How to run a social media campaign on facebook - Social Media World Forum 2010


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Toby Beresford from Nudge Social Media on top tips and strategies for running a social media campaign on Facebook. Covered topics include Viral Loops, Engagement, 4 Approaches, Social Remix approach and more...

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  • We have seen rapid growth over the last 18 months and are now at a over 112million active users world wide. Second only to Myspace in the US.... And Myspace as seen little growth in the last year.
  • How to run a social media campaign on facebook - Social Media World Forum 2010

    1. 1. How to Market Your Brand on Facebook Toby Beresford – Nudge Social Media 8 March 2010 0207 096 0146 [email_address] Toby Beresford
    2. 2. Agenda <ul><li>Who are Nudge? </li></ul><ul><li>Facebook! </li></ul><ul><li>Facebook Marketing Campaign </li></ul><ul><ul><li>4 Approaches </li></ul></ul><ul><ul><li>Social Remix </li></ul></ul><ul><ul><li>Loops – Daily, Viral </li></ul></ul><ul><ul><li>Iterative Development </li></ul></ul><ul><li>Apps </li></ul><ul><li>Pages </li></ul><ul><li>Connect </li></ul>
    3. 3. Nudge Social Media <ul><li>Nudge is a dedicated social media agency based in Poland St </li></ul><ul><li>We run large scale Facebook marketing campaigns for our client brands. </li></ul><ul><li>We have run over 30 different campaigns on Facebook since June 2008 reaching >100’s of thousands of consumers. </li></ul><ul><li>Our service includes strategy, creative concepts, application design and execution, optimisation, community management and campaign analysis. </li></ul><ul><li>We actively monitor the platform on a daily basis for changes that will affect our clients. </li></ul>‘ Buzz!’ the friend quiz, created on Facebook by Nudge for Sony Playstation, reached out to Facebook users who had never heard of the video game.
    4. 4. Facebook now 400m Active Users globally & growing <ul><li>Active’ users have interacted in last 30 days... </li></ul>*Source: Facebook internal data, Sep 2009 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days Jan 2010 400+m
    5. 5. Facebook’s Global audience continues to grow <ul><li>Europe 100m+ Active users (Oct 2009) </li></ul>USA 94m Netherlands 1.6m Hungary 500k Australia 7m NZ 1.2m 1.5m 2m Czech Egypt 4.8m India 400k Romania 2m Egypt Germany 4.8m *Source: Facebook internal data, Oct 2009 France 13.7m Ireland 1m Turkey 15m Italy 12m Russia 760k Sweden 3m Austria 1m Swiss 1.7m Finland 1.3m Portugal 866k Belgium 2.8m Norway 2m Greece 2m Denmark 2.2m UK 22m Spain 7.3m
    6. 6. Over 20m Active users in the UK <ul><li>Over 1/3 of the UK population now using Facebook regularly </li></ul>Source: Facebook internal data, Aug 2009 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days 20m
    7. 7. <ul><li>Facebook was just a part of Social Media </li></ul>UK Online landscape - May 2008 Source: ComScore UK, May 2008
    8. 8. UK Online landscape - Mar 2009 <ul><li>Facebook transcended Social Media </li></ul>Source: ComScore UK, March 2009 Yahoo Facebook Bebo Ebay MySpace YouTube Note: Size of bubble represents Total Time Spent per Month
    9. 9. UK Online landscape - June 2009 <ul><li>Today Facebook is the most engaged media platform in UK </li></ul>Source: ComScore UK, June 2009 Yahoo Facebook Bebo Ebay MySpace YouTube Note: Size of bubble represents Total Time Spent per Month
    10. 10. UK Facebook Stats for January 2010 <ul><li>Over 24 million users: 50.6% come back every day </li></ul><ul><li>Male female/split: 46%/54% </li></ul><ul><li>Reach all demographics </li></ul><ul><li>Average time spent on site: 25 minutes </li></ul>Source: Clickymedia, January 2010
    11. 11. So, can we use Facebook for Marketing?
