Friend2 friend how to boost engagement with a social app final

TEN BEST
PRACTICES FOR
BOOSTING
ENGAGEMENT
WITH FACEBOOK
SOCIAL APPS

www.friend2friend.com February 2013 Page | 2
WHAT IS ENGAGEMENT?
In 2006 the Advertising Research Foundation (ARF) defined “engagement” as turning on a prospect to a
brand idea enhanced by the surrounding context.1
The ARF, with the hopes of turning an emerging
buzzword into a measurable standard, created an inclusive definition that would not restrict but instead
embrace engagement’s potential within the marketing industry.
At its essence, the ARF’s definition of engagement told us that any prospective
customer, if met in the right conditions, could become attached to a brand.
Engagement at its best opens up the potential of a shared and “human” social experience between a brand
and its consumers.
This White Paper looks at the Best Practices you should consider when designing and planning a
branded Facebook Social Engagement App. It offers concrete examples of social engagement boosted
by the deployment of innovative branded Social Engagement Apps for Friend2Friend clients.
WHAT IS A FACEBOOK SOCIAL ENGAGEMENT APP?
Every Facebook brand page has a series of “tiles”
underneath the main cover photo. Those tiles might link to
default sections, such as Photos or Events, or they might
link to integrated social experiences installed and deployed
by the brand’s Facebook page administrator. These
experiences are what we call Facebook Social
Engagement Apps, and they offer brands the ability to
build an integrated, branded experience within
Facebook.
These apps can remain on the Facebook page
permanently, or for the duration of a specific marketing
push. Because they can remain in a permanent position
on the page, unlike posts or other News Feed items,
page owners can invite fans to visit the app to kick off
social conversations, and they can weave that invitation
into all marketing channels.
1
Creamer, Matthew. "ARF REVEALS WORKING DEFINITION OF ENGAGEMENT." Ad Age. Crain Communications, 21 Mar. 2006.

TYPES OF SOCIAL ENGAGEMENT APPS
The type of Social Engagement App you choose — from simple content pages to complex integrated
activities such as games, quizzes, sweepstakes, contests, and live-streaming events — will depend, like all
other marketing decisions, on your marketing goals and your budget.
Whatever you choose to do, a successful Social Engagement App — one that measurably impacts
Facebook engagement and the viral “word-of-mouth” reach of your brand’s message — should follow
certain best practices. Simply re-purposing a Website page will limit the chances of social engagement
success.
When marketing on social, you need to remember that Facebook isn’t a broadcasting service. It’s a social
community. It’s about connecting people together. And for brands, it’s about forging connections between
brands and those people.
Successful Social Engagement Apps should respect the social context, the mindset of the Facebook
consumer, and take advantage of the sophisticated pathways and mechanisms that Facebook offers to
brands and developers to ‘spread the word’ on Facebook in a naturally social way. Because the majority of
activity on Facebook happens in the News Feed, success depends on how impressions and stories are
generated by the app on the News Feed and how those impressions and stories increase a brand’s PTAT
metric (People Talking About This).
CAPTURING ATTENTION IN THE FACEBOOK NEWS FEED
Today, the average Facebook user around 300 friends2
, adding up to over 140 billion total friend connections
on Facebook worldwide.2
Facebook users also have an increasing number of brands as friends too — on
average 29 per Facebook user.3
Therefore, to avoid the potentially long and cluttered News Feed that would
result if every post from every friend and brand were shown, Facebook determines the content most likely to
be interesting, and filters to that content. Using their “EdgeRank” algorithm, Facebook controls what posts
show up in the News Feed. EdgeRank results in only about 16% of all posted content actually appearing in a
fan’s News Feed.
2
Facebook, “One billion – key metrics,” http://newsroom.fb.com/download-media/422
3
AdWeek “People have more brands as fans than ever on Facebook,” January 16, 2013

