Facebook Marketing All-in-One For Dummies

Amy Porterfield is a social media strategist who helps clients maximize the marketing power of social media. Phyllis Khare is a keynote speaker and trainer with Five Star Speakers and in-demand strategist for social media marketing. Andrea Vahl is the community manager for Social Media Examiner, the largest online social media magazine.

Introduction 1 About This Book 1 Foolish Assumptions 2 Conventions Used in This Book 2 What You Don't Have to Read 2 How This Book Is Organized 3 Book I: Joining the Facebook Marketing Revolution 3 Book II: Claiming Your Presence on Facebook 3 Book III: Adding the Basics to Your Facebook Page 3 Book IV: Building, Engaging, Retaining, and Selling to Your Community 3 Book V: Understanding Facebook Applications 4 Book VI: Making Facebook Come Alive with Events and Contests 4 Book VII: Advanced Facebook Marketing Tactics 4 Book VIII: Facebook Advertising 4 Book IX: Measuring, Monitoring, and Analyzing 5 Icons Used in This Book 5 Where to Go from Here 5 Book I: Joining the Facebook Marketing Revolution 7 Chapter 1: Exploring Facebook Marketing 9 Seeing the Business Potential of Facebook 9 Reaping the benefi ts for business-to-consumer companies 11 Reaping the benefi ts for business-to-business companies 15 Developing genuine relationships with customers and prospects 15 Creating one-to-one customer engagement 16 Providing prompt customer service 16 Creating a shopping portal 18 Using Facebook with the Global Market 19 Understanding Facebook Marketing Basics 20 Marketing on your Page and your Profi le 21 Developing your Page to be a hub of activity 22 Understanding privacy options 23 Keeping things professional but personal 26 Chapter 2: Creating Your Facebook Marketing Plan 27 Defining Your Ideal Audience on Facebook 27 Identifying the demographics of your ideal audience 28 Understanding the psychographics of your ideal audience 28 Finding Your Ideal Audience inside Facebook 29 Filtering Facebook Search results 31 Using Facebook Ads to research your ideal audience 33 Identifying the Core Goals of Your Facebook Marketing Plan 35 Defi ning your Facebook marketing goals 36 Deciding on a social media budget 36 Deciding whether a Facebook Ads campaign is right for you 37 Rules for Successful Facebook Pages 38 Rule #1: Be deliberate, and manage expectations 38 Rule #2: Focus on smart branding 39 Rule #3: Create fresh content 40 Rule #4: Give your Page a human touch 41 Rule #5: Cultivate engagement with two-way dialogue 42 Rule #6: Encourage fan-to-fan conversations 43 Rule #7: Make word-of-mouth advocacy easy 44 Rule #8: Create consistent calls to action 44 Rule #9: Monitor, measure, and track 45 Summing up the nine rules 45 Setting Up the Resources and Manpower for Your Facebook Marketing Plan 46 Identifying your existing resources and manpower 46 Deciding on in-house or outsourced marketing 47 Defining Your Admin Team 49 Filling the five admin roles 50 Adding an admin 50 Deleting an admin 52 Choosing the right Page manager 52 Considering a social media manager 53 Coordinating admin posts and strategies 54 Measuring Your Return on Investment 55 Defining success 55 Measuring brand ROI 56 Measuring financial ROI 56 Book II: Claiming Your Presence on Facebook 57 Chapter 1: Understanding Facebook Pages and Personal Accounts 59 Reviewing Facebook Pages and Account Types 60 Navigating Your Personal Profi le Timeline and the Subscribe Button 60 Creating a personal Profile 61 Activating the Subscribe button 64 Chapter 2: Creating Your Facebook Marketing Plan 27 Defi ning Your Ideal Audience on Facebook 27 Identifying the demographics of your ideal audience 28 Understanding the psychographics of your ideal audience 28 Finding Your Ideal Audience inside Facebook 29 Filtering Facebook Search