See it to learn how to do Facebook Marketing for businesses. It also talks about Facebook Business Pages, social media integration, and how to engage your fans.

1. Facebook Marketing
/MaverickMavOz
Sales@maverickmav.com.au
M: +61 433 343 120
T: (Australia Wide):1300 618 418
T(Intl): +61 2 8065 6758
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heproduct and company names mentioned herein are trademarks or registered trademarks of their respective owners. 1
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2. Maverick Mav
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3. Maverick Mav Credentials
Social Media Marketing
Sponsors
Proud
Sponsors of
Read Akash’s
article on
Facebook
Unleash Facebook Marketing Marketing
Potential - See Video
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Internet & Social Media
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Marketing Partner
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4. We give complete digital marketing
support
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5. Disclaimer
• We have strived to be as accurate and complete as possible in the
creation of this presentation, notwithstanding the fact that we do not
warrant or represent at any time that the contents within are accurate
due to the rapidly changing nature of the Internet.
• While all attempts have been made to verify information provided in
this presentation, we assume no responsibility for errors, omissions,
or contrary interpretation of the subject matter herein. Audience is
cautioned to rely on their own judgment about their individual
circumstances to act accordingly.
• This presentation is not intended for use as a source of legal,
business, accounting or financial advice.
• He
HeAll product and company names mentioned herein are trademarks
He registered trademarks of their respective owners.
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6. 1. Introduction
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7. We as People & Businesses know other people &
Businesses – 1st Degree Connections
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8. These 1st Degree Connections know other People &
Businesses – 2nd Degree Connections
1st Degree 2nd Degree
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9. Through Social Media Platforms
1st Degree 2nd Degree
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10. Greatly broaden your brand’s
exposure – Fish where the Fish are
• Currently over 1 billion Facebook users worldwide
• Users spend more time on Facebook each month
than any other website – more than Google, Youtube,
Yahoo etc
• Over 11 million Australian users
• Almost 7 million of those check Facebook
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He daily…
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11. Go Viral with ‘Recommendations’
• Trusted recommendations are highly valuable for a
brand
• Each Facebook user has 140 friends on average
• 41% more likely to recommend a brand
28% more likely to continue using them
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$136.38 Average Value of Fan He
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12. Your Business Presence within
your Consumers world
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13. Your Business Presence within
your Consumers world
• Unlike a website, you are connected to your
customers and can interact with them on an ongoing
basis
• Unlike a website, when customers interact with your
page it is seen by their friends – Word of MOUSE
marketing
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14. Custom Design / Experience for
your Business
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15. Facebook Applications
to help you build a stronger brand
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16. Custom Experience for your
Business- Real Estate
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17. Custom Design for your Business
Custom Tabs
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18. Custom Design for your Business
• Can embed Google Maps to show the location of
your business or other important locations
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19. Display & Self Manage Products from your
Online Store (+ Get Social Media Viral Effect!)
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20. Display & Self Manage Events, Seminars,
Courses (+ Get Social Media Viral Effect!)
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21. Display & Self Manage Multiple Store Locator
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22. Run Contests, Promotions (+Go Viral!)
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23. Ask Customers About why they like
existing products & Leverage
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24. Effective Marketing Campaign Development
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25. Get feedback for creating Successful Products
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26. To End Political Debates
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27. INCENTIVISE TO CONNECT TO
YOUR BRAND
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28. INCENTIVISE & REWARD Fans
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29. INCENTIVISE TO CONNECT TO
YOUR BRAND
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30. INCENTIVISE & REWARD Fans
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31. Go Viral With Fan Interaction
(‘Like’ Effect)
When someone ‘Likes’ a page…
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32. The Benefits of being ‘Liked’
…Their friends hear about it on their News Feeds!
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33. The Benefits of being ‘Liked’
The average Facebook user has 130 friends*… that’s
a lot of exposure for your page from just 1 click!
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*Source: Facebook

