脸谱网营销圣典(英文)pdf58

TheFacebook MarketingBible33+ Ways to Market Your Brand, Company, Product, or Service Inside FacebookBy Justin Smithjustin@Editor, Inside FacebookVersion 1.04May 11, 2008©2008 Inside Facebook. Unauthorized duplication or redistribution is expressly prohibited. Inside Facebook is not affiliated with or endorsed by Facebook, Inc.IntroductionA large and growing portion of some of the mostvaluable demographics are spending more of theirtime and attention on Facebook and less on otherchannels and media. Not only are US collegestudents and teenagers fully engaged in Facebook,but adults, professionals, and people from around the world now constitute a substantial portion of the Facebook user base as well.However, most marketers lack a comprehensive understanding of the vast array of explicit and implicit marketing channels Facebook offers - most of which are “viral.” My goal here is to provide an introduction to what’s possible on Facebook to the spectrum of marketers - from brand advertisers to volunteer grassroots evangelists. Tactics are divided into three rough categories: tools for guerilla marketers, tools for advertisers, and tools for application developers. Throughout and after each section, I’ve offered recommendations for your Facebook campaign strategy.Facebook offers many ways to get the word out and enable engagement with your brand in more compelling ways than were ever before possible on the web. Here’s how to get started.ContentsI. Tools for Guerilla Marketers1. Profile Page2. Groups3. Pages4. Events5. Notes and Photos6. Messages7. Marketplace8. Share / Posted Items9. Networks10. Mini Feed and News Feed> Recommended Strategies for Guerilla Marketers II. Tools for Advertisers11. Social Ads12. Localization Opportunities13. Integrated Opportunities14. Beacon15. Polls16. Facebook Platform Ad Networks17. Facebook Platform Application Sponsorships18. Sponsored Facebook Groups> Recommended Strategies for AdvertisersIII. Tools for Application Developers19. Profile Box20. Application Tabs21. Application Info Sections22. Designing Feed Stories23. Feeds 2.024. Feed Publisher25. Requests / Invitations26. Facebook Notifications27. Email Notifications28. Application Directory29. JavaScript API30. Coming Soon: Translations31. Coming Soon: Facebook Connect32. Analytics Tools33. Search Engine Optimization> Poll: Which viral channels do Facebook users hate most about apps? > Recommended Strategies for Application Developers ConclusionI. Tools for Guerilla MarketersFor the aggressive guerilla marketer, Facebook offers a bevy of viral channels to get the word out to your friends and creatively reach your target audience. The best part about these guerilla tactics is their cost: free. Everyone on Facebook can use these strategies to recruit and to evangelize their causes.Strategy: If you build it, will they come?Marketers often wonder whether it makes sense to attempt to build their ownsocial network around their product, company, brand or service. Some hire development shops to build a custom web site, others use white label products,and still others use hosted services like Ning. The problem with this approach, however, is that it’s extremely expensive to bring a significant enough number of users onto your own service to make it worth the expense (which can often run inthe tens of thousands of dollars). In most cases, it makes much more sense tocraft your strategies targeting the social networks in which people already “live” online—once someone builds their profile and friend list on a popular platform like Facebook, it’s awfully hard to get them to move.1. Profile PageThe starting point for your presence on Facebook is your profile page. Your profile page is basically a landing page that you design in order to convert your friends to engage with certain parts of your identity.Not only is your profile the page that you have the most control over, it’s the place where you can most deeply and authentically express your passion for the brand, company, or product you want to promote. Your profile page is an opportunity to craft a credible real-world story around the reasons your products or services are sovaluable. Take advantage of Personal Info,Work Info, Photos, and applications to tellbits and pieces of your narrative as it relatesto your brand. If you’re not buying your ownstuff, why should anyone else?If you don’t want to associate your personalidentity with the product or service you’retrying to promote, Facebook is not for you.Inherent in the current state of Facebook is aculture of transparency that devalues andignores inauthenticity. If you’re afraid toshow the real people behind your campaign,that’s okay–-but save your time and moneyand go somewhere beside Facebook.Finally, most people don’t realize howmany page views profile pages receive. Oneof the most common habits of Facebook usersis browsing the profile pages of friends andstalking the profile pages of people they wantto learn more about. By connecting tohundreds of partners, customers, associates,and friends on Facebook, you’ll drive a TON of traffic to your profile page. Take advantage of that huge opportunity.2. Facebook GroupsGroups are oldest and simplest way to build community around your brand or company on Facebook. By starting a group, you create a central place for customers, partners, and friends to participate in conversations around your brand. Facebook groups come with boards for posting discussion