Post on 18-Jul-2015
transcript
Creating rich brand experiences through New Media Marketing Campaigns...
Social Network MarketingWith Facebook
Pages & ApplicationsAn Introduction
presented at
Nikhil NilakantanPresident & CEO
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120 million+ active users. 4th most-trafficked website in the world.
Most-trafficked social media site in the world.
More than half of Facebook users are outside of college. Fastest growing demographic is 25 years old and older.
Facebook Facts
Facebook.com & Valleywag.com
Facebook Has 70 of America’s100 Biggest Advertisers
http://lsvp.wordpress.com/2008/11/11/facebooks-engagement-ads-could-be-the-standard-we-need-for-social-media-advertising/
What Companies & Brands Are Trying To Achieve On Facebook
TrafficGeneration
DistributionChannel
Consumer Engagement & Feedback
ProductAnnouncements
& Driving Trial
MarketResearch
Buzz
Product & Brand
Awareness
Applications
Viral Videos
E-Mails
Friend Recommend-
ations
Sponsored NewsfeedsPages
WidgetsBanner Ads
How Companies & Brands Are Creating Facebook Marketing Campaigns
Applications
Facebook Pages
Pages
Facebook Pages
VideosFromOther
MarketingPrograms
CommunityParticipation
Opportunities
aerie by American Eagle Outfitters
New ProductAnnouncements
Special Offers
Link to a Branded Facebook
Application
Photos by aerie
Photos FromFans
Fan Profiles
Keep Users EngagedWhile Providing Product Information
Discussion Board& Community Feedback
Get Consumer Feedback& Suggestions
Keep Consumers Updated Regularly
Regular Updates
Messages to a User’s Inbox
Pages
Facebook Applications
ApplicationsPages Applications
46,000+ Applications
Typical Goals of a BrandedFacebook Application
Building Brand Awareness
Driving Traffic to a Destination Site
Creating a New Distribution Channel
CokeTag56,000
Monthly Actives
Cities I’ve Visited1.3 Million
Monthly Actives
Picnik433,000
Monthly Actives
Application Options
http://www.flickr.com/photos/jeremiah_owyang/2227709365/
Build Buy SponsorSony Pictures & VampiresTripAdvisor & Cities I’ve VisitedCoca-Cola & CokeTag
Application Examples
The Good: Cities I’ve Visited by TripAdvisor
Simple, Easy to
Understand ConceptThat is ofInterest
to FacebookUsers
Tell the AppWhere You’ve
Been
Clean, Easy to Use Interface
AdditionalWays to
Reach theUser
Get Productive
RightAway
ClearLogo &
BrandingThroughoutApplication
Features Provide Utility & Traffic to External Sites
Involve Friends and Compare Travels
See Where Your Friends Have Been
Use Your Networkto Get Advice
on Places of Interest
Test Personal Knowledge & Challenge Friends
TakesAdvantage of
AdditionalMarketing
Opportunities
Acquire Additional Users
IntegratesTripAdvisor
With Cities I’ve Visited
Functionality
Leveraging the Viral Loop
Newsfeed&
Mini-FeedMessage
IntegrationAttracts
New Users
The Not So Good:Travel Bag by American Airlines
Fairly, Simple to
Understand ConceptThat is ofInterest
to FacebookUsers
BUT
NothingUnique That Differentiates
From Competitions
Utility is Not Immediately Obvious
BoringOpening
PageWith No
Informationof InterestDoes Not
Take Advantageof ExistingData and Forces
User to Enter Information
First
Complicated & Time Consuming
Requiresa Lot of
Informationfor Each Entry
A UserHas to do Too MuchWork forFeaturesThat areNot VeryEngaging
Complicated & Time Consuming
Not Enough User Data & No External Integration or Traffic
Generation
A Search for“Egypt” Brings
Up OneResult
Application Best Practices
• Don’t Look at An App as a “One-Off” Effort. (i.e. make sure that the concept is in line with your overall brand strategy) • Make Sure the Concept is Engaging to the User
• Balance User Value With Brand Goals (i.e. don’t forget about the brand while you’re building the app and vice-versa) • Carefully Decide Between the - Build, Buy or Sponsor Options
• Create a Simple and Easy User Interface That Everyone Can Understand
• Provide Incentive to Maximize User Engagement & Viral Spread (i.e. keep the user coming back AND entice them to spread the word)
• Look for Cross Marketing and Cross Promotion Opportunities.
• Take Full Advantage of the Advanced Features in Facebook’s Development Platform (i.e. make sure your developers stay up to date with new features Facebook provides)
• Be Willing to Experiment and Be Ready For Fast Iterations and Change (i.e. be prepared to learn from what your users are telling you)
• Create a Roadmap & Plan for Future Development - Time and Money (i.e. users get bored easily - new features keep their interest level high)
Application Best Practices (continued)
Well-designed social applications are effective. • Leverage voice of customer for increased word-of-mouth.
They’re cheap. • Much cheaper than traditional media spend such as TV.
They motivate consumers in the middle of the funnel. • Helps people in the consideration phase when they’re on the fence about purchasing.
“In a recession, social applications with measurable results will pay off.”
Strategies For Interactive Marketing In A Recession by Forrester ResearchForrester Research
Q & A
?
Nikhil Nilakantan President & CEO
email: nikhil [AT] socialspan [DOT] com
web: www.socialspan.com
The Social Span Media logo is a registered trademark of Social Span Media LLCAny trademarks mentioned in this presentation are owned by their respective
companies.
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