Facebook Marketing : Designing Your Next Marketing Campaign

by Levy, Justin R.

• ISBN13: 9780789743213
• ISBN10: 0789743213
• Edition: 2nd
• Format: Paperback
• Copyright: 2010-01-01
• Publisher: Que

Summary

This textbook is filled with case studies on how a business can use Facebook to market its products and services. It takes away the hassle of trial and error and allows you to plan your social marketing strategy using what has worked for others. You will discover each feature Facebook has to offer, including Facebook Applications, Facebook Connect, and Live Stream Box, and how to employ them as part of a dynamic campaign. You'll learn from the trailblazers through thoughtful case studies that highlight success and reveal progress. You will learn to utilize the Marketplace.

Design and track advertisements to drive click-throughs and employ widgets and mini-applications to deliver the message. This textbook provides specific details and tips, as well as relevant and incisive case studies from known brands, for launching marketing campaigns on Facebook.

Facebook has more than 300 million users; more than half of them log on to Facebook at least once every day 100% rewritten to reflect the major changes in Facebook in the last year, including Facebook Connect and Live Stream Box

The All-New, Up-to-the-Minute Guide to Facebook Marketing: Better Techniques, Better Results!

In this completely revised book, top Facebook marketer Justin R. Levy shows how to use Facebook to attract more customers and earn more profits. This isn’t hype: It’s actionable information based on the real experiences of companies and individuals who have used Facebook to supercharge their businesses and careers. Levy covers it all, from the absolute basics to attracting visitors and building your community. You’ll discover the latest tools and Facebook Apps–and new best practices for everything from search to privacy. Packed with real case studies, this is the only Facebook business guide you need: your fast, complete blueprint for success.

Coverage includes

- Learning from the pioneers and avoiding beginner’s mistakes

- Developing a winning Facebook marketing strategy

- Establishing a presence that starts working fast and grows with you

- Designing Facebook ads that drive more click throughs at lower cost

- Using Facebook Connect and Live Stream Box to reach customers outside Facebook

- Monitoring what customers are saying about you in real-time

- Communicating more powerfully with widgets and Apps

- Addressing privacy concerns

- Building communities that promote loyalty and innovation

- Using Sweepstakes and other traffic builders

- Mastering advanced Facebook marketing tips, tricks, and hacks

- Preparing for the future of Facebook

Author Biography

Justin R. Levy is Director of Business Development, Marketing, and Client Relations at New Marketing Labs, a new media marketing agency that helps large and mid-sized businesses drive business value through the use of social media, blogs, community platforms, and other new online tools. Levy's clients include Sony, Microsoft, Citrix Online, Pearson Education, SAS, and Molson Coors. Levy is also partner and general manager of Caminito Argentinean Steakhouse, a traditional steakhouse that has successfully used social media to drive sales, create community, and develop thought leadership. Contact Justin at http://justinrlevy.com.

