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Facebook® Marketing: An Hour a Day

Book Description

Develop, implement, and measure a successful Facebook marketing campaign

The social networking site Facebook boasts more than 300 million users worldwide. Its ability to target users who have provided real data about themselves and their interests makes Facebook the ideal platform for marketers, and marketers everywhere recognize the importance of Facebook and are eager to successfully tap Facebook's potential. This book shows you how.

Quickly get up to speed on today's Facebook conventions and demographics, and then gain an understanding of the various strategic and implementation issues you must consider from start to finish.

  • Guides you through crafting a successful presence on Facebook and takes you through each step for developing an overall marketing strategy

  • Explains each step for setting realistic goals, defining metrics, developing reports, and acquiring corporate buy-in

  • Shows how to execute your strategy while incorporating all of Facebook's relevant features

  • Addresses Facebook's pay-per-click platform, Facebook Connect, and more

Packed with tips and tactics not documented anywhere else, the book serves as the ultimate step-by-step guide to developing a winning Facebook marketing campaign.

Table of Contents

  1. Advance Praise for Facebook Marketing: An Hour a Day
  2. Copyright
  3. Dear Reader,
  4. Acknowledgments
  5. About the Authors
  6. Introduction
    1. Who Should Read This Book
      1. What You Will Learn
      2. What You Need
    2. What Is Covered in This Book
    3. Contacting the Authors, and Companion Websites
    4. Final Note
  7. 1. Internet Marketing 1985–2010
    1. 1.1. The Humble Beginnings of Social Marketing
      1. 1.1.1. Online Services v1
      2. 1.1.2. Emergence of the World Wide Web
      3. 1.1.3. Search and the Decline of Banner Ads
      4. 1.1.4. The Rise of Google and Clickthrough Ads
    2. 1.2. The Emergence of Social Networks
      1. 1.2.1. Emergence of Facebook
      2. 1.2.2. Rise of the Real-Time Feed and Beyond
    3. 1.3. Social Media by the Numbers and by Feel
    4. 1.4. What Social Media in 2010 Tells Us about the Future of Marketing
    5. 1.5. Realistic Social Marketing Expectations
    6. 1.6. A Few Thoughts Regarding Consumer Engagement
  8. 2. What Is Facebook?
    1. 2.1. Social Networking and Social Media Defined
    2. 2.2. Social Network Landscape
      1. 2.2.1. Three Types of Social Networks
        1. 2.2.1.1. One Size Fits All
        2. 2.2.1.2. The One-Trick Pony
      2. 2.2.2. Hybrids
      3. 2.2.3. A Quick Summary of the Major Social Networks
    3. 2.3. Seven Truths of Social Networks
    4. 2.4. What You Want: Viral Marketing
    5. 2.5. Other Opportunities in Social Networking
    6. 2.6. Campaign Ideas
    7. 2.7. Facebook Basics
      1. 2.7.1. Account Setup
    8. 2.8. Friending
    9. 2.9. The News Feed
  9. 3. Develop a Facebook Strategy and Measure Success
    1. 3.1. Defining Your Facebook Presence
      1. 3.1.1. Understanding Who Your Customers Are
      2. 3.1.2. Mapping Customer Needs to Effective Tactics
    2. 3.2. Close-Up of a Successful Social Media Campaign
    3. 3.3. Defining Your Social Media "Product"
      1. 3.3.1. Specific Applications of Facebook Marketing
        1. 3.3.1.1. Advertising
        2. 3.3.1.2. Engagement Ads
    4. 3.4. Your Facebook To-Do List
      1. 3.4.1. Set Up Campaign
      2. 3.4.2. Procure Content
      3. 3.4.3. Update Content
      4. 3.4.4. Track Metrics
      5. 3.4.5. Analyze and Revise
      6. 3.4.6. Revise: Set Up Campaign, Take Two
  10. 4. Month 1: Create the Plan and Get Started
    1. 4.1. Week 1: Lay the Groundwork
      1. 4.1.1. Monday: Set Project Goals
      2. 4.1.2. Tuesday: Analyze Stakeholder Needs
      3. 4.1.3. Wednesday: Analyze Customer Needs
      4. 4.1.4. Thursday: Determine Work Roles
      5. 4.1.5. Friday: Set or Review Social Media Policy
    2. 4.2. Week 2: Draft and Present the Plan
      1. 4.2.1. Monday: Research Best Practices and Success Stories
      2. 4.2.2. Tuesday: Assess the Social Media Activity of Competitors
