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by John Wayne Zimmerman, Damon Brown
The Complete Idiot's Guide to Facebook Marketing
Cover
Title Page
Copyright
Dedication
Contents
Introduction
Part 1: Strategic Facebook Marketing
1 Your Facebook Strategy
Why You Need Facebook
It’s All About the Customer
Define Your Customers
Find Your Customers
Fulfill Your Customers’ Needs
Define Your Business Goals
What Do You Want?
Prioritize
Show Me the Money
Identifying Success
Going Beyond the Numbers
Campaign by Campaign
Measure Success
Observing the Competition
Finding Your Competition
Staying Ahead of the Enemy
Making Frienemies
2 Your Target Market
Defining Your Target Market
Dividing Your Market into Segments
Harnessing the Power of Social Media
Marketing to Individual Segments
Creating Niches
Defining Niches on Facebook
To Niche or Not to Niche
Searching for People on Facebook
Marketing to Them Strategically
Mimicking Their Voice
Generating a Positive Response
Identifying Their Needs and Wants
3 Your Facebook Marketing Plan
Developing a Marketing Program
Mapping Out Your Goals
Choosing Which Products and Services to Feature
Choosing Your Promotion Strategies
Creating a Marketing Calendar
Scheduling Posts
Deviating from Your Schedule
Deciding on Topics
Figuring How Much Time to Spend on Marketing
Crafting Your Posts
Developing Content
Asking Your Audience What They Want to Hear
Keeping It Short and Sweet
4 Facebook Campaigns
The Components
Wall Posts
Unique Page Tabs
Facebook Ads
Sponsored Stories
Email Marketing
Establishing Your Campaign Goals
Composing Your Campaign Message
Standing Out from the Crowd
Getting the Creative Juices Flowing
Thinking Strategically About Artwork
Having Crazy Fun
Launching Campaigns
Establishing a Timeline
Setting a Budget
Analyzing Your Campaign
5 The Voice of Your Business
Finding Your Voice
Choosing a Celebrity Spokesperson
Choosing a Role Model
Speaking Like an Authority
Your Social Media Team as One Voice
Modeling
Acting Your Part
Moving from Voice to Content
Strategizing Your Posts
Dividing Your Content
The Art of Facebook Posting
Responding with a Smile
Defining Your Business Brand
Part 2: Your Business on Facebook
6 Creating Your Facebook Account
It’s Your Life on Facebook
Are You on Facebook Yet?
Setting Up Your Account
Creating a Facebook Brand
Storytelling
Your Profile Picture
Other Details
A Word About Admins
Getting Personal in Business
Who to Talk to
What to Say
What Not to Say
7 Facebook Fan Pages
Build It and They Will Come?
Setting Up Your Fan Page
Choosing a Name
Creating Custom Tabs
Creating Wild Fans
WIIFM
Broadcast vs. Interaction
Checking Out Some of the Best Fan Pages
Big Brands
Medium-Sized Brands
Small Businesses
What All Successful Brands Have in Common
8 Facebook Group Pages
When Fan Pages Don’t Cut It
Hidden Groups
Closed Groups
Open Groups
Setting Up Your Group
Build Them Bigger and Faster
United Messaging
Group Documents
Group Events
Best Practice on Group Pages
Connecting Within Groups
Sharing Is Caring
Get Personal
Part 3: Engaging Customers on Facebook
9 Harnessing the Power of Friends and Fans
Friends
Playing the Numbers Game with Friends
Understanding the Power of Friends
Adding and Deleting Friends
Fans
Understanding the Power of Fans
Calculating a Fan’s Worth
Scaling Walls and News Feeds
The Anatomy of a Wall
The Anatomy of a News Feed
Getting into Friends’ and Fans’ Top Stories
10 Social Media Engagement
Things That Make Them Like Your Business
The Top Five Ways to Engage Your Fans
Imprinting Your Brand
What Keeps Them Coming Back
Promotions Drive Traffic and Fans
Drive Traffic with Contests and Sweepstakes
The Rules
Promotions FAQs
Facebook Social Plugins
Social Buttons
Social Activity
Social Streams
