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Prologue
Hi, Im Jenna Ryan, a web personality and founder of The Marketing Shop.com. Ive been doing web marketing and lead generation since 2004 for real estate agents and small businesses. I am honored to bring you this e-book about my favorite topic of the year, Facebook Marketing. I love Facebook! It has literally changed my life by bringing me friends and more business than I can handle. Its helped to make my dreams come true of conducting seminars and writing e-books too, such as the one youre reading now. Facebookthe phenoma thats sweeping the world--is a place for socializing and fun. More than a website, its a network of people in most every demographic on the planet. What better way to access your target market and spread your message far and wide? The time is now for small business owners and marketers to take advantage of the masscommunication abilities of social media. This book is written as a way to bring the small business owner or marketer up-to-speed with web marketing on Facebook quickly. I want you to login and get started promoting your brand and generating buzz that will generate leads and increase your bottom line. This book offers helpful How to information for the beginner and is loaded with tips and proven techniques for the advanced Facebook user. Keep in mind that elements on Facebook are changing and improving. Weve tried to describe its systems as accurately as possible, but please take advantage of future monthly edition updates as we compile new info to help keep you ahead of the game for marketing on Facebook. Please connect with me here: http://www.facebook.com/themarketingshop. See you on Facebook!
Enthusiastically,
Jenna Ryan President & CEO The Marketing Shop.com, Inc. http://www.TheMarketingShop.com/ Email: Jenna@TheMarketingShop.com
Test
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To: Maxine Neuroth ........................................................................................................................................................... 1 Prologue ............................................................................................................................................................................ 2 Introduction to Web Marketing........................................................................................................................................... 7 Why the web is the most efficient place to market your small business .................................................................. 7 Web Marketing................................................................................................................................................................... 7 Why Facebook is Number One? .................................................................................... Error! Bookmark not defined. What do you do on Facebook? ...................................................................................................................................... 9 Whos on Facebook....................................................................................................................................................... 14 Why Promote Your Business on Facebook?.............................................................................................................. 14 Benefits of Marketing on Facebook............................................................................................................................. 15 Frequently Asked Questions about Marketing on Facebook ................................................................................... 16 50 Things to Do on Facebook ...................................................................................................................................... 17 Introduction to Marketing on Facebook ........................................................................................................................... 19 How Marketing on Facebook Can Help You ............................................................................................................... 19 Engagement ................................................................................................................................................................... 23 Generating Leads on Facebook ................................................................................................................................... 24 Factors for Facebook Lead Generation....................................................................................................................... 24 Lead Generation ............................................................................................................................................................ 25 Getting Started on Facebook ....................................................................................................................................... 28 Creating an Account...................................................................................................................................................... 28 Basic Elements of Facebook........................................................................................................................................ 29 Your Personal Profile .................................................................................................................................................... 29 Profile Picture ................................................................................................................................................................ 30 Status Publisher ............................................................................................................................................................ 32 Elements of the Personal Profile ................................................................................................................................. 35 Facebook Friends .......................................................................................................................................................... 42 Friends Manager ............................................................................................................................................................ 43 Facebook Home Page ................................................................................................................................................... 45 Facebook Home Page Elements .................................................................................................................................. 46
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Left Column Links ......................................................................................................................................................... 46 News Feed ...................................................................................................................................................................... 47 Requests......................................................................................................................................................................... 47 Updates........................................................................................................................................................................... 47 Suggestions ................................................................................................................................................................... 47 Sponsored Ads .............................................................................................................................................................. 47 Highlights ....................................................................................................................................................................... 48 Events ............................................................................................................................................................................. 48 Facebook Inbox (Email) ................................................................................................................................................ 49 Facebook Settings......................................................................................................................................................... 50 Account Settings ........................................................................................................................................................... 50 Privacy Settings............................................................................................................................................................. 50 Search ............................................................................................................................................................................. 51 Facebook Search Box ................................................................................................................................................... 51 Advanced Facebook Marketing Techniques .............................................................................................................. 51 Facebook Marketing Process Flow.............................................................................................................................. 51 13 Facebook Marketing Points..................................................................................................................................... 52 Engagement ................................................................................................................................................................... 52 Status Posts ................................................................................................................................................................... 53 Facebook Marketing Spam ........................................................................................................................................... 56 Strategic Alliances......................................................................................................................................................... 59
......................................................................................................................................................................................... 59 How to Build Strategic Alliances ................................................................................................................................. 59 Getting Face-to-Face ..................................................................................................................................................... 60 Three Facebook Page Types ........................................................................................................................................ 60 Facebook Fan Pages ..................................................................................................................................................... 62 Gaining Fans .................................................................................................................................................................. 63 Keys to Marketing Your Business with the Facebook Fan Page.............................................................................. 63
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How to Improve Post Quality on Your Fan Page ........................................................................................................ 66 Facebook Groups .......................................................................................................................................................... 68 Facebook Events ........................................................................................................................................................... 70 Creating an Event .......................................................................................................................................................... 71 Editing an Event............................................................................................................................................................. 71 Hosting an Event on Facebook for Your Business.................................................................................................... 71 Viral Marketing on Facebook........................................................................................................................................ 76 Viral Marketing Outside Facebook............................................................................................................................... 76 Inside Facebook............................................................................................................................................................. 76 Outside Facebook.......................................................................................................................................................... 78 Your Facebook Network ............................................................................................................................................... 82 Direct Network ............................................................................................................................................................... 82 Indirect Network............................................................................................................................................................. 82 Building Your Network .................................................................................................................................................. 83 Using Facebook from Your Cell Phone ....................................................................................................................... 88 Phone Apps.................................................................................................................................................................... 88 Action Steps for Getting Started Right Now ............................................................................................................... 89 Facebook Dos & Donts ............................................................................................................................................... 91 Facebook Terms to Know ............................................................................................................................................. 94 Facebook How To .......................................................................................................................................................... 95 How to Get Your Blog Posts to Show Up on Facebook ............................................................................................ 95 How to Determine the Public URL for Your Blog............................................................................................................. 95 How to Create a Vanity URL ......................................................................................................................................... 96 How to Hide News Feeds .............................................................................................................................................. 96 How do I remove Highlights? ....................................................................................................................................... 96 How do I edit the description that goes along with a link Im posting?................................................................... 96 How do I make a preview for my link, I dont have a preview for my link?.............................................................. 96 How do I post Facebook content to my profile? ........................................................................................................ 97 Who can see links that I post?..................................................................................................................................... 97 How do I delete a link that I posted? ........................................................................................................................... 97 How can I post something that is not a link? ............................................................................................................. 98 How do I Post Youtube Videos and Songs? ............................................................................................................... 98 How do I post a link to an event?................................................................................................................................. 99
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How do I embed HTML using the Links application? ................................................................................................ 99 How do I add an Application box, and whats the Boxes tab? ................................................................................. 99 How do I add a thumbnail with a link......................................................................................................................... 100 How do I remove and hide Wall content? ................................................................................................................. 100 How do I make a posted photo a Profile Pic?........................................................................................................... 100 How do I Send Message to All My Friends? ............................................................................................................. 100 Facebook Resources................................................................................................................................................... 101 Sources Cited............................................................................................................................................................... 101
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Why the web is the most efficient place to market your small business
You can create a piece one day and it can show up on the web forever. Items posted on the web are available to the entire planet 24 hours a day, 7 days a week, 365 days a year. The web is virtually free. The barriers to entry on the web are minimal. Print ads are increasingly expensive. Rising costs of postage is not cost effective.
The internet leverages the small companies with the big. A large company doesnt always have an advantage when it comes to web advertising. People respond better online to the one-to-one interaction afforded by small businesses; a personal style that is difficult for larger companies to copy.
Web Marketing
Web marketing is different from any other type of marketing. Its not the same as print, radio, television or direct-sales. When marketing online a number of variables affect the believability of your message. You may be able to access the masses through social media, but that doesnt mean you can approach people online as directly as you can face-toface or over the phone. You need to know how people use the web, view the web and change your approach to suit the medium. Please refer to The Social Networking Training Manual for more detailed information on this topic.
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Introduction to Facebook
Facebook is one of the most popular social networking sites on the [1] internet today with over 70 Million users. This interactive site allows you to communicate with friends, acquaintances, family and others online in real time. Facebook offers a unique way to reach people within your target market using notes, blogs, photos, text and chat. Large and growing portions of some of the most valuable demographics are spending more of their time and attention on the site and less on other [1] channels and media. This social networking site is becoming the past time of choice not only for college students, but adults and business [1] professionals as well. This diverse social site offers a vast array of marketing channels, most of which are viral, providing many ways to get the word out and bring the people in. Some people see Facebook as a place to socialize, and this is true, but the pla tform is optimal for business networking and marketing as well. Its power lies in the social graph, and the efficiency in which you can connect with others. You can build an entire network consisting of prospects in your target market. Your Facebook network serves as a type of living database of prospects whoif you know what youre doingare watching you and building real-life connections with you and your brand. Facebook is a powerful marketing tool that can help you reach prospects in your target market quickly and efficiently, however, it does not do all the work for you. If you want to build your business by marketing on Facebook, you have to get into it. The more time you spend on the site, the more influence you will garner. Facebook marketing only works if you work it.
