Dennis Yu
BlitzMetrics
@DennisYu
fb.com/dennisyu

Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital

Heathe...
Jon Loomer
Founder of Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
#ISMConf

2
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital

3

#ISMConf
Spent $297.96 to get $10,510.50 return
Fans
$207 spent
129 sales ($9,481.50 revenue)
45.9X ROI and $1.60 Cost Per Conversi...
7 ads run with the end goal of a sale
Surface Level Stats:
Ad 1: 110 clicks, 1.243% CTR
Ad 2: 100 clicks, 0.132% CTR
Ad 3:...
CPM and Cost Per Click:
Ad 1: $3.59 CPM, $.29 CPC
Ad 2: $.09 CPM, $.07 CPC
Ad 3: $.14 CPM, $.14 CPC
Ad 4: $.26 CPM, $.16 C...
$4,212.30 ad spend covering mobile, desktop News Feed
and sidebar
Desktop News Feed: $2,473.92
Mobile: $1,194.38
Sidebar: ...
Heather Dopson
Manager of Social Strategy at
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
#ISMConf

8
Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson

9

#ISMConf
Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson

10

#ISMConf
Fan count
9/1/13:
11/20/13:
Percent growth:

26,750
42,097
57%

Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheath...
Alon Waisman
Social Media Operations
Manager at GoDaddy
@MowAlon
fb.com/alon.waisman
#ISMConf

12
Alon Waisman
GoDaddy
@MowAlon
fb.com/alon.waisman

13

#ISMConf
Alan K’necht
Founding Partner at Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
#ISMConf

14
Alan K’necht
Partner: Analytics & Social
Digital Always Media

Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alan...
Non-Profit
Build a Memorial & Restore a
Jewish Cemetery in Nowy Dwor, Poland

Alan K’necht
Digital Always Media
Inc.
@akne...
Initial Objective:
Raise $40,000
Success Metrics
Project awareness
Raise Money for Memorial &
Restoration

Alan K’necht
Di...
Appeal on a emotional level

Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht

Reach out to those who are...
The Nowy Dwor Maz.
Jewish Memorial

Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht

19

#ISMConf
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht

20

#ISMConf
Created SEO Optimized Website
Attract people searching for information
Collection point for donations

Alan K’necht
Digita...
Use old school social media to initiate awareness &
generate initial contact:
Genealogical Database (Jewishgen.org)

Alan ...
Reached 100 FB Fans within 2
months
Currently at 247
Goal 150 (1 per family) in 3 months

Alan K’necht
Digital Always Medi...
At 6 months 50% of funds raised

Total funding reached at 14 months

Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.co...
By posting regularly on
Facebook
Project Status

Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht

Fund R...
Featured on Polish TV News
Received many Facebook fans from
Polish (non-Jewish) community

Alan K’necht
Digital Always Med...
Growing fan base
in Poland (20%)

Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht

27

#ISMConf
Sharing Success & Continue to promote project and
raise additional funds

Promote Success, On-going efforts & needs every ...
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht

29

#ISMConf
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht

30

#ISMConf
Announced new donation
opportunity
Donor Plaque/ Plaque of Memory

Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/...
Small non-profit

Total 3 part-time volunteers

Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht

Averagi...
Emeric Ernoult
Founder of AgoraPulse
@eernoult
fb.com/emeric.ernoult
#ISMConf

33
Emeric Ernoult
AgoraPulse
@eernoult
fb.com/emeric.ernoult

34

#ISMConf
Thank You!

Dennis Yu
@DennisYu
fb.com/dennisyu

Jon Loomer

Heather Dopson

Alon Waisman

Alan K’necht

Emeric Ernoult

@...
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Dennis yu, blitz metrics

