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Social Media Marketing - 5 Elements of Success in Facebook Marketing Campaigns

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This presentation will guide you through Five elements of success in Facebook Marketing Campaigns and draw from two interesting examples: The IKEA Showroom and The Whopper Sacrifice. -- Presented by …

This presentation will guide you through Five elements of success in Facebook Marketing Campaigns and draw from two interesting examples: The IKEA Showroom and The Whopper Sacrifice. -- Presented by Callie Pak (@calliepak) for MKTG4226: Social Media Marketing and Management Course at the Schulich School of Business

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  • By choosing Facebook, you are choosing a channel that requires continuous engagement. Itrequires being activelyinvolved in any conversations, online posts, chats and even forums taking place regarding your advertising campaign and brand. Because there are multiple messages being exchanged, it is very important to be consistent to your brand. It is important to develop guidelines for community managers to stay true to.
  • Collaboration Leads to Better CampaigningIn order to have the influence of your campaign extended to reach the targeted audience; you need to collaborate with the members of your community. Members who are involved are usually generous in sharing information with others part of their network. People like to be part of something, so allow them to help you out!
  • Encourage conversation online and offlineIt is important to keep the tone casual so that people who are members of the brand’s Facebook group/page community are encouraged to participate through conversation. By encouraging conversation, members your community are engaged and empowered. This is one of the most powerful forms of generating awareness and credibility for your brand because it allows for people who have knowledge in the community to create a level of connectivity with other current and potential customers.
  • It is important to put effort into making the overall social media campaign’s experience not only engaging, but fun. Through adding incentives, offers, games, and puzzles; you engage your audience and give them something to remember – and to talk to about! Through incentives, a company can only acquire more Facebook “Likes” and subscribers to their page.Offer Incentives To Acquire Facebook “Likes” and Email Subscribers
  • Create Something Permanent for After the CampaignAs campaigns, are time sensitive (they have a start and end date) , it is important to create something that lasts after the campaign is finished. In creating something permanent after the campaign, for example an article, a YouTube video, a photo collage, or a series of tweets that can be searched; people who were involved in the campaign have something to remember and something to share even after the campaign ends. For those who were not involved in the campaign, it continues to promote your message and get users involved and interested in the story of your campaign and the message your brand has to convey. After all, the message conveyed through your brand should be consistent, thus it should still be relevant after your campaign is over.
  • Created a digital campaign for IKEA’s new store in Malmo, Sweden. The ad agency designed a way to use IKEA’s existing inventory and Facebook’s existing photo tagging feature to create a viral campaign. They created a Facebook profile for their store manager, Gordon Gustavsson and uploaded photos of the IKEA showrooms onto Gordon’s Facebook profile page. During a two week period, 12 photos were uploaded to the photo albums. The people who tagged their name on a product first would get that IKEA product for free. After the two week period, there was a demand for more showroom photos. It attracted many people to visit Gordon Gustavsson’s profile page to view the showroom photos and people personally promoted this on their own profile pages as they tagged themselves on products. The campaign would appear on their friend’s newsfeeds. This created an interesting and fun way for people to interact with the brand, with each other, and to spread the word without making it seem like an advertisement. Participants gladly put their name on IKEA’s interactive catalogue and spread the words to hundreds of others in their networks.
  • During a two week period, 12 photos were uploaded to the photo albums. The people who tagged their name on a product first would get that IKEA product for free. After the two week period, there was a demand for more showroom photos. It attracted many people to visit Gordon Gustavsson’s profile page to view the showroom photos and people personally promoted this on their own profile pages as they tagged themselves on products. The campaign would appear on their friend’s newsfeeds. This created an interesting and fun way for people to interact with the brand, with each other, and to spread the word without making it seem like an advertisement. Participants gladly put their name on IKEA’s interactive catalogue and spread the words to hundreds of others in their networks.
  • Burger King, through their insanely creative advertising agency Crispin Porter + Bogusky,launched a Facebook application that encourages users to remove Facebook friends. In order to get a Free Whopper, Users had to “Sacrifice” ten of their friends. In doing so, a message was sent to the deleted friend stating that they had been sacrificed for a whopper. The result? 233,906 friends were removed by 82,771 people in less than a week.
