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Abschied vom Gewinnspiel-Tab: Integriertes Facebook Marketing mit Open Graph-Apps & Pages

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Von Michael Kamleitner auf der AllFacebook Marketing Conference München 2013 #AFMarketingCon

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Abschied vom Gewinnspiel-Tab: Integriertes Facebook Marketing mit Open Graph-Apps & Pages

  1. 1. die.socialisten.atsocial network developmentBYEBYE,GEWINN-SPIELTAB#AFMarketingConMünchen, 29. April 2013http://die.socialisten.atMichael Kamleitner, Die Socialisten
  2. 2. Shitstormalarm.io überwacht ihre Facebook Pagerund um die Uhr und analysiert Postings auf Frequenzund Inhalt (Sentiment-Analyse). Bei einemaukeimenden Shitstorm werden sie perE-Mail und SMS gewarnt - kostenlos!http://shitstormalarm.io
  3. 3. Über: Die Socialisten“Die Socialisten” sind eine Wiener Social Software-Agentur,die sich seit 2007 auf die Konzeption und Umsetzungvon Applikationen und Marketing-Lösungen auf SocialWeb Plattformen wie Facebook konzentriert.Seither wurden weit über 100 Brand-Pages und -Appserfolgreich umgesetzt. Zu den Kunden zählen Red Bull, AxelSpringer/Bild.de, Krone Multimedia, ATV und Hitradio Ö3."Die Socialisten" wurden als erste österreichische Agentur imoffiziellen "Facebook Preferred Marketing Developer"-Programm in den Bereichen Apps & Pages gelistet.http://die.socialisten.at | http://fb.com/diesocialisten
  4. 4. Um was es heute nicht gehen wird...Minimal-Anforderungen an Gewinnspiel-Tabs.Teilnahmebedingungen & rechtliche Stolpersteine.Einhalten der Facebook Platform Policy & Promotinal Guidelines.Die Basics sollten Social Media Marketern hinreichend bekannt sein!
  5. 5. Link: http://allfacebook.com/infographic-elements-facebook-contest_b115852
  6. 6. Anatomie des “typischen” Facebook Gewinnspiels...Ziel: Erhoffte Reichweiten-Vergrößerung durch Community-Zuwachs (Anzahl Fans)
  7. 7. Anatomie des “typischen” Facebook Gewinnspiels...Schritt 1: Tab, Fangate & ein Preis der möglichst wenig Bezug zur Marke hat (meist: iPad)
  8. 8. Anatomie des “typischen” Facebook Gewinnspiels...Schritt 2: Teilnahmeformular (mit oder ohne Facebook Login)
  9. 9. Anatomie des “typischen” Facebook Gewinnspiels...Schritt 3: Sharing-Dialog = Verbreitungs-Mechanismus?
  10. 10. Warum typische Gewinnspiel-Tabs nur wenig bringen:Kein Bezug zur Marke. Kein Storytelling. Keine virale Verbreitung durch Wall-Postings. Über-Angebot.
  11. 11. 1. Unterstützung von mobilen Endgeräten2. Integration von Open Graph Aktionen3. Neue Wege der Bewerbung mit Open Graph Sponsored StoriesFacebook Gewinnspiele auf hohem Niveau...
  12. 12. 1. Unterstützung von mobilen Endgeräten
  13. 13. Facebook ist eine mobile Plattform!600mio Benutzer verwenden FB auch mobil, 120mio exklusiv mobil.Mobile Engagement-Rate 2x höher als am Desktop (Quelle: Facebook)
  14. 14. Bis zu 45% Mobile Zugriffe!Durchschnitt für Facebook Marketing Tab-Apps Q4/2012: 36% Mobile Zugriffe!Quelle: http://garage.socialisten.at/2013/01/the-truth-about-mobile-usage-of-facebook-apps
  15. 15. Mobile Fail #1App gebaut, Mobile Support “vergessen"!Page-Post(promoted!) -führt ins Leere
  16. 16. Mobile Fail #1App gebaut, Mobile Support “vergessen"!Share einesFreundes -führt ins Leere
  17. 17. 36%!!Mobile!!!
  18. 18. Link: https://www.facebook.com/Madonna24/app_461781663889597
  19. 19. Mobile Fail #2Keine Optimierung für mobile Endgeräte!
  20. 20. Sharing via WallpostSchlechte Conversion, wird meist einfach abgebrochen.Automatische Postings ohne Bestätigung des Benutzers sind verboten!
  21. 21. Mobile Fail #3“Falsche” (Tab-)URL gepostet!Tab-URLfunktioniertMobile nicht!
  22. 22. “Hm, keine Tabs am Mobile?Wie finden Benutzer unser Gewinnspiel überhaupt?”?
  23. 23. “...Im Newsfeed!”Über (promoted) Postings auf der Page &Stories von teilnehmenden Benutzern!
  24. 24. Achtung! Gewinnspiel-Tabs von der Stange, App-Baukästen: meist schlechter/kein Mobile-Support!
