Facebook Marketing ® 5th Edition by John Haydon Facebook® Marketing For Dummies,® 5th Edition Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com Copyright © 2015 by John Wiley & Sons, Inc., Hoboken, New Jersey Media and software compilation copyright © 2015 by John Wiley & Sons, Inc All rights reserved Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher 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) 7486008, or online at www.wiley.com/go/permissions Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc 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 John Wiley & Sons, Inc is not associated with any product or vendor mentioned in this book 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 PARTICULAR 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 WEBSITE 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 ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES 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, 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 For technical support, please visit www.wiley.com/techsupport Wiley publishes in a variety of print and electronic formats and by print-on-demand Some material included with standard print versions of this book may not be included in e-books or in print-on-demand If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com For more information about Wiley products, visit www.wiley.com Library of Congress Control Number: 2014948540 ISBN 978-1-118-95132-3 (pbk); ISBN 978-1-118-95133-0 (ebk); ISBN 978-1-118-95134-7 (ebk) Manufactured in the United States of America 10 Contents at a Glance Introduction Part I: Getting Started with Facebook Marketing Chapter 1: Marketing in the Age of Facebook Chapter 2: Researching and Understanding Your Target Audience 17 Chapter 3: Developing a Facebook Marketing Plan 29 Part II: Building Your Facebook Presence 49 Chapter 4: Getting Started with a Facebook Page 51 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: Growing Your Facebook Page’s Fan Base 117 Chapter 9: Engaging Your Facebook Fans 139 Chapter 10: Improving Your Marketing Strategy with Facebook Insights 157 Part IV: Marketing beyond the Facebook Page 179 Chapter 11: Using Facebook Advertising to Promote Your Business 181 Chapter 12: Using Facebook Offers to Sell Products and Services 217 Chapter 13: Using Facebook Groups and Events for Your Business 225 Chapter 14: Integrating Facebook into Your Other Marketing Channels 245 Chapter 15: Integrating Facebook Features into Your Website with Social Plugins 261 Part V: The Part of Tens 287 Chapter 16: Ten Common Facebook Marketing Mistakes (and How to Avoid Them) 289 Chapter 17: Ten Business Tips for Facebook 295 Chapter 18: Ten (Okay, Eight) Factors for Long-Term Facebook Marketing Success 301 Index 305 Table of Contents Introduction About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here Part I: Getting Started with Facebook Marketing Chapter 1: Marketing in the Age of Facebook What Is Facebook, and Why Is It So Popular? Understanding the Marketing Potential of Facebook 10 Leveraging the power of word-of-mouth marketing 11 Using marketing tools for all kinds of businesses 13 Understanding Why Your Business Needs a Facebook Page 14 Attracting new fans who are friends of customers 15 Changing first-time customers into repeat customers 16 Chapter 2: Researching and Understanding Your Target Audience 17 Defining Your Target Audience 17 Understanding the marketing funnel 18 Understanding the ladder of engagement 19 Defining who your best customers are 20 Selecting demographic criteria for your target audience 21 Using personas to give your target audience personality 21 Researching Target Audiences with Facebook’s Ad Tool 23 Discovering How Many Customers Use Facebook 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 32 Understanding Your Audience 33 Finding out what