The details behind Facebook’s EdgeRank algorithm are
proprietary, but it is generally known that brand content is more
likely to surface if:
• A fan has previously “Liked” content from that brand
source;
• A fan has interacted with similar posts from that brand
source in the past; and
• Other fans are interacting positively with posts from that
brand source.
Because EdgeRank filters content, it’s critical for brands
to keep up a regular stream of interesting, engaging, and
diverse content in their News Feed. The more interesting the
content, the more likely it is to be engaged with, and thus the
more likely it is to fare well in the EdgeRank algorithm.
In March 2013, Facebook announced a redesign of the News
Feed3
. This redesign put the focus even more on content.
With the new News Feed layout, all content is becoming more
vibrant, including stories from Pages and brands. The design
aims to encourage users to spend more time in the News Feed,
so encouraging more engagement. Page posts, ads and
sponsored stories become more visual. The redesign means
creative, engaging content is even more important!
Creating engaging content can, however, be challenging. It
requires creativity. Every day!
This is where Social Engagement Apps become incredibly
useful. They can give brands a permanent and entertaining
place to start conversations, and help populate fans’ News Feed
by offering:
• A source of engaging fan-submitted content that brands
can use to spice up posts;
• An opportunity to invite fans to in a “call to action”;
• Something new to talk about every day — particularly
when the app changes its content daily in the form of
questions or challenges for fans.
3
Facebook site: https://www.facebook.com/about/newsfeed
Figure 1 Social Engagement Apps give brands
opportunities for "calls to action" in the News Feed
Figure 2 Social Engagement Apps can give
brands something new to post every day

HOW SOCIAL APPS IMPACT ENGAGEMENT ON FACEBOOK
Social networks are by their nature highly personal; users choose
which ones to join, which ones to visit, and who to befriend.
Social Engagement Apps, at their best, are simply a natural part of
the social network experience.
Once a user makes the choice to participate in a branded activity
through a social engagement app, their friends see the activity on
their News Feed and receive it as an endorsement from a friend
rather than an advertisement from a brand. That message is
spread through shares, invitations, and notifications, creating
rapid growth for applications and high levels of user engagement.
All this activity directly impact’s a brand’s
“PTAT” on Facebook.
App engagement activity is accomplished by generating what
Facebook calls “stories,” created when a user “likes” a page,
comments on a post, shares a photo, and much more. Friends
see these stories in the Timeline, News Feed, and Ticker.
Friend2Friend’s branded Social Engagement Apps on average
generate more stories compared to posts on their respective
Facebook pages. We have seen that an impression from a
Friend2Friend social app on average is over 7 times more likely
to generate a story than a brand’s post on their Facebook
page4
.
Social apps engage, entertain, and invite user in ways
Facebook pages and other forms of online media cannot.
When properly designed and promoted, they draw in the right
users and their friends. In addition, they encourage repetitive
use, helping a brand build lasting relationships.
A well-managed social brand manages their Facebook fans
much as they manage their email lists — nurturing long-term
relationships by offering regular, targeted and interesting news,
information, product offers, and other branded content. Social
Engagement Apps can also become an important tool to
accomplish that marketing goal.
4
Friend2Friend internal data
Friend2Friend app-
generated impressions
are over 7 times more
likely to generate a News
Feed story than
impressions from
Facebook page posts4
0

2000

4000

Daily
PTAT
Pre-‐Campaign

Daily
PTAT
In-‐Campaign

Figure 3 Impact on PTAT of the Outside Magazine "Best
Town Ever 2012" Facebook App
0

500

1000

1500

2000

Daily
PTAT
Pre-‐Campaign

Daily
PTAT
In-‐Campaign

Figure 4 Impact on PTAT of the Visit Norway USA "Daily
Challenge 2012" Facebook App

BEST PRACTICES FOR BOOSTING ENGAGEMENT ON FACEBOOK WITH SOCIAL APPS
The next pages will highlight three overarching principles for boosting brand engagement on Facebook,
using specific examples with concrete and actionable ideas that have been taken from Social Engagement
Apps built and deployed for Friend2Friend clients.
To see more details on each campaign, along with screenshots, go to http://www.friend2friend.com/clients.
Finally, contact us if you wish to receive more detailed individual campaign case studies.
1. Engage Fans with Interesting, Entertaining Content................................................7

