Join us: Building a connected brand

Join us: Building a connected brand

Join us on Wednesday, June 13th at 11am PT (2pm ET, 6pm GMT) as we discuss the six steps businesses should take to incorporate social marketing into their brand-building strategies:
 
Articulate: Define the brand’s social identity so you communicate in a unique, compelling, and authentic voice.
Connect: Find you best and most likely customers and give them a reason to like or follow you in social channels.
Engage: Interact with people by making brand communications and content more personally relevant and participative.
Influence: Inspire and enable people to share stories and messages about your brand.
Integrate: Build social into the brand and product experience to make it more cohesive and useful.
Rejuvenate: Use insights from social channels to continuously monitor your brand’s health and improve the brand experience.
 
Speaker: Kim Gould, Marketing Communications
Time: Wednesday, June 13th at 11am PT (2pm ET, 6pm GMT)
 
The discussion will be followed by a live Q&A with questions from our online audience. Please RSVP and post questions in advance on the event wall.

Tags: Marketing Talks,  

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New features help you better manage your Facebook Page

New features help you better manage your Facebook Page

Here are some of our latest product news and updates for agencies and brands.

Admin permissions and Page post scheduling help you better manage your Page

We’ve rolled out new features designed to allow you to more effectively manage your Facebook Page. Admin permissions let you set different permission levels for your Page admins. With five different permission levels—manager, content creator, moderator, advertiser, and insights analyst—you can easily control which admins can post content, manage other admins or perform other key tasks. And, to make it easier to manage content on your Page, there’s now Page post scheduling. With this new feature, you can schedule your Page posts up to six months in advance.

HBO Poland uses Facebook to raise awareness of Game of Thrones

In Game of Thrones, seven noble families are passionate about controlling the mystical land of Westeros. To find fans who would be similarly passionate about watching the show, HBO Poland recently ran a campaign on Facebook. Check out our case study to find out how the premium television company used large ads buys called reach blocks to create excitement before the premiere and to remind people to watch the first episode. Some 4.5 million people in Poland ended up seeing the ads on Facebook. The result? Their intent to watch the show increased 14 points on average, according to Nielsen.

Tags: case study,   page,  

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Three drivers of effective ad creative

Three drivers of effective ad creative

People often ask us what makes compelling ad creative on Facebook. We recently conducted a study to help answer this question. Using many of the criteria common in creative testing, we analyzed the performance of more than 400 real Facebook Premium ads at driving ad recall and purchase intent.

The study revealed that:
 
The drivers of ad recall include: 
  • Focal point – an image that is focused and draws attention
  • Brand link – clear branding with an easily identifiable brand, logo and colors
  • Tone – copy and images that fit with the brand’s personality 
The drivers of purchase intent include: 
  • Reward – an ad that makes people smile, learn interesting information or have a positive feeling
The results showed that the greatest driver of purchase intent was a common characteristic of successful ads across platforms: reward, or as we like to call it, “a return on attention.” Ads that were rated the highest on reward – ads that make people smile, learn interesting information or have a positive feeling - had the strongest purchase consideration results in Nielsen Brand Effect studies.

Tags: ad creative,   best practices,   Facebook Ads,  

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Industry awards roundup

Industry awards roundup

Whoa, it’s almost June. In the brief calm between Creative Week and Cannes, we wanted to take a moment to highlight some of the winning work from this season’s award shows.
 
Winners in the 2012 CLIO Facebook Integrated Media category came from agencies and clients large and small—including global brands and one very socially active Swiss village.
 
American Express, CP+B and Digitas were recognized for their work on Small Business Saturday (also winner of the 2012 Facebook Studio blue award and a gold One Show Pencil). Together, they created social marketing tools to help small businesses make the day their own and drive traffic to their stores. Now in its second year, Small Business Saturday has continued to deliver results for small businesses and for American Express, and the day is now a fixture on the holiday shopping calendar.
 
Also a CLIO winner, agency Jung von Matt helped put Obermutten, Switzerland on the map. With its “A little village goes global” campaign, a clever Page posting strategy helped Graubunden Tourism double traffic to its website and become one of the most active Facebook Pages in Switzerland. Participation from Obermutten’s 78 residents definitely helped the effort.
 
