Social Networking World Forum How To Run A Social Media Campaign On Facebook Toby Beresford Nudge London

How to run a social media campaign on Facebook

Toby BeresfordNudge - nudgelondon.com

Facebook Developer Garage Londonwww.facebookgarage.co.uk

March 10th, 2009

Anatomy of a social media campaign Targeting your audience Concepts Engaging a Team Tracking Results

Contents

OH HAI!

Toby Beresford– Commercial Director at Nudge London– 15 years creating Web Applications– Now a Social Network Marketing ninja– Worked on campaigns for MasterCard, CNN, The RAF, Sky

News, Comic Relief, BBC, Last.fm

Nudge– London-based Social Media Agency– We work with startups, brands and digital agencies

The story so far:Anatomy of a social media campaign

The Plan: Identify goals, stakeholders, and audience– Goals must have trackable KPIs– Educate stakeholders and manage expectations– Segment your audience and verify against

demographics

The Concept and The Content– Savvy Creative Agency required– Key messages: Will they fit a social model?

Great! I’ve got a campaignThe Running Bit

The Execution– Test with real users– Deploy with room to scale – Analyse, Optimise, Iterate

The Aftermath: Stats and more stats – Where’s the ROI?– Ongoing campaigns: maintain focus and leadership

Key Facebook Stats

Facebook has more than 175 million global users 1 in 5 minutes on Facebook is spent on a 3rd party

Facebook App There are 600,000 registered Facebook Developers Facebook Apps is the 8th biggest channel in UK by time

spent 2.5 million users become fans of Pages each day 15 million pieces of content are shared each month

Recent Facebook Growth

Facebook has been growing by 600k users every day

Facebook has surpassed MySpace in popularity in the US

Ready, Aim…Targeting your audience

Pages - aka “Public Profiles”– Can act as campaign hub

Facebook Ads & Social Ads– Granular demographic targeting

Engagement Ads Viral Apps Context Ads– Piggyback existing properties

Fan page

Public Profiles and Pages

http://www.becomeafan.com/cycling

Watch the video at

New: Public Profile

Public ProfilesIntegration Points

Status– Will show in Fans’

News Feeds

Apps– Tab– Profile Box

Updates– Pushed to Fans

Content– Video– Photos– Notes– Events– Reviews– Discussions– Apps: custom or existing

Facebook Ads

Facebook AdsMedia Buying

Targeting– Location: Country, City– Age range– Gender– Keywords– Workplace– Education – Relationship status– Language

Bid-based CPC or CPM Daily budget cap Campaign start, end

dates

Social Ads

A Facebook Ad with a user’s friends’ interactions with a Page or Application as the headline.

Includes branded image and copy alongside the social action.

Engagement Ads6 Types that show on Facebook Home page

Event AdAllows users to RSVP and see Friends who are also attending

Video AdPlayable in-line, shows Friends’comments

Gift AdSend a gift to a Friend

Page AdBecome a Fan inline – withoutvisiting Fan Page

Website AdSimple clickthrough to external website

New: Polling AdVote, see results and Friend’svotes

Engagement Ad Examples

Gift Ad

Video Ad

Polling Ad

Platform AppsViral and otherwise

App Integration Points

User Feed Stories– Shows on Friends’ News

Feed– Shows on User Profile

Wall tab Notifications– Invites– Requests– Email

User Data– Can be used within

application– Cannot be stored longer

than 24 hours Profile– Boxes: Wall and Boxes

tabs– Custom Tab

And more!

Integrated Ads

Themed pins

Spotted celeb ads

Re-brand existing apps with your personality

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

Effective social media marketing creates deeper online engagement with your brand. It requires a different approach:

Exist in the world of your target demographicRemix your product inside engaging social games and utilitiesBuild communities that create conversation opportunitiesCreate lively features that trigger social actionsFormat all content for sharingFunnel users into deeper engagementPlan and provide for user feedback

Our Social Media Principles

ConceptsNot all created equal

Keep it simple– Start with one feature,

and do it right How will users share

your content?– You want a viable

conversation topic Enable self-expression– Users want to share

themselves

Make it fun– Users love to compete

against each other Usability– You have less than ten

seconds for the user to “get it”

Integration and Context– What is your larger

campaign ecosystem?

Facebook AnalyticsApp Insights

Active Users Insights has a wealth of rich statisticsThe most visible app

benchmark is Monthly Active Users (MAU)Other stats available:

–Requests Approved–Page Errors–Canvas Page Views–App Fans–App About Page Views–And lots more

Facebook AnalyticsPage Insights

The most visible page benchmark is total number of fansIf you run any seeding ads,

you’ll need to track your goal completions separatelyYou can also view stats on:

–New Fans–Removed Fans–Page Views–Wall Posts–Reviews–And lots more

Page Fans

Final Thoughts

Fit in, Be Social Users are there for themselves

and their friends, not for your product

So be useful or fun, and don’t intrude

Be holistic – a successful campaign has many parts, but don’t lose sight of the big picture

Intelligence Use the stats, Luke Analyse, Optimise, Iterate Don’t be afraid of radical

changes Users know what they want

and will ask for it. Often loudly.

Commitment Plan to give time and attention Educate all stakeholders

Nudge is a dedicated social media agency based in Greek Street, Soho, London.

We specialise in running social network digital marketing campaigns.

Our service includes social ad buying, application design and build, and campaign analysis.

We can run multi-lingual social applications and fan pages on all major social networks including Facebook, MySpace, Ning and Bebo.

About Nudge

Follow me on Twitter:twitter.com/iskandar

Telephone: 020 7096 0146

Email:info@nudgelondon.com Address:Nudge23-24 Greek StreetSoho, LondonW1D 4DZ

Web:www.nudgelondon.com

“dedicated social media experts” – Inside Facebook, June 2008

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