Friend2 friend how to boost engagement with a social app final

TEN BEST PRACTICES FOR BOOSTING ENGAGEMENT WITH FACEBOOK SOCIAL APPS

www.friend2friend.com February 2013 Page | 2

WHAT IS ENGAGEMENT? In 2006 the Advertising Research Foundation (ARF) defined “engagement” as turning on a prospect to a brand idea enhanced by the surrounding context.1 The ARF, with the hopes of turning an emerging buzzword into a measurable standard, created an inclusive definition that would not restrict but instead embrace engagement’s potential within the marketing industry.

At its essence, the ARF’s definition of engagement told us that any prospective customer, if met in the right conditions, could become attached to a brand.

Engagement at its best opens up the potential of a shared and “human” social experience between a brand and its consumers.

This White Paper looks at the Best Practices you should consider when designing and planning a branded Facebook Social Engagement App. It offers concrete examples of social engagement boosted by the deployment of innovative branded Social Engagement Apps for Friend2Friend clients.

WHAT IS A FACEBOOK SOCIAL ENGAGEMENT APP?

Every Facebook brand page has a series of “tiles” underneath the main cover photo. Those tiles might link to default sections, such as Photos or Events, or they might link to integrated social experiences installed and deployed by the brand’s Facebook page administrator. These experiences are what we call Facebook Social Engagement Apps, and they offer brands the ability to build an integrated, branded experience within Facebook.

These apps can remain on the Facebook page permanently, or for the duration of a specific marketing push. Because they can remain in a permanent position on the page, unlike posts or other News Feed items, page owners can invite fans to visit the app to kick off social conversations, and they can weave that invitation into all marketing channels.

1 Creamer, Matthew. "ARF REVEALS WORKING DEFINITION OF ENGAGEMENT." Ad Age. Crain Communications, 21 Mar. 2006.


TYPES OF SOCIAL ENGAGEMENT APPS

The type of Social Engagement App you choose — from simple content pages to complex integrated activities such as games, quizzes, sweepstakes, contests, and live-streaming events — will depend, like all other marketing decisions, on your marketing goals and your budget.

Whatever you choose to do, a successful Social Engagement App — one that measurably impacts Facebook engagement and the viral “word-of-mouth” reach of your brand’s message — should follow certain best practices. Simply re-purposing a Website page will limit the chances of social engagement success.

When marketing on social, you need to remember that Facebook isn’t a broadcasting service. It’s a social community. It’s about connecting people together. And for brands, it’s about forging connections between brands and those people.

Successful Social Engagement Apps should respect the social context, the mindset of the Facebook consumer, and take advantage of the sophisticated pathways and mechanisms that Facebook offers to brands and developers to ‘spread the word’ on Facebook in a naturally social way. Because the majority of activity on Facebook happens in the News Feed, success depends on how impressions and stories are generated by the app on the News Feed and how those impressions and stories increase a brand’s PTAT metric (People Talking About This).

CAPTURING ATTENTION IN THE FACEBOOK NEWS FEED

Today, the average Facebook user around 300 friends2, adding up to over 140 billion total friend connections on Facebook worldwide.2 Facebook users also have an increasing number of brands as friends too — on average 29 per Facebook user.3 Therefore, to avoid the potentially long and cluttered News Feed that would result if every post from every friend and brand were shown, Facebook determines the content most likely to be interesting, and filters to that content. Using their “EdgeRank” algorithm, Facebook controls what posts show up in the News Feed. EdgeRank results in only about 16% of all posted content actually appearing in a fan’s News Feed.

2 Facebook, “One billion – key metrics,” http://newsroom.fb.com/download-media/422

3 AdWeek “People have more brands as fans than ever on Facebook,” January 16, 2013


The details behind Facebook’s EdgeRank algorithm are proprietary, but it is generally known that brand content is more likely to surface if:

• A fan has previously “Liked” content from that brand source;

• A fan has interacted with similar posts from that brand source in the past; and

• Other fans are interacting positively with posts from that brand source.

Because EdgeRank filters content, it’s critical for brands to keep up a regular stream of interesting, engaging, and diverse content in their News Feed. The more interesting the content, the more likely it is to be engaged with, and thus the more likely it is to fare well in the EdgeRank algorithm.

In March 2013, Facebook announced a redesign of the News Feed3. This redesign put the focus even more on content. With the new News Feed layout, all content is becoming more vibrant, including stories from Pages and brands. The design aims to encourage users to spend more time in the News Feed, so encouraging more engagement. Page posts, ads and sponsored stories become more visual. The redesign means creative, engaging content is even more important!

