Facebook Marketing & ROI: Show Me the Money used by permission aimClear (r) (c) 2011

1. aimclearblog.com/socialize.zip ® Targeting Facebook CreativityFor Profit @aimClear ©2011, aimClear® Marty Weintraub, CEO, aimClear

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8. The Impending Social Targeting Revolution 2008

10. Today’s Agenda Identifying Marketing Targets - Literal, Competitive, Aggressive Money Making, Proven KPIs - Branding, Direct Response - PR, Including Media Relations - Customer Service, (More)

11. Paid Inventory as OrganicAnalogy

12. Data Driven Community Management

14. IdentifyPhysical WorldTopical Hubs

16. Targeting Creativity What Personal Traits? Who’s Professional Characteristics? Which Radically Private Predilections Concept Transcends Facebook Inspired By Bottomless Personalities

17. Literal, Competitive,& Aggressive How Far Are You Willing to Go? Climb Inside Users’ Psyche Sugar Cereal Coupons To Pot Smokers? Bali Vacations to Upper Crust Homosexuals? Or Vanilla? Tennis Rackets to Tennis Players?

18. Targeting Construction KitFind Your Customers

20. “lit·er·al” Definition: “adhering to fact or to the ordinary construction or primary meaning of a term or expression.”

22. Tight Semantic Relationship

23. Knitting Needles Woman Who Like Knitting

24. Segment Includes KW in Product Title

25. Good News: Can Be Focused Like Search

27. “com·pe·ti·tion” Wikipedia defines competition as when,“Two or more parties strive for a goal, which cannot be shared.”

28. Thousands of Vulnerable Brands

29. Thousands of Vulnerable Brands

30. Thousands of Vulnerable Brands

31. Thousands of Vulnerable Brands

32. Get Inside Customers’ Head! Qualifiers, Luxury, Gender, Age, Geo, Etc…

33. Negative Competitors’ Sentiment Powerful Leads, Unsatisfied Consumers Could Be Susceptible to Alternatives “sucks,” “suck,” “hate,” “terrible,” “horrible,” “f_cuk,” “f_cked,” Expletive

34. Double Negative: “Like” Bucket + “Sucks” In Keyword = “Hate”

35. Double Negative: “Like” Bucket + “Sucks” In Keyword = “Hate”

36. Be Careful. Conduct Unbecoming. Backlash of [Brand] Lovers [Brand] Might Sue Follow The Laws Of Jurisdictions ® © ™ Guided By What You’d Do (Or Not) In Public

37. Non Branded Dislikes General Disdain = Powerful Motivation

38. Aggressive Targeting Markets To Deep Personal Predilections Awesome Opportunity Or Unfair Advantage So Many Flavors of Extreme People

39. Market to Classic Human Traits “Love Junkie, “ Love Addict” “He’s blinded by [keyword]” “She Feeds On His Insecurity” “Slave to [something]”

40. Conflict & Violence

41. 14,600 Facebook Users Like “Killing Terrorists,” “Probation Workers” & Like “If Killing Was Legal 7,220 Are 13 years old.

42. Violent Social Segments = KPI Sitting Ducks 1,154,140 Woman Like Fighting, 229,640 55+ years old! Market divorce attorneys, facelifts Spa services, senior personals Vibrators

43. Medical Targeting Sell Minivans To Those Who Like “Being Pregnant” Disposable Diapers to Like “Hate Being Pregnant”

44. The Incredible Things Users Reveal Take Out Pizza to Pot Lovers

45. People admit to crazy things.

47. Wild Admissions Sell Skateboards, Planned Parenthood & Church

49. Extremely Potent Targeting

50. LinkedIn = 50 Million US/FB = 3X

51. Killer For the Right B2b KPI

54. Realtors Productivity Software, Easy-Upload Video Cameras Magnetic Car Signs Computers, Snow Plowing, Cars, Phone Service & Restaurants

55. Real Life Groups: AA Dating Sites, Quit Smoking Plans, Candy Energy Drinks, TweetupsCoffee Clubs, Self-Help Books, Any Other “Safer” Addictions

57. Pesticide Free Foodies Maine Organic Gardeners Association, Michigan Farm Bureau Friendly Clothing & Eco-Tourism Goodness Food Brands Play On Animal Rights Groups’ Empathy

