LAF_Facebook_Outline 2

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					3. How to build an effective fan page

3.1. How to build an effective landing page

a- What is a landing page?

A landing page in Facebook is generally utilized to help businesses gain fans and give users a branded
When you visit a fan page, the first page that you access is the landing page of this fan page. Before a person
likes this page, they are presented with a landing page which gives them more of a feel for what the company
is about, also, the page tells the Facebook user what they want them to do – ―Like Us‖ to become a fan.

Note that the landing page tells people simply what the business stands for and what action they would like people to

Once a Facebook user becomes a fan of this page, they are no longer presented with the landing page. The
page is still there and can be found usually in Welcome page but once a person becomes a fan, they will then
see the business’s wall by default on their next visit.
Note that once a Facebook user converts to a "Fan", the Like button disappears and fans are shown the company
"wall" by deafault on next visit. The Landing Page is still there, but only found via navigatin on the left.

b. - Welcome:
On the welcome page, you will leave visitors the welcome messages to tell them the gerneral information
about your business. In order to make the facebook users interested in your facebook, the welcome page
need designing well. It is better that you have an image which contains your welcome messages rather
than simply having some text only.

c. - Specifying the benefits if becoming a fan

The key thing that a person wants to a fan of your fan page is that they consider what are the benefits
received when they become a fan. Because of this, the facebook owner needs to specify what they
bring to their fans.

 3.1. b Useful applications

The importance of using Facebook Applications

Facebook applications are a new way to interact with the customers in an indirect manner. Through
Facebook applications, you can both sustain and develop customer relationships.

11 Business Benefits of Using Facebook Applications

    1. Branding - Facebook can be a great resource for generating brand awareness. Facebook is
         becoming popular amongst various age demographics and can be a create interception point for
         building your relationship with you consumers and prospects.

    2. Customer Engagement - Using Facebook applications can be a great way for communicating
         promotions, contest and events. Again it is another interception point that can be leveraged to
         entice consumer engagement with your brand, your products or your service.

    3.   Drive Web Traffic - Generate traffic by creating awareness among non-users through newsfeeds
         and updates by existing users. Facebook can act as a portal point for driving traffic to your site
         and other online properties.
    4. Reputation Management - can be a useful tool for seeing what users are saying about you and
         your brand. In addition your Facebook profile can now be indexed in the search results and as a
         result can provide another favorable listing in the organic search results of the engines.
5. New Customer Acquisition - Facebook provides an opportunity to find consumers you may
     have not otherwise discovered.

6. Lead Generation - Similar to the previous point is that Facebook can act as another potential
     lead gen tool that can be used to qualify leads. Reviewing potential prospects' profiles may help
     you build a relationship with your prospects and aid in the lead generation qualifying process.

7. Client Retention - provides another potential interception point to build the relationship with
     your consumer.

8. Access to the social world and its inherent value You never know who is using Facebook.
     Consider the following scenario: a potential prospect could be doing research on your brand or
     organization and may use Facebook to see if you have a presence there. Then they see that you
     have a Facebook profile and see a number of positive posts about your brand. This in turn can
     shape their sphere of influence and could end up being one of many deciding factors as to why
     the prospect selects you over another vendor. The perception that Facebook is "IN" and the fact
     that you are using Facebook could help influence their perception of your brand.

9. The Viral Effect - Take word Of mouth to a whole new level. Nothing attracts a crowd like a
     crowd... Facebook is attracting quite a crowd.

10. Feedback Mechanism - Using Facebook and the various applications available can help you
     understand consumer behavior based on the sharing of content and commentary on the social
     networking site.

11. Build Business Use Cases - Facebook can provide you with an opportunity to build successful
     business cases as you target specific vertical markets with specific business objectives.

a.   – Marketplace
Marketplace helps people buy and sell different things in a trusted environment, where consists of all
people who you know.

b. - PDF: (ví dụ trang và hinh ảnh)

On the fan page, the owners can share with their fan useful documents through PDF application that
helps they built up fan relationship. Some documents which are only found on the page create the own
values for your fan page.

    b.   - Google Map (bổ sung hình ảnh và lợi ích ví dụ)

If you were the Facebook user, would you bother to like a fan page of a business which you cannot find
the contact details? Give them the assurance that they can trust you, show them where you run your
business and how you can be reached. That is reason why we need add google map application on your
Facebook fanpage to show your business location.

 d. - Notes

Notes is not a very well known feature of Facebook fan pages because most of the attention of facebook
users is mainly focused on making their Facebook fan page wall more eye-catching and on ways to
increase their fans count. The fact is that they are actually unaware of the importance of Notes and hence
forget to use it effectively. However, It’s a great marketing tool and if use effectively the exposure it
offers to your Fanpage is unbelievable.
What are Facebook Fan Page Notes?
You can update or add news, postings (content, news and information) on which people can comment (or
show their liking). Your Facebook fan page wall will be updated with adding of new Notes.

