What's Not to Like About Missouri: a Facebook case study
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On the launch of the Missouri Division of Tourism's new Facebook page--VisitMO--a campaign was born: "What's Not to Like About Missouri". Find out how the VisitMO Facebook campaign increased fans by 1024% and provided an ROI of $69 for each $1 invested.
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This document summarizes a lecture on using profiles and pages on Facebook and Pinterest for business purposes. It discusses how companies can use social media strategically to engage customers, monitor conversations, and test marketing campaigns. Specific examples are given of how brands like Old Spice, Gatorade, and Nordstrom use Facebook pages and Pinterest boards to interact with followers, drive traffic, and increase sales. The document stresses that social media allows businesses to directly influence brand positioning and be part of customers' daily lives if used for participation and two-way communication rather than just broadcasting messages.
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This document outlines strategies for effective social media use to enhance businesses. It discusses setting goals for platforms like Facebook, Twitter, LinkedIn and YouTube. Content should be created through calendars and respond to customers in a timely manner. Metrics should track results and plans reevaluated quarterly. Social media fits into overall marketing and requires resources. The same marketing principles apply in a new interactive way online to strengthen brands and engage audiences.
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- 1. What’s Not to Like About Missouri: a Facebook case study March 14, 2012 Stephanie Lynch PR Manager at Hoffman|Lewis @theslynch Presentation for Mid-Missouri PRSA
- 2. Case Study: “What’s Not to Like About Missouri”
- 3. Case Study: Objectives 1. Increase the number of Facebook fans by 200%. 2. Increase engagement with consumers.
- 4. Case Study: Concept 1. Be a friend. 2. Use humor when appropriate. 3. Make it shareable!
- 5. Case Study: Promotion $10K in Paid Media 1. Facebook Sponsored Stories 2. Paid ads Target two different audiences 1. Adults aged 18+ in Missouri 2. Adults aged 18+ outside of Missouri
- 6. Case Study: Results • VisitMO's Page gained more than 11,000 fans in the course of the eight-week campaign, an increase of 1024% • 9,990 new fans were acquired from paid media • 1,300 fans were acquired *virally • ROI for this campaign = $69 for each $1 invested in this effort. Roughly 15% higher than the ROI from our general paid advertising campaign. *Note that virally could equate owned and/or earned media.
- 7. ...Big Question… How can my Facebook page achieve similar results?
- 8. Killer Weapons 1. Act like a Community Manager 2. Put your money where your mouth is 3. Be a tool master
- 9. Killer Weapons Act like a Community Manager. • Know who your brand is • Plan ahead (or at least in your head) • Share good stuff • Troll the feeds • Pretend you’re popular • Care about your fans • Network with Community Managers in your industry (#cmgr, #cmgrchat)
- 10. Killer Weapons Put your money where your mouth is. • Create a “test” Facebook ad campaign • Hire someone who can act like a ComMom • Good design and copy counts • Remember: Key Performance Indicators! • Remember: optimize your ads!
- 11. Killer Weapons Be a tool master. Community Management tools • Hootsuite, Argyle or Sprout Social (small biz) Media Monitoring • MyMediaInfo, TVEyes, Meltwater, CustomScoop Facebook App Creators • SnapApp, ShortStack
- 12. The future of Facebook?
- 13. Facebook Timeline Premium Ads: • Social ads • $50K per month • Buckets of analytics So-Mo • Highlight, Glancee, GiveEmThis, Schemer, Wanderfly Video and Photos: • Can FB compete with YouTube and Pinterest?
- 14. Resources • Check out the VisitMO Facebook page • Find me here: @theslynch • I also write here: http://www.thetravelvan.com • Facebook Blog • Social Media & Marketing Daily