Jay Conrad Levinson - Guerrilla Facebook Marketing

GUERRILLA facebook MARKETING

JAY CONRAD LEVINSON
& KELVIN LIM K.M.

GUERRILLA facebook MARKETING

25 Target Specific Weapons to Boost your Social Media Marketing

2013 JAY CONRAD LEVINSON & KELVIN LIM K.M.. All rights reserved.

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ISBN 978-1-61448-274-1 paperback

ISBN 978-1-61448-275-8 eBook

Library of Congress Control Number: 2012935464

Guerilla Marketing Press

an imprint of

Morgan James Publishing

The Entrepreneurial Publisher

5 Penn Plaza, 23rd Floor,

New York City, New York 10001

(212) 655-5470 office (516) 908-4496 fax

www.MorganJamesPublishing.com

Cover Design by:

Rachel Lopez

www.r2cdesign.com

Interior Design by:

Bonnie Bushman

In an effort to support local communities, raise awareness and funds, Morgan James Publishing donates a percentage of all book sales for the life of each book to Habitat for Humanity Peninsula and Greater Williamsburg.

This book is dedicated to all Guerrillas who run businesses in a tight economy. A Guerrilla will always be a Guerrilla, no matter where you are in the world, or the nature, or scale of your business.

TABLE OF CONTENTS

ACKNOWLEDGEMENTS

I would like to acknowledge co-author Shane Gibson of Vancouver, Canada, for ushering me into the world of Social Media with his landmark book, Guerrilla Social Media Marketing. I also wish to acknowledge Kelvin Lim, for traveling halfway around the world to be a better guerrilla marketer, then giving wings to his potential with words and deeds.

Jay Conrad Levinson

Every project involves the contributions of many invisible individuals, and this book project is no different. There are many people whom I am indebted to, and want to acknowledge.

My first thanks go out to Jay and Jeannie Levinson. It is a dream come true for me to work on a project with Jay together, an aspiration Ive had since I was a college student. Jay, thank you for the opportunity to advance Guerrilla Marketing into print with me. You are my hero and an inspiration to everyone out there. Jeannie, thank you for being the most wonderful support and encouraging President of Guerrilla Marketing International for this project.

My thanks go out to my dearest friend Paul Ang, whose ideas and work match that of any true Guerrilla.

To my editor and partner-in-crime, Su-Ann Mae Phillips, it was fun spending all those hours ironing out this project. I look forward to many more opportunities with you.

To my team at Guerrilla Marketing Consulting:

I want to acknowledge Andre Lee and Stuart Tan, true guerrilla partners and directors of Guerrilla Marketing Consulting.

Eu Simin, for being a power-packed and most capable campaign manager that I know of.

To my team at Executive Coach International:

Thank you for your tireless support over the years. You have given me the space and resources I needed to work on amazing projects down various paths I have taken. I acknowledge all of you for your boldness and courage to live your lives to the fullest.

To my buddy Jimmy Wong, thanks for your friendship and partnership; may we have more exciting projects to work on together. You are one fine Guerrilla.

Finally and most of all, to my dad and mom. Dad, dont ever stop surprising me with your willingness and capability to move with the times. Mom, you are my inspiration and my reason. I love you both.

Kelvin Lim

INTRODUCTION

Guerrilla Marketing and Facebook make great natural partners.

They are both leaders: Guerrilla marketing is adopted and followed in many marketing strategies of businesses. No one can deny Facebooks presence. Facebook is irrefutably recognised as the leading social media tool, with some 955 million users.

They operate with the same principles: Guerrillas want the same thing everybody wants but they dont have the same means, or they dont believe in excessive marketing budgets. So instead of splashing out on big budgets to net profits, Guerrillas prime investments are time, energy, imagination and information. Facebook, like any other business, is driven to make profits. But they dont make their profits from getting people to sign up for Facebook accounts. Facebooks tagline sums it best: Its Free and Will Always Be. Anybody and everybody above the age of 13 can sign up for a free, lifetime Facebook account.

They operate from the same premise: they recognize that their customers are active participants. The core of Facebook revolves around relationships. The basis of a Guerrilla Facebook Marketing process is centred upon growing a relationship with the customer first.

Born out of this great natural partnership is our main reason why we are driven to write a book on Guerrilla Facebook Marketing, despite the fact that there have been precedents such as Guerrilla Social Media Marketing and Guerrilla Marketing on the Internet. There is just so much synergy between Facebook and Guerrilla Marketing that we find extremely hard to dismiss or ignore.

This book is the result of our journey of uncovering this great natural partnership between Facebook and Guerrilla Marketing. This book is going to stretch your mind with guerrilla marketing possibilities that any business can learn to adopt and apply. From Guerrilla basics such as attitudes and attitudes of a Guerrilla Facebook Marketer (, we invite you to take your Guerrilla Facebook Marketing plan to the skies, by examining how your Guerrilla Facebook Marketing efforts faceoff with your online marketing efforts. The glossary on Facebook and Guerrilla Marketing concepts at the end of this book serves as a useful future reference point.