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Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Prologue Hi, I’m Jenna Ryan, a web personality and founder of The Marketing Shop.com. I’ve been doing web marketing and lead generation since 2004 for real estate agents and small businesses. I am honored to bring you this e-book about my favorite topic of the year, Facebook Marketing. I love Facebook! It has literally changed my life by bringing me friends and more business than I can handle. It’s helped to make my dreams come true of conducting seminars and writing e-books too, such as the one you’re reading now. Facebook—the phenoma that’s sweeping the world--is a place for socializing and fun. More than a website, it’s a network of people in most every demographic on the planet. What better way to access your target market and spread your message far and wide? The time is now for small business owners and marketers to take advantage of the masscommunication abilities of social media. This book is written as a way to bring the small business owner or marketer up-to-speed with web marketing on Facebook quickly. I want you to login and get started promoting your brand and generating buzz that will generate leads and increase your bottom line. This book offers helpful “How to” information for the beginner and is loaded with tips and proven techniques for the advanced Facebook user. Keep in mind that elements on Facebook are changing and improving. We’ve tried to describe its systems as accurately as possible, but please take advantage of future monthly edition updates as we compile new info to help keep you ahead of the game for marketing on Facebook. Please connect with me here: http://www.facebook.com/themarketingshop. See you on Facebook!
Enthusiastically,
Jenna Ryan President & CEO The Marketing Shop.com, Inc. http://www.TheMarketingShop.com/ Email: [email protected]
Facebook Marketing: A Guide for Small Businesses By:dotJenna
To: Maxine Neuroth ........................................................................................................................................................... 1 Prologue ............................................................................................................................................................................ 2 Introduction to Web Marketing........................................................................................................................................... 7 Why the web is the most efficient place to market your small business .................................................................. 7 Web Marketing................................................................................................................................................................... 7 Why Facebook is Number One? .................................................................................... Error! Bookmark not defined. What do you do on Facebook? ...................................................................................................................................... 9 Who’s on Facebook....................................................................................................................................................... 14 Why Promote Your Business on Facebook?.............................................................................................................. 14 Benefits of Marketing on Facebook............................................................................................................................. 15 Frequently Asked Questions about Marketing on Facebook ................................................................................... 16 50 Things to Do on Facebook ...................................................................................................................................... 17 Introduction to Marketing on Facebook ........................................................................................................................... 19 How Marketing on Facebook Can Help You ............................................................................................................... 19 Engagement ................................................................................................................................................................... 23 Generating Leads on Facebook ................................................................................................................................... 24 Factors for Facebook Lead Generation....................................................................................................................... 24 Lead Generation ............................................................................................................................................................ 25 Getting Started on Facebook ....................................................................................................................................... 28 Creating an Account...................................................................................................................................................... 28 Basic Elements of Facebook........................................................................................................................................ 29 Your Personal Profile .................................................................................................................................................... 29 Profile Picture ................................................................................................................................................................ 30 Status Publisher ............................................................................................................................................................ 32 Elements of the Personal Profile ................................................................................................................................. 35 Facebook Friends .......................................................................................................................................................... 42 Friends Manager ............................................................................................................................................................ 43 Facebook Home Page ................................................................................................................................................... 45 Facebook Home Page Elements .................................................................................................................................. 46
......................................................................................................................................................................................... 59 How to Build Strategic Alliances ................................................................................................................................. 59 Getting Face-to-Face ..................................................................................................................................................... 60 Three Facebook Page Types ........................................................................................................................................ 60 Facebook Fan Pages ..................................................................................................................................................... 62 Gaining Fans .................................................................................................................................................................. 63 Keys to Marketing Your Business with the Facebook Fan Page.............................................................................. 63
Facebook Marketing: A Guide for Small Businesses By:dotJenna
How to Improve Post Quality on Your Fan Page ........................................................................................................ 66 Facebook Groups .......................................................................................................................................................... 68 Facebook Events ........................................................................................................................................................... 70 Creating an Event .......................................................................................................................................................... 71 Editing an Event............................................................................................................................................................. 71 Hosting an Event on Facebook for Your Business.................................................................................................... 71 Viral Marketing on Facebook........................................................................................................................................ 76 Viral Marketing Outside Facebook............................................................................................................................... 76 Inside Facebook............................................................................................................................................................. 76 Outside Facebook.......................................................................................................................................................... 78 Your Facebook Network ............................................................................................................................................... 82 Direct Network ............................................................................................................................................................... 82 Indirect Network............................................................................................................................................................. 82 Building Your Network .................................................................................................................................................. 83 Using Facebook from Your Cell Phone ....................................................................................................................... 88 Phone Apps.................................................................................................................................................................... 88 Action Steps for Getting Started Right Now ............................................................................................................... 89 Facebook Do’s & Don’ts ............................................................................................................................................... 91 Facebook Terms to Know ............................................................................................................................................. 94 Facebook How To .......................................................................................................................................................... 95 How to Get Your Blog Posts to Show Up on Facebook ............................................................................................ 95 How to Determine the Public URL for Your Blog............................................................................................................. 95 How to Create a Vanity URL ......................................................................................................................................... 96 How to Hide News Feeds .............................................................................................................................................. 96 How do I remove Highlights? ....................................................................................................................................... 96 How do I edit the description that goes along with a link I’m posting?................................................................... 96 How do I make a preview for my link, I don’t have a preview for my link?.............................................................. 96 How do I post Facebook content to my profile? ........................................................................................................ 97 Who can see links that I post?..................................................................................................................................... 97 How do I delete a link that I posted? ........................................................................................................................... 97 How can I post something that is not a link? ............................................................................................................. 98 How do I Post Youtube Videos and Songs? ............................................................................................................... 98 How do I post a link to an event?................................................................................................................................. 99
Facebook Marketing: A Guide for Small Businesses By:dotJenna
How do I embed HTML using the Links application? ................................................................................................ 99 How do I add an Application box, and what’s the Boxes tab? ................................................................................. 99 How do I add a thumbnail with a link......................................................................................................................... 100 How do I remove and hide Wall content? ................................................................................................................. 100 How do I make a posted photo a Profile Pic?........................................................................................................... 100 How do I Send Message to All My Friends? ............................................................................................................. 100 Facebook Resources................................................................................................................................................... 101 Sources Cited............................................................................................................................................................... 101
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Introduction to Web Marketing The efficiency of the internet has changed the way small businesses are marketed. Once the standard for small business advertising, Yellow Pages are going away. The web provides a less-expensive way for small business owners to reach their target market directly through a variety of sources such as a website, pay-per-click advertising, search engine optimization and email marketing. Enter social networking sites like Facebook, and you have virtually free access to everyone on the planet. This is good news for small businesses!
Why the web is the most efficient place to market your small business •
You can create a piece one day and it can show up on the web forever.
•
Items posted on the web are available to the entire planet 24 hours a day, 7 days a week, 365 days a year.
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The web is virtually free.
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The barriers to entry on the web are minimal.
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Print ads are increasingly expensive.
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Rising costs of postage is not cost effective.
The internet leverages the small companies with the big. A large company doesn’t always have an advantage when it comes to web advertising. People respond better online to the one-to-one interaction afforded by small businesses; a personal style that is difficult for larger companies to copy.
Web Marketing Web marketing is different from any other type of marketing. It’s not the same as print, radio, television or direct-sales. When marketing online a number of variables affect the believability of your message. You may be able to access the masses through social media, but that doesn’t mean you can approach people online as directly as you can face-toface or over the phone. You need to know how people use the web, view the web and change your approach to suit the medium. Please refer to “The Social Networking Training Manual” for more detailed information on this topic.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Introduction to Facebook Facebook is one of the most popular social networking sites on the [1] internet today with over 70 Million users. This interactive site allows you to communicate with friends, acquaintances, family and others online in real time. Facebook offers a unique way to reach people within your target market using notes, blogs, photos, text and chat. Large and growing portions of some of the most valuable demographics are spending more of their time and attention on the site and less on other [1] channels and media. This social networking site is becoming the past time of choice not only for college students, but adults and business [1] professionals as well. This diverse social site offers a vast array of marketing channels, most of which are viral, providing many ways to get the word out and bring the people in. Some people see Facebook as a place to socialize, and this is true, but the pla tform is optimal for business networking and marketing as well. Its power lies in the social graph, and the efficiency in which you can connect with others. You can build an entire network consisting of prospects in your target market. Your Facebook network serves as a type of “living database” of prospects who—if you know what you’re doing—are watching you and building real-life connections with you and your brand. Facebook is a powerful marketing tool that can help you reach prospects in your target market quickly and efficiently, however, it does not do all the work for you. If you want to build your business by marketing on Facebook, you have to get “into” it. The more time you spend on the site, the more influence you will garner. Facebook marketing only works if you work it.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
What do you do on Facebook? Facebook is a living database that is loaded with the user-generated content of its 30 million users. Well organized data such as user profiles, content, posts and engagement history makes communication easier for us all, and opens networks that were previously hidden. There are a number of activities you can choose to do on Facebook from connecting with old friends, to perusing photos and playing games. Facebook is addicting. Facebook Activities Facebook users may engage in the following activities on this diverse website.
•
Connect with old friends from highschool.
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Visit with friends and family in remote areas of the world.
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Connect with like-minded people.
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See what all your Friends are doing.
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Become a Fan of a company or a cause.
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Find out who your friends-friends are.
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Express your personality through your profile.
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Tag your friends in your notes.
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Organize your friends according to your own categories.
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View news feeds showing posts of those in your network.
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Find a date or a mate.
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Find out the latest breaking news.
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Watch funny videos.
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View photos of friends and enemies.
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Explore profiles of other people in your local area.
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Meet new people from around the world.
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Market your business.
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Run ads for your business to people in targeted groups.
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Build your profile to tell the world more about you.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Application Breakdown Here is a graph from FlowingData.com showing the breakdown of Facebook Applications. This is very telling. It shows us what people most enjoy doing on their favorite social networking site. Have fun!
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Why is Facebook So Popular? As of the date of this writing Facebook is the most widely used Social Networking Website in town, there are a number of different social networking sites on the web, but Facebook is a more engaging environment for users because of the following features that it offers:
Search Feature Facebook has a clever linking feature connecting you to people you know. This “people-linking feature” makes Facebook better than the other social sites because it brings people to you, helping you get started. Simply sign up, fill out the profile and contact a few family members or people you know. Soon, Facebook sends people you may know. It’s not unusual to find your entire graduating class on Facebook, as well as every friend you’ve ever missed who is still alive. Platform The Facebook platform is relatively easy to use compared to MySpace and LinkedIn. It is very straight-forward and the links are not as confusing or numerous as other sites. Posting Integration Facebook has well-devised posting system that shows your posted content (photos, text, statements, songs, poems, recipes, links) on a central wall that everyone in your friends list (network) can see. Interaction Facebook has an integral sharing system integrated throughout the content making it highly interactive and responsive to the poster. People in your network can “Like” your posts providing immediate positive feedback. Viewers in your network can also post comments to your content which provides direct response and a feeling of camaraderie. This positive feedback stimulates the poster to post similar content, or more content and creates a sense of community (The interactive feature causes Facebook to be as addictive as the Vegas slot machines). You can also share content throughout Facebook, making good content spread like wild fire. Marketing on Facebook Marketing a small business is not easy. There are so many pressures on business owners, it can seem impossible to grow your company. Social networking opens doors for marketing that are so efficient, they help you reach more of your target than ever before in the history of man. People are on the site right now, taking advantage of its viral marketing capabilities and reaping its rewards.
Common Objections to Marketing on Facebook The fact is Facebook is a new, effective way to market your business by reaching your prospects with the message of your brand. You can touch more people for less money on this incredible web tool than ever before in the history of mankind. You can befriend and engage people you would have never met in three lifetimes by clicking the mouse. The creative marketer sees Facebook as a giant, live database of people ready to engage. Facebook offers “living leads,” but you must work the system to get the best results. When I conduct seminars and training courses on web marketing, I hear many objections to the use of sites such as Facebook. I talk to people all the time about web marketing and I hear many objections. Here are some common objections I hear regarding Facebook for marketing purposes. Age
People who think they are too old to get on it, or that it is only for teens and college students. The young folks would like it this way, but they’ll just have to move over. Mom, dad and even grandma are [2] hopping online today.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Time
People who are busy making real-world connections and haven’t found a way to integrate social networking into their existing social infrastructure to maximize their time and do more in less time.
Privacy
People who are private, introverted or otherwise anti-social.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Who’s on Facebook? "According to Nielsen Online, which measures web traffic, time spent on Facebook surged nearly 700 percent in the last year, growing from 1.7 billion minutes in April 2008 to 13.9 billion minutes in April 2009, making [9] it the top dog in the social networking scene."
Everyone is getting on Facebook! Originally used by Harvard, and then the secret society for college students, Facebook is rapidly becoming the social networking site of choice for all ages, races and nationalities, not to mention businesses, politicians, celebrities and causes. If you think Facebook is only for the young, think again. According to iStrategy Labs, Facebook users are getting older, much older [4] quickly. Businesses, large and small, are flocking to the site in droves, looking for easy access to their target market. The question should be, who is not on Facebook.
Why Promote Your Business on Facebook? Let’s face it. The world is changing. Marketing a small business is not the same as in days past. The top ways of advertising a few years ago has shifted from newspapers and yellow pages to web, web and web. Facebook, and social networking in general have opened the line, allowing you to market directly to your target-market yourself without paying exorbitant print ad fees. The key is to carefully navigate this new social world with soft-marketing techniques so as to build bonds with people, being careful not to turn-them-off.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Benefits of Marketing on Facebook “I'm actually finding that social networking works much better after the sale as a driver of referrals.” ~ Robert Oliveira
Your Facebook Marketing efforts are rewarded in more ways than one. Not only can you generate leads for your business that can turn into quick sales, but you can also generate widespread buzz about your company that can impact your growth for years to come. Learning how to use the site as an effective marketing tool is essential for businesses large and small. It can help you in the following ways: A. Analyze and research your target market. B. Experiment with ways to reach your favored prospects. C. Broaden your reach to sell more services to more people. D. Communicate with more people in less time. E. Infiltrate new market segments and formerly closed networks to increase profitability. F. Help those in your target market see you as a real person, thus increasing your likability. G. Provide a platform to demonstrate what you offer, what your niche is and how you are unique from your competitors. H. Spread the word about your business’ products and services to people on the web indirectly, through use of Facebook’s built-in viral sharing capabilities I.
