SevenContentTypes forFacebook            John Bell | Global Managing Director                 Molly Keyes | Digital Strate...
The 7 Types ofFacebook Wall PostEngagementCommunity Managers are constantly testing new ways to engage their community. Th...
Broadcast Messages: American Express   • Broadcast messages w/shareable                                         content/co...
Application Integration: Domino’s   • Broadcast messages w/shareable                                      content/contests...
Community Messages: Hershey’s   • Broadcast messages w/shareable                                  content/contests/promoti...
Everyday Questions: Ford   • Broadcast messages w/shareable                             content/contests/promotions – driv...
User CGM Submissions: Starbucks   • Broadcast messages w/shareable                                    content/contests/pro...
Kool-Aid: Poll Questions       Poll Questions: Kool-Aid   • Broadcast messages w/shareable                                ...
Like-Gating: Wonka   • Broadcast messages w/shareable                       content/contests/promotions – drives likes,   ...
Contact:           John Bell           Global Managing Director           Email. john.bell@ogilvy.com           Blog. http...
About Social@OgilvySocial@Ogilvy is the largest social media marketing communications network in the world.Named 2011 Glob...
Social@ogilvy 7 Content Types for Facebook
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Social@ogilvy 7 Content Types for Facebook

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Quality of content in Facebook matters. There is more to publishing content than broadcasting messages. This document outlines 7 types of Facebook content to keep in your calendar.

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Social@ogilvy 7 Content Types for Facebook

  1. 1. SevenContentTypes forFacebook John Bell | Global Managing Director Molly Keyes | Digital Strategist May 2012
  2. 2. The 7 Types ofFacebook Wall PostEngagementCommunity Managers are constantly testing new ways to engage their community. That means usingdifferent post types to drive different user actions like comments, shares, likes and, even, posts. Since90% of Fb interactions happen with wall content, it’s key that we understand the different ways earnpeople’s interactions• Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click- throughs to content• Application integration - drives likes, shares, click-throughs to content/app• Community messages (e.g. Happy Chinese New Year!) – drives likes, comments• User everyday questions – drives comments and shares• User CGM solicitation - drives likes, comments and shares• Poll questions – drives shares, app interactions• Like-gating – drives likes 2
  3. 3. Broadcast Messages: American Express • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes American Express shares video from access events like Jay-Z at SXSW and the Jack White concert 3
  4. 4. Application Integration: Domino’s • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Domino’s uses rich media in wall posts driving fans to Facebook applications 4
  5. 5. Community Messages: Hershey’s • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, comments • User everyday questions – drives comments and shares • User CGM solicitation - drives likes, comments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Hershey’s makes community-wide post thanking fans for getting the brand to 3 million fans 5
  6. 6. Everyday Questions: Ford • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Ford engages fans by asking fun, everyday engagement questions soliciting comments from fans 6
  7. 7. User CGM Submissions: Starbucks • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community messages (e.g. Happy New Year!) – drives likes, shares and com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares • Like-gating – drives likes Starbucks asks fans to share their “Everylove” story through video submissions 7
  8. 8. Kool-Aid: Poll Questions Poll Questions: Kool-Aid • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Kool-Aid uses Facebook Polls for both brand trivia and to gauge fan behavior 8
  9. 9. Like-Gating: Wonka • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Wonka uses directed posts to drive fan “Likes” 9
  10. 10. Contact: John Bell Global Managing Director Email. john.bell@ogilvy.com Blog. http://johnbell.typepad.com Twitter. @jbell99 Molly Keyes Digital Strategist Email. Molly.keyes@ogilvy.com Twitter. @Mollykeyes 10
  11. 11. About Social@OgilvySocial@Ogilvy is the largest social media marketing communications network in the world.Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, thepractice leverages social media expertise across all Ogilvy & Mather disciplines, offering anextensive list of services within the foundational business solutions – Listening andAnalytics; Social Business Solutions; Social Media Marketing and Communications; SocialShopping; Social CRM; Social Care; and Conversation Impact.For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy 11
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