makes your fans tick 33 Appreciating your fans 34 Defining Your Marketing Goals 35 Building awareness of your brand 36 vi Facebook Marketing For Dummies, 5th Edition Driving sales 38 Forming a community with a Facebook Group 39 Listening to feedback 39 Developing Your Content Strategy 40 Monitoring and Reporting Page Activity 42 Using Insights for Pages 43 Creating benchmarks and setting goals 44 Keeping an eye on key metrics 45 Integrating Your Online and Offline Campaigns 46 Deciding on a media budget 47 Hiring an online writer 48 Part II: Building Your Facebook Presence 49 Chapter 4: Getting Started with a Facebook Page 51 Understanding the Differences among Pages, Timelines, and Groups 52 Timelines are personal, not business 53 Groups are for connection, not promotion 55 Creating a Facebook Page from Scratch 56 Adding your description and website 59 Uploading your profile picture 59 Adding your Page to your favorites 60 Advertising your Facebook Page 61 Adding a cover photo to your Facebook Page 61 Editing your Facebook Page’s profile picture 62 Limiting access to your Page until launch 63 Adding More Information about Your Business 64 Setting age, location, posting, and messaging restrictions 65 Configuring, commenting, and posting moderation settings 67 Adding Apps to and Removing Apps from a Facebook Page 67 Adding more apps to your Facebook Page 68 Changing the order of your Facebook Page views 69 Adding Page Administrators 70 Getting the Most from Facebook Marketing Resources 72 Understanding Facebook’s Terms and Conditions 72 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 Limiting Who Can See Your Page Content 78 Configuring Profanity and Moderation Settings 79 Table of Contents Posting as a Page versus Posting as a Profile 79 Switching between posting as a profile and posting as a Page 80 Posting as a Page on other Pages 80 Posting as a profile as a personal choice 82 Knowing the difference between being helpful and spamming 82 Engaging Fans with Your Mobile Phone 83 Posting content and managing your Page with mobile web browsers 84 Posting content and managing your Page with mobile apps 84 Posting content and managing your Facebook Page via email 85 Chapter 6: Enhancing Your Facebook Page with Applications 87 Understanding Facebook Applications 88 Yeah, There’s an App for That — but Where? 93 Using Third-Party Custom Facebook Page Tab Services 94 Choosing E-Commerce Applications for Your Page 95 Granting Access to Applications 96 Configuring Application Tabs on Your Facebook Page 97 Changing tab names 97 Changing tab images 98 Changing the order of tabs 99 Removing an app from your Facebook Page 99 Creating Custom Facebook Tabs with HTML 100 Using the Static HTML: iframe tabs application 101 Designing a custom tab: Tips and recommendations 101 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 105 Understanding the difference between your website and your Facebook Page 106 Understanding how people scan content 108 Understanding how Facebook’s News Feed algorithm affects visibility on Facebook 108 Understanding that Facebook users can hide all posts from your Page 109 Creating compelling content for your Facebook Page 110 Knowing your audience 111 Staying on message 112 Defining Your Posting Goals 113 Getting Fans Engaged 114 Saving Time Creating Visual Content 116 vii viii Facebook Marketing For Dummies, 5th Edition Chapter 8: Growing Your Facebook Page’s Fan Base 117 Mapping a Launch Strategy for Your Facebook Page 117 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 124 Adding milestones 125 Making Your Facebook Page Easy to Find in Search Engines 127 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 Leveraging Existing Marketing Assets to Launch Your Facebook Page 132 Your email signature 132 Your email list 133 Printed marketing materials 134 QR codes 134 Your blog 135 Webinars 