Facebook Marketing Like I’m 5 The Ultimate Beginner’s Guide to Mastering Facebook Advertising Tools, Fan Growth Strategies, and Analytics Copyright 2015, 2016 No part of this publication may be replicated, redistributed, or given away in any form without the written consent of the author/publisher or the terms relayed to you herein. Author Photos: Mani Zarrin, Tommy Mendes Cover Design: Natalie Leeke Editorial Direction: Stephen C. Baldwin Research: Tasha Hunter All Rights Reserved | Zeit Media LLC | “Like I’m 5” is a Registered Trademark Contents About the Authors Foreword Preface LET'S BE FRIENDS Facebook for Business: The Strange Case of Dr. Jekyll and Mr. Hyde Facebook Myths Debunked 7 Deadly Facebook Sins to Avoid HOW TO GET YOUR FIRST 1K FANS Facebook Page Dilemmas Beginner’s Toolbox: Facebook Essentials Get Your Pretty On: Profile Optimization How to Attract Your First Facebook Fans How to Develop a Winning Facebook Strategy Facebook Worksheet THE ROAD FROM 1K to 10K FANS How to Scale, Pipeline, and Schedule Your Content Boosting Posts to Get More Eyeballs on Your Content Advertising on Facebook that Works Step By Step Guide to FB Ad Manager Understanding Facebook Insights FACEBOOK LIKE A PRO Advanced Tools for Brands Facebook Custom Audiences Who to Follow BONUS Like I’m 5 Guide to Instagram Praise for Facebook Marketing Like I’m 5 I regret not reading Facebook Marketing Like I'm 5 before launching my own book. It packs more value than an MBA class and you can literally use it as a play-by-play to get your 'magic' out to the world. If you're looking to build a strong, authentic, and respected presence, then this book is certainly for you. Matt Cartagena, Co-author of “Accelerate” Facebook Marketing Like I'm 5 is a critical tool for any small business owner who wants to leverage the power of the massively engaged Facebook audience. The chapters are outlined as specific outcomes that any business owner will want (such as "Getting Your First 1K Fans") and then breaking out the process to achieve those goals in an easy step-by-step process that you can do in minutes. Even if you consider yourself a Facebook pro, you'll find tidbits and hacks that will give you a whack on the side of the head. Ivana Taylor, Small Business Influencer, Publisher at DIY Marketers Facebook Marketing Like I’m 5 offers more than 'how-to's.' It weaves in the importance of quality content throughout each chapter and provides solid examples of this content. Kathy Murray, President of Harvard Business Women's Network, Chair of Executive Forum Angels, Owner of McMorran Strategists LLC What I love about what Peg Samuel and Matthew Capala are doing here is that Facebook Marketing Like I’m 5 is completely actionable and results-oriented. The two are dynamic social media educators and practitioners, which is a rare combination to find. Their natural curiosity means that they tend to figure out what’s next with respect to social media ahead of most others – which is exactly what you need to succeed in today’s crowded marketplace. Jeremy Goldman, Author of “Going Social: Excite Customers, Generate Buzz, and Energize Your Brand with the Power of Social Media,” Founder and CEO at Firebrand Group Peg and Matthew's book gives a realistic yet optimistic view of how marketers can use Facebook. While many are wringing their hands, worrying over the decline of "reach," Peg and Matt offer clear, straightforward advice and tips on how to use Facebook effectively in today's environment. Amy Vernon, Adj. Professor at NYU, Social Media, Columnist at Inc Magazine What I believe to be best thing about this book is how it combines principles, theory, and example in a comprehensive manner. Additionally, the fact that Facebook Marketing Like I'm 5 directly addresses issues that commonly occur -- such as starting, scaling, and maintenance over time -- makes it a must read for those looking for help in becoming successful on Facebook. Gary J. Nix, Chief Strategy Officer and bdot, an integrated branding agency Hallelujah! Finally a book about Facebook for the 40-something crowd! We’re running businesses while racing to understand the social space. This book is the perfect solution. Funny, engaging, relevant, and smart. These authors know how to keep my attention and demystify a very important business tool. Thank you! Rena DeLevie, Chief Compassion Officer of The Roundtable Business Facebook Marketing Like I’m 5 is a practical, useful resource for both social media beginners as well as for those who want to brush up on their skills. I put some of Peg and Matt’s suggestions into practice immediately. Shari Rudolph, Senior Marketing Executive, Adjunct Faculty at Irvine Valley College Facebook Marketing Like I'm 5 is a simple, actionable read with a lot of great insights that drive real results. Matt and Peg did a wonderful job debunking some of the Facebook myths and providing some practical growth strategies that anyone can use to grow their business. If you are using Facebook to grow your business online, this is a must read. Julbert Abraham, CEO of AGM, "The LinkedIn Guy" Facebook it still a mystery for many businesses and brands. Peg and Matthew help to unlock all of what Facebook has to offer in a simple and easy way that everyone can understand. Facebook Marketing Like I'm 5 will help you move to the next level with your Facebook marketing. ‘Cause if you're not using