The document appears to be a series of slides from a presentation on social media strategy and Facebook. It discusses establishing a strategy, types of Facebook posts and activities, measurement of campaigns, and case studies. It also provides tips on Facebook ads and integrating social media across marketing channels. The presentation was given by two speakers from an agency and aimed to help clients with their Facebook and social media strategies.

1. Monday, February 18, 13 1

2. We have an established network and over 50 years
of combined experience in PR and Communication.
Offices in Copenhagen & Sweden
Monday, February 18, 13 2

3. More than 25 years of combined
design and advertising experience.
Monday, February 18, 13 3

4. TODAY’S SPEAKERS
Maria Santos Nicholas Wetaz
Senior Consultant Project Manager
Social Media Specialist Certified Social Media Strategist
@MariaRMSantos @Twetaz
Monday, February 18, 13 4

5. SELECTED CLIENTS
Monday, February 18, 13 5

6. SUCCESS ON FB = STRATEGY + EXECUTION
Monday, February 18, 13 6

7. Social Media Strategy
Definition of what you want to accomplish
The resources you have to accomplish it
The path you want to take to get there
The activities that will help you reach your
chosen destination
Monday, February 18, 13 7

8. WHY IS A SOCIAL STRATEGY IMPORTANT?
“Hope is not
a strategy”
-Rick Page
Monday, February 18, 13 8

9. “You have to be totally connected to anyone who
touches your brand, if you don’t do that, I don’t know
what your business model will be in five years”
- Angela Ahrendts, Burberry CEO
Monday, February 18, 13 9

10. Strategy directs tactics and execution towards set goals
Monday, February 18, 13 10

11. STATE OF FACEBOOK
Monday, February 18, 13 11

12. DENMARK
Kilde: Facebook Internal Data, marts 2012
Monday, February 18, 13 12

13. Monday, February 18, 13 13

14. Norway Sweden Finland
2.700.000+ users 4.800.000+ users 2.200.000+ users
Monday, February 18, 13 14

15. UNIVERSAL FACEBOOK TOOLBOX
FB Ads Timeline Communication
Engaging Activities
Monday, February 18, 13 15

16. RELEVANCE OF TIMELINE
COMMUNICATION AND INTERACTION
Competition for attention Facebook Algorithm
User habits
Source: comScore, June 2012. Facebook internal data
Monday, February 18, 13 16

17. TYPES AND EXECUTION OF
STATUS UPDATES
Monday, February 18, 13 17

18. PICTURES
90%
of information transmitted to
the brain is visual
40%
of people will respond
better to text+visual
information than plain text
Visuals are processed
60,000x
faster in the brain than text
Monday, February 18, 13 18

19. VIDEO
Monday, February 18, 13 19

20. DYNAMIC TEXT,
QUESTIONS, TRIVIA
Average 182% more
comments with fill
in the ___’s
“If your city could be any Pringles first went
district, it would be _____. on sale in what year?
May the odds be ever in a. 1968
your favor.” b. 1971
c. 1976
Monday, February 18, 13 20

21. LINKS
Use links to:
Provide interesting content
to fans
Drive traffic
Promote new products
Other
Monday, February 18, 13 21

22. STANDARD TEXT
Posts with over
200
characters receive
less interaction
Monday, February 18, 13 22

23. PROMOTIONS & TEASERS
Monday, February 18, 13 23

24. STATUS UPDATE
EXECUTION
Using subtle cues to convey your key messages
Take a 24 hour ride in the life of Sir Richard Branson. Cameras
follow our jet-setting Chief Rabble-Rouser as he helps us launch
our newest destination, Chicago O’Hare. What questions would
you ask someone that spends more time at 35,000 feet than on
the ground? http://vgn.am/6032ROcp
Monday, February 18, 13 24

