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The Like Economy: How Businesses Make Money With Facebook [Paperback]

Brian Carter

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Table of Contents

1 The Like Effect: The Power of Positive Marketing . . . . . . . . . . . . . 1

Likes Decrease Costs and Increase Profits . . . . . . . . . . . . . . . . . . . . . .2

Likes Increase Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Likes Give You Control of the Customer Conversation . . . . . . . .3

Likes Prove People Are Paying Attention . . . . . . . . . . . . . . . . . . . . . . .3

Likes Solidify Loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Likes Create Evangelistic Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

There’s No Dislike Button . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Can You Do Fear-Based Marketing on Facebook? . . . . . . . . . . . . .6

Google and Wikipedia “Like” the Like Button . . . . . . . . . . . . . . . . . .6

Facebook Is About Passions and Interests . . . . . . . . . . . . . . . . . . . . . . .7

How Often Do Facebookers Like Things? . . . . . . . . . . . . . . . . . . . . . . .8

Facebook Users Are More Trusting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Facebook Groups: Off-the-Charts Positivity . . . . . . . . . . . . . . . . . . . .9

Facebook Page Brag Boards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Easy Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

I Just Posted to Say “I Love You” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Emotions on Facebook Are Contagious . . . . . . . . . . . . . . . . . . . . . . .11

Gross National Happiness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

 

2 You Can’t Tell a Facebook by Its Cover: The Case for

Facebook Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Why Facebook Marketing Is So Important . . . . . . . . . . . . . . . . . . . .14

Facebook Is the Biggest Thing Since Google and

Might Be Bigger Than Google . . . . . . . . . . . . . . . . . . . . . . . . . . .14

The Facebook Ad Platform Is the Most Powerful

Marketing Tool in History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Google Dooms You to Price Wars, Whereas Facebook

Creates Loyalty and Increases Your Value . . . . . . . . . . . . . .16

Facebook Fans Are the New Email Subscribers . . . . . . . . . . . .17

Facebook Is Heir to the Browsing Empire Yahoo! Lost . . .17

00_9780789749062_fm.qxd 11/8/11 9:08 AM Page IV

Myths and Misconceptions About Facebook for Business . . . .18

Social Media Users Don’t Buy Products . . . . . . . . . . . . . . . . . . . .19

Social Media Users Don’t Buy Soon Enough and the

Sales Cycle Is Too Long . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22

Twitter Is the Only Social Media Channel Worth Using . .23

Facebook Is Just for Kids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

People Don’t Click On Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Who Harbors These Misconceptions and Why? . . . . . . . . . .29

Some Businesses Profit on Facebook, and Some Don’t . . . . . . .30

Common Mistakes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30

Success Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31

Here’s What Facebook Marketing Successes and

Failures Do Differently . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32

Facebook’s Strengths: Advantages for Your Business . . . . . . . . . .32

 

3 FaceFirst: How Facebook Fits In to Your Business and

Other Marketing Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

How Is Social Media Supposedly Changing Business? . . . . . . . .34

Conversation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

Transparency, Honesty, and Trust . . . . . . . . . . . . . . . . . . . . . . . . . .35

Availability and Responsiveness . . . . . . . . . . . . . . . . . . . . . . . . . . . .36

Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37

Evaluating Social Media Experts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38

What Businesses That Profit from Facebook Do . . . . . . . . . . . . . .38

Can Facebook Change Your Business? . . . . . . . . . . . . . . . . . . . . .38

How Can Facebook Fit In to Businesses in

Different Ways? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39

How Do You Synch Up Your Other Marketing Efforts

with Your Facebook Campaigns? . . . . . . . . . . . . . . . . . . . . . . . . . . .39

Facebook + Print, Web, and Email . . . . . . . . . . . . . . . . . . . . . . . . .40

Facebook + Google Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40

Facebook + PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41

Facebook + Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41

Facebook + TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42

Facebook + Radio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43

 

4 FaceBucks: Five Ways Businesses Achieve Profits

with Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

How Facebook Advertising Helps All Five Revenue Models . . .46

Reaching Potential Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46

Positive Alignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47

Cheap Clicks, Cheap Fans, and Profits . . . . . . . . . . . . . . . . . . . . .47

