Mobile Matters   forFacebookMarketers
MOBILE MATTERS FOR FACEBOOK                                               If you’re thinking of running an interactive qui...
UNDERSTANDING HOW YOUR VISITORS FIND YOU  Even with tremendous mobile traction, Facebook has some mobile  limitations that...
DESKTOP VISITORS  We’ll begin by walking through what viewers will see when they visit your Facebook Page  from a desktop....
MOBILE SITE & APP VISITORS  Prior to the Timeline upgrade for brand pages, when  mobile device users attempted to access t...
It is important to know that many vendorsdo not have the capability to detect mobiletraffic at all.  Without mobile optimi...
REFERRAL VISTORS & SHARED LINKS An additional way your Facebook marketing campaign benefits from mobile optimization is wit...
THE RESULT   By optimizing your Facebook interactive quizzes, contests and promotions for   mobile viewers, you can signifi...
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Mobile Matters for Facebook Marketers_4.12l

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http://www.snapapp.com Nearly 1/2 of Facebook's 800M members access the social site through their mobile devices. But, most brand pages haven't optimized their special promotions and content for the mobile viewer. This guide takes a look at Facebook's mobile limitations and offers some advice for optimizing interactive content for the mobile viewer.

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Mobile Matters for Facebook Marketers_4.12l

