sean hurley, hearforward's - #btvmayor panel deck
DESCRIPTION
This is an edited version of deck presented by Sean Hurley, Managing Partner at hearforward, at #btvmayor panel on May 7th, 2012. A deck reviews the increasing necessity of Facebook's Ads and Facebook's role in Miro Weinberger's successful campaign for Mayor of Burlington, VT.TRANSCRIPT
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Too much content
Too many webpages
Too many followers / tweets
Too many stories
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Not enough brainspace
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not enough
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Algorithms make editorial decisions about what content you see
Pagerank
“Top Tweets”
GraphRank
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if the algorithms don’t like your content, you can use the
platform’s ad products to make sure your content is seen
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Gasp! Facebook says you might only be reaching 16% of
your Fans
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“Reach Generator” Facebook. http://bit.ly/hfFacebookReach
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so candidates are all like:
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WTF?!
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and scrooge McZuck is all like:
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Takeaway: You have to spend money
on Facebook Ads to
aggressively grow a
Facebook presence.
Which kinda zucks.
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In the run up to election day, Facebook Ads helped Miro’s message
reach users outside of the page’s organic and viral reach.
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In the week following the launch, the
page’s message reached over 130k users:
1,534 organically
13k virally
121k via Facebook Ads
142k total
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Ask and ye shall receive – “fan” gating is an important
part of the landing experience
You need to make an explicit call to
action for the behavior you want
from your visitors.
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Facebook can make it rain
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From contacts acquired on Facebook &
through website optimizations
Directly from website optimizations
Directly from Facebook
$5,175
#btvmayor panel
Beyond “likes” – a
Facebook presence can
generate revenue.
hearforward’s efforts
generated over $5,000 in
contributions – mostly
from Facebook.
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Facebook does saturation
Repetition is critical to building name recognition. Facebook can generate
the kind of frequency campaigns are have historically only been able to get
from Radio and TV
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In a similar market,
hearforward managed a
campaign where stories hit
saturation levels among in-
market buyers in just 1 week
102k users were exposed to
the brand 6 or more times
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34% less money spent in the General Election
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-34%
Under hearforward’s management, the campaign spent 34% less money
on Facebook Ads than it did during the primary. A significant savings for a
local campaign
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Less money, more likes
hearforward’s tuned, holistic approach generated 27% more Likes from
the campaign’s during the General Election than were generated during
the primary – from 34% fewer Ad dollars
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+27%
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Overall, a 48% reduction in the cost of growth
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27% more likes from 34% fewer dollars equates to a cost-per-like that
was 48% lower
Reducing the cost of growth has significant value
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Everyone in Burlington has a friend that likes Miro for Mayor
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The social result:
According to Facebook, everyone voting-age Facebook user in Burlington had a
friend that liked Miro for Mayor by election day
Miro had over three times the number of fans as his closest opponent
The election result: Landslide 20-point win
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hit us up
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CONTACT:
Sean Hurley
802.376.1737
#btvmayor panel