This deck was a big hit at the Online Marketing Summit 2010. You will find details on how to take your Facebook page to the next level by adding FBML and other functionality to make a rich user experience for your fans.

1. Facebook: Beyond Fundamentals
AIDAA Model for Facebook ROI
February 2010
Presented by: Michael Weisfeld

2. Michael Weisfeld – Senior Strategist
“Big 5” Management
consulting background
Online marketing industry
since 2002
Expertise:
Strategy
Social Media
SEM
Usability
September 13-15, 2009 2

3. Facebook Fan Page Experience
Sample of clients we’ve worked with to launch fan pages …
American Red Cross Bumble Bee Watkins
Blood Donors Food’s BeeWell Hot Spring Spas
Miles
September 13-15, 2009 3

4. Agenda
Facebook Introduction Follow the BusinessOnLine
Platform Constantly Changing Social Media team on Twitter at:
Monetization vs. ROI @BOLSocial
AIDAA Model for Facebook
Awareness
Interest
Desire if Tweetting about this session,
Action please use this hashtag:
Advocacy #OMSFB
Optimization
Resources
Monitoring and Reporting
Conclusion
September 13-15, 2009 4

5. Schedule a Social Media Lab
• Schedule a Complementary Social Media Lab
– Review an audit of your Facebook Page
– Discuss different Facebook related tactics that can help satisfy your
marketing objectives
http://labs.onlinemarketingsummit.com/
September 13-15, 2009 5

6. Facebook Fan Page Experience
Awareness Audience Participation
Interest Raise your hand if you
have used a Facebook
Desire fan page as part of your
marketing mix.
Action
Advocacy
Insights
September 13-15, 2009 6

7. Astonishing Statistics & Online Social Hub
FACEBOOK INTRODUCTION
D2Cshow.org September 13-15, 2009 7

8. Facebook Explosion
132,000,000 unique
visits
Highest record in the site’s history
8

9. To put it in context …
Facebook is
more popular
than Yahoo!
http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/

10. Facebook Explosion
400,000,000+ registered
users
The number of people actively using Facebook –
equivalent to the population of Indonesia, the
world’s fifth-most populous country
Facebook the leader in social networking survey, 8.04.09

11. Facebook Explosion
5,000,000,000 min per
day
The number of minutes spent on Facebook each day
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

12. Facebook Explosion
1,000,000,000 posts
per
week
The amount of content (web links, news stories, blog
posts, notes, photos, etc.) shared each week on Facebook
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

13. Average User Activities
> 55 min per
day
http://mashable.com/2010/02/10/facebook-growth-infographic/

14. A Holistic Perspective
FACEBOOK PLATFORM

15. Social Media Broadcast System

16. Social Media Broadcast System
Facebook
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17. Multiple forms of Facebook
17

18. Facebook Web Application Platform
Facebook Domain Web Server Domain
Data Path
Facebook Database
September 13-15, 2009 18

19. Facebook Web Application Platform

20. Facebook Homepage
Last updated: February 2010

21. Facebook Homepage Heat Map

22. Monetization vs. ROI
GETTING VALUE FROM FACEBOOK
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23. Monetization vs. ROI
Monetization ROI
Focused on developing a revenue Focused on a return on
model via affiliate marketing and third
party advertisements on the Facebook investments via conversions as
platform a result of channeling
marketing promotions and
participation on Facebook
September 13-15, 2009 23

24. Monetization vs. ROI
Monetization ROI
Focused on developing a revenue Focused on a return on
model via affiliate marketing and third
party advertisements on the Facebook investments via conversions as
platform a result of channeling
marketing promotions and
participation on Facebook
September 13-15, 2009 24

25. Targeted Objectives
Lead Generation
Brand Awareness
Campaign Promotion
Brand Reputation
Brand Loyalty
Customer Support
Conversions
Identifying Influencers
Target Audience Insights
September 13-15, 2009
25

26. AIDAA Model for Facebook
Phase Goals
a Get a visit
i Become a fan
d Engagement
Interaction
a Website Visit (referral)
Conversion
a Promote
Publish
26

