000			10436 a2200169 4500
020			_a9781118147832
082			_a658.872 _bTRE
100			_aTreadaway, Chris
245			_aFacebook marketing _ban hour a day
250			_aEd.2
260			_c2012 _bJohn Wiley & Sons _aCanada
300			_axxii,338p.
520			_aCONTENT 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
700			_aSmith, Mari
890			_aIndia
942			_2ddc
999			_c40274 _d40274