Social Networking World Forum Social Media Lessons Learned Toby Beresford Nudge London


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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
  • Social Networking World Forum Social Media Lessons Learned Toby Beresford Nudge London

    1. 1. Social Media Lessons Learned Toby Beresford Nudge - Facebook Developer Garage London March 10 th , 2009
    2. 2. Lessons Learned Apps in Focus <ul><li>The Good: What works </li></ul><ul><li>The Bad: What doesn’t </li></ul><ul><li>The Ugly: Platform Issues </li></ul><ul><li>Organisational Challenges </li></ul><ul><li>Your Social Media Success Toolkit </li></ul>
    3. 3. OH HAI! <ul><li>Toby Beresford </li></ul><ul><ul><li>Commercial Director at Nudge London </li></ul></ul><ul><ul><li>15 years creating for the Web </li></ul></ul><ul><ul><li>Now a Social Network Marketing ninja </li></ul></ul><ul><ul><li>Founder Facebook Developer Garage London </li></ul></ul><ul><ul><li>Worked on campaigns for MasterCard, CNN, The RAF, Sky News, Comic Relief, BBC, </li></ul></ul><ul><li>Nudge London </li></ul><ul><ul><li>London-based Social Media Agency </li></ul></ul><ul><ul><li>We work with startups, brands and digital agencies </li></ul></ul>
    4. 4. What Works Principles <ul><li>Exist in the world of your target demographic </li></ul><ul><li>Remix your product inside engaging social games and utilities </li></ul><ul><li>Build communities that create conversation opportunities </li></ul><ul><li>Create lively features that trigger social actions </li></ul><ul><li>Format all content for sharing </li></ul><ul><li>Funnel users into deeper engagement </li></ul><ul><li>Plan and provide for user feedback </li></ul>
    5. 5. What Works Examples <ul><li>Games </li></ul><ul><ul><li>Zynga & Playfish </li></ul></ul><ul><ul><li>Bop It (Bebo) </li></ul></ul><ul><li>Sharing </li></ul><ul><ul><li>iLike </li></ul></ul><ul><ul><li>Trip Advisor: Cities I've Visited </li></ul></ul><ul><li>Poking, Friend Lists </li></ul><ul><ul><li>Top Friends </li></ul></ul><ul><ul><li>Best Crew by Far </li></ul></ul><ul><li>Friend Quiz </li></ul><ul><ul><li>Likeness, Compare People, Friend Facts </li></ul></ul><ul><li>Utilities </li></ul><ul><ul><li>Superphotos </li></ul></ul><ul><ul><li>Zoosk dating </li></ul></ul>
    6. 6. Games Zynga have the stickiness <ul><li>Texas Hold ‘em: 10.5M MAU </li></ul><ul><li>Mafia Wars: 7.9M MAU </li></ul><ul><ul><li>Fun with friends </li></ul></ul><ul><ul><li>Heavy cross-app promotion </li></ul></ul><ul><ul><li>Very viral – recruit with, compete against friends </li></ul></ul><ul><ul><li>Long term properties – high value </li></ul></ul>
    7. 7. Playfish I’m only 14 th among my friends  <ul><li>Who Has the Biggest Brain? </li></ul><ul><ul><li>4.1M MAU </li></ul></ul><ul><ul><li>Competition-oriented </li></ul></ul><ul><ul><li>Be smarter than your friends! </li></ul></ul><ul><ul><li>Big Brain Academy (Wii) version on Facebook. </li></ul></ul>
    8. 8. Playfish Geo Challenge <ul><li>“ Geo Challenge takes you on a tour around the world as you put your geography knowledge to the test! You and your friends can prove once and for all who knows the most countries, flags and cities of the world.” </li></ul><ul><li>4.6M MAU </li></ul><ul><li>Competition oriented </li></ul><ul><li>App skinnable for campaigns </li></ul><ul><ul><li>Herbal Essence skin shown in screenshot </li></ul></ul>
    9. 9. Bop It on Bebo <ul><li>Existing Bebo Fan page </li></ul><ul><li>Users asked for online, playable version </li></ul><ul><li>21K users in first month </li></ul><ul><li>Very high visibility </li></ul><ul><li>Bebo a good space for UK teen audience – games and entertainment </li></ul>
    10. 10. Social Gaming Blue Skies <ul><li>Much more engagement when playing with friends </li></ul><ul><li>Playfish – high production values </li></ul><ul><li>Zynga – large stable of in-house game apps </li></ul><ul><li>Opportunities for in-game advertising and cross-promotion </li></ul><ul><li>Future looks good for console gaming & social network crossover </li></ul>
    11. 11. Sharing iLike <ul><li>“ iLike lets you add music, playlists, and videos to your profile, dedicate songs to your friends, and see who’s going to what concerts.” </li></ul><ul><li>7.5M MAU </li></ul><ul><li>Friend recommendations are valuable </li></ul><ul><li>Small quiz competition element </li></ul><ul><li>iLike also manage Fan Pages for artists </li></ul><ul><li>In-app advertising opportunities </li></ul>
    12. 12. Sharing Cities I’ve Visited <ul><li>“ An interactive travel map to share with your friends and help them plan their trips. See your where your friends have visited.” </li></ul><ul><li>1.8M MAU </li></ul><ul><li>Available in English, French, Italian, German and Spanish </li></ul><ul><li>Drives traffic to </li></ul>
