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AMA training, Facebook for Marketers, March 1, 2011, Philadelphia. Delivered by Bernie Borges.
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Facebook for Marketers
Presented by:
Bernie Borges
March 1, 2011
Philadelphia
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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 or cust. service
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: Case Studies
Just 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 results cano Drive traffico Increase leadso Generate
revenue
9 9Facebook Stats as of Dec 2010 http://www.digitalsurgeons.com/facebook-vs-twitter-infographic/
10 10Facebook Stats as of Dec 2010 http://www.digitalsurgeons.com/facebook-vs-twitter-infographic/
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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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12 12Before 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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14 14If 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
Usually all work best together…
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Facebook Uses
Personal profile Business (Fan) page Groups Events Causes Community Page Applications Advertising Search engine
16 16How 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
17 17Just 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
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
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19A Facebook Profilehttp://www.facebook.com/bernie.borges http://facebook.grader.com/user/grade
Purpose:o Share personal,
business and common interests with others by posting content
o Find others and meaningful content that is meaningful, educational and/or entertaining
o A way to engage with people you know and meet others with common interests
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A Business Pagehttp://www.facebook.com/findandconvert
Share Promote Build Authority
Have your business page connect to your profile if possible
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Facebook Evolution
Facebook is constantly changing
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Facebook Pages Revised Feb 10, 2011
Hi Bernie,
Facebook pages are getting an updated layout and several new features to help you engage with your fans. Here's some of what you'll be getting:
Notifications when fans interact with your page or posts.
A place to showcase photos along the top of your page. A news feed for your page.
The ability to Like and post on other pages as your page.
All pages will automatically be upgraded on March 10.
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Facebook Pages Revised Feb 10, 2011
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Facebook Pages Revised Feb 10, 2011
Getting started…
Setting Up:oPersonal
ProfileYour Settings
Notifications
Mobilizing
Find Friends
Account
Applications
oBusiness PageoApplicationsoGroupsoHelp 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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29 29Privacy Settings - ApplicationsFriends Only; Except Clients
30 30
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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1. Email
2. Suggestions
3. Search
4. Connections
5. Address Book
o Create csv file from address book and upload
Settings – Find Friends
1
2
3
4
5
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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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Personal 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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36 36Creating a Business Pagehttp://www.facebook.com/pages/create.php
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Edit Your Business Page
Edit pageo Settingso Wall Settingso Mobileo Applicationso Photoso Discussion Boardso Linkso Videoo Noteso Events
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38 38Writing 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
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Posting On Facebook Wall
Same as posting to personal profile
Shows up in news feed of fans
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40Facebook 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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41 41Application Finder http://apps.facebook.com/appsdir/?ref=ts
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42 42
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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43 43Creating 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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44 44Help Centerhttp://www.facebook.com/help/?page=903#!/help/?ref=pf
Located at bottom of page
Navigating Around Facebook
Home VS Profile
Messages Notes Lists Etiquette
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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 Segmentationo Separate
business and personal
o Specific groups
Send messages to groups in list
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50 50Tagging Friends or Pages in FacebookUse the “@” before a name to tag
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51 51Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…
Notification of interactions between you and your
networks
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Facebook 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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Facebook Etiquette• Always have a current photo in your profile.
• Status updates should be interesting and spread out.
• Use live chat selectively with people you know.
• 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!
Build Your Brand on Facebook
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Guiding Principle…
Facebook is not about shouting your message
Facebook is about communication, relationships and engagement that will ultimately achieve your goal…
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56 56The 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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57 57The 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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Facebook Branding StrategyBuild 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
Integrate off-line marketingo Other media ads and content
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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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Ingredients to Facebook Page Success
Fan EngagementoCreate an ExperienceoOffersoSubscribe
Exclusive Promotionso Only available on
Post Relevant ContentDaily
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61 61B2B vs B2C – Facebook can be a powerful branding tool for both
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Events
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
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63 63Creating 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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Events
Engaging image Captivating tag
line Informative Invite friends to
attend Share it on your
wall Attached to profile
or business page
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Events
Share it on your wall
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66 66Promoting 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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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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Promoting Your Business Page
Post 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
Integrate a landing page in Facebook, eg., MailChimp
Post video links directly to Facebook so it will play inside Facebook.
Indlude 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.
Help
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Promoting Your Business Page
Post video links directly to Facebook so it will play inside Facebook.
Include a link to your website in the description.
Share images. For more interaction post images directly to Facebook.
Status updates: Keep it simple.
Encourage user generated content. E.g., Gemvara, All Things Jeep page.
Help
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Promoting Your Business Page
Create a landing page
Customize tabs Offer a unique
experience
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Promoted 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.
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72 72Create Facebook Badge To Promote Your Page(s) Facebook Badgeso Page Badge Profile Badge Like Badge Photo
Badge
o 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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74 74Using 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 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.
