Facebook
Marketing
®
4th Edition
Facebook
Marketing
®
4th Edition
by John Haydon
Facebook® Marketing For Dummies®, 4th Edition
Published by:
John Wiley & Sons, Inc.,
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Hoboken, NJ 07030-5774,
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Copyright © 2013 by John Wiley & Sons, Inc., Hoboken, New Jersey
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Library of Congress Control Number: 2013935680
ISBN 978-1-118-40038-8 (pbk); ISBN 978-1-118-41326-5 (ebk); ISBN 978-1-118-41325-8 (ebk);
ISBN 978-1-118-41324-1 (ebk)
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
Contents at a Glance
Introduction................................................................. 1
Part I: Getting Started with Facebook Marketing............ 7
Chapter 1: Marketing in the Age of Facebook................................................................. 9
Chapter 2: Researching and Understanding Your Target Audience.......................... 19
Chapter 3: Developing a Facebook Marketing Plan...................................................... 29
Part II: Building Your Facebook Presence..................... 51
Chapter 4: Getting Started with a Facebook Page........................................................ 53
Chapter 5: Configuring the Best Admin Settings for Your Facebook Page............... 75
Chapter 6: Enhancing Your Facebook Page with Applications................................... 87
Part III: Engaging with Your Customers
and Prospects on Facebook........................................ 103
Chapter 7: Creating a Remarkable Presence on Facebook
with Content Marketing............................................................................................... 105
Chapter 8: Going Public with Your Facebook Page.................................................... 117
Chapter 9: Engaging with Your Fans............................................................................ 139
Chapter 10: Measuring Success with Facebook Insights........................................... 153
Part IV: Marketing beyond the Facebook Page..............173
Chapter 11: Using Facebook Advertising to Promote Your Business...................... 175
Chapter 12: Using Facebook Offers to Promote Your Business............................... 211
Chapter 13: Using Facebook Groups and Events to Promote Your Business......... 219
Chapter 14: Cross-Promoting Your Page..................................................................... 239
Chapter 15: Understanding and Using Facebook Social Plug-Ins............................. 253
Part V: The Part of Tens............................................ 277
Chapter 16: Ten Common Facebook Marketing Mistakes
(and How to Avoid Them)........................................................................................... 279
Chapter 17: Ten (or So) Business Etiquette Tips for Facebook............................... 285
Chapter 18: Ten (Okay, Eight) Factors for Long-Term
Facebook Marketing Success...................................................................................... 291
Index....................................................................... 295
Table of Contents
Introduction.................................................................. 1
About This Book............................................................................................... 1
Foolish Assumptions........................................................................................ 2
Conventions Used in This Book...................................................................... 2
What You Don’t Have to Read......................................................................... 2
Part I: Getting Started with Facebook Marketing................................ 3
Part II: Building Your Facebook Presence........................................... 3
Part III: Engaging with Your Customers and
Prospects on Facebook...................................................................... 4
Part IV: Marketing beyond the Facebook Page................................... 4
Part V: The Part of Tens......................................................................... 4
Icons Used in This Book.................................................................................. 4
Where to Go from Here.................................................................................... 5
Part I: Getting Started with Facebook Marketing............. 7
Chapter 1: Marketing in the Age of Facebook . . . . . . . . . . . . . . . . . . . . . 9
What Is Facebook and Why Is It So Popular?.............................................. 10
Understanding the Marketing Potential of Facebook................................ 12
Leveraging the power of word-of-mouth marketing......................... 13
Marketing tools for all kinds of businesses....................................... 14
Understanding Why Your Business Needs a Facebook Page.................... 15
Attracting new fans that are friends of customers........................... 17
Changing first-time customers into repeat customers.................... 18
Chapter 2: Researching and Understanding Your Target Audience . . 19
Defining Your Target Audience..................................................................... 19
Understanding the marketing funnel.................................................. 20
Understanding the ladder of engagement......................................... 21
Defining who your best customers are.............................................. 22
Selecting demographic criteria for your target audience................ 23
Using personas to give your target audience personality............... 24
Researching Target Audiences with Facebook’s Ad Tool......................... 25
Chapter 3: Developing a Facebook Marketing Plan . . . . . . . . . . . . . . . 29
Understanding the Power of Word-of-Mouth on Facebook....................... 30
Understanding What to Include in Your Marketing Plan........................... 31
Developing Your Value Proposition: Why Should
Customers Buy What You’re Offering?.................................................... 32
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Facebook Marketing For Dummies, 4th Edition
Understanding Your Audience...................................................................... 33
Finding out what makes your fans tick.............................................. 33
Appreciating your fans......................................................................... 35
Defining Your Marketing Goals..................................................................... 36
Building your brand’s awareness....................................................... 37
Driving sales.......................................................................................... 38