      3. 4.2.3. Wednesday: Assign Metrics
      4. 4.2.4. Thursday: Set Reporting Strategy
      5. 4.2.5. Friday: Present the Plan
    3. 4.3. Week 3: Establish a Presence with the Facebook Profile and Friends
      1. 4.3.1. Monday/Tuesday: Learn About Data in the Facebook Profile and Security Settings
      2. 4.3.2. Wednesday: Decide How You'll Use Your Facebook Profile
      3. 4.3.3. Thursday: Set Up Your Profile and Make Friends for a Consumer Campaign
      4. 4.3.4. Friday: Repurpose a Profile for Business
    4. 4.4. Week 4: Use Basic Facebook Features to Promote Yourself
      1. 4.4.1. Monday: Post Status Updates
      2. 4.4.2. Tuesday/Wednesday: Share Links, Events, Photos, and Videos
      3. 4.4.3. Thursday: Install Third-Party Apps
      4. 4.4.4. Friday: Understand Other Aspects of the Facebook Platform
  11. 5. Month 2: Establish Corporate Presence with Pages and Groups
    1. 5.1. Week 1: Learn About Pages and Groups
      1. 5.1.1. Monday: Observe a Successful Facebook Fan Page
      2. 5.1.2. Tuesday: Become a Fan of Successful Fan Pages
      3. 5.1.3. Wednesday: Learn the Basics of Facebook Groups
      4. 5.1.4. Thursday: Decide Between a Fan Page or a Group
      5. 5.1.5. Friday: Set Up Your Page or Group
    2. 5.2. Week 2: Determine and Execute Content Strategy
      1. 5.2.1. Monday: Develop a "Product Strategy" for Content
      2. 5.2.2. Tuesday: Talk with Colleagues About the Use/Reuse of Content
      3. 5.2.3. Wednesday: Set Editorial Policy for Content
      4. 5.2.4. Thursday/Friday: Perform Your Content Audit
    3. 5.3. Week 3: Add and Experiment with Content
      1. 5.3.1. Monday: Publish Content to the Wall
      2. 5.3.2. Tuesday: Correct an Erroneous or Embarrassing Post
      3. 5.3.3. Wednesday: Post Videos and Photos
      4. 5.3.4. Thursday: Experiment with Content
      5. 5.3.5. Friday: Fill Your Presence with Content and People
    4. 5.4. Week 4: Monitor and Modify the Plan
      1. 5.4.1. Monday/Tuesday: Reassess Your Progress
      2. 5.4.2. Wednesday: Get Help Where You Need It
      3. 5.4.3. Thursday/Friday: Produce the First Reports and Analysis on Your Progress
  12. 6. Month 3: Create Demand with Facebook Ads
    1. 6.1. Week 1: Learn the Basics of Facebook Advertising
      1. 6.1.1. Monday: Review Opportunities in Facebook Advertising
      2. 6.1.2. Tuesday: Choose Success Metrics
      3. 6.1.3. Wednesday: Review Data Reporting via Facebook Insights
      4. 6.1.4. Thursday/Friday: Create Your First Ad
    2. 6.2. Week 2: Build the Dashboard and Collect Data
      1. 6.2.1. Monday: Know What Data Can Tell You
      2. 6.2.2. Tuesday: Make Final Decisions About Your Data Reporting Cadence
      3. 6.2.3. Wednesday: Set Up and Populate the Dashboard
      4. 6.2.4. Thursday: Understand Moving Averages
      5. 6.2.5. Friday: Make a Backup of Your Dashboard
    3. 6.3. Week 3: Refine Your Campaign Using A/B and Multivariate Testing
      1. 6.3.1. Monday: Learn the Basics of A/B and Multivariate Testing
      2. 6.3.2. Tuesday: Understand the Basics of Great Ad Copy
      3. 6.3.3. Wednesday: Create Ad Variations
      4. 6.3.4. Thursday: Judge Ad Performance
      5. 6.3.5. Friday: Educate Stakeholders on the Process
    4. 6.4. Week 4: Analyze and Adjust the Campaign
      1. 6.4.1. Monday: Perform Basic Analysis of a Campaign
      2. 6.4.2. Tuesday: Recalibrate Advertising
      3. 6.4.3. Wednesday: Review and Spice Up Your Dashboard
      4. 6.4.4. Thursday: Analyze Your Numbers Further with Moving Averages
      5. 6.4.5. Friday: Review Your Work with Advertising and Start Anew
  13. 7. Month 4: Advanced Tactics and Campaign Integration
    1. 7.1. Week 1: Understand Essential Advanced Tactics
      1. 7.1.1. Monday: Master Vanity Names/Usernames
      2. 7.1.2. Tuesday: Send Updates to Fans
      3. 7.1.3. Wednesday: Create Custom Tabs on Your Fan Page
      4. 7.1.4. Thursday: Understand Facebook Fan Page and Third-Party Applications
      5. 7.1.5. Friday: Measure the Effectiveness of Posted Content
    2. 7.2. Week 2: Learn About Facebook Connect, Widgets, Fan Boxes
      1. 7.2.1. Monday: Understand Facebook Connect