    12. 12. Getting Facebook Marketing Right <ul><li>Choose the right overall Approach </li></ul><ul><li>Define your Campaign scope </li></ul><ul><li>Use Team processes for software not web sites </li></ul>
    13. 13. Four Main Approaches Extension Adds new social features to an existing campaign Remix Innovative mix of profile data with brand assets Share Mastercard travel campaign “buzz” with Facebook Friends The Apprentice turns your friends into a board of directors Watch Sky News videos within Facebook Conduit Repurpose existing features on the social web Social Feature A long term channel and platform for future conversations Encourage friends toward better health
    14. 14. The Nudge Social Remix Approach in more detail Social Remix Brand Content My Facebook Content Share Friends Engage Socially enriched mash up content Pictures/Videos/ Event/Links Friends Brand Content Brand/Product/ Benefit/Message Facebook Content
    15. 15. A very visual example – Tango Head Masher 3000 <ul><li>Brand message : </li></ul><ul><li>“ Drinking Tango gives you side effects” </li></ul><ul><li>Facebook content: </li></ul><ul><li>“ Photos of you and your mates” </li></ul><ul><li>Social Remix: </li></ul><ul><li>“ Turn your mates heads into horses, dogs, cats, cookies...” </li></ul>
    16. 16. Campaign Scope Checklist <ul><li>Target audience </li></ul><ul><li>Appropriate content </li></ul><ul><li>Desired social action response </li></ul><ul><li>Maintaining Engagement </li></ul><ul><li>Driving viral growth </li></ul><ul><li>Goal Conversion </li></ul>
    17. 17. Use Facebook Advertising Tools to Target your Audience High School Musical 3 game – targeted at lovers of High School Musical Ad targeted to relevant users Source: Facebook, September 2009
    18. 18. Use Audience Information to Target the content <ul><li>Seeded user research project for Clip In Touch dynamic video greeting cards </li></ul><ul><li>“ Whole Funnel” conversion tracking from ad to goal by different target demographics </li></ul><ul><li>Identified most appropriate segment as 13-16 year olds in US </li></ul><ul><li>Tailored copy and artwork to appeal to this demographic </li></ul><ul><li>Tuned bounce points to reduce drop off </li></ul>
    19. 19. Social Action Response – get users to do something!
    20. 20. Maintain Engagement <ul><li>Push exclusive content </li></ul><ul><li>Relate community to external events </li></ul><ul><li>Action and return rewards (eg. Crops) (or vice versa Return and Action Tasks) </li></ul><ul><li>Enforced scarcity </li></ul><ul><li>Facilitate user to user communication </li></ul>
    21. 21. Viral Loop – ways to get it moving <ul><li>Reciprocation </li></ul><ul><li>Competition </li></ul><ul><li>Benchmarking </li></ul><ul><li>Shared Opportunity </li></ul><ul><li>Communication </li></ul>
    22. 22. Viral Loop Analysis of Application X <ul><li>Viral Growth Factor for January 2010 </li></ul><ul><ul><li>X = 94.6% of unique visitors have invited friends </li></ul></ul><ul><ul><li>Y = User have invited on average 4.6 friends. </li></ul></ul><ul><ul><li>Z = % of users who accepted an invitation: 31.48% </li></ul></ul><ul><ul><li>X*Y*Z= 1.37. The viral growth factor is 1.37 </li></ul></ul><ul><ul><li>Results : </li></ul></ul><ul><ul><li>Unique Visitor Month 1: 24,254 </li></ul></ul><ul><ul><li>Supposed figure for Month 2 with Viral Growth factor: 33,306 unique visitors </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Unique Visitor Month 3: 52,734 </li></ul></ul><ul><ul><li>Acceleration of the Viral loop in Month 3 </li></ul></ul>
    23. 23. Goal Conversion <ul><li>Discover Branded Content </li></ul><ul><li>Fan Brand </li></ul><ul><li>Interact on Fan Page </li></ul><ul><li>Allow Application </li></ul><ul><li>Provide Email </li></ul><ul><li>Share content with Friends </li></ul><ul><li>Convert to customer </li></ul>
    24. 24. Team Processes are Iterative
    25. 25. Practical
    26. 26. Campaigns in Practice
    27. 27. Use of Facebook tools: Starbucks Brownie Day <ul><li>Starbucks used the events function on Facebook to raise awareness on its Free Brownie Day campaign. </li></ul><ul><li>As a user will click ‘Attend the event’, the information will be posted on his/her wall, which will attract his/her friends’ attention. </li></ul><ul><li>This creates a viral effect that has enables Starbucks to have over 100,000 users giving their RSVP (and potentially millions who saw it in their newsfeed). </li></ul>
