BY DESIGNGetting the Most Out of Your Facebook

Dollars

The Marketing Store Worldwide @marketingstore www.themarketingstore.com

VP Creative Director

Michael J Oliver @michaeljoliver

Majestic Media Ltd @majesticmedia www.majesticmedia.ca

Managing Director

Mario Zelaya @zelaya

SOCIAL

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Head of productionOversee all projects IdeationStrategyCreative Direction

@majesticmedia @zelaya

Things I do:

Mario Zelaya

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Facebook Marketing Agency

About Majestic

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VP, Creative Directorco-manage TMS Torontooversee all creative projectsbuild CRM practice in North America innovate in automotive space

@marketingstore @michaeljoliver

Things I do:

Michael Oliver

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Brand Activation Agency Specializing in Shopper Marketing, CRM/Loyalty

About The Marketing Store

SOCIALBY DESIGN

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Paid. Owned. Earned

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Today’s focus ... Social by Design = Earned

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What is it?

•Social Design is a way of thinking about a product design that puts social experiences at the core.

•Help recreate these social experiences with the features available on the Facebook platform (Oauth, Open Graph, Social Plugins, etc…)

•Using the “Like” button doesn’t constitute Social by Design (that’s just one of many tools that can be used). They’re a tactic, not a strategy. It’s like putting hot sauce on a pasta. It adds flavour, but it doesn’t constitute the full meal.

Dogma:

Social by Design

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Get to the point…

•Easiest way to summarize Social by Design in a few simple points:

1) Your brand, or actions your fans are taking, are better enjoyed when your friends and community are involved. ie. Trip Advisor, Spotify, Pinterest, etc…

2) Your brand, or actions your fans are taking, are naturally social in the real world. ie. “I didn’t know you went to Hawaii” “I love that song” “You should see these pairs of shoes I bought”

3) Your fans benefit by this added social layer. ie. Discovery, insight, gain in utility, etc..

Summarized:

Social by Design

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The Social Lens You Should Use…

•Why would people want to share my content? •Did I put some social/digital lubrication in the gears that makes it easy for them to share

•In our campaign, do we put people at the center? •What’s the utility they’ll gain? Is it enough? Is it a wow or cool factor? Will it create a deep emotional response?

•How can I get people to create conversations about this activity or campaign?

Ask the following:

Social by Design

INFINITI

LUXURY, RELOADED

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Luxury, reloadedThe shifting face of luxury

Shifting Values of Luxury.

ΣDREAMSFANTASIES

EXCLUSIVITYx

Shifting Language of Luxury.

Greenback’s for Green Values.

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Luxury, reloadedThe shifting face of luxury

ΣDREAMSFANTASIES

EXCLUSIVITYx

EXPERIENCESERVICE VALUESΣ*

“the experience underpins vision and defines the brand from a customer experience

perspective ...”

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Luxury, reloadedThe shifting face of luxury

…and consumers will pay for it.

$ $ $$ $ $

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InfinitiInspiring customers through Inspired Performance

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InfinitiChallenger brand positioning

INSPIRED BY YOUFacebook Promotion

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•Creating an app that’s social & users want to share, talk about and engage with

•Understanding the demographics is key: Infiniti owners are really interested about themselves, it’s part of their persona, and how we eventually created the campaign: “Inspired by You”

•The goal was to provide Infiniti owners, information that they wouldn’t normally be able to know about themselves and their activity on Facebook

Summary:

Infiniti Case StudyKnowing the Infiniti customer

2020

•Creating an app that’s social & users want to share, talk about and engage with

•Understanding the demographics is key: Infiniti owners are really interested about themselves, it’s part of their persona, and how we eventually created the campaign: “Inspired by You”

•The goal was to provide Infiniti owners, information that they wouldn’t normally be able to know about themselves and their activity on Facebook

Summary:

Infiniti Case StudyInspired by You promotion on Facebook

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VIDEO

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•Basic info•Email address (for contest entry)•Access to wall posts•Checkins, photos, status updates, videos•Friends info: birthdays•Photos & videos shared

APIs Used:

Infiniti Case StudyInspired by You promotion on Facebook

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•We implemented an engine that analyzes your status updates and determines which ones have the most Likes & Comments

•Using the same engine, we analyze your wall posts to determine your Facebook Engagement score

•We found a generic way to map locations of check-ins in a non-Google map (an illustrated map). It wasn’t easy!

•Integrated sweepstakes engine

Technology:

The Horsepower

Infiniti Case Study

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•Build according to your audience•Spend time planning out the right strategy•Focus on making things social by design•Leverage Facebook’s APIs•Leverage Facebook’s Social Plugins & other tools they’ve made available for us to use

Learnings:

Infiniti Case StudySummary

IN SUMMARYTAKE-AWAYS & INSIGHTS

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•Having the right strategy is just as important as the design and development•Our view is: Strategy > End product•Listen to your audience, create persona’s if you don’t have them already, gain valuable information on their demographic and psychographic profiles

•Don’t just launch a promotion or app for the sake of launching it. It’d be best to wait and save that budget for something bigger down the road that makes sense

Summary:

Key take-awaysFocus on Strategy

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•i)Would people want to share the content? Yes. •ii) Do we include some social/digital lubrication so it makes it easy for them to share with friends? Yes. Social plugins and ability to share.

•iii) Do we put people at the center? Yes, the whole campaign is based around you and how you compare to others.

•iv) What utility will they gain? The wow/cool factor. An all expense paid trip & daily maintenance prizes at Infiniti helps too!

Checklist:

Key take-awaysIs it Social by Design?

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•First and foremost: know your audience and cater to what they want to see/hear. If they’re asking for Apples, don’t give them bananas

•When launching an app, make it easy for people to share with their friends, but even more importantly, see if you can find a way to get your friends involved

•Think of it as a “A to ‘A-Z’” relationship as opposed to “A to B”•Use the tools Facebook gives you (for FREE): i) Social Commenting Tool ii) Like button iii) Share iv) Tag your friends v) Notifications vi) Events

Summary:

Tips & InsightsOur Execution

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Tips & InsightsOur Execution

•Do not silo Facebook into its own campaign. The best results are when its integrated into other marketing programs: print, packaging, TV, radio, etc…

•Leverage other social networks when possible: ie. Twitter, YouTube, Pinterest will have an API soon

•Spend time researching and creating an immersive social experience: Facebook-Studio.com is a great source

Summary:

The Marketing Store Worldwide @marketingstore www.themarketingstore.com

VP Creative Director

Michael J Oliver @michaeljoliver

Majestic Media Ltd @majesticmedia www.majesticmedia.ca

Managing Director

Mario Zelaya @zelaya

Thanks!