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
amznJQ.available("jQuery", function() { var seeAllCustomerImage = jQuery("#see-all-customer-image-and-share"); var seeAllCustomerImagelinkHtml = 'Share your own customer images'; seeAllCustomerImage.append(seeAllCustomerImagelinkHtml); });
|