135 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 138 Chapter 9: Engaging Your Facebook 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 how Facebook users engage with your business 141 Measuring Engagement with Facebook Insights 143 Getting Tactical with Engagement on Your Facebook Page 147 Getting Notifications about Facebook Users’ Activity 148 Using Your Facebook Page’s Activity Log 149 Responding to Comments and Posts 150 Running Facebook Contests 151 Understanding Facebook rules for contests 152 Using third-party apps for Facebook promotions 153 Creating an effective promotion 153 312 Facebook Marketing For Dummies, 5th Edition Insights (continued) Reach report, 161, 166–169, 177 reports, 158–175 third-party analytics, 177–178 Viral Reach graph, 121, 142, 147 Visits report, 161 Visits to Your Page reports, 169 Insights Analyst, as admin access level, 71 institution, as Page type, 57 in-store marketing, 223–224 integrated approach to promote Page, 138 interests Ad tool, 24–25 Ads targeting, 184–186, 196–197 of fans, 33–34 shared, 39 See also Facebook Groups target audience, 21, 24–25 Internet resources See also URLs on About section of Page, 64 access Insights, 159–160 ActionSprout, 155 add Plugins, 266–267 AgoraPulse, 155, 178 Bitly, 45 business URL on Page, 59 Canva, 116 Cheat Sheet, digitalmarketingcalculator.com, 48 Easel.ly, 116 Ecwid, 95–96 external Ad site, 191 Facebook, FundRazr, 96 GoQR, 134 HootSuite, 178, 291 import images from, 60 include Page link, 250 Inside Facebook, 72 Jobs.problogger.net, 48 Kaywa, 134 links to Page, to drive sales, 38 Pagemodo, 95 PicMonkey, 116 Piktochart, 116 Post Planner, 155, 178 QR Code Generator, 256 ShopTab, 96 ShortStack, 95, 302 Social Mention, 46 Tab manager for WordPress, 95 TabSite, 95 third-party analytics, 177–178 Tiny.cc, 45 URL for group, 236 Invite Friends button, 37–38, 241 Invite Friends link, 129–130 iParty store, 137 iTunes, 84 •J• jobs.problogger.net website, 48 Join Group, 231 •K• Kanter, Beth (author), 19 Kaywa website, 134 Kent, Peter (author), 128 key metrics to measure success, 45–46 key performance indicators (KPIs), 42 keywords in blocklists, 67 copywriting tips for Ads, 187–188 to optimize search, 258 targeting interests with your Ad, 196–197 Kitten Bowl Facebook Page, 35–36 Klondike Page, 41 •L• ladder of engagement, 19–20 landing-page strategy, Ads, 189–191 language, 4, 205 launch Page limit Page access until, 63 of new products as business goal, 8, 11 term explained, 118 Learn More icon, 215 length of status updates, 293 length of visit, monitoring, 45–46 Life Is Good Facebook Page, 147 Like Box Plugin, 249–252, 259, 264–266, 280–281 Like button Plugin, 14, 41, 263, 270–271 Like report, 164–166 like-gates, 92 Index Likes Ad tool, 25–28 campaign data, 209 compared to Friending, 53 Facebook Ads, 137 fan engagement, 142 number per Page, 53 report from Insights, 161, 164–166, 176–177 requiring users to, in promotion, 44–45 target audience identification, 25–28 update Page, 142, 144 Likes, Comments, and Shares report, 144 LinkedIn, 42, 72 links e-mail Offer, 223 e-mail to Page, 132–133, 250 to Event, 241–242 inbound, as key metric, 46 websites to Page, 39, 250 listen to fans, 302–303 listening to feedback, 36, 39–40 local business, 56, 227 local business or place, as Page type, 56 location data Ad tool, 24 from Insights, 44 setting access restrictions, 65, 78 target audience identification, 21, 24 targeting Ads, 185 LOFT Page, 35 logo, 59–60, 254–255 loyalty programs See Offers loyalty stage, marketing funnel, 19 •M• Manage Permissions tab access restrictions, 78 moderating comments, 67 notifications of activity, 148 Page, 67 Page Moderation, 79 Profanity Filter, 79 reply to posting, 147 third-party app permissions, 96–97 threaded comments on update to Page, 77–78 Manager, as admin access level, 71 marketing, traditional See