adotomi.com | Copyright Adotomi 2013 Scaling Up While Maintaining Quality: Life After the Like Nadav Weinberg | Director of Business Development

Adotomi © 2013 | 2 About Adotomi AmsterdamLondonSao PauloSan FranciscoTel Aviv Global Presence Industry Leading Clients

Adotomi © 2013 | 3 Digital Ad Evolution Search Engines CPC Display CPM Social CPA

Adotomi © 2013 | 4 Agenda How do I increase my Facebook reach? – Balancing quality – EdgeRank explained – Paid, Earned and Owned in the Facebook Ecosystem Life after the Like: How can I drive deeper fan engagement? – Measuring success – When to post – Tools of engagement – Build relationships – Be responsive

Adotomi © 2013 | 5 How Do I Increase My Facebook Reach ?

Adotomi © 2013 | 6 Is Bigger Better? 1 Billion+ Facebook MAU Your Fans

Adotomi © 2013 | 7 Balancing Scale and Quality 1 Billion+ Facebook MAU Your Fans ROI

Adotomi © 2013 | 8 What is a Quality Fan? 1 Billion+ Facebook MAU Your Fans Active Engaged Influencers Relevant Caring Active Engaged Influencers Relevant Caring

Adotomi © 2013 | 9 EdgeRank

Adotomi © 2013 | 10 Organic Growth via Owned Media Owned Assets Pages Posts Apps Events

Adotomi © 2013 | 11 Viral Growth – Word of Mouth Earned Actions Like/fan Share Post Check-in Comment

Adotomi © 2013 | 12 Paid Growth Paid Ads Web Ads Social Ads Sponsored Stories

Adotomi © 2013 | 13 Facebook Targeting Interests Age Gender Location Education Connections Precise Online Interaction

Adotomi © 2013 | 14 Paid Sponsored Stories - Amplification Owned Earned

Adotomi © 2013 | 15 KPIs – Define Your Goals

Adotomi © 2013 | 16 Merging the Data Streams Proprietary Data CRM Web Analytics Search/Display/Affiliate Proprietary Data CRM Web Analytics Search/Display/Affiliate

Adotomi © 2013 | 17 Who are Engaged Users? 66% of Facebook users who have liked a brand have 100+ friends 84% of Facebook users have liked a brand are active on Facebook daily 59% of Facebook users who have liked a brand have mentioned a brand in status update 57% of Facebook users who have liked a brand have shared a brand link/video

Adotomi © 2013 | 18 Social Case Study: Wal-Mart 2012 Black Friday Strategy: – Social Ad Spend: $50 Million – Time period: 72 hours Results: – 164,000 New Fans – 1+ Million Social Interactions on Facebook (likes, comments, etc.) – 100,000+ Negative Comments (newsfeed spamming, etc.)

Adotomi © 2013 | 19 Engage Your Fans “Your brand isn’t what you say it is, it’s what Google, Facebook, Twitter, etc. say it is.” - Chris Anderson

Adotomi © 2013 | 20 Life After the Like

Adotomi © 2013 | 21 When to Post

Adotomi © 2013 | 22 Localize for Results Unique campaigns per region and time zone Understand cultural differences

Adotomi © 2013 | 23 Don’t Overwhelm Your Fans Fresh Content is great but too much is spam 1-2 Posts Per day 3+ Posts Per Day 25% Interaction Rate Increase

Adotomi © 2013 | 24 Tools of Engagement Picture Text Update 45% Interaction Rate Increase

Adotomi © 2013 | 25 Tools of Engagement 4-6x higher engagement for “Caption this” and/or “Fill in the blank” 50% higher engagement for calls to action – Like, Share, Comment

Adotomi © 2013 | 26 Build a Relationship Outside of Facebook Engagements inside Facebook can lead to relationships outside of Facebook Paid Owned Earned World Outside Facebook Website Word of Mouth In store Your Fans

Adotomi © 2013 | 27 Case Study: Soda Stream

Adotomi © 2013 | 28 Are you responsive 95% of Facebook wall posts are not answered by brands

adotomi.com | Copyright Adotomi 2013 Thank You! |