The bestselling Sybex guide to marketing on Facebook, now fully updated As the second most-visited site on the web, Facebook offers myriad marketing opportunities and a host of new tools. This bestselling guide is now completely updated to cover all of the latest tools including Deals, sponsored stories, the Send button, and more. It explains how to develop a winning strategy, implement a campaign, measure results, and produce usable reports. Case studies, step-by-step directions, and hands-on tutorials in the popular Hour-a-Day format make this the perfect handbook for maximizing marketing efforts on Facebook. This revised guide fills you in on the latest Facebook conventions, tools, and demographics, and outlines the important strategic considerations for planning a campaign Takes you step by step through crafting an initial Facebook presence, developing an overall marketing strategy, setting goals, defining metrics, developing reports, and integrating your strategy with other marketing activities Covers using features such as events, applications, and pay-per-click advertising Includes case studies and directions for updating, monitoring, and maintaining your campaign This popular guide is packed with up-to-date information to help you develop, implement, measure, and maintain a successful Facebook marketing program.
Introduction xvii Chapter 1 Welcome to the Post-Social Era 1 The Humble Beginnings of Social Marketing 2 Online Services v1 3 Emergence of the World Wide Web 4 Search and the Decline of Banner Ads 5 The Rise of Google and Click-Through Ads 6 The Emergence of Social Networks 7 Emergence of Facebook 10 The Social Media Revolution Takes Over 12 The Technology Evolution 14 Novelty Gone in the Post-Social Era 16 Ubiquitous Social Context 16 Curated Social Experiences 17 Evolving Social Etiquette and Expectations 18 Shifts in Usage Patterns 19 Dramatically Increasing Business/Marketing Investment 20 Democratization of Community Management 22 Immature Yet Critically Important Legal Frameworks 24 Summary 24 Chapter 2 Understanding Social Media and Facebook 25 Social Networks, Social Media, and the Social Graph Defined 26 The Social Landscape 2012 27 Seven (Plus Two) Truths of Social Networks 31 Facebook, the Evolving Organism 35 Facebook Basics 37 Account Setup 37 Friending 38 The News Feed 40 Campaign Ideas 43 What You Want: Viral Marketing 46 Other Opportunities in Social Networking 48 Chapter 3 Marketing and Business Success on Facebook 51 Right-Brain vs Left-Brain Thinking 52 Overview of Social Marketing Metrics 54 Marketing Metrics and Your Organization 56 Defining Your Facebook Presence 56 Understanding Who Your Customers Are 57 Mapping Customer Needs to Effective Tactics 58 Your Social Media “Product” 60 What You’ll Get in Return: The Hard and Soft Benefits of Social Media 61 Specific Applications of Facebook Marketing 63 Your Facebook To-Do List 66 Set Up Campaign 67 Procure Content 67 Update Content 68 Track Metrics 68 Analyze and Revise 68 Revise: Set Up Campaign, Take Two 69 Chapter 4 Month 1: Create the Plan and Get Started 71 Week 1: Lay the Groundwork 72 Monday: Set Project Goals 72 Tuesday: Analyze Stakeholder Needs 73 Wednesday: Analyze Customer Needs 74 Thursday: Determine Work Roles 76 Friday: Set or Review Social Media Policy 77 Week 2: Draft and Present the Plan 79 Monday: Research Best Practices and Success Stories 80 Tuesday: Assess the Social Media Activity of Competitors 81 Wednesday: Assign Metrics 82 Thursday: Set Reporting Strategy 84 Friday: Present the Plan 84 Week 3: Establish a Presence with the Facebook Profile and Friends 85 Monday/Tuesday: Learn about Data in the Facebook Profile and Security Settings 86 Wednesday: Decide How You’ll Use Your Facebook Profile 89 Thursday: Set Up Your Profile and Make Friends for a Consumer Campaign 91 Friday: Repurpose a Profile for Business 95 Week 4: Use Basic Facebook Features to Promote Yourself 97 Monday: Post Status Updates 97 Tuesday/Wednesday: Share Links, Events, Photos, and Videos 100 Thursday: Install Third-Party Apps 101 Friday: Understand Other Aspects of the Facebook Platform 101 Chapter 5 Month 2: Establish Your Corporate Presence with Pages 103 Week 1: Research Pages, and