1. Facebook

2. The goal is not to be good at FB Good at business Why are we doing this Who is our audience What do we want them to do How do we know it is working

3. 5 strategies Create Awareness - buy ads on FB, friends of fans, Increase sales - ? – California Tortilla – status updates- secret word is fish....come into store and get a 50% – Apps and FB things to do this – Groupon type

4. Market research - your fans are subjects. FB polls...survey Ex. Sacred Rides – which trip...which jersey Customer Service versus twitter – Get satisfaction FB widget

5. Data Mining on FB - FB open graph the FB likes and dislikes of your fans

6. FB has failed in marketing More about loyalty than acquisition Avg user base- 50% come back everyday Fans- 70% everyday Fans have 310 friends compared to 130 Fans click on 5.3 links avg 1 Fans are the engaged members of FB Is it their engagement channel?

7. 84% fans are existing customers What are they looking for – Exclusive offers and benefits – Not what regular people get special – 36% buy more after being a fan

8. Click through rates – 5% ads to non fans – 35% to fans

9. Levis

10. So strategy Get fans Keep fans Activate fans

11. Get fans- community Shareable content Recommend to friends Fan widgets Unique and remarkable content Costs time but meaningful relationship

12. Get fans - campaigns Good for getting fans...scale and speed but it costs money. Targeted ads Big coupon promotions Contest promotions Media coverage

13. Keep fans Community is good for keeping- ask questions...use photos...videos...drive conversations...reply Campaigns – target existing fans Treat like email Engage..inform..teach...be remarkable