TEN BESTPRACTICES FORBOOSTINGENGAGEMENTWITH FACEBOOKSOCIAL APPS
www.friend2friend.com February 2013 Page | 2WHAT IS ENGAGEMENT?In 2006 the Advertising Research Foundation (ARF) defined “...
www.friend2friend.com February 2013 Page | 3TYPES OF SOCIAL ENGAGEMENT APPSThe type of Social Engagement App you choose — ...
www.friend2friend.com February 2013 Page | 4The details behind Facebook’s EdgeRank algorithm areproprietary, but it is gen...
www.friend2friend.com February 2013 Page | 5HOW SOCIAL APPS IMPACT ENGAGEMENT ON FACEBOOKSocial networks are by their natu...
www.friend2friend.com February 2013 Page | 6BEST PRACTICES FOR BOOSTING ENGAGEMENT ON FACEBOOK WITH SOCIAL APPSThe next pa...
www.friend2friend.com February 2013 Page | 71. ENGAGE FANS WITH INTERESTING, ENTERTAINING CONTENTSimply asking for a “like...
www.friend2friend.com February 2013 Page | 8OUTSIDE MAGAZINE: “SO THERE I WAS” STORYTELLING APPOutside Magazine’s 2012 “So...
www.friend2friend.com February 2013 Page | 9VISIT NORWAY USA: DAILY CHALLENGE QUIZ APPVisit Norway USA’s “Daily Challenge ...
www.friend2friend.com February 2013 Page | 10POLARTEC: “MADE POSSIBLE” 2012 OUTDOOR COLLEGE CLUB APPThe Polartec Made Poss...
www.friend2friend.com February 2013 Page | 112. SHARE THE EXPERIENCEPeople typically trust a friend’srecommendation more t...
www.friend2friend.com February 2013 Page | 12VISIT CAYMAN ISLANDS: “DISCOVER THE CAYMAN ISLANDS” APPThe Discover Cayman ap...
www.friend2friend.com February 2013 Page | 13UNIVERSAL PICTURES: “PITCH PERFECT” SOCIAL EVENT APPUniversal Pictures gave f...
www.friend2friend.com February 2013 Page | 14LAY’S POTATO CHIPS: “CHRISTMAS TREE” PHOTO SHARING APPLay’s Spain brought the...
www.friend2friend.com February 2013 Page | 153. PROMOTE THE CAMPAIGNEven perfectly designed social apps can’t be left alon...
www.friend2friend.com February 2013 Page | 16SMARTWOOL: “SHARE THE JOY” HOLIDAY GIFT GIVING APPSmartWool’s “Share The Joy”...
www.friend2friend.com February 2013 Page | 17NICKELODEON: “KIDS’ CHOICE AWARDS” 2012 SOCIAL VOTING APPThe Friend2Friend So...
www.friend2friend.com February 2013 Page | 18OUTSIDE MAGAZINE: “BEST TOWN EVER” 2011 AND 2012Outside Magazine’s Best Town ...
www.friend2friend.com February 2013 Page | 19ABOUT FRIEND2FRIENDFriend2Friend is a global social media technology and solu...
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Friend2 friend how to boost engagement with a social app final

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This White Paper highlights three overarching principles for boosting brand engagement on Facebook, drilling down to 10 specific best practices. It uses specific examples, with concrete and actionable ideas, that have been taken from Social Engagement Apps built and deployed for Friend2Friend clients.

