For Immediate LIKE: A recent study indicates within 5 years social media will be the number two way to engage with customers (after face-to-face personal interaction). Ready to crush the competition? Learn how to easily leverage Facebook's Graph Search, organic timeline messaging with Facebook Ads as a means to garner publicity. Discover easy ways to publish and deliver company news that stands out in the newsfeed and position your brand as the expert source and thought leader. Learn what content and images works, how to fold existing and new public relations content into the Facebook strategy. This will focus on how brands can learn how to best become news publishers reporting from the Facebook Page. May 30, 2013 – Lisa Buyer social PR Evangelist and author of the upcoming book Social PR Secrets and BliztMetrics’ Dennis Yu will join other top online marketing thought leaders at the AllFacebook Marketing Conference in San Francisco on June 5. The AllFacebook Marketing Conference will be held at The Hilton San Francisco Union Square and will provide attendees with an inside look at Facebook innovations and monetization issues impacting today's digital media and marketing experts. The event is designed to provide attendees with takeaways such as the latest intelligence and how-to knowledge, as well as effective strategies and tactics for acquiring fans, engaging followers, and amplifying campaigns. Buyer’s session co-presented with BlitzMetrics Founder Dennis Yu is called “Facebook Messaging for Publicity” and will cover: How to easily leverage Facebook's Graph Search Organic timeline messaging with Facebook Ads as a means to garner publicity Easy ways to publish and deliver company news that stands out in the newsfeed How to position your brand as an expert source and thought leader What content and images work How to fold existing and new public relations content into the Facebook strategy How brands can learn how to best become news publishers reporting from the Facebook Page Quote from LIsa on Social PR and Facebook. During the one-day event Lisa Buyer will be attending and reporting on the following sessions as part Social #PR Chat's upcoming editions: Morning Keynote Panel: How To Navigate Facebook's Redesigned News Feed & Still Reach Fans with Mark Cooper of Offerpop, Patience Elfving-Yi of Kenshoo Social, Mike Maghsoud of PostRocket, Jesse Pujji of Ampush, Jordan Viator Slabaugh of Spredfast, and Justin Lafferty of AllFacebook (moderator) Building Cross-Platform Viral Entertainment into Your Facebook Campaigns with Jong Woo of King.com Mobile, Social & Local: Where Search, Influence, and Opportunity Meet a panel discussion with Scott Bain of Spruce Media, Stéphane Le Viet of Work4 Labs, Susie Erjavec Parker of SPARKER Strategy, Nick Shah of Ampush, Marcus Whitney of Moontoast, and Todd Tweedy of Avertech (moderator) Social Media for B2B: Getting More Out Of Your Content Marketing a p

1. Facebook Messaging for Publicity
Present ed by
Dennis Yu: dennis@blitzmetrics.com / @dennisyu
Lisa Buyer: lbuyer@thebuyergroup.com / @lisabuyer

2. Facebook is an addiction 2
Photo by
Stewart Quealy
@dennisyu
@lisabuyer

3. 3
Within 5 Years
Social media will be the #2 way to engage with customers,
after face-to-face personal interaction.
@dennisyu
@lisabuyer

21. 21
Fuddruckers most engaging post got
over 34,000 likes and 1,100 comments!

22. 22
The reason this post was so successful
was that Fudds helped out a
community after a tragic shooting, and
a fan decided to thank them.
These types of scenarios are a perfect
way to use social media to amplify the
good things you do in real life.
But the post wasn’t from Fuddruckers. It was from a loyal fan.

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Who are Fudd’s Top Fans by Participation?

24. 24
Which fans are the most influential?

25. 25
Meet Heather.
Winner of Fudd’s top post.
Heather Orlowski, the fan who posted the top post,
comes in 7th by number of total interactions, but she is by far
the most influential.
Her influencer score is 100 times higher than the next person
on that list - all thanks to her viral post.
Fans by Participation
Fans by Influence

26. 26
Heather’s post generated a spike in PTAT

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There are many active people
for us to entertain or service.