Forming a community with a Facebook Group................................. 39
Listening to feedback........................................................................... 40
Developing Your Content Strategy............................................................... 41
Monitoring and Reporting Page Activity..................................................... 43
Using Insights for Pages....................................................................... 43
Creating benchmarks and setting goals............................................. 45
Keeping an eye on key metrics........................................................... 45
Integrating Your Online and Offline Campaigns......................................... 47
Deciding on a media budget................................................................ 48
Hiring an online writer......................................................................... 48
Part II: Building Your Facebook Presence...................... 51
Chapter 4: Getting Started with a Facebook Page . . . . . . . . . . . . . . . . 53
Understanding the Differences among Pages, Profiles, and Groups........ 54
Profiles are personal, not business.................................................... 55
Groups are for connection, not promotion....................................... 57
Creating a Facebook Page from Scratch...................................................... 58
Adding your description and website................................................ 60
Uploading your profile photo.............................................................. 61
Inviting people to like your Page........................................................ 62
Adding a cover photo to your Facebook Page ................................. 63
Editing your Facebook Page’s thumbnail.......................................... 63
Limiting access to your Page until launch......................................... 64
Adding More Information about Your Business......................................... 65
Setting age, location, posting, and messaging
restrictions to your Page.................................................................. 66
Configuring, commenting, and posting moderation
settings on your Page....................................................................... 68
Adding and Removing Apps from a Facebook Page................................... 69
Adding more apps to your Facebook Page........................................ 70
Changing the order of your Facebook Page views........................... 71
Adding Page Administrators......................................................................... 72
Getting the Most from Facebook Marketing Resources............................ 73
Understanding Facebook’s Terms and Conditions.................................... 74
Chapter 5: Configuring the Best Admin Settings
for Your Facebook Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Configuring Your Page Timeline for Maximum Engagement.................... 75
Allowing Threaded Comments on Your Page Updates.............................. 77
Table of Contents
Limiting Who Can See Your Page Content.................................................. 77
Configuring Your Profanity and Moderation Settings................................ 78
Posting as a Page versus Posting as a Profile............................................. 79
How to switch between posting as a profile and
posting as a Page............................................................................... 80
Posting as a Page on other Pages....................................................... 81
Posting as a profile should be a personal choice............................. 82
Knowing the difference between being helpful and being spam...... 82
Engaging with Your Fans with Your Mobile Phone.................................... 84
Posting content and managing your Page with mobile
web browsers.................................................................................... 84
Posting content and managing your Page with mobile apps.......... 84
How to post content and manage your
Facebook Page via e-mail................................................................. 85
Chapter 6: Enhancing Your Facebook Page with Applications . . . . . 87
Understanding Facebook Applications........................................................ 88
Yeah, There’s an App for That — but Where?............................................ 91
Using Third-Party Custom Facebook Page Tab Services........................... 93
Choosing E-Commerce Applications for Your Page................................... 94
Granting Access to Applications.................................................................. 95
Configuring Application Tabs on Your Facebook Page ............................ 95
Changing tab names............................................................................. 96
Changing tab images............................................................................ 96
Changing the order of tabs.................................................................. 97
Removing an app from your Facebook Page..................................... 97
Creating Custom Facebook Tabs with HTML............................................. 98
Creating a custom Facebook tab with the Static HTML:
iframe tabs application..................................................................... 99
Creating a hosted custom Facebook tab........................................... 99
Part III: Engaging with Your Customers
and Prospects on Facebook ....................................... 103
Chapter 7: Creating a Remarkable Presence on
Facebook with Content Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
Understanding How Content Marketing Works on Facebook................. 106
Understanding the difference between your
website and Facebook.................................................................... 106
Understanding how people scan content........................................ 108
Understanding how EdgeRank affects visibility on Facebook...... 109
Creating compelling content for your Facebook Page................... 110
Knowing your audience..................................................................... 111
Staying on message............................................................................ 111
Defining Your Posting Goals........................................................................ 112
Getting Fans Engaged................................................................................... 113
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Facebook Marketing For Dummies, 4th Edition
Chapter 8: Going Public with Your Facebook Page . . . . . . . . . . . . . . 117
Mapping a Launch Strategy for Your Facebook Page.............................. 118