Creating engaging content can, however, be challenging. It requires creativity. Every day!

This is where Social Engagement Apps become incredibly useful. They can give brands a permanent and entertaining place to start conversations, and help populate fans’ News Feed by offering:

• A source of engaging fan-submitted content that brands can use to spice up posts;

• An opportunity to invite fans to in a “call to action”; • Something new to talk about every day — particularly

when the app changes its content daily in the form of questions or challenges for fans.

3 Facebook site: https://www.facebook.com/about/newsfeed

Figure 1 Social Engagement Apps give brands opportunities for "calls to action" in the News Feed

Figure 2 Social Engagement Apps can give brands something new to post every day


HOW SOCIAL APPS IMPACT ENGAGEMENT ON FACEBOOK

Social networks are by their nature highly personal; users choose which ones to join, which ones to visit, and who to befriend. Social Engagement Apps, at their best, are simply a natural part of the social network experience.

Once a user makes the choice to participate in a branded activity through a social engagement app, their friends see the activity on their News Feed and receive it as an endorsement from a friend rather than an advertisement from a brand. That message is spread through shares, invitations, and notifications, creating rapid growth for applications and high levels of user engagement.

All this activity directly impact’s a brand’s “PTAT” on Facebook.

App engagement activity is accomplished by generating what Facebook calls “stories,” created when a user “likes” a page, comments on a post, shares a photo, and much more. Friends see these stories in the Timeline, News Feed, and Ticker.

Friend2Friend’s branded Social Engagement Apps on average generate more stories compared to posts on their respective Facebook pages. We have seen that an impression from a Friend2Friend social app on average is over 7 times more likely to generate a story than a brand’s post on their Facebook page4.

Social apps engage, entertain, and invite user in ways Facebook pages and other forms of online media cannot. When properly designed and promoted, they draw in the right users and their friends. In addition, they encourage repetitive use, helping a brand build lasting relationships.

A well-managed social brand manages their Facebook fans much as they manage their email lists — nurturing long-term relationships by offering regular, targeted and interesting news, information, product offers, and other branded content. Social Engagement Apps can also become an important tool to accomplish that marketing goal.

4 Friend2Friend internal data

Friend2Friend app-generated impressions are over 7 times more

likely to generate a News Feed story than

impressions from Facebook page posts4

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Daily PTAT In-‐Campaign

Figure 3 Impact on PTAT of the Outside Magazine "Best Town Ever 2012" Facebook App

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Figure 4 Impact on PTAT of the Visit Norway USA "Daily Challenge 2012" Facebook App


BEST PRACTICES FOR BOOSTING ENGAGEMENT ON FACEBOOK WITH SOCIAL APPS

The next pages will highlight three overarching principles for boosting brand engagement on Facebook, using specific examples with concrete and actionable ideas that have been taken from Social Engagement Apps built and deployed for Friend2Friend clients.

To see more details on each campaign, along with screenshots, go to http://www.friend2friend.com/clients.

Finally, contact us if you wish to receive more detailed individual campaign case studies.

1. Engage Fans with Interesting, Entertaining Content ................................................ 7

Outside Magazine: “So There I Was” Storytelling App ....................................................................... 8 #1: Leverage fan-submitted and fan-created content ...................................................................... 8 #2: Look for a way to connect on an emotional level with your fanbase ......................................... 8

Visit Norway USA: Daily Challenge Quiz App ....................................................................................... 9 #3 Keep app content fresh — with something new every day ......................................................... 9

Polartec: “Made Possible” 2012 Outdoor College Club App ............................................................ 10 #4 Get fans invested in the campaign’s outcome .......................................................................... 10

2. Share The Experience .............................................................................................. 11

Visit Cayman Islands: “Discover the Cayman Islands” App ............................................................. 12 #5: Encourage fans to share a personal experience ...................................................................... 12

Universal Pictures: “Pitch Perfect” Social Event App ....................................................................... 13 #6: Leverage real world events that fans can share with friends ................................................... 13

Lay’s Potato Chips: “Christmas Tree” Photo Sharing App ............................................................... 14 #7: Give fans something fun and easy to share with friends .......................................................... 14

3. Promote The Campaign ............................................................................................ 15

SmartWool: “Share the Joy” Holiday Gift Giving App ....................................................................... 16 #8 Promote the social app with a mobile-friendly URL link ........................................................... 16

Nickelodeon: “Kids’ Choice Awards” 2012 Social Voting App ......................................................... 17 #9 Amplify an app’s reach through social syndication ................................................................... 17

Outside Magazine: “Best Town Ever” 2011 and 2012 ....................................................................... 18 #10: Involve sponsor partners and businesses in an app’s promotion .......................................... 18


1. ENGAGE FANS WITH INTERESTING, ENTERTAINING CONTENT

Simply asking for a “like” is not enough for brands who want to get serious about their relationship with their fans. Just as there’s a difference between acquaintances and friends, there’s a difference between brands we like and brands we love.