results 31 Using Facebook Ads to research your ideal audience 33 Identifying the Core Goals of Your Facebook Marketing Plan 35 Defi ning your Facebook marketing goals 36 Deciding on a social media budget 36 Deciding whether a Facebook Ads campaign is right for you 37 Rules for Successful Facebook Pages 38 Rule #1: Be deliberate, and manage expectations 38 Rule #2: Focus on smart branding 39 Rule #3: Create fresh content 40 Rule #4: Give your Page a human touch 41 Rule #5: Cultivate engagement with two-way dialogue 42 Rule #6: Encourage fan-to-fan conversations 43 Rule #7: Make word-of-mouth advocacy easy 44 Rule #8: Create consistent calls to action 44 Rule #9: Monitor, measure, and track 45 Summing up the nine rules 45 Setting Up the Resources and Manpower for Your Facebook Marketing Plan 46 Identifying your existing resources and manpower 46 Deciding on in-house or outsourced marketing 47 Defi ning Your Admin Team 49 Filling the fi ve admin roles 50 Adding an admin 50 Deleting an admin 52 Choosing the right Page manager 52 Considering a social media manager 53 Coordinating admin posts and strategies 54 Measuring Your Return on Investment 55 Defining success 55 Measuring brand ROI 56 Measuring financial ROI 56 Book II: Claiming Your Presence on Facebook 57 Chapter 1: Understanding Facebook Pages and Personal Accounts 59 Reviewing Facebook Pages and Account Types 60 Navigating Your Personal Profile Timeline and the Subscribe Button 60 Creating a personal Profile 61 Activating the Subscribe button 64 Talking about the Ticker 65 Creating a Business Page 66 Making a Places Page 68 Creating a Group Page 71 Setting Up an Interest Page 72 Creating a Limited Business Account 75 Chapter 2: Creating Your Business Page 77 Considering a Few Things Before You Start 77 Choosing the right name for your business Page 78 Choosing the right type of business Page 79 Setting Up Your New Business Page 81 Completing, Publishing, and Promoting Your Page 85 Getting your Facebook images right 86 Completing the Info Page 90 Adding Facebook-built apps 92 Adding custom apps 94 Posting status updates 95 Publishing your Page 96 Editing and adding milestones 97 Inviting your Facebook Friends99 Inviting e-mail contacts 100 Sharing your Page 102 Promoting this Page on your website 103 Setting up your mobile phone 104 Managing Missteps 105 Creating personal Profi les with a business name 105 Sorting out or deleting a personal Profi le set up as a business 105 Changing your business Page type or name 108 Chapter 3: Administering Your Facebook Business Page 111 Viewing Facebook as Your Page 111 Liking other Pages as your Page 114 Changing voice preferences 115 Touring the Admin panel 115 Understanding How Other People See Your Page 118 Cover photo 120 Featured apps 120 Profi le image 121 Friends (Mutual connections) 121 About section 122 The numbers 122 The likes 123 Message button 124 View toggle 124 Gear-icon links 125 Editing Your Page 127 Your Settings 128 Manage Permissions 129 Basic Information 131 Profi le Picture 133 Featured 133 Resources 135 Admin Roles 136 Apps 138 Mobile 139 Insights 139 Help 140 Deals 140 Chapter 4: Arranging What Your Visitors See 141 Finding Your Page 141 Understanding How Apps Act as Navigation Links 143 Adding Facebook Apps to Your Page 144 Events app 145 Photos app 145 Notes app 147 Video app 150 Changing the Order of Apps on Your Page 150 Using the Hover Card as an Ad 151 Chapter 5: Using Your Personal Profile to Support Your Business 155 Determining Whether the Subscribe Button Is for You 155 Turning On Your Subscribe Button 158 Editing the Subscribe Settings 160 Seeing How to Post Publicly 162 Marketing Basics with a Personal Profile 163 Understanding Friend Subscribers and Public Subscribers 165 Adding Public Life Events to Your Personal Profile 