Fostering a Sense of Enchantment on Your Facebook Page................... 118
Preparing Your Facebook Page for Launch............................................... 120
Enhancing Your Facebook Page with Content before Launch................ 120
Adding a Compelling Reason for Users to Like Your Page...................... 121
Adding photos and videos................................................................. 122
Adding photo albums......................................................................... 123
Adding milestones.............................................................................. 124
Making Your Facebook Page Easy to Find on Search Engines................ 126
Networking with Friends to Launch Your Facebook Page...................... 128
Encouraging your friends to share your Page
with their friends............................................................................. 128
Promoting your Page to friends with the Invite feature................ 129
Tagging photos to promote your Page to your friends................. 130
Recycling Existing Marketing Assets to Launch Your
Facebook Page........................................................................................... 131
Your e-mail signature......................................................................... 132
Your e-mail list.................................................................................... 132
Printed marketing materials.............................................................. 133
QR codes.............................................................................................. 133
Your blog............................................................................................. 134
Webinars.............................................................................................. 134
YouTube............................................................................................... 135
Promoting Your Facebook Page in Your Store......................................... 136
Promoting Your Facebook Page by Using Facebook Ads........................ 137
Promoting Your Facebook Page by Using an Integrated Approach....... 137
Chapter 9: Engaging with Your Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
Understanding What Engagement Really Means...................................... 140
What engagement means for word-of-mouth marketing............... 140
Understanding what engagement on Facebook offers you........... 141
Understanding the ways that Facebook users
engage with your business on Facebook..................................... 141
Measuring Engagement with Facebook Insights...................................... 143
Getting Tactical With Engagement On Your Facebook Page.................. 147
Getting Notifications about Activity From Facebook Users.................... 148
Using Your Facebook Page’s Activity Log................................................. 149
Responding to Comments and Posts from Others................................... 150
Adopting the Farmer’s Attitude.................................................................. 152
Chapter 10: Measuring Success with Facebook Insights . . . . . . . . . 153
Getting Analytical with Facebook Insights................................................ 154
Using Facebook Insights.............................................................................. 155
Understanding the two types of Likes your
Facebook Page receives................................................................. 155
Accessing Page Insights..................................................................... 156
Table of Contents
Exploring Facebook Page Insights.............................................................. 157
Understanding the Overview Report......................................................... 157
Understanding the Page Posts Report....................................................... 159
Understanding the Likes Report................................................................. 161
Where your Likes came from............................................................ 162
Understanding Like Sources.............................................................. 162
Understanding the Reach Report............................................................... 163
Understanding the Reach and Frequency graphs.......................... 164
Understanding the Visits to Your Page report................................ 166
Understanding the Talking About This Report......................................... 166
Understanding the Check Ins Report......................................................... 168
Exporting Data from Facebook Insights.................................................... 169
Third-Party Analytics................................................................................... 171
Part IV: Marketing beyond the Facebook Page............. 173
Chapter 11: Using Facebook Advertising to
Promote Your Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175
Introducing Facebook Ads........................................................................... 176
Using Facebook ads as part of your overall marketing mix.......... 177
Understanding how Facebook Ads differ from
other online ads.............................................................................. 178
Understanding Facebook’s targeting options................................. 181
Setting your budget............................................................................ 182
Creating Winning Ads................................................................................... 182
Copywriting tips.................................................................................. 183
Choosing the right image................................................................... 184
Simplifying your offer......................................................................... 185
Devising a Landing-Page Strategy for Your Ads....................................... 185
Landing on a Facebook location....................................................... 185
Landing on a website page................................................................ 187
Revealing content on your landing page......................................... 188
Creating a Facebook Ad............................................................................... 188
Step 1: Choosing your destination and ad objective...................... 189
Step 2: Creating your ad..................................................................... 190
Step 3: Targeting your ad................................................................... 192
Step 4: Campaign, Pricing and Schedule.......................................... 196
Creating Promoted Posts............................................................................. 198
