AMA Facebook for Marketers, Chicago June 15, 2010 delivered by Bernie Borges at the Gleacher Center.

1. Facebook for Marketers Bernie Borges June 15, 2010

2. Goals Learn how to use Facebook in productive and measurable ways in business. Learn strategies and tactics to build your audience. Understand the “rules of engagement.” Understand Facebook’s marketing potential. Minimize mistakes. Maximize positive results.

3. Expectations Navigate Facebook How to develop a content strategy that drives sales Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes… How to build your personal or company brand and build a network Select and implement applications that fit your Facebook marketing plan Understand the “rules of engagement” and community building best practices Experiential marketing that creates “buzz” How to use Facebook advertising and why you should Measure – review – refine: Facebook analytics

4. Skills to Acquire The 2 pillars of social media Content-content-content Building relationships The habit of using Facebook daily. How to engage with people and brands. How to build your personal and company brand. How to measure results from Facebook marketing.

5. Agenda Overview Getting Started Navigating Around Your Profile Versatility of Facebook Building Your Brand on Facebook Facebook Page Evolution Promoting on Facebook Facebook Ads Measuring Facebook Ads Measuring Facebook ROI

7. Open Graph API

8. Setting Goals

10. Facebook Stats People of Facebook 460 M active users (120M US) Avg 130 friends 500B minutes per month Activity Avg user connected to 60 pages, groups and events Global reach 70 languages 70% of users are outside the US Mobile 100M access Facebook Users are twice more active Platform 1M+ developers & entrepreneurs from 180 countries Every month, more than 70% of users engage with platform applications More than 500,000 applications available More than 250,000 websites integrate with Facebook comScore stats 2/3rds of US top 100 websites Half of Global top 100 websites

11. Facebook’s Open Graph API The buzz about the Open Graph API A way to embed Facebook pages anywhere on the web Authentication hub for social experiences on the web What this means for marketers Facebook has become a major tool in expanding brand awareness for B2B as well as B2B companies Graph from AllFacebook.com

12. Before We Begin… Understanding how to market with Facebook begins with Setting and measuring goals Understanding Facebook uses Understanding Facebook navigation What happens when you post content on your wall Customizing your Facebook marketing Facebook interactivity

13. Setting and Measuring Goals Chris Treadaway & Mari Smith Facebook Marketing: An Hour a Day Goals Metrics Example

14. If Monetizing Facebook Is Your Objective… Three Forms of Media Earned Media Authority Trust Reputation Purchased Media Google Ads Owned Media Content we produce, e.g., documents, blogs, videos, photos, announcements, etc. Sometimes all work best…

15. Facebook Uses Personal profile Business (Fan) page Groups Events Causes Community Page Applications Advertising Search engine

16. How Your Post and Content Travels… Business Page Friend’s Profile Page Write comment and paste link Click attach Click Share to everyone Posts to Find and Convert’s Business page with 525 people that “Like” business page Posts to the News Feed of 525 people that “Like” Find and Convert Your post now shows in 116 more news feeds One of those 525 then wants to “share” with their 116 friends A comment is made and your post is then shared again, posting to 142 more news feeds…and so on

17. Just Imagine…If 5% of friends shared a post with 130 friends each time… This is how content goes viral

18. Basic Facebook Navigation Group Must have a personal profile Invitations can be open to the public or closed Allows you to send bulk invite to friends Opportunity for message to go viral Does not support applications Can create related event and invitation Cannot promote with social ads No visitor statistics available (at this time) Discussions Personal Profile You can friend others You can “Like” a page Cannot use profile for business Allows for “vanity” URL Post messages that will be read by your “friends” Create events Share content, photos and video Send private email Business Page Visible to unregistered users Stands alone in search engines Allows for “vanity” URL Can create events Can tailor to specific needs Over 500,000 Facebook and 3rd party applications Can promote with social ads Offers Visitor statistics Allows multiple administrators not attached to a profile Discussions Personal profiles are for people Business pages are for celebrity, band, business or organization Groups are sponsored by an individual for specific topics

21. Find others and meaningful content that is meaningful, educational and/or entertaining

22. A way to engage with people you know and meet others with common interests17 A Facebook Profile

23. How Do I Separate My Personal Life and Professional Life? The lines are blurring play nice share don’t bully

24. Starbucks 7,271,653 “Likes” Business page: Starbucks Card landing page Portal into specific countries business page Four Experiencial marketing tabs Manage your card Instant story Starbucks VIA Polls Discussions A Business Page

25. 2010 Bank of America Chicago Marathon Training Group 116 members Find a training partner, share a ride, information on hotels, food, etc A Group