Announce sales, promotions and events to the world, increasing attendance and maximizing exposure.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Frequently Asked Questions about Marketing on Facebook Should my Profile be created in my business name or my name? Your Profile should definitely be created in your own name. Your Profile will be the face that you show to your network. People are more responsive to real people, so it’s best to include your real information in your Profile, and to include a real picture of yourself as the main Profile Picture. You can create a Fan Page which outlines your business, but each Fan Page must be attached to a Personal Profile, so you must create your Personal Profile first. Should I have a separate account for my business and my personal Facebook activities? Yes. It is recommended that you have two separate Facebook accounts, one for business and the other for personal socializing. Some people choose to combine the two, depending on their personal activities. If your personal life is such that it may appear unprofessional to people you wish to do business with, then you will need a separate account for your business. I don’t have time to get on Facebook. Can I get someone else to do Facebook for me? It’s clear that we are all running out of time in this fast-paced-world, however, use of Facebook actually saves time if you use restraint and are careful about your online activities. Facebook is a way for professionals to reach a vast market, faster and easier than ever before, so it’s best if You—the shining light of your business—be front and center on Facebook. Think of it as if you’re conducting a seminar or commercial everyday about your business. There is only one you (usually in small business settings), and only you can convey the uniqueness of your business in a way that reflects your personal style. Administrative staff can be helpful with generic tasks, but it is recommended that the key players in your organization also have a presence on Facebook for maximizing your marketing potential. How much time should I be spending on Facebook? You should spend at least an hour per day on Facebook when you’re getting started. You may feel like your wasting your time, but if you follow the procedures set-forth in this e-book, you will begin to see an increase in your popularity and you’ll get a gist of the buzz your Facebook activities are creating in the marketplace relatively soon after you get started. Give it at least two months of logging onto Facebook for one-hour per day. What if people try to pull pranks and tag embarrassing photos of me? Facebook has granular privacy options that allow you to control items showing on your Wall, Profile and News Feed. You can choose to allow or disallow certain individuals or all of your friends from posting pictures of you, commenting on your posts or posting on your wall. Using the Settings feature in the top navigation, you control who does what with your own information. Why would I put my personal info on the internet? Facebook is known for its granular privacy controls, all of which mean you control who sees what information about you. Millions of Facebook users share their cell phone numbers on Facebook, knowing that they have full control over the list of people who can see it. People who don’t see your contact information will only be able to get in touch with you through Facebook, and won’t get access to your information unless you choose to add them as a Friend.
Visit http://www.facebook.com/themarketingshop and post your question. We will answer it there.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
50 Things to Do on Facebook Vanessa Bovis Bamback Hey Jenna, I have definitely gotten biz in both my real estate and SendOutCards businesses from my FB page. FB has allowed me to connect with many more people daily and on a national level....than I ever could do in person! 1. Make connections. 2. Track what people are doing. 3. Find romantic partner. 4. Find old friends. 5. Make business contacts. 6. Get inspired. 7. Interact with your audience. 8. Post pictures of yourself. 9. Post pictures of your family. 10. Play social games like Word Twist, Pathwords and Mafia. 11. Get to know your family better. 12. Learn what other people do all day. 13. See pictures of your friend’s vacation. 14. Get invited to fun social events. 15. Host an event and have people show up. 16. Post pics of your event as a promotional tool. 17. Give free tips to people in your target market. 18. Find core people in your target market. 19. Dialog with famous people or those in high places. 20. Dialog with people with shared interests. 21. Create a Fan Page for your business. 22. Attract Fans to your business Fan Page. 23. Set up Groups for like-minded people to join. 24. Set up a profile for yourself. 25. Expand your network. 26. Support worthy causes. 27. Start a video series. 28. Listen to music and post it on your Profile for everyone.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
29. Blog about topics and tag your friends. 30. Get feedback from your network and your friends.
31. Find out everyone’s birthday. 32. See what your competitors are doing. 33. Figure out new ways to use the system to get more clients. 34. Post links to your website to drive traffic. 35. Help people who have questions about your expertise. 36. Get phone numbers and email addresses of friends and connections. 37. Take silly Quizzes that help decipher who you are. 38. Keep track of what your kids are doing. 39. Sell something. 40. Write an E-Book and advertise it. 41. Build custom applications with the Facebook Developer link. 42. Get valuable coupons from major retailers and brands. 43. Find out about local current events, concerts and attractions. 44. Get a review of movies and restaurants. 45. Discuss your favorite sports and TV shows. 46. Get help with a specific problem. 47. Feel useful by helping others with problems. 48. Socialize. 49. Feed your Blog through your Facebook account so everyone can read it. 50. Show your favorite articles on your Facebook account so you don’t have to post it twice.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Introduction to Marketing on Facebook Marketing is about relationship. Underneath all the hoopla, the goal of any marketer is to build a bond between a company’s brand and people in its target market. Marketing on Facebook is no different. If you want to be effective at marketing through social networking, you must build relationships, one-at-a-time. The Facebook platform makes building relationships easier than ever, as well as making it easier for the world to see what relationships are underway through via its built-in viral marketing features to be discussed in detail later in this e-book.
Goals of Facebook Marketing •
Generate brand awareness
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Build rapport with your target market
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Generate buzz about your business
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Get leads and referrals
How Marketing on Facebook Can Help You You can convey the human aspect of your business. People relate to people. People like doing business with people. When you See, Show and Share on Facebook, you give people a glimpse at the real person behind the business. If people get to know the real you, they will be more open to using your services and/or buying your product. This is one of the reasons that I suggest you not try to be perfect on your Facebook page, but that you actually show yourself as a normal person with family, friends, ups and downs. The more human you appear, the more others will relate to you and be drawn to your content. You can display your positive attributes and control your public image through the posts you make. You can better establish your public image with engaging posts such as free tips and product offerings that can spark interest in your business. You can show photos of you, your business, your staff, your products, your customers and your family. According to Facebook, photos are the most popular feature on the site. Facebook houses billions of photos. You can create messages that become viral in nature as they are shared among Friends. Your message becomes Viral and is shared among other Friends of Friends and so on.
Seeing View cross sections of your target market. Quiz them, find out what they know about your product, services or industry. Find out exactly what they care about by following them on Facebook. o o o
See your target market first hand and get a better gist of their concerns. Learn more about those people you wish to call your clients. See the types of things that interest your clients so you can develop your marketing plan accordingly.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Showing Content You can show the content that you have posted throughout the web on your Facebook Profile News Feed. This is a great way to show people all the fun you’ve been having and content you’ve posted on Flickr, your Website, your Blogs and other websites. Photos Photos are extremely popular inside Facebook, this is due to the significant visibility given photos on the Profile, the News Feed and the Highlights area of the Home page. The reason Facebook is the most popular photo sharing site on the web is not because its features are the best, but because its Photos application is very tightly integrated with the social graph. According to the Facebook Website: “It is a good idea to upload photos frequently to your Facebook Page. Use vibrant, candid photos to communicate the human element of your business: employees, special events, customers, etc. These will give your Facebook Page a natural feel to users who are used to viewing their friends’ profiles and photos.” Tagging Tagging is the way that photos are made social on Facebook. When you upload a photo to Facebook, you can “tag” your friends. Once you tag a friend in a photo, the photo shows up on your Feeds and your Friend’s Feeds. If the person does not want to be associated with the photo, he or she can “remove tag” and break the link between themselves and the photo. When tags are left in place, Friends of the tagged Friend often check out the photo(s) as well.
Hosting an event is a great way to market your business on Facebook. Upload photos from the event and Tag the people in each photo. These photos will show up in various Feeds, and the attendees’ Friends will get a glimpse of their Friend interacting with your business.
Photo Ideas for Facebook Here are a few ideas for marketing your business with Photos on Facebook. o
Host an Event and share Photos on your Fan Page and your Profile Page.
o
If clients and prospects attend your event, Tag them in the photos so the Photos will show up in their Feeds.
o
Upload Photos of your company logo. Use the “Post to Profile” button regularly so that your logo will show up on your Profile often.
o
If your company has specific colors associated with its brand, wear that color in a Photo and post that photo to your profile for an eye-catching effect.
o
Take a few Photos of you with your family and upload them to your business Profile. A few personal photos will increase your real-ness and create a bond between you and your
Facebook Marketing: A Guide for Small Businesses By:dotJenna
target market by allowing people to relate to you. o
Upload Photos of your staff and give a little blurb about each one beneath the Photo.
o
Take a Photo of your physical location.
o
Upload a map and give directions of how to get to your office in the text area below it.
o
Upload Photos of you interacting with your clients. (ie: showing houses, writing a contract, discussing colors, etc… )
Video You can video yourself or images of your company using a simple web cam and upload that video to YouTube or to Facebook. The videos show up in the News Feeds and can be viewed by Friends of your Friends. It is recommended by this e-book author that you upload your videos to YouTube first, and then link to YouTube from within Facebook, rather than uploading them directly into Facebook for the following reasons: 1. YouTube Videos are more widespread and can be found in search engine results. 2. Facebook Videos are not as suitable for other social media websites. YouTube can be integrated into Twitter posts, LinkedIn and more. 3. YouTube offers better statistics than Facebook.
Facebook’s Video application does offer the option for you to send Video Updates to all of your Fans from a Fan Page which is usually not allowed on the Fan page. This option is a quick way to make sure all your Fans know about the video. See ‘Video’ Help (http://www.facebook.com/help.php?page=26) for more information. Video Ideas for Facebook Here are a few ideas for marketing your business with Videos on Facebook. o o o o o o o o o o o
Shoot a video of you in your office, introducing your company. Place the videos you create on your own website. Send links to the videos you create to your clients and prospects via email. Describe your services in a video. Create a How To video. Turn a Power Point presentation into a YouTube video. Always add a frame with your company logo at the beginning of your videos. Always add a frame with your contact info at the end of your videos. Show your office as they are working in a YouTube video. Make up a funny YouTube video that is entertaining to watch. Show a live performance of you singing an playing an instrument.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Always have a Call-to-Action at the end of your YouTube videos. This means, ask the watcher to DO SOMETHING. Ask them to follow you on Twitter, go to your website and sign-up for a newsletter, Friend you on Facebook, or download a free e-book.
Text Text is the main way of communicating on Facebook. The ability to write what you’re thinking or doing offers an array of benefits for marketing your products and services. Remember, “Inquiring minds want to know.” It’s the little things that are most interesting to most people—not what you ate for lunch necessarily, but what you thought about before lunch. What tasks you did after lunch. This type of dialog is what attracts Friends and gets people talking. The following tools are available on Facebook for sharing textual content with your Friends and Fans. Notes Notes are Facebook’s blogging system. You can use Notes to tell your fans about recent press mentions or awards, highlight new products, or share any other information with your customers. To write a new note, go to the Edit Page for your Facebook Page, click on ‘Notes,’ and click on ‘Write a New Note’ in the upper-right.
Text Ideas for Facebook Here are a few ideas for marketing your business with Text on Facebook.
• • • • • • • • • • •
Make brief posts about little things you know that are related to your business. Give free tips daily, as done on http://www.facebook.com/themarketingshop. Write Posts and Notes about the products you offer. Tell people why they need your services. Discuss technical items related to your business. Send links to the videos you create to your clients and prospects via email. Describe your services in a video. Discuss what you’re doing so your target market can see and become interested in using your services. Get your blog RSS feed to show up in your Facebook account to drive traffic to your blog. Post blog articles on Facebook to generate comments and spark discussion among your Friends in your network. Engage your readers with thought-provoking questions related to your line of business. Use the Notes section to update Friends and Fans about product launches and press releases.
Sharing When it comes to social networking on Facebook, Sharing refers to the following activities: o o o o
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Connectors Facebook offers a number of tools to help you connect with others, such as: •
Friend Finder. This tool helps to find people that are in your own computer and contact them to let them know you’re on Facebook. It also serves up people to you that have similar backgrounds to you such as school or home town info.
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Search Box. You can search for people at any time through the Facebook Search Box.
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Facebook is constantly making Friend Suggestions to you through your Home Page.
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The Highlights area of your Home page shoes your Friend’s content which may help you find Friends of Friends.
Engagement You can interact with your audience on Facebook, consisting of your clients, prospects and target market. Here’s a list of ways you can interact and engage your audience. o
Affirm or “Like” posts given by your clients. (Be genuine, or this will backfire.)
o
Pose interesting questions that cause your target market to interact with your posts by leaving comments.
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Tag certain members of your audience in your Notes to increase readership of your content.
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Encourage your audience to share the information you send out by encouraging the use of the “Share” link.
The Herding Principal is a well-known psychological tendency that we humans have of following the crowd and is a very important principal for use in marketing through social media. When a good number of people use something, other people will automatically join in without question.
One of the deficits of Facebook that some social site will eventually improve upon is group interaction. There is much one-to-one engagement, but group interaction is not harnessed as well as it could be on this website. It’s important to remember while your on Facebook that your ultimate goal is to generate leads or sales. While you don’t want to shove your message down people’s throats, twisting their arms to buy from you, or use you as their agent, there are ways you can funnel people from being silent observers to actual clients. We will write about these in the next edition.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Generating Leads on Facebook Facebook blurs the line between clients and friends. ~ dotJenna
If you set up your profile correctly and run your Facebook Marketing Campaign consistently and diligently, you will find that generating leads is easier than ever. If you’re producing content that appeals to your target market, and you’re building rapport with individuals in your network, people will start talking about you. You will begin to get phone calls. You will get Leads directly and indirectly from your Facebook marketing efforts.
Factors for Facebook Lead Generation •
An adequate display of what you offer and how you’re different.
•
A Friends and Fan network consisting people in your target market.