Creating a promoted post.................................................................. 198
Viewing realtime analytics for Promoted Posts.............................. 199
Creating Multiple Campaigns...................................................................... 200
Managing and Measuring Your Ad Campaigns with Ads Manager........ 201
Viewing performance data................................................................. 202
Viewing campaign details.................................................................. 202
Ad preview and targeting summary................................................. 205
Making changes to your daily budget.............................................. 206
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Understanding Other Facebook Ads Manager Features.......................... 207
Accessing your Facebook Page from the Ads Manager................. 207
Creating and scheduling Facebook ad reports............................... 208
Adding other users to your Facebook ad account......................... 209
Tracking payment transactions........................................................ 210
Learning about your business resources........................................ 210
Chapter 12: Using Facebook Offers to Promote Your Business . . . . 211
Understanding Facebook Offers................................................................. 211
Creating an Offer for Your Page.................................................................. 212
Getting the Most from Your Offer............................................................... 214
Promoting Your Offer................................................................................... 216
Promoting your offer on your Facebook Page................................ 216
Promoting your deal with Facebook Ads......................................... 217
Promoting your offer with other marketing channels................... 217
Chapter 13: Using Facebook Groups and Events
to Promote Your Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219
Discovering Facebook Groups.................................................................... 219
Understanding How Facebook Groups Fit In with Your Business......... 220
Using Facebook Groups............................................................................... 222
Distinguishing Facebook Groups from Pages.................................. 222
Finding a group................................................................................... 223
Joining a group.................................................................................... 224
Accessing groups you joined............................................................ 225
Participating in a group..................................................................... 225
Creating Your Own Facebook Group......................................................... 226
Securing your group’s name.............................................................. 226
Setting up your group........................................................................ 226
Setting up a group URL and e-mail address.................................... 228
Other group settings.......................................................................... 229
Deleting a group.................................................................................. 229
Creating a Facebook Promotion................................................................. 230
Understanding Facebook rules for promotions.............................. 230
Creating an effective promotion....................................................... 231
Using Facebook Events to Promote Your Business................................. 233
Creating an event................................................................................ 234
Adding a cover image to your event................................................ 235
Inviting friends to your event............................................................ 236
Editing your event.............................................................................. 237
Exporting your event.......................................................................... 237
Following up after an event............................................................... 238
Chapter 14: Cross-Promoting Your Page . . . . . . . . . . . . . . . . . . . . . . . . 239
Making Facebook Part of Your Marketing Mix.......................................... 239
Choosing a custom Facebook username......................................... 240
Cross-promoting your Page............................................................... 241
Table of Contents
Leveraging your Facebook presence via your
e-mail, website, and blog................................................................ 242
Adding a Facebook Like Box to your website................................. 242
Promoting Your Facebook Presence Offline............................................. 244
Networking offline............................................................................... 246
Placing the Facebook logo on signs and in store windows........... 246
Using a QR code to promote your Page........................................... 246
Referencing your Page in all ads and product literature............... 248
Optimizing Your Page for Search Results.................................................. 248
Using search engine optimization to drive traffic.......................... 249
Using Facebook Questions................................................................ 250
Driving more Likes to your Page....................................................... 251
Get Inside Your Prospects’ and Customers’ Heads................................. 251
Chapter 15: Understanding and Using Facebook Social Plug-Ins . . . 253
Extending the Facebook Experience with Social Plug-Ins....................... 254
Adding Plug-In Code to Your Website........................................................ 258
Integrating Facebook Insights into Your Social Plug-Ins......................... 259
Setting up your website as a Facebook application....................... 259
Integrating Facebook’s software into your website....................... 261
Getting More Visibility with the Like Button............................................ 262
Allowing for Private Sharing with the Send Button.................................. 263
Adding a Follow Button to Your Personal Profile..................................... 264
Adding Comments to Your Website........................................................... 265
Showing User Activities with the Activity Feed Plug-In........................... 266
Highlighting Popular Content with the Recommendations Box............. 268
Driving Deeper Engagement with the Recommendations Bar................ 269