    28. 28. Facebook Advertising High School Musical 3 game – targeted at lovers of High School Musical Ad targeted to relevant users Source: Facebook, September 2009
    29. 29. Facebook Ads Media Buying <ul><li>Targeting </li></ul><ul><ul><li>Location: Country, City </li></ul></ul><ul><ul><li>Age range </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Workplace </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Relationship status </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><li>Bid-based CPC or CPM </li></ul><ul><li>Daily budget cap </li></ul><ul><li>Campaign start, end dates </li></ul>
    30. 30. Social Ads <ul><li>A Facebook Ad with a user’s friends’ interactions with a Page or Application as the headline. </li></ul><ul><li>Includes branded image and copy alongside the social action. </li></ul>
    31. 31. Engagement Ads 6 Types that show on Facebook Home page <ul><li>Event Ad </li></ul><ul><ul><li>Allows users to RSVP and see </li></ul></ul><ul><ul><li>Friends who are also attending </li></ul></ul><ul><li>Video Ad </li></ul><ul><ul><li>Playable in-line, shows Friends’ </li></ul></ul><ul><ul><li>comments </li></ul></ul><ul><li>Gift Ad </li></ul><ul><ul><li>Send a gift to a Friend </li></ul></ul><ul><ul><li>Sampling Ad </li></ul></ul><ul><ul><li>Get a product sample </li></ul></ul><ul><li>Page Ad </li></ul><ul><ul><li>Become a Fan inline – without </li></ul></ul><ul><ul><li>visiting Fan Page </li></ul></ul><ul><li>Website Ad </li></ul><ul><ul><li>Simple clickthrough to </li></ul></ul><ul><ul><li>external website </li></ul></ul><ul><li>Polling Ad </li></ul><ul><ul><li>Vote, see results and Friend’s </li></ul></ul><ul><ul><li>Votes </li></ul></ul>
    32. 32. Engagement Ad Examples <ul><li>Gift Ad </li></ul>Video Ad Polling Ad
    33. 33. App Concepts Not all created equal <ul><li>Keep it simple </li></ul><ul><ul><li>Start with one feature, and do it right </li></ul></ul><ul><li>How will users share your content? </li></ul><ul><ul><li>You want a viable conversation topic </li></ul></ul><ul><li>Enable self-expression </li></ul><ul><ul><li>Users want to share themselves </li></ul></ul><ul><li>Make it fun </li></ul><ul><ul><li>Users love to compete against each other </li></ul></ul><ul><li>Usability </li></ul><ul><ul><li>You have less than ten seconds for the user to “get it” </li></ul></ul><ul><li>Integration and Context </li></ul><ul><ul><li>What is your larger campaign ecosystem? </li></ul></ul>
    34. 34. Nudge’s Application: Case Study The Apprentice <ul><li>Campaign Target : 4,000 users over 1 month </li></ul><ul><li>Nudge’s recommendation : Create a board room from your friends and discuss the apprentice TV show. </li></ul><ul><li>Results: 10,000 users after 1 month </li></ul>
    35. 35. Facebook Analytics App Insights <ul><li>Active Users </li></ul><ul><li>Insights has a wealth of rich statistics </li></ul><ul><li>The most visible app benchmark is Monthly Active Users (MAU) </li></ul><ul><li>Other stats available: </li></ul><ul><ul><li>Requests Approved </li></ul></ul><ul><ul><li>Page Errors </li></ul></ul><ul><ul><li>Canvas Page Views </li></ul></ul><ul><ul><li>App Fans </li></ul></ul><ul><ul><li>App About Page Views </li></ul></ul><ul><ul><li>And lots more </li></ul></ul>
    36. 36. App Integration Points <ul><li>Feed Stories </li></ul><ul><ul><li>Shows on Friends’ News Feed </li></ul></ul><ul><ul><li>Shows on User Profile Wall tab </li></ul></ul><ul><li>Notifications </li></ul><ul><ul><li>Invites </li></ul></ul><ul><ul><li>Requests </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Counters </li></ul></ul><ul><li>User Data </li></ul><ul><ul><li>Can be used within application </li></ul></ul><ul><ul><li>Cannot be stored longer than 24 hours </li></ul></ul><ul><li>Profile </li></ul><ul><ul><li>Publisher </li></ul></ul><ul><ul><li>Custom Tab </li></ul></ul><ul><li>And more! </li></ul>
    37. 37. An Aside: Fan Pages v Apps <ul><li>Fan Page Advantages </li></ul><ul><li>Simplicity of Become a Fan </li></ul><ul><li>Provide updated information to users easily (i.e. Wall) </li></ul><ul><li>Easier to spread your content on the platform </li></ul><ul><li>Apps Advantages </li></ul><ul><li>Engaging experience with users </li></ul><ul><li>Viral effect that enables to reach users that are not initially fans. </li></ul><ul><li>Fan Page Downside </li></ul><ul><li>Difficult to engage fans beyond becoming a fan </li></ul><ul><li>Limited push capability </li></ul><ul><li>Apps Downside </li></ul><ul><li>Getting an Allow takes time </li></ul><ul><li>No sense of “sign up” </li></ul><ul><li>Harder to make it evolve/change </li></ul><ul><li>Users </li></ul>
