/?faq=1308068DO Create Facebook Badge To Promote Your Page(s)Facebook Badges

Use 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 Facebook

Page BadgeProfile BadgeLike Badges Photo Badge #marketingpower.com #http://www.facebook.com/facebook-widgets/http://www.facebook.com/pages/manage/promo_guidelines.php#!/images/pages/Facebook_Badge_02_24_2009.eps http://www.socialmediabuttons.com/facebook-buttons.html http://www.buttonshut.com/Facebook-Buttons/ http://developers.facebook.com/docs/reference/plugins/like

69DONT Create Facebook Badge To Promote Your Page(s)Dont: hyperlink the Find us on Facebook badge to the Facebook log-in page.Dont: hyperlink the word Facebook within your promotional copy to your Facebook Page. For example, Company X on Facebook

#marketingpower.com #http://www.facebook.com/facebook-widgets/http://www.facebook.com/pages/manage/promo_guidelines.php#!/images/pages/Facebook_Badge_02_24_2009.eps http://www.socialmediabuttons.com/facebook-buttons.html http://www.buttonshut.com/Facebook-Buttons/ http://developers.facebook.com/docs/reference/plugins/like

70Display Your Facebook Page on Your Blog

#marketingpower.com #http://www.findandconvert.com/blog/ 71Using Your Profile to Promote Your Business PageIn 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 pageEmail the vanity URL of your business page to people in your address bookDisplay your business page badge on your blogInclude your Facebook page in email auto-signatureDisplay Facebook badge on your website & blog.Invite people to leave comments on your business page.

#marketingpower.com #http://www.facebook.com/help/?faq=12868http://www.facebook.com/home.php?#!/pages/manage/promo_guidelines.php 72DOPost dailyConsider your friends interestsShare others contentInvite engagementOffer a unique experienceBe HumanMeasure, review, revise

DONTDont over-postDont auto-postDont spamDont be me centricDont fly blindDont think short termDont be roboticFacebook Page Promoting Dos & Dontsmarketingpower.com #Like-GatingTechnique used to require Like to engage with pageNot conducive to long term engagementMost effective for coupons and offers

marketingpower.com #Facebook Marketing: Apps & Plug-InsMixture of free and fee based appsCross-pollinate social media and traditional media venuesUse email, newsletters, direct mail and media to point to social networks

Facebook developers - Facebook Platform Showcase

marketingpower.com #http://developers.facebook.com/showcase/75Pages Compared to GroupsPagesGroupsIndexable in search enginesVanity URL availablePromote with Facebook advertisingFacebook and 3rd party app supportStatistics available.Send invitations to friends to joinSupports comments, photos, discussions, video content. #marketingpower.com #Facebook GroupsCreate a private groupGreat for collaboration with an intimate group of people

#marketingpower.com #Facebook GroupsCreate docs inside Group for sharingInvite friends to join the Group

#marketingpower.com #Contests & Competitionshttp://www.facebook.com/promotions_guidelines.php Must follow Facebook rulesPage Likes can not be used as entry into a contestDefine goals of the promotionDefine conversions

marketingpower.com #http://www.socialmediaexaminer.com/facebook-promotions-what-you-need-to-know/79Contests & CompetitionsUse 3rdparty apps (strong compliance with FB guidelines)http://appbistro.com/http://www.easypromosapp.com/http://offerpop.com/Develop a custom app for full customizationContract a FB developer: http://developers.facebook.com/preferreddevelopers/

marketingpower.com #Facebook Advertising

marketingpower.com #

Facebook Ads and How They WorkCosts less than other forms of Internet adsTargeted to user behaviorWork differently than banner or click through adsSuccessful Facebook advertising requires

Average click through rate???