Integrating Facebook’s Login Button......................................................... 270
Liking the Like Box....................................................................................... 271
Making Registration Painless with the Registration Plug-In................... 272
Personalizing a Site with the Facepile Plug-In........................................... 273
Checking Your Plug-Ins with Debugger..................................................... 274
Facebook’s Plug-In for Hosted WordPress Sites....................................... 274
Part V: The Part of Tens............................................. 277
Chapter 16: Ten Common Facebook Marketing
Mistakes (and How to Avoid Them) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279
Stop Thinking like a Traditional Marketer................................................. 279
Don’t Use a Profile to Market Your Business............................................ 280
Don’t Use a Group to Market Your Business............................................ 281
Don’t Post with Shortened URLs................................................................ 281
Don’t Wing It.................................................................................................. 281
Don’t Post During Bad Times...................................................................... 282
Don’t Be Pushy.............................................................................................. 282
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Don’t Sell Too Little...................................................................................... 283
Don’t Post Lengthy Updates........................................................................ 283
Don’t Ignore Comments............................................................................... 283
Chapter 17: Ten (or So) Business Etiquette Tips for Facebook . . . . . 285
Understand That Business Is Personal...................................................... 285
Don’t Drink and Facebook........................................................................... 286
Keep It Clean and Civilized.......................................................................... 286
Be Careful Friending Strangers................................................................... 286
Dress Up Your Page with Applications...................................................... 287
Respect the Timeline................................................................................... 287
Be Careful When Talking to Strangers....................................................... 287
Don’t Be Afraid to Ignore People................................................................ 288
Deal with Your Irate Users.......................................................................... 288
Don’t Forget Birthday Greetings................................................................. 288
Maintain Your Privacy................................................................................. 289
Chapter 18: Ten (Okay, Eight) Factors for Long-Term
Facebook Marketing Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Learn the Language, Eat the Food.............................................................. 291
Understand Why People Share................................................................... 292
Be Useful and Helpful................................................................................... 292
Listen to Your Fans...................................................................................... 292
Consistently Participate.............................................................................. 293
Appreciate and Recognize Your Fans........................................................ 293
Measure and Monitor................................................................................... 294
Be Fearless and Creative............................................................................. 294
Index........................................................................ 295
About the Author
John Haydon is the founder of Inbound Zombie, an Internet marketing
consultancy in Cambridge, Massachusetts that serves small- and mediumsized nonprofits in the United States and Canada. John is also cofounder of
Socialbrite, a cross-industry social media consultancy. He is an instructor at
MarketingProfs.com, conducts educational webinars at CharityHowTo.com,
and is a regular contributor to The Huffington Post.
John has also presented at BlogWorld, The Nonprofit Technology Conference,
140 Characters Conference, and many other regional conferences.
You can read his blog at www.johnhaydon.com.
Dedication
I dedicate this book to marketers everywhere who are in the middle of the
biggest sea of change in marketing history. There’s never been a better time
to be a marketer, and tools like Facebook are rewriting the rules. I hope that
by providing you with straightforward, step-by-step advice, as well as sharing my real-world experience in marketing companies via Facebook, you’ll
become better at your craft and thereby take everyone to levels in marketing
people have yet to explore. I also hope that you keep your Facebook marketing efforts in perspective, and always put family and friends first!
Author’s Acknowledgments
This project couldn’t have succeeded without the help and support of many
people.
First, I want to express deep appreciation for my family, especially Kate and
Guthrie, who support my passion for helping businesses and nonprofits use
Facebook. The time spent away from you can never be replaced. I also want
to thank the stellar team at Wiley, including Amanda Graham, for her amazing copyediting; Michelle Krasniak, for her supurb technical accuracy; Amy
Fandrei, who originally reached out to me and continues to hold my hand
through the entire process; and finally Christopher Morris, my project editor,
who kept me on track every step of the way. I couldn’t imagine working with
a better team!
Thanks to scores of bloggers, especially Beth Kanter, Mari Smith, Amy
Porterfield, Jon Loomer and many others who keep me informed about
changes at Facebook and what they mean for nonprofits and businesses.
Most of all, I want to thank Facebook founder Mark Zuckerberg and his team
of young entrepreneurs and software developers for their vision in realizing
the most popular online social network on the planet.
Publisher’s Acknowledgments
Acquisitions Editor: Amy Fandrei
Project Coordinator: Katherine Crocker
Senior Project Editor: Christopher Morris
Cover Image: © Jozsef Szasz-Fabian /
iStockphoto
Copy Editor: Amanda Graham
Technical Editor: Michelle Krasniak
Editorial Assistant: Anne Sullivan
Sr. Editorial Assistant: Cherie Case
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