traditional marketing marketing assets, reuse existing, 132–136 marketing campaigns See campaigns marketing channels, customize, 40–41, 133 Marketing Cloud, 291 marketing funnel, 18–19 marketing mistakes, 289–293 marketing mix add Facebook to, 246–252 Ads in, 183–184 integrated campaigns, marketing plan, 31, 46–48 promote Facebook presence, 253–254, 264–268 promote Offer, 221–224 referencing Page, 256 marketing plan audience, understanding, 31, 33–40 content strategy development, 31, 40–42 developing for Facebook, 29–49 elements to include, 31 integrate online/offline campaigns, 31, 46–48 marketing goals, define, 31 monitor and measure Page activities, 31, 42–46 value proposition, 31–32 word-of-mouth power, 30–31 marketing with Facebook See also specific topics business goals, 8, 11, 32 business needs for, 14–16 marketing resources, 72, 215 potential as a marketing tool, 10–14 tools, 13–14 as word-of-mouth, 11–12 measurement See monitor and measure Measuring the Networked Nonprofit (Kanter and Paine), 19 media, 10–11, 41, 47–48 member profile See profile members of Group See Group message ignore, 297–298 as Page component, 14 reply to, 147 setting access restrictions, 66 313 314 Facebook Marketing For Dummies, 5th Edition Microsoft Excel, export data to, 175–177 Microsoft Outlook, add Facebook link to e-mail signature, 133 Microsoft’s Bing, 127 Milestones, 125–126 mission statement, company, 65 mobile devices fan engagement, 83–85 post content via mobile web access, 84 QR codes, 134, 255–256 mobile users as category, 197 moderating comments, 67 Moderator, as admin access level, 71 monitor and measure See also reports conversions in Ads, 190–191 fan engagement, 143–146 Group, 39–40, 229 importance, 304 with Insights, 45–46, 157–158 key metrics, 45–46 marketing plan, 31, 42–46 not for Profile, 290 online/offline marketing efforts, 47–48 Page activities, marketing plan, 31, 42–46 Page monitoring links, 46 performance data, Ad Manager, 206–207 Promoted Posts realtime analytics, 204–205 third-party analytics, 177–178 •N• name Events, 239 Group, 233–234 Page, 58, 120 third-party tab names, 97 username, 128, 247–248, 258 National Wildlife Federation Page, 78 negative comments, 151 NetworkedBlogs app, 87 networking and collaboration Group, 13, 225–243, 290–291 offline, 254–255 target audience, 25–28 New Group, 233–235 News Feed algorithm, 108–109 develop content strategy, 41 hide Milestones, 126 home page, 107 reports, 213 time spent on, 106–107 updates to attract customer’s friends, 15–16 noise on News Feed, 107 notification about user activity, 148 •O• Obama, Barack (President), 77 offering See products and services Offers add, for launch preparation, 122 add Milestones, 125–126 with Ads, 223 apps for, 90–92 conversions, 98 creating, 218–220 to develop content strategy, 41 to drive sales, 38 with e-mail marketing, 223 events See Facebook Events for fan appreciation, 34–36 how it works, 217–218 Like, require users to, 44–45 marketing funnel, 18–19 maximize effect, 220–221 Online Only, 218 with Page, 221–224 promote, 221–224 promote in-store, 223–224 promote Offer, 223 In Store & Online, 218 In Store Only, 218 terms and conditions, 220, 223 types of, 218 1-800-Flowers Page, 38 online Events, 238 Online Only Offers, 218 online/offline Events, 238 integrated campaigns, marketing plan, 31, 46–48 promote Facebook presence, 253–256 Open Group, 234 opinion solicitation, and fan engagement, 114 Index organic views, Reach report, 166 organization, as Page type, 57 Overview report, 161–163 Oxfam America Page, 119 •P• Page access from Ad Manager, 212 add administrators, 70–71 add apps See apps add information to, 64–65 admin settings for, 75–85 for brand awareness, 36 business needs for, 7, 14–16 compare Groups, Pages, and Profiles, 52–56 conversion from Profile, 54 creating from scratch, 52–63 cross-promote, 248–250 delete apps, 