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Connect with old friends from highschool. Visit with friends and family in remote areas of the world. Connect with like-minded people. See what all your Friends are doing. Become a Fan of a company or a cause. Find out who your friends-friends are. Express your personality through your profile. Tag your friends in your notes. Organize your friends according to your own categories. View news feeds showing posts of those in your network. Find a date or a mate. Find out the latest breaking news. Watch funny videos. View photos of friends and enemies. Explore profiles of other people in your local area. Meet new people from around the world. Market your business. Run ads for your business to people in targeted groups. Build your profile to tell the world more about you. Interact with people one-to-one. Take quizzes to find out more about yourself. Join causes. Host or attend events.
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Post music. Play games like Mafia or WordTwist. Chat with someone in real time. Send emails to people. Post blogs (notes). Feed your outside blog through your Facebook account. Feed your outside news feeds through your Facebook account. Share messages that are posted by others. Post links, articles, videos and other content. Engage with others in your network by commenting, liking and sharing. Receive regular friend recommendations of people you may want to know. Get the 411 on anybody in town.
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Facebook Application Breakdown Here is a graph from FlowingData.com showing the breakdown of Facebook Applications. This is very telling. It shows us what people most enjoy doing on their favorite social networking site. Have fun!
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Search Feature Facebook has a clever linking feature connecting you to people you know. This people-linking feature makes Facebook better than the other social sites because it brings people to you, helping you get started. Simply sign up, fill out the profile and contact a few family members or people you know. Soon, Facebook sends people you may know. Its not unusual to find your entire graduating class on Facebook, as well as every friend youve ever missed who is still alive. Platform The Facebook platform is relatively easy to use compared to MySpace and LinkedIn. It is very straight-forward and the links are not as confusing or numerous as other sites. Posting Integration Facebook has well-devised posting system that shows your posted content (photos, text, statements, songs, poems, recipes, links) on a central wall that everyone in your friends list (network) can see. Interaction Facebook has an integral sharing system integrated throughout the content making it highly interactive and responsive to the poster. People in your network can Like your posts providing immediate positive feedback. Viewers in your network can also post comments to your content which provides direct response and a feeling of camaraderie. This positive feedback stimulates the poster to post similar content, or more content and creates a sense of community (The interactive feature causes Facebook to be as addictive as the Vegas slot machines). You can also share content throughout Facebook, making good content spread like wild fire. Marketing on Facebook Marketing a small business is not easy. There are so many pressures on business owners, it can seem impossible to grow your company. Social networking opens doors for marketing that are so efficient, they help you reach more of your target than ever before in the history of man. People are on the site right now, taking advantage of its viral marketing capabilities and reaping its rewards.
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Time
People who are busy making real-world connections and havent found a way to integrate social networking into their existing social infrastructure to maximize their time and do more in less time. People who are private, introverted or otherwise anti-social.
Privacy
Dont Want:
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Whos on Facebook?
"According to Nielsen Online, which measures web traffic, time spent on Facebook surged nearly 700 percent in the last year, growing from 1.7 billion minutes in April 2008 to 13.9 billion minutes in April 2009, making [9] it the top dog in the social networking scene."
Everyone is getting on Facebook! Originally used by Harvard, and then the secret society for college students, Facebook is rapidly becoming the social networking site of choice for all ages, races and nationalities, not to mention businesses, politicians, celebrities and causes. If you think Facebook is only for the young, think again. According to iStrategy Labs, Facebook users are getting older, much older [4] quickly. Businesses, large and small, are flocking to the site in droves, looking for easy access to their target market. The question should be, who is not on Facebook.
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Your Facebook Marketing efforts are rewarded in more ways than one. Not only can you generate leads for your business that can turn into quick sales, but you can also generate widespread buzz about your company that can impact your growth for years to come. Learning how to use the site as an effective marketing tool is essential for businesses large and small. It can help you in the following ways: A. Analyze and research your target market. B. Experiment with ways to reach your favored prospects. C. Broaden your reach to sell more services to more people. D. Communicate with more people in less time. E. Infiltrate new market segments and formerly closed networks to increase profitability. F. Help those in your target market see you as a real person, thus increasing your likability. G. Provide a platform to demonstrate what you offer, what your niche is and how you are unique from your competitors. H. Spread the word about your business products and services to people on the web indirectly, through use of Facebooks built-in viral sharing capabilities I. J. Announce sales, promotions and events to the world, increasing attendance and maximizing exposure. Increase brand recognition in the marketplace.
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50 Things to Do on Facebook
Vanessa Bovis Bamback Hey Jenna, I have definitely gotten biz in both my real estate and SendOutCards businesses from my FB page. FB has allowed me to connect with many more people daily and on a national level....than I ever could do in person! 1. Make connections. 2. Track what people are doing. 3. Find romantic partner. 4. Find old friends. 5. Make business contacts. 6. Get inspired. 7. Interact with your audience. 8. Post pictures of yourself. 9. Post pictures of your family. 10. Play social games like Word Twist, Pathwords and Mafia. 11. Get to know your family better. 12. Learn what other people do all day. 13. See pictures of your friends vacation. 14. Get invited to fun social events. 15. Host an event and have people show up. 16. Post pics of your event as a promotional tool. 17. Give free tips to people in your target market. 18. Find core people in your target market. 19. Dialog with famous people or those in high places. 20. Dialog with people with shared interests. 21. Create a Fan Page for your business. 22. Attract Fans to your business Fan Page. 23. Set up Groups for like-minded people to join. 24. Set up a profile for yourself. 25. Expand your network. 26. Support worthy causes. 27. Start a video series. 28. Listen to music and post it on your Profile for everyone.
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29. Blog about topics and tag your friends. 30. Get feedback from your network and your friends.
31. Find out everyones birthday. 32. See what your competitors are doing. 33. Figure out new ways to use the system to get more clients. 34. Post links to your website to drive traffic. 35. Help people who have questions about your expertise. 36. Get phone numbers and email addresses of friends and connections. 37. Take silly Quizzes that help decipher who you are. 38. Keep track of what your kids are doing. 39. Sell something. 40. Write an E-Book and advertise it. 41. Build custom applications with the Facebook Developer link. 42. Get valuable coupons from major retailers and brands. 43. Find out about local current events, concerts and attractions. 44. Get a review of movies and restaurants. 45. Discuss your favorite sports and TV shows. 46. Get help with a specific problem. 47. Feel useful by helping others with problems. 48. Socialize. 49. Feed your Blog through your Facebook account so everyone can read it. 50. Show your favorite articles on your Facebook account so you dont have to post it twice.
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Seeing
View cross sections of your target market. Quiz them, find out what they know about your product, services or industry. Find out exactly what they care about by following them on Facebook. o o o See your target market first hand and get a better gist of their concerns. Learn more about those people you wish to call your clients. See the types of things that interest your clients so you can develop your marketing plan accordingly.
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Showing
Content You can show the content that you have posted throughout the web on your Facebook Profile News Feed. This is a great way to show people all the fun youve been having and content youve posted on Flickr, your Website, your Blogs and other websites. Photos Photos are extremely popular inside Facebook, this is due to the significant visibility given photos on the Profile, the News Feed and the Highlights area of the Home page. The reason Facebook is the most popular photo sharing site on the web is not because its features are the best, but because its Photos application is very tightly integrated with the social graph. According to the Facebook Website: It is a good idea to upload photos frequently to your Facebook Page. Use vibrant, candid photos to communicate the human element of your business: employees, special events, customers, etc. These will give your Facebook Page a natural feel to users who are used to viewing their friends profiles and photos. Tagging Tagging is the way that photos are made social on Facebook. When you upload a photo to Facebook, you can tag your friends. Once you tag a friend in a photo, the photo shows up on your Feeds and your Friends Feeds. If the person does not want to be associated with the photo, he or she can remove tag and break the link between themselves and the photo. When tags are left in place, Friends of the tagged Friend often check out the photo(s) as well.
Hosting an event is a great way to market your business on Facebook. Upload photos from the event and Tag the people in each photo. These photos will show up in various Feeds, and the attendees Friends will get a glimpse of their Friend interacting with your business.
