Social Media Lessons Learned Toby Beresford Nudge - nudgelondon.com Facebook Developer Garage London www.facebookgarage.co.uk March 10 th , 2009

Lessons Learned Apps in Focus The Good: What works The Bad: What doesn’t The Ugly: Platform Issues Organisational Challenges Your Social Media Success Toolkit

The Good: What works

The Bad: What doesn’t

The Ugly: Platform Issues

Organisational Challenges

Your Social Media Success Toolkit

OH HAI! Toby Beresford Commercial Director at Nudge London 15 years creating for the Web Now a Social Network Marketing ninja Founder Facebook Developer Garage London Worked on campaigns for MasterCard, CNN, The RAF, Sky News, Comic Relief, BBC, Last.fm Nudge London London-based Social Media Agency We work with startups, brands and digital agencies

Toby Beresford

Commercial Director at Nudge London

15 years creating for the Web

Now a Social Network Marketing ninja

Founder Facebook Developer Garage London

Worked on campaigns for MasterCard, CNN, The RAF, Sky News, Comic Relief, BBC, Last.fm

Nudge London

London-based Social Media Agency

We work with startups, brands and digital agencies

What Works Principles 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

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

What Works Examples Games Zynga & Playfish Bop It (Bebo) Sharing iLike Trip Advisor: Cities I've Visited Poking, Friend Lists Top Friends Best Crew by Far Friend Quiz Likeness, Compare People, Friend Facts Utilities Superphotos Zoosk dating

Games

Zynga & Playfish

Bop It (Bebo)

Sharing

iLike

Trip Advisor: Cities I've Visited

Poking, Friend Lists

Top Friends

Best Crew by Far

Friend Quiz

Likeness, Compare People, Friend Facts

Utilities

Superphotos

Zoosk dating

Games Zynga have the stickiness Texas Hold ‘em: 10.5M MAU Mafia Wars: 7.9M MAU Fun with friends Heavy cross-app promotion Very viral – recruit with, compete against friends Long term properties – high value

Texas Hold ‘em: 10.5M MAU

Mafia Wars: 7.9M MAU

Fun with friends

Heavy cross-app promotion

Very viral – recruit with, compete against friends

Long term properties – high value

Playfish I’m only 14 th among my friends  Who Has the Biggest Brain? 4.1M MAU Competition-oriented Be smarter than your friends! Big Brain Academy (Wii) version on Facebook.

Who Has the Biggest Brain?

4.1M MAU

Competition-oriented

Be smarter than your friends!

Big Brain Academy (Wii) version on Facebook.

Playfish Geo Challenge “ 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.” 4.6M MAU Competition oriented App skinnable for campaigns Herbal Essence skin shown in screenshot

“ 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.”

4.6M MAU

Competition oriented

App skinnable for campaigns

Herbal Essence skin shown in screenshot

Bop It on Bebo Existing Bebo Fan page Users asked for online, playable version 21K users in first month Very high visibility Bebo a good space for UK teen audience – games and entertainment

Existing Bebo Fan page

Users asked for online, playable version

21K users in first month

Very high visibility

Bebo a good space for UK teen audience – games and entertainment

Social Gaming Blue Skies Much more engagement when playing with friends Playfish – high production values Zynga – large stable of in-house game apps Opportunities for in-game advertising and cross-promotion Future looks good for console gaming & social network crossover

Much more engagement when playing with friends

Playfish – high production values

Zynga – large stable of in-house game apps

Opportunities for in-game advertising and cross-promotion

Future looks good for console gaming & social network crossover

Sharing iLike “ iLike lets you add music, playlists, and videos to your profile, dedicate songs to your friends, and see who’s going to what concerts.” 7.5M MAU Friend recommendations are valuable Small quiz competition element iLike also manage Fan Pages for artists In-app advertising opportunities

“ iLike lets you add music, playlists, and videos to your profile, dedicate songs to your friends, and see who’s going to what concerts.”

7.5M MAU

Friend recommendations are valuable

Small quiz competition element

iLike also manage Fan Pages for artists

In-app advertising opportunities

Sharing Cities I’ve Visited “ An interactive travel map to share with your friends and help them plan their trips. See your where your friends have visited.” 1.8M MAU Available in English, French, Italian, German and Spanish Drives traffic to TripAdvisor.com

“ An interactive travel map to share with your friends and help them plan their trips. See your where your friends have visited.”