58. Religions 903,800 Catholics, 310,340 Mormons 77,120 Muslims, 117 Jews 70,600 Buddhists, 19,720 Hindus 12,520 Occult, Jesus, Buddha King-of-the-Jews or L. Ron. Hubbard

59. Real-World Publications What Do Our Customers Read? Sports Lovers Read Sports Illustrated Entrepreneurs read INC Upper Crust Travelers Read Condé Nast Shrewd Marketers Don’t Miss This Level Of Targeting

60. Don’t Just Be Literal With Magazines Hunting Readers Don’t Just Like Camo’ & Boots Pickup Trucks & Snowshoes Yachting Mag’ Readers Probably Have Money Sun Care Products, Fish, Water-ski, Deck Cleaning

61. Travel Books: Frommers, Lonely Planet, & Berlitz Sell Em’ Cruises, Airfare, Hotel, Guide Service Noise Cancelling Headphones Foreign Language Learning Software

62. Search Is Your Friend

63. Canadian Sephora Lovers

64. Targeting Creativity What Personal Traits? Who’s Professional Characteristics? Which Radically Private Predilections Concept Transcends Facebook Inspired By Bottomless Personalities

66. Key Performance Indicators(KPIs) Marty Weintraub, CEO, aimClear® @aimClear ©2011, aimClear®

67. Many Ways to Say “Goal” Hope Aim Desire Aspiration… ©2011, aimClear®

70. KPI = Key Performance Indicator OMG, Somebody Measure Something! Marketing Universe Replete With Non-KPIs Disconnect For Bosses ©2011, aimClear®

71. Written KPI Statement Say What The Goal Is Specifically How It Will Be Measured CPC, CTR, CPF, FPW, Take A Shot ©2011, aimClear®

72. Setting Expectations or Perish! MARKETING = BUSINESS! ©2011, aimClear®

73. Organic Facebook Grass Roots Networking = Program Listen & Engage (CM) = Program Contests & Events = Campaigns Consider Programmatic Campaigns ©2011, aimClear®

74. Facebook Ads Compare To Other Display CPM (Roughly) -10% / -40% Google Volume Incinerates AOL, Yahoo Useful For Range of Classic KPIs ©2011, aimClear®

76. Lead Your Marketing Team’s Expectations Define FB’s Role In Conversion Manage Your Boss Radical Multivariate Testing, Organic/Paid

77. Defining KPIs Not: Selling Widgets = Strategy Not: Channel Execution = Tactic KPI =Projected Conversion Written KPI Examples

78. Example KPI Statements Sell 1,256 snarly widgets in one month, at an average CPA (cost-per-action) of $17.75

79. Example KPI Statements Get 65,000 video views, at an average cost per view of $0.08, and drive 2.5 percent of the viewers to a page on our company website to download a white paper

80. Example KPI Statements Serve50 million branding impressions over 2 weeks, with a .04 percent CTR (click through ratio), at an average cost of $0.43, 6 percent conversion on the landing page to a product purchase

81. More Examples Make 22,000 new fans for our company page for us to engage with and remarket to later

82. More Examples Mine 345,000 e-mail addresses from Canada, United States, UK, and Australia, all for females under the age of 27

83. More Examples Serve 200 million branding impressions so that our stockholders are not spooked by the oil spill in the Gulf

84. What KPI Statements Include Not: How We’re Going to Do It Not: Channels & Tactics DOInclude: What Metrics Prove Tactics CTR, CPC, CPM, Impressions, $$$, Margin ©2011, aimClear®

86. We Know Some Sales Require Multiple TouchesBranding KPIs: Seeding Tomorrow’s Conversions Today ©2011, aimClear®

87. KPI + Channel Tactic KPI: Raise level of awareness of our fashion eyewear among Europeans, measured by Google Insight search interest trends for our brand term keyword ©2011, aimClear®

88. KPI + Channel Tactic 500 million global impressions at $0.24 CPM annual 3 day rotations, alternate positioning statement, logo, & beautiful customers wearing our glasses ©2011, aimClear®

90. KPI: Branding Brand car dealership group & engage community in a new dialog. Teach community management team up to speed. Get 1000 “Likes.” Paid & Organic Tactics FB Ads & Community Management

