This is an edited version of deck presented by Sean Hurley, Managing Partner at hearforward, at #btvmayor panel on May 7th, 2012. A deck reviews the increasing necessity of Facebook's Ads and Facebook's role in Miro Weinberger's successful campaign for Mayor of Burlington, VT.

1. Too much content
Too many webpages
Too many followers / tweets
Too many stories
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2. Not enough brainspace
not enough
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3. Algorithms make editorial decisions about what content you see
Pagerank
“Top Tweets”
GraphRank
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4. if the algorithms don’t like your content, you can use the
platform’s ad products to make sure your content is seen
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5. Gasp! Facebook says you might only be reaching 16% of
your Fans
“Reach Generator” Facebook. http://bit.ly/hfFacebookReach
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6. so candidates are all like:
WTF?!
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7. and scrooge McZuck is all like:
11
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8. Takeaway:
You have to spend money
on Facebook Ads to
aggressively grow a
Facebook presence.
Which kinda zucks.
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9. In the run up to election day, Facebook Ads helped Miro’s message
reach users outside of the page’s organic and viral reach.
In the week following the launch, the
page’s message reached over 130k users:
 1,534 organically
 13k virally
 121k via Facebook Ads
 142k total
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10. Ask and ye shall receive – “fan” gating is an important
part of the landing experience
 You need to make an explicit call to
action for the behavior you want
from your visitors.
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11. Facebook can make it rain
From contacts acquired on Facebook &
through website optimizations
Directly from website optimizations
 Beyond “likes” – a
Facebook presence can
generate revenue. $5,175
 hearforward’s efforts Directly from Facebook
generated over $5,000 in
contributions – mostly
from Facebook.
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12. Facebook does saturation
 Repetition is critical to building name recognition. Facebook can generate
the kind of frequency campaigns are have historically only been able to get
from Radio and TV
102k users were exposed to
the brand 6 or more times
In a similar market,
hearforward managed a
campaign where stories hit
saturation levels among in-
market buyers in just 1 week
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13. 34% less money spent in the General Election
 Under hearforward’s management, the campaign spent 34% less money
on Facebook Ads than it did during the primary. A significant savings for a
local campaign
-34%
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14. Less money, more likes
 hearforward’s tuned, holistic approach generated 27% more Likes from
the campaign’s during the General Election than were generated during
the primary – from 34% fewer Ad dollars
+27%
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15. Overall, a 48% reduction in the cost of growth
 27% more likes from 34% fewer dollars equates to a cost-per-like that
was 48% lower
 Reducing the cost of growth has significant value
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16. Everyone in Burlington has a friend that likes Miro for Mayor
 The social result:
 According to Facebook, everyone voting-age Facebook user in Burlington had a
friend that liked Miro for Mayor by election day
 Miro had over three times the number of fans as his closest opponent
 The election result: Landslide 20-point win
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17. hit us up
CONTACT:
Sean Hurley
sean@hearforward.com
802.376.1737
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