Outside Magazine: “So There I Was” Storytelling App .......................................................................8

#1: Leverage fan-submitted and fan-created content......................................................................8

#2: Look for a way to connect on an emotional level with your fanbase .........................................8

Visit Norway USA: Daily Challenge Quiz App.......................................................................................9

#3 Keep app content fresh — with something new every day.........................................................9

Polartec: “Made Possible” 2012 Outdoor College Club App............................................................10

#4 Get fans invested in the campaign’s outcome..........................................................................10

2. Share The Experience ..............................................................................................11

Visit Cayman Islands: “Discover the Cayman Islands” App.............................................................12

#5: Encourage fans to share a personal experience ......................................................................12

Universal Pictures: “Pitch Perfect” Social Event App.......................................................................13

#6: Leverage real world events that fans can share with friends ...................................................13

Lay’s Potato Chips: “Christmas Tree” Photo Sharing App...............................................................14

#7: Give fans something fun and easy to share with friends..........................................................14

3. Promote The Campaign............................................................................................15

SmartWool: “Share the Joy” Holiday Gift Giving App .......................................................................16

#8 Promote the social app with a mobile-friendly URL link ...........................................................16

Nickelodeon: “Kids’ Choice Awards” 2012 Social Voting App.........................................................17

#9 Amplify an app’s reach through social syndication...................................................................17

Outside Magazine: “Best Town Ever” 2011 and 2012 .......................................................................18

#10: Involve sponsor partners and businesses in an app’s promotion..........................................18

1. ENGAGE FANS WITH INTERESTING, ENTERTAINING CONTENT
Simply asking for a “like” is not enough
for brands who want to get serious
about their relationship with their fans.
Just as there’s a difference between
acquaintances and friends, there’s a
difference between brands we like and
brands we love.
The brands we love bring value into our lives. They entice us with beautiful
content. They give us something to think about. They connect with us on a
personal level, reflect our lifestyle choices, and allow us to share that
reflection with our friends.
Below are examples of Social Engagement Apps that used interesting,
engaging content to encourage fans to share their brand love with friends.
Social Apps with interesting
content engage fans longer — In
2012, the average visit duration
on a Friend2Friend social
engagement app was two
minutes

OUTSIDE MAGAZINE: “SO THERE I WAS” STORYTELLING APP
Outside Magazine’s 2012 “So There I Was” social storytelling App enabled fans to share stories and images
of their greatest outdoor adventures. Fans could also like and comment on any story submitted by other
fans, and share it with their friends.
#1: LEVERAGE FAN-SUBMITTED AND FAN-CREATED CONTENT
A fan-created story about a brand becomes an authentic and trustworthy
message that friends notice and remember in a way that a brand-created
story rarely can. So to ensure you unlock the stories your fans have to
tell about brand, give your app a space for user-created content.
Having a fan-created content portion of an app also contributes to longer
visit times. In 2012, the average visit duration on a Friend2Friend social
app is two minutes.5
In the Outside “So There I Was” app, participation
was significantly higher — 4 minutes and 19 seconds — primarily due to
the engaging nature of the content.
Finally, fan-created content gives the brand a nice repository of content they can share on their News Feed
at a later date. Fan content is commonly more authentic and entertaining than brand-created content.
#2: LOOK FOR A WAY TO CONNECT ON AN EMOTIONAL LEVEL WITH YOUR FANBASE
The “So There I Was” app also tapped into Outside’s mission about promoting outdoor life and its fans’
desire to share their personal tales of adventure. Starting with the name of the app — “So There I Was” — a
phrase that implies the beginning of a story — Outside encouraged fans to tell their own adventure tales.
Each story got its own space in the app and was shareable across Facebook, Twitter, and Pinterest.
5
Friend2Friend internal data
Story submissions
were featured on the
front page of the App
Entries were shared both
on Facebook, and on
other networks, such as
Twitter and Pinterest
“So There I Was”
average visit
duration: 4 minutes
and 19 seconds