26. Section TwoGetting started… Setting Up: Personal Profile Your Settings Notifications Mobilizing Find Friends Account Applications Business Profile Applications Groups Help Center

27. Setting up a Personal Profile Facebook.com Are you creating a personal profile or a business page? Do you want a personal profile attached to your business page? Fill in form or select “Create a Page” Select Privacy settings. Agree to Facebook TOS.. Confirmation email. Search for friends and coworkers: Online email address book for possible friends and contacts By school or company. Help

28. Your Profile Facebook.com Facebook will remind you of steps you need to complete Edit Profile Max 4M on photo or avatar

29. Set Up Your Personal Profile Privacy Settings Facebook.com Friends Friends of Friends Everyone Personal Information and Posts Contact Information Search Applications and Websites Instant Personalization Pilot Program More information Mashable: Facebook Privacy Controls Facebook Privacy Explanation Facebook Privacy

30. Notifications Tab Facebook.com Update your Fans Visit your Insights Page Get more fans with Facebook Ads

31. Mobilizing Your Facebook Facebook.com Set Up and verify Select your phone Text a link to phone Text messages Upload via email Access via account and footer

32. Email Suggestions Search Connections Address Book Create csv file from address book and upload Settings – Find Friends Facebook.com 3 4 1 5 2

33. Settings - Account Settings Networks Groups or School Notifications Mobile Language Payments Facebook Ads Facebook.com

34. Settings - Applications You can edit Settings Profile Facebook.com

35. Personal Profile Tips Upload a few pictures and fill out your profile completely. Update your status daily. “Like” business (fan) pages and join groups that are of interest to you. Participate in them by commenting on their walls and/or uploading links. Engage with your Facebook friends by commenting on their walls, invite them to join your business page(s)/groups, comment on their videos/pictures, and upload videos/pictures. Post upcoming events or parties you may have and invite your Facebook friends. Listen in on Facebook conversations and get social with your peers and friends as you see fit and get comfortable doing so.

36. Creating a Business Page .com/pages/create Local business Brand, product or organization Artist, band or public figure Fill out Form Click Create Official Page Will connect page to your personal profile Will create a stand alone page

37. Edit Your Business Page Edit page Settings Wall Settings Mobile Applications Photos Discussion Boards Links Video Notes Events .com/pages/create

38. Facebook Applications .com/apps Application Directory listed by: Utilities Education Entertainment Friends & Family Business Games Sports Lifestyle Just for Fun On Facebook External Websites Desktop Mobile Pages Prototype Business Page Bottom of Edit page

39. TidBits com/bernieborges Pages You Manage Account Manage pages Where Do I Find All Those Business Pages That I “Like” Profile Info Tab Scroll to bottom of page

40. Creating a Vanity URL http://www.facebook.com/username You must have a profile to create vanity URL for a business page Minimum of 25 “Likes” for business page URL

41. Creating a Group com/apps On Home Page - select: Groups Create a Group A Group must have a sponsor (profile, business page or groups) attached to it Invite friends to join Posting a link to join a group in a message, on a wall or in a discussion board is construed as “spam” Make members “admin” so that they can invite his/her friends to join the group

42. Help Center Located at bottom of page help

44. Messages

45. Notes

46. Lists

49. Use selectively, e.g., lists, sub groups of friends

50. Good way to send links, videos, photos

51. Limited to 20 at a time

55. Using Lists To Manage Your Friends com/bernieborges Use lists to group your friends Common interests Separate business and personal Specific groups Topics

56. Facebook Really Wants to Help You Connect When clicking friends you may see this: Re-connect with past connections Find friends of friends

58. Status updates should be interesting.

59. Status updates should be spread out, not every 5 minutes.

60. Only poke close friends, and don’t over do it.

61. Don’t invite all your friends to join every game you play. Be selective.

62. Create lists and use them to avoid treating all your friends the same.

63. Don’t share too much information.

64. Invite friends to pages, groups, events, etc, selectively.

65. Don’t repeatedly invite friends to join your page if they’ve ignored.

66. Use messaging sparingly. Don’t flood friend’s inboxes.

67. Tag friends in photos selectively. Don’t embarrass someone.

69. Seven Truths

70. Seven Motivators

71. Events

73. The Seven Heavenly Truths About Social Media Networks* Preferred communication of younger generations but not limited to them Social media is based on the concept of “friends” as a loosely applied term for people connecting with people, companies, brands… People that are active on the Internet are more likely active in social networks & are often influencers within their niche groups Social media content is transparent…once it’s posted, it is widely visible Content is the hub of the Internet, social media is just one spoke The rules in social media are still being defined. Experiment and tread carefully What motivates people is the key to social media usage… Chris Treadaway Mari Smith *Facebook Marketing An Hour a Day

