1. Content + Context: Best Practices for Real Time Engagement on Facebook April 1 2011 Presented by: MICHAEL“MJ” Jaindl Chief client officer @ Buddy Media Facebook: facebook.com/jaindl Twitter: @jaindl Email: MJ@buddymedia.com 1

2. Big Questions How do I get people to engage with my brand on Facebook? How do I encourage sharing and viral growth? Why does Facebook Page growth and engagement matter? 2

3. How to improve engagement Strategy #1: Optimize your messaging Right time Right frequency Right content / message 3

4. Let’s Talk about Data 4

5. WHY? Or this? Do you want this? 5

7. January 30, 2011 – February 12, 20116

8. Keep it short!

9. Beware of Url SHORTENERS 8

11. Right column = best performing keywords for generating comments.

12. As you can see, people follow instructions well!9

13. Keyword ENGAGEMENT 10

14. MASTER THE SOFT SELL Event Winner Offer 11

15. AVOID THE HARD SALE Sale Free shipping Save Event Winner Offer 12

17. Avoid asking “why” questions13

18. Which day is best? Posts on Thursdays and Fridays saw 18% higher engagement rates. 14

19. What time of day is best? Posts outside business hours had 20% higher engagement rates 8 am 10 pm 15

20. Let’s put the data to work 16

21. The Results 322% increase in avg Wall activity from March to April Today the community is very active 17

22. What is Edgerank? 18

23. three factors to influence edgerank Affinity How often to you interact with the post creator? How many friends do you have in common with the post creator? Weight How many people have interacted with the post? What type of interaction? What kind of content is included in the post? Photo? Link? Video? Time How timely is the post? 19

24. Pack a snowball 20

25. Pack a snowball 21

26. 6/15/11 22 Leverage the snowball effect

27. How to improve engagement Strategy #2: Content + Context = Engagement Know what your audience gets excited about! Identify potential “couch conversations” Publish brand content that enriches existing conversations 23

28. Case studyGiants v Eagles vs 24

29. Game Week 25 Friday December 17, 2010 – Misc Right Time Bad Content Good Content 362 Engagements Wrong Time

30. Game week 26 Friday December 17, 2010 – Player Update Right Time Bad Content Good Content 918 Engagements Wrong Time

31. Pre Game 27 Sunday December 19, 2010 – Player Update Right Time Bad Content Good Content 1762 Engagements Wrong Time

32. During Game 28 Sunday December 19, 2010 – Fact Right Time Bad Content Good Content 1380 Engagements Wrong Time

33. During Game 29 Sunday December 19, 2010 – Play-by-play Right Time Bad Content Good Content 2011 Engagements Wrong Time

34. During Game 30 Sunday December 19, 2010 – Play-by-play Right Time Bad Content Good Content 2839 Engagements Wrong Time

35. Then this happened 31

36. During Game 32 Sunday December 19, 2010 – Play-by-play Right Time Bad Content Good Content 8254 Engagements Wrong Time

37. AFTER GAME 33 Sunday December 19, 2010 – Update Right Time Bad Content Good Content 6448 Engagements Wrong Time

38. NEXT DAY 34 Monday December 20, 2010 – Question Right Time Bad Content Good Content 1316 Engagements Wrong Time

39. Content + context = engagement

40. Contextual Relevancy is critical 36 October 1 – October 10 (Eagles v Redskins) 16,312 engagement in 7 days on 30 posts Sunday December 19, 2010 (Eagles v Giants) 17,541 engagement in 9 minuteson 3 posts “Give me six hours to chop down a tree and I will spend the first four sharpening the axe” -Abraham Lincoln

41. Sparking viral growth 37 Strategy #3: Make your fans look good Understand how your audience likes to be perceived Create sharable content that creates that perception If it doesn’t make them look good fans won’t share

42. Case Study The Oscars 38

43. A Daily Glow User profile 39 Meet Patti Wife 35 Mother of 2 Movie buff Likes to be “in the know” Loves looking good, feeling good and sharing beauty secrets with her close group of girl friends

44. Test and learn 40 Out of these 4 polls 1 received 10x more engagement

45. POLLs TAKEN 41 -relevant -real time -shareable Over 10x Engagement

46. Know your demo 42 Patti is more likely to engage with content that: Is relevant Is real time Is part of an hot conversation Makes Patti look like she is “in the know” Give your audience opportunities to be perceived the way they want to be perceived

47. Let them show that they care 43

48. Make your audience look smart 44

49. Amplifying Fan growth and engagement 45 Strategy #4: Think holistically Owned, earned, paid media need to work together Continue conversations on Facebook Give back to your fans

50. What not to do? 46 Find us on Facebook?

51. Owned media – leverage FB Community 47 2,251,328 fans 2,095,907 fans

52. Engage your Audience Take questions from the audience “How much money does he have on him right now?”

53. Give back – what is the value exchange?

54. Earned Media – do good, Create Buzz 50 Create a movement … Secret encourages young women to be nice behind someone’s back

55. Earned Media - Give Fans A Voice 51

56. Paid media 52

57. Optimize Paid Media 53

58. WHY DOES it Matter? 54

59. Facebook is where people spend time FACEBOOK BY THE NUMBERS 650+ million users worldwide spending an average 25 minutes per day The most visited site in 2010 in the U.S., beating out Google and Yahoo Receives 3 out of every 10 website page views 55

60. The Facebook generation is growing up Facebook beats email for the 18-24 year old demographic 56

61. Consumer spending on the rise Social commerce is on the rise: Social commerce is currently a $5 billion market globally Social commerce is estimated to expand to a $30 billion market in the next 4 years Facebook is the obvious social commerce play for brands 57

62. Remember1) Optimize your messaging2) Content + context = engagement3) Make your fans look good4) Think holistically 58

63. Thank You! MICHAEL“MJ” Jaindl Chief client officer @ Buddy Media Facebook.com/jaindl Twitter: @jaindl Email: MJ@buddymedia.com 59