1. Social Media Marketing (SMM)
Facebook for local, Portland businesses. Oct. 2011.

2. SMM = Facebook
1 of every 8 minutes
online is on Facebook
160 million U.S. visitors each month and
90% of all time spent on social
comScore, Feb, 2010, May 2011

3. Facebook’s Power for
Earned Media Love
Sales that are earned organically
(non-paid) through value, merit,
interaction, referral.
1. Get found online
2. Convert visitors & leads
3. Analyze & improve

4. Facebook users are
more likely to buy after
seeing a positive referral
from a friend.
Source: Chadwick Martin Bailey & Imoderate
Research Technologies, Feb 2010

5. Why big brands invest in SMM.
• $190,000 one time full page ad (open rate)
• Few search/sharing benefits
• “Expiration” date as issue ages
• Can’t determine accuracy of impressions
• Hard to track behaviors or feedback
• Control your own budget, PPC or CPM
• Real time feedback to quickly change offers
• 750 million users with broad reach and strong
targeting based on preferences
• Track clicks, page views, and conversions
• “Friend endorsed” sharing

6. Listen & Optimize Track &
Analyze & Goals Evaluate
Listen First to Target Audiences in Facebook
Likes and interests
Location
Rather than using keywords like a search engine,
City, state, province, country
Facebook targets interests, hobbies, conversations.
Demographics Listening to the conversation is vital for
success. What is your target audience talking
Age range, gender, language,
relationship status about? How can you connect?
Targeting for “likes and interests” should focus on
Education and work topics or themes instead of individual search terms.
Specific university or level of education
These are the four categories Facebook offers for
targeting your media buy to the correct audience.

7. Facebook’s dashboard • Impressions: each time an ad is shown to
a user, regardless of whether the user clicks
and metrics provided: or takes any other action on the ad
• CTR (click-through rate): the number of
• Social: the percentage of your ad’s clicks your ad receives divided by the
impressions where the viewers saw number of times your ad is shown on the
at least one friend who liked your site (impressions) in the same time period
Page, Event, Application
• Avg. CPC (cost-per-click): the amount
• Clicks: each time a user clicks you’re paying on average for each click
on your ad on your ad

8. Leadership with Social Media Engagement
Here is the sort of social media platform that agencies create for the
Fortune 500 clients who will expect 80-hours of work per channel.
SOCIAL MEDIA PLATFORM. Customer RESOURCES AND COMMITMENT. Set up
service, PR, sales, marketing, branding and for longevity. How can we fuel an ongoing
loyalty across multiple social channels. social media presence?
ASSESS AND AUDIT. Use, needs, industry. VALUE EXCHANGE. What does our
Who’s talking about you? Where are they target receive in return? What barriers to
and what are they saying? participation are necessary?
SOCIAL VIBRANCY. Finding and EXISTING SUCCESS. Can we leverage and
creating conversations and opportunities connect with a movement or conversation
for involvement. already happening?
VOICE. Who are we speaking as and to SOCIAL CURRENCY. Can we create a
whom are we speaking? Determine voice, message that will drive our target audience
tenor, feeling, direction, and consistency. to socialize around it?
INTERACTIONS. Open nature of social SUCCESS CRITERIA. Army of friends/
media equals heightened expectation for followers is meaningless without right
transparency. PR spin plans in place. audience and motivation to desired action.
Determine metrics.

9. Fan-Gating
Photo contest
I’d love it if you’d like us
Campaign approach
Sign up to win • Optimize pages
• Target promoters
• Incentivize promoters
• Launch campaign
Tug-of-war • Promote, track, adjust
Take the challenge Keep Facebook users in Facebook
to increase conversions.
Fan faves www.DojoAgency.com