Facebook ® Marketing 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 fi nish. 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, fi nd out what to do and what not to do, and produce a winning campaign with this hands-on guide. • Understand how Facebook fi ts into the social media landscape • Develop your strategy, identify the numbers that matter, map them to business goals, and defi ne 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 fi nd: • 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 About the Authors Chris Treadaway is founder and CEO of Notice Technologies, a provider of local, real-time advertising platforms for newspapers, television, and other local media companies. He is also managing director of Ultrastart, a social media consulting fi rm that has worked with companies such as Microsoft, Land Rover, Wiley Publishing, and the city of Austin, Texas. He blogs regularly on entrepreneurship and social media issues at treadaway.typepad.com and on Twitter at www.twitter.com/ctreada. Mari Smith is President of the International Social Media Association and runs her own vibrant social media consultancy specializing in helping business owners, authors, and celebrity clients incr ease their profi ts with Facebook and Twitter integration. FastCompany.com dubbed Mari “the Pied Piper of Facebook” and ClickZ named Mari as one of 20 Social Media All-Stars. Mari is an in-demand international social media keynote speaker and trainer and has a popular Facebook fan page at http://facebook.com/marismith. $29.99 US $35.99 CAN Treadaway Smith BUSINESS & ECONOMICS/E-Commerce/Internet Marketing A N H U R A D A YAN H UR A DAY 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 ISBN 978-0-470-56964-1 Facebook ® Marketing Chris Treadaway and Mari Smith SERIOUS SKILLS. A N H U R A D A YAN H UR A DAY INSIDE: Get your free ticket to an online Facebook Marketing Workshop with the authors! www.sybex.com http://facebookmarketinganhouraday.com 569641ffirs.indd 6 3/23/10 1:41:58 AM Advance Praise for Facebook Marketing: An Hour a Day Not only does FBMHD provide a practical framework for Facebook marketing, but it also offers a 360-degree perspective on how social media connects with a cross-section of marketing disciplines. 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 Facebook is a powerful new marketing platform and thanks to this book it, just got a whole lot easier to understand and tap. —John Jantsch, author of The Referral Engine This is the only book that walks you through every step of creating, implementing, measuring, and optimizing a successful strategy for engaging on Facebook. Featuring proven strategies and techniques, this approachable guide walks the walk. It shows mar- keters at all levels how to roll up their sleeves, jump in, and get winning results quickly. —Brian Goldfarb, director, Microsoft The best marketing engages buyers with valuable information at the precise moment they are receptive. That’s why my chiropractor shares video exercises with me on Facebook! And it’s darned effective, too. If you want to learn how to tap the com- munications 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 Even though (or perhaps because) it’s transforming the way businesses interact with cus- tomers and prospects, Facebook is often confusing and counterintuitive. Not anymore. Chris and Mari have created the Holy Grail, a book where nearly every page is worthy of an underline, highlight, or dog ear. With some companies posting to Facebook twice a month, and others posting banalities four times daily, the content strategy guidelines alone make this book indispensable. Buy two copies—keep one for yourself and mail one to a company whose unfocused Facebook approach drives you crazy. —Jay Baer, Convince & Convert Mari Smith quickly became THE go-to expert before the crowds flocked to Facebook, realizing how powerful this channel is for business. Mari, teamed up with Facebook analytics expert Chris Treadaway, have created an absolute masterpiece! Facebook 569641ffirs.indd 1 3/23/10 9:36:47 PM Marketing: An Hour a Day is long overdue, and every reader is lucky to have this book at their fingertips so they can tap into the mind of these pioneers and accelerate their success on Facebook by applying these tips. If you want to know exactly how to position yourself as the go-to expert among the millions of users on Facebook and drive droves of paying clients to your website, you must get a copy of this book! — Deborah Cole Micek, aka: @CoachDeb, founder of QuanSite.com and author of Twitter Revolution and Secrets of Online Persuasion The social media world is full of people saying they know this tool or that tool. But there’s a reason “Mari Smith” is the first name people think of when they think “Facebook marketing.” This book shows you how the world’s largest social network can be leveraged for your business. And it’s written by one of few people out there who actually has shown companies how to succeed on Facebook. If you’re trying to leverage Facebook to reach your customers, this book should be on your shelf. It’s on mine. —Jason Falls, Social Media Explorer Every marketer knows they need to be on Facebook and other social networks, but few know how to do it right. Chris and Mari have created what is essentially a user’s manual for anyone managing a brand or advertising a business on Facebook. Whether you’re new to social