The Facebook guide to small business marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Indianapolis, Ind.
Wiley
2013
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIV, 260 S. Ill. |
| ISBN: | 9780470875209 |
Internformat
MARC
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| 245 | 1 | 0 | |a The Facebook guide to small business marketing |c by Ramon Ray |
| 264 | 1 | |a Indianapolis, Ind. |b Wiley |c 2013 | |
| 300 | |a XXIV, 260 S. |b Ill. | ||
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Datensatz im Suchindex
| _version_ | 1804150102099492864 |
|---|---|
| adam_text | Titel: The Facebook guide to small business marketing
Autor: Ray, Ramon
Jahr: 2013
contents
Acknowledgments...............xiii
Choosing a Page Design Tool...............30
Introduction........................xxiii other options................................32
Selecting a design.........................32
Chapter 1 Adding promotions.......................32
Learning Facebook Basics.......1 Establishing a Facebook
___................ connection..................................32
The Power of Social in Social Media.....2 Best Practices in Design and
Content Is King and Customer
Engagement Is Queen..........................3 Take the easy Path: Use a
What Is Facebook?..................................5
Why are individuals using
Facebook?.....................................5
Why are small businesses using
Facebook?.....................................5
Page design tool.........................33
Use simple and expressive
visuals .......................................33
Get creative with profile image
and photos.................................33
Profile photo........................33
____________________________________ Cover photo.........................33
Chapter 2 Inject your personality..................34
Designing a Business Page.....9 Follow Facebook guidelines..........36
Engage, don t educate...................36
Refresh often................................36
Case Study: It s a Perfect Day...............37
Facebook Business Pages versus Refresh often 36
Traditional Websites..........................10
Facebook Redesigns............................11
Designing Your Basic Facebook Page.....14 __
Creating a Facebook login.............14 Chapter 3
Creating a business Page..............1 5 Drawing More People to
Customizing Page content.............16 Your Page............................. 39
Profile picture......................1 7 -----------------------------------------------------.....••¦-.....
Business information............19 Creating Contests, Polls, and
.. . -,n Questions..........................................40
Timeline posts.....................20
, -,-, Contests.......................................40
Cover photo.........................22
. .,, Polls..............................................42
Views and apps....................23
. . . .. . Questions.....................................46
Applying Page settings and
adding admins............................26
Publishing your Page.....................29
contents
Acknowledgments...............xiii
Choosing a Page Design Tool...............30
Introduction........................xxiii other options................................32
Selecting a design.........................32
Chapter 1 Adding promotions.......................32
Learning Facebook Basics.......1 Establishing a Facebook
connection..................................32
The Power of Social in Social Media.....2 Best Practices in Design and
Content.............................................33
Content Is King and Customer
Engagement Is Queen..........................3 Take the easy path: Use a
Page design tool.........................33
What Is Facebook?..................................5 Use simple and expressive
Why are individuals using visuals .......................................33
Facebook?.....................................5
Get creative with profile image
Why are small businesses using and photos.................................33
Facebook?.....................................5
Profile photo........................33
Cover photo.........................33
Chapter 2 Inject your personality..................34
Designing a Business Page.....9 Follow Facebook guidelines..........36
Engage, don t educate...................36
Facebook Business Pages versus Refresh often 36
Traditional Websites..........................10
Case Study: It s a Perfect Day...............37
Facebook Redesigns............................11
Designing Your Basic Facebook Page.....14
Creating a Facebook login.............14 Chapter 3
Creating a business Page..............15 Drawing More People to
Customizing Page content.............16 Your Page.............................39
Profile picture......................17
Business information............19 Creating Contests, Polls, and
Questions..........................................40
Timeline posts.....................20
Contests.......................................40
Cover photo.........................22
Polls..............................................42
Views and apps....................23
Questions.....................................46
Applying Page settings and
adding admins............................26
Publishing your Page.....................29
Additional Ways to Drive More Reviewing Your Facebook Page
Facebook Visits.................................46 Analytics...........................................77
Include a link to Facebook in The Facebook algorithm................77
your business material................47 Insights.........................................78