•
Relationships forged between you and individuals within your target market.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Lead Breakdown Marketing your small business on Facebook is fun, exciting and ripe with new opportunities, but we mustn’t forget, it is a means to an end. The ultimate goal of all our efforts is to get leads. Leads are people who identify with what you are saying through social media, and have decided to contact you in one of the following ways: •
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Marketing Lead Flow It's one thing to get Friends and Fans on Facebook, and quite another to turn those connections into clients. Making the initial connection is easy. Getting fellow Facebookers to fill out your lead form? Harder. While both the connection and relationship stages serve the process, it's the Lead Stage that ultimately proves our efforts worthwhile.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Bringing People to Your Home (On the Web) A friend of mine says that Facebook is like a cocktail party, and if this is true, getting folks to your website is like inviting special friends to your home. Making the jump from the social media world to your website requires a plan. Think about it. If you want people to come to your home, what do you do? How about enticing them to your casa with a little din din? My fellow marketer, you can attract people the same way to your website with that good smelling, keyword-rich content--that's so succulently relevent--no one can resist. Yum, can't you smell the bar-b-cue? Content Positioning Positioning is one of the famed five "Ps" of marketing. Even in the internet age, we still need to remember to position our products and services in a favorable light that most effectively communicates our marketing message. Positioning your content directly in front of your readers on Facebook is super-smart. Postioning your content on your blog which is then posted onto Facebook is even smarter. Want to know why? I'll tell you. 1. When you post content on your blog or website first, people will click onto the link and see your site (and hopefully find something else of interest while they're there). 2. A well-trafficked website gets credibility with Google and goes up in the SERPs. 3. Getting people to your site keeps them focused on what you have to say, and your company message. 4. Attracting people to your site increases your website leads. 5. Getting people to click on your website raises the value of your website.
Facebook Lead Flow Overview You, the marketer are the leader of the flow. With your directions, people will navigate their way to your website, and eventually safely through your lead form. This is not some tricksters way of doing things. You are honestly and openly attracting people to your website by providing good content and succinct directions.
1. Meet prospects on Facebook. 2. Post content on Facebook that leads to your website. 3. Funnel them through your website with good content. 4. Capture their interest with calls-to-action. 5. Direct them to your lead form.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Getting Started on Facebook Creating an Account Now that you’re convinced that this hot social site is the best thing since fire, you can log-on and get started. Getting started in Facebook is free, easy and simple. Simply go to Facebook.com and take these three steps to be on your way to social networking wonderland. Step 1. Create an Account
Step 2. Fill out Profile Everyone must have a personal Profile as you can’t create a Group or a Fan Page without it Step 3. Find Friends Go into the friend finder and request to be friends with people you may know. Many of your colleagues will already be on Facebook. Search their names and request to be friends with them. Step 4. Start Communicating Facebook is pretty self-explanatory once you learn the basic layout. Sometimes it’s best to learn by trial and error. Jump in and try commenting on your friends’ photos and adding a few of your own. Once you learn to get around in Facebook, the whole system becomes familiar and easier to use. It’s a process you must experience to understand. When you first start on the site, don’t try to market your business yet. Focus more on socializing, or as Perry Belcher suggests, treat the site like a big party. Take time to have fun and socialize with other users and making friends. You will quickly connect with others who share similar interests, and know the same people as you. You won’t start really marketing for the first month or so. After you’ve signed in and created an account, you will want to create a profile that displays your value to your target market. Your profile speaks volumes about who you are.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Basic Elements of Facebook Your Personal Profile The Profile tells the world who you are, who your friends are, what you do everyday, and what you stand for. Think of it as your “merchandise.” Your Profile speaks volumes about you, so make sure it is saying the right things and is a true reflection of who you are. Your Profile is your mini-home on Facebook. The emphasis is not so much on personalization—you can’t personalize the colors much—but on content (photos, notes, status updates and wall posts). The content that shows up on your Profile page is the interaction or “Sharing” you do with others. Your Facebook activities, posts, comments and friendships are being posted making your actions visible to everyone in your network. For more detailed information, go to the New User Guide http://www.facebook.com/help/new_user_guide.php.
The second thing you get to do is create your dynamite profile. Make sure you fill this out as completely as possible. Uploading pictures will increase your marketing effectiveness. Once you get familiar with the Facebook platform, you can branch out and add pages for marketing purposes. The first type of page, the personal profile page will be broken down in more practical detail for new users. Groups and fan pages, conversely will be covered overall, without going
Facebook Marketing: A Guide for Small Businesses By:dotJenna
into step by step detail because 1) much would be repeat of what’s on the personal profile and 2) I wanted to include more theory and how to for advanced users.
Profile Picture Facebook lets you have fun as you socialize and market all at the same time. A pic of you smiling helps, but the goal is to show your most flattering look. Your Profile Pic should be flattering and professional. The photo should tie into your purpose. If you are looking for a mate, a more casual photo is warranted. The photo you choose depends on the message you want to convey.
Tips for a Professional Profile Picture It’s better if your profile pic is a picture of you and not your logo or family portrait. People relate better on the web when there is a pic of a person. You want a professional photo that brings out the real you. Here are some Facebook Profile photo tips: •
A smiling photo will generate better results than a non-smiling photo.
•
Your photo should be a professional photo in which you are fully clothed. No matter how tempted you are to put up a shirtless-muscle-bulging pic of yourself. Resist the urge. Remember your marketing goals. Keep the photo of just you for your Business Facebook account. A family shot is confusing. You can add family pics in your Profile albums, just not for your Profile Pic.
•
•
Get a good picture of your face for better results and more friend requests. Ask a friend about your pic. Your friends may be more objective than you and give you honest feedback about your profile pic.
If you have a graphic designer handy, get a pic with your logo attached to it for better name-recognition. If they see your smiling face with a logo, they’ll know you mean business, even when you’re discussing fun personal stuff.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
How to Set or Change Your Profile Picture Step 1: Place your mouse over your current profile pic and click on the pencil icon that appears. Step 2: Select “Browse” to find a photo on your computer to upload. Step 3: Select the photo to upload, check the box verifying that you have the rights to distribute the photo, and click “upload picture.” If the picture is an acceptable file size and type if will display.
What to Do with Your Facebook Profile Here is what you want to accomplish using your Facebook Profile. 1. Keep people up to date Set your status to let people know what you’re doing, thinking, or feeling, and see if anyone responds. 2. Share common interests Browse some of the groups in your area. If you find ones that have similar interests as you, get involved in the discussion. 3. Express yourself and connect You’ve probably already filled out some parts of your profile, but now you can fill out your interests and favorites as well. Doing so goes back to the idea of representing yourself to friends. People can understand a lot more about you knowing what you read, listen to, watch, do with your free time, and think about yourself.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Status Publisher The Status is a simple sentence that you post about yourself in the Publisher, what you’re doing or what you’re thinking. This Status is one of the most important things that you do on Facebook. People new to the system may think that the Status is a waste of time, however, I urge you: Do not underestimate the power of your status posts! Believe it or not, people want to know what you’re doing and what’s on your mind. Share it here and you’ll be amazed at the return on your investment.
This little box is a blank canvas for you to express yourself to the world. The Publisher asks, “What’s on your mind?” The answer to what is on your mind is called a “Status Update.” The Publisher gives you a way to communicate about anything you wish to your Friends. Updating your friends and reading what your friends are doing can be very fulfilling and informative. The Publisher is your mouth piece to your entire network. You will find this tool on both the Home Page and on your Profile page. Use the Publisher liberally, but don’t overdo it or people will avoid you.
Put valuable content into publisher such as links to news articles, videos or photos. The more relevant the content you provide, the more valuable you are to your network.
Publisher Tasks o o o
Say what you’re thinking or doing. Attach photos, videos or links Set who can see the post (Everyone, Friends, Friends of Friends, etc…)
Publisher Options The Publisher currently offers several options, not only can you add text to Facebook, but you can also attach a number of items such as photos, videos, links, music, and notes.
With new options being added regularly you want your posting content to be dynamic, interesting and relevant to your target market. A variety of posts using photos, Youtube videos, links and music.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Attaching Items to Your Posts To attach an item to your posts, click on the icon of the type of attachment you’d like to make. Follow the screen options for adding the item of your choice. You can now attach the following items to your Publisher: Photos
You cannot comment on photos or on other people’s walls using your own publisher. o o o
Post photo directly to your profile. Take Photo with Web Cam. Create a Photo Album and put photo in it.
Video o Record a video from your web cam. o Upload a video from your hard drive. Link o Add a link to your own Web page. o Add a link to a YouTube Video. o Add a link to another Web page. o Add a link to another page on Facebook. Music (Not available on all pages) o o
Search for a YouTube Video. Search for Music You want to Post
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Gifts o
Add from Facebook’s Gift Shop
Once you have added content, you will still need to click “Share” in order to publish a story. To exit the submenu for a specific type of content, simply click the “X” in the upper-right corner of the Publisher box.
Adding a variety of content makes your page more interesting. If you have regular, relevant and interesting content, it will endear you to your audience.
Publisher Tips There are some very talented marketers on Facebook who convey authority, confidence and success in just a few sentences. Likewise, there are others who send the wrong message, some who send confusing messages, and those who send no message at all. Keep these tips in mind when sharing on Facebook. •
Stay upbeat and positive. People are drawn to enthusiasm
•
Spend time daily. Share about who you are and what you do.
•
Don’t ask questions. Your posts should bring something to the table.
•
Vary your topics. Don’t repeat the same thing over and over again.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Elements of the Personal Profile Links Under Profile Pic The Profile Admin has the following features: Feature
Description
Email a Message
Allows people to email you directly.
View Photos
Allows people to view your photos. This is where you go to add photos as well.
Add a Blurb
Add a blurb about yourself by clicking the little pen icon. Give brief overview of who you are and what you do.
Information
Personal info (network area, marital status, website).
Below the Fold Not shown in the example above are items that are below the fold. When data is “below the fold,” it is not visible without scrolling down. Features available below the fold on the Profile Page include: Feature
Description
Mutual Friends
Friends that are common to you and the visitor.
Friends
A random handful of your friends are visible below the fold on the left side of the page.
Photos
This is yet another way to view photos on your profile.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Profile Tabs Tabs are listed below with an explanation for each.
Profile News Feed The News Feed on your Profile consists of the post you make in the Publisher. Your Wall Posts are the posts that you make, the posts others send to you, photos you post, comments you make and friends you make. The Posts you make on the Wall of your Profile will be visible on the main News Feed on the Home page of all your friends. Don’t worry, if you post something in error, you can delete your posts at any time and it will be deleted throughout the Facebook system.
Profile Info Info is where you put general information about yourself for your network to see. Fill out the info area completely for the best results. You can edit your info at any time. It is best not to give too much information, but enough to make you appear human. Provide true details about yourself that conveys who you are and that engages your audience. There are excellent granular privacy settings that allow you to control what others can see, and who can see what.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Profile Photo Albums Your Photos are located behind the Photos tab on your Wall. To add photos, go to the “Create Photo Album” tab and follow the instructions. Photos must be in general photo format. PDFs cannot be uploaded. See ‘Photos’ Help (http://www.facebook.com/help.php?page=7) for more information.
Facebook is the number one photo sharing site on the internet. Photo albums are easy to share with people on and off Facebook. As you do so, you will learn how to ”tag” yourself and your friends so that people will easily be able to see a history of photos of you. Profile Photo Album Posting Photo Tips Add photos that are vibrant and interesting. Photos of real people are most viewed by Facebook users. Upload photos of products, staff, location and anything you can think of to make you seem real. You can also upload graphics such as logo and brochure art work. Here is a list of tips for adding photos to your profile: •
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Tagging Profile Photo Album Photos The tagging feature in Facebook is a part of its marketing power. When you upload a photo and tag your Friends and Connections on the photo, the photo will show up in your Friends News Feed, and in the News Feeds of all your Friends’ Friends. This is a great way to get the word out about your business or event virally.
How to Tag Friends in Photos • • • • •
Once the photo is uploaded, click the “Tag” button below the photo. Click on the Face of the Friend you wish to Tag. Select the Friend’s name for Tagging. Your Friend will be alerted of the Tag and can come and make comments. The Tagged photo will show up in the News Feed of your Friend and your Friend’s Friends.
Notes The Facebook blogging system is called “Notes.” Simply write your note in the edit area and tag a number of your friends to make certain your masterpiece is read! You can also feed other blogs through your Facebook account through the “Settings” tab (we’ll talk about this later). The Notes area is for longer and more detailed information than the brief status post. Your imagination is the limit for your facebook notes.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Ideas for Notes Notes can be about virtually anything useful to your target market. Notes are a great way to produce content that can be shared among Facebook users. Here are a few ideas for adding as Notes on your Facebook Profile. o o o o o o o
Business Information Flyers from Sales or Events Industry News Brochure or Website Content An Original Article Poem or Short Story A Press Release
Tagging Notes Tagging notes is an effective way to spread a textual message. You can tag notes from your Profile page and Fan Page. The benefit of tagging notes is that the note shows up on the tagged friends news feed and highlights of all his or her friends.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Options / Settings The Settings allow you to feed other content into your Facebook News Feed from other social media. This little area allows you to connect to your other social networking accounts, your blog and much more.
Feeding off-site Data Through Your Facebook Profile The web is getting more inter-linked as days pass. Today you can integrate the content from numerous sources directly into your Facebook Account. This is exciting, as it gives you the opportunity to write content once, but have it show up in a variety of places for the world to see. You can import items you upload on other sites such as Flickr, Picasa, Delicious, Yelp, Google Reader, Last.fm, Pandora, Photobucket, Hulu and Kiva. You can also feed your blog through your Facebook Account.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Imported Stories / Content Flickr and Picasa:
You can import photo streams from photo-sharing sites like Flickr and Picasa. Import your account, that way, anytime you upload photos to there, the photos will let Flickr and Picasa post on your wall. Talk about a time-saver!
Delicious:
If you use Delcious, you can connect your account to your Facebook account and have all the articles you deem important show up on the News Feed and your Profile Wall. Pretty cool.