74. The Seven Deadly Sins Motivators of Social Media Networking* Social Interaction Motivators Love Self-expression / emotion Sharing opinions / influencing friends Showing Off…the Id Fun / escapism / humor Memories and nostalgia Making Money Chris Treadaway Mari Smith *Facebook Marketing An Hour a Day

75. People Connecting through Facebook Quick Review Identifying Objectives What Facebook is really about Personal Profiles Business Profiles and community pages Seeking connections Navigating through Facebook Groups Another way to connect…events

76. Events…An OLD SKOOL REUNION Engaging image Captivating tag line Informative Used email and share to inform Attached to profile page

77. Events… An Afternoon of Ray’s Baseball Identifying image Informative tag line Message targeted to busy people – to the point Used email and share to inform members Attached to business (organization) page

78. Events… Denver Cruiser’s Sunday Funday Identifying image No tag line Message is targeted to group only Uses email and share to inform members Attached to group page

79. Finding Events Facebook is about connections Events listed by Your invites Your friends invites Difficult to find events in search with specific name Successful events take marketing effort

80. Creating an Event On Home Page - select: Events Create an Event Customizing your event under Wall you can add: Photos Videos Links Remember Successful events take marketing effort

81. Using Facebook for a Cause A man with a pest control business and a pink bra

82. Skip1.org Doesn’t Skip Social Media Skip something and feed a child

84. Branding Strategy

85. Outside Facebook

86. Case Studies

88. For example… B2C History Channel Threadless Congress on Facebook Sarasota Memorial Hospital Maroon 5 Art Institute of Chicago Corless & Zinober FormulaDrift Dell Skip1 The Big Green Egg B2B WindSpire SteelMaster Neenah HubSpot Indium TechCrunch Connectwise Alliance for American Manufacturing Caterpillar DEKA Laser Technologies

89. Facebook Branding Strategy Build an active wall Encourage people to Like your page Monitor and participate in the comments on your Wall Re-purpose content Post useful, interesting content from various sources, regularly Encourage Experiential Marketing Use Landing or welcome tabs Product specific interaction Useful information Experiment Use Calls to Action Well designed, clear calls to action Market Facebook outside Facebook Use photos • If possible, use pictures to show how customers use your product • Show customer satisfaction and engagement • Post pictures of your team at work Use video Post recording of team member “experts” Show your product in action Highlight off-line marketing Company sponsorships and events

90. Facebook Marketing Outside Facebook Facebook developers - Facebook Platform Showcase Mixture of free and fee based apps Cross-pollinate social media and traditional media venues Use email, newsletters, direct mail and media to point to social networks

91. Create Facebook Badge To Promote Your Page(s) Facebook Badges Page Badge Profile Badge Like Badge Photo Badge Use 3rd party Facebook buttons Do: hyperlink the badge to your Facebook Page or landing page Do: hyperlink the name of your business within your promotional copy to your Facebook Page. For example, Company X on Facebook Don’t: hyperlink the “Find us on Facebook” badge to the Facebook log-in page. Don’t: hyperlink the word “Facebook” within your promotional copy to your Facebook Page. For example, Company X on Facebook

92. Steelmasteron Facebook Active Wall Lots of content and comments Content Blog Limited other sources Experiential Welcome tab Quote tab Find a building CTAs Everywhere Photos Yes Video No Outside Marketing Community support On website

93. American Standard on FacebookNothing Beats a Great Toilet Flush Active Wall Content & comments Content Mostly repurposed content Community, blog, find… Experiential Outreach Events CTAs None Photos Yes Video Yes Outside Marketing Community support On website

94. Maroon 5 Band on Facebook Active Wall Content, Comments & Twitter Posts Content Blog, Fanclub Experiential Events Share with friends CTAs Events iLike Come to My Town Photos Yes Video Yes Outside Marketing Arts-Friends-Get Involved On website(s)

95. Sarasota Memorial Hospital on Facebook Active Wall Content & comments Content Discussion & Reviews but not seeded Community, blog, find… Experiential Outreach Events CTAs More engagement Photos Yes Video Yes Outside Marketing Community support On website

96. Community Pages such as the History Channel Are like Wiki’s Aggregate content across Facebook You can submit but Facebook will determine and upload image

97. Business Page Vs Groups Vs Community Groups largest value is the community aspect of a “group” engaging together on a common theme Pages Pages can only be for a real organization, business, celebrity, or band Must be created by an official representative of that entity Pages are public. Anyone can become a fan. Administrator can remove fans Can create events and send invites, register, etc. Community Page Wiki style page of information centered around keyword or phrase Aggregates posts across Facebook While you can create a community page, Facebook determines if there is enough volume to support it and controls the image Groups Groups can be created by any user and about any topic Groups are a community of users to share their opinions and interest in the group’s subject Groups can be kept closed (invitation only) Can create events and send invites, register, etc.

