How To Run A Social Media Campaign On Facebook by Nudge London


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Toby Beresford's presentation on how to run a social media campaign on Facebook as given at the social networking world forum

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  • How to run a social media campaign on Facebook • targeting your audience, good and bad concepts, engaging a team, tracking results Social media campaign lessons learned on Facebook • what has worked and what hasn’t, which publishers are getting the most traction, where the platform is heading
  • How To Run A Social Media Campaign On Facebook by Nudge London

    1. 1. How to run a social media campaign on Facebook Toby Beresford Nudge - Facebook Developer Garage London March 10 th , 2009
    2. 2. <ul><li>Anatomy of a social media campaign </li></ul><ul><li>Targeting your audience </li></ul><ul><li>Concepts </li></ul><ul><li>Engaging a Team </li></ul><ul><li>Tracking Results </li></ul>Contents
    3. 3. OH HAI! <ul><li>Toby Beresford </li></ul><ul><ul><li>Commercial Director at Nudge London </li></ul></ul><ul><ul><li>15 years creating Web Applications </li></ul></ul><ul><ul><li>Now a Social Network Marketing ninja </li></ul></ul><ul><ul><li>Worked on campaigns for MasterCard, CNN, The RAF, Sky News, Comic Relief, BBC, </li></ul></ul><ul><li>Nudge </li></ul><ul><ul><li>London-based Social Media Agency </li></ul></ul><ul><ul><li>We work with startups, brands and digital agencies </li></ul></ul>
    4. 4. The story so far: Anatomy of a social media campaign <ul><li>The Plan: Identify goals, stakeholders, and audience </li></ul><ul><ul><li>Goals must have trackable KPIs </li></ul></ul><ul><ul><li>Educate stakeholders and manage expectations </li></ul></ul><ul><ul><li>Segment your audience and verify against demographics </li></ul></ul><ul><li>The Concept and The Content </li></ul><ul><ul><li>Savvy Creative Agency required </li></ul></ul><ul><ul><li>Key messages: Will they fit a social model? </li></ul></ul>
    5. 5. Great! I’ve got a campaign The Running Bit <ul><li>The Execution </li></ul><ul><ul><li>Test with real users </li></ul></ul><ul><ul><li>Deploy with room to scale </li></ul></ul><ul><ul><li>Analyse, Optimise, Iterate </li></ul></ul><ul><li>The Aftermath: Stats and more stats </li></ul><ul><ul><li>Where’s the ROI? </li></ul></ul><ul><ul><li>Ongoing campaigns: maintain focus and leadership </li></ul></ul>
    6. 6. Key Facebook Stats <ul><li>Facebook has more than 175 million global users </li></ul><ul><li>1 in 5 minutes on Facebook is spent on a 3 rd party Facebook App </li></ul><ul><li>There are 600,000 registered Facebook Developers </li></ul><ul><li>Facebook Apps is the 8 th biggest channel in UK by time spent </li></ul><ul><li>2.5 million users become fans of Pages each day </li></ul><ul><li>15 million pieces of content are shared each month </li></ul>
    7. 7. Recent Facebook Growth <ul><li>Facebook has been growing by 600k users every day </li></ul>Facebook has surpassed MySpace in popularity in the US
    8. 8. Ready, Aim… Targeting your audience <ul><li>Pages - aka “Public Profiles” </li></ul><ul><ul><li>Can act as campaign hub </li></ul></ul><ul><li>Facebook Ads & Social Ads </li></ul><ul><ul><li>Granular demographic targeting </li></ul></ul><ul><li>Engagement Ads </li></ul><ul><li>Viral Apps </li></ul><ul><li>Context Ads </li></ul><ul><ul><li>Piggyback existing properties </li></ul></ul>
    9. 9. <ul><li>Fan page </li></ul>Public Profiles and Pages <ul><li>New: Public Profile </li></ul> Watch the video at
    10. 10. Public Profiles Integration Points <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 </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>
    11. 11. Facebook Ads
    12. 12. 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>
    13. 13. 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>
    14. 14. 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><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>New: Polling Ad </li></ul><ul><ul><li>Vote, see results and Friend’s </li></ul></ul><ul><ul><li>votes </li></ul></ul>
    15. 15. Engagement Ad Examples <ul><li>Gift Ad </li></ul>Video Ad Polling Ad
    16. 16. Platform Apps Viral and otherwise
    17. 17. App Integration Points <ul><li>User 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><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>Boxes: Wall and Boxes tabs </li></ul></ul><ul><ul><li>Custom Tab </li></ul></ul><ul><li>And more! </li></ul>
    18. 18. Integrated Ads <ul><li>Themed pins </li></ul>Spotted celeb ads
    19. 19. Re-brand existing apps with your personality
    20. 20. Our Social Media Principles Our Social Media Principles … we were impressed with Nudge’s deep knowledge of social media platforms and their great ideas on attracting new users.”  Simon Bucks, Associate Editor, Sky News <ul><li>Effective social media marketing creates deeper online engagement with your brand. It requires a different approach: </li></ul><ul><li>Exist in the world of your target demographic </li></ul><ul><li>Remix your product inside engaging social games and utilities </li></ul><ul><li>Build communities that create conversation opportunities </li></ul><ul><li>Create lively features that trigger social actions </li></ul><ul><li>Format all content for sharing </li></ul><ul><li>Funnel users into deeper engagement </li></ul><ul><li>Plan and provide for user feedback </li></ul>
    21. 21. 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>
    22. 22. 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>
    23. 23. 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>
    24. 24. 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>Analyse, Optimise, Iterate </li></ul><ul><li>Don’t be afraid of radical changes </li></ul><ul><li>Users know what they want and will ask for it. Often loudly. </li></ul><ul><li>Commitment </li></ul><ul><li>Plan to give time and attention </li></ul><ul><li>Educate all stakeholders </li></ul>
    25. 25. <ul><li>Nudge is a dedicated social media agency based in Greek Street, Soho, London. </li></ul><ul><li>We specialise in running social network digital marketing campaigns. </li></ul><ul><li>Our service includes social ad buying, application design and build, and campaign analysis. </li></ul><ul><li>We can run multi-lingual social applications and fan pages on all major social networks including Facebook, MySpace, Ning and Bebo. </li></ul>About Nudge
    26. 26. Contact Details Follow me on Twitter: Telephone : 020 7096 0146 Email : [email_address] Address : Nudge 23-24 Greek Street Soho, London W1D 4DZ Web :   “ dedicated social media experts” – Inside Facebook, June 2008   Recent Clients Sign up to our award winning social media update Little Nudge at