Google Reader:
You can add your Google Reader feed of Shared Items to your Facebook account as well. This is a great way to track things and share what you find with others, without having to go through the hassle of remembering where it is and taking time to repost it. A HUGE time saver. Using this tool can make your content all the more valuable to your audience. Google Reader is also discussed in depth in this e-book, so make sure you review that section.
Importing Twitter Feed You can import your Twitter posts onto your Facebook Account, and vice versa by going to the Twitter application, located here: Facebook Twitter Application.
How to Import Your Blog Through Your Facebook Account Having your blog posts show up on Facebook automatically saves time by keeping you from having to post your blog in two separate places. It’s also good because it brings relevant content to your Facebook in a snap (so long as you’re a regular blogger). Here are instructions for getting your blog to post automatically to your Facebook account. 1. Copy the Public URL for your Blog (See instructions below if you don’t know what it is) 2. Open your Facebook Account. 3. Click on “Settings” located under the Share Button. (Not the Settings on top) 4. Click the Orange Blog/RSS button. 5. Paste the URL in the open field 6. Hit “Import” 7. You will get notification there as to whether your Public URL for your Blog is correct or not. 8. It takes a few hours, or even a day for your blog posts to become visible in your News Feed..
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Networking with Facebook Connect Facebook Connect allows you to integrate the power of the Facebook Platform onto your own website. Facebook Connect can expand your social network with: 1. One-click login: Allow users to log in with their Facebook identity and allow your site to access their Facebook profile information. 2. Increased engagement: Leverage users’ personal interests to show more relevant information and surface personalized content from friends such as reviews or comments. 3. New forms of distribution: Users can share content and actions taken on your site with friends back on Facebook through Feed, invites, and other social communication channels on Facebook. 4. Access to Facebook Platform: Use the same APIs that have allowed more than 670,000 developers to build more than 52,000 engaging applications for Facebook users since May 2007.
For more information and live demos you can go to http://developers.facebook.com/connect.php.
Facebook Friends “To have a friend, you must be a friend.”
Now that you have created your Profile, it’s time to connect with Friends new and old. Mosey over to the Friends Tab on your navigation bar. This will be the page you use to connect to build your network of people in your target-market. The power of Facebook lies in its instant networking capabilities. Your “Friends” can consist of anyone from family to friends to co-workers, clients, prospects and even celebrities. The Friends in your network constitute your “social graph” or your network. The goal is to build a network of “Friends,” and later “Fans.” I can tell you right now, I do not advocate any kind of artificial Friending techniques. Relationships are built one-at-a-time.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Steer clear of any artificial Friending techniques, applications or services. The whole premise of social networking is building mutually beneficial relationships, not just amassing thousands of people just to say you can. Automatic Friend systems create friends that leave as automatically as they come.
Friends Manager Located at the top of your Facebook page in the Navigation area is the Friend’s Tab. This page area allows you to manage your Friends and Connections. You can search for people you went to High School with, neighbors and family members. Invite friends to join Facebook and browse your existing contact list.
Find Friends Feature
Description
All Connections
Shows you all of your connections, including Friends and Fan Pages combined.
Find Friends
Tool that allows you to find friends that you already know, or may already know.
Browse
Allows you to look for connections by your college, schools or past places of employment. Eventually this area will be built out so that you can sort your friends by whatever specifics you designate.
Phonebook
Gives list of people who have their phone number added to their Facebook profile page.
Recently Added
People added recently.
Recently Updated
Shows which connections have recently updated their profile, and what they did to update it.
Lists
Lists you create yourself. Manage these lists by double clicking on the one you want to edit.
Invite Friends to Join Facebook
An app that will automatically search your computer and email accounts for friends, compile a list and send an email inviting them. These are not favored among users as they feel like an invasion of privacy.
Friend Finder “Friendship is about Quality not Quantity.” The Friend Finder will go through your computer and find email addresses to import into your Facebook Account without you having to lift a finger. The system will then send an automatic email to those people requesting that they join Facebook. Facebook keeps these email addresses in its system.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Friend Requests If you would like to be friends with someone, click the button that says, “Add as Friend.” The request will go to that person and they will either accept or reject your request. There is not a way yet to see what Friend Requests you have made, or a list that shows your pending Friend Requests.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Home Page Your Facebook Home displays tons of information, including your News Feed, Posts, Comments, Videos and Articles that you and your friends have posted. You will also find Friend Requests, Events, Birthdays and a host of other utilities. If you are new to Facebook, don’t let the information distract you. Newbies should focus only on the News Feed and the Highlights areas to start. Eventually you will get familiar with the other features if you use the site regularly. Keep your eyes on the posts that are coming through and enjoy reading what other people in your connection network are saying and posting. Later on, you can venture to find out what the other links are all about. For more detailed information, go to the New User Guide Facebook New User Guide.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Home Page Elements The following elements are found on your Facebook Home page (see figure above):
Left Column Links The Left Column Links allows you to sort how you view data in your News Feed and is located on your Facebook Home Page. If you are new to Facebook, don’t worry about this area yet. If you’re an Advanced user who have a large and diverse network within Facebook you may find this area more helpful. I think the Left Column Links will be more useful later. Once you start building a large network, the Left Column Links tools will become more valuable for managing your Friends and Connections. Left Column Links Sort Options • •
Type: Category:
•
Area:
Photos, Videos, Links or Status Updates. Friends, Church Friends, Old Friends, Business Associates. Local city or other areas.
You can create categories on your Home Page by clicking this button, or manage categories in the Friends tab, or create categories at the time you accept or submit your friend request.
Categorizing your Friends and Connections is important for marketing on Facebook in the event you want to customize marketing messages to people according to market segment. For example, Real Estate Agents, Home, Buyers or Luxury Homes. Categorize by: -
Product Type Service Type Local Area Profession Your Own Ranking System
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Type: Choose to view only photos, only videos or only status updates. Category: Facebook has an organizing feature that allows you to categorize Friends according to criteria set by you. You may categorize your friends by whatever category you choose. Area: Facebook will categorize your Friends for you by local area. If you select Frisco, all the friends who have listed Frisco as their home will be visible in this area.
News Feed The center portion of the Home page holds your News Feed. It is a live feed of all the posts made by you, your Friends and your Connections. To put it another way, this area shows everything from all of your connections: status updates, posts, news and photos.
Requests In the upper right hand corner you will find requests (below the Search Box and above the Updates area). You will get a number of requests and you can manage the settings of the request you receive in the Apps area. The following types of Requests can be asked of you. o o o o
Friend Requests: People who want to be your Friend. Group Requests: Groups that people want you to join. Cause Requests: Causes people want you to support. Event Requests: Events people want you to attend.
Updates If there are Updates you need to know about from one of your connections, they will show up in the Updates Section. These are sent by pages in which you are a fan.
Suggestions Suggestions are Facebook pages you may want to become a “Fan” of and / or people you may want to connect with, or that you may already know. This is one of the most helpful areas of Facebook, because it connects you with people that you may know without you having to go out and find them on your own. This area is a central viral marketing tool.
Sponsored Ads This area houses the Ads from Facebook. Sometimes they are Facebook Ads, other times they are Ads for other large companies. This is not the area that shows Social Ads, but rather is for large national accounts.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Highlights The Highlights on your Home page are the featured posts that the Facebook algorithms deem most interesting and popular among your Friends. Getting your posts to show up here is the ultimate goal for Viral Marketing on Facebook. Activities that Show in the Facebook Highlights o o o o o o o
When you become a fan of a Fan Page When you “like” a photo or video When you upload photos When you are tagged in a photo When Friends comment on your photo, note or video When you RSVP for an Event on Facebook Add Photos to Event Pages
There is presently not a way to reorganize or remove items on your Highlights section, however you can control what shows up in your Friends highlights about you in the Settings area from the Facebook main horizontal navigation area. Try to get your posts to show up in the Highlights Section for maximum exposure. The items that make it to the Highlights of your Friends’ pages, also show up to your Friends’ – Friends’. This is a great way to spread word about your business.
Events Below the Highlights, and below the fold you will find your Events which includes the following: o
Events you have RSVP’d for with a “Maybe” or “Attending.”
o
If your event is not listed, click “See All.”
o
Friend’s Birthdays
The Events area is a very useful tool on Facebook, whether you’re attending an Event, or hosting one of your own. Once you get involved with others on the site you will start receiving invites to assorted Events. It’s up to you to RSVP to the Event. The Event Invites will show up in the Events section. Learn more about how to conduct Events on Facebook under the Events portion.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Inbox (Email) Email Manager Next to your Friend’s Tab in the blue Facebook navigation area at the top of the page, you will find your Facebook Inbox. This button links to your Facebook email controls. You can email any of your Friends from the Email area. Inbox Your email inbox. Sent Messages List of messages you’ve sent. Notifications Message telling you that someone has interacted with your content. You can also see these by clicking on the red number on the right lower corner of the screen. This red number only comes up when there is a notification for your page. Once you click it, the data goes away, but you can retrieve it by going to the Notifications section of the INBOX tab. Whenever you comment on a post, Facebook sends you Notifications via email every time someone else makes a comment on that post. This can be very stressful and the emails add up. There is an easier way to check subsequent posts, by going to the Notifications area in your Facebook Email Inbox, or clicking the Red Number in the lower left hand corner of your Facebook Screen. This will help speed up your conversations. Updates Updates are data sent to you from your Connections (pages in which you are a Fan). They are quite annoying actually, so I recommend sending them out sparingly, if at all. You can view your updates here, opt-out of Fan Pages and control who can send you updates by going to “Settings” on the lower right hand column, and then by clicking “Edit Update Settings.” Compose Message Send an email here.
Network Where you set your network area. (ie: Dallas / Fort Worth)
Notifications Settings for how you are notified of Facebook activity when you’re not on the site. I have most of mine turned to “Off” except for Event changes and cancellations.
Mobile You can activate Facebook mobile and receive texts and status updates anywhere in the world on your cell phone.
Language Manages language of your account.
Payments Payment area for ads and virtual gifts.
Privacy Settings Profile Control who can see information on your profile page.
Search Control what people see when they search for you.
News Feeds & Wall Control who can see what your doing on Facebook. Remember, unless you change settings here, everything you do on your page and other people’s pages will be visible here.
Applications Settings Control your application settings here.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Search Facebook Search Box Allows you to search within Facebook. The Facebook Search Box is not high performance like the typical search engine you may be used to using. The Facebook Search feature is much more restrictive. Usually the search will try to bring up a person’s name. Facebook Search seems to prefer to search only names of people, and serves up people in your local area.
Advanced Facebook Marketing Techniques Once you get very familiar with the Facebook interface by moving in and out of the Profile / Home and Inbox pages with ease, it is time to start some Advanced Facebook Marketing Techniques. There are numerous ways to market your business, from creating special pages, gathering “Fans” of your business, hosting Events and much more. Facebook Marketing Process Flow
Profile Fan Page Groups Fans Network News Feed Status Publisher Content Email Interaction Highlights Share Invite Friends Attachments Photos Notes Custom Applications
Engagement The key to successful Facebook marketing is Engagement—Comments, Likes & Wall Posts. If you want to reach engage your audience, you must produce content that is relevant to your target market. This is the only way you can get the domino effect of viral marketing through Social Media. The web is turning from a place of merely getting information, to a place of interacting with information and with one another. Marketing on the web through the interaction tools available on Facebook requires web marketing skills that are unfamiliar to the typical sales person. Interacting with your target market on Facebook is trickier than you think. In order to explain, let’s start by reviewing our goals of social networking. •
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Two Types of Engagement Keeping our desired end-result in mind, we can consider the Engagement we have with our target market. There are two types of Engagement: Engagement with your Fan Page which we’ve already discussed, and Engagement with your Target Market, coming up next.
Engagement with Your Target Market There are standard protocols to marketing on the web that are in place because of the nature of the web. In other words, there are things you just don’t do on the web because the tactics may be irritating, offensive or spammy. The fact is, on the web people are in control of their own content. If you get on people’s nerves they can make short work of you immediately by: 1. Removing you as a Friend 2. Deleting you forever 3. Pushing the back button 4. Hiding you on Facebook 5. Hating you without letting you know it (Ouch!) The web makes it easy for people to nix your message—Facebook is no exception. That’s the beauty of the web! The end-user is in total control. As a marketer, you must not only be creative when devising your message, but you must also add value and steer clear of traditional direct-selling techniques of yesterday. Most of all, the successful Facebook marketer must refrain from spam-tactics considered offensive by a majority of web users.
Status Posts The Status Post on your Wall and your Profile page is an important component of your social marketing success on Facebook. What you post there says a lot about you and your business.
Post Considerations for Marketing Before you post a thing on your Facebook page, you might want to consider the following: The message you want to convey If you want your target market to think you’re the best, then you need to show them you’re the best through the messages you post in your Publisher. Your audience Thinking about your audience will help you come up with content that appeals to them, and make better decisions about what to post.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Tips for Good Marketing Posts Make friends. If you spend enough time on Facebook, pretty soon you’re going to make some friends who are like you and interested in the same things as you are. Socialize, get to know people and have fun. Have fun. Ty Tribble said in a seminar recently, “Have fun!” I agree with this concept. You should have fun with your posts. Mix it up a bit. Keep your posts short. Long things should be posted as blogs or notes, keep your posts like short little memos. Don’t ask questions. Give answers. Social networking newbies tend to ask questions at first. It’s much better to come to the table armed with solid information. Some questions are okay, but try to think of valuable content that you can push out and share to others.
Be yourself. Don’t try to be something you’re not in social networks. Just be who you are. Share things about your day. Don’t think you have to say something exciting every time you get online. Sometimes just sharing about your golf game is plenty to get the conversation started. Pay attention to life around you. The world around you is ripe with ideas for posting in your Publisher Status Box! You can share quotes, funny photos, interesting news, videos and songs. Keep your eyes peeled for good content everywhere. Post interesting attachments. Post links to news articles, photos, videos and content that appeals to your target market. This will make your presence within the network more valuable.
Post your schedule. Give people a glimpse of your upcoming appearances, special meetings and events. This will show the world how well rounded you are and draw people in your direction.
Share family photos. Family photos are excellent for posting because they bring you to life and help people to relate to you—besides, it’s fun to show off Uncle Bob!