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Friend2 friend how to boost engagement with a social app final

  1. 1. TEN BESTPRACTICES FORBOOSTINGENGAGEMENTWITH FACEBOOKSOCIAL APPS
  2. 2. www.friend2friend.com February 2013 Page | 2WHAT IS ENGAGEMENT?In 2006 the Advertising Research Foundation (ARF) defined “engagement” as turning on a prospect to abrand idea enhanced by the surrounding context.1The ARF, with the hopes of turning an emergingbuzzword into a measurable standard, created an inclusive definition that would not restrict but insteadembrace engagement’s potential within the marketing industry.At its essence, the ARF’s definition of engagement told us that any prospectivecustomer, if met in the right conditions, could become attached to a brand.Engagement at its best opens up the potential of a shared and “human” social experience between a brandand its consumers.This White Paper looks at the Best Practices you should consider when designing and planning abranded Facebook Social Engagement App. It offers concrete examples of social engagement boostedby the deployment of innovative branded Social Engagement Apps for Friend2Friend clients.WHAT IS A FACEBOOK SOCIAL ENGAGEMENT APP?Every Facebook brand page has a series of “tiles”underneath the main cover photo. Those tiles might link todefault sections, such as Photos or Events, or they mightlink to integrated social experiences installed and deployedby the brand’s Facebook page administrator. Theseexperiences are what we call Facebook SocialEngagement Apps, and they offer brands the ability tobuild an integrated, branded experience withinFacebook.These apps can remain on the Facebook pagepermanently, or for the duration of a specific marketingpush. Because they can remain in a permanent positionon the page, unlike posts or other News Feed items,page owners can invite fans to visit the app to kick offsocial conversations, and they can weave that invitationinto all marketing channels.1Creamer, Matthew. "ARF REVEALS WORKING DEFINITION OF ENGAGEMENT." Ad Age. Crain Communications, 21 Mar. 2006.
  3. 3. www.friend2friend.com February 2013 Page | 3TYPES OF SOCIAL ENGAGEMENT APPSThe type of Social Engagement App you choose — from simple content pages to complex integratedactivities such as games, quizzes, sweepstakes, contests, and live-streaming events — will depend, like allother marketing decisions, on your marketing goals and your budget.Whatever you choose to do, a successful Social Engagement App — one that measurably impactsFacebook engagement and the viral “word-of-mouth” reach of your brand’s message — should followcertain best practices. Simply re-purposing a Website page will limit the chances of social engagementsuccess.When marketing on social, you need to remember that Facebook isn’t a broadcasting service. It’s a socialcommunity. It’s about connecting people together. And for brands, it’s about forging connections betweenbrands and those people.Successful Social Engagement Apps should respect the social context, the mindset of the Facebookconsumer, and take advantage of the sophisticated pathways and mechanisms that Facebook offers tobrands and developers to ‘spread the word’ on Facebook in a naturally social way. Because the majority ofactivity on Facebook happens in the News Feed, success depends on how impressions and stories aregenerated by the app on the News Feed and how those impressions and stories increase a brand’s PTATmetric (People Talking About This).CAPTURING ATTENTION IN THE FACEBOOK NEWS FEEDToday, the average Facebook user around 300 friends2, adding up to over 140 billion total friend connectionson Facebook worldwide.2Facebook users also have an increasing number of brands as friends too — onaverage 29 per Facebook user.3Therefore, to avoid the potentially long and cluttered News Feed that wouldresult if every post from every friend and brand were shown, Facebook determines the content most likely tobe interesting, and filters to that content. Using their “EdgeRank” algorithm, Facebook controls what postsshow up in the News Feed. EdgeRank results in only about 16% of all posted content actually appearing in afan’s News Feed.2Facebook, “One billion – key metrics,” http://newsroom.fb.com/download-media/4223AdWeek “People have more brands as fans than ever on Facebook,” January 16, 2013
