Facebook for Marketers slides used to deliver live workshop 9/28/10 in New York.

1. Facebook for MarketersBernie BorgesSeptember 28, 2010

2. Goals Learn how to use Facebook in productive and measurable ways in business. Learn strategies and tactics to build your audience. Understand the “rules of engagement.” Understand Facebook’s marketing potential. Minimize mistakes. Maximize positive results.

3. Expectations Navigate Facebook How to develop a content strategy that drives sales Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes… How to build your personal or company brand and build a network Select and implement applications that fit your Facebook marketing plan Understand the “rules of engagement” and community building best practices Experiential marketing that creates “buzz” How to use Facebook advertising and why you should Measure – review – refine: Facebook analytics

4. Skills to Acquire The 2 pillars of social media Content-content-content Building relationships The habit of using Facebook daily. How to engage with people and brands. How to build your personal and company brand. How to measure results from Facebook marketing.

5. Agenda This Morning This Afternoon Just a Little Background Getting Started…a few Basics Facebook Navigation Build Your Brand Facebook Ads Measuring Facebook ROI In the Trenches Facebook Marketing Case Studies and Discussion

7. Open Graph API

8. Setting Goals

10. Facebook Stats People of Facebook 500+ M active users (120M US) Avg 130 friends 700B minutes per month Activity Avg user connected to 80 pages, groups and events Global reach 70 languages 70% of users are outside the US Mobile 150M access Facebook Users are twice more active Platform 1M+ developers & entrepreneurs from 180 countries Every month, more than 70% of users engage with platform applications More than 550,000 applications available More than 1M websites integrate with Facebook comScore stats 2/3rds of US top 100 websites Half of Global top 100 websites

11. Facebook’s Open Graph API The buzz about the Open Graph API A way to embed Facebook pages anywhere on the web Authentication hub for social experiences on the web What this means for marketers Facebook has become a major tool in expanding brand awareness for B2B as well as B2B companies Graph from AllFacebook.com

12. Before We Begin… Understanding how to market with Facebook begins with Setting and measuring goals Understanding Facebook uses Understanding Facebook navigation What happens when you post content on your wall Customizing your Facebook marketing Facebook interactivity

13. Setting and Measuring Goals Chris Treadaway & Mari Smith Facebook Marketing: An Hour a Day Goals Metrics Example

14. If Monetizing Facebook Is Your Objective… Three Forms of Media Earned Media Authority Trust Reputation Purchased Media Facebook Ads Owned Media Content we produce, e.g., Facebook apps, documents, blogs, videos, photos, announcements Sometimes all work best…

15. Facebook Uses Personal profile Business (Fan) page Groups Events Causes Community Page Applications Advertising Search engine

16. How Your Post and Content Travels… Business Page Friend’s Profile Page Write comment and paste link Click attach Click Share to everyone Posts to Find and Convert’s Business page with 680 people that “Like” the business page Posts to the News Feed of 680 people that “Like” Find and Convert Your post now shows in 116 more news feeds One of those 560 then want to “share” with their 116 friends A comment is made and your post is then shared again, posting to 142 more news feeds…and so on

17. Just Imagine…If 5% of friends shared a post with 130 friends each time… This is how content goes viral

18. Basic Facebook Navigation Group Must have a personal profile Invitations can be open to the public or closed Allows you to send bulk invite to friends Opportunity for message to go viral Does not support applications Can create related event and invitation Cannot promote with social ads No visitor statistics available (at this time) Discussions Personal Profile You can friend others You can “Like” a page Cannot use profile for business Post messages that will be read by your “friends” Create events Share content, photos and video Send private email Business Page Visible to unregistered users Can be indexed for SEO value Reputation management value Allows for “vanity” URL Can create events Can tailor to specific needs Over 500,000 Facebook and 3rd party applications Can promote with social ads Offers Visitor statistics Allows multiple administrators not attached to a profile Discussions Personal profiles are for people Business pages are for celebrity, band, business or organization Groups are sponsored by an individual for specific topics

