Front cover image for The like economy how businesses are making money with Facebook

The like economy how businesses are making money with Facebook

Print Book, English, 2012
Que, Indianapolis, Ind, 2012
XV, 263 Seiten Illustrationen, Diagramme 23 cm
9780789749062, 0789749068
1074777937
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