TargetingCreativity Experimentation Monitoring #marketingpower.com #Before You BeginHave a clear idea of what you want your ad to accomplishCreate more visibility or traffic to your Facebook presenceTest the effectiveness of a changeUse Facebook audience to drive more traffic to your websiteEstablish a baselineKnow how many fans/friends you have before beginning a campaignDownload Facebook insight data before launch #marketingpower.com #http://www.facebook.com/ad_guidelines.php 83Before You BeginLink Where do you want your visitor to goWhat is your ad message?Have a photo or imageFacebook Ad Guidelines

marketingpower.com #http://www.facebook.com/ad_guidelines.php 8410 Tips for Facebook Ad Marketing*Facebook is NOT direct salesit is a marketing cycleCreate focused ads targeted at niche groupsFriend users before you try to sell to themUnderstand your marketSet ad budget with goal in mind

Nick ONeillBus Insider SAI

Nick ONeillBus Insider SAImarketingpower.com #http://www.businessinsider.com/10-rules-for-advertising-on-facebook-2009-7 http://www.infomarketingblog.com/100-good-advertising-headlines-victor-schwab/8510 Tips for Facebook Ad Marketing6. Measure review refine7. Test landing pages VS Facebook pages8. Split test ads by demographic9. Develop well designed creative ad copy10. Dont over target

#marketingpower.com #http://www.businessinsider.com/10-rules-for-advertising-on-facebook-2009-7 http://www.infomarketingblog.com/100-good-advertising-headlines-victor-schwab/86Design your adTarget your audience with demographic and geographical filtersName your campaign Which is better? Decide and experimentPer impressionPer clickSelect your pricingReview your ad

Create Your Ad http://www.facebook.com/advertising/

#marketingpower.com #http://www.facebook.com/advertising/

87New: Select Landing Page TabSelect any tab as the landing pagePreviously limited to default landing page tab

#marketingpower.com #http://www.facebook.com/advertising/

88

Facebook Ad Board

#marketingpower.com #http://www.facebook.com/settings/?tab=privacy&section=applications&field=learn#!/ads/adboard/89CM Photographics Facebook reached the right people at the right time

Generated $40,000 of revenue from a $600 ad campaign

marketingpower.com #http://www.facebook.com/CMPhotographics#!/CMPhotographics?v=wallhttp://ads.ak.facebook.com/ads/FacebookAds/CM_Photographics_FBcasestudy.pdf90StorQuest 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.

marketingpower.com #http://www.facebook.com/pages/Santa-Monica-CA/StorQuest/52490448966http://ads.ak.facebook.com/ads/FacebookAds/G5_StorQuest_FBcasestudy.pdf91Nippon on Facebook combining marketing solutions

Facebook generated 25% CTR compared to CTR of 1012% other online campaigns

marketingpower.com #http://www.facebook.com/pages/All-Nippon-Airways/43613800535http://ads.ak.facebook.com/ads/FacebookAds/AllNippon_FBcasestudy.pdf92Additional Facebook Advertising Case StudiesShopLocalWildchildTreaderROTHBURYWiseChoiceWedding Paper DivasPovo.com #marketingpower.com #http://ads.ak.facebook.com/ads/FacebookAds/ShopLocal_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/Wildchild_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/Threader_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/rothbury_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/WiseChoice_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/WeddingPaper_FBcasestudy.pdfhttp://ads.ak.facebook.com/ads/FacebookAds/povo_FBcasestudy.pdf93Section SixMeasuring Facebook ROI

marketingpower.com #

Tracking Fan Page Engagementmarketingpower.com #What Facebook Ad Metrics Can Tell YouMarket researchInvestmentComparisonTargetingCompetitive

marketingpower.com # 96Export Data to Create Client Specific Reports and Graphs

#marketingpower.com #Ad Name Your descriptive for adStatus Complete active - pausedBidAcceptable maxTypePay for impressionsPay for clicksCTR(%)Click through rateAverage CPCEffective price of every clickAverage CPMEffective cost per 1,000 impressions (even on cost per click campaigns)Total SpentFacebook Ad Metrics Will Providemarketingpower.com #Use Report Feature to Download and Manage Data

Create spreadsheets #marketingpower.com #Reports by Campaign

#marketingpower.com #http://www.facebook.com/ads/manage/adgroup.php?adgroup_id=6002645500628&act=22529551