1.8M MAU

Available in English, French, Italian, German and Spanish

Drives traffic to TripAdvisor.com

Poking & Friend Lists Top Friends Show who your top friends are on your profile 17.2M MAU Lots of features added after stabilising initial userbase

Show who your top friends are on your profile

17.2M MAU

Lots of features added after stabilising initial userbase

Poking & Friend Lists Best Crew By Far “ Choose the mates you'd call up for an RAF mission. Invite them to take on roles from Fighter Pilot to Regiment Sniper.” Short 3-month campaign 16K users in first 3 weeks Deployed on Facebook and Bebo Good outbound traffic to rafcareers.com Small investment by end-client Good Viral loop, but no retention

“ Choose the mates you'd call up for an RAF mission. Invite them to take on roles from Fighter Pilot to Regiment Sniper.”

Short 3-month campaign

16K users in first 3 weeks

Deployed on Facebook and Bebo

Good outbound traffic to rafcareers.com

Small investment by end-client

Good Viral loop, but no retention

Friend Quiz Friend Facts Simple Low production values Super Viral 13M MAU 1 bn questions answered

Friend Facts

Simple

Low production values

Super Viral

13M MAU

1 bn questions answered

Utilities Superphotos Print your Facebook photos on Photobox. Allow friends to make prints too 2K MAU Valued service for existing Photobox customers Good leadership by Photobox First foray into platform apps – more to come!

Print your Facebook photos on Photobox. Allow friends to make prints too

2K MAU

Valued service for existing Photobox customers

Good leadership by Photobox

First foray into platform apps – more to come!

What Doesn’t Work Apps in a vacuum - Think about your Apps in the context of your overall campaign Unseeded apps - You must spend to get the initial user base Fire and forget campaigns - Iteration is key, analyse and optimise! Unsocial apps - Don’t just make things that work on the web – make it so I can play with friends Risk Averse marketing departments - Social media is new and scary to some – but so was the Web 15 years ago

Apps in a vacuum

- Think about your Apps in the context of your overall campaign

Unseeded apps

- You must spend to get the initial user base

Fire and forget campaigns

- Iteration is key, analyse and optimise!

Unsocial apps

- Don’t just make things that work on the web – make it so I can play with friends

Risk Averse marketing departments

- Social media is new and scary to some – but so was the Web 15 years ago

The Ugly Platform Issues You must track change on social network platforms. UI Changes Facebook layout update had a lot of repercussions New MySpace profile layout API Changes Always happening in the background At least monthly full unit testing recommended Bugs User support Come to the Facebook Developer Garage, we’ll help keep you up to date!

You must track change on social network platforms.

UI Changes

Facebook layout update had a lot of repercussions

New MySpace profile layout

API Changes

Always happening in the background

At least monthly full unit testing recommended

Bugs

User support

Come to the Facebook Developer Garage, we’ll help keep you up to date!

Organisational Issues Ownership Someone needs to take the lead and own the project Apps will die a natural death if no one cares for them Education All stakeholders need to get the basics of social network platforms Train your people. Get a day’s workshop for all your team.

Ownership

Someone needs to take the lead and own the project

Apps will die a natural death if no one cares for them

Education

All stakeholders need to get the basics of social network platforms

Train your people. Get a day’s workshop for all your team.

Success Toolkit Get a good team Agencies: Ready-made, experienced team In-House Training may be required – for everyone Plan for change Analyse, Optimise, Iterate. Then do it again… Don’t be afraid of radical changes Test with 5 real users before launch Listen to your users – Features, Translations

Get a good team

Agencies: Ready-made, experienced team

In-House

Training may be required – for everyone

Plan for change

Analyse, Optimise, Iterate. Then do it again…

Don’t be afraid of radical changes

Test with 5 real users before launch

Listen to your users – Features, Translations

Success Toolkit Analytics Use the best tools you can afford Track everything you can, from the start Monitor KPIs daily and stay on top Concept and Creative Start with a Fan Page (“Public Profile”) Make it simple, fun, and share-friendly You want your message to be a conversation topic

Analytics

Use the best tools you can afford

Track everything you can, from the start

Monitor KPIs daily and stay on top

Concept and Creative

Start with a Fan Page (“Public Profile”)

Make it simple, fun, and share-friendly

You want your message to be a conversation topic

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.

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/tobyberesford 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