21. Find others and meaningful content that is meaningful, educational and/or entertaining

22. A way to engage with people you know and meet others with common interests17 A Facebook Profile

24. Share

25. Promote

26. Build Authority

27. Have your business page connect to your profile if possible18 A Business Page

28. How Do I Separate My Personal Life and Professional Life? The lines are blurring play nice share don’t bully

29. Section TwoGetting started… Setting Up: Personal Profile Your Settings Notifications Mobilizing Find Friends Account Applications Business Profile Applications Groups Help Center

30. Setting up a Personal Profile Are you creating a personal profile or a business page? Do you want a personal profile attached to your business page? Fill in form or select “Create a Page” Select Privacy settings. Agree to Facebook TOS.. Confirmation email. Search for friends and coworkers: Online email address book for possible friends and contacts By school or company. Help

31. Your Profile Facebook will remind you of steps you need to complete Edit Profile Max 4M on photo or avatar

32. Set Up Your Personal Profile Privacy Settings Friends Friends of Friends Everyone Personal Information and Posts Contact Information Search Applications and Websites Instant Personalization Pilot Program More information Mashable: Facebook Privacy Controls Facebook Privacy Explanation Facebook Privacy

33. Privacy Settings - ApplicationsFriends Only; Except Clients

34. Notifications Tab on Update your Fans Visit your Insights Page Get more fans with Facebook Ads

35. Mobilizing Your Facebook Set Up and verify Select your phone Text a link to phone Text messages Upload via email Access via account and footer

36. Settings – Find Friends 3 Email Suggestions Search Connections Address Book Create csv file from address book and upload 4 1 5 2

37. Settings - Account Settings Networks Groups or School Notifications Mobile Language Payments Facebook Ads

38. Settings - Applications You can edit Settings Profile

39. Personal Profile Tips Upload a few pictures and fill out your profile completely. Update your status daily. “Like” business (fan) pages and join groups that are of interest to you. Participate in them by commenting on their walls and/or uploading links. Edit settings to exclude apps to lists e.g. Gambling app on your profile Engage with your Facebook friends by commenting on their walls, invite them to join your business page(s)/groups, comment on their videos/pictures, and upload videos/pictures. Post upcoming events or parties you may have and invite your Facebook friends. Listen in on Facebook conversations and get social with your peers and friends as you see fit and get comfortable doing so.

40. Creating a Business Page Local business Brand, product or organization Artist, band or public figure Fill out Form Click Create Official Page Will connect page to your personal profile Will create a stand alone page

41. Application Finder

42. Adding Your LinkedIn Profile LinkedIn App Insert URL and click add tab Go to profile page search tabs

43. Edit Your Business Page Edit page Settings Wall Settings Mobile Applications Photos Discussion Boards Links Video Notes Events

44. Find Those Business Pages that You Manage Select Account Tab Manage pages

45. Facebook Applications Application Directory listed by: Utilities Education Entertainment Friends & Family Business Games Sports Lifestyle Just for Fun On Facebook External Websites Desktop Mobile Pages Prototype Business Page Bottom of Edit page

46. Where Do I Find All Those Business Pages That I “Like” Profile Page Info Tab Scroll to Likes and Interests Activities Books Movies Television Other – scroll over list

47. Creating a Vanity URL http://www.facebook.com/username You must have a profile to create vanity URL for a business page Minimum of 25 “Likes” for business page URL Select a name with relevant keywords for search value

48. Creating a Group On Home Page - select: Groups Create a Group A Group must have a sponsor (profile, business page or groups) attached to it Invite friends to join Posting a link to join a group in a message, on a wall or in a discussion board is construed as “spam” Make members “admin” so that they can invite his/her friends to join the group

49. Help Center Located at bottom of page

51. Messages

52. Notes

53. Lists

56. Use selectively, e.g., lists, sub groups of friends

57. Good way to send links, videos, photos

58. Limited to 20 at a time

60. Manage Lists Use lists to group your friends Common interests Separate business and personal Specific groups Topics Send messages to groups in list

61. Tagging Friends in Facebook Use the “@” before a name to tag

64. Facebook Really Wants to Help You Connect When clicking friends you may see this: Re-connect with past connections Find friends of friends

65. Remember… Facebook is not about shouting your message Facebook is about communication, relationships and engagement that will ultimately achieve your goal…