Photo Ideas for Facebook Here are a few ideas for marketing your business with Photos on Facebook. o o Host an Event and share Photos on your Fan Page and your Profile Page. If clients and prospects attend your event, Tag them in the photos so the Photos will show up in their Feeds. Upload Photos of your company logo. Use the Post to Profile button regularly so that your logo will show up on your Profile often. If your company has specific colors associated with its brand, wear that color in a Photo and post that photo to your profile for an eye-catching effect. Take a few Photos of you with your family and upload them to your business Profile. A few personal photos will increase your real-ness and create a bond between you and your
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target market by allowing people to relate to you. o o o o Upload Photos of your staff and give a little blurb about each one beneath the Photo. Take a Photo of your physical location. Upload a map and give directions of how to get to your office in the text area below it. Upload Photos of you interacting with your clients. (ie: showing houses, writing a contract, discussing colors, etc )
Video You can video yourself or images of your company using a simple web cam and upload that video to YouTube or to Facebook. The videos show up in the News Feeds and can be viewed by Friends of your Friends. It is recommended by this e-book author that you upload your videos to YouTube first, and then link to YouTube from within Facebook, rather than uploading them directly into Facebook for the following reasons: 1. YouTube Videos are more widespread and can be found in search engine results. 2. Facebook Videos are not as suitable for other social media websites. YouTube can be integrated into Twitter posts, LinkedIn and more. 3. YouTube offers better statistics than Facebook.
Facebooks Video application does offer the option for you to send Video Updates to all of your Fans from a Fan Page which is usually not allowed on the Fan page. This option is a quick way to make sure all your Fans know about the video. See Video Help (http://www.facebook.com/help.php?page=26) for more information. Video Ideas for Facebook Here are a few ideas for marketing your business with Videos on Facebook. o o o o o o o o o o o Shoot a video of you in your office, introducing your company. Place the videos you create on your own website. Send links to the videos you create to your clients and prospects via email. Describe your services in a video. Create a How To video. Turn a Power Point presentation into a YouTube video. Always add a frame with your company logo at the beginning of your videos. Always add a frame with your contact info at the end of your videos. Show your office as they are working in a YouTube video. Make up a funny YouTube video that is entertaining to watch. Show a live performance of you singing an playing an instrument.
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Always have a Call-to-Action at the end of your YouTube videos. This means, ask the watcher to DO SOMETHING. Ask them to follow you on Twitter, go to your website and sign-up for a newsletter, Friend you on Facebook, or download a free e-book.
Text Text is the main way of communicating on Facebook. The ability to write what youre thinking or doing offers an array of benefits for marketing your products and services. Remember, Inquiring minds want to know. Its the little things that are most interesting to most peoplenot what you ate for lunch necessarily, but what you thought about before lunch. What tasks you did after lunch. This type of dialog is what attracts Friends and gets people talking. The following tools are available on Facebook for sharing textual content with your Friends and Fans. Notes Notes are Facebooks blogging system. You can use Notes to tell your fans about recent press mentions or awards, highlight new products, or share any other information with your customers. To write a new note, go to the Edit Page for your Facebook Page, click on Notes, and click on Write a New Note in the upper-right.
Text Ideas for Facebook Here are a few ideas for marketing your business with Text on Facebook.
Make brief posts about little things you know that are related to your business. Give free tips daily, as done on http://www.facebook.com/themarketingshop. Write Posts and Notes about the products you offer. Tell people why they need your services. Discuss technical items related to your business. Send links to the videos you create to your clients and prospects via email. Describe your services in a video. Discuss what youre doing so your target market can see and become interested in using your services. Get your blog RSS feed to show up in your Facebook account to drive traffic to your blog. Post blog articles on Facebook to generate comments and spark discussion among your Friends in your network. Engage your readers with thought-provoking questions related to your line of business. Use the Notes section to update Friends and Fans about product launches and press releases.
Sharing
When it comes to social networking on Facebook, Sharing refers to the following activities: o o o o Connectors Interaction Events Viralability
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Connectors
Facebook offers a number of tools to help you connect with others, such as: Friend Finder. This tool helps to find people that are in your own computer and contact them to let them know youre on Facebook. It also serves up people to you that have similar backgrounds to you such as school or home town info. Search Box. You can search for people at any time through the Facebook Search Box. Facebook is constantly making Friend Suggestions to you through your Home Page. The Highlights area of your Home page shoes your Friends content which may help you find Friends of Friends.
Engagement
You can interact with your audience on Facebook, consisting of your clients, prospects and target market. Heres a list of ways you can interact and engage your audience. o o o o Affirm or Like posts given by your clients. (Be genuine, or this will backfire.) Pose interesting questions that cause your target market to interact with your posts by leaving comments. Tag certain members of your audience in your Notes to increase readership of your content. Encourage your audience to share the information you send out by encouraging the use of the Share link.
The Herding Principal is a well-known psychological tendency that we humans have of following the crowd and is a very important principal for use in marketing through social media. When a good number of people use something, other people will automatically join in without question.
One of the deficits of Facebook that some social site will eventually improve upon is group interaction. There is much one-to-one engagement, but group interaction is not harnessed as well as it could be on this website. Its important to remember while your on Facebook that your ultimate goal is to generate leads or sales. While you dont want to shove your message down peoples throats, twisting their arms to buy from you, or use you as their agent, there are ways you can funnel people from being silent observers to actual clients. We will write about these in the next edition.
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If you set up your profile correctly and run your Facebook Marketing Campaign consistently and diligently, you will find that generating leads is easier than ever. If youre producing content that appeals to your target market, and youre building rapport with individuals in your network, people will start talking about you. You will begin to get phone calls. You will get Leads directly and indirectly from your Facebook marketing efforts.
A good website and / or blog. o o o Driving traffic to your blog Driving traffic to your lead form Explaining your services
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Lead Breakdown
Marketing your small business on Facebook is fun, exciting and ripe with new opportunities, but we mustnt forget, it is a means to an end. The ultimate goal of all our efforts is to get leads. Leads are people who identify with what you are saying through social media, and have decided to contact you in one of the following ways: Call you directly. Send you an email on Facebook. Request a personal consultation. Fill out a Lead Form on your Website. Sign up for a Free Newsletter. Subscribe to your Blogs RSS Feed. Attend an Event you are Hosting. Purchase a product from you online. Request a Free Report or White Paper. Search for Homes on Your Website IDX. Pre-Qualify for a Loan through your Website. Download your Video Game or Application. Become a Fan of Your Business Fan Page.
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Bringing People to Your Home (On the Web) A friend of mine says that Facebook is like a cocktail party, and if this is true, getting folks to your website is like inviting special friends to your home. Making the jump from the social media world to your website requires a plan. Think about it. If you want people to come to your home, what do you do? How about enticing them to your casa with a little din din? My fellow marketer, you can attract people the same way to your website with that good smelling, keyword-rich content--that's so succulently relevent--no one can resist. Yum, can't you smell the bar-b-cue? Content Positioning Positioning is one of the famed five "Ps" of marketing. Even in the internet age, we still need to remember to position our products and services in a favorable light that most effectively communicates our marketing message. Positioning your content directly in front of your readers on Facebook is super-smart. Postioning your content on your blog which is then posted onto Facebook is even smarter. Want to know why? I'll tell you. 1. When you post content on your blog or website first, people will click onto the link and see your site (and hopefully find something else of interest while they're there). 2. A well-trafficked website gets credibility with Google and goes up in the SERPs. 3. Getting people to your site keeps them focused on what you have to say, and your company message. 4. Attracting people to your site increases your website leads. 5. Getting people to click on your website raises the value of your website.
Facebook Lead Flow Overview You, the marketer are the leader of the flow. With your directions, people will navigate their way to your website, and eventually safely through your lead form. This is not some tricksters way of doing things. You are honestly and openly attracting people to your website by providing good content and succinct directions.
1. Meet prospects on Facebook. 2. Post content on Facebook that leads to your website. 3. Funnel them through your website with good content. 4. Capture their interest with calls-to-action. 5. Direct them to your lead form.
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Step 2. Fill out Profile Everyone must have a personal Profile as you cant create a Group or a Fan Page without it Step 3. Find Friends Go into the friend finder and request to be friends with people you may know. Many of your colleagues will already be on Facebook. Search their names and request to be friends with them. Step 4. Start Communicating Facebook is pretty self-explanatory once you learn the basic layout. Sometimes its best to learn by trial and error. Jump in and try commenting on your friends photos and adding a few of your own. Once you learn to get around in Facebook, the whole system becomes familiar and easier to use. Its a process you must experience to understand. When you first start on the site, dont try to market your business yet. Focus more on socializing, or as Perry Belcher suggests, treat the site like a big party. Take time to have fun and socialize with other users and making friends. You will quickly connect with others who share similar interests, and know the same people as you. You wont start really marketing for the first month or so. After youve signed in and created an account, you will want to create a profile that displays your value to your target market. Your profile speaks volumes about who you are.
