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

Facebook

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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