Should You Try Facebook Marketing Without Fans First? . . .48

Five Facebook Revenue Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49

Strategy #1: Advertising Direct to e-Commerce . . . . . . . . . . .49

Strategy #2: Advertising and Email Marketing . . . . . . . . . . . .50

Strategy #3: Fan Marketing for e-Commerce . . . . . . . . . . . . . .53

Strategy #4: Fans for Blogging and Advertising Revenue .55

Strategy #5: Fans and Affiliate Marketing . . . . . . . . . . . . . . . . . .57

 

5 How Not to Fall on Your Face: Six Mistakes That Block

Facebook Profitability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61

1. Viability and Profitability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62

The New Online Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62

The Successful Online Business Now Testing

Facebook Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66

Figuring Out Facebook Marketing Profitability . . . . . . . . . . .67

2. Head in the Sand: No Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67

3. Too Many Hoops: The Arduous Conversion Funnel . . . . . . .68

The 1% Rule: Only 1% Of People Will Do What

You Ask Them to Do Online . . . . . . . . . . . . . . . . . . . . . . . . . . . .68

The Effect of the 1% Rule on Internet Sales Processes . . . .69

4. Why Should I Care? Unmotivated Customers . . . . . . . . . . . . . .70

Why Should They Care? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70

WIIFM? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70

Incentives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70

Facebook-Specific Landing Pages on Your Website . . . . . . .71

5. You’ve Got the Wrong Guy: Unqualified Fan Base . . . . . . . . .72

6. Let’s Get It On: No Warm-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73

Start with Generosity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73

Warming It Up on the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73

Warming It Up on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74

 

6 Facing the Facts: How to Continuously Get Better

Results with the Five Steps of Optimization . . . . . . . . . . . . . . . . . . . 75

The Five Steps of Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76

Step One: Establish One Clear Goal . . . . . . . . . . . . . . . . . . . . . . . . . . . .79

Facebook Marketing Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80

Prioritizing Goals and Reconciling Conflicts . . . . . . . . . . . . . .81

Step Two: Quantify the Goal with a Key Metric . . . . . . . . . . . . . . .82

Balancing Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83

Estimating the Likelihood of Success . . . . . . . . . . . . . . . . . . . . . . .83

Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84

Facebook Marketing Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84

Step Three: Look at Where You’re Starting . . . . . . . . . . . . . . . . . . . .85

Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86

Obstacles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86

Capabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .87

Step Four: Choose Tactics to Test . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

Ad Copy Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

Ad Image Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

Facebook Post Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89

Testing Post Types . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90

Landing Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90

Step Five: Optimize Based on Results . . . . . . . . . . . . . . . . . . . . . . . . . .90

 

7 Selling the Dream: Going Beyond Benefits to Arouse

Your Fans’ Desire for What You Offer. . . . . . . . . . . . . . . . . . . . . . . . . . . . 93

Facebook Is Not About You: Curing the

“Me Me Me” Epidemic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .94

Your Favorite Words Versus the Customers’ . . . . . . . . . . . . . . .94

Disinclination to Better Understand the

Potential Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95

Can You Really Say, “I Am the Best Example of

Our Target Customer”? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97

Obsession with the Artistic Parts of the Marketing

Process, to the Detriment of Other Aspects . . . . . . . . . . . .97

Lack of Interest in Measuring Results and Changing

Strategies and Tactics to Get Better Results . . . . . . . . . . . . .98

Facebook Is the Consumer’s Playground:

So Play by the Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .98

Do Pushy Sales Messages Turn People Off? . . . . . . . . . . . . . . . . . . . .99

Facebook Is Like a Conference: How Do You

Sell at a Conference? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99

Sales Is a Journey of Four Steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100

What Is AIDA? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100

“Hot Donuts Now” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100

“I’m on a Horse” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101

Social Media Selling Is So Romantic . . . . . . . . . . . . . . . . . . . . . .101

How AIDA Works on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . .102

How to “Sell the Dream” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103

The Desire Phase Is Critical in Fan Marketing . . . . . . . . . . .103

The Features Versus the Benefits . . . . . . . . . . . . . . . . . . . . . . . . . .103

