Facebook promotions - Timeline based vs. application-based - pros and cons
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FACEBOOK ON-WALL PROMOTIONS VS. APPLICATIONS
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Facebook has recently changed its restrictions on Timeline-based promotions. We made big effort in describing every aspect, positive and negative, of both.
Transcript of Facebook promotions - Timeline based vs. application-based - pros and cons
ON-WALL PROMOTIONS VS.
APPLICATIONS
156 Facebook apps in 2012, over 350 overall
1.600.000 users in our apps
2.870.000 fans in analyzed FB Pages
Managing 1.000.000 USD in FB Ads
BRANDZ FRIENDZ
1. USE NATIVE FUNCTIONS OF FACEBOOK AS A VOTING MECHANISM Like, comment, share, in limited scope, tagging
2. LET USERS UPLOAD CONTENT DIRECTLY TO YOUR WALL
3. CONTACT WINNERS VIA FACEBOOK TOOLS That means announce winners publicly in posts, comments and messages
THE CHANGE ALLOWS
YOU NOW
1. TO FORGET ABOUT THE COMPETITION’S “ADMINISTRATIVE PART” Rules description, organizer statement
2. VIOLATE FACEBOOK RULES REGARDING RESTRICTION ON TOBACCO, FUEL...
3. BREAK SPECIFIC RULES NAMED FURTHER In case you seek this part, please skip to slide 22.
THE CHANGE
DOES NOT ALLOW
YOU NOW
NATIVE FACEBOOK FEATURES AS MECHANISMS
LIKE AS A VEHICLE
MOST LIKED
COMMENT
If you have 15 likes at 5 pm, you win!
NUMBER OF
LIKES
LIKES COMBINED WITH TIME
LIKES COMBINED
WITH A DRAW
All post likers will be put into a
drawing drum
Comment on our post, if it get’s the highest number of Likes, you are the
winner
Highest, exact
COMMENT AS A
VEHICLE
RIGHT/BEST
ANSWER
Fastest, posted exactly at selected
minute...
MOST ENGAGING COMMENT
COMMENT COMBINED WITH TIME
COMMENT COMBINED
WITH A DRAW
All post likers will be put into a
drawing drum
Trivia style, tips...
Number of Likes, number of reactions
Tagging of users who actually ARE in the picture is from now on allowed. That means, if John is in the picture, John can tag himself in the picture. (Hails such as “Tag yourself and your five friends and win is not allowed…)
That means, tagging of not depicted subjects, such as items, as has been used in famous & illegal campaign of Ikea, is still now allowed. TAGGING
1. PRIVATE MESSAGE AS PROMOTION MECHANICS All on-wall promotion mechanics are very hard to administrate. They open big space for “professional complainers” to accuse the organizer of misbehavior, but at least are public. In case of private communication, the threat is even higher and you can end up in big problems while proving the user is wrong, being forced to publish private communication in case of a clash.
2. #HASHTAGS Not native to Facebook, not adopted widely, and, it seems, in fact lowering virality of posts. Altough, on the other hand, easy to scrape.
OTHER ALLOWED
MECHANICS WE DO NOT
RECOMMEND USING
ON-WALL PROMOTIONS VS. APPS
IN BRIEF
WAY MORE OPTIONS LIKE BUTTON
PERMISSION (OAUTH) DIALOGUE
DATA COLLECTING CLOSER TO BULLETPROOF
EASILY MANAGED IN-LINE WITH FB RULES
MOBILE FRIENDLY SMALL BUSINESSES
ENGAGING EXISTING FANS EASY FOR EVERYONE
FAST & FURIOUS (ADMINS, AFTER THE
COMPLAINSTORM COMES)
ADVANTAGES OF TIMELINE PROMOTIONS
1. WORKING ON MOBILE DEVICES
2. USAGE OF FACEBOOK NATIVE FUNCTIONS Users create stories by taking basically any action within the promotion.
3. ON AVERAGE, BIGGER AMOUT OF AGGREGATED CONTENT With the exception of comparison with advertising-driven apps.
4. PAGE ENGAGEMENT With the exception of comparison with advertising-driven apps.
5. FAST AND EASY, NO “THREATS & OBSTACLES” No complicated steps for unskilled users, less feeling of privacy violation.
ADVANTAGES OF ON-WALL
PROMOTIONS
We are explaining this to both users and our clients at least once a week: With app. every second Facebook user globally being a “m” one, both from apps and m.facebook.com, people able to become part of the promotion from mobile is a great advantage.
