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What’s Not to Like About Missouri:
      a Facebook case study


              March 14, 2012
              Stephanie Lynch
              PR Manager at Hoffman|Lewis
              @theslynch
              Presentation for Mid-Missouri PRSA
Case Study:
  “What’s Not to Like About Missouri”
Case Study: Objectives
1. Increase the number of Facebook fans by
     200%.
2. Increase engagement with consumers.
Case Study: Concept
1. Be a friend.
2. Use humor when appropriate.
3. Make it shareable!
Case Study: Promotion
$10K in Paid Media
1. Facebook Sponsored Stories
2. Paid ads

Target two different audiences
1. Adults aged 18+ in Missouri
2. Adults aged 18+ outside of Missouri
Case Study: Results
• VisitMO's Page gained more than 11,000 fans in
  the course of the eight-week campaign, an
  increase of 1024%
• 9,990 new fans were acquired from paid media
• 1,300 fans were acquired *virally
• ROI for this campaign = $69 for each $1 invested
  in this effort. Roughly 15% higher than the ROI
  from our general paid advertising campaign.

 *Note that virally could equate owned and/or earned media.
...Big Question…

How can my Facebook page
  achieve similar results?
Killer Weapons


    1. Act like a Community Manager
    2. Put your money where your
       mouth is
    3. Be a tool master
Killer Weapons
Act like a Community Manager.
•   Know who your brand is
•   Plan ahead (or at least in your head)
•   Share good stuff
•   Troll the feeds
•   Pretend you’re popular
•   Care about your fans
•   Network with Community Managers in your
    industry (#cmgr, #cmgrchat)
Killer Weapons
Put your money where your mouth is.
•   Create a “test” Facebook ad campaign
•   Hire someone who can act like a ComMom
•   Good design and copy counts
•   Remember: Key Performance Indicators!
•   Remember: optimize your ads!
Killer Weapons
Be a tool master.
Community Management tools
• Hootsuite, Argyle or Sprout Social (small biz)
Media Monitoring
• MyMediaInfo, TVEyes, Meltwater, CustomScoop
Facebook App Creators
• SnapApp, ShortStack
The future of Facebook?
Facebook Timeline
Premium Ads:
• Social ads
• $50K per month
• Buckets of analytics
So-Mo
• Highlight, Glancee, GiveEmThis, Schemer, Wanderfly
Video and Photos:
• Can FB compete with YouTube and Pinterest?
Resources

•   Check out the VisitMO Facebook page
•   Find me here: @theslynch
•   I also write here: http://www.thetravelvan.com
•   Facebook Blog
•   Social Media & Marketing Daily

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What's Not to Like About Missouri: a Facebook case study

  • 1. What’s Not to Like About Missouri: a Facebook case study March 14, 2012 Stephanie Lynch PR Manager at Hoffman|Lewis @theslynch Presentation for Mid-Missouri PRSA
  • 2. Case Study: “What’s Not to Like About Missouri”
  • 3. Case Study: Objectives 1. Increase the number of Facebook fans by 200%. 2. Increase engagement with consumers.
  • 4. Case Study: Concept 1. Be a friend. 2. Use humor when appropriate. 3. Make it shareable!
  • 5. Case Study: Promotion $10K in Paid Media 1. Facebook Sponsored Stories 2. Paid ads Target two different audiences 1. Adults aged 18+ in Missouri 2. Adults aged 18+ outside of Missouri
  • 6. Case Study: Results • VisitMO's Page gained more than 11,000 fans in the course of the eight-week campaign, an increase of 1024% • 9,990 new fans were acquired from paid media • 1,300 fans were acquired *virally • ROI for this campaign = $69 for each $1 invested in this effort. Roughly 15% higher than the ROI from our general paid advertising campaign. *Note that virally could equate owned and/or earned media.
  • 7. ...Big Question… How can my Facebook page achieve similar results?
  • 8. Killer Weapons 1. Act like a Community Manager 2. Put your money where your mouth is 3. Be a tool master
  • 9. Killer Weapons Act like a Community Manager. • Know who your brand is • Plan ahead (or at least in your head) • Share good stuff • Troll the feeds • Pretend you’re popular • Care about your fans • Network with Community Managers in your industry (#cmgr, #cmgrchat)
  • 10. Killer Weapons Put your money where your mouth is. • Create a “test” Facebook ad campaign • Hire someone who can act like a ComMom • Good design and copy counts • Remember: Key Performance Indicators! • Remember: optimize your ads!
  • 11. Killer Weapons Be a tool master. Community Management tools • Hootsuite, Argyle or Sprout Social (small biz) Media Monitoring • MyMediaInfo, TVEyes, Meltwater, CustomScoop Facebook App Creators • SnapApp, ShortStack
  • 12. The future of Facebook?
  • 13. Facebook Timeline Premium Ads: • Social ads • $50K per month • Buckets of analytics So-Mo • Highlight, Glancee, GiveEmThis, Schemer, Wanderfly Video and Photos: • Can FB compete with YouTube and Pinterest?
  • 14. Resources • Check out the VisitMO Facebook page • Find me here: @theslynch • I also write here: http://www.thetravelvan.com • Facebook Blog • Social Media & Marketing Daily