Make your Page name simple........48 other analytic solutions................81
Tag people....................................50 Hootsuite Pro.......................82
Participate in forums.....................51 Crowdbooster......................82
Encourage fans.............................51 PageLever ...........................82
Make it easy for folks to share .....52 Postling................................82
Using Croups.......................................52 Google Analytics..................83
How are Pages different from Webtrends Social..................83
groups?......................................52
Radian6................................84
How do I set up a group?..............53
Adobe Social........................84
How do people join my group?......58
How do I poll a group?..................51
How do I find a specific post in
a group?.....................................58
Advertising on Facebook.....................84
Identifying your goals...................86
Defining your target customer......87
Creating your advertisement.........87
How do 1 delete a group?..............59
Step one: Design your ad.....88
Managing Backlash..............................59
Step two: Use Sponsored
Do not be overly insistent on
your point of view......................60
Stories...............................89
Do not delete comments...............60 Step three: Select your
audience............................90
Consider judgment in using
planted posts..............................61
Step four: Name your
campaign and set your
Using Social Media Dashboards............63 pricing 92
Leveraging Offline and Online Step five. Revjew and
Marketing..........................................68 submit your ad..................92
Determining cost and budgeting... 93
Daily budget, daily spend
Chapter 4 limit, and lifetime budget... 94
Making Money on Facebook... 71
Auction system....................94
Selling Online Using Facebook.............72 Test different messages and
images...............................95
Creating a Facebook Page to
make money...............................72
Brainstorming content ideas for
your Facebook Page....................73
The Like button in Facebook
advertisements...........................95
Using the Facebook Ads Manager... 96
Using Facebook and Skype............73 Measuring advertising success......97
Ad performance reporting in Ads
Manager.....................................98
First ad analysis steps...................99
Using Sponsored Stories....................101 Creating Livestream Events................1 36
Creating a Sponsored Story.........103 Promoting Your Event........................142
Setting up your budget and Using Other Event Apps.....................143
targeting criteria.......................104
Generating more stories about
your business...........................105 Chapter 7
Using Facebook to Generate
Local Store Foot Traffic......145
Chapter 5
Boosting Your Website Your Local Business and Facebook.....146
With Facebook..................... 107 Using Facebook Places as a
customer..................................146
Integrating Facebook with Your Establishing a Facebook Place
Blogs and Website...........................108 Page for your business..............1 50
Connecting your users accounts Setting up a Place Page......, 5,
with Facebook accounts............114
Adding details to your
Authenticating users...................117 Place Page 153
Publishing News Feed stories......120 Using Facebook Check-in
Plug-ins that work with Deals........................................156
Facebook Connect and Using Facebook Places and
Open Graph..............................120 Check-in Deals for your
Other integration ideas...............121 local marketing.........................160
A meta description.............121 Getting customers..............161
Facebook plug-ins..............123 Spreading the word............161
Social media icon...............124 Building loyalty..................161
Website versus Facebook-Only Local Check-in Deal Best Practices......161
Presence........................................124 Is Your Business Ready for Your
How a Cake Recipe Website Check-in Deal?.................................162
Integrates with Facebook.................126 Be proactive 163
Facebook Like button..................126 Bui|d your Facebook Place or
Facebook comments...................127 Page content.............................163
Facebook group..........................128 Put yourself in your customers
shoes........................................163
Staff appropriately......................163
Chapter 6 Promoting Your Check-in
Creating Facebook Campaign........................................163
Events................................. 131 Using Insights to Understand
Your Campaign................................165
Creating an Event in Facebook...........132 Using Facebook Offers.......................165
Announcing Your Event.....................135
Chapter 8
Catching Media Attention
Using Facebook..................169
Conducting Audience Research..........170
Determining Desired Outcomes.........171
Apps and Mobility..............................193
Designing for Community..................193
Case Study: Leveraging the
Facebook Platform to Raise
Brand Awareness.............................194
Objective....................................195
Execution....................................195
Business 101...................................200
Working with Bloggers and the
.... 171 Strategy......................................195
Media..............................................171
Finding and connecting with ............................................
