The Facebook Guide to Small Business Marketing

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The Facebook Guide to Small Business Marketing

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 260 p.
  • 言語 ENG,ENG
  • 商品コード 9780470875209
  • DDC分類 658.872

Full Description


The guide for marketing a small business on Facebook The number one social networking site offers the opportunity to reach more than 350 million registered users with your advertising message. Owners of small and local businesses will benefit from these tips and best practices provided by Facebook insiders. Learn new ways to attract customers, create a business profile, and take advantage of Facebook's many marketing features. * With more than 350 million registered users, Facebook opens a worldwide forum for small businesses that were once dependent on local traffic alone * This guide to small business marketing on Facebook, is packed with information from Facebook's staff * Guides you through creating a profile for your business, taking advantage of Facebook's unique marketing features, following best practices, and getting the best return on your investment * Packed with insider tips and creative marketing ideas If you have a small or local business, you can't go wrong with the marketing advice in The Facebook Guide to Small Business Marketing.

Table of Contents

Acknowledgments                                    xiii
Introduction xxiii
Chapter 1 Learning Facebook Basics 1 (8)
The Power of "Social" in Social Media 2 (1)
Content Is King and Customer Engagement 3 (2)
Is Queen
What Is Facebook? 5 (4)
Why are individuals using Facebook? 5 (1)
Why are small businesses using Facebook? 5 (4)
Chapter 2 Designing a Business Page 9 (30)
Facebook Business Pages versus 10 (1)
Traditional Websites
Facebook Redesigns 11 (3)
Designing Your Basic Facebook Page 14 (16)
Creating a Facebook login 14 (1)
Creating a business Page 15 (1)
Customizing Page content 16 (1)
Profile picture 17 (2)
Business information 19 (1)
Timeline posts 20 (2)
Cover photo 22 (1)
Views and apps 23 (3)
Applying Page settings and adding admins 26 (3)
Publishing your Page 29 (1)
Choosing a Page Design Tool 30 (3)
Other options 32 (1)
Selecting a design 32 (1)
Adding promotions 32 (1)
Establishing a Facebook connection 32 (1)
Best Practices in Design and Content 33 (4)
Take the easy path: Use a Page design 33 (1)
tool
Use simple and expressive visuals 33 (1)
Get creative with profile image and 33 (1)
photos
Profile photo 33 (1)
Cover photo 33 (1)
Inject your personality 34 (2)
Follow Facebook guidelines 36 (1)
Engage, don't educate 36 (1)
Refresh often 36 (1)
Case Study: It's a Perfect Day 37 (2)
Chapter 3 Drawing More People to Your Page 39 (32)
Creating Contests, Polls, and Questions 40 (6)
Contests 40 (2)
Polls 42 (4)
Questions 46 (1)
Additional Ways to Drive More Facebook 46 (6)
Visits
Include a link to Facebook in your 47 (1)
business material
Make your Page name simple 48 (2)
Tag people 50 (1)
Participate in forums 51 (1)
Encourage fans 51 (1)
Make it easy for folks to share 52 (1)
Using Groups 52 (7)
How are Pages different from groups? 52 (1)
How do I set up a group? 53 (5)
How do people join my group? 58 (1)
How do I poll a group? 58 (1)
How do I find a specific post in a 58 (1)
group?
How do I delete a group? 59 (1)
Managing Backlash 59 (4)
Do not be overly insistent on your 60 (1)
point of view
Do not delete comments 60 (1)
Consider judgment in using planted posts 61 (2)
Using Social Media Dashboards 63 (5)