        1. 7.2.1.1. Facebook Connect Highlights
      2. 7.2.2. Tuesday: Understand the Facebook Connect Authentication Opportunity
      3. 7.2.3. Wednesday: Decide How You'll Use Facebook Connect
      4. 7.2.4. Thursday: Measure the Benefits of Facebook Connect
      5. 7.2.5. Friday: Understanding Fan Boxes and the Wealth of Facebook Widgets
    3. 7.3. Week 3: Integrate Your Efforts with Multichannel Marketing
      1. 7.3.1. Monday: Review Marketing Collateral
      2. 7.3.2. Tuesday: Establish Metrics to Inform Future Multichannel Marketing Decisions
      3. 7.3.3. Wednesday: Use A/B and Multivariate Tests in Multichannel Marketing
      4. 7.3.4. Thursday: Integrate Social Media and Web
      5. 7.3.5. Friday: Explore Special Offers
        1. 7.3.5.1. Services: InstaWhite Smile
        2. 7.3.5.2. Sports: The Pittsburgh Pirates
        3. 7.3.5.3. Housing: Prague City Apartments
    4. 7.4. Week 4: Conduct Advanced Analytics
      1. 7.4.1. Monday: Brainstorm and Set Up
      2. 7.4.2. Tuesday: Execute Your Strategy
      3. 7.4.3. Wednesday: Set Up a Dashboard and Collect Data
      4. 7.4.4. Thursday: Analyze Data and Revise Campaign Spend/Tactics
      5. 7.4.5. Friday: Report Outcomes
  14. 8. Customized Experiences via Facebook Applications
    1. 8.1. Facebook Applications: A Brief History
    2. 8.2. Facebook Apps Today
      1. 8.2.1. The Consumer Experience of Facebook Apps
        1. 8.2.1.1. Discovery
        2. 8.2.1.2. Keys to Getting Your App Discovered
        3. 8.2.1.3. Installation
      2. 8.2.2. Types of Facebook Applications
    3. 8.3. Optimize Your Fan Page with Apps
    4. 8.4. What You'll Need to Build a Facebook Application
      1. 8.4.1. Best Practices
        1. 8.4.1.1. Speed
        2. 8.4.1.2. User Experience
        3. 8.4.1.3. Terms
      2. 8.4.2. Hire a Programmer
        1. 8.4.2.1. Assess Your Candidates
      3. 8.4.3. Manage a Development Project
        1. 8.4.3.1. Scope and Goals
        2. 8.4.3.2. Additional Deliverables
        3. 8.4.3.3. Project Planning
        4. 8.4.3.4. Communication and Project Tracking
        5. 8.4.3.5. Change and Risk Management
    5. 8.5. Monetize Your App
    6. 8.6. The Future: Applications on Mobile Devices
  15. 9. The Analytics of Facebook
    1. 9.1. Keep Score with Metrics and Monitoring
    2. 9.2. Facebook Return on Investment and the Mayo Medical School
    3. 9.3. Measure Engagement with Insights
    4. 9.4. When Facebook Isn't Quite Enough: Landing Pages
      1. 9.4.1. Conduct Tests for Greater Results
  16. 10. Organizational Considerations
    1. 10.1. Roles and Responsibilities
      1. 10.1.1. Vendors vs. Employees
        1. 10.1.1.1. Use In-House Staff
        2. 10.1.1.2. Get Help from a Vendor or Consultant
    2. 10.2. How Facebook Works in Different Organizations
      1. 10.2.1. Government
        1. 10.2.1.1. New Military Social Network: milBook
      2. 10.2.2. Nonprofit
        1. 10.2.2.1. Causes App
        2. 10.2.2.2. Example Nonprofits on Facebook
      3. 10.2.3. Education
        1. 10.2.3.1. Achieving Marketing and Recruitment Goals
        2. 10.2.3.2. Example Schools, Colleges, and Universities on Facebook
      4. 10.2.4. Startups
      5. 10.2.5. Local Business
    3. 10.3. Some Final Tips on Facebook for B2B Marketing
  17. A. Resources
    1. A.1. Companion Website
    2. A.2. Other Reading Material
    3. A.3. Social Media Tools You Can Use
  18. B. The Future of Facebook
    1. B.1. Dave Kerpen
    2. B.2. Scott McCaskill
    3. B.3. Lauren Cooney
    4. B.4. Jesse Stay
      1. B.4.1. From Fishers to Farmers
        1. B.4.1.1. What Is Facebook Connect?
        2. B.4.1.2. What's Next for Facebook?
    5. B.5. Nick O'Neill
      1. B.5.1. The World Is Becoming More Social
      2. B.5.2. Listening Is Complex and Necessary
      3. B.5.3. The Open Graph API
      4. B.5.4. Human Communication Has Been Redefined
    6. B.6. Kevin Tate
      1. B.6.1. And the Walls Come Tumbling Down
      2. B.6.2. The New Social Marketing Opportunity: Facebook-Powered Social Experiences
      3. B.6.3. The First Step: Creating Integrated Momentum Chains
  19. Glossary