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How To Run A Social Media Campaign On Facebook by Nudge London
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How To Run A Social Media Campaign On Facebook by Nudge London

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Toby Beresford's presentation on how to run a social media campaign on Facebook as given at the social networking world forum

Toby Beresford's presentation on how to run a social media campaign on Facebook as given at the social networking world forum

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  • How to run a social media campaign on Facebook • targeting your audience, good and bad concepts, engaging a team, tracking results Social media campaign lessons learned on Facebook • what has worked and what hasn’t, which publishers are getting the most traction, where the platform is heading
  • Transcript

    • 1. How to run a social media campaign on Facebook Toby Beresford Nudge - nudgelondon.com Facebook Developer Garage London www.facebookgarage.co.uk March 10 th , 2009
    • 2.
      • Anatomy of a social media campaign
      • Targeting your audience
      • Concepts
      • Engaging a Team
      • Tracking Results
      Contents
    • 3. OH HAI!
      • Toby Beresford
        • Commercial Director at Nudge London
        • 15 years creating Web Applications
        • Now a Social Network Marketing ninja
        • Worked on campaigns for MasterCard, CNN, The RAF, Sky News, Comic Relief, BBC, Last.fm
      • Nudge
        • London-based Social Media Agency
        • We work with startups, brands and digital agencies
    • 4. The story so far: Anatomy of a social media campaign
      • The Plan: Identify goals, stakeholders, and audience
        • Goals must have trackable KPIs
        • Educate stakeholders and manage expectations
        • Segment your audience and verify against demographics
      • The Concept and The Content
        • Savvy Creative Agency required
        • Key messages: Will they fit a social model?
    • 5. Great! I’ve got a campaign The Running Bit
      • The Execution
        • Test with real users
        • Deploy with room to scale
        • Analyse, Optimise, Iterate
      • The Aftermath: Stats and more stats
        • Where’s the ROI?
        • Ongoing campaigns: maintain focus and leadership
    • 6. Key Facebook Stats
      • Facebook has more than 175 million global users
      • 1 in 5 minutes on Facebook is spent on a 3 rd party Facebook App
      • There are 600,000 registered Facebook Developers
      • Facebook Apps is the 8 th biggest channel in UK by time spent
      • 2.5 million users become fans of Pages each day
      • 15 million pieces of content are shared each month
    • 7. Recent Facebook Growth
      • Facebook has been growing by 600k users every day
      Facebook has surpassed MySpace in popularity in the US
    • 8. Ready, Aim… Targeting your audience
      • Pages - aka “Public Profiles”
        • Can act as campaign hub
      • Facebook Ads & Social Ads
        • Granular demographic targeting
      • Engagement Ads
      • Viral Apps
      • Context Ads
        • Piggyback existing properties
    • 9.
      • Fan page
      Public Profiles and Pages
      • New: Public Profile
      http://www.becomeafan.com/cycling Watch the video at
    • 10. Public Profiles Integration Points
      • Status
        • Will show in Fans’ News Feeds
      • Apps
        • Tab
        • Profile Box
      • Updates
        • Pushed to Fans
      • Content
        • Video
        • Photos
        • Notes
        • Events
        • Reviews
        • Discussions
        • Apps: custom or existing
    • 11. Facebook Ads
    • 12. 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
    • 13. 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.
    • 14. 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
      • Page Ad
        • Become a Fan inline – without
        • visiting Fan Page
      • Website Ad
        • Simple clickthrough to
        • external website
      • New: Polling Ad
        • Vote, see results and Friend’s
        • votes
    • 15. Engagement Ad Examples
      • Gift Ad
      Video Ad Polling Ad
    • 16. Platform Apps Viral and otherwise
    • 17. App Integration Points
      • User Feed Stories
        • Shows on Friends’ News Feed
        • Shows on User Profile Wall tab
      • Notifications
        • Invites
        • Requests
        • Email
      • User Data
        • Can be used within application
        • Cannot be stored longer than 24 hours
      • Profile
        • Boxes: Wall and Boxes tabs
        • Custom Tab
      • And more!
    • 18. Integrated Ads
      • Themed pins
      Spotted celeb ads
    • 19. Re-brand existing apps with your personality
    • 20. Our Social Media Principles Our Social Media Principles … we were impressed with Nudge’s deep knowledge of social media platforms and their great ideas on attracting new users.”  Simon Bucks, Associate Editor, Sky News
      • Effective social media marketing creates deeper online engagement with your brand. It requires a different approach:
      • Exist in the world of your target demographic
      • Remix your product inside engaging social games and utilities
      • Build communities that create conversation opportunities
      • Create lively features that trigger social actions
      • Format all content for sharing
      • Funnel users into deeper engagement
      • Plan and provide for user feedback
    • 21. 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?
    • 22. 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
    • 23. 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
    • 24. 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
      • Analyse, Optimise, Iterate
      • Don’t be afraid of radical changes
      • Users know what they want and will ask for it. Often loudly.
      • Commitment
      • Plan to give time and attention
      • Educate all stakeholders
    • 25.
      • Nudge is a dedicated social media agency based in Greek Street, Soho, London.
      • We specialise in running social network digital marketing campaigns.
      • Our service includes social ad buying, application design and build, and campaign analysis.
      • We can run multi-lingual social applications and fan pages on all major social networks including Facebook, MySpace, Ning and Bebo.
      About Nudge
    • 26. Contact Details Follow me on Twitter: twitter.com/iskandar Telephone : 020 7096 0146 Email : [email_address] Address : Nudge 23-24 Greek Street Soho, London W1D 4DZ Web : www.nudgelondon.com   “ dedicated social media experts” – Inside Facebook, June 2008   Recent Clients Sign up to our award winning social media update Little Nudge at nudgelondon.com