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#ISMConf

Inside Social Marketing

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

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#ISMConf

Jon LoomerFounder of Jon Loomer

Digital@JonLoomer

fb.com/jonloomerdigital

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#ISMConf

Jon Loomer

Jon Loomer Digital

@JonLoomer

fb.com/jonloomerdigital

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#ISMConf

Jon Loomer

Jon Loomer Digital

@JonLoomer

fb.com/jonloomerdigital

Spent $297.96 to get $10,510.50 return

Fans$207 spent129 sales ($9,481.50 revenue)45.9X ROI and $1.60 Cost Per Conversion

Non-Fans$52.23 spent0 sales

FBX$39.19 spent14 sales

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#ISMConf

Jon Loomer

Jon Loomer Digital

@JonLoomer

fb.com/jonloomerdigital

7 ads run with the end goal of a saleSurface Level Stats:Ad 1: 110 clicks, 1.243% CTRAd 2: 100 clicks, 0.132% CTRAd 3: 43 clicks, 0.104% CTRAd 4: 4 clicks, 0.162% CTRAd 5: 773 clicks, 1.073% CTRAd 6: 14 clicks, 0.639% CTRAd 7: 4 clicks, 0.163% CTR

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#ISMConf

Jon Loomer

Jon Loomer Digital

@JonLoomer

fb.com/jonloomerdigital

CPM and Cost Per Click:Ad 1: $3.59 CPM, $.29 CPCAd 2: $.09 CPM, $.07 CPCAd 3: $.14 CPM, $.14 CPCAd 4: $.26 CPM, $.16 CPCAd 5: $.26 CPM, $.02 CPCAd 6: $.56 CPM, $.09 CPCAd 7: $.30 CPM, $.18 CPC

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#ISMConf

Jon Loomer

Jon Loomer Digital

@JonLoomer

fb.com/jonloomerdigital

$4,212.30 ad spend covering mobile, desktop News Feed and sidebarDesktop News Feed: $2,473.92Mobile: $1,194.38Sidebar: $544.00CPMDesktop News Feed: $1.64Mobile: $3.95Sidebar: $.08Cost Per CheckoutDesktop News Feed: $9.37Mobile: $24.39Sidebar: $5.78Cost Per Webinar RegistrationDesktop News Feed: $.76Mobile: $1.41Sidebar: $.53Cost Per Page LikesDesktop News Feed: $.34Mobile: $.53Sidebar: $.38

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#ISMConf

Heather DopsonManager of Social Strategy

at Infusionsoft@HeatherDopson

fb.com/theheatherdopson

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#ISMConf

Heather Dopson

Infusionsoft

@HeatherDopson

fb.com/theheatherdopson

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#ISMConf

Heather Dopson

Infusionsoft

@HeatherDopson

fb.com/theheatherdopson

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#ISMConf

Heather Dopson

Infusionsoft

@HeatherDopson

fb.com/theheatherdopson

Fan count 

9/1/13: 26,75011/20/13: 42,097

Percent growth: 57%

Year over year growth

1/1/13:     8,57612/04/13:     42,886

Percent growth: 390%

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#ISMConf

Alon WaismanSocial Media Operations

Manager at GoDaddy@MowAlon

fb.com/alon.waisman

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#ISMConf

Alon Waisman

GoDaddy

@MowAlon

fb.com/alon.waisman

14

#ISMConf

Alan K’nechtFounding Partner at Digital

Always Media Inc.@aknecht

fb.com/alanknecht

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Social Media Metrics: What Does it All Mean

Alan K’nechtPartner: Analytics & Social

Digital Always Media

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Case StudyNon-Profit

Build a Memorial & Restore aJewish Cemetery in Nowy Dwor, Poland

Limited target audiencePrimary: Former Jewish residents & their descendants

Est. 150 family groups world-wideSecondary: People interested in subject matter

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Initial Objective: Raise $40,000

Success MetricsProject awareness

Raise Money for Memorial & Restoration

Secondary Objective: Raise funds for endowment

& maintenanceExpand project awareness

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Step 1 - Entice

Appeal on a emotional level

Reach out to those who are nearest the bullseye

Get them to have others follow

Project started April 2010

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Emotional Enticement

The Nowy Dwor Maz. Jewish Memorial

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Why!

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Step 2 - Strategy

Created SEO Optimized WebsiteAttract people searching for information

Collection point for donations

Create Facebook PageUse Facebook to engage audience &

potential donors Drive visitors to website for donations

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

StrategyUse old school social media to initiate awareness &

generate initial contact:

Genealogical Database (Jewishgen.org)

80 people registered as researching this town

Contacted via database – told of FB page

Search Facebook for matching names

Invite to Like page & share

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Success Metric

Reached 100 FB Fans within 2 months

Currently at 247 Goal 150 (1 per family) in 3 months

Exceed goal by 65%

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Success Metric

At 6 months 50% of funds raised

Total funding reached at 14 months

Awareness keeps growing

Fans growing organically

Facebook page continues to obtain fans

Continual source of additional donations

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Facebook Impact on ContributionsBy posting regularly on

Facebook

Project Status

Fund Raising status

Contribution opportunities

65% of all donations had a Facebook touch point

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Surprising Results

Featured on Polish TV News

Received many Facebook fans from Polish (non-Jewish) community

Received donations from this community as well

Reason: wanting to preserve their past

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Success Surprises

Growing fan base in Poland (20%)

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Facebook Page Still Active

Sharing Success & Continue to promote project and raise additional funds

Promote Success, On-going efforts & needs every 1-2 months

With each post additional funds are donated

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Before

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

After

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Recent Success

Announced new donation opportunity

Donor Plaque/ Plaque of Memory

10 likes of post

1 share

Equals reach of 146

$1,500 directly attributed to FB Post

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#ISMConf

Alan K’necht

Digital Always Media Inc.

@aknecht

fb.com/alanknecht

Wrapping It Up!

Small non-profit

Total 3 part-time volunteers Averaging 2-3 hrs/week

Using combination of FB & Web

Raised over $30,000 from a global potential audience of 150 family

groups

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#ISMConf

Emeric ErnoultFounder of AgoraPulse

@eernoultfb.com/emeric.ernoult

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#ISMConf

Emeric Ernoult

AgoraPulse

@eernoult

fb.com/emeric.ernoult

#ISMConf35

Thank You!

Dennis Yu

@DennisYu

fb.com/dennisyu

Jon Loomer

@JonLoomer

fb.com/jonloomerdigital

Heather Dopson

@HeatherDopson

fb.com/theheatherdopson

Alon Waisman

@MowAlon

fb.com/alon.waisman

Alan K’necht

@aknecht

fb.com/alanknecht

Emeric Ernoult

@eernoult

fb.com/emeric.ernoult