VISIT NORWAY USA: DAILY CHALLENGE QUIZ APP
Visit Norway USA’s “Daily Challenge Quiz” app offered its fans a month and a half of Norway trivia,
accompanied by beautiful images. Fans could answer a new question a day, and be entered for a chance to
win sponsor-supplied daily prizes, with a grand prize trip to Norway as the ultimate win.
#3 KEEP APP CONTENT FRESH — WITH SOMETHING NEW EVERY DAY
Keeping fans returning every day with something new is a critical
component of a successful engagement app. By combining the element
of the unexpected with a daily question and a concrete connection with
beautiful imagery of Norway surrounding the campaign, the Daily
Challenge Quiz became a deeply engaging experience. 56% of app traffic
was return visits. Fans were intrigued by the daily question, and attracted
by the possibility of winning daily prizes and a trip to Norway.
“When the Daily Challenge Quiz ended, fans said they missed it and that it
was something they had looked forward to every day,” said Friend2Friend
client Visit Norway USA in Eye for Travel, February 2013
The Daily Challenge Quiz app didn’t just offer a couple of amazing prizes, which would have already been a
strong enough pull for many fans; every day it added a new set of facts and images to each fan’s News
Feed, enriching their Facebook experience with something worth remembering and sharing.
Interesting new
challenge
questions were
revealed every day,
encouraging repeat
visits
Daily posts kept
fans coming back –
and talking.
Daily Challenge
Quiz App increased
daily “PTAT” by
1,101% while the
App was running

POLARTEC: “MADE POSSIBLE” 2012 OUTDOOR COLLEGE CLUB APP
The Polartec Made Possible 2012 app allowed Facebook fans to vote every day on the best outdoor college
club proposal in the United States, with the winning club receiving $10,000. The app also featured a video
and comments section for the four finalists, driving conversations about the contest and the contestants.
#4 GET FANS INVESTED IN THE CAMPAIGN’S OUTCOME
This Polartec app’s success — with over 20,000 votes — was driven by the campaign’s personal nature:
The winning college would actually receive fund grants. Each finalist college club encouraged supporters
from their respective colleges for a massive recurring turnout: over 57%
of all app visits were returning visits. The emotional connection to the
fans’ alma maters, the intimacy with which voters got to know the finalists
through the videos, and each finalist club’s investment in getting the most
votes ensured that four very different social groups from four very
different colleges would be exposed to the Polartec brand.
Your brand social apps will be at their most engaging, like this one, when
they give fans control over the outcome of a campaign. The Polartec
Made Possible 2012 app tapped into each college’s desire to be the best
and got the most out of a specific type of social group. Your social app can be virally shared by tapping into
the social groups your fans belong to, be they a college, hometown, sports team, interest, favorite celebrity
or any other affiliations relevant to your brand.
Each competing
college submitted a
video to promote their
particular college club
Each college
mobilized their
members to
participate and
vote
57.31% of all traffic
to the Polartec
“Made Possible”
app were return
visits

2. SHARE THE EXPERIENCE
People typically trust a friend’s
recommendation more than a brand
message or advertisement. According to
a 2012 Nielsen survey, 92% of global
consumers trust recommendations from
friends, as opposed to 36% trusting ads in
online social networks.5
Earned media,
because of the personal connection, is
therefore extremely valuable.
Social apps are at their best when they get fans to generate those earned
stories. This section includes examples of social apps built for Friend2Friend
clients that enabled sharing of branded experiences by generating stories out
of fan activity. Despite being simple and easy to use, they still encouraged
fans to participate and engage with the branded content in a way that could
be shared with friends.
5
Nielsen, “Nielsen: Global Consumers’ Trust In ‘Earned’ Advertising Grows In Importance,” http://www.nielsen.com/us/en/press-
room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
Social Engagement Apps can
generate more stories than
Facebook page posts. In
2012, Friend2Friend apps, on
average, generated 7.4 times
more stories per impression
than their respective brand
Facebook page posts

