This document provides an overview of using Facebook for social media marketing. It begins with distinguishing drivers from channels and provides Facebook facts. It outlines developing a strategic plan including goals, audience, tactics, measurements and budget. An example strategy for furniture brand Hillsdale is presented. The document also covers using Facebook apps and ads for promotions, and legal requirements. It concludes with questions and contact information.

1. Social Media Bootcamp
Facebook

2. Agenda
1. Drivers vs. Channels
2. Facebook Fun Facts
3. Big Picture Things - Strategy
4. Brands on Facebook
5. Messaging & Community
6. Facebook Apps & Promotions
7. Facebook Ads
8. Questions

3. Example of a Driver
Examples: Blogs, Podcasts, Instagram, YouTube

4. Example of a Channel
Examples: Facebook, Twitter, Pinterest, LinkedIn, Google+, YouTube

5. Facebook Fun Facts
● Launched February
2004 by Mark
Zuckerberg

6. Facebook Fun Facts
● Initially exclusive to
college students

7. Facebook Fun Facts
● Opened to the
public, increase in
40+ demographic

8. Facebook Fun Facts
● Held initial public
offering (IPO) in
May 2012

9. Facebook Fun Facts
● 1.11 billion users
x 4

10. Facebook Fun Facts
● 80% of U.S. social
network users
prefer to connect
with brands through
Facebook

11. Facebook Fun Facts
● 55% of people over
25 have to login to
Facebook at least
once a day (61%
people <25)

12. Facebook Fun Facts
● 3.5 billion pieces of
content are shared
each WEEK on
Facebook

13. Big Picture Things - Strategy
1. Strategic Goals -
Why do you want to
use Facebook?

14. Big Picture Things - Strategy
2. Audience - Who do
you want to talk to?
○ Demographics
○ Likes
○ Problem
○ Motivation
○ So what?

15. Big Picture Things - Strategy
3. Tactics - What are
you going to do to
reach your audience?

16. Big Picture Things - Strategy
4. Measurements -
What metrics will
determine success or
failure?

17. Big Picture Things - Strategy
5. Budget - How much
time, advertising
spend, and money are
you going to invest?

18. Big Picture Things - Strategy
6. Content - What kind
of content will your
audience enjoy,
discuss, or share? Will
you create, comment
or share?

19. Strategy Example: Hillsdale
Strategic Goals:
● Create an online
community interested in
furniture to mobilize
when online sales begin
● Began contract with
Blackstone in January
2013
● Started with 158
Facebook Fans

20. Strategy Example: Hillsdale
Audience:
● Female, 36, Married with
children
● Likes Netflix, Brad
Paisley, JC Penny
● Work is stressful
● Wants an escape from
stress
● Can't relax because her
furniture is a mess

21. Strategy Example: Hillsdale
Tactics:
● Posting Daily to
Facebook
● Sharing Content on
Pinterest Weekly
● Promotions to Engage
Community

22. Strategy Example: Hillsdale
Measurements:
● Community Growth
● Website Traffic
○ From Facebook
○ From Pinterest
● Content Interaction
○ Shares
○ Comments
○ Likes

23. Strategy Example: Hillsdale
Budget:
● ~$1,000/Month Total
● Using a Monthly
Framework to Determine
Content
● Spending ~$400/Month
in Facebook Ads
● Spending ~10
Hours/Month to
Schedule and Share
Content

24. Strategy Example: Hillsdale
Content:
● Apartment Therapy
Articles and Discussion
● D-I-Y Content
● Hillsdale Blog Posts
● Weekend Project Ideas
● Hillsdale Product
Images
● Seasonal Images
● Holiday Jokes

25. Brands on Facebook
● Originally brands
created personal profiles
● Merged to brand pages
● Included brand places
for brick-and-mortar
locations

26. Messaging & Community
● All your posts were
originally seen by all your
community members
(fans)
● Changed model with IPO
release
● You can reach 7-10% of
your audience organically
(read: for free)
● Use strategically
promoted posts to
engage audience

27. Apps & Promotions
● You cannot use
Facebook functionality
as part of a promotion
● There are third-party
companies that allow
you to run promotions
and contests
● You can also use Apps
for other things
○ Coupons
○ Other Social
Networks
○ Contests

28. Illegal Promotion

29. Legal Promotion

30. Legal Promotion

31. ● woobox.com
● Sweepstakes/
Giveaways
● Photo Contests
● Twitter Tab
● Pinterest Tab
● YouTube Tab
● Coupons
Woobox

32. ● Creative Needed:
○ Tab Image (111 x 74
px)
○ Internal Images
(Max: 810 x 1200 px,
400kb)
● Copy Needed:
○ Title
○ Description
○ Restrictions
○ Official Rules
Woobox

33. ● Establish Strategic
Goals
● Establish a Budget
● Establish Metrics to
Measure Success
Facebook Ads

34. ● Creative Specs
○ 25 Character
Headline
○ 90 Character Body
Copy
○ 100 x 72 px Image
○ Choose Landing
Destination:
Timeline/Contest/Ph
otos/etc.
Facebook Ads

35. ● CPM vs. CPC
○ Cost Per 1,000
○ Cost Per Click
● Targeting
Facebook Ads

36. ● Approval Process
● Measuring Success
Facebook Ads

37. Blackstone Social Media Services
Service Frequency
Community and
Content
Management
Daily Monitoring and
Posting, Monthly
Reports, Quarterly
Strategy
Individual Staff
Training
A la carte, Our Staff
Shares Expertise
with Your Staff
Monthly Framework
Documents
Monthly Delivery of
Strategy Document
Social Media Ad
Management
Campaign and
Budget Consultation,
Campaign
Execution, Wrap Up
Report

38. ● Social Media
Content Engine
● Discovers Relevant
Content Based on
Keywords
● Integrates with
BufferApp
Dash Social

39. Dash Social

40. Questions & Ideas
Steven Von Gerlachter
svongerlachter@blackstonemedia.com
502.212.0894
@vongerlachter