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© DIGITAL VARIANT 2008 | 1
AARP / Social Media
Presented by: Mark PeabodyDigital VariantVP Business Development917 592 [email protected]
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Today’s Discussion
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Social Media Marketing Strategy and Execution Digital Variant Fan Page Manager Custom Facebook Application Development
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Social Media Marketing Strategy and Execution
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Strategy Development Creative Campaign Development Campaign Messaging Fan / User Acquisition and Marketing Discussion Moderation and Management
QuickTime™ and a decompressor
are needed to see this picture.
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Digital Variant Fan Page Manager
Why are Custom Pages a Must?
Your chance to speak directly to consumers Standard Facebook Pages don’t cut it, you need to
customize Brand pages are like sites, they need to be rich, deep, and
interactive Consumers that become Fans will have their status feed
updated when you change content Pages are your access to a community of 300+ Million users 55+ grew over 500% on Facebook in the last 6 months Over 15 million users over the age of 50 Over 3.4 million users over the age of 65
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Digital Variant Fan Page Manager
Develop custom Facebook Fan Pages with supporting CMS Page design based on AARP style guides Custom page serves as Facebook Page landing tab Pages can include unique content including video, audio,
RSS, polls, promotions, virtual gifts, news and information, member only offers, etc.
All page content updates tied into Facebook Status Feeds and Twitter
Content can drive to primary sites Use Custom Fan Page as a destination for SM ads Create consistency between .com and Facebook presence Stats reporting on your Fan Page usage
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DV Fan Page Manager
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Completely custom page Integration with Feeds Include any content type Use FPMS CMS to manage
content Run sweepstakes Embed video Include magazine content Include member only offers
Brand promotion through single template
Integration with feeds
Same Old, Same Old……
Sell Products Embed Flash Embed Widgets Commenting Email opt-in Polls Virtual Gifting RSS feeds to CMS Badge promotion to profiles
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Sample Page Features
The following is only a sample of custom features that can be included.
Member benefits Member content, updates placed in Status Feed Did You Know? - Feed of information, resources, and news Weekly Polls Virtual Gifts: AARP and age specific AARP Badge: place on Profile or Wall Online video User photo upload - AARP album Sweepstakes Member sign up Anything we can dream up!
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Standard Facebook Fan Page
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Redken L’Oreal Custom Fan Page
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Worcester Academy Fan Page
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Sample Sweepstakes Tab: Fan Driver!
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CMS - Active Pages
CMS - Page Manager
CMS - Stats
Custom Facebook Applications
Custom developed to meet your objectives Designed to engage users and encourage viral distribution Apps can we channel, show, topic, or celebrity specific
DV Custom Application Development
Bring your shows and stations to life through creative concepts
Fully managed campaigns - from creative and development to media planning and optimization
Offer valuable tools and resources to consumers while promoting your brand
Collect valuable user data
Applications have long user duration and constant brand immersion
All of our Apps are completely custom, we create concepts around your objectives
Apps allow you to distribute unique content and offers to loyal consumers
Apps are built to be viral!
Sample Facebook Application: Redken 10,000 Blondes
Promote new Blond Glam hair care line
Engage Users Collect images from
10,000 Blond Female Facebook Users
Create a collage using user images
Distribute sample product
10,000 Installs in under 6 weeks
Each install provided photos for the collage
Over 2.2 million news feed posts generated
All samples distributed Objectives completed ahead
of schedule! Considerable press
Objective: Result:
Sample Facebook Application: Redken 10,000 Blondes
Sample Facebook Application: Master Lock Secret Vault
35% viral spread Long user durations Constant non-intrusive
brand immersion Considerable press
Coverage Sampling launching soon
Introduce Speed Dial Lock to teens
Engage teens while promoting the brand
Virtual product interaction showcasing new technology
Spread campaign virally
Objective: Result:
Sample Facebook Application: Master Lock Secret Vault