Toby Beresford


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  • How to run a social media campaign on Facebook • targeting your audience, good and bad concepts, engaging a team, tracking results Social media campaign lessons learned on Facebook • what has worked and what hasn’t, which publishers are getting the most traction, where the platform is heading
  • Toby Beresford

    1. 1. How to extend your brand on Facebook
    2. 2. <ul><li>Graveyard or Goldmine... </li></ul>Branded apps on Facebook
    3. 3. <ul><li>Nudge is a dedicated social media agency focused on creating social network campaigns for brands on Facebook, Bebo Myspace and others </li></ul>Work with great brands
    4. 4. <ul><li>Nudge is a dedicated social media agency focused on creating social network campaigns for brands on Facebook, Bebo Myspace and others </li></ul>Work with great brands
    5. 5. <ul><li>Nudge is a dedicated social media agency focused on creating social network campaigns for brands on Facebook, Bebo Myspace and others </li></ul>Work with great brands
    6. 6. <ul><li>We have engaged 119,120 users (and counting) with brands using Nudge campaigns. </li></ul>Love your users
    7. 7. <ul><li>Create a campaign to engage consumers with intelligent, truly social brand conversations </li></ul>Creative campaigns
    8. 8. Extension Adds new social features to an existing campaign Remixed Innovative mix of profile data with brand assets Publication A long term channel and platform for future conversations Conduit Repurpose existing features on the social web Watch Sky News videos within Facebook Share Mastercard travel campaign “buzz” with Facebook Friends The Apprentice turns your friends into a board of directors Encourage friends toward better health Four main approaches
    9. 9. <ul><li>3 easy to read stories every month on social media </li></ul><ul><li>Sign up now: </li></ul>Read Little Nudge
    10. 10. <ul><li>Win As A Group launches tonight </li></ul><ul><li>Win free tickets to cinema screenings around UK (in association with Film 24 and Xtaster) </li></ul><ul><li> </li></ul>Special Announcement
    11. 11. Telephone : 020 7096 0146 Email : [email_address] Address : Nudge 23-24 Greek Street Soho, London W1D 4DZ Web :   “ dedicated social media experts” – Inside Facebook, June 2008   Recent Clients Sign up to our award winning social media update Little Nudge at Contact Details
    12. 14. About Nudge <ul><li>Nudge is a dedicated social media agency based in Greek Street, Soho, London. </li></ul><ul><li>We specialise in running social network digital marketing campaigns. </li></ul><ul><li>Our service includes social ad buying, application design and build, and campaign analysis. </li></ul><ul><li>We can run multi-lingual social applications and fan pages on all major social networks including Facebook, Myspace, Ning and Bebo. </li></ul>
    13. 15. … we were impressed with Nudge’s deep knowledge of social media platforms and their great ideas on attracting new users.”  Simon Bucks, Associate Editor, Sky News Our Social Media Principles <ul><li>Effective social media marketing creates deeper online engagement with your brand. It requires a different approach: </li></ul><ul><li>Exist in the world of your target demographic </li></ul><ul><li>Remix your product inside engaging social games and utilities </li></ul><ul><li>Build communities that create conversation opportunities </li></ul><ul><li>Create lively features that trigger social actions </li></ul><ul><li>Format all content for sharing </li></ul><ul><li>Funnel users into deeper engagement </li></ul><ul><li>Plan and provide for user feedback </li></ul>
    14. 16. Campaign Lifecycle <ul><li>Creating an effective social application requires us to adapt to fit how users actually use it. </li></ul><ul><li>A social network campaign is an iterative process: </li></ul><ul><li>From an initial concept we create the social application. </li></ul><ul><li>We distribute it on the network using social ads and existing fan seeding. </li></ul><ul><li>We analyse our success and then optimise viral and retention loops </li></ul><ul><li>The campaign budget includes resources allocated to each. </li></ul>
    15. 17. Case Study : Best Crew By FAR <ul><li>Brand: RAF </li></ul><ul><li>Platforms: Bebo, Facebook </li></ul><ul><li>Campaign Target: 6,000 users over 3 months </li></ul><ul><li>Create an RAF squadron crew from your mates and display it on your profile. </li></ul><ul><li>Distribution: Social ad seeding gained 4,000 initial users </li></ul><ul><li>High viralocity </li></ul><ul><li>Achieved: 19,000 users after 1 month </li></ul><ul><li>20% warm click throughs to RAF careers site </li></ul>
    16. 18. Case Study: The Apprentice Board <ul><li>Brand: The Apprentice </li></ul><ul><li>Platforms: Facebook </li></ul><ul><li>Campaign Target: 4,000 users over 1 month </li></ul><ul><li>Create a board room from your friends and discuss the apprentice TV show. </li></ul><ul><li>Distribution: Email campaign seeding gained 1,000 initial users </li></ul><ul><li>High viralocity </li></ul><ul><li>Achieved: 10,000 users after 1 month </li></ul>BBC Apprentice Board – screenshot of a board page
    17. 19. Case Study: Super Photos <ul><li>Brand: Photobox </li></ul><ul><li>Platforms: Facebook </li></ul><ul><li>Campaign Target: Establish widget for Facebook users to print their photos on Photobox </li></ul><ul><li>Users can store high resolution photos on Photobox and share the low res versions with their friends. </li></ul><ul><li>Achieved 16,000 users after 3 months. </li></ul><ul><li>Return on Investment sales targets successfully achieved. </li></ul><ul><li>Good online press reviews and coverage </li></ul><ul><li>Version 1.1 scheduled for release 2Q 2009. </li></ul>BBC Apprentice Board – screenshot of a board page
