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Facebook Fan Pages & Contestscreated by Robin Frank, June 2010@greenrobeenrobeen@beepbeepmedia.com<br />
Facebook Best Practices<br />Make your Public Profile a place filled with valuable content<br />Give your fans a reason to...
Facebook Contests<br />Supply a Demand- Give something away that’s not easily accessibly by everyone. If you give somethin...
Use current fans to drive invitations to your FB page<br />FB currently has no limit on the number of fans that users can ...
Create Contests Often<br />Most of the time it is better to give away more things more frequently than a large grand prize...
Effective Use of Tabs<br />Customize them and feature a different application on each tab<br />You can target social ads t...
IKEA: photo tagging genius<br />http://www.youtube.com/watch?v=0TYy_3786bo<br />
Budweiser asks consumers to help select which commercial to show during the big game<br />
Adobe<br />Adobe’s “Real or Fake” campaign included a gameon the company’s page, where users guessed whether an image was ...
Verizon: Incognito Contest<br />
Nutella<br />
It started with a Fan<br />
CM Photographics targeted their exact demographic by relationship status on Facebook<br />
Best Buy asked fans about their favorite Vampire movies and then put them all on sale<br />
IMAX:Design your own dragon<br />http://www.facebook.com/note.php?note_id=10150089657925357#!/IMAX<br />
Access Trips: Wildfire powered promo<br />
Nature’s Own: Earth Day – includes email collection<br />
Inglesina Baby: with FB Connect<br />http://apps.facebook.com/sweepstakeshq/contests/20285?_fb_fromhash=2323ee6f189e1644e5...
Flip Video Contests: No App<br />
Quizzes<br />
Daily Grommet<br />
Odwalla<br />
Bing: Ad inside Farmville<br />
Rita’s<br />
Right Guard and The Phoenix Suns<br />
Sacrifice a Friend<br />
Jamba Bucks<br />
Blendtec – Will it Blend?<br />Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional mar...
Blendtec – ROI<br />Videos went viral generating “millions of dollars in brand recognition”<br />Channel Views: 3,469,098<...
Charity: Water – From Twitter to Africa<br />September 08: Twitter founder Biz Stone tweets about Charity: Water, which bu...
Charity: Water - $250,000 raised<br />January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) i...
Charity: Water – Breakthrough Exposure<br />April 09: The first "well that Twitter built" is dug <br />April 09: Actor Hug...
Charity: Water – Phase 2<br />Social media campaign expands:<br />Staff post Twitter updates delivering the results of don...
Engaging with People: Starbucks asks for ideas<br />My Starbucks Idea<br />
People vote<br />
The best ideas are implemented <br />
T-Mobile: An emotional connection <br />The T-Mobile Dance<br />
18.5M views to date<br />
Doing good: Pepsi Refresh Project<br />Instead of a 2010 Super Bowl ad… Pepsi decided to give money away<br />
$1.3M every month<br />Pepsi Refresh Project<br />
Based on community voting<br />
GAP: Extending the brandInteractive Facebook page<br />GAP Facebook Page<br />
Building the web audience:California Academy of Sciences<br />Facebook refers more traffic to calacademy.org than any site...
NightLife at the California Academy of Sciences<br />
Local businesses: Getting people in the door<br />1300onFillmore<br />
Crowdsourcing<br />Wikipedia<br />
Location-based tools<br />
FanAppz<br />
Options: Fan Appz<br />
Involver Free Apps<br />
Involver<br />
Involver<br />Us Magazine Slide Carousel<br />http://www.facebook.com/UsWeekly?v=info#!/UsWeekly?v=app_65777107362<br />
Involver<br />Clarins Landing Page: What’s New Tab<br />
Sara Lee: Saga Solvers<br />
THE TOOLS<br />Photo sharing<br />Photo sharing sites give you a place to upload and organize your photos<br />You can inv...
THE TOOLS<br />Photo sharing<br />detail the launch of a new product, from initial sketches to the launch party<br />promo...
THE TOOLS<br />Photo sharing<br />Do<br />tag your photos with relevant keywords<br />use your web site address or brand n...
Video sharing<br />helps you gain exposure and direct traffic back to your website<br />sparks interest without a hard-sel...
Video sharing<br />Don’t<br />just upload infomercials<br />be afraid to experiment until you find a formula that works.<b...
