Facebook Marketing All-in-One For Dummies

699 Pages·2012·44.19 MB·English

by  Amy Porterfield

Facebook
®
Marketing
ALL-IN-ONE
FOR

DUMmIES‰
2ND EDITION

by Amy Porterfield,
Phyllis Khare, and
Andrea Vahl
Facebook® Marketing All-in-One For Dummies®, 2nd Edition
Published by
John Wiley & Sons, Inc.
111 River Street
Hoboken, NJ 07030-5774
www.wiley.com
Copyright © 2013 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
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Library of Congress Control Number: 2012952205
ISBN 978-1-118-46678-0 (pbk); ISBN 978-1-118-46679-7 (ebk); ISBN 978-1-118-46680-3 (ebk);
ISBN 978-1-118-46681-0 (ebk)
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About the Authors
Amy Porterfield has a foundation in traditional marketing and content devel-
opment; she has worked with mega brands like Harley-Davidson Motorcycles,
along with Peak Performance Coach Tony Robbins, where she oversaw his
creative team and collaborated on multiple online marketing campaigns. She
currently creates online programs to teach entrepreneurs and small busi-
nesses how to leverage social media to gain greater exposure, attract quality
leads, and turn their fans and followers into loyal customers. Amy’s most
popular online programs, FBinfluence and FB Ads Insider, have helped thou-
sands of entrepreneurs and small businesses find a voice online, strengthen
their client relationships, and ultimately experience bigger profits.
Phyllis Khare is an in-demand speaker for all things social media (Twitter,
Facebook, YouTube, LinkedIn, Pinterest, and Google+). She’s the author of
Social Media Marketing eLearning Kit For Dummies (a four-color book with a
DVD and online learning environment) and co-author (along with the fabulous
Amy Porterfield and Andrea Vahl) of the first edition of Facebook Marketing
All-in-One For Dummies. Phyllis has been a featured guest and presenter for
Social Media Examiner’s Facebook Success Summit and its annual Small Biz
Success Summit. She’s also a presenter for MarketingProfs University and has
a regular column “The Social Media Report” in iPhone Life magazine and con-
tributes monthly posts to a variety of blogs including FiveStarSpeakers.com.
With Andrea Vahl, Phyllis has recently launched Social Media Manager School,
which helps train others to become social media managers and consultants,
which is getting rave reviews from the participants.
Speaker, trainer, consultant, and in-demand writer of all things social media,
Phyllis loves to teach and inspire everyone. Ever the cheerleader, she has
been known to jump up and down in excitement about the marketing possi-
bilities with social media.
Andrea Vahl is a social media consultant, strategist, and speaker who works
with authors, retail businesses, technology companies, and B2B companies
all over the world. She has spoken at events such as BlogWorld, Facebook
Success Summit, Small Business Success Summit, as well as large corporate
events. She is also the Community Manager for Social Media Examiner, con-
sistently ranked by AdAge as one of the top Marketing blogs in the world.
With Phyllis Khare, Andrea has recently launched Social Media Manager
School, which helps train others to become social media managers and con-
sultants. She uses her improv comedy skills to blog as Grandma Mary, Social
Media Edutainer. Learning social media is way more fun with Grandma Mary.
You can learn more about Andrea and Grandma at www.andreavahl.com.
Dedication
This book is dedicated to my husband, Hobie. You’re just crazy enough to
think I can do anything, and that makes me the luckiest girl ever.
–Amy Porterfield
To my first granddaughter, Prana Shakti Brown, and my first grandson,
Archer. May your world be filled with an effortless integration of both the
physical and online worlds. May your circle of friends be world-wide. You
are why we continue to create. And to my Mom and Dad, who are always my
biggest fans — even when they have no idea what I’m writing about!
–Phyllis Khare
To my parents, Marilyn and Carl Sodergren, who taught me everything I know
about being social, and to my wonderful family Steve, Devin, and Henry, who
so generously supported me through the second edition of this book.
–Andrea Vahl
Authors’ Acknowledgments
From Amy Porterfield: I want to acknowledge my family (a.k.a. my
cheerleaders). My husband, Hobie, my mom, Beverly, and my sister, Tracie —
these three have given me the courage to go after everything I’ve ever
wanted. And thank you to my dad, JB, for teaching me the work ethic needed
to get the job done. I also want to thank my stepmom, Shay, for always
making me feel like I am destined for greatness, no matter what!
I must also acknowledge my best friend Gina. Her commitment to seeing
me succeed surprises me daily. We must have been business partners in
another lifetime (or maybe that’s in the works in just a few years?!). I also
want to acknowledge my two amazing co-authors, Phyllis Khare and Andrea
Vahl. As a real testament to networking, this book opportunity came to
me because I sat next to Andrea at a networking dinner. Two years later,