28. 28
Understand your audience…

29. 29
Round Table Pizza
correlates with
Fuddruckers fans.
Not surprisingly,
Johnny Rockets
(known for their All-
American Burger) has
an affinity with
Fuddruckers (known
for their World’s
Greatest Burger)
Fuddruckers loves to
host birthday parties.
And what their interests are.

30. 30
Entice only
your
BES
T
customers
to identify
themselves.
Why your fans are meaningless
outside of facebook

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Fuddruckers has an excellent retention rate – over 191
days!

32. 32
It’s the highest we’ve ever seen on any brand
7% of the fan base are our ultra loyal fans, who have a retention of over 365 days
33% of active fans made at least 2 interactions – that’s 8,900 people

33. 33
@dennisyu
@lisabuyer

34. 34
Facebook is tackling both word of mouth
and search discovery with Graph Search.
@dennisyu
@lisabuyer

35. 35
@dennisyu
@lisabuyer
Search volumes are increasing, since graph search is one of the three pillars of Facebook.

36. 36
Graph Search expands search from a single term to social
connectedness, geography, and actions.
@dennisyu
@lisabuyer
Go search
“AllFacebook”.

37. 37
Facebook’s Best Kept Secret

38. 38
Target people by the companies they work for…
Dental Equipment Manufacturer:
Software Technology Start-Up
@dennisyu
@lisabuyer

39. And by job title.
39
@dennisyu
@lisabuyer

40. 40
311,940 people
 who live in the United States
 who live in New Orleans, LA
 age 18 and older
40 people
 who live in the United States
 who live in New Orleans, LA
 age 18 and older
 who work at Entergy Services, Inc.
Workplace targeting is the most unparalleled feature Facebook
marketers have at their fingertips.
@dennisyu
@lisabuyer

41. 41
Carri Bugbee
Social Media Marketing
Strategist/Owner
Big Deal PR, Inc.
“You can't get very far starting out on Facebook right
now without spending $$ on advertising. It's no longer
possible to build critical mass without that. It's pay for
play. And depending upon the type of business, you'll
probably need to offer deals now and then. FB definitely
requires a bigger investment.”
@dennisyu
@lisabuyer

42. 42
@dennisyu
@lisabuyer
Sponsored Stories are even more important
since Graph Search is based on a user’s context and ¾ what their friends have done.

43. 43
PAGE POST ADS +
SPONSORED STORIES
COMBO
How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day
@dennisyu
@lisabuyer

44. 44
Ho lly wo o d is a sking :
“Is Facebook worth it?”
Read the LA Times article here.
@dennisyu
@lisabuyer

45. 45
We analyzed 9 billion page posts over a 60-day
period before and after the change.
@dennisyu
@lisabuyer

46. 46
72% of movies and network TV shows have
experienced a drop in the number of people who see
their posts.
@dennisyu
@lisabuyer

47. 47
23% of the biggest studio pages saw
a reduction in “engaged” users.
@dennisyu

48. 48
The largest pages lost 45% of their traffic,
followed by 36% for medium sized pages.
@dennisyu
@lisabuyer

49. 49
Facebook Expert Dennis Yu on Breaking
Edgerank & Creating Kick-A** Ads
Break Through EdgeRank Organically
@dennisyu
@lisabuyer

50. 50
What we know for sure:
Running ads gives an organic algorithmic boost…
Sponsored Story – Page Likes Sponsored Story – Page Posts
@dennisyu
@lisabuyer

51. 51
By increasing the organic and viral components.
@dennisyu
@lisabuyer

52. 52
Nathan Latka
Co-Founder, CEO at Heyo
"The best word of mouth comes from tangible events where
consumers connect with your brand. Use these events as catalysts
to drive social world of mouth and amplify engagement.
@dennisyu
@lisabuyer

53. 53
For example, during a live webinar, we ask our community to
engage with us through comments on a pinned Facebook status
update therefore increasing the reach of the page and PTAT. As
follow up, they'll then vouch for the thought leadership we provide
through a Facebook milestone which serves as world class social
proof for the webinar and the Heyo product."
@dennisyu
@lisabuyer

