Workshop1 howtorunasocialmediacampaignonfacebook-100315154208-phpapp01
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Transcript of Workshop1 howtorunasocialmediacampaignonfacebook-100315154208-phpapp01
How to Market Your Brand on FacebookToby Beresford – Nudge Social Media8 March 2010
0207 096 [email protected] Toby Beresford
Agenda• Who are Nudge?
• Facebook!
• Facebook Marketing Campaign– 4 Approaches– Social Remix– Loops – Daily, Viral– Iterative Development
• Apps
• Pages
• Connect
Nudge Social Media Nudge is a dedicated social media agency
based in Poland St
We run large scale Facebook marketing campaigns for our client brands.
We have run over 30 different campaigns on Facebook since June 2008 reaching >100’s of thousands of consumers.
Our service includes strategy, creative concepts, application design and execution, optimisation, community management and campaign analysis.
We actively monitor the platform on a daily basis for changes that will affect our clients.
‘Buzz!’ the friend quiz, created on Facebook by Nudge for Sony Playstation, reached out to Facebook users who had never
heard of the video game.
Facebook now 400m Active Users globally & growing
Active’ users have interacted in last 30 days...
400+m
*Source: Facebook internal data, Sep 2009Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
Jan 2010
USA94m
France13.7m
Ireland1m
Turkey15m
Italy12m
Russia760kSweden
3m
Austria1mSwiss
1.7m
Finland1.3m
Portugal866k
Belgium2.8m
Norway2m
Greece2m
Denmark2.2m
UK22m
Spain7.3m
Netherlands1.6m
Hungary500k
Australia 7m
NZ1.2m
1.5m
2m
Czech
Egypt
4.8mIndia
400kRomania
2mEgypt
Germany4.8m
Facebook’s Global audience continues to growEurope 100m+ Active users (Oct 2009)
*Source: Facebook internal data, Oct 2009
Source: Facebook internal data, Aug 2009Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
Over 20m Active users in the UKOver 1/3 of the UK population now using Facebook regularly
20m
Facebook was just a part of Social Media
Source: ComScore UK, May 2008
UK Online landscape - May 2008
Source: ComScore UK, March 2009
Google.co.ukMSN.co.uk
Yahoo
BeboEbay
MySpace
AOL.co.uk
BBC.co.ukSky.com
ITV.com
YouTube
UK Online landscape - Mar 2009Facebook transcended Social Media
Note: Size of bubble represents Total Time Spent per Month
Source: ComScore UK, June 2009
Google.co.uk
MSN.co.uk
Yahoo
Bebo
EbayMySpace
AOL.co.uk
BBC.co.ukSky.com
ITV.com
YouTube
UK Online landscape - June 2009Today Facebook is the most engaged media platform in UK
Note: Size of bubble represents Total Time Spent per Month
UK Facebook Stats for January 2010
• Over 24 million users: 50.6% come back every day
• Male female/split: 46%/54%
• Reach all demographics
• Average time spent on site: 25 minutesSource: Clickymedia, January 2010
So, can we use Facebook for Marketing?
Getting Facebook Marketing Right• Choose the right overall Approach
• Define your Campaign scope
• Use Team processes for software not web sites
Four Main Approaches
ExtensionAdds new social features to an existing campaign Remix
Innovative mix of profile data with brand assets
Share Mastercard travel campaign “buzz” with Facebook Friends
The Apprentice turns your friends into a board of directors
Watch Sky News videos within Facebook
Conduit Repurpose existing features on the social web
Social Feature A long term channel and platform for future conversations
Encourage friends towardbetter health
The Nudge Social Remix Approach in more detail
Social Remix
Brand Content
Socially enriched mash up content
My Facebook Content
Pictures/Videos/Event/Links
Friends
Brand Content
Brand/Product/Benefit/Message
Facebook Content
Share
Friends
Engage
A very visual example – Tango Head Masher 3000
Brand message: “Drinking Tango gives you side effects”
Facebook content: “Photos of you and your mates”
Social Remix: “Turn your mates heads into horses, dogs, cats, cookies...”
