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Inside Facebook's Facebook Marketing Breakfast San Francisco: Kevin Barenblat/Context Optional - How To Use Applications Effectively On Facebook
 

Inside Facebook's Facebook Marketing Breakfast San Francisco: Kevin Barenblat/Context Optional - How To Use Applications Effectively On Facebook

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  • This or previous?
  • leverages existing assets, programs and campaignsproud to associate / self expressive
  • leverages alternative existing distribution channelsreason to participate is clear
  • simple to playfocused on one goal - driving traffic
  • clear value to the userdeep viral integration
  • ties into broader campaigndifferent components help reach different goals
  • passes the parent test

Inside Facebook's Facebook Marketing Breakfast San Francisco: Kevin Barenblat/Context Optional - How To Use Applications Effectively On Facebook Inside Facebook's Facebook Marketing Breakfast San Francisco: Kevin Barenblat/Context Optional - How To Use Applications Effectively On Facebook Presentation Transcript

  • Context Optional
    Delivering Scalable Solutions for
    Brand Marketing on Social Networks
    June 18, 2009
  • Agenda
    About Context Optional
    Social Marketing Environment
    Social Marketing Strategy
    Case Studies
  • AboutContext Optional
  • About Context Optional
    Context Optional leads global
    brands, agencies and publishers in
    engaging customers through the
    power of social networks
  • Leading Brands in Social Marketing
    Brands
    Publishers
    Agencies
  • History of Innovation
  • SocialMarketing Environment
  • Social Network Marketing Overview
  • Social Network Advantages
    Viral Sharing
    Advocacy
    Scale
    Targeting
  • Social Marketing Engagement Options
    Less Complexity and Engagement More
    Application
    • Interactive branded application engages users
    • Viral channels drive growth
    • Social API’s
    Brand Page
    • Independent presence on Facebook etc.
    • Users become brand fans
    Sponsorship
    • Build on existing audience
    • Brand integration
    Advertising
    • Banner and rich media ads targeted by demo, geo and/or interests
  • Social Marketing Strategy
  • Social Marketing Strategy
  • Social Marketing Process
    Define and Design
    • Define vision, goals, and objectives of campaign
    • Agree on project components and road map
    • Understand goals, assets, and targets
    • Design toward target audience
    • Integrate viral application flow
    • Design marketing components and page specifications
    Develop and Deploy
    • Build initial prototype
    • Collect feedback on design and flow
    • Iterate
    • Final build and sign-off
    • Deploy on platforms
    • Market using viral channels
    • Scale technology infrastructure
    Analyze and Optimize
    • Collect data performance and monitor campaign and Viral metrics
    • Tweak creative and design based on user actions >> Iterate and Test
    • Detailed usage reporting and tracking >> Measure metrics against campaign goals
    • Enhance and Improve
  • Social Media Engagement Cycle
    Facebook Pages
    Engagement Applications
    Engage
    Share
    Interact
    Targeted Impressions
    • put content in context
    • earn attention
    • convert to interaction
    Organic Impressions
    • extend reach & response
    • leverage relationships
    • connect communities
  • Consumer Promotion Engagement Apps
  • Case Studies
  • Case: Page Enhancement
    Context Targets Social Responsibility With Bullseye Gives
    Objective
    Publicize information about Target’s corporate social responsibility activities, particularly its community outreach programs. Increase engagement with and knowledge of Target’s initiatives by soliciting consumer participation.
    Solution
    Create an interactive voting application that lives on Target’s Facebook page. Allow all page visitors to:
    • Submit a vote for their favorite charity
    • See how their vote directly influences the amount of funds given to their chosen charity
    • Send out news feed items announcing their participation and soliciting more voters
    Support voting activity with regular status updates to fans and strong paid media outreach to drive page traffic.
    Result
    Within three weeks of the campaign launch, more than 260,000 people submitted their vote for which charity deserves the largest share of Target’s $3 million dollar donation. More than 600,000 people visited the voting page (including more than 190,000 from newsfeed items alone), resulting in an increase of more than 70,000 fans for Target.
    Interaction occurs on Target’s Facebook page
    Wall posts and newsfeed items increase message distribution and viral spread
  • Case: Branded Community Building
    Context Dials Up Engagement With The Phone
    Objective