  • Burger King, through their insanely creative advertising agency Crispin Porter + Bogusky,launched a Facebook application that encourages users to remove Facebook friends. In order to get a Free Whopper, Users had to “Sacrifice” ten of their friends. In doing so, a message was sent to the deleted friend stating that they had been sacrificed for a whopper. The result? 233,906 friends were removed by 82,771 people in less than a week.
  • FB requested to remove the application’s feature of notifying the deleted friends that they have been sacrificed – the most important part of the campaign. It was what helped to make the application viral. The result of the campaign was that it successfully went viral. Burger King was able to make their point, that people liked their friends, but LOVED the Whopper. Although controversial and slightly offensive to some, Burger King stayed true to their brand image and message. They proved that people truly loved the Whopper.
  • Burger King, through their insanely creative advertising agency Crispin Porter + Bogusky,launched a Facebook application that encourages users to remove Facebook friends. In order to get a Free Whopper, Users had to “Sacrifice” ten of their friends. In doing so, a message was sent to the deleted friend stating that they had been sacrificed for a whopper. The result? 233,906 friends were removed by 82,771 people in less than a week.
  • Both the IKEA Showroom Campaign and the Burger King Whopper Sacrifice Campaign were consistent in their message and to their brand. They were able to collaborate with the community, engaging them in a fun activity that they were able to talk about with their friends online and offline. Furthermore, after the campaign, the IKEA Showroom created a YouTube video of the overall campaign, while Burger King created a banner of the results on their Facebook application after the campaign shut down and a YouTube video recapping the campaign and the results.
  • Transcript

    • 1. Presented by Callie Pak
      Twitter: @calliepak
      For: MKTG 4226 Social Media Marketing
      Elements of Success in Facebook Marketing Campaigns
    • 2. Introduction
      Facebook Users
      Facebook Groups & Fanpages
      5 Elements of Successful Facebook Campaigns
      Examples of Facebook Campaigns
      The IKEA Showroom
      Burger King’s Whopper Sacrifice
      Agenda
    • 3. Facebook now 600m Active Users Globally & Growing
    • 4. Groups & Fan Pages
      • Groups – a great way for organizations to keep interested people informed
      • 5. Offers more in-depth communications around a subject
      • 6. Fan Pages – a similar place where a page of information that anybody can see is presented
      • 7. Offers a Loose but Long-term Presence
    • Groups & Fan Pages
      • Makes Valuable Information available to Users
      • 8. You are not spamming people with information that they are forced to hear
      • 9. Informal, two-way nature allows discussion
      • 10. Active taking part in brand
      • 11. Can be easily recommended
      • 12. Applications, Videos, and Contestscan be connected with the page as well as other SNS
    • 5 Elements of a Successful Campaign
      #1 . Consistency of the Message with the Brand / Product
    • 13. By choosing Facebook, you are choosing a channel that requires continuous engagement. It requires being actively involved in any conversations, online posts, chats and even forums taking place regarding your advertising campaign and brand. Because there are multiple messages being exchanged, it is very important to be consistent to your brand. It is important to develop guidelines for community managers to stay true to.
      #1 . Consistency of the Message with the Brand / Product
    • 14. 5 Elements of a Successful Campaign
      #2 . Collaboration with Members of the Community
    • 15. In order to have the influence of a campaign extended to reach the targeted audience; collaboration with the members of the community with lead to a better campaign. People like to be part of something, so allow them to help you out! Members who are involved are usually generous in sharing information with others part of their network.
      #2 . Collaboration with Members of the Community
    • 16. 5 Elements of a Successful Campaign
      #3 . Encourage Conversation
      Online AND Offline
    • 17. It is important to keep the tone casual so that people who are members of the brand’s Facebook group/page community are encouraged to participate through conversation.
      By encouraging conversation, members your community are engaged and empowered. This is one of the most powerful forms of generating awareness and credibility for your brand because it allows for people who have knowledge in the community to create a level of connectivity with other current and potential customers. Word of Mouth is the best form of advertising.