Campaign Scope Checklist
• Target audience
• Appropriate content
• Desired social action response
• Maintaining Engagement
• Driving viral growth
• Goal Conversion
Use Facebook Advertising Tools to Target your Audience
High School Musical 3 game – targeted at lovers of High School Musical
Ad targeted to relevant users
Source: Facebook, September 2009
Use Audience Information to Target the content
Seeded user research project for Clip In Touch dynamic video greeting cards
• “Whole Funnel” conversion tracking from ad to goal by different target demographics
• Identified most appropriate segment as 13-16 year olds in US
• Tailored copy and artwork to appeal to this demographic
• Tuned bounce points to reduce drop off
Conversion Rate %
0
5
10
15
20
25
30
35
US Teens IsraelYouth
US Youth EuroYouth
EuroOlder
US Older AsiaPacific
LatinAmerica
US Grads
Social Action Response – get users to do something!
Maintain Engagement
• Push exclusive content
• Relate community to external events
• Action and return rewards (eg. Crops) (or vice versa Return and Action Tasks)
• Enforced scarcity
• Facilitate user to user communication
Viral Loop – ways to get it moving
• Reciprocation
• Competition • Benchmarking
• Shared Opportunity
• Communication
Viral Loop Analysis of Application X
Viral Growth Factor for January 2010 X = 94.6% of unique visitors have invited friends
Y = User have invited on average 4.6 friends.
Z = % of users who accepted an invitation: 31.48%
X*Y*Z= 1.37. The viral growth factor is 1.37
Results: Unique Visitor Month 1: 24,254 Supposed figure for Month 2 with Viral Growth factor: 33,306 unique visitors
Unique Visitor Month 3: 52,734
Acceleration of the Viral loop in Month 3
Goal Conversion
• Discover Branded Content
• Fan Brand
• Interact on Fan Page
• Allow Application
• Provide Email
• Share content with Friends
• Convert to customer
Team Processes are Iterative
Practical
Campaigns in Practice
Use of Facebook tools: Starbucks Brownie Day
Starbucks used the events function on Facebook to raise awareness on its Free Brownie Day campaign.
As a user will click ‘Attend the event’, the information will be posted on his/her wall, which will attract his/her friends’ attention.
This creates a viral effect that has enables Starbucks to have over 100,000 users giving their RSVP (and potentially millions who saw it in their newsfeed).
Facebook Advertising
High School Musical 3 game – targeted at lovers of High School Musical
Ad targeted to relevant users
Source: Facebook, September 2009
Facebook AdsMedia Buying
• Targeting– Location: Country, City– Age range– Gender– Keywords– Workplace– Education – Relationship status– Language
• Bid-based CPC or CPM• Daily budget cap• Campaign start, end
dates
Social Ads
• A Facebook Ad with a user’s friends’ interactions with a Page or Application as the headline.
• Includes branded image and copy alongside the social action.
Engagement Ads6 Types that show on Facebook Home page
• Event AdAllows users to RSVP and see Friends who are also attending
• Video AdPlayable in-line, shows Friends’comments
• Gift AdSend a gift to a Friend
Sampling AdGet a product sample
• Page AdBecome a Fan inline – withoutvisiting Fan Page
• Website AdSimple clickthrough to external website
• Polling AdVote, see results and Friend’sVotes
Engagement Ad ExamplesGift Ad
Video Ad
Polling Ad
App ConceptsNot all created equal
• Keep it simple– Start with one feature, and do it
right• How will users share your
content?– You want a viable conversation
topic• Enable self-expression
– Users want to share themselves
• Make it fun– Users love to compete against
each other• Usability
– You have less than ten seconds for the user to “get it”
• Integration and Context– What is your larger campaign
ecosystem?
