AJ Gerritson, Founder of 451 Marketing and thought leader in the social media and digital public relations space, will teach attendees how to acquire fans, foster interaction and conversation, and convert these interactions into foot traffic in this free webinar. Using industry statistics, step-by-step instructions, and industry case studies, AJ will teach attendees how to optimize their Facebook presence and interactions to create new business and convert current customers into digital brand evangelists.

1. Convert Your Facebook
Fans into Dollar Signs

2. AJ Gerritson
Founding Partner
617.986.0224
aj@451marketing.com
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com

3. Agenda
• Background on Facebook
• 8 Steps to Leveraging Facebook
for Your Brand
• Q&A

4. There’s This Little Site…

5. >900 Million Users
1.3 billion 1.1 billion 900 million 311 million
(if it were a country, it would be the 3rd most populated)

6. Americans Spend More Time on
Facebook Than Any Other U.S. Site
Average Facebook Visit is 20 Minutes
(Qualmann, Socialnomics, 2010)

7. 80% of Businesses
on Facebook
39% of Plan on Spending
$$ on Facebook in 2012

8. Why Do Users Brands?
58% 57%
are customer want to receive
of brand discounts and
promotions
Mashable, 2012

9. Mobile internet access
91% of mobile internet 425 million mobile
doubled every year since
access is to socialize Facebook users
2009-2011

10. Goals for Using
• Branding & Loyalty
• Increase Fans & Awareness
• Promotions & Events
• Sales
• Central Hub for Social Interaction

11. Steps to Building Your
Brand on Facebook

12. 1. Integrate Facebook Into
Overall Marketing Strategy

13. 2. Claim Your Place

14. …and Assign Administrators

15. 3. Establish Your Brand

16. Just Like a Storefront,
Important to Create a Branded
Identity on Facebook

17. Timeline
As of March 30, all brand pages have changed to Timeline
What does this mean for your brand?

18. Opportunities for Branding!

19. Cover Photo
Gives you the opportunity to get creative and further
extend your brand experience for Facebook users.

20. Timeline Apps and Tabs
“About” Section

21. 4. Invite Your Customers!

22. Remind Customers Offline
That You’re on Facebook

23. 5. Join the Conversation
…to Encourage Engagement

24. Make Content For Your
Audience, Not For You

25. Anatomy of a FB Post
Author
Content
Media Link
≤ 250Characters

26. Encourage Conversation
Questions

27. Encourage Conversation
Polls

28. Encourage Conversation
Photos

29. Encourage Conversation
Videos

30. Promotions

31. Events

32. Posts on Timeline
Added ability to “pin”
posts to keep them top
of mind for your fans -
great for events,
promotions, featured
specials.

33. Posts on Timeline
Larger, more eye-catching
images to showcase
events, drink specials,
special guests at your
venue

34. 1 Billion
pieces of content
including photos, videos, and
links shared every day

35. Integrate With Other Social Channels

36. Private Messages
New With Timeline – To Take Conversation Offline

37. 6. Take Advantage of
Facebook Advertising
Boston +5 miles
Women
21-30
Single

38. Facebook Ads
Event
Poll
Video Comment
Like Sampling

39. Leveraging Check-Ins as Ads

40. Largest Publisher of Display Ads
>
More than Yahoo!, Google, Microsoft, and AOL Combined

41. of Brand “Likes” Come From Ads

42. 7. Follow Through
Define Content Topics
Schedule Share!
& Create Content

43. 8. Measure Your Results…
…and Adapt!

44. Facebook Insights

45. Insights
WHAT types of content generate the most
engagement
WHERE (geographically) and WHO
(demographically) is engaging with your brand
WHEN the best times are to post content
for your audience

46. Case Study: Heluva Good!

47. Case Study: Heluva Good!
Goals:
• Expand Facebook following by generating
brand awareness
• Drive contest entries
• Increase “likes”
• Stay within $2,500 budget

48. Case Study: Heluva Good!
Defined target audience: women, particularly
mothers, ranging in age from 18-45
barbeque barbecue women who like
bbq grilling backyard barbeque family
barbeques cookouts cookouts cookouts
with friends
Developed two keyword targeted Facebook campaigns

49. Case Study: Heluva Good!
Leveraged strategic keywords & incorporated an array of
images for Facebook Ads to maximize exposure

50. Case Study: Heluva Good!
Think CPM – it would cost at
least $9,000 for this volume $2,485
of impressions (under budget!)
4,210 “likes”
5,566 clicks
4,595,643 impressions

51. In Review
1. Integrate Facebook Into Overall Social Media Protocol
2. Claim Your Place & Assign Administrators
3. Establish Your Visual Brand Presence
4. Invite Your Customers – Online and Off
5. Join the Conversation – Content, Content, Content!
6. Take Advantage of Facebook Ads
7. Follow Through – Be Consistent!
8. Measure Results and Adapt

52. Questions?

54. • Founded in 2004
• Based in Boston
• 30 Communications
Professionals
• Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
• Named a 2011 & 2012

56. AJ Gerritson
Founding Partner
617.986.0224
aj@451marketing.com
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com

57. Convert Your Facebook
Fans into Dollar Signs