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The Like Economy: How Businesses Make Money With Facebook

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The Like Economy: How Businesses Make Money With Facebook

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  • Copyright 2012
  • Edition: 1st
  • Book
  • ISBN-10: 0-7897-4906-8
  • ISBN-13: 978-0-7897-4906-2

 Earn Big Business Profits on Facebook

• Practical, specific, proven, and revenue-oriented!

• Packed with real-world lessons you can use right now

Here’s your complete, start-to-finish plan for making money on Facebook! Brian Carter offers step-by-step techniques and practical lessons drawn from his 11 years of experience helping companies double and triple their revenue online. This revenue-focused book is packed with up-to-date ideas and proven solutionswith all the details you need to execute crisply, avoid costly mistakes, and reap big profits. You’ll learn how to identify your best Facebook profit opportunities…craft Facebook programs that reflect your unique offerings, brands,  and customers…use Facebook to supercharge your existing marketing programs…attract super-affordable targeted clicks and fans with Facebook ads…repel negative "brand-bashers."…increase visibility…deepen your customer interactions…translate "community" into cash!

Your customers aren’t just "on" Facebook: Nowadays, that’s where they’re most engaged. That’s where you need to reach them. Marketing on Facebook is no longer optional—but the field is cluttered with hype, foolishness, and "fake" solutions that don’t deliver results. This book gives you what you really need: a complete, proven, step-by-step plan for maximizing your ROI on Facebook. Building on techniques he’s used to help dozens of companies supercharge their online revenues, Brian Carter delivers up-to-the minute, ground-level solutions that work. The devil’s in the details, so Carter gives you all the specifics you need to implement these strategies quickly and cost-effectively. Whether you’re an entrepreneur, marketer, or social marketing specialist, this book will help you attract more visitors and fans at lower cost…convert more visitors into profitable buyers…repel "brand-bashers" and encourage positive, productive posts…continually measure and optimize your performance…transform your Facebook presence from an experiment into a robust, highly profitable market channel.

• Leverage the five most direct routes to Facebook profits

    Construct your most powerful Facebook marketing mix

• Transform FaceLookers into FaceBuyers

    Master the 13 best Facebook sales and influence techniques

• Avoid six missteps that destroy Facebook marketing programs

    Learn from the pioneers’ costly mistakes

• Achieve non-revenue goals while you’re earning bigger profits

    Gain branding and positioning benefits at the same time as you’re building sales

Sample Content

Online Sample Chapter

The Like Effect: The Power of Positive Marketing

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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InformIT Promotional Mailings & Special Offers

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Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020


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