DISCOVERY REPORT FOR SECOND WEEK

OCTOBER 2012

D i s c over y Re p o rt
Building on Successful SEO Overhaul During Week 1

Week 2: Twitter and Facebook Ads

Discovery is the term we use to describe a well planned and implemented program combining SEO, paid search and social media efforts. While anyone of these components by themselves can produce admirable results, our data points to the power of combining these three pillars under one unied effort that we like to call discovery. This week, were focusing on social media ads. We are building off the success of a rehabilitated organic search engine optimization program as well as a new paid search initiative for your company during Week 1. As evidenced in the last report, we have streamlined your site structure and added new targeted and appropriate keywords to your portfolio while working with your developers.
This has allowed us to set up a foundational basis on which to now expand our efforts into the areas of social media.
THIS REPORT MADE JUST FOR YOU. WE HOPE YOU ENJOY IT AND LEARN SOMETHING TOO.

Whats Next

THIS WEEK
2.1 DISCOVERY REPORT Quick recap of last week and what were up to this week. Things are ramping up! 2.2 TWITTER ADS Were building content and targeting ads specically for you . Come see how theyre doing. 2.3 FACEBOOK ADS Facebook content and ads go hand-in-hand. We have some exciting news for you on page 3! 2.4 Q&A Why ads? What time of content is drawing the most engagement? How are we sending trafc back to your site and the campaign specic microsites? 2.5 WHATS NEXT Heres a quick calendar for what were hoping to do, learn and accomplish in the coming week and a recap of our monthly goals. It

Social Media Ads In this report, well look at how well Week 2 initiatives involving targeted Twitter and
Twitter 90 68 45 23 0 Tues Wed Thurs Fri Facebook

Daily Engagement Numbers from Ads This Week

Facebook ads are going. In addition to the creation and constant optimization of these ad placements, were also continually generating new content based on the respective community of followers to increase engagement with your company and increase the number of visitors owing from these networks back to the targeted microsites weve created for you.

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DISCOVERY REPORT FOR SECOND WEEK

OCTOBER 2012

TWITTER

ADS
SUMMARY Twitter Ads have two components: Promoted Accounts and Promoted Tweets. Were using both for your company to increase engagement. Great Week!

Twitter is a fantastic platform for engagement, collaboration, sharing, involvement and lead generation. Twitter Ads allow us to target specic demographics such as locations, connections and more readily identify potential leads for you. Along with Ads, we are constantly developing new tweets highlighting the agreed upon focuses of the microsites we created for your campaigns.
Organic Twitter Content

tweets for you this week and the evidence above tells the story.
Using Twitter Ads

Promoted Tweets Doing Well Your Promoted Account action shows an increase in brand awareness to the tune of 16,000 new impressions. However, after crunching the numbers this week, weve decided to put your agreed upon budget towards a focus on Promoted Tweets. Basically, this allows us to put your tweets at the top of qualied and targeted users who weve identied. The click rate of almost 1% is highly telling and is a great indicator of our teams ability to get your message to the right folks. Those 81 clicks included 67 clicks back to the microsites on your page and 15 pre-qualied lead contacts. In one week. Boom.

Twitter Is a Unique Community! One of the largest stumbling blocks ahead of companies and individuals looking to pitch their businesses or get the word out about their services or products is the unique aspect of Twitters community. Simply put, no one likes being sold (generally) and Twitters community demands a respect and authenticity that can be incredibly rewarding. Our team of content creators have made 79

THIS REPORT MADE JUST FOR YOU. WE HOPE YOU ENJOY IT AND LEARN SOMETHING TOO.

http://harrelsonagency.com

DISCOVERY REPORT FOR SECOND WEEK

OCTOBER 2012

FACEBOOK

ADS
SUMMARY Just $10 a day on Facebook Ads have resulted in stunning returns for you. Amazing Week!

Facebook, as a platform, is an amazing connector of people. One of the strengths of Facebook is simply the mountains of data it has collected and maintains on most of its 1 billion plus users. This data allows us to drill deeper into targeting demographic populations more than any other platform aside from search.
Facebook Content Creation

just a $10 a day spend has resulted in a reach of over 133,000 new people. The next three pages of this report gives you detail information on how much our optimization efforts, Facebook postings and that $10 per day have done for you. As discussed, there is certainly room to grow with a higher daily ad spend. Now that weve set a basis with 220+ new Likes for your Page, a 4% virality (sharing) rate and 6 closed leads (according to your sales team) in one week, we think an ad spend closer to $500 a month could sustain and develop a greater reach and allow us to hit the more detailed demographics you were seeking in Miami, New York and Asheville. We are simply thrilled with your results from this rst week. These coming pages tell the story (or they do for us since we love our stats program), but we hope that you feel the condence and determination we feel to truly make Facebook a large source of your trafc ow and marketing presence.

