Learnings From Successful Facebook Social Campaigns - Nudge - Social Media World Forum 2010

Learnings from Successful Campaigns Toby Beresford – Nudge Social Media 8 March 2010 0207 096 0146 [email_address] Toby Beresford

Agenda
Who are Nudge?
Facebook!
App Campaigns
Page Campaigns
Facebook Marketing Campaign
4 Approaches
Social Remix
Loops – Daily, Viral
Iterative Development
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

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).

Key Learnings
Facebook provides the important tools for free
The platform will amplify good content

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

Key Learnings
Keep it simple
If all you do is remix, that’s enough
Facilitate friend to friend comms
Be ready for user feedback

Tango Head Masher 3000
125,000 users
35,000 people mashed 85,000 photos
3 min engagement time
37% said they went on to buy a can of Tango (against previous scores of 25%)

Key Learnings
User test
Plan your viral loop
Watch the stats – all the time!
Ask users for qualitative feedback

Super Photos
80k users
Revenue ROI

Key Learnings
Users don’t forgive utilities
Apps that sit on three platforms need monitoring
Facebook users want exclusive content

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

Key Learnings
Fan pages can drive sales
Customers will engage on fan pages
Brand competitions are hard
Platform legal constraints mean new thinking is required

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

Key Learnings
Communities form as a response to opportunities or threats
Empowerment is critical
Facebook campaigns need to be designed at the same level as other campaigns

O2 Top up surprises

Key Learnings
Facebook Connect should smooth the experience not complicate it
Shallow integrations stumble
It’s easier than it looks!

Practical What campaigns have you been aware of on Facebook? What reached you? Discuss why

Nudge Social Media
Resources at our STAND #2 (just before cloud computing)
“ 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 Sign up to Little Nudge “ dedicated social media experts” – Inside Facebook

What have we learnt?

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Learnings From Successful Facebook Social Campaigns - Nudge - Social Media World Forum 2010

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