Ad managerClick on Specific campaign, click again, adjust Daily stats for the week of: drop down100Use Metrics to Refine Your AdsCreate multiple ads of similar themesOrganize them into campaignsRun for 1-2 week period while monitoring statsAnalyze statisticsRetire underperforming ads and run A/B testing on better onesRepeat repeat repeatAdjust demographics

#marketingpower.com #Using Facebook Insightshttp://www.facebook.com/business/insights/?pages&i=9930176882 http://www.facebook.com/help/?page=914

2. Fans who interact withInteractionsInteractions per postPost qualityPosts Discussion postsReviewsMentions

1. Interactions this weekLikesCommentsWall postsPost quality3. All fans over timeTotal fans/ unsubscribed fansNew / removed fansTop countriesDemographicsPage viewsUnsubscribes / ResubscribesMedia consumption

55.0

8

#marketingpower.com #http://www.facebook.com/business/insights/?pages&i=9930176882http://www.facebook.com/help/?page=914

102Insights Featurehttp://www.facebook.com/insights/Facebook offers insight into your website Like activity

#marketingpower.com #Insights Featurehttp://www.facebook.com/insights/Facebook offers insight into your website Like and share activity

#marketingpower.com #Using Facebook Insights Dashboard

#marketingpower.com #http://www.facebook.com/business/insights/?pages&i=9930176882http://www.facebook.com/help/?page=914

105Facebook InsightsNow offers metrics on Facebook and your domainGives great information on your connectivity within facebook Google AnalyticsProvides Facebook as a traffic source but not specifics within FacebookWhy You Need Google Analytics

marketingpower.com #https://www.google.com/analytics/reporting/referring_sources?id=2426902&pdr=20100513-20100612&cmp=average#lts=1276484929998 106Fee Based Social Media Tracking Software OptionsUnilyzer.com Provides relationship metricsKontagentBeta

OmniturePress release 5/28

#marketingpower.com #http://www.unilyzer.com/http://guest.kontagent.com/dashboard/dashboard/

107Facebook Promotional PoliciesRead Facebooks promotional guidelines carefully Do not ever call Facebook your partnerUnderstand Local Rules - contests, giveaways and sweepstakes based on chance are illegal in some countriesBelgium, Norway, Sweden, or IndiaHeed Facebooks formatting requirementsYou can only administer a promotion through an application on FacebookDo not require a Facebook actionYou may become a fan but any action such as post a photo, update a status or comment is not allowed.You can allow new fans to access 3rd party apps but you cannot notify winners via FacebookBrand Permission CenterAdvertising and Guidelines

#marketingpower.com #http://www.insidefacebook.com/2010/02/22/facebook-clarifies-minimum-spending-requirements-for-page-promotions/

http://www.facebook.com/help/?ref=pf#!/brandpermissions/index.php http://www.facebook.com/help/?ref=pf#!/ad_guidelines.php

108In the TrenchesUsing Facebook to Build Relationship and Brand Awareness

marketingpower.com #Promoting Your Business PageCreate a landing pageCustomize tabsOffer a unique experience

Landing Pagemarketingpower.com #http://www.facebook.com/help/?faq=13080110

Taco Bell Damage Control

TransparencyTransparency #marketingpower.com #111Kenneth Cole PR Damage Control

TransparencyAcknowledge mistakes now controls damage later

Achknowledgementmarketingpower.com #Using Facebook for a CauseA man with a pest control business and a pink bra

marketingpower.com #http://www.facebook.com/home.php?#!/dustyshowers?v=wall&ref=tshttp://www.the3day.org/site/TR/2010/TampaBayEvent2010?px=1473765&pg=personal&fr_id=1472http://www.the2ndbasemen.com/

113Help Save the Gulf Coast from the Oil Leak

Clear objectiveSearchable titleBoth business page & group

Cause

Causemarketingpower.com #http://www.facebook.com/group.php?gid=121646667846792http://www.facebook.com/group.php?gid=121646667846792#!/group.php?gid=121646667846792&v=app_2344061033

