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Dennis Yu

CEO of Blitzlocal @dennisyu

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Eric Ludwig

Senior Director of Online Marketing at Rosetta Stone @thesemninja

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Enrique Gonzales

Senior Web Metrics Analyst, AARP @ejgonzales

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Sundeep Kapur

Evangelist, NCR Corp @emailyogi

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David Henderson

Consultant, Henderson Consulting @DhendersonCO

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Clicks Shares Fan Count Source of Fans Fan Conversions Engagement Per Post Reach Influenceable Audience Impressions Engagement Rate

Ads Apps

The Facebook Engagement Funnel

Target customer clicks on an ad

LIKE

Target customer clicks like

PERMISSIONS

Fan clicks to allow all Required permissions

SHARE

Engaged fan clicks to share with friends

ENGAGE

Loyal customers repeatedly visit the site for more content or fun

BUY

Engaged fan makes a purchase or call-to-action

Downloads

76% 50% Visit Everyday Links Clicked 1 5.1 Friend Network 130 310

FANS ARE HARDCORE FACEBOOK USERS

Fans

• Avg. User

FANS ARE CUSTOMERS LOOKING FOR DEALS, NEWS & COMMUNITY

Existing customers 84% Want exclusive offers & benefits 83% Buy more after becoming a fan 36%

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Facebook vs. Email Marketing%

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Channels Work Together

Super Targeted Ads

Fan Targeting Non-Fan Targeting Friend of Fan Targeting

Segmentation

Social Is About Verbs, Search is about Nouns

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Optimizing across multiple marketing channels with attribution

Attribution: Geographic Split Testing

Attribution: Day Parting Offer

Metrics, Analysis and Action

Metrics Sample Analysis Sample Actions Gross Fans Total and % Change "Gross fans are down by .2%. Fan loss is due to the posting

• f uninteresting content and

a decrease in engagement." "Post only 1 time per day. Post more questions or fill in the blank state

• statements. Run Sponsored Stories

to people who like ______." Unique Fans Total and % Change "Unique fans are only 20% of Nickelodeon's base. Dish Network fans are loyal, with each fan liking 5 of Dish Network's properties. "Fan acquisition campaigns targeting [interest target] outside of the Dish Network fan base" Posts Total and % Change "Dish Network's posts are down 2% from last week. This is due to infrequent admin posts and low engagement decreasing

• verall awareness of Dish

Network among its fans" Run Sponsored Posts to amplify

• content. Post more engaging content,

such as questions or fill in the blank

• statements. Create an engagement

app, such as a roulette wheel or face-

• ff. Post between ____ and ____
• 'clock for optimal feedback. Respond

to unanswered posts Comments Total and % Change "Comments are down 33% from last week. This is due to infrequent admin posts and non-engaging content" Run Sponsored Posts to amplify

• content. Post more engaging content,

such as questions or fill in the blank

• statements. Create an engagement

app, such as a roulette wheel or face-

• ff. Post between ____ and ____
• 'clock for optimal feedback. Respond

to unanswered posts Likes Total and % Change "Likes are down 25% from last week due to non- engaging content." Run Sponsored Posts to amplify

• content. Post more engaging content,

such as questions or fill in the blank

• statements. Create an engagement

app, such as a roulette wheel or face-

• ff. Post between ____ and ____
• 'clock for optimal feedback. Respond

to unanswered posts

Industry Benchmarks%

Who Has the Most Fans?%

7,169,348fans 5,679,008 fans 871,933 fans 744,509 fans 640,909 fans 355,953 fans

Who Has the Most Fans?%

Who Has The Highest Engagement?%

1% .5% .2% .4% .1%

Who Has The Highest Engagement?%

.2%

Hotel Industry%

80,700 fans 28,354 fans 18,048 fans 10,961 fans 15,171 fans

Who Has The Most Fans?%

149 fans/location 7 fans/location 26 fans/location 4 fans/location 7 fans/location

540 locations 4,000 locations 700 locations

@)j`r locations 3,580 locations

Who Has The Most Fans Per Location?%

Who Has The Highest Engagement?%

.6% 1.1% .7% 1% .5%

Who Has The Highest Engagement?%

Banking%

7,424 fans 5,186 fans 2,914 fans 2,626 fans 0 fans

Who Has The Most Fans?%

Who Has The Most Fans Per Location?

2.17 fans/location .82 fans/location .65 fans/location .59 fans/location 0 fans/location

6,335 locations 6,100 locations 1,700 locations 3,069 locations 985 locations

Who Has The Highest Engagement?%

.6% .9% .7% 0%

Who Has The Highest Engagement?%

0%

Shoe Retailers%

11,010,154 fans 3,737,028 fans 3,853,635 fans 1,593,682 fans 70,353 fans

Who Has The Most Fans?%

Who Has the Highest Engagement?%

.3% .1% 0%

Who Has the Highest Engagement?%

.1% .1%

Clothing Retailers%

Who Has the Most Fans?

1,211,879 fans 375,401 fans 244,128 fans 135,890 fans 60,829 fans

Who Has the Highest Engagement?

Who Has the Highest Engagement?

.3% .2% .4% .4% .3%

Sports%

Who Has The Most Fans?

7,313,303

fans

2,437,764

fans

1,324,521

fans

266,271 fans 126,589 fans

Who Has the Highest Engagement?

Who Has the Highest Engagement?

.2% .3% .6% .8% .2%

Consumer Brands%

Who Has The Most Fans?

16,684,175

fans

15,060,469

fans

7,488,513

fans

3,296,539

fans

1,561,002

fans

Who Has the Highest Engagement?

Who Has the Highest Engagement?

.5% .4% .1% .2% .1%

David Henderson

Consultant, Henderson Consulting @DhendersonCO

Sundeep Kapur

Evangelist, NCR Corp @emailyogi

Enrique Gonzales

Senior Web Metrics Analyst, AARP @ejgonzales

Eric Ludwig

Senior Director of Online Marketing at Rosetta Stone @thesemninja

Dennis Yu

CEO of Blitzlocal @dennisyu