Facebook Marketing: Designing Your Next Marketing Campaign
The All-New, Up-to-the-Minute Guide to Facebook® Marketing: Better Techniques, Better Results!\ In this completely revised book, top Facebook marketer Justin R. Levy shows how to use Facebook to attract more customers and earn more profits. This isn't hype: It's actionable information based on the real experiences of companies and individuals who've used Facebook to supercharge their businesses and careers. Levy covers it all, from the absolute basics to attracting visitors and building your...
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The All-New, Up-to-the-Minute Guide to Facebook® Marketing: Better Techniques, Better Results!In this completely revised book, top Facebook marketer Justin R. Levy shows how to use Facebook to attract more customers and earn more profits. This isn’t hype: It’s actionable information based on the real experiences of companies and individuals who have used Facebook to supercharge their businesses and careers. Levy covers it all, from the absolute basics to attracting visitors and building your community. You’ll discover the latest tools and Facebook Apps–and new best practices for everything from search to privacy. Packed with real case studies, this is the only Facebook business guide you need: your fast, complete blueprint for success.Coverage includes• Learning from the pioneers and avoiding beginner’s mistakes• Developing a winning Facebook marketing strategy• Establishing a presence that starts working fast and grows with you• Designing Facebook ads that drive more clickthroughs at lower cost• Using Facebook Connect and Live Stream Box to reach customers outside Facebook• Monitoring what customers are saying about you in real-time• Communicating more powerfully with widgets and Apps• Addressing privacy concerns• Building communities that promote loyalty and innovation• Using Sweepstakes and other traffic builders• Mastering advanced Facebook marketing tips, tricks, and hacks• Preparing for the future of Facebook
Introduction XIII1 From Dorm Room to Boardroom: The Growth of Social Networks 1About Marc Zuckerberg 5The Early Days 5The Teenage Years 7Coming into Adulthood 82 Getting Around Facebook: The Basics 15Getting Started 160-60 on Facebook in 11 Steps 161 Take a Few Minutes to Familiarize Yourself 162 Upload a Picture of Yourself 173 Fill Out Your Profile Completely 184 Start Finding Some Friends 195 Import your AOL Instant Messenger (AIM) or Windows Live Buddies 196 Upload More Photos 237 Upload a Video or Two 248 Send Your First Status Using the Publisher Tool 249 Download a Facebook Mobile Application 2510 Start Interacting with Your Friends 2511 Have Fun and Explore! 26Home Page Feed 26Comments and Likes 28Publisher Tool 29Photos 31Videos 32Pages and Groups 33Notes 34Facebook Chat 35Search 35Friends Tab 37Inbox Tab 38Settings Tab 383 Establishing a Corporate Presence 41Facebook: Personal or Professional? 42Developing a Corporate Facebook Presence 43Getting Started 43Facebook Pages 44Getting Started with Your Facebook Page 45What's Next 54Promoting Your Facebook Page 54Email Signature 54Twitter 55Facebook 56Email Marketing 57Company Website 57Facebook Ads 58Google AdWords 58Facebook Groups 59Page or Group: Which One? 61Nurturing Your Community 62Run Contests or Sweepstakes 62Share Specific Content 62Create Specific Content 63Simply Engage 64Should You Police Your Community? 654 Extending Facebook into the Interwebs: The Power and Reach of Facebook Connect 67Using Facebook Connect for Commenting 68Using Facebook Connect to Provide Sharing Options 69Sharing Stories into Your Stream with Facebook Connect 69Recent Friend Activity 71Using Facebook Connect for Social Filtering 72Using Facebook Connect as a Single Sign On 72Creating a Personalized Experience with Facebook Connect 73Integrating Chat Using the Live Feed 74Not Just for the Web 76A Few Stats 77Summary 775 Facebook Advertising: How and Why You Should Be Using It 79Common Reasons for an Ad to be Rejected 80Step-by-Step Guide to Creating an Ad 821 Design Your Ad 822 Target Your Audience 843 Create a Campaign and Set Pricing 864 Review and Submit 87Analyzing Performance 88Summary 896 Extending the Experience with Facebook Apps 91Shareability of Applications 93Finding Facebook Applications and Navigating the Directory 93Reviewing and Adding an Application 96Managing Your Applications 99Creating Your Own Facebook Application 101Installing the Developer Application 101Completing the Application Configuration Form 102Summary 1037 Addressing Privacy Concerns 105The Two Faces of Privacy on Facebook 106Single Facebook Profile 107Two Different Facebook Profiles 108Not Mixing Personal and Work 108Privacy Settings 109Personal Privacy Settings 109Pages Privacy Settings 116Group Privacy Settings 119Facebook's Privacy Policy 120Summary 1218 Developing a Facebook Marketing Strategy 123Designing a Community Building Strategy 125Designing a Promotions Strategy 130Designing an Advertising Strategy 132The Importance of Measurement 132Facebook Insights 133Facebook Advertising 134Web Analytics 136Marketing Software 137Other Measuring Methods 138Summary 1389 Using Facebook to Develop Communities 141Building a Community for Your Company, Product, or Service 143Upload Photos 144Upload Videos 145Ask Questions 146RSS 147Provide Exclusives 147Building an Internal Community 148Using Facebook as a Focus Group 149Building a Personal Community 149Be Helpful 150Connect Often 150Be a Connector 151Use Lists 152Business Benefit from Personal Communities 153Building a Community Around a Hobby or Interest 153Summary 15510 Best in Class 157Volkswagen 158Trust Agents 159Microsoft Office 160Gary Vaynerchuk 162Barack Obama 163Jonas Brothers 165Gavin Newsom 166Vin Diesel 168The Ellen DeGeneres Show 169Mashable 171Lessons Learned from the "Best in Class" 17311 Shaking the Crystal Ball: What's Next for Facebook 177Going Public 178Acquisitions 179Integrating More Professionalism 181Dashboard Customization 182Increasing Ways to Connect 184An Endless Rainbow of Options 187Signing Off 187Index 189