she recommended me to Wiley Publishing, and the rest is history. As for
Phyllis, she was the voice of reason throughout this whole process, and
her insight and knowledge were invaluable from day one. In addition, a big
acknowledgment to Amy Fandrei, Susan Christophersen, and Nicole Sholly
of Wiley Publishing. I know you ladies worked many late nights to see this
book to completion, and not one minute of that hard work went unnoticed.
And last, I want to thank Facebook for changing, updating, tweaking, and
fully revamping your platform almost weekly — it made for a very interesting
editing process, to say the least!
From Phyllis Khare: I’d like to acknowledge all the people at Wiley who
worked on this project. There were so many people who contributed to the
huge project. I don’t know all their names, but please know that all of you are
held in deep appreciation. This was truly a team project. I want to thank Amy
Fandrei and Nicole Sholly, and of course I deeply want to acknowledge Amy
Porterfield and Andrea Vahl. My two special writing companions. Bonded for
life over Facebook!  I’d also like to thank my family for supporting me as we
wrote, and rewrote this book. Ron, Celestial, Wes, and Ron (the son) — you
are the best. And to all the people who create and maintain social media
platforms, thank you for creating such an amazing interface for people to use
to open more doors to their lives and businesses. 
From Andrea Vahl: I want to acknowledge my family and friends who
supported me through this incredible journey, Steve, Devin, Henry, my parents
and my sister and family, and the wonderful friends I’ve made online and off.
I want to thank my incredible co-authors Phyllis and Amy; your friendship
throughout this has meant the world to me. And especially Phyllis, who is my
own social media success story connection — you never know where those
connections will take you! Thank you to all my online friends, fans, links,
followers, and community; I hope to meet you all someday and am happy to
call you friends. Finally, I need to profusely thank Amy Fandrei and Nicole
Sholly for their support and mentorship throughout this process. Thank you!
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com.
For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974,
outside the U.S. at 317-572-3993, or fax [phone].
Some of the people who helped bring this book to market include the following:
Acquisitions, Editorial Composition Services
Senior Project Editor: Nicole Sholly Project Coordinator: Sheree Montgomery
Acquisitions Editor: Amy Fandrei Layout and Graphics: Carl Byers,
Joyce Haughey, Jennifer Mayberry
Copy Editor: Kathy Simpson
Proofreaders: Melissa D. Buddendeck,
Technical Editor: Melanie Nelson
Lauren Mandelbaum
Editorial Manager: Kevin Kirschner
Indexer: BIM Indexing & Proofreading Services
Editorial Assistant: Leslie Saxman
Sr. Editorial Assistant: Cherie Case
Cover Photos: © studiocasper / iStockphoto
(computer/cart); © Dimitri Vervitsiotis /
Getty Images (computer screen image)
Cartoons: Rich Tennant (www.the5th
wave.com)
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
Andy Cummings, Vice President and Publisher
Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Kathleen Nebenhaus, Vice President and Executive Publisher
Composition Services
Debbie Stailey, Director of Composition Services
Table of Contents
Introduction ................................................................. 1
About This Book ..............................................................................................1
Foolish Assumptions .......................................................................................2
Conventions Used in This Book .....................................................................2
What You Don’t Have to Read ........................................................................2
How This Book Is Organized ..........................................................................3
Book I: Joining the Facebook Marketing Revolution .........................3
Book II: Claiming Your Presence on Facebook...................................3
Book III: Adding the Basics to Your Facebook Page ..........................3
Book IV: Building, Engaging, Retaining, and Selling
to Your Community ...........................................................................3
Book V: Understanding Facebook Applications.................................4
Book VI: Making Facebook Come Alive with Events
and Contests .......................................................................................4
Book VII: Advanced Facebook Marketing Tactics .............................4
Book VIII: Facebook Advertising ..........................................................4
Book IX: Measuring, Monitoring, and Analyzing ................................5
Icons Used in This Book .................................................................................5
Where to Go from Here ...................................................................................5