VISIT CAYMAN ISLANDS: “DISCOVER THE CAYMAN ISLANDS” APP
The Discover Cayman app from the Visit Cayman Islands tourism agency offered its Facebook fans a chance
to win a dream trip to the Cayman Islands, but not before discovering their preferred vacation activities and
drawing out stories about their best memories or desires.
#5: ENCOURAGE FANS TO SHARE A PERSONAL EXPERIENCE
Before fans entered the Cayman Islands sweepstakes they
had to pick their personal ideal travel experience — diving,
family, romance, epicurean, or nature. Once fans were
primed to imagine their Cayman Islands vacation, they were
then prompted to add comments about their favorite
Cayman Islands memories, or what they would love to do.
These experience selections were crafted as Open Graph
Actions that automatically popped up on friends of fans’
News Feeds with every daily entry.
The app quickly spread across the Facebook social network with an average of 1.51 stories generated per
visitor within a two-month span. From this viral campaign, the Visit Cayman Islands Facebook pages saw a
552% rise in daily page likes.
But scrolling down a News Feed, a generic “Like” doesn’t catch the eye as well as a unique action about an
experience that a fan will share with a friend. Seeing a friend “Like” a travel page isn’t as interesting as seeing
their ideal travel plans. Similarly, it’s not enough to simply rely on native Facebook actions such as
“comments,” “shares,” or “check ins.” You social app will generate more stories — and more engaging ones,
too — if they also include comments from a fan with a personal experience or memory.
Fans commented on each
experience with their travel ideas
and memories; each shared
memory appeared in their News
Feed for friends to read.
Fans picked their
preferred travel
experience, shareable
with their friends
1.51 Facebook “stories”
were generated per visitor in
the Discover Cayman app

UNIVERSAL PICTURES: “PITCH PERFECT” SOCIAL EVENT APP
Universal Pictures gave fans of the 2012 film Pitch Perfect a frictionless event-planning experience for their
friends. The Pitch Perfect Evening social app let fans create branded Facebook Events for movie show times,
crafted with messages from the brand. Then, they invited their friends to the event. Everyone who
participated had a chance to win a grand prize.
#6: LEVERAGE REAL WORLD EVENTS THAT FANS CAN SHARE WITH FRIENDS
The Pitch Perfect app turned movie show times into real
Facebook Events where friends of fans were exposed to movies
through a fan’s invite. A real-world social experience — going to
the movies — was facilitated by this social app. The app
combined aspects of a movie night — the friends, the movie
show time, going to dinner, meeting for cocktails — and the
Pitch Perfect theme – and added them to a personalized
Facebook Event. An average of 5 Facebook friends were invited
for every Facebook Event created in the app.
Your social app can be shared based on what your fans do in the real world. Social media, after all, is at its
best when it supplements our real lives. Like a movie studio creating social events out of movie show times,
your social apps should express the life your fans are living. If your fans can make a connection to your brand
in their “real” lives, that connection becomes a great theme for a social app.
Fans created their
Facebook Events for
local movie show
times with their
friends.
Facebook Events
were personalized
with branded
messages and
creative from the
movie.
An average of 5 Facebook
friends were invited for each
Pitch Perfect Facebook
event created