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92. Direct Response KPIs: Calling Users to Act Now Lead Generation Event Signup Free Application Download Hard Core Sales

94. KPI: Direct Response, Application Install Channel Tactic: 10 million impressions, in rotation, at a .03 percent Facebook CTR, showing pictures of oil- spill-tainted birds and urban blight Market directly to Facebook application page after redirection script from our main website, for better conversion segmentation. Establish costs, evaluate, and maintain. ©2011, aimClear®

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104. “Cost-Per-Friend”

105. Holistic/Guerilla Organic & FB Ads

106. Highly Competitive

109. “Best SEO is a Product That Doesn’t Suck

110. +/- Publicly Visible Response to User’s Need©2011, aimClear®

116. KPI: Grow Twitter As Customer Support Channel Grow usage of Twitter customer support channel. Measure by 6 percent increase in followers, in/outbound tweets per day, and reduction in traditional phone support by .5 percent, as measured by call center volume, month-over-month for one quarter. ©2011, aimClear®

119. Crisis Management KPIs Stressful Blend of Branding & CM Prevent Damage Control Provide Information Speak To Those Directly Effected Organic & Paid ©2011, aimClear®

120. KPI: Crisis Management KPI: Ensure community has most recent safety information surrounding chemical spill from train derailment. Success measured by driving 1,500 return visitors to our blog each hour, who spend more than 45 seconds on the page each day, for the duration of the crisis ©2011, aimClear®

122. FB Ads, “Worried about the chemical spill?

123. Get critical information here.”

124. Post Updates & Promise Next Update Times

125. Advertise On-Duty Community Manager©2011, aimClear®

126. Community Relations KPIs Where Your Business Lives Rotary, Salvation Army, Junior League, Sports Volunteer Attorneys, Pet Shelters, United Way ©2011, aimClear®

127. KPI: Community Relations Grow hometown visibility by holistic involvement at grassroots level. Success will be measured by getting500 Facebook event RSVPs and 300 people in physical attendance at our annual United Way Chili Cook-off charity event.RSVP. ©2011, aimClear®

128. Channel Tactic Community Relations Organize event using Facebook Events Send out 2,000 invitations using k Events engine. Market Invitations w/ Facebook Ads Offer free cheddar-cheese topping for using Facebook to RSVP. ©2011, aimClear®

129. Internal Relations KPIs Inside Stakeholders Employees, Vendors & Families Thereof Employment Targeting/Like Bucket FB Ads = Surgical Subtlety Wins ©2011, aimClear®

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131. Media Relations KPIs Bloggers, TV Journalists, Publishers, Newspapers, Radio Jocks FB Ads Target Serious Matrix Influence the Most Important Influencers ©2011, aimClear®

132. KPI: Media Relations Support effort to get baseball player to get into the Hall of Fame. Influence important baseball writers who vote each year for which players should receive the honor ©2011, aimClear®

133. KPI: Media Relations Channel Tactic: Target workplaces: AP, Gannet, McClatchy, USA Today, ESPN, staff interested in “sports writing,” “sports writers,” famous retired baseball stars. Thank fans support, lobby for new baseball stadium. The budget is $7,000 per month for three months. ©2011, aimClear®

135. Multivariate Ad Message Testing

136. Measured By CTR Using FB Ads

137. FB Ads/CM As Search PPC/SEO©2011, aimClear®

138. KPI: Message Testing Prove which public relations positioning statement is more compelling to our mobile phone customers, as evidenced by its ability to compel clicks. We’re looking for messages that average eight % CTR for non-sales messaging. ©2011, aimClear®

139. KPI: Message Testing Channel Tactic Rotate messages / logo concepts. Different concepts to New York, Los Angeles, St. Louis, and Minneapolis. Test each logo concept paired with each of the four marketing messages we’re testing, to prove the best logo/message combination. ©2011, aimClear®

140. So

141. Attribution & Intuition Google, Facebook, LinkedIn, Twitter, Etc.. All The Same Folks Where Are They in Their Day Cycle? What Do You Want to Do With Them? ©2011, aimClear®

142. Written KPI Statement Say What The Goal Is Specifically How It Will Be Measured CPC, CTR, CPF, FPW, Take A Shot ©2011, aimClear®

143. ® Thank You! @aimClear Marty Weintraub, CEO, aimClear