Site was designed to get volunteers for oil leak cleanupHave both page and group114Intels Vote for a Cause

Great CTA and engagementCTA unique to FacebookCause

marketingpower.com #

http://www.intel.com/consumer/tomorrow/index.htm?iid=subhdr+sot115Skip1CauseLanding pageSocial linksWebsite links

CTAmarketingpower.com #http://www.facebook.com/Skip1org

Landing page tied in beautifully to websiteGreat use of influence

Profile skippers of the month tabVideo / YouTube tabUse sense of urgency Skip Because emphasize current project or need

116Big Toy Team

Energize a communityCreate Public Event and share

But make it exciting and uniquemarketingpower.com #http://www.facebook.com/VoteforaCause?v=app_2344061033&ref=ts#!/sara.lamrouex1?ref=tshttp://www.facebook.com/sara.lamrouex1?ref=ts#!/event.php?eid=125637667455877&ref=ts

A small community and group of kids decided to raise money for playground equipment and used Facebook to spread the word

Create public event on right side of homepage what are you planning or go to events dashboard on left side117Arthritis Foundation on FacebookCustom ContentLots of content

marketingpower.com #http://www.facebook.com/Arthritis.org?v=app_6009294086http://www.arthritis.org/118Have You Noticed? Pages Are Now Mini Websites iFrames now add more flexibilityCreate unique landing pages for facebookUse 3rd party softwareHire a Facebook developer

marketingpower.com #http://www.facebook.com/oprahwinfreyshow?ref=ts&v=wall#!/oprahwinfreyshow?v=app_7146470109&ref=tshttp://apps.facebook.com/fbmlzone/help.php?auth_token=8fe2a540ad0541dec56ce07533a3ba34&installed=1http://apps.facebook.com/fbmlzone/hire.php

119Facebooks New iFrame Platform for Customizing TabsBeforeCustom pages were created using Facebooks version of html (FBML)NowiFrames are windows that allow you to view content created somewhere i.e. websiteResourceshttp://socialmouths.com/blog/2011/03/16/how-to-build-a-facebook-landing-page-with-iframes/http://iframes.wildfireapp.com/

*CounterIntuitymarketingpower.com #What Is Your Objective?

website

Conversation #marketingpower.com #Create 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 ContentReasons to engageEasy to share

marketingpower.com #Create Custom Tabs

#marketingpower.com #Give Visitors Reasons to Fan Your Page

#marketingpower.com #Have a Clear Call-to-Action

#marketingpower.com #SuperBowl Facebook Marketing

#marketingpower.com #Facebook Engagement

#marketingpower.com #127Facebook Photos (B2B)

Folder for Wall Photos

#marketingpower.com #Facebook Technical Marketing (B2B)

#marketingpower.com #Create a ReasonFor Fans Only Content

*Social Media Examiner

Levis Instant access to exclusive content.1-800 Flowers offers special discount off next order.

Teesey Tees adds mystery

DIGISTORE gives special offers #marketingpower.com #Create a Visible to Connection Landing Page

http://www.facebook.com/teeseytees?ref=ts#!/teeseytees?v=app_7146470109 #marketingpower.com #http://www.hyperarts.com/blog/facebook-fan-pages-content-for-fans-only-static-fbml/

More infohttp://www.facebook.com/sara.lamrouex1?ref=ts#!/search/?q=fb%3Avisible-to-connection&init=quick&sid=0.4013958806173501

131Bob 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 websiteOffer relevant contentPersonalize your businessOffer something special

marketingpower.com #http://www.facebook.com/bobevans?ref=ts#!/bobevans?v=app_485741210092&ref=ts

132Coupon Services Can Helphttp://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 #http://www.smartsource.com/smartsource/index.jsp?Link=5S2ZUA6PWPEPOhttp://server.iad.liveperson.net/hc/s-44296948/cmd/kbresource/kb-5027232894339796420/front_page!PAGETYPEhttp://www.newsamerica.com/ourproducts/consumersonline/default.aspx133eCommerce - Applications

