Facebook Marketing
@ThomasUmstattd @BradMays @SpikeJones




                             #SMBAustin
<introduction>
Umstattd Media


       www.UmstattdMedia.com
Mentat
one story
seven tips
five mistakes
</introduction>
<disclaimer />
<story>
Challenges
obscure position
money
name id
statewide race
crowded field
not tight with the elite
money
“Facebook is full of kids
   who don’t vote.”
$250
0.30% CTR
Facebook as a focus
      group.
Constructionist
Patriot
Momentum
Chuck Norris
Engagement
3-5 posts per day
Advertise to existing
        fans

              #SMBAustin
            @ThomasUmstattd
2.00% CTR
Results
Supreme Court Candidates
on Facebook:
  1.Rick Green 12,969 fans
  2.Jeff Brown 1,068 fans
  3.Rebecca Simmons 983 fans
  ...
Top 10 Texas candidates on Facebook:
  1.Ron Paul 178,000 fans
  2.Bill White 38,000 fans
  3.Rick Perry 29,000 fans
  4.D...
13,000 Fans
900 fans
10,000 votes
runoff
Top 10 Texas candidates on Facebook:
     1.Ron Paul - 193,000 fans
     2.Bill White - 45,000 fans
     3.Rick Perry - 35...
major law firms
5x money
13,000


         335,000 cast
Facebook isn’t
  everything.
important
</story>
<tips>
Know the Facebook
    algorithm


                    1
Soon FBO will be as
 important as SEO.

             #SMBAustin
           @ThomasUmstattd
likes
freshness
comments
Previous Interactions
social proximity
          Image from herbertspencer.net
Content Reputation
You must earn a street
 cred for each kind of
content on Facebook.
              #SMBAustin
            @ThomasUmstattd
Some forms of
content, like links, are
  harder to rank for.
Community Response
Frequency
+ Likes
+ Comments
+ Social Proximity
+ Community Reaction
+ Freshness
+ Previous Interactions
+ Content Reputation
+ Freq...
Landing Page is Critical


                           2
Advertise to your
  current fans.


                    3
Advertise to friends of
         fans.


                          4
Test dozens of ad
    iterations.


                    5
+50% CTR
Pick the
right page
   name.

             6
listen and respond


                     7
Get 10,000 likes.


                    Bonus
</tips>
<mistakes>
Picking a URL that can
      get dated.


                         1
Facebook.com/RickGreen2010
Being boring




               2
Being impersonal


                   3
Putting all your eggs in
     social media.


                           4
Grandma
 Effect
Lacking a clear goal.


                        5
What do you want out
   of Facebook?
votes & dollars
</mistakes>
<questions />
<end>
Photos From:
• sxc.hu
• iStockPhoto.com
• herbertspencer.net

                       www.UmstattdMedia.com
Facebook marketing
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Facebook marketing

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Here is my slide deck from the August 2010 Social Media breakfast.

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  • Umstattd is pronounced like Mentat but you&amp;#x2019;re not sure what a Mentat is so your UmstattD





  • This talk is political.
  • In October of 2009
  • This man Rick Green approached me about running the online side of his supreme court race. Rick is a great man and a good friend but his campaign faced several key challenges.





  • 6 candidates were running.
  • Those were the campaign challenge. My biggest challenge as the online guy can be summed up in one sentence.

  • Now we of course know that this is not true. We read the statistics coming from Mashable that Facebook is growing older as boomers flock to the social network but this is still not the perception among those in the political arena.
  • They gave me a budget of $250 to start a social media campaign. I used most of the money to see if Facebook ads were worth the trouble.

  • This little add got a 0.3% CTR. We were getting fans for $0.25 each. $250 gave us over 1000 fans and a huge surge in website visits and fan page activity. These are great numbers for Facebook.
  • Then we discovered that we could test words and phrases on our target groups of voters.


  • Rick started mentioning Facebook in every speech and soon we passed 2000 fans then 3000. At this time our nearest competitor had about 500 fans.





  • We made a point to space out our posts by at least 2 hours. The Facebook algorithm spanks you if you post more often than that.

  • Dan Zarella thought this was a great idea.













  • Our opponent had 5x money plus endorsement of every major media publication in the whole state.


  • Facebook is vital for any marketing effort and it is growing more important every year.










  • Just because your photos do well on Facebook does not mean your videos will do well.



  • Here is what I have been able to engineer from the algorithm. But you don&amp;#x2019;t need to write it down because I have one principle that will save guide you to Top News.



  • Birds of a feather flock together.

  • What is the difference between these two ads?
  • Page names are like tattoos. You cannot change them.