How to creat Notes

> Create | How to activate Facebook fan page Notes feature

    1.   Go to your Facebook fan page

    2.   At   the   top   navigation   bar   click   on   ‘+’   mark,   you   will   see   the   Notes   feature   available   at   drop   down   menu

    3.   Just click on it to make it available at navigation bar as tag

    4.   Whenever you need to add content, just click on it and write down your creation. You can also incorporate RSS feed of your blog in
         your Notes for automatic update.

Why should you use Notes at Facebook fan page?
          Easy to write: The notes are easy to write. It is not restricted the number of words like
               ―status‖. You can write an exciting headline targeted at the emotion side of people, a headline
               that fans love to click.
          Interactiveness: You can interact with your fan by writing an engaging note and watch people
               comment and interact on the comment section of your note.
         Comment exposure: if your friends get to comment on your posts it gets seen by their friends.
            This creates some excellent exposure for your content.
         Recycling opportunities: You can post your old posts on the fanpages.

e. Events

How to Create Events in Facebook

1. Visit your Facebook account

2. You will see Events link at the left side. Click Events

3. Clicking it will open the Events page. You will see the list of future events (for e.g
Birthdays). ClickCreate an Event button

4. At the Create an Event page, write the details of the event.
5. The most important part of this event creation is to select the number of people to whom you want to
send the invitation to. You can do that by clicking Select Guess button
6. After selecting the friends from the list, click Save and Close button

7. Since this is my birthday (not a public event) and i am inviting only selected number of people, i don’t
want to let other people know about this event (to whom i am not inviting). I can do that by un-checking
the box of Anyone can view and RSVP (public event)
8. And ofcourse i don’t want guests to send my birthday event invitation to others as well. So i didn’t
check the box of Guests can invite Friends.

9. I want others to know that who else is coming on my Birthday, that’s why i am leaving box of Show the
guest list on the event page marked check.

10. Once you are done, click Create Event / Save Event button

11. It will open the Events page, where you can see the summary of it.

12. Once all the invitations are sent to the guests, you can see the status of it at the left side, below event
13. If you want to invite more friends, you can click the Select Guests to Invite button below Event

14. If you want to make changes in the event, you can do that by clicking the Edit Event button at the
Top right of that page.

How Guests Will Receive / Accept / Decline Event Invitations

1. Now, when your guests receives that invitation, they will see the notifications of it at multiple places.

a. They can see the Invitation request at the right side of the main home page. They can reply by clicking
any of the link (Yes, No or Maybe) or can click the Event title name to visit the main Events page.
b. They can see the notification of it at the top of the page notification area

clicking this button will show you the title of an Event and the sender’s name.

Click this notification to open the main Events page. On that page you can reply by clicking the buttons
and can even write comments on that page.
c. Guest will also see the notification at the left side of the Facebook   home page. The numeric number

represents the number of pending Event requests.

Clicking it will open the Events notifications page.

You can click the title of the Event name to visit the main Event page or click Respond button to send the
reply of the invitation.
How I Will Get To Know When Someone Accepts the Invitation

If any time later you want to make some changes in the event or want to see the complete list of people
who have accepted your invitation, you can do that by clicking the Events link at the left side of the
Facebook main page.
If you want to make changes in the event, you can do that by clicking the Edit Event button at the Top
right of that page.

As soon someone accepts your Invitation requests, you will get a notification of it as well.
      The benefits of orangizing the Facebook events.