Content + Ads = Sweating the Details Its our job to sweat the details of your campaign. Weve done an immense job this week with 29 in-depth Facebook posts highlighting your company and driving interested users back to your site and campaign microsites. Weve also done 42 additional postings that include quicklinks and photos.
Facebook Ads Creations and Optimizations

Ads That Attract Attention! Theres nothing that makes us happier than seeing a campaign succeed. Your rst week with a functioning Facebook page and optimized ads at

THIS REPORT MADE JUST FOR YOU. WE HOPE YOU ENJOY IT AND LEARN SOMETHING TOO.

http://harrelsonagency.com

THIS REPORT MADE JUST FOR YOU. WE HOPE YOU ENJOY IT AND LEARN SOMETHING TOO.

http://harrelsonagency.com

THIS REPORT MADE JUST FOR YOU. WE HOPE YOU ENJOY IT AND LEARN SOMETHING TOO.

http://harrelsonagency.com

THIS REPORT MADE JUST FOR YOU. WE HOPE YOU ENJOY IT AND LEARN SOMETHING TOO.

http://harrelsonagency.com

DISCOVERY REPORT FOR SECOND WEEK

OCTOBER 2012

Q&A
What is the difference between Promoted Accounts and Promoted Tweets on Twitter? Why pay $10 a day as a budget for both? Why is Facebook doing so

Social Media Ads and Discovery Week 2 for SAMPLE

Promoted Tweets put your tweets at the top of the stream of tweets (often very long) of users weve identied as potential leads for you. Promoted Accounts displays your account to potential leads in their sidebar. For your purposes, we recommend upping the amount were budgeting for Promoted Tweets while cutting off Promoted Accounts.

For the demographic youve targeted, the Facebook much better than Twitter for community is a natural t. Facebook ads work well out-of-thegate because of its targeted abilities. Twitter is more of a long us? term marketing play and as we grow our presence there (mostly organically), well begin to see similar numbers for engagement and actual closed leads. How is our Search program doing? Were sending over a separate 8 page report on your SEO, paid search and organic search campaigns on Thursday after weve had another week to collect data. Things are going really well since weve set those agreed upon keywords and have better integration of Chartbeat and Google Analytics thanks to your awesome team of devs who gladly helped us out with everything we needed and asked for of them! Are we spending the right amount each day/month? Should we spend more? Long term spending? $10 a day for Promoted Account, Promoted Tweets and Facebook Ads is a great starting point for us to accumulate data and see what works (like Promoted Tweets and Facebook Ads) for you and what doesnt (Promoted Account). It also allows us to start directly making our campaign pay for itself (21 new leads that have contacted you because of these social ads then owing through the microsites we set up and contacting your sells department this week compared to 4 from the previous 6 months of your social presence). Well add suggestions for future spends as we see what the Month 2 Plateau brings (more on that next week!).

THIS REPORT MADE JUST FOR YOU. WE HOPE YOU ENJOY IT AND LEARN SOMETHING TOO.

http://harrelsonagency.com

INVESTOR NEWSLETTER ISSUE N3

FALL 2009

CALENDAR:
WEEK 3 Combine SEO and Paid Search to Twitter and Facebook Social Ads WEEK 4 More content creation, continual optimization to achieve Discovery Optimization WEEK 5-6 Optimization, Optimization, Optimization WEEK 7-8 Microsite Review and Rev Up for New Campaign WEEK 9-10 Miami and NY microsites fully integrated into Discovery program

After a Great Week, Its Time to Build

Next

Here are some things we need and wed like for you to consider: Microsite implementation into your existing site design Decide on new possibilities for campaign

Review internal stats and make sure sells team feels comfortable with process we

discussed for leads. Additional ideas for new keyword lists next week Continued communications on internal stat trends, especially related to search and social!

microsites

Were having a blast working with you. Thank you for including us in your growth. As The Lorax said, Unless someone like you cares a whole awful lot, nothing is going to get better. Its not. Heres to better!

Sam CEO, Harrelson Agency sam@harrelsonagency.com 828-414-1824