1. Edition - May 2010
25.90 Euro
2010. 312 Pages, Softcover
- Practical Approach Book -
ISBN-10: 0-470-56964-6
ISBN-13: 978-0-470-56964-1 - John Wiley & Sons






Sample Chapter

Detailed description
Develop, implement, and measure a successful Facebook marketing campaign

The social networking site Facebook boasts more than 300 million users worldwide. Its ability to target users who have provided real data about themselves and their interests makes Facebook the ideal platform for marketers, and marketers everywhere recognize the importance of Facebook and are eager to successfully tap Facebook's potential. This book shows you how.

Quickly get up to speed on today's Facebook conventions and demographics, and then gain an understanding of the various strategic and implementation issues you must consider from start to finish.
* Guides you through crafting a successful presence on Facebook and takes you through each step for developing an overall marketing strategy
* Explains each step for setting realistic goals, defining metrics, developing reports, and acquiring corporate buy-in
* Shows how to execute your strategy while incorporating all of Facebook's relevant features
* Addresses Facebook's pay-per-click platform, Facebook Connect, and more

Packed with tips and tactics not documented anywhere else, the book serves as the ultimate step-by-step guide to developing a winning Facebook marketing campaign.

From the contents
Introduction.

Chapter 1 Internet Marketing 1985-2010.

The Humble Beginnings of Social Marketing.

The Emergence of Social Networks.

Social Media by the Numbers and by Feel.

What Social Media in 2010 Tells Us about the Future of Marketing.

Realistic Social Marketing Expectations.

A Few Thoughts Regarding Consumer Engagement.

Chapter 2 What Is Facebook?

Social Networking and Social Media Defined.

Social Network Landscape.

Seven Truths of Social Networks.

What You Want: Viral Marketing.

Other Opportunities in Social Networking.

Campaign Ideas.

Facebook Basics.

Friending.

The News Feed.

Chapter 3 Develop a Facebook Strategy and Measure Success.

Defining Your Facebook Presence.

Close-Up of a Successful Social Media Campaign.

Defining Your Social Media "Product".

Your Facebook To-Do List.

Chapter 4 Month 1: Create the Plan and Get Started.

Week 1: Lay the Groundwork.

Week 2: Draft and Present the Plan.

Week 3: Establish a Presence with the Facebook Profile and Friends.

Week 4: Use Basic Facebook Features to Promote Yourself.

Chapter 5 Month 2: Establish Corporate Presence with Pages and Groups.

Week 1: Learn About Pages and Groups.

Week 2: Determine and Execute Content Strategy.

Week 3: Add and Experiment with Content.

Week 4: Monitor and Modify the Plan.

Chapter 6 Month 3: Create Demand with Facebook Ads.

Week 1: Learn the Basics of Facebook Advertising.

Week 2: Build the Dashboard and Collect Data.

Week 3: Refine Your Campaign Using A/B and Multivariate Testing.

Week 4: Analyze and Adjust the Campaign.

Chapter 7 Month 4: Advanced Tactics and Campaign Integration.

Week 1: Understand Essential Advanced Tactics.

Week 2: Learn About Facebook Connect, Widgets, Fan Boxes.

Week 3: Integrate Your Efforts with Multichannel Marketing.

Week 4: Conduct Advanced Analytics.

Chapter 8 Customized Experiences via Facebook Applications.

Facebook Applications: A Brief History.

Facebook Apps Today.

Optimize Your Fan Page with Apps.

What You'll Need to Build a Facebook Application.

Monetize Your App.

The Future: Applications on Mobile Devices.

Chapter 9 The Analytics of Facebook.

Keep Score with Metrics and Monitoring.

Facebook Return on Investment and the Mayo Medical School.

Measure Engagement with Insights.

When Facebook Isn't Quite Enough: Landing Pages.

Chapter 10 Organizational Considerations.

Roles and Responsibilities.

How Facebook Works in Different Organizations.

Appendix A Resources.

Some Final Tips on Facebook for B2B Marketing.

Companion Website.

Other Reading Material.

Social Media Tools You Can Use.

Appendix B The Future of Facebook.

Dave Kerpen.

Scott McCaskill.

Lauren Cooney.

Jesse Stay.

Nick O'Neill.

Kevin Tate.

Glossary.

Index.