The brands we love bring value into our lives. They entice us with beautiful content. They give us something to think about. They connect with us on a personal level, reflect our lifestyle choices, and allow us to share that reflection with our friends.

Below are examples of Social Engagement Apps that used interesting, engaging content to encourage fans to share their brand love with friends.

Social Apps with interesting content engage fans longer — In 2012, the average visit duration

on a Friend2Friend social engagement app was two

minutes


OUTSIDE MAGAZINE: “SO THERE I WAS” STORYTELLING APP

Outside Magazine’s 2012 “So There I Was” social storytelling App enabled fans to share stories and images of their greatest outdoor adventures. Fans could also like and comment on any story submitted by other fans, and share it with their friends.

#1: LEVERAGE FAN-SUBMITTED AND FAN-CREATED CONTENT

A fan-created story about a brand becomes an authentic and trustworthy message that friends notice and remember in a way that a brand-created story rarely can. So to ensure you unlock the stories your fans have to tell about brand, give your app a space for user-created content.

Having a fan-created content portion of an app also contributes to longer visit times. In 2012, the average visit duration on a Friend2Friend social app is two minutes.5 In the Outside “So There I Was” app, participation was significantly higher — 4 minutes and 19 seconds — primarily due to the engaging nature of the content.

Finally, fan-created content gives the brand a nice repository of content they can share on their News Feed at a later date. Fan content is commonly more authentic and entertaining than brand-created content.

#2: LOOK FOR A WAY TO CONNECT ON AN EMOTIONAL LEVEL WITH YOUR FANBASE

The “So There I Was” app also tapped into Outside’s mission about promoting outdoor life and its fans’ desire to share their personal tales of adventure. Starting with the name of the app — “So There I Was” — a phrase that implies the beginning of a story — Outside encouraged fans to tell their own adventure tales. Each story got its own space in the app and was shareable across Facebook, Twitter, and Pinterest.

5 Friend2Friend internal data Story submissions were featured on the front page of the App

Entries were shared both on Facebook, and on other networks, such as Twitter and Pinterest

“So There I Was” average visit

duration: 4 minutes and 19 seconds


VISIT NORWAY USA: DAILY CHALLENGE QUIZ APP

Visit Norway USA’s “Daily Challenge Quiz” app offered its fans a month and a half of Norway trivia, accompanied by beautiful images. Fans could answer a new question a day, and be entered for a chance to win sponsor-supplied daily prizes, with a grand prize trip to Norway as the ultimate win.

#3 KEEP APP CONTENT FRESH — WITH SOMETHING NEW EVERY DAY

Keeping fans returning every day with something new is a critical component of a successful engagement app. By combining the element of the unexpected with a daily question and a concrete connection with beautiful imagery of Norway surrounding the campaign, the Daily Challenge Quiz became a deeply engaging experience. 56% of app traffic was return visits. Fans were intrigued by the daily question, and attracted by the possibility of winning daily prizes and a trip to Norway.

“When the Daily Challenge Quiz ended, fans said they missed it and that it was something they had looked forward to every day,” said Friend2Friend client Visit Norway USA in Eye for Travel, February 2013

The Daily Challenge Quiz app didn’t just offer a couple of amazing prizes, which would have already been a strong enough pull for many fans; every day it added a new set of facts and images to each fan’s News Feed, enriching their Facebook experience with something worth remembering and sharing.

Interesting new challenge questions were revealed every day, encouraging repeat visits

Daily posts kept fans coming back – and talking.

Daily Challenge Quiz App increased

daily “PTAT” by 1,101% while the App was running


POLARTEC: “MADE POSSIBLE” 2012 OUTDOOR COLLEGE CLUB APP

The Polartec Made Possible 2012 app allowed Facebook fans to vote every day on the best outdoor college club proposal in the United States, with the winning club receiving $10,000. The app also featured a video and comments section for the four finalists, driving conversations about the contest and the contestants.

