试谈Facebook营销圣经.docx

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1、The Facebook Marketing Bible33+ Ways to Market Your Brand, Company, Product, or Service Inside FacebookBy Justin SmithjustinxinsidefacebookxEditor, Inside FacebookxinsidefacebookxVersion 1.04May 11, 2008Facebook营销圣经33种以上的方法助你在Facebook上营销你的品牌、公司、产品及服务简介目录I. Tools for Guerilla MarketersFor the aggress

2、ive guerilla marketer, Facebook offers a bevy of viral channels to get the word out to your friends and creatively reach your target audience. The best part about these guerilla tactics is their cost: free. Everyone on Facebook can use these strategies to recruit and to evangelize their causes.Strat

3、egy: If you build it, will they come?Marketers often wonder whether it makes sense to attempt to build their own social network around their product, company, brand or service. Some hire development shops to build a custom web site, others use white label products, and still others use hosted servic

4、es like Ning. The problem with this approach, however, is that its extremely expensive to bring a significant enough number of users onto your own service to make it worth the expense (which can often run in the tens of thousands of dollars). In most cases, it makes much more sense to craft your str

5、ategies targeting the social networks in which people already “live” onlineonce someone builds their profile and friend list on a popular platform like Facebook, its awfully hard to get them to move.1、游击营销人员的好工具为了迎合雄心勃勃的市场人员，Facebook提供了大量渠道方便了信息的病毒式传播，你的话语不仅可以传给你的朋友，还可以最终接触到目标人群。这些策略最大的好处在于完全免费。Face

6、book上的任何人都可以运用这些策略招贤纳士或布道推广。策略：如果你这么做了，人们真的会来吗？市场人员经常会怀疑围绕自己的产品、公司、品牌或服务构建社交网络是否合理。有些把网站（常规的那种）包给别人做，有些采取贴牌销售，有些选择了托管服务，托管给Ning这类的社交网络。然而，采用这种渠道的问题在于引入大量的用户的成本太高，动辄上万美元的花费是否值得？绝大多数情况下，瞄准已经有大量活跃用户的sns平台制定策略是比较合理的。因为一旦人们在Facebook这种平台上创建了自己的资料和建立了关系网后，想让他们换地是很困难的。1. Profile PageThe starting point for y

7、our presence on Facebook is your profile page. Your profile page is basically a landing page that you design in order to convert your friends to engage with certain parts of your identity.Not only is your profile the page that you have the most control over, its the place where you can most deeply a

8、nd authentically express your passion for the brand, company, or product you want to promote. Your profile page is an opportunity to craft a credible real-world story around the reasons your products or services are so valuable. Take advantage of Personal Info, Work Info, Photos, and applications to

9、 tellbits and pieces of your narrative as it relates to your brand. If youre not buying your own stuff, why should anyone else? If you dont want to associate your personal identity with the product or service youre trying to promote, Facebook is not for you. Inherent in the current state of Facebook

10、 is a culture of transparency that devalues and ignores inauthenticity. If youre afraid to show the real people behind your campaign, thats okay-but save your time and money and go somewhere beside Facebook.1、资料页最开始进入Facebook时，你身处的地方就是你的资料页。每次登陆你都会最先出现在这里，你要做的是设计这个页面，让你的好友与你互动，成为你身份的一部分。资料页不仅是你最常停留的

11、地方，也是你要为你的品牌、公司或你要推出的产品挥洒激情的地方。资料页给了你一个绝好的机会，去打造一个真实可信的故事说明你的产品和服务是如此的有价值。个人信息、产品信息、照片和一些与你品牌相关的故事片段都值得好好利用。如果你自己都不买自己的产品，别人怎么可能买呢？如果你不愿意把要推广的这些和你个人联系起来，那么Facebook不适合你。Facebook的文化就是去伪存真，你要继承这种文化。如果你不愿意让消费者看到你们这些幕后工作者，就别留在Facebook，去别的地方吧。Finally, most people dont realize how many page views profile p

12、ages receive. One of the most common habits of Facebook users is browsing the profile pages of friends and stalking the profile pages of people they want to learn more about. By connecting to hundreds of partners, customers, associates, and friends on Facebook, youll drive a TON of traffic to your p

