Campaign Basics�
• What is your target audience? �– Drill as deeply as possible�
• What goal are you trying to achieve? �– Quantify�
• Which medium best suited? �– Do some research�– Choose fewer and do well �
Brand Integration & Asset Utilization�
Newsletter box�
Banner ads, Signatures, Page ends �
Dedicated e-mails�
Facebook Ad Types�
Boost & �Promoted Posts �
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Fan engagement ßà �Organic peer-to-peer �
sharing �
.04 per engagement (15% likes) �= .30 per direct Like �
Facebook Ad Types�
Page Likes �Campaign �
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Direct Page Likes �
Right-hand ad�
Newsfeed�
.33 per Like �
Lessons �
1. Hone audience �2. Fitting & compelling content �3. Time it right �4. Make it measurable �5. Utilize partnerships and assets �6. Maximize peer-to-peer sharing
Results �
Website traffic pre-campaign: 11% Facebook�During campaign: 32% Facebook�Post-campaign: 17% Facebook�
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Fans (K)
Fans (K)
Day 21
Day 1
50,093
Quick Tips (if there’s time) �
-Go for it! Don’t be afraid to try�-Test a little bit, then invest �-Every social media channel is not a good fit for your brand�-Be encouraging, but don’t brag�
Contact �
Gabriel Cooper �Marketing, Content & Community�
@GayCities � @Queerty �