25. COMMENT RESPONSE
Fan Comment: Checking out the Flavor Graveyard...how do u submit
flavors for assassination? (Winking at Late Nite Snack)
Response: Ouch Sherry! Late Night Snack is doing really well, so you
probably won’t see it in the graveyard anytime soon. Hopefully you
enjoy some of our other flavors and you don’t plan on hiring a hit man
to take our Late Night Snack.
Monday, February 18, 13 25

26. CRISIS MANAGEMENT
Fan Post: “Jeg ved ikke hvor jeg skal begynde. Det
seneste stykke tid har jeg gået og tumlet lidt med
nogle ting, og jeg er desværre bange for at vi to
ikke passer sammen mere. Jeg synes ikke, at vi er
det samme sted. Og nu har jeg altså mødt en
anden. Hun hedder Netflix og vi passwer bar
sammen. Jeg er virkelig ked af det, men jeg bliver
nødt til at slå op med dig. Det går ikke mere det
here. Men du skal vide, at det ikke er dig, der er
mig. Jeg ved, at der er masser derude der gerne vil
se dine TV-kanaler med alle reklamerne. Og måske
kontakter jeg dig også igen en dag. Lige nu er kan
det bare ikke være os to.
Ha’ det godt.
PS: Jeg er ked af at gøre det her offentligt på din
væg, men jeg har altså også længe haft på
fornemmelsen, at du var sammen med andre end
mig.”
Monday, February 18, 13 26

27. THE RESPONSE
Kære Fan,
Jeg er ked af, at du har fundet en anden. Jeg er jo ikke dum, og jeg anede jo nok,
det var på vej, for du har virket så uengageret og ligeglad med mig i den senere
tid. Det var nærmest kun, når du og gutterne skulle se fodbold, at du gad
interessere dig for mig. Så var der ingen grænser for, hvor glad du var for mig -
eller sur hvis jeg så ikke lige var der, når DU absolute ville.
Men jeg har jo ikke været blind for, at du ofte hellere ville sidde bag den lille
dumme computerskærm. Så var du mere interesseret i at hoppe fra den ene mere
uskarpe og tarvelige hjemmevido på YouTube end mig og mine HD-kanler. Og da
jeg så forleden fandt en brugt Netflix kupon mellem sofpuderne, vidst jeg, at det
var slut.
Jeg er ikke den første, der oplever en mand, der falder for en yngre model, og nok
heller ikke den sidste. Jeg ved også godt, at jeg ikke er 17 længere, og der er nok
også kommet en rynke eller to. Men jeg er ikke flov over mig selv. Jeg ved en
masse om mænd og kvinder og børn. Jeg ved, hvordan man passer en familie og
sørger for, at der er plads til alle i en husstand - både for de mindste of de ældste.
Farvel Fan - din x-box er måske lid våd og står et sted på Enghavevej:)
Mvh YouSee
Monday, February 18, 13 27

28. THE BASICS
Monday, February 18, 13 28

29. HOUSE RULES
Monday, February 18, 13 29

30. FACEBOOK TEAM
Monday, February 18, 13 30

31. TYPES OF ACTIVITIES
Monday, February 18, 13 31

32. RECIPES
Monday, February 18, 13 32

33. CONTESTS
Monday, February 18, 13 33

34. CO-CREATION
Monday, February 18, 13 34

35. SALES
Fans spend 131%
more, friends of fans Fans spend
spend 104% more 97% more and
friends of fans
spend 51% more
Fans spend
109% more
Fans spend
60% more
Monday, February 18, 13 35

36. RECRUITMENT & SUPPORT
Monday, February 18, 13 36

37. SAMPLING
Monday, February 18, 13 37

38. MUSIC STREAMING
Monday, February 18, 13 38

39. INTEGRATION
Integrating social media with your other marketing channels
can help you:
Create synergies Increase Awareness
Achieve cost savings Reinforce the message
Monday, February 18, 13 39