1.        Easy access – People who have been invited can easily check on date, time and place right from their
      Facebook page, simply by clicking on their events.
2.        Easy sharing – Facebook users can quickly and easily send invitations to additional friends for your
      event. This can be very beneficial for non-profit events that want to promote their events without a large
      promotional budget. Word of mouth (even when it is digital) is still the best advertising you can get.
3.        Reminders – Facebook will automatically remind attenders of the event, so that you don’t have to do
      it yourself.
4.        Formatted – The entry screen for Facebook events makes sure that you don’t forget any of the
      details. It lays it out in a nice neat format that can include a picture and as much detail in the description
      as you need.
5.        Invites – Once you’ve set up the event on Facebook you can send out invites to all your Facebook
      friends or only to a select few, whichever fits the event. You can also send the invite by email to those
      who aren’t on Facebook.
6.        Recorded responses – Facebook will track your invitations and responses for you. You will be able
      to see who is planning on attending, who your may be’s are and who has yet to respond. Those invited
      can simply click yes, no or maybe. Much simpler than making a phone call or email RSVP.
7.        Post updates – If there are changes of any kind regarding an event, you can simply post the change
      or note on the event page and everyone attending is immediately notified. No worries about forgetting to
      tell someone.
8.        Respond to questions – People can post questions about the event for you to respond to. For
      celebrations, individuals unable to attend can still post their congratulations and well wishes.
9.        Who else is going? – Individuals invited can check the event page to see who else is attending that
      they know. This can be helpful for arranging shared transportation and encouraging people to attend who
      may have been hesitant to respond.
10.       Website links – For organizations posting events, links to websites with additional information can
      also be included on the Facebook event page.
      Facebook is a social network, and it makes social planning as easy as it can possibly be.
f. Sponsored stories

What is sponsored stories?
When your friends interact with businesses and organizations on Facebook (e.g., when they like an
organization's Page or check-in to a business), stories about their activity are generated in your News
Feed. When the same stories appear again sponsored stories more likely that you’ll learn about the things
your friends like.

When a Facebook user interacts with a merchant's fan page — with a "Like," for example — that activity
appears in the user's News Feed. However, due to the transitory nature of the News Feed and how quickly
information is updated, the likelihood of the user's Friends seeing it is minimal. Sponsored Stories allows
the owner of a Facebook Page to call attention to that activity in the form of an advertisement — called a
"story" — that appears in the right-hand column of a friend's profile pages. In other words, what may
have passed by too quickly to be seen in the News Feed retains a degree of permanence in the right-hand
column and is, therefore, more likely to be seen and acted upon by others.

Who can see Sponsored Stories about me (e.g. Pages I like, Places where I check in)?
News Feed stories that appear as Sponsored stories respect applicable privacy settings. Therefore, only
people who are eligible to see your News Feed story are eligible to see it as Sponsored Story.

For example:

    1. Jane’s privacy settings allow her friends to see News Feed stories about Pages she likes.
    2. Jane likes the Starbucks Page.
    3. Jane’s friend John can see a story about Jane liking the Starbucks Page in News Feed.
    4. Because of this, John may see the same story on the right hand side of pages on Facebook.

How are specific Sponsored Stories chosen for me?

Whether or not you see a specific Sponsored story depends on whether or not a friend of yours has
connected with a business that would like to promote stories. For example, if your friend likes the
Starbucks Page and a story about it is published in your News Feed, you may see a Sponsored Story about
it if Starbucks has opted to promote it.

What types of News Feed stories can appear as Sponsored Stories?
You may see Sponsored Stories based on stories from your News Feed. The types of stories that can be
surfaced include: page likes, page posts, page post likes, check ins, app shares, apps used and games
played, and domain stories.
Can I opt out of seeing or being featured in sponsored News Feed stories?

While there is no way to opt out of seeing all or being featured in any Sponsored Stories, you can remove
specific stories by clicking the "X" displayed in the upper right side of a story and choosing the
appropriate option when prompted. Sponsored Stories that feature news about the actions your friends
have taken on Facebook respect applicable privacy settings. Therefore, only people who are eligible to
see your News Feed story are eligible to see it as Sponsored Story.

Unlike Sponsored Stories, Facebook Ads contain custom messages from advertisers. They are sometimes
paired with news about social actions your friends have taken (such as liking a Page or RSVPing to an
g. Facebook ads
Facebook strives to show relevant and interesting advertisements to you and your friends. Here are the
facts about Facebook Ads:

         Ads can appear in the right-hand column of pages throughout Facebook. Ads are eligible to
    appear on many types of pages, including Apps, Photos, Groups, Pages, Profiles, and the Home page.

         The content of a Facebook Ads is sometimes paired with news about social actions (e.g., liking a
    Page) that your friends have taken.

         Your friends might see news about the social actions you have taken in Facebook Ads. This news
    will only be shown to your confirmed friends, and will adhere to applicable privacy settings you've set
    for your account. If a photo is used, it is your profile photo and not from your photo albums.

         Facebook doesn't sell your information to advertisers.

         Facebook actively enforces policies that help protect your experience with third party applications
    and ad networks.

