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Taking Facebook to
the Next Level
Steven Dawson
Woolly Mammoth Theatre Company
Anthony Jones
Ducks Unlimited
#DigitalDay14
Old Rules vs. New Rules
Old Rules:
• Advertising to the masses
• One-way: company-to-customer
• Interrupting people to get them to pay attention
• Advertising and PR were separate disciplines with separate goals.
New Rules:
• More than masses, must reach underserved audiences
• People want authenticity, not spin…participation, not propaganda
• Delivering at the right moment , not interruption
• Lines between advertising and PR have blurred
Image courtesy of Montgomeryq, Deviantart
Traditional vs. Social Media
Traditional Marketing
Social Media Marketing
Dominate the market
Create a community within the market
Groups/ Segments
Individuals
Organization
Customer
Promotional
Educational, Entertaining, Informative
Broadcast
Interactive Dialogue
Control
Allow
A few thoughts
• Social media wasn't created for marketers!
▫ If org. tries to “sell,” it will damage the
relationships.
▫ Ads are different, we’re talking about the
company page
• Treat Facebook like a networking reception.
Inage courtesy of bhautikjoshi, Flickr
• Identify and engage key market influencers.
• Nurture brand loyalists and empower them to
advocate.
• Create a written social media policy:
▫ Who has the responsibility.
▫ The rules of engagement.
▫ Monitoring system.
Separation theory
Paired with
Social
Media
Real Engagement
/
=
Marketing
FREE ADVERTISING!!!
• In 2014, median post reach is 6.5%
• Engagement (likes, clicks, comments, shares)
adds to algorithm
• Woolly’s average post reach in 2014: 10%
Examples
• Photo
Confessions
Examples
• Secret Playbook
Examples
Our Little Secret
Examples
• Show us your hair
Engagement…
before
After
2x +
2.5x +
Total Reach
Viral Reach
Effect on Ticket Sales
• Compared with same variables from previous year
Attendance by Week
Show 1
897
468
Show 2
975
846
663
852
Week 1
Week 2
Week 3
Show 1
Show 2
2718
1983
Show 1
Show 2
$32,976
$26,196
Attendance
(37% increase)
Revenue
(26% increase)
Promising Practices
Do’s:
• Create a documented social media policy.
• Plan out the posts. Also, plan how to collect patron info.
• Be conversational. Post content other than your own.
• Post quality content and keep it brief. “Headlines”
• Find your allies, advocates, and evangelists.
Image courtesy of Wikimedia commons
Promising Practices
Don’ts:
• Do not go dark outside of business hours.
• Do not delegate social media management to an intern.
• Do not over-post. (spam)
• Do not automatically copy content between platforms.
• Do not sell or think like a marketer. You don’t control it.
Image courtesy of Wikimedia commons
Closing Thoughts
• It’s about them
• A/B Test
• Separate social media from selling tickets.
• Treat it like a networking reception.
Taking the Next Step
From Engagement to Conversion
Anthony Jones
Ducks Unlimited
What is a Conversion?
• Online membership or donation
• Sign up for e-newsletter
• Download a mobile app
• Buy tickets to an event
• Participate in a contest
When are we going to start
making money from Facebook???
A Social Media Story…
Philip Anderson
Hurricane, West Virginia
DU Status: Facebook Fan
Case Study
Philip Anderson
Hurricane, West Virginia
DU Status
• Facebook fan
• Newsletter subscriber
• Member of Ducks Unlimited
Facebook Activation
Ducks Unlimited Facebook Memberships: FY 12 - FY 14
10,000
9,047
9,000
8,000
7,000
6,000
5,000
4,000
2,904
3,000
2,000
1,000
346
0
FY 12 Total
FY 13 Total
FY 14 Total
Message Position & Visibility
Photo: Mashable.com
Study by Social@Ogilvy
3 Tips to Maximize ORGANIC Reach
1. Post quality content.
2. Short videos are HOT right now.
3. Get as targeted as possible.
Pay to Play.
Monitor & Adapt
Custom Audiences Rock
Custom Audience Examples
• Who are your best customers?
• Who are your lapsed customers?
• Members vs. non-members
• Newsletter subscribers vs. non-subscribers
• Past attendees to a particular event
• Create offers tailored for each
Create a Custom Audience
Ducks Unlimited Examples
Email Acquisition
Campaign Results:
• 15,000 + new email
addresses
• Cost per email acquired:
$0.44
• Min. value of an email:
$2.25+ last year
CAMPAIGN RESULTS
1,341 memberships
$48,325 gross revenue
$18,338 ad spend
$29,987 net revenue
~60% of members who join DU from
Facebook are new to file.
Two weeks:
630 memberships totaling $22,000
Total Spend: $86
24,400 people reached
414 clicks
Think Mobile First!
MOBILE: It’s NOW
For Ducks Unlimited…
• 50% of all web traffic comes from mobile (mostly phones)
• 80% of all traffic from Facebook comes from mobile
• 60% of donations from Facebook come from mobile
5 Key Takeaways…
1. Engagement & community first. Conversions second.
2. Invest the time and money to at TEST, then TEST again
3. Facebook’s rules will change tomorrow
4. Be realistic in terms of revenue expectations
5. MOBILE MOBILE MOBILE!
Contact Info
[email protected]
facebook.com/JohnAnthonyJones
linkedin.com/in/JohnAnthonyJones
Anthony Jones
Digital Media Director
Ducks Unlimited