The Like Economy: How Business Make Money with Facebook - Carter, Brian (Indiana Que Publication, 2012)
1.The Like Effect: The Power of Positive Marketing Likes Decrease Costs and Increase Profits Likes Increase Sales Likes Give You Control of the Customer Conversation Likes Prove People Are Paying Attention Likes Solidify Loyalty Likes Create Evangelistic Customers There's No Dislike Button Can You Do Fear-Based Marketing on Facebook? Google and Wikipedia "Like" the Like Button Facebook Is About Passions and Interests How Often Do Facebookers Like Things? Facebook Users Are More Trusting Facebook Groups: Off-the-Charts Positivity Facebook Page Brag Boards Easy Testimonials I Just Posted to Say "I Love You" Emotions on Facebook Are Contagious Gross National Happiness 2.You Can't Tell a Facebook by Its Cover: The Case for Facebook Marketing Why Facebook Marketing Is So Important Facebook Is the Biggest Thing Since Google and Might Be Bigger Than Google Contents note continued: The Facebook Ad Platform Is the Most Powerful Marketing Tool in History Google Dooms You to Price Wars, Whereas Facebook Creates Loyalty and Increases Your Value Facebook Fans Are the New Email Subscribers Facebook Is Heir to the Browsing Empire Yahoo! Lost Myths and Misconceptions About Facebook for Business Social Media Users Don't Buy Products Social Media Users Don't Buy Soon Enough and the Sales Cycle Is Too Long Twitter Is the Only Social Media Channel Worth Using Facebook Is Just for Kids People Don't Click On Ads Who Harbors These Misconceptions and Why? Some Businesses Profit on Facebook, and Some Don't Common Mistakes Success Stories Here's What Facebook Marketing Successes and Failures Do Differently Facebook's Strengths: Advantages for Your Business 3.FaceFirst: How Facebook Fits In to Your Business and Other Marketing Efforts How Is Social Media Supposedly Changing Business? Contents note continued: Conversation Transparency, Honesty, and Trust Availability and Responsiveness Marketing Evaluating Social Media Experts What Businesses That Profit from Facebook Do Can Facebook Change Your Business? How Can Facebook Fit In to Businesses in Different Ways? How Do You Synch Up Your Other Marketing Efforts with Your Facebook Campaigns? Facebook + Print, Web, and Email Facebook + Google Marketing Facebook + PR Facebook + Email Marketing Facebook + TV Facebook + Radio 4.FaceBucks: Five Ways Businesses Achieve Profits with Facebook How Facebook Advertising Helps All Five Revenue Models Reaching Potential Buyers Positive Alignment Cheap Clicks, Cheap Fans, and Profits Should You Try Facebook Marketing Without Fans First? Five Facebook Revenue Strategies Strategy #1 Advertising Direct to e-Commerce Strategy #2 Advertising and Email Marketing Strategy #3 Fan Marketing for e-Commerce Contents note continued: Strategy #4 Fans for Blogging and Advertising Revenue Strategy #5 Fans and Affiliate Marketing 5.How Not to Fall on Your Face: Six Mistakes That Block Facebook Profitability 1.Viability and Profitability The New Online Business The Successful Online Business Now Testing Facebook Marketing Figuring Out Facebook Marketing Profitability 2.Head in the Sand: No Analytics 3.Too Many Hoops: The Arduous Conversion Funnel The 1% Rule: Only 1% Of People Will Do What You Ask Them to Do Online The Effect of the 1% Rule on Internet Sales Processes 4.Why Should I Care? Unmotivated Customers Why Should They Care? WIIFM? Incentives Facebook-Specific Landing Pages on Your Website 5.You've Got the Wrong Guy: Unqualified Fan Base 6.Let's Get It On: No Warm-up Start with Generosity Warming It Up on the Web Warming It Up on Facebook Contents note continued: 6.Facing the Facts: How to Continuously Get Better Results with the Five Steps of Optimization The Five Steps of Optimization Step One Establish One Clear Goal Facebook Marketing Goals Prioritizing Goals and Reconciling Conflicts Step Two Quantify the Goal with a Key Metric Balancing Metrics Estimating the Likelihood of Success Tracking Facebook Marketing Metrics Step Three Look at Where You're Starting Resources Obstacles Capabilities Step Four Choose Tactics to Test Ad Copy Tests Ad Image Tests Facebook Post Tests Testing Post Types Landing Pages Step Five Optimize Based on Results 7.Selling the Dream: Going Beyond Benefits to Arouse Your Fans' Desire for What You Offer Facebook Is Not About You: Curing the "Me Me Me" Epidemic Your Favorite Words Versus the Customers' Disinclination to Better Understand the Potential Customer Contents note continued: Can You Really Say, "I Am the Best Example of Our Target Customer"? Obsession with the Artistic Parts of the Marketing Process, to the Detriment of Other Aspects Lack of Interest in Measuring Results and Changing Strategies and Tactics to Get Better Results Facebook Is the Consumer's Playground: So Play by the Rules Do Pushy Sales Messages Turn People Off? Facebook Is Like a Conference: How Do You Sell at a Conference? Sales Is a Journey of Four Steps What Is AIDA? "Hot Donuts Now" "I'm