networking or a savvy user, this book provides the tools every marketing professional needs, from getting set up the right way to managing success- ful, targeted advertising campaigns. The book’s step-by-step format makes what many consider a daunting undertaking seem more like a manageable process for even the busiest marketers by helping you prioritize your time online. —Peter VanRysdam, Chief Marketing Officer, 352 Media Group Mari and Chris have written an excellent, easy-to-read guide on using Facebook to grow your business. Chapter 7, “Advanced Tactics and Campaign Integration” is alone worth well more than the price of this book. —Dave Kerpen, CEO, theKbuzz I love books that start with strategic planning. Just about every Facebook title I’ve seen is obsessed with secret tips and tricks, without ever encouraging the reader to identify what they’re trying to accomplish in the first place. Chris and Mari have done a splendid job putting those tips and tricks into a meaningful context, and I know I’ll be studying my copy to improve my own Facebook presence. If you’re looking for the full picture—the “why” along with “what” and “how”—then this is your book. —Dave Taylor, online entrepreneur, AskDaveTaylor.com Mari and Chris have a unique gift in that they can take the very complex and sophisti- cated paradigm of marketing on the world’s largest social networks and present it in a way that anyone can understand and, more importantly, put into practice. — Brian Solis, author of Engage: The Complete Guide for Businesses to Build and Measure Success in the New Web 569641ffirs.indd 2 3/23/10 9:36:47 PM Facebook ® Marketing An Hour a Day Chris Treadaway Mari Smith 569641ffirs.indd 3 3/23/10 1:41:57 AM Senior Acquisitions Editor: Willem Knibbe Development Editor: Alexa Murphy Production Editor: Liz Britten Copy Editors: Judy Flynn and Kim Wimpsett Editorial Manager: Pete Gaughan Production Manager: Tim Tate Vice President and Executive Group Publisher: Richard Swadley Vice President and Publisher: Neil Edde Book Designer: Franz Baumhackl Compositor: Kate Kaminski, Happenstance Type-O-Rama Proofreader: Word One, New York Indexer: Ted Laux Project Coordinator, Cover: Lynsey Stanford Cover Designer: Ryan Sneed Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada ISBN: 978-0-470-56964-1 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechani- cal, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a par- ticular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional person should be sought. Neither the publisher nor the author shall be liable for damages arising herefrom. The fact that an organization or Web site is referred to in this work as a citation and/or a potential source of further information does not mean that the author or the publisher endorses the information the organiza- tion or Web site may provide or recommendations it may make. Further, readers should be aware that Internet Web sites listed in this work may have changed or disappeared between when this work was written and when it is read. For general information on our other products and services or to obtain technical support, please contact our Customer Care Department within the U.S. at (877) 762-2974, outside the U.S. at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Cataloging-in-Publication Data is available from the publisher. Send FM to Brand Review, they will edit the following paragraph if necessary. TRADEMARKS: Wiley, the Wiley logo, and the Sybex logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates, in the United States and other countries, and may not be used without written permission. Facebook is a registered trademark of Facebook, Inc. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book. 10 9 8 7 6 5 4 3 2 1 Library of Congress Cataloging-in-Publication Data: Treadaway, Chris, 1974– Facebook marketing : an hour a day / Chris Treadaway, Mari Smith. — 1st ed. p. cm. Includes bibliographical references and index. ISBN 978-0-470-56964-1 (pbk. : alk. paper) 1. Internet marketing. 2. Social networks—Computer network resources. 3. Facebook (Electronic resources) I. Smith, Mari, 1966- II. Facebook (Firm) III. Title. HF5415.1265.T74 2010 658.8’72—dc22 2010004712 TRADEMARKS: Wiley, the Wiley logo, and the Sybex logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates, in the United States and other countries, and may not be used without written permission. Twitter is a registered trademark of Twitter, Inc. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book. 10 9 8 7 6 5 4 3 2 1 569641ffirs.indd 4 3/23/10 9:31:32 PM Dear Reader, Thank you for choosing Facebook Marketing: An Hour a Day. This book is part of a family of premium-quality Sybex books, all of which are written by outstanding authors who combine practical experience with a gift for teaching. Sybex was founded in 1976. More than 30 years later, we’re still committed to producing consistently exceptional books. With each of our titles, we’re working hard to set a new standard for the industry. From the paper we print on to the authors we work with, our goal is to bring you the best books available. I hope you see all that reflected in these pages. I’d be very interested to hear your com- ments and get your feedback on how we’re doing. Feel free to let me know what you think about this or any other Sybex book by sending me an email at nedde@wiley.com. If you think you’ve found a technical error in this book, please visit http://sybex.custhelp.com. Customer feedback is critical to our efforts at Sybex. Best regards, Neil Edde Vice President and Publisher Sybex, an imprint of Wiley 569641ffirs.indd 5 3/23/10 1:41:58 AM 569641ffirs.indd 6 3/23/10 1:41:58 AM For my mother, Mary Ellen Treadaway, who taught me the values of honesty, integrity, and sincerity that help me every single day. I love you, and I miss you. —Chris For my awesome Facebook friends and fans and you, our readers— it’s an honor to share and create this journey with you to a whole new frontier! —Mari 569641ffirs.indd 7 3/23/10 1:41:58 AM 569641ffirs.indd 8 3/23/10 1:41:58 AM [...]