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Facebook Contests, Promotions, and Fan Pages

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  • The intention appears to be getting consumers associating the drinks with popular musicians, thereby giving the product broader appeal.“Living Flavor Vending Machine,” a play on words that actually means “part innovative sampling booth, part performance stage and part advocate podium,” rather than an actual vending machine, according to Odwalla’s press release. It will “feature DJs, musicians, films, filmmakers, storytellers and open mic auditions” — and users will be able to audition on Facebook to appear in it, starting later this year.Odwalla is drumming up immediate enthusiasm on its Page by giving out free ticketsEverything related to the campaign is being promoted in its Fresh Stuff tab, along wth its new Pink Poetry drink. The company has also created several photo albums of its line of drinks and uploaded four videos, most of which are commercials.Odwalla will eventually add a feature to its Page that allows fans at Coachella with “particularly interesting or unusual talents” to upload videos to Facebook for a chance to perform at the “machine” during the following music festivals, Bonnaroo and Outside Lands.
  • If users became a fan of Bing’s Facebook Page by clicking on a sponsored ad on the bottom right of the FarmVille main page, they’d receive 3 Farm Cash (FarmVille’s virtual currency). The effort was apparently successful, as Bing’s page went from slightly more than 100,000 fans on Monday to more than 500,000 in a weekFarmVille has 83.1 million monthly active users, and 28.7 million daily active users on Tuesday, according to AppData. So only about 1.5% of all FarmVille users participated in the 24 hours that the campaign ran
  • Rita’s Italian Ice, a Pennsylvania-based franchise with 560 stores in 18 states, launched a Facebook promotion/contest on March 20 that has since helped the company add almost 100,000 fans, with 58,500 coming in the last week — landing the page on at 17 on our weekly list of top 20 growing Facebook Pages.The company’s PEEPS Fandemonium Facebook Contest, running through April 4, has helped the Page reach 201,400 fans. Partnering with the makers of marshmallow candies PEEPS, Rita’s is awarding a year’s supply of free ice to a fan a day until the end of the contest, as well as a free gift bag for every 1,000 fans that includes free ice coupons, a tote bag, hat and t-shirts.Entering the contest requires users to visit the PEEPS Ice tab where they enter name, email and opt-in to the contest, then have the chance to publish this fact to their Wall; they may also choose their “PEEPS-o-nality” from several PEEPS caricatures, and also publish this to their Wall, giving the company two chances to spread the word about the contest via its entrants. For those who want more information the WNMR (World Needs More Rita’s) tab helps users find locations, merchandise and find information about other promotions.
  • The Phoenix Suns took advantage of Wildfire’s Multiple Fan Feature to kill two birds with one stone –grow their fan base and that of their sponsor, Right Guard. The Suns on the Road Sweepstakes had a grand prize of winning a trip and tickets to see the Phoenix Suns play at Golden State, but instead of requiring entrants to become a fan of the Phoenix Suns page only, entrants were also required to become fans of Right Guard. Right Guard was able to benefit from the positive association with the Suns and the the Phoenix Suns were able to use Facebook to add value in a new way for their sponsor. To give the campaign an added level of interest, the Sun’s also provided a quiz for fans to find out which Phoenix Suns “Legend” player they’re most like, which encouraged the publication of newsfeeds and further spread the word about the Suns and Right Guard.
  • Jamba Juice launched a campaign called “Feel Good Bucks” that used Wildfire’s unique coupon code generation functionality in a very interesting way. They gave out ‘lucky’ coupons via our Facebook Connect Product and Facebook Fan Page Product that could be redeemed at Jamba Juice stores. When consumers redeemed the coupons they either received $1 off their purchase or they had the opportunity to win one many thousands of instant prizes, including cash prizes of $10,000! To make Jamba’s campaign even more fun and social, they combined it with Wildfire’s Virtual Gifting solution so users could send Jamba Bucks to their friends in the form of fun, Jamba-branded virtual gifts like smoothies, bucks, and cartoons. By combining the utility of a coupon with the anticipation of an instant win and the social channels of Facebook, Jamba was able to generate huge interest in their campaign, distributing tens of thousands of coupons and driving around 95,000 consumers to redeem coupons at their stores.
  • he videos offer tips to help alleviate the everyday trials moms face, which Sara Lee has been collecting as part of an earlier Mama Saga campaign. Facebook users viewing the videos will also be able to share the videos or suggest the page to friends from the video tab on the Page.so far, the videos have about 200,000 views on the Facebook page, while the overall fan page has more than 23,000 followers. Sara Lee is also promoting the campaign through other video sites like Yahoo! Video and Metacafe, with total views topping more than 2.5 million since the launch of the Mama Saga program.