Set Up Your Own 104 Monday: Observe a Successful Facebook Fan Page 104 Tuesday: Become a Fan of Successful Fan Pages 108 Wednesday: Complete the Fan Page Checklist 109 Thursday: Set Up Your Page 110 Friday: Add Design Elements 114 Week 2: Determine Your Content Strategy 115 Monday: Develop a “Product Strategy” for Content 115 Tuesday: Talk with Colleagues about the Use/Reuse of Content 116 Wednesday: Set Editorial Policy for Content 117 Thursday/Friday: Perform Your Content Audit 119 Week 3: Add and Experiment with Content 120 Monday: Publish Content to the Wall 120 Tuesday: Correct an Erroneous or Embarrassing Post 121 Wednesday: Post Videos and Photos 121 Thursday: Experiment with Content 122 Friday: Fill Your Presence with Content and People 123 Week 4: Promote and Engage 126 Monday: Promote on Facebook and the Web 126 Tuesday: Promote Offline 128 Wednesday: Follow Engagement Best Practices 129 Thursday: Build Your Page Culture 130 Friday: Spark Engagement 130 Week 5: Monitor and Modify the Plan 132 Monday/Tuesday: Reassess Your Progress 132 Wednesday: Get Help Where You Need It 133 Thursday/Friday: Produce the First Reports and Analysis on Your Progress 135 Chapter 6 Month 3: Create Demand with Facebook Advertising 137 Week 1: Learn the Basics of Facebook Advertising 138 Monday: Review Opportunities in Facebook Advertising 138 Tuesday: Choose Success Metrics 140 Wednesday/Thursday/Friday: Create Your First Ads 142 Week 2: Build the Dashboard and Collect Data 149 Monday: Know What Data Can Tell You 149 Tuesday: Make Final Decisions about Your Data Reporting Cadence 150 Wednesday: Set Up and Populate the Dashboard 151 Thursday: Understand Moving Averages 152 Friday: Back Up Your Dashboard 154 Week 3: Refi ne Your Campaign Using A/B and Multivariate Testing 154 Monday: Learn the Basics of A/B and Multivariate Testing 155 Tuesday: Understand the Basics of Great Ad Copy 156 Wednesday: Create Ad Variations 161 Thursday: Judge Ad Performance 162 Friday: Educate Stakeholders on the Process 166 Week 4: Analyze and Adjust the Campaign 167 Monday: Perform Basic Analysis of a Campaign 167 Tuesday: Recalibrate Advertising 168 Wednesday: Review and Spice Up Your Dashboard 170 Thursday: Analyze Your Numbers Further with Moving Averages 170 Friday: Review Your Work with Advertising and Start Anew 173 Chapter 7 Beyond Pages: Groups, Apps, Social Plugins, and Mobile 177 Groups for Business 178 Find and Join Groups 179 Create Your Own Group 180 Facebook Default Apps 182 Third-Party Apps 184 Social Plugins 185 Create Your Own App 190 Best Practices for Apps 192 Hire a Programmer 194 Manage a Development Project 195 Monetize Your App 200 The Future: Applications on Mobile Devices 200 Facebook Mobile for Business 202 Chapter 8 The Analytics of Facebook 203 Keep Score with Metrics and Monitoring 204 Measure Your Facebook Marketing with Insights 205 New Insights 206 Old Insights 212 Insights for App Developers 213 The Importance of Derivative Statistics 214 Advanced Statistical Analysis 215 When the Standard Facebook Experience Isn’t Quite Enough: Landing Pages 226 Conduct Tests for Greater Results 227 Chapter 9 Addressing Common Marketing Problems 231 My Fan Page Won’t Grow, and My Fans Can’t See My Content 232 Creating Appropriate Content for International Audiences 236 Managing Negative Comments and Feedback 241 Can’t Measure, Determine ROI, or Understand Metrics 243 Reach Business Customers on Facebook 245 Seven Keys to Successful B2B Marketing on Facebook 246 Migrate Fans from One Page to Another 248 Moving Forward with the Migration 249 Converting Places and Profiles to Pages and Combining Them 251 Low Response Rates for Facebook Advertising 251 Chapter 10 Unique Facebook Marketing Scenarios 255 Businesses Appealing to Tourists 256 Religious Organizations 259 Government 264 Nonprofits 268 Education 272 Startups 274 Chapter 11 Facebook in the Future 277 Question 1: Walled Garden? 278 Question 2: Privacy? 280 Question 3: Personal Data? 283 Question 4: Facebook Pages? 286 Question 5: Gamification? 289 Question 6: F-Commerce? 290 Question 7: Facebook Mobile? 290 Question 8: Businesses on Facebook? 292 Question 9: Third-Party Apps? 294 Question 10: Monetizing? 