Synopses & Reviews
Create an Integrated, Effective Facebook Strategy for Your Organization, A Step-by-Step Guide
Put Facebook to work for your organization with this savvy guide that shows you how to develop, implement, and measure a successful Facebook marketing campaign from start to finish.
Packed with smart tactics and invaluable tips, this unique book shows you how to leverage everything Facebook has to offer, from events and applications to pay-per-click advertising, analytics, Facebook Connect, and much more. See how other companies are succeeding, find out what to do and what not to do, and produce a winning campaign with this hands-on guide.
Understand how Facebook fits into the social media landscape
Develop your strategy, identify the numbers that matter, map them to business goals, and define your metrics
Learn about Fan Pages and Groups and establish a winning corporate presence
Create a following with compelling content, Facebook ads, contests, events, and more
Integrate Facebook Connect to add social media features to your website
Use analytics to monitor and test your results so you can see what's working with your target audience
Create clear, effective Microsoft Excel dashboards for reporting results
You'll also find:
Advanced Facebook features and capabilities, including applications
Real-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid
Information about valuable third-party resources and links
A look at the future of Facebook marketing from industry luminaries
Praise for Facebook Marketing: An Hour a Day
"By reading and using FBMHD, social savvy marketers gain the strategies, tactics and tools to cross the chasm from a hope-it-works community to a well-performing channel for marketing and communications."
—Adam Weinroth, VP of Strategic Marketing, Demand Media
"If you want to learn how to tap the communications tool of choice for hundreds of millions of people around the world, study Facebook Marketing. The real-world examples from organizations of all kinds are especially valuable for those who still need to be convinced (like your boss)."
—David Meerman Scott, bestselling author of The New Rules of Marketing & PR, now published in 24 languages
"This book walks the walk. It shows marketers at all levels how to roll up their sleeves, jump in, and get winning results quickly."
—Brian Goldfarb, Director, Developer Platform, Microsoft
Facebook Marketing: An Hour a Day is the ultimate step-by-step guide to developing a winning Facebook strategy, implementing the campaign, and then measuring and reporting on the results. The first part of the book quickly gets readers up to speed on today's Facebook conventions and demographics, and then outlines the broad strategic considerations marketers must consider. Readers are then guided step-by-step through crafting a successful initial presence on Facebook and then guided day-by-day through how to develop an overall Facebook marketing strategy by setting goals, defining metrics, developing reports, getting corporate buy-in, and integrating the Facebook strategy with other internet marketing activities.
Readers are then shown how to execute on the strategy and leverage and incorporate all of Facebook's relevant features, including events, applications, advertising on Facebook's stand-alone pay-per-click platform, using Facebook Connect, and more. The final portion of the book discusses the marketing metrics that matter and how to update, monitor, refine, and maintain a Facebook marketing campaign.
Full of interesting case studies, step-by-step guides, and hands-on tutorials and written in the popular An Hour a Day format, in which intimidating topics are broken down into easily approachable tasks, this book is sure to help marketers and others develop, implement, measure, and maintain a successful Facebook strategy.
Develop, implement, and measure a successful Facebook marketing campaign
The social networking site Facebook boasts more than 300 million users worldwide. Its ability to target users who have provided real data about themselves and their interests makes Facebook the ideal platform for marketers, and marketers everywhere recognize the importance of Facebook and are eager to successfully tap Facebook's potential. This book shows you how.
Quickly get up to speed on today's Facebook conventions and demographics, and then gain an understanding of the various strategic and implementation issues you must consider from start to finish.
- Guides you through crafting a successful presence on Facebook and takes you through each step for developing an overall marketing strategy
- Explains each step for setting realistic goals, defining metrics, developing reports, and acquiring corporate buy-in
- Shows how to execute your strategy while incorporating all of Facebook's relevant features
- Addresses Facebook's pay-per-click platform, Facebook Connect, and more
Packed with tips and tactics not documented anywhere else, the book serves as the ultimate step-by-step guide to developing a winning Facebook marketing campaign.
About the Author
is founder and CEO of Notice Technologies, a provider of local, real-time advertising platforms for newspapers, television, and other local media companies. He is also managing director of Ultrastart, a social media consulting firm that has worked with companies such as Microsoft, Land Rover, Wiley Publishing, and the city of Austin, Texas. He blogs regularly on entrepreneurship and social media issues at treadaway.typepad.com and on Twitter at www.twitter.com/ctreada.
Mari Smith is President of the International Social Media Association and runs her own vibrant social media consultancy specializing in helping business owners, authors, and celebrity clients increase their profits with Facebook and Twitter integration. FastCompany.com dubbed Mari "the Pied Piper of Facebook" and ClickZ named Mari as one of 20 Social Media All-Stars. Mari is an in-demand international social media keynote speaker and trainer and has a popular Facebook fan page at http://facebook.com/marismith.
Table of Contents
Chapter 1 Internet Marketing 1985–2010.
The Humble Beginnings of Social Marketing.
The Emergence of Social Networks.
Social Media by the Numbers and by Feel.
What Social Media in 2010 Tells Us about the Future of Marketing.
Realistic Social Marketing Expectations.
A Few Thoughts Regarding Consumer Engagement.
Chapter 2 What Is Facebook?
Social Networking and Social Media Defined.
Social Network Landscape.
Seven Truths of Social Networks.
What You Want: Viral Marketing.
Other Opportunities in Social Networking.
The News Feed.
Chapter 3 Develop a Facebook Strategy and Measure Success.
Defining Your Facebook Presence.
Close-Up of a Successful Social Media Campaign.
Defining Your Social Media "Product".
Your Facebook To-Do List.
Chapter 4 Month 1: Create the Plan and Get Started.
Week 1: Lay the Groundwork.
Week 2: Draft and Present the Plan.
Week 3: Establish a Presence with the Facebook Profile and Friends.
Week 4: Use Basic Facebook Features to Promote Yourself.
Chapter 5 Month 2: Establish Corporate Presence with Pages and Groups.
Week 1: Learn About Pages and Groups.
Week 2: Determine and Execute Content Strategy.
Week 3: Add and Experiment with Content.
Week 4: Monitor and Modify the Plan.
Chapter 6 Month 3: Create Demand with Facebook Ads.
Week 1: Learn the Basics of Facebook Advertising.
Week 2: Build the Dashboard and Collect Data.
Week 3: Refine Your Campaign Using A/B and Multivariate Testing.
Week 4: Analyze and Adjust the Campaign.
Chapter 7 Month 4: Advanced Tactics and Campaign Integration.
Week 1: Understand Essential Advanced Tactics.
Week 2: Learn About Facebook Connect, Widgets, Fan Boxes.
Week 3: Integrate Your Efforts with Multichannel Marketing.
Week 4: Conduct Advanced Analytics.
Chapter 8 Customized Experiences via Facebook Applications.
Facebook Applications: A Brief History.
Facebook Apps Today.
Optimize Your Fan Page with Apps.
What You’ll Need to Build a Facebook Application.
Monetize Your App.
The Future: Applications on Mobile Devices.
Chapter 9 The Analytics of Facebook.
Keep Score with Metrics and Monitoring.
Facebook Return on Investment and the Mayo Medical School.
Measure Engagement with Insights.
When Facebook Isn’t Quite Enough: Landing Pages.
Chapter 10 Organizational Considerations.
Roles and Responsibilities.
How Facebook Works in Different Organizations.
Appendix A Resources.
Some Final Tips on Facebook for B2B Marketing.
Other Reading Material.
Social Media Tools You Can Use.
Appendix B The Future of Facebook.