Share who you are & what you do. Share about who you are and what you do for a living. Share about your business and what makes you different from your competitors.
Share about special offers & sales. Let the world know about upcoming sales, coupons or special offers.
Share victories and defeats. Don’t be afraid to be open about your life and share good things and bad. The more human you appear, the more you draw people into your world.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Marketing Spam Spam is the most disruptive, irritating thing on the planet. Think of the feeling you get when you open your email inbox and see thousands of spam emails every day. Emails you must go through and delete, being careful not to delete any important messages. The feeling generated when your time is being wasted by unscrupulous email spammers is not a good one. Spam does not create the warm and fuzzies. As our ultimate goal is to generate a bond with those in our network, and not to repel them with our marketing message—it makes sense to eliminate spam forever from our Facebook marketing practices. Adding your URL along with your comments on other people’s posts is distasteful. Posting info about your product or service as a comment on someone’s page is spammy. Rather, make your comments so good that people can’t resist clicking through to your page. Work hard to get your OWN visitors; be wary a thief.
Examples of Facebook Marketing Spam Spam bugs people. It turns them off. Spam makes you appear conniving and desperate, as though what you have to offer isn’t good enough for people to know about on their own. Marketing on Facebook is a social experience. You must keep rules of etiquette at the foremost of your mind. As marketers, we should avoid doing things that make people want to throw things at us. Here are some examples of Facebook Marketing Spam from which you are wise to steer clear:
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Putting your domain name in comment posts. Well-meaning people who are unfamiliar with web marketing find it prudent to add their domain name in their comment posts as a way to get the word out about their websites. This is considered spam, and could be considered rude. Using the Jenna Ryan Facebook Account, here is an example of putting your domain name in comment posts. What’s wrong with adding your domain name to comment posts? Everything! It sends the following messages about the commenter: • You are not a true friend • You are a taker, not a giver • You are not really interested in the content, you just want to market your business • You are using my page to reach my Friends • You are not someone I trust • You are using me and I feel violated These are not feelings you want to invoke in the hearts of your target market. Don’t be so desperate to get your name out there that you use other people’s posts to do it. Show genuine concern by posting real, sincere comments each and every time.
Posting business information on someone’s wall. Posting business information on someone else’s wall is like going to someone’s house and putting your feet upon the coffee table. Some people spend a lot of time on Facebook, and they enjoy visiting their wall and looking at posts made by their Friends. The last thing anyone wants to see is an ad for your product or service. I’ve used my Mother’s account to show you what not to do below. (Of course, this rule does not apply if you’re posting to a really good friend’s wall, or your mother!) Posting about your services on someone else’s wall may seems benign, but it’s disrespectful to do to someone you barely know. It’s much better to take your time getting to know someone by posting and being genuine. In the end, people can see your true motives, so keep them pure online to save your reputation and win more hearts loyal to your brand.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Sending spammy emails or updates. Avoid sending spammy emails at all costs. Spam is everywhere, so be a part of the solution, not the problem. Try not to email people unless you have something valuable to say to them. Avoid sending emails to people for the following reasons: •
Tell them about your business. People can figure out who you are and what you do on their own through your News Feed Posts if you work hard enough at being interesting.
•
Say “Hi.” This is an extremely irritating waste of time. If you want to say Hello, just post it on their wall.
•
Perpetual Event Invites. Real Event invites are acceptable sometimes, but you should avoid sending out multiple invites to people as they can become annoying. Use your wall to showcase Events if you have too many of them.
•
Sending an email that says, “Thank you for adding me as a Friend.” The email inbox requires that you click and view what you receive. In today’s fast-paced world, taking time to click on inbound emails takes away from other things we could and should be doing. It’s better to interact via the News Feed, but if you must thank someone for adding you—then by all means—do it on their wall. There are exceptions to this, but as a general rule, please—no “thank you” emails.
•
Group garbage. The Groups feature on Facebook has an annoying feature which allows you to email the entire list of Group Members, while not allowing anything to show-up in the news feed. Unfortunately, these Groups usually produce useless, spammy content that’s irrelevant to its Group Members. Personally, I’m removing myself from most Groups for this reason. It’s too hard to keep up with the Group Emails sent by administrators that don’t know how to market on the web.
Win Friends and Influence People When posting, remember the tried-and-true principals of the famous Dale Carnegie book, “How to Win Friends and Influence People,” such as: 1. 2. 3. 4. 5. 6. 7. 8.
Do not criticize. Give honest, sincere appreciation. Get the other person’s point of view and see things from his angle. Become genuinely interested in other people. Related quotes: Smile. Remember names. Be a good listener. Make the other person feel important. “And do it sincerely”
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Strategic Alliances Establishing linkages with other agencies takes time, a lot of hard work, and a commitment to success. It won't be easy, but the goal is worth the effort. Cowboy management must go the way of the frontier. Instead, the more we work together, the more we have the possibility of better understanding complex social problems and acting on the in an atmosphere of trust, cooperation, and mutual respect. ~Joe.org
The strategic alliance is a powerful joining of forces on the web to impact a greater number of people with your message. Here are the elements of a strategic alliance. Think of ways you can incorporate alliances with people in your niche market to impact a greater number of people.
•
Coalition
•
Cooperation
•
Collaboration
•
Communication
6
How to Build Strategic Alliances Experienced web marketers understand the strategic alliances. You can only build an alliance with someone if you have something of value to bring to the table. Build alliances by thinking of ways your readily available resources could help someone else, and how that other person (or business) could help your brand-name to spread farther. Aligning with other small businesses can be a way to reach your target market. When you find a willing partner, think of ways you can help each other out to get what you both want. Here’s a few ideas: •
Facebook Marketing: A Guide for Small Businesses By:dotJenna
•
Trade Services
I came to understand the value of strategic alliances through a Facebook connection, Jack Weinzierl. You should check out how he runs his social networking campaign. He’s excellent at making strategic alliances and building up other people’s businesses. All of this, of course, is a strategic move on his part because you generally get paid back when you do nice things for others. See why he has 30,000 + Twitter followers (as of the date of this writing). The web marketing ideal is to get an endorsement from a Friend, so you don’t have to appear to be marketing yourself. Form strategic alliances with other professionals who offer products and services similar to yours. Promote others by sharing their posts. Be liberal with your praise of those you recommend. Do not vouch for anyone you do not know. Brainstorm ways you can help others get what they want—without looking for anything specifically in return. It will always come back to you 100 fold!
Getting Face-to-Face No social networking in the world will ever take the place of a face-to-face meeting. The computer cannot copy the level of the communication that takes place when you meet someone in person. Body language, eye-contact and other visual cues help you to create connections with a person faster than any web application can. If you find a hot prospect on Facebook that is worth spending extra time on—by all means, meet them face-to-face! Jack Weinzierl invited me to speak at a workshop recently, and during his speech, he presented an interesting concept that is very important to the social networking success paradigm, and that is the process of getting face-to-face with the people in your network (your target market), as soon as possible. Here are some ideas for pushing Facebook relationships to the next level: •
Host Events
•
Attend Events
•
Meet for Coffee
•
Meet for Lunch
•
Free Consultations
•
Attend Workshops
Three Facebook Page Types The first thing you will want to do, is begin creating a Fan Page for your business. A Fan Page works differently from a Personal Profile page, as discussed further in this section. You may also create a “Group,” if you wish. There are pros and cons to each of the following Facebook types: Personal Profile, Fan Pages and Groups. The differences among the three of them are listed below.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Differences Between the Three Facebook Page Types There are three different types of pages on Facebook. One is the Personal Profile. Two is the Fan Page and three is Groups. Feature
Personal Profiles
Fan Pages
Groups
Indexed in Google
No
No
Visible to Non-Registered Users
No
No
Vanity URLs
No
Promoted via Social Ads
No
Insight Statistics
No
No
Create Events
No
Add Applications
No
No
Allow Bulk Invites of Members
No
No
Allows you to Follow Others
No
No
Add Others to Your Favorites
No
No
Visibility in Highlights
No
No
Unlimited Connections
No
Feed Blog RSS through Page
No
No
Notifications of Interactions
No
No
Categorize Contacts
No
No
Each of the three Facebook page types has pluses and minuses from a marketing perspective. Your best bet is to create all three and vary usage according to the needs of your target market.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Fan Pages "Businesses now have the ability to expand their revenue base and acquire new customers through free Facebook Pages. Pages enable customers to interact, learn, purchase, and spread the word about your business to their friends. " ~ Facebook Insider's Guide Facebook gives you a unique opportunity to connect with your target market one-to-one. When you build a Facebook page and keep it updated regularly, you can interact with your target market just as you would your friends and family. The Facebook Fan Page connects with your target market and existing customers, and shares this information with Friends of Friends of Friends. The beauty of the Fan page is the way it is featured in the News Feed. When someone becomes your “fan” it becomes visible to every friend of that friend, compelling others to register too. When someone “fans” your business page, it creates a domino effect of interest in your business. Connecting with your clients and prospects is good because it establishes bonds and helps them get to know you, promoting loyalty and camaraderie. Fan pages are also given priority by the Facebook viral marketing system. When someone becomes a fan of your page, his or her friends are notified through the Highlights section. When someone becomes a fan, it becomes “social proof” and compels others to become a fan as well. The Fan page is the best way to spread the word on Facebook virally (automatically).
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Gaining Fans The more Fans you have, the more Fans you get. ~ DotJenna
When seeking to gain Fans to your Facebook account, the key is momentum. You want to “prime the pump,” by inviting your Friends from your Profile to become a Fan. The neat thing about this process is that eventually, once you get enough Fans—say, over the 500 Fan Mark—you will start to see people become Fans that you don’t know. The higher your number of Fans, the faster new Fans you’re not marketing to join the mix. It’s an amazing phenomenon to watch. At first, gaining Fans may go quite slow. Eventually, if you’re providing decent content, the process reaches “critical mass” and takes on a life of its own. It’s fabulous!
What’s a Fan?
We gained 100 Fans in 2 days without a direct invite. That’s small, but indicative of the serious exponential growth as the numbers increase. It seems the more Fans you HAVE on Facebook, the more Fans you automatically GET on Facebook! Sounds like Luke 12:48, or the principal of sowing and reaping.
Keys to Marketing Your Business with the Facebook Fan Page 1) Make Your Business Personal People login to Facebook to chat with their friends, not to see advertisements, so it’s important that your Business Fan page be personable. The more you show the human side of your business, the more attention you will get from your target market and the stronger impact you will make. 2) Update your Facebook Page frequently If you want to get attention for your business through your Facebook Fan Page, update frequently. The more you update your Facebook Fan page, and the more photos you post, the more people will trust your content and return to your page to see what’s happening. You can post news, press-releases, in-store events, special promotions, new products, concerts, screenings, or other news.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
3) Harness the power of News Feed When someone becomes a Fan of your business page it shows up in their News Feed. This News Feed is seen by all of that person’s Friends who can become a Fan of your business. This creates a virtuous cycle that helps your Fan Page grow exponentially by way of viral marketing. 4) Choose the applications that are best for your business Facebook allows you to view certain aspects of the code to create your own applications for use on the Fan Pages. Outside developers and Facebook have built thousands of free applications for businesses, bands, and every other type of organization. You can easily add applications to your Fan Page, or hire a developer to build what you need. The type of application you may need ranges from an online reservation creator to a cinema locator. The more useful your applications on your Fan Page, the more your fan base will grow. 5) Promote your Page through Facebook Ads Facebook Ads allow you to reach exactly the audience you want and bring them to your Page. You can choose your audience based on age, gender, geography, educational status, relationship status, and precise interests or keywords. Your ads can be socialized so that users’ interactions are reflected in the ads their friends see, increasingly the virality of your Page. You can run ads both in traditional locations and in the News Feed. As with your Page itself, the key to success with Facebook Ads is to experiment and iterate on your work. (Source: Facebook Insider’s Guide).
How to Set Up a Facebook Fan Page Click Here to create a Facebook page for your business.
Benefits of Fan Pages After logging in to your user profile, you can create and administer a Facebook Page for your business—and you can easily invite colleagues to manage it with you. The differences between user profiles and Facebook Pages help you protect your own privacy as a user while maximizing publicity for your business: •
Facebook Pages can have an unlimited number of fans. Regular users can are limited to 5,000 friends.
•
Users can automatically support your Facebook Page without confirmation. User profiles have to approve all incoming friend requests.
•
You can send Updates to all your fans; user profiles cannot message all their friends at once.
Although a person could never use a Facebook Page as the primary way to navigate Facebook (for instance, a Facebook Page can’t join Groups or attend events), Facebook Pages are the perfect solution for businesses, bands, films, sports teams, and other organizations seeking to reach Facebook’s more than 70 million active users.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Insights Facebook Insights offers a wonderful way to analyze the interactions that occur between you and your fans. The Insights feature allows you to see how your Fans are interacting with your page. The Fan Pages with the most engaging, high quality content gain the interactive Fan base capable of virally spreading content through the social graph. You can monitor the following metrics with the Insights statistics through a seven (7) day period. New metrics are being added continually. o
Interactions
Total number of Comments, Wall Posts and Likes.
o
Interactions Per Post
Average of Interactions.
o
Post Quality
Shows how engaging your posts are to your Fans.
o
Stream CTR
Estimate of Click Through Rate (Clicks) for News Feed content.
o
Stream ETR
Estimate of Engagement Rate (Likes) for News Feed content.
o
Discussion Posts
Number of Discussion Topics posted by users.
o
Reviews
Number of times Fans have rated your page with the Reviews App.
o
Star Rating
Shows your Post Quality compared to other pages of similar size.
o
Fans Over Time Graph
Shows when users decide to unsubscribe in their News Feed.
o
Fan Base Demographics
Shows location by city, state and zip, sex and language of
subscribers. The Insights available on the Facebook Fan pages provide invaluable information about the attributes and habits of your target market. The amount of information being captured by each person makes it possible to pinpoint who you’re marketing to with amazing clarity. The Insight statistics are refreshed every week, so Monday you get a clean slate. If you don’t have enough interaction with your Fans, you will not be able to see the demographic Insights. Facebook says this information is concealed for privacy reasons. Insights do not show the exact demographics or actions of specific Fans. You can only see the total number of people who fall within certain demographics. The Insight information is invaluable for targeting Facebook Ads specifically to your audience.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
How to Improve Post Quality on Your Fan Page • • •
Making sure that your posts, whether they are Status Updates, photos, links, or videos, are relevant to your fans. Posting engaging content is the best way to get people to interact with your Page. Posting frequently, but not posting an overwhelming amount of content that users may find spammy or burdensome to consume. Increasing your total fan base to generate more interactions.