Help
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Facebook Page Promoting Do’s & Don’ts
Do’sPost daily
Consider your friends’ interests
Share other’s content
Invite engagement
Offer a unique experience
Be Human
Measure, review, revise
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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Facebook 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
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Facebook Marketing: Apps & Plug-Ins
Facebook developers - Facebook Platform Showcase
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78 78PlacesWho. What. When. And Now Where
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79 79Facebook 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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80 80What “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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Project Titan…fMail
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/
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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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83 83Tracking Fan Page Engagementshttp://alerts.hyperinteraktiv.no/
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Tracking Fan Page Engagementshttp://alerts.hyperinteraktiv.no/
Facebook 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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87 87Some 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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89 8910 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 experimento Per impressiono Per click
o Select your pricing
Step Fouro Review your ad
Create Your Ad
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New: Select Landing Page Tab
Select any tab as the landing page Previously limited to default landing page tab
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Facebook Ad Board
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93CM Photographics Facebook reached the right people at the right time
Generated $40,000 of revenue from a $600 ad campaign
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94StorQuest 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.
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95Nippon on Facebook combining marketing solutions
Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns
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96 96Additional Facebook Advertising Case Studies
ShopLocal
Wildchild
Treader
ROTHBURY
WiseChoice
Wedding Paper Divas
Povo.com
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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99 99Export 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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101 101Use 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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104 104Using 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
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105 105Insights Featurehttp://www.facebook.com/insights/
Facebook offers insight into your website “Like” activity
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106 106Insights Featurehttp://www.facebook.com/insights/
Facebook offers insight into your website “Like” and share activit
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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 domain
o 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
o Facebook runs limited javascript
o Google needs javascript to track
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109 109Setting 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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111 111Fee Based Social Media Tracking Software OptionsUnilyzer.com o Provides
relationship metrics
Kontagento Beta
Omnitureo Press release
5/28
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112 112
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
In the Trenches
Using Facebook to Build Relationships and Brand Awareness
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Taco Bell PR Damage Control
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Kenneth Cole PR Damage Control
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Using Facebook for a Cause
A man with a pest control business and a pink bra
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Help Save the Gulf Coast from the Oil Leak
Clear objectiveSearchable titleBoth business page
& group
CauseCause
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Intel’s Vote for a Cause
Great CTA and engagement
CTA unique to Facebook
Cause
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Skip1
Bad News
Nothing unique from website
Landing page Social links Website links
Cause
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120Big Toy Team
Energize a community
Create Public Event and share
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Arthritis Foundation on Facebook
Custom ContentLots of content
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122 122Have 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)o 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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123 123Drive People to Facebook Landing Pages…
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Create Custom Tabs
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Give Visitors Reasons to Fan Your Page
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Have a Clear Call-to-Action
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Use Contests to Create Engagement
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128 128
SuperBowl Facebook Marketing
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SuperBowl Facebook Marketing
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Facebook Engagement
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Facebook Photos (B2B)
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Facebook Technical Marketing (B2B)
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133 133Create 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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HPH Hospicehttp://www.facebook.com/hph.hospice landing page
http://www.facebook.com/pages/HPH-Hospice/133248063476
http://www.facebook.com/hph.hospice#!/hph.hospice?sk=wall
http://www.hph-hospice.org/
http://twitter.com/HPHHospice
http://www.youtube.com/hphospice
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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
marketingpower.com
136 136Create 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
marketingpower.com
137Bob 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 contentPersonalize your
businessOffer 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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139Threadless 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 adsImprove customer
service
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140Threadless 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
marketingpower.com
141Amazonhttp://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
142California 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
marketingpower.com
143Dingo 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
marketingpower.com
144Cisco 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 needso Online support
o Career certification
o Security
o Geographic locations
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145
Microsoft http://www.facebook.com/Microsoft
Strong call-to-action
Good integration of other Microsoft pages
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146 146
7 Tips for B2B Marketing
Humanize your page
Think of Facebook as another destination
Think beyond marketing department o Think communityo Think engagement
Offer opt-in using FBML static page
Be a valuable source of information
Offer unique CTAs on Facebook not avail on your website
Offer Customer Support
marketingpower.com
147Avayahttp://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 uniqueLocation awareness Convergence
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148HubSpot 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
149Get 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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150Dellhttp://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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151Brand 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
Volkswagono Product
Shouldo Cross-pollinateo Geo-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 productsEngage Fans
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153
Audihttp://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
marketingpower.com
154Sarasota 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
marketingpower.com
155 155Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com
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156Harvard 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
marketingpower.com
157360ihttp://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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158US 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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159Nothing 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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160Steelmasterhttp://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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161BigCommercehttp://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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162Quaker 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
ConnectUse landing pages
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163Buffalo Wild Wingshttp://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/
http://www.socialtimes.com/2010/08/buffalo-wild-wings-facebook/
EngageEngage Engage3 million plus fans
marketingpower.com
164Blue 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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166
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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167Old 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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168Big 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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169
GrillMate
Bad News
No landing page
Run contest to promote brand
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170
Coupon promotions
Cross promote
Launched Jan 2011
Launch New Business on Facebook, Twitter, Blog
marketingpower.com
171BIG 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
172 172Just a ReminderGetting Help on Facebook (bottom right corner)
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173
Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing
More conversation…
Amazon
Websites: http://www.findandconvert.com
http://www.bernieborges.com
Blog: http://www.findandconvert.com/blog
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