CONTENT
Introduction
Chapter 1 Welcome to the Post-Social Era
The Humble Beginnings of Social Marketing-'
Online Services
Emergence of the World Wide Web Search and the Decline of Banner Ads The Rise of Google and Click-Through Ads
The Emergence of Social Networks
Emergence of Facebook
The Social Media Revolution Takes Over
The Technology Evolution
Novelty Gone in the Post-Social Era
Ubiquitous Social Context Curated Social Experiences
Evolving Social Etiquette and Expectations
Shifts in Usage Patterns
Dramatically Increasing Business/Marketing Investment Democratization of Community Management
Immature Yet Critically Important Legal Frameworks Summary
Chapter 2 Understanding Social Media and Facebook
Social Networks, Social Media, and the Social
Graph Defined26
The Social Landscape 2012 27
Seven (Plus Two) Truths of Social Networks 31
Facebook, the Evolving Organism 35
Facebook Basics 37
Account Setup 37
Friending , . 38
The News Feed 40
Campaign Ideas 43
What You Want: Viral Marketing 46
Other Opportunities in Social Networking 48
Chapter 3 Marketing and Business Success on Facebook
Right-Brain vs. Left-Brain Thinking
Overview of Social Marketing Metrics
Marketing Metrics and Your Organization
Defining Your Facebook Presence
Understanding Who Your Customers Are Mapping Customer Needs to Effective Tactics
Your Social Media "Product"
What You'll Get in Return: The Hard and Soft Benefits of Social Media
Specific Applications of Facebook Marketing
Your Facebook To-Do List
Set Up Campaign
Procure Content
Update Content
Track Metrics
Analyze and Revise
Revise: Set Up Campaign, Take Two
Chapter 4 Month 1: Create the Plan and Get Started 71
Week 1: Lay the Groundwork 72
Monday: Set Project Goals 72
Tuesday: Analyze Stakeholder Needs 73
Wednesday: Analyze Customer Needs 74
Thursday: Determine Work Roles 76
Friday: Set or Review Social Media Policy 77
Week 2: Draft and Present the Plan 79
Monday: Research Best Practices and Success Stories 80
Tuesday: Assess the Social Media Activity of Competitors 81
Wednesday: Assign Metrics 82
Thursday: Set Reporting Strategy 84
Friday: Present the Plan 84
Week 3: Establish a Presence with the Facebook
Profile and Friends. 85
Monday/Tuesday: Learn about Data in the Facebook Profile
and Security Settings 86
Wednesday: Decide How You'll Use Your Facebook Profile 89
Thursday: Set Up Your Profile and Make Friends for Consumer Campaign 91
Friday: Repurpose a Profile for Business 95
Week 4: Use Basic Facebook Features to Promote Yourself . . 97
Monday: Post Status Updates 97
Tuesday/Wednesday: Share Links, Events, Photos, and Videos 100
Thursday: Install Third-Party Apps 101
Friday: Understand Other Aspects of the Facebook Platform 101
Chapter 5 Month 2: Establish Your Corporate Presence with Pages 101
Week 1: Research Pages, and Set Up Your Own. 104
Monday: Observe a Successful Facebook Fan Page 104
Tuesday: Become a Fan of Successful Fan Pages 108
Wednesday: Complete the Fan Page Checklist 109
Thursday: Set Up Your Page 110
Friday: Add Design Elements 114
Week 2: Determine Your Content Strategy 115
Monday: Develop a "Product Strategy" for Content 115
Tuesday: Talk with Colleagues about the Use/Reuse of Content 116
Wednesday: Set Editorial Policy for Content 117
Thursday/Friday: Perform Your Content Audit 119
Week 3: Add and Experiment with Content. 120
Monday: Publish Content to the Wall 120
Tuesday: Correct an Erroneous or Embarrassing Post 121
Wednesday: Post Videos and Photos 121
Thursday: Experiment with Content 122
Friday: Fill Your Presence with Content and People
Week 4: Promote and Engage 126
Monday: Promote on Facebook and the Web 126
Tuesday: Promote Offline 128
Wednesday: Follow Engagement Best Practices 129
Thursday: Build Your Page Culture 130
Friday: Spark Engagement 130
Week 5: Monitor and Modify the Plan 132
Monday/Tuesday: Reassess Your Progress 132
