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Facebook Marketing

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en Limba Engleză Carte Paperback – June 2010
The All-New, Up-to-the-Minute Guide to Facebook® Marketing: Better Techniques, Better Results!
 
In this completely revised book, top Facebook marketer Justin R. Levy shows how to use Facebook to attract more customers and earn more profits. This isn’t hype: It’s actionable information based on the real experiences of companies and individuals who have used Facebook to supercharge their businesses and careers. Levy covers it all, from the absolute basics to attracting visitors and building your community. You’ll discover the latest tools and Facebook Apps–and new best practices for everything from search to privacy. Packed with real case studies, this is the only Facebook business guide you need: your fast, complete blueprint for success.
 
Coverage includes
• Learning from the pioneers and avoiding beginner’s mistakes
• Developing a winning Facebook marketing strategy
• Establishing a presence that starts working fast and grows with you
• Designing Facebook ads that drive more clickthroughs at lower cost
• Using Facebook Connect and Live Stream Box to reach customers outside Facebook
• Monitoring what customers are saying about you in real-time
• Communicating more powerfully with widgets and Apps
• Addressing privacy concerns
• Building communities that promote loyalty and innovation
• Using Sweepstakes and other traffic builders
• Mastering advanced Facebook marketing tips, tricks, and hacks
• Preparing for the future of Facebook
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Specificații

ISBN-13: 9780789743213
ISBN-10: 0789743213
Pagini: 216
Ilustrații: Illustrations
Dimensiuni: 153 x 227 x 15 mm
Greutate: 0.31 kg
Ediția: Nouă
Editura: QUE
Locul publicării: Indianapolis, United States

Cuprins

Introduction XIII
1 From Dorm Room to Boardroom: The Growth of Social Networks 1
About Marc Zuckerberg  5
The Early Days  5
The Teenage Years  7
Coming into Adulthood  8
2 Getting Around Facebook: The Basics  15
Getting Started  16
0-60 on Facebook in 11 Steps 16
1. Take a Few Minutes to Familiarize Yourself 16
2. Upload a Picture of Yourself  17
3. Fill Out Your Profile Completely 18
4. Start Finding Some Friends 19
5. Import your AOL Instant Messenger (AIM) or Windows Live Buddies 19
6. Upload More Photos  23
7. Upload a Video or Two  24
8. Send Your First Status Using the Publisher Tool  24
9. Download a Facebook Mobile Application  25
10. Start Interacting with Your Friends  25
11. Have Fun and Explore! 26
Home Page Feed 26
Comments and Likes 28
Publisher Tool  29
Photos  31
Videos  32
Pages and Groups  33
Notes  34
Facebook Chat  35
Search  35
Friends Tab  37
Inbox Tab  38
Settings Tab  38
3 Establishing a Corporate Presence  41
Facebook: Personal or Professional? 42
Developing a Corporate Facebook Presence  43
Getting Started  43
Facebook Pages  44
Getting Started with Your Facebook Page  45
What’s Next  54
Promoting Your Facebook Page 54
Email Signature  54
Twitter  55
Facebook  56
Email Marketing  57
Company Website  57
Facebook Ads  58
Google AdWords  58
Facebook Groups  59
Page or Group: Which One? 61
Nurturing Your Community  62
Run Contests or Sweepstakes  62
Share Specific Content  62
Create Specific Content  63
Simply Engage  64
Should You Police Your Community? 65
4 Extending Facebook into the Interwebs: The Power and Reach of Facebook Connect  67
Using Facebook Connect for Commenting  68
Using Facebook Connect to Provide Sharing Options  69
Sharing Stories into Your Stream with Facebook Connect  69
Recent Friend Activity 71
Using Facebook Connect for Social Filtering 72
Using Facebook Connect as a Single Sign On  72
Creating a Personalized Experience with Facebook Connect  73
Integrating Chat Using the Live Feed 74
Not Just for the Web  76
A Few Stats  77
Summary  77
5 Facebook Advertising: How and Why You Should Be Using It  79
Common Reasons for an Ad to be Rejected  80
Step-by-Step Guide to Creating an Ad  82
1. Design Your Ad  82
2. Target Your Audience 84
3. Create a Campaign and Set Pricing  86
4. Review and Submit 87
Analyzing Performance 88
Summary  89
6 Extending the Experience with Facebook Apps 91
Shareability of Applications 93
Finding Facebook Applications and Navigating the Directory 93
Reviewing and Adding an Application  96
Managing Your Applications 99
Creating Your Own Facebook Application  101
Installing the Developer Application 101
Completing the Application Configuration Form 102
Summary  103
7 Addressing Privacy Concerns  105
The Two Faces of Privacy on Facebook  106
Single Facebook Profile  107
Two Different Facebook Profiles  108
Not Mixing Personal and Work  108
Privacy Settings 109
Personal Privacy Settings  109
Pages Privacy Settings  116
Group Privacy Settings  119
Facebook’s Privacy Policy 120
Summary  121
8 Developing a Facebook Marketing Strategy  123
Designing a Community Building Strategy  125
Designing a Promotions Strategy  130
Designing an Advertising Strategy  132
The Importance of Measurement 132
Facebook Insights  133
Facebook Advertising 134
Web Analytics  136
Marketing Software 137
Other Measuring Methods 138
Summary  138
9 Using Facebook to Develop Communities  141
Building a Community for Your Company, Product, or Service  143
Upload Photos  144
Upload Videos  145
Ask Questions  146
RSS  147
Provide Exclusives  147
Building an Internal Community 148
Using Facebook as a Focus Group  149
Building a Personal Community 149
Be Helpful  150
Connect Often 150
Be a Connector  151
Use Lists  152
Business Benefit from Personal Communities  153
Building a Community Around a Hobby or Interest  153
Summary  155
10 Best in Class  157
Volkswagen  158
Trust Agents 159
Microsoft Office 160
Gary Vaynerchuk 162
Barack Obama  163
Jonas Brothers  165
Gavin Newsom 166
Vin Diesel  168
The Ellen DeGeneres Show  169
Mashable  171
Lessons Learned from the “Best in Class” 173
11 Shaking the Crystal Ball: What’s Next for Facebook 177
Going Public 178
Acquisitions 179
Integrating More Professionalism  181
Dashboard Customization 182
Increasing Ways to Connect 184
An Endless Rainbow of Options  187
Signing Off 187
Index 189

Notă biografică

Justin R. Levy is Director of Business Development, Marketing, and Client Relations at New Marketing Labs, a new media marketing agency that helps large and mid-sized businesses drive business value through the use of social media, blogs, community platforms, and other new online tools. Levy’s clients include Sony, Microsoft, Citrix Online, Pearson Education, SAS, and Molson Coors. Levy is also partner and general manager of Caminito Argentinean Steakhouse, a traditional steakhouse that has successfully used social media to drive sales, create community, and develop thought leadership. Contact Justin at http://justinrlevy.com.