166 Adjusting Your Timeline for Public Viewing 168 Uploading a Cover Photo that Supports Your Business 168 Book III: Adding the Basics to Your Facebook Page 171 Chapter 1: Posting to Your Page 173 Posting Updates to Your Timeline via the Publisher 173 How long to make your post 174 How often to post an update 175 What types of material to include 175 Including Attachments 176 Updating status and posting links 177 Attaching photos 180 Attaching video 182 Scheduling posts 184 Scheduling Events 186 Adding milestones 186 Posting questions 187 Using Facebook Offers 190 Targeting Your Updates by Location and Language 191 Promoting posts 193 Pinning and highlighting posts 193 Chapter 2: Facebook Apps 101 197 Defi ning Apps and Understanding Facebook Installed Apps 197 Adding an App to Your Page 200 Rearranging the Positions of Your Apps 202 Deleting an App from Your Page 203 Customizing the App Title and App Photo 203 Finding Apps in Your Page Dashboard 205 Chapter 3: Importing Your Blog Posts into Your Facebook Page 207 Getting the Address of Your RSS Feed 207 On Internet Explorer 208 On Firefox 208 In HTML code 209 Introducing the Facebook Blog-Import Applications 210 Using the NetworkedBlogs Application 211 Registering your blog on NetworkedBlogs 212 Verifying ownership of your blog 213 Setting up syndication 215 Reposting a blog post with NetworkedBlogs 217 Adding the NetworkedBlogs tab to your Facebook Page 218 Getting more readers by increasing your ranking inside the app page 219 Installing Social RSS 219 Using Social RSS 222 Deciding when to upgrade to paid service 222 Using RSS Graffiti 222 Using the dlvr.it Tool 225 Chapter 4: Connecting Your Page to Twitter 229 To Connect or Not to Connect 229 Connecting Facebook and Twitter 230 Linking your Facebook Page to Twitter 230 Seeing what happens to too-long tweets 233 Using Twitter Tools to Update Facebook 234 Exploring HootSuite 234 Using TweetDeck 238 Using other posting clients 240 Adding a Twitter Tab to Your Facebook Page 240 Chapter 5: The Fine Print: Legal and Other Considerations 245 Digesting Legal Considerations 245 Understanding U.S. Regulations on Testimonials and Reviews 247 Meeting Content Compliance for Certain Industries 250 Book IV: Building, Engaging, Retaining, and Selling to Your Community 253 Chapter 1: Building Visibility for Your Page 255 Inviting Your Existing Customers and Connections to Your Page 256 Changing your hold message 256 Adding your Page address to your e-mail signature 257 Including your new Facebook address on hard-copy mailings 262 Updating your letterhead and stationery 263 Including a Facebook icon on your web page 263 Linking to your Page from your personal Profile 264 Inviting your other social networks to visit your Page 266 Growing your Page manually or buying automatic fans 267 Sharing Your Page with Your Friends on Facebook 267 Inviting Facebook Friends to your Page 268 Sharing your Page 269 Sending requests to promote your Page 273 Finding and thanking your key enthusiasts 273 Adding Photos to Attract People to Your Page 273 Creating a marketing strategy with your Cover photo 274 Creating a marketing strategy with photo albums 274 Uploading photos to your Facebook Page 275 Sharing your albums and photos 277 Sharing with people other than your personal Friends on Facebook 279 Chapter 2: Engaging and Retaining Your Community 281 Creating Posts and Updates That Engage Your Readers 282 Asking questions 282 Polling your audience 283 Promoting your fans and enthusiasts 284 Tagging key players in updates 285 Using public posts to thank people 286 Creating incentives for repeat visits 287 Developing a posting schedule 288 Targeting Your Posts to Be Seen 289 Understanding EdgeRank 290 Using EdgeRank optimization strategies 291 Creating and Participating in Conversations