Nudge’s Application: Case Study The Apprentice
• Campaign Target: 4,000 users over 1 month
• Nudge’s recommendation: Create a board room from your friends and discuss the apprentice TV show.
• Results: 10,000 users after 1 month
Facebook AnalyticsApp Insights
Active Users• Insights has a wealth of rich statistics
•The most visible app benchmark is Monthly Active Users (MAU)
•Other stats available:–Requests Approved–Page Errors–Canvas Page Views–App Fans–App About Page Views–And lots more
App Integration Points
• Feed Stories– Shows on Friends’ News Feed– Shows on User Profile Wall tab
• Notifications– Invites– Requests– Email– Counters
• User Data– Can be used within application– Cannot be stored longer than 24
hours• Profile
– Publisher– Custom Tab
• And more!
An Aside: Fan Pages v Apps
Fan Page Advantages• Simplicity of Become a Fan• Provide updated information to
users easily (i.e. Wall)• Easier to spread your content on
the platform
Apps Advantages• Engaging experience with users• Viral effect that enables to reach
users that are not initially fans.
Fan Page Downside• Difficult to engage fans beyond
becoming a fan• Limited push capability
Apps Downside• Getting an Allow takes time• No sense of “sign up”• Harder to make it evolve/change• Users
Fan pageIntegration Points
• Wall posts– Targeted to fans
• Status– Will show in Fans’ News Feeds
• Apps– Tab– Profile Box (going soon)
• Updates– Pushed to Fans
• Content– Video– Photos– Notes– Events– Reviews– Discussions– Apps: custom or existing
Fan Pages: Domino’s Pizza
Domino’s developed a fan page on Facebook to:
•Push its products to Facebook users
•Develop a new sales channel
•Engage with its audience on its favourite platform
Domino’s Pizza: Landing Tab
Build Domino’s Pizza presence on Facebook:
•Let users order a products straight from the fan page.
•Display Domino’s Pizza special offers
•Insertion of a store locator to let users find their nearest store.
Brought a new online sales funnel to Domino’s Pizza
Domino’s Pizza: ‘Superfans’ Tab
Increase Domino’s Pizza engagement with Facebook users and recruit fans
•Users win as a group: the more fans on the page, the better the offers.
•Push users to recruit more fans to get special offers
Virally increase the number of fans on
the page
Facebook AnalyticsPage Insights
•The most visible page benchmark is total number of fans
•If you run any seeding ads, you’ll need to track your goal completions separately
•You can also view stats on:–New Fans–Removed Fans–Page Views–Wall Posts–Reviews–And lots more
Page Fans
Nudge Fan Pages: PS3 the Game Team A and B
Sony wanted to create a space on Facebook to :
•Let users share their passions of the PS3.
•Engage with users and foster a sense community among
them
Nudge Fan Pages: PS3 the Game Team A and B
Nudge’s recommendation: Create Facebook specific community for Team A and B members
•Creation of two fan pages: Team A and Team B
•Invite users to create contentbased on the team they are:
the kit builder
•Users can become Team Leader and lead a team to victory over the other one.
Increase engagement and high volume of
UGC
Quick tips on Facebook Connect
• Integrate direct with own site
• Smooths your funnel
• Arrange to get customer data later
O2 Top up surprises
Final Thoughts
Fit in, Be Social• Users are there for themselves
and their friends, not for your product
• So be useful or fun, and don’t intrude
• Be holistic – a successful campaign has many parts, but don’t lose sight of the big picture
Intelligence• Use the stats, Luke
• Don’t be afraid of radical changes
• Listen to your users
Commitment• Plan to give time and attention
• Educate all stakeholders
NUDGE SOCIAL MEDIA
• Resources at our STAND #2– “10 Social Media
Principles to Hang On to” take home
• Learn about social remixing
Facebook.com/NudgeSocialMedia
Telephone: 020 7096 0146
Email:[email protected] Address:Nudge28 Poland StW1F 8QP
Web:www.nudgesocialmedia.com
“dedicated social media experts” – Inside Facebook