Facebook^® Marketing: An Hour a Day

by Chris Treadaway; Mari Smith

• ISBN13: 9780470569641
• ISBN10: 0470569646
• Edition: Original
• Format: Paperback
• Copyright: 2010-05-01
• 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. 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 guided day-by-day through 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, using Facebook Connect, 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.

Table of Contents

Introduction

Internet Marketing 1985-2010

The Humble Beginnings of Social Marketing

The Emergence of Social Networks

Social Media by the Numbers and by Feel

What Social Media in 2010 Tells Us about the Future of Marketing

Realistic Social Marketing Expectations

A Few Thoughts Regarding Consumer Engagement

What Is Facebook?

Social Networking and Social Media Defined

Social Network Landscape

Seven Truths of Social Networks

What You Want: Viral Marketing

Other Opportunities in Social Networking

Campaign Ideas

Facebook Basics

Friending

The News Feed

Develop a Facebook Strategy and Measure Success

Defining Your Facebook Presence

Close-Up of a Successful Social Media Campaign

Defining Your Social Media "Product"

Your Facebook To-Do List

Month 1: Create the Plan and Get Started

Lay the Groundwork

Draft and Present the Plan

Establish a Presence with the Facebook Profile and Friends

Use Basic Facebook Features to Promote Yourself

Month 2: Establish Corporate Presence with Pages and Groups

Learn About Pages and Groups

Determine and Execute Content Strategy

Add and Experiment with Content

Monitor and Modify the Plan

Month 3: Create Demand with Facebook Ads

Learn the Basics of Facebook Advertising

Build the Dashboard and Collect Data

Refine Your Campaign Using A/B and Multivariate Testing

Analyze and Adjust the Campaign

Month 4: Advanced Tactics and Campaign Integration

Understand Essential Advanced Tactics

Learn About Facebook Connect, Widgets, Fan Boxes

Integrate Your Efforts with Multichannel Marketing

Conduct Advanced Analytics

Customized Experiences via Facebook Applications

Facebook Applications: A Brief History

Facebook Apps Today

Optimize Your Fan Page with Apps

What You'll Need to Build a Facebook Application

Monetize Your App

The Future: Applications on Mobile Devices

The Analytics of Facebook

Keep Score with Metrics and Monitoring

Facebook Return on Investment and the Mayo Medical School

Measure Engagement with Insights

When Facebook Isn't Quite Enough: Landing Pages

Organizational Considerations

Roles and Responsibilities

How Facebook Works in Different Organizations

Resources

Some Final Tips on Facebook for B2B Marketing

Companion Website

Other Reading Material

Social Media Tools You Can Use

The Future of Facebook

Dave Kerpen

Scott McCaskill

Lauren Cooney

Jesse Stay

Nick O'Neill

Kevin Tate

Glossary

Index

Table of Contents provided by Publisher. All Rights Reserved.