| Introduction |
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xvii | |
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Chapter 1 Welcome to the Post-Social Era |
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1 | (24) |
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The Humble Beginnings of Social Marketing |
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2 | (1) |
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3 | (1) |
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Emergence of the World Wide Web |
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4 | (1) |
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Search and the Decline of Banner Ads |
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5 | (1) |
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The Rise of Google and Click-Through Ads |
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6 | (1) |
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The Emergence of Social Networks |
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7 | (3) |
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10 | (2) |
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The Social Media Revolution Takes Over |
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12 | (2) |
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14 | (2) |
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Novelty Gone in the Post-Social Era |
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16 | (1) |
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Ubiquitous Social Context |
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16 | (1) |
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Curated Social Experiences |
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17 | (1) |
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Evolving Social Etiquette and Expectations |
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18 | (1) |
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19 | (1) |
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Dramatically Increasing Business/Marketing Investment |
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20 | (2) |
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Democratization of Community Management |
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22 | (2) |
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Immature Yet Critically Important Legal Frameworks |
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24 | (1) |
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24 | (1) |
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Chapter 2 Understanding Social Media and Facebook |
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25 | (26) |
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Social Networks, Social Media, and the Social Graph Defined |
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26 | (1) |
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The Social Landscape 2012 |
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27 | (4) |
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Seven (Plus Two) Truths of Social Networks |
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31 | (4) |
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Facebook, the Evolving Organism |
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35 | (2) |
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37 | (1) |
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37 | (1) |
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38 | (2) |
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40 | (3) |
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43 | (3) |
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What You Want: Viral Marketing |
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46 | (2) |
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Other Opportunities in Social Networking |
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48 | (3) |
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Chapter 3 Marketing and Business Success on Facebook |
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51 | (20) |
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Right-Brain vs. Left-Brain Thinking |
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52 | (2) |
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Overview of Social Marketing Metrics |
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54 | (2) |
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Marketing Metrics and Your Organization |
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56 | (1) |
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Defining Your Facebook Presence |
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56 | (1) |
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Understanding Who Your Customers Are |
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57 | (1) |
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Mapping Customer Needs to Effective Tactics |
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58 | (2) |
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Your Social Media "Product" |
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60 | (1) |
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What You'll Get in Return: The Hard and Soft Benefits of Social Media |
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61 | (2) |
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Specific Applications of Facebook Marketing |
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63 | (3) |
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66 | (1) |
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67 | (1) |
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67 | (1) |
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68 | (1) |
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68 | (1) |
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68 | (1) |
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Revise: Set Up Campaign, Take Two |
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69 | (2) |
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Chapter 4 Month 1: Create the Plan and Get Started |
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71 | (32) |
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Week 1 Lay the Groundwork |
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72 | (7) |
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Monday: Set Project Goals |
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72 | (1) |
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Tuesday: Analyze Stakeholder Needs |
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73 | (1) |
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Wednesday: Analyze Customer Needs |
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74 | (2) |
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Thursday: Determine Work Roles |
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76 | (1) |
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Friday: Set or Review Social Media Policy |
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77 | (2) |
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Week 2 Draft and Present the Plan |
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79 | (6) |
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Monday: Research Best Practices and Success Stories |
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80 | (1) |
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Tuesday: Assess the Social Media Activity of Competitors |
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81 | (1) |
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Wednesday: Assign Metrics |
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82 | (2) |
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Thursday: Set Reporting Strategy |
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84 | (1) |
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84 | (1) |
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Week 3 Establish a Presence with the Facebook Profile and Friends |
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85 | (12) |
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Monday/Tuesday: Learn about Data in the Facebook Profile and Security Settings |
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86 | (3) |
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Wednesday: Decide How You'll Use Your Facebook Profile |
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89 | (2) |
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Thursday: Set Up Your Profile and Make Friends for a Consumer Campaign |
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91 | (4) |
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Friday: Repurpose a Profile for Business |