The Benefits Versus the Customer’s Dream . . . . . . . . . . . . . .104

Examples of Selling the Dream . . . . . . . . . . . . . . . . . . . . . . . . . . . .105

12 Things People Dream About . . . . . . . . . . . . . . . . . . . . . . . . . . .107

How to Figure Out Your Customer’s Dream . . . . . . . . . . . . . .107

How to Get Fans Thinking and Talking

About the Dream . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108

 

8 Putting Your Best Face Forward: Setting Up Your

Facebook Page to Get More Fans and Sales. . . . . . . . . . . . . . . . . 109

Pages, Groups, and Profiles: The Mad, Mad World

of Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .110

Other Facebook Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . .113

Can You Market with a Personal Profile? . . . . . . . . . . . . . . . . .114

What’s Better, Pages or Groups? . . . . . . . . . . . . . . . . . . . . . . . . . .114

Understanding Admins for Pages and Groups . . . . . . . . . . .116

How Do Pages and Groups Work Together? . . . . . . . . . . . . .116

Why Are Facebook Groups So Powerful? . . . . . . . . . . . . . . . . .117

Critical Mistakes to Avoid in Page Setup . . . . . . . . . . . . . . . . .118

What to Put in Your Page’s Main Picture . . . . . . . . . . . . . . . . .119

How to Get a Vanity URL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119

Are Custom Tabs Overhyped? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120

Most People Never See Your Welcome Tab . . . . . . . . . . . . . . .120

Why Most People Will Never See Your Tabs . . . . . . . . . . . . .121

Easiest Ways to Create Welcome Tabs . . . . . . . . . . . . . . . . . . . .121

Other Great Uses of Custom Tabs . . . . . . . . . . . . . . . . . . . . . . . . .123

 

9 The Face of Advertising: How to Capitalize on the

Most Powerful Marketing Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125

Why Facebook Advertising Is Critically Important . . . . . . . . . .126

Comparing Google Search Marketing with

Facebook Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127

How Ready Are They to Buy Now? . . . . . . . . . . . . . . . . . . . . . . .127

Cost of Permission Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127

Facebook Ads for Different-Sized Businesses . . . . . . . . . . . .128

Mistakes and Misconceptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129

How to Do Facebook Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . .130

1. Analyze Your Business and Customers . . . . . . . . . . . . . . . . .131

2. Target Your Audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .132

3. Create Your Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . .136

4. Optimizing Your Campaigns and Ads . . . . . . . . . . . . . . . . . .144

Advertising to Existing Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .151

How to Be a (Boring) Rock Star for Just $30 per Month . . . .152

 

10 FaceHook: Capturing Qualified Prospects as Fans and

Group Members. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155

Why Fan Marketing Can Be So Profitable . . . . . . . . . . . . . . . . . . . .156

Paid Media Versus Owned Media on Google . . . . . . . . . . . .156

Paid Media Versus Owned Media on Facebook . . . . . . . . . .156

Unwise Ways to Get Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158

The Contest and Giveaway Trap . . . . . . . . . . . . . . . . . . . . . . . . . . .158

Buying Fans from Companies That Get Fans for You . . .159

Marketing 101: Targeting and Return on Investment . . . . . . . .159

Wrong Fans? Bad Return on Investment . . . . . . . . . . . . . . . . . . . . .160

A Few Fan Growth Campaign Case Studies . . . . . . . . . . . . . . . . . .161

How to Get Cheap, Targeted Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . .163

The Best Ad Settings for Cheap Fan Acquisition . . . . . . . . .163

Target-Ad Consistency: Tightly Grouping Targets

with Image and Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .164

An Alternative Targeting Approach . . . . . . . . . . . . . . . . . . . . . . .165

No-Brainer Marketing: Simplicity Gets Results . . . . . . . . . .165

Ad Copy Formulas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .165

Ad Copy Grammar, Punctuation, and Capitalization . . . .166

Ad Headline Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .166

How to Choose Images for Fan Acquisition Ads . . . . . . . . .167

The Key Metric for Fan Generation and How to Find It 167

Notes on Business-to-Business Fan Acquisition . . . . . . . . . . . . .171

Business-to-Business Fan Generation Advertising Tips .171

 

