This document provides tips on how to use data to build an effective Facebook marketing campaign. It outlines five golden rules for using data, such as collecting data over time and only measuring factors that can be changed. Examples are given for how data can help with engaging new audiences, fine-tuning marketing messages, and informing content creation strategies. The document promotes using the Open Graph to build viral effects and gain real-time and permanent customer insights.

1. HOW TO USE DATA TO
BUILD YOUR FACEBOOK
CAMPAIGN
MATTHEW CAIN

2. DEFAULT MODE
Advertise
Promote
Respond
Hope

3. NICE PICTURE

4. SHAME ABOUT THE USERS

5. ALL’S WELL THAT END WELL

6. THE MODEL NEEDS TO CHANGE
Advertise
New tool
Promote
Old method
Respond
Hope
Old outcomes

7. THE CHALLENGE
Explore
Mine Proposition
Converse

8. WHAT CAN DATA DO?
Find Test
Listen Optimise
Craft Revise

9. FIVE GOLDEN RULES
Don’t wait
Collect data over time
Know what you can do differently
Only measure what you can change
Act & iterate, don’t wait & prove

10. FOR EXAMPLE

11. ENGAGING NEW AUDIENCES
Reaching beyond the
usual suspects
How to reach key
prospects
Generating online buzz
Managing response

12. FINE TUNING MARKETING
How to reach key
prospects
Generating online
buzz
Converting curiosity
Optimising language

13. LISTENING IN THE DNA
Informing PR opportunities
Iterating key messages
Content creation plan
Taking the temperature

14. THE OPEN GRAPH
PROMISE

15. ACTIONS + OPINIONS + DATA

16. BUILDING THE ‘VIRAL EFFECT’

17. REALTIME AND PERMANENT DATA

18. CONTACT DETAILS
Trufflenet
Matthew Cain
Ask me 12 Suffolk Street
London
SW1Y 4HG@mcaino
anything T: +44 (0) 20 7812 6565
07764 747858
E: info@trufflenet.com
www.trufflenet.com