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:[email protected] Address:Nudge23-24 Greek StreetSoho, LondonW1D 4DZ
Web:www.nudgelondon.com
“dedicated social media experts” – Inside Facebook, June 2008
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