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95 | (2) |
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Week 4 Use Basic Facebook Features to Promote Yourself |
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97 | (6) |
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Monday: Post Status Updates |
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97 | (3) |
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Tuesday/Wednesday: Share Links, Events, Photos, and Videos |
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100 | (1) |
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Thursday: Install Third-Party Apps |
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101 | (1) |
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Friday: Understand Other Aspects of the Facebook Platform |
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101 | (2) |
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Chapter 5 Month 2: Establish Your Corporate Presence with Pages |
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103 | (34) |
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Week 1 Research Pages, and Set Up Your Own |
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104 | (11) |
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Monday: Observe a Successful Facebook Fan Page |
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104 | (4) |
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Tuesday: Become a Fan of Successful Fan Pages |
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108 | (1) |
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Wednesday: Complete the Fan Page Checklist |
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109 | (1) |
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Thursday: Set Up Your Page |
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110 | (4) |
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Friday: Add Design Elements |
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114 | (1) |
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Week 2 Determine Your Content Strategy |
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115 | (5) |
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Monday: Develop a "Product Strategy" for Content |
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115 | (1) |
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Tuesday: Talk with Colleagues about the Use/Reuse of Content |
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116 | (1) |
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Wednesday: Set Editorial Policy for Content |
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117 | (2) |
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Thursday/Friday: Perform Your Content Audit |
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119 | (1) |
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Week 3 Add and Experiment with Content |
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120 | (6) |
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Monday: Publish Content to the Wall |
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120 | (1) |
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Tuesday: Correct an Erroneous or Embarrassing Post |
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121 | (1) |
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Wednesday: Post Videos and Photos |
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121 | (1) |
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Thursday: Experiment with Content |
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122 | (1) |
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Friday: Fill Your Presence with Content and People |
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123 | (3) |
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Week 4 Promote and Engage |
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126 | (6) |
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Monday: Promote on Facebook and the Web |
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126 | (2) |
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128 | (1) |
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Wednesday: Follow Engagement Best Practices |
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129 | (1) |
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Thursday: Build Your Page Culture |
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130 | (1) |
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130 | (2) |
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Week 5 Monitor and Modify the Plan |
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132 | (5) |
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Monday/Tuesday: Reassess Your Progress |
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132 | (1) |
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Wednesday: Get Help Where You Need It |
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133 | (2) |
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Thursday/Friday: Produce the First Reports and Analysis on Your Progress |
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135 | (2) |
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Chapter 6 Month 3: Create Demand with Facebook Advertising |
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137 | (40) |
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Week 1 Learn the Basics of Facebook Advertising |
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138 | (11) |
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Monday: Review Opportunities in Facebook Advertising |
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138 | (2) |
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Tuesday: Choose Success Metrics |
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140 | (2) |
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Wednesday/Thursday/Friday: Create Your First Ads |
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142 | (7) |
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Week 2 Build the Dashboard and Collect Data |
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149 | (5) |
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Monday: Know What Data Can Tell You |
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149 | (1) |
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Tuesday: Make Final Decisions about Your Data Reporting Cadence |
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150 | (1) |
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Wednesday: Set Up and Populate the Dashboard |
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151 | (1) |
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Thursday: Understand Moving Averages |
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152 | (2) |
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Friday: Back Up Your Dashboard |
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154 | (1) |
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Week 3 Refine Your Campaign Using A/B and Multivariate Testing |
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154 | (13) |
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Monday: Learn the Basics of A/B and Multivariate Testing |
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155 | (1) |
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Tuesday: Understand the Basics of Great Ad Copy |
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156 | (5) |
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Wednesday: Create Ad Variations |
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161 | (1) |
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Thursday: Judge Ad Performance |
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162 | (4) |
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Friday: Educate Stakeholders on the Process |
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166 | (1) |
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Week 4 Analyze and Adjust the Campaign |
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167 | (10) |
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Monday: Perform Basic Analysis of a Campaign |
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167 | (1) |
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Tuesday: Recalibrate Advertising |
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168 | (2) |
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Wednesday: Review and Spice Up Your Dashboar |
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170 | (1) |
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Thursday: Analyze Your Numbers Further with Moving Averages |
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170 | (3) |
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Friday: Review Your Work with Advertising and Start Anew |