topics, photos, videos, and links right out of the box. You can also easily send news and updates to your group members asoften as you like - messages arrive in their Facebook Inbox. And the best part about Groups is you can create as many as you like for free.Groups are one of the simplest ways to do viral marketing on Facebook. Once members have joined your group, they can easily invite their friends to join the group via abuilt-in Invite feature. If your members are excited about your group, it can grow really quickly. (The group 1,000,000 Strong for Stephen Colbert grew from zero to one million members in 9 days!) Additionally, your group name will usually appear on your members’ personal profile pages until they leave the group. Many people view groups as “Bumper Stickers” for their profile page in this regard. Because profile pages are highly trafficked, these links can generate a lot of clicks to your group page.Of course, groups do have their problems. First and foremost, Facebook removes your ability to blast messages to your group once it surpasses a certain size. While Facebook is working on removing this limit, group owners are still currently experiencing this restriction at 1000-1500 members. However, Facebook has said publicly that this limit will go away soon. Second, if your group becomes popular, it can become a target for spammers. If you want to keep your group clean, be prepared to spend time deleting spam wall posts and reporting users that spam your group to Facebook. This can take a lot of time. Finally, while Groups do offer a reasonably robust feature set with no setup, you’re not able to extend their functionality with Facebook applications. In order to use those, you’ll need to get a Facebook Page.Strategy: What about spamming existing Groups?Many marketers choose to post links in existing Facebook Groups to their own Facebook Group or website. While this tactic may work on a small scale, Facebook’s automated systems will shut down accounts that post links in many groups. A better approach would be to approach existing group owners and ask toset up a reciprocal link exchange between your groups, just as you would on the open web.3. Facebook PagesPages were launched by Facebook in November2007 as a way for businesses of many types toeasily establish a brand presence on Facebook.Pages are a lot like groups, with some importantdifferences:•Pages are more customizable thangroups. You can add content or evenFacebook applications to your pages to extend their functionality and the depth of experience users can have with your brand.•Pages get more prominent “Bumper Stickers” real estate than groups on the profile pages of your fans.•There is no limitation to the number of fans in your group that you can message. This means Pages can be an effective way to communicate with large numbers of Facebook users who are fans of your Page.•“Fans” who join your group are NOT able to invite their friends to be fans of your Page. Fans must either “Share” your page with their friends, or theirfriends must observe that they “are a fan” of your Page either via their profile page or News Feed.•You can view demographic information on who your fans are. Facebook enables you to export breakdowns by age and gender in Excel format. •Facebook has taken an active role in cracking down on Pages not created by authorized agents.In March of 2008, Facebook launched an upgrade to Pages that will be welcome news to businesses and marketers. It’s now easy to add custom Flash or HTML (FBML) to your Facebook Page. In order to add Flash and FBML capabilities to your Page, install the “Flash Player” or “Static FBML” apps. Adding the Flash Player will allow you to upload your own Flash files to your page, while adding the Static FBML app will allow you to enter your own HTML. This will allow Pages to provide much more customized experiences.In addition, Facebook added a Legal Drinking Age setting to Pages. If you operate a page related to alcohol products or bars, you can now meet legal drinking age requirements by editing your settings to only allow your page to be fully accessible by those over the legal drinking age where they live.Finally, Facebook added the Photos and Videos modules to Pages so that Page owners can allow fans to upload photos and videos.Pages are a good option for small or local businesses that want to establish a presence on Facebook. Like groups, they’re another free and easy way to do viral marketing.Pages will become an increasingly important marketing vehicle on Facebook over time - especially as the volume of fan-endorsed Social Ads continues to grow.Strategy: Groups and Pages are very similar. Which makes more sense?This is a hard question, and the answer depends on the goals of your campaign. If your campaign depends heavily on regular communication with large numbers of people, Pages are definitely your best option. Facebook is going to continue tobuild out Pages functionality for brand owners. By contrast, if your goal is to maximize the number of people that come in contact with your brand, but communicating with them over time is less important, the viral invitation featureof Groups allows them to potentially grow much faster. You’ll just need to be creative in giving your group members a reason to invite their friends.Strategy: I’ve just created a page. How do I promote it?Once you’ve created a page, there are a few things that you can do to grow your “fan base” within