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The second thing you get to do is create your dynamite profile. Make sure you fill this out as completely as possible. Uploading pictures will increase your marketing effectiveness. Once you get familiar with the Facebook platform, you can branch out and add pages for marketing purposes. The first type of page, the personal profile page will be broken down in more practical detail for new users. Groups and fan pages, conversely will be covered overall, without going
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into step by step detail because 1) much would be repeat of whats on the personal profile and 2) I wanted to include more theory and how to for advanced users.
Profile Picture
Facebook lets you have fun as you socialize and market all at the same time. A pic of you smiling helps, but the goal is to show your most flattering look. Your Profile Pic should be flattering and professional. The photo should tie into your purpose. If you are looking for a mate, a more casual photo is warranted. The photo you choose depends on the message you want to convey.
If you have a graphic designer handy, get a pic with your logo attached to it for better name-recognition. If they see your smiling face with a logo, theyll know you mean business, even when youre discussing fun personal stuff.
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Status Publisher
The Status is a simple sentence that you post about yourself in the Publisher, what youre doing or what youre thinking. This Status is one of the most important things that you do on Facebook. People new to the system may think that the Status is a waste of time, however, I urge you: Do not underestimate the power of your status posts! Believe it or not, people want to know what youre doing and whats on your mind. Share it here and youll be amazed at the return on your investment.
This little box is a blank canvas for you to express yourself to the world. The Publisher asks, Whats on your mind? The answer to what is on your mind is called a Status Update. The Publisher gives you a way to communicate about anything you wish to your Friends. Updating your friends and reading what your friends are doing can be very fulfilling and informative. The Publisher is your mouth piece to your entire network. You will find this tool on both the Home Page and on your Profile page. Use the Publisher liberally, but dont overdo it or people will avoid you.
Put valuable content into publisher such as links to news articles, videos or photos. The more relevant the content you provide, the more valuable you are to your network.
Publisher Tasks
o o o Say what youre thinking or doing. Attach photos, videos or links Set who can see the post (Everyone, Friends, Friends of Friends, etc)
Publisher Options
The Publisher currently offers several options, not only can you add text to Facebook, but you can also attach a number of items such as photos, videos, links, music, and notes.
With new options being added regularly you want your posting content to be dynamic, interesting and relevant to your target market. A variety of posts using photos, Youtube videos, links and music.
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You cannot comment on photos or on other peoples walls using your own publisher. o o o Post photo directly to your profile. Take Photo with Web Cam. Create a Photo Album and put photo in it.
Video o Record a video from your web cam. o Upload a video from your hard drive. Link o Add a link to your own Web page. o Add a link to a YouTube Video. o Add a link to another Web page. o Add a link to another page on Facebook. Music (Not available on all pages) o o Note o Import o Add external blogs or RSS feeds Add from Facebooks Note Application Search for a YouTube Video. Search for Music You want to Post
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Once you have added content, you will still need to click Share in order to publish a story. To exit the submenu for a specific type of content, simply click the X in the upper-right corner of the Publisher box.
Adding a variety of content makes your page more interesting. If you have regular, relevant and interesting content, it will endear you to your audience.
Publisher Tips
There are some very talented marketers on Facebook who convey authority, confidence and success in just a few sentences. Likewise, there are others who send the wrong message, some who send confusing messages, and those who send no message at all. Keep these tips in mind when sharing on Facebook. Stay upbeat and positive. People are drawn to enthusiasm Spend time daily. Share about who you are and what you do. Dont ask questions. Your posts should bring something to the table. Vary your topics. Dont repeat the same thing over and over again.
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Profile Tabs
Tabs are listed below with an explanation for each.
Profile Info
Info is where you put general information about yourself for your network to see. Fill out the info area completely for the best results. You can edit your info at any time. It is best not to give too much information, but enough to make you appear human. Provide true details about yourself that conveys who you are and that engages your audience. There are excellent granular privacy settings that allow you to control what others can see, and who can see what.
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Facebook is the number one photo sharing site on the internet. Photo albums are easy to share with people on and off Facebook. As you do so, you will learn how to tag yourself and your friends so that people will easily be able to see a history of photos of you. Profile Photo Album Posting Photo Tips Add photos that are vibrant and interesting. Photos of real people are most viewed by Facebook users. Upload photos of products, staff, location and anything you can think of to make you seem real. You can also upload graphics such as logo and brochure art work. Here is a list of tips for adding photos to your profile: Post pictures of yourself. Post pictures of your family. Post vacation pictures. Post social event pictures. Post business event pictures.
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Tagging Profile Photo Album Photos The tagging feature in Facebook is a part of its marketing power. When you upload a photo and tag your Friends and Connections on the photo, the photo will show up in your Friends News Feed, and in the News Feeds of all your Friends Friends. This is a great way to get the word out about your business or event virally.
Notes
The Facebook blogging system is called Notes. Simply write your note in the edit area and tag a number of your friends to make certain your masterpiece is read! You can also feed other blogs through your Facebook account through the Settings tab (well talk about this later). The Notes area is for longer and more detailed information than the brief status post. Your imagination is the limit for your facebook notes.
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Ideas for Notes Notes can be about virtually anything useful to your target market. Notes are a great way to produce content that can be shared among Facebook users. Here are a few ideas for adding as Notes on your Facebook Profile. o o o o o o o Business Information Flyers from Sales or Events Industry News Brochure or Website Content An Original Article Poem or Short Story A Press Release
Tagging Notes
Tagging notes is an effective way to spread a textual message. You can tag notes from your Profile page and Fan Page. The benefit of tagging notes is that the note shows up on the tagged friends news feed and highlights of all his or her friends.
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Options / Settings
The Settings allow you to feed other content into your Facebook News Feed from other social media. This little area allows you to connect to your other social networking accounts, your blog and much more.
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Delicious:
Google Reader:
You can add your Google Reader feed of Shared Items to your Facebook account as well. This is a great way to track things and share what you find with others, without having to go through the hassle of remembering where it is and taking time to repost it. A HUGE time saver. Using this tool can make your content all the more valuable to your audience. Google Reader is also discussed in depth in this e-book, so make sure you review that section.
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Facebook Friends
To have a friend, you must be a friend.
Now that you have created your Profile, its time to connect with Friends new and old. Mosey over to the Friends Tab on your navigation bar. This will be the page you use to connect to build your network of people in your target-market. The power of Facebook lies in its instant networking capabilities. Your Friends can consist of anyone from family to friends to co-workers, clients, prospects and even celebrities. The Friends in your network constitute your social graph or your network. The goal is to build a network of Friends, and later Fans. I can tell you right now, I do not advocate any kind of artificial Friending techniques. Relationships are built one-at-a-time.
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Steer clear of any artificial Friending techniques, applications or services. The whole premise of social networking is building mutually beneficial relationships, not just amassing thousands of people just to say you can. Automatic Friend systems create friends that leave as automatically as they come.
Friends Manager
Located at the top of your Facebook page in the Navigation area is the Friends Tab. This page area allows you to manage your Friends and Connections. You can search for people you went to High School with, neighbors and family members. Invite friends to join Facebook and browse your existing contact list.
Find Friends
Feature
All Connections Find Friends Browse
Description
Shows you all of your connections, including Friends and Fan Pages combined. Tool that allows you to find friends that you already know, or may already know. Allows you to look for connections by your college, schools or past places of employment. Eventually this area will be built out so that you can sort your friends by whatever specifics you designate. Gives list of people who have their phone number added to their Facebook profile page. People added recently. Shows which connections have recently updated their profile, and what they did to update it. Lists you create yourself. Manage these lists by double clicking on the one you want to edit. An app that will automatically search your computer and email accounts for friends, compile a list and send an email inviting them. These are not favored among users as they feel like an invasion of privacy.
Phonebook Recently Added Recently Updated Lists Invite Friends to Join Facebook
Friend Finder
Friendship is about Quality not Quantity.
The Friend Finder will go through your computer and find email addresses to import into your Facebook Account without you having to lift a finger. The system will then send an automatic email to those people requesting that they join Facebook. Facebook keeps these email addresses in its system.
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Friend Requests
If you would like to be friends with someone, click the button that says, Add as Friend. The request will go to that person and they will either accept or reject your request. There is not a way yet to see what Friend Requests you have made, or a list that shows your pending Friend Requests.
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You can create categories on your Home Page by clicking this button, or manage categories in the Friends tab, or create categories at the time you accept or submit your friend request.
Categorizing your Friends and Connections is important for marketing on Facebook in the event you want to customize marketing messages to people according to market segment. For example, Real Estate Agents, Home, Buyers or Luxury Homes. Categorize by: Product Type Service Type Local Area Profession Your Own Ranking System
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Type: Choose to view only photos, only videos or only status updates. Category: Facebook has an organizing feature that allows you to categorize Friends according to criteria set by you. You may categorize your friends by whatever category you choose. Area: Facebook will categorize your Friends for you by local area. If you select Frisco, all the friends who have listed Frisco as their home will be visible in this area.