(Facebook Insights Explanation from Facebook Website)
Facebook Marketing: A Guide for Small Businesses By:dotJenna
How to Invite Friends to Become Fans Every so often (once every 1-2 weeks), go into your Fan page and invite friends to become a fan. This will help get people who you’ve recently Friended from your Profile, as well as those who have started to take notice of the awesome content you’re supplying on your personal Profile. 1. 2. 3. 4. 5. 6.
Go to Fan page Click “More” Click “Suggest to Friends” Choose the Friends you want to invite (be liberal... don’t be picky) You have to choose them one at a time, so it’s time consuming, but well worth the effort. Try not to re-invite people that you know have not accepted in the past. If you accidentally do, oh well. Send the invitation. Check your Fan page later to see the increase of your new Fans.
Invite Fans by SMS Tell people to text “fan themarketingshop” to FBOOK (32665) from their mobile phones, and they will be added as fans instantly. Standard charges may apply. You must have a Facebook vanity URL for this to work. Interacting with Fans from Fan Page Interaction with your Fan page can only be done by your Fans. In order to improve your Post Quality Score in Insights, your Fans must come to your page, post on your wall, comment on your content and Like your posts. This is encouraged by posting more relevant and regular content to your Fans. As a Fan page, you cannot interact with Fans by interacting with their content, so there is no give-and-take. A Fan Page must work overtime to engage the Fans in a one-sided way. You can work around this problem by clearly linking your Personal Profile with your Fan Page. You can comment on the posts of your Fans via your Personal Profile only. Notifications The Notifications of Fan interaction with your Fan page are presently inconsistent. You do not receive regular Notifications of interactions from your Fan page the way you do from your Personal Profile page. Sometimes you do, sometimes you don’t, so it’s important to visit your Fan page regularly to interact with your Fans.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Groups A Facebook Group is similar to a Fan Page. You can create a Group to be about practically anything you want. Many people find that after they create a Group, they would prefer a Fan page. Check out the section that shows the differences in the three types of pages before you get started.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
How to Create a Facebook Group 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
Determine an original idea for the subject matter of the group. Search Facebook to see if a Group like it is already created. Go to your Profile. Select “Info” tab. Scroll to bottom of page and see “Groups” Click on “See All.” Select “Create a Group” Name Your Group Fill out the information about your Group. Customize Your Group by Adding a Photo Name the Group Officers. Invite Friends to join your Group
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Events There is no better way to see the power of the viral-marketing ability on Facebook than to host an event. The Event feature is powerful because of the placement an Event receives in the News Feed. When someone RSVPs for your Event on Facebook, all of that person’s Friends find out about it. Those Friends are then able to RSVP as well. The domino effect of viral marketing makes your Event more successful because more people find out about it, and become interested in attending.
Use a Facebook Event to inform customers about grand openings, in-store sales, happy hours, public appearances, and any other occasions or milestones that will attract attention. When your Friends and Fans RSVP, it spreads the word to all of their Friends.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Creating an Event To create an Event, go to the Edit Page for your Facebook Page and click on “Events.” Fill in the event information and add a picture to your event. You can then add photos, videos and other content to the event—and you can choose whether or not to let fans add content as well. However, unlike your profile page, you cannot get a vanity URL or Username for an Event.
Editing an Event To edit your Facebook Page’s Event, go to your Facebook Page and click ‘Edit Event’ in the upper-right. You can delete an Event by clicking ‘Cancel’ in the upper-right of the Event’s Edit Page.
According to the Facebook website, “One of the ways Facebook knows which stories are most interesting to a given user is the number of that user’s friends involved in a story. Stories about Events can include all the users who have RSVP’ed. Therefore, actively using Events is a powerful way to reach users through the News Feed.“
Hosting an Event on Facebook for Your Business Facebook makes hosting an Event easier and more successful than ever. All you have to do is create the Event through your Fan Page or Group, and invite your Friends. Give it a few days and you’ll be shocked to see all the RSVPs. The Marketing Shop.com has had successful Events through the Facebook Events system, and we can help you host your own Event quickly and efficiently. Use the Event Checklist in the Worksheets section of this e-book to help the process go smoothly.
Event Ideas o o o o o o o
Open House Happy Hour Mixer Seminar Class or Workshop Wine Tasting Product Launch Annual Sale
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Tips for Hosting Your Facebook Event The success of your Event depends on planning, and never forgetting that the goal of the Event is to get the word out about your business. The function of your affair is marketing your business, not selling everything in site. You have to focus on getting people to attend your Event for the buzz that it creates, not to make a bunch of sales in one day. Getting people to talk about you is the goal, and talk they will. Most people tell others when they’re going somewhere, not to mention, their RSVP status will be plastered to all their Friends on Facebook.
Here are some tips to ensure your Event process goes smoothly.
1. Choose the Type of Event What type of Event will you hold? If you have information that your target market needs, you may choose to host a Seminar or a Workshop. You can even bring in other professionals to help provide information and share costs. The type of Event you choose depends on the purpose of the event. 2. Determine a Venue You may choose to have the venue anywhere: your store, one of your properties, your home, your corporate offices, a vendor’s office or in a public restaurant. The Marketing Shop.com held an event at Sambuca’s Restaurant in Addison and another at the NYLO Hotel in Plano. Where you host the Event depends on your budget. You can find some restaurants and bars that will give discounts, free drink tickets and free buffets in exchange for bringing people to their establishment. 3. Create a Graphic for the Event Your Event needs a special graphic created to show people what the event is about. This Graphic will serve as the “logo” of sorts for the Event. When The Marketing Shop.com hosts an Event, we use the artwork for the postcard flyer we handed out before the event. If you make a special graphic, your Event will be more professional and generate a larger turnout. 4. Create the Event Content Not only should you create an Event on Facebook from your Fan page or Group Page, but you should also offer content in other places on the web as well. Examples of other good places to post about your Event include: local newspapers, your blog, your website calendar, your website home page, your monthly email newsletter, your marketing postcards, your email signature, on community websites. Post information about your Event everywhere you can think to post, including your Facebook Personal Profile page and your Fan Page.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
5. Give Lots of Information on Facebook Event Invite Give plenty of information for your Event, not just the time, date and location, but directions, phone numbers, agenda and purpose. Tell people what they will get by attending the Event. Tell people what’s in it for them. Give a link to your website or another website that has supporting information. People want to be informed. Don’t let them down. If possible, provide a link to the Google Map for people to conveniently print out. Anything you can do to make attending the Event easier on your invitees will be much appreciated. 6. Invite People on Facebook Invite your friends on Facebook. This is not as easy as it could be since Facebook does not allow bulk invites on the Event page. You have to invite people one at a time. That’s okay though. It’s worth the time and the effort. Go through your Fans and Friends and invite as many people as you can. Invite your Friends to invite people too. Do the invitation process once per week until the day of the Event.
Inviting Friends from Past Events Facebook has added a new feature that allows you to invite Friends from past Events. With the new feature, you can filter your friends by ‘Recent Events.’
1. When inviting friends to a new Event, click the ‘Filter Friends’ tab in the top left-hand corner. 2. A list will drop down showing the last five Events you created or attended in the past month. 3. When you select one of the Events, it will show all the people that are your Friends who were invited to that Event. 4. You can then select the individual Friends you want to invite or click ‘Select All’ to invite them all. 5. Now you can click on the ‘Send Invitations’ at the bottom.
Do’s & Don’ts for Events o
Don’t bug people.
o
Don’t send out too many invites.
o
Do send out other good content, not just content about your Event.
o
Don’t spam people by sending numerous updates (which emails everyone).
o
Don’t make promises that you don’t keep.
o
Don’t buy too many party favors. About 1/3 of the total of those who definite RSVP will show usually up.
o
Do remember that usually less people show up than you think. (but it’s still a good amount!)
o
Do make sure the content of the class or seminar is relevant to your target market.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
The night is the best time to Facebook for marketing purposes because the applications aren't bogged down by users. Work on your Events later at night when the traffic dies down.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Viral Marketing on Facebook
"May the Force be with you. ~ Star Wars, 1977
The key to marketing on Facebook lies in the ability of a message to travel through networks automatically, such as with the “Domino Effect.” Facebook provides tools throughout the platform that makes it easy to share messages directly and indirectly. The following tools are ways in which your message can spread virally through Facebook and beyond to the entire web. Viral Marketing Inside Facebook o o o
News Feed Share Links Tagging
Viral Marketing Outside Facebook o o o
RSS Feeds Share Partners Share Bookmarklets
Inside Facebook News Feed Your status updates are a large piece of your web marketing strategy. What you enter into the box and the higher the quality of information you provide will make you stand out from the crowd of your competitors. Before you start posting, it’s best to plan what you will say. Here is a general guideline of what you should say on your posts. Who you are Describe things about yourself. In a sentence or two, tell what motivates you. This helps people relate to you. What you do. ½ of the people on Facebook I have
Share Link Sharing links helps facilitate the flow of information on Facebook. If you click the “Share” link below any piece of content, you will have the option to send that content in a message or post that content to your profile. If you send the content in a message, the recipients will see it in their Inbox and be able to reply to you. If you post it on your profile, it will display in your Links section. ~ Facebook Help Center
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook encourages the sharing of information, especially photos. Notice that the Share Link is everywhere. Sharing content on Facebook is Viral because the original content is posted to your News Feed for all your Friends to see. One of those Friends are able to pick up the content and post it again and again and again, without you putting forth additional effort to reach those people. If your content is good enough, it will travel far and wide through the web.
Photo Sharing The viral tools on Photos are especially strong, with the ability to Share and Tag.
Photo Tagging Tagging is another way messages are spread virally through Facebook. When you Tag something on the site, your message is spread in the following ways. •
Tagged content is visible on the Profile of the Friend tagged.
•
Tagged content is visible in the live News Feed of the Friend tagged for other Friends to view and share.
•
Tagged content that is popular is visible in the static Highlights section of Friends of Friends.
•
Tagged photos are visible in the static section of the tagged Friend’s Photo Gallery in their Profile forever (unless they “de-tag” the photo).
Facebook Marketing: A Guide for Small Businesses By:dotJenna
@ Tagging @ Tagging is a new feature added by Facebook in September, 2009. The idea for this post tagging feature was basically “stolen" from Twitter. The @ Tagging option allows you to tag friends that you want to speak about in your posts, creating a greater sense of community on the site. This new @ Tagging feature encourages more group engagement among multiple Facebook users, and furthers your ability to communicate unilaterally with the friends in your network.
I @ Tagging Ideas for Facebook o o o
To praise someone for a job well done in a place they and everyone else can see it. To talk about a friend so they can see what you're talking about and respond accordingly. To share your with whomever since there is no way to "Share" a general post like you can photos, links and notes.
Outside Facebook RSS Feeds You can also share your content with the rest of the web through use of RSS Feeds. The content you push on Facebook can be fed into different Social Mediums such as Friend Feed and Google Reader, which serve to consolidate all your content into one place to make tracking what you’ve written all over the web easier. How to connect the RSS Feeds with the outside sites is beyond the scope of this Section and will be discussed in other areas of “The Social Networking Manual.”
Share Partners : Sharing Beyond Facebook The web itself is becoming a giant Social Network. We are not only sharing content, but developers are sharing code to allow for the mass integration of everything on the web. Now you can share things on Facebook, Twitter, Google and many other sites by clicking buttons that are available on the websites, or by adding Share tools to your browser. This makes sharing web content through Facebook easier than ever. The following share links are available. If you see them on a site, you can share the content through your Facebook account. If you want them on your site, you can cut and paste the code and they will show up on your site.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Share Bookmarklet You can also add a Share Tab to your web browser by dragging it to your bookmarks area. Find out more about the Share Bookmarklet here: Facebook Share Options..
Maximizing the Virality of Your Message 1. Post content that is intricately linked to your page. Make sure you are the original poster of the content. If you like a photo and you have permission, you need to upload it to your Facebook Page and then give credit to the original creator. This way when the photo is shared among Friends, you will be the one to get the recognition and the viral marketing effect will not be passed to some other website or Friend. If you make a post of any kind that you wish to be shared, it must be uploaded to your page if you want the benefit. This means you must upload your own photos, notes and videos. If the content you are pushing is created by an outside user, say a news post or a YouTube video, the Share feature will only benefit the original poster. 2. The content needs to be original and created by you. If you create your own original content that’s good enough to be shared, you will get all the benefit of the sharing. Don’t rely on content from everyone else. If you find a good article that you want the world to know about, write a note with your opinion about the article and then post a link to the article. Make sure your opinion is worth spreading. The true answer lies in creating your own content that is good enough to be shared and not just regurgitating everyone else.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
3. Push good content that is relevant to your readers. The better the content that you provide, the better the chance that it will be spread among Facebook Friends and the internet at large. Creating content good enough to spread is time consuming, but those who take the time to write good content, take good photos and produce interesting videos reap the rewards of viral marketing. One good piece of content that spreads like wildfire is worth 100s of worthless posts. 4. Provide share buttons on content created off of Facebook. All your content on the web needs to be easily shared on Facebook and other key Social Networking sites. Make sure you add the Facebook Share Partner links to all your blog posts, website pages and other sites on which you participate. 5. Ask people to share. If you don’t ask, you won’t get. Ask people to share your content and they will.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Your Facebook Network A solid network of people who fit the demographics of your target market is central to your success with Facebook marketing, and while it should be your goal to find people within your target market, you will also find yourself connected to other types of people as well. Consider the different arrangements within your Network.