Facebook:1)Share/Post your page on your Facebook profile. This will convert morefriends and profile visitors to visit the Page.2)Create Events within your page. When fans RSVP, their friends will see thenews in their News Feeds.3)Post messages in related Groups. Use Facebook’s search function to postmessages in related groups about the existence of your page. If you don’tfeel comfortable “spamming” these groups with unsolicited Wall posts, trymessaging the group admins and officers to ask their permission to promoteyour page within their group. They may even be willing to promote yourpage for you.4)Email the Page URL to your mailing lists and invite contacts to becomeFacebook “Fans” of your page.5)Buy Social Ads to promote your page. Facebook is hoping to promote Pagesmore by integrating Page traffic stats into its Social Ads advertising service.Also, remember that whenever someone becomes a fan of your Page, that news appears in their Mini Feed and their friends’ News Feeds.In the Spring of 2008, Facebook began offering a Group > Page conversion tool. Essentially, if you’re the owner of a Facebook Group and want to convert the members of that group into “Fans” of your Facebook Page instead, you can fill out a request and Facebook will perform the migration for you automatically if your request meets its criteria. According to Facebook:If you have a group that fits into one of the categories offered for Pages andyou are the official representative of that artist, business, or brand, we canhelp you convert your group into a Page. Please fill out your request byproviding us with the URL to your current group and the URL to the Page youhave created that you would like your group members and group contenttransferred to.Brand owners that originally created groups that have grown too large to manage effectively should consider migrating their groups to pages.Facebook Issues Guidelines for Promoting Pages Outside FacebookWhile Facebook uses Social Ads and the News Feed to help brands promote Pages within Facebook, the task of promoting Pages outside Facebook is largely left tothe brand owner. In order to help marketers clearly promote Pages without causing Facebook brand confusion, Facebook has released the following Pages marketingguidelines:1) Use or reference to the Facebook brand should not imply partnership,endorsement or sponsorship unless approved by Facebook Brand Marketing.* Example Do: “Find us on Facebook to discover more about…”* Example Don’t: Don’t: “Company X partners with Facebook in socialadvertising campaign”2) Do not use icons, visuals, logos, etc. taken from the Facebook site. Instead,use the Facebook Page Badge or Facebook Page Screenshots.3) A registered trademark symbol ® must be included in all print / onlinedisplays of logo or wordmark that reference the Facebook brand.4) When advertisers request use of Facebook brand features, they may or maynot require a Trademark License Agreement from the Facebook Legal team.In other words, Facebook is trying to prevent marketers from incorrectly implying special partnership or affiliation with Facebook to strengthen their own brand. For more information and details on Facebook’s Page marketing do’s and don’ts, check out the Pages Promotional Guidelines page.4. Facebook EventsFacebook Events is a free application developed by Facebook that anyone can use to promote marketing events, sponsored parties, or even product launches, transactions, or company milestones.When you create an event, it gets a fully-featured page, much like a group, that includes a wall, discussion, photos, videos, and links. You can invite all of yourfriends to the event; friends you invite will receive a special notification requesting their RSVP. You can also add administrators to the event, who can also invite all of their friends.Facebook Events makes it easy to get the word out to hundreds of people, manage your guest list, and build community around your upcoming event.5. Facebook Notes and PhotosNotes and Photos are two Facebook applications that allow you to share blog posts and pictures with your friends. You can use these features to post content about your brand, but be careful to always do it authentically - don’t be spammy. If your photo albums are all company logos, for example, you’ll lose a lot of credibility.One feature that often goes overlooked within Facebook Notes and Photos is “tagging.” When you publish a note or post a photo, Facebook allows you to “tag” that note or photo with the names of your friends who are “included” in it. When you “tag” a friend in your photo or note, he/she gets a special notification. However, you don’t have to use “tagging” only to tag people that are actually “included” in the note or photo–you can also use it to selectively choose certain people whose attention you want to bring to the content you’ve created. When they view your note or photo, they’ll see the other people you tagged in it - so make sure it’s a group of people they’d be complimented to be included in.6. Facebook MessagesThe rise of Facebook Messages as a popular alternative to email has confused many “old” people. Nevertheless, Messages can be a powerful vehicle for targeted marketing on Facebook.Messages are like email, except a lot less fully featured - Facebook offers no way to search, sort, filter, categorize, or star messages. While Facebook’s default privacy settings prevent you from seeing the full profile page of most Facebook