Building Your Facebook Audience 1 APTA Marketing & Communications Workshop, February 24-27, 2013.

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Presentation transcript:

Building Your Facebook Audience 1 APTA Marketing & Communications Workshop, February 24-27, 2013

Key Strategies 2 Leverage your assets Follow and interact Actively promote Create amazing content

Leverage Current Assets 3  Onboard  Ticket office  Stations  Maps  Timetables  Website  eNews  Content  Public events

4 Create Amazing Content Relevant Visual Personal Funny

5 FB research shows that PHOTO albums, photos, and videos increase engagement by 180%, 120% and 100% respectively.

6 Being PERSONAL makes fans feel more connected to your brand.

7 RELEVANT content = HELPFUL content

8 Everyone loves HUMOR !

Transit events Community events HolidaysInternal March St. Patrick’s Day Easter/Passover New Gillig rollout April Earth Day Earth Day celebrations April Fools’ DayGM anniversary May Bike to Work Day Mothers’ Day Memorial Day June Spare the Air season Service changes July Fourth of JulyNew Flyer rollout August Bay Bridge opening Managing Content IDEAS: Questions Fill in the blank Factoids Rider Tips Employee Profiles Destinations Historical Photos

Follow & Interact 10 Hello, do you mind if I follow you? Sure! If you share my content, I’ll share yours.

Facebook EdgeRank Value 11 Quantifies how engaged fans are with your brand. Only about 17% of a business page’s posts show up in a fan’s newsfeed!

Time Decay Timeliness, age of post Weight Type of post Affinity Amount of interaction between users 12 EdgeRank Drivers

13 When you post, think about how you can maximize the value of a fan’s response.

Actively Promote Your Page 14 1.Facebook Page/Post promotions 2.Third-Party contests 3.Digital ads

FB Page Promotion 15 Budget : $200 Length : 9 days Fans : 198 Prizes : None

Facebook Analytics 16

Facebook Referral Contest 17 Budget: NA Length: 14 days Fans: Prizes: 31-Day bus pass Budget : $35 Length : 14 days Fans : TBD

My Transit Resolution 18 Budget : $2,200 Length : 14 days Fans : 350 Prizes : Multiple

Facebook Contest Tips 19 Keep it simple Have relevant prizes Actively promote Use third-party app

20 Having a lot of fans is great, but if they are not interacting with your page, it defeats the purpose of social.

21 Thank You! Karen Bakar (510) Connect with AC Transit: Facebook: facebook.com/rideact