How to run a social media campaign on facebook - Social Media World Forum 2010

How to Market Your Brand on FacebookToby Beresford – Nudge Social Media

8 March 2010

0207 096 [email protected] Toby Beresford

Agenda

• Who are Nudge?

• Facebook!

• Facebook Marketing Campaign– 4 Approaches– Social Remix– Loops – Daily, Viral– Iterative Development

• Apps

• Pages

• Connect

Nudge Social Media

Nudge is a dedicated social media agency based in Poland St

We run large scale Facebook marketing campaigns for our client brands.

We have run over 30 different campaigns on Facebook since June 2008 reaching >100’s of thousands of consumers.

Our service includes strategy, creative concepts, application design and execution, optimisation, community management and campaign analysis.

We actively monitor the platform on a daily basis for changes that will affect our clients.

‘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.

Facebook now 400m Active Users globally & growing

Active’ users have interacted in last 30 days...

400+m

*Source: Facebook internal data, Sep 2009Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days

Jan 2010

USA94m

France13.7m

Ireland1m

Turkey15m

Italy

12m

Russia760kSweden

3m

Austria

1mSwiss

1.7m

Finland1.3m

Portugal

866k

Belgium2.8m

Norway

2m

Greece2m

Denmark2.2m

UK22m

Spain7.3m

Netherlands1.6m

Hungary500k

Australia 7m

NZ1.2m

1.5m

2m

Czech

Egypt

4.8mIndia

400kRomania

2mEgypt

Germany4.8m

Facebook’s Global audience continues to grow

Europe 100m+ Active users (Oct 2009)

*Source: Facebook internal data, Oct 2009

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

Over 20m Active users in the UK

Over 1/3 of the UK population now using Facebook regularly

20m

Facebook was just a part of Social Media

Source: ComScore UK, May 2008

UK Online landscape - May 2008

Source: ComScore UK, March 2009

Google.co.ukMSN.co.uk

Yahoo

Facebook

BeboEbay

MySpace

AOL.co.uk

BBC.co.ukSky.com

ITV.com

YouTube

UK Online landscape - Mar 2009Facebook transcended Social Media

Note: Size of bubble represents Total Time Spent per Month

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

UK Online landscape - June 2009Today Facebook is the most engaged media platform in UK

Note: Size of bubble represents Total Time Spent per Month

UK Facebook Stats for January 2010

• Over 24 million users: 50.6% come back every day

• Male female/split: 46%/54%

• Reach all demographics

• Average time spent on site: 25 minutesSource: Clickymedia, January 2010

So, can we use Facebook for Marketing?

Getting Facebook Marketing Right

• Choose the right overall Approach

• Define your Campaign scope

• Use Team processes for software not web sites

Four Main Approaches

ExtensionAdds new social features to an existing campaign Remix

Innovative mix of profile data with brand assets

Share Mastercard travel campaign “buzz” with Facebook Friends

The Apprentice turns your friends into a board of directors

Watch Sky News videos within Facebook

Conduit Repurpose existing features on the social web

Social Feature A long term channel and platform for future conversations

Encourage friends towardbetter health

The Nudge Social Remix Approach in more detail

Social RemixSocial Remix

Brand Content

Socially enriched mash up content

My Facebook Content

Pictures/Videos/Event/Links

Friends

Brand Content

Brand/Product/Benefit/Message

Facebook Content

Share

Friends

Engage

A very visual example – Tango Head Masher 3000

Brand message: “Drinking Tango gives you side effects”

Facebook content: “Photos of you and your mates”

Social Remix: “Turn your mates heads into horses, dogs, cats, cookies...”

Campaign Scope Checklist

• Target audience

• Appropriate content

• Desired social action response

• Maintaining Engagement

• Driving viral growth

• Goal Conversion

Use Facebook Advertising Tools to Target your Audience

High School Musical 3 game – targeted at lovers of High School Musical

Ad targeted to relevant users

Source: Facebook, September 2009

Use Audience Information to Target the content

Seeded user research project for Clip In Touch dynamic video greeting cards

• “Whole Funnel” conversion tracking from ad to goal by different target demographics

• Identified most appropriate segment as 13-16 year olds in US

• Tailored copy and artwork to appeal to this demographic

• Tuned bounce points to reduce drop off

Conversion Rate %

0

5

10

15

20

25

30

35

US Teens IsraelYouth

US Youth EuroYouth

EuroOlder

US Older AsiaPacific

LatinAmerica

US Grads

Social Action Response – get users to do something!

Maintain Engagement

• Push exclusive content

• Relate community to external events

• Action and return rewards (eg. Crops) (or vice versa Return and Action Tasks)

• Enforced scarcity

• Facilitate user to user communication

Viral Loop – ways to get it moving

• Reciprocation

• Competition • Benchmarking

• Shared Opportunity

• Communication

Viral Loop Analysis of Application X

Viral Growth Factor for January 2010 X = 94.6% of unique visitors have invited friends

Y = User have invited on average 4.6 friends.

