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Introduction | |
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Welcome to the Post-Social Era | |
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The Humble Beginnings of Social Marketing | |
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Online Services v1 | |
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Emergence of the World Wide Web | |
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Search and the Decline of Banner Ads | |
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The Rise of Google and Click-Through Ads | |
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The Emergence of Social Networks | |
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Emergence of Facebook | |
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The Social Media Revolution Takes Over | |
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The Technology Evolution | |
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Novelty Gone in the Post-Social Era | |
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Ubiquitous Social Context | |
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Curated Social Experiences | |
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Evolving Social Etiquette and Expectations | |
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Shifts in Usage Patterns | |
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Dramatically Increasing Business/Marketing Investment | |
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Democratization of Community Management | |
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Immature Yet Critically Important Legal Frameworks | |
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Summary | |
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Understanding Social Media and Facebook | |
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Social Networks, Social Media, and the Social Graph Defined | |
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The Social Landscape 2012 | |
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Seven (Plus Two) Truths of Social Networks | |
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Facebook, the Evolving Organism | |
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Facebook Basics | |
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Account Setup | |
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Friending | |
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The News Feed | |
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Campaign Ideas | |
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What You Want: Viral Marketing | |
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Other Opportunities in Social Networking | |
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Marketing and Business Success on Facebook | |
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Right-Brain vs. Left-Brain Thinking | |
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Overview of Social Marketing Metrics | |
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Marketing Metrics and Your Organization | |
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Defining Your Facebook Presence | |
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Understanding Who Your Customers Are | |
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Mapping Customer Needs to Effective Tactics | |
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Your Social Media "Product" | |
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What You'll Get in Return: The Hard and Soft Benefits of Social Media | |
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Specific Applications of Facebook Marketing | |
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Your Facebook To-Do List | |
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Set Up Campaign | |
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Procure Content | |
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Update Content | |
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Track Metrics | |
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Analyze and Revise | |
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Revise: Set Up Campaign, Take Two | |
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Month 1: Create the Plan and Get Started | |
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Week 1: Lay the Groundwork | |
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Monday: Set Project Goals | |
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Tuesday: Analyze Stakeholder Needs | |
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Wednesday: Analyze Customer Needs | |
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Thursday: Determine Work Roles | |
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Friday: Set or Review Social Media Policy | |
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Week 2: Draft and Present the Plan | |
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Monday: Research Best Practices and Success Stories | |
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Tuesday: Assess the Social Media Activity of Competitors | |
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Wednesday: Assign Metrics | |
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Thursday: Set Reporting Strategy | |
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Friday: Present the Plan | |
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Week 3: Establish a Presence with the Facebook Profile and Friends | |
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Monday/Tuesday: Learn about Data in the Facebook Profile and Security Settings | |
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Wednesday: Decide How You'll Use Your Facebook Profile | |
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Thursday: Set Up Your Profile and Make Friends for a Consumer Campaign | |
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Friday: Repurpose a Profile for Business | |
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Week 4: Use Basic Facebook Features to Promote Yourself | |
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Monday: Post Status Updates | |
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Tuesday/Wednesday: Share Links, Events, Photos, and Videos | |
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Thursday: Install Third-Party Apps | |
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Friday: Understand Other Aspects of the Facebook Platform | |
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Chapters Month 2: Establish Your Corporate Presence with Pages | |
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Week 1: Research Pages, and Set Up Your Own | |
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Monday: Observe a Successful Facebook Fan Page | |
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Tuesday: Become a Fan of Successful Fan Pages | |
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Wednesday: Complete the Fan Page Checklist | |
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Thursday: Set Up Your Page | |
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Friday: Add Design Elements | |
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Week 2: Determine Your Content Strategy | |
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Monday: Develop a "Product Strategy" for Content | |
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Tuesday: Talk with Colleagues about the Use/Reuse of Content | |
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Wednesday: Set Editorial Policy for Content | |
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Thursday/Friday: Perform Your Content Audit | |
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Week 3: Add and Experiment with Content | |
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Monday: Publish Content to the Wall | |
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Tuesday: Correct an Erroneous or Embarrassing Post | |
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Wednesday: Post Videos and Photos | |
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Thursday: Experiment with Content | |
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Friday: Fill Your Presence with Content and People | |
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Week 4: Promote and Engage | |
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Monday: Promote on Facebook and the Web | |
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Tuesday: Promote Offline | |
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Wednesday: Follow Engagement Best Practices | |
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Thursday: Build Your Page Culture | |
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Friday: Spark Engagement | |