#4 GET FANS INVESTED IN THE CAMPAIGN’S OUTCOME

This Polartec app’s success — with over 20,000 votes — was driven by the campaign’s personal nature: The winning college would actually receive fund grants. Each finalist college club encouraged supporters from their respective colleges for a massive recurring turnout: over 57% of all app visits were returning visits. The emotional connection to the fans’ alma maters, the intimacy with which voters got to know the finalists through the videos, and each finalist club’s investment in getting the most votes ensured that four very different social groups from four very different colleges would be exposed to the Polartec brand.

Your brand social apps will be at their most engaging, like this one, when they give fans control over the outcome of a campaign. The Polartec Made Possible 2012 app tapped into each college’s desire to be the best and got the most out of a specific type of social group. Your social app can be virally shared by tapping into the social groups your fans belong to, be they a college, hometown, sports team, interest, favorite celebrity or any other affiliations relevant to your brand.

Each competing college submitted a video to promote their particular college club

Each college mobilized their members to participate and vote

57.31% of all traffic to the Polartec

“Made Possible” app were return

visits


2. SHARE THE EXPERIENCE

People typically trust a friend’s recommendation more than a brand message or advertisement. According to a 2012 Nielsen survey, 92% of global consumers trust recommendations from friends, as opposed to 36% trusting ads in online social networks.5 Earned media, because of the personal connection, is therefore extremely valuable.

Social apps are at their best when they get fans to generate those earned stories. This section includes examples of social apps built for Friend2Friend clients that enabled sharing of branded experiences by generating stories out of fan activity. Despite being simple and easy to use, they still encouraged fans to participate and engage with the branded content in a way that could be shared with friends.

5 Nielsen, “Nielsen: Global Consumers’ Trust In ‘Earned’ Advertising Grows In Importance,” http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html

Social Engagement Apps can generate more stories than Facebook page posts. In

2012, Friend2Friend apps, on average, generated 7.4 times more stories per impression than their respective brand

Facebook page posts


VISIT CAYMAN ISLANDS: “DISCOVER THE CAYMAN ISLANDS” APP

The Discover Cayman app from the Visit Cayman Islands tourism agency offered its Facebook fans a chance to win a dream trip to the Cayman Islands, but not before discovering their preferred vacation activities and drawing out stories about their best memories or desires.

#5: ENCOURAGE FANS TO SHARE A PERSONAL EXPERIENCE

Before fans entered the Cayman Islands sweepstakes they had to pick their personal ideal travel experience — diving, family, romance, epicurean, or nature. Once fans were primed to imagine their Cayman Islands vacation, they were then prompted to add comments about their favorite Cayman Islands memories, or what they would love to do. These experience selections were crafted as Open Graph Actions that automatically popped up on friends of fans’ News Feeds with every daily entry.

The app quickly spread across the Facebook social network with an average of 1.51 stories generated per visitor within a two-month span. From this viral campaign, the Visit Cayman Islands Facebook pages saw a 552% rise in daily page likes.

But scrolling down a News Feed, a generic “Like” doesn’t catch the eye as well as a unique action about an experience that a fan will share with a friend. Seeing a friend “Like” a travel page isn’t as interesting as seeing their ideal travel plans. Similarly, it’s not enough to simply rely on native Facebook actions such as “comments,” “shares,” or “check ins.” You social app will generate more stories — and more engaging ones, too — if they also include comments from a fan with a personal experience or memory.

Fans commented on each experience with their travel ideas and memories; each shared memory appeared in their News Feed for friends to read.

Fans picked their preferred travel experience, shareable with their friends

1.51 Facebook “stories” were generated per visitor in

the Discover Cayman app


UNIVERSAL PICTURES: “PITCH PERFECT” SOCIAL EVENT APP

Universal Pictures gave fans of the 2012 film Pitch Perfect a frictionless event-planning experience for their friends. The Pitch Perfect Evening social app let fans create branded Facebook Events for movie show times, crafted with messages from the brand. Then, they invited their friends to the event. Everyone who participated had a chance to win a grand prize.

#6: LEVERAGE REAL WORLD EVENTS THAT FANS CAN SHARE WITH FRIENDS

The Pitch Perfect app turned movie show times into real Facebook Events where friends of fans were exposed to movies through a fan’s invite. A real-world social experience — going to the movies — was facilitated by this social app. The app combined aspects of a movie night — the friends, the movie show time, going to dinner, meeting for cocktails — and the Pitch Perfect theme – and added them to a personalized Facebook Event. An average of 5 Facebook friends were invited for every Facebook Event created in the app.

