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Facebook marketing workshop delivered by Bernie Borges for the American Marketing Association in Houston, October 4, 2011.
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Facebook for Marketers
Presented by:
Bernie BorgesOctober 4,
2011Houston
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GoalsLearn how to use Facebook in productive and
measurable ways in business.
Learn strategies and tactics to build your audience.
Understand the “rules of engagement.”
Understand Facebook’s marketing potential.
Minimize mistakes.
Maximize positive results
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Expectations…Develop a content strategy that drives sales
and/or customer serviceLearn the various Facebook channels e.g.
advertising, personal profiles, groups, business pages, events, causes…
Build your company brand and build a community
Select and implement applications that fit your Facebook marketing plan
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Expectations…Understand the “rules of engagement” and
community building best practicesExperiential marketing that creates “buzz”How to use Facebook advertising and why you
shouldMeasure – review – refine: o Facebook analytics
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Skills to AcquireThe 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 Background2. Facebook Marketing Overview3. Build Your Brand4. Facebook Ads5. Measuring Facebook ROI6. In the Trenches: Case Studies
Just a Little Background
A Facebook Stats
Open Graph API
Setting Goals
About Facebook
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8 8What Is All the Fuss About Facebook?Facebook has become the largest people, content
and brand connectivity tool on the web. Facebook is abouto Connectivityo Sharingo Building
Relationshipso Expanding Brand
Your results cano Drive traffico Increase leadso Generate
revenue
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9 9Facebook Stats http://www.checkfacebook.com/
Global Audience: 741,426,860
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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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3 Stages of the Social Media ROI Cycle
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106
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Stage 1: Launch
50% of businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106
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Stage 2: Management
40% of businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106
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Stage 3: Optimization
10% of businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106
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15 15Adopting Social Media Strategies
At Least One Full-Time Employee Dedicated
To Social-Media Strategy
Measuring ROI
Fully Developed Strategy
Have a Social Media Policy
Social Media Championed by
Highest Leadership
Heidi Cohen | April 18, 2011 http://www.clickz.com/clickz/column/2043696/forget-social-media-roi
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Goals Metrics Example
Setting and Measuring GoalsChris Treadaway & Mari SmithFacebook Marketing: An Hour a Day
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18 18If Monetizing Facebook Is Your Objective…
Three Forms of MediaEarned Mediao Authorityo Trusto Reputation
Purchased Mediao Facebook Ads
Owned Mediao Content we produce, e.g., Facebook apps,
documents, blogs, videos, photos, announcements
All work best together…
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Facebook Uses Personal profile Business (Fan) page Groups Events Causes Community Page Applications Advertising Search engine
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How Your Post and Content Travels…
One of those 560 then want to “share” with their 116 friends
1. Write comment and paste link
2. Click attach3. Click Share to everyone
Business Page Friend’s Profile Page
Posts to the News Feed of 680 people that “Like” Find and Convert
Posts to Find and Convert’s Business page with 680 people that “Like” the business page
A comment is made and your post is then shared again, posting to 142 more news feeds…and so on
Your post now shows in 116 more news feeds
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Just 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 emailo Subscribe to others
NEW!
