This document discusses advanced social media marketing strategies on Facebook. It emphasizes that the quality of fans matters more than the quantity. An organic approach to fan acquisition through solid strategy is recommended over buying fans or relying solely on contests. The value of Facebook fans is explained in terms of increased spending, brand loyalty, recommendations, brand affinity, and earned media value from shares. The document then covers understanding Facebook's functions for branding, special occasions, and developing customer relationships over time. It provides tips for contests and promotions and ways to acquire fans organically through custom content, events, and Facebook advertising. A case study is presented on how one company drove holiday sales through a targeted Facebook advertising campaign, product features, a sweepstakes, and catalog

1. Beyond Likes: Advanced Social Media Marketing
Shane O’Neill - Director of Digital Marketing
Fruchtman Marketing

2. Number of Fans
is no longer a bragging right.
Everyone talks about their number of fans.
Few talk about number of sales.
Getting fans is easy, but what kind do you want?
Facebook is all grown up and is more sophisticated
than many think.
Some companies buy fans
to deliver on the promise.
Booooo

3. Advanced Social Marketing
Advanced Social Marketing involves and requires a
larger understanding of the medium and employes
sound strategy and multi-tired planning.
Let’s look at some of these strategies and
applications that can help you start the process.

4. The Organic Approach
A truly organic approach to fan acquisition is reliant
on solid strategy and planning, not contests, buying
fans, etc. It’s called marketing and it’s no different
than... say direct mail.
For example, would you buy a mailing list to your
entire city or zip codes of your target demo?
Organic is highly targeted and focused on quality
over quantity

5. The Value of Facebook Fans
The value of a Facebook fan* is based on five
leading contributors vs. non fans:
(1)Product Spending: They spend more.
(2)Brand Loyalty - More likely to continue using a brand
(3)Propensity To Recommend
(4)Affinity with the Brand - Fans feel much more connected
(5)Earned Media Value - Likes and Shares are media
* Value of a Facebook Fan: Syncapse in association with hotspex

6. Understand the function of
FacebookIt’s important to understand that Facebook is just
another marketing tool with specific functions meant
to compliment your other marketing efforts.
Branding - Delivery of consistent messaging
reinforces your brand. Think FBA story clicks.
Special Occasions - Identify direct sales
opportunities.
Sales Cycle - Develop relationships that produce
customers over time.

7. Contests & Promotions:
Know what you’re getting into
Contests and promotions should never be your primary
driver of new fans. Instead, used only when strategic and
jewelry centric. There are basically two types.
• Voting Contest - High barrier to entry.
Greatest potential for fraud.
• Sweepstakes - Low barrier to entry.
Lower engagement.

8. 8
• The prize pig... will eat your contest alive
• Need to monitor entries and Facebook for
inappropriate comments and
remarks posted by others
• Vote exchanges
Contests & Promotions:
Know what you’re getting into

9. Fan Acquisition &
how you get them
Developing Custom Content
Bid on at
JFC Auction

10. 10
Event Pic Posts

11. Facebook Advertising
What is Facebook Advertising
and how does it work?
• Two Types of FBA - Ads & Sponsored Stories
• Drives engagement to page and posts
• Supports branding, showcasing product & events
• Target based on location, age, status, etc.
• Only pay for click throughs, which are a fairly engaged consumer.

12. Facebook Case Study:
Driving Holiday Sales through Social Media

13. The Situation:
Driving Holiday Sales through Social Media
Our objectives:
1.Fan Acquisition
2.Highlight Price Pointed Products (under $500)
3.Drive Traffic to Gift Giving Ideas Catalog
4.Sales

14. The Solution:
Driving Holiday Sales through Social Media
Components for success:
1.Facebook Advertising
2.12 Days of Christmas
3.Featured Products
4.Gift Giving Sweepstakes*
5.Gift Giving Ideas Catalog
6.Proven Sales

15. The Execution: Facebook Advertising
4,088 Clicks in 35 days
Only .15 Per Click
958 New Fans

16. The Execution: Featured Products

17. The Execution: 12 Days of Christmas

18. The Execution: Sweeps & Catalog

19. The Execution: Proven Sales
“We had great success with the promotions we ran on Facebook
over the holiday season. We saw incredible feedback which resulted
in thousands of dollars in sales, that I know came directly from these
Facebook efforts!” — Jenny Dortmans, Poag Jewellers
2 Pendants
25+ of Loving
Family pendant
2 Bulova Clocks
Belle Etoile
Pendant
8 LaFonn Rings

20. Visit the Fruchtman Booth S11876
Want to know more? Visit us at:
fruchtman.com