13、rofile page. Take advantage of that huge opportunity.绝大多数人并没有意识到自己浏览的资料页在浏览总页面中占多少比重。但最普遍的一个现象就是Facebook用户喜欢浏览自己朋友的资料页，访问他们感兴趣的人的资料页。通过和数以百计的合作者，顾客，合作伙伴等在Facebook上成为好友，你的资料页上会有成吨的信息，好好利用这巨大的良机吧。2. Facebook GroupsGroups are oldest and simplest way to build community around your brand or company on Fa

14、cebook. By starting a group, you create a central place for customers, partners, and friends to participate in conversations around your brand. Facebook groups come with boards for posting discussion topics, photos, videos, and links right out of the box. You can also easily send news and updates to

15、 your group members as often as you like - messages arrive in their Facebook Inbox. And the best part about Groups is you can create as many as you like for free. 2、Facebook群组如果你要围绕你的品牌或企业在Facebook上建立社区，群组是最古老也是最简单的方式。建立一个群组，你和消费者、合作者和你的朋友的所有对话将可以围绕你的品牌展开。群组的内容包含话题讨论、照片视频和链接分享。你也可以随心所欲地给小组成员发消息，他们会在

16、收件箱里看到。而最大的好处是这些都是免费的。Groups are one of the simplest ways to do viral marketing on Facebook. Once members have joined your group, they can easily invite their friends to join the group via a built-in Invite feature. If your members are excited about your group, it can grow really quickly. (The group

17、 1,000,000 Strong for Stephen Colbert grew from zero to one million members in 9 days!) Additionally, your group name will usually appear on your members personal profile pages until they leave the group. Many people view groups as “Bumper Stickers” for their profile page in this regard. Because pro

18、file pages are highly trafficked, these links can generate a lot of clicks to your group page.群组也是在Facebook上进行病毒式营销最简单的途径之一。人们一旦成为组员，他们会用群组附加的邀请功能邀请他们的好友也加入小组。如果他们的好友也感兴趣的话，你的群组人数增长将会很迅猛（据测算“1,000,000 Strong for Stephen Colbert”小组的人数从0到100万也只用了9天时间）。在群组成员离开之前，他的资料页上会一直显示他所在的群组。Of course, groups do h

19、ave their problems. First and foremost, Facebook removes your ability to blast messages to your group once it surpasses a certain size. While Facebook is working on removing this limit, group owners are still currently experiencing this restriction at 1000-一五00 members. However, Facebook has said pu

20、blicly that this limit will go away soon. Second, if your group becomes popular, it can become a target for spammers. If you want to keep your group clean, be prepared to spend time deleting spam wall posts and reporting users that spam your group to Facebook. This can take a lot of time. Finally, w

21、hile Groups do offer a reasonably robust feature set with no setup, youre not able to extend their functionality with Facebook applications. In order to use those, youll need to get a Facebook Page.当然群组也存在问题。首先如果群组人数超过了一定限制，你就无法群发消息了。Facebook目前正致力于移除这种限制，很多人数在1000-一五00的小组正深受其苦。Facebook也公开宣布这个限制将很快被移

22、除。其次，如果你的小组很受欢迎，会成为垃圾信息发布者的目标。想保持组内环境清洁的话就得花时间删除垃圾信息，向Facebook举报那些发垃圾信息的家伙。Strategy: What about spamming existing Groups?Many marketers choose to post links in existing Facebook Groups to their own Facebook Group or website. While this tactic may work on a small scale, Facebooks automated systems wi

23、ll shut down accounts that post links in many groups. A better approach would be to approach existing group owners and ask to set up a reciprocal link exchange between your groups, just as you would on the open web.策略：那些现在已经遍布垃圾信息的群组呢？很多营销人员倾向于在别的Facebook群组上直接发布链接，链到他们的网站或Facebook上的群组。发的少的话可能还可以。但Fa

24、cebook的系统会自动匹配，如果某个账号在多个群组发布链接会被其自动关闭。较好的方法是直接联系那些群组的创建者，群组之间互相交换个链接，就像网站交换链接一样。3. Facebook PagesPages were launched by Facebook in November 2007 as a way for businesses of many types toeasily establish a brand presence on Facebook. Pages are a lot like groups, with some important differences: Pages