67–69 described, 52 edit information on, 64 e-mail address, 85–86 to establish a presence, 14–16 export Page-level data, 175–177 as free business tool, 13 getting started, 51–73 home page, 107 launch, 117–138 marketing resources, 72 monitor activities See monitor and measure name your Page, 58, 120 number of likes allowed, 53 Offer promotion, 221–224 permission settings, 67 promote See Page, promoting promote Offer, 221–224 reporting activities, 42–46 setting access restrictions, 65–67 subscribe to, 53 switch between posting content as Profile and Page, 80 terms and conditions, 54, 58, 72–73 updates viewed on News Feed, 106–107 view all, 212 Page, creating accept terms and conditions, 58 add administrators, 70–71 add apps, 67–69 add cover image, 61–62 add description, 64, 591 add website URL, 59 advertising, 61 business type, select, 56–57 category for business, select, 58 edit Page thumbnail, 62–63 Groups, 52–53, 55–56 limit access until launch, 63 name your Page, 58 overview, 51 personal Profiles, 52–55 steps to create, 56–67 terms and conditions, 72–73 upload image or logo, 59–60 use Marketing Pages, 72 website to start, 56 Page, promoting add photos and images, 122 Ads for, 137 apps for promotion, 88–93 content strategy planning, 58–67, 118–119 cross-promotion, 248–250 fostering sense of enchantment, 118–119 friend networks, 37 integrated approach to promotion, 138 Milestones, 125–126 networking with friends, 128–132 offline presence, 253–256 outside Facebook, 37 requiring users to Like, 44–45 reusing existing marketing assets, 132–136 search engine optimization (SEO), 127–128 starting, 36–38 store, promote Page in, 136–137 Page Moderation, 67, 79 Page Post Planner tool, 291 Page Posts See also News Feed add posts for launch preparation, 120 admin settings for Page or Profile, 79–83 clean and civil, 296 315 316 Facebook Marketing For Dummies, 5th Edition Page Posts See also News Feed (continued) content marketing goals, 113 display or hide posts, 67 export post-level data from, 175–177 Group settings, 236 as Page on other Pages, 80–82 Promoted Posts, 201–205 reply to, 147 response to, fan engagement, 150–151 setting access restrictions, 66–67 via e-mail, 85 Page Timeline admin configuration, 75–77 develop content strategy, 41 generally, moderating, 67 Offer promotion, 221–224 review postings, 40 webinar questions answered on, 135 Pagemodo website, 95 Pages Manager app, 83–85 paid views, Reach report, 166 Paine, Katie (author), 19 payment transactions, Ad Manager, 214 peer success and fan engagement, 114 People report, 161, 174–175 People Talking About This See Talking About This performance data See monitor and measure permissions See Manage Permissions tab personas, 21–23, 184 photo albums, 124–125 photos and images See also video add to promote Page, 122 avatar, 7, 120 change third-party tab icons, 97–99 chose for Ads, 188–189 cover image, 14, 61–62, 120, 240 delete tag, 132 develop content strategy, 40–41 Events, 240 Group icon, 234 import from website, 60 logos, 59–60, 254–255 measuring views, 144 Offer, 219, 223 to optimize search, 127 to promote engagement, 120 tagging, 130–131 testing, for Ads, 188–189 thumbnail, 60, 62–63 upload, 59–60, 62, 122–125 Photos tab, 67–68 PicMonkey (website), 116 Piktochart (website), 116 place, as Page type, 56 Plugins Activity Feed, 264, 276–277 add to website, 266–267 Comments, 264, 274–275 for cross-promotion, 250, 259 Debugger, 284 described, 261 Embedded Posts, 281–282 Facepile, 266, 282–284 Follow (Subscribe) button, 263, 273–274 follow personal profile, 273–274 Insight integration, 267–270 Like Box, 249–252, 259, 264–266, 280–281 Like button Plugin, 14, 263, 270–271 to optimize search, 258 Recommendation Bar, 279 Recommendation Feed, 264 Recommendations, 277–278 Send button, 263, 270–271 share website content, 270–271 using, 261–285 variety of, 263–266 WordPress, 