LAY’S POTATO CHIPS: “CHRISTMAS TREE” PHOTO SHARING APP
Lay’s Spain brought the holiday cheer to its fans with the Lay’s Christmas Tree app, allowing fans to create
their own Christmas trees decorated with pictures of their friends and family as ornaments; the pictures were
either pulled from their friends’ profile pictures or from their own personal photos.
#7: GIVE FANS SOMETHING FUN AND EASY TO SHARE WITH FRIENDS
The Lay’s Christmas app wasn’t just a fun place to paste your
friends’ photos; it was an inherently shareable experience that
notified every friend involved.
The Christmas tree was created using photos on Facebook, and
then directly sent to friends via email or Facebook. Those
notifications garnered an impressive 20% CTR. Fans were
delighted to be included on a friend’s Christmas tree, and that
action helped share the brand name through this friendly social
action.
A brand social app’s reach doesn’t have to be limited to its own fans. In fact, it shouldn’t. If a social app
really is going to be social, it should include the fan’s friends or, at the very least, take the experience to
them.
Every Lay’s Christmas tree
was personalized with
friends’ profile pictures
Fans were able to
quickly Christmas
trees to friends
included on their
tree, including
through their mobile
News Feed
6.9 Facebook notifications
were sent for every Lay’s
Christmas Tree created;
notifications had 20% CTR

3. PROMOTE THE CAMPAIGN
Even perfectly designed social apps can’t be left alone to fend for
themselves. The most successful apps reach the widest audience possible
when all of a brand’s marketing channels are utilized – and not just Facebook.
Going beyond owned media, such as posts from your Facebook pages, to
include partner brand Facebook pages, email lists, web sites, press releases
and QR codes, will considerably improve results.
For paid media, the most common tool is a Facebook media buy with
Facebook ads that can target specific locations, demographics, and interests,
reaching potential fans who are highly likely to become app users and, with
their engagement, promoters of your brand to your friends.
Finally, with consumers becoming increasingly mobile-first, the importance of
including a mobile-friendly link6
to your app in all your promotions is critical.
6
Read more about promoting across devices and channels here: http://www.friend2friend.com/solutions/desktop-mobile-tablet/

SMARTWOOL: “SHARE THE JOY” HOLIDAY GIFT GIVING APP
SmartWool’s “Share The Joy” app enabled fans to enter for the chance to win a daily holiday prize, so long
as they included their friends in their entries. Friends received messages from the app, letting them know
their friends had entered them for a chance to win cool holiday SmartWool gear. New gifts were given away
every day leading up to Christmas, keeping fans coming back for more.
#8 PROMOTE THE SOCIAL APP WITH A MOBILE-FRIENDLY URL LINK
The Share the Joy app would not have been successful if
SmartWool had not promoted it with a mobile-friendly
campaign “SmartLink.” Fans who clicked on the SmartLink
were directed either to the mobile version or the desktop
version, depending on their device. We’ve seen far too many
campaigns use the direct Facebook app URL that leads to a
blank error page for mobile users7
. By using the SmartLink in
all its promotions, SmartWool ensured that anyone from any
device could enter the sweepstakes.
“We felt mobile was critical,” said Friend2Friend client SmartWool in AdExchanger, February 2013 . “Our fans
and enthusiasts are avid outdoor consumers. Whatever we do had to be optimized for mobile phones; there
is no question…As we go forward, the conversation we now have internally is ‘do we design something to be
mobile first and web second? The thinking is that you design it for the web and then optimize it for the phone.
But we’re reconsidering this and thinking about optimizing for mobile first.”
Before you promote your app, test it against every type of device – desktop, laptop, tablet, and smartphone
— and test every link created by the app. Today’s users access Facebook, and the rest of the Internet, from
all types of devices. Ensure that users can use your social app, regardless of where they come from.
7
How Top Brands are failing their Facebook fans on mobile: Friend2Friend blog, November 2013
http://www.friend2friend.com/2012/11/17/how-top-brands-are-failing-their-facebook-fans-on-mobile/
Fans picked friends to
participate in a daily
giveaway.
When entries were
shared, the resulting
links were mobile-
friendly so worked in
the mobile News Feed
too
32% of all entries to the
SmartWool “Share the Joy
app were from mobile
devices.
The app was
perfectly
optimized for
mobile
platforms