  1. 1. Dennis Yu BlitzMetrics @DennisYu fb.com/dennisyu Jon Loomer Jon Loomer Digital @JonLoomer fb.com/jonloomerdigital Heather Dopson Infusionsoft @HeatherDopson fb.com/theheatherdopson Alon Waisman GoDaddy @MowAlon fb.com/alon.waisman Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Emeric Ernoult AgoraPulse @eernoult fb.com/emeric.ernoult 1 #ISMConf
  2. 2. Jon Loomer Founder of Jon Loomer Digital @JonLoomer fb.com/jonloomerdigital #ISMConf 2
  3. 3. Jon Loomer Jon Loomer Digital @JonLoomer fb.com/jonloomerdigital 3 #ISMConf
  4. 4. Spent $297.96 to get $10,510.50 return Fans $207 spent 129 sales ($9,481.50 revenue) 45.9X ROI and $1.60 Cost Per Conversion Jon Loomer Jon Loomer Digital @JonLoomer fb.com/jonloomerdigital Non-Fans $52.23 spent 0 sales FBX $39.19 spent 14 sales 4 #ISMConf
  5. 5. 7 ads run with the end goal of a sale Surface Level Stats: Ad 1: 110 clicks, 1.243% CTR Ad 2: 100 clicks, 0.132% CTR Ad 3: 43 clicks, 0.104% CTR Ad 4: 4 clicks, 0.162% CTR Ad 5: 773 clicks, 1.073% CTR Ad 6: 14 clicks, 0.639% CTR Ad 7: 4 clicks, 0.163% CTR Jon Loomer Jon Loomer Digital @JonLoomer fb.com/jonloomerdigital 5 #ISMConf
  6. 6. CPM and Cost Per Click: Ad 1: $3.59 CPM, $.29 CPC Ad 2: $.09 CPM, $.07 CPC Ad 3: $.14 CPM, $.14 CPC Ad 4: $.26 CPM, $.16 CPC Ad 5: $.26 CPM, $.02 CPC Ad 6: $.56 CPM, $.09 CPC Ad 7: $.30 CPM, $.18 CPC Jon Loomer Jon Loomer Digital @JonLoomer fb.com/jonloomerdigital 6 #ISMConf
  7. 7. $4,212.30 ad spend covering mobile, desktop News Feed and sidebar Desktop News Feed: $2,473.92 Mobile: $1,194.38 Sidebar: $544.00 CPM Desktop News Feed: $1.64 Mobile: $3.95 Sidebar: $.08 Cost Per Checkout Desktop News Feed: $9.37 Mobile: $24.39 Sidebar: $5.78 Cost Per Webinar Registration Desktop News Feed: $.76 Mobile: $1.41 Sidebar: $.53 Cost Per Page Likes Desktop News Feed: $.34 Mobile: $.53 Sidebar: $.38 Jon Loomer Jon Loomer Digital @JonLoomer fb.com/jonloomerdigital 7 #ISMConf
  8. 8. Heather Dopson Manager of Social Strategy at Infusionsoft @HeatherDopson fb.com/theheatherdopson #ISMConf 8
  9. 9. Heather Dopson Infusionsoft @HeatherDopson fb.com/theheatherdopson 9 #ISMConf
  10. 10. Heather Dopson Infusionsoft @HeatherDopson fb.com/theheatherdopson 10 #ISMConf
  11. 11. Fan count 9/1/13: 11/20/13: Percent growth: 26,750 42,097 57% Heather Dopson Infusionsoft @HeatherDopson fb.com/theheatherdopson Year over year growth 1/1/13: 8,576 12/04/13: 42,886 Percent growth: 390% 11 #ISMConf
  12. 12. Alon Waisman Social Media Operations Manager at GoDaddy @MowAlon fb.com/alon.waisman #ISMConf 12
  13. 13. Alon Waisman GoDaddy @MowAlon fb.com/alon.waisman 13 #ISMConf
  14. 14. Alan K’necht Founding Partner at Digital Always Media Inc. @aknecht fb.com/alanknecht #ISMConf 14
  15. 15. Alan K’necht Partner: Analytics & Social Digital Always Media Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht 15 #ISMConf
  16. 16. Non-Profit Build a Memorial & Restore a Jewish Cemetery in Nowy Dwor, Poland Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Limited target audience Primary: Former Jewish residents & their descendants Est. 150 family groups world-wide Secondary: People interested in subject matter 16 #ISMConf
  17. 17. Initial Objective: Raise $40,000 Success Metrics Project awareness Raise Money for Memorial & Restoration Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Secondary Objective: Raise funds for endowment & maintenance Expand project awareness 17 #ISMConf
  18. 18. Appeal on a emotional level Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Reach out to those who are nearest the bullseye Get them to have others follow Project started April 2010 18 #ISMConf
  19. 19. The Nowy Dwor Maz. Jewish Memorial Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht 19 #ISMConf
  20. 20. Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht 20 #ISMConf
  21. 21. Created SEO Optimized Website Attract people searching for information Collection point for donations Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Create Facebook Page Use Facebook to engage audience & potential donors Drive visitors to website for donations 21 #ISMConf
  22. 22. Use old school social media to initiate awareness & generate initial contact: Genealogical Database (Jewishgen.org) Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht 80 people registered as researching this town Contacted via database – told of FB page Search Facebook for matching names Invite to Like page & share 22 #ISMConf
  23. 23. Reached 100 FB Fans within 2 months Currently at 247 Goal 150 (1 per family) in 3 months Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Exceed goal by 65% 23 #ISMConf
  24. 24. At 6 months 50% of funds raised Total funding reached at 14 months Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Awareness keeps growing Fans growing organically Facebook page continues to obtain fans Continual source of additional donations 24 #ISMConf
  25. 25. By posting regularly on Facebook Project Status Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Fund Raising status Contribution opportunities 65% of all donations had a Facebook touch point 25 #ISMConf
  26. 26. Featured on Polish TV News Received many Facebook fans from Polish (non-Jewish) community Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Received donations from this community as well Reason: wanting to preserve their past 26 #ISMConf
  27. 27. Growing fan base in Poland (20%) Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht 27 #ISMConf
  28. 28. Sharing Success & Continue to promote project and raise additional funds Promote Success, On-going efforts & needs every 12 months Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht With each post additional funds are donated 28 #ISMConf
  29. 29. Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht 29 #ISMConf
  30. 30. Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht 30 #ISMConf
  31. 31. Announced new donation opportunity Donor Plaque/ Plaque of Memory Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht 10 likes of post 1 share Equals reach of 146 $1,500 directly attributed to FB Post 31 #ISMConf
  32. 32. Small non-profit Total 3 part-time volunteers Alan K’necht Digital Always Media Inc. @aknecht fb.com/alanknecht Averaging 2-3 hrs/week Using combination of FB & Web Raised over $30,000 from a global potential audience of 150 family groups #ISMConf 32
  33. 33. Emeric Ernoult Founder of AgoraPulse @eernoult fb.com/emeric.ernoult #ISMConf 33
  34. 34. Emeric Ernoult AgoraPulse @eernoult fb.com/emeric.ernoult 34 #ISMConf
  35. 35. Thank You! Dennis Yu @DennisYu fb.com/dennisyu Jon Loomer Heather Dopson Alon Waisman Alan K’necht Emeric Ernoult @JonLoomer @HeatherDopson @MowAlon @aknecht @eernoult fb.com/jonloomerdigital fb.com/theheatherdopson fb.com/alon.waisman fb.com/alanknecht fb.com/emeric.ernoult 35 #ISMConf
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