  1. 1. Mobile Matters forFacebookMarketers
  2. 2. MOBILE MATTERS FOR FACEBOOK If you’re thinking of running an interactive quiz, contest or promotion on Facebook, there is something additional you should be considering. Mobile Traffic.   You may be inclined to think mobile isn’t mainstream, or perhaps you believe that your target audience uses desktops or laptops. Think for a moment, though, about your own habits.Do you own a mobile phone or tablet? Do you have the Facebook App installed on your cellphone? If so, how often do you log in?Consider these trends: 44% of Facebook’s 5.3 BILLION people 91% of all mobile 44% member base access are mobile subscribers. internet use is the site through That is 77% of the WORLD. “social” related their mobile devicesProjections shared in a Digital Buzz blog post estimate that by 2014, mobile internet usagewill overtake desktop. That is just 2 years away. So what’s the lesson for marketers –especially those on Facebook? Odds are that your target audience does include mobilevisitors, and your Facebook marketing needs to reflect this. In this guide, we’ll explore thespecial mobile considerations you should be making now with your Facebook marketing inorder to properly address this audience’s needs and ensure that they have a consistent andpositive experience with your brand. Specifically, we’ll review:• How your visitors find you • How experience differs by access point• Questions to answer to identify potential gaps in mobile strategy 855-Snap-App
  3. 3. UNDERSTANDING HOW YOUR VISITORS FIND YOU Even with tremendous mobile traction, Facebook has some mobile limitations that marketers should keep in mind. In particular, the Pre-Timeline Tabs limitations are related to the way mobile Facebook users experience custom iFrame apps which live on your company page. On March 30, 2012 Facebook released Timeline layout for brand pages. This resulted in a change to the location of special iFrame Apps which were previously located on the left hand side-bar on something called a “tab”. iFrame Apps, like a “Welcome” landing page, a coupon app, or a lead generating quiz or sweepstakes are now found under a company’s cover page in an area called “favorite apps”. To understand the way that Facebook mobile works, let’s walk through the visitor experience for each of the ways someone could reach your Facebook page and/or your Favorite Apps. There are 3 main ways visitors will access your Facebook page or Tab: On a desktop/laptop On a tablet / smartphone On a tablet / smartphone through their browser through their browser through their browser Facebook Main Site (www.facebook.com) Facebook Mobile Site (m.facebook.com) Facebook Mobile App For experience and functionality purposes, options 2 and 3 can be considered the same, but it is important to understand the nuances of the term “mobile traffic” – which can be used to describe two different Facebook access points. 855-Snap-App
  4. 4. DESKTOP VISITORS We’ll begin by walking through what viewers will see when they visit your Facebook Page from a desktop. We’ll use SnapApp’s Facebook Page as our example scenario to illustrate how it works. Prior to the Timeline upgrade, brands could choose to select a custom default tab (now Favorite App) as the greeting for any first time visitors to your page. With Timeline, you can no longer select a default tab so engagement with your promotional content or app will rely on 2 things. 1) Selecting a Favorite App icon that is visually appealing and will incite clicks and 2) pinning or starring the content on your page so that it has more visual real-estate on your Timeline. Below is an example of how all desktop visitors will experience the SnapApp Facebook page. You’ll notice that our Favorite Apps include a couple different types of apps including a Welcome Page, an Engagement Quiz and often times a Sweepstakes that we’ve created using the SnapApp platform. Desktop visitors have a full range of options to navigate through our Facebook page, our wall and our Favorite Apps. Example of a SnapApp Personality Quiz promoted as a Favorite App 855-Snap-App
  5. 5. MOBILE SITE & APP VISITORS Prior to the Timeline upgrade for brand pages, when mobile device users attempted to access the mobile version of Facebook’s site, tabs were not available at all. In Timeline, the Facebook provisioned apps like photos, videos and “likes” will still appear on the mobile site. However, Favorite Apps that are custom created iFrames will not be visible or available. Instead, mobile visitors will land on the wall which requires an additional marketing strategy to engage them with your apps. This is where Facebook Mobile optimization, In News-Feed Question and Answering and direct to wall posting are important. Here’s an example to illustrate how these features work. To draw attention to our, “How Effective is Your Facebook Strategy” quiz, we’ll post a link to the quiz on our wall. Mobile visitors can then click to answer the first question that they see in the wall feed. Once they do, SnapApp detects that they are viewing on a mobile device and will redirect them to a mobile optimized Facebook branded micro-site where they can fully engage with the quiz questions as well as “like” and share. When the content is shared, the In News-Feed Q&A feature also customizes the share text to include the first question and answers which drives greater interaction with friends of your fans. These features give us the ability to promote our Favorite Apps which would otherwise be blocked to the mobile viewer, as well as the capacity to optimize the experience for the mobile viewer so we increase our odds of capturing that conversion and engagement. 855-Snap-App
  6. 6. It is important to know that many vendorsdo not have the capability to detect mobiletraffic at all. Without mobile optimization functionality in place, the mobile visitor would either not be aware that your custom Favorite App exists, or if they were to click on a shared link promoting your app, they would receive an error message or be redirected back to your wall posts never seeing the content they intended to view. This results in a confusing and frustrating experience for both the user and the brand. Take a look at the example below to get a sense for what your audience would experience in this scenario.  This is the user experience generated by other vendors who DO NOT have mobile visitor detection, or Facebook mobile capabilities. In addition, some vendors offer only a limited Facebook mobile solution with just one or two types of content that will work for mobile.  This seems a bit limiting and backward: Isn’t it better to choose the best possible engagement type to achieve your marketing goals and then know that you have a vendor with a solution that will work? 855-Snap-App
  7. 7. REFERRAL VISTORS & SHARED LINKS An additional way your Facebook marketing campaign benefits from mobile optimization is with referral visitors. The inherent sharing nature of Facebook and additional reach achieved through exposure in the Ticker and Timeline features of Facebook mean many visitors will find your Facebook page and Favorite Apps through their friends. Again, since we know that almost half of Facebook’s users login via mobile devices, we can assume that a high proportion of your newly reached audience will also be mobile visitors. Think about those first impressions and consider what you want that experience to be. Would you be more or less likely to seek out a brand (or like their page) if your first experience with them led to a dead end? This is where SnapApp’s mobile detection can make a lasting difference for your brand. MANAGING MOBILE TRAFFIC CONSIDERATIONS FOR FACEBOOK Before you select a vendor, or begin work yourself on creating an interactive Facebook app, think about what your desired experience is for your mobile viewers. What should they see? How should it look & work? Once you’ve thought that through, ask yourself these additional questions to ensure that the experience will be maintained with whichever vendor you select. Will visitors be able to view and engage with my app when they visit my app URL from a mobile device? Will it be easy to see and interact with my app in a mobile device window/browser? Will my app be optimally sized for any device? Meaning it does not require users to scroll, or resize before they can really interact with it. If you answered no to any of these questions, you may be risking conversion rate and brand experience with your mobile audience. SnapApp’s Facebook Mobile Optimization features automatically detect when a visitor is from a mobile device and can minimize these risks by serving up the best user experience for device type. 855-Snap-App
  8. 8. THE RESULT By optimizing your Facebook interactive quizzes, contests and promotions for mobile viewers, you can significantly increase the engagement and conversion success of your campaign by capturing mobile visitors who both come directly to your Facebook page to interact with your content, as well as the mobile traffic which is referred to your page through social sharing features, in News‐Feed engagements, and Ticker & Timeline appearances. Ignoring this audience or providing them with a less than optimal experience would be detrimental not only to your Facebook marketing efforts, but also to your overall brand experience.    EMAIL PHONE TWITTER FACEBOOK info@snapapp.com 1–617–923–0000 @snap_app facebook.com/ snapapp 1–855–SNAP–APPWHY SNAPAPP?SnapApp is a marketing platform that empowers brands, publishers and agencies to foster conversationsacross the web, social and mobile, that build brand affinity, connect, educate, entertain and drive sales. Withthe SnapApp platform, you create engaging sweepstakes, quiz apps and landing pages that can be shared onyour Facebook page, website, blog and in ad units. Using SnapApp content on Facebook will help tomonetize your social lead generation, extend your reach through viral sharing activities and drive higherengagement with your hard-earned Facebook community. Learn more at www.snapapp.comSNAPAPP’S FACEBOOK SPECIFIC FEATURES INCLUDE: • Facebook mobile optimization • In News Feed Questions & Answers • Facebook connect integration • Rich Analytics to track your apps performance • Multiple app support (run many apps at the same time)   • Multiple engagement types: quizzes, polls, surveys, sweepstakes and more SnapApp.com | info@snapapp.com | 1-617-923-0000 | facebook.com/SnapApp | @snap_app Brought to you by Pangea Media Engage and Acquire Customers

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