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Like Economy How Businesses Make Money with Facebook

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ISBN-10: 0789751364

ISBN-13: 9780789751362

Edition: 2nd 2014

Authors: Brian Carter

List price: $24.99
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Description:

The Like Economy 2/e offers a complete, start-to-finish plan for making money on Facebook! Fully updated for the many new marketing opportunities on Facebook, Brian Carter offers step-by-step techniques and practical lessons drawn from his twelve years of experience helping companies double and triple their revenue online. This revenue-focused book is packed with detailed techniques and useful case studies. Executives, managers, entrepreneurs, and marketers will find:     * Clear, up-to-date answers about how Facebook can help their companies make money    * Specific guidance on using Facebook to support and supercharge existing marketing programs    * Detailed insights for crafting…    
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Book details

List price: $24.99
Edition: 2nd
Copyright year: 2014
Publisher: Pearson Education
Publication date: 8/7/2013
Binding: Paperback
Pages: 336
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.946
Language: English

Introduction
The Like Effect: The Power of Positive Marketing
Likes Decrease Costs and Increase Profits
Likes Increase Sales
Likes Give You Control of the Customer Conversation
Likes Prove People Are Paying Attention
Likes Solidify Loyalty
Likes Create Evangelistic Customers
There's No Dislike Button
Can You Do Fear-Based Marketing on Facebook?
Google "Likes" the Like Button
Facebook Is About Passions and Interests
How Often Do Facebookers Like Things?
Facebook Users Are More Trusting
Facebook Groups: Off-the-Charts Positivity
Facebook Page Brag Boards
Easy Testimonials
Emotions on Facebook Are Contagious
Gross National Happiness
You Can't Tell a Facebook by its Cover: The Case for Facebook Marketing
Why Facebook Marketing Is So Important
Facebook Is the Biggest Thing Since Google and Might Be Bigger Than Google
The Facebook Ad Platform Is the Most Powerful Marketing Tool in History
Google Dooms You to Price Wars, Whereas Facebook Creates Loyalty and Increases Your Value
Are Facebook Fans the New Email Subscribers?
Facebook Is Heir to the Browsing Empire Yahoo! Lost
Myths and Misconceptions About Facebook for Business
Social Media Users Don't Buy Products
Social Media Users Don't Buy Soon Enough and the Sales Cycle Is Too Long
Twitter Is the Only Social Media Channel Worth Using?
Facebook Is Just for College Students/Kids?
People Don't Click On Ads?
Who Harbors These Misconceptions and Why?
Some Businesses Profit on Facebook, and Some Don't
Common Mistakes
Success Stories
Here's What Facebook Marketing Successes and Failures Do Differently
Facebook's Strengths: Advantages for Your Business
FaceFirst: How Facebook Fits into Your Business and Other Marketing Efforts
How Is Social Media Supposedly Changing Business?
Conversation
Transparency, Honesty, and Trust
Availability and Responsiveness
Marketing
Evaluating Social Media Experts
What Businesses That Profit from Facebook Do
Can Facebook Change Your Business?
How Can Facebook Fit In to Businesses in Different Ways?
How Do You Synch Up Your Other Marketing Efforts with Your Facebook Campaigns?
Facebook + Print, Web, and Email
Facebook + Google Marketing
Facebook + PR
Facebook + Email Marketing
Facebook + TV
Facebook for Radio Station Promotion
FaceBucks: Five Ways Businesses Achieve Profits with Facebook
How Facebook Advertising Helps All Five Revenue Models
Reaching Potential Buyers
Positive Alignment
Cheap Clicks, Cheap Fans, and Profits
Should You Try Facebook Marketing Without Fans First?
Five Facebook Revenue Strategies
