In their BlogWell case study, "Making the Most Out of Facebook for Brands," Alberto Culver's Global Director of Interactive Marketing, Stephen Strong, and Director of Integrated Marketing Communication, Brandy Ruff, shared how they're driving engagement on Facebook. -- BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/​​​blogwell/​​​ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: gaspedal.com and socialmedia.org

2. “We Want a Facebook Page!” Planning & Managing a Brand Presence in Social Media

5. “We Want a Facebook Page!” Established Social Media Entry requirements for brand teams and agencies, prior to developing brand presences Social media objectives, based on overall marketing goals Clear ownership of social strategy, execution, and maintenance Quarterly goals for fans, followers, engagement Budget commitment Detailed communication calendar to demonstrate marketing program support and – more importantly – ensure frequency of communication

6. Don’t Improvise in Social Media Required an annual communication calendar for Facebook pages Brand News: Specific product news and information Pillar Events: Large integrated marketing programs Marketing Program Support: Retail promotions, media programs, PR, event mkt Fan Promotions: Facebook-only promotions and offers Gap Fillers: Brand-relevant content that maintains communication during lulls Identified objectives and goals for each type of communication Recruit: Build fan base (organic and paid) – % fan increase, cost per fan Communicate: Broadcast to fan feeds – impressions, page views Engage: Encourage fan interactions – interaction rates, feedback %, fan comment sentiment, video/photo consumption Reward: Provide special offers – coupons printed, sweepstakes entered, samples ordered, fan comments/sentiment

7. Communication Objectives

8. Complex, but not Complicated

9. Examples & Learnings

10. Pillar Event Frequent Wall Posts Daily Facebook Fan Voting Behind the Scenes Photos & Videos

11. Pillar Event Support

12. Pillar Event Recruiting Online Media Facebook Media

13. Pillar Event Learnings Before Launch Develop content strategy prior to usage negotiations Agencies to provide Facebook content recommendations as part of their broader programs Identify opportunities to recruit new fans During Program Schedule bursts of content Central coordination of content uploads Leverage media / blogger buzz on your wall Extend Facebook call to actions into other digital channels (banners, brand site) After Program Optimize future programs based on fan comments/engagement with content Record Facebook Insights reports for the specific time period

14. Fan Promotions to Reward & Recruit Word of Mouth “Free” Traffic Paid Media

15. Fan Promotions Learnings Simple works best Effective for steady organic fan growth Allow easy sharing to recruit new fans organically Promote off Facebook Be prepared to address consumer complaints on your wall Announce via status post when the promotion is over

16. Marketing Program Support Online Media Print Media

17. Marketing Program Support

18. Marketing Program Support Retail Promotions

19. Marketing Support Learnings Collaboration between Brand and Agencies Media and PR teams Retail and consumer promotions Embed content into Facebook pages when possible Photos, videos Negotiate content rights in media RFPs Enhance programs, not just repurpose them Review communication calendar quarterly to keep up to date Don’t become a Social FSI

20. Brand News New Product Launches Product Awards / Media Coverage

21. Brand News Found Content Brand Content

22. Brand News Learnings Many fans are loyal users and want to hear about your products Promote products in context of a conversation, not a press release Aggregate content from all brand sources Brand web sites, YouTube channels, offline Leverage other marketing programs to provide content PR programs Editor events Event marketing Find and promote consumer generated content

23. Gap Fillers General Content Leveraging Paid Media Content

24. Gap Filler Learnings Keep content target-relevant with a brand lens Leverage media dollars for additional content Open ended questions, surveys and polls encourage engagement Monitor and moderate your wall

25. Final Recommendations Organize Your Calendar Your Agencies can’t do it alone Brand marketing team needs to own the master calendar Organize Your Content Multiple channels of content, one stop for upload/maintenance Don’t “over talk” on your wall Establish an archive strategy for old programs Organize Your Learnings Monthly recaps of fan growth, page engagement, trends Quarterly assessments against established goals Incorporate Facebook results into broader program measurement Annual best practices to guide marketing plans Share across brands

26. Q & A