  4. 4. www.friend2friend.com February 2013 Page | 4The details behind Facebook’s EdgeRank algorithm areproprietary, but it is generally known that brand content is morelikely to surface if:• A fan has previously “Liked” content from that brandsource;• A fan has interacted with similar posts from that brandsource in the past; and• Other fans are interacting positively with posts from thatbrand source.Because EdgeRank filters content, it’s critical for brandsto keep up a regular stream of interesting, engaging, anddiverse content in their News Feed. The more interesting thecontent, the more likely it is to be engaged with, and thus themore likely it is to fare well in the EdgeRank algorithm.In March 2013, Facebook announced a redesign of the NewsFeed3. This redesign put the focus even more on content.With the new News Feed layout, all content is becoming morevibrant, including stories from Pages and brands. The designaims to encourage users to spend more time in the News Feed,so encouraging more engagement. Page posts, ads andsponsored stories become more visual. The redesign meanscreative, engaging content is even more important!Creating engaging content can, however, be challenging. Itrequires creativity. Every day!This is where Social Engagement Apps become incrediblyuseful. They can give brands a permanent and entertainingplace to start conversations, and help populate fans’ News Feedby offering:• A source of engaging fan-submitted content that brandscan use to spice up posts;• An opportunity to invite fans to in a “call to action”;• Something new to talk about every day — particularlywhen the app changes its content daily in the form ofquestions or challenges for fans.3Facebook site: https://www.facebook.com/about/newsfeedFigure 1 Social Engagement Apps give brandsopportunities for "calls to action" in the News FeedFigure 2 Social Engagement Apps can givebrands something new to post every day
  5. 5. www.friend2friend.com February 2013 Page | 5HOW SOCIAL APPS IMPACT ENGAGEMENT ON FACEBOOKSocial networks are by their nature highly personal; users choosewhich ones to join, which ones to visit, and who to befriend.Social Engagement Apps, at their best, are simply a natural part ofthe social network experience.Once a user makes the choice to participate in a branded activitythrough a social engagement app, their friends see the activity ontheir News Feed and receive it as an endorsement from a friendrather than an advertisement from a brand. That message isspread through shares, invitations, and notifications, creatingrapid growth for applications and high levels of user engagement.All this activity directly impact’s a brand’s“PTAT” on Facebook.App engagement activity is accomplished by generating whatFacebook calls “stories,” created when a user “likes” a page,comments on a post, shares a photo, and much more. Friendssee these stories in the Timeline, News Feed, and Ticker.Friend2Friend’s branded Social Engagement Apps on averagegenerate more stories compared to posts on their respectiveFacebook pages. We have seen that an impression from aFriend2Friend social app on average is over 7 times more likelyto generate a story than a brand’s post on their Facebookpage4.Social apps engage, entertain, and invite user in waysFacebook pages and other forms of online media cannot.When properly designed and promoted, they draw in the rightusers and their friends. In addition, they encourage repetitiveuse, helping a brand build lasting relationships.A well-managed social brand manages their Facebook fansmuch as they manage their email lists — nurturing long-termrelationships by offering regular, targeted and interesting news,information, product offers, and other branded content. SocialEngagement Apps can also become an important tool toaccomplish that marketing goal.4Friend2Friend internal dataFriend2Friend app-generated impressionsare over 7 times morelikely to generate a NewsFeed story thanimpressions fromFacebook page posts40  2000  4000  Daily  PTAT  Pre-­‐Campaign  Daily  PTAT  In-­‐Campaign  Figure 3 Impact on PTAT of the Outside Magazine "BestTown Ever 2012" Facebook App0  500  1000  1500  2000  Daily  PTAT  Pre-­‐Campaign  Daily  PTAT  In-­‐Campaign  Figure 4 Impact on PTAT of the Visit Norway USA "DailyChallenge 2012" Facebook App
