The document summarizes a presentation on using Facebook strategically. It discusses how Facebook can be used to develop relationships and engagement for businesses. It provides tips for creating engaging content through questions, contests, and targeting audiences. It also discusses how to measure return on investment through Facebook ads and how many times users expect new content. The presentation concludes by introducing the speaker, Dave Serino, a social media strategist.

1. Social Media Summit-Alsip, IL
Social Media Summit
Alsip, IL
February 23, 2012
A Strategic Approach to
Facebook
Presented By
Dave Serino
Strategist & Educator
Think! Social Media
@DaveSerino

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@DaveSerino

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WORDS OF WISDOM
“We lived on farms, we lived
in cities, now we’re going
to live on the internet.”
Sean Parker
The Social Network
@DaveSerino

4. Social Media Summit-Alsip, IL
@DaveSerino

5. MORE THAN A SOCIAL NETWORK….
Social Media Summit-Alsip, IL
@DaveSerino

6. FACEBOOK
Social Media Summit-Alsip, IL
• Facebook is becoming the perfect
venue for developing relationships and
creating engagement.
- iFrames creates a better visual
experience
- Small to medium size businesses are
beginning to use it as a primary web
presence
- The advertising platform is unmatched
for targeting consumers
@DaveSerino

7. Social Media Summit-Alsip, IL
@DaveSerino

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@DaveSerino

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@DaveSerino

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@DaveSerino

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FACEBOOK CONTENT TIPS
• When developing your posts, keep
your marketing objectives in mind
and focus your content around that
subject matter.
- Be flexible and prepare for
“randomness” and remember,
you post lasts between :45 mins-
3hrs.
@DaveSerino

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@DaveSerino

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“You have to listen to the
conversation & look for a ground
swell of interest in a topic – then
you jump into the conversation. You
have to be engaged in the
community’s chatter and then be
nimble enough to take action”
Theresa Overby
Director or Communications
Visit Baton Rouge CVB
@DaveSerino

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@DaveSerino

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@DaveSerino

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@DaveSerino

21. FACEBOOK CONTENT TIPS
Social Media Summit-Alsip, IL
• Make it
Shareable!
When writing a post,
ask users to “tag” a
friend. You can
capitalize on
Facebook’s “Power
of 130 Rule”!
@DaveSerino

22. FACEBOOK CONTENT TIPS
Social Media Summit-Alsip, IL
• Fan of the
Week/Month: A
great way to
recognize loyalty,
drive interaction
and possibly
increase
impressions and
“Likes”
@DaveSerino

23. Social Media Summit-Alsip, IL
FACEBOOK CONTENT TIPS
• When sharing
content – target
it to the audience
that it is most
relevant.
@DaveSerino

24. Social Media Summit-Alsip, IL
FACEBOOK CONTENT TIPS
• Use Facebook questions to learn more
about your audience and engage with fans.
@DaveSerino

25. Social Media Summit-Alsip, IL
CREATING DEMAND WITH ADS
@DaveSerino

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@DaveSerino
FACEBOOK ADS

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@DaveSerino
FACEBOOK ADS

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@DaveSerino
FACEBOOK ADS

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FACEBOOK ADS
Testing: A or B?
Customized Text in Targeted
Ads
@DaveSerino

31. Social Media Summit-Alsip, IL
Measuring
Facebook & Twitter
ROI:
Conversions in
Baton Rouge, LA
@DaveSerino

32. ROI – FACEBOOK RESULTS
Social Media Summit-Alsip, IL
• An estimated 3,184 incremental trips were
generated for Baton Rouge by its marketing
through Facebook
- An incremental trip is one in which the visitor decided to visit
Baton Rouge based on content on or otherwise experience
with Visit Baton Rouge’s Facebook page
• The average Visit Baton Rouge Facebook
follower was influenced by the page’s
content to take 1.6 trips after “Liking” the
page
@DaveSerino

33. ROI – FACEBOOK RESULTS
Social Media Summit-Alsip, IL
• The average incremental trip lasted 2.7
days, with reported in-market spending of
$137.90 per day. These incremental trips are
estimated to have generated $1,185,666 in
new visitor spending in Baton Rouge. -
• The page also convinced visitors to extend
their intended stays. The research results
show that the Visit Baton Rouge Facebook
content generated 404 new visitor days for
Baton Rouge.
@DaveSerino

34. ROI – FACEBOOK RESULTS
Social Media Summit-Alsip, IL
• The Visit BTR Facebook page had
accounted for approximately $1,241,354 in
direct visitor spending in Baton Rouge. Visit
Baton Rouge had 21,760 Fans/Likes on
Facebook at the conclusion of the study
• It is estimated each of these Fans/Likes
represented $57 in economic impact to
Baton Rouge.
@DaveSerino

35. CONTENT-HOW OFTEN READ?
Social Media Summit-Alsip, IL
@DaveSerino

36. CONTENT-HOW OFTEN DO YOU POST?
Social Media Summit-Alsip, IL
FACEBOOK USERS TWITTER USERS
@DaveSerino

37. CONTENT- WHAT INFO DO THEY WANT?
Social Media Summit-Alsip, IL
@DaveSerino

38. CONTENT- WHY THEY USE IT?
Social Media Summit-Alsip, IL
FACEBOOK USERS TWITTER USERS
@DaveSerino

39. Social Media Summit-Alsip, IL
Dave Serino
Strategist & Educator
DaveS@ThinkSocialMedia.com
Think! Social Media USA
3389 Habitat Trail
Pinckney, Michigan 48169
www.ThinkSocialMedia.com
Voice: 734-878-8800
Cell: 810-623-1505
Skype: dave.serino
www.Twitter.com/DaveSerino
http://44d.me/DaveSerino
www.FaceBook.com/ThinkSocialMedia
www.DaveSerinoBlogs.com
@DaveSerino