Presented in Peoria IL on June 17, 2015 by Katherine Smith and Aaron Stanley

1. DIGITAL MARKETING

2. Understanding Your Users

3. Digital Mediums

4. Understanding the Power of Facebook

5. Facebook
• 1.393 billion monthly average users
• 890 million active daily users
• Most active country: Canada
• 21 minutes spent per day
• 250 friends per average user
• 300 petabytes of user data
• 4.5 billion likes per day (3.1 million/minute)

6. Facebook
• 250 billion upload photos (350 million/day)
• 4.75 billion shared items per day
• 2014 global impact – $227 billion

7. Understanding The Feed
• Post reach
• Trending Topics, Hashtags, Content Sources
• Relevancy and Quality
• Comments vs. Shares vs. Likes
• Tagging
• Sales Language
• Video

8. Strategy
• Increase focus on driving traffic off-site
• Cross-platform “sharability”
• Conversational posts

9. Housekeeping
• Call To Action

10. Cover
• Putting a face with the name
• Utilizing cover photo space

11. Milestones
• Relevant events to your business

12. Content is King

13. Content Necessities
• Ask the questions:
– Is this content relevant to my page or business?
– Is this content timely or topical?
– Is this content from a trusted source?
– Is this content interesting enough for others to
share?

14. Content Necessities
• Tagging

15. Posts vs. Ads
• Promoted/Boosted Post
– Not seeking a deliverable
– Brand awareness, promotional materials, etc.

16. Posts Vs. Ads
• Ad
– Will have a deliverable:
– sign-ups, visits to a
website, event
registration, etc.

17. Do’s and Don’ts

18. Do’s and Don’ts
• Cross platform
• Don’t sync services

19. Do’s and Don’ts
• Targeting

20. Do’s and Don’ts
• Interaction
– Answer questions
– Address comments, both positive and negative
– Hold mini Q&A sessions
– Customer service

21. Do’s and Don’ts
• Website
– Open Graph Tags
– Twitter Cards
– Optimized images and videos for linking
– Landing pages

22. Adding Interest and Action

23. Upping Your Content Game
• Make a calendar
• Post across platforms
• Offers:
– Free downloads
– Coupons or coupon codes
• Testimonials
• Behind the scenes/sneak peaks

24. Getting Attention
• Encouraging shares/engagement
• Pinning and highlighting
• Boosted Post/Ad

25. Results are INteresting

26. Analysis
• Impressions/Reach
• Clicks
• Engagement
Methods
• Insights
• Google Analytics
• Other Tools

27. Examples
• Girl Scouts of Central Illinois
– Call to action:
Visit website to learn more
– Geotargeted by troop
locations
– Goes to landing page
so conversions can be
tracked

28. Examples
• Decatur City Limitless
– Encourages users to
engage on multiple
platforms

29. Questions?

30. THANK YOU