By choosing Facebook, you are choosing a channel that requires continuous engagement.It requires being continuously involved in any conversations, posts, chats and even forums taking place regarding your product, service or campaign.Because there are multiple messages being exchanged, it is very important to be consistent to your brand. It is important to Develop guidelines for community managers to stay true to.
Collaboration Leads to Better CampaigningIn order to have the influence of your campaign extended to reach the countless individuals, organizations, and businesses; you need to collaborate with the members of your community. Members who are involved are usually generous in sharing information with others part of their network
Encourage conversation online and offlineOn Facebook, it is important to keep the tone casual so that people who are members of your Facebook group/page community are encouraged to participate through conversation. By encouraging conversation, you ENGAGE & EMPOWER your community. This is one of the most powerful forms of generating awareness and credibility for your brand because you allow for people who have knowledge in y our community to create a level of connectivity with other customers and prostects.
Put effort into making the overall social media campaign’s experience fun, engaging and proactive. Adding games, puzzles and teasers can be very addictive!Offer Incentives To Acquire Facebook “Likes” and Email Subscribers
Create Something Permanent for After the CampaignAs campaigns, are time sensitive (they have a start and end date) , it is important to create something that lasts after the campaign is finished.In creating something permanent after the campaign, for example an article, a youtube video, a photo collage, or a series of tweets that can be searched; people who were involved in the campaign have something to remember and something to share even after the campaign ends. For those who were not involved in the campaign, it continues to promote your message and get users involved and interested in the story of your campaign and the message your brand has to convey.After all, the message conveyed through your brand should be consistent, thus it should still be relevant after your campaign is over.
Created a digital campaign for IKEA’s new store in Malmo, Sweden. The ad agency designed a way to use IKEA’s existing inventory and Facebook’s existing photo tagging feature to create a viral campaign. They created a Facebook profile for their store manager, Gordon Gustavsson and uploaded photos of the IKEA showrooms onto Gordon’s Facebook profile page. During a two week period, 12 photos were uploaded to the photo albums. The people who tagged their name on a product first would get that IKEA product for free. After the two week period, there was a demand for more showroom photos. It attracted many people to visit Gordon Gustavsson’s profile page to view the showroom photos and people personally promoted this on their own profile pages as they tagged themselves on products. The campaign would appear on their friend’s newsfeeds. This created an interesting and fun way for people to interact with the brand, with each other, and to spread the word without making it seem like an advertisement. Participants gladly put their name on IKEA’s interactive catalogue and spread the words to hundreds of others in their networks.
Burger King, through their insanely creative advertising agency Crispin Porter + Bogusky,launches a Facebook application that encourages users to remove Facebook friends. Sacrifice ten of them and you got a free Whopper. 233,906 friends were removed by 82,771 people in less than a week.
FB requested to remove the application’s feature of notifying the deleted friends that they have been sacrificed – the most important part of the campaign. It was what helped to make the application viral. The result of the campaign was that it successfully went viral. Burger King was able to make their point, that people liked their friends, but LOVED the Whopper. Although controversial and slightly offensive to some, Burger King stayed true to their brand image and message. They proved that people truly loved the Whopper.
Both the IKEA Showroom Campaign and the Burger King Whopper Sacrifice Campaign were consistent in their message and to their brand. They were able to collaborate with the community, engaging them in a fun activity that they were able to talk about with their friends online and offline. Furthermore, after the campaign, the IKEA Showroom created a YouTube video of the overall campaign, while Burger King created a banner of the results on their Facebook application after the campaign shut down and a YouTube video recapping the campaign and the results.
Social Media Marketing - 5 Elements of Successful Facebook Campaigns
Presented by Callie Pak<br />Twitter: @calliepak<br />For: MKTG 4226 Social Media Marketing<br />Elements of Success in Facebook Marketing Campaigns<br />
Introduction<br />Facebook Users<br />Facebook Groups & Fanpages<br />5 Elements of Successful Facebook Campaigns<br />Examples of Facebook Campaigns<br />The IKEA Showroom<br />Burger King’s Whopper Sacrifice<br />Agenda<br />
Facebook now 600m Active Users Globally & Growing<br />
Groups & Fan Pages<br /><ul><li>Groups – a great way for organizations to keep interested people informed
Offers more in-depth communications around a subject
Fan Pages – a similar place where a page of information that anybody can see is presented
Offers a Loose but Long-term Presence</li></li></ul><li>Groups & Fan Pages<br /><ul><li>Makes Valuable Information available to Users
You are not spamming people with information that they are forced to hear
Applications, Videos, and Contestscan be connected with the page as well as other SNS</li></li></ul><li>5 Elements of a Successful Campaign<br />#1 . Consistency of the Message with the Brand / Product<br />
5 Elements of a Successful Campaign<br />#2 . Collaboration with Members of the Community<br />
5 Elements of a Successful Campaign<br />#3 . Encourage Conversation<br />Online AND Offline<br />
5 Elements of a Successful Campaign<br />#4 . Engage your Audience <br />Make your campaign FUN<br />
5 Elements of a Successful Campaign<br />#5 . Create something Permanent for<br />Post- Campaign<br />
Thanks!<br />For more Social Media Marketing Presentations, check out Schulich School of Business’s Social Media Marketing & Management Course on Facebook! http://on.fb.me/eMtprU<br />Liked this presentation?Tweet me! @calliepak<br />