Business Pageo Visible to unregistered
userso Can be indexed for SEO
valueo Reputation management
valueo Allows “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 Create documentso Cannot promote with
social adso No visitor statistics
available (at this time)o Discussions
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Facebook Evolution
Facebook is constantly changing
Marketing Overview
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25 25Facebook Big Picture Strategyhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Buildo Pageo Groupso Place (for
physical locations)
Engageo Likeo Shareo Commento Apps
Amplifyo News Feedo Adso Contestso Sponsored
Stories
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26 26Five 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
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27Generate Awareness Through Pageshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Ad campaign to drive traffic and Likes
Integrate page Like into our website, blog, mobile campaigns
Post content with CTAs for engagement
Run sponsored stories to promote people’s comments
Leverage Facebook’s reach options
Clorox, M&Ms
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28Drive Preference and Differentiationhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Understand current perception of your brand
Define gap between current & desired brand perception
Launch integrated campaign to drive preference/differentiation
Integrate Facebook using Open API into all online campaigns
Monitor customer’s evolving perception to track success
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29Increase Traffic & Saleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Define business goalsRun creative campaign
through Ads & Sponsored Stories
Create a social experience at point of purchase, e.g., Share, Comment
Integrate with off-line point of purchase e.g., Deals, Check-In
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30Build Loyalty & Deepen Relationshipshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Promote your Facebook presence in all your marketing communications
Develop a personality and voice
Be responsive, engaging and available
Show appreciation. o E.g., Deals, Unique
experiences, thank them for loyalty
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Amplify Recommendation & Word of Mouthhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Encourage people to Like your page
Create appealing content, use video
Post early morning and mid/late evening
Integrate Like (Open API) into all online properties
Use Ads and Sponsored stories to spread the word
Analyze via Insights
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32Gain Insightshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4
Use campaign reportsStudy demographic
breakdown of page interaction
Observe interaction and engagement from your community
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33 33Creating a Business Pagehttp://www.facebook.com/pages/create.php
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34 34
Using iFramesUse your CSS for brandingTrack pageviews w/ Google AnalyticsTest pages w/Google Website OptimizerTrack conversions in Facebook pagesUse dynamic programming languagesUse e-commerce
http://mashable.com/2011/02/24/facebook-pages-iframes/
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Facebook Page TipsAdd identity to your
post to increase engagement.
Network in unrelated businesses.
Photostrip: custom 970 by 680 pixels with CTA
Reset the order so Welcome to the bottom.
Ads can go to fan page tabs.
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Facebook Page Tips Contd.Send updates as a message
so they appear as unread updates.
Most fans don’t return to your fan page.
Post before noonPost 1 to 2 times per dayAsk a questionKeep it relevantUse OPC (other people’s
content)
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37Facebook Commentshttp://developers.facebook.com/blog/post/472
Uses Open Graph APIIntegrate comments on
Facebook & your website/blog
Displayed by relevancePosted to your profileAvailable in Facebook
or on websiteAdmin moderation
capable
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38Use Facebook as Pagehttp://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/
Admins can “Use Facebook as Page”
Like other pagesCan’t friend peopleEngage with other
pagesSee Liked pages
content in news feedGet email notices when
fans post/engage
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Edit Your Business PageEdit pageo Settingso Wall Settingso Mobileo Applicationso Photoso Discussion Boardso Linkso Videoo Noteso Events
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Writing 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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41Make Unique Offers on Your Page
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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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43 43PlacesWho. What. When. And Now Where
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44 44Facebook PlacesLBS – Location Based ServicesIntegrated into status updateRequires:o Selecting your desired location in settingso Optional
No longer available on Facebook mobileYou can tag friends with you
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You must have a profile to create vanity URL for a business page
Minimum of 25 “Likes” for business page URLSelect a name with relevant keywords for search value
Creating a Vanity URL http://www.facebook.com/username
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On Home Page - select:o Groupso Create a Group
A Group must have a sponsor (profile, business page or groups) attached to it
o Invite friends to joino Posting a link to join a
group in a message, on a wall or in a discussion board is construed as “spam”
o Make members “admin” so that they can invite his/her friends to join the group
Creating a Grouphttp://www.facebook.com/apps/application.php?id=2361831622&b
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47 47Help Centerhttp://www.facebook.com/help/?page=903#!/help/?ref=pf
Located at bottom of page
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Top News vs. Most Recent
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49 49Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…
Notification of interactions between you and your
networks
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50EdgeRank Drives News Feed Contenthttp://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04