WORKING ON MOBILE
DEVICES
Not all user actions are transformed into Stories on Facebook. In applications, if these are not using Open Graph functions, most user actions (such as uploading picture into a photo-competition) are not these storytelling ones, meaning that they are not creating traffic. In Timeline (wall) competitions, user actions are transformed into messages like “XY has commented on…”.
NATIVE FUNCTIONS
In most of the competition apps we do, we succeed in transforming from 90 % - 70 % of users coming through the so called “Permission Dialogue” (OAuth Dialogue), while speaking about reasonable amount of data requested (such as basic permission set + access to photos and videos for photo-based competition. That means that we lose up to 30 % of all users who actually made the first step in entering the promotion. No such threat in Timeline promotions, making the conversion user -> competitor up to 100 %.
BIGGER AMOUT OF
AGGREGATED CONTENT
As discussed in point 2, native Facebook user actions that means Like, Comment, Share & Post lead into creation of Facebook stories, a powerful digital trace that is being trasformed into various messages, such as notifications, Ticker messages, newsfeed posts, on-profile markers. These actions lead into higher engagement towards the Page, affecting the Edge Rank and future quality of relationship in between the user and Page posts. On-wall promotions demanding Likes, comments and wall-posts thus lead into higher engagement.
PAGE ENGAGEMENT
Discussed at point 3, no permissions, staying on-Page, no design change… Way less things to worry about for privacy-guarding users, way less surprising features for inexperienced users.
NO “THREATS & OBSTACLES”
DISADVANTAGES OF TIMELINE PROMOTIONS
1. NO DATA COLLECTION Users actually remain perfectly anounymous.
2. IT’S QUITE COMPLICATED TO OBEY FB RULES Stating all the demaned features is making the simple mechanism way less simple and is hard to fulfil elegantly.
3. LOTS OF MANUAL WORK Counting exact numbers of Likes, judging comments…
4. HUGE, HUGE SPACE FOR MISTAKES AND ARGUMENTS Who had more Likes under his/her picture at 15:00, Tom or Liz? And that’s just the beggining…
5. NEW FANS ACQUIRED ONLY IF… Clicking on Page Like button is demanded only among those uploading content/posting on wall.
DIS ADVANTAGES OF ON-WALL
PROMOTIONS
“...the best long term businesses are emotions first, data second.” Jason Goldberg, Founder & Chief Executive Officer at Fab.
NO DATA COLLECTION
One sentence such as “Most Likes win” is not enough, you have to make publicly available: 1. Exact conditions 2. Who is the Organizer 3. Claim that Facebook itself is not involved in the promotion 4. Conditions and ways of contacting and awarding the winner
COMPLICATED TO OBEY FB
RULES
Counting Likes, judging comments… all this can be, on larger scale, very time consuming. On the other hand, Page posts (and related comments, Likes and shares) can be easily scraped, creating yet again a space for small-scale applications.
LOTS OF MANUAL
WORK
From serious to absurd claims, organizers of promotions heard it all: too early, too late, to vague, too discriminating, cheating organizers, cheating admins, cheating competitors… In case of apps, you have clear database entries. Timeline competitons are very hard to prove.
HUGE SPACE FOR MISTAKES
AND ARGUMENTS
Fans in apps are generated via fan (like) gate (it’s placement is a part of the know-how of preparing a successful app). The member-get-member style of apps, mastered by FarmVille, can bring amazing results. Timeline promotions seldom achieve this - all actions except posting on wall, ie. submitting competing content, can be done without user being a fan.
NEW FANS ACQUIRED ONLY IF...