users, Facebook allows you to send messages to users you have no connection with.However, Facebook has invested heavily in message spam prevention. If you use your Facebook account to message users you have no connection with in high volume, Facebook’s automated systems will shut down your account. While they do offer a direct line to a hard to find sales lead or potential job candidate, it is not smart to try to spam people using Facebook messages.7. Facebook MarketplaceMarketplace is Facebook’s classifieds listing service. You can post a for-sale ad or wanted ad in any of your networks for free. However, if you want to post your ad in multiple networks, you have to pay $1 per network per listing.Like with messages, spamming up the Marketplace will get your account deleted and your ads removed. It’s most likely not worth your time to try to evade their systems.Unlike other Facebook-developed applications, Marketplace does not get as heavily used. Many Marketplace ads only yield a few leads. However, unlike Craigslist, which is anonymous, all Marketplace responses are tied to real Facebook accounts. When you receive a response to your Marketplace listing, you can see the respondent’s profile page even if they’re not your friend.8. Facebook Share / Posted ItemsFacebook Share is a Facebook application that lets you promote any Group, Event, Photo, Link, or Application you come across by a) giving it real estate in your “Posted Items” list on your profile page, or b) sending it directly to your friends’ Inbox.By posting it on your profile page, you can direct some clicks to the shared item. However, while this is an effective promotional tactic, it’s not as targeted as sending it directly to friends’ Inboxes. Those messages are more likely to convert into valuable clicks.9. Facebook NetworksFacebook Networks are like group pages for everyone who’s a member of an Educational, Work, or Geographical network. While no Facebook members “own” any pieces of network pages, network pages offer 1) another way for users to discover events, posted items, and marketplace listings, and 2) discussion forums and walls which any members can post to.Network pages are probably the most commonly accepted places to spam in Facebook. While you can post there, keep in mind that your messages may be considered spammy even if they’re real and relevant.10. Mini Feed and News FeedWhile all the channels I’ve described above are useful for grassroots marketing on Facebook, the wind that blows your marketing seeds is Facebook’s News Feed. While you’re not able to publish directly to the feeds (unless you’re willing to pay or build an application), Facebook’s Mini Feed and News Feed archive your users’engagement with your brand and syndicate it to their friends, networks, and beyond, amplifying the reach of your campaign by orders of magnitude.When Facebook users join your group, RSVP to your event, become fans of your page, share your photos, or further engage with your brand in any of these channels, Facebook automatically adds a feed item to their Mini Feed. That feed item exists for all to see, and is often in a prominent location on Facebook profile pages. Facebook’s News Feed, which occupies most of the Facebook login landing page, then amalgamates each user’s friends’ Mini Feeds into one unified stream of “recent news”. It’s possible that one Mini Feed item generated by a Facebook user could be seen in hundreds of their friends’ News Feeds.The News Feed has revolutionized the way information is shared between friends on Facebook. This can mean great things for your campaign and your brand. In fact, a new marketing field I’ve called “News Feed Optimization” is emerging – for more information, see the “Tools for Application Developers” section below.Recommended Strategies for Guerilla MarketersMarketing on Facebook is really all about the News Feed. Getting prominence in Facebook users’ News Feeds allows your brand to spread more rapidly and powerfully than has ever before been possible on the social web.The simplest way to get started on Facebook and get News Feed distribution is:1)Start a profile page. (You have probably already done this.)2)Build your network. Import all your email contacts and add all of your friendsas appropriate.3)Start a group. (If you’re marketing a brand, skip groups and create a page.) Besure to make your group/page available to all of Facebook, not just yourschool, regional, or work network.4)Invite all your Facebook friends that it would be appropriate to invite to joinyour group/page.5)Ask all your group/page members to invite the 10 friends that they thinkwould be most interested in the group/page.6)Create regular events within the group/page.7)Message your group/page members regularly.Every time a Facebook member joins a page/group, posts to it, or RSVPs to your events, their friends will come into contact with your brand via the Mini and News Feed. Thousands of Facebook users could touch your brand within a matter of days. (Of course, you’ll need to mix in a healthy amount of link posting to keep everyone engaged.)If you want to add more robust application functionality or advertise your group, you should instead start off with (or switch to) Pages, since Pages is the product Facebook will add increasing support to for brand owners going forward.II. Tools for AdvertisersFor marketers with a budget, Facebook offers both integrated and self-serve solutions to reach broader slices of the