with Your Audience 292 Revisiting the settings for posts to your Timeline 292 Understanding the different views people see on your Page 293 Being responsive and allowing conversation 294 Keeping the Conversation Civil 294 Reporting a poster 295 Remembering that users can block your posts too 297 Chapter 3: Better Engagement with the Help of Facebook Like Links and Buttons 299 The Button versus the Link 299 Answering Common Questions 300 Placing the Like Button Code 307 Generating the Code for a Like Button 308 Chapter 4: Expanding Your E-Commerce Products and Services to Facebook 311 Understanding Facebook E-Commerce 312 Using the Featured Apps Space for Your Store 313 Posting product images 313 Posting off-Facebook URLs 314 Posting an offer 314 Using PayPal to Accept Payment 314 Finding E-Commerce Apps that Fit Your Needs 315 Storenvy 316 Payvment 316 ShopTab 317 Etsy 317 Moontoast 318 Tinypay.me 318 Installing a Facebook E-Commerce Application 321 Creating a Link to Your Website Store on Your Page 321 Using Other Applications to Create a Custom Link for Your Storefront 322 Pagemodo 322 TabSite 322 Heyo 322 BandPage 323 Posting Facebook Offers 323 Chapter 5: Building Visibility for Your Personal Profile 325 Inviting People to Subscribe instead of Friend 326 Connecting Your Personal Profi le to Your Offline World 326 Creating a Cover Photo Strategy 327 Making Photo Albums Public 328 Using Life Events to Support Your Business 331 Adjusting and Adding Apps 332 Book V: Understanding Facebook Applications 335 Chapter 1: Customizing Your Page with Facebook Apps 337 Understanding How Facebook Users Make Use of Apps 337 Introducing Apps Developed by Facebook 338 Finding and Adding Apps to Your Page 342 Finding apps through Appbistro 342 Adding apps through Appbistro 344 Finding and adding apps through the search box 345 Deleting Apps from Your Page 347 Using Apps for Marketing 349 Contact forms and e-mail forms 350 Discussion-board apps 350 Video apps 351 Pinterest apps 352 Google+ 353 Social RSS 353 Other apps 354 Facebook's mobile app 355 Chapter 2: Using iFrame Apps to Create Custom Tabs 357 Looking at Tabs 358 Defining iFrames 359 Outlining the Options 360 Building an iFrame application 360 Hiring someone to build the application for you 361 Using a third-party application 362 Exploring the Facebook Developers Site 362 Becoming a Verifi ed Facebook Developer 363 Verifying with a mobile phone number 364 Verifying with a credit card 364 Creating an iFrame Application 365 Installing the iFrame application on your Facebook Page 369 Using Third-Party Applications 370 Heyo 371 Static HTML for Pages 372 North Social 374 ShortStack 374 Static HTML: iFrame Tabs 375 TabSite 377 FanPageEngine 377 Book VI: Making Facebook Come Alive with Events and Contests 379 Chapter 1: Creating Facebook Events 381 Getting Started with Facebook Events 381 Adding the Events app to your Page 385 Entering the event details 387 Synching events with your personal calendar 390 Editing your event 391 Canceling your event 392 Uncovering Limitations of Facebook Events 392 Promoting an Event 393 Inviting your community to your event 393 Encouraging interaction within your Facebook Event 399 Sharing your Facebook Event outside Facebook 399 Chapter 2: Building Excitement with a Contest 401 Thinking about Running a Contest? 