  6. 6. www.friend2friend.com February 2013 Page | 6BEST PRACTICES FOR BOOSTING ENGAGEMENT ON FACEBOOK WITH SOCIAL APPSThe next pages will highlight three overarching principles for boosting brand engagement on Facebook,using specific examples with concrete and actionable ideas that have been taken from Social EngagementApps built and deployed for Friend2Friend clients.To see more details on each campaign, along with screenshots, go to http://www.friend2friend.com/clients.Finally, contact us if you wish to receive more detailed individual campaign case studies.1. Engage Fans with Interesting, Entertaining Content................................................7  Outside Magazine: “So There I Was” Storytelling App .......................................................................8  #1: Leverage fan-submitted and fan-created content......................................................................8  #2: Look for a way to connect on an emotional level with your fanbase .........................................8  Visit Norway USA: Daily Challenge Quiz App.......................................................................................9  #3 Keep app content fresh — with something new every day.........................................................9  Polartec: “Made Possible” 2012 Outdoor College Club App............................................................10  #4 Get fans invested in the campaign’s outcome..........................................................................10  2. Share The Experience ..............................................................................................11  Visit Cayman Islands: “Discover the Cayman Islands” App.............................................................12  #5: Encourage fans to share a personal experience ......................................................................12  Universal Pictures: “Pitch Perfect” Social Event App.......................................................................13  #6: Leverage real world events that fans can share with friends ...................................................13  Lay’s Potato Chips: “Christmas Tree” Photo Sharing App...............................................................14  #7: Give fans something fun and easy to share with friends..........................................................14  3. Promote The Campaign............................................................................................15  SmartWool: “Share the Joy” Holiday Gift Giving App .......................................................................16  #8 Promote the social app with a mobile-friendly URL link ...........................................................16  Nickelodeon: “Kids’ Choice Awards” 2012 Social Voting App.........................................................17  #9 Amplify an app’s reach through social syndication...................................................................17  Outside Magazine: “Best Town Ever” 2011 and 2012 .......................................................................18  #10: Involve sponsor partners and businesses in an app’s promotion..........................................18  
  7. 7. www.friend2friend.com February 2013 Page | 71. ENGAGE FANS WITH INTERESTING, ENTERTAINING CONTENTSimply asking for a “like” is not enoughfor brands who want to get seriousabout their relationship with their fans.Just as there’s a difference betweenacquaintances and friends, there’s adifference between brands we like andbrands we love.The brands we love bring value into our lives. They entice us with beautifulcontent. They give us something to think about. They connect with us on apersonal level, reflect our lifestyle choices, and allow us to share thatreflection with our friends.Below are examples of Social Engagement Apps that used interesting,engaging content to encourage fans to share their brand love with friends.Social Apps with interestingcontent engage fans longer — In2012, the average visit durationon a Friend2Friend socialengagement app was twominutes
  8. 8. www.friend2friend.com February 2013 Page | 8OUTSIDE MAGAZINE: “SO THERE I WAS” STORYTELLING APPOutside Magazine’s 2012 “So There I Was” social storytelling App enabled fans to share stories and imagesof their greatest outdoor adventures. Fans could also like and comment on any story submitted by otherfans, and share it with their friends.#1: LEVERAGE FAN-SUBMITTED AND FAN-CREATED CONTENTA fan-created story about a brand becomes an authentic and trustworthymessage that friends notice and remember in a way that a brand-createdstory rarely can. So to ensure you unlock the stories your fans have totell about brand, give your app a space for user-created content.Having a fan-created content portion of an app also contributes to longervisit times. In 2012, the average visit duration on a Friend2Friend socialapp is two minutes.5In the Outside “So There I Was” app, participationwas significantly higher — 4 minutes and 19 seconds — primarily due tothe engaging nature of the content.Finally, fan-created content gives the brand a nice repository of content they can share on their News Feedat a later date. Fan content is commonly more authentic and entertaining than brand-created content.