1. Facebook
Engagement Advertising

2. Agenda
• Campaign goals
• Facebook – facts and numbers
• Process and measurement
• Definitions
• User interaction on Facebook
• Revisit campaign goals

3. Campaign Goal
1. Increase sales
2. Increase email contacts database
3. Bring more traffic to
1) shop.callawaygolf.com
2) www.callawaygolfoutlet.com
4. Generate more awareness
5. Create search engine optimized campaign landing page
ROI
• Calculate conversion rate through site analytic

4. Facebook Facts
General Growth
• More Than 110 million active users
• Facebook is the 4th most trafficked website in the world
(comScore)
• Facebook is the most trafficked social media Site in the
world (comScore)

5. Facebook Facts
Applications
• No. 1 photo sharing application on the web (comScore) –
who cares about the photo?
• More than 30 million photos uploaded daily
• More than 6 million active user groups on the site

6. Facebook Facts
International Growth
• Our Translation Application is first step for us in helping
users all over the world connect and share information
with those that matter the most to them – wherever they
live and in whatever language they choose
• In a little over five months, we have released the site in
more than 20 languages, including Spanish, French,
German, Russian and Korean. Our goal is to offer
Facebook in as many languages as possible, as quickly
as possible.

7. Campaign Goal - Revisit
1. Increase sales
2. Increase email contacts database
3. Bring more traffic to
1) shop.callawaygolf.com
2) www.callawaygolfoutlet.com
4. Generate more awareness
5. Create search engine optimized campaign landing page
ROI
• Calculate conversion rate through site analytic

8. How Does Facebook Marketing Work?
1. Create page (what is a page?)
2. Promote page
3. Build community
Serve community’s needs
4.
5. Build relationship with community (CG giftcard give
away)
6. Seek sales opportunity through engagement
advertising

9. Page
• What is page?
• What can be on page?
• Who controls page?
• What purposes does page serve?

10. Example of Pages
Nike Boingo

11. Example of Pages
Apple Mercedes-Benz

12. Fans
• Who are they?
• How do they impact our business?
• Fan interaction on Facebook?
• How do we gather them?
• What can we do with these contacts? Email vs.
Facebook contacts

13. How Do You Measure Your Success?
On Shop
1. Sales amount
2. Conversion rate
3. Traffic
4. Number of emails gathered
On Facebook Page
1. Sales Generated
2. Click through ratio
3. Number of fans
4. Number of visits
5. Amount of interaction (FG Squared social scale)

14. Pilot - Demonstration
1. Demonstrate page creation
2. Add discussion board and other applications
3. Interact with a fan
See the interaction from fan’s perspective
4.
5. Show site analytic tool
6. Show banner analytic tool
7. Show how the fan shares information

15. Review: Campaign Goals
• Page Creation
• Fans
• Interaction – FG Squared Interaction Score
• Traffic to Shop
• X number of people by Dec. 1st
• Y number of people by Dec. 25th
• SEO
• ROI
• First One in the Market
• Open Up New Opportunities for Future Viral Marketing

16. Deliverables
• Campaign plan
• Campaign landing page mock-up
• Facebook page creation
• Page & advertisement analytic review
• Social interaction review
• Knowledge and guidelines for proper corporate
moderation.