Facebook-marketing

Editor's Notes

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2. Some things jump out at me. First, AM are less likely to be Creators than the average adult. No surprise here – AM are pretty busy and the mental energy (not to mention the time) needed to sit and create social media just isn’t there in as many people in this segment. They also tend not to be Joiners, partly because the existing social networks today don’t have a lot to offer them. So there’s some possibility that they might be willing to do this, especially when a quarter of them already do it.Now look at the Spectator and Critics areas – these index higher. So reading content and building on it is a natural for AM. This now begins to inform an objective and strategy for this group. Josh will talk about the different types of objectives tomorrow morning, but for now, let’s assume that the objective is to provide support for the busy AM.
3. Increasing awareness and reach: Case studies for six organizations show how Facebook can be used to establish global brand recognition, to bring in new leads and expand your customer base, to boost Web site traffic and/or augment large multimedia campaigns. Targeting distinct markets: Three more case studies demonstrate how detailed information regarding user demographics and network behavior can be employed to specifically target niche markets.Test marketing: A proof of concept campaign illustrates how the network can also help companies explore new markets and evaluate product ideas.Forging relationships with and among customers: The final two studies reveal how Facebook offers a unique channel for companies interested in creating customer-based communities in connection with their brands.<number>
4. Users join Groups as members, rather than fansGroups are listed in bulk and without graphics on a user’s profileGroups are not necessarily open to all users: a Group can be set to “private” so that the administrator determines which users can joinGroups are searchable only within FacebookMany applications, such as Notes and Events described above, cannot be added to a Group profileGroup visitor statistics and reporting metrics are not available<number>
5. Tips to Grow a Successful Facebook Group:The Right Configuration: Make sure you select a title, category and description that is relevant to your brand because this will entice people to join your group. I also suggest that you be as transparent as possible and offer information such as contact information, website, phone number and location. This allows group members to associate the group to an actual person rather than any old computer generated content.To offer a real community appeal, enable the ability for anyone to post discussions, wall posts, pictures and videos. Initially you should make the group public which allows anyone to join and invite people to the group; remember you do have the ability to remove members if needed.Leverage existing Facebook Friends: It's important to attract a strong base of members to your Facebook group, so invite existing friends that may find your group valuable and who could become evangelists for your group. This is where the viral part comes into play: your friends' friends will notice that they joined a new group which will spark interest from them to check it out as well.Use your email contacts: Don't forget about your friends outside of Facebook because Facebook Groups provides the ability to import and send group invitations to your contacts from Outlook, Yahoo, Gmail and Hotmail. Press Releases/Blog Posts are other methods which you can use to invite new members to your Facebook Group. Personally, I created a call to action and placed it above the fold which reminds my readers to join my group.Keep the Content Fresh: Update your group's Recent News, photos, videos, events and links regularly so that members have a reason to return. Another simple tactic is deploying a welcome message which greets new members and enforces the 'human factor' of the group.Create relationships with new members: If you have a group which is open to the general public then you will notice people who are not your 'friends' join your group. These are the types of people are there to get a feel for the quality of the group therefore make it a habit to personally address them.<number>
6. Facebook Applications allow you to create interactive user experiences with your brand using games, virtual gift sharing programs, and more. An Application can integrate your Web site or existing Web application, as well as mobile and desktop applications (with the Facebook API), and can be featured independently and/or added to your Facebook page.Application development may require you to hire a professional developer (referrals available on the site) if you are not well-versed in PHP, SSH, MySQL, Unix, and Web hosting fundamentals. It will also necessitate an external location to host your application.Only registered Facebook users can add your Application. When they do so, they are given options to add a box or dedicated tab to their profiles for friends to view, to receive notifications via personal email, and to bookmarkthe Application for quicker access. For added exposure, user interactions with your Application can be automatically publicized on that user’s Wall, although users can choose to block this activity.<number>