66. The Seven Heavenly Truths About Social Media Networks* Preferred communication of younger generations but not limited to them Social media is based on the concept of “friends” as a loosely applied term for people connecting with people, companies, brands… People that are active on the Internet are more likely active in social networks & are often influencers within their niche groups Social media content is transparent…once it’s posted, it is widely visible Content is the hub of the Internet, social media is just one spoke The rules in social media are still being defined. Experiment and tread carefully What motivates people is the key to social media usage… Chris Treadaway Mari Smith *Facebook Marketing An Hour a Day

67. The Seven Deadly Sins Motivators of Social Media Networking* Social Interaction Motivators Love Self-expression / emotion Sharing opinions / influencing friends Showing Off…the Id Fun / escapism / humor Memories and nostalgia Making Money Chris Treadaway Mari Smith *Facebook Marketing An Hour a Day

68. People Connecting through Facebook Quick Review Identifying Objectives What Facebook is really about Personal Profiles Business Profiles and community pages Seeking connections Navigating through Facebook Groups Another way to connect…events

69. Events…An OLD SKOOL REUNION Engaging image Captivating tag line Informative Used email and share to inform Attached to profile page

70. Events… An Afternoon of Ray’s Baseball Identifying image Informative tag line Message targeted to busy people – to the point Used email and share to inform members Attached to business (organization) page

71. Events… Denver Cruiser’s Sunday Funday Identifying image No tag line Message is targeted to group only Uses email and share to inform members Attached to group page

72. Finding Events Facebook is about connections Events listed by Your invites Your friends invites Difficult to find events in search with specific name Successful events take marketing effort

73. Creating an Event On Home Page - select: Events Create an Event Customizing your event under Wall you can add: Photos Videos Links Remember Successful events take marketing effort

75. Status updates should be interesting.

76. Status updates should be spread out, not every 5 minutes.

77. Only poke close friends, and don’t over do it.

78. Don’t invite all your friends to join every game you play. Be selective.

79. Create lists and use them to avoid treating all your friends the same.

80. Don’t share too much information.

81. Invite friends to pages, groups, events, etc, selectively.

82. Don’t repeatedly invite friends to join your page if they’ve ignored.

83. Use messaging sparingly. Don’t flood friend’s inboxes.

84. Tag friends in photos selectively. Don’t embarrass someone.

86. Promoting Your Business Page Allow business page to go through your Facebook news feed. Your Profile News Feed allows your business page to display to all your friends. It’s crucial to spreading your message to the most people on Facebook. Help Screenshot fnc post + bernie news feed

87. Posting Content Post On profile or business page, select icon to the right of attach Add URL or upload If pasting comment, use notepad to remove code RSS app Add app to business page Click to allow Select page to add Give permission Add Feed URL Adjust custom defaults Save Tags In comment area add “@” before name Select appropriate name Click Share

88. Promoting Your Business Page Be social…”Like” other Business pages of interest to you Upload relevant content and leave comments on other people’s business page Not the place for a sales pitch…do not be spammy Affiliate with other brands, businesses, and public figures By becoming a fan (Like) of another page, your page will publically support that page Help

89. Using Your Profile to Promote Your Business Page In order to be visible to search engines, your business page privacy setting must be public. Occasionally invite “friends” to become a fan of your business page Email the vanity URL of your business page to people in your address book Display your business page badge on your blog Include a link in all your communication, auto-signature Display Facebook badgeon your website & blog. Invite people to leave comments on your business page. Help

90. Display Your Facebook Page on Your Blog

91. Facebook Promoting Do’s & Don’ts Don’ts Don’t over-post Don’t spam Don’t be “me” centric Don’t fly blind Don’t think short term Don’t be robotic Do’s Post daily Consider your friends’ interests Share other’s content Measure, review, revise Experiment Use common sense Be Human

92. Facebook Moving toward Inter-connected Semantic Web Web is moving toward convergence of connections between people and things they care about April 2010 Facebook introduced Open Graph Protocol and Graph API August 2010 – Introduction of Facebook Places August 2010 – Introduction of Facebook Live