    18. 20. <ul><li>In association with Sky, we designed, tested and launched the page in just 4 days ready for the Beijing 2008 Olympics </li></ul><ul><li>The page encouraged Fans to upload photos (over 100 during the olympic fortnight) and content was kept up to date with gold medals won. </li></ul><ul><li>The page features dedicated apps for social polls and a CMS to allow the content administrator to add winning fan photos directly into a complex design. </li></ul><ul><li>Without seeding, the page has grown to over 3,300 dedicated Facebook fans over 6 months. </li></ul>Facebook Pages British Cycling Fan Page on Facebook – now with over 2,000 fans Case Study: British Cycling Fan Page
    19. 21. Facebook Analytics: App Insights Active Users <ul><li>Insights has a wealth of rich statistics </li></ul><ul><li>The most visible app benchmark is Monthly Active Users (MAU) </li></ul><ul><li>Other stats available: </li></ul><ul><ul><li>Requests Approved </li></ul></ul><ul><ul><li>Page Errors </li></ul></ul><ul><ul><li>Canvas Page Views </li></ul></ul><ul><ul><li>App Fans </li></ul></ul><ul><ul><li>App About Page Views </li></ul></ul><ul><ul><li>And lots more </li></ul></ul>
    20. 22. The Team Toby Beresford – Commercial Director Stephen Folkes – Creative Director Toby got a first class degree in Computer Science from Durham University in 1996. Since then he’s successfully delivered over 40 web applications for SME, charity and blue chip clients.   Steve’s BSc in Visualisation means that he can approach projects from both design and technical perspectives. His work has featured at the ID Media Flash Animation Awards and on the Cartoon Network and he regularly contributes to magazines such as .Net.   Paul Gould – Strategy Director Iskandar Najmuddin – Technical Director Paul created the world’s largest online community for financial traders and now helps others to repeat his success. He has over 12 years experience developing web solutions, and has worked as a graphic designer, web developer and prince2 project manager. Iskandar sang a-cappella and studied Engineering at Cornell University in upstate New York, after which he founded a local search/mapping web start-up in the SF Bay Area – 15 years ago. Since then he has worked all over the world as a developer and multidisciplinary technical consultant.  
    21. 23. Rate Card Updated February 2009 ** Senior developers have deep skills in one or more social network platforms – Facebook, MySpace, Ning and Bebo * A Social Campaign Planner designs effective strategies that succeed on a social network. Resource Daily rate Social Campaign Planner * £800 Senior Developer ** £800 Developer £650 Senior Designer £800 Designer £650 Tester £650
    22. 24. Quality Assurance <ul><li>Nudge social applications all include the following features as standard: </li></ul><ul><ul><li>Deep integration with the chosen platform (e.g. for Facebook) - Profile version for main wall and boxes tab - News stories published to user profile and out to social graph (Short, One-Line, Full) on any user action - Notifications to friends for specific actions - Requests for actions to friends (e.g. to try the app) </li></ul></ul><ul><ul><li>Application management portal for app data extraction, click and key performance indicator (KPI) tracking </li></ul></ul><ul><ul><li>Demographic analytics tool to report age, gender and location </li></ul></ul><ul><ul><li>Google Analytics support for visit tracking </li></ul></ul><ul><ul><li>Application artwork to your style guide (icons, logo, fan page graphics) </li></ul></ul><ul><li>Nudge applications support all A-class browsers including: </li></ul><ul><ul><li>Firefox 3 Windows & Mac, IE7 & 6, Safari, Opera Linux </li></ul></ul><ul><li>We build to W3C level 1 accessibility compliance wherever possible </li></ul><ul><li>We design to meet the strongest relevant legal framework including EU Data Protection, Facebook Developer Terms of Service and US CAN-SPAM laws. </li></ul>Active Users using Facebook Insights
    23. 25. Commercial Agreement <ul><li>All new work created for this project will be owned by the client. </li></ul><ul><li>Nudge owns its own core technical libraries which it grants the client a perpetual licence to use in the context of each application </li></ul><ul><li>Payment is 30% in advance and 70% on delivery or every month in arrears whichever is soonest. Payment terms are 28 days, after which interest is charged at 1% per month or part thereof. </li></ul><ul><li>Accepted formal estimates (using Nudge online billing) are considered a contract for service. </li></ul><ul><li>All bug tickets must be sent via the Nudge Unfuddle ticketing system and will be responded to within a day during working hours. </li></ul><ul><li>Nudge works a 7.5 hour working day between 9.30am to 6.00pm Monday to Friday excluding UK bank holidays and an office close down period over Christmas. </li></ul><ul><li>30 days bug fixing is included free of charge, after this point fixes are charged on a per hour basis (£120/hour) </li></ul><ul><li>Any feature changes after client sign off of specification and wire-frames (where provided) may result in an additional charge. </li></ul><ul><li>Any requests for artwork changes after client sign off may result in an additional charge. </li></ul><ul><li>No additional charges will be incurred without prior client authorisation. </li></ul>