hearforward ran a Facebook Promotion for King Arthur Flour that nearly doubled the brand's Facebook Fans and generated a 240% ROI before the promotion even ended.

1. Promotions on Facebook
The absolute best way to grow your Facebook
page and marketing database.

2. Who We Are
hearforward launched in 2009 with the goal of solving the social media integration problem. We
hold data opportunities sacred. We make sure they are fully realized, reconciled and organized
whenever they present themselves. This yields bigger Facebook pages, more powerful
predictive models, better opportunities for message tuning and the ability to strategically target
Facebook Ads.
hearforward is venture funded, profitable and working with some of the strongest brands and
direct marketers on the planet.
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3. Who We Are
 Focusing on the intersection between Direct Marketing and social -
what makes sense for direct marketers and what doesn’t in the social
space
 Specific Areas of Focus
 New Data Opportunities in Social Sphere
 Integration Points
 ROI Measurement, balanced investments in social
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4. The Team
Sean Hurley is co-founder and Managing Partner at hearforward. He has over 6 years
of experience performing statistical analysis on consumer behavior. Working with
data from dozens of organizations from small franchise restaurants to the biggest
international brands and candidates for federal, state and local office. He applies this
experience at hearforward overseeing data integration, measurement and analytics.
Sean studied green consumer behavior at Clark University earning a Bachelor’s degree
in Business Management and Master’s degree in Environmental Science.
Kyle Girard brings a unique background in computer science and marketing strategy to
his role as hearforward’s Lead Software Engineer. Kyle has over 7 years of experience
working with clients such as Burton, Hampton Direct and Seventh Generation as well
as with small business owners. A graduate of the University of Vermont's Business
School with a focus on Computer Science, Kyle’s primary focus over the past few years
has been finding ways to utilize new technologies to help increase business efficiency.
Kyle enjoys sharing his knowledge to those interested in the community; he usually
hosts one or two tech programs every month.
Jonathan Torrey is a recent graduate of the University of Vermont with a degree in
Economics and a minor in Business administration. He has 2 years of experience in
marketing, resource management, project management and research consulting. He
has a variety of experience from hiring and managing a team of over 30 to competitive
research and advertising for local businesses. He began as a social media analyst at
hearforward in 2010 and continues to perform data analysis, and manage projects and
client relationships.
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5. Advisory Board
David Bradbury is the President of the Vermont Center for Emerging
Technologies. Through VCET, David helped found hearforward and
provides management and strategic direction for the team.
www.vermonttechnologies.com
Seth Grimes is a frequent speaker, conference chair and a leading
expert on business analytics. Seth supports hearforward with his unique
vantage point on the market and feedback on product functionality.
http://sethgrimes.com/
Chris Danforth is a Professor of Mathematics and Statistics at the
University of Vermont. Chris oversees applied research on human
emotion gleaned from social media data and supports hearforward as a
technical sounding board.
http://www.uvm.edu/~cdanfort/main/home.html
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6. brands we work with
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7. Why Promotions on Facebook?
 Facebook has over 800M users
 People interact with brands on Facebook more than on other platforms
 Promotions and discounts are the key to growing your page
 You can require users to “like” your page to sign up for promotions
 It’s where people share
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8. 57% of users “like” a brand for promotions and discounts
Top Five Reasons for Fanning Brands on Facebook
I am a customer of the company 58%
To receive discounts and promotions 57%
To show others that I like/support this brand 41%
To be the first to know information about the brand 31%
Gain access to exclusive content 31%
0% 20% 40% 60% 80%
Source: From the 2011 Chadwick Martin Bailey Consumer Pulse Study http://bit.ly/CmbSmqStudy
Base: Those who are fans of brands on Facebook. Q: Why did you become a fan? Select all that apply.
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9. The main reason consumers follow brands on social
networks is for discounts and special offers
Source: http://www.internetretailer.com/trends/marketing/
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10. Case Study: Facebook Promotions and King Arthur Flour
239% ROI in less
than 30 Days
Results
 30-Day ROI: 275%
 30-Day New Lead Conversion Rate: 3.7%
 New Leads Acquired: 6,300
 Incremental Fan Growth: 24,376
 Incremental % Fan Growth: 81%
 Existing Email Subscribers Engaged: 18,800
hearforward ran a sweepstakes promotion on King Arthur Flour’s Facebook page in October and November 2011 that yielded 6,300 new leads –
nearly 4% of which converted - generated an ROI of 239% in less than 30 days from the close of the promotion.
In total, the Facebook Fan count grew by an incremental 81%, or 24,585 fans - these are fans resulting from the above-average growth rates in
October and November, not simply the total fans acquired during this time. In addition to the Fan growth, King Arthur’s wall saw thousands of
interactions with their Facebook posts. The overall Facebook effect? Tens of thousands stories being broadcast to millions of friends-of-fans.
hearforward recommended a promotional structure designed to drive high repeat visit rates and provide users with a reason to visit the Facebook
page not just once but several times during the month. The promotion featured daily prizes with each daily entry also entering the user into a
drawing for several grand prizes.
In the first 18 days of the promotion, the Fan count grew by as many fans as it had in the previous 60 days – an acceleration of 300% without any
cross – promotion.
KAF sent an email to their subscribers on 10/19 driving a surge of stories on Facebook and further accelerating growth. During the campaign, King
Arthur Flour’s Fan count doubled. For 18,800 existing prospects and customers that were already subscribers, the contest provided a strong
reason to engage with the brand on Facebook. The comments, likes and resulting “stories” inside of Facebook acted as the catalyst to drive net-
new prospect acquisitions.
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11. 239% ROI
ROI & Total Page-Likes during King Arthur Flour Facebook 30 days after the
Promotion Sept 1 – Dec. 31 2011ROI close of the
promotion
Year End
12/31/2011
End of Program
70,000 57,240 likes 250%
11/30/2011
54,649 likes
Email
Announcement
60,000 200%
10/18/2011
Additional Email
29,971 likes Announcement
50,000 150%
Start of
Program
10/1/11
40,000 100%
27,011 likes
8/1/11 ROI
24,304 likes
Page 30,000 50%
Likes
20,000 Breakeven 15 days 0%
before the close of
the program
Total Page Likes
10,000 -50%
ROI
0 -100%
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12. forwardConnect mines Facebook user data when users connect
with your App
1. user authorizes your Facebook App
3. new data allows you to make
better decisions and improve
customer engagement
2. forwardConnect collects ALL
data and connections about the user
forwardconnect is a data service from hearforward that
is embedded into all of hearforward’s apps and also
available as a plug-in for apps developed by others
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PROPRIETARY AND CONFIDENTIAL

13. 20-50% of users prefer social sign-on
30-50% Connect Rate
22% Connect Rate
 Given the option, many users choose to
sign-up using their Facebook account
 Providing the social sign-on is a courtesy to
the 20-50% of users that prefer to sign-up
using their Facebook accounts
 Connection rates vary based on form
design, audience
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14. Facebook Social Sign-On
1. the user chooses
the Facebook option 4. Form is pre-filled, data is submitted to
Marketing Database
2. user explicitly approves the app
3. Realtime: forwardConnect
mines Facebook user data
Key Features:
 Majority of required information can be obtained through Facebook
permissions
 forwardConnect deeply integrated for enhanced data and analytics
 Form calls out information that was not obtainable from
Facebook, clarifying the state-change and value-add for the user
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15. CONTACT:
Sean Hurley
sean@hearforward.com
802.376.1737
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