Leveraging Offline and Online Marketing 68 (3)
Chapter 4 Making Money on Facebook 71 (36)
Selling Online Using Facebook 72 (5)
Creating a Facebook Page to make money 72 (1)
Brainstorming content ideas for your 73 (1)
Facebook Page
Using Facebook and Skype 73 (4)
Reviewing Your Facebook Page Analytics 77 (7)
The Facebook algorithm 77 (1)
Insights 78 (3)
Other analytic solutions 81 (1)
Hootsuite Pro 82 (1)
Crowdbooster 82 (1)
PageLever 82 (1)
Postling 82 (1)
Google Analytics 83 (1)
Webtrends Social 83 (1)
Radian6 84 (1)
Adobe Social 84 (1)
Advertising on Facebook 84 (17)
Identifying your goals 86 (1)
Defining your target customer 87 (1)
Creating your advertisement 87 (1)
Step one Design your ad 88 (1)
Step two Use Sponsored Stories 89 (1)
Step three Select your audience 90 (2)
Step four Name your campaign and set 92 (1)
your pricing
Step five Review and submit your ad 92 (1)
Determining cost and budgeting 93 (1)
Daily budget, daily spend limit, and 94 (1)
lifetime budget
Auction system 94 (1)
Test different messages and images 95 (1)
The Like button in Facebook 95 (1)
advertisements
Using the Facebook Ads Manager 96 (1)
Measuring advertising success 97 (1)
Ad performance reporting in Ads Manager 98 (1)
First ad analysis steps 99 (2)
Using Sponsored Stories 101 (6)
Creating a Sponsored Story 103 (1)
Setting up your budget and targeting 104 (1)
criteria
Generating more stories about your 105 (2)
business
Chapter 5 Boosting Your Website with 107 (24)
Facebook
Integrating Facebook with Your Blogs and 108 (16)
Website
Connecting your users' accounts with 114 (3)
Facebook accounts
Authenticating users 117 (3)
Publishing News Feed stories 120 (1)
Plug-ins that work with Facebook 120 (1)
Connect and Open Graph
Other integration ideas 121 (1)
A meta description 121 (2)
Facebook plug-ins 123 (1)
Social media icon 124 (1)
Website versus Facebook-Only Presence 124 (2)
How a Cake Recipe Website Integrates with 126 (5)
Facebook
Facebook Like button 126 (1)
Facebook comments 127 (1)
Facebook group 128 (3)
Chapter 6 Creating Facebook Events 131 (14)
Creating an Event in Facebook 132 (3)
Announcing Your Event 135 (1)
Creating Livestream Events 136 (6)
Promoting Your Event 142 (1)
Using Other Event Apps 143 (2)
Chapter 7 Using Facebook to Generate Local 145 (24)
Store Foot Traffic
Your Local Business and Facebook 146 (15)
Using Facebook Places as a customer 146 (4)
Establishing a Facebook Place Page for 150 (1)
your business
Setting up a Place Page 151 (2)
Adding details to your Place Page 153 (3)
Using Facebook Check-in Deals 156 (4)
Using Facebook Places and Check-in 160 (1)
Deals for your local marketing
Getting customers 161 (1)
Spreading the word 161 (1)
Building loyalty 161 (1)
Local Check-in Deal Best Practices 161 (1)
Is Your Business Ready for Your Check-in 162 (1)
Deal?
Be proactive 163 (1)
Build your Facebook Place or Page 163 (1)
content
Put yourself in your customers' shoes 163 (1)
Staff appropriately 163 (1)
Promoting Your Check-in Campaign 163 (2)
Using Insights to Understand Your Campaign 165 (1)
Using Facebook Offers 165 (4)
Chapter 8 Catching Media Attention Using 169 (18)
Facebook
Conducting Audience Research 170 (1)
Determining Desired Outcomes 171 (1)
Working with Bloggers and the Media 171 (2)
Finding and connecting with enthusiasts 172 (1)
and influencers
Good old-fashioned promotion 172 (1)
Public Relations Gurus Share Their 173 (6)
Insights
Cheryl Snapp Conner, managing partner, 173 (1)
Snapp Conner PR