enthusiasts and influencers......172 Success and results.....................196
Good old-fashioned promotion.... 172
Public Relations Gurus Share
Their Insights..................................173 Chapter 10
Cheryl Snapp Conner, managing Creating and Using
partner, Snapp Conner PR.........173 Facebook Apps.................... 199
PR for building a
dialogue.......................... 174 Facebook Apps for Your
PR for building a
following.........................176 Discovering apps........................200
Expanding the reach and Using apps with your
the scope of a company s business...................................204
PR program...................... 178 Top Facebook apps for
Mistakes to avoid...............179 business...................................206
Janet Tyler, president, Airfoil Should You Create a Facebook
Public Relations........................179 App?................................................209
Making friends with App Approval and Policy....................211
media..............................182 App Marketing...................................213
Marketers must push and Facebook Ads for Apps......................216
pull the story...................183
App Maintenance...............................217
CnaPter9 Chapter 11
Leveraging Facebook as a Learning Lessons from
P,atform....................... 187 Real Businesses..................219
Why Platforms Are Important.............188
How Real Businesses Are Making
Integrating Facebook and Your Real Money on Facebook.................220
Website...........................................189
Content.......................................220
Social plug-ins.............................190
Advertising.................................220
Authentication............................192
Personalization...........................193
Appendix A
Resources...........................237
Facebook News, Help, and
Guidelines.......................................237
Analyzing Case Studies......................221
How Community Coffee builds
a loyal customer community
on Facebook.............................221
How Squishable used Facebook
ads to get more fans on
Facebook..................................222 Facebook for Business.................237
How the company How Fast Facebook Newsroom...................237
Time Flies used keyword Advertise on Facebook................237
targeting to boost sales............224 Facebook Advertising
How CM Photographies uses Guidelines.................................237
targeted Facebook ads to Facebook Brand Permissions
sell more photo services...........225 Center 237
How Wedding Paper Divas Facebook Marketing....................237
attracted engaged couples
to buy wedding stationery........225 Preferred Marketing Developer
Program....................................237
How Thumbtack uses Facebook
tools to sell services.................227 Facebook Video Calling...............238
How Pretzel Crisps boosted Facebook Help Center.................238
its likes in 36 hours using Promotion Applications......................238
Facebook coupons....................228 Wildfire.......................................238
How Sweet Poppin s gourmet North Social................................238
popcorn keeps customers Woobox......................................238
informed using simple
Facebook posts.........................229 Voti9°.........................................238
How TicketLeap sells more Strutta.........................................238
tickets through Facebook..........230 Offerpop.....................................238
How Framework Media Strategies Social Plug-Ins....................................238
keeps customers informed Facebook Social Plug-Ins.............238
SexyBookmarks...........................238
Wibiya.........................................239
with likes and shares................231
How the organic body care
company Motherlove grows
with Facebook..........................232 Analytic Tools....................................239
Educating mothers.............232 Hootsuite Pro..............................239
Short-term customers.........233 Crowdbooster.............................239
Advertising on Facebook.... 234 PageLever...................................239
Building a community........235 Postling.......................................239
End result: word of Google Analytics.........................239
mouth..............................235 Webtrends Social.........................239
The future..........................235 Radian6......................................239
Adobe Social...............................239
Video Streaming................................239 Workshifting.com........................240
Vpype.........................................239 Blue Penguin Development
Ustream......................................240 CrouP.......................................241
justin.tv......................................240 ClickZ.com..................................241
Brightcove 240 The Small Business Web..............241
Small Business Information................240
Smalibiztechnology.com.............240 Appendix A: Resources.......237
Small Business Trends.................240
inc. Magazine..............................240 Glossary..............................243
AIIBusiness.com..........................240
Entrepreneur.com.......................240
OPEN Forum................................240
Index...................................247
|
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| spelling | Ray, Ramon Verfasser aut The Facebook guide to small business marketing by Ramon Ray Indianapolis, Ind. Wiley 2013 XXIV, 260 S. Ill. txt rdacontent n rdamedia nc rdacarrier Unternehmen (DE-588)4061963-1 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Facebook (DE-588)7679337-0 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Online-Marketing (DE-588)7706419-7 s Facebook (DE-588)7679337-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025749713&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ray, Ramon The Facebook guide to small business marketing Unternehmen (DE-588)4061963-1 gnd Online-Marketing (DE-588)7706419-7 gnd Facebook (DE-588)7679337-0 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)7706419-7 (DE-588)7679337-0 |
| title | The Facebook guide to small business marketing |
| title_auth | The Facebook guide to small business marketing |
| title_exact_search | The Facebook guide to small business marketing |
| title_full | The Facebook guide to small business marketing by Ramon Ray |
| title_fullStr | The Facebook guide to small business marketing by Ramon Ray |
| title_full_unstemmed | The Facebook guide to small business marketing by Ramon Ray |
| title_short | The Facebook guide to small business marketing |
| title_sort | the facebook guide to small business marketing |
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| topic_facet | Unternehmen Online-Marketing |
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