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

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

5 #btvmayor panel

so candidates are all like:

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WTF?!

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and scrooge McZuck is all like:

11

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Takeaway: You have to spend money

on Facebook Ads to

aggressively grow a

Facebook presence.

Which kinda zucks.

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

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Beyond “likes” – a

Facebook presence can

generate revenue.

hearforward’s efforts

generated over $5,000 in

contributions – mostly

from Facebook.

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

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

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

hit us up

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CONTACT:

Sean Hurley

sean@hearforward.com

802.376.1737

#btvmayor panel