401 Designing Your Contest 402 Choosing a contest type 404 Reaping the benefi ts of a well-run contest 407 Understanding Facebook and legal restrictions 409 Defi ning Success 410 Setting targets 410 Setting your plan 411 Chapter 3: Using Third-Party Contest Applications 413 Finding a Contest Application 413 Comparing contest applications on the web 414 Searching for contest applications within Facebook 415 Getting to Know the Contest Applications 416 Exploring Wildfi re 416 Looking at North Social 417 Investigating Woobox 418 Understanding Offerpop 418 Delivering the Prizes 419 Keeping to a Budget 420 Designing Your Contest with the Wildfi re Application 420 Adding the Wildfi re app to your Page 420 Connecting the contest to your app 426 Using the North Social Application for Your Contest 428 Using the Woobox Sweepstakes Application 429 Signing up for Woobox 430 Adding a sweepstakes 431 Choosing a payment plan 433 Adding the sweepstakes to your Page 434 Using the Offerpop Application 435 Signing up for Offerpop 435 Publishing a sweepstakes 437 Adjusting the App's Photo 439 Editing the position of the app 439 Editing the cover photo of an app 440 Chapter 4: Promoting Your Contest and Analyzing the Results 441 Setting Up a Blog Tour 441 Promoting Your Contest on Your Blog or Website 443 Using Facebook Open Graph to Allow Entries Anywhere on the Web 445 Using Social Media to Promote Your Contest 446 Twitter 446 LinkedIn 447 YouTube 447 Using Facebook to Promote an External Contest 448 Analyzing Your Contest Results 449 Using analytics within third-party contest applications 449 Monitoring community growth and tracking Facebook Insights 450 Adjusting Your Strategy Based on Analytics 451 Planning Future Contests 452 Mapping out your contests for the year 453 Watching for successful contest ideas 454 Book VII: Advanced Facebook Marketing Tactics 459 Chapter 1: An Introduction to Advanced Facebook Marketing 461 Remembering the Nine Core Facebook Marketing Rules 462 Creating a Facebook Experience 463 Planning the experience 463 Optimizing the experience 464 Building Social Proof with Sponsored Stories 465 Experimenting with Custom Apps 466 Targeting Your Audience with Custom Lists 467 Creating your custom lists 468 Adding custom lists to your Favorites 469 Creating Interest Lists to Focus on the People who Matter Most to Your Business 469 Creating a Facebook Offer for Your Local or Online Business 472 Creating a Facebook Offer 472 Promoting your offer 473 Putting your offer together 474 Expanding Your Page's Exposure 476 Engaging with Fans 477 Getting Viral Exposure 478 Chapter 2: Marketing with Facebook Social Plug-ins 479 Understanding Social Plug-ins 479 Integrating your website with Facebook via plug-ins 480 Choosing the right plug-ins for your business 481 Finding Leads through the Like Button 482 Sharing Selectively with the Send Button 485 Using a Like Box to Grow Your Fan Base 486 Finding Out More about Your Visitors with the Login Button 487 Using Recommendations for Social Proof 488 Offering Smart Suggestions with the Recommendations Bar 489 Spotlighting Your Latest Content with the Activity Feed 490 Optimizing the Comments Feature 491 Optimizing Your Connections with Facepile 492 Capturing Audience Data with the Registration Plug-in 494 Attracting a Larger Audience with the Subscribe Button 495 Finding and Installing Open-Source Facebook Plug-Ins 496 Considering the most popular open-source social plug-ins 496 Using Share buttons for multiple social networks 497 Installing a WordPress plug-in (The easy way!) 498 Chapter 3: Discovering Live Video Streaming on Facebook 501 Understanding the Benefi ts of Streaming Video 501 Attracting viewers with chat 502 Getting closer to customers 502 Supplementing traditional advertising 503 Choosing Your Streaming Application 503 Streaming Your Live Broadcast with the Linqto Application 505 Streaming from Your Facebook Page with the Livestream Application 506 Creating a Livestream account 507 Installing the Livestream application on your Facebook Page 508 Adding Livestream to a tab on your Page 509 Creating Buzz about Your Live Stream 511 Posting to your Facebook Page 511 Posting to your personal Profile 512 Sharing viewer comments with other social media 512 Partnering