News Feed
The center portion of the Home page holds your News Feed. It is a live feed of all the posts made by you, your Friends and your Connections. To put it another way, this area shows everything from all of your connections: status updates, posts, news and photos.
Requests
In the upper right hand corner you will find requests (below the Search Box and above the Updates area). You will get a number of requests and you can manage the settings of the request you receive in the Apps area. The following types of Requests can be asked of you. o o o o Friend Requests: People who want to be your Friend. Group Requests: Groups that people want you to join. Cause Requests: Causes people want you to support. Event Requests: Events people want you to attend.
Updates
If there are Updates you need to know about from one of your connections, they will show up in the Updates Section. These are sent by pages in which you are a fan.
Suggestions
Suggestions are Facebook pages you may want to become a Fan of and / or people you may want to connect with, or that you may already know. This is one of the most helpful areas of Facebook, because it connects you with people that you may know without you having to go out and find them on your own. This area is a central viral marketing tool.
Sponsored Ads
This area houses the Ads from Facebook. Sometimes they are Facebook Ads, other times they are Ads for other large companies. This is not the area that shows Social Ads, but rather is for large national accounts.
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Highlights
The Highlights on your Home page are the featured posts that the Facebook algorithms deem most interesting and popular among your Friends. Getting your posts to show up here is the ultimate goal for Viral Marketing on Facebook. Activities that Show in the Facebook Highlights o o o o o o o When you become a fan of a Fan Page When you like a photo or video When you upload photos When you are tagged in a photo When Friends comment on your photo, note or video When you RSVP for an Event on Facebook Add Photos to Event Pages
There is presently not a way to reorganize or remove items on your Highlights section, however you can control what shows up in your Friends highlights about you in the Settings area from the Facebook main horizontal navigation area. Try to get your posts to show up in the Highlights Section for maximum exposure. The items that make it to the Highlights of your Friends pages, also show up to your Friends Friends. This is a great way to spread word about your business.
Events
Below the Highlights, and below the fold you will find your Events which includes the following: o o o Events you have RSVPd for with a Maybe or Attending. If your event is not listed, click See All. Friends Birthdays
The Events area is a very useful tool on Facebook, whether youre attending an Event, or hosting one of your own. Once you get involved with others on the site you will start receiving invites to assorted Events. Its up to you to RSVP to the Event. The Event Invites will show up in the Events section. Learn more about how to conduct Events on Facebook under the Events portion.
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Facebook Settings
The Settings tab is the only place that has a drop down out of all the horizontal navigation buttons.
Network
Where you set your network area. (ie: Dallas / Fort Worth)
Notifications
Settings for how you are notified of Facebook activity when youre not on the site. I have most of mine turned to Off except for Event changes and cancellations.
Mobile
You can activate Facebook mobile and receive texts and status updates anywhere in the world on your cell phone.
Language
Manages language of your account.
Payments
Payment area for ads and virtual gifts.
Search
Control what people see when they search for you.
Applications Settings
Control your application settings here.
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Engagement
The key to successful Facebook marketing is EngagementComments, Likes & Wall Posts. If you want to reach engage your audience, you must produce content that is relevant to your target market. This is the only way you can get the domino effect of viral marketing through Social Media. The web is turning from a place of merely getting information, to a place of interacting with information and with one another. Marketing on the web through the interaction tools available on Facebook requires web marketing skills that are unfamiliar to the typical sales person. Interacting with your target market on Facebook is trickier than you think. In order to explain, lets start by reviewing our goals of social networking. Generate brand awareness Build rapport with your target market Generate buzz about your business Get leads and referrals
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Status Posts
The Status Post on your Wall and your Profile page is an important component of your social marketing success on Facebook. What you post there says a lot about you and your business.
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Be yourself. Dont try to be something youre not in social networks. Just be who you are. Share things about your day. Dont think you have to say something exciting every time you get online. Sometimes just sharing about your golf game is plenty to get the conversation started. Pay attention to life around you. The world around you is ripe with ideas for posting in your Publisher Status Box! You can share quotes, funny photos, interesting news, videos and songs. Keep your eyes peeled for good content everywhere. Post interesting attachments. Post links to news articles, photos, videos and content that appeals to your target market. This will make your presence within the network more valuable.
Post your schedule. Give people a glimpse of your upcoming appearances, special meetings and events. This will show the world how well rounded you are and draw people in your direction.
Share family photos. Family photos are excellent for posting because they bring you to life and help people to relate to youbesides, its fun to show off Uncle Bob!
Share who you are & what you do. Share about who you are and what you do for a living. Share about your business and what makes you different from your competitors.
Share about special offers & sales. Let the world know about upcoming sales, coupons or special offers.
Share victories and defeats. Dont be afraid to be open about your life and share good things and bad. The more human you appear, the more you draw people into your world.
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Putting your domain name in comment posts. Well-meaning people who are unfamiliar with web marketing find it prudent to add their domain name in their comment posts as a way to get the word out about their websites. This is considered spam, and could be considered rude. Using the Jenna Ryan Facebook Account, here is an example of putting your domain name in comment posts. Whats wrong with adding your domain name to comment posts? Everything! It sends the following messages about the commenter: You are not a true friend You are a taker, not a giver You are not really interested in the content, you just want to market your business You are using my page to reach my Friends You are not someone I trust You are using me and I feel violated These are not feelings you want to invoke in the hearts of your target market. Dont be so desperate to get your name out there that you use other peoples posts to do it. Show genuine concern by posting real, sincere comments each and every time.
Posting business information on someones wall. Posting business information on someone elses wall is like going to someones house and putting your feet upon the coffee table. Some people spend a lot of time on Facebook, and they enjoy visiting their wall and looking at posts made by their Friends. The last thing anyone wants to see is an ad for your product or service. Ive used my Mothers account to show you what not to do below. (Of course, this rule does not apply if youre posting to a really good friends wall, or your mother!) Posting about your services on someone elses wall may seems benign, but its disrespectful to do to someone you barely know. Its much better to take your time getting to know someone by posting and being genuine. In the end, people can see your true motives, so keep them pure online to save your reputation and win more hearts loyal to your brand.
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Sending spammy emails or updates. Avoid sending spammy emails at all costs. Spam is everywhere, so be a part of the solution, not the problem. Try not to email people unless you have something valuable to say to them. Avoid sending emails to people for the following reasons: Tell them about your business. People can figure out who you are and what you do on their own through your News Feed Posts if you work hard enough at being interesting. Say Hi. This is an extremely irritating waste of time. If you want to say Hello, just post it on their wall. Perpetual Event Invites. Real Event invites are acceptable sometimes, but you should avoid sending out multiple invites to people as they can become annoying. Use your wall to showcase Events if you have too many of them. Sending an email that says, Thank you for adding me as a Friend. The email inbox requires that you click and view what you receive. In todays fast-paced world, taking time to click on inbound emails takes away from other things we could and should be doing. Its better to interact via the News Feed, but if you must thank someone for adding youthen by all meansdo it on their wall. There are exceptions to this, but as a general rule, pleaseno thank you emails. Group garbage. The Groups feature on Facebook has an annoying feature which allows you to email the entire list of Group Members, while not allowing anything to show-up in the news feed. Unfortunately, these Groups usually produce useless, spammy content thats irrelevant to its Group Members. Personally, Im removing myself from most Groups for this reason. Its too hard to keep up with the Group Emails sent by administrators that dont know how to market on the web.
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Strategic Alliances
Establishing linkages with other agencies takes time, a lot of hard work, and a commitment to success. It won't be easy, but the goal is worth the effort. Cowboy management must go the way of the frontier. Instead, the more we work together, the more we have the possibility of better understanding complex social problems and acting on the in an atmosphere of trust, cooperation, and mutual respect. ~Joe.org
The strategic alliance is a powerful joining of forces on the web to impact a greater number of people with your message. Here are the elements of a strategic alliance. Think of ways you can incorporate alliances with people in your niche market to impact a greater number of people.
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Trade Services
I came to understand the value of strategic alliances through a Facebook connection, Jack Weinzierl. You should check out how he runs his social networking campaign. Hes excellent at making strategic alliances and building up other peoples businesses. All of this, of course, is a strategic move on his part because you generally get paid back when you do nice things for others. See why he has 30,000 + Twitter followers (as of the date of this writing). The web marketing ideal is to get an endorsement from a Friend, so you dont have to appear to be marketing yourself. Form strategic alliances with other professionals who offer products and services similar to yours. Promote others by sharing their posts. Be liberal with your praise of those you recommend. Do not vouch for anyone you do not know. Brainstorm ways you can help others get what they wantwithout looking for anything specifically in return. It will always come back to you 100 fold!
