Description
This report explains about brand marketing of FB.
How to Market Your Brand on Facebook Toby Beresford – Nudge Social Media
8 March 2010 0207 096 0146 [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
Jan 2010
*Source: Facebook internal data, Sep 2009 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
Facebook’s Global audience continues to grow
Europe 100m+ Active users (Oct 2009)
Norway 2m Netherland s 1.6m Sweden 3m UK 22m Ireland 1m Romania 400k German y 4.8m Egypt 2m Italy 12m Russia 760k
Finland 1.3m
USA
94m
Spain 7.3m Portugal 866k
France 13.7m
Denmark 2.2m Czech 1.5m Egypt 2m Hungary 500k
Australi a 7m NZ
1.2m
Belgium 2.8m
Turkey 15m
Swiss 1.7m
Austria 1m Greece 2m
India 4.8m
*Source: Facebook internal data, Oct 2009
Over 20m Active users in the UK
Over 1/3 of the UK population now using Facebook regularly
20m
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
UK Online landscape - May 2008
Facebook was just a part of Social Media
Source: ComScore UK, May 2008
UK Online landscape - Mar 2009
Facebook transcended Social Media
Note: Size of bubble represents Total Time Spent per Month
Facebook MSN.co.uk Google.co.uk
AOL.co.uk
Yahoo
Bebo Sky.com MySpace ITV.com
Ebay BBC.co.uk
YouTube
Source: ComScore UK, March 2009
UK Online landscape - June 2009
Today Facebook is the most engaged media platform in UK
Note: Size of bubble represents Total Time Spent per Month
Google.co.uk Facebook MSN.co.uk AOL.co.uk Yahoo Bebo Sky.com MySpace ITV.com Ebay BBC.co.uk YouTube
Source: ComScore UK, June 2009
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 minutes
Source: 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
Conduit Repurpose existing features on the social web
Social Feature A long term channel and platform for future conversat
Watch Sky News videos within Facebook
Encourage friends toward better health
Extension Adds new social features to an existing campaign
Share Mastercard travel campaign “buzz” with Facebook Friends
Remix Innovative mix of profile data with brand assets
The Apprentice turns your friends into a board of directors
The Nudge Social Remix Approach in more detail
Brand/Product/ Benefit/Message
Brand Content
Brand Content
Social Remix
Facebook Content
Socially enriched mash up content
My Facebook Content
Pictures/Videos/ Event/Links Friends Engage
Shar e Friends
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
35
Conversion Rate %
•
“Whole Funnel” conversion tracking from ad to goal by different target demographics Identified most appropriate segment as 13-16 year olds in US
30 25 20 15
•
10 5 0 US Teens Israel Youth US Youth Euro Youth Euro Older US Older Asia Pacific Latin US Grads America
•
Tailored copy and artwork to appeal to this demographic Tuned bounce points to reduce drop off
•
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 Ads Media 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 Ads 6 Types that show on Facebook Home page • Event Ad
Allows users to RSVP and see Friends who are also attending
•
Page Ad
Become a Fan inline – without visiting Fan Page
•
Video Ad
Playable in-line, shows Friends’ comments
•
Website Ad
Simple clickthrough to external website
•
Gift Ad
Send a gift to a Friend Sampling Ad Get a product sample
•
Polling Ad
Vote, see results and Friend’s Votes
Engagement Ad Examples Gift Ad
Video Ad
Polling Ad
App Concepts Not all created equal • Keep it simple
– Start with one feature, and do it right
•
Make it fun
– Users love to compete against each other
•
How will users share your content?
– You want a viable conversation topic
•
Usability
– You have less than ten seconds for the user to “get it”
•
Enable self-expression
– Users want to share themselves
•
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 Analytics App Insights
• 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
Active Users
App Integration Points • Feed Stories
– Shows on Friends’ News Feed – Shows on User Profile Wall tab
•
User Data
– Can be used within application – Cannot be stored longer than 24 hours
•
Notifications
– – – – Invites Requests Email Counters
•
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 page Integration Points
•
• •
Wall posts
– – – – Targeted to fans Will show in Fans’ News Feeds Tab Profile Box (going soon) Pushed to Fans
• Content
– – – – – – – Video Photos Notes Events Reviews Discussions Apps: custom or existing
Status Apps
•
Updates
–
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 Analytics Page 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 content based 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
Telephone: 020 7096 0146 Email: [email protected] Address: Nudge 28 Poland St W1F 8QP Web: www.nudgesocialmedia.com
• Learn about social remixing
Facebook.com/NudgeSocialMe dia [email protected]
“dedicated social media experts” – Inside Facebook
doc_790614686.pdf
This report explains about brand marketing of FB.