#2: LOOK FOR A WAY TO CONNECT ON AN EMOTIONAL LEVEL WITH YOUR FANBASEThe “So There I Was” app also tapped into Outside’s mission about promoting outdoor life and its fans’desire to share their personal tales of adventure. Starting with the name of the app — “So There I Was” — aphrase that implies the beginning of a story — Outside encouraged fans to tell their own adventure tales.Each story got its own space in the app and was shareable across Facebook, Twitter, and Pinterest.5Friend2Friend internal dataStory submissionswere featured on thefront page of the AppEntries were shared bothon Facebook, and onother networks, such asTwitter and Pinterest“So There I Was”average visitduration: 4 minutesand 19 seconds
  9. 9. www.friend2friend.com February 2013 Page | 9VISIT NORWAY USA: DAILY CHALLENGE QUIZ APPVisit Norway USA’s “Daily Challenge Quiz” app offered its fans a month and a half of Norway trivia,accompanied by beautiful images. Fans could answer a new question a day, and be entered for a chance towin sponsor-supplied daily prizes, with a grand prize trip to Norway as the ultimate win.#3 KEEP APP CONTENT FRESH — WITH SOMETHING NEW EVERY DAYKeeping fans returning every day with something new is a criticalcomponent of a successful engagement app. By combining the elementof the unexpected with a daily question and a concrete connection withbeautiful imagery of Norway surrounding the campaign, the DailyChallenge Quiz became a deeply engaging experience. 56% of app trafficwas return visits. Fans were intrigued by the daily question, and attractedby the possibility of winning daily prizes and a trip to Norway.“When the Daily Challenge Quiz ended, fans said they missed it and that itwas something they had looked forward to every day,” said Friend2Friendclient Visit Norway USA in Eye for Travel, February 2013The Daily Challenge Quiz app didn’t just offer a couple of amazing prizes, which would have already been astrong enough pull for many fans; every day it added a new set of facts and images to each fan’s NewsFeed, enriching their Facebook experience with something worth remembering and sharing.Interesting newchallengequestions wererevealed every day,encouraging repeatvisitsDaily posts keptfans coming back –and talking.Daily ChallengeQuiz App increaseddaily “PTAT” by1,101% while theApp was running
  10. 10. www.friend2friend.com February 2013 Page | 10POLARTEC: “MADE POSSIBLE” 2012 OUTDOOR COLLEGE CLUB APPThe Polartec Made Possible 2012 app allowed Facebook fans to vote every day on the best outdoor collegeclub proposal in the United States, with the winning club receiving $10,000. The app also featured a videoand comments section for the four finalists, driving conversations about the contest and the contestants.#4 GET FANS INVESTED IN THE CAMPAIGN’S OUTCOMEThis Polartec app’s success — with over 20,000 votes — was driven by the campaign’s personal nature:The winning college would actually receive fund grants. Each finalist college club encouraged supportersfrom their respective colleges for a massive recurring turnout: over 57%of all app visits were returning visits. The emotional connection to thefans’ alma maters, the intimacy with which voters got to know the finaliststhrough the videos, and each finalist club’s investment in getting the mostvotes ensured that four very different social groups from four verydifferent colleges would be exposed to the Polartec brand.Your brand social apps will be at their most engaging, like this one, whenthey give fans control over the outcome of a campaign. The PolartecMade Possible 2012 app tapped into each college’s desire to be the bestand got the most out of a specific type of social group. Your social app can be virally shared by tapping intothe social groups your fans belong to, be they a college, hometown, sports team, interest, favorite celebrityor any other affiliations relevant to your brand.Each competingcollege submitted avideo to promote theirparticular college clubEach collegemobilized theirmembers toparticipate andvote57.31% of all trafficto the Polartec“Made Possible”app were returnvisits
