This document discusses driving conversion to sales through manageable and measurable Facebook campaigns that produce profitable results. It provides examples of how brands like Samsung and British Airways use entertainment on Facebook to engage fans. It also discusses how brands want analytics from Facebook campaigns to provide information and data on return on investment, conversions, and the number of new fans or sign-ups generated. The document advocates making Facebook content super fun, interesting, or easy for fans.

1. Driving Conversion to Sales.!
Beyond Branding.!
Manageable & Measurable
campaigns that Produce
Profitable Results.!
Driving conversion to sales.!
Manageable & measurable
campaigns that produce
profitable results.

2. Some recent clients…

3. Some recent clients…
3!

4. Filling Brand
Funnel? Awareness?
ROI?
Conversions?
What do brands want
from Facebook?
eCRM
Propensity
Sign Ups?
to Travel?
More likes than
competitors?

5. Brands want happy people
who want to hear what
you’ve got to say, join in
& share with their friends

6. Fans want to be
entertained!
6!

7. Samsung understand this…

8. British Airways understand this…

9. … and how to push it…

10. Entertainment
can come in many
different ways

11. Entertainment is a Competition
11!

12. Entertainment is a Quiz

13. Entertainment is content creation
13!

14. Entertainment is a Game
14!

15. Entertainment is Information

16. The Golden Rule
Make it super
fun, super
interesting
or super easy
16!

17. What to look for on
your page…
17!

18. 18!

19. 19!

20. 20!

21. 21!

22. 22!

23. 23!

24. 24!

25. 25!

26. 26!

27. Case Study Waterford City Airport!
Best Little Airport in the World

28. Case Study Waterford City Airport!
s?
Which airport has more Facebook like
31,804 likes!
1. London Heathrow
27,578 likes!
2. New York JFK
3,073 likes!
3. OR Tambo
42,286 likes!
4. Waterford City

29. Case Study Waterford City Airport!
Waterford Airport Facebook Page
Waterford Harvest Festival Waterford Institute of Technology Waterford Crystal

30. What Do Brands Want?!
Analytics which in turn give you Information & Data!
!
30!

31. What Do Brands Want?!
Analytics which in turn give you Information & Data!
!
31!

32. What Do Brands Want?!
Analytics which in turn give you Information & Data!
!
ROI (finally!)
YOUR fans, added this
many
people to YOUR destin
ation!
Fan visitors X AVS =
Income / FB Spend = R
O I
32!

33. What Do Brands Want?!
Analytics which in turn give you Information & Data!
!
If one fan
influences y
If one fan
friends who in
generates x
turn generate x
income, imagine
income, x
what 20 fans
multiplied y
could generate.
becomes the K
Factor.
33!

34. What Do Brands Want?!
Analytics which in turn give you Information & Data!
!
If one fan
influences y
If one fan
friends who in
generates x
turn generate x
income, imagine
income, x
what 20 fans
multiplied y
could generate.
becomes the K
Factor.
34!

35. What Do Brands Want?!
Analytics which in turn give you Information & Data!
!
35!

36. What Do Brands Want?!
Analytics which in turn give you Information & Data!
!
36!

37. What Do Brands Want?!
Analytics which in turn give you Information & Data!
!
37!

38. !
Thank you
@justinreid123
@betapond