PR for building a dialogue 174 (2)
PR for building a following 176 (2)
Expanding the reach and the scope of a 178 (1)
company's PR program
Mistakes to avoid 179 (1)
Janet Tyler, president, Airfoil Public 179 (8)
Relations
Making friends with media 182 (1)
Marketers must push and pull the story 183 (4)
Chapter 9 Leveraging Facebook as a Platform 187 (12)
Why Platforms Are Important 188 (1)
Integrating Facebook and Your Website 189 (4)
Social plug-ins 190 (2)
Authentication 192 (1)
Personalization 193 (1)
Apps and Mobility 193 (1)
Designing for Community 193 (1)
Case Study: Leveraging the Facebook 194 (5)
Platform to Raise Brand Awareness
Objective 195 (1)
Execution 195 (1)
Strategy 195 (1)
Cost 196 (1)
Success and results 196 (3)
Chapter 10 Creating and Using Facebook Apps 199 (20)
Facebook Apps for Your Business 101 200 (9)
Discovering apps 200 (4)
Using apps with your business 204 (2)
Top Facebook apps for business 206 (3)
Should You Create a Facebook App? 209 (2)
App Approval and Policy 211 (2)
App Marketing 213 (3)
Facebook Ads for Apps 216 (1)
App Maintenance 217 (2)
Chapter 11 Learning Lessons from Real 219 (18)
Businesses
How Real Businesses Are Making Real Money 220 (1)
on Facebook
Content 220 (1)
Advertising 220 (1)
Analyzing Case Studies 221 (16)
How Community Coffee builds a loyal 221 (1)
customer community on Facebook
How Squishable used Facebook ads to get 222 (2)
more fans on Facebook
How the company How Fast Time Flies 224 (1)
used keyword targeting to boost sales
How CM Photographies uses targeted 225 (1)
Facebook ads to sell more photo services
How Wedding Paper Divas attracted 225 (2)
engaged couples to buy wedding
stationery
How Thumbtack uses Facebook tools to 227 (1)
sell services
How Pretzel Crisps boosted its likes in 228 (1)
36 hours using Facebook coupons
How Sweet Poppin's gourmet popcorn 229 (1)
keeps customers informed using simple
Facebook posts
How TicketLeap sells more tickets 230 (1)
through Facebook
How Framework Media Strategies keeps 231 (1)
customers informed with likes and shares
How the organic body care company 232 (1)
Motherlove grows with Facebook
Educating mothers 232 (1)
Short-term customers 233 (1)
Advertising on Facebook 234 (1)
Building a community 235 (1)
End result: word of mouth 235 (1)
The future 235 (2)
Appendix A Resources 237 (1)
Facebook News, Help, and Guidelines 237 (1)
Facebook for Business 237 (1)
Facebook Newsroom 237 (1)
Advertise on Facebook 237 (1)
Facebook Advertising Guidelines 237 (1)
Facebook Brand Permissions Center 237 (1)
Facebook Marketing 237 (1)
Preferred Marketing Developer Program 237 (1)
Facebook Video Calling 238 (1)
Facebook Help Center 238 (1)
Promotion Applications 238 (1)
Wildfire 238 (1)
North Social 238 (1)
Woobox 238 (1)
Votigo 238 (1)
Strutta 238 (1)
Offerpop 238 (1)
Social Plug-Ins 238 (1)
Facebook Social Plug-Ins 238 (1)
SexyBookmarks 238 (1)
Wibiya 239 (1)
Analytic Tools 239 (1)
Hootsuite Pro 239 (1)
Crowdbooster 239 (1)
PageLever 239 (1)
Postling 239 (1)
Google Analytics 239 (1)
Webtrends Social 239 (1)
Radian6 239 (1)
Adobe Social 239 (1)
Video Streaming 239 (1)
Vpype 239 (1)
Ustream 240 (1)
Justin.tv 240 (1)
Brightcove 240 (1)
Small Business Information 240
Smallbiztechnology.com 240 (1)
Small Business Trends 240 (1)
Inc. Magazine 240 (1)
AIIBusiness.com 240 (1)
Entrepreneur.com 240 (1)
OPEN Forum 240 (1)
Workshifting.com 240 (1)
Blue Penguin Development Croup 241 (1)
ClickZ.com 241 (1)
The Small Business Web 241
Appendix A Resources 237 (6)
Glossary 243 (4)
Index 247