40. CASES
Monday, February 18, 13 40

41. ANTHON BERG
CHRISTMAS CALENDAR
Monday, February 18, 13 41

42. CHALLENGE
Monday, February 18, 13 42

43. RESULTS INT & DK
Nearly 17.000 new fans
38.000+ Stories Created
Unique users reached 3.600.000+
Total Impressions 12.500.000+
Monday, February 18, 13 43

44. ANTHON BERG
VALENTINE’S CARD ‘12
Monday, February 18, 13 44

45. CHALLENGE
Monday, February 18, 13 45

46. RESULTS
15+ media outlets 3.6 million people 310.000 Unique
picked up the story exposed on the users reached on
main page of Facebook
Ekstra Bladet
1.000 new likes on The story was also talked about
the page on P3 when they interviewed
L.O.C as well as on The Voice’s
Facebook page
Monday, February 18, 13 46

47. Monday, February 18, 13 47

48. CHALLENGE
Monday, February 18, 13 48

49. SOLUTION
PR & Book
Reviews Partners &
Spokespersons
.
circular image
Facebook
Campaign
QR &
Instore
Go-Card
Distribution
Monday, February 18, 13 49

50. FACEBOOK
Monday, February 18, 13 50

51. RESULTS
Campaign value of 50.000+ Book became a
DKK 813.000 Downloads and Best Seller
counting
40+ 1 in 5 1000+ 47.000
mentions in the media fans clicked to download fans clicked to download QR code scans
the app on Facebook the app on Facebook
Monday, February 18, 13 51

52. MOVEMBER CAMPAIGN ‘11 & ‘12
Monday, February 18, 13 52

53. CHALLENGE
Monday, February 18, 13 53

54. SOLUTION
ALLRIGHT AGENCY
FACEBOOK.COM / BJORNBORGDK
Monday, February 18, 13 54

55. RESULTS
2011 2012
• 22.000+ fans on Facebook • 35.000+ fans on Facebook
• 1.700 badges installed on Facebook • 475 badges installed on Facebook
• 6.000.000 total impressions on • 7.300.000 total impressions on
Facebook Facebook
• 7500 registered Mo Bros & Sistas • 14.909 registered Mo Bros & Sistas
• 1.1million DKK raised • 2.3 million DKK raised
• 600.000 unique visitors to Movember • 400+ articles
home page
• 300 Busses and Trains had mustaches
• 350+ articles
• 15+ mins of TV time excluding Sports
• Best Health Campaign Award: Men’s
Health Week
• Best Ever Movember Launch
Monday, February 18, 13 55

56. FACEBOOK ADS &
SPONSORED STORIES
Monday, February 18, 13 56

57. TYPES
Facebook Ad
Page Post
Page Like
Sponsored Result
Sponsored Stories
Offer Claimed Story
Specific Page Post Like Story
Specific Page Post Comment
Story
Specific Page Post Share
Story
Wall Post Story
Page Like Story
Page Post Like Story
Monday, February 18, 13 57

58. Never look back. “You’re not disabled by the disabilities you
have, you are able by the abilities you
Everybody is an athlete.
have.” – Oscar Pistorius
Don’t let hump day take you under. Make your own rainbows.
Exposed Fans and
friends of fans bought Exposed Fans and
38% more frequently. friends of fans bought
21% more frequently.
130% uplift in purchase
behaviour on the ASOS site
among exposed fans and Exposed Fans and their friends
Major
FoF versus non-exposed. offline
bought 16% more frequently in
retailer store and 56% more frequently
online.
Source: The Power of the Like II, comScore and Facebook, June 2012
Monday, February 18, 13 58

59. INTEGRATION
Disney World
Where every Cinderella story comes true... Do
you remember your first time at Disney World?
Builders of tomorrow. Where you one, when
you were young?
Monday, February 18, 13 59

60. THANKS
If you have questions, please find us in the lobby
Rate us on Speakerscore
Shortcode: 9GGS
http://speakerscore.com/9GGS
Monday, February 18, 13 60