MAXIMIZING FACEBOOK

TO GROW YOUR BUSINESS

Attract, Engage and Inspire

July 28, 2010

Updated October 18, 2010

From Monologues to Dialogues

Listen · Engage · Inspire · Influence
Why Facebook

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Why Facebook
• Facebook ad revenue is projected to be over
$1.2 billion in 2010.
• Staggering? Not really when you consider the
fact that Facebook has over 500 million users
who can be successfully and cost-effectively
reached.

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 Maximizing Facebook:
Creating An Online Community
Tenets for Success
• Patience
• Persistence
• Relevant Content
• Listen
• Engage
• Inspire

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Patience
• Rome wasn’t built in a day and neither will your
Facebook page following. Remember, good things
come to those who wait.

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Persistence
• Patience doesn’t mean sitting around doing nothing
waiting for something to happen; quite the contrary.
You’ll need a daily commitment to:
– Keep your page fresh
– Ensure relevant content
– Reply to posts / questions (whether good or bad)
– Network and build relationships
– Acknowledge advocates

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Listen
• Ask your followers what they want to see.
• Consider polls as a way of learning what your fans
are interested in versus what you feel like pushing
to them.
• Engage fans by having them submit topic ideas.
• With more than 500MM people on Facebook, your
followers chose to “Like” you; make sure you
acknowledge and thank them.

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Engage
• Pose questions, ask for input, engage visitors on
current event topics, create a dialogue and be
prepared to have active engagement with those
who take the time to participate on your page.
• Offer a discount code for purchasing off your
Facebook site.
• Keep them coming back for more with content
unique to Facebook.

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Inspire
• Create posts that are so compelling your fans want
to click the “Like” button, add “Comments” and
“Share” with others.
• Work to inspire a feeling of exclusivity.
• Have an motivational video? Post it!
• Offer a discount code for purchasing off your
Facebook site.
• Make everything you post easy to share!

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 Maximizing Facebook:
Expand Your Reach & Opportunity
Facebook Ads
• Facebook offers a variety of ways to create ads and
use key words to ensure they are delivered to people
who expressed an interest in your product / service.
• Be sure to create and split test new ads every single
day and don’t forget that the smaller your potential
audience the quicker your ad will lose its appeal.
• Test copy, images, demographics, interest groups, etc.
• Use CPM to test your ads.
• Take advantage of the targeting, conversion tracking
and reporting tools Facebook offers.

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Leverage Friends of Connections
• When done right, the holy grail of social marketing
is about inspiration and influence. That said, when
someone sees their friend is connected to a page it
will greatly increase the propensity that they will
want to check it out as well.
• And it couldn’t be easier… when you set up your ad
look under “targeting” and you’ll find the option
that allows you to display more detail. There you
will see the connection on Facebook choices.

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Leverage Friends of Connections

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Adding Value Drives Engagement
• Grab your reads attention! Make sure updates are
captivating, engaging and to the point.
• Comment and “like” your own posts. You need to
pave the way for commenting, etc. so ask your
friends to comments and consider multiple admins
to assist with posting.
• Provide a clear call to action. Be clear when
encouraging fans to “like,” comment or share your
updates.

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Like Box Plugin
• The Like Box Plugin* enables Facebook page owners to
attract and acquire “Likes” from their websites.
• It also allows users to see how many people in total, as
well as their specific friends, like the page.
• Additionally, it lets users read recent posts and like the
page with one click without even having to go visit the
page.
• Depending on your reach, this is one of the easiest and
most powerful ways to increase your awareness of your
Facebook presence.
* http://developers.facebook.com/docs/reference/plugins/like-box

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Like Box Plugin

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Dialogues… Not Monologues
• You have two options:
1. Make it fun and engaging or
2. Don’t even bother.
• Seriously, the last thing you want is a page of one-
sided messages with no interactive feedback and/or
engaging dialogue that inspires them to share with
others. If you don’t give people a reason to want to
visit your page and engage in the conversation.
• Messages are not conversations… check out the
following four examples of Facebook pages that got it
right.

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 Just like the brand,
the page is fun

#1: OREO and has a very

high interactive
rate. Note how
they post
questions to foster
a dialogue versus
posting static
messages and or
selling. Notice
how many people
are participating in
various
conversations!

8,896,966 Fans

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#3: Top Gear No self promotion, just giving the fans
what they want. They are car
aficionados who love Top Gear and they
are always assured of finding interesting
information that appeals to their senses
as well as fans who wand to talk /
socialize with like-minded individuals.

Rules of Play as Defined by Top Gear:

Welcome to the Top Gear Facebook
page. Facebook is a place for Top Gear
fans and petrol heads alike to engage
with Top Gear and one another. We
encourage conversations and welcome
differing opinions and spirited banter -
but not to the detriment or disturbance
of the community. If using the wall to
post spam, excessive bad language,
racist, hateful or generally abusive
comments we may block the offending
users. Thanks for playing nicely!

4,333,490 Fans

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 Maximizing Facebook:
Facebook Markup Language
Facebook Markup Language
• Adding FBML to your page will bring your Facebook
marketing endeavors to the next level.
• FBML allows Facebook page administrators to create
custom boxes, pages and tabs on Facebook.
• FBML is not for enhancing personal profiles / pages;
it is exclusively for public profiles and fan pages.

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Facebook Markup Language
• There are many interesting and helpful uses for
FBML including, but not limited to:
– Incentivized Like Pages
– Enhanced Brand Building Efforts
– Welcome Pages
– Video Inclusion
– Lead Generation / Capturing

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 Incentivized Like Pages
Incentive and reward fans for
taking action by clicking “Like”.
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 Brand Building
Create brand-building mini-hubs
for your customers and prospects.
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 Welcome Pages
Welcome your fans to your
social community.
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 Video
Video is an engaging and
preferred medium.
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 Lead Gen and Capturing
Turn your Facebook page into a
lead generation machine.
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Summary
People Remember…

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Consumer Preference
• Multiple studies indicate that consumers
prefer to work with businesses that have a
strong social media presence.
• Right now it's not too late to get your business
engaged with prospects and customers via
Facebook. But if you wait much longer and
you'll be giving your competitors an advantage
that'll be hard to overcome.

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Contact Us
Contact Us
Deb Kennedy
Chief Multi-Channel Marketing Evangelist
Channel Neutral Marketing
Office: 516-922-7887
Mobile: 516-983-1617

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