284–285 podcast cost, 48 Porterfield, Amy (thought leader), 72 position/order of tabs, changing, 69–70, 99 Post See Page Post Post Planner (website), 155, 178 Post Planner Experts Group, 56, 228 Post Planner Page, 190 Post Planner tool, 291 Post Visibility, 66–67 Posting Ability, 66–67 Posts report, 161, 170–175 preview of ad, from Ad Manager, 210–211 pricing, 199–201 See also cost printed material, custom Facebook URL, 134 Index privacy Group, 234 maintain, 299 sharing, with Send button, 263, 272–273 product as Page type, 57 products and services See also content marketing on About section of Page, 65 differentials, value proposition, 32 launch of new as business goal, 8, 11 Profanity Filter, 67, 79 profile ad preview, 210–211 conversion to Page, 54 described, 52, 53–55 generally, marketing on, as violation, 53, 290 as personal, not business, 53–55, 290 switch between posting content as Profile and Page, 80 Promoted Posts, 201–205 promotion cross-promotion, 248–250 Events for, 237–243 Groups and, 225–243 Offers for, 221–224 of Page See Page, promoting prospects and customers best customer, define, for target audience, 20–21 content marketing, 105–116 creating repeat and lifetime, 16 dealing with irate, 298 fans See fan(s) knowing, as business goal, 11 support with Groups, 226–227 target See target audience understanding, 259–260 psychographic variables of fans, 34 public figure as Page type, 57 Public Group, 229 Publisher, 14, 125–126, 218–220 •Q• QR Code Generator (website), 256 QR codes, 134, 255–256 QR Codes For Dummies (Waters), 134 quantity compared to quality issues, fan engagement, 139–140 questions Insights can answer, 158 •R• Rafflecopter app, 91 reach campaign data, 208 Insights data, 43 viral reach, 142, 166 Viral Reach graph, 121, 142, 147 Reach report, 121, 145, 177 Reach report/graph, 161, 166–169 reciprocity, 302 Recommendation Bar Plugin, 279 Recommendation Feed Plugin, 264 Recommendations plug-in, 259, 277–278 redemption of Offer, 220–221 Registration Plugin, 282–284 relational, Facebook is, 19 relevance, create compelling content, 110–116 remarkable Offer, 221 Remember icon, repeat customers, 16 reports See also monitor and measure; specific reports campaign, 212–213 creating from Ad Manager, 212–213 Dashboard, 44 export data, 175–177, 212–213 Insights, 158–175 News Feed, 213 research sharing, and fan engagement, 116 resources, 72, 215 Resources tab, 72 Responder Demographics report, 212 restrictions Group membership, 55, 229, 234 Offer, 221 Page access until launch, 63 setting access, 65–67, 78 user, 78 on words in Ads, 190 reuse existing marketing assets to promote Page, 132–136 rich content, 42, 47–48 Romney, Mitt (Presidential candidate), 77 RSVP to Event, 143, 241–242 317 318 Facebook Marketing For Dummies, 5th Edition •S• sales, driving as business goal, errors to avoid, 292 in marketing plan, 35, 38–39 scanning content, process of, 108–109 schedule ad reports with Ad Manager, 212–213 create Ads, 198–199 Events, 239 export event to calendar, 242–243 Post Planner tool, 291 search See also keywords for apps, 93–94 for brand discussions, 40 for Group, 230–231 optimize your Page for, 127–128, 256–259 search box, 40 search engine optimization (SEO), 54, 127–128, 256–259 Search Engine Optimization For Dummies (Kent), 128 Secret Group, 229, 234 Send button Plugin, 263, 272–273 services See products and services setting access restrictions, 65–67 Setting Page tab, 65–67 share fan engagement, 114, 116 as key metric, 45 link to Event, 241–242 Page update, 143 private, with Send button, 263, 272–273 reasons for, 302 update Page, 143–144 website content, 143 Share button, 128, 272 ShopTab website, 96 ShortStack website, 95, 302 sidebar, signature, add Facebook link to e-mail, 132–133, 249, 250 signs, to promote Page in store, 136–137 Skittles Page, 254 Smith, Mari (thought leader), 72 social graph, 