34. Go Viral – With every interaction
from Fans
• When Fans Interact with your Events
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35. Events Pages
• Remember, the average Facebook user has 130
friends!
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36. When Fans Answer Questions
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37. Even when people & Fans
interact with your website
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38. The interaction goes Viral!
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39. Timeline
2011 •Understanding SM
•Is it a hype?
2012 •Setup
2013 •Execution
•Management
•Part of your Marketing & Support
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40. Embracing Social Media
100%
90%
80%
70%
60% Extensive Presence
50% Some Social Media Presence
40% No Social Media Presence
30%
20%
10%
0%
2010 2011 2012
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41. 2013
Burning
QUESTIONS?
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42. 2013
How do we:
•Increase Fans/ Followers/
Connections
•Get Sales
•Increase Customer Satisfaction
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•Grow Business
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43. Answer
It is NOT About:
•Setting up Accounts, Welcome Page,
Cover Photo, ……..
•Posting Status Updates or offers
•Spamming Newsfeeds
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•Uploading Photos
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44. It’s About
Strategy
Tactical Action Plan or Roadmap
Sophisticated Setup- Apps
Engagement- Stories in Newsfeed
Attractive Campaigns- Go Viral
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45. It’s About
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46. Success Factor
Features & Best Practices Social Plugins
Recommendation
plugin
Social Graphs- Beyond
Like (Cooked, Listened
Actions)
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Open Graph Protocol
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Facepile plugin
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47. Success Factor- Platform Policies,
Promo guidelines, Branding T&C
Page Policies
Page Policies! Cover Photo
T& C
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48. Success Factor
Algorithms, Workflow, Applications,
Analytics
EdgeRank
Group Deal
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49. Success Factor- Roadmaps
1 Status Update per
Reach Reach
day. No Offers or
300 600- 800
Sales Messages!
Fans Fans
Week 2 Week 8
Week 1 Week 6
Offer
Strategy
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E
X
T
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- 3rd party app

50. Developing Conversation Calendar +
Creating & Posting regular status
updates
OCTOBER 2012
Sun Mon Tue Wed Thu Fri Sat
30 1 2 3 4 5 6
7 8 9 10 11 12 13
Claim vanity Roadmap
URL submission Customer Initiate collateral
Approval design
14 15 16 17 18 19 20
Share Prepare Status
conversation updates once Prepare FB Ad Apply approved
calendar conversation campaign to land tab apps
calendar on the photo Apply approved
approved voting contest collateral
Initiate FB
campaign
Begin posting
updates
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Email blast to Activate Ads Thank you Email 200 Fans winner
He * Get ad approval database first of 200 Fans free He announcement
200 people Offer Photo contest offer to T on Facebook
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51. Success Factor- Setup as per Strategy. Change as
per Roadmap
Before becoming a fan After becoming a fan
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52. Success Factor
IS YOUR WEBSITE
Integrated?
Maverick Mav Pty Ltd

53. The Benefits of being ‘Liked’
When someone ‘Likes’ a page…
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54. The Benefits of being ‘Liked’
…Their friends hear about it on their News Feeds!
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55. The Benefits of being ‘Liked’
The average Facebook user has 130 friends*… that’s
a lot of exposure for your page from just 1 click!
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*Source: Facebook

56. The Benefits of a Page
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57. Profile vs. Page

58. Your Facebook Business Page
• It is necessary to own a Profile in order to create a
Business Page. However you must restrict your
business activities to your Business Page.
• It is against Facebook’s terms and conditions to
run your business using your Profile, and Facebook
may shut down your Profile if you use it for business
purposes.
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59. Profile-Page Relationship
For example, if your name is ‘John Smith’ and
you have a business called ‘Super Business
Solutions’:
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60. Have Multiple Admins
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61. Admin Roles
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62. Profile-Page Relationship
• Your Profile is not seen or directly interacted-with
by your customers, and is not the ‘face’ of your
business on Facebook.
• Instead, is used for logging in to your Business
Page, making updates and changing settings.
• It is the Administrator of the Business Page.
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63. Creating your Business’s Page
Creating your Business’s Page
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64. Creating your Business’s Page
Basic image of fan page/
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65. 2. Your Facebook Business Page
TIMELINE
Basic image of fan page/
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66. Taxonomy of your Page
Basic image of fan page/
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67. Taxonomy of your Page
Basic image of fan page/
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68. Cover Photo
Basic image of fan page/
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69. Cover Photo- Details
This is the first image that anyone landing on your page will see
•851 pixels wide and 315 pixels tall.
Cover photo may not contain:
-Price or purchase information, such as "40% off" or "Download it
at our website"
-Contact information, such as web address, email, mailing
address or other information intended for your Facebook Page
About section
-References to user interface elements, such as Like or Share, or
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-Calls to action, such as "Get it now" or "Tell your friends"
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70. Cover Photo- Tip!
Basic image of fan page/
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71. Application Icons
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Tip!- Hide ‘Likes’ Tab until you have large number of Fans