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173 | (4) |
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Chapter 7 Beyond Pages: Groups, Apps, Social Plugins, and Mobile |
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177 | (26) |
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178 | (1) |
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179 | (1) |
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180 | (2) |
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182 | (2) |
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184 | (1) |
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185 | (5) |
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190 | (2) |
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192 | (2) |
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194 | (1) |
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Manage a Development Project |
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195 | (5) |
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200 | (1) |
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The Future: Applications on Mobile Devices |
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200 | (2) |
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Facebook Mobile for Business |
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202 | (1) |
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Chapter 8 The Analytics of Facebook |
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203 | (28) |
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Keep Score with Metrics and Monitoring |
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204 | (1) |
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Measure Your Facebook Marketing with Insights |
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205 | (1) |
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206 | (6) |
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212 | (1) |
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Insights for App Developers |
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213 | (1) |
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The Importance of Derivative Statistics |
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214 | (1) |
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Advanced Statistical Analysis |
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215 | (11) |
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When the Standard Facebook Experience Isn't Quite Enough: Landing Pages |
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226 | (1) |
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Conduct Tests for Greater Results |
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227 | (4) |
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Chapter 9 Addressing Common Marketing Problems |
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231 | (24) |
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My Fan Page Won't Grow, and My Fans Can't See My Content |
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232 | (4) |
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Creating Appropriate Content for International Audiences |
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236 | (5) |
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Managing Negative Comments and Feedback |
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241 | (2) |
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Can't Measure, Determine ROI, or Understand Metrics |
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243 | (2) |
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Reach Business Customers on Facebook |
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245 | (1) |
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Seven Keys to Successful B2B Marketing on Facebook |
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246 | (2) |
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Migrate Fans from One Page to Another |
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248 | (1) |
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Moving Forward with the Migration |
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249 | (2) |
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Converting Places and Profiles to Pages and Combining Them |
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251 | (1) |
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Low Response Rates for Facebook Advertising |
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251 | (4) |
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Chapter 10 Unique Facebook Marketing Scenarios |
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255 | (22) |
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Businesses Appealing to Tourists |
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256 | (3) |
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259 | (5) |
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264 | (4) |
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268 | (4) |
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272 | (2) |
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274 | (3) |
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Chapter 11 Facebook in the Future |
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277 | (32) |
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Question 1 Walled Garden? |
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278 | (2) |
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280 | (3) |
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Question 3 Personal Data? |
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283 | (3) |
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Question 4 Facebook Pages? |
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286 | (3) |
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289 | (1) |
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290 | (1) |
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Question 7 Facebook Mobile? |
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290 | (2) |
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Question 8 Businesses on Facebook? |
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292 | (2) |
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Question 9 Third-Party Apps? |
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294 | (2) |
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296 | (1) |
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Question 11 How to Stay #1? |
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297 | (2) |
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Question 12 Coming Trends? |
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299 | (2) |
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Question 13 Biggest Threat? |
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301 | (3) |
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Perry Marshall's Crystal Ball for Facebook and Social Media |
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304 | (1) |
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305 | (4) |
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Appendix A Recommended Resources |
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309 | (4) |
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People, Blogs, and Businesses to Follow |
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310 | (1) |
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Facebook Page Template, Design, and App Providers |
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311 | (1) |
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Advanced Facebook Marketing Solutions |
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311 | (1) |
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Facebook Contest and Promotion App Providers |
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311 | (1) |
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Facebook Analytics Service Providers |
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311 | (1) |
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311 | (2) |
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Appendix B Roles and Responsibilities |
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313 | (6) |
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314 | (1) |
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315 | (1) |
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316 | (1) |
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Get Help from a Vendor or Consultant |
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316 | (3) |
| Glossary |
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319 | (8) |
| Index |
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327 | |
Biežāk uzdotie jautājumi par e-grāmatām