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Toby Beresford from Nudge Social Media outlines a few key learnings from his experience running marketing campaigns on Facebook
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Learnings from Successful CampaignsToby Beresford – Nudge Social Media
8 March 2010
0207 096 [email protected] Toby Beresford
Agenda• Who are Nudge?
• Facebook!
• App Campaigns
• Page Campaigns
• Facebook Marketing Campaign– 4 Approaches– Social Remix– Loops – Daily, Viral– Iterative Development
• 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
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
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
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).
Key Learnings
• Facebook provides the important tools for free
• The platform will amplify good content
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
Key Learnings
• Keep it simple• If all you do is remix, that’s enough• Facilitate friend to friend comms• Be ready for user feedback
Tango Head Masher 3000
• 125,000 users
• 35,000 people mashed 85,000 photos
• 3 min engagement time
• 37% said they went on to buy a can of Tango (against previous scores of 25%)
Key Learnings
• User test• Plan your viral loop• Watch the stats – all the time!• Ask users for qualitative feedback
Super Photos
• 80k users
• Revenue ROI
Key Learnings
• Users don’t forgive utilities• Apps that sit on three platforms need
monitoring• Facebook users want exclusive content
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
Key Learnings
• Fan pages can drive sales• Customers will engage on fan pages• Brand competitions are hard• Platform legal constraints mean new
thinking is required
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
Key Learnings
• Communities form as a response to opportunities or threats
• Empowerment is critical• Facebook campaigns need to be designed
at the same level as other campaigns
O2 Top up surprises
Key Learnings
• Facebook Connect should smooth the experience not complicate it
• Shallow integrations stumble• It’s easier than it looks!
Practical
What campaigns have you been aware of on Facebook? What reached you? Discuss why
Nudge Social Media
• Resources at our STAND #2 (just before cloud computing)– “10 Social Media
Principles to Hang On to” take home
• Learn about social remixing
Facebook.com/NudgeSocialMedia
Telephone: 020 7096 0146
Email:[email protected] Address:Nudge28 Poland StW1F 8QP
Web:www.nudgesocialmedia.com
Sign up to Little Nudge
“dedicated social media experts” – Inside Facebook
What have we learnt?