Facebook, you're not really doing business. Mike Street, Social Media Strategist at Burrell Communications Peg and Matt have created one of the most practical, to-the-point Facebook marketing guides for businesses out there. It covers most of the biggest headaches of Facebook marketing that marketers and business owners may encounter, and offers a clear plan of attack to best utilize the channel. One of the “must reads!” Mike Le, COO at CBI Digital Social media marketing is no longer a nice-to-have channel; it’s a necessity. And the landscape is always changing. One player that's here for the long haul is Facebook. Matt and Peg do an excellent job of highlighting the keys to success in Facebook Marketing Like I'm 5. Whether you're a newbie or a seasoned marketer, you're guaranteed to take away valuable insights from this easy to read guide. Lara Nicotra, Marketing Manager at 16 Handles Facebook marketing can be a challenge for brands without full-time support teams, but Matthew and Peg take what’s hard and make it simple. This book will kick-start your Facebook strategy to provide real value to your brand and give you actionable tips on day one. In an age when everyone is on Facebook, it’s not enough to be present; you also have to be excellent. Facebook Marketing Like I’m 5 will get you there! Chad G. Abbott, Partner at Abbson Studios Facebook Marketing Like I'm 5 is a valuable guide, which breaks down what Facebook has to offer into an easy-to-understand format for brands and entrepreneurs. Whether you're looking to jumpstart your social media strategy -- or refine your current strategy -- you've come to the right place. Amelia Tran, Social Strategist at Firebrand Group Social Media marketing is king and Facebook is an unquestionable centerpiece. Knowing how to rule that kingdom is crucial and Peg Samuel has given us the key, opened the door, and provided a comprehensive guided tour and battle plan on how to rule it. Matthew Capala's additions give the extra yet bullseye- accurate intel that supercharges anyone's arsenal. A must read and must-have tool for any business owner -- even if you think you already know it all. Marc Raco, Host of Fashion Is Your Business and Executive Producer of The Hope Is Project The best approach to social media marketing written to date. It reads like an operations manual written in simple English. If you want to refresh your approach to marketing on Facebook, reading this should be your standard protocol. Marc L. Van Valen, Co-Founder and CEO at Digital Cloud Designs, Inc. If you ever thought that you couldn't get a handle on Facebook marketing, this book will change everything. Adam Connell, Founder of Blogging Wizard Facebook Marketing Like I'm 5 is one of the best Facebook resources out there. If you're new to social media and want to use it to make an impact with your customers, this book is for you. The book provides real-life examples with brands and companies we all know and love on what to do and what not to do. Easy to follow instructions on everything from engaging with customers, merging pages, content scheduling, branding, and more! Sarah Dunn, Co-host of the We Live Limitless Being competitive on Facebook is not as simple as many people think. Facebook Marketing Like I’m 5 digs into all the little pieces necessary to build a solid Facebook presence, breaking them down into easy-to-follow steps and worksheets. Matthew and Peg give us key takeaways that are spot-on and proven by the real world examples included throughout the book. BJ Smith, eCommerce Marketing Coach and Podcast Host of The Busy Marketer Facebook is much more complex than it use to be. Facebook Marketing Like I'm 5, an essential guide for beginners and experts, provides insight and easy tactics to navigate the Facebook landscape. The information brought me up to speed very quickly on how to generate more leads for recruitment for our employer brand. It really helped me get the most out of Facebook—I was able to overcome some challenges and achieve our business goals. Sonya Magett, Talent Brand Manager at Game Show Network Marketing on Facebook may be daunting to many, but it isn’t rocket science, and so it’s fantastic to see a book on Facebook marketing that’s completely free of NASA-style jargon. What most business people and entrepreneurs need—and what Facebook Marketing Like I’m 5 delivers—is a clear, up-to-date, results- driven guide that won’t overwhelm them, letting them instead focus on the concrete tactical actions required to improve performance on the world’s largest social network. Stephen C. Baldwin, Author of “NetSlaves: True Tales of Working the Web” Wow. If you've ever wondered how to use Facebook strategically but haven't been able to find a good resource to give you a roadmap for success, look no further. This book is for you. Matthew and Peg hit it out of the park with Facebook Marketing Like I'm 5. It really is THE complete book on how to go from beginner to great with your Facebook Marketing. Highly recommend. Ryan Rhoten, Personal Brand Management Coach, Host of the Brand New You I usually tell clients that social media can be waste of time, but what I mean is it's a waste of time if you're doing it wrong: without thought or strategy. Now, instead I'll tell them Read Facebook Like I'm 5, which cuts through the social media BS and gives clear and actionable information that will greatly enhance