11 Talking Till You’re Blue in the Face: How to Get More

Likes and Comments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173

How People Use Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .174

Your Fans See the People and Pages They Interact With . .174

The Average Page’s Posts Are Seen by Less Than

10% of Its Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175

The Mysterious EdgeRank Algorithm . . . . . . . . . . . . . . . . . . . .177

Post Metrics and Benchmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177

Dancing on the EdgeRank: Increasing Response

and Visibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179

What the Heck Is Web 2.0? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179

Leading the Community You Create . . . . . . . . . . . . . . . . . . . . . .181

Formulas for Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181

Incorporating Selling the Dream . . . . . . . . . . . . . . . . . . . . . . . . . .184

Learning from Your Previous Posts . . . . . . . . . . . . . . . . . . . . . . .185

Engagement Milestones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186

Guiding Your Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186

Balancing Engagement and Selling Types of Posts . . . . . . . . . . .188

Ratio and Frequency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .188

Ideas for Posting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .189

Feedback Rate and Sales Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . .190

 

12 FaceMessage: Achieving Other Corporate Goals

on Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191

Non–Revenue-Oriented Facebook Goals . . . . . . . . . . . . . . . . . . . . .192

Branding and Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .192

Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194

Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .196

Journalistic Best Practices for Interaction . . . . . . . . . . . . . . . .200

 

13 Face-alytics: Analyzing Your Facebook Results. . . . . . . . . . . . . 203

Which Web Analytics Package Should You Use? . . . . . . . . . . . . .204

Google Analytics Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .205

Taking Analytics with a Grain of Salt . . . . . . . . . . . . . . . . . . . . . . . . .207

The Untrackables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208

Uneven Accountability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .210

Last-Click Bias . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .211

Inconsistencies and Inaccuracies . . . . . . . . . . . . . . . . . . . . . . . . . .211

Tracking Facebook Visitors with Google Analytics . . . . . . . . . .212

Tracking Visitors from Facebook Posts . . . . . . . . . . . . . . . . . . .213

Tracking Visitors from Facebook Ads . . . . . . . . . . . . . . . . . . . . .214

How to Get Advanced Facebook Page Insights . . . . . . . . . . . . . .216

1. How Often Should You Post on Your

Facebook Page? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .217

2. What If the Demographics of Your Most Engaged

Fans Is Different from Your Average Fan? . . . . . . . . . . . . .217

3. What Types of Posts and Post Content Get You

the Best Feedback Rates? Which Get the Worst? . . . . .218

4. What’s the Best Time to Post to Your Fans? . . . . . . . . . . . .218

5. Which Sources Get You Fans Who Will Ultimately

Unlike Your Page? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218

How to Use These Tips to Get Better Results

from Your Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .219

 

14 FaceFluence: Turning FaceBrowsers into

FaceBuyers—13 Sales and Influence Tactics. . . . . . . . . . . . . . . 221

When Influence Comes into Play . . . . . . . . . . . . . . . . . . . . . . . . . . . . .221

Sales and Influence Tactics for Increased Facebook Profits . . . .222

Applying Influence Principles to Facebook Marketing . . . . . .223

Reciprocity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223

Commitment and Consistency . . . . . . . . . . . . . . . . . . . . . . . . . . . .230

Social Proof . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .232

Liking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233

Authority . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .234

Scarcity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235

Applying Time-Tested Sales Tactics to Facebook

Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237

Discounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237

Bonuses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238

Upsells . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238

Selling the Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238

Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .239

Truth and Consequences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .240

 

15 FaceBusiness: Seven Principles for Success. . . . . . . . . . . . . . . . 243

Harness the Power of Positive Marketing . . . . . . . . . . . . . . . . . . . . .245

Embrace the Entire Sales Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .246

Leverage the Facebook Advertising Platform Now . . . . . . . . . .246

Know Your Customers Much More Deeply . . . . . . . . . . . . . . . . . .247

Test, Track, and Optimize Your Marketing . . . . . . . . . . . . . . . . . . .248

Start Fascinating Conversations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .248

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