Wednesday: Get Help Where You Need It 133
Thursday/Friday: Produce the First Reports and
Analysis on Your Progress 135
Chapter 6 Month 3: Create Demand with Facebook Advertising 137
Week 1: Learn the Basics of Facebook Advertising. 138
Monday: Review Opportunities in Facebook Advertising 138
Tuesday: Choose Success Metrics 140
Wednesday/Thursday/Friday: Create Your First Ads , 142
Week 2: Build the Dashboard and Collect Data 149
Monday: Know What Data Can Tell You 149
Tuesday: Make Final Decisions about Your Data
Reporting Cadence 150
Wednesday: Set Up and Populate the Dashboard 151
Thursday: Understand Moving Averages 152
Friday: Back Up Your Dashboard 154
Week 3: Refine Your Campaign Using A/B and
Multivariate Testing 154
Monday: Learn the Basics of A/B and Multivariate Testing 155
Tuesday: Understand the Basics of Great Ad Copy 156
Wednesday: Create Ad Variations 161
Thursday: Judge Ad Performance 162
Friday: Educate Stakeholders on the Process 166
Week 4: Analyze and Adjust the Campaign 167
Monday: Perform Basic Analysis of a Campaign 167
Tuesday: Recalibrate Advertising 168
Wednesday: Review and Spice Up Your Dashboard 170
Thursday: Analyze Your Numbers Further with Moving Averages 170
Friday: Review Your Work with Advertising and Start Anew 173
Chapter 7 Beyond Pages: Groups, Apps, Social Plugins, and Mobile 177
Groups for Business. 178
Find and Join Groups 179
Create Your Own Group 180
Facebook Default Apps 182
Third-Party Apps . 184
Social Plugins 185
Create Your Own App 190
Best Practices for Apps 192
Hire a Programmer 194
Manage a Development Project 195
Monetize Your App 200
The Future: Applications on Mobile Devices 200
Facebook Mobile for Business 202
Chapter 8 The Analytics of Facebook 203
Keep Score with Metrics and Monitoring 204
Measure Your Facebook Marketing with Insights 205
New Insights 206
Old Insights 212
Insights for App Developers 213
The Importance of Derivative Statistics . 214
Advanced Statistical Analysis . 215
When the Standard Facebook Experience Isn't
Quite Enough: Landing Pages 226
Conduct Tests for Greater Results 227
Chapter 9 Addressing Common Marketing Problems 231
My Fan Page Won't Grow, and My Fans Can't
See My Content. 232
Creating Appropriate Content for International Audiences 236 Managing Negative Comments and Feedback 241
Can't Measure, Determine ROI, or Understand Metrics 243
Reach Business Customers on Facebook. 245
Seven Keys to Successful B2B Marketing on Facebook 246
Migrate Fans from One Page to Another . 248
Moving Forward with the Migration 249
Converting Places and Profiles to Pages and Combining Them 251
Low Response Rates for Facebook Advertising 251
Chapter 10 Unique Facebook Marketing Scenarios 255
Businesses Appealing to Tourists. 256
Religious Organizations 259
Government. 264
Nonprofits 268
Education 272
Startups 274
Chapter 11 Facebook in the Future 277
Question 1: Walled Garden? 278
Question 2: Privacy?. 280
1 Question 3: Personal Data? 283
Question 4: Facebook Pages 286
Question 5: Gamification? 289
Question 6: F-Commerce? 290
Question 7: Facebook Mobile 290
Question 8: Businesses on Facebook?. 292
Question 9: Third-Party Apps?. 294
Question 10: Monetizing? 296
Question 11: How to Stay #1? 297
Question 12: Coming Trends? 299
Question 13: Biggest Threat? 301
Perry Marshall's Crystal Ball for Facebook
and Social Media. 304
Biographies 305
Appendix A: Recommended Resources 309
People, Blogs, and Businesses to Follow 310
Facebook Page Template, Design, and App Providers. 311
Advanced Facebook Marketing Solutions 311
Facebook Contest and Promotion App Providers 311
Facebook Analytics Service Providers 311
Facebook App Development 311
Appendix B: Roles and Responsibilities 313
Job Functions 314
Vendors vs. Employees 315
Use In-House Staff 316
Get Help from a Vendor or Consultant 316
Glossary , 319
Index 327