Getting Face-to-Face
No social networking in the world will ever take the place of a face-to-face meeting. The computer cannot copy the level of the communication that takes place when you meet someone in person. Body language, eye-contact and other visual cues help you to create connections with a person faster than any web application can. If you find a hot prospect on Facebook that is worth spending extra time onby all means, meet them face-to-face! Jack Weinzierl invited me to speak at a workshop recently, and during his speech, he presented an interesting concept that is very important to the social networking success paradigm, and that is the process of getting face-to-face with the people in your network (your target market), as soon as possible. Here are some ideas for pushing Facebook relationships to the next level: Host Events Attend Events Meet for Coffee Meet for Lunch Free Consultations Attend Workshops
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Personal Profiles
No No
Fan Pages
Groups
No No No
Each of the three Facebook page types has pluses and minuses from a marketing perspective. Your best bet is to create all three and vary usage according to the needs of your target market.
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Gaining Fans
The more Fans you have, the more Fans you get. ~ DotJenna
When seeking to gain Fans to your Facebook account, the key is momentum. You want to prime the pump, by inviting your Friends from your Profile to become a Fan. The neat thing about this process is that eventually, once you get enough Fanssay, over the 500 Fan Markyou will start to see people become Fans that you dont know. The higher your number of Fans, the faster new Fans youre not marketing to join the mix. Its an amazing phenomenon to watch. At first, gaining Fans may go quite slow. Eventually, if youre providing decent content, the process reaches critical mass and takes on a life of its own. Its fabulous!
Whats a Fan?
We gained 100 Fans in 2 days without a direct invite. Thats small, but indicative of the serious exponential growth as the numbers increase. It seems the more Fans you HAVE on Facebook, the more Fans you automatically GET on Facebook! Sounds like Luke 12:48, or the principal of sowing and reaping.
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3) Harness the power of News Feed When someone becomes a Fan of your business page it shows up in their News Feed. This News Feed is seen by all of that persons Friends who can become a Fan of your business. This creates a virtuous cycle that helps your Fan Page grow exponentially by way of viral marketing. 4) Choose the applications that are best for your business Facebook allows you to view certain aspects of the code to create your own applications for use on the Fan Pages. Outside developers and Facebook have built thousands of free applications for businesses, bands, and every other type of organization. You can easily add applications to your Fan Page, or hire a developer to build what you need. The type of application you may need ranges from an online reservation creator to a cinema locator. The more useful your applications on your Fan Page, the more your fan base will grow. 5) Promote your Page through Facebook Ads Facebook Ads allow you to reach exactly the audience you want and bring them to your Page. You can choose your audience based on age, gender, geography, educational status, relationship status, and precise interests or keywords. Your ads can be socialized so that users interactions are reflected in the ads their friends see, increasingly the virality of your Page. You can run ads both in traditional locations and in the News Feed. As with your Page itself, the key to success with Facebook Ads is to experiment and iterate on your work. (Source: Facebook Insiders Guide).
Although a person could never use a Facebook Page as the primary way to navigate Facebook (for instance, a Facebook Page cant join Groups or attend events), Facebook Pages are the perfect solution for businesses, bands, films, sports teams, and other organizations seeking to reach Facebooks more than 70 million active users.
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Facebook Insights
Facebook Insights offers a wonderful way to analyze the interactions that occur between you and your fans. The Insights feature allows you to see how your Fans are interacting with your page. The Fan Pages with the most engaging, high quality content gain the interactive Fan base capable of virally spreading content through the social graph. You can monitor the following metrics with the Insights statistics through a seven (7) day period. New metrics are being added continually. o o o o o o o o o o Interactions Interactions Per Post Post Quality Stream CTR Stream ETR Discussion Posts Reviews Star Rating Fans Over Time Graph Fan Base Demographics subscribers. The Insights available on the Facebook Fan pages provide invaluable information about the attributes and habits of your target market. The amount of information being captured by each person makes it possible to pinpoint who youre marketing to with amazing clarity. The Insight statistics are refreshed every week, so Monday you get a clean slate. If you dont have enough interaction with your Fans, you will not be able to see the demographic Insights. Facebook says this information is concealed for privacy reasons. Insights do not show the exact demographics or actions of specific Fans. You can only see the total number of people who fall within certain demographics. The Insight information is invaluable for targeting Facebook Ads specifically to your audience. Total number of Comments, Wall Posts and Likes. Average of Interactions. Shows how engaging your posts are to your Fans. Estimate of Click Through Rate (Clicks) for News Feed content. Estimate of Engagement Rate (Likes) for News Feed content. Number of Discussion Topics posted by users. Number of times Fans have rated your page with the Reviews App. Shows your Post Quality compared to other pages of similar size. Shows when users decide to unsubscribe in their News Feed. Shows location by city, state and zip, sex and language of
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Invite Fans by SMS Tell people to text fan themarketingshop to FBOOK (32665) from their mobile phones, and they will be added as fans instantly. Standard charges may apply. You must have a Facebook vanity URL for this to work. Interacting with Fans from Fan Page Interaction with your Fan page can only be done by your Fans. In order to improve your Post Quality Score in Insights, your Fans must come to your page, post on your wall, comment on your content and Like your posts. This is encouraged by posting more relevant and regular content to your Fans. As a Fan page, you cannot interact with Fans by interacting with their content, so there is no give-and-take. A Fan Page must work overtime to engage the Fans in a one-sided way. You can work around this problem by clearly linking your Personal Profile with your Fan Page. You can comment on the posts of your Fans via your Personal Profile only. Notifications The Notifications of Fan interaction with your Fan page are presently inconsistent. You do not receive regular Notifications of interactions from your Fan page the way you do from your Personal Profile page. Sometimes you do, sometimes you dont, so its important to visit your Fan page regularly to interact with your Fans.
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Facebook Groups
A Facebook Group is similar to a Fan Page. You can create a Group to be about practically anything you want. Many people find that after they create a Group, they would prefer a Fan page. Check out the section that shows the differences in the three types of pages before you get started.
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Facebook Events
There is no better way to see the power of the viral-marketing ability on Facebook than to host an event. The Event feature is powerful because of the placement an Event receives in the News Feed. When someone RSVPs for your Event on Facebook, all of that persons Friends find out about it. Those Friends are then able to RSVP as well. The domino effect of viral marketing makes your Event more successful because more people find out about it, and become interested in attending.
Use a Facebook Event to inform customers about grand openings, in-store sales, happy hours, public appearances, and any other occasions or milestones that will attract attention. When your Friends and Fans RSVP, it spreads the word to all of their Friends.
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Creating an Event
To create an Event, go to the Edit Page for your Facebook Page and click on Events. Fill in the event information and add a picture to your event. You can then add photos, videos and other content to the eventand you can choose whether or not to let fans add content as well. However, unlike your profile page, you cannot get a vanity URL or Username for an Event.
Editing an Event
To edit your Facebook Pages Event, go to your Facebook Page and click Edit Event in the upper-right. You can delete an Event by clicking Cancel in the upper-right of the Events Edit Page.
According to the Facebook website, One of the ways Facebook knows which stories are most interesting to a given user is the number of that users friends involved in a story. Stories about Events can include all the users who have RSVPed. Therefore, actively using Events is a powerful way to reach users through the News Feed.
Event Ideas o o o o o o o Open House Happy Hour Mixer Seminar Class or Workshop Wine Tasting Product Launch Annual Sale
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Here are some tips to ensure your Event process goes smoothly.
1. Choose the Type of Event What type of Event will you hold? If you have information that your target market needs, you may choose to host a Seminar or a Workshop. You can even bring in other professionals to help provide information and share costs. The type of Event you choose depends on the purpose of the event. 2. Determine a Venue You may choose to have the venue anywhere: your store, one of your properties, your home, your corporate offices, a vendors office or in a public restaurant. The Marketing Shop.com held an event at Sambucas Restaurant in Addison and another at the NYLO Hotel in Plano. Where you host the Event depends on your budget. You can find some restaurants and bars that will give discounts, free drink tickets and free buffets in exchange for bringing people to their establishment. 3. Create a Graphic for the Event Your Event needs a special graphic created to show people what the event is about. This Graphic will serve as the logo of sorts for the Event. When The Marketing Shop.com hosts an Event, we use the artwork for the postcard flyer we handed out before the event. If you make a special graphic, your Event will be more professional and generate a larger turnout. 4. Create the Event Content Not only should you create an Event on Facebook from your Fan page or Group Page, but you should also offer content in other places on the web as well. Examples of other good places to post about your Event include: local newspapers, your blog, your website calendar, your website home page, your monthly email newsletter, your marketing postcards, your email signature, on community websites. Post information about your Event everywhere you can think to post, including your Facebook Personal Profile page and your Fan Page.
