How to Activate Your Fan Base

, Head of Business Development at Adaptly

The ask from Brands to Agencies tends to go something like this, “Agency – we need more fans. We want to be more social than Competitor X.” An agency can buy a fan for pennies these days, but what if the ask changes to “We want our content to reach our fans?” or “We want X submissions on our Facebook Page from our fan base?” Creating a social strategy that goes beyond fan acquisition with a long term, viable social goal in mind is the evolution of the ‘Fan Acquisition’ strategy. This class will explore multiple platform approaches beyond just Facebook, integrating your Social strategy with Above the Line and Display activity, and breaking it down into tactics in order to execute.

This class will cover:

· Overview of social platform nuances: Facebook, Twitter, StumbleUpon, etc.
· Fan Acquisition: Quality and quantity
· Content Strategy: create engaging content and reach your audience
· Analyze results and tie it back to campaign goals
Note: This class is hands-on, and requires active discussion and collaboration. Please bring your own ideas about social to the table in order to create a lively debate and conversation.

Prerequisites:

No prior experience with paid social campaigns is needed. What is required is your thoughts and sense of humor.

*All proceeds from the course will be donated to Start Up Corps, an organization that teaches inner city high schoolers how to be entrepreneurs.

*The last 45 minutes of class will be reserved for Q&A/discussion. Beer, wine, and hor d'oeuvres will be served.

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JPim Pimentel

Head of Business Development at Adaptly

Jayne is the Head of Business Development at Adaptly, a social media ad buying company. The company was recently voted one of Time Inc's Top 10 Startups to Watch for in 2012. In her role, she works closely with social platforms helping Adaptly develop the supplier side offering.  She also works with clients on the advertiser side to develop and execute social campaigns. Prior to Adaptly, she served as Head of Display Media at Razorfish (an agency within Publicis Group) in their EMEA headquarters working with brands such as WeightWatchers, Carnival Cruises, Levis and British Airways.

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