Successful Marketing & Advertising on Facebook

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FacebookSuccessful Marketing & Advertising

By: Vera Chung

Tuesday, September 22, 2009

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AgendaIntroductionFacebook UsersFacebook Fan PagesFacebook FlyersFacebook Widgets/ApplicationsThings to NoteMore ResourcesAdditional Info


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IntroductionFacebook offers many ways to get the word out and bring the people in

This deck consists of examples of some successful marketing campaigns on Facebook

Plus, a few tips for you before you start your own Facebook campaign


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Why Facebook? A Look At Facebook Users

As of September 2009, Facebook, has 300 million regular users

These 300 million users have used the site in the last 30 days and 50 per cent come back every day

On average, users spend 25-30 minutes on the site on each visit and 55 per cent are female


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Facebook UsersFastest growing demographic are those 35 years and older

Facebook is no longer for 18-year-olds and younger

A third of the users are from the 18-25 range, another third are 25-35 and the last third is 35 and above


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Fan Pages


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Pringles

Great use of video

Inviting, laid back tone

Engage fan reviews, discussions and original interactive games


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PringlesVideos: easy to consume, “viral” content

Pringles online fanbase respond well to comedy

Low budget productions with little editing


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PringlesFan page allows distribution of content without ad placements

Fans “like” them, this action is repeated in their newsfeeds


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StarbucksActive engagement

Status updates, provide two way communication

Keeps page fresh with new content

Give fans reasons to return


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Adidas

Lots of content variety, good videos, pictures and notes

Contests


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Adidas

Contests bring variety to a page, engages fans and has ability to directly increase revenue by introducing customers to brand


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AdidasTeamed up with MTV to run an exclusive contest

Prize: All expenses paid house party

Campaign success: prize and partner resonates with demographic


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AdidasPromote contest on fan page before & after contest

Shared winner’s blog posts, photos and videos from the party

All elements resulted in a whole lot of fan engagement


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Red BullFun content that fans interact and connect with

Incorporation of Twitter into their fan page

Tweets from sponsored athletes (instant cool points)


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Red BullContent and apps that break out of generic FB mould

Eg: Let fans rate phone calls of people who “drunkdialed” the Red Bull 1800 number

Funny and encourages fan engagement


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Dunkin’ DonutsSweepstakes: Fans post photos of themselves with drink to page wall, update their own profile with the picture, entered to win daily giveaway

DD update their profile with winning image


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Dunkin’ Donuts

Prizes are themed for summer and include an iPhone, flatscreen TV, clothes and flights

Plus winning photo being featured on their profile


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Target

Positions itself as a hip and budget conscious alternative to mall stores

Chose to direct visitors to their “Vote” tab


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Target

Donates to a good cause

Allows fans to participate and spread the word with interactive voting


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Flyers


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BOSO (Buy Or Sell Online)

Auction site for university students

Hybrid of Facebook and eBay

Trade within your university there are advantages including greater trust, goods exchange in person...


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Short snappy messages

Tap into something that is hot at the moment provides extra attention


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Short snappy messages, something that is hot at the moment

E.g. Zidane headbutting Matteratziafter a BBC documentary about bribery in FA premier league


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Most successful facebook ad run by Boso taps into the way pop cultural memes are amplified in school

“We ran this one 2 weeks ago linking directly to boso.com/mywife”


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Social Supplements

Mock campaign

Found ugly pictures of fellow developers, held competition to see whose ad got clicked on the most


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Widgets/Apps


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SonyWidget: members bite each other to receive points (over 3 million users)

Sony pictures, parent company of vampire horror film rebranded application, launched sweepstakes contest


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SonyBanner ads on widget to promote movie

Fishing where the fish are: Sony figured out where existing community was

Campaign live for 3 weeks, there were 59,100 entries


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AdobeAsked fans whether they thought a series of images were “Real or Fake?”

More than 11,500 plays in first two weeks, 6% clicked “Buy Now” on final game page


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AdobeEach week, 5 images were provided. Users challenged to decided whether they were original or doctored

Answer screens included links to tutorials, showed users how effect was achieved using Adobe


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Talk like your audience, talk with your audience, not to your audience. Converse, don’t tell

Interactive elements engage participation

Contests that include participation (referrals)

Encourage return visits - increase engagement by giving users a reason to return

Something viral encourages the use of ‘share’ function’

Stay relevant with frequent updates

Link to other social networking platforms

Don’t take yourself too seriously

Immediate call for action is needed! There has to be something the user is expected to do

Make use of facebook elements (profile photo, newsfeed...)

Things To Note (Tips)


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More Resources• Facebook Pages: The Insider’s Guide To

Viral Marketing (click to download)

• A Successful Facebook Marketing Campaign (click to view)

• Marketing on Facebook: 5 Takeaway Lessons (click to view)

• How To Use Facebook For Business (click to view)


http://www.docstoc.com/docs/520148/Facebook-Insiders-Guide-to-Viral-Marketing

http://www.docstoc.com/docs/520148/Facebook-Insiders-Guide-to-Viral-Marketing

http://social-media-optimization.com/2007/10/a-successful-facebook-marketing-campaign/

http://social-media-optimization.com/2007/10/a-successful-facebook-marketing-campaign/

http://www.slideshare.net/johnnychan/marketing-on-facebook-5-takeaway-lessons

http://www.slideshare.net/johnnychan/marketing-on-facebook-5-takeaway-lessons

http://bit.ly/fbebook

http://bit.ly/fbebook

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More Resources

• Facebook Statistics Page (click to view)

• CheckFacebook.com (click to view)


http://www.facebook.com/press/info.php?statistics

http://www.facebook.com/press/info.php?statistics

http://checkfacebook.com/

http://checkfacebook.com/

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Thanks!Have anything to share?

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Successful Marketing & Advertising on Facebook

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