72. Application Icons
•Icon Spec- (111x74 pixels)
•Icon Change
Page > Edit Info > Apps > Edit Settings > Change Icon
(here you'll upload an image).
•Tip!- Put your landing tab as the first tab after the photos
(Mouse over the tab icon in your admin panel, and select the
second most tab after Photos to "Swap position with".
•Tip!- Pin your call to action and include a link to your actual
Helanding tab. To pin a status, (1) post your status, thenHe Mousel
(2)
Heover the status and in the upper right click "Pin to Top."He
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73. Pinned Posts
A Pinned post always appears in the top left of a Page's
timeline and has a flag in its top-right corner.
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74. Pinned Posts
– The Pinned posts are very visible to anyone who lands on your page.
-A Pinned post will remain on the top for 7 days.
-Tip!- Direct people to your Landing Page Tab by Pinning a post – This
pinned post should have a creatively designed image of your Offer.
Since Landing Pages are designed with an Offer to entice the visitors
to Like and become a Fan, it continues to be important that people
should somehow be made to visit your Landing Page. A compelling
‘Pinned Post’ with a creative imagery can help achieve this objective.
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75. Pinned Posts
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76. Milestones
•Milestones are key moments you've decided to highlight on your Page
• You can share with people the big events/ memorable moments/achievements/turning
points in the life of your brand or company.
•Milestones are automatically expanded to widescreen and are visible to everyone visiting
your Page.
•Milestone photos display at 843 pixels wide and 403 pixels tall. At this time,
January 1, 1000 is the earliest date a milestone can have.
Tip! Using images and photos for Milestones of your brand or business make them more
shareable, memorable, noticeable and engaging. It is highly recommended that photos and
custom images be used for Milestones. Remember- Photos have a higher Edge Rank, which
means higher newsfeed visibility.
To add a milestone:
• Click on Milestone in the sharing tool at the top of your Page's timeline
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Add a headline, location, date and details for your milestone
Choose to add a photo
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1.
2.
Click Save
From anywhere on your Page's timeline, scroll to a spot and click
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77. Building a good Info Page
• Make sure
the Info page
is complete
• Fill in as many
fields as
possible
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78. Building a good Info Page
• All fan page content is indexed by Google, so
keep this in mind when writing text.
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79. Building a good Info Page
• I.e. make sure to include relevant keywords so
the page is optimized for search engines
• Google Keywords Tool:
https://adwords.google.com/select/KeywordToolExternal
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80. Getting a Vanity URL
• Ensure you get a Vanity URL:
www.facebook.com/YourBusinessName
• You can sign up for your Vanity URL here:
http://www.facebook.com/username/
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81. Getting a Vanity URL
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82. Promote it!
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83. Custom Design – Fan-only Offers
• Fan-only content
Before becoming a fan After becoming a fan
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84. Step 1 – Getting those first fans
• Turn your mailing list members into Facebook
fans
•If you have a sizable email list, you can potentially
gain many new fans by sending an email with a
CTA to visit and ‘Like’ your Facebook page
• If you send regular email updates, add a link to
your Facebook page in the email template (e.g.
on a sidebar or at the bottom)
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85. Step 1 – Getting those first fans
• Turn your mailing list members into Facebook
fans
•From the Admin Page, you can also invite your email
contacts, invite friends, share your page and create an
ad from the Build Audience drop-down menu.
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86. Step 1 – Getting those first fans
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87. Step 1 – Getting those first fans
• Turn your offline customers or clients into
Facebook fans
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88. Step 2 - Reaching the Friends of
your Fans
All of the following fan interactions have a viral
effect – their friends will see!
• Post content that fans will want to ‘Like’
• Post content that fans will want to ‘Share’ with
their friends
• Tag fans in photos
• Provide Events and Questions for your fans to
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89. Step 3 – Turning those friends
into more fans
• Now that they’ve visited your page, you need them
to click that ‘Like’ button to become a Fan…
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90. Engaging with Fans and
businesses
• Facebook Pages now have the ability to LIKE
other Pages and comment on them
• Participating with fans in discussion on other
pages can be beneficial
• Caution! Do not post spammy, sales or abusive
messages on other Pages as it may lead to your
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91. Engaging with other members
and businesses
• Post new comments on community pages only
• Don’t post comments on brand-owned, for-profit
business pages
• The owners of such pages can report you for
spam, and get your Page in trouble or banned
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92. Engaging with other members
and businesses
• Informative, fun or useful comments may get
many Likes and Replies, raising the prominence of
your comment (and hence of your business page)
• Genuine comments are appreciated, rather than
direct advertising and sales talk
• Don’t oversaturate: Make sure all posts are
worthwhile and add value to customers.
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93. Always Ask Questions
• Ask questions (in your status updates) often
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94. Always Ask Questions
• Questions incite a response – especially
compelling ones
• Why do you want responses? Because when a
fan responds, their friends will see it on their
News Feeds
• In other words, there is a viral effect – which
means more exposure for your brand or business!
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95. Incite a response!
• Posting content that incites a response is key.
There are many creative ways this can be done
• For example, Walmart frequently post ‘fill in the
blank’-style updates, which incite many people to
respond
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96. Incite a response!
• Taking advantage of national holidays typically
results in a very high rate of comments
• E.g. Target on 4th July:
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97. Incite a response!
• Amazon received a high response on 4th July by
using the Questions feature:
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98. Incite a response!
• Commenting on popular, newsworthy events:
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99. Take Advantage of EdgeRank
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100. EdgeRank – In Summary
1. Maximize affinity – by keeping your fans
visiting and interacting regularly
2. Regularly post well-weighted content –
Photos, Videos, and Links. Also note which
type of content on your Page is getting
interacted with the most, and post more of
it. This content will have a higher weight.
3. Minimize the effects of time decay Heby
–
He making sure to keep your Page fresh.
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101. Events Pages
• Allows you to create and organize events for your
fans
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102. Events Pages
• The event is announced on your Business Page’s
Wall
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103. Events Pages
• A fan can view the Event Page and RSVP…
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104. Events Pages
• The fan’s attendance is announced on their Wall
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105. Events Pages
• It is also announced on their friends’ News Feeds
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106. Events Pages
• Remember, the average Facebook user has 140
friends!
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107. Events Pages
• Not just for physical events – also very useful for
announcing online sales, new product launches,
promotions or webinars
• Events pages can contain a lot of information
among several fields – also searchable
• Therefore you should include relevant keywords
so the page is optimized for search engines
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108. INSTALL CUSTOM TAB APPS
A custom tab is, in the Facebook realm, an app. It’s the
A custom tab is, in the Facebook realm, an app. It’s the
equivalent of having a custom designed website.
equivalent of having a custom designed website.