Direct Network The term “Direct Network,” for our purposes, shall refer to the following types of relationships in social media: • • • • • • • • • •
Indirect Network There are also people you are linked to arbitrarily who are not yet directly connected to you, but connected to you by a friend, or indirectly connected to you in any of the following ways: • • •
Friends of Friends Prospects Future Connections
Who Is In Your Network? Your entire Network will consist of those who are in your target market, and many others, such as: • • • • • • • • • • • •
Past Clients Current Clients Prospects Associates Media Staff Acquaintances Former Staff Industry Leaders Competitors Real Friends Family Members
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Building Your Network If you want to market yourself online or off, you have to be get your products and services in front of the right people. The “right people” are those that are right for what you offer, and will likely be different for you than for anyone else, depending on your niche. You want to research, observe and invite those within your target market to be a part of your network. Sure, you could go like gang-busters and friend everyone in site–maybe this works (let me know if you’re doing this and it works), but I am talking about hand-picking people that are perfect for your business, product or services. Finding the individuals that you wish to know is not as easy as it sounds. It takes time, patience and dedication. Eventually, with a little up-front work, people in your target demographic will start coming to you.
Network Channels It is a known fact of general networking that people hang out with people who are like them. If you want to build a network, then its best to build the network in a channel-type format to keep like-minded people together. This will help with your content-development and building rapport with your Friends and Fans. The web makes it easier than ever to build Network Channels consisting of like-minded people. How you build your channel is up to you and your type of business. Separating your marketing into channels helps you to market to specific people groups in a style that’s best suited to the individual. How you separate your channels is up to you. You may consider having more than one Facebook Account to handle more than one Network Channel. It is not recommended, however, to start several Network Channels at one time, as you will find, building one Network Channel correctly takes more work than many of us have time to tackle. Choosing to build one channel completely before starting another is the safest way to prevent overextending yourself. You may break your Network Channels down in any variety of ways, such as the categories shown in the table below.
PERSONAL STATUS • • • • • • • •
Singles Seniors Single Moms Stay-Home Moms Families Students Retirees Parents
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Creating community is a valuable service you can provide to your Friends and Fans. Introduce people to one another, make people feel at home, do things to establish community around your Facebook Marketing Campaign.
“Cold Friending” on Facebook Lookie! I just made up a new word. It’s an oxymoron, really. “Cold Friending.” It’s the process of making friends on Facebook and other such sites with people you don’t know in the real world. As the President & CEO of The Marketing Shop.com, I do this for my corporate marketing, and train my staff and my clients to do this for their own businesses as well. It’s absolutely necessary to engage in Cold Friending if you wish to market yourself and your business online. Yes, I advocate friending people you don’t know. HEAVEN FORGIVE ME! It’s not such a bad thing, you know. That is– because I know what I’m doing. I produce good, interesting and valuable content that helps the people I’m friending, so it works out well. Now, if I were some schmuck trying to make a quick buck and scam the masses, then I’d be in big trouble. As Seth Godin says in his book, “The Purple Cow,” the internet “comes with a built-in BS detector.” People won’t take too kindly to a slick willie trying to sell them stuff without bringing anything to the table. It’s too easy to click “Back,” “Hide” or “Delete.” If you’re not genuine, sincere and others-focused, you’ll be found out quickly. People will ignore you and you won’t get very far. Is there anything wrong with “Cold Friending” on Facebook? Not if you have something of value to add to the person you’re friending. If you’re coming to the party looking for a handout, forget it! You’ll be banished to delete hell. Cold Friending is fine, so long as you’re approaching the right people for the right reasons and that you’re producing content that serves them in some way, be it informative or entertaining. I mentioned this process at one of my recent Realtor Workshops and you didn’t hear a peep out of the audience! They were aghast at the thought of approaching someone they do not know. My response is this: What can it hurt? At the best the person will accept your friendship with open arms, at worst the person will reject your friendship–and you’ll walk away having learned some lesson. As Robert Allen says, “There is no failure, only feedback.” Some people fear the unknown, and they fear getting rejected, but rejection is nothing compared to the benefits that come with amassing a living database consisting of your target market. Rejection is nothing compared to the goodness you spread when you produce content that makes people think, laugh or cry.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Cold Friending allows you to expand your network to new, more targeted horizons. It’s not cheesy when done with a generous attitude that’s rooted in respect and authenticity. Adding value to the lives of people you don’t know is always a good thing–and when Cold Friending is done right–most people don’t mind at all–in fact, they appreciate it. If you want to be successful with web marketing, you must be skilled at turning cold friends into warm ones.
10 Ways to Add Your Target Market as Friends on Facebook 1. Find people who are similar to you. The first step for building your business network on Facebook–or any other social networking site–is to become friends with those who do the same work as you do. Don’t be afraid to befriend a competitor. This can actually help you in the long run as you exchange ideas and information. Beyond that, you can friend people within your industry, or vendors that serve your industry. People who are alike are more apt to bond because people like those who are like themselves. 2. Connect with Network Hubs. Well connected people are the conduits from which information flows throughout a given network. In his book, “The Anatomy of Buzz,” Emanuel Rosen, calls these well-connected people, “Network Hubs.” Rosen believes the Network Hub is someone who is very vocal, known by everyone and socially active. These people are the ones to connect with online. They will be connected to everyone else, so they easily pass your information along. 3. Spend Time Responding to and Commenting on the posts of well connected people. When building your social network for business purposes, it’s important to contribute to the community, rather than just trying to sell your wares. When determining where you’ll spend your time, be selective and choose to focus on those friends that are Network Hubs. If you offer clever comments to Network Hubs, you’ll be seen by more people and eventually garner more friend requests without trying. 4. Create Pages and Groups around specific topics. Groups are easy to create on Facebook about any topic you can imagine. Such groups create community and help gather like-minded people. When folks do searches in Facebook for a particular subject, the first listings that come up are the Pages and the Groups, so some will join your group just to get connected, without any labor on your part. 5. Host local events and invite your friends. The internet allows you to invite hundreds of people at a time to the events you offer. Just today I posted a Web Marketing Seminar & Mixer and I am pretty happy with the response so far. People that come to your events are more likely to spread the word about you, and this will cause more people to come your way naturally. 6. Take advantage of all the features. Facebook offers numerous features besides just wall posts. You can comment on other people’s posts, submit your blog feed, write notes, upload photos, show photo albums from flickr, show your YouTube Favorites through a feed, post your favorite YouTube Videos, post news articles, post events, post funny images, take quizzes and much more. Personally, I do not favor being sent gadgets, but some people may enjoy them. Make use of everything there is to offer on Facebook. 7. Promote your Facebook profile throughout the web and offline. Promote your Facebook profile by adding a link to it in your email signature, on your business card and on your website. Whenever you are out, invite people to get in touch with you via your profile.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
8. Attend Facebook Events. Don’t just host events, but attend events hosted by others. There is nothing like a real person to back-up the computerized version of you in pictures, posts and videos. Get out in the real world and network alongside what you do online and watch your list of friends and fans grow. 9. Hire a developer to integrate applications to your Fan Page. Facebook Connect is an API that allows users to integrate Facebook seamlessly with their website, allowing website visitors to connect to their Facebook accounts from your site. The program isn’t easy to install yet, but it will be soon. Meanwhile, you can find a web genius to help you. 10. Do a search on Google using keywords within your niche and the term “Facebook.” This is the long way, but it helps to do a search for keywords in your niche market + Facebook, for example. Entering the terms “Real Estate Facebook” in Google will reveal a number of real estate related Facebook pages since such pages are indexed in Google. You can then go and request friends with those individuals. Marketing your business on Facebook is a fun, efficient way to reach a broad range of people within your niche market. Finding new people is a never-ending challenge, but one that will provide many rewards in terms of your reputation for years to come.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Using Facebook from Your Cell Phone You can use Facebook wherever you go with Facebook Mobile. With Facebook Mobile, you can send photos and videos straight to Facebook by sending an MMS to [email protected]. Update your Status or Message Friends using text messages and receive Status Updates, Messages, and Wall Posts as they happen. Of course, you can update your Status and view Profiles by browsing the web address m.facebook.com on your cell phone too. Rich, interactive Facebook applications are also available for download at the Facebook Mobile page (http://www.facebook.com/mobile/?ref=pf) where you can get started using Facebook Mobile. Phone Apps Applications Available for the following phones: o o o o o o o
iPhone Palm Sony Ericsson INQ Blackberry Windows Mobile Widsets
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Action Steps for Getting Started Right Now If you are already familiar with Facebook, you may be ready to get started and that is great. Go ahead and follow the steps in this section to get the process underway. If you have trouble or come to a stopping point, come back to this book and read over the applicable section for more info. Or, get started now with the following steps, then read this manual in its entirety later. 1. Determine person that will be the Public Face of your company. The Public Face of the company is very important. Campaigns that are more personal that are tied to a person are more successful. This person does not always have to do all the posting, but it is important that this person be involved in Seeing, Showing and Sharing activities. 2. Gather photos of the Company Face Rep. o o o o o 3.
Set-Up Facebook Account. o o o o o o o o o o o o
4.
Profile photo should have the company logo on it. Do this in Photoshop. Photos of Company Location Personal Photos of Public Face Company Product Photos Company Logos
Sign up for a personal Facebook page for the Public Face. Upload photos Fill out profile Start building your network by finding friends that you know. Keep content purely personal at first. Start finding current clients using your own client list. Search for previous clients and people within your sphere of influence by searching for their names. Take at least a month doing personal things before you get into your business. Start posting relevant content about what you do now and then. Post interesting personal content. Get Blog to show up on your Facebook Account. Get a Vanity URL for your Facebook Account.
Develop your Content o o o o
Blog regularly at a separate location. Make sure your website is completely user friendly and updated. Start collecting content ideas. If you have more content than you can use in one day, schedule to post it on a later day when you are out of ideas.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
5. Create a Fan Page for your company o o o o o 6.
Create a Group for your City, Industry or Product Generally o o
7.
Add photos related to the company - Vibrant, candid photos work best. Use a different photo for the Fan Page - but make sure it is a picture of a person with a logo that’s visible in the med. size window. Fill out profile. Invite your friends to become a Fan of your company page. Get a vanity URL for your Fan Page.
Create a Group that will consist of your existing clients, employees, vendors. The group won’t be branded. It will be a place to capture those interested in your area.
Get Viral o o o
Add badge to your website home page so visitors can connect with you on Facebook. Add the Facebook partner link to your blog posts, encouraging people to post articles to their own FB pages. Add your Facebook URL to your emails inviting people to connect with you.
6. Schedule an Event o o o o o o o o
Schedule an Event for about one month away. Add info about the Event to the Event Page. Send an invitation to your friends and fans. Create mailers and send them out. Post mailer as Event Photo. Do not send many updates as they are annoying. Post event information on your own Wall and on the Fan Page Wall once every 3-5 days. Do not over-post about your event. After the event, post photos of the event on your Profile and on your Fan Page.
Go to http://www.facebook.com/themarketingshop and post your question on our Discussion Board or Wall. Your question will be answered there.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Do’s & Don’ts Web Marketing through social networking is a different beast from any other type of sales & marketing. If you want to increase your influence online, you can’t use the same tactics you use in networking face-to-face. Facebook is definitely a place to market yourself online, however, you must do it carefully. You don’t want to turn people off. If you market yourself with skill and class, you won’t come across like a cheesy car sales person or a “self-absorbed “Slick Willy.” You will get more respect and more clients by following this proven web marketing protocol. This article won’t discuss the psychological reasons it’s a turn off to be sold on the web, but it will show you in a nut shell how to build rapport with people and make them like you well enough to eventually do business with you. Direct Sales Jargon is Nauseating Our culture is so bombarded with advertisements everywhere. It’s nice to get away from all the ad deluge and just relax talking to friends or learning about things that interest and intrigue us online. Our brains are so overloaded with ads that we now just tune them out. It’s too easy for people to de-friend you or click away on the web if you’re overly pushy. Be part of the solution, not the problem. Web Marketing is about BUZZZZZZ. It’s not about the quick sale. It gets people talking. You It get to access to people’s brains when they are open and relaxed. Don’t be discouraged if you don’t make a sale in one day. Keep building relationships, contributing valuable content and being interesting. Show your concern for others and don’t be selfish. Eventually people will take notice. Don’t be a commercial. Be a friend. Who goes online to their favorite social networking haunt to be sold something? Nobody. When marketing your real estate practice online, you’ll need to lose your aggressive, shark-like sales tactics and get back to the basics of relationship building. I’m talking about a different kind of friend here–not bosom buddies. You’ve got to be a friend in the web-marketing kind of way.
Do’s for Marketing on Facebook • • •
• • • • • • • • • • • • •
Do determine what is important to your target market. Do provide content for your target market regularly. Do find a niche angle to discuss, blog and provide data about. (ie: schools, neighborhoods, government, parks, families, nightlife, highrises, investment properties, etc… If you’re not interested in your area, no one else will be either.) Do provide personal information along with business info to keep it real. Do give interesting tidbits about yourself, your market and other news daily. Do brainstorm ways to keep others informed. Do make yourself valuable to your network. Bring value and it will come back to you! Do get to know others in your real estate service area: (ie: merchants, other agents, stay-at-home moms, dads, other business people). Do respond to other people’s comments in a timely manner. Do give people valuable content that helps them in some way. Do figure out what you know that other people would like to know and share it. Do ask people to use your services only after you’ve provided value. Do use Calls to Action. Do give tidbits of valuable info in the form of micro-blog posts. Do engage others in your industry, your competitors and beneficiaries. Do write to anyone who may benefit from what’s in your brain.