181, 257 Social Media Examiner Facebook Page, 72, 114–115 Social Mention website, 46 social networking sites, Facebook as most active, Social Plugins See Plugins social proof, 251 spam, 73, 82–83, 233 special offers See Offers Sponsored Stories Ads Like opportunity on, 162 to promote Page, 137 Reach report, 162 Spotify Facebook Page, 31 stakeholders, 32 Static HTML: iframe tabs app, 101–102 status update box, 229 status updates Group, 229 length of, 293 monitor with Insights, 146 post, by e-mail, 85, 250 to promote Page, 83 search, 257–258 via e-mail, 85 stay on message, 112–113 Step-by-Step Guides, 72 store, promote Page in, 136–137, 254–255 stories from your posts, 162, 170–175 story for persona, 22–23 sweepstakes See contests •T• Tab Manager for WordPress website, 95 tabs See also apps (applications) change order/position of, 69–70, 99 configuration, 97–100 configure, 97–100 cost to create custom, 95 create custom tabs with HTML, 100–102 create hosted custom tab, 100–102 delete tab, 99–100 delete unused, for launch preparation, 120 Events See Events tab hide content from nonfans, 92 hosted custom tab, create, 101–102 as Page component, 15 permissions See Manage Permissions tab Photos tab, 67–68 Setting Page tab, 65–67 Index Static HTML: iframe tabs app, 101–102 third-party tab names/icons, 97–99 Total Tab Views, 170 Video tab, 67–68 TabSite website, 95 tactical conversation, 147 tagging defined, 130 delete tag, 132 to optimize search, 127 photos, 122 setting access restrictions, 66 Tagging Ability, 66 target audience best customer, 20–21 creating Ads, 195–198 define and identify, 17–23 defined, 79 demographic criteria for, 21, 24–25 ladder of engagement, 19–20 marketing funnel, 18–19 personas, 21–23, 184 research with Ad tool, 23–25 understanding, 21–25 technical updates for book, Techniccal Stuff icon, terms and conditions accept, to create Page, 58 Facebook, 54, 58, 72–73, 152–153, 223 marketing on Profile as violation, 54, 290 Offer, 220, 223 testimonials, 188 third-party analytics, Insights, 177–178 third-party apps, 94–97, 291 for contests, 155 for Facebook promotions, 153 third-party custom tab services, 94–95 threaded comments, 77–78 Threadless Page, 33 thumbnail image, 60, 62–63 tickets for Events, 239 Timeline, 231 See also Page Timeline Timelines See profile Tiny.cc website, 45 Tip icon, titles, 120 Toms of Maine Page, 34 Total Tab Views, 170 traditional marketing adapting traditional campaigns, 47 campaigns See campaigns compared to nontraditional media costs, 47–48 compared to social focus on customers, 289–290 integrate online/offline campaigns, 31, 46–48 media messaging, 10–11 Page promotion on, 37 planning for See marketing plan referencing Page, 256 on TV, 10–11 transactional, Facebook is not, 19 trust ladder of engagement, 19–20 and recommendations, 12 social proof, 251 spam considerations, 82 TV advertising, 10–11 TweetDeck, 291 Twitter, 30, 40, 42, 72 •U• Unpublish Page setting, 63 updates See also status updates to attract customer friends, 15–16 comments, 77–78, 142, 144 fan engagement, 141–143 Group, 229 length of optimal, 293 like, 142, 144 sharing, 143–144 threaded comments, 77–78 viewed on News Feed, 106–107 upload images and photos, 59–60, 62, 122–125 URLs See also websites business, on Page, 59 create custom, 133 create short for Page, 120 external, promote with Ad, 191 shortening, 45, 291 username, 247–248 user activity, fan, 148 usernames create custom, 247–248 to optimize search, 128, 258 319 320 Facebook Marketing For Dummies, 5th Edition •V• value proposition, marketing plan, 31–32 video See also images and photos cost of, 48 develop content strategy, 40 educational, as Facebook marketing resource, 72 measuring views, 144 tagging, 130–131 YouTube website, 135–136 Video tab, 67–68 view as key metric, 45 Reach reports, 166–169 Visits report, 169 viral features (virality), Group, 