  11. 11. www.friend2friend.com February 2013 Page | 112. SHARE THE EXPERIENCEPeople typically trust a friend’srecommendation more than a brandmessage or advertisement. According toa 2012 Nielsen survey, 92% of globalconsumers trust recommendations fromfriends, as opposed to 36% trusting ads inonline social networks.5Earned media,because of the personal connection, istherefore extremely valuable.Social apps are at their best when they get fans to generate those earnedstories. This section includes examples of social apps built for Friend2Friendclients that enabled sharing of branded experiences by generating stories outof fan activity. Despite being simple and easy to use, they still encouragedfans to participate and engage with the branded content in a way that couldbe shared with friends.5Nielsen, “Nielsen: Global Consumers’ Trust In ‘Earned’ Advertising Grows In Importance,” http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.htmlSocial Engagement Apps cangenerate more stories thanFacebook page posts. In2012, Friend2Friend apps, onaverage, generated 7.4 timesmore stories per impressionthan their respective brandFacebook page posts
  12. 12. www.friend2friend.com February 2013 Page | 12VISIT CAYMAN ISLANDS: “DISCOVER THE CAYMAN ISLANDS” APPThe Discover Cayman app from the Visit Cayman Islands tourism agency offered its Facebook fans a chanceto win a dream trip to the Cayman Islands, but not before discovering their preferred vacation activities anddrawing out stories about their best memories or desires.#5: ENCOURAGE FANS TO SHARE A PERSONAL EXPERIENCEBefore fans entered the Cayman Islands sweepstakes theyhad to pick their personal ideal travel experience — diving,family, romance, epicurean, or nature. Once fans wereprimed to imagine their Cayman Islands vacation, they werethen prompted to add comments about their favoriteCayman Islands memories, or what they would love to do.These experience selections were crafted as Open GraphActions that automatically popped up on friends of fans’News Feeds with every daily entry.The app quickly spread across the Facebook social network with an average of 1.51 stories generated pervisitor within a two-month span. From this viral campaign, the Visit Cayman Islands Facebook pages saw a552% rise in daily page likes.But scrolling down a News Feed, a generic “Like” doesn’t catch the eye as well as a unique action about anexperience that a fan will share with a friend. Seeing a friend “Like” a travel page isn’t as interesting as seeingtheir ideal travel plans. Similarly, it’s not enough to simply rely on native Facebook actions such as“comments,” “shares,” or “check ins.” You social app will generate more stories — and more engaging ones,too — if they also include comments from a fan with a personal experience or memory.Fans commented on eachexperience with their travel ideasand memories; each sharedmemory appeared in their NewsFeed for friends to read.Fans picked theirpreferred travelexperience, shareablewith their friends1.51 Facebook “stories”were generated per visitor inthe Discover Cayman app
  13. 13. www.friend2friend.com February 2013 Page | 13UNIVERSAL PICTURES: “PITCH PERFECT” SOCIAL EVENT APPUniversal Pictures gave fans of the 2012 film Pitch Perfect a frictionless event-planning experience for theirfriends. The Pitch Perfect Evening social app let fans create branded Facebook Events for movie show times,crafted with messages from the brand. Then, they invited their friends to the event. Everyone whoparticipated had a chance to win a grand prize.#6: LEVERAGE REAL WORLD EVENTS THAT FANS CAN SHARE WITH FRIENDSThe Pitch Perfect app turned movie show times into realFacebook Events where friends of fans were exposed to moviesthrough a fan’s invite. A real-world social experience — going tothe movies — was facilitated by this social app. The appcombined aspects of a movie night — the friends, the movieshow time, going to dinner, meeting for cocktails — and thePitch Perfect theme – and added them to a personalizedFacebook Event. An average of 5 Facebook friends were invitedfor every Facebook Event created in the app.Your social app can be shared based on what your fans do in the real world. Social media, after all, is at itsbest when it supplements our real lives. Like a movie studio creating social events out of movie show times,your social apps should express the life your fans are living. If your fans can make a connection to your brandin their “real” lives, that connection becomes a great theme for a social app.Fans created theirFacebook Events forlocal movie showtimes with theirfriends.Facebook Eventswere personalizedwith brandedmessages andcreative from themovie.An average of 5 Facebookfriends were invited for eachPitch Perfect Facebookevent created