1. Affinity score between the viewing user and the item’s creator
2. A weight given to each type of Edge. A comment probably has more importance than a Like, for example.
3. Time. The older an Edge is, the less important it becomes.
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Subscribe without Friending
Option to allow people to subscribe
Subscribers displayed on your profile
Good option for business content
http://mashable.com/2011/10/01/facebook-subscribe-mashable/
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Start with defaultCreate custom listsSend status updates
selectively to listsGood for segmenting
personal from business
Similar to Google+
Create Lists to Manage Your Friends
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Tagging Friends or Pages in Facebook
Use the “@” before a name to tag
Build Your Brand on Facebook
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Facebook is about communication, relationships and engagement that will ultimately achieve your goal…
Facebook is not about shouting your message
Guiding Principle…
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Facebook Branding Strategy…Build an active wallo Encourage people to Like your pageo Monitor and participate in the comments on your Wall
Re-purpose contento Post useful, interesting content from various sources,
regularly
Encourage Experiential Marketingo Use Landing or welcome tabso Product specific interactiono Deliver a unique experience!o Experiment
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Facebook Branding Strategy…Use Calls to Actiono Well designed, clear calls to actiono Market Facebook outside Facebook
Use photoso If possible, use pictures to show how customers use your
producto Show customer satisfaction and engagemento Post pictures of your team at work
Use videoo Post recording of team member “experts”o Show your product in action
Integrate off-line marketingo Other media ads and content
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58 58Ingredients to Facebook Page Success
Fan Engagemento Create an
Experienceo Offerso Subscribe
Exclusive Promotionso Only available
on Facebook
Post Relevant Contento Daily
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59 59B2B vs B2C – Facebook can be a useful branding tool for both
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EventsEvents targeted to
peopleEvents 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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61 61Creating an Eventhttp://www.facebook.com/help/?page=828
On Home Page - selecto Eventso Create an Event
Customizing your event under Wall you can add:o Photoso Videoso Links
Remembero Successful events take
marketing effort
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Engaging imageCaptivating tag lineInformativeInvite friends to
attendShare it on your wallAttached to profile or
business page
Events
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EventsShare it on your wall
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64Promoting 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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Target your PostsDon’t share all posts
with “everyone” if not applicable
Target by:o Countryo Stateo Cityo Language
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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…
Unless your audience wants deals
Affiliate with other brands, businesses, and public figures
By becoming a fan (Like) of another page, your page will publically support that page
Help
Promoting Your Business Page
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Promoting 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
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68 68Promoting Your Business Pagehttp://www.facebook.com/help/?faq=13080
Integrate a landing page in Facebook, eg., MailChimp
Post video links directly to Facebook so it will play inside Facebook.
Include a link to your website in the description.Share images. Use Flickr for better analytics. For
more interaction post images directly to Facebook. Status updates: Keep it simple. Be consistent. Encourage user generated content. E.g., Gemvara,
All Things Jeep page.
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69Facebook’s New iFrame Platform for Customizing Tabs Beforeo Custom pages were
created using Facebook’s version of html (FBML)
Nowo iFrames are
“windows” that allow you to view content created somewhere i.e. website
Resourceso http://socialmouths.com/blog/2011
/03/16/how-to-build-a-facebook-landing-page-with-iframes/
o http://iframes.wildfireapp.com/
*CounterIntuity
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Promoting Your Business Page
http://www.socialmediaexaminer.com/20-ways-to-promote-your-facebook-fan-page/
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Promoting Your Business Page
http://blog.hubspot.com/blog/tabid/6307/bid/23963/25-Facebook-Page-Ideas-You-Haven-t-Tried-Yet.aspx
http://blog.hubspot.com/blog/tabid/6307/bid/26267/8-creative-ways-to-customize-your-facebook-business-page?source=Blog_Email_[8%20Creative%20Ways%20to%20C]
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Promoted Stories
Advertising your page posts.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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73 73DO 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. o For example, Company X on Facebook
Page Badge Profile BadgeLike Badges Photo Badge
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74 74DON’T Create Facebook Badge To Promote Your Page(s)Don’t: hyperlink the “Find us on Facebook”
badge to the Facebook log-in page.Don’t: hyperlink the word “Facebook” within
your promotional copy to your Facebook Page. For example, Company X on Facebook
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76 76Using Your Profile to Promote Your Business PageIn order to be visible to search engines, your business
page privacy setting must be public.Share page content with select (relevant) friends. Email 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.
