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

Anatomy of a social media campaign

Targeting your audience

Concepts

Engaging a Team

Tracking Results

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

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?

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

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

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

Facebook has been growing by 600k users every day

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

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

Fan page

New: Public Profile

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

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

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.

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

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

Gift 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!

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

Themed pins

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

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?

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

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

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

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

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.

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