    Distribute information about MTV’s new television show, “The Phone” to the Facebook audience. Engage current viewers and gain new ones. Provide fans with a way to interact directly with the program and distribute their interest to friends.
    Solution
    Create a contest application that lives on The Phone’s Facebook page. Allow fans to:
    • Enter their number for a chance to be called
    • Send out news feed items announcing their participation
    • Encourage friends to learn more about The Phone and enter the contest.
    Support contest activity with regular status updates to fans suggesting contest submission and requesting comments.
    Result
    On the day of the show’s premier, more than 60,000 people interacted with the application and more than 20,000 became fans of The Phone- actions which distributed news feed items to hundreds of thousands of friends. Frequent status updates by administrators of The Phone’s page kept users coming back, resulting in more than 100,000 application visits and 35,000 in 3 only days.
    Status messages distributed to fans promote signup
    Interaction occurs directly on MTV’s page
  • Case: Branded Social Game
    Context helps Travel Channel kidnap 12M users
    Objective
    Engage Facebook users in an interactive campaign to build brand awareness and drive traffic to TravelChannel.com.
    Solution
    Create a viral application building on Travel Channel’s unique travel content. Users kidnap friends to exotic locations, and users escape by correctly answering trivia questions (answers can be found on TravelChannel.com).
    Result
    Within 3 months of launch the application grew to over 2,500,000 users, making it the most popular branded app on Facebook and a top 10 game.
    Users kidnap friends over 35,000,000 times – virally spreading the branded game to friends.
    Within 3 months the application delivered an order-of-magnitude more engagement than Travel Channel expected as well as 70,000 users to TravelChannel.com every day.
    Requests sent by friends draw users into the game
    Cheat sheet takes users to TravelChannel.com to escape
  • Case: Page Enhancement
    Context Helps 60,000 Users Get Happy
    Objective
    Distribute tens of thousands of samples of Clinique Happy through Facebook in advance of the holiday shopping season.
    Solution
    Create an application that resides on the Clinique “fan” page that allows users to request samples, invite their friends to participate, and even send them a virtual gift of Clinique Happy.
    Coordinate with an advertising push that drives consumers to the Clinique page and encourages them to become fans of the brand, generating news feed items and multiplying marketing spend.
    Result
    More than 60,000 samples were requested by consumers prior to the holiday season. Many of those requests were from friend referrals, with over 50,000 invitations distributed. Additionally, more than 15,000 virtual gifts were sent to users' walls.
    Significant brand exposure was achieved through a combination of advertising, distributed samples, virtual goods, invitations, and news feed items.
    On-page applications keep users on brand Page
    Send-to-a-friend functionality encourages viral distribution
  • Case: Integrated Campaign
    Context helps Palm Centro’s Claus gain 90,000 fans
    Objective
    Introduce the Palm Centro brand to a new generation of consumers in preparation for the holidays. Emphasize the attributes of the Palm Centro in a fun, creative, engaging manner.
    Solution
    Santa’s gone Centro, and with all the free time he has thanks to his new smart phone, he’s updated his image and rebranded himself as “Claus.” Of course, Claus likes to use social networks to communicate, and Context was there to develop and manage his social network presence.
    As part of a large-scale integrated campaign, Context created a social network page to act as a hub for Claus’s online activities and to serve as a landing site for all social network advertising. On and off page applications, including music and video players, games, and social utilities, further supported Claus’s presence, reinforcing both character and brand.
    Result
    Within 2 months of launch, Claus’s social network page had over 90,000 fans. More than 400,000 people visited the page and interacted with Claus’s applications, including hundreds of thousands video and song plays and tens of thousands of audio player downloads and branded application installations.
    A “fan” page provides an on-line hub to Claus’ activities, and a landing site for ads
    On and off page applications enable additional branded activity
  • Best Practices
    • Is the desired action clear?
    • Is it entertaining?  Helpful?  Self-expressive?
    • Is the application better with friends?
    • Why would I come back?
    • Does it foster communication?
    • Is the right audience engaged?
    • Is there a way to share brand advocacy?
    • Does the program leverage existing programs?
    Simple
    Appeal
    Social
    Addictive
    Conversational
    Targeted
    Advocacy
    Consistency