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

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

Anatomy of a social media campaign
Targeting your audience
Concepts
Engaging a Team
Tracking Results
Contents

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

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?

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

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

Recent Facebook Growth
Facebook has been growing by 600k users every day
Facebook has surpassed MySpace in popularity in the US

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

Fan page
Public Profiles and Pages
New: Public Profile
http://www.becomeafan.com/cycling Watch the video at

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

Facebook Ads

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
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

Engagement Ad Examples
Gift Ad
Video Ad Polling Ad

Platform Apps Viral and otherwise

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!

Integrated Ads
Themed pins
Spotted celeb ads

Re-brand existing apps with your personality

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

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?

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

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

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

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

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

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

by Toby Beresford

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