54. 54
@dennisyu
@lisabuyer

55. 55
Ali Mostofian
Founder | CEO at Orange Marketing:
Digital Marketing and Strategy
“Now you can manipulate any sponsored posts right through
your Ads Manager on Facebook! You can change duration,
time and also set up your own budget! Just click on boost post
on your fan page, choose any budget, go to Ads Manager and
edit your ad...
Pretty nice and works well!”
@dennisyu
@lisabuyer

56. 56
NEVER PROMOTE A POST
IMMEDIATELY
Why search PPC marketers are short-term thinkers
@dennisyu
@lisabuyer

57. 57
Mari Smith
Top Social Media Influencer,
Author, Speaker
You want people to see that interaction is organic, not
have the "sponsored" label. I typically wait a few hours
since the last comment.
@dennisyu
@lisabuyer

58. 58
CUSTOM AUDIENCE
TARGETING
Let the CAT Out!
Let the CAT out of the bag!
@dennisyu
@lisabuyer

59. 59
Target your opportunities with CAT.
@dennisyu
@lisabuyer

60. 60
FACEBOOK EXCHANGE
(FBX)
Remarketing bridges the gap from visitor to customer.
Dennis Yu on Ads Impact on Organic,
Facebook Retargeting, and Local Business
@dennisyu
@lisabuyer

61. Recapture users who visited your site,
but didn’t enter their zipcode.
@dennisyu
@lisabuyer

62. Show your site visitors your ads on the web.
@dennisyu
@lisabuyer

63. How Facebook Exchange (FBX) Works:
@dennisyu
@lisabuyer

64. 64
How Rosetta Stone optimized from $21
a fan to $1.40 a fan and millions in
revenue.
C A S E S T U D Y
@dennisyu
@lisabuyer

65. 65
OBSERVATION #1
Use in-line likes.
OBSERVATION #2:
Write short wall posts.
OBSERVATION #3:
Ask questions.
Don’t just make statements.
@dennisyu
@lisabuyer

66. 66
OBSERVATION #4:
Run your acquisition,
retention, and organic
campaigns at the same time.
Observation #5:
Branding is great,
but revenue is better.
@dennisyu
@lisabuyer

67. ROI
Awareness: Amplify what
actually works to engage
fans.
Engagement: Once users are
engaged, collect emails to
increase conversions.
Conversion: Increasing
social visits to your
website increases sales.
67
Social media is at the top of the funnel, so you are aligning your
messaging with the levels of engagement along the way.
@dennisyu
@lisabuyer

68. 68
Extra Credit
TOP TIPS FROM BLITZ
@dennisyu
@lisabuyer

69. 69
Blitz Tips:
• Search ads run to an iframed page with retargeting.
• Search ads to steal competitor traffic.
• Offsite pixel for CPA bidding.
• Conversion specs used with Optimized CPM to optimize ad delivery for
specific actions.
• Place ads in mobile for maximum engagement.
• Onion Targeting is smart interest multiplication.
• Prune ads with broad category targeting.
• Partner Targeting to run ads based on user’s shopping behavior.
• PTAT to detect competitive ad spend.
• Facebook's Power Editor's special features.
• Target users by the companies they work for and by job title.

70. 70
Tips from the Pros:
• You can’t get very far on Facebook without spending money on advertising. It’s
pay or play. FB definitely requires a bigger investment.
– Carri Bugbee, Big Deal PR
• The best word of mouth comes from tangible events
where consumers connect with your brand.
– Nathan Latka, Heyo
• Now you can manipulate any sponsored posts
right through your Ads Manager on Facebook!
- Ali Mostofian, Orange Marketing
• Never promote a post immediately. You want people to see that interaction is
organic, not have the “sponsored” label.
- Mari Smith, Top Social Media Influencer

71. 71
Lisa Bu y er,
lbuyer@thebuyergroup.com
@lisabuyer
D ennis Yu
dennis@blitzmetrics.com
@dennisyu