Review Digital Marketing strategy with the Burnt Hills Oratorio Society Board. Topics included: Organic and paid search, social media marketing, email marketing, analytics and reporting, video advertising with a focus on YouTube and Facebook advertising.

1. Facebook Marketing Presentation to the
Burnt Hills Oratorio Society
By Rick Noel, eBiz ROI, Inc.

2. Organizational Objectives
Direct Response Objectives
● Sell tickets to events
● Raise donations
● Increase membership
● Sell sponsorships advertising
Branding Objectives
● Build awareness
● Reinforce core values, identity
● Distinguish from other organizations
● Reinforece membership loyalty

5. Source: https://www.youtube.com/channel/UCglCL3bYe6haIi03HDuAfJQ

6. State of Social Video (for Now!)
Source: http://marketingland.com/social-video-chart-your-at-a-glance-guide-to-7-major-platforms-130472

13. The Customer Journey to Online Purchase
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/small/generic-paid-search

16. Facebook Group Advantages
Groups are becoming more attractive for these reasons:
1. Groups are much more visible in the News Feed. That is a good reason right
there.
2. Groups feel more like a community because the comments of the members
are much more visible (which can also be a slight disadvantage in terms of
moderating these comments).
3. Groups have ways to store files and search through posts.

17. Facebook Page Advantages
Facebook Pages have some distinct advantages over Groups for businesses and
here are the top ones:
1. Facebook Pages have built-in analytics. You can measure what is working.
2. You can advertise Facebook Pages. Reach new, targeted audiences with
Facebook ads.
3. Facebook Pages are more branded as your business. Groups facilitate
discussion but you are participating as your profile.
4. Facebook Pages allow the installation of Apps that can help you collect e-mail
addresses and leads or do things like run contests.

18. Why Not Only A Facebook Group?
● Miss opportunity to test Facebook Ads
● Avoid possible privacy issues for members
● Requires less effort to moderate posts and membership

19. Features
Checkout this feature
comparison of Facebook
Pages Vs. Facebook Groups.
For BHOS, adding a
Facebook page would open
up some additional marketing
opportunities.

20. Relevant Facebook Targeting Options
● Demographics - Work > Industry >> Arts, Entertainment
● Interests - Hobbies and activities > Arts and Music >> Performing Arts
● Behaviors - Charitable donations > Arts and Cultural

21. Google Audience - Relevant Topic Targeting

22. For Your Consideration
● Facebook Gold = likes/comment/shares
● Capture/Share More Video
● Install Google Analytics on Your Website
● Create a Facebook Page
● Create a Twitter Account

23. This is Your Meeting. What’s Next?
● Facebook Page Tutorial
● Facebook Advertising Tutorial
● Both