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Week 5: Monitor and Modify the Plan | |
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Monday/Tuesday: Reassess Your Progress | |
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Wednesday: Get Help Where You Need It | |
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Thursday/Friday: Produce the First Reports and Analysis on Your Progress | |
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Month 3: Create Demand with Facebook Advertising | |
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Week 1: Learn the Basics of Facebook Advertising | |
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Monday: Review Opportunities in Facebook Advertising | |
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Tuesday: Choose Success Metrics | |
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Wednesday/Thursday/Friday: Create Your First Ads | |
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Week 2: Build the Dashboard and Collect Data | |
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Monday: Know What Data Can Tell You | |
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Tuesday: Make Final Decisions about Your Data Reporting Cadence | |
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Wednesday: Set Up and Populate the Dashboard | |
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Thursday: Understand Moving Averages | |
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Friday: Back Up Your Dashboard | |
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Week 3: Refine Your Campaign Using A/B and Multivariate Testing | |
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Monday: Learn the Basics of A/B and Multivariate Testing | |
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Tuesday: Understand the Basics of Great Ad Copy | |
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Wednesday: Create Ad Variations | |
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Thursday: Judge Ad Performance | |
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Friday: Educate Stakeholders on the Process | |
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Week 4: Analyze and Adjust the Campaign | |
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Monday: Perform Basic Analysis of a Campaign | |
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Tuesday: Recalibrate Advertising | |
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Wednesday: Review and Spice Up Your Dashboard | |
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Thursday: Analyze Your Numbers Further with Moving Averages | |
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Friday: Review Your Work with Advertising and Start Anew | |
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Beyond Pages: Groups, Apps, Social Plugins, and Mobile | |
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Groups for Business | |
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Find and Join Groups | |
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Create Your Own Group | |
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Facebook Default Apps | |
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Third-Party Apps | |
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Social Plugins | |
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Create Your Own App | |
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Best Practices for Apps | |
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Hire a Programmer | |
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Manage a Development Project | |
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Monetize Your App | |
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The Future: Applications on Mobile Devices | |
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Facebook Mobile for Business | |
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The Analytics of Facebook | |
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Keep Score with Metrics and Monitoring | |
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Measure Your Facebook Marketing with Insights | |
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New Insights | |
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Old Insights | |
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Insights for App Developers | |
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The Importance of Derivative Statistics | |
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Advanced Statistical Analysis | |
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When the Standard Facebook Experience Isn't Quite Enough: Landing Pages | |
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Conduct Tests for Greater Results | |
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Addressing Common Marketing Problems | |
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My Fan Page Won't Grow, and My Fans Can't See My Content | |
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Creating Appropriate Content for International Audiences | |
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Managing Negative Comments and Feedback | |
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Can't Measure, Determine ROI, or Understand Metrics | |
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Reach Business Customers on Facebook | |
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Seven Keys to Successful B2B Marketing on Facebook | |
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Migrate Fans from One Page to Another | |
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Moving Forward with the Migration | |
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Converting Places and Profiles to Pages and Combining Them | |
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Low Response Rates for Facebook Advertising | |
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Unique Facebook Marketing Scenarios | |
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Businesses Appealing to Tourists | |
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Religious Organizations | |
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Government | |
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Nonprofits | |
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Education | |
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Startups | |
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Facebook in the Future | |
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Question 1: Walled Garden? | |
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Question 2: Privacy? | |
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Question 3: Personal Data? | |
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Question 4: Facebook Pages? | |
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Question 5: Gamification? | |
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Question 6: F-Commerce? | |
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Question 7: Facebook Mobile? | |
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Question 8: Businesses on Facebook? | |
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Question 9: Third-Party Apps? | |
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Question 10: Monetizing? | |
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Question 11: How to Stay #1? | |
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Question 12: Coming Trends? | |
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Question 13: Biggest Threat? | |
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Perry Marshall's Crystal Ball for Facebook and Social Media | |
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Biographies | |
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Recommended Resources | |
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People, Blogs, and Businesses to Follow | |
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Facebook Page Template, Design, and App Providers | |
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Advanced Facebook Marketing Solutions | |
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Facebook Contest and Promotion App Providers | |
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Facebook Analytics Service Providers | |
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Facebook App Development | |
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Roles and Responsibilities | |
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Job Functions | |
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Vendors vs. Employees | |
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Use In-House Staff | |
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Get Help from a Vendor or Consultant | |
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Glossary | |
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Index | |