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Building Your Facebook Audience

Building Your Facebook Audience. APTA Marketing & Communications Workshop, February 24-27, 2013. Leverage your a ssets. Key Strategies. Create amazing c ontent. Follow and interact. Actively promote. Onboard Ticket office Stations Maps Timetables Website eNews

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Building Your Facebook Audience

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  1. Building Your Facebook Audience APTA Marketing & Communications Workshop, February 24-27, 2013

  2. Leverage your assets Key Strategies Create amazing content Follow and interact Actively promote

  3. Onboard • Ticket office • Stations • Maps • Timetables • Website • eNews • Content • Public events Leverage Current Assets

  4. Create Amazing Content Visual Personal Relevant Funny

  5. FB research shows that PHOTO albums, photos, and videos increase engagement by 180%, 120% and 100% respectively.

  6. Being PERSONAL makes fans feel more connected to your brand.

  7. RELEVANT content = HELPFUL content

  8. Everyone loves HUMOR!

  9. IDEAS: Questions Fill in the blank Factoids Rider Tips Employee Profiles Destinations Historical Photos Managing Content

  10. Sure! If you share my content, I’ll share yours. Hello, do you mind if I follow you? Follow & Interact

  11. Quantifies how engaged fans are with your brand. Facebook EdgeRank Value Only about 17% of a business page’s posts show up in a fan’s newsfeed!

  12. EdgeRank Drivers Affinity Amount of interaction between users Weight Type of post Time Decay Timeliness, age of post

  13. When you post, think about how you can maximize the value of a fan’s response.

  14. Facebook Page/Post promotions Third-Party contests Digital ads Actively Promote Your Page

  15. Budget: $200 Length: 9 days Fans: 198 Prizes: None FB Page Promotion

  16. Facebook Analytics

  17. Budget: NA Length: 14 days Fans: Prizes: 31-Day bus pass Facebook Referral Contest Budget: $35Length: 14 days Fans: TBD

  18. Budget: $2,200 Length: 14 days Fans: 350 Prizes: Multiple My Transit Resolution

  19. Keep it simple Facebook Contest Tips Use third-party app Have relevant prizes Actively promote

  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 kbakar@actransit.org Twitter: @kbakar Connect with AC Transit: Facebook: facebook.com/rideact Twitter: @rideact

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