How to Market Your Brand on Facebook Toby Beresford – Nudge Social Media
8 March 2010 0207 096 0146 [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
Jan 2010
*Source: Facebook internal data, Sep 2009 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
Facebook’s Global audience continues to grow
Europe 100m+ Active users (Oct 2009)
Norway 2m Netherland s 1.6m Sweden 3m UK 22m Ireland 1m Romania 400k German y 4.8m Egypt 2m Italy 12m Russia 760k
Finland 1.3m
USA
94m
Spain 7.3m Portugal 866k
France 13.7m
Denmark 2.2m Czech 1.5m Egypt 2m Hungary 500k
Australi a 7m NZ
1.2m
Belgium 2.8m
Turkey 15m
Swiss 1.7m
Austria 1m Greece 2m
India 4.8m
*Source: Facebook internal data, Oct 2009
Over 20m Active users in the UK
Over 1/3 of the UK population now using Facebook regularly
20m
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
UK Online landscape - May 2008
Facebook was just a part of Social Media
Source: ComScore UK, May 2008
UK Online landscape - Mar 2009
Facebook transcended Social Media
Note: Size of bubble represents Total Time Spent per Month
Facebook MSN.co.uk Google.co.uk
AOL.co.uk
Yahoo
Bebo Sky.com MySpace ITV.com
Ebay BBC.co.uk
YouTube
Source: ComScore UK, March 2009
UK Online landscape - June 2009
Today Facebook is the most engaged media platform in UK
Note: Size of bubble represents Total Time Spent per Month
Google.co.uk Facebook MSN.co.uk AOL.co.uk Yahoo Bebo Sky.com MySpace ITV.com Ebay BBC.co.uk YouTube
Source: ComScore UK, June 2009
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 minutes
Source: 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
Conduit Repurpose existing features on the social web
Social Feature A long term channel and platform for future conversat
Watch Sky News videos within Facebook
Encourage friends toward better health
Extension Adds new social features to an existing campaign
Share Mastercard travel campaign “buzz” with Facebook Friends
Remix Innovative mix of profile data with brand assets
The Apprentice turns your friends into a board of directors
The Nudge Social Remix Approach in more detail
Brand/Product/ Benefit/Message
Brand Content
Brand Content
Social Remix
Facebook Content
Socially enriched mash up content
My Facebook Content
Pictures/Videos/ Event/Links Friends Engage
Shar e Friends
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
35
Conversion Rate %
•
“Whole Funnel” conversion tracking from ad to goal by different target demographics Identified most appropriate segment as 13-16 year olds in US
30 25 20 15
•
10 5 0 US Teens Israel Youth US Youth Euro Youth Euro Older US Older Asia Pacific Latin US Grads America
•
Tailored copy and artwork to appeal to this demographic Tuned bounce points to reduce drop off
•
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 Ads Media 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 Ads 6 Types that show on Facebook Home page • Event Ad
Allows users to RSVP and see Friends who are also attending
•
Page Ad
Become a Fan inline – without visiting Fan Page
•
Video Ad
Playable in-line, shows Friends’ comments
•
Website Ad
Simple clickthrough to external website
•
Gift Ad
Send a gift to a Friend Sampling Ad Get a product sample
•
Polling Ad
Vote, see results and Friend’s Votes
Engagement Ad Examples Gift Ad
Video Ad
Polling Ad
App Concepts Not all created equal • Keep it simple
– Start with one feature, and do it right
•
Make it fun
– Users love to compete against each other
•
How will users share your content?
– You want a viable conversation topic
•
Usability
– You have less than ten seconds for the user to “get it”
•
Enable self-expression
– Users want to share themselves
•
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 Analytics App Insights
• 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
Active Users
App Integration Points • Feed Stories
– Shows on Friends’ News Feed – Shows on User Profile Wall tab
•
User Data
– Can be used within application – Cannot be stored longer than 24 hours
•
Notifications
– – – – Invites Requests Email Counters
•
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 page Integration Points
•
• •
Wall posts
– – – – Targeted to fans Will show in Fans’ News Feeds Tab Profile Box (going soon) Pushed to Fans
• Content
– – – – – – – Video Photos Notes Events Reviews Discussions Apps: custom or existing
Status Apps
•
Updates
–
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 Analytics Page 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 content based 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
Telephone: 020 7096 0146 Email: [email protected] Address: Nudge 28 Poland St W1F 8QP Web: www.nudgesocialmedia.com
• Learn about social remixing
Facebook.com/NudgeSocialMe dia [email protected]
“dedicated social media experts” – Inside Facebook
doc_790614686.pdf