The benefits of using facebook ads

Reach Your Target Customers
             Connect with more than 500 million potential customers
           Choose your audience by location, age and interests
           Test simple image and text-based ads and use what works

Deepen Your Relationships
           Promote your Facebook Page or website
           Use our "Like" button to increase your ad's influence
           Build a community around your business
Control Your Budget
           Set the daily budget you are comfortable with
           Adjust your daily budget at anytime
           Choose to pay only when people click (CPC) or see your ad (CPM)

Steps to Creating a Facebook Ad
Step 1 - What are you promoting? – Login to Facebook, then go to the Create Ad page and enter the url
you want your traffic to go to. (For our clients, we customize a landing page for each ad in an effort to
better convert the traffic).
Step 2 – Select your demographic – I love the functionality here. As you are selecting your audience, and
using the auto-suggest for keywords, watch the top of the page. You will see it is construction a paragraph
that explains your target audience, and displays the approximate market size for that demographic. I do
wish there was a feature so you could choose all BUT high school students.
Step 3 - Create your Ad-Copy. Here are Facebook’s guidelines for ad copy. Keep in mind what you are
trying to accomplish. If you just write something crazy in an effort to get traffic, your conversion rates
will be low. If you are specific, and enticing, visitors to your site will know why they are there, and will
be more like to join your site, or purchase your products. They will even let you upload a photo to attach
to the ad. Your logo, or an image of the product works best here.. but mind the size, you don’t want a
distorted image.
You can also specify social actions that relate to your ad here. If you are a member of a group, or have an
application, Facebook will enhance your ad with associations to the actions of those groups or apps.
Step 4 - How Much Do you want to spend – The first choice you have to make is whether you want to pay
based on the number of views (cost-per-impression) or on the number of actual clicks your ad receives.
The cost per impression (CPM) is a good idea if you are just trying to spread awareness, as it carries an
overall lesser cost. Keep in mind though, your ad can receive a lot of impressions on a site like Facebook,
and just because it is loading on the page, doesn’t mean that eager eyes waiting to see your ads.
A good portion of Facebook users are going to be blind to advertising. This is why I generally
recommend taking the cost-per-click (CPC) route, as you truly ―get what you pay for‖. Facebook will
recomend a CPC price based on what others are suggesting, and as a general rule, put the most you are
willing to pay for a click to ensure you get the best positioning.
You have a final option to specify if you want the ad to run continuously starting upon approval
(Facebookdoes check the ads before they go live) or if you would rather the ad run only during a specified
time. This is in case you only want to test out the service for weekdays, weekends, holidays, or special
Step 5 - Review and Pay – Alright… now just review the ad to make sure everything looks in order, enter
your credit card information (if it isn’t already stored), and click Place Order. Facebook will review your
ad, and unless you did something bad, like advertise for porn or ignore their guidlines, you’re ad will soon
be sending traffic to your site.
3.3. Increase traffic.
- Optimize tren google: If you want to get a lot of exposure for your brand, you would be smart to use
Facebook due to just how many people are on Facebook these days. You can get fans and traffic to your
Facebook fan page using various techniques, but you should really be focused on the one true way to get
where you want to be. If you optimize your Facebook fan page for the search engines, you’ll soon see lots
of targeted traffic coming to your page and you won’t have to pay for any of it. The great news is that few
pages are ever optimized and so you’ll be able to pass up all those other pages.
Name your page after your brand name: you need to make sure you have carefully chosen your Facebook
fan page’s name. You should opt for a name that goes with what business you’re in and also what you
plan to do. This is why your brand name will always do, as you don’t want be seen as a scammer by
having a lot of vague keywords and phrases in your name. One other thing that’s important to mention
about your Facebook page name is that it shouldn’t be changed once you decide on it. The name of your
page is used by Google to place it in the search results, so modifying the name can affect your search
engine position. This occurs because Google places a lot of weight on the title of a page to determine
where to put it and so when you change the name, it will need to start again when trying to find out where
to place your page.
Grow the link score: Your fan page’s live stream should include direct links as well. You can grow the
link score of your Facebook fan pages by including links to them in your status updates as well as using
status updates to link to other pages that link to your Facebook fan page. It can also help Google to boost
and raise the popularity of your fan page. Don’t try to do this all at once; going overboard in your efforts
will only trigger peoples’ spam alarms. The main goal of your fan page should be to provide people with
good information as well as impressing the spiders for the search engines.
Entice your audience to follow your fan page: Make a point of offering something of value to your
audience in order to get them to follow your fan page. Doing this will increase your search engine traffic
as well as your followers. If you really want more people to recognize your brand, this is an excellent
method of positive exposure.
Phần 1                                                Cách tạo một trang
Phần 2                                                Tại sao phải tạo, benefits và importance
Phần 3                                                Ví dụ

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