  • Transcript of "Facebook Contests, Promotions, and Fan Pages"

    1. 1. Facebook Fan Pages & Contestscreated by Robin Frank, June 2010@greenrobeenrobeen@beepbeepmedia.com<br />
    2. 2. Facebook Best Practices<br />Make your Public Profile a place filled with valuable content<br />Give your fans a reason to become fans<br />Use updates to ask questions and elicit response, not deliver press releases<br />Engage fans through creative content<br />Think of your page in terms of being for your fans, not being for your brand<br />Hypertargetwith Social Ads and with Updates<br />Give fans reasons to post content on your profile page<br />Worry less about developing a custom good application, and worry more about creating good conversation<br />Monitor conversation<br />Thank and respond to the positive<br />Respond even more diligently to the negative!<br />
    3. 3. Facebook Contests<br />Supply a Demand- Give something away that’s not easily accessibly by everyone. If you give something away people can’t get anywhere<br />Make it Viral- Utilize social media to incorporate viral elements into entering your contests. This increases the awareness and reach of your promotion. There are several ways I generally allow people to enter my contests. They include retweeting my contest on Twitter. Joining my Facebook page which grows my fan base so more people receive the content I put out and subscribing to my YouTube channel so my videos are viewed by influencers in my industry and so on. Take this even a step further by encouraging contestants to enter by submitting user generated content. Ask people to create blog and vlogentries.<br />Keep it Simple- make sure the rules and conditions of your contest are very easy and clear<br />Collect Information- Make sure you have a way to collect contact information so you have a way to reach out to contestants in the future and contact the winner<br />Have Fun!- Get creative and add fun elements to your contest! This increases the chances hype you’ll receive. The best way to do this is to ask contestants to create user generated content as mentioned above. This really engages your audience and gives them an active way to participate in your community.<br />
    4. 4. Use current fans to drive invitations to your FB page<br />FB currently has no limit on the number of fans that users can invite to a public profile<br />
    5. 5. Create Contests Often<br />Most of the time it is better to give away more things more frequently than a large grand prize less often<br />Ticket giveaways<br />Gift certificates<br />Product giveaways (for partners, advertisers)<br />
    6. 6. Effective Use of Tabs<br />Customize them and feature a different application on each tab<br />You can target social ads to hit different tabs<br />Use the settings to determine where fans and potential fans land – they can see something different<br />Custom landing pages – if we can’t do a unique landing page, then we can direct them to the boxes tab and rename it.<br />Vanity URLs<br />
    7. 7. IKEA: photo tagging genius<br />http://www.youtube.com/watch?v=0TYy_3786bo<br />
    8. 8. Budweiser asks consumers to help select which commercial to show during the big game<br />
    9. 9. Adobe<br />Adobe’s “Real or Fake” campaign included a gameon the company’s page, where users guessed whether an image was real or manipulated in Photoshop.<br />Adobe describes its results: “About 10% of our page visitors played the game and, of those who played, 6% clicked the “Share” button at the end of the game, and 6% clicked “Buy Now” at the end of the game. Due to this game and media placement, our page received over 6,000 new fans too.”<br />
    10. 10. Verizon: Incognito Contest<br />
    11. 11. Nutella<br />
    12. 12. It started with a Fan<br />
    13. 13. CM Photographics targeted their exact demographic by relationship status on Facebook<br />
    14. 14. Best Buy asked fans about their favorite Vampire movies and then put them all on sale<br />
    15. 15. IMAX:Design your own dragon<br />http://www.facebook.com/note.php?note_id=10150089657925357#!/IMAX<br />
    16. 16. Access Trips: Wildfire powered promo<br />
    17. 17.
