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© DIGITAL VARIANT 2008 | 1

AARP / Social Media

Presented by: Mark PeabodyDigital VariantVP Business Development917 592 [email protected]


Today’s Discussion


Social Media Marketing Strategy and Execution Digital Variant Fan Page Manager Custom Facebook Application Development


Social Media Marketing Strategy and Execution


Strategy Development Creative Campaign Development Campaign Messaging Fan / User Acquisition and Marketing Discussion Moderation and Management

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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



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



DV Fan Page Manager


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


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!



Standard Facebook Fan Page



Redken L’Oreal Custom Fan Page



Worcester Academy Fan Page



Sample Sweepstakes Tab: Fan Driver!


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

aarp / social media - wordpress.com · aarp / social media presented by: mark peabody digital...

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