93. Objects Are All Accessed the Same Way Pages: https://graph.facebook.com/cocacola (Coca-Cola page) Events: https://graph.facebook.com/251906384206 (Facebook Developer Garage Austin) Groups: https://graph.facebook.com/2204501798 (Emacs users group) Applications: https://graph.facebook.com/2439131959 (the Graffiti app)

94. Objects are Connected through Relationships Objects in Facebook social graph are connected to each other through relationships (connections) Friends: https://graph.facebook.com/me/friends Movies: https://graph.facebook.com/me/movies Books: https://graph.facebook.com/me/books http://www.infoq.com/news/2010/04/facebook-graph-api

95. PlacesWho. What. When. And Now Where

96. Facebook PlacesLBS – Location Based Services Similar to FourSquare and Gowalla Requires: a Smart Phone Facebook touch mobile site is only visible on mobile browsers that supports HTML 5 and geolocation Setup: http://touch.facebook.com Click “Places tab at www.touch.facebook.com You can add places, check into places that already exist and tag friends

97. What “Facebook Places” Can Do for Experiential Marketing Mobile App that allows people to connect “on the go” B2C opportunity to deliver customer service value that maximizes loyalty

98. Facebook Live Live video streaming channel about Facebook happenings and products via browser or mobile device Stay tuned for further developments

99. B2B vs B2C – Facebook can be a powerful branding tool for both

100. Facebook Branding Strategy Build an active wall Encourage people to Like your page Monitor and participate in the comments on your Wall Re-purpose content Post useful, interesting content from various sources, regularly Encourage Experiential Marketing Use Landing or welcome tabs Product specific interaction Useful information Experiment Use Calls to Action Well designed, clear calls to action Market Facebook outside Facebook Use photos If possible, use pictures to show how customers use your product Show customer satisfaction and engagement Post pictures of your team at work Use video Post recording of team member “experts” Show your product in action Highlight off-line marketing Company sponsorships and events

101. Facebook Marketing Outside Facebook Facebook developers - Facebook Platform Showcase Mixture of free and fee based apps Cross-pollinate social media and traditional media venues Use email, newsletters, direct mail and media to point to social networks

102. Create Facebook Badge To Promote Your Page(s) Facebook Badges Page Badge Profile Badge Like Badge Photo Badge Use 3rd party Facebook buttons Do: hyperlink the badge to your Facebook Page or landing page Do: hyperlink the name of your business within your promotional copy to your Facebook Page. For example, Company X on Facebook Don’t: hyperlink the “Find us on Facebook” badge to the Facebook log-in page. Don’t: hyperlink the word “Facebook” within your promotional copy to your Facebook Page. For example, Company X on Facebook

103. Community Pages such as the History Channel Are like Wiki’s Aggregate content across Facebook You can submit but Facebook will determine and upload image

104. Business Page Vs Groups Vs Community Groups largest value is the community aspect of a “group” engaging together on a common theme Pages Pages can only be for a real organization, business, celebrity, or band Must be created by an official representative of that entity Pages are public. Anyone can become a fan. Administrator can remove fans Can create events and send invites, register, etc. Community Page Wiki style page of information centered around keyword or phrase Aggregates posts across Facebook While you can create a community page, Facebook determines if there is enough volume to support it and controls the image Groups Groups can be created by any user and about any topic Groups are a community of users to share their opinions and interest in the group’s subject Groups can be kept closed (invitation only) Can create events and send invites, register, etc.

105. Pages Compared to Groups

106. Section FiveFacebook Ads

107. Facebook Ads and How They Work Costs less than other forms of Internet ads Targeted to user behavior Work differently than banner or click through ads Successful Facebook advertising requires Targeting Creativity Experimentation Monitoring

108. Some Notable Differences between Facebook Ads and Google Adwords There is more competition on Google than Facebook… Google Adwords is keyword and geo targeted where as Facebook advertising is demographic, geo targeted and allows targeting according to profile attributes You can steadily bid up on Google to increase your ad position along top and side whereas Facebook ads only display along one side (currently) Google Adwords are text ads, Facebook ads are text and image. Facebook generally allows more targeted advertising, but is more B2C centric currently.

