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The like economy : how businesses make money with Facebook

Author: Brian Carter
Publisher: Indianapolis, Ind. : Que ; London : Pearson Education [distributor], 2011.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
'The Like Economy' offers a complete, start-to-finish plan for making money on Facebook. Brian Carter demonstrates step-by-step techniques and practical lessons to help companies build their online revenue.
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Document Type: Book
All Authors / Contributors: Brian Carter
ISBN: 9780789749062 0789749068
OCLC Number: 769684800
Description: 1 volume ; 23 cm
Contents: 1 The Like Effect: The Power of Positive Marketing . . . . . . . . . . . . . 1Likes Decrease Costs and Increase Profits . . . . . . . . . . . . . . . . . . . . . .2Likes Increase Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2Likes Give You Control of the Customer Conversation . . . . . . . .3Likes Prove People Are Paying Attention . . . . . . . . . . . . . . . . . . . . . . .3Likes Solidify Loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4Likes Create Evangelistic Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5There's No Dislike Button . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5Can You Do Fear-Based Marketing on Facebook? . . . . . . . . . . . . .6Google and Wikipedia "Like" the Like Button . . . . . . . . . . . . . . . . . .6Facebook Is About Passions and Interests . . . . . . . . . . . . . . . . . . . . . . .7How Often Do Facebookers Like Things? . . . . . . . . . . . . . . . . . . . . . . .8Facebook Users Are More Trusting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9Facebook Groups: Off-the-Charts Positivity . . . . . . . . . . . . . . . . . . . .9Facebook Page Brag Boards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10Easy Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10I Just Posted to Say "I Love You" . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10Emotions on Facebook Are Contagious . . . . . . . . . . . . . . . . . . . . . . .11Gross National Happiness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 2 You Can't Tell a Facebook by Its Cover: The Case forFacebook Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Why Facebook Marketing Is So Important . . . . . . . . . . . . . . . . . . . .14Facebook Is the Biggest Thing Since Google andMight Be Bigger Than Google . . . . . . . . . . . . . . . . . . . . . . . . . . .14The Facebook Ad Platform Is the Most PowerfulMarketing Tool in History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16Google Dooms You to Price Wars, Whereas FacebookCreates Loyalty and Increases Your Value . . . . . . . . . . . . . .16Facebook Fans Are the New Email Subscribers . . . . . . . . . . . .17Facebook Is Heir to the Browsing Empire Yahoo! Lost . . .1700_9780789749062_fm.qxd 11/8/11 9:08 AM Page IVMyths and Misconceptions About Facebook for Business . . . .18Social Media Users Don't Buy Products . . . . . . . . . . . . . . . . . . . .19Social Media Users Don't Buy Soon Enough and theSales Cycle Is Too Long . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22Twitter Is the Only Social Media Channel Worth Using . .23Facebook Is Just for Kids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27People Don't Click On Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29Who Harbors These Misconceptions and Why? . . . . . . . . . .29Some Businesses Profit on Facebook, and Some Don't . . . . . . .30Common Mistakes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30Success Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31Here's What Facebook Marketing Successes andFailures Do Differently . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32Facebook's Strengths: Advantages for Your Business . . . . . . . . . .32 3 FaceFirst: How Facebook Fits In to Your Business andOther Marketing Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33How Is Social Media Supposedly Changing Business? . . . . . . . .34Conversation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34Transparency, Honesty, and Trust . . . . . . . . . . . . . . . . . . . . . . . . . .35Availability and Responsiveness . . . . . . . . . . . . . . . . . . . . . . . . . . . .36Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37Evaluating Social Media Experts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38What Businesses That Profit from Facebook Do . . . . . . . . . . . . . .38Can Facebook Change Your Business? . . . . . . . . . . . . . . . . . . . . .38How Can Facebook Fit In to Businesses inDifferent Ways? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39How Do You Synch Up Your Other Marketing Effortswith Your Facebook Campaigns? . . . . . . . . . . . . . . . . . . . . . . . . . . .39Facebook + Print, Web, and Email . . . . . . . . . . . . . . . . . . . . . . . . .40Facebook + Google Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40Facebook + PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41Facebook + Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41Facebook + TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42Facebook + Radio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43 4 FaceBucks: Five Ways Businesses Achieve Profitswith Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45How Facebook Advertising Helps All Five Revenue Models . . .46Reaching Potential Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46Positive Alignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47Cheap Clicks, Cheap Fans, and Profits . . . . . . . . . . . . . . . . . . . . .47Should You Try Facebook Marketing Without Fans First? . . .48Five Facebook Revenue Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49Strategy #1: Advertising Direct to e-Commerce . . . . . . . . . . .49Strategy #2: Advertising and Email Marketing . . . . . . . . . . . .50Strategy #3: Fan Marketing for e-Commerce . . . . . . . . . . . . . .53Strategy #4: Fans for Blogging and Advertising Revenue .55Strategy #5: Fans and Affiliate Marketing . . . . . . . . . . . . . . . . . .57 5 How Not to Fall on Your Face: Six Mistakes That BlockFacebook Profitability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 611. Viability and Profitability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62The New Online Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62The Successful Online Business Now TestingFacebook Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66Figuring Out Facebook Marketing Profitability . . . . . . . . . . .672. Head in the Sand: No Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .673. Too Many Hoops: The Arduous Conversion Funnel . . . . . . .68The 1% Rule: Only 1% Of People Will Do WhatYou Ask Them to Do Online . . . . . . . . . . . . . . . . . . . . . . . . . . . .68The Effect of the 1% Rule on Internet Sales Processes . . . .694. Why Should I Care? Unmotivated Customers . . . . . . . . . . . . . .70Why Should They Care? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70WIIFM? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70Incentives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70Facebook-Specific Landing Pages on Your Website . . . . . . .715. You've Got the Wrong Guy: Unqualified Fan Base . . . . . . . . .726. Let's Get It On: No Warm-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73Start with Generosity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73Warming It Up on the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73Warming It Up on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74 6 Facing the Facts: How to Continuously Get BetterResults with the Five Steps of Optimization . . . . . . . . . . . . . . . . . . . 75The Five Steps of Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76Step One: Establish One Clear Goal . . . . . . . . . . . . . . . . . . . . . . . . . . . .79Facebook Marketing Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80Prioritizing Goals and Reconciling Conflicts . . . . . . . . . . . . . .81Step Two: Quantify the Goal with a Key Metric . . . . . . . . . . . . . . .82Balancing Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83Estimating the Likelihood of Success . . . . . . . . . . . . . . . . . . . . . . .83Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84Facebook Marketing Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84Step Three: Look at Where You're Starting . . . . . . . . . . . . . . . . . . . .85Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86Obstacles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86Capabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .87Step Four: Choose Tactics to Test . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88Ad Copy Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88Ad Image Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88Facebook Post Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89Testing Post Types . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90Landing Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90Step Five: Optimize Based on Results . . . . . . . . . . . . . . . . . . . . . . . . . .90 7 Selling the Dream: Going Beyond Benefits to ArouseYour Fans' Desire for What You Offer. . . . . . . . . . . . . . . . . . . . . . . . . . . . 93Facebook Is Not About You: Curing the"Me Me Me" Epidemic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .94Your Favorite Words Versus the Customers' . . . . . . . . . . . . . . .94Disinclination to Better Understand thePotential Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95Can You Really Say, "I Am the Best Example ofOur Target Customer"? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97Obsession with the Artistic Parts of the MarketingProcess, to the Detriment of Other Aspects . . . . . . . . . . . .97Lack of Interest in Measuring Results and ChangingStrategies and Tactics to Get Better Results . . . . . . . . . . . . .98Facebook Is the Consumer's Playground:So Play by the Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .98Do Pushy Sales Messages Turn People Off? . . . . . . . . . . . . . . . . . . . .99Facebook Is Like a Conference: How Do YouSell at a Conference? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99Sales Is a Journey of Four Steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100What Is AIDA? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100"Hot Donuts Now" . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100"I'm on a Horse" . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101Social Media Selling Is So Romantic . . . . . . . . . . . . . . . . . . . . . .101How AIDA Works on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . .102How to "Sell the Dream" . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103The Desire Phase Is Critical in Fan Marketing . . . . . . . . . . .103The Features Versus the Benefits . . . . . . . . . . . . . . . . . . . . . . . . . .103The Benefits Versus the Customer's Dream . . . . . . . . . . . . . .104Examples of Selling the Dream . . . . . . . . . . . . . . . . . . . . . . . . . . . .10512 Things People Dream About . . . . . . . . . . . . . . . . . . . . . . . . . . .107How to Figure Out Your Customer's Dream . . . . . . . . . . . . . .107How to Get Fans Thinking and TalkingAbout the Dream . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108 8 Putting Your Best Face Forward: Setting Up YourFacebook Page to Get More Fans and Sales. . . . . . . . . . . . . . . . . 109Pages, Groups, and Profiles: The Mad, Mad Worldof Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .110Other Facebook Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . .113Can You Market with a Personal Profile? . . . . . . . . . . . . . . . . .114What's Better, Pages or Groups? . . . . . . . . . . . . . . . . . . . . . . . . . .114Understanding Admins for Pages and Groups . . . . . . . . . . .116How Do Pages and Groups Work Together? . . . . . . . . . . . . .116Why Are Facebook Groups So Powerful? . . . . . . . . . . . . . . . . .117Critical Mistakes to Avoid in Page Setup . . . . . . . . . . . . . . . . .118What to Put in Your Page's Main Picture . . . . . . . . . . . . . . . . .119How to Get a Vanity URL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119Are Custom Tabs Overhyped? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120Most People Never See Your Welcome Tab . . . . . . . . . . . . . . .120Why Most People Will Never See Your Tabs . . . . . . . . . . . . .121Easiest Ways to Create Welcome Tabs . . . . . . . . . . . . . . . . . . . .121Other Great Uses of Custom Tabs . . . . . . . . . . . . . . . . . . . . . . . . .123 9 The Face of Advertising: How to Capitalize on theMost Powerful Marketing Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125Why Facebook Advertising Is Critically Important . . . . . . . . . .126Comparing Google Search Marketing withFacebook Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127How Ready Are They to Buy Now? . . . . . . . . . . . . . . . . . . . . . . .127Cost of Permission Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127Facebook Ads for Different-Sized Businesses . . . . . . . . . . . .128Mistakes and Misconceptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129How to Do Facebook Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1301. Analyze Your Business and Customers . . . . . . . . . . . . . . . . .1312. Target Your Audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1323. Create Your Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . .1364. Optimizing Your Campaigns and Ads . . . . . . . . . . . . . . . . . .144Advertising to Existing Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .151How to Be a (Boring) Rock Star for Just $30 per Month . . . .152 10 FaceHook: Capturing Qualified Prospects as Fans andGroup Members. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155Why Fan Marketing Can Be So Profitable . . . . . . . . . . . . . . . . . . . .156Paid Media Versus Owned Media on Google . . . . . . . . . . . .156Paid Media Versus Owned Media on Facebook . . . . . . . . . .156Unwise Ways to Get Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158The Contest and Giveaway Trap . . . . . . . . . . . . . . . . . . . . . . . . . . .158Buying Fans from Companies That Get Fans for You . . .159Marketing 101: Targeting and Return on Investment . . . . . . . .159Wrong Fans? Bad Return on Investment . . . . . . . . . . . . . . . . . . . . .160A Few Fan Growth Campaign Case Studies . . . . . . . . . . . . . . . . . .161How to Get Cheap, Targeted Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . .163The Best Ad Settings for Cheap Fan Acquisition . . . . . . . . .163Target-Ad Consistency: Tightly Grouping Targetswith Image and Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .164An Alternative Targeting Approach . . . . . . . . . . . . . . . . . . . . . . .165No-Brainer Marketing: Simplicity Gets Results . . . . . . . . . .165Ad Copy Formulas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .165Ad Copy Grammar, Punctuation, and Capitalization . . . .166Ad Headline Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .166How to Choose Images for Fan Acquisition Ads . . . . . . . . .167The Key Metric for Fan Generation and How to Find It 167Notes on Business-to-Business Fan Acquisition . . . . . . . . . . . . .171Business-to-Business Fan Generation Advertising Tips .171 11 Talking Till You're Blue in the Face: How to Get MoreLikes and Comments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173How People Use Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .174Your Fans See the People and Pages They Interact With . .174The Average Page's Posts Are Seen by Less Than10% of Its Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175The Mysterious EdgeRank Algorithm . . . . . . . . . . . . . . . . . . . .177Post Metrics and Benchmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177Dancing on the EdgeRank: Increasing Responseand Visibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179What the Heck Is Web 2.0? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179Leading the Community You Create . . . . . . . . . . . . . . . . . . . . . .181Formulas for Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181Incorporating Selling the Dream . . . . . . . . . . . . . . . . . . . . . . . . . .184Learning from Your Previous Posts . . . . . . . . . . . . . . . . . . . . . . .185Engagement Milestones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186Guiding Your Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186Balancing Engagement and Selling Types of Posts . . . . . . . . . . .188Ratio and Frequency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .188Ideas for Posting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .189Feedback Rate and Sales Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . .190 12 FaceMessage: Achieving Other Corporate Goalson Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191Non-Revenue-Oriented Facebook Goals . . . . . . . . . . . . . . . . . . . . .192Branding and Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .192Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .196Journalistic Best Practices for Interaction . . . . . . . . . . . . . . . .200 13 Face-alytics: Analyzing Your Facebook Results. . . . . . . . . . . . . 203Which Web Analytics Package Should You Use? . . . . . . . . . . . . .204Google Analytics Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .205Taking Analytics with a Grain of Salt . . . . . . . . . . . . . . . . . . . . . . . . .207The Untrackables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208Uneven Accountability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .210Last-Click Bias . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .211Inconsistencies and Inaccuracies . . . . . . . . . . . . . . . . . . . . . . . . . .211Tracking Facebook Visitors with Google Analytics . . . . . . . . . .212Tracking Visitors from Facebook Posts . . . . . . . . . . . . . . . . . . .213Tracking Visitors from Facebook Ads . . . . . . . . . . . . . . . . . . . . .214How to Get Advanced Facebook Page Insights . . . . . . . . . . . . . .2161. How Often Should You Post on YourFacebook Page? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2172. What If the Demographics of Your Most EngagedFans Is Different from Your Average Fan? . . . . . . . . . . . . .2173. What Types of Posts and Post Content Get Youthe Best Feedback Rates? Which Get the Worst? . . . . .2184. What's the Best Time to Post to Your Fans? . . . . . . . . . . . .2185. Which Sources Get You Fans Who Will UltimatelyUnlike Your Page? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218How to Use These Tips to Get Better Resultsfrom Your Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .219 14 FaceFluence: Turning FaceBrowsers intoFaceBuyers-13 Sales and Influence Tactics. . . . . . . . . . . . . . . 221When Influence Comes into Play . . . . . . . . . . . . . . . . . . . . . . . . . . . . .221Sales and Influence Tactics for Increased Facebook Profits . . . .222Applying Influence Principles to Facebook Marketing . . . . . .223Reciprocity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223Commitment and Consistency . . . . . . . . . . . . . . . . . . . . . . . . . . . .230Social Proof . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .232Liking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233Authority . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .234Scarcity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235Applying Time-Tested Sales Tactics to FacebookMarketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237Discounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237Bonuses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238Upsells . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238Selling the Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .239Truth and Consequences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .240 15 FaceBusiness: Seven Principles for Success. . . . . . . . . . . . . . . . 243Harness the Power of Positive Marketing . . . . . . . . . . . . . . . . . . . . .245Embrace the Entire Sales Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .246Leverage the Facebook Advertising Platform Now . . . . . . . . . .246Know Your Customers Much More Deeply . . . . . . . . . . . . . . . . . .247Test, Track, and Optimize Your Marketing . . . . . . . . . . . . . . . . . . .248Start Fascinating Conversations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .248
Responsibility: by Brian Carter.

Abstract:

'The Like Economy' offers a complete, start-to-finish plan for making money on Facebook. Brian Carter demonstrates step-by-step techniques and practical lessons to help companies build their online revenue.

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