27. Getting a Visit
AWARENESS
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28. Awareness
Objective:
Gain a visit to your Facebook page, event, application
advertisement or other initiatives.
Tactics:
Cross Promotions with webpage, other Facebook pages,
Twitter and other social media sites
Facebook Ads
Fan Boxes
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29. Social Media Cross Promotion
1 Home Page Promotion
Cross promote your
Facebook page on your
home page. Make the
call to action distinct and
noticeable. 1
2 Favorite Pages
Use the Favorite Pages 3
2
application on other
Facebook Pages that you
admin.
Twitter & Others
3 Promote your Facebook
page on other social
media channels like
Twitter, Blogs, Forums,
LinkedIn, etc.
September 13-15, 2009

30. Marketing Collateral Cross Promotion
Newsletters
Invite fans to talk about articles or
share their thoughts on your fan
page.
Email Blasts
Dedicated campaign to your
customer base requesting they
become a fan.
Signage & Receipts
Subtle reminders of offline
collateral.

31. Facebook Ads
1 Interactive Ads Website Ads
3 Directs users off Facebook
Integrated social activities
interactive ads for the Facebook and onto a specified landing
fan page. page on a website.
4
2 Fan Page Ads 4 Skyscraper Banner Ads
Directs users to the Facebook fan The image rich ad provides
page. Allows users to become a more branding and a link to a
fan directly from the ad. landing page.
1 2
3

32. Fan Boxes
1 The Fan Box 1
A social widget allowing visitors of your website
to become a fan of your Facebook page directly
on your website
3
2 Fans/Friends
Users can see how many fans you have on the
page and some of their friends that have
become fans
3 Recent Wall Posts
Users can see recent posts from the wall,
which update in real time based on the
activity on the Facebook page
2

33. Becoming a Fan
INTEREST
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34. Interest
Objective:
Allow the user to develop enough interest to become a fan
of the Facebook page or member of your Facebook group
Tactics:
Facebook Fan Page
Consistent, substantial content on the wall
Facebook Group
Applications
Event Page

35. Fan Pages vs. Groups
Item Fan Pages Groups
Wall Posts are Fed Into Fans Newsfeed X
Vanity URL X
Name of Creator Is Hidden X
Members Can Invite Others X X
Message Members X X
Insights X
Videos, Photos, Events X X
Facebook Ads X
Facebook Fan Box X
Applications and FBML customization X

36. Fan Page Tabs
A maximum of 6 tabs can show at a time
Tabs 7+ are only accessible via arrow at the right of the tabbed navigation
There are 3 types of tabs which allow for a variety of customization and
functionality.
1 Default Tabs
Tabs 7+
2 FBML Tabs 3 Application Tabs

37. Fan Page Tabs Comparison
low high
Customization
Applications Default FBML
Tabs which are dedicated to Tabs which cannot be deleted Full FBML Tabs can be used to
Facebook or 3rd party from the Facebook page. accomplish specific needs
applications such as These include Wall, Info and within a page. FBML pages are
Discussion, Notes, or Boxes. Wall and Info always essentially 750 pixel wide web
remain as the first 2 tabs on the pages. Limit is 10 tabs.
YouTube Box
page. Boxes can be relocated
within the tabbed infrastructure.
Customizable Tab No No Yes
Name
Add Creative No Yes Yes
Elements / Calls-to- There is an exception if the app Using FBML, creative elements Creative elements may include
is built to allow for may be added to the left hand pictures, video and flash.
Action customizability side of the Wall and Info tabs
(same on both) and anywhere
within the Boxes tab.
Change placement No Yes Yes
of elements There is an exception if the app Elements may only live in the No limitations
is built to allow for column it originally resides in
customizability some cases.

38. Fan Pages Customization Examples
1 Exclusive Offers for Facebook Page
Fans Only
The offer is not triggered unless the user
becomes a fan first. 2
3
1
2 Embedded Search
Ability to search for content directly on the
Facebook page without having to navigate
off until the user finds what he’s looking for.
Facebook Share Button 4
3 The share button allows the user to easily
share a specific content with their friends
on Facebook.
4 Intriguing Product Listings
A list of promoted products that users can
see on the Facebook page and links to a
detailed product landing page for the
specific product.