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5. Give Lots of Information on Facebook Event Invite Give plenty of information for your Event, not just the time, date and location, but directions, phone numbers, agenda and purpose. Tell people what they will get by attending the Event. Tell people whats in it for them. Give a link to your website or another website that has supporting information. People want to be informed. Dont let them down. If possible, provide a link to the Google Map for people to conveniently print out. Anything you can do to make attending the Event easier on your invitees will be much appreciated. 6. Invite People on Facebook Invite your friends on Facebook. This is not as easy as it could be since Facebook does not allow bulk invites on the Event page. You have to invite people one at a time. Thats okay though. Its worth the time and the effort. Go through your Fans and Friends and invite as many people as you can. Invite your Friends to invite people too. Do the invitation process once per week until the day of the Event.
1. When inviting friends to a new Event, click the Filter Friends tab in the top left-hand corner. 2. A list will drop down showing the last five Events you created or attended in the past month. 3. When you select one of the Events, it will show all the people that are your Friends who were invited to that Event. 4. You can then select the individual Friends you want to invite or click Select All to invite them all. 5. Now you can click on the Send Invitations at the bottom.
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The night is the best time to Facebook for marketing purposes because the applications aren't bogged down by users. Work on your Events later at night when the traffic dies down.
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___ Webinar ___ Open House ___ Other Initial ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ Task Venue Walk-Through Venue Address: _____________________________________________________________ Flyers Created Flyer PDF to Printer (Kinkos) Facebook Event (URL: ____________________________________________________) Facebook Invite Email Newsletter Invite (URL: ____________________________________________________) Email Newsletter in Email Brain Press Release Created (URL: ____________________________________________________) Press Release Submitted to Media (Local paper, Business magazines) Post Event to Facebook Account (s) Slides Created Slides Double Checked Outline Created ______ Outline for Notes
Handouts (if necessary) Sign-In Sheet Projector ______ Camera ______ Video
Helpers Scheduled: ___________________________________________________________________________ Thank You Email Sent to Attendees Record Attendants into Lead Engine Add Attendants into Business FB Send Personalized Email Thank You Note
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The key to marketing on Facebook lies in the ability of a message to travel through networks automatically, such as with the Domino Effect. Facebook provides tools throughout the platform that makes it easy to share messages directly and indirectly. The following tools are ways in which your message can spread virally through Facebook and beyond to the entire web. Viral Marketing Inside Facebook o o o News Feed Share Links Tagging
Viral Marketing Outside Facebook o o o RSS Feeds Share Partners Share Bookmarklets
Share Link
Sharing links helps facilitate the flow of information on Facebook. If you click the Share link below any piece of content, you will have the option to send that content in a message or post that content to your profile. If you send the content in a message, the recipients will see it in their Inbox and be able to reply to you. If you post it on your profile, it will display in your Links section. ~ Facebook Help Center
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Facebook encourages the sharing of information, especially photos. Notice that the Share Link is everywhere. Sharing content on Facebook is Viral because the original content is posted to your News Feed for all your Friends to see. One of those Friends are able to pick up the content and post it again and again and again, without you putting forth additional effort to reach those people. If your content is good enough, it will travel far and wide through the web.
Photo Sharing
The viral tools on Photos are especially strong, with the ability to Share and Tag.
Photo Tagging
Tagging is another way messages are spread virally through Facebook. When you Tag something on the site, your message is spread in the following ways. Tagged content is visible on the Profile of the Friend tagged. Tagged content is visible in the live News Feed of the Friend tagged for other Friends to view and share. Tagged content that is popular is visible in the static Highlights section of Friends of Friends. Tagged photos are visible in the static section of the tagged Friends Photo Gallery in their Profile forever (unless they de-tag the photo).
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@ Tagging
@ Tagging is a new feature added by Facebook in September, 2009. The idea for this post tagging feature was basically stolen" from Twitter. The @ Tagging option allows you to tag friends that you want to speak about in your posts, creating a greater sense of community on the site. This new @ Tagging feature encourages more group engagement among multiple Facebook users, and furthers your ability to communicate unilaterally with the friends in your network.
I
@ Tagging Ideas for Facebook o o o To praise someone for a job well done in a place they and everyone else can see it. To talk about a friend so they can see what you're talking about and respond accordingly. To share your with whomever since there is no way to "Share" a general post like you can photos, links and notes.
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Share Bookmarklet
You can also add a Share Tab to your web browser by dragging it to your bookmarks area. Find out more about the Share Bookmarklet here: Facebook Share Options..
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3. Push good content that is relevant to your readers. The better the content that you provide, the better the chance that it will be spread among Facebook Friends and the internet at large. Creating content good enough to spread is time consuming, but those who take the time to write good content, take good photos and produce interesting videos reap the rewards of viral marketing. One good piece of content that spreads like wildfire is worth 100s of worthless posts. 4. Provide share buttons on content created off of Facebook. All your content on the web needs to be easily shared on Facebook and other key Social Networking sites. Make sure you add the Facebook Share Partner links to all your blog posts, website pages and other sites on which you participate. 5. Ask people to share. If you dont ask, you wont get. Ask people to share your content and they will.
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Direct Network
The term Direct Network, for our purposes, shall refer to the following types of relationships in social media: Friends Fans Followers Connections Audience Readers Listeners RSVPs Attendees Subscribers
Indirect Network
There are also people you are linked to arbitrarily who are not yet directly connected to you, but connected to you by a friend, or indirectly connected to you in any of the following ways: Friends of Friends Prospects Future Connections
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Network Channels
It is a known fact of general networking that people hang out with people who are like them. If you want to build a network, then its best to build the network in a channel-type format to keep like-minded people together. This will help with your content-development and building rapport with your Friends and Fans. The web makes it easier than ever to build Network Channels consisting of like-minded people. How you build your channel is up to you and your type of business. Separating your marketing into channels helps you to market to specific people groups in a style thats best suited to the individual. How you separate your channels is up to you. You may consider having more than one Facebook Account to handle more than one Network Channel. It is not recommended, however, to start several Network Channels at one time, as you will find, building one Network Channel correctly takes more work than many of us have time to tackle. Choosing to build one channel completely before starting another is the safest way to prevent overextending yourself. You may break your Network Channels down in any variety of ways, such as the categories shown in the table below.
PERSONAL STATUS
Singles Seniors Single Moms Stay-Home Moms Families Students Retirees Parents
OCCUPATION
Doctors Lawyers Housewives Realtors Sales Accountants Contractors Architects
ECONOMICS
Wealthy Investors High-Earners Business Owners Middle-Income Lower-Income Wage Earners Debtors
INTERESTS
Equestrian Boating Technology Dating Automobiles Politics Economics
GEO-TARGETS
United States Texas New York Southwest LA Local Area Philipines
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Creating community is a valuable service you can provide to your Friends and Fans. Introduce people to one another, make people feel at home, do things to establish community around your Facebook Marketing Campaign.
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Cold Friending allows you to expand your network to new, more targeted horizons. Its not cheesy when done with a generous attitude thats rooted in respect and authenticity. Adding value to the lives of people you dont know is always a good thingand when Cold Friending is done rightmost people dont mind at allin fact, they appreciate it. If you want to be successful with web marketing, you must be skilled at turning cold friends into warm ones.
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8. Attend Facebook Events. Dont just host events, but attend events hosted by others. There is nothing like a real person to back-up the computerized version of you in pictures, posts and videos. Get out in the real world and network alongside what you do online and watch your list of friends and fans grow. 9. Hire a developer to integrate applications to your Fan Page. Facebook Connect is an API that allows users to integrate Facebook seamlessly with their website, allowing website visitors to connect to their Facebook accounts from your site. The program isnt easy to install yet, but it will be soon. Meanwhile, you can find a web genius to help you. 10. Do a search on Google using keywords within your niche and the term Facebook. This is the long way, but it helps to do a search for keywords in your niche market + Facebook, for example. Entering the terms Real Estate Facebook in Google will reveal a number of real estate related Facebook pages since such pages are indexed in Google. You can then go and request friends with those individuals. Marketing your business on Facebook is a fun, efficient way to reach a broad range of people within your niche market. Finding new people is a never-ending challenge, but one that will provide many rewards in terms of your reputation for years to come.
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Set-Up Facebook Account. o o o o o o o o o o o o Sign up for a personal Facebook page for the Public Face. Upload photos Fill out profile Start building your network by finding friends that you know. Keep content purely personal at first. Start finding current clients using your own client list. Search for previous clients and people within your sphere of influence by searching for their names. Take at least a month doing personal things before you get into your business. Start posting relevant content about what you do now and then. Post interesting personal content. Get Blog to show up on your Facebook Account. Get a Vanity URL for your Facebook Account.
