Facebook Marketing An Hour a Day

by Treadaway, Chris; Smith, Mari

• ISBN13: 9781118147832
• ISBN10: 1118147839
• Edition: 2nd
• Format: Paperback
• Copyright: 2012-05-08
• Publisher: Sybex

Summary

Facebook Marketing: An Hour a Day is the ultimate step-by-step guide to developing a winning Facebook strategy, implementing the campaign, and then measuring and reporting on the results. Completely revised and updated based on Facebook changes and marketer feedback, the first part of the book quickly gets readers up to speed on today's Facebook conventions and demographics, and then outlines the broad strategic considerations marketers must consider. Readers are then guided step-by-step through crafting a successful initial presence on Facebook and then shown day-by-day how to develop an overall Facebook marketing strategy by setting goals, defining metrics, developing reports, getting corporate buy-in, and integrating the Facebook strategy with other internet marketing activities. Readers are then shown how to execute on the strategy and leverage and incorporate all of Facebook's relevant features, including events, applications, advertising on Facebook's stand-alone pay-per-click platform, Deals, and more. The final portion of the book discusses the marketing metrics that matter and how to update, monitor, refine, and maintain a Facebook marketing campaign.Full of interesting case studies, step-by-step guides, and hands-on tutorials and written in the popular An Hour a Day format, in which intimidating topics are broken down into easily approachable tasks, this book is sure to help marketers and others develop, implement, measure, and maintain a successful Facebook strategy.

Author Biography

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.