      #3 . Encourage Conversation
      Online AND Offline
    • 18. 5 Elements of a Successful Campaign
      #4 . Engage your Audience
      Make your campaign FUN
    • 19. It is important to put effort into making the overall social media campaign’s experience not only engaging, but fun.
      Through adding incentives, offers, games, and puzzles; you engage your audience and give them something to remember – and to talk to about! Through incentives, a company can only acquire more Facebook “Likes” and subscribers to their page. (Bullas, Jeff)
      #4 . Engage your Audience
      Make your campaign FUN
    • 20. 5 Elements of a Successful Campaign
      #5 . Create something Permanent for
      Post- Campaign
    • 21. As campaigns are time sensitive (they have a start and end date) , it is important to create something that lasts after the campaign is finished.
      In creating something permanent after the campaign, for example an article, a YouTube video, a photo collage, or a series of tweets that can be searched; people who were involved in the campaign have something to remember and something to share even after the campaign ends. For those who were not involved in the campaign, it continues to promote your message and get users involved and interested in the story of your campaign and the message your brand has to convey.
      After all, the message conveyed through your brand should be consistent, thus it should still be relevant after your campaign is over.
      #5 . Create something Permanent for
      Post- Campaign
    • 22. IKEA Facebook Showroom
      http://www.youtube.com/watch?v=0TYy_3786bo
    • 23. A Digital campaign was created for IKEA’s new store in Malmo, Sweden.
      The ad agency designed a way to use IKEA’s existing inventory and Facebook’s existing photo tagging feature to create a viral campaign.
      They created a Facebook profile for their store manager, Gordon Gustavsson and uploaded photos of the IKEA showrooms onto Gordon’s Facebook profile page.
      IKEA Facebook Showroom
    • 24. During a two week period, 12 photos were uploaded to the photo albums. The people who tagged their name on a product first would get that IKEA product for free. The ad agency designed a way to use IKEA’s existing inventory and Facebook’s existing photo tagging feature to create a viral campaign.
      It attracted many people to visit Gordon Gustavsson’s profile page to view the showroom photos and people personally promoted this on their own profile pages as they tagged themselves on products. The campaign would appear on their friend’s newsfeeds.
      IKEA Facebook Showroom
    • 25. This created an interesting and fun way for people to interact with the brand, with each other, and to spread the word without making it seem like an advertisement. Participants gladly put their name on IKEA’s interactive catalogue and spread the words to hundreds of others in their networks.
      Since the launch of the campaign, Gordon’s profile has spread across the globe and he is now friends with people from all over the world.
      IKEA has been talked about all through the internet and thousands of blogs have posted showroom pictures featured in the campaign.
      Tweets about the competition poured in from all directions. – Melvin, Ho (The Social Juice)
      IKEA Facebook Showroom
    • 26. The Whopper Sacrifice
      http://www.youtube.com/watch?v=F1AsycJNl7o
    • 27. Burger King, through their insanely creative advertising agency Crispin Porter + Bogusky, launched a Facebook application that encourages users to remove Facebook friends.
      In order to get a Free Whopper, Users had to “Sacrifice” ten of their friends. In doing so, a message was sent to the deleted friend stating that they had been sacrificed for a whopper.
      The result? 233,906 friends were removed by 82,771 people in less than a week.
      The Whopper Sacrifice
    • 28. The Whopper Sacrifice
    • 29. In two weeks time, Facebook requested to remove the application’s feature of notifying the deleted friends that they have been sacrificed – the most important part of the campaign. It was what helped to make the application viral.
      As this would defeat the purpose of the campaign, Burger King decided to shut down the application.
      The result? The news went viral. Burger King was able to make their point, that people liked their friends, but LOVED the Whopper. Although controversial and slightly offensive to some, Burger King stayed true to their brand image and message. They proved that people truly loved the Whopper.
      The Whopper Sacrifice
    • 30. Thanks!
      For more Social Media Marketing Presentations, check out Schulich School of Business’s Social Media Marketing & Management Course on Facebook! http://on.fb.me/eMtprU
      Liked this presentation?Tweet me! @calliepak