Facebook fan pages for beginnersFacebook fan pages for beginnersRyan Hollingsworth, Communications CoordinatorRyan Hollingsworth, Communications Coordinator

Creating a FB strategyCreating a FB strategy

A quick look at CAK’s success on A quick look at CAK’s success on

FacebookFacebook Passengers, destinations, brand essencePassengers, destinations, brand essence

Why Facebook?Why Facebook?

Extending our/your brand to FacebookExtending our/your brand to Facebook

Building Customer Relationships on FBBuilding Customer Relationships on FB

Bringing it all together- Social CAKBringing it all together- Social CAK

Build and Maintain a Successful FB Page

Creating a FB strategyCreating a FB strategy

Plan your work, work your planPlan your work, work your plan Know your unique brand attributes and Know your unique brand attributes and

differentiatorsdifferentiators Translate your brand voice into “social speak” Translate your brand voice into “social speak” Appoint a FB Chief communicator, have a teamAppoint a FB Chief communicator, have a team Focus on the FANFocus on the FAN Make sure you make a FAN pageMake sure you make a FAN page Remember: Facebook is just one tacticRemember: Facebook is just one tactic

About the Airport

A marketing organization with an A marketing organization with an airport attachedairport attached Change chasersChange chasers Prepared to execute new strategies quickly Prepared to execute new strategies quickly

Lowest average fare in OhioLowest average fare in Ohio

Low cost operational modelLow cost operational model

More seats/ flights in 2010More seats/ flights in 2010

Passenger growth

LGA/TPA

BOS/ CLT/PHL

DEN/LAS/RSW

ATL- FL

MCO

ATL-DL

275% increase

Nonstop flights

The Essence of our Brand

Price + Experience = Price + Experience = A better way to A better way to gogo.®.®

no brand, no plan, no basis for social media messages and tacticsno brand, no plan, no basis for social media messages and tactics

““Having a social media presence for your company Having a social media presence for your company

and brand is serious business. It isn’t an afterthought. and brand is serious business. It isn’t an afterthought.

It isn’t something you can afford to assign to interns. It isn’t something you can afford to assign to interns.

It isn’t something you can afford to completely hire It isn’t something you can afford to completely hire

out to a digital shop, a ‘social media’ firm or an ad out to a digital shop, a ‘social media’ firm or an ad

agency. You have to take the space agency. You have to take the space seriouslyseriously. This . This

requires planning, preparation, training and focus.”requires planning, preparation, training and focus.”

- Olivier Blanchard, The Brand Builder blog- Olivier Blanchard, The Brand Builder blog

Why Facebook? If Facebook were a If Facebook were a

country, it would be country, it would be the 3rd largest and the 3rd largest and fastest growing in the fastest growing in the world.world.

Most searched brand, Most searched brand, eclipsing Walmart, eclipsing Walmart, Amazon even Google.Amazon even Google.

Most visited websiteMost visited website Users spend 6 hours Users spend 6 hours

per month on FB.per month on FB. More than 20 million More than 20 million

people become fans of people become fans of Pages daily.Pages daily.

Why Facebook?

Create a connection; deep dialog with Create a connection; deep dialog with (youngish) tech savvy travelers (youngish) tech savvy travelers

Direct match to our core demoDirect match to our core demo 25-54 years old25-54 years old College educatedCollege educated $60,000+ household income$60,000+ household income Very comfortable in social networks- a preferred way to keep Very comfortable in social networks- a preferred way to keep

in touch with people and things in touch with people and things that matter to themthat matter to them

Extending our brand to Facebook

This isn’t a one off strategy or marketing gimmick. This isn’t a one off strategy or marketing gimmick.

We have an unprecedented opportunity to connect with We have an unprecedented opportunity to connect with

customers (and potential customers). We plan to customers (and potential customers). We plan to

transform our customer relationships into transform our customer relationships into ones for lifeones for life

rather than settling for advertising acquaintances.rather than settling for advertising acquaintances.

Where are we: Blog/ Facebook Page/ Twitter/ Flickr/ YouTubeWhere are we: Blog/ Facebook Page/ Twitter/ Flickr/ YouTube

Creating the fan page

Group = private, special Group = private, special interestinterest

Profile = personProfile = person

Fan page = Fan page = businessbusiness

Upload content

Status updates: Ask a Status updates: Ask a question, make it compelling!question, make it compelling!

Videos,use Flip, keep it realVideos,use Flip, keep it realPhotos, photo albumsPhotos, photo albumsFree offers/discountsFree offers/discountsFind us on Facebook! Why? Find us on Facebook! Why?

Give them a reason to join!Give them a reason to join!

Building Customer Relationships on FBBuilding Customer Relationships on FB

Get your own url Get your own url www.facebook.com/akroncantonairportwww.facebook.com/akroncantonairport

Focus on the fan; what can you do for them?Focus on the fan; what can you do for them? Run sweet contests (Race to 10,000!!)Run sweet contests (Race to 10,000!!) Promote partnersPromote partners Engage, recognize your super fans, say Engage, recognize your super fans, say

thanksthanks Respond to everything (good and bad), do Respond to everything (good and bad), do

not delete!not delete! Avoid the hard sell- its inherently one-sidedAvoid the hard sell- its inherently one-sided Do not create a page and leave it blank!Do not create a page and leave it blank! Building fans takes dedication & time. CAK Building fans takes dedication & time. CAK

joined Facebook in 2007. Hit 10,000+ fans in joined Facebook in 2007. Hit 10,000+ fans in 2010. 2010.

““Most fans will come back if Most fans will come back if there is a real sense of there is a real sense of

community.”community.”

Mari Smith Mari Smith Social Media ExaminerSocial Media Examiner, January 26, 2010, January 26, 2010

Bringing it all together – Social CAK

THANK YOU