Facebook Marketing: An Hour a Day
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Create an Integrated, Effective Facebook Strategy for Your Organization, A Step-by-Step Guide Put Facebook to work for your organization with this savvy guide that shows you how to develop, implement, and measure a successful Facebook marketing campaign from start to finish. Packed with smart tactics and invaluable tips, this unique book shows you how to leverage everything Facebook has to offer, from events and applications to pay-per-click advertising, analytics, Facebook Connect, and much more. See how other companies are succeeding, find out what to do and what not to do, and produce a winning campaign with this hands-on guide. Understand how Facebook fits into the social media landscape Develop your strategy, identify the numbers that matter, map them to business goals, and define your metrics Learn about Fan Pages and Groups and establish a winning corporate presence Create a following with compelling content, Facebook ads, contests, events, and more Integrate Facebook Connect to add social media features to your website Use analytics to monitor and test your results so you can see what's working with your target audience Create clear, effective Microsoft Excel dashboards for reporting results You'll also find: Advanced Facebook features and capabilities, including applications Real-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid Information about valuable third-party resources and links A look at the future of Facebook marketing from industry luminaries Praise for Facebook Marketing: An Hour a Day "By reading and using FBMHD, social savvy marketers gain the strategies, tactics and tools to cross the chasm from a hope-it-works community to a well-performing channel for marketing and communications."—Adam Weinroth, VP of Strategic Marketing, Demand Media "If you want to learn how to tap the communications tool of choice for hundreds of millions of people around the world, study Facebook Marketing. The real-world examples from organizations of all kinds are especially valuable for those who still need to be convinced (like your boss)."—David Meerman Scott, bestselling author of The New Rules of Marketing & PR, now published in 24 languages "This book walks the walk. It shows marketers at all levels how to roll up their sleeves, jump in, and get winning results quickly."—Brian Goldfarb, Director, Developer Platform, Microsoft
Introduction. Chapter 1 Internet Marketing 1985–2010. The Humble Beginnings of Social Marketing. The Emergence of Social Networks. Social Media by the Numbers and by Feel. What Social Media in 2010 Tells Us about the Future of Marketing. Realistic Social Marketing Expectations. A Few Thoughts Regarding Consumer Engagement. Chapter 2 What Is Facebook? Social Networking and Social Media Defined. Social Network Landscape. Seven Truths of Social Networks. What You Want: Viral Marketing. Other Opportunities in Social Networking. Campaign Ideas. Facebook Basics. Friending. The News Feed. Chapter 3 Develop a Facebook Strategy and Measure Success. Defining Your Facebook Presence. Close-Up of a Successful Social Media Campaign. Defining Your Social Media "Product". Your Facebook To-Do List. Chapter 4 Month 1: Create the Plan and Get Started. Week 1: Lay the Groundwork. Week 2: Draft and Present the Plan. Week 3: Establish a Presence with the Facebook Profile and Friends. Week 4: Use Basic Facebook Features to Promote Yourself. Chapter 5 Month 2: Establish Corporate Presence with Pages and Groups. Week 1: Learn About Pages and Groups. Week 2: Determine and Execute Content Strategy. Week 3: Add and Experiment with Content. Week 4: Monitor and Modify the Plan. Chapter 6 Month 3: Create Demand with Facebook Ads. Week 1: Learn the Basics of Facebook Advertising. Week 2: Build the Dashboard and Collect Data. Week 3: Refine Your Campaign Using A/B and Multivariate Testing. Week 4: Analyze and Adjust the Campaign. Chapter 7 Month 4: Advanced Tactics and Campaign Integration. Week 1: Understand Essential Advanced Tactics. Week 2: Learn About Facebook Connect, Widgets, Fan Boxes. Week 3: Integrate Your Efforts with Multichannel Marketing. Week 4: Conduct Advanced Analytics. Chapter 8 Customized Experiences via Facebook Applications. Facebook Applications: A Brief History. Facebook Apps Today. Optimize Your Fan Page with Apps. What You’ll Need to Build a Facebook Application. Monetize Your App. The Future: Applications on Mobile Devices. Chapter 9 The Analytics of Facebook. Keep Score with Metrics and Monitoring. Facebook Return on Investment and the Mayo Medical School. Measure Engagement with Insights. When Facebook Isn’t Quite Enough: Landing Pages. Chapter 10 Organizational Considerations. Roles and Responsibilities. How Facebook Works in Different Organizations. Appendix A Resources. Some Final Tips on Facebook for B2B Marketing. Companion Website. Other Reading Material. Social Media Tools You Can Use. Appendix B The Future of Facebook. Dave Kerpen. Scott McCaskill. Lauren Cooney. Jesse Stay. Nick O’Neill. Kevin Tate. Glossary. Index.
