This is a presentation I gave at the DMA 2010 conference in San Francisco. The description of the session is: The challenge of social media is in how to make being personal cost efficient, and the solution is in the creating and relying on the right methodology. In this session, Jeff Hilimire introduces a new process called OFFER (Optimizing Facebook For Earnings and Relationships) that virtually automates successful outcomes.

1. The Automation of Socialization
Presented by:
Jeff Hilimire, Chief Digital Officer
Twitter: @jeffhilimire - Blog: jeffhilimire.com - jhilimire@engauge.com

2. Agenda
Who, me?
1to1toMany
Why’s Facebook so dang important?
How can you use it to grow your database and (GULP) generate
revenue!
Introducing O.F.F.E.R.
Tips to embracing social and emerging technology

4. Who we are
One of the nation’s largest independent
agencies, Engauge is forging a new agency
model dedicated to total engagement among
people and brands.
Chaired by Stan Rapp
Total Engagement
Make your brand a living brand.
Be a magnet not a megaphone.
Become iDirect.
Achieve 1to1toMany.
Engauge
Our name is a rallying cry, an ethos that drives
accountability and measurement across the
entire organization for each and every client and
campaign.

5. Who, me?

6. And that’s a
1-year-old
That’s an
iPad

7. That’s me at the
Columbus, OH
airport
And that’s my
3-year-old
And that’s at our house
Facetime in Atlanta

8. That’s
a 5-year-old
might be smarter than me
I think he

9. Introducing the marketing of the future:
1to1toMany

10. Embrace this concept:
YOU are the least credible person
to be talking about YOUR company

11. The MOST credible person
to be talking about your company
Your Your
Company Customer

13. Still not convinced?

14. 84% of consumers trust the
recommendations of their friends
70% trust online recommendations
from complete strangers
Only 5% of consumers trust advertising
Source: “Your brand: At risk? Or ready for growth?
Alterian Whitepaper, 2010

15. ple
m
E xa
y
an
M
1to
1 to
A

17. 500+ Million Users

18. Yes, that says
83 MILLION

19. 100 Million Mobile Users

20. 1. China
2. India
3. facebook If Facebook were a country
4. United States it would be the world’s
5. Indonesia 3rd largest
6. Brazil
7. Pakistan
8. Bangladesh

21. Facebook tops Google for weekly traffic in the U.S.

22. Age of facebook users! 13-17!
35 +!
18-24!
25-34!
Source: Facebook!

23. Women aged 55 and up
are the fastest growing
Facebook demographic
in the U.S.

24. per day! per month!
Sends 8 friend requests!
Invited to 3 events!
Becomes a fan of 2 Pages!
spends >55 minutes
on Facebook! Clicks Like button 9 times!
Writes 25 comments!
has 130 friends!
The average facebook user!

25. Time for an exercise:
# of Facebook Fans you have: 12,000
x
# of friends average Facebook user has: 130
Total reach of your Facebook Page: 1,560,000
25

26. Growing your
database

27. Grow your social connections
through:
Engagement
Couponing/Offers
Advocacy Programs

28. Grow your social connections
through:
Engagement
Couponing/Offers
Advocacy Programs

30. Grow your social connections
through:
Engagement
Couponing/Offers
Advocacy Programs

31. This couponing program took the page from 0 fans to over
100,000 fans
Fan Appreciation Pint Giveaway captured user data through promotion
registration form oncein less than a month the page. After
consumers became a fan of
submitting the form, fans could share the promotion with friends.
E-mail opt-in rate for this promotion was 70%

32. Grow your social connections
through:
Engagement
Couponing/Offers
Advocacy Programs

34. Case-mate Facebook Page Growth
Launched 8/11/10
Wednesday, September 29, 2010

35. Monetizing Facebook

36. Loyalty, coupons and specials
Loyalty program integration
Email sign up
Specials
Coupons
Cross channel promotion

38. What’s on the page: Menu, Store
Locator, Downloads, Photos, Videos,
Specials, Product Launches, Store
openings
Chick-fil-A was the first restaurant
re staurant
argest Over 3,000,000
page on Facebook to hit 1 million fans!
Now the l No. of fans:
ok page
facebook.com/ChickfilA
Facebo

40. Chicago Premiere Event
• Facebook Fans in Chicago were
invited to a Premiere Event in
downtown Chicago
• The event was to kick-off
Chick-fil-A opening locations
in the Chicagoland area

41. Ustream
• Fans on Facebook could watch
the Chicago event live via
Facebook-Ustream
• Chat w/ other fans across the
country
• Viral component - fans
comments seen by their friends

44. Countdown to Spicy!
• Limited-release trial locations,
reservations thru Facebook
• Built an app for the Spicy launch
1.2 million reservations
• Shared with other Operator
Facebook Pages
• Change content before, during, &
after the campaign

45. Introducing O.F.F.E.R.
Optimizing Facebook
For Earnings & Relationships

46. Initial O.F.F.E.R. research shows...
- 85% became a Facebook fan because they love the brand; 68% because they love the
product(s)
- 32% of the Facebook fans stated they liked being a fan for new product information
and promotions
- Over 12% more traffic to a retail location vs. non-Facebook fans
- 2% of the Facebook fans had NOT been a customer until AFTER they became a
Facebook fan
- Go to www.engauge.com/DMA to sign up to receive the research when its complete

47. “You can’t stop the waves,
but you can learn to surf.”
Jon Kabat-Zinn
getting started
So m e tips to
e mbracin g social

50. Make
Shareability
a Priority

52. Do you really want to
52
be an “immobile” brand?

53. Thanks!
Go to www.engauge.com/dma for
a copy of this presentation
jhilimire@engauge.com | @jeffhilimire
www.engauge.com