  25. 25. Executive Summary - Mobile Support:1. Facebook Gewinnspiele & Contests ohne Mobile Web-Supportverspielen mind. 1/3 ihres Potentials!2. Mobile Web Support = must-have in jeder Individual- & Standard-Lösung3. Selbst testen! Am Smartphone die eigene Kampagne ausprobieren!4. Funktioniert? Super! Jetzt noch beim Posten & BewerbenBest Practices zum Verlinken berücksichtigen!Mehr zum Thema Mobile Support & Verlinken von Apps:http://garage.socialisten.at/2013/01/how-to-link-to-your-facebook-tab-app/http://garage.socialisten.at/2013/01/the-truth-about-mobile-usage-of-facebook-apps/
  26. 26. 2. Integration von Open Graph Aktionen
  27. 27. Warum Open Graph? Reichweite!
  28. 28. Open Graph Actionsim alten Newsfeed(90x90px)
  29. 29. Open Graph Actionim neuen Newsfeed(154x154px)
  30. 30. Open Graph Actionsim mobilen Newsfeed(60x60px)
  31. 31. Open Graph Best Practice
  32. 32. Link: http://doodleart.redbull.at
  33. 33. Action “Vote”Hohes Volumen, 1 Vote pro Tag, pro Benutzer, pro BildFeed-Story mit Thumbnail (user-generated Content).
  34. 34. Link: https://www.facebook.com/AustrianAirlines/app_373485552734315 (Kampagne beendet)
  35. 35. Opt-In
  36. 36. Action “Want”Feed Story erzielt hohe Reichweite durch User-Message & Geo-Tagging.User MessageGeo-Tagging
  37. 37. Action “Vote”Hohes Volumen, 1 Vote pro Tag, pro Benutzer, pro BildFeed-Story mit Thumbnail (user-generated Content).
  38. 38. Link: https://www.facebook.com/RotesKreuzNOE/app_524014610971202
  39. 39. Action “Support”Feed-Story mit Thumbnail (personalisierter, user-generated Content).
  40. 40. Link: https://www.facebook.com/stieglbrauerei/app_411592002252264
  41. 41. Action “Chat”Feed-Story mit individuellem Thumbnail, User-Message.User Message
  42. 42. Werbeunterbrechung ;)Das Chat-Widget gibt’s kostenlos unter http://uberch.at - für jede Website oder Facebook-Page!
  43. 43. Mehr zum Thema “Wall-Posting vs. Open Graph”:http://www.slideshare.net/socialisten/all-facebook-devconen20121123Executive Summary -Warum auf Open Graph setzen?1. Open Graph Actions haben mehr Reichweite im Newsfeedals Wall-Postings.2. Open Graph Freigabe-Prozess durch Facebook meist <24h3. Open Graph Integration ist in vertretbarem Aufwand durchführbar!4. Individuelle Open Graph Aktionen ermöglichen besseren Markenbezug!
  44. 44. Exkurs: Graph Search
  45. 45. Graph SearchStatus Quo April 2013Graph Search ermöglicht heute die semantische Suche nachPersonen, Places, Photos gefiltert nach Interessen bzw. “Likes”.Keine Mobile Unterstützung.Keine Internationalisierung.Keine API.Keine Custom & Common Open Graph Objekte & Actions.
  46. 46. Open Graph Action?
  47. 47. Nein! Graph Search wandelt intern automatisch auf “Like” um!
  48. 48. Graph Search APIFacebook Mobile DevCon NY, 18. April 2013- Graph Search API derzeit in Konzeption- Voraussichtlich Whitelisting von Applikationen- Voraussichtlich Suche nach Custom & Common Objekten & AktionenAchtung: Keine offizielles Release-Datum oder Roadmap!Quelle: http://allfacebook.de/connect/in-der-entwicklung-new-graph-search-api
  49. 49. Die Zukunft?
  50. 50. die.socialisten.atsocial network developmentHELLOGEWINN-SPIELTAB!
  51. 51. die.socialisten.atsocial network developmentLinksNews, Tutorials, Best Practices zur Social Web App-Entwicklung aufFacebook & darüberhinaus! - http://garage.socialisten.athttp://garage.socialisten.at/2013/01/how-to-link-to-your-facebook-tab-app/http://garage.socialisten.at/2013/01/the-truth-about-mobile-usage-of-facebook-apps/http://www.slideshare.net/socialisten/all-facebook-devconen20121123http://allfacebook.com/infographic-elements-facebook-contest_b115852http://allfacebook.de/connect/in-der-entwicklung-new-graph-search-apihttp://uberch.at
  52. 52. Michael KamleitnerDie Socialistenhttp://fb.com/michael.kamleitnerhttp://fb.com/diesocialistenhttp://slideshare.net/socialisten

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