Advertising Direct to e-Commerce
Advertising and Email Marketing
Fan Marketing for e-Commerce
Fans for Blogging and Advertising Revenue
Fans and Affiliate Marketing
How Not to Fall on Your Face: Eight Mistakes That Block Facebook Profitability
Is Your Business Viable Online? Is Profitability Likely?
The New Online Business
The Successful Online Business Now Testing Facebook Marketing
Figuring Out Facebook Marketing Profitability
Do You Have the Facts? Are You Looking at Them?
Are You Making It Easy for Them to Buy?
The 1% Rule: Only 1% Of People Will Do What You Ask Them to Do Online
The Effect of the 1% Rule on Internet Sales Processes
Are You Making Them Care?
Why Should They Care?
WIIFM?
Incentives
Facebook-Specific Landing Pages on Your Website
Do You Have the Right Fans?
Are You Reaching Enough of Them?
Are You Reaching Them Repeatedly?
Are You Warming Them Up?
Start with Generosity
Warming It Up on the Web
Warming It Up on Facebook
Facing the Facts: How to Continuously Get Better Results with the Five Steps of Optimization
How Digital Marketing Is Shifting Marketing Cultures
The Five Steps of Optimization
Establish One Clear Goal
Facebook Marketing Goals
Prioritizing Goals and Reconciling Conflicts
Quantify the Goal with a Key Metric
Balancing Metrics
Estimating the Likelihood of Success
Tracking
Facebook Marketing Metrics
Look at Where You're Starting
Resources
Obstacles
Capabilities
Choose Tactics to Test
Ad Copy Tests
Ad Image Tests
Facebook Post Tests
Testing Post Types
Landing Pages
Optimize Based on Results
Selling the Dream: Going Beyond Benefits to Arouse Your Fans' Desire for What You Offer
Cure the "Me Me Me" Epidemic
Use Your Customer's Language
Who Is Your Customer?
Why You Are Never the Best Example of Your Target Customer
Don't Get Obsessed with Art
Measure Results and Adjust Your Course to Improve
Facebook Is Their Playground, Not Yours
Do Pushy Sales Messages Turn People Off?
Facebook Is Like a Conference: How Do You Sell at a Conference?
Sales Is a Journey of Four Steps
What Is AIDA?
"Hot Donuts Now"
"I'm on a Horse"
Social Media Selling Is So Romantic
How AIDA Works on Facebook
How to "Sell the Dream"
The Desire Phase Is Critical in Fan Marketing
The Features Versus the Benefits
The Benefits Versus the Customer's Dream
Examples of Selling the Dream
12 Things People Dream About
How to Figure Out Your Customer's Dream
How to Get Fans Thinking and Talking About the Dream
Putting Your Best Face Forward: Setting Up Your Facebook Page to Get More Fans and Sales
Pages, Groups, and Profiles: The Mad, Mad World of Facebook
Other Facebook Opportunities
Can You Market with a Personal Profile?
What's Better, Pages or Groups?
Understanding Admins for Pages and Groups
How Do Pages and Groups Work Together?
Why Are Facebook Groups So Powerful?
Critical Mistakes to Avoid in Page Setup
What to Put in Your Page's Cover Photo
How to Get a Vanity URL (Username)
Are Custom Tabs Overhyped?
Most People Never See Your Tabs
Why Most People Will Never See Your Tabs
The Face of Advertising: How to Capitalize on the Most Powerful Marketing Tool
Why Facebook Advertising Is Critically Important
Comparing Google Search Marketing with Facebook Marketing
How Ready Are They to Buy Now?
Cost of Permission Marketing
Facebook Ads for Different-Sized Businesses
Mistakes and Misconceptions
How to Do Facebook Advertising
Analyze Your Business and Customers
Target Your Audiences
Create Your Advertisements
Optimizing Your Campaigns and Ads
Advertising to Existing Fans
How to Be a (Boring) Rock Star for Just $30 per Month
FaceHook: Capturing Qualified Prospects as Fans and Group Members
Why Fan Marketing Can Be So Profitable
Paid Media Versus Owned Media on Google
Paid Media Versus Owned Media on Facebook
Unwise Ways to Get Fans
The Contest and Giveaway Trap
Buying Fans from Companies That Get Fans for You