109. Before You Begin Have a clear idea of what you want your ad to accomplish Create more visibility or traffic to your Facebook presence Test the effectiveness of a change Use Facebook audience to drive more traffic to your website Establish a baseline Know how many fans/friends you have before beginning a campaign Download Facebook insight data before launch Link – Where do you want your visitor to go What is your ad message? Have a photo or image Facebook Ad Guidelines

110. 10 Tips for Facebook Ad Marketing* Nick O’Neill Bus Insider SAI Facebook is NOT direct sales…it is a marketing cycle Create more ads targeted at niche (less) group Friend users before you try to sell to them Understand your market Set ad budget with goal in mind Measure – review – refine Test landing pages VS Facebook pages Split test ads by demographic Develop well designed creative ad copy Don’t over target

111. On the Facebook.com/advertising page - click on Create Your Ad Step One Design your ad Step Two Target your audience with demographic and geographical filters Step Three Name your campaign, Which is better? Decide and experiment Per impression Per click Select your pricing Step Four Review your ad Create Your Ad

112. Facebook Ad Board

113. CM Photographics Facebook reached the right people at the right time Generated $40,000 of revenue from a $600 ad campaign

114. StorQuest on Facebook used real-time suggested bids Over 50% increase in same store total rentals versus prior year. 10% conversion rate from visits originating from Facebook Ads. $1.25 CPC delivered $10.25 cost-per-lead. $100 average rentals; $600 average life time value per customer.

115. Nippon on Facebook combining marketing solutions Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns

116. Additional Facebook Advertising Case Studies ShopLocal Wildchild Treader ROTHBURY WiseChoice Wedding Paper Divas Povo.com

117. Section SixMeasuring Facebook ROI

118. What Facebook Ad Metrics Can Tell You Market research Investment Comparison Targeting Competitive

119. Facebook Ad Metrics Will Provide Ad Name Your descriptive for ad Status Complete – active - paused Bid Acceptable max Type Pay for impressions Pay for clicks CTR(%) Click through rate Average CPC Effective price of every click Average CPM Effective cost per 1,000 impressions (even on cost per click campaigns) Total Spent

120. Use Report Feature to Download and Manage Data

121. Reports by Campaign

122. Use Metrics to Refine Your Ads Create multiple ads of similar themes Organize them into campaigns Run for 1-2 week period while monitoring stats Analyze statistics Retire underperforming ads and run A/B testing on better ones Repeat – repeat – repeat Adjust demographics

123. The Social Media ROI Mindset Traditional marketing is measured by campaigns Social Media campaigns have a place as well Social media succeeds over the long term Short term metrics are often more fluid Social media is built on relationships Results are not short-term oriented Social media is all about “them” Under-promise and over deliver Social media is not about one hit wonders – build relationships While the goal is long-term Constantly and consistently measure results Analyze - Refine - Repeat – repeat - repeat

124. Using Facebook Insights 1. Interactions this week Likes Comments Wall posts Post quality 55.0 8 3. All fans over time Total fans/ unsubscribed fans New / removed fans Top countries Demographics Page views Unsubscribes / Resubscribes Media consumption 2. Fans who interact with… Interactions Interactions per post Post quality Posts Discussion posts Reviews Mentions

125. Export Data to Create Client Specific Reports and Graphs

126. Insights Featurehttp://www.facebook.com/insights/ Facebook now offers insight into your domain activity from Facebook

127. Using Facebook Insights Dashboard

128. Why You Need Google Analytics Facebook Insights Now offers metrics on Facebook and your domain Gives great information on your connectivity within facebook … Google Analytics Provides Facebook as a traffic source but not specifics within Facebook The work around – FBGAT Free conversion tool Facebook runs limited javascript Google needs javascript to track

129. Setting Up Your Google Analytics Set up new website profile FBGAT – Free Tool Analytics Code Domain on Analytics Page Link Page Title - This is for your reference

130. Tracking Your Facebook Business Page Use the Static FBML application to create a tab Add the analytics code from FBGAT to any place on page Tracking visits to your wall Create a FBML and edit application settings to make it a box Add to wall Social Media Examiner