Your social app can be shared based on what your fans do in the real world. Social media, after all, is at its best when it supplements our real lives. Like a movie studio creating social events out of movie show times, your social apps should express the life your fans are living. If your fans can make a connection to your brand in their “real” lives, that connection becomes a great theme for a social app.

Fans created their Facebook Events for local movie show times with their friends.

Facebook Events were personalized with branded messages and creative from the movie.

An average of 5 Facebook friends were invited for each

Pitch Perfect Facebook event created


LAY’S POTATO CHIPS: “CHRISTMAS TREE” PHOTO SHARING APP

Lay’s Spain brought the holiday cheer to its fans with the Lay’s Christmas Tree app, allowing fans to create their own Christmas trees decorated with pictures of their friends and family as ornaments; the pictures were either pulled from their friends’ profile pictures or from their own personal photos.

#7: GIVE FANS SOMETHING FUN AND EASY TO SHARE WITH FRIENDS

The Lay’s Christmas app wasn’t just a fun place to paste your friends’ photos; it was an inherently shareable experience that notified every friend involved.

The Christmas tree was created using photos on Facebook, and then directly sent to friends via email or Facebook. Those notifications garnered an impressive 20% CTR. Fans were delighted to be included on a friend’s Christmas tree, and that action helped share the brand name through this friendly social action.

A brand social app’s reach doesn’t have to be limited to its own fans. In fact, it shouldn’t. If a social app really is going to be social, it should include the fan’s friends or, at the very least, take the experience to them.

Every Lay’s Christmas tree was personalized with friends’ profile pictures

Fans were able to quickly Christmas trees to friends included on their tree, including through their mobile News Feed

6.9 Facebook notifications were sent for every Lay’s Christmas Tree created;

notifications had 20% CTR


3. PROMOTE THE CAMPAIGN

Even perfectly designed social apps can’t be left alone to fend for themselves. The most successful apps reach the widest audience possible when all of a brand’s marketing channels are utilized – and not just Facebook.

Going beyond owned media, such as posts from your Facebook pages, to include partner brand Facebook pages, email lists, web sites, press releases and QR codes, will considerably improve results.

For paid media, the most common tool is a Facebook media buy with Facebook ads that can target specific locations, demographics, and interests, reaching potential fans who are highly likely to become app users and, with their engagement, promoters of your brand to your friends.

Finally, with consumers becoming increasingly mobile-first, the importance of including a mobile-friendly link6 to your app in all your promotions is critical.

6 Read more about promoting across devices and channels here: http://www.friend2friend.com/solutions/desktop-mobile-tablet/


SMARTWOOL: “SHARE THE JOY” HOLIDAY GIFT GIVING APP

SmartWool’s “Share The Joy” app enabled fans to enter for the chance to win a daily holiday prize, so long as they included their friends in their entries. Friends received messages from the app, letting them know their friends had entered them for a chance to win cool holiday SmartWool gear. New gifts were given away every day leading up to Christmas, keeping fans coming back for more.

#8 PROMOTE THE SOCIAL APP WITH A MOBILE-FRIENDLY URL LINK

The Share the Joy app would not have been successful if SmartWool had not promoted it with a mobile-friendly campaign “SmartLink.” Fans who clicked on the SmartLink were directed either to the mobile version or the desktop version, depending on their device. We’ve seen far too many campaigns use the direct Facebook app URL that leads to a blank error page for mobile users7. By using the SmartLink in all its promotions, SmartWool ensured that anyone from any device could enter the sweepstakes.

“We felt mobile was critical,” said Friend2Friend client SmartWool in AdExchanger, February 2013 . “Our fans and enthusiasts are avid outdoor consumers. Whatever we do had to be optimized for mobile phones; there is no question…As we go forward, the conversation we now have internally is ‘do we design something to be mobile first and web second? The thinking is that you design it for the web and then optimize it for the phone. But we’re reconsidering this and thinking about optimizing for mobile first.”

Before you promote your app, test it against every type of device – desktop, laptop, tablet, and smartphone — and test every link created by the app. Today’s users access Facebook, and the rest of the Internet, from all types of devices. Ensure that users can use your social app, regardless of where they come from.