98. Pages Compared to Groups

99. Help Save the Gulf Coast from the Oil Leak Wall Info Photo Events Discussion

100. Twitter Rules Wall Info Discussions Photo

102. Strategies

103. Resources

104. Tools

106. Facebook Apps for Branding Multiple categories…here are just a few: Utilities Business Top Picks Causes SlideShare Memorable Address Networked Blogs LinkedIn Slates Testimonials Hootsuite Coupons EventBrite Payment Storefront Promotions Surveys HubSpot Grader Sign Up Form Advanced Search Notes Flash Video Static FBML RSS Extend Info Twitter Tab Links

107. Facebook Business Pages are becoming websites… In Facebook HTML is FBML (code talk for customizing a page) Use to create landing or canvas tab(s) Can include images, video, opt in for promotion (within Facebook guides) Can install Learn FBML for test testing Hire a Facebook developer

108. Drive People to Facebook Landing Pages…

109. Create Custom Tabs

110. Arthritis Foundation on Facebook Links to website CTAs

111. How does Arthritis Foundation Do It? Wildfire software applications

112. Bob Evans on Facebook Our menu links back to website

113. SmartSource Printable coupon How Does Bob Evans Do It?

114. Threadlesson Facebook ecommerce

116. Ecwid Shopping Cart – just released

120. Posting Content Post On profile or business page, select icon to the right of attach Add URL or upload If pasting comment, use notepad to remove code RSS app Add app to business page Click to allow Select page to add Give permission Add Feed URL Adjust custom defaults Save Tags In comment area add “@” before name Select appropriate name Click Share

121. Promoting Your Business Page Be social…”Like” other Business pages of interest to you Upload relevant content and leave comments on other people’s business page Not the place for a sales pitch…do not be spammy Affiliate with other brands, businesses, and public figures By becoming a fan (Like) of another page, your page will publically support that page Help

122. Using Your Profile to Promote Your Business Page In order to be visible to search engines, your business page privacy setting must be public. Occasionally invite “friends” to become a fan of your business page Email the vanity URL of your business page to people in your address book Display your business page badge on your blog Include a link in all your communication, auto-signature Display Facebook badge on your website & blog. Invite people to leave comments on your business page. Help

123. Facebook Promoting Do’s & Don’ts Don’ts Don’t over-post Don’t spam Don’t be “me” centric Don’t fly blind Don’t think short term Don’t be robotic Do’s Post daily Consider your friends’ interests Share other’s content Measure, review, revise Experiment Use common sense Be Human

124. Section Eight Facebook Ads

125. Facebook Ads and How They Work Costs less than other forms of Internet ads Targeted to user behavior Work differently than banner or click through ads Successful Facebook advertising requires Creativity Experimentation Patience Monitoring

126. Some Notable Differences between Facebook Ads and Google Adwords There is more competition on Google than Facebook… Google Adwords is keyword and geo targeted where as Facebook advertising is demographic, geo targeted and allows targeting according to profile attributes You can steadily bid up on Google to increase your ad position along top and side whereas Facebook ads only display along one side (currently) Google Adwords are text ads, Facebook ads are text and image. Facebook generally allows more targeted advertising, but is more B2C centric currently.

127. Before You Begin Have a clear idea of what you want your ad to accomplish Create more visibility or traffic to your Facebook presence Test the effectiveness of a change Use Facebook audience to drive more traffic to your website Establish a baseline Know how many fans/friends you have before beginning a campaign Download Facebook insight data before launch Link – Where do you want your visitor to go What is your ad message? Have a photo or image Facebook Ad Guidelines

128. 10 Tips for Facebook Ad Marketing* Nick O’Neill Bus Insider SAI Facebook is NOT direct sales…it is a marketing cycle Create more ads targeted at niche (less) group Friend users before you try to sell to them Understand your market Set ad budget with goal in mind Measure – review – refine Test landing pages vs Facebook pages Split test ads by demographic Develop well designed creative ad copy Don’t over target

129. On the Facebook.com/advertising page - click on Create Your Ad Step One Design your ad Step Two Target your audience with demographic and geographical filters Step Three Name your campaign, Which is better? Decide and experiment Per impression Per click Select your pricing Step Four Review your ad Create Your Ad

130. Facebook Ad Board

131. CM PhotographicsFacebook reached the right people at the right time Generated $40,000 of revenue from a $600 ad campaign

132. StorQuest on Facebook used real-time suggested bids Over 50% increase in same store total rentals versus prior year. 10% conversion rate from visits originating from Facebook Ads. $1.25 CPC delivered $10.25 cost-per-lead. $100 average rentals; $600 average life time value per customer.