NICKELODEON: “KIDS’ CHOICE AWARDS” 2012 SOCIAL VOTING APP
The Friend2Friend Social Voting app allowed Nickelodeon’s Facebook fans to vote on the 2012 Kid’s Choice
Awards from Twitter and Facebook. In February 2013, Friend2Friend launched the 2013 version.
#9 AMPLIFY AN APP’S REACH THROUGH SOCIAL SYNDICATION
A Facebook social app doesn’t have to only reside on a brand’s page. It can also be deployed on partner
pages, broadening the app’s reach. Those partners may have a ‘stake’ in the content of the app, or they
may have underwritten the app as a sponsor.
In the case of Nickelodeon’s Kids’ Choice Awards social voting
app, celebrity participants posted the app on their own
Facebook pages. They wanted their fans to vote for them —
and boost their chances of winning. This app was structured in
such a way that when a celebrity posted the app their own
page, it appeared with a personal twist — the celebrity’s own
voting category was placed up front and center, ensuring that
even if fans voted for just one category, it was in their category!
The app also allowed a personalized ‘in-wall’ one-click voting module for even easier syndicated social voting
on Facebook right within the page wall.
Without syndication, this social app would not have reached the millions it did. Instead of fans only finding
the app on the Nickelodeon Facebook page, fans found it in many places relevant to the celebrities they
loved. Syndicated votes amounted to over half of all the votes for the Nickelodeon 2012 Kids Choice
Awards.
An in-wall voting module
allowed celebrities to post
their category directly into
the wall for easy one-click
voting by fans
Celebrities could post
the entire App on their
Facebook page, with
their category
defaulting to the first
viewed by fans
The App was also
syndicated globally
across multiple
geographies and
languages
55% of all votes in the
2012 KCA social app were
from the syndicated in-wall
voting module

OUTSIDE MAGAZINE: “BEST TOWN EVER” 2011 AND 2012
Outside Magazine’s Best Town Ever 2011 and 2012 contests let fans vote on the best town to live in the
U.S. The app was incredibly popular among each town’s Facebook fans. The app also provided fodder for
the magazine’s print edition with comments from voters about their town and photos submitted by fans
which resulted in an astonishing special edition cover that was a mosaic of all user-submitted photos.
#10: INVOLVE SPONSOR PARTNERS AND BUSINESSES IN AN APP’S PROMOTION
The Best Town Ever apps for 2011 and 2012 were widely promoted across Facebook by official partner
Facebook pages, by Facebook pages for finalist towns, by sponsoring brands and, of course, by individual
users. Just like the celebrity syndication described in the previous section of this White Paper, this
syndication effectively broadened the reach of the app.
Having the app reside on a competing town’s Facebook page, allowed fans of that town add their own
comments — fans talked up their favorites about each town and told stories about why they loved it —
making the experience more authentic and meaningful. This content generated also gave Outside Magazine
interesting content for the print edition of the magazine devoted to the campaign and contest.
Each individual town and contest
sponsor added the App to their
Facebook pages, to allow
motivated hometown dwellers
vote for their town.
Fans could add their own
comments about why they
loved the town they voted on;
the best comments were
included in the Outside
Magazine print issue.
Towns got their townsfolk involved on
a personal level, fueling healthy
competition between towns to push
up the vote

ABOUT FRIEND2FRIEND
Friend2Friend is a global social media technology and solutions provider. The company provides SaaS-
based tools and services that help brands market to consumers on social media platforms. Friend2Friend
enables brands to deploy branded engagement experiences that allow consumers to spend time with a
brand, discover a brand’s products and services, and share that discovery with their friends and followers.
Leading international brands and media agencies such as Nickelodeon, Universal Pictures, Lays, IKEA,
Calvin Klein, Microsoft, Hilton/Doubletree, HarperCollins, Dreamworks, Volkswagen, Hyundai, HarperCollins,
People’s Choice Awards, REI, The North Face, Polartec, New Belgium Brewing, Bacardi, Siemens, Build-a-
Bear and many others have chosen Friend2Friend as their social engagement solutions provider.
The company has offices in Palo Alto, New York, and Barcelona. Learn more at www.friend2friend.com.

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