How to run a social media campaign on facebook - Social Media World Forum 2010

How to Market Your Brand on Facebook Toby Beresford – Nudge Social Media 8 March 2010 0207 096 0146 [email_address] Toby Beresford

Agenda
Who are Nudge?
Facebook!
Facebook Marketing Campaign
4 Approaches
Social Remix
Loops – Daily, Viral
Iterative Development
Apps
Pages
Connect

Nudge Social Media
Nudge is a dedicated social media agency based in Poland St
We run large scale Facebook marketing campaigns for our client brands.
We have run over 30 different campaigns on Facebook since June 2008 reaching >100’s of thousands of consumers.
Our service includes strategy, creative concepts, application design and execution, optimisation, community management and campaign analysis.
We actively monitor the platform on a daily basis for changes that will affect our clients.
‘ Buzz!’ the friend quiz, created on Facebook by Nudge for Sony Playstation, reached out to Facebook users who had never heard of the video game.

Facebook now 400m Active Users globally & growing
Active’ users have interacted in last 30 days...
*Source: Facebook internal data, Sep 2009 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days Jan 2010 400+m

Facebook’s Global audience continues to grow
Europe 100m+ Active users (Oct 2009)
USA 94m Netherlands 1.6m Hungary 500k Australia 7m NZ 1.2m 1.5m 2m Czech Egypt 4.8m India 400k Romania 2m Egypt Germany 4.8m *Source: Facebook internal data, Oct 2009 France 13.7m Ireland 1m Turkey 15m Italy 12m Russia 760k Sweden 3m Austria 1m Swiss 1.7m Finland 1.3m Portugal 866k Belgium 2.8m Norway 2m Greece 2m Denmark 2.2m UK 22m Spain 7.3m

Over 20m Active users in the UK
Over 1/3 of the UK population now using Facebook regularly
Source: Facebook internal data, Aug 2009 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days 20m

Facebook was just a part of Social Media
UK Online landscape - May 2008 Source: ComScore UK, May 2008

UK Online landscape - Mar 2009
Facebook transcended Social Media
Source: ComScore UK, March 2009 Google.co.uk MSN.co.uk Yahoo Facebook Bebo Ebay MySpace AOL.co.uk BBC.co.uk Sky.com ITV.com YouTube Note: Size of bubble represents Total Time Spent per Month

UK Online landscape - June 2009
Today Facebook is the most engaged media platform in UK
Source: ComScore UK, June 2009 Google.co.uk MSN.co.uk Yahoo Facebook Bebo Ebay MySpace AOL.co.uk BBC.co.uk Sky.com ITV.com YouTube Note: Size of bubble represents Total Time Spent per Month

UK Facebook Stats for January 2010
Over 24 million users: 50.6% come back every day
Male female/split: 46%/54%
Reach all demographics
Average time spent on site: 25 minutes
Source: Clickymedia, January 2010

So, can we use Facebook for Marketing?

Getting Facebook Marketing Right
Choose the right overall Approach
Define your Campaign scope
Use Team processes for software not web sites

Four Main Approaches Extension Adds new social features to an existing campaign Remix Innovative mix of profile data with brand assets Share Mastercard travel campaign “buzz” with Facebook Friends The Apprentice turns your friends into a board of directors Watch Sky News videos within Facebook Conduit Repurpose existing features on the social web Social Feature A long term channel and platform for future conversations Encourage friends toward better health

The Nudge Social Remix Approach in more detail Social Remix Brand Content My Facebook Content Share Friends Engage Socially enriched mash up content Pictures/Videos/ Event/Links Friends Brand Content Brand/Product/ Benefit/Message Facebook Content

A very visual example – Tango Head Masher 3000
Brand message :
“ Drinking Tango gives you side effects”
Facebook content:
“ Photos of you and your mates”
Social Remix:
“ Turn your mates heads into horses, dogs, cats, cookies...”

Campaign Scope Checklist
Target audience
Appropriate content
Desired social action response
Maintaining Engagement
Driving viral growth
Goal Conversion

Use Facebook Advertising Tools to Target your Audience High School Musical 3 game – targeted at lovers of High School Musical Ad targeted to relevant users Source: Facebook, September 2009

Use Audience Information to Target the content
Seeded user research project for Clip In Touch dynamic video greeting cards
“ Whole Funnel” conversion tracking from ad to goal by different target demographics
Identified most appropriate segment as 13-16 year olds in US
Tailored copy and artwork to appeal to this demographic
Tuned bounce points to reduce drop off

Social Action Response – get users to do something!

Maintain Engagement
Push exclusive content
Relate community to external events
Action and return rewards (eg. Crops) (or vice versa Return and Action Tasks)
Enforced scarcity
Facilitate user to user communication

Viral Loop – ways to get it moving
Reciprocation
Competition
Benchmarking
Shared Opportunity
Communication

Viral Loop Analysis of Application X
Viral Growth Factor for January 2010
X = 94.6% of unique visitors have invited friends
Y = User have invited on average 4.6 friends.
Z = % of users who accepted an invitation: 31.48%
X*Y*Z= 1.37. The viral growth factor is 1.37
Results :
Unique Visitor Month 1: 24,254
Supposed figure for Month 2 with Viral Growth factor: 33,306 unique visitors

Unique Visitor Month 3: 52,734
Acceleration of the Viral loop in Month 3

Goal Conversion
Discover Branded Content
Fan Brand
Interact on Fan Page
Allow Application
Provide Email
Share content with Friends
Convert to customer

Team Processes are Iterative

Practical

Campaigns in Practice

Use of Facebook tools: Starbucks Brownie Day
Starbucks used the events function on Facebook to raise awareness on its Free Brownie Day campaign.
As a user will click ‘Attend the event’, the information will be posted on his/her wall, which will attract his/her friends’ attention.
This creates a viral effect that has enables Starbucks to have over 100,000 users giving their RSVP (and potentially millions who saw it in their newsfeed).

