1. SOCIAL MEDIA SERVICES 2013

2. is the most popular site in Puerto Rico

3. Facebook Puerto Rico
1.3 50
MILLION
%
ACTIVE USERS WHO
ACTIVE RETURN DAILY
USERS
1
MILLION AGE
MOBILE 13-17 15%
USERS
44% 56% 18-24 21%
25-34 27%
MEN WOMEN 35-44 19%
45-54 12%
55+ 6%
Source: Facebook Internal Data, Sept 2012
*

4. Facebook Consumption vs. Other Sites
Average time spent Average ages viewed
per month (hours) per month
08:08 747
Microsoft Sites
02:58 120
03:54
Google Sites
312
00:28 Yahoo! 35
Source: ComScore & Nielsen Data, August 2012
*Argentina, Brazil, Chile, Colombia, Puerto RIco, Ecuador, Guatemala, Mexico, Peru , Venezuela
** Does not include data for Brazil

5. Shared reviewed
BRANDS NEED TO BE
bought
PART OF THEIR
CUSTOMER’S SOCIAL
NETWORK
bought
Shared
Shared
wants
liked
reviewed
Shared
liked

6. Brands are media
companies now.
You have to create
breakthrough content
to be noticed.

7. Consumers Who “Like” or Follow a Brand:
•Are more likely to buy 1, 3, 4
…………………. 51%
•Tend to spend more money 2……………….. $71
•Are more likely to recommend 1, 3, 4
……..…. 60%
•Are more likely to be loyal to the brand 3 …. 34%
Sources: 1) Chadwick Martin Bailey, Mar, 2010; 2) Syncapse, 2010;
3) ROI Research, June, 2011; 4) DDB Worldwide and OpionWay
Research, Oct, 2010

8. Social marketing framework: Key
for social success
CONNECT
With the right people
ENGAGE
Through valuable experiences
INFLUENCE
Drive word of mouth at scale
INTEGRATE
Become social by design

9. Social Media Plan of Action
Develop an ongoing communication platform to recruit loyal customers on social
networks, grow their business and spread positive brand experiences to their friends
Facebook Program:
1. BUILD A GROWING FAN COMMUNITY:
• Fan Page Setup and Optimization
• Develop Special Content Sections on Page
• Lead generation (Fan Signup)
• Community Code of Conduct
• Fan Monitoring
2. GROW AND ENGAGE FANS:
• Execute an ongoing Fan recruitment strategy
• Develop a Content Calendar and Post Campaigns
• Deliver great branded content to maintain
relevance
• Drive Fans to act – Click, Visit, Purchase, Share
• Learn from Fan engagement and optimize
3. STRENGTHEN LOY ALTY:
• Develop Social Media Promotions
• Create entertaining purchase/brand experiences
• Reward customers for loyalty
• Spread user interaction to impact Friends
• Convert participants into leads

10. 1. BUILD FACEBOOK PAGE COMMUNITY
Facebook Page Development: Development Fee
• Fan Page Setup and Optimization $2,500
• 1 Cover Design + Profile Picture
• Develop 2 Special Content Sections on Page
• Develop Community Code of Conduct
• Fan Monitoring
Facebook Page Security Configuration: Setup Fee
• Facebook Security Compliance $500
• SSL Certificate Configuration
• Service for 12 Months
New Facebook Tab Section Development: Development Fee
• Copy, Design and Programming of new Page Tab $1,500
• Facebook Tab Application Setup
• Database configuration
• Test and Publish
QR Code Development: Development Fee
• QR Code configuration and action programming $625
• Design in PNG and PDF format
• Test and Publish

11. 2. GROW FACEBOOK PAGE COMMUNITY
Recruit New Facebook Fans Campaign (4 Weeks): Campaign Fee
Campaign Target: 4,000 New Fans in 4 Weeks $5,000
•Design of Facebook Ads and Sponsored Stories
•Facebook campaign setup
•Campaign performance monitoring
•1 Results Report
Note: This campaign is highly recommended to run ongoing to
quickly build a significant Fan Base
Facebook Promotion Campaign (6-8 Weeks): Campaign Fee
Campaign Targets: 6,000 New Fans + Drive Fans to enter promotion $7,500
•Design of Facebook Ads and Sponsored Stories
•Facebook campaign setup
•Campaign performance monitoring
•1 Results Report

12. 3. ENGAGE FANS: SOCIAL MEDIA
PROGRAM
Facebook Management Program: Basic Level
$1,750/Month
Plan

13. 4. FACEBOOK PROMOTION
Hosting for Facebook App Projects: Annual Fee:
• Hosting and Database Setup $1,250
• Google Analytics Setup
• Hosting service for 12 months
Facebook App Security Configuration: Service Fee
• Facebook Security Compliance $500
• SSL Certificate Configuration
• Service for 12 Months
Production of Facebook Promotion Application: Production Fee
• Facebook App setup for Desktop and Mobile Users $9,000
• Development of up to 6 content pages
• Database setup, user registry and online participation report
• Facebook App integration to Facebook Page (Tab)
• Ongoing App support throughout promotion
• Monthly progress report

14. Facebook App
Welcome
Page

15. Facebook App
User
Registration +
Survey Page

16. Facebook App
My Picture
Page

17. Facebook App
All
Participants
Gallery Page

18. Facebook App
Sales
Registry
Participation
Method

19. Mobile
Facebook App
Promotion

20. Mobile
Facebook App
Promotion

21. Mobile
Facebook App
Promotion

22. Mobile
Facebook App
Promotion

23. Mobile
Facebook App
Promotion

24. Retail QR Code
Promotion

25. Retail QR Code
Promotion

26. Retail QR Code
Promotion

27. Retail QR Code
Promotion Plaza Carolina’s Fan Base saw a
650% increase!