Presentation given at Social Media Club PDX event "SoMe award winners: Real Conversation."

1. Tostitos quot;Race to the Bowlquot; Campaign

2. Social Marketing Solutions
Facebook & Social Media
Integratedquot;
Social
Marketingquot;
Widget Ads & Applications
Campaignsquot;
engage customers
and prospects
through
distributed
Microsites & Mobile
content and
applications.

3. Using Facebook Ads + Applications to
Amplify Social Momentum
Facebook Page
Engagement Applications
Engage
Interact
Share
Targeted Impressions
Organic Impressions
• put content in context
• extend reach & response
• earn attention
• leverage relationships
• convert to interaction
• connect communities

4. Tostitos quot;Race to the Bowlquot; Campaign
 A nationwide contest for the Fiesta
Bowl, run entirely inside a Facebook
Pagequot;
 Contest submissions, integrated
with newsfeedquot;
to drive awareness
 17,779 people became fans
 39,477 unique visitors
 597 wall posts
 1098 entries with photos
 >13MM social impressions
generated through sharing and
newsfeeds

5. Social Marketing Amplifier ROI

6. Lessons learned from 20+ Social
Marketing Campaigns
 Make sure your content is compellingquot;
(don't be boring)
 Think of it as a program, not a project.quot;
(plan for some ongoing management)
 Focus on creating social momentum:
 Be naturally noisy (newsfeeds, notifications, etc.)
 Empower everyone as an evangelist (easy sharing)
 Know your influencers (and get their attention)

7. Thanks!
Kevin Tate
kevin@stepchangegroup.com