Leo Burnett Detroit’s "Book Burning Party" was big hit with juries this season, taking home the Andy for social marketing as well as a CLIO. The campaign used provocative posts to get a simple point across: closing down the community library in Troy, Michigan was effectively the same as burning books. The unconventional campaign helped change the conversation and save the library.
 
A common trend through much of the winning work: a sustained effort to engage people through compelling Page publishing. 
 
Though we’re fast approaching the halfway mark for the year, there is still time to get in the game. The Facebook Studio Awards call for entries is open: Check out our quick tips to make your submissions stand out, and submit your campaigns by clicking on the “Submit your Work” button on any page of Facebook Studio. Looking for inspiration and some examples of successful submissions? The spotlight is your place.
 
Good luck to everyone in the countdown to Cannes. If last year is any indication, we bet there are a few Lions hanging out in the spotlight already. ;)

Tags: Awards,  

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The People's Choice Awards sees record year for votes

The People's Choice Awards sees record year for votes

Here are some of our latest product news and updates for agencies and brands.

P&G’s People’s Choice Awards sees record year for votes
Check out our case study to learn how Procter & Gamble Entertainment’s People’s Choice Awards saw a record year for votes after using Facebook to create a deeply social online experience. People could vote for their favorite entertainer via on the People’s Choice Page or website. An app enabled the “ballot” on Facebook to prepopulate based on people’s likes and interests. The app also showed which friends shared similar entertainment interests. Using Premium ads to drive awareness, the campaign resulted in more than 50 million votes from Facebook—more votes than any other social media—and a record year for the show.

Best practices for the Facebook App Center
Check out our best practices for featuring your brand’s app in App Center, a new destination where people can browse new social apps and rediscover their favorites. The checklist highlights some of the most important things to consider when you’re creating your app detail page.

Test Premium campaign ideas and share them with colleagues or clients
We recently launched the first version of the Facebook demo tool, an app designed to help you mock up how premium ads will look to people when they’re using Facebook. The tool makes it easy to visualize the different Facebook placements you can create from your Page content using Facebook Premium. Visit the app to start building demos and check out our recent blog post for more information.

Reminder: FBML to be removed June 1, 2012
We're removing FBML (Facebook Markup Language) from the Facebook Platform on June 1, 2012 as first announced in August 2011. Please visit our Developer Site for information on using Javascript SDK instead of FBML, as apps using FBML may stop working after that date.

Join us: Measuring success in the connected world

Tune in to our Marketing Talks Live next Wednesday May 30 at 11 am PDT (2 pm EDT) to watch Facebook measurement expert Fred Leach discuss his approach to measuring social campaigns. Fred will talk about the fundamental metrics that marketers should be looking at on Facebook and on the rest of the web. Submit your questions here for the live Q&A following the presentation.

 

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Join us: Measuring success in the connected world

Join us: Measuring success in the connected world

Want to learn more about metrics like reach, brand resonance and reaction? Join us on Wednesday, May 30th at 11am PDT (2pm EDT, 6pm GMT) as Fred Leach, the West Coast lead of Facebook's Partner Measurement Group, discusses Facebook's approach to measurement and the fundamental metrics marketers should be applying on Facebook and the rest of the web.
 
Guest Speaker: Fred Leach, Partner Measurement, Facebook
Time: Wednesday, May 30th at 11am PDT (2pm EDT, 6pm GMT)
Location: Marketing Talks tab on the Facebook Studio Page
 
The discussion will be followed by a live Q&A with questions from our online audience. Please RSVP and post questions in advance on the event wall.

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Page publishing that drives engagement

Page publishing that drives engagement

To better understand what makes a successful Page post, we recently conducted an internal study to discover which topics generate the most engagement. The study shows that speaking about subjects related to your brand is the best way to generate engagement. While the conclusion may not seem surprising, since your fans liked your Page because they like your brand, understanding how post topics relate to engagement can help you improve your content strategy and identify the best content to promote through Ads and Sponsored Stories. 