#marketingpower.com #Do not know software for ecommerce

Not robust but free http://www.facebook.com/Vendorshop#!/Vendorshop?v=wallBrand newhttp://www.facebook.com/apps/application.php?id=251458316228

134Threadless 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-taskshttp://www.internetretailer.com/2009/10/29/display-ads-on-facebook-show-positive-roi-for-threadless-comhttp://www.insidefacebook.com/2009/07/14/threadlesss-facebook-page-makes-shopping-more-social/

Keep it fresh and interestingUse display adsImprove customer service

marketingpower.com #Amazonhttp://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 #California State Parks Foundationhttp://www.facebook.com/calparks?ref=tshttp://www.calparks.org Used Facebook to sound alarm on funding threatFacebook sends visitors directly to website

marketingpower.com #

Ciscohttp://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com Create pages for niche audience needsOnline support Career certificationSecurityGeographic locationsmarketingpower.com #http://www.cisco.com/http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=tshttp://www.facebook.com/Cisco?v=app_257169290416&ref=ts They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr138Keep the Branding AliveMicrosoft Strong call-to-actionGood integration of other Microsoft pages

marketingpower.com #http://www.cisco.com/http://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=tshttp://www.facebook.com/Cisco?v=app_257169290416&ref=ts They may have a reason for landing page to be hidden in right dropdown but more interesting than their Flickr139Humanize your pageThink of Facebook as another destinationThink beyond marketing department Think communityThink engagementOffer opt-in using FBML static pageBe a valuable source of informationOffer unique CTAs on Facebook not avail on your websiteOffer Customer Support7 Tips for B2B Marketing

marketingpower.com #Avayahttp://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall http://www.avaya.com/usa/ Be uniqueLocation awareness Convergence

marketingpower.com #Dont let your Facebook page be a copy of your website

141HubSpot 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 actionmarketingpower.com #http://www.hubspot.com/ http://www.facebook.com/hubspot#!/hubspot?v=app_10442206389142Get Satisfactionhttp://www.facebook.com/getsatisfaction http://getsatisfaction.comhttp://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 brandingmarketingpower.com #Uses involver CRM software for B2B143Dellhttp://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 #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 144Brand 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

VolkswagonProductShouldCross-pollinateGeo-targetPages are disconnected

marketingpower.com #http://www.vw.cahttp:/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 /www.facebook.com/vwcanada?v=app_10339498918&ref=ts145Fordhttp://www.facebook.com/ford http://www.facebook.com/fordmustang

Unveil new productsEngage Fans

marketingpower.com #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

146Audihttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app_17037175766 http://www.audiusa.com

Top 25 Brands on FacebookMake it easy for your audience to find you

marketingpower.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

147Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com

Build community for your servicesmarketingpower.com #http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.comhttp://www.sarasotahomesforsalenow.com/sarasota-memorial-hospital/ http://www.findandconvert.com/blog/2010/sarasota-memorial-healthier-with-social-media-marketing/

Active WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, findExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website

148Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com

#marketingpower.com #http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com

Active WallContent & commentsContentDiscussion & Reviews but not seededCommunity, blog, findExperientialOutreachEventsCTAsMore engagementPhotosYesVideoYesOutside MarketingCommunity supportOn website

149Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086 http://harvard.edu/

Educate Entertain Enlighten = Engagementmarketingpower.com #http://www.facebook.com/Harvard?ref=ts&v=app_6009294086http://harvard.edu/http://www.gse.harvard.edu/blog/news_features_releases/2009/01/thanks-for-the-add-now-help-me-with-my-homework.html

150360ihttp://www.facebook.com/360iagency http://www.360i.com

Become an industry resourcemarketingpower.com #http://mashable.com/2010/05/20/facebook-b2b-tips/

151US Armyhttp://www.army.mil/ http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts

Speak your audiences language MarinesNavyAir Force

marketingpower.com #http://www.army.mil/http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts

Note: Army page has over 400,000 likes compared to 100,000+ on other military branches. Links to others abovehttp://www.facebook.com/#!/marines?ref=tshttp://www.facebook.com/#!/USNavy?ref=tshttp://www.facebook.com/USNavy?ref=ts#!/Usairforce