11 Facebook Events and Pictures
Facebook Events
Types of Events
Creating Your First Event
Getting Influencers to Attend Your Event
Using Facebook Pictures to Connect with Customers
People Love Pictures of Themselves
Marketing via Tagging
Creating a Tag
12 Viral Videos
Facebook Video
Uploading Videos
Uploading to Your Facebook Page
Sending Video as a Message
Posting Video on Someone’s Wall
Integrating YouTube with Facebook
Viral Marketing
Interest People
Inform People
Entertain People
13 Facebook Games
Why Facebook Games Matter
Gamification
Reaching Your Market
Using Games to Boost Your Fan Base
Making Waves Game
Whopper Sacrifice Game
Ford Fiesta Movement
Getting Involved in Gaming
How Games Work on Facebook
The Financial End of Games
Developing Games
Creating Your Own Games
Hiring an Outside Company
14 Facebook Apps
Applications That Build Buzz
Understanding How Your Business Can Benefit from Apps
Types of Apps
Most Popular Apps
How Apps Have Gained Fans
Creating Your Own Apps
Making Revenue from Applications
Mobile Apps
Creating a Successful App
Part 4: Facebook Measurement and Sales Tools
15 Facebook Advertising
Basics of Facebook Advertising
Types of Ads
Getting Your Ads Approved
Building Your Targeted Ads
Cost Per Impression vs. Cost Per Click
Setting a Daily or Lifetime Budget
Advanced Advertising Tactics
Getting People to Like You
Using Images to Draw People In
Writing Effective Ads
Measuring Success with Ads
The Ad Manager
Three Report Options
Interpreting Your Reports
Testing Ad Variations
16 Your Page Analytics and Measurements
Facebook Insights
Discovering Facebook Insights
Navigating the Page Overview
Website Insights
App Insights
Your Analytics Toolbox
Insights Emails
Website Analytics
Other Facebook Analytics Providers
What’s Missing in the Measurements?
How well is the competition doing?
Who are my top fans?
What are my fans worth?
How many of our fans have become customers?
How effective are my ad campaigns?
What It All Comes Down To
17 Selling on Facebook
Sell Products on Facebook
Marketing Transparency
The Direct Approach
When to Ask for the Sale
Facebook Marketplace
Store Integration
Anatomy of a Facebook Store
Outsourcing the Creation of Your Store
Alternatives That Work
Open Graph
Facebook Credits
18 Local Business and Facebook Places
The Small Business and Facebook
A Step Ahead
Local Community
Point of Sale
Facebook Places
Create a Facebook Place
Integrating Your Places Page with Your Facebook Page
Facebook Deals
Setting Up a Deal
Promoting Your Deal
Great Ideas for Deals
Part 5: Mastering Facebook
19 Your Social Media Team
Putting Together a Social Media Team
Why You Need a Team
The Stakeholders
Choosing the Right People
Establishing Team Roles
Dividing and Conquering
Setting Up Workflow
Writing a Social Media Policy
In Case of Emergency
20 Should You Hire a Facebook Consultant?
What Is a Facebook Marketing Expert?
Qualifying a Consultant
When Is It the Right Time?
Budgeting Considerations
A Few Words About Using Interns
Training Your Team
Online Training
In-Person Training
Books, Articles, White Papers, and Websites
Diving into a New Social Platform
Exploring the History of Projects
The Art of Real Referrals
Marketing with More Influential People
The Power of Influencers
How to Find and Win Influencers
A Success Story
21 Is Your Business Likeable?
What Makes a Likeable Business?
Giving
Keeping It Real
Empathizing
Clarity = Power
Authority Figures
Influencers
High Integrity
All You Need Is Love
I Like You a Lot
It Takes Time and Commitment
Love Is Patient, Love Is Kind
Appendixes
A Glossary
B Resources
C Facebook and the Social Media Playing Field
D Your Facebook Marketing Checklist
Index
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