109. Install Custom Tab Apps
Increasing:
•Social Graph Effect – Stories about
your brand
•Fan base
•Engagement
•Sales

110. Incentivisation is key
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111. Incentivisation is key
Before Like After Like
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112. Customised Business
Experience
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113. F- Commerce
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114. Store Locator
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115. Multiple Store Locator
Display & Self Manage Multiple Store Locator
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116. Real Estate Agents
Custom Experience for your
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117. Display- Events, Trainings,
Workshops
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118. RUN CONTESTS, QUIZ,
GIVEAWAYS
If Content is King, Contest is
Queen

119. RUN FACEBOOK CONTESTS
Contests on Facebook are a great way to build traffic quickly. Even
better, they can focus on a specific product, service or promotion
that a business wants to promote.
WHY?
WHY? Facebook doesn’t
Facebook doesn’t
allow running
allow running
Create an
Create an Benefit from fans nativeUsingany
contests -- Using
Benefit from fans nativetab any
contests
tab
exciting story to
exciting story to sharing your --UsingLike, Share,
sharing your Using Like, Share,
tell
tell contest
contest Comment as voting
Comment as voting
mechanism
mechanism
Doing these can
Doing these can
result in your page
result in your page
being reported
being reported
People Love
People Love Stories are and banned!
Stories are and banned!
Rewards &
Rewards & created when
created when
participating in
participating in Fans participate
Fans participate
contests
contests