Book I: Joining the Facebook Marketing Revolution ........ 7
Chapter 1: Exploring Facebook Marketing . . . . . . . . . . . . . . . . . . . . . . . . 9
Seeing the Business Potential of Facebook ..................................................9
Reaping the benefits for business-to-consumer companies...........11
Reaping the benefits for business-to-business companies .............15
Developing genuine relationships with customers
and prospects ...................................................................................15
Creating one-to-one customer engagement ......................................16
Providing prompt customer service .................................................16
Creating a shopping portal .................................................................18
Using Facebook with the Global Market .....................................................19
Understanding Facebook Marketing Basics ...............................................20
Marketing on your Page and your Profile ........................................21
Developing your Page to be a hub of activity ..................................22
Understanding privacy options .........................................................23
Keeping things professional but personal ........................................26
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Facebook Marketing All-in-One For Dummies, 2nd Edition
Chapter 2: Creating Your Facebook Marketing Plan . . . . . . . . . . . . . . . 27
Defining Your Ideal Audience on Facebook ...............................................27
Identifying the demographics of your ideal audience.....................28
Understanding the psychographics of your ideal audience ..........28
Finding Your Ideal Audience inside Facebook ...........................................29
Filtering Facebook Search results......................................................31
Using Facebook Ads to research your ideal audience ....................33
Identifying the Core Goals of Your Facebook Marketing Plan .................35
Defining your Facebook marketing goals ..........................................36
Deciding on a social media budget ....................................................36
Deciding whether a Facebook Ads campaign is right for you ........37
Rules for Successful Facebook Pages .........................................................38
Rule #1: Be deliberate, and manage expectations ...........................38
Rule #2: Focus on smart branding .....................................................39
Rule #3: Create fresh content .............................................................40
Rule #4: Give your Page a human touch ...........................................41
Rule #5: Cultivate engagement with two-way dialogue ...................42
Rule #6: Encourage fan-to-fan conversations ...................................43
Rule #7: Make word-of-mouth advocacy easy ..................................44
Rule #8: Create consistent calls to action.........................................44
Rule #9: Monitor, measure, and track ...............................................45
Summing up the nine rules .................................................................45
Setting Up the Resources and Manpower for Your
Facebook Marketing Plan ..........................................................................46
Identifying your existing resources and manpower ........................46
Deciding on in-house or outsourced marketing ..............................47
Defining Your Admin Team ..........................................................................49
Filling the five admin roles..................................................................50
Adding an admin ..................................................................................50
Deleting an admin ................................................................................52
Choosing the right Page manager ......................................................52
Considering a social media manager.................................................53
Coordinating admin posts and strategies .........................................54
Measuring Your Return on Investment .......................................................55
Defining success ...................................................................................55
Measuring brand ROI...........................................................................56
Measuring financial ROI ......................................................................56
Book II: Claiming Your Presence on Facebook ............... 57
Chapter 1: Understanding Facebook Pages and
Personal Accounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Reviewing Facebook Pages and Account Types ........................................60
Navigating Your Personal Profile Timeline and the Subscribe Button .....60
Creating a personal Profile .................................................................61
Activating the Subscribe button ........................................................64