Z = % of users who accepted an invitation: 31.48%

X*Y*Z= 1.37. The viral growth factor is 1.37

Results: Unique Visitor Month 1: 24,254 Supposed figure for Month 2 with Viral Growth factor: 33,306 unique visitors

Unique Visitor Month 3: 52,734

Acceleration of the Viral loop in Month 3

Goal Conversion

• Discover Branded Content

• Fan Brand

• Interact on Fan Page

• Allow Application

• Provide Email

• Share content with Friends

• Convert to customer

Team Processes are Iterative

Practical

Campaigns in Practice

Use of Facebook tools: Starbucks Brownie Day

Starbucks used the events function on Facebook to raise awareness on its Free Brownie Day campaign.

As a user will click ‘Attend the event’, the information will be posted on his/her wall, which will attract his/her friends’ attention.

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).

Facebook Advertising

High School Musical 3 game – targeted at lovers of High School Musical

Ad targeted to relevant users

Source: Facebook, September 2009

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

Sampling AdGet a product sample

• Page AdBecome a Fan inline – withoutvisiting Fan Page

• Website AdSimple clickthrough to external website

• Polling AdVote, see results and Friend’sVotes

Engagement Ad Examples

Gift Ad

Video Ad

Polling Ad

App 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?

Nudge’s Application: Case Study The Apprentice

• Campaign Target: 4,000 users over 1 month

• Nudge’s recommendation: Create a board room from your friends and discuss the apprentice TV show.

• Results: 10,000 users after 1 month

Facebook AnalyticsApp Insights

Active Users• Insights has a wealth of rich statistics

•The 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

App Integration Points

• Feed Stories– Shows on Friends’ News Feed– Shows on User Profile Wall tab

• Notifications– Invites– Requests– Email– Counters

• User Data– Can be used within application– Cannot be stored longer than 24

hours

• Profile– Publisher– Custom Tab

• And more!

An Aside: Fan Pages v Apps

Fan Page Advantages• Simplicity of Become a Fan• Provide updated information to

users easily (i.e. Wall)• Easier to spread your content on

the platform

Apps Advantages• Engaging experience with users• Viral effect that enables to reach

users that are not initially fans.

Fan Page Downside• Difficult to engage fans beyond

becoming a fan• Limited push capability

Apps Downside• Getting an Allow takes time• No sense of “sign up”• Harder to make it evolve/change• Users

Fan pageIntegration Points

• Wall posts– Targeted to fans

• Status– Will show in Fans’ News Feeds

• Apps– Tab– Profile Box (going soon)

• Updates– Pushed to Fans

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

Fan Pages: Domino’s Pizza

Domino’s developed a fan page on Facebook to:

•Push its products to Facebook users

•Develop a new sales channel

•Engage with its audience on its favourite platform

Domino’s Pizza: Landing Tab

Build Domino’s Pizza presence on Facebook:

•Let users order a products straight from the fan page.

•Display Domino’s Pizza special offers

•Insertion of a store locator to let users find their nearest store.

Brought a new online sales funnel to Domino’s Pizza

Domino’s Pizza: ‘Superfans’ Tab

Increase Domino’s Pizza engagement with Facebook users and recruit fans

•Users win as a group: the more fans on the page, the better the offers.

•Push users to recruit more fans to get special offers

Virally increase the number of fans on

the page

Facebook AnalyticsPage Insights

•The most visible page benchmark is total number of fans

•If you run any seeding ads, you’ll need to track your goal completions separately

•You can also view stats on:–New Fans–Removed Fans–Page Views–Wall Posts–Reviews–And lots more

Page Fans

Nudge Fan Pages: PS3 the Game Team A and B

Sony wanted to create a space on Facebook to :

•Let users share their passions of the PS3.

•Engage with users and foster a sense community among

them

Nudge Fan Pages: PS3 the Game Team A and B

Nudge’s recommendation: Create Facebook specific community for Team A and B members

•Creation of two fan pages: Team A and Team B

•Invite users to create contentbased on the team they are:

the kit builder

•Users can become Team Leader and lead a team to victory over the other one.

Increase engagement and high volume of

UGC

Quick tips on Facebook Connect

• Integrate direct with own site

• Smooths your funnel

• Arrange to get customer data later

O2 Top up surprises

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

• Don’t be afraid of radical changes

• Listen to your users

Commitment• Plan to give time and attention

• Educate all stakeholders

NUDGE SOCIAL MEDIA

• Resources at our STAND #2– “10 Social Media

Principles to Hang On to” take home

• Learn about social remixing

Facebook.com/NudgeSocialMedia

[email protected]

Telephone: 020 7096 0146

Email:[email protected] Address:Nudge28 Poland StW1F 8QP

Web:www.nudgesocialmedia.com

“dedicated social media experts” – Inside Facebook