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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


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


  • 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
  • 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