Do show a little personality. Everything doesn’t always have to be about business. Do post photos of people that are vibrant and interesting for people to see. Do give details about what you do, the problems you face and how you feel about it. Do tell us how it makes you feel. Do work on generating buzz for your services. Do befriend people who are in your target market. Do remember that your goal is to establish credibility. Do try to build a following or audience of people interested in what you have to say. Do be yourself. People can tell if you’re trying to portray someone else. Do judge how well you’re doing by the comments you get for your posts. Do try to provide content that appeals to a variety of your audience members. Do be nice to people who leave regular comments. Do return the favor when someone comments on your stuff regularly. Do give free tips, answers, questions and your opinions. Do be open and give general details about who you are and what you do. Come to life. Do be confident. Do tell us what motivates you. Why do you do what you do? Do engage us by sharing personal info such as where you live, where you work, who is in your family. Do share if you learn something unique about life. Learn something about life today? What? Do share links to news articles your audience will appreciate. Do be creative and try new things. Do keep a list of your top commentors on list in separate place other than Facebook. Do sponsor a charity. Do host events regularly. Do think of Facebook as a way to gain popularity and get your name out there, not to sell a house tomorrow. Do think of social networking as a way to add value to the community which will in turn increase your value and cause people to flock to you. Do write notes and tag your top audience members.
Do not sell in an obvious way. Do not limit yourself to only speaking about how you want leads, or how you want to sell houses, or how you want to make money. This will turn most prospects off. Think about your network more than yourself. Don’t become fake-friends with people. Be sincere. Don’t write just to your friends, clients or prospects. Consider your wider audience. Don’t be too private. Let people get to know you and relate to you. Don’t think of Facebook as a way to brand yourself online, not the be-all-and-end-all. Don’t try to get immediate results. Build your network one sound relationship at a time. Don’t use a lot of exclamation points or they will become meaningless. Don’t let the comments of others go on for days if you can help it. Don’t just advertise your listings or what you sell. Don’t beg people to do something. Don’t just post a video or a link. Tell us why you are posting it and why someone should watch it. Don’t forget to post relevant videos from YouTube. Don’t be dry and boring. Don’t forget to use Calls to Action after providing good stuff.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
• • • • • • • • • • • •
Don’t be afraid to back-up your message with music, articles, quotes, etc... Don’t be satisfied if the only person commenting is your mother. Don’t deny people into your network. Remember, a large following gives you instant credibility. Don’t be afraid to shock people now and again (in a tasteful way, please). Don’t be shy. Be bold. Post it!!! Don’t be fake. Take time to read what’s going on and leave sincere feedback. Don’t be mean. “If you can’t say something nice, don’t say it at all.” Don’t try to make a quick sale. Don’t hide how you feel. What de-motivates you? What makes you human? Don’t limit yourself. Try different types of posts to see results. Don’t over post and irritate people Don’t provide so much information that it’s overwhelming to consume.
Facebook is an online place for you to expand your business off-line. All of your clients and prospects are on the web and will continue coming in droves. The people who are positioned on the web properly in the beginning will be the ones to benefit from the influx of users in the future. Trying to shove your services down their necks when they get there will ruin their image of you, and cause Facebook to be a gross place to visit. Building relationships and making friends by bringing value to the table is the best way to experience success with web marketing. Selling should be done matter-of-factly, only AFTER you’ve given something worthwhile first.
Go to http://www.facebook.com/themarketingshop and post your question on our Discussion Board or Wall. Your question will be answered there.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Terms to Know Comment:
A Comment occurs when you make a statement related to someone else’s post. The Comment should be done where the original post was made. You can also “Like” a post if it’s something you appreciate.
Connection:
A connection made when you choose to become a “Fan” of a “Page.” Facebook is starting to use this term more widely, and it is believed that eventually everyone will be called a “Connection” as opposed to a Friend or a Fan.
Event:
An Event scheduled on Facebook in which the invitees are invited through the Facebook invitation process. These Events are heavily attended because the Viral nature of the process encourages attendance.
Friend:
A Friend is a connection made with another Profile page. This can be an actual friend, a family member, an associate , co-worker, clergy, government official. The only requirement to being a Friend is to have a Profile created on Facebook.
Interaction:
Interaction occurs when someone writes on your wall, comments a post or likes your content.
Group:
A Group is a gathering of like-minded people on Facebook. Not only does the Group offer features that the Profiles and Pages do not, but it has limitations as well.
Like:
When you like someone’s post or status, you can let that person know by clicking the “Like” link. This lets the person know that you like it, and encourages that person to make similar posts in the future.
Page:
A Page, usually created for a company or organization that doesn’t make Friends, but collects “Fans.” The Page has certain limitations and added features that the Profile does not.
Poke:
A nice gesture by one of your Friends. A Poke is like a wink.
Publisher:
The Publisher is where you post items to your Profile and write Status Updates.
Profile:
A page for an individual person that connects with other Profiles as “Friends” and that becomes a “Fan” of Pages and joins Groups. A Profile can have no more than 5,000 Friends.
Share:
Share is the way things get passed around on Facebook. Anytime you see something you want to share with others, take a moment and hit the “Share” link. This will give you the option to either email the link to someone, or to post it on your Profile News Feed.
Social Graph: The network of connections and relationships between people on a given social networking site. Status Update: When you or someone else posts a written comment into the Publisher, it updates the Status. The Status shows up at the top of your Profile and is associated with your Profile photo in other areas as well.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Suggestions: Friends that are Friends with your Friends, or people that Facebook thinks you may already know. You can go through the Suggestions from time to time and delete those people you do not know, or do not want to know. Tagging:
Tagging is the process of marking Photos that contain images of your Friends on Facebook. If someone doesn’t want to be associated with a photo, he or she can click the “remove tag” link.
Facebook How To How to Get Your Blog Posts to Show Up on Facebook Having your blog posts show up on Facebook automatically saves time by keeping you from having to post your blog in two separate places. It’s also good because it brings relevant content to your Facebook in a snap (so long as you’re a regular blogger). Here are instructions for getting your blog to post automatically to your Facebook account. 1. Copy the Public URL for your Blog (See instructions below if you don’t know what it is) 2. Open your Facebook Account. 3. Click on “Settings” located under the Share Button. (Not the Settings on top) 4. Click the Orange Blog/RSS button. 5. Paste the URL in the open field 6. Hit “Import” 7. You will get notification there as to whether your Public URL for your Blog is correct or not. It usually takes a few hours, or even a day to pick it.
How to Determine the Public URL for Your Blog A Blog is an RSS feed. In order to read your blog in RSS format, you need the public URL for the feed, which is not always the actual blog URL that you see when you visit the page. (I know, confusing huh.) Sometimes this is as easy as just plugging in the actual blog URL, and other times you actually have to find the URL for the RSS feed of your blog that looks like this. 1. First try using your blog’s actual URL. If this doesn’t work, proceed to step 2. Look for the orange RSS Feed icon on the home page of your blog. If this is not visible, go to step 3. If your URL doesn’t work and you have no RSS feed icon, go to Feedburner.com. Feedburner has been purchased by Google, so you will have to login to your Google account if you have one. If you don’t have a Google account, sign up because you’ll be needing it for other web marketing tasks and feeds later. Once you get into Feedburner, insert the URL of your blog into the field. Click “Next.” You will get a reading of your RSS Feed and your Atom. We need the RSS Feed URL for inserting into the Facebook settings.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Once you get the RSS Feed URL for your blog copy it and then go back and follow the instructions for adding it to your Facebook Profile.
How to Create a Vanity URL A Vanity URL directs visitors to your Facebook page and is easier to remember than the original URL. You can create a vanity URL simply by going to http://www.facebook.com/username/.
How to Hide News Feeds If you do not want to see News Feeds from a particular Friend you can go to your News Feed on your Home page. •
Hover your mouse over the top right corner of their Feed and a Hide button will appear.
•
Click on the Hide button and select the Hide option that drops down.
In the future, what this friend writes on others’ walls you won’t see and all that the person had written on your wall will disappear!
How do I remove Highlights? Currently, there is no option to remove highlights.
How do I edit the description that goes along with a link I’m posting? To edit the title or description of a link you’re posting, simply click on the preview of the title or description that you see after you click on “Preview” and before you click on “Post.”
How do I make a preview for my link, I don’t have a preview for my link? From the Facebook Help Center: If a preview is not displaying correctly for your URL, you may need to contact the webmaster of the site you are trying to share to check whether it meets Facebook’s requirements. In order to generate a Share preview successfully, a website must include the following three meta tags in its source HTML: <meta name=”title” content=”Article headline here” /> <meta name=”description” content=”Article summary here” /> Please make sure that this site includes these tags in the section of its HTML. Also, note that these tags are casesensitive and URLs must be absolute. For more information, click the “How do I make sure the Share Preview works?” link at the bottom of http://www.facebook.com/share_partners.php.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
If you have determined that this site includes all of the necessary metatags but it is still not generating the correct preview, please submit a report here.
How do I post Facebook content to my profile? From the Facebook Help Center: To post content from Facebook on your profile, follow the steps below: • • •
Click the “Share” link beneath any item. Select the Post to Profile tab. Click the “Post” button.
Selecting this option will post the content and any comments you have made to the “Links” section of your profile. Please note that the owner’s privacy settings will still apply to this content.
Who can see links that I post? From the Facebook Help Center: To control who can see your links, follow these steps: • • • • •
Select the Application Settings page from the Settings dropdown menu. Click “Edit Settings” next to Links. Go to the Profile tab. Adjust the Box and Privacy settings. Click “Okay.”
How do I delete a link that I posted? From the Facebook Help Center: To delete a link, follow the steps below: • • • • •
Go to the Links page. Click “My Links.” Click the “X” in the top right corner of any item. Select “Delete Item .” This will permanently delete the link from your account and profile page.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
How can I post something that is not a link? From the Facebook Help Center: You can upload a photo using the Photos application, upload a video using the Videos application, and write a note using the Notes application.
How do I Post Youtube Videos and Songs? From the Facebook Help Center: There are four main ways to link external content to your profile: •
Click “Share Link” in the Publisher, which is located on your home page and on your profile. Enter a URL from an external site into the bar, and select the “Preview” link. Make changes if necessary and click “Post.”
•
Go to the Links page, enter a URL from an external site into the box in the right sidebar, and click “Post.” Make changes if necessary, and select “Post.”
•
Find “Share on Facebook” links on partner websites. Clicking on those links will generate a Share Box in a pop up window, where you can select “Post to Profile” and click “Post.”
•
Go to the Links page and drag the “Share on Facebook” bookmarlet to your browser’s bookmarks bar. Whenever you are on a site and find something you’d like to share, click on the bookmarklet, select “Post to Profile, and click “Post.”
How can I post a link to a Group? From the Facebook Help Center: Group admins can select whether links can be posted to a group. If you are allowed to post links, follow the directions below: •
Go to a group.
•
Copy and paste the web address (URL) in the Links section of the group’s page.
•
Click “Post.”
If this is an open group, the links will be visible to everyone who views the group. The links posted on closed and secret groups are only visible to other members. Please remember that admins have the ability to remove links that they do not want to be associated with their groups.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Go to http://www.facebook.com/themarketingshop and post your question on our Discussion Board or Wall. Your question will be answered there.
How do I post a link to an event? From the Facebook Help Center: Event admins can select whether links can be posted to an event. If you are allowed to post links, follow the directions below: •
Go to an event.
•
Copy and paste the web address (URL) in the Links section of the event’s page.
•
Click “Post.”
If this is an open event, the links will be visible to everyone who views the event. The links posted on closed and secret events are only visible to other members. Please remember that admins have the ability to remove links that they do not want to be associated with their events.
How do I embed HTML using the Links application? From the Facebook Help Center: The ability to embed HTML using the Links application is not currently available.
How do I add an Application box, and what’s the Boxes tab? From the Facebook Help Center: The Boxes tab serves as a home for your applications. If an application supports profile boxes, you can choose to add it to your profile by editing the application’s settings. To add a box, follow the steps below:
•
Click the “Applications” in the bottom left corner of any page.
•
Select the “Edit” link.
•
Click the “Edit” link to the right of any application.
•
Select the “Profile” tab of the window that appears.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
•
Click the “add” link next to “Box.”
How do I add a thumbnail with a link From the Facebook Help Center: The thumbnail has to be present on the website itself that you are linking to. It must be present in the code of the website you are linking to.
How do I remove and hide Wall content? Don’t worry, if you write something by mistake, you can delete it. •
Go to your profile.
•
Find the post you want to delete.
•
Hover your mouse over the top right corner of the post and a Remove button will appear.
•
Click on the Remove button and a new box asking for confirmation will appear.
Wait for the item to disappear. Only after the item disappears, can you remove another one. Sorry, but there’s no way to do a mass remove by clicking just once. Things that your friends wrote you can delete on your Home page. You can refer to “How to hide News Feeds” to remove what your friends wrote on your wall.
How do I make a posted photo a Profile Pic? Find the photo in your photo album and click on it. At the bottom right, a link will say “Make Profile Picture.” You will need to click on it. After you click on it a pop up box will appear asking for confirmation and you just need to click okay.
How do I Send Message to All My Friends? You can’t, Facebook has a limit of sending to 20 people per message. You will need to send your message multiple times to send to all your friends. If you have trouble with this, post your question in our discussions area at http://www.facebook.com/themarketingshop.
Go to http://www.facebook.com/themarketingshop and post your question on our Discussion Board or Wall. Your question will be answered there.
Facebook Marketing: A Guide for Small Businesses By:dotJenna
Facebook Resources
Facebook New User Guide – Facebook Help Center for new users.
Explore Facebook – Facebook New Users Guide
Create a Fan Page – Create a Fan Page.
Vanity URL – Get permanent URL for your Personal Profile or Fan Page.
Partner Links - Get links for sharing content on Facebook from other websites.
Facebook Applications Directory – Free applications provided by Facebook.
Facebook Connect - Allows developers to connect Facebook with the rest of the web.
Facebook Mobile – Set up your Facebook account for your mobile phone.
Remove Email Addresses in Facebook – Remove addresses from Facebook account that were retrieved from your computer when you signed up for a new account.
Facebook Insider’s Marketing Bible
Sources Cited 1
Facebook’s Insiders Guide to Viral Marketing
2
Fastest Growing Demographic for Facebook2
3
Zuckerberg Speech, ZDNet.com
4
Facebook Users are Getting Older. Much Older.
5
Americans Spend Most Online Time on Facebook, ComputerWorld.com
6
Getting Serious About Strategic Alliances, Joe.org
7
Boston Consulting Whitepaper
8
Flowing Data, Graph – Permission Requested
9
Social networking: bridging gaps or breaking bonds?, PCCCourier Online News