Facebook audience. Depending on your budget, you can get started as an advertiser on Facebook with as little as a few dollars for a short-run flyer or as much as several hundred thousand dollars for a customized “sponsored group” destination inside Facebook.11. Social AdsSocial Ads replaced Facebook Flyers in November 2007 at thesame time Facebook launched Pages. With Social Ads,Facebook offers advertisers the option to pay on a CPC orCPM basis, whichever they prefer. Social Ads offers verypowerful targeting capabilities: when you create your ad,you have the option to limit who sees your ad by age, sex,location, keywords, education level, workplaces, politicalviews, and relationship status. Social Ads is the best way to drive traffic to your Facebook Page.Social Ads is completely self-serve and provides real time feedback on the size of your target audience and the suggested bid range to achieve impressions. While Facebook doesn’t guarantee your budget will be reached, I can’t imagine they’re anywhere close to filling their inventory.Social Ads also offers placements in the News Feed, and these units get much better click through. You can also target Social Ads to friends of users who have recently engaged with your brand via your Facebook Page or Facebook Beacon (for more details on Beacon, see below). These units convert at a much better rate.12. Localization OpportunitiesWhile most of Facebook’s users speak English, a growing number speak many of the world’s languages. Starting in the spring of 2008, Facebook launched versions of the site in Spanish, French, and German, allowing users to experience Facebook completely in their local language. As of May 2008, there are ongoing translation projects in on in Français, Deutsch, Español, Català, Čeština, Dansk, Euskara, Galego, Italiano, , Magyar, Norsk, , Nederlands, Polski, Português do Brasil, Română, Русский, Slovenščina, Suomi, Svenska, , Türkçe, (简 , and(Advertisers can now consider localized versions of your campaigns targeted to Facebook users in specific countries. For a list of Facebook users by country, see the “Translations” section in Tools for Application Developers below.13. Integrated OpportunitiesIf you represent a large account, Facebook has partnered with Microsoft to serve advertisers with higher campaign budgets (above around $50,000). Just contact Facebook, and a sales rep will work with you to explore more integrated advertising opportunities than are available via the self-serve Social Ads service.14. BeaconBeacon is Facebook’s new program (launched in November 2007) that allows partners to send Facebook information about the activities Facebook users do on partnerwebsites, in order to be published inside Facebook via the Mini Feed and News Feed. For example, Amazon might use Beacon to send a feed item to Facebook about a book you just bought.Initially, Beacon launched as an opt-out program that required users to explicitly prevent their Beacon feed items from being distributed to their friends on Facebook. However, after complaints by privacy advocates, Facebook modified Beacon to become an opt-in program. While the potential for Beacon to increase the flow of information valuable to marketers within Facebook is tremendous, it largely remains untested.Strategy: Should I try Beacon?Many large advertisers backed away from Beacon after it first launched due to concerns about consumer response. Now, however, Facebook’s Beacon implementation is actually quite conservative—users must explicitly approve youroff-site Feed Items before they get News Feed distribution. Beacon’s potential is immense—sharing your users’ activity on your website with their Facebook friendsis a marketer’s dream—if done appropriately. If your website serves large volumesof users, integrating Beacon could be a powerful way to extend your brand within Facebook.15. PollsPolls offer an easy way for marketers toquickly conduct research within their targetedaudience. Results are streamed in real time to a dashboard that allows marketers to break down results by gender and age. Based on your targeting preferences, you can get hundreds of responses within an hour. Everyone should give Polls a try to see how easy it is to conduct market research on Facebook.16. Facebook Platform Ad NetworksWhen Facebook launched the Facebook Platform in May 2007, they also made a promise to allow application developers to monetize their applications however they like and keep 100% of the revenue. This market green-field led to the birth of a new niche of ad networks dedicated to serving the inventory created by Facebook Platform applications.While the quality of these networks can be inconsistent, together they offer an important way to reach the Facebook audience often engaged in a particular vertical. Inventory is sold on a CPM, CPC, CPA, and CPI (cost per installation of YOUR application) basis. Leading firms include SocialMedia (), Buddy Media (), (disclosure: SocialMedia and Buddy Media are sponsors of the InsideFacebook blog), RockYou (), Lookery (), Cubics (), and others.What eCPMs do apps charge? Data from Facebook application developersEvery ad network is different (and so is every app). Some can fill different types of creative, and others can fill different user segments. For example, VideoEgg has a unique high performing unit, but can only fill a small amount of inventory, while Lookery has an open offer promising guaranteed rates for all European traffic.。