25、 are more customizable than groups. You can add content or even Facebook applications to your pages to extend their functionality and the depth of experience users can have with your brand. Pages get more prominent “Bumper Stickers” real estate than groups on the profile pages of your fans. There is

26、 no limitation to the number of fans in your group that you can message. This means Pages can be an effective way to communicate with large numbers of Facebook users who are fans of your Page. “Fans” who join your group are NOT able to invite their friends to be fans of your Page. Fans must either “

27、Share” your page with their friends, or their friends must observe that they “are a fan” of your Page either via their profile page or News Feed. You can view demographic information on who your fans are. Facebookenables you to export breakdowns by age and gender in Excel format. Facebook has taken

28、an active role in cracking down on Pages not created by authorized agents.3、Facebook页这些页面是Facebook在2007年11月发布的，作为在Facebook上创建品牌的一种相对简便的方式。这些页面和群组很相似，也有很多不同之处：页面比群组更容易定制。你可以添加内容甚至Facebook应用程序到你的页面以扩展其功能，增加些深度以便吸引一些Facebook的老用户。可以吸引很多人成为你页面的粉丝，他们比那些群组成员更忠诚。与群组不同，给粉丝发送信息是没有数量限制的。这意味着如果要联系大量的Facebook用户，

29、让他们成为你页面的粉丝是更好的方式。In March of 2008, Facebook launched an upgrade to Pages that will be welcome news to businesses and marketers. Its now easy to add custom Flash or HTML (FBML) to your Facebook Page. In order to add Flash and FBML capabilities to your Page, install the “Flash Player” or “Static FBML

30、” apps. Adding the Flash Player will allow you to upload your own Flash files to your page, while adding the Static FBML app will allow you to enter your own HTML. This will allow Pages to provide much more customized experiences. In addition, Facebook added a Legal Drinking Age setting to Pages. If

31、 you operate a page related to alcohol products or bars, you can now meet legal drinking age requirements by editing your settings to only allow your page to be fully accessible by those over the legal drinking age where they live.2008年3月，Facebook针对页面发布了一个更新，这对于企管营销人员无疑是个好消息。现在，在Facebook页面加Flash或HTM

32、L（FBML，FaceBOOK的一种标记语言）代码很容易了。为保证这些使用正常，你需要安装Flash播放器或静态 FBML应用。添加Flash播放器你就可以上传自己的Flash文件，而添加静态 FBML应用你才能编辑HTML代码。这使得页面的定制性更强。例外，Facebook对于Facebook页增加了一个关于饮酒法定年龄的限制。如果你做酒类生意的话，必须根据各地饮酒法定年龄来设定页面的浏览权限，低于这个年龄的Facebook用户不能浏览你的页面。Finally, Facebook added the Photos and Videos modules to Pages so that Pag

33、e owners can allow fans to upload photos and videos. Pages are a good option for small or local businesses that want to establish a presence on Facebook. Like groups, theyre another free and easy way to do viral marketing.Pages will become an increasingly important marketing vehicle on Facebook over

34、 time especially as the volume of fan-endorsed Social Ads continues to grow.Facebook最终在页面上加上了照片和视频模块以便页面主人的粉丝们上传照片和视频。对于一些仅仅是想在Facebook上露个脸的地方或小型企业，页面确实是个好选择。和群组一样，这也是个开展病毒营销的好途径。特别是在有广大粉丝支持的社交广告不断增长的情况下，页面在Facebook营销上的重要程度将与日俱增。Strategy: Groups and Pages are very similar. Which makes more sense?Thi

35、s is a hard question, and the answer depends on the goals of your campaign. If your campaign depends heavily on regular communication with large numbers of people, Pages are definitely your best option. Facebook is going to continue to build out Pages functionality for brand owners. By contrast, if

36、your goal is to maximize the number of people that come in contact with your brand, but communicating with them over time is less important, the viral invitation feature of Groups allows them to potentially grow much faster. Youll just need to be creative in giving your group members a reason to inv

37、ite their friends.策略：群组和页面非常类似。哪个更合理呢？这个问题很难回答，答案因你的目标而不同。如果你要做大，和大量的人交互，页面绝对是你最好的选择。而且Facebook也准备进一步扩展页面的功能。如果你只打算和相对较少的人接触，但和他们长时间交流也不是问题，群组的社交邀请的特点刚好可以让这种交流更快地发展，你只需要在“如何让你的组员邀请好友”这点上表现得更富创造性一点儿就行了。Strategy: Ive just created a page. How do I promote it?Once youve created a page, there are a few t

