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  • 1. Social Media Bootcamp Facebook
  • 2. Agenda 1. Drivers vs. Channels 2. Facebook Fun Facts 3. Big Picture Things - Strategy 4. Brands on Facebook 5. Messaging & Community 6. Facebook Apps & Promotions 7. Facebook Ads 8. Questions
  • 3. Example of a Driver Examples: Blogs, Podcasts, Instagram, YouTube
  • 4. Example of a Channel Examples: Facebook, Twitter, Pinterest, LinkedIn, Google+, YouTube
  • 5. Facebook Fun Facts ● Launched February 2004 by Mark Zuckerberg
  • 6. Facebook Fun Facts ● Initially exclusive to college students
  • 7. Facebook Fun Facts ● Opened to the public, increase in 40+ demographic
  • 8. Facebook Fun Facts ● Held initial public offering (IPO) in May 2012
  • 9. Facebook Fun Facts ● 1.11 billion users x 4
  • 10. Facebook Fun Facts ● 80% of U.S. social network users prefer to connect with brands through Facebook
  • 11. Facebook Fun Facts ● 55% of people over 25 have to login to Facebook at least once a day (61% people <25)
  • 12. Facebook Fun Facts ● 3.5 billion pieces of content are shared each WEEK on Facebook
  • 13. Big Picture Things - Strategy 1. Strategic Goals - Why do you want to use Facebook?
  • 14. Big Picture Things - Strategy 2. Audience - Who do you want to talk to? ○ Demographics ○ Likes ○ Problem ○ Motivation ○ So what?
  • 15. Big Picture Things - Strategy 3. Tactics - What are you going to do to reach your audience?
  • 16. Big Picture Things - Strategy 4. Measurements - What metrics will determine success or failure?
  • 17. Big Picture Things - Strategy 5. Budget - How much time, advertising spend, and money are you going to invest?
  • 18. Big Picture Things - Strategy 6. Content - What kind of content will your audience enjoy, discuss, or share? Will you create, comment or share?
  • 19. Strategy Example: Hillsdale Strategic Goals: ● Create an online community interested in furniture to mobilize when online sales begin ● Began contract with Blackstone in January 2013 ● Started with 158 Facebook Fans
  • 20. Strategy Example: Hillsdale Audience: ● Female, 36, Married with children ● Likes Netflix, Brad Paisley, JC Penny ● Work is stressful ● Wants an escape from stress ● Can't relax because her furniture is a mess
  • 21. Strategy Example: Hillsdale Tactics: ● Posting Daily to Facebook ● Sharing Content on Pinterest Weekly ● Promotions to Engage Community
  • 22. Strategy Example: Hillsdale Measurements: ● Community Growth ● Website Traffic ○ From Facebook ○ From Pinterest ● Content Interaction ○ Shares ○ Comments ○ Likes
  • 23. Strategy Example: Hillsdale Budget: ● ~$1,000/Month Total ● Using a Monthly Framework to Determine Content ● Spending ~$400/Month in Facebook Ads ● Spending ~10 Hours/Month to Schedule and Share Content
  • 24. Strategy Example: Hillsdale Content: ● Apartment Therapy Articles and Discussion ● D-I-Y Content ● Hillsdale Blog Posts ● Weekend Project Ideas ● Hillsdale Product Images ● Seasonal Images ● Holiday Jokes
  • 25. Brands on Facebook ● Originally brands created personal profiles ● Merged to brand pages ● Included brand places for brick-and-mortar locations
  • 26. Messaging & Community ● All your posts were originally seen by all your community members (fans) ● Changed model with IPO release ● You can reach 7-10% of your audience organically (read: for free) ● Use strategically promoted posts to engage audience
  • 27. Apps & Promotions ● You cannot use Facebook functionality as part of a promotion ● There are third-party companies that allow you to run promotions and contests ● You can also use Apps for other things ○ Coupons ○ Other Social Networks ○ Contests
  • 28. Illegal Promotion
  • 29. Legal Promotion
  • 30. Legal Promotion
  • 31. ● woobox.com ● Sweepstakes/ Giveaways ● Photo Contests ● Twitter Tab ● Pinterest Tab ● YouTube Tab ● Coupons Woobox
  • 32. ● Creative Needed: ○ Tab Image (111 x 74 px) ○ Internal Images (Max: 810 x 1200 px, 400kb) ● Copy Needed: ○ Title ○ Description ○ Restrictions ○ Official Rules Woobox
  • 33. ● Establish Strategic Goals ● Establish a Budget ● Establish Metrics to Measure Success Facebook Ads
  • 34. ● Creative Specs ○ 25 Character Headline ○ 90 Character Body Copy ○ 100 x 72 px Image ○ Choose Landing Destination: Timeline/Contest/Ph otos/etc. Facebook Ads
  • 35. ● CPM vs. CPC ○ Cost Per 1,000 ○ Cost Per Click ● Targeting Facebook Ads
  • 36. ● Approval Process ● Measuring Success Facebook Ads
  • 37. Blackstone Social Media Services Service Frequency Community and Content Management Daily Monitoring and Posting, Monthly Reports, Quarterly Strategy Individual Staff Training A la carte, Our Staff Shares Expertise with Your Staff Monthly Framework Documents Monthly Delivery of Strategy Document Social Media Ad Management Campaign and Budget Consultation, Campaign Execution, Wrap Up Report
  • 38. ● Social Media Content Engine ● Discovers Relevant Content Based on Keywords ● Integrates with BufferApp Dash Social
  • 39. Dash Social
  • 40. Questions & Ideas Steven Von Gerlachter svongerlachter@blackstonemedia.com 502.212.0894 @vongerlachter

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