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DOPost dailyConsider your friends’
interestsShare other’s contentInvite engagementOffer a unique
experienceBe Human
Measure, review, revise
DON’TDon’t over-postDon’t auto-postDon’t spamDon’t be “me” centricDon’t fly blindDon’t think short termDon’t be robotic
Facebook Page Promoting Do’s & Don’ts
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Like-GatingTechnique used to
require Like to engage with page
Not conducive to long term engagement
Most effective for coupons and offers
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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
https://developers.facebook.com/showcase/apps/
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Free Facebook Apps
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Facebook Applicationshttps://developers.facebook.com/showcase/apps/
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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Branded Custom Apps
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84 84
Facebook GroupsCreate a private groupGreat for collaboration with an intimate group
of people
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Facebook GroupsCreate docs inside Group for sharingInvite friends to join the Group
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Pages Compared to GroupsPages 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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87Contests & Competitionshttp://www.facebook.com/promotions_guidelines.php
Must follow Facebook rules
Must use appsPage Likes can not be
used as entry into a contest
Define goals of the promotion
Define conversions
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Contests & CompetitionsUse 3rdparty apps (strong
compliance with FB guidelines)o http://appbistro.com/o http://www.easypromosapp.co
m/o http://offerpop.com/
Develop a custom app for full customization
Contract a FB developer: http://developers.facebook.com/preferreddevelopers/
Facebook Advertising
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Facebook Ads and How They Work
Costs less than other forms of Internet ads
Targeted to user behaviorWork differently than banner or click
through adsSuccessful Facebook advertising
requires
Average click through rate???
Targeting Creativity Experimentation Monitoring
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Before You BeginHave 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
websiteEstablish a baselineo Know how many fans/friends you have before beginning
a campaigno Download Facebook insight data before launch
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Before You BeginLink – Where do you
want your visitor to goWhat is your ad
message?Have a photo or imageFacebook Ad Guidelines
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10 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 market5. Set ad budget with goal in
mind
Nick O’NeillBus Insider SAI
Nick O’NeillBus Insider SAI
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10 Tips for Facebook Ad Marketing
6. Measure – review – refine7. Test landing pages VS Facebook pages8. Split test ads by demographic9. Develop well designed creative ad copy10. Don’t over target
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1. Design your ad
2. Target your audience with demographic and geographical filters
3. Name your campaign o Which is better? Decide and
experiment Per impression Per click
o Select your pricing
4. Review your ad
Create Your Ad http://www.facebook.com/advertising/
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96 96
New: Select Landing Page TabSelect any tab as the landing pagePreviously limited to default landing page tab
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97 97
Facebook Ad Board
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98CM Photographics Facebook reached the right people at the right time
Generated $40,000 of revenue from a $600 ad campaign
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99StorQuest 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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100Nippon on Facebook combining marketing solutions
Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns
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101 101Additional Facebook Advertising Case StudiesShopLocalWildchildTreaderROTHBURYWiseChoiceWedding Paper DivasPovo.com
Section SixMeasuring Facebook ROI
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Tracking Fan Page Engagement
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104What Facebook Ad Metrics Can Tell YouMarket researchInvestmentComparisonTargetingCompetitive
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105 105Export Data to Create Reports and Graphs
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Ad Name o Your descriptive for ad
Status o Complete – active -
paused
Bido Acceptable max
Typeo Pay for impressionso Pay for clicks
CTR(%)o Click through rate
Average CPCo Effective price of every
click
Average CPMo Effective cost per 1,000
impressions (even on cost per click campaigns)
Total Spent
Facebook Ad Metrics Will Provide
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107 107Use Report Feature to Download and Manage Data
Create spreadsheets
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108 108
Reports by Campaign
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109 109
Use 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
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110 110Using Facebook Insightshttp://www.facebook.com/business/insights/?pages&i=9930176882 http://www.facebook.com/help/?page=914
2. Fans who interact with…o Interactionso Interactions per posto Post qualityo Posts o Discussion postso Reviewso Mentions