120. Photo Contest- Before Like
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121. Photo Contest- After Like
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122. Photo Contest- Submit Photo & Invite
Friends
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123. Photo Contest- Before Like
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124. Photo Contest- After Like
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125. 6. Integrating Facebook with your
website and online strategy
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126. FACEBOOK PLUG-INS
Facebook plugins are small widgets you can add to your website to
boost website and social traffic!
Facebook
Facebook Facebook
Facebook
‘Like Us On
‘Like Us On Recommendations
Recommendations ‘comment-
‘comment-
Facebook’
Facebook’ plugin
plugin box’ plug-in
box’ plug-in
plugin
plugin Facebook
Facebook
Activity Plugin
Activity Plugin

127. Linking to your Facebook page
• Add a ‘Like’ button to your main website which links
to your Facebook page, to allow visitors to easily join
your community and share it with friends.
• Consider putting Facebook (and other social media
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128. Linking to your Facebook page
• Consider offering incentives on your website for
people who click through and like your Facebook
page (e.g. ‘Like us and claim a free voucher’)
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Source: http://www.hellothemes.com/wp-content/uploads/2011/03/voucher.jpg
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129. Case Study – Levi’s
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130. LikeBoxes
• Consider using a LikeBox
(which displays a visitor’s
friends who are already fans
of the page)
• Also provides a like button
to become a fan yourself
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131. LikeBoxes
• LikeBoxes are a powerful
way to show a visitor that
both your site and Facebook
page come recommended
by people they trust
• Easy to setup:
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132. The ‘Send’ Button
• The ‘Send’ button can be embedded in your
website, and used by visitors to quickly and easily
recommend the page to friends they specify
• Don’t forget the high value of a trusted
recommendation
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133. The ‘Send’ Button
• Visitors can choose to send it to their friends’
Facebook inboxes, to their email addresses, or
even a combination:
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134. 7. Using Facebook Ads
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www.Facebook.com/Advertising
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135. Facebook Ads
• Facebook Ads allows you to create targeted
advertisements for display to users on Facebook
• These ads are displayed in a section of the right
hand pane that appears in most areas of Facebook
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136. Hyper-targeting
• The power of Facebook Ads lies in hyper-
targeting extremely specific markets
• Unlike Search Engine marketing (where ads are
focused on the keywords that people search for),
Facebook Ads are focused on the people
themselves
• This is determined by the attributes, personal
details, interests and other information stored in
Hea person’s profile on Facebook He
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137. Targeting by location
• Ads can be targeted toward people that live in
specific countries, states, or even cities
• This is a powerful tool for targeting different
geographical segments of your market – you
can show different ads to people who live He in
Hedifferent areas
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138. Targeting by location
• Radius targeting is also an option – targeting
all people who live within a certain km distance
of a chosen city
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139. Targeting by Likes and Interests
• Ads can also be targeted toward any interests
that appear in a person’s profile – whether they are
from the person’s Interests section, Favourite TV
Shows, or even Job Titles etc
• This is a powerful tool for targeting your ads at
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140. Other targeting options
• Age
• Gender
• Relationship status
• Spoken language
• Education
• Birthday
• Workplace
• Connection (to your business page)
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141. WHAT YOU CANNOT MEASURE YOU CANNOT
ACHIEVE
FACEBOOK
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INSIGHTS He
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142. Facebook Page Insights
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143. Facebook Insights- Post Data
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144. Facebook Insights- Post Data
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145. Facebook Insights- Likes
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146. Facebook Insights- Reach
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147. Usage Guidelines
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148. Usage Guidelines
NOT ALLOWED
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149. Promotions Guidelines
•Promotions on Facebook must be administered within Apps on Facebook, either on a
Canvas Page or an app on a Page Tab.
•Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
•b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered
by, or associated with, Facebook.
•c. Disclosure that the participant is providing information to [disclose recipient(s) of
information] and not to Facebook.
•You must not use Facebook features or functionality as a promotion’s registration or
entry mechanism. For example, the act of liking a Page or checking in to a Place cannot
automatically register or enter a promotion participant.
•You must not condition registration or entry upon the user taking any action using any
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Facebook features or functionality other than liking a Page, checking in to a Place, or
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connecting to your app. For example, you must not condition registration or entry upon
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the user liking a Wall post, or commenting or uploading a photo on a Wall.
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150. Promotions Guidelines
•You must not use Facebook features or functionality, such as the
Like button, as a voting mechanism for a promotion.
•You must not notify winners through Facebook, such as through
Facebook messages, chat, or posts on profiles (timelines) or Pages.
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151. Google AdWordsTM
Questions?
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152. Thank You
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