We examined four weeks of Page posts, across 23 brands and six industries and divided the posts into three types of content:
 
Messages about the product or service
  • Travel brand example: Our new resort just opened! Book your trip today. 
Messages related to the brand
  • Travel brand example: I decided to go on my first cruise because______.
Messages unrelated to the brand
  • Travel brand example: Hang in there everybody. Monday will be over before we know it!
Posts on topics related to the brand, but not specifically about the product or service, were the sole universally significant predictor of all types of engagement. 
 
Here is a list of the drivers of each type of engagement: 
 
If your goal is to generate shares:
  • Post on topics related to the brand
  • Use photos, photos albums and videos
If your goal is to generate likes:
  • Post on topics related to the brand
  • Post a clear call to action, for example “Like this if…”
If your goal is to generate comments: 
  • Post on topics related to the brand
  • Ask a question in the post 
You can maximize your success on Facebook by optimizing your Page posting strategy for the type of engagement you are trying to drive. You can use Page Insights to monitor engagement for your individual posts. This research also underscores the power of advertising on Facebook. The branded posts that businesses naturally want to share more widely, are also the posts getting the most engagement, so be sure to use Ads and Sponsored Stories to increase their distribution and generate even more engagement. For additional best practices, please visit our Guide to Best Practices for your Page and media strategy

Tags: measurement,  

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With Community Seeds, giving is in the hands of fans

With Community Seeds, giving is in the hands of fans

Agency Imagination Sydney was tapped by Commonwealth Bank of Australia to highlight and amplify the bank’s charitable giving program. Together they created Community Seeds, a program that let people choose from among six local charities and direct the bank’s giving to that cause. After selecting a charity, people were given a virtual seedling for their Facebook profile. As they spread the word about their chosen charity, the virtual seedling showed the growth. And as their friends got involved, the seedling grew even more. The campaign helped Commonwealth Bank increase its Facebook community by 82 percent, and the bank donated more than $150,000 to six local charities as decided by their fans. David Clarke, Digital Creative Head of Imagination in Sydney, talked to us about the campaign.

First, congratulations on winning a Facebook Studio Award.
Thanks, getting this sort of international recognition with such top-tier talent being considered is a huge win for us here at Imagination. We’re all very excited by that.
 
What made the Community Seeds campaign an award-winner?
Commonwealth Bank was acting on an altruistic cause, which resonates with consumers. Donating to charity feels good, and being recognized for giving can feel even better. Using that insight to broaden the reach through a show of social influence was extremely meaningful to our audience.
 
We wanted to let people not only participate, but also wanted to incentivize spreading the message to their friends. By using gamification techniques like leader boards, social badges and progress tracking, we were able to encourage people to help these charities. From the beginning, we were looking to create a snowball effect where friends influence friends.
 
How did you and your technical team get from concept to working application?
We really wanted to visually show the results of a participant’s influence by motivating donations through their social network. The Facebook platform allowed us to track those interactions. Voting for your cause of choice was relatively easy, but visualizing a couple of seedlings growing was the true challenge. 
 
When a vote was cast, the user would receive a seedling with a single leaf and have a badge placed on his or her Facebook wall. When their friends saw that badge and subsequently cast a vote, not only would they get their own seedling but they would also make their friend’s seedling grow. The seedlings and their development came to represent your social influence over the course of the campaign. People could clearly see that every seedling was unique and that it was growing based on their influence, reflecting their own ability to help out with this good cause.
 
The fact that the campaign was powered by complicated code didn’t stop it from being a very simple, beautiful, and easy-to-access experience for users. On that front, our technical team, led by Nash Trajkovski, is constantly testing and iterating on design to make sure we’re creating the best experience for people.
 
What made Facebook a good base for this kind of philanthropic campaign?
We looked at creating a website as well as a number of other options. Facebook is the most powerful platform out there when it comes to leveraging social influence. So we ultimately saw the platform was the best place for the campaign to live, and we were rather happy with the results.
 
How did you keep people coming back to the page?
We worked with a local PR agency, One Green Bean, quite extensively on this campaign. In addition to running the targeted Facebook Ads, they handled all the community management and made sure that there was always fresh content on the Page to support the campaign, and active moderation and responses to people’s posts.  
 