Marketing 101: Targeting and Return on Investment
Wrong Fans? Bad Return on Investment
A Few Fan Growth Campaign Case Studies
How to Get Low Cost, Targeted Fans
The Best Ad Settings for Affordable Fan Acquisition
Target-Ad Consistency: Tightly Grouping Targets with Image and Message
An Alternative Targeting Approach
No-Brainer Marketing: Simplicity Gets Results
Ad Copy Formulas
Ad Copy Grammar, Punctuation, and Capitalization
How to Choose Images for Fan Acquisition Ads
The Key Metric for Fan Generation and How to Find It
Notes on Business-to-Business Fan Acquisition
Business-to-Business Fan Generation Advertising Tips
Talking Till You're Blue in the Face: How to Get More Likes and Comments
The Surprising Truth About How People Use Facebook
Your Fans See the People and Pages They Interact With
The Average Page's Posts Are Seen by Less Than 10% of Its Fans
The Mysterious EdgeRank Algorithm
Post Metrics and Benchmarks
Reach
Engaged Users
People Talking About This (PTAT)
Feedback Rate
Reach/Fan Count = Visibility
Feedback Rate's Effect on Reach
Are Some of Your Fans Unreachable Forever?
Dancing on the EdgeRank: Increasing Response and Visibility
What the Heck Is Web 2.0?
Leading the Community You Create
Facebook Users Are Bored: Entertain Them!
Formulas for Posts
Incorporating Selling the Dream
Learning from Your Previous Posts
Engagement Milestones
Guiding Your Community
Balancing Engagement and Selling Types of Posts
Ratio and Frequency
Ideas for Posting
Feedback Rate and Sales Posts
FaceMessage: Achieving Other Corporate Goals on Facebook
Nonrevenue-Oriented Facebook Goals
Branding and Positioning
Customer Service
Public Relations
Journalistic Best Practices for Interaction
Face-alytics: Analyzing Your Facebook Results
Which Web Analytics Package Should You Use?
Google Analytics Overview
Taking Analytics with a Grain of Salt
The Untrackables
Uneven Accountability
Last-Click Bias
Inconsistencies and Inaccuracies
Tracking Facebook Visitors with Google Analytics
Tracking Visitors from Facebook Posts
Tracking Visitors from Facebook Ads
How to Get Advanced Facebook Page Insights
How Often Should You Post on Your Facebook Page?
What If the Demographics of Your Most Engaged Fans Are Different from Your Average Fan?
What Types of Posts and Post Content Get You the Best Feedback Rates? Which Get the Worst?
What's the Best Time to Post to Your Fans?
Which Sources Get You Fans Who Will Ultimately Unlike Your Page?
How to Use These Tips to Get Better Results from Your Posts
Competitive Intelligence Analytics
Keyword Monitoring and Sentiment Analysis
Content Engagement Analysis
Influence: 13 Tactics for Turning Browsers into Buyers
Sales and Influence Tactics for Increased Facebook Profits
Applying Influence Principles to Facebook Marketing
Reciprocity
Commitment and Consistency
Social Proof
Liking
Authority
Scarcity
Applying Time-Tested Sales Tactics to Facebook Marketing
Discounts
Bonuses
Upsells
Selling the Value
Testimonials
Truth and Consequences
B2B Facebook Marketing
Facebook B2B Marketing Success Stories
InfiniGraph: Competitive Social Intelligence
Harrison Agate, Attorney
Marketo: Marketing Automation
Zurvita: Wellness Product Sales Through Independent Consultants
Comparing Facebook, Google & LinkedIn for B2B
Allocating B2B Advertising Funds
The Sales Funnel
Beyond Professionalism?
Facebook B2B Marketing Tactics
Whitepapers
Infographics
Memes
Think Outside the Box with a Ukulele
Ebooks
Facebook Advertising
Facebook Posts
Conclusion
FaceBusiness: Seven Principles for Success
Harness the Power of Positive Marketing
Embrace the Entire Sales Funnel
Leverage the Facebook Advertising Platform Now
Map Out and Optimize Your Revenue Model
Know Your Customers Much More Deeply
Test, Track, and Optimize Your Marketing
Start Fascinating Conversations
Index