with other events and organizers 513 Chapter 4: Stepping Out with Facebook Places and Facebook Deals 515 Exploring Facebook Places 515 Places for consumers 516 Places for businesses 522 Launching a Facebook Place 522 Locating your Place 523 Claiming your Place 524 Introducing Facebook Check-in Deals to Your Community 527 Choosing a deal 528 Defining your offer, and setting deal duration and quality 529 Promoting a deal 530 Setting up a deal in Places 530 Book VIII: Facebook Advertising 533 Chapter 1: Advertising in Facebook 535 Introducing Facebook Advertising 535 Understanding How Facebook Advertising Works 539 Advertising on Facebook versus other platforms 540 Defi ning ad types 543 Looking at Promoted posts 546 Designing campaigns with ads 546 Knowing what you can't advertise 548 Identifying Your Goals 549 Gaining connections 549 Acquiring leads 552 Reconnecting with your community 553 Making Your Initial Decisions 553 Allocating a budget 553 Rotating your ad 553 Setting a timeline .554 Chapter 2: Creating a Facebook Ad 555 Designing a Click-Worthy Ad 555 Advertising an external web page 556 Advertising a Facebook Page, App, or Event with Engagement ads 561 Meeting Facebook's terms and conditions 565 Using Sponsored stories 566 Using Laser Targeting 569 Location 570 Demographics 571 Interests 571 Connections on Facebook 573 Advanced targeting options 574 Setting Your Bidding and Pricing Goals 574 Running a Facebook Promoted Post 577 Getting Help from the Facebook Ads Team 580 Chapter 3: Testing, Measuring, and Modifying Your Ad 581 Understanding the Ads Manager 581 Adding an Admin to Your Facebook Ads Account 585 Testing Your Ad 587 Split-testing your three ad variables: Copy, image, and targeting 588 Testing your landing page 591 Viewing Facebook Reports 591 Running and reading the Advertising Performance report 593 Reading the Responder Demographics report 596 Exploring Actions by Impression Time 597 Understanding Inline Impressions 597 Exporting to a CSV file 598 Enabling the Facebook Ads Power Editor 599 Adapting your campaign 600 Book IX: Measuring, Monitoring, and Analyzing 601 Chapter 1: Setting Realistic Targets to Identify Success 603 Exploring Social Monitoring and Measuring 603 The Importance of Social Media Monitoring 604 Seeing why monitoring online conversations is important 605 Understanding the importance of real-time engagement 606 Monitoring the right way 608 Identifying your monitoring outcomes 608 The Importance of Social Media Measuring 610 Seeing why measuring online activity is important 610 Determining what you should measure for your return on investment (ROI) 611 Turning social activity into key metric indicators 612 Chapter 2: Exploring Facebook Insights 619 Making Sense of Insights Information 619 Exploring Insights data 620 Exporting the data 629 Determining the Most Important Data to Track 629 Tracking your like activity 629 Evaluating the impact of your content 630 Reaching Your Ideal Audience 633 Seeing who's been viewing your Facebook Page 633 Evaluating activity outside Facebook 634 Chapter 3: Using Third-Party Monitoring Tools and Analyzing Results 635 Choosing the Tool That's Best for Your Business 635 User fl exibility 636 Ease of setup 636 Ease of use 636 Ease of reporting 636 Cost 636 Training and support 637 Choosing Monitoring Tools: Your Third-Party Options 637 bit.ly 637 Google Alerts 639 Google Analytics 639 HootSuite 640 Social Mention 641 Crowdbooster 642 AgoraPulse 643 Hyperalerts 644 Sprout Social645 Topsy 645 Klout 646 Finding the Biggest Payoff with Your Monitoring Efforts 647 Analyzing Results and Taking Action 647 Building a tracking guide 647 Allocating manpower and resources from analysis 650 Identifying the time-wasters 650 Making adjustments on the fly 650 Building on your success 650 Index 651