Strike While the Iron is Hot: The Power of Real Time Social Engagement

1. Socialize: REAL TIME Social Engagement April 1 2011 Presented by: MICHAEL“MJ” Jaindl Chief client officer @ Buddy Media Facebook: facebook.com/jaindl Twitter: @jaindl Email: MJ@buddymedia.com 1

2. Big Questions How do I get Facebook users to engage with my brand? How do I encourage viral growth? Why does Facebook Page growth and engagement matter? 2

3. How to improve engagement Strategy #1: Content + Context = Engagement Know what your audience gets excited about! Identify potential “couch conversations” Publish brand content that enriches existing conversations 3

4. Case studyGiants v Eagles vs 4

5. Game Week 5 Friday December 17, 2010 – Misc Right Time Bad Content Good Content 362 Engagements Wrong Time

6. Game week 6 Friday December 17, 2010 – Player Update Right Time Bad Content Good Content 918 Engagements Wrong Time

7. Pre Game 7 Sunday December 19, 2010 – Player Update Right Time Bad Content Good Content 1762 Engagements Wrong Time

8. During Game 8 Sunday December 19, 2010 – Fact Right Time Bad Content Good Content 1380 Engagements Wrong Time

9. During Game 9 Sunday December 19, 2010 – Play-by-play Right Time Bad Content Good Content 2011 Engagements Wrong Time

10. During Game 10 Sunday December 19, 2010 – Play-by-play Right Time Bad Content Good Content 2839 Engagements Wrong Time

11. What Happened next? 11

12. During Game 12 Sunday December 19, 2010 – Play-by-play Right Time Bad Content Good Content 8254 Engagements Wrong Time

13. AFTER GAME 13 Sunday December 19, 2010 – Update Right Time Bad Content Good Content 6448 Engagements Wrong Time

14. NEXT DAY 14 Monday December 20, 2010 – Question Right Time Bad Content Good Content 1316 Engagements Wrong Time

15. Content + context = engagement

16. Contextual Relevancy is critical 16 Sunday December 19, 2010 (Eagles v Giants) 17,541 engagement in 9 minuteson 3 posts October 1 – October 10 (Eagles v Redskins) 16,312 engagement in 7 days on 30 posts “Give me six hours to chop down a tree and I will spend the first four sharpening the axe” -Abraham Lincoln

17. Every audience has a sweet spot 17

18. Sparking viral growth 18 Strategy #2: Make your fans look good Understand how your audience likes to be perceived Create sharable content that creates that perception If it doesn’t make them look good fans won’t share

19. Case Study The Oscars 19

20. A Daily Glow User profile 20 Meet Patti Wife 35 Mother of 2 Movie buff Likes to be “in the know” Loves looking good, feeling good and sharing beauty secrets with her close group of girl friends

21. What does Patti engage with? 21 Out of these 4 polls 1 received 10x the engagement Predictions – Fri 2/25 Most Improved– Sat 2/26 Most Memorable– Sun 2/27 Best of 2011 – Sun/Mon 2/27

22. POLLs TAKEN Total Polls Taken = 3,338 Total Polls Shared = 2,691 22 -relevant -real time -shareable Over 10x Engagement

24. Is real time

25. Is part of an hot conversation

27. What not to do 25 Find us on Facebook?

28. On air 26 1,899,852 fans 1,812,569 fans 172,510 fans 2,429 fans

30. Paid media Facebook tabs can act as an amplifier for existing paid media campaigns By interacting with content on the tab, users generate additional viral lift helping you get more fans for free and lowering your cost per fan This works best when marketing efforts are focused around an event 28

31. Spark viral lift with paid media 29 $1.02 - $0.10 cost per fan $0 cost per viral fan $2.50 – $0.30 cost per paid fan

32. Give back – what is the value exchange?

33. How to improve engagement Strategy #4: Optimize Your Posts Your fans are emotional Your fans are busy Respect and love them and they will love you back 31

34. Best practices Keep post short and sweet Be careful about using URL shorteners Timing is everything! Post on the right day Use the right words Place questions at the end of posts 32

35. WHY DOES it Matter? 33

37. The most visited site in 2010 in the U.S., beating out Google and Yahoo

38. Receives 3 out of every 10 website page views34

39. The Facebook generation is growing up Facebook beats email for the 18-24 year old demographic 35

41. Social commerce is estimated to expand to a $30 billion market in the next 4 years

42. Facebook is the obvious social commerce play for brands36

43. Remember1) Content + context = engagement2) Make your fans look good3) Think holistically4) Optimize your messaging 37

44. Thank You! MICHAEL“MJ” Jaindl Chief client officer @ Buddy Media Facebook.com/jaindl Twitter: @jaindl Email: MJ@buddymedia.com 38