Table of Contents

Introduction	p. XIII
From Dorm Room to Boardroom: The Growth of Social Networks	p. 1
About Marc Zuckerberg	p. 5
The Early Days	p. 5
The Teenage Years	p. 7
Coming into Adulthood	p. 8
Getting Around Facebook: The Basics	p. 15
Getting Started	p. 16
0-60 on Facebook in 11 Steps	p. 16
Take a Few Minutes to Familiarize Yourself	p. 16
Upload a Picture of Yourself	p. 17
Fill Out Your Profile Completely	p. 18
Start Finding Some Friends	p. 19
Import your AOL Instant Messenger (AIM) or Windows Live Buddies	p. 19
Upload More Photos	p. 23
Upload a Video or Two	p. 24
Send Your First Status Using the Publisher Tool	p. 24
Download a Facebook Mobile Application	p. 25
Start Interacting with Your Friends	p. 25
Have Fun and Explore!	p. 26
Home Page Feed	p. 26
Comments and Likes	p. 28
Publisher Tool	p. 29
Photos	p. 31
Videos	p. 32
Pages and Groups	p. 33
Notes	p. 34
Facebook Chat	p. 35
Search	p. 35
Friends Tab	p. 37
Inbox Tab	p. 38
Settings Tab	p. 38
Establishing a Corporate Presence	p. 41
Facebook: Personal or Professional?	p. 42
Developing a Corporate Facebook Presence	p. 43
Getting Started	p. 43
Facebook Pages	p. 44
Getting Started with Your Facebook Page	p. 45
What's Next	p. 54
Promoting Your Facebook Page	p. 54
Email Signature	p. 54
Twitter	p. 55
Facebook	p. 56
Email Marketing	p. 57
Company Website	p. 57
Facebook Ads	p. 58
Google AdWords	p. 58
Facebook Groups	p. 59
Page or Group: Which One?	p. 61
Nurturing Your Community	p. 62
Run Contests or Sweepstakes	p. 62
Share Specific Content	p. 62
Create Specific Content	p. 63
Simply Engage	p. 64
Should You Police Your Community?	p. 65
Extending Facebook into the Interwebs: The Power and Reach of Facebook Connect	p. 67
Using Facebook Connect for Commenting	p. 68
Using Facebook Connect to Provide Sharing Options	p. 69
Sharing Stories into Your Stream with Facebook Connect	p. 69
Recent Friend Activity	p. 71
Using Facebook Connect for Social Filtering	p. 72
Using Facebook Connect as a Single Sign On	p. 72
Creating a Personalized Experience with Facebook Connect	p. 73
Integrating Chat Using the Live Feed	p. 74
Not Just for the Web	p. 76
A Few Stats	p. 77
Summary	p. 77
Facebook Advertising: How and Why You Should Be Using It	p. 79
Common Reasons for an Ad to be Rejected	p. 80
Step-by-Step Guide to Creating an Ad	p. 82
Design Your Ad	p. 82
Target Your Audience	p. 84
Create a Campaign and Set Pricing	p. 86
Review and Submit	p. 87
Analyzing Performance	p. 88
Summary	p. 89
Extending the Experience with Facebook Apps	p. 91
Shareability of Applications	p. 93
Finding Facebook Applications and Navigating the Directory	p. 93
Reviewing and Adding an Application	p. 96
Managing Your Applications	p. 99
Creating Your Own Facebook Application	p. 101
Installing the Developer Application	p. 101
Completing the Application Configuration Form	p. 102
Summary	p. 103
Addressing Privacy Concerns	p. 105
The Two Faces of Privacy on Facebook	p. 106
Single Facebook Profile	p. 107
Two Different Facebook Profiles	p. 108
Not Mixing Personal and Work	p. 108
Privacy Settings	p. 109
Personal Privacy Settings	p. 109
Pages Privacy Settings	p. 116
Group Privacy Settings	p. 119
Facebook's Privacy Policy	p. 120
Summary	p. 121
Developing a Facebook Marketing Strategy	p. 123
Designing a Community Building Strategy	p. 125
Designing a Promotions Strategy	p. 130
Designing an Advertising Strategy	p. 132
The Importance of Measurement	p. 132
Facebook Insights	p. 133
Facebook Advertising	p. 134
Web Analytics	p. 136
Marketing Software	p. 137
Other Measuring Methods	p. 138
Summary	p. 138
Using Facebook to Develop Communities	p. 141
Building a Community for Your Company, Product, or Service	p. 143
Upload Photos	p. 144
Upload Videos	p. 145
Ask Questions	p. 146
RSS	p. 147
Provide Exclusives	p. 147
Building an Internal Community	p. 148
Using Facebook as a Focus Group	p. 149
Building a Personal Community	p. 149
Be Helpful	p. 150
Connect Often	p. 150
Be a Connector	p. 151
Use Lists	p. 152
Business Benefit from Personal Communities	p. 153
Building a Community Around a Hobby or Interest	p. 153
Summary	p. 155
Best in Class	p. 157
Volkswagen	p. 158
Trust Agents	p. 159
Microsoft Office	p. 160
Gary Vaynerchuk	p. 162
Barack Obama	p. 163
Jonas Brothers	p. 165
Gavin Newsom	p. 166
Vin Diesel	p. 168
The Ellen DeGeneres Show	p. 169
Mashable	p. 171
Lessons Learned from the ôBest in Classö	p. 173
Shaking the Crystal Ball: What's Next for Facebook	p. 177
Going Public	p. 178
Acquisitions	p. 179
Integrating More Professionalism	p. 181
Dashboard Customization	p. 182
Increasing Ways to Connect	p. 184
An Endless Rainbow of Options	p. 187
Signing Off	p. 187
Index	p. 189
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