4.
Develop your Content o o o o Blog regularly at a separate location. Make sure your website is completely user friendly and updated. Start collecting content ideas. If you have more content than you can use in one day, schedule to post it on a later day when you are out of ideas.
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5. Create a Fan Page for your company o o o o o 6. Add photos related to the company - Vibrant, candid photos work best. Use a different photo for the Fan Page - but make sure it is a picture of a person with a logo thats visible in the med. size window. Fill out profile. Invite your friends to become a Fan of your company page. Get a vanity URL for your Fan Page.
Create a Group for your City, Industry or Product Generally o o Create a Group that will consist of your existing clients, employees, vendors. The group wont be branded. It will be a place to capture those interested in your area.
7.
Get Viral o o o Add badge to your website home page so visitors can connect with you on Facebook. Add the Facebook partner link to your blog posts, encouraging people to post articles to their own FB pages. Add your Facebook URL to your emails inviting people to connect with you.
6. Schedule an Event o o o o o o o o Schedule an Event for about one month away. Add info about the Event to the Event Page. Send an invitation to your friends and fans. Create mailers and send them out. Post mailer as Event Photo. Do not send many updates as they are annoying. Post event information on your own Wall and on the Fan Page Wall once every 3-5 days. Do not over-post about your event. After the event, post photos of the event on your Profile and on your Fan Page.
Go to http://www.facebook.com/themarketingshop and post your question on our Discussion Board or Wall. Your question will be answered there.
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Do show a little personality. Everything doesnt always have to be about business. Do post photos of people that are vibrant and interesting for people to see. Do give details about what you do, the problems you face and how you feel about it. Do tell us how it makes you feel. Do work on generating buzz for your services. Do befriend people who are in your target market. Do remember that your goal is to establish credibility. Do try to build a following or audience of people interested in what you have to say. Do be yourself. People can tell if youre trying to portray someone else. Do judge how well youre doing by the comments you get for your posts. Do try to provide content that appeals to a variety of your audience members. Do be nice to people who leave regular comments. Do return the favor when someone comments on your stuff regularly. Do give free tips, answers, questions and your opinions. Do be open and give general details about who you are and what you do. Come to life. Do be confident. Do tell us what motivates you. Why do you do what you do? Do engage us by sharing personal info such as where you live, where you work, who is in your family. Do share if you learn something unique about life. Learn something about life today? What? Do share links to news articles your audience will appreciate. Do be creative and try new things. Do keep a list of your top commentors on list in separate place other than Facebook. Do sponsor a charity. Do host events regularly. Do think of Facebook as a way to gain popularity and get your name out there, not to sell a house tomorrow. Do think of social networking as a way to add value to the community which will in turn increase your value and cause people to flock to you. Do write notes and tag your top audience members.
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Dont be afraid to back-up your message with music, articles, quotes, etc... Dont be satisfied if the only person commenting is your mother. Dont deny people into your network. Remember, a large following gives you instant credibility. Dont be afraid to shock people now and again (in a tasteful way, please). Dont be shy. Be bold. Post it!!! Dont be fake. Take time to read whats going on and leave sincere feedback. Dont be mean. If you cant say something nice, dont say it at all. Dont try to make a quick sale. Dont hide how you feel. What de-motivates you? What makes you human? Dont limit yourself. Try different types of posts to see results. Dont over post and irritate people Dont provide so much information that its overwhelming to consume.
Facebook is an online place for you to expand your business off-line. All of your clients and prospects are on the web and will continue coming in droves. The people who are positioned on the web properly in the beginning will be the ones to benefit from the influx of users in the future. Trying to shove your services down their necks when they get there will ruin their image of you, and cause Facebook to be a gross place to visit. Building relationships and making friends by bringing value to the table is the best way to experience success with web marketing. Selling should be done matter-of-factly, only AFTER youve given something worthwhile first.
Go to http://www.facebook.com/themarketingshop and post your question on our Discussion Board or Wall. Your question will be answered there.
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Connection:
Event:
Friend:
Interaction: Group:
Like:
Page:
Share:
Social Graph: The network of connections and relationships between people on a given social networking site. Status Update: When you or someone else posts a written comment into the Publisher, it updates the Status. The Status shows up at the top of your Profile and is associated with your Profile photo in other areas as well.
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Suggestions: Friends that are Friends with your Friends, or people that Facebook thinks you may already know. You can go through the Suggestions from time to time and delete those people you do not know, or do not want to know. Tagging: Tagging is the process of marking Photos that contain images of your Friends on Facebook. If someone doesnt want to be associated with a photo, he or she can click the remove tag link.
Facebook How To
How to Get Your Blog Posts to Show Up on Facebook
Having your blog posts show up on Facebook automatically saves time by keeping you from having to post your blog in two separate places. Its also good because it brings relevant content to your Facebook in a snap (so long as youre a regular blogger). Here are instructions for getting your blog to post automatically to your Facebook account. 1. Copy the Public URL for your Blog (See instructions below if you dont know what it is) 2. Open your Facebook Account. 3. Click on Settings located under the Share Button. (Not the Settings on top) 4. Click the Orange Blog/RSS button. 5. Paste the URL in the open field 6. Hit Import 7. You will get notification there as to whether your Public URL for your Blog is correct or not. It usually takes a few hours, or even a day to pick it.
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Once you get the RSS Feed URL for your blog copy it and then go back and follow the instructions for adding it to your Facebook Profile.
In the future, what this friend writes on others walls you wont see and all that the person had written on your wall will disappear!
How do I edit the description that goes along with a link Im posting?
To edit the title or description of a link youre posting, simply click on the preview of the title or description that you see after you click on Preview and before you click on Post.
How do I make a preview for my link, I dont have a preview for my link?
From the Facebook Help Center: If a preview is not displaying correctly for your URL, you may need to contact the webmaster of the site you are trying to share to check whether it meets Facebooks requirements. In order to generate a Share preview successfully, a website must include the following three meta tags in its source HTML: <meta name=title content=Article headline here /> <meta name=description content=Article summary here /> <link rel=image_src href=http://www.example.com /> Please make sure that this site includes these tags in the section of its HTML. Also, note that these tags are casesensitive and URLs must be absolute. For more information, click the How do I make sure the Share Preview works? link at the bottom of http://www.facebook.com/share_partners.php.
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If you have determined that this site includes all of the necessary metatags but it is still not generating the correct preview, please submit a report here.
Selecting this option will post the content and any comments you have made to the Links section of your profile. Please note that the owners privacy settings will still apply to this content.
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If this is an open group, the links will be visible to everyone who views the group. The links posted on closed and secret groups are only visible to other members. Please remember that admins have the ability to remove links that they do not want to be associated with their groups.
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Go to http://www.facebook.com/themarketingshop and post your question on our Discussion Board or Wall. Your question will be answered there.
If this is an open event, the links will be visible to everyone who views the event. The links posted on closed and secret events are only visible to other members. Please remember that admins have the ability to remove links that they do not want to be associated with their events.
Click the Applications in the bottom left corner of any page. Select the Edit link. Click the Edit link to the right of any application. Select the Profile tab of the window that appears.
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Wait for the item to disappear. Only after the item disappears, can you remove another one. Sorry, but theres no way to do a mass remove by clicking just once. Things that your friends wrote you can delete on your Home page. You can refer to How to hide News Feeds to remove what your friends wrote on your wall.
Go to http://www.facebook.com/themarketingshop and post your question on our Discussion Board or Wall. Your question will be answered there.
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Facebook Resources
Facebook New User Guide Facebook Help Center for new users. Explore Facebook Facebook New Users Guide Create a Fan Page Create a Fan Page. Vanity URL Get permanent URL for your Personal Profile or Fan Page. Partner Links - Get links for sharing content on Facebook from other websites. Facebook Applications Directory Free applications provided by Facebook. Facebook Connect - Allows developers to connect Facebook with the rest of the web. Facebook Mobile Set up your Facebook account for your mobile phone. Remove Email Addresses in Facebook Remove addresses from Facebook account that were retrieved from your computer when you signed up for a new account. Facebook Insiders Marketing Bible
Sources Cited
1 2 3 4 5 6 7 8 9
Facebooks Insiders Guide to Viral Marketing Fastest Growing Demographic for Facebook2 Zuckerberg Speech, ZDNet.com Facebook Users are Getting Older. Much Older. Americans Spend Most Online Time on Facebook, ComputerWorld.com Getting Serious About Strategic Alliances, Joe.org Boston Consulting Whitepaper Flowing Data, Graph Permission Requested Social networking: bridging gaps or breaking bonds?, PCCCourier Online News
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Go to http://www.facebook.com/themarketingshop and post your question on our Discussion Board or Wall. Your question will be answered there.
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