on a Horse" Social Media Selling Is So Romantic How AIDA Works on Facebook How to "Sell the Dream" The Desire Phase Is Critical in Fan Marketing The Features Versus the Benefits The Benefits Versus the Customer's Dream Examples of Selling the Dream 12 Things People Dream About How to Figure Out Your Customer's Dream How to Get Fans Thinking and Talking About the Dream Contents note continued: 8.Putting Your Best Face Forward: Setting Up Your Facebook Page to Get More Fans and Sales Pages, Groups, and Profiles: The Mad, Mad World of Facebook Other Facebook Opportunities Can You Market with a Personal Profile? What's Better, Pages or Groups? Understanding Admins for Pages and Groups How Do Pages and Groups Work Together? Why Are Facebook Groups So Powerful? Critical Mistakes to Avoid in Page Setup What to Put in Your Page's Main Picture How to Get a Vanity URL Are Custom Tabs Overhyped? Most People Never See Your Welcome Tab Why Most People Will Never See Your Tabs Easiest Ways to Create Welcome Tabs Other Great Uses of Custom Tabs 9.The Face of Advertising: How to Capitalize on the Most Powerful Marketing Tool Why Facebook Advertising Is Critically Important Comparing Google Search Marketing with Facebook Marketing How Ready Are They to Buy Now? Cost of Permission Marketing Contents note continued: Facebook Ads for Different-Sized Businesses Mistakes and Misconceptions How to Do Facebook Advertising 1.Analyze Your Business and Customers 2.Target Your Audiences 3.Create Your Advertisements 4.Optimizing Your Campaigns and Ads Advertising to Existing Fans How to Be a (Boring) Rock Star for Just 0 per Month 10.FaceHook: Capturing Qualified Prospects as Fans and Group Members Why Fan Marketing Can Be So Profitable Paid Media Versus Owned Media on Google Paid Media Versus Owned Media on Facebook Unwise Ways to Get Fans The Contest and Giveaway Trap Buying Fans from Companies That Get Fans for You Marketing 101: Targeting and Return on Investment Wrong Fans? Bad Return on Investment A Few Fan Growth Campaign Case Studies How to Get Cheap, Targeted Fans The Best Ad Settings for Cheap Fan Acquisition Target-Ad Consistency: Tightly Grouping Targets with Image and Message Contents note continued: An Alternative Targeting Approach No-Brainer Marketing: Simplicity Gets Results Ad Copy Formulas Ad Copy Grammar, Punctuation, and Capitalization Ad Headline Issues How to Choose Images for Fan Acquisition Ads The Key Metric for Fan Generation and How to Find It Notes on Business-to-Business Fan Acquisition Business-to-Business Fan Generation Advertising Tips 11.Talking Till You're Blue in the Face: How to Get More Likes and Comments How People Use Facebook Your Fans See the People and Pages They Interact With The Average Page's Posts Are Seen by Less Than 10% of Its Fans The Mysterious EdgeRank Algorithm Post Metrics and Benchmarks Dancing on the EdgeRank: Increasing Response and Visibility What the Heck Is Web 2.0? Leading the Community You Create Formulas for Posts Incorporating Selling the Dream Learning from Your Previous Posts Engagement Milestones Guiding Your Community Contents note continued: Balancing Engagement and Selling Types of Posts Ratio and Frequency Ideas for Posting Feedback Rate and Sales Posts 12.FaceMessage: Achieving Other Corporate Goals on Facebook Non-Revenue-Oriented Facebook Goals Branding and Positioning Customer Service Public Relations Journalistic Best Practices for Interaction 13.Face-alytics: Analyzing Your Facebook Results Which Web Analytics Package Should You Use? Google Analytics Overview Taking Analytics with a Grain of Salt The Untrackables Uneven Accountability Last-Click Bias Inconsistencies and Inaccuracies Tracking Facebook Visitors with Google Analytics Tracking Visitors from Facebook Posts Tracking Visitors from Facebook Ads How to Get Advanced Facebook Page Insights 1.How Often Should You Post on Your Facebook Page? 2.What If the Demographics of Your Most Engaged Fans Is Different from Your Average Fan? Contents note continued: 3.What Types of Posts and Post Content Get You the Best Feedback Rates? Which Get the Worst? 4.What's the Best Time to Post to Your Fans? 5.Which Sources Get You Fans Who Will Ultimately Unlike Your Page? How to Use These Tips to Get Better Results from Your Posts 14.FaceFluence: Turning FaceBrowsers into FaceBuyers -13 Sales and Influence Tactics When Influence Comes into Play Sales and Influence Tactics for Increased Facebook Profits Applying Influence Principles to Facebook Marketing Reciprocity Commitment and Consistency Social Proof Liking Authority Scarcity Applying Time-Tested Sales Tactics to Facebook Marketing Discounts Bonuses Upsells Selling the Value Testimonials Truth and Consequences 15.FaceBusiness: Seven Principles for Success Harness the Power of Positive Marketing Embrace the Entire Sales Funnel Leverage the Facebook Advertising Platform Now Contents note continued: Know Your Customers Much More Deeply Test, Track, and Optimize Your Marketing Start Fascinating Conversations.