social media marketing - 5 elements of success in facebook marketing campaigns

Elements of Success in Facebook Marketing Campaigns

Presented by Callie PakTwitter: @calliepak

For: MKTG 4226 Social Media Marketing

Introduction◦ Facebook Users◦ Facebook Groups & Fanpages

5 Elements of Successful Facebook Campaigns

Examples of Facebook Campaigns◦ The IKEA Showroom◦ Burger King’s Whopper Sacrifice

Agenda

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As of February 2011, Facebook has over 600 million regular users

Facebook now 600m Ac-tive Users Globally & Growing

2004 February 2011

Facebook now 600m Active Users Globally & Growing

Groups & Fan Pages‣Groups – a great way

for organizations to keep interested people informed

‣Offers more in-depth communications around a subject

‣Fan Pages – a similar place where a page of information that anybody can see is presented

‣Offers a Loose but Long-term Presence

Groups & Fan Pages

‣Makes Valuable Information available to Users

‣You are not spamming people with information that they are forced to hear

‣Informal, two-way nature allows discussion

‣Active taking part in brand

‣Can be easily recommended

‣Applications, Videos, and Contestscan be connected with the page as well as other SNS

5 Elements of a Successful

Campaign

#1 . Consistency of the Message with the Brand / Product

By choosing Facebook, you are choosing a channel that requires continuous engagement. It requires being actively involved in any conversations, online posts, chats and even forums taking place regarding your advertising campaign and brand. Because there are multiple messages being exchanged, it is very important to be consistent to your brand. It is important to develop guidelines for community managers to stay true to.

#1 . Consistency of the Message with the Brand / Product


Campaign

#2 . Collaboration with Members of the Community

In order to have the influence of a campaign extended to reach the targeted audience; collaboration with the members of the community with lead to a better campaign. People like to be part of something, so allow them to help you out! Members who are involved are usually generous in sharing information with others part of their network.

#2 . Collaboration with Members of the Community


Campaign

#3 . Encourage ConversationOnline AND Offline

It is important to keep the tone casual so that people who are members of the brand’s Facebook group/page community are encouraged to participate through conversation.

By encouraging conversation, members your community are engaged and empowered. This is one of the most powerful forms of generating awareness and credibility for your brand because it allows for people who have knowledge in the community to create a level of connectivity with other current and potential customers. Word of Mouth is the best form of advertising.

#3 . Encourage ConversationOnline AND Offline


Campaign

#4 . Engage your Audience Make your campaign FUN

It is important to put effort into making the overall social media campaign’s experience not only engaging, but fun.

Through adding incentives, offers, games, and puzzles; you engage your audience and give them something to remember – and to talk to about! Through incentives, a company can only acquire more Facebook “Likes” and subscribers to their page. (Bullas, Jeff)

#4 . Engage your Audience Make your campaign FUN


Campaign

#5 . Create something Permanent forPost- Campaign

As campaigns are time sensitive (they have a start and end date) , it is important to create something that lasts after the campaign is finished.

In creating something permanent after the campaign, for example an article, a YouTube video, a photo collage, or a series of tweets that can be searched; people who were involved in the campaign have something to remember and something to share even after the campaign ends. For those who were not involved in the campaign, it continues to promote your message and get users involved and interested in the story of your campaign and the message your brand has to convey.

After all, the message conveyed through your brand should be consistent, thus it should still be relevant after your campaign is over.

#5 . Create something Permanent forPost- Campaign

IKEA Facebook Showroom

http://www.youtube.com/watch?v=0TYy_3786bo


A Digital campaign was created for IKEA’s new store in Malmo, Sweden.

The ad agency designed a way to use IKEA’s existing inventory and Facebook’s existing photo tagging feature to create a viral campaign.

They created a Facebook profile for their store manager, Gordon Gustavsson and uploaded photos of the IKEA showrooms onto Gordon’s Facebook profile page.



During a two week period, 12 photos were uploaded to the photo albums. The people who tagged their name on a product first would get that IKEA product for free. The ad agency designed a way to use IKEA’s existing inventory and Facebook’s existing photo tagging feature to create a viral campaign.

It attracted many people to visit Gordon Gustavsson’s profile page to view the showroom photos and people personally promoted this on their own profile pages as they tagged themselves on products. The campaign would appear on their friend’s newsfeeds.



This created an interesting and fun way for people to interact with the brand, with each other, and to spread the word without making it seem like an advertisement. Participants gladly put their name on IKEA’s interactive catalogue and spread the words to hundreds of others in their networks.

Since the launch of the campaign, Gordon’s profile has spread across the globe and he is now friends with people from all over the world.

IKEA has been talked about all through the internet and thousands of blogs have posted showroom pictures featured in the campaign.

Tweets about the competition poured in from all directions. – Melvin, Ho (The Social Juice)



The Whopper Sacrifice

http://www.youtube.com/watch?v=F1AsycJNl7o

http://www.youtube.com/watch?v=F1AsycJNl7o

Burger King, through their insanely creative advertising agency Crispin Porter + Bogusky, launched a Facebook application that encourages users to remove Facebook friends.

In order to get a Free Whopper, Users had to “Sacrifice” ten of their friends. In doing so, a message was sent to the deleted friend stating that they had been sacrificed for a whopper.

The result? 233,906 friends were removed by 82,771 people in less than a week.


In two weeks time, Facebook requested to remove the application’s feature of notifying the deleted friends that they have been sacrificed – the most important part of the campaign. It was what helped to make the application viral.

As this would defeat the purpose of the campaign, Burger King decided to shut down the application.

The result? The news went viral. Burger King was able to make their point, that people liked their friends, but LOVED the Whopper. Although controversial and slightly offensive to some, Burger King stayed true to their brand image and message. They proved that people truly loved the Whopper.


Thanks!For more Social Media Marketing Presentations, check out Schulich School of

Business’s Social Media Marketing & Management Course on Facebook! http://on.fb.me/eMtprU

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