Table of Contents

Introduction	p. xvii
Welcome to the Post-Social Era	p. 1
The Humble Beginnings of Social Marketing	p. 2
Online Services v1	p. 3
Emergence of the World Wide Web	p. 4
Search and the Decline of Banner Ads	p. 5
The Rise of Google and Click-Through Ads	p. 6
The Emergence of Social Networks	p. 7
Emergence of Facebook	p. 10
The Social Media Revolution Takes Over	p. 12
The Technology Evolution	p. 14
Novelty Gone in the Post-Social Era	p. 16
Ubiquitous Social Context	p. 16
Curated Social Experiences	p. 17
Evolving Social Etiquette and Expectations	p. 18
Shifts in Usage Patterns	p. 19
Dramatically Increasing Business/Marketing Investment	p. 20
Democratization of Community Management	p. 22
Immature Yet Critically Important Legal Frameworks	p. 24
Summary	p. 24
Understanding Social Media and Facebook	p. 25
Social Networks, Social Media, and the Social Graph Defined	p. 26
The Social Landscape 2012	p. 27
Seven (Plus Two) Truths of Social Networks	p. 31
Facebook, the Evolving Organism	p. 35
Facebook Basics	p. 37
Account Setup	p. 37
Friending	p. 38
The News Feed	p. 40
Campaign Ideas	p. 43
What You Want: Viral Marketing	p. 46
Other Opportunities in Social Networking	p. 48
Marketing and Business Success on Facebook	p. 51
Right-Brain vs. Left-Brain Thinking	p. 52
Overview of Social Marketing Metrics	p. 54
Marketing Metrics and Your Organization	p. 56
Defining Your Facebook Presence	p. 56
Understanding Who Your Customers Are	p. 57
Mapping Customer Needs to Effective Tactics	p. 58
Your Social Media "Product"	p. 60
What You'll Get in Return: The Hard and Soft Benefits of Social Media	p. 61
Specific Applications of Facebook Marketing	p. 63
Your Facebook To-Do List	p. 66
Set Up Campaign	p. 67
Procure Content	p. 67
Update Content	p. 68
Track Metrics	p. 68
Analyze and Revise	p. 68
Revise: Set Up Campaign, Take Two	p. 69
Month 1: Create the Plan and Get Started	p. 71
Week 1: Lay the Groundwork	p. 72
Monday: Set Project Goals	p. 72
Tuesday: Analyze Stakeholder Needs	p. 73
Wednesday: Analyze Customer Needs	p. 74
Thursday: Determine Work Roles	p. 76
Friday: Set or Review Social Media Policy	p. 77
Week 2: Draft and Present the Plan	p. 79
Monday: Research Best Practices and Success Stories	p. 80
Tuesday: Assess the Social Media Activity of Competitors	p. 81
Wednesday: Assign Metrics	p. 82
Thursday: Set Reporting Strategy	p. 84
Friday: Present the Plan	p. 84
Week 3: Establish a Presence with the Facebook Profile and Friends	p. 85
Monday/Tuesday: Learn about Data in the Facebook Profile and Security Settings	p. 86
Wednesday: Decide How You'll Use Your Facebook Profile	p. 89
Thursday: Set Up Your Profile and Make Friends for a Consumer Campaign	p. 91
Friday: Repurpose a Profile for Business	p. 95
Week 4: Use Basic Facebook Features to Promote Yourself	p. 97
Monday: Post Status Updates	p. 97
Tuesday/Wednesday: Share Links, Events, Photos, and Videos	p. 100
Thursday: Install Third-Party Apps	p. 101
Friday: Understand Other Aspects of the Facebook Platform	p. 101
Chapters Month 2: Establish Your Corporate Presence with Pages	p. 103
Week 1: Research Pages, and Set Up Your Own	p. 104
Monday: Observe a Successful Facebook Fan Page	p. 104
Tuesday: Become a Fan of Successful Fan Pages	p. 108
Wednesday: Complete the Fan Page Checklist	p. 109
Thursday: Set Up Your Page	p. 110
Friday: Add Design Elements	p. 114
Week 2: Determine Your Content Strategy	p. 115
Monday: Develop a "Product Strategy" for Content	p. 115
Tuesday: Talk with Colleagues about the Use/Reuse of Content	p. 116
Wednesday: Set Editorial Policy for Content	p. 117
Thursday/Friday: Perform Your Content Audit	p. 119
Week 3: Add and Experiment with Content	p. 120
Monday: Publish Content to the Wall	p. 120
Tuesday: Correct an Erroneous or Embarrassing Post	p. 121
Wednesday: Post Videos and Photos	p. 121
Thursday: Experiment with Content	p. 122
Friday: Fill Your Presence with Content and People	p. 123
Week 4: Promote and Engage	p. 126
Monday: Promote on Facebook and the Web	p. 126
Tuesday: Promote Offline	p. 128
Wednesday: Follow Engagement Best Practices	p. 129
Thursday: Build Your Page Culture	p. 130
Friday: Spark Engagement	p. 130
Week 5: Monitor and Modify the Plan	p. 132
Monday/Tuesday: Reassess Your Progress	p. 132
Wednesday: Get Help Where You Need It	p. 133
Thursday/Friday: Produce the First Reports and Analysis on Your Progress	p. 135
Month 3: Create Demand with Facebook Advertising	p. 137
Week 1: Learn the Basics of Facebook Advertising	p. 138
Monday: Review Opportunities in Facebook Advertising	p. 138
Tuesday: Choose Success Metrics	p. 140
Wednesday/Thursday/Friday: Create Your First Ads	p. 142
Week 2: Build the Dashboard and Collect Data	p. 149
Monday: Know What Data Can Tell You	p. 149
Tuesday: Make Final Decisions about Your Data Reporting Cadence	p. 150
Wednesday: Set Up and Populate the Dashboard	p. 151
Thursday: Understand Moving Averages	p. 152
Friday: Back Up Your Dashboard	p. 154
Week 3: Refine Your Campaign Using A/B and Multivariate Testing	p. 154
Monday: Learn the Basics of A/B and Multivariate Testing	p. 155
Tuesday: Understand the Basics of Great Ad Copy	p. 156
Wednesday: Create Ad Variations	p. 161
Thursday: Judge Ad Performance	p. 162
Friday: Educate Stakeholders on the Process	p. 166
Week 4: Analyze and Adjust the Campaign	p. 167
Monday: Perform Basic Analysis of a Campaign	p. 167
Tuesday: Recalibrate Advertising	p. 168
Wednesday: Review and Spice Up Your Dashboard	p. 170
Thursday: Analyze Your Numbers Further with Moving Averages	p. 170
Friday: Review Your Work with Advertising and Start Anew	p. 173
Beyond Pages: Groups, Apps, Social Plugins, and Mobile	p. 177
Groups for Business	p. 178
Find and Join Groups	p. 179
Create Your Own Group	p. 180
Facebook Default Apps	p. 182
Third-Party Apps	p. 184
Social Plugins	p. 185
Create Your Own App	p. 190
Best Practices for Apps	p. 192
Hire a Programmer	p. 194
Manage a Development Project	p. 195
Monetize Your App	p. 200
The Future: Applications on Mobile Devices	p. 200
Facebook Mobile for Business	p. 202
The Analytics of Facebook	p. 203
Keep Score with Metrics and Monitoring	p. 204
Measure Your Facebook Marketing with Insights	p. 205
New Insights	p. 206
Old Insights	p. 212
Insights for App Developers	p. 213
The Importance of Derivative Statistics	p. 214
Advanced Statistical Analysis	p. 215
When the Standard Facebook Experience Isn't Quite Enough: Landing Pages	p. 226
Conduct Tests for Greater Results	p. 227
Addressing Common Marketing Problems	p. 231
My Fan Page Won't Grow, and My Fans Can't See My Content	p. 232
Creating Appropriate Content for International Audiences	p. 236
Managing Negative Comments and Feedback	p. 241
Can't Measure, Determine ROI, or Understand Metrics	p. 243
Reach Business Customers on Facebook	p. 245
Seven Keys to Successful B2B Marketing on Facebook	p. 246
Migrate Fans from One Page to Another	p. 248
Moving Forward with the Migration	p. 249
Converting Places and Profiles to Pages and Combining Them	p. 251
Low Response Rates for Facebook Advertising	p. 251
Unique Facebook Marketing Scenarios	p. 255
Businesses Appealing to Tourists	p. 256
Religious Organizations	p. 259
Government	p. 264
Nonprofits	p. 268
Education	p. 272
Startups	p. 274
Facebook in the Future	p. 277
Question 1: Walled Garden?	p. 278
Question 2: Privacy?	p. 280
Question 3: Personal Data?	p. 283
Question 4: Facebook Pages?	p. 286
Question 5: Gamification?	p. 289
Question 6: F-Commerce?	p. 290
Question 7: Facebook Mobile?	p. 290
Question 8: Businesses on Facebook?	p. 292
Question 9: Third-Party Apps?	p. 294
Question 10: Monetizing?	p. 296
Question 11: How to Stay #1?	p. 297
Question 12: Coming Trends?	p. 299
Question 13: Biggest Threat?	p. 301
Perry Marshall's Crystal Ball for Facebook and Social Media	p. 304
Biographies	p. 305
Recommended Resources	p. 309
People, Blogs, and Businesses to Follow	p. 310
Facebook Page Template, Design, and App Providers	p. 311
Advanced Facebook Marketing Solutions	p. 311
Facebook Contest and Promotion App Providers	p. 311
Facebook Analytics Service Providers	p. 311
Facebook App Development	p. 311
Roles and Responsibilities	p. 313
Job Functions	p. 314
Vendors vs. Employees	p. 315
Use In-House Staff	p. 316
Get Help from a Vendor or Consultant	p. 316
Glossary	p. 319
Index	p. 327
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