    18. 18. Nature’s Own: Earth Day – includes email collection<br />
    19. 19. Inglesina Baby: with FB Connect<br />http://apps.facebook.com/sweepstakeshq/contests/20285?_fb_fromhash=2323ee6f189e1644e522d0219f634f90<br />
    20. 20. Flip Video Contests: No App<br />
    21. 21. Quizzes<br />
    22. 22. Daily Grommet<br />
    23. 23. Odwalla<br />
    24. 24. Bing: Ad inside Farmville<br />
    25. 25. Rita’s<br />
    26. 26. Right Guard and The Phoenix Suns<br />
    27. 27. Sacrifice a Friend<br />
    28. 28. Jamba Bucks<br />
    29. 29. Blendtec – Will it Blend?<br />Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign<br />Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout<br />Launched the website WillitBlend.com and a YouTube channel<br />http://www.youtube.com/blendtec <br />
    30. 30. Blendtec – ROI<br />Videos went viral generating “millions of dollars in brand recognition”<br />Channel Views: 3,469,098<br />Subscribers: 183,949<br />Online Blendtec blender sales increased 500% <br />The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre<br />
    31. 31. Charity: Water – From Twitter to Africa<br />September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia. <br />Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well <br />The "social media birthday" was born; asking for donations from online friends to celebrate your birthday <br />
    32. 32. Charity: Water - $250,000 raised<br />January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:<br />202 real-life meetups across the globe, hosted by volunteers<br />$250,000 USD raised at these events<br />55 wells are planned across Africa & India<br />
    33. 33. Charity: Water – Breakthrough Exposure<br />April 09: The first "well that Twitter built" is dug <br />April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support<br />Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity<br />
    34. 34. Charity: Water – Phase 2<br />Social media campaign expands:<br />Staff post Twitter updates delivering the results of donations<br />Website hosts videos of drilling progress made in Africa <br />A driller tweets live from Central African Republic <br />Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater<br />Facebook Causes page with over $61,000 donated<br />
    35. 35. Engaging with People: Starbucks asks for ideas<br />My Starbucks Idea<br />
    36. 36. People vote<br />
    37. 37. The best ideas are implemented <br />
    38. 38. T-Mobile: An emotional connection <br />The T-Mobile Dance<br />
    39. 39. 18.5M views to date<br />
    40. 40. Doing good: Pepsi Refresh Project<br />Instead of a 2010 Super Bowl ad… Pepsi decided to give money away<br />
    41. 41. $1.3M every month<br />Pepsi Refresh Project<br />
    42. 42. Based on community voting<br />
    43. 43. GAP: Extending the brandInteractive Facebook page<br />GAP Facebook Page<br />
    44. 44. Building the web audience:California Academy of Sciences<br />Facebook refers more traffic to calacademy.org than any site but search engines. ~6000 visits monthly.<br />
    45. 45. NightLife at the California Academy of Sciences<br />
    46. 46. Local businesses: Getting people in the door<br />1300onFillmore<br />
    47. 47. Crowdsourcing<br />Wikipedia<br />
    48. 48. Location-based tools<br />
    49. 49. FanAppz<br />
    50. 50. Options: Fan Appz<br />
    51. 51. Involver Free Apps<br />
    52. 52. Involver<br />
    53. 53. Involver<br />Us Magazine Slide Carousel<br />http://www.facebook.com/UsWeekly?v=info#!/UsWeekly?v=app_65777107362<br />
    54. 54. Involver<br />Clarins Landing Page: What’s New Tab<br />
    55. 55. Sara Lee: Saga Solvers<br />
    56. 56. THE TOOLS<br />Photo sharing<br />Photo sharing sites give you a place to upload and organize your photos<br />You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.<br />
    57. 57. THE TOOLS<br />Photo sharing<br />detail the launch of a new product, from initial sketches to the launch party<br />promote special events, charitable campaigns, and awards ceremonies<br />provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative<br />
    58. 58. THE TOOLS<br />Photo sharing<br />Do<br />tag your photos with relevant keywords<br />use your web site address or brand name as your Flickr screen name<br />upload quality photos of your products/services, and things related to your business<br />link prominently from your web site to your Flickr photostream<br />Don’t<br />stuff linked keywords into your photo descriptions or comments<br />plaster your URL all over the photos you upload<br />discourage people from using your photos (as long as they provide attribution such as a link back to your website)<br />
    59. 59. Video sharing<br />helps you gain exposure and direct traffic back to your website<br />sparks interest without a hard-sell <br />videos can be low-fi and cheap to produce - immediacy and content is more important than quality. <br />videos can be a place to showcase your leadership in a field, and spread customer testimonials<br />
    60. 60. Video sharing<br />Don’t<br />just upload infomercials<br />be afraid to experiment until you find a formula that works.<br />pull down other people’s videos showcasing your product for copyright infringement<br />make your video longer than it needs to be – keep it concise and entertaining<br />Do<br />be informative, useful, or entertaining<br />create a summary and detailed description<br />post video replies to others<br />allow commenting and participate in the conversation<br />save bandwidth costs on your website by hosting videos on YouTube<br />
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