  14. 14. www.friend2friend.com February 2013 Page | 14LAY’S POTATO CHIPS: “CHRISTMAS TREE” PHOTO SHARING APPLay’s Spain brought the holiday cheer to its fans with the Lay’s Christmas Tree app, allowing fans to createtheir own Christmas trees decorated with pictures of their friends and family as ornaments; the pictures wereeither pulled from their friends’ profile pictures or from their own personal photos.#7: GIVE FANS SOMETHING FUN AND EASY TO SHARE WITH FRIENDSThe Lay’s Christmas app wasn’t just a fun place to paste yourfriends’ photos; it was an inherently shareable experience thatnotified every friend involved.The Christmas tree was created using photos on Facebook, andthen directly sent to friends via email or Facebook. Thosenotifications garnered an impressive 20% CTR. Fans weredelighted to be included on a friend’s Christmas tree, and thataction helped share the brand name through this friendly socialaction.A brand social app’s reach doesn’t have to be limited to its own fans. In fact, it shouldn’t. If a social appreally is going to be social, it should include the fan’s friends or, at the very least, take the experience tothem.Every Lay’s Christmas treewas personalized withfriends’ profile picturesFans were able toquickly Christmastrees to friendsincluded on theirtree, includingthrough their mobileNews Feed6.9 Facebook notificationswere sent for every Lay’sChristmas Tree created;notifications had 20% CTR
  15. 15. www.friend2friend.com February 2013 Page | 153. PROMOTE THE CAMPAIGNEven perfectly designed social apps can’t be left alone to fend forthemselves. The most successful apps reach the widest audience possiblewhen all of a brand’s marketing channels are utilized – and not just Facebook.Going beyond owned media, such as posts from your Facebook pages, toinclude partner brand Facebook pages, email lists, web sites, press releasesand QR codes, will considerably improve results.For paid media, the most common tool is a Facebook media buy withFacebook ads that can target specific locations, demographics, and interests,reaching potential fans who are highly likely to become app users and, withtheir engagement, promoters of your brand to your friends.Finally, with consumers becoming increasingly mobile-first, the importance ofincluding a mobile-friendly link6to your app in all your promotions is critical.6Read more about promoting across devices and channels here: http://www.friend2friend.com/solutions/desktop-mobile-tablet/
  16. 16. www.friend2friend.com February 2013 Page | 16SMARTWOOL: “SHARE THE JOY” HOLIDAY GIFT GIVING APPSmartWool’s “Share The Joy” app enabled fans to enter for the chance to win a daily holiday prize, so longas they included their friends in their entries. Friends received messages from the app, letting them knowtheir friends had entered them for a chance to win cool holiday SmartWool gear. New gifts were given awayevery day leading up to Christmas, keeping fans coming back for more.#8 PROMOTE THE SOCIAL APP WITH A MOBILE-FRIENDLY URL LINKThe Share the Joy app would not have been successful ifSmartWool had not promoted it with a mobile-friendlycampaign “SmartLink.” Fans who clicked on the SmartLinkwere directed either to the mobile version or the desktopversion, depending on their device. We’ve seen far too manycampaigns use the direct Facebook app URL that leads to ablank error page for mobile users7. By using the SmartLink inall its promotions, SmartWool ensured that anyone from anydevice could enter the sweepstakes.“We felt mobile was critical,” said Friend2Friend client SmartWool in AdExchanger, February 2013 . “Our fansand enthusiasts are avid outdoor consumers. Whatever we do had to be optimized for mobile phones; thereis no question…As we go forward, the conversation we now have internally is ‘do we design something to bemobile first and web second? The thinking is that you design it for the web and then optimize it for the phone.But we’re reconsidering this and thinking about optimizing for mobile first.”Before you promote your app, test it against every type of device – desktop, laptop, tablet, and smartphone— and test every link created by the app. Today’s users access Facebook, and the rest of the Internet, fromall types of devices. Ensure that users can use your social app, regardless of where they come from.7How Top Brands are failing their Facebook fans on mobile: Friend2Friend blog, November 2013http://www.friend2friend.com/2012/11/17/how-top-brands-are-failing-their-facebook-fans-on-mobile/Fans picked friends toparticipate in a dailygiveaway.When entries wereshared, the resultinglinks were mobile-friendly so worked inthe mobile News Feedtoo32% of all entries to theSmartWool “Share the Joyapp were from mobiledevices.The app wasperfectlyoptimized formobileplatforms