7 How Top Brands are failing their Facebook fans on mobile: Friend2Friend blog, November 2013 http://www.friend2friend.com/2012/11/17/how-top-brands-are-failing-their-facebook-fans-on-mobile/

Fans picked friends to participate in a daily giveaway.

When entries were shared, the resulting links were mobile-friendly so worked in the mobile News Feed too

32% of all entries to the SmartWool “Share the Joy

app were from mobile devices.

The app was perfectly optimized for mobile platforms


NICKELODEON: “KIDS’ CHOICE AWARDS” 2012 SOCIAL VOTING APP

The Friend2Friend Social Voting app allowed Nickelodeon’s Facebook fans to vote on the 2012 Kid’s Choice Awards from Twitter and Facebook. In February 2013, Friend2Friend launched the 2013 version.

#9 AMPLIFY AN APP’S REACH THROUGH SOCIAL SYNDICATION

A Facebook social app doesn’t have to only reside on a brand’s page. It can also be deployed on partner pages, broadening the app’s reach. Those partners may have a ‘stake’ in the content of the app, or they may have underwritten the app as a sponsor.

In the case of Nickelodeon’s Kids’ Choice Awards social voting app, celebrity participants posted the app on their own Facebook pages. They wanted their fans to vote for them — and boost their chances of winning. This app was structured in such a way that when a celebrity posted the app their own page, it appeared with a personal twist — the celebrity’s own voting category was placed up front and center, ensuring that even if fans voted for just one category, it was in their category! The app also allowed a personalized ‘in-wall’ one-click voting module for even easier syndicated social voting on Facebook right within the page wall.

Without syndication, this social app would not have reached the millions it did. Instead of fans only finding the app on the Nickelodeon Facebook page, fans found it in many places relevant to the celebrities they loved. Syndicated votes amounted to over half of all the votes for the Nickelodeon 2012 Kids Choice Awards.

An in-wall voting module allowed celebrities to post their category directly into the wall for easy one-click voting by fans

Celebrities could post the entire App on their Facebook page, with their category defaulting to the first viewed by fans

The App was also syndicated globally across multiple geographies and languages

55% of all votes in the 2012 KCA social app were from the syndicated in-wall

voting module


OUTSIDE MAGAZINE: “BEST TOWN EVER” 2011 AND 2012

Outside Magazine’s Best Town Ever 2011 and 2012 contests let fans vote on the best town to live in the U.S. The app was incredibly popular among each town’s Facebook fans. The app also provided fodder for the magazine’s print edition with comments from voters about their town and photos submitted by fans which resulted in an astonishing special edition cover that was a mosaic of all user-submitted photos.

#10: INVOLVE SPONSOR PARTNERS AND BUSINESSES IN AN APP’S PROMOTION

The Best Town Ever apps for 2011 and 2012 were widely promoted across Facebook by official partner Facebook pages, by Facebook pages for finalist towns, by sponsoring brands and, of course, by individual users. Just like the celebrity syndication described in the previous section of this White Paper, this syndication effectively broadened the reach of the app.

Having the app reside on a competing town’s Facebook page, allowed fans of that town add their own comments — fans talked up their favorites about each town and told stories about why they loved it — making the experience more authentic and meaningful. This content generated also gave Outside Magazine interesting content for the print edition of the magazine devoted to the campaign and contest.

Each individual town and contest sponsor added the App to their Facebook pages, to allow motivated hometown dwellers vote for their town.

Fans could add their own comments about why they loved the town they voted on; the best comments were included in the Outside Magazine print issue.

Towns got their townsfolk involved on a personal level, fueling healthy competition between towns to push up the vote


ABOUT FRIEND2FRIEND

Friend2Friend is a global social media technology and solutions provider. The company provides SaaS-based tools and services that help brands market to consumers on social media platforms. Friend2Friend enables brands to deploy branded engagement experiences that allow consumers to spend time with a brand, discover a brand’s products and services, and share that discovery with their friends and followers.

Leading international brands and media agencies such as Nickelodeon, Universal Pictures, Lays, IKEA, Calvin Klein, Microsoft, Hilton/Doubletree, HarperCollins, Dreamworks, Volkswagen, Hyundai, HarperCollins, People’s Choice Awards, REI, The North Face, Polartec, New Belgium Brewing, Bacardi, Siemens, Build-a-Bear and many others have chosen Friend2Friend as their social engagement solutions provider.

The company has offices in Palo Alto, New York, and Barcelona. Learn more at www.friend2friend.com.

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