On the launch of the Missouri Division of Tourism's new Facebook page--VisitMO--a campaign was born: "What's Not to Like About Missouri". Find out how the VisitMO Facebook campaign increased fans by 1024% and provided an ROI of $69 for each $1 invested.

1. What’s Not to Like About Missouri:
a Facebook case study
March 14, 2012
Stephanie Lynch
PR Manager at Hoffman|Lewis
@theslynch
Presentation for Mid-Missouri PRSA

2. Case Study:
“What’s Not to Like About Missouri”

3. Case Study: Objectives
1. Increase the number of Facebook fans by
200%.
2. Increase engagement with consumers.

4. Case Study: Concept
1. Be a friend.
2. Use humor when appropriate.
3. Make it shareable!

5. Case Study: Promotion
$10K in Paid Media
1. Facebook Sponsored Stories
2. Paid ads
Target two different audiences
1. Adults aged 18+ in Missouri
2. Adults aged 18+ outside of Missouri

6. Case Study: Results
• VisitMO's Page gained more than 11,000 fans in
the course of the eight-week campaign, an
increase of 1024%
• 9,990 new fans were acquired from paid media
• 1,300 fans were acquired *virally
• ROI for this campaign = $69 for each $1 invested
in this effort. Roughly 15% higher than the ROI
from our general paid advertising campaign.
*Note that virally could equate owned and/or earned media.

7. ...Big Question…
How can my Facebook page
achieve similar results?

8. Killer Weapons
1. Act like a Community Manager
2. Put your money where your
mouth is
3. Be a tool master

9. Killer Weapons
Act like a Community Manager.
• Know who your brand is
• Plan ahead (or at least in your head)
• Share good stuff
• Troll the feeds
• Pretend you’re popular
• Care about your fans
• Network with Community Managers in your
industry (#cmgr, #cmgrchat)

10. Killer Weapons
Put your money where your mouth is.
• Create a “test” Facebook ad campaign
• Hire someone who can act like a ComMom
• Good design and copy counts
• Remember: Key Performance Indicators!
• Remember: optimize your ads!

11. Killer Weapons
Be a tool master.
Community Management tools
• Hootsuite, Argyle or Sprout Social (small biz)
Media Monitoring
• MyMediaInfo, TVEyes, Meltwater, CustomScoop
Facebook App Creators
• SnapApp, ShortStack

12. The future of Facebook?

13. Facebook Timeline
Premium Ads:
• Social ads
• $50K per month
• Buckets of analytics
So-Mo
• Highlight, Glancee, GiveEmThis, Schemer, Wanderfly
Video and Photos:
• Can FB compete with YouTube and Pinterest?

14. Resources
• Check out the VisitMO Facebook page
• Find me here: @theslynch
• I also write here: http://www.thetravelvan.com
• Facebook Blog
• Social Media & Marketing Daily