1. Interactions this weeko Likeso Commentso Wall postso Post quality
3. All fans over timeo Total fans/
unsubscribed fanso New / removed fanso Top countrieso Demographicso Page viewso Unsubscribes /
Resubscribeso Media consumption
55.08
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111 111Insights Featurehttp://www.facebook.com/insights/
Facebook offers insight into your website “Like” activity
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112 112Insights Featurehttp://www.facebook.com/insights/
Facebook offers insight into your website “Like” and share activity
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113 113
Using Facebook Insights Dashboard
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Facebook Insightso Now offers metrics on
Facebook and your domaino Gives great information on
your connectivity within facebook …
Google Analyticso Provides Facebook as a
traffic source but not specifics within Facebook
Why You Need Google Analytics
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115 115Fee Based Social Media Tracking Software Options
Radian6: http://www.radian6.com/ HootSuite: http://www.hootsuite.com Trackur: http://www.trackur.com BuddyMedia: http://buddymedia.com/ Nielsen/Buzzmetrics http://www.nielsen-online.comproducts_buzz.jsp?section=pro_buzz
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116 116Facebook Promotional PoliciesRead Facebook’s promotional guidelines carefully Do not ever call Facebook your partnerUnderstand Local Rules - contests, giveaways and
sweepstakes based on chance are illegal in some countrieso Belgium, Norway, Sweden, or India
Heed Facebook’s formatting requirementso You can only administer a promotion through an application
on FacebookDo 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 FacebookBrand Permission CenterAdvertising and Guidelines
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117 117
Social Media Landscape
In the Trenches
Using Facebook to Build Relationship and Brand Awareness
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119
10 Successful Facebook Pages
http://www.socialmediaexaminer.com/top-10-facebook-pages/
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120
Promoting Your Business Page Create a landing
page Customize tabs Offer a unique
experience
Landing Page
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121 121
Taco Bell Damage Control
Transparency
Transparency
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122Kenneth Cole PR Damage ControlTransparencyAcknowledge
mistakes now controls damage later
Achknowledgement
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Using Facebook for a CauseA man with a
pest control business and a pink bra
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Help Save the Gulf Coast from the Oil LeakClear objectiveSearchable
titleBoth business
page & group
CauseCause
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Skip1Cause
Landing page Social links Website links
CTA
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126Big Toy Team
Energize a community
Create Public Event and share
But make it exciting and
unique
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Arthritis Foundation on Facebook
Custom ContentLots of content
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128Have You Noticed? Pages Are Now Mini Websites… iFrames now
add more flexibilityo Create unique
landing pages for facebook
Use 3rd party software
Hire a Facebook developer
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129 129
What Is Your Objective?
website
Conversation
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130Create Landing Pages
http://www.businesswire.com/news/home/20101103006752/en/Macy%E2%80%99s-Offer-Discounts-Facebook%C2%AE-Deals
http://www.macys.com/catalog/syndicated/remote/remotesyndication.ognc?Brand=PRESSRELEASE
• Unique Content• Reasons to
engage• Easy to share
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131 131
Create Custom Tabs
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132 132Give Visitors Reasons to Fan Your Page
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133 133
Have a Clear Call-to-Action
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134 134
SuperBowl Facebook Marketing
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135 135
Facebook Engagement
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136 136Create 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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137 137Create a “Visible to Connection” Landing Page
http://www.facebook.com/teeseytees?ref=ts#!/teeseytees?v=app_7146470109
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138Bob Evans Keeps Them Coming Back
http://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_135711123139793
http://www.examiner.com/social-media-in-national/bob-evans-free-breakfast-coupons-on-facebook
Drive visitors to your website
Offer relevant content Personalize your
business Offer something special
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Coupon Services Can Help
http://www.smartsource.com/smartsource/index.jsp?Link=5S2ZUA6PWPEPO
http://server.iad.l
iveperson.net/hc/s-44296948/cmd/kbresource/kb-5027232894339796420/front_page!PAGETYPE
http://www.newsamerica.com/ourproducts/consumersonline/default.aspx
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140 140
eCommerce - Applications
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141Threadless 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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142Amazonhttp://www.facebook.com/home.php?#!/Amazonhttp://www.facebook.com/Amazon?ref=ts&v=app_172341942779663 http://www.amazon.com/
http://www.wdfm.com/publish/facebook/
http://techcrunch.com/2010/07/27/amazon-now-taps-into-facebook-for-social-product-recommendations/