  17. 17. www.friend2friend.com February 2013 Page | 17NICKELODEON: “KIDS’ CHOICE AWARDS” 2012 SOCIAL VOTING APPThe Friend2Friend Social Voting app allowed Nickelodeon’s Facebook fans to vote on the 2012 Kid’s ChoiceAwards from Twitter and Facebook. In February 2013, Friend2Friend launched the 2013 version.#9 AMPLIFY AN APP’S REACH THROUGH SOCIAL SYNDICATIONA Facebook social app doesn’t have to only reside on a brand’s page. It can also be deployed on partnerpages, broadening the app’s reach. Those partners may have a ‘stake’ in the content of the app, or theymay have underwritten the app as a sponsor.In the case of Nickelodeon’s Kids’ Choice Awards social votingapp, celebrity participants posted the app on their ownFacebook pages. They wanted their fans to vote for them —and boost their chances of winning. This app was structured insuch a way that when a celebrity posted the app their ownpage, it appeared with a personal twist — the celebrity’s ownvoting category was placed up front and center, ensuring thateven if fans voted for just one category, it was in their category!The app also allowed a personalized ‘in-wall’ one-click voting module for even easier syndicated social votingon Facebook right within the page wall.Without syndication, this social app would not have reached the millions it did. Instead of fans only findingthe app on the Nickelodeon Facebook page, fans found it in many places relevant to the celebrities theyloved. Syndicated votes amounted to over half of all the votes for the Nickelodeon 2012 Kids ChoiceAwards.An in-wall voting moduleallowed celebrities to posttheir category directly intothe wall for easy one-clickvoting by fansCelebrities could postthe entire App on theirFacebook page, withtheir categorydefaulting to the firstviewed by fansThe App was alsosyndicated globallyacross multiplegeographies andlanguages55% of all votes in the2012 KCA social app werefrom the syndicated in-wallvoting module
  18. 18. www.friend2friend.com February 2013 Page | 18OUTSIDE MAGAZINE: “BEST TOWN EVER” 2011 AND 2012Outside Magazine’s Best Town Ever 2011 and 2012 contests let fans vote on the best town to live in theU.S. The app was incredibly popular among each town’s Facebook fans. The app also provided fodder forthe magazine’s print edition with comments from voters about their town and photos submitted by fanswhich resulted in an astonishing special edition cover that was a mosaic of all user-submitted photos.#10: INVOLVE SPONSOR PARTNERS AND BUSINESSES IN AN APP’S PROMOTIONThe Best Town Ever apps for 2011 and 2012 were widely promoted across Facebook by official partnerFacebook pages, by Facebook pages for finalist towns, by sponsoring brands and, of course, by individualusers. Just like the celebrity syndication described in the previous section of this White Paper, thissyndication effectively broadened the reach of the app.Having the app reside on a competing town’s Facebook page, allowed fans of that town add their owncomments — fans talked up their favorites about each town and told stories about why they loved it —making the experience more authentic and meaningful. This content generated also gave Outside Magazineinteresting content for the print edition of the magazine devoted to the campaign and contest.Each individual town and contestsponsor added the App to theirFacebook pages, to allowmotivated hometown dwellersvote for their town.Fans could add their owncomments about why theyloved the town they voted on;the best comments wereincluded in the OutsideMagazine print issue.Towns got their townsfolk involved ona personal level, fueling healthycompetition between towns to pushup the vote
  19. 19. www.friend2friend.com February 2013 Page | 19ABOUT FRIEND2FRIENDFriend2Friend is a global social media technology and solutions provider. The company provides SaaS-based tools and services that help brands market to consumers on social media platforms. Friend2Friendenables brands to deploy branded engagement experiences that allow consumers to spend time with abrand, discover a brand’s products and services, and share that discovery with their friends and followers.Leading international brands and media agencies such as Nickelodeon, Universal Pictures, Lays, IKEA,Calvin Klein, Microsoft, Hilton/Doubletree, HarperCollins, Dreamworks, Volkswagen, Hyundai, HarperCollins,People’s Choice Awards, REI, The North Face, Polartec, New Belgium Brewing, Bacardi, Siemens, Build-a-Bear and many others have chosen Friend2Friend as their social engagement solutions provider.The company has offices in Palo Alto, New York, and Barcelona. Learn more at www.friend2friend.com.

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