The All-New, Up-to-the-Minute Guide to Facebook (R) Marketing: Better Techniques, Better Results!
In this completely revised book, top Facebook marketer Justin R. Levy shows how to use Facebook to attract more customers and earn more profits. This isn't hype: It's actionable information based on the real experiences of companies and individuals who have used Facebook to supercharge their businesses and careers. Levy covers it all, from the absolute basics to attracting visitors and building your community. You'll discover the latest tools and Facebook Apps-and new best practices for everything from search to privacy. Packed with real case studies, this is the only Facebook business guide you need: your fast, complete blueprint for success.
Coverage includes
* Learning from the pioneers and avoiding beginner's mistakes
* Developing a winning Facebook marketing strategy
* Establishing a presence that starts working fast and grows with you
* Designing Facebook ads that drive more clickthroughs at lower cost
* Using Facebook Connect and Live Stream Box to reach customers outside Facebook
* Monitoring what customers are saying about you in real-time
* Communicating more powerfully with widgets and Apps
* Addressing privacy concerns
* Building communities that promote loyalty and innovation
* Using Sweepstakes and other traffic builders
* Mastering advanced Facebook marketing tips, tricks, and hacks
* Preparing for the future of Facebook
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Maße
Höhe: 155 mm
Breite: 228 mm
Dicke: 11 mm
Gewicht
ISBN-13
978-0-7897-4321-3 (9780789743213)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Justin R. Levy is Director of Business Development, Marketing, and Client Relations at New Marketing Labs, a new media marketing agency that helps large and mid-sized businesses drive business value through the use of social media, blogs, community platforms, and other new online tools. Levy's clients include Sony, Microsoft, Citrix Online, Pearson Education, SAS, and Molson Coors. Levy is also partner and general manager of Caminito Argentinean Steakhouse, a traditional steakhouse that has successfully used social media to drive sales, create community, and develop thought leadership. Contact Justin at http://justinrlevy.com.
Introduction XIII
1 From Dorm Room to Boardroom: The Growth of Social Networks 1
About Marc Zuckerberg 5
The Early Days 5
The Teenage Years 7
Coming into Adulthood 8
2 Getting Around Facebook: The Basics 15
Getting Started 16
0-60 on Facebook in 11 Steps 16
1. Take a Few Minutes to Familiarize Yourself 16
2. Upload a Picture of Yourself 17
3. Fill Out Your Profile Completely 18
4. Start Finding Some Friends 19
5. Import your AOL Instant Messenger (AIM) or Windows Live Buddies 19
6. Upload More Photos 23
7. Upload a Video or Two 24
8. Send Your First Status Using the Publisher Tool 24
9. Download a Facebook Mobile Application 25
10. Start Interacting with Your Friends 25
11. Have Fun and Explore! 26
Home Page Feed 26
Comments and Likes 28
Publisher Tool 29
Photos 31
Videos 32
Pages and Groups 33
Notes 34
Facebook Chat 35
Search 35
Friends Tab 37
Inbox Tab 38
Settings Tab 38
3 Establishing a Corporate Presence 41
Facebook: Personal or Professional? 42
Developing a Corporate Facebook Presence 43
Getting Started 43
Facebook Pages 44
Getting Started with Your Facebook Page 45
What's Next 54
Promoting Your Facebook Page 54
Email Signature 54
Twitter 55
Facebook 56
Email Marketing 57
Company Website 57
Facebook Ads 58
Google AdWords 58
Facebook Groups 59
Page or Group: Which One? 61
Nurturing Your Community 62
Run Contests or Sweepstakes 62
Share Specific Content 62
Create Specific Content 63
Simply Engage 64
Should You Police Your Community? 65
4 Extending Facebook into the Interwebs: The Power and Reach of Facebook Connect 67
Using Facebook Connect for Commenting 68
Using Facebook Connect to Provide Sharing Options 69
Sharing Stories into Your Stream with Facebook Connect 69
Recent Friend Activity 71
Using Facebook Connect for Social Filtering 72
Using Facebook Connect as a Single Sign On 72
Creating a Personalized Experience with Facebook Connect 73
Integrating Chat Using the Live Feed 74
Not Just for the Web 76
A Few Stats 77
Summary 77
5 Facebook Advertising: How and Why You Should Be Using It 79
Common Reasons for an Ad to be Rejected 80
Step-by-Step Guide to Creating an Ad 82
1. Design Your Ad 82
2. Target Your Audience 84
3. Create a Campaign and Set Pricing 86
4. Review and Submit 87
Analyzing Performance 88
Summary 89
6 Extending the Experience with Facebook Apps 91
Shareability of Applications 93
Finding Facebook Applications and Navigating the Directory 93
Reviewing and Adding an Application 96
Managing Your Applications 99
Creating Your Own Facebook Application 101
Installing the Developer Application 101
Completing the Application Configuration Form 102
Summary 103
7 Addressing Privacy Concerns 105
The Two Faces of Privacy on Facebook 106
Single Facebook Profile 107
Two Different Facebook Profiles 108
Not Mixing Personal and Work 108
Privacy Settings 109
Personal Privacy Settings 109
Pages Privacy Settings 116
Group Privacy Settings 119
Facebook's Privacy Policy 120
Summary 121
8 Developing a Facebook Marketing Strategy 123
Designing a Community Building Strategy 125
Designing a Promotions Strategy 130
Designing an Advertising Strategy 132
The Importance of Measurement 132
Facebook Insights 133
Facebook Advertising 134
Web Analytics 136
Marketing Software 137
Other Measuring Methods 138
Summary 138
9 Using Facebook to Develop Communities 141
Building a Community for Your Company, Product, or Service 143
Upload Photos 144
Upload Videos 145
Ask Questions 146
RSS 147
Provide Exclusives 147
Building an Internal Community 148
Using Facebook as a Focus Group 149
Building a Personal Community 149
Be Helpful 150
Connect Often 150
Be a Connector 151
Use Lists 152
Business Benefit from Personal Communities 153
Building a Community Around a Hobby or Interest 153
Summary 155
10 Best in Class 157
Volkswagen 158
Trust Agents 159
Microsoft Office 160
Gary Vaynerchuk 162
Barack Obama 163
Jonas Brothers 165
Gavin Newsom 166
Vin Diesel 168
The Ellen DeGeneres Show 169
Mashable 171
Lessons Learned from the "Best in Class" 173
11 Shaking the Crystal Ball: What's Next for Facebook 177
Going Public 178
Acquisitions 179
Integrating More Professionalism 181
Dashboard Customization 182
Increasing Ways to Connect 184
An Endless Rainbow of Options 187
Signing Off 187
Index 189