152Facebook Is Just One Part of Your Social Strategy

#marketingpower.com #Bernie please double check that toilet flush search brings up pagehttp://www.americanstandard-us.com/Est 1875 Tabs not yet as effective as they could be using events RRS blog

http://www.facebook.com/AmericanStandardBrands?v=wall#!/AmericanStandardBrands?v=wallActive WallContent & commentsContentMostly repurposed contentCommunity, blog, findExperientialOutreachEventsCTAsNonePhotosYesVideoYesOutside MarketingCommunity supportOn website

153Steelmasterhttp://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086 http://www.steelmasterusa.com

Showcase product marketingpower.com #http://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086http://www.steelmasterusa.com/ http://www.facebook.com/SteelMasterBuildings?v=box_3#!/album.php?aid=380824&id=259640455696http://apps.facebook.com/slideshare/slideshow/2699404?from=tab_to_canvasFind a building is link from WebsiteCall to action is link to landing page formhttp://www.steelmasterusa.com/steelmasters-facebook-page-featured-on-mashable http://www.iclicksolutions.com/blog/facebook-business-page/

154BigCommercehttp://www.facebook.com/BigCommercehttp://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=wall http://www.bigcommerce.com/

Engage Communitymarketingpower.com #http://mashable.com/2010/05/20/facebook-b2b-tips/ http://techcrunch.com/2010/03/24/bigcommerce-turns-to-facebook-to-socialize-online-storefronts/

155Quaker Oatshttp://www.facebook.com/Quaker http://www.quakeroats.com

ConnectUse landing pagesmarketingpower.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

156Buffalo Wild Wingshttp://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/

EngageEngage Engage3 million plus fansmarketingpower.com #http://www.socialtimes.com/2010/08/buffalo-wild-wings-facebook/

157Blue Sky Factoryhttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory http://www.blueskyfactory.com

Address your audiences pain pointsmarketingpower.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

158US Congress on Facebook

Informational Channelmarketingpower.com #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/

159Pages and Places in Facebook Search

Whole Foods Market on Facebook marketingpower.com #http://www.wholefoodsmarket.com/http://www.facebook.com/wholefoods?ref=ts#!/wholefoods?v=wall&ref=ts

While Wholhttp://www.wholefoodsmarket.com/facebook/ http://mashable.com/2010/04/02/facebook-scam-whole-foods/ e Foods has a followingthey do little to encourage engagement 160Old Spicehttp://www.oldspice.comhttp://twitter.com/oldspicehttp://www.facebook.com/OldSpice

Target Branding

marketingpower.com #http://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/OldSpice?v=app_147990885235099 http://www.allfacebook.com/grover-old-spic-2010-10http://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/

161

Big Green Egghttp://www.facebook.com/BigGreenEgg http://www.biggreenegg.comCross-pollinate with VendorsUsed Facebook to launch cookbook

marketingpower.com #http://www.facebook.com/BigGreenEgghttp://www.biggreenegg.comhttp://www.facebook.com/event.php?eid=274806399132&index=1

162GrillMate

Run contest to promote brandmarketingpower.com #Launch New Business on Facebook, Twitter, BlogCoupon promotionsCross promoteLaunched Jan 2011Grown to over 14,000 LikesUses Groups for collaboration

marketingpower.com #164BIG or smallthink of creative ways to enhance the user experience on FacebookUse your marketing creativityResearch applicationsIf necessary, hire Facebook design/programming experts to develop custom tabs/apps Give people a unique experience on Facebook

#marketingpower.com #Whether you or your client is BIG or smallthere are creative ways to add market value through Facebook165Just a ReminderGetting Help on Facebook (bottom right corner)

#marketingpower.com #http://www.facebook.com/home.php?#!/help/?ref=pf166Connect 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/bernieborgesFacebook: http://www.facebook.com/bernie.borgesFacebook 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

marketingpower.com #http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&Store_Code=BS&Product_Code=9781604942880

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