131. Fee Based Social Media Tracking Software Options Unilyzer.com Provides relationship metrics Kontagent Beta Omniture Press release 5/28

132. Facebook Promotional Policies Read Facebook’spromotional guidelines carefully Clear the promotion with Facebook first Do not ever call Facebook your partner Understand Local Rules - contests, giveaways and sweepstakes based on chance are illegal in some countries Belgium, Norway, Sweden, or India Heed Facebook’s formatting requirements You can only administer a promotion through an application on Facebook Do not require a Facebook action You may become a fan but any action such as post a photo, update a status or comment is not allowed. You can allow new fans to access 3rd party app’s but you cannot notify winners via Facebook Brand Permission Center Advertising and Guidelines

133. Section SevenIn the Trenches Using Facebook to Build Relationships and Brand Awareness

134. Using Facebook for a Cause A man with a pest control business and a pink bra

135. Facebook Causes for Non-Profits Facebook app for non-profits to create a voice

136. Help Save the Gulf Coast from the Oil Leak Cause June 2010 September 2010 Good News Clear objective Searchable title Both business page & group

137. What else could be done?Help Save the Gulf Coast from the Oil Leak Target Content to Objective

141. Social links

143. Keep It Special Offer visitors something on Facebook they cannot find anywhere else Create a unique Facebook experience

149. Branding Strategies What do you want to achieve? Engagement Experience Offers Purchase Subscribe What are your Facebook channels? Facebook Apps Custom Apps

150. Branding Strategies Multiple categories…here are just a few: Utilities Business Top Picks Causes SlideShare Memorable Address Networked Blogs LinkedIn Slates Testimonials Hootsuite Coupons EventBrite Payment Storefront Promotions Surveys HubSpot Grader Sign Up Form Advanced Search Notes Flash Video Static FBML RSS Extend Info Twitter Tab Links

151. Have You Noticed? Pages Are Now Mini Websites… In Facebook HTML is FBML (code talk for customizing a page) Use to create landing or canvas tab(s) Can include images, video, opt in for promotion (within Facebook guides) Can install Learn FBML for test testing Hire a Facebook developer

152. Drive People to Facebook Landing Pages…

153. Create Custom Tabs

154. Create a Reason…For Fans Only Content Levi’s “Instant access to exclusive content.” 1-800 Flowers offers special discount off next order. DIGISTORE gives special offers Teesey Tees adds mystery *Social Media Examiner

155. How to Create a “Visible to Connection” Landing Page HyperArts Code for fb:visible to connects

156. Use an Expert Wildfire software applications

157. Bob Evans on Facebook Coupons for Facebook followers

158. SmartSource Printable coupon How Does Bob Evans Do It?

159. Threadlesson Facebook ecommerce

161. Ecwid Shopping Cart

165. Cisco on Facebook B2B Good News Great Landing page but hidden in navigation Great catalog of interesting pages

166. What else could be done?Cisco Send visitors to an exciting place

169. Volkswagon CA on Facebook Good News Visitor focused landing page Country centric

170. What Else Could Be Done?VolkswagonCA Co-ordinate search terms and Info tab details

173. Research applications

174. If necessary, engage Facebook programming and design experts to deliver quality results

175. Give people a unique experience on FacebookBIG or small…think of creative ways to enhance the user experience on Facebook

182. Diverse information

184. U.S. Congress on Facebook Gov Good News Facebook can be both informational and a resource channel

185. What else could be done?U.S. Congress

187. Big Green Egg on Facebook B2C Good News One of their vendors is running a contest giving away their product

188. GrillMate on Facebook B2C Bad News No landing page Good News Running contests to promote brand

189. What else could be done?Big Green EggGrillMate Look for opportunities to cross-pollinate and promote Create excitement on promotions

192. Just a ReminderGetting Help on Facebook (bottom right corner)

193. Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing Read more… 166 Amazon Wheatmark's online bookstore Website: http://www.findandconvert.com Blog: http://www.findandconvert.com/blog Twitter: http://twitter.com/berniebay LinkedIn: http://www.linkedin.com/in/bernieborges Facebook: http://www.facebook.com/bernie.borges Facebook Fan Page: http://www.facebook.com/findandconvert