Digital Visitor is a digital marketing agency established in 2005 that has grown from helping local attractions promote themselves on YouTube to providing services across various industries and social media channels. The agency has won awards for its innovative work and recently expanded its office in Bristol. The document then provides tips and examples for running effective Facebook campaigns, including planning the campaign timeline, setting objectives for any apps or games created, using influencers for outreach, targeted Facebook ads, partnering with other companies, and maintaining ongoing promotion through social media. Case studies are presented showing successful campaigns for Visit Malta, Eurotunnel, and Allianz Global Assistance that resulted in increased engagement, reach, and leads.

1. @digitalvisitor
#BBMN

2. • Digital Visitor is a digital marketing agency
established in 2005
• Originally set out to help local attractions promote
themselves through YouTube videos
• Growth into other social channels was customer led
• Client list now covers travel and tourism, retail,
professional services and more
• Digital Visitor has won awards for innovation, apps,
creativity and technology
• The team is expanding
• Recently moved to bigger offices on Corn Street

3. • Lots of people use it
• Lots of people spend time on it
• Attract relevant fans
• Word of mouth marketing
• Ability to target specific audiences

4. 1. Community growth
2. Keep your audience entertained
3. Tracking (your fans don’t care about
this but your board will)

6. We’re going to focus on growth – and you
achieve growth through Facebook
campaigns
1. App design and build
2. Influencer seeding and outreach
3. Advertising
4. Corporate partnerships
5. Ongoing promotion

7. 1. App design and build
The first decision to make is what objectives
you want to achieve. Different mechanisms
deliver user data, community growth, traffic
and UGC for your campaign – will it involve
a quiz or a game or do you want to want to
gather user generated content from multiple
channels?

8. 2. Influencer seeding and outreach
Support your social media campaign by
seeding influencers in communities and
through outreach to key bloggers (mummy
bloggers, beauty bloggers, travel bloggers -
take your pick) and via referral traffic from
websites targeting the same or similar
audience.

9. 3. Advertising
Social channels like Facebook and Twitter
allow you to create highly targeted ads for
specific audiences. Combined with testing
and optimising copy and images, social ad
campaigns deliver a quality audience at a
good ROI.

10. 4. Corporate partnerships
These provide opportunities to spread the
cost of your campaign, source competition
prizes and generate more noise in the social
sphere by leveraging existing audiences for
publicising the campaign.

11. 5. Ongoing promotion through social channels
With a typical campaign running for a month, you’ll
need to build up pre-campaign awareness, then
announce the launch and maintain awareness of the
promotion through your own social channels.

13. 1. Traffic
Want to boost traffic to your website? We often run competitions with a quiz that
requires entrants to look for the answer on a client’s website. There has to be a clear
call to action so that users know exactly what it is that you want them to do.
2. Community growth
By adding to your Facebook fan base, you’re increasing the number of people
receiving your updates in their newsfeed. When they engage with your posts there’s
the potential for them to share this information with their followers too.

14. 3. Email acquisition
By including a data capture form in your campaign, marketers can ask users to opt in to
a mailing list and even request more information like feedback on new products or
services
4. Sales
The ultimate aim of any Facebook campaign is to help generate more sales leads by
raising brand awareness and improving the relationship between a company and
potential customers

15. Planning is important or you will miss the boat
• Timeline of activity
– Planning
– Design & Content
– Build & Launch
– Seeding & Outreach
– Advertising
Month
1
Month
2
Month
3
Planning
Design &
Content
Build &
Launch
Seeding &
Outreach
Advertising

17. • Advent calendar
• Multilingual
• Online
• On mobile
• Over 53,000 entries
• Over 9,000 new page likes and low rate of
‘unlikes’ post campaign shows that the correct
audience was acquired

18. • Facebook advertising audience reach of 2.2
million
• Social PR potential audience reach of 2.7
million
• Acquired brand new audiences for Visit Malta
with 1.25% increase in new visitors to
website during campaign. This trend
continued significantly with 45.04% increase
in new website visits post campaign
• 8,298 emails captured for future comms from
Visit Malta and 4,100 emails captured for the
social media campaign’s partners

19. • Simple like-to-enter
• Win a beach ball
• Offline advertising
•
•

20. • 20th anniversary of Channel Tunnel
• Celebrating travel between UK and
France
• Instagram chosen platform and used
Facebook promotion and engagement

21. • Over 250,000 social interactions on
entries (likes and comments)
• Reach from PR activity: 3 million
• Reach from social advertising: 1.9
million
• Potential campaign reach: 5+ million
• 29,368 app views on website and
Facebook
• 2,505 entries

22. • 662,832 people saw a related
post/advert/link on Facebook or
Twitter
• 4,827 unique visitors to campaign
landing page
• 682 people shared the campaign
• ‘People Talking About This’ up from
408 to 18,109
• Facebook post ‘average reach’
increased by 400% (started at 3,630
and finished at 18,092)
• £500 total prize value secured

23. • Allianz Global Assistance
• Corporate partner secured to extend
campaign reach and provide prizes
worth £100s
• Over 2,000 new ‘likes’ for core
target demographic
• 750 opt-in email addresses

24. • Last month, Facebook announced like-gating
would no longer be allowed
• Like-gating involves creating a virtual
barrier so that users have to ‘like’ your
Page to view content
• Facebook competitions are one of the
most popular uses for like-gating, as the
incentive is an effective way of boosting
numbers
• Encouraging lots of likes this way allows
a company to increase its fan base by
100s or 1000s in a short space of time

25. • It seems inevitable that audience
acquisition will drastically slow down as
a result
• The official announcement read like this:
– “To ensure quality connections and
help businesses reach the people who
matter to them, we want people to like
Pages because they want to connect
and hear from the business, not
because of artificial incentives.”
• Gaining likes was one of the primary
reasons that organisations ran Facebook
campaigns, but there are many other
benefits

26. @digitalvisitor
#BBMN
anthony@digitalvisitor.com
uk.linkedin.com/in/anthonyrawlins/
https://plus.google.com/+AnthonyRawlins
www.digitalvisitor.com