133. Nippon on Facebook combining marketing solutions Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns

134. Additional Case Studies ShopLocal Wildchild Treader ROTHBURY WiseChoice Wedding Paper Divas Povo.com

135. MEASURE REVIEW REVISE Ad Campaigns Facebook Insights Google Analytics Section NineMeasuring Facebook Ads 104

136. What Facebook Ad Metrics Can Tell You Market research Investment Comparison Targeting Competitive

137. Facebook Ad Metrics Will Provide Ad Name Your descriptive for ad Status Complete – active - paused Bid Acceptable max Type Pay for impressions Pay for clicks CTR(%) Click through rate Average CPC Effective price of every click Average CPM Effective cost per 1,000 impressions (even on cost per click campaigns) Total Spent

138. Use Report Feature to Download and Manage Data

139. Use Metrics to Refine Your Ads Create multiple ads of similar themes Organize them into campaigns Run for 1-2 week period while monitoring stats Anaylize statistics Retire underperforming ad and run A/B multivarient testing on better ones Repeat – repeat – repeat Adjust demographics

140. Section Ten Measuring Facebook ROI

141. The Social Media ROI Mindset Traditional marketing is measured by campaigns Social media succeeds over the long term Short term metrics are often more fluid Social media is built on relationships Results are not short-term oriented Social media is all about “them” Under-promise and over deliver Social media is not about one hit wonders – build relationships While the goal is long-term Constantly and consistently measure results Analyze Refine Repeat – repeat - repeat

142. Using Facebook Insights 1. Interactions this week Likes Comments Wall posts Post quality 55.0 8 3. All fans over time Total fans/ unsubscribed fans New / removed fans Top countries Demographics Page views Unsubscribes / Resubscribes Media consumption 2. Fans who interact with… Interactions Interactions per post Post quality Posts Discussion posts Reviews Mentions

143. Export Data to Create Client Specific Reports and Graphs

144. New Insights Featurehttp://www.facebook.com/insights/ Just announced – Facebook now offers insight into your domain activity from Facebook

145. Using Facebook New Insights Dashboard

146. Why You Need Google Analytics Facebook Insights Now offers metrics on Facebook and your domain Gives great information on your connectivity within facebook … Website metrics just launch – too soon to know full extent Google Analytics Provides Facebook as a traffic source but not specifics within Facebook The work around – FBGAT A conversion free tool Facebook runs limited javascript Google needs javascript to track

147. Setting Up Your Google Analytics Set up new website profile FBGAT – Free Tool Analytics Code Domain on Analytics Page Link Page Title - This is for your reference

148. Tracking Your Facebook Business Page Use the Static FBML application to create a tab Add the analytics code from FBGAT to any place on page Tracking visits to your wall Create a FBML and edit application settings to make it a box Add to wall Social Media Examiner

149. Cool Fee Based Social Media Tracking Software Options Unilyzer.com Provides relationship metrics Kontagent Beta Omniture Press release 5/28

150. Facebook Promotional Policies Read Facebook’spromotional guidelines carefully Clear the promotion with Facebook first Do not ever call Facebook your partner Understand Local Rules - contests, giveaways and sweepstakes based on chance are illegal in some countries Belgium, Norway, Sweden, or India Heed Facebook’s formatting requirements You can only administer a promotion through an application on Facebook Do not require a Facebook action You may use become a fan but any action such as post a photo, update a status or comment is not allowed. You can allow new fans to access 3rd party app’s but you cannot notify winners via Facebook Brand Permission Center Advertising and Guidelines

151. Getting Help on Facebook(bottom right corner)

152. Read more… Facebook Marketing: An Hour A Day by Mari Smith and Chris Treadaway Amazon Barnes & Noble Borders BooksAMillionBestBookBuys 800ceoread 121 Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing by Bernie Borges Amazon Wheatmark's online bookstore Bernie’s links http://www.findandconvert.com/http://www.findandconvert.com/blog/http://twitter.com/berniebayhttp://linkedin.com/in/bernieborgeshttp://www.facebook.com/findandconverthttp://budurl.com/marketing20amazon