55, 229 viral reach, 142, 166 Viral Reach graph, 121, 142, 147 visitors, behavioral aspects, 43 Visits report, 161, 169 •W• Warning! icon, Waters, Joe (author), 134 web copywriters, finding, 48 webinars, 72, 135, 259 website visits, targeting Ads, 186 websites See also URLs on About section of Page, 64 access Insights, 159–160 ActionSprout, 155 add Plugins, 266–267 AgoraPulse, 155, 178 Bitly, 45 business URL on Page, 59 Canva, 116 Cheat Sheet, digitalmarketingcalculator.com, 48 Easel.ly, 116 Ecwid, 95–96 external Ad site, 191 Facebook, FundRazr, 96 GoQR, 134 HootSuite, 178, 291 import images from, 60 include Page link, 250 Inside Facebook, 72 Jobs.problogger.net, 48 Kaywa, 134 links to Page, to drive sales, 38 Pagemodo, 95 PicMonkey, 116 Piktochart, 116 Post Planner, 155, 178 QR Code Generator, 256 ShopTab, 96 ShortStack, 95, 302 Social Mention, 46 Tab manager for WordPress, 95 TabSite, 95 third-party analytics, 177–178 Tiny.cc, 45 URL for group, 236 Webtrends website, 177 wiki, cost of, 48 WiseStamp.com website, 133, 250 Woodbox Group Deals app, 91–92 word-of-mouth marketing defined, 31 with Facebook, 11–12 fan engagement, 140–141 marketing plan, 30–31 WordPress, 95, 284–285 words See also keywords length of status updates, 293 limited, in Ads, 190 Offer, 221 work, target audience, 25–28 writing copywriting tips for Ads, 187–188 hiring online social writer, 48 •Y• Yahoo!, 182 YouTube Channels app, 89 YouTube website, 135–136 •Z• Zarrella, Dan (website), 302 Zuckerberg, Mark (Facebook CEO), About the Author John Haydon is one of the most sought-after nonprofit digital marketing experts, with a sincere passion for changing the world He has spoken at the Nonprofit Technology Conference, New England Federation of Human Societies, New Media Expo, BBCon, Social Media Nonprofits, AFP New Jersey, and several other events John is also an instructor for Charityhowto and MarketingProfs University In addition to Facebook Marketing For Dummies, John is the author of Facebook Marketing All-In-One For Dummies (Wiley), and is a regular contributor to the Huffington Post, Social Media Examiner, npENGAGE, and the Razoo Foundation blog 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 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 straightforward, step-by-step advice, as well as sharing my real-world experience in marketing companies via Facebook, I can help you 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 I have particular appreciation for my family (especially Kate and Guthrie), who support my passion for helping businesses and nonprofits use Facebook I also want to thank the stellar team at Wiley, including Michelle Krasniak, for her superb 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 colleagues, especially Beth Kanter, Mari Smith, Amy Porterfield, and Andrea Vahl, who keep me informed about changes at Facebook and what they mean for nonprofits and businesses Publisher’s Acknowledgments Acquisitions Editor: Amy Fandrei Project Coordinator: Erin Zeltner Senior Project Editor: Christopher Morris Cover Image: ©iStock.com/scanrail Copy Editor: Kathy Simpson Technical Editor: Michelle Krasniak Editorial Assistant: Claire Johnson Sr Editorial Assistant: Cherie Case WILEY END USER LICENSE AGREEMENT Go to www.wiley.com/go/eula to access Wiley’s ebook EULA ... comments Here’s to your success on Facebook! Facebook Marketing For Dummies, 5th Edition Part I Getting Started with Facebook Marketing Visit www.dummies.com for great For Dummies content online In... blueprint for marketing and promoting your organization via Facebook 2 Facebook Marketing For Dummies, 5th Edition Foolish Assumptions I make a few assumptions about you, the marketer and aspiring Facebook. .. Facebook Marketing ® 5th Edition by John Haydon Facebook Marketing For Dummies, 5th Edition Published by: John Wiley & Sons, Inc., 111 River