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

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

Published in: Technology

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  • Umstattd is pronounced like Mentat but you’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’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’t like.
  • Personality wins. Even if you are running for supreme court let your personality show.









  • Transcript

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