    13. 13. Poking & Friend Lists Top Friends <ul><li>Show who your top friends are on your profile </li></ul><ul><li>17.2M MAU </li></ul><ul><li>Lots of features added after stabilising initial userbase </li></ul>
    14. 14. Poking & Friend Lists Best Crew By Far <ul><li>“ Choose the mates you'd call up for an RAF mission. Invite them to take on roles from Fighter Pilot to Regiment Sniper.” </li></ul><ul><li>Short 3-month campaign </li></ul><ul><li>16K users in first 3 weeks </li></ul><ul><li>Deployed on Facebook and Bebo </li></ul><ul><li>Good outbound traffic to </li></ul><ul><li>Small investment by end-client </li></ul><ul><li>Good Viral loop, but no retention </li></ul>
    15. 15. Friend Quiz <ul><li>Friend Facts </li></ul><ul><ul><li>Simple </li></ul></ul><ul><ul><li>Low production values </li></ul></ul><ul><ul><li>Super Viral </li></ul></ul><ul><ul><li>13M MAU </li></ul></ul><ul><ul><li>1 bn questions answered </li></ul></ul>
    16. 16. Utilities Superphotos <ul><li>Print your Facebook photos on Photobox. Allow friends to make prints too </li></ul><ul><li>2K MAU </li></ul><ul><li>Valued service for existing Photobox customers </li></ul><ul><li>Good leadership by Photobox </li></ul><ul><li>First foray into platform apps – more to come! </li></ul>
    17. 17. What Doesn’t Work <ul><li>Apps in a vacuum </li></ul><ul><ul><li>- Think about your Apps in the context of your overall campaign </li></ul></ul><ul><li>Unseeded apps </li></ul><ul><ul><li>- You must spend to get the initial user base </li></ul></ul><ul><li>Fire and forget campaigns </li></ul><ul><ul><li>- Iteration is key, analyse and optimise! </li></ul></ul><ul><li>Unsocial apps </li></ul><ul><ul><li>- Don’t just make things that work on the web – make it so I can play with friends </li></ul></ul><ul><li>Risk Averse marketing departments </li></ul><ul><ul><li>- Social media is new and scary to some – but so was the Web 15 years ago </li></ul></ul>
    18. 18. The Ugly Platform Issues <ul><li>You must track change on social network platforms. </li></ul><ul><li>UI Changes </li></ul><ul><ul><li>Facebook layout update had a lot of repercussions </li></ul></ul><ul><ul><li>New MySpace profile layout </li></ul></ul><ul><li>API Changes </li></ul><ul><ul><li>Always happening in the background </li></ul></ul><ul><ul><li>At least monthly full unit testing recommended </li></ul></ul><ul><li>Bugs </li></ul><ul><li>User support </li></ul><ul><li>Come to the Facebook Developer Garage, we’ll help keep you up to date! </li></ul>
    19. 19. Organisational Issues <ul><li>Ownership </li></ul><ul><ul><li>Someone needs to take the lead and own the project </li></ul></ul><ul><ul><li>Apps will die a natural death if no one cares for them </li></ul></ul><ul><li>Education </li></ul><ul><ul><li>All stakeholders need to get the basics of social network platforms </li></ul></ul><ul><ul><li>Train your people. Get a day’s workshop for all your team. </li></ul></ul>
    20. 20. Success Toolkit <ul><li>Get a good team </li></ul><ul><ul><li>Agencies: Ready-made, experienced team </li></ul></ul><ul><ul><li>In-House </li></ul></ul><ul><ul><ul><li>Training may be required – for everyone </li></ul></ul></ul><ul><li>Plan for change </li></ul><ul><ul><li>Analyse, Optimise, Iterate. Then do it again… </li></ul></ul><ul><ul><li>Don’t be afraid of radical changes </li></ul></ul><ul><ul><li>Test with 5 real users before launch </li></ul></ul><ul><ul><li>Listen to your users – Features, Translations </li></ul></ul>
    21. 21. Success Toolkit <ul><li>Analytics </li></ul><ul><ul><li>Use the best tools you can afford </li></ul></ul><ul><ul><li>Track everything you can, from the start </li></ul></ul><ul><ul><li>Monitor KPIs daily and stay on top </li></ul></ul><ul><li>Concept and Creative </li></ul><ul><ul><li>Start with a Fan Page (“Public Profile”) </li></ul></ul><ul><ul><li>Make it simple, fun, and share-friendly </li></ul></ul><ul><ul><li>You want your message to be a conversation topic </li></ul></ul>
    22. 22. About Nudge <ul><li>Nudge is a dedicated social media agency based in Greek Street, Soho, London. </li></ul><ul><li>We specialise in running social network digital marketing campaigns. </li></ul><ul><li>Our service includes social ad buying, application design and build, and campaign analysis. </li></ul><ul><li>We can run multi-lingual social applications and fan pages on all major social networks including Facebook, MySpace, Ning and Bebo. </li></ul>
    23. 23. Contact Details Follow me on Twitter: Telephone : 020 7096 0146 Email : [email_address] Address : Nudge 23-24 Greek Street Soho, London W1D 4DZ Web :   “ dedicated social media experts” – Inside Facebook, June 2008   Recent Clients Sign up to our award winning social media update Little Nudge at