building your facebook audience 1 apta marketing & communications workshop, february 24-27, 2013
TRANSCRIPT
Leverage Current Assets3
Onboard Ticket office Stations Maps Timetables Website eNews Content Public events
5
FB research shows that PHOTO albums, photos, and videos
increase engagement by 180%, 120% and 100% respectively.
Transit eventsCommunity
events Holidays Internal
March
St. Patrick’s DayEaster/Passover
New Gillig rollout
April Earth DayEarth Day celebrations April Fools’ Day GM anniversary
MayBike to Work Day
Mothers’ DayMemorial Day
JuneSpare the Air season Service changes
July Fourth of July New Flyer rollout
August Bay Bridge opening
Managing Content
IDEAS:
Questions
Fill in the blank
Factoids
Rider Tips
Employee Profiles
Destinations
Historical Photos
Follow & Interact10
Hello, do you mind
if I follow you?
Sure! If you share
my content, I’ll share
yours.
Facebook EdgeRank Value11
Quantifies how engaged fans are with
your brand.
Only about 17% of a business page’s posts show
up in a fan’s newsfeed!
Time DecayTimeliness, age of post
WeightType of post
Affinity Amount of interaction between users
12
EdgeRank Drivers
Actively Promote Your Page14
1. Facebook Page/Post promotions
2. Third-Party contests
3. Digital ads
Facebook Referral Contest17
Budget: NA
Length: 14 days
Fans:
Prizes: 31-Day bus pass
Budget: $35 Length: 14 daysFans: TBD
20
Having a lot of fans is great, but
if they are not interacting with your page, it defeats the
purpose of social.
21
Thank You!
Karen Bakar(510) 891-7153
[email protected]: @kbakar
Connect with AC Transit:Facebook: facebook.com/rideact
Twitter: @rideact