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Learnings from Successful Campaigns Toby Beresford – Nudge Social Media 8 March 2010 0207 096 0146 [email_address] Toby Beresford

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Agenda <ul><li>Who are Nudge? </li></ul><ul><li>Facebook! </li></ul><ul><li>App Campaigns </li></ul><ul><li>Page Campaigns </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>Connect </li></ul>

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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.

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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

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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

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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

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<ul><li>Facebook was just a part of Social Media </li></ul>UK Online landscape - May 2008 Source: ComScore UK, May 2008

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UK Online landscape - Mar 2009 <ul><li>Facebook transcended Social Media </li></ul>Source: ComScore UK, March 2009 Google.co.uk MSN.co.uk Yahoo Facebook Bebo Ebay MySpace AOL.co.uk BBC.co.uk Sky.com ITV.com YouTube Note: Size of bubble represents Total Time Spent per Month

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UK Online landscape - June 2009 <ul><li>Today Facebook is the most engaged media platform in UK </li></ul>Source: ComScore UK, June 2009 Google.co.uk MSN.co.uk Yahoo Facebook Bebo Ebay MySpace AOL.co.uk BBC.co.uk Sky.com ITV.com YouTube Note: Size of bubble represents Total Time Spent per Month

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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

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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>

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Key Learnings <ul><li>Facebook provides the important tools for free </li></ul><ul><li>The platform will amplify good content </li></ul>

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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>

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Key Learnings <ul><li>Keep it simple </li></ul><ul><li>If all you do is remix, that’s enough </li></ul><ul><li>Facilitate friend to friend comms </li></ul><ul><li>Be ready for user feedback </li></ul>

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Tango Head Masher 3000 <ul><li>125,000 users </li></ul><ul><li>35,000 people mashed 85,000 photos </li></ul><ul><li>3 min engagement time </li></ul><ul><li>37% said they went on to buy a can of Tango (against previous scores of 25%) </li></ul>

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Key Learnings <ul><li>User test </li></ul><ul><li>Plan your viral loop </li></ul><ul><li>Watch the stats – all the time! </li></ul><ul><li>Ask users for qualitative feedback </li></ul>

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Super Photos <ul><li>80k users </li></ul><ul><li>Revenue ROI </li></ul>

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Key Learnings <ul><li>Users don’t forgive utilities </li></ul><ul><li>Apps that sit on three platforms need monitoring </li></ul><ul><li>Facebook users want exclusive content </li></ul>

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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>

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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

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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

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Key Learnings <ul><li>Fan pages can drive sales </li></ul><ul><li>Customers will engage on fan pages </li></ul><ul><li>Brand competitions are hard </li></ul><ul><li>Platform legal constraints mean new thinking is required </li></ul>

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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>

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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>

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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>

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Key Learnings <ul><li>Communities form as a response to opportunities or threats </li></ul><ul><li>Empowerment is critical </li></ul><ul><li>Facebook campaigns need to be designed at the same level as other campaigns </li></ul>

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O2 Top up surprises

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Key Learnings <ul><li>Facebook Connect should smooth the experience not complicate it </li></ul><ul><li>Shallow integrations stumble </li></ul><ul><li>It’s easier than it looks! </li></ul>

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Practical What campaigns have you been aware of on Facebook? What reached you? Discuss why

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Nudge Social Media <ul><li>Resources at our STAND #2 (just before cloud computing) </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>Facebook.com/NudgeSocialMedia [email_address] Telephone : 020 7096 0146 Email : [email_address] Address : Nudge 28 Poland St W1F 8QP Web : www.nudgesocialmedia.com Sign up to Little Nudge “ dedicated social media experts” – Inside Facebook

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What have we learnt?