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Notes from the Trenches
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Notes from the Trenches



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  • 1 Build a strategy that is social by design • Social should be baked into everything you do, not added at the end of a campaign or done on the side • Facebook should be integrated with your broader marketing efforts and part of how you reach your business objectives 2 Create an authentic brand voice • People on Facebook are clear and open about who they are - be the same by providing straightforward information about your business • Facebook is an ideal place to bring your brand personality to life through an authentic and consistent voice 3 • People spend time on Facebook communicating and sharing with others, so always engage in two-way conversations • Think about the aspects of your brand that are inherently social and create content that people will be excited to pass along Make it interactive 4 • Just like in the real world, building relationships with people on Facebook takes time and requires a long-term investment • Keep content fresh and easy to consume, use ads to stay in touch, and reward people for their loyalty through Deals and promotions Nurture your relationships • Facebook allows you to get feedback from people in real time, giving you the ability to iterate on the fly • Use reporting tools to learn about your fans and the content and products they find most interesting Keep learning


  • 1. “Notes From The Trenches”Sharing Facebook Expertise.
    Jas Dhaliwal
    Head of Communities
  • 2. Five Guiding Principles
    Build a strategy that is social by design.
    Create an authentic brand voice
    Make it interactive
    Nurture your relationships
    Keep learning
  • 3.
    Protect &
  • 4. Reward & Recognition
    @Jas says “AVG’s Fans, Super Fans and VIPs are the heart of our community, its all about engagement on Facebook”.
  • 5. To Enable Facebook Success – Master EdgeRank
    @Jas says, “The biggest fight on Facebook today is that of attention”
  • 6. Your Online Business Strategy
    AVG Confidential
  • 7. …Linked To Your Facebook Strategy
    Your fans are the best research team you have
    Your fans won't buy. Not unless you make them feel special
    Share pictures or video, give fans insights and exclusive content into your brand
    Fans like free stuff..
    Invite them to your world.
    @Jas says, “Think of your brand as Willy Wonka, and your fans are the ones with golden tickets”.
  • 8. Campaign Tips & Tricks
    Understand your key objectives and how you will measure success
    Identify all major stakeholders – Involve PR and the rest of the Marketing team early on, think about your other business partners.
    Try to integrate Facebook into your general marketing campaigns.
    Agencies can help with advice, but where possible run the campaign in house.
    Advertising – Facebook Ads, Sponsored Stories, Google Ads etc.
    Resource up!
    @Jas says, “A successful Facebook campaign involves a lot of hard graft, you have to put your heart and soul in it to win”.
  • 9. 9
    Thank You!
    Jas Dhaliwal
    Want this deck? Head over to