Facebook Marketing: An Hour a Day.

xv■

• Chapter 1 Internet Marketing 1985–2010 Introduction xvii
  
  
  • The Humble Beginnings of Social Marketing
  
  
  • The Emergence of Social Networks
  
  
  • Social Media by the Numbers and by Feel
  
  
  • What Social Media in 2010 Tells Us about the Future of Marketing
  
  
  • Realistic Social Marketing Expectations
  
  
  • A Few Thoughts Regarding Consumer Engagement
  
  
  
  


• Chapter 2 What Is Facebook?
  
  
  • Social Networking and Social Media Defined
  
  
  • Social Network Landscape
  
  
  • Seven Truths of Social Networks
  
  
  • What You Want: Viral Marketing
  
  
  • Other Opportunities in Social Networking
  
  
  • Campaign Ideas
  
  
  • Facebook Basics
  
  
  • Friending
  
  
  • The News Feed
  
  
  
  


• Chapter 3 Develop a Facebook Strategy and Measure Success
  
  
  • Defining Your Facebook Presence
  
  
  • Close-Up of a Successful Social Media Campaign
  
  
  • Defining Your Social Media “Product”
  
  
  • Your Facebook To-Do List
  
  
  
  


• Chapter 4 Month 1: Create the Plan and Get Started
  
  
  • Week 1: Lay the Groundwork
  
  
  • Week 2: Draft and Present the Plan
  
  
  • Week 3: Establish a Presence with the Facebook Profile and Friends
  
  
  • Week 4: Use Basic Facebook Features to Promote Yourself
    
    
    • Resources ■
      
      
      • some Final tips on Facebook for B2B Marketing
      
      
      • Companion Website
      
      
      • other Reading Material
      
      
      • The Future of Facebook social Media t
        
        
        • Dave Kerpen
        
        
        • scott McCaskill
        
        
        • Lauren Cooney
        
        
        • Jesse stay
        
        
        • nick o’neill
        
        
        • Kevin tate .27
        
        
        • Glossary
        
        
        • Index
        
        
        
        
      
      
      
      
    
    
    
    
  
  
  
  


• Chapter 5 Month 2: Establish Corporate Presence with Pages and Groups
  
  
  • Week 1: Learn About Pages and Groups
  
  
  • Week 2: Determine and execute Content strategy
  
  
  • Week 3: Add and experiment with Content
  
  
  • Week 4: Monitor and Modify the Plan
  
  
  
  


• Chapter 6 Month 3: Create Demand with Facebook Ads
  
  
  • Week 1: Learn the Basics of Facebook Advertising
  
  
  • Week 2: Build the Dashboard and Collect Data
  
  
  • and Multivariate testing Week 3: Refine Your Campaign Using A/B
  
  
  • Week 4: Analyze and Adjust the Campaign
  
  
  
  


• Chapter 7 Month 4: Advanced Tactics and Campaign Integration
  
  
  • Week 1: Understand essential Advanced tactics
  
  
  • Week 2: Learn About Facebook Connect, Widgets, Fan Boxes
  
  
  • Week 3: Integrate Your efforts with Multichannel Marketing
  
  
  • Week 4: Conduct Advanced Analytics
  
  
  
  


• Chapter 8 Customized Experiences via Facebook Applications
  
  
  • Facebook Applications: A Brief History
  
  
  • Facebook Apps today
  
  
  • optimize Your Fan Page with Apps
  
  
  • What You’ll need to Build a Facebook Application
  
  
  • Monetize Your App
  
  
  • the Future: Applications on Mobile Devices
  
  
  
  


• Chapter 9 The Analytics of Facebook
  
  
  • Keep score with Metrics and Monitoring
  
  
  • Facebook Return on Investment and the Mayo Medical school
  
  
  • Measure engagement with Insights
  
  
  • When Facebook Isn’t Quite enough: Landing Pages
  
  
  
  


• Chapter 10 Organizational Considerations
  
  
  • Roles and Responsibilities
  
  
  • How Facebook Works in Different organizations
    
    
    • Appendix A Resources CONTENTS
      
      
      • Some Final Tips on Facebook for B2B Marketing
      
      
      • Companion Website
      
      
      • Other Reading Material
      
      
      • Social Media Tools You Can Use
      
      
      
      
    
    
    • Appendix B The Future of Facebook
      
      
      • Dave Kerpen
      
      
      • Scott McCaskill
      
      
      • Lauren Cooney
      
      
      • Jesse Stay
      
      
      • Nick O’Neill
      
      
      • Kevin Tate .27
      
      
      • Glossary
      
      
      • Index
      
      
      
      
    
    
    
    
  
  
  
  


• Chapter 5 Month 2: Establish Corporate Presence with Pages and Groups
  
  
  • Week 1: Learn About Pages and Groups
  
  
  • Week 2: Determine and Execute Content Strategy
  
  
  • Week 3: Add and Experiment with Content
  
  
  • Week 4: Monitor and Modify the Plan
  
  
  
  


• Chapter 6 Month 3: Create Demand with Facebook Ads
  
  
  • Week 1: Learn the Basics of Facebook Advertising
  
  
  • Week 2: Build the Dashboard and Collect Data
  
  
  • and Multivariate Testing Week 3: Refine Your Campaign Using A/B
  
  
  • Week 4: Analyze and Adjust the Campaign
  
  
  
  


• Chapter 7 Month 4: Advanced Tactics and Campaign Integration
  
  
  • Week 1: Understand Essential Advanced Tactics
  
  
  • Week 2: Learn About Facebook Connect, Widgets, Fan Boxes
  
  
  • Week 3: Integrate Your Efforts with Multichannel Marketing
  
  
  • Week 4: Conduct Advanced Analytics
  
  
  
  


• Chapter 8 Customized Experiences via Facebook Applications
  
  
  • Facebook Applications: A Brief History
  
  
  • Facebook Apps Today
  
  
  • Optimize Your Fan Page with Apps
  
  
  • What You’ll Need to Build a Facebook Application
  
  
  • Monetize Your App
  
  
  • The Future: Applications on Mobile Devices
  
  
  
  


• Chapter 9 The Analytics of Facebook
  
  
  • Keep Score with Metrics and Monitoring
  
  
  • Facebook Return on Investment and the Mayo Medical School
  
  
  • Measure Engagement with Insights
  
  
  • When Facebook Isn’t Quite Enough: Landing Pages
  
  
  
  


• Chapter 10 Organizational Considerations
  
  
  • Roles and Responsibilities
  
  
  • How Facebook Works in Different Organizations