39. Examples

40. Tips for Group pages
1 Seed Discussion Board
Trigger conversation topics to drive
interaction and questions.
Invite Friend’s to the Group 2
2
Member invitations are effective for quickly
increasing the awareness of the group.
1
The Wall
3 Answer questions and provide brand
updates via the wall.
Multimedia
3
4
Multimedia on groups include photos,
videos, and links. Allow users to post
pictures, videos, and links to the group.
4

41. Interaction & Engagement
DESIRE
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42. Desire
Objective:
Provide relevant content that promotes user interaction
and engagement amongst each other and with the brand
Tactics:
Browse Page
Interactive Catalogs & Tools (surveys, polls, quizzes)
Wall Posts
Promotions/Contests/Applications
Social Context

43. The Makings of a Facebook Team
Skill Sets Personality
Strategist/Analyst Creative
Graphics Designer Professionally Social
Web Coder Open to learning new technologies
Customer Service Rep Organized
Microblogger Proactive
Buzz Monitor Detailed-oriented

44. Develop a Content Strategy
Discovery &
Logistics Creation Execution Maintenance
Strategy
Maintain Content based on
Baseline buzz & analytics to
Secure internal resources Create content Launch Content Industry and Technological
fuel content ideation
Trends
Build digital asset charts for
Keyword research Develop content rollout timeline Promote Content Follow-up Promotions
each piece of content
Align content with marketing
mix, marketing calendar, and Purchase the necessary media
content hosts
Keep in mind your target personas
Consider your resources and budget
Establish an editorial calendar

45. Example Types of Content
• Photos
Tip: try various types of • Videos
Interative • Games
content and measure • Animation
• Music
fan interaction
• Forms
Transactional • Online Applications
• Contests
• Reward Programs
• Facts
• Figures
• Testimonials Informative • Data
Personal • Stories • Knowledge
• Comments • Statistics
• Questions • Widgets
• Badges

46. Create Engaging Wall Posts
1 Targeted Messaging 1
Status updates can be directed to
individuals from a specific location
and speak a certain language.
2 Utilize Photos and Links
Updates with imagery is more likely to
capture audience attention.
Individual Post Insights
3 Understand which types are generating
the most feedback from fans in the
form of comments and likes.
2
3

47. Send Fan Updates from your Fan Pages
Targeting Tools:
1 • location
• demographics
Attachments:
2 • rich media
• 3rd party apps content

48. Social Context (Personalization)
Social context is the application of a user’s social
profile in determining what products and services
are marketed to the user
Benefits to eCommerce
Promote products that interest the user
Create an association with fan and products / services
Create a more intimate relationship with the user
Generate buzz

49. Social Context – Volkswagen
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50. Social Context – Volkswagen

51. Social Context – Volkswagen

52. Making the Conversion
ACTION
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53. Action
Objective:
Provide outlet channels where users can connect to a
specific website landing page where a conversion can be
made
Tactics:
FBML Tabs, Content Blocks, & Banners
Applications
Coupons / Sweepstakes / Contests
Interactive Catalogs
Landing Pages

54. Call to Action Process
Become
a Fan
Click
through
to
Browse
Website
Fan
Page

55. Facebook Fan Coupon – Bumble Bee

56. Facebook Fan Coupon – Bumble Bee
September 13-15, 2009 56

57. Facebook Fan Coupon – Bumble Bee
September 13-15, 2009 57

58. Interactive Catalogs – Staples/Target
September 13-15, 2009 58

59. Applications – H&R Block

60. New Facebook Promotion Guidelines
Administration of a promotion on the Facebook platform
requires prior written approval from a Facebook account
representative.
You don’t need approval if the promotion is administered completely
off Facebook and you’re only promoting it on Facebook.
Entry into your promotion CANNOT be conditioned by
having people complete actions on Facebook.
Such as: Tag a photo, update status
Entry into your promotion CAN be conditioned by having
people become a fan of the page.
Tab that becomes visible when user becomes a fan
Users can only enter the promotion from the applications tab (ie.
third-party app or FBML tab)

61. Spreading the Word
ADVOCACY
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62. Advocacy
Objective:
Provide content and tools that are easy for users to share
and distribute through throughout the social media
landscape
Tactics:
Wall Posts
Facebook Share
Member Invitations
Embeddable Widgets & Badges
Ratings & Reviews

