P o r t f o l i o

Benjamin H. Bylsma

The Cass Hotel: Chicago, IL.

Park: Chicago, IL

Alley: Chicago, IL

BusinessescansetupaFacebookPageforaproductortheirentirebusiness.Thisallowsabusinesstonetworkwithcustomersandfindnewcustomersthroughthesecontacts.Pagesal-lowthemtogobeyondstaticcommunicationwiththeircustomersandallowthemtopostup-datesontheirwallforalloftheircustomerstosee.(Facebook,2009)Inawaythisismarket-ingandcustomerserviceallinoneplace.“YouendupmovingawayfrombeinganInternetmarketerandgointoalmostcustomerservice,”saidJimGlaub,creativedirectoratArtMeetsCommerce,aNewYorkmarketingfirm.(NewYorkTimes,2009)

Facebookcurrentlyhas300millionpeoplesubscribedtoit’ssite,(Facebook,2009)thatisessentiallythesizeoftheUnitedStatespopulation,soasasmallorlargebusinessownerwhenyouneedthemostcosteffectiveadvertisingcampaign,Facebookisanobviouschoice.Face-bookoffersbothaCostPerClick(CPC)orCostPerImpression(CPM)advertisingmodel.Bothstartwithadailyamountthatyouwanttospendonadvertisement,theminimumis1$Fromthereyoudecidehowmuchyouwanttakenoutofthatdailyamount,Facebookoffersarecommendedminimumdependingonwhatyouradvertising.Thehighertheamountthemoreclicksorimpressionsandviceversa,thedifferencebetweenthetwoisthatCPCchargesfromyourdailyamounteverytimeapersonclicksontheadvertisementwhereasCPMchargesev-erytimeyouradvertisementisviewed.FacebookAdvertisementsalsohelpsbynarrowing

Facebook for Business By Ben Bylsma (from a case study project).

downyourdemographicssothatyourtargetmarketviewsyourads.(Facebook,2009)

FacebooksConnectallowsviewerstosharewhattheyaredoingonyoursitewiththeirFace-booknetworkoffriends,essentiallyconnectingyourbusinessessitewiththeirFacebooknet-work.“Wehaveseena99%increaseinpageviewssinceimplementingFacebookConnect.”StatedontheFacebookConnectoverviewfromLollapalooza.(Facebook,2009)OneofthehighlightsofthisfeatureisthatitallowsaccessbetweenabusinessessiteandFacebookwith-outaddingtothesocalled“socialnetworkfatigue”bybypassingregistration.(Insidefacebook.com,2009)Joost.comisagoodexampleofthis;itallowsyoutologinusingyourFacebookIDrightfromtheirsite,fromthereyoucansharewithyourFacebooknetworkoffriendswhatyou’vebeenwatching.(Joost.com,2009)

AnothergoodtoolistheFacebookShareApplication,whichcanhelpyouSharecontentacrossnetworks.TheSharetoolallowsforFriendstoshareyourwebsitewiththeirfriendswiththeclickofabutton.(Facebook,2009)

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How will you incorporate Facebook in your future ventures?

ClaraShih,Authorof‘TheFacebookEra’stat-edinaNewYorkTimesarticlesomeveryhelpfulfirstquestionstoaskbeforesettlingdowntostartaFacebookpage.“Whatisyourbasicobjective?Isitgettingmorecustomersinthedoor?Buildingbrandawareness?Creatingavenueforcustomersupport?Onceyouhavesetyourgoal,youcanstrategizeaccordingly.”(NewYorkTimes,2009)IwoulduseFacebookPagesforconnectingwithmycustomersintwospecificways,customerserviceandupdates.Becausethewalloffersavaluablecommunicationstoolcustomerserviceisanaturalresult,insteadofintegratingthesecommunicationstoolsexclusivelyonmywebsitemyFacebookPagewouldgivemybusinessagreatopportunitytocommunicateoneononewithcustomersinanalmostreal-timesetting.It’sbetterthene-mailbe-

causeit’seasierandalittlemorepublicsoanan-sweredquestiontoonecustomermightactuallyanswerthesamequestionforseveralcustomers.In-steadofsendingoutamasse-mailnewsletter,whichbecomesjunkmaileventually,Iwouldsendoutlesse-mailsandmorenewsupdatesthroughmybusi-nessesFacebookPage.Thiswouldalsobeintegrat-edwithmywebsitesothatthosenon-Facebookcus-tomerswouldnotbeleftinthedark.IwouldalsoutilizeFacebookAdstodrawpeopletothebusiness-eswebsite.FacebookAdswillbeagreatresourceswhenIdon’thavealotofmoneytoputtowardad-vertisingbecauseIcanputaslittleasadollaradayandstopandstartitwheneverIneedto.TofurtherintegrateFacebookwithmywebsiteIwouldeven-tuallywanttoutilizetheirConnectfeaturesothatIcouldexpandmybusinessesconnectionwithit’scustomers.

Rising Sun over Rising Wolf Mountain: Montana

Ascending the Mountain: Montana

The Receding Darkeness: MT

Dawn: MT

Storm: Montana

The Challenge: Montana

Pier: Muskegan, M

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Racer: Chicago, IL

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TheCrazybeardlogowasdesignedaroundtheideaofmakingasymbolthatcouldbecomeiconic.Thefacewastakenfromanactualpictureandgraphicallychangedintoavectorim-age.TheinspirationcamefromacrossbetweenStarbuckandBurtsBeeslogo.

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Oneofmyearlierlogo’stheReelToReelideawaslessofasymbolandmorewordcentered.Itwasdesignedforuseinalocalretailshop,builttoexpressalightheartedfeeling,likethatoftheentertainmentmediaitwouldsell.

Reference:

Pattison,K.(November11,2009).HowtoMarketYourBusinessWithFacebook.RetrievedonNovember16,2009fromTheNewYorkTimesWebsite:http://www.nytimes.com/2009/11/12/business/smallbusiness/12guide.html?pagewanted=1&_r=1

FacebookPages2009.(March,2009).RetrievedonNovember16,2009fromFacebook.com’swebsite:http://www.facebook.com/advertising/FacebookPages-ProductGuide.pdf

Ads:GlossaryofAdTerms.(n.d.).RetrievedonNovember16,2009fromFacebook.com’swebsite:http://www.facebook.com/help.php?page=859

Ads:WhatareFacebookAds?(n.d.)RetrievedonNovember16,2009fromFacebook.com’swebsite:http://www.facebook.com/help.php?page=856

FacebookConnect.(n.d.)RetrievedonNovember16,2009fromFacebook.com’swebsite:http://www.facebook.com/advertising/?connect

Pickard,J.(February3,2009).WhatDoesFacebookConnectMeanforAgencies?RetrievedonNovember16,2009fromInsidefacebook.com’swebsite:http://www.insidefacebook.com/2009/02/03/what-does-facebook-connect-mean-for-agencies/

Joost,Facbook.(n.d.)RetrievedonNovember16,2009fromJoost.com’swebsite:http://www.joost.com/facebook/

All photographs and artwork were created by Benjamin H. Bylsma using Adobe Illustrator, Photoshop and InDesign.