1. Dennis Yu
BlitzMetrics
@DennisYu
fb.com/dennisyu
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
Alon Waisman
GoDaddy
@MowAlon
fb.com/alon.waisman
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Emeric Ernoult
AgoraPulse
@eernoult
fb.com/emeric.ernoult
1
#ISMConf

2. Jon Loomer
Founder of Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
#ISMConf
2

3. Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
3
#ISMConf

4. Spent $297.96 to get $10,510.50 return
Fans
$207 spent
129 sales ($9,481.50 revenue)
45.9X ROI and $1.60 Cost Per Conversion
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
Non-Fans
$52.23 spent
0 sales
FBX
$39.19 spent
14 sales
4
#ISMConf

5. 7 ads run with the end goal of a sale
Surface Level Stats:
Ad 1: 110 clicks, 1.243% CTR
Ad 2: 100 clicks, 0.132% CTR
Ad 3: 43 clicks, 0.104% CTR
Ad 4: 4 clicks, 0.162% CTR
Ad 5: 773 clicks, 1.073% CTR
Ad 6: 14 clicks, 0.639% CTR
Ad 7: 4 clicks, 0.163% CTR
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
5
#ISMConf

6. CPM and Cost Per Click:
Ad 1: $3.59 CPM, $.29 CPC
Ad 2: $.09 CPM, $.07 CPC
Ad 3: $.14 CPM, $.14 CPC
Ad 4: $.26 CPM, $.16 CPC
Ad 5: $.26 CPM, $.02 CPC
Ad 6: $.56 CPM, $.09 CPC
Ad 7: $.30 CPM, $.18 CPC
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
6
#ISMConf

7. $4,212.30 ad spend covering mobile, desktop News Feed
and sidebar
Desktop News Feed: $2,473.92
Mobile: $1,194.38
Sidebar: $544.00
CPM
Desktop News Feed: $1.64
Mobile: $3.95
Sidebar: $.08
Cost Per Checkout
Desktop News Feed: $9.37
Mobile: $24.39
Sidebar: $5.78
Cost Per Webinar Registration
Desktop News Feed: $.76
Mobile: $1.41
Sidebar: $.53
Cost Per Page Likes
Desktop News Feed: $.34
Mobile: $.53
Sidebar: $.38
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
7
#ISMConf

8. Heather Dopson
Manager of Social Strategy at
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
#ISMConf
8

9. Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
9
#ISMConf

10. Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
10
#ISMConf

11. Fan count
9/1/13:
11/20/13:
Percent growth:
26,750
42,097
57%
Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
Year over year growth
1/1/13:
8,576
12/04/13:
42,886
Percent growth:
390%
11
#ISMConf

12. Alon Waisman
Social Media Operations
Manager at GoDaddy
@MowAlon
fb.com/alon.waisman
#ISMConf
12

13. Alon Waisman
GoDaddy
@MowAlon
fb.com/alon.waisman
13
#ISMConf

14. Alan K’necht
Founding Partner at Digital Always
Media Inc.
@aknecht
fb.com/alanknecht
#ISMConf
14

15. Alan K’necht
Partner: Analytics & Social
Digital Always Media
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
15
#ISMConf

16. Non-Profit
Build a Memorial & Restore a
Jewish Cemetery in Nowy Dwor, Poland
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Limited target audience
Primary: Former Jewish residents & their descendants
Est. 150 family groups world-wide
Secondary: People interested in subject matter
16
#ISMConf

17. Initial Objective:
Raise $40,000
Success Metrics
Project awareness
Raise Money for Memorial &
Restoration
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Secondary Objective:
Raise funds for endowment &
maintenance
Expand project awareness
17
#ISMConf

18. Appeal on a emotional level
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Reach out to those who are nearest
the bullseye
Get them to have others follow
Project started April 2010
18
#ISMConf

19. The Nowy Dwor Maz.
Jewish Memorial
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
19
#ISMConf

20. Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
20
#ISMConf

21. Created SEO Optimized Website
Attract people searching for information
Collection point for donations
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Create Facebook Page
Use Facebook to engage audience &
potential donors
Drive visitors to website for donations
21
#ISMConf

22. Use old school social media to initiate awareness &
generate initial contact:
Genealogical Database (Jewishgen.org)
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
80 people registered as researching this town
Contacted via database – told of FB page
Search Facebook for matching names
Invite to Like page & share
22
#ISMConf

23. Reached 100 FB Fans within 2
months
Currently at 247
Goal 150 (1 per family) in 3 months
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Exceed goal by 65%
23
#ISMConf

24. At 6 months 50% of funds raised
Total funding reached at 14 months
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Awareness keeps growing
Fans growing organically
Facebook page continues to obtain fans
Continual source of additional donations
24
#ISMConf

25. By posting regularly on
Facebook
Project Status
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Fund Raising status
Contribution opportunities
65% of all donations had a
Facebook touch point
25
#ISMConf

26. Featured on Polish TV News
Received many Facebook fans from
Polish (non-Jewish) community
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Received donations from this
community as well
Reason: wanting to preserve their past
26
#ISMConf

27. Growing fan base
in Poland (20%)
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
27
#ISMConf

28. Sharing Success & Continue to promote project and
raise additional funds
Promote Success, On-going efforts & needs every 12 months
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
With each post additional funds are donated
28
#ISMConf

29. Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
29
#ISMConf

30. Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
30
#ISMConf

31. Announced new donation
opportunity
Donor Plaque/ Plaque of Memory
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
10 likes of post
1 share
Equals reach of 146
$1,500 directly attributed to FB Post
31
#ISMConf

32. Small non-profit
Total 3 part-time volunteers
Alan K’necht
Digital Always Media
Inc.
@aknecht
fb.com/alanknecht
Averaging 2-3 hrs/week
Using combination of FB & Web
Raised over $30,000 from a global
potential audience of 150 family
groups
#ISMConf
32

33. Emeric Ernoult
Founder of AgoraPulse
@eernoult
fb.com/emeric.ernoult
#ISMConf
33

34. Emeric Ernoult
AgoraPulse
@eernoult
fb.com/emeric.ernoult
34
#ISMConf

35. Thank You!
Dennis Yu
@DennisYu
fb.com/dennisyu
Jon Loomer
Heather Dopson
Alon Waisman
Alan K’necht
Emeric Ernoult
@JonLoomer
@HeatherDopson
@MowAlon
@aknecht
@eernoult
fb.com/jonloomerdigital
fb.com/theheatherdopson
fb.com/alon.waisman
fb.com/alanknecht
fb.com/emeric.ernoult
35
#ISMConf