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Facebook best practice guide

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Best Practice GuideMarketing on Facebook
  • Best Practice GuideBest Practice GuideMarketing on Facebook 1
  • IntroductionThe Facebook ecosystemFive guiding principles Build a strategy that is social by design Create an authentic brand voice Make it interactive Nurture your relationships Keep learningFacebook by objective Foster product development and innovation Generate awareness Drive preference and differentiation Increase traffic and sales Build loyalty and deepen relationships Amplify recommendation and word of mouth Gain insightsHelpful Resources 2
  • Best Practice GuideIntroductionAt Facebook, everything we do is about making the worldmore open and connected. This has a profound impact on theway people communicate and interact. We are continuallydeveloping authentic ways for people to connect with oneanother as well as with the businesses, brands and institutionsthey care about, both on Facebook and across the web.Facebook allows marketers to stay connected with peoplethroughout their day whether they are on their computers ormobile devices, at home or at work, watching TV or shoppingwith friends. This allows businesses to create rich socialexperiences, build lasting relationships and amplify the mostpowerful type of marketing word of mouth.Connecting with people is just the beginning. In the pagesthat follow, you will find best practices for reaching yourbusinesses objectives on Facebook. 3
  • Best Practice Guide The Facebook ecosystem1 Build 3 Amplify The first step is building your presence with a Facebook Every time someone interacts with your business, that action Page. Pages allow you to create an identity for your business in gets published into the News Feed, creating word of mouth. the social graph - the map of the connections among These organic stories are extremely effective at getting people and the things they care about. If you others to engage and take action, and can be have physical store locations, link your Page IN SI shared with a much larger number of potential with a Place. 1 BUILD G and current customers by using HT S Facebook Ads and Sponsored You can use Social Plugins, the Stories. Facebook Ads include the names Graph API and Apps on Facebook of friends who have already connected to to create social experiences involving your business. Sponsored Stories enable your products and online properties you to increase the distribution of News 2E 3 that are engaging and personalized. Feed stories about your business. NG AM AG PL FY E2 Engage Together, these tools give you the TS I GH I NS Creating these Facebook touch points I effectiveness of earned media, at the allows you to start building your fan base scale and predictability of paid media. Every and engaging with your customers. campaign you run has a lasting impact via the Facebook Like Ads are the quickest way to relationships you build along the way. This is the new acquire fans. Publishing and engaging in conversations word of mouth and research has shown its twice as effective with your fans will allow you to deepen relationships and gain at driving results. valuable insights. 4
  • Best Practice GuideFive guiding principles1 Social should be baked into everything you do, Facebook should be integrated with your Build a strategy that not added at the end of a campaign or done on broader marketing efforts and part of how you is social by design the side reach your business objectives2 Create an authentic People on Facebook are clear and open about who they are - be the same by providing Facebook is an ideal place to bring your brand personality to life through an authentic and brand voice straightforward information about your business consistent voice3 People spend time on Facebook communicating Think about the aspects of your brand that are Make it interactive and sharing with others, so always engage in inherently social and create content that people two-way conversations will be excited to pass along4 Just like in the real world, building relationships Keep content fresh and easy to consume, use Nurture your with people on Facebook takes time and ads to stay in touch, and reward people for their relationships requires a long-term investment loyalty through Deals and promotions5 Facebook allows you to get feedback from Use reporting tools to learn about your fans Keep learning people in real time, giving you the ability to and the content and products they find most iterate on the fly interesting 5
  • Best Practice GuideFacebook by ObjectiveFoster product development and innovationGenerate awarenessDrive preference and differentiationIncrease traffic and salesBuild loyalty and deepen relationshipsAmplify recommendation and word of mouthGain insights 6
  • Best Practice Guide > Facebook by Objective Foster product development and innovation By combining OnStars virtual advisor in-car telematics service with Facebooks Graphs API at the end of 2010, Facebook allows you to learn about your target audience and to understand their interests and General Motors was the firstgenerate awareness
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