This document contains summaries from several speakers at the #ISMConf conference. Jon Loomer discusses Facebook advertising campaigns for his business that generated a 45.9x return on investment. Heather Dopson shares growth metrics for her Facebook page fan count. Alan K'necht describes how a small non-profit used Facebook and other online tools to raise over $30,000 for a memorial project from a global audience of 150 families.

1. #ISMConf
Dennis Yu
BlitzMetrics
@DennisYu
fb.com/dennisyu
1
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdig
ital
Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdops
on
Alon Waisman
GoDaddy
@MowAlon
fb.com/alon.waisma
n
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Emeric Ernoult
AgoraPulse
@eernoult
fb.com/emeric.erno
ult

2. #ISMConf
2
Jon Loomer
Founder of Jon Loomer
Digital
@JonLoomer
fb.com/jonloomerdigital

3. #ISMConf
3
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdig
ital

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Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdig
ital
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
Non-Fans
$52.23 spent
0 sales
FBX
$39.19 spent
14 sales

5. #ISMConf
5
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdig
ital
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

6. #ISMConf
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Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdig
ital
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

7. #ISMConf
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Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdig
ital
$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

8. #ISMConf
8
Heather Dopson
Manager of Social Strategy
at Infusionsoft
@HeatherDopson
fb.com/theheatherdopson

9. #ISMConf
Heather Dopson
9
Infusionsoft
@HeatherDopson
fb.com/theheatherdops
on

10. #ISMConf
Heather Dopson
10
Infusionsoft
@HeatherDopson
fb.com/theheatherdops
on

11. #ISMConf
Heather Dopson
11
Infusionsoft
@HeatherDopson
fb.com/theheatherdops
on
Fan count
9/1/13: 26,750
11/20/13: 42,097
Percent growth: 57%
Year over year growth
1/1/13: 8,576
12/04/13: 42,886
Percent growth: 390%

12. #ISMConf
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Alon Waisman
Social Media Operations
Manager at GoDaddy
@MowAlon
fb.com/alon.waisman

13. #ISMConf
Alon Waisman
GoDaddy
@MowAlon
fb.com/alon.waisma
13
n

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

15. #ISMConf
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Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Alan K’necht
Partner: Analytics & Social
Digital Always Media

16. #ISMConf
16
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Non-Profit
Build a Memorial & Restore a
Jewish Cemetery in Nowy Dwor, Poland
Limited target audience
Primary: Former Jewish residents & their descendants
Est. 150 family groups world-wide
Secondary: People interested in subject matter

17. #ISMConf
17
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Initial Objective:
Raise $40,000
Success Metrics
Project awareness
Raise Money for Memorial &
Restoration
Secondary Objective:
Raise funds for endowment &
maintenance
Expand project awareness

18. #ISMConf
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Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Appeal on a emotional level
Reach out to those who are nearest
the bullseye
Get them to have others follow
Project started April 2010

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Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
The Nowy Dwor Maz.
Jewish Memorial

20. #ISMConf
20
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht

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21
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Created SEO Optimized Website
Attract people searching for information
Collection point for donations
Create Facebook Page
Use Facebook to engage audience &
potential donors
Drive visitors to website for donations

22. #ISMConf
22
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Use old school social media to initiate awareness &
generate initial contact:
Genealogical Database (Jewishgen.org)
80 people registered as researching this town
Contacted via database – told of FB page
Search Facebook for matching names
Invite to Like page & share

23. #ISMConf
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Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Reached 100 FB Fans within 2
months
Currently at 247
Goal 150 (1 per family) in 3 months
Exceed goal by 65%

24. #ISMConf
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Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
At 6 months 50% of funds raised
Total funding reached at 14 months
Awareness keeps growing
Fans growing organically
Facebook page continues to obtain fans
Continual source of additional donations

25. #ISMConf
25
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
By posting regularly on
Facebook
Project Status
Fund Raising status
Contribution opportunities
65% of all donations had a
Facebook touch point

26. #ISMConf
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Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Featured on Polish TV News
Received many Facebook fans from
Polish (non-Jewish) community
Received donations from this
community as well
Reason: wanting to preserve their past

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Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Growing fan base
in Poland (20%)

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Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Sharing Success & Continue to promote project and
raise additional funds
Promote Success, On-going efforts & needs every 1-
2 months
With each post additional funds are donated

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29
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht

30. #ISMConf
30
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht

31. #ISMConf
31
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Announced new donation
opportunity
Donor Plaque/ Plaque of Memory
10 likes of post
1 share
Equals reach of 146
$1,500 directly attributed to FB Post

32. #ISMConf
32
Alan K’necht
Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
Small non-profit
Total 3 part-time volunteers
Averaging 2-3 hrs/week
Using combination of FB & Web
Raised over $30,000 from a global
potential audience of 150 family
groups

33. #ISMConf
33
Emeric Ernoult
Founder of AgoraPulse
@eernoult
fb.com/emeric.ernoult

34. #ISMConf
Emeric Ernoult
AgoraPulse
@eernoult
fb.com/emeric.erno
34
ult

35. Thank You!
#ISMConf
35
Dennis Yu
@DennisYu
fb.com/dennisyu
Jon Loomer
@JonLoomer
fb.com/jonloomerdig
ital
Heather Dopson
@HeatherDopson
fb.com/theheatherdops
on
Alon Waisman
@MowAlon
fb.com/alon.waisma
n
Alan K’necht
@aknecht
fb.com/alanknecht
Emeric Ernoult
@eernoult
fb.com/emeric.erno
ult