296 Question 11: How to Stay #1? 297 Question 12: Coming Trends? 299 Question 13: Biggest Threat? 301 Perry Marshall’s Crystal Ball for Facebook and Social Media 304 Biographies 305 Appendix A: Recommended Resources 309 People, Blogs, and Businesses to Follow 310 Facebook Page Template, Design, and App Providers 311 Advanced Facebook Marketing Solutions 311 Facebook Contest and Promotion App Providers 311 Facebook Analytics Service Providers 311 Facebook App Development 311 Appendix B: Roles and Responsibilities 313 Job Functions 314 Vendors vs Employees 315 Use In-House Staff 316 Get Help from a Vendor or Consultant 316 Glossary 319 Index 327
Chris Treadaway is the founder and CEO of Polygraph Media, a social media data mining and analytics company. Prior to his work at Polygraph Media, Chris spent almost four years at Microsoft where he was the group product manager for web strategy. Chris has worked in the Internet marketing field for more than 15 years and was a cofounder of Stratfor. He blogs regularly about entrepreneurship and social media issues at treadaway.typepad.com and on Twitter at twitter.com/ctreada. Mari Smith is a passionate social media thought leader, specializing in relationship marketing and Facebook mastery for companies of all sizes. She is author of The New Relationship Marketing and leads social media training events and delivers keynotes worldwide. Fast Company describes Mari as "a veritable engine of personal branding, a relationship marketing whiz, and the Pied Piper of the Online World." Forbes named Mari as one of the top ten social media influencers. She regularly appears in publications such as the New York Times, the Wall Street Journal, Forbes, Fortune, and Success magazine.
Master Today's Biggest Marketing Opportunity—Facebook! A Step-by-Step Guide This fully revised Second Edition of an industry bestseller shows you in detail how to develop, implement, manage, and measure a successful Facebook marketing strategy from start to finish. You'll start by creating a plan that takes into account your goals, your marketing needs, and your customers. Then, you'll learn how to build a compelling business page and effectively use profiles, news feeds, ads, and other powerful features such as apps and groups. Finally, discover how to track and measure your efforts, avoid pitfalls, and mine tips, tricks, and tactics drawn from the expert authors' deep experience. The result is an effective, measurable, day-by-day plan for Facebook marketing success. Understand the post-social era and how this affects your Facebook marketing strategy Stay on top of all of Facebook's changes, so your strategies continue to evolve Create a campaign, identify the numbers that matter, map them to business goals, and define your metrics Create compelling content, promotions, contests, and other ways to engage Integrate Facebook with your website and add e-commerce Drive additional demand with effective and optimized Facebook advertising campaigns Use analytics to monitor and test your results Tap other social media, set up events, and understand Facebook mobile You'll also find: Real-world case studies that illustrate successes to learn from and mistakes to avoid A look at the future of Facebook marketing from industry luminaries Praise for Facebook Marketing: An Hour a Day, Second Edition "Facebook Marketing: An Hour a Day is not just any book on Facebook marketing. It happens to be carefully crafted by two of the world's leading Facebook marketing authorities: Mari Smith and Chris Treadaway. Study it. Digest it. Then watch how your business thrives." —Michael Stelzner, author of Launch and founder, Social Media Examiner "Chris & Mari have provided the road map to help you succeed with Facebook marketing. This is the one book I'd recommend to anyone who needs to launch and measure a great social marketing campaign."—Brian Goldfarb, Director of Product Marketing, Windows Azure, Microsoft Corporation "Facebook has become a fundamental marketing platform and, thanks to this book, you'll learn exactly what you must do in order to get the most from it."—John Jantsch, author of Duct Tape Marketing and The Referral Engine
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