Building Your Facebook

Audience

1

APTA Marketing & Communications Workshop, February 24-27, 2013

Key Strategies2

Leverage your assets

Follow and interact

Actively promote

Create amazing content

Leverage Current Assets3

Onboard Ticket office Stations Maps Timetables Website eNews Content Public events

4

CreateAmazin

g Conten

t

Rele

vant

Visual

Personal

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!

 

Transit eventsCommunity

events Holidays Internal

March    

St. Patrick’s DayEaster/Passover

New Gillig rollout

April  Earth DayEarth Day celebrations  April Fools’ Day GM anniversary

MayBike to Work Day  

Mothers’ DayMemorial Day  

JuneSpare the Air season     Service changes

July      Fourth of July New Flyer rollout

August       Bay Bridge opening

Managing Content

IDEAS:

Questions

Fill in the blank

Factoids

Rider Tips

Employee Profiles

Destinations

Historical Photos

Follow & Interact10

Hello, do you mind

if I follow you?

Sure! If you share

my content, I’ll share

yours.

Facebook EdgeRank Value11

Quantifies how engaged fans are with

your brand.

Only about 17% of a business page’s posts show

up in a fan’s newsfeed!

Time DecayTimeliness, age of post

WeightType of post

Affinity Amount of interaction between users

12

EdgeRank Drivers

13

When you post, think about how you can maximize the

value of a fan’s response.

Actively Promote Your Page14

1. Facebook Page/Post promotions

2. Third-Party contests

3. Digital ads

FB Page Promotion15

Budget: $200

Length: 9 days

Fans: 198

Prizes: None

Facebook Analytics16

Facebook Referral Contest17

Budget: NA

Length: 14 days

Fans:

Prizes: 31-Day bus pass

Budget: $35 Length: 14 daysFans: TBD

My Transit Resolution18

Budget: $2,200

Length: 14 days

Fans: 350

Prizes: Multiple

Facebook Contest Tips19

Keep it simple

Have relevant prizes

Actively promote

Use third-party app

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.orgTwitter: @kbakar

Connect with AC Transit:Facebook: facebook.com/rideact

Twitter: @rideact