    38. 38. Fan page Integration Points <ul><li>Wall posts </li></ul><ul><ul><li>Targeted to fans </li></ul></ul><ul><li>Status </li></ul><ul><ul><li>Will show in Fans’ News Feeds </li></ul></ul><ul><li>Apps </li></ul><ul><ul><li>Tab </li></ul></ul><ul><ul><li>Profile Box (going soon) </li></ul></ul><ul><li>Updates </li></ul><ul><ul><li>Pushed to Fans </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Notes </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Apps: custom or existing </li></ul></ul>
    39. 39. Fan Pages: Domino’s Pizza <ul><li>Domino’s developed a fan page on Facebook to: </li></ul><ul><li>Push its products to Facebook users </li></ul><ul><li>Develop a new sales channel </li></ul><ul><li>Engage with its audience on its favourite platform </li></ul>
    40. 40. Domino’s Pizza: Landing Tab <ul><li>Build Domino’s Pizza presence on Facebook : </li></ul><ul><li>Let users order a products straight from the fan page. </li></ul><ul><li>Display Domino’s Pizza special offers </li></ul><ul><li>Insertion of a store locator to let users find their nearest store. </li></ul>Brought a new online sales funnel to Domino’s Pizza
    41. 41. Domino’s Pizza: ‘Superfans’ Tab <ul><li>Increase Domino’s Pizza engagement with Facebook users and recruit fans </li></ul><ul><li>Users win as a group: the more fans on the page, the better the offers. </li></ul><ul><li>Push users to recruit more fans to get special offers </li></ul>Virally increase the number of fans on the page
    42. 42. Facebook Analytics Page Insights <ul><li>The most visible page benchmark is total number of fans </li></ul><ul><li>If you run any seeding ads, you’ll need to track your goal completions separately </li></ul><ul><li>You can also view stats on: </li></ul><ul><ul><li>New Fans </li></ul></ul><ul><ul><li>Removed Fans </li></ul></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Wall Posts </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>And lots more </li></ul></ul><ul><li>Page Fans </li></ul>
    43. 43. Nudge Fan Pages: PS3 the Game Team A and B <ul><li>Sony wanted to create a space on Facebook to : </li></ul><ul><li>Let users share their passions of the PS3. </li></ul><ul><li>Engage with users and foster a </li></ul><ul><li>sense community among them </li></ul>
    44. 44. Nudge Fan Pages: PS3 the Game Team A and B <ul><li>Nudge’s recommendation: </li></ul><ul><li>Create Facebook specific community for Team A and B members </li></ul><ul><li>Creation of two fan pages: </li></ul><ul><li>Team A and Team B </li></ul><ul><li>Invite users to create content </li></ul><ul><li>based on the team they are: the kit builder </li></ul><ul><li>Users can become Team Leader and lead a team to victory over the other one. </li></ul><ul><ul><ul><li>Increase engagement and high volume of UGC </li></ul></ul></ul>
    45. 45. Quick tips on Facebook Connect <ul><li>Integrate direct with own site </li></ul><ul><li>Smooths your funnel </li></ul><ul><li>Arrange to get customer data later </li></ul>
    46. 46. O2 Top up surprises
    47. 47. Final Thoughts <ul><li>Fit in, Be Social </li></ul><ul><li>Users are there for themselves and their friends, not for your product </li></ul><ul><li>So be useful or fun, and don’t intrude </li></ul><ul><li>Be holistic – a successful campaign has many parts, but don’t lose sight of the big picture </li></ul><ul><li>Intelligence </li></ul><ul><li>Use the stats, Luke </li></ul><ul><li>Don’t be afraid of radical changes </li></ul><ul><li>Listen to your users </li></ul><ul><li>Commitment </li></ul><ul><li>Plan to give time and attention </li></ul><ul><li>Educate all stakeholders </li></ul>
    48. 48. NUDGE SOCIAL MEDIA <ul><li>Resources at our STAND #2 </li></ul><ul><ul><li>“ 10 Social Media Principles to Hang On to” take home </li></ul></ul><ul><li>Learn about social remixing </li></ul> [email_address] Telephone : 020 7096 0146 Email : [email_address] Address : Nudge 28 Poland St W1F 8QP Web :   “ dedicated social media experts” – Inside Facebook