  • Find a way to be interesting or go away. Watch the analytics and see what people like and don&amp;#x2019;t like.
  • Personality wins. Even if you are running for supreme court let your personality show.









  • Facebook marketing

    1. 1. Facebook Marketing @ThomasUmstattd @BradMays @SpikeJones #SMBAustin
    2. 2. <introduction>
    3. 3. Umstattd Media www.UmstattdMedia.com
    4. 4. Mentat
    5. 5. one story
    6. 6. seven tips
    7. 7. five mistakes
    8. 8. </introduction>
    9. 9. <disclaimer />
    10. 10. <story>
    11. 11. Challenges
    12. 12. obscure position
    13. 13. money
    14. 14. name id
    15. 15. statewide race
    16. 16. crowded field
    17. 17. not tight with the elite
    18. 18. money
    19. 19. “Facebook is full of kids who don’t vote.”
    20. 20. $250
    21. 21. 0.30% CTR
    22. 22. Facebook as a focus group.
    23. 23. Constructionist
    24. 24. Patriot
    25. 25. Momentum
    26. 26. Chuck Norris
    27. 27. Engagement
    28. 28. 3-5 posts per day
    29. 29. Advertise to existing fans #SMBAustin @ThomasUmstattd
    30. 30. 2.00% CTR
    31. 31. Results
    32. 32. Supreme Court Candidates on Facebook: 1.Rick Green 12,969 fans 2.Jeff Brown 1,068 fans 3.Rebecca Simmons 983 fans 4.Rick Strange 933 5. Debra Lehrmann 598 fans 6. Jim Moseley 260 fans
    33. 33. Top 10 Texas candidates on Facebook: 1.Ron Paul 178,000 fans 2.Bill White 38,000 fans 3.Rick Perry 29,000 fans 4.Debora Medina 24,000 fans 5.Kay Bailey Hutchison 15,000 fans 6.Rick Green 13,000 fans 7.John Cornyn 10,000 fans 8.Kinky Friedman 7,000 fans 9.Dan Patrick 7,000 fans 10.Michael Williams 5,000
    34. 34. 13,000 Fans
    35. 35. 900 fans
    36. 36. 10,000 votes
    37. 37. runoff
    38. 38. Top 10 Texas candidates on Facebook: 1.Ron Paul - 193,000 fans 2.Bill White - 45,000 fans 3.Rick Perry - 35,000 fans 4.Debra Medina - 24,000 fans 5.Rick Green - 23,000 fans 6.Kay Bailey Hutchison - 15,000 fans 7.John Cornyn - 11,000 fans 8.Kinky Friedman - 8,000 fans 9.Dan Patrick - 8,000 fans 10.Michael Williams - 6,000
    39. 39. major law firms
    40. 40. 5x money
    41. 41. 13,000 335,000 cast
    42. 42. Facebook isn’t everything.
    43. 43. important
    44. 44. </story>
    45. 45. <tips>
    46. 46. Know the Facebook algorithm 1
    47. 47. Soon FBO will be as important as SEO. #SMBAustin @ThomasUmstattd
    48. 48. likes
    49. 49. freshness
    50. 50. comments
    51. 51. Previous Interactions
    52. 52. social proximity Image from herbertspencer.net
    53. 53. Content Reputation
    54. 54. You must earn a street cred for each kind of content on Facebook. #SMBAustin @ThomasUmstattd
    55. 55. Some forms of content, like links, are harder to rank for.
    56. 56. Community Response
    57. 57. Frequency
    58. 58. + Likes + Comments + Social Proximity + Community Reaction + Freshness + Previous Interactions + Content Reputation + Frequency = Top News Potential
    59. 59. Landing Page is Critical 2
    60. 60. Advertise to your current fans. 3
    61. 61. Advertise to friends of fans. 4
    62. 62. Test dozens of ad iterations. 5
    63. 63. +50% CTR
    64. 64. Pick the right page name. 6
    65. 65. listen and respond 7
    66. 66. Get 10,000 likes. Bonus
    67. 67. </tips>
    68. 68. <mistakes>
    69. 69. Picking a URL that can get dated. 1
    70. 70. Facebook.com/RickGreen2010
    71. 71. Being boring 2
    72. 72. Being impersonal 3
    73. 73. Putting all your eggs in social media. 4
    74. 74. Grandma Effect
    75. 75. Lacking a clear goal. 5
    76. 76. What do you want out of Facebook?
    77. 77. votes & dollars
    78. 78. </mistakes>
    79. 79. <questions />
    80. 80. <end>
    81. 81. Photos From: • sxc.hu • iStockPhoto.com • herbertspencer.net www.UmstattdMedia.com

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