Facebook Advertising High School Musical 3 game – targeted at lovers of High School Musical Ad targeted to relevant users Source: Facebook, September 2009

Facebook Ads Media Buying
Targeting
Location: Country, City
Age range
Gender
Keywords
Workplace
Education
Relationship status
Language
Bid-based CPC or CPM
Daily budget cap
Campaign start, end dates

Social Ads
A Facebook Ad with a user’s friends’ interactions with a Page or Application as the headline.
Includes branded image and copy alongside the social action.

Engagement Ads 6 Types that show on Facebook Home page
Event Ad
Allows users to RSVP and see
Friends who are also attending
Video Ad
Playable in-line, shows Friends’
comments
Gift Ad
Send a gift to a Friend
Sampling Ad
Get a product sample
Page Ad
Become a Fan inline – without
visiting Fan Page
Website Ad
Simple clickthrough to
external website
Polling Ad
Vote, see results and Friend’s
Votes

Engagement Ad Examples
Gift Ad
Video Ad Polling Ad

App Concepts Not all created equal
Keep it simple
Start with one feature, and do it right
How will users share your content?
You want a viable conversation topic
Enable self-expression
Users want to share themselves
Make it fun
Users love to compete against each other
Usability
You have less than ten seconds for the user to “get it”
Integration and Context
What is your larger campaign ecosystem?

Nudge’s Application: Case Study The Apprentice
Campaign Target : 4,000 users over 1 month
Nudge’s recommendation : Create a board room from your friends and discuss the apprentice TV show.
Results: 10,000 users after 1 month

Facebook Analytics App Insights
Active Users
Insights has a wealth of rich statistics
The most visible app benchmark is Monthly Active Users (MAU)
Other stats available:
Requests Approved
Page Errors
Canvas Page Views
App Fans
App About Page Views
And lots more

App Integration Points
Feed Stories
Shows on Friends’ News Feed
Shows on User Profile Wall tab
Notifications
Invites
Requests
Email
Counters
User Data
Can be used within application
Cannot be stored longer than 24 hours
Profile
Publisher
Custom Tab
And more!

An Aside: Fan Pages v Apps
Fan Page Advantages
Simplicity of Become a Fan
Provide updated information to users easily (i.e. Wall)
Easier to spread your content on the platform
Apps Advantages
Engaging experience with users
Viral effect that enables to reach users that are not initially fans.
Fan Page Downside
Difficult to engage fans beyond becoming a fan
Limited push capability
Apps Downside
Getting an Allow takes time
No sense of “sign up”
Harder to make it evolve/change
Users

Fan page Integration Points
Wall posts
Targeted to fans
Status
Will show in Fans’ News Feeds
Apps
Tab
Profile Box (going soon)
Updates
Pushed to Fans
Content
Video
Photos
Notes
Events
Reviews
Discussions
Apps: custom or existing

Fan Pages: Domino’s Pizza
Domino’s developed a fan page on Facebook to:
Push its products to Facebook users
Develop a new sales channel
Engage with its audience on its favourite platform

Domino’s Pizza: Landing Tab
Build Domino’s Pizza presence on Facebook :
Let users order a products straight from the fan page.
Display Domino’s Pizza special offers
Insertion of a store locator to let users find their nearest store.
Brought a new online sales funnel to Domino’s Pizza

Domino’s Pizza: ‘Superfans’ Tab
Increase Domino’s Pizza engagement with Facebook users and recruit fans
Users win as a group: the more fans on the page, the better the offers.
Push users to recruit more fans to get special offers
Virally increase the number of fans on the page

Facebook Analytics Page Insights
The most visible page benchmark is total number of fans
If you run any seeding ads, you’ll need to track your goal completions separately
You can also view stats on:
New Fans
Removed Fans
Page Views
Wall Posts
Reviews
And lots more
Page Fans

Nudge Fan Pages: PS3 the Game Team A and B
Sony wanted to create a space on Facebook to :
Let users share their passions of the PS3.
Engage with users and foster a
sense community among them

Nudge Fan Pages: PS3 the Game Team A and B
Nudge’s recommendation:
Create Facebook specific community for Team A and B members
Creation of two fan pages:
Team A and Team B
Invite users to create content
based on the team they are: the kit builder
Users can become Team Leader and lead a team to victory over the other one.
Increase engagement and high volume of UGC

Quick tips on Facebook Connect
Integrate direct with own site
Smooths your funnel
Arrange to get customer data later

O2 Top up surprises

Final Thoughts
Fit in, Be Social
Users are there for themselves and their friends, not for your product
So be useful or fun, and don’t intrude
Be holistic – a successful campaign has many parts, but don’t lose sight of the big picture
Intelligence
Use the stats, Luke
Don’t be afraid of radical changes
Listen to your users
Commitment
Plan to give time and attention
Educate all stakeholders

NUDGE SOCIAL MEDIA
Resources at our STAND #2
“ 10 Social Media Principles to Hang On to” take home
Learn about social remixing
Facebook.com/NudgeSocialMedia [email_address] Telephone : 020 7096 0146 Email : [email_address] Address : Nudge 28 Poland St W1F 8QP Web : www.nudgesocialmedia.com “ dedicated social media experts” – Inside Facebook

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How to run a social media campaign on facebook - Social Media World Forum 2010

by Nudge Social Media on Mar 15, 2010

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