63. Facebook Connect
Solution for integrating
Facebook features with
a website.
Benefits:
User Authentication
Publish to news feed
Personalization
More Info on FB Connect:
http://www.facebook.com/connect
http://developers.facebook.com/connect.php
http://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites

64. Facebook Connect – BeeWell Miles

65. Facebook Connect – Earned Media
Tip: Return on
Investment (ROI)
Each time a fan
publishes their activity
to their newsfeed is
the even more
valuable than a paid
advertisement.
ROI =
News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)
September 13-15, 2009 65

66. Faecbook Fan Badges - ARC
Allow fans and internal advocates to add a badge
to their blog, website, or Facebook page
http://www.facebook.com/facebook-widgets/index.php

67. Meta Tagging with Keywords
OPTIMIZATION
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68. Optimizing Search Engine Results
Keyword focus your “About Box”

69. Assign Meta Data to Digital Assets

70. Forming Strategic Decisions
MONITORING & REPORTING
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71. Monitoring & Reporting
Objective:
Actively monitor and analyze data generated from
Facebook activities
Define go forward strategies supported by these statistics
Tactics:
Facebook Insights
Google Analytics
Campaign URLs

72. Facebook Insights
Data Provided:
• demographics
• page activity
• ad performance
• trends
• interactions

73. Campaign codes for outbound links
Source: Facebook Page Name
1 Medium: Facebook Page Tab
2
Name: Description of the Link
3
4 Example:
5
http://www.beewellmiles.com/BCNOS/?utm_source=BWM
%2BFacebook&utm_medium=Boxes&utm_campaign=BW
6
M%2B2_5
7
8
9

74. Google Analytics

75. Wrap-up and parting thoughts
CONCLUSION
D2Cshow.org September 13-15, 2009 75

76. People Do A Lot on Facebook
http://mashable.com/2010/02/10/facebook-growth-infographic/

77. In Summary
Phase Goals Activities (On Facebook) Activities (Off Facebook)
a
Get visit Ads Link to Facebook
Promotions Fan Box
Optimization, Monitoring & Reporting
Newsfeed Impressions Twitter & Others Updates
Favorite Pages
Become a fan Group Fan Box
i Engagement
Fan Page
Applications
Event Page
Wall Posts
Browse Page
d Interaction Interactive Catalogs & Tools
(surveys, polls, quizzes)
Wall posts
Promotions/Contests
a
Website Visit (referral) Landing Pages Landing Pages
Conversion Coupons
Promotions/Contests
FBML Banners
a
Promote Wall Posts Share
Publish Facebook Share Invite
Invite
Embeddable Widgets

78. Big Takeaways
Consider using paid ads for promotion
Add content giving fans something to do/read
when on the page
Post a variety of content types and measure what trigger
the most interaction from fans
Plug in RSS feeds from blogs and other platforms
Develop something transactional on your website
to trigger fans to publish to their wall
Tag all transactions with website analytics codes to help
with tracking

79. Conclusion
Communication platform
offering many capabilities for
brands, even B2B.
Future of facebook? - new
features and functionality
Stronger analytics insight
Real-time search
Virtual currency
ONLY BECOMING A MORE
POWERFUL PLATFORM

80. Community Participation Matrix
Interested?:
Review Give me your
business card
and we will send
in follow-up.
Determine
Discuss

81. “Is Your Company Social” Webinar
Key Points of Interest
Elements of Social Media and Why It’s
Important
Real World Examples of How Social
Media Has Helped Accomplish Business
and Marketing Objectives
Metrics and Key Performance Indicators
to Measure Your ROI
Proven Strategies and Best-Practices for
Executing a Social Media Campaign
http://www.businessol.com/forms/social-media-marketing-session-2-your-company-social

82. Questions?
Follow the BusinessOnLine
Social Media Team on
Twitter:
Michael Weisfeld @BOLSocial
P 619.699.0767 x247
Michael.Weisfeld@BusinessOL.com
Twitter: @mrweisfeld
http://www.businessol.com/about-us/our-team
http://www.linkedin.com/in/michaelweisfeld
September 13-15, 2009 82