... which was profiled in Time Magazine and other international publications He has an MBA from the University of Texas at Austin and a BA from Louisiana State University He blogs regularly about entrepreneurship and social media issues at http://treadaway typepad.com and on Twitter at www.twitter.com/ctreada Mari Smith is the president of the International Social Media Association, an organization dedicated... cutting-edge social media resources, training programs, certification classes, and a collaborative community FastCompany.com dubbed Mari “the Pied Piper of Facebook, ” and ClickZ named Mari one of the 20 Social Media All-Stars Mari is an in-demand international social media keynote speaker and trainer, and she runs her own vibrant social media consultancy specializing in helping business owners, authors, and celebrity... the skills and demands of effective Facebook marketing if you have a basic understanding of Internet marketing metrics and measurement The only other thing you need is something to market a product, a service, a brand, and so on Without it, you won’t be able to run a real campaign Facebook Marketing: An Hour a Day is organized to turn you into a social media marketing powerhouse while attracting people... lack of data standardization meant that users could say anything they wanted without necessarily making it readable for the viewer Others believe that the Facebook/ MySpace preference fell along class lines One such critic was danah boyd, a fellow at the Berkman Center for Internet and Society In her June 2007 essay, “Viewing American Class Divisions through Facebook and MySpace” (www.danah.org/ papers/essays/ClassDivisions.html),... James Malinchak, Fabienne and Derek Fredrickson, Adam Urbanski, Lisa Sasevich, Carrie Wilkerson, Kevin Nations, Larry Benet, Nick Nanton, Scott Martineau, Chris Knight, Gary Goldstein, Ellie and Charlie Drake, Kim Castle, David Tyreman, Scott Hallman, Gary Gil, Greg Habstritt, Peggy McColl, Stephanie Frank, Stefanie Hartman, T Harv Eker, Bill Glazer, Dan Kennedy, David Finkel, Rick Calvert, Dave Cynkin,... in Facebook Contacting the Authors, and Companion Websites i n t ro d u c t i o n ■ xx One thing is constant with Facebook and life alike: change The Facebook platform is, to be polite, a moving target The behavior of Facebook changes, the rules change for communications/notifications and the News Feed, and developers are allowed to do things today that they aren’t allowed to do tomorrow Facebook makes... Cashmore, David Armano, Erik Qualman, Liz Strauss, Jason Falls, Jay Baer, Dave Kerpen, Louis Gray, Loic LeMeur, Jesse Stay, Nick O’Neil, Laura Fitton, Sarah Evans, and Beth Kanter My deepest gratitude goes to my spiritual mentor, Esperanza Universal, who opened a door for me and changed my life forever in the spring of 2009 To my dear girlfriends for always believing in and encouraging me: Ashley Mahaffey,... help people with the day- to -day tasks associated with Facebook marketing, and I was disappointed to find very little that would help a panicked middle manager navigate the breadth of the Facebook platform So, I had a quick conversation with the people at Wiley, who I had helped with their Facebook presence, and next thing you know, I, along with Facebook marketing expert Mari Smith, am writing this book... in that sense that this book is written strictly as a “practitioner’s guide” to Facebook marketing Mari and I wanted to get down on paper all the tips and tricks that we employ when marketing products and services for ourselves or for clients We specifically did not want to create a feature walk-through like those that appear in so many other Facebook marketing books We also did not want to write another... another book about the shift to social media, what is possible in the future, or what it means for society This book is about the here and now and what you can do for your organization using Facebook today This book is a summary of all the little things necessary to make a marketing campaign work It’s specifically for people who get a mandate from a manager, investor, or whoever who says, “This Facebook . Piper of Facebook and ClickZ named Mari as one of 20 Social Media All-Stars. Mari is an in-demand international social media keynote speaker and trainer and has a popular Facebook fan page at http:/ /facebook. com/marismith 142 Week 4: Analyze and Adjust the Campaign 149 Chapter 7 Month 4: Advanced Tactics and Campaign Integration 157 Week 1: Understand Essential Advanced Tactics 158 Week 2: Learn About Facebook Connect,. 142 Week 4: Analyze and Adjust the Campaign 149 Chapter 7 Month 4: Advanced Tactics and Campaign Integration 157 Week 1: Understand Essential Advanced Tactics 158 Week 2: Learn About Facebook Connect,