7. Lenovo, which specializes in personal computing technology, used Facebook in connection with other online media and its 2008 Olympic sponsorship to generate global awareness for its brand and new IdeaPad product line.The campaign revolved around a Lenovo-sponsored Olympic athlete-blogger program, which was featured on a number of Web sites in addition to the company’s “Team USA” Facebook Application.<number>
8. Lenovo, which specializes in personal computing technology, used Facebook in connection with other online media and its 2008 Olympic sponsorship to generate global awareness for its brand and new IdeaPad product line.The campaign revolved around a Lenovo-sponsored Olympic athlete-blogger program, which was featured on a number of Web sites in addition to the company’s “Team USA” Facebook Application.<number>
9. Lenovo, which specializes in personal computing technology, used Facebook in connection with other online media and its 2008 Olympic sponsorship to generate global awareness for its brand and new IdeaPad product line.The campaign revolved around a Lenovo-sponsored Olympic athlete-blogger program, which was featured on a number of Web sites in addition to the company’s “Team USA” Facebook Application.<number>
10. Like Lenovo, Sharp used Facebook in cooperation with other media to promote its AQUOS LCD line and generate awareness for its role in LCD (liquid crystal display) and solar-energy innovation. Developed by Lowe New York, the campaign included print, broadcast, and online advertising,all highlighting two main themes: “Change Your Power, Change Your Planet” and “Change Your TV, Change Your Life.”For the online portion, an unbranded “Life Changing Box Game” Facebook Application was launched, together with a related teaser microsite, to pique interest and generate buzz for the company’s ensuing print and TV promo­tions. Both elements incorporated a series of mystery prize boxes, thecontents of which users guessed at on the microsite and competed for in the application.<number>
11. Like Lenovo, Sharp used Facebook in cooperation with other media to promote its AQUOS LCD line and generate awareness for its role in LCD (liquid crystal display) and solar-energy innovation. Developed by Lowe New York, the campaign included print, broadcast, and online advertising,all highlighting two main themes: “Change Your Power, Change Your Planet” and “Change Your TV, Change Your Life.”For the online portion, an unbranded “Life Changing Box Game” Facebook Application was launched, together with a related teaser microsite, to pique interest and generate buzz for the company’s ensuing print and TV promo­tions. Both elements incorporated a series of mystery prize boxes, thecontents of which users guessed at on the microsite and competed for in the application.Each day during the promotion, application users were granted a select num­ber of “touches” used to enter rounds and vie for 10 mystery prizes—later revealed to include flat screen televisions, home theater systems, exclusive tickets to sporting events and all-expense-paid trips. The player in posses­sion of a mystery box when it randomly “opened” in any given round won the associated prize<number>
12. 123Greetings.com is a free e-card service. Its goal was to grow its user base by successfully tapping Facebook’s vast user population. The company believed Facebook’s members were more likely to keep in touch with family and friends via the the Internet.In January 2008, the company launched a 123Greetings Facebook Application that supports all 20,000+ e-cards available on its main Web site, providing users access to the full array without ever having to venture off the Facebook networkTo encourage adoption, the application was designed for ease of use so that users can search by occasion, enter a personal message if desired, and select recipients by simply clicking on their friends’ profile pictures, which appear directly on the application page. The application also reminds users of their friends’ birthdays with messages sent to both the users’ Facebook profiles and personal email addresses. Several viral elements were also incorporated. For example, both sender and recipient have the option of displaying the 123Greetings application box on their profiles to show off the cards they’ve sent or received and further promote the 1 23Greetings brand amongst their friends. Users also have the option of inviting friends to use the application without sending a card<number>