38、hings that you can do to grow your “fan base” within Facebook:1) Share/Post your page on your Facebook profile. This will convert more friends and profile visitors to visit the Page.2) Create Events within your page. When fans RSVP, their friends will see the news in their News Feeds.3) Post message

39、s in related Groups. Use Facebooks search function to post messages in related groups about the existence of your page. If you dont feel comfortable “spamming” these groups with unsolicited Wall posts, try messaging the group admins and officers to ask their permission to promoteyour page within the

40、ir group. They may even be willing to promote your page for you.4) Email the Page URL to your mailing lists and invite contacts to become Facebook “Fans” of your page.5) Buy Social Ads to promote your page. Facebook is hoping to promote Pages more by integrating Page traffic stats into its Social Ad

41、s advertising service. Also, remember that whenever someone becomes a fan of your Page, that news appears in their Mini Feed and their friends News Feeds.策略：我刚刚创建了一个页面，怎么推广它呢？建好一个页面，你可以采取以下这些步骤在Facebook上获得更多的粉丝。1） 在你个人的资料页上发表/分享这个页面。这样可以将很多你的好友、访客导入此页。2） 在你的页面中建立活动。当有粉丝回复邀请，他们的朋友将在动态里看到这些粉丝的动向。3） 在相

42、关的群组发一些信息。利用Facebook的搜索功能在相关的一些群组发一些信息给你的页面做做广告。如果你觉得在别的群组这样发垃圾信息始终不好的话，还是和群组管理员们打个招呼吧，他们可能还很愿意帮你做下推广呢。4） 把页面的URL发给你邮件中的所有联系人，让他们成为你页面的粉丝。5） 买社交广告来做推广。Facebook也希望通过整合页面流量统计，用页面来推广他们的社交广告服务。还有，有人成为你页面的粉丝，这消息是会出现在他的微动态和他的好友的最近动态中的。In the Spring of 2008, Facebook began offering a Group Page conversion

43、tool. Essentially, if youre the owner of a Facebook Group and want to convert the members of that group into “Fans” of your Facebook Page instead, you can fill out a request and Facebook will perform the migration for you automatically if your request meets its criteria. According to Facebook: If yo

44、u have a group that fits into one of the categories offered for Pages and you are the official representative of that artist, business, or brand, we can help you convert your group into a Page. Please fill out your request by providing us with the URL to your current group and the URL to the Page yo

45、u have created that you would like your group members and group content transferred to. Brand owners that originally created groups that have grown too large to manage effectively should consider migrating their groups to pages.2008年春，Facebook开始提供群组-页面转换工具。如果你在Facebook有个群组并想把你的组员转换成你Facebook页面的“粉丝”，

46、可以填写一个请求，如果符合条件Facebook就会自动帮你完成转换。根据Facebook的规定：“如果你的群组符合条件，并且你是该组织的官方代表，不管是艺术团体、企业，我们都可以帮你将群组转化成页面。请按规定填写请求，包含你群组的URL，目标页面的URL，想移动的群组成员和内容。”最初建立群组但没想到群组发展得如此庞大，难于管理的人有福了。Facebook Issues Guidelines for Promoting Pages Outside Facebook While Facebook uses Social Ads and the News Feed to help brands p

47、romote Pages within Facebook, the task of promoting Pages outside Facebook is largely left to the brand owner. In order to help marketers clearly promote Pages without causing Facebook brand confusion, Facebook has released the following Pages marketing guidelines:1) Use or reference to the Facebook

48、 brand should not imply partnership, endorsement or sponsorship unless approved by Facebook Brand Marketing.* Example Do: “Find us on Facebook to discover more about”* Example Dont: Dont: “Company X partners with Facebook in social advertising campaign”2) Do not use icons, visuals, logos, etc. taken from the Facebook site. Instead, use the Facebook Page Badge or Facebook Page Screenshots.3) A registered trademark symbol must be included in all print / online displays of logo or wordmark that reference the Facebook brand.4) When advertisers request use of Facebook brand features, they may or