This document discusses strategies for creating and maintaining a successful Facebook fan page for a business. It provides an example of how an airport marketing organization called CAK has grown its Facebook fan base. Some key points made include developing a social media strategy and brand voice for Facebook, appointing a social media team, focusing on engaging fans and building a sense of community, and using Facebook to transform customer relationships into lifelong ones.

1. Facebook fan pages for beginnersFacebook fan pages for beginners
Ryan Hollingsworth, Communications CoordinatorRyan Hollingsworth, Communications Coordinator

2.  Creating a FB strategyCreating a FB strategy
 A quick look at CAK’s success onA quick look at CAK’s success on
FacebookFacebook
 Passengers, destinations, brand essencePassengers, destinations, brand essence
 Why Facebook?Why Facebook?
 Extending our/your brand to FacebookExtending our/your brand to Facebook
 Building Customer Relationships on FBBuilding Customer Relationships on FB
 Bringing it all together- Social CAKBringing it all together- Social CAK
Build and Maintain a Successful FB Page

3. Creating a FB strategyCreating a FB strategy
 Plan your work, work your planPlan your work, work your plan
 Know your unique brand attributes andKnow your unique brand attributes and
differentiatorsdifferentiators
 Translate your brand voice into “social speak”Translate your brand voice into “social speak”
 Appoint a FB Chief communicator, have a teamAppoint a FB Chief communicator, have a team
 Focus on the FANFocus on the FAN
 Make sure you make a FAN pageMake sure you make a FAN page
 Remember: Facebook is just one tacticRemember: Facebook is just one tactic

4. About the Airport
 A marketing organization with an airportA marketing organization with an airport
attachedattached
 Change chasersChange chasers
 Prepared to execute new strategies quicklyPrepared to execute new strategies quickly
 Lowest average fare in OhioLowest average fare in Ohio
 Low cost operational modelLow cost operational model
 More seats/ flights in 2010More seats/ flights in 2010

5. Passenger growth
LGA/TPA
BOS/
CLT/PHL
DEN/LAS/RSW
ATL- FL
MCO
ATL-DL
275% increase

6. Nonstop flights

7. The Essence of our Brand
Price + Experience =Price + Experience = A better way toA better way to
gogo.®.®
no brand, no plan, no basis for social media messages and tacticsno brand, no plan, no basis for social media messages and tactics

8. ““Having a social media presence for your companyHaving a social media presence for your company
and brand is serious business. It isn’t an afterthought.and brand is serious business. It isn’t an afterthought.
It isn’t something you can afford to assign to interns.It isn’t something you can afford to assign to interns.
It isn’t something you can afford to completely hireIt isn’t something you can afford to completely hire
out to a digital shop, a ‘social media’ firm or an adout to a digital shop, a ‘social media’ firm or an ad
agency. You have to take the spaceagency. You have to take the space seriouslyseriously. This. This
requires planning, preparation, training and focus.”requires planning, preparation, training and focus.”
- Olivier Blanchard, The Brand Builder blog- Olivier Blanchard, The Brand Builder blog

9. Why Facebook?
 If Facebook were aIf Facebook were a
country, it would be thecountry, it would be the
3rd largest and fastest3rd largest and fastest
growing in the world.growing in the world.
 Most searched brand,Most searched brand,
eclipsing Walmart,eclipsing Walmart,
Amazon even Google.Amazon even Google.
 Most visited websiteMost visited website
 Users spend 6 hoursUsers spend 6 hours
per month on FB.per month on FB.
 More than 20 millionMore than 20 million
people become fans ofpeople become fans of
Pages daily.Pages daily.

10. Why Facebook?
 Create a connection; deep dialog withCreate a connection; deep dialog with
(youngish) tech savvy travelers(youngish) tech savvy travelers
 Direct match to our core demoDirect match to our core demo
 25-54 years old25-54 years old
 College educatedCollege educated
 $60,000+ household income$60,000+ household income
 Very comfortable in social networks- a preferred way toVery comfortable in social networks- a preferred way to
keep in touch with people and thingskeep in touch with people and things that matter to themthat matter to them

11. Extending our brand to Facebook
This isn’t a one off strategy or marketing gimmick. WeThis isn’t a one off strategy or marketing gimmick. We
have an unprecedented opportunity to connect withhave an unprecedented opportunity to connect with
customers (and potential customers). We plan tocustomers (and potential customers). We plan to
transform our customer relationships intotransform our customer relationships into ones for lifeones for life
rather than settling for advertising acquaintances.rather than settling for advertising acquaintances.
Where are we: Blog/ Facebook Page/ Twitter/ Flickr/ YouTubeWhere are we: Blog/ Facebook Page/ Twitter/ Flickr/ YouTube

12. Creating the fan page
Group = private, specialGroup = private, special
Profile = personProfile = person
Fan page =Fan page =
businessbusiness

13. Upload content
Status updates: Ask a question,Status updates: Ask a question,
make it compelling!make it compelling!
Videos,use Flip, keep it realVideos,use Flip, keep it real
Photos, photo albumsPhotos, photo albums
Free offers/discountsFree offers/discounts
Find us on Facebook! Why? GiveFind us on Facebook! Why? Give
them a reason to join!them a reason to join!

14. Building Customer Relationships on FBBuilding Customer Relationships on FB
 Get your own urlGet your own url
www.facebook.com/akroncantonairportwww.facebook.com/akroncantonairport
 Focus on the fan; what can you do for them?Focus on the fan; what can you do for them?
 Run sweet contests (Race to 10,000!!)Run sweet contests (Race to 10,000!!)
 Promote partnersPromote partners
 Engage, recognize your super fans, sayEngage, recognize your super fans, say
thanksthanks
 Respond to everything (good and bad), doRespond to everything (good and bad), do
not delete!not delete!
 Avoid the hard sell- its inherently one-sidedAvoid the hard sell- its inherently one-sided
 Do not create a page and leave it blank!Do not create a page and leave it blank!
 Building fans takes dedication & time. CAKBuilding fans takes dedication & time. CAK
joined Facebook in 2007. Hit 10,000+ fans injoined Facebook in 2007. Hit 10,000+ fans in
2010.2010.

15. ““Most fans will come back if thereMost fans will come back if there
is a real sense of community.”is a real sense of community.”
Mari SmithMari Smith
Social Media ExaminerSocial Media Examiner, January 26, 2010, January 26, 2010

16. Bringing it all together – Social CAK

17. THANK YOU