13. BrainReactions is an innovation services and research company that has been building a team of professional “Brainstormers” from around the world to assist clients in identifying new product and marketing ideas. Aspiringto expand the team’s “Generation Y” population, the company turned to Facebook after finding that the majority of its existing Generation Y Brainstormers visited the site daily. It also recognized the network as a low-cost mechanism for building an interactive online community that could support its core business. BrainReactions first established a presence on the network with a Facebook Group, providing a place where Brainstormers could congregate and interact.Next, it launched an application called “Most Creative People on Facebook,” wherein users compete for votes from other users and nominate their friends with invitations to add the application. Application users with the most votes are featured on the main Application Page, along with a list of the user’s most creative friends, encouraging other users to increase their rankings and invite <number>
14. When the application launched in August 2008, Facebook Social Ads were used to help generate awareness, and a Travel Channel group was estab­lished to help anchor the application. The group currently has more than 7,400 fans, and the ads were effective in bringing in approximately 8,500 new Kidnap! players during the four weeks in which they ran. The majority of the application’s growth, however, has occurred virally.During its first six weeks, the game registered 225,521 monthly active users and 23,034 daily active users, with 1,711,300 sent kidnap requests. Traffic to TravelChannel.com during those same six weeks increased 28%, and page views went up 38%, as compared to the six weeks prior.As of this writing, usage has grown to 2.4+ million players, making it the most popular travel-related application and the most popular branded game on Facebook. The number of daily active users has increased to 230,000 and includes approximately 140,000 return users. And TravelChannel.com cur
15. In early 2008, Serena Software wanted to inform business professionals about its newly released Business Mashup Composer, an application that combines data and visual elements from multiple sources into a process
16. IndiePix, an independent film distributor, commonly looks for ways to actively involve its customers, a notoriously segmented group. This year, the com
17. IndiePix, an independent film distributor, commonly looks for ways to actively involve its customers, a notoriously segmented group. This year, the com
18. Like Freshbooks, Cisco wanted to expand its presence within social media and decided to try Facebook in a campaign setting, as part of a three-month promotion leading up to the launch event for its new Aggregation Service Router ASR 1000 product series.Cisco saw Facebook as a means for conveying the “cool factor” and showing off the company’s fun side, but also as a place to amass a community of peo­ple passionate about Cisco products. With this in mind, it started the “Cisco Support Group for Uber User Internet Addicts” group, which introduced users to other campaign components, such as the company’s YouTube and Twitter profiles, as well as each other.Group moderators utilized the Facebook Events tool to promote events and contests connected with the campaign and product launch. They alsoposted questions to initiate group discussions, held user polls and giveaways through the discussion board, uploaded photos and videos and encouraged members to do the same.Early adoption for the “Cisco Support Group for Uber User Internet Addicts” group was primarily among Cisco employees; however, it did not take long for the network’s viral propensity to kick in. Group membership began to skew towards customers approximately three weeks after launch and has since exceeded 1000 members.While the company is pleased with this volume, it had also hoped to achieve more active engagement among members on the group page. It seems that members may be more interested in expressing their connection to the Cisco brand and/or the new router product than directly interacting with company
19. Cirque du Soleil was also set on building community. The performance company considers itself lucky to have a large, global base of dedicated and enthusiastic fans and wanted a better way to directly communicate withthese individuals on a personal level. It chose to focus its efforts on Facebook because of the network’s worldwide popularity.CIRQUE du SOLEIL App Widget BoxEarly in 2008, a general Cirque du Soleil page was set up, followed by sepa
20. Microsoft CPM - they sell all IAB ad units by digital solutions people. Outside, we sell everything. Top 300-500 brands in the market. Lots of responses. MSFT became a great channel.Flyer - self-service display ads - demographic targeting. Can also do keyword targeting into user profiles. e.g. interests, affiliations. Basic was to Profile targetingNo behavioral targeting - demograhic targeting is mostly inaccurate. No incentive to provide good demos. Demos are 60% accurate. But when the user uses 200 words to define their brands, it's good data. Information is accurate because you're providing it to your friends. Also updating their profiles -- accurate. Can target well. More powerful than demographic or behavioral data could be.