How did the campaign integrate with other media?
We kick-started the campaign in main business park areas of Sydney and Melbourne, where we gave out actual branded seedlings to people passing by that included cards with a unique code. The card explained the campaign and invited potential participants to make their first vote worth $10 (10 times the normal donation amount) by entering the code on their Facebook Page. This was vital to the campaign because it ensured that in the first wave, that first roll of the snowball had a powerful push behind it. It was a predominantly digital campaign with a real world kickoff. 
 
Was there one key factor in making this campaign such a success?
We always start our social campaigns looking at why users would participate; we use the old saying, “Why would they care, why would they share?” to get started. If you can make an intrinsically motivated campaign with an extrinsic reward, and then layer on gamification techniques to make it fun and keep people engaged, I think you’re on your way to success.
 
David Clarke is Digital Creative Head of Imagination in Sydney. Check out the Community Seeds campaign and explore the other winning work here.

Tags: Australia,  

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Feature your brand’s app in the Facebook App Center

Feature your brand’s app in the Facebook App Center

Here are some of our latest product news and updates for agencies and brands.

Feature your brand’s app in the App Center
If your brand has a social app on facebook.com, on a website or on mobile, you’ll soon be able to include it in our new App Center to build awareness and traffic for your app. For the more than 900 million Facebook users, the App Center will serve as a unique destination where they can browse new apps and rediscover their favorites. The App Center is currently open exclusively to developers to enable them to create detail pages for the apps they have built. If your brand is working with a developer to build a timeline app, canvas app, mobile web app, or native mobile app, create an app detail page for the App Center before it goes live in the coming weeks. Read the App Center guidelines and guide to creating an app detail page for your brand’s app.

Offers rolls out to all managed accounts
Facebook Offers lets businesses offer coupons and deals to fans through posts that appear in people’s news feeds on both desktop and mobile, as well as through posts that are promoted as sponsored stories. Check out this product guide and the Help Center for more information. Offers is currently available to all managed accounts. Please contact your Facebook representative for more information on how to get started with your first offer.

Domino’s Pizza uses Facebook to launch its first global special
Check out this case study to learn why Domino’s Pizza turned to Facebook to launch its first global offer. The brand used its Pages in 20 countries to build awareness of the 50 percent off online pizza orders. A tab revealed the offer and let people share it in 14 languages. It then ran Premium ads to invite people to RSVP for the offer and used sponsored stories to amplify the stories created when people liked the Page or used the app. The campaign led to a record week for online sales and orders in the United States. And more than 542,000 people were led to Domino’s Pizza online ordering sites globally.
 

Tags: application,   case study,   offers,   platform,  

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It’s time to measure business outcomes, not likes

It’s time to measure business outcomes, not likes

While we are all fans of likes, the true value of Facebook for brands comes from building loyalty and driving sales. We believe these are the metrics you should be measuring on Facebook.

To understand the value you are generating on Facebook, it is essential to measure the business goals you are trying to achieve. We find that most of these goals can be summarized by:

  • Reach: Did you reach the right people, how many of them did you reach, and what was the frequency?
  • Brand resonance: Did reaching these people change perception in the way you wanted and did the message stick?
  • Reaction: Did people actually go into stores or onto your site and purchase?
  • Consumer insights: What have you learned about people, product and brand that can improve the business?

Looking at how many likes you have and who the fans of your Page are can help you achieve additional reach. Understanding what content is driving the highest engagement helps you develop great creative and stories that will resonate with your audience. However, it is essential that everything you do on Facebook be tied to a business goal. Being clear on the objectives of your Facebook marketing programs or campaigns and measuring your success against those goals is the first step.

We also encourage companies to select metrics for Facebook that will enable them to compare across platforms. Read our Guide to Measuring Success to learn more about the measurement solutions Facebook offers and examples of how companies are successfully measuring their efforts on Facebook. We encourage you to talk with your client partner about the right metrics for your brand. You can also see our case studies to see how other brands are measuring their success on Facebook. We encourage you to talk with your client partner about the right metrics for your brand.

Tags: measurement,   reach,   Sales,  

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