http://news.cnet.com/8301-1023_3-20011934-93.html
Facebook Connection leads to custom detailed shopping list based on real-time behavior
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143California State Parks Foundationhttp://www.facebook.com/calparks?ref=tshttp://www.calparks.org
Used Facebook to sound alarm on funding threat
Facebook sends visitors directly to website
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Humanize your pageThink of Facebook as another
destinationThink beyond marketing department oThink communityoThink engagement
Offer opt-in using a form pageBe a valuable source of informationOffer unique CTAs on Facebook not
avail on your websiteOffer Customer Support
7 Tips for B2B Marketing
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145 145
Facebook Photos (B2B)
Folder for Wall Photos
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146 146
Facebook Technical Marketing (B2B)
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147Ciscohttp://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com
Create pages for niche audience needso Online support o Career certificationo Securityo Geographic locations
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Keep the Branding AliveMicrosoft Strong call-to-
actionGood integration
of other Microsoft pages
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149Avayahttp://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall http://www.avaya.com/usa/
Be uniqueLocation
awareness Convergence
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150HubSpot http://www.hubspot.comhttp://www.facebook.com/hubspot#!/hubspot?v=app_10442206389
http://www.colinalsheimer.com/hubspot-inbound-marketing-case-study
Simple, inviting call to action
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151Get 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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152Dellhttp://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
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153
Delta AirlinesEngage with
othersBook travelShare your ideashttp://www.facebo
ok.com/delta
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154Brand So Your Audience Can Find Youhttp://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.03725964409583504 http://www.facebook.com/VW#!/VWJetta?v=info
Volkswagono Product
Shouldo Cross-pollinateo Geo-target
Pages are disconnected
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155Fordhttp://www.facebook.com/ford http://www.facebook.com/fordmustang
Unveil new products
Engage Fans
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156Audihttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app_17037175766 http://www.audiusa.com
Top 25 Brands on Facebook
Make it easy for your audience to find you
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157Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com
Build community for your services
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158 158Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com
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159Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086 http://harvard.edu/
Educate
Entertain
Enlighten
= Engagement
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160US Armyhttp://www.army.mil/ http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts
Speak your audience’s language o Marineso Navyo Air Force
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161 161Facebook Is Just One Part of Your Social Marketing Strategy
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162Steelmasterhttp://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086 http://www.steelmasterusa.com
Showcase product
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163BigCommercehttp://www.facebook.com/BigCommercehttp://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=wall http://www.bigcommerce.com/
Engage Community
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164Quaker Oatshttp://www.facebook.com/Quaker http://www.quakeroats.com
ConnectUse landing pages
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165Buffalo Wild Wingshttp://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/
EngageEngage Engage
3 million plus fans
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166Blue Sky Factoryhttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory http://www.blueskyfactory.com
Address your audience’s pain points
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167
US Congress on FacebookInformational
Channel
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Pages and Places in Facebook Search
Whole Foods Market on Facebook
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169Old Spicehttp://www.oldspice.comhttp://twitter.com/oldspicehttp://www.facebook.com/OldSpice
Target Branding
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170Big Green Egghttp://www.facebook.com/BigGreenEgg http://www.biggreenegg.com
Cross-pollinate with Vendors
Used Facebook to launch cookbook
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172Launch New Business on Facebook, Twitter, BlogCoupon
promotionsCross promoteLaunched Jan
2011Grown to over
14,000 LikesUses Groups for
collaboration
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173 173BIG 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
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174 174Just a ReminderGetting Help on Facebook (bottom right corner)
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Connect With Bernie Borges….
Websites: http://www.findandconvert.com
http://www.bernieborges.com
Blogs: http://www.findandconvert.com/bloghttp://www.bernieborges.com/blog
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Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing
