Making apps more social with Facebook platform for mobile

Making apps more social with Facebook platform for mobile

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

Build an audience for your app through Facebook platform for mobile
Wondering how to use Facebook platform for your brand’s mobile application? Check out this video demo for more on connecting people with your brand across any device. Using Facebook platform for your mobile app allows people to spread the word about your app with their friends through notifications, news feed and timeline. This can lead to more traffic, better discovery and more engagement.  

PepsiCo India achieves 60% share of voice online
Watch our case study on PepsiCo India’s campaign on Facebook around the 2011 Cricket World Cup during which the brand achieved 60 percent share of voice online. As part of the “Change the Game” campaign, PepsiCo India released seven new television spots on Facebook before airing them on national television. The move led PepsiCo India’s fans to share the clips with their Facebook friends, creating buzz for the campaign before the official launch. The first spot alone was shared more than 10,000 times within the first hour of premiering on Facebook.
 

Tags: case study,   mobile,   platform,  

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Reach more people with sponsored stories on mobile

Reach more people with sponsored stories on mobile

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

Reach more people on the go with sponsored stories on mobile
At fMC we announced that your brand can now reach more people on the go. Sponsored stories that appear in people’s news feeds on desktop will also appear on their mobile phones. Sponsored stories promote organic interactions between people and your brand, so there’s a better chance that people will hear about you via their friends. Sponsored stories in news feed on mobile is currently available in all global regions.

Mobile is a great place for your brand to share its story as more than 480 million people access Facebook monthly on their phones. Sponsored stories on mobile are available through Premium on Facebook, which offers distribution on the right-hand side of homepage and in news feed on desktop and mobile. The best way to increase the likelihood of delivery in news feed is to create engaging content on your Page, as sponsored stories in news feed cannot be purchased separately. Read our Premium on Facebook guide to learn more.

Hyundai uses Facebook to launch new vehicles globally
Watch our latest case study video to learn how Hyundai used Facebook to help launch new vehicles across its key markets globally. As part of its launch of the new Veloster model, the brand put people at the center of its marketing effort, inviting fans to create videos with the theme “expect the unexpected.” Fans then voted to select the best video, which appeared in an ad on the Facebook homepage. In 2011, Hyundai Worldwide gained more than 1.5 million fans, enabling the brand to now reach 215 million people who are friends of its fans with its brand messages.

Tags: case study,   mobile,   Sponsored Stories,  

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Facebook Offers is a new way to reward fans

Facebook Offers is a new way to reward fans

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

Facebook Offers is a new way to reward fans
Facebook Offers lets businesses offer coupons and specials 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. Fans will be able to redeem Offers via email or on a mobile device. Offers is currently in beta and is available to a limited set of Pages in New Zealand, Singapore, Australia, Japan, and Turkey. We plan to launch Offers more widely in the next few weeks. Please contact your Facebook representative for more information on how to get started with your first offer.

1-800-FLOWERS.COM uses Facebook to connect with its customers
Watch our case study on 1-800-FLOWERS.COM to learn how the brand is using Facebook to interact with customers in the same personal way as when it had just opened its first brick-and-mortar store. With all the real-time conversations happening on Facebook, the brand is able to put people at the center of its business. In the weeks leading up to Mother’s Day, the brand asked moms to like the products on its Facebook Page that they wanted to receive for their special day. The four of the five most liked products in that campaign ended up being the top-selling products for the brand's Mother’s Day season.

Tags: case study,   offers,   Pages,  

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Auto marketers: Put your fans in the driver’s seat

Auto marketers: Put your fans in the driver’s seat

Everywhere I go, people ask me about changes in the automotive industry. Increased competition, shrinking margins, alternative fuel technologies, in-vehicle infotainment and new business models have all changed the industry dramatically over the last few years. But in every market I visit, one thing remains the same. From manufacturers to dealers, everyone echoes this sentiment: the car business is a people business.

It is a relationship business and a word-of-mouth business. Building strong connections with customers has always been a cornerstone for success in the industry. Most people only purchase a new vehicle every three or four years, so automotive marketers work hard to develop effective loyalty strategies that retain their existing owners and keep their businesses growing. Because loyal owners are also some of the best salespeople. Their recommendations and positive word of mouth can help attract new customers.
 
Leveraging loyalty
A successful loyalty strategy begins with a brand’s connection to its customers. Facebook Pages are an invaluable way to connect with people. When owners become fans of your brand, they allow you to publish stories to them. Each of these stories can be the beginning of a conversation and, over time, a relationship. Ongoing, regular engagement not only impacts customer loyalty, but also becomes the basis of meaningful stories they can share with friends.
 
To pinpoint the real value of these of connections between automotive brands and their owners on Facebook, we conducted a loyalty study* earlier this year and identified several insights:
  • 55 percent of U.S. automotive Page fans own a vehicle manufactured by that brand
  • Loyalty among those owners who are Page fans is 16 percentage points higher than owners who haven’t fanned (62 percent vs. 46 percent)
The results of the study show that many of the connections auto manufacturers have are with their most loyal owners. We also asked fans of U.S. automotive Pages when they plan to purchase a new vehicle, and 26 percent said they plan to do so in the next year. That underscores why quality connections with your actual owners are far more valuable than artificially inflated fan bases.  Their loyalty can translate into real dollars.  
 
Creating influence
The study also revealed the influence owners who are fans can have on their friends:
  • 82 percent of owners who are fans of automotive Pages are very likely to recommend their vehicle to a friend vs. 69 percent of owners who are not fans
  • On average, owners who are fans of their manufacturer’s U.S. Page are connected to 433 friends which is more than three times the friends of the typical Facebook user
Owners who are fans are stronger advocates than those who aren’t. And they’re able to share their recommendations with three times more people than the average user. That’s a powerful channel for attracting potential customers.
 
The automotive opportunity
Despite this very promising data, the fan bases of 10 leading automotive brands in the United States represent less than 5 percent of their owners on Facebook. This is a significant opportunity for the industry. Here are some tactics that can help automotive brands connect with owners:
  • Leverage customer databases: Email your owners with links to your Pages and a compelling rationale for becoming fans, including owner updates, service offers and new product information.
  • Run cost-per-click (CPC) Facebook advertising campaigns with creative targeted specifically to owners. 
  • Sponsor Page Like stories to friends of new fans. These stories are an effective way to leverage the power of owner advocacy.  
  • Use social technology such as the Like Box Social Plugin on your website to encourage customers to become fans on Facebook. 
Today’s automotive industry is more competitive; however it’s still a people business.  Connecting with loyal customers and their friends can create a valuable advantage for your brand. Integrating Facebook into your existing marketing channels and leveraging Facebook Pages, ads and sponsored stories will help you capture this advantage and let people drive your marketing.  
 
Doug Frisbie is Head of Automotive, Global Vertical Marketing, at Facebook.
 
*Note on study methodology: The study was conducted with 15,938 Facebook users who responded to poll questions delivered in two phases of the study between 12/16/11 and 3/13/12.   The study included 54 brand and model Pages from 10 leading mass-market automotive brands selected primarily based on historical sales and market share. Phase 1 measured owner and Page fan loyalty, and phase 2 measured owner and Page fan likelihood to recommend.  Questions included:
  1. Which of the following brands is your primary vehicle?
  2. When you purchase your next vehicle, will you purchase the same brand you currently own?
  3. How likely are you to recommend your primary vehicle’s brand to friends?
  4. When do you plan to purchase your next vehicle?

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Creatives Talk Live / How social technology spurs creativity

Creatives Talk Live / How social technology spurs creativity

Join us tomorrow, Wednesday, April 18th at 11am PDT (2pm EST, 6pm GMT), with Roland Smart, Sr. Director of Product Marketing of Involver as we explore the intersection of social technology, marketing, and creativity. 

Guest Speaker: Roland Smart, Sr. Director of Product Marketing of Involver
 
Time: Wednesday, April 18th at 11am PDT (2pm EST, 6pm GMT)
 
 
Involver is part of the marketing developer ecosystem that helps brands build social applications and experiences. During this talk, Roland Smart will share insights on building meaningful connections from a marketing developer standpoint, along with some of his favorite examples of social applications such as the SuperBowl Ad Meter.
 
The discussion will be followed by a live Q&A with questions from our online audience. Please share this event with your friends and colleagues and post questions in advance on the event page.
 
Creatives Talk is a series designed to inspire creativity on Facebook. In this series, we welcome creative thought-leaders from many fields, such as storytelling, fashion, TV, advertising, and more, to share how Facebook influences their creative processes.

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Quick tips to make your submissions stand out

The Facebook Studio Awards recognize the best social marketing of the year.  This year’s winners include work from agencies and brands both large and small from around the world.

The call for entries is open and our team is busy reviewing and publishing your submissions. In addition to the perspectives from this year’s jury members in the video above, here are some quick tips to make sure your submissions are in top shape for awards consideration:

  • Include video. While not required, video is great for telling your story quickly.  Video doesn’t need to be long—many of the best videos are under two minutes.
  • Submit several relevant images. If the work you did on Facebook is part of a larger integrated effort, make sure the assets you submit show the work you did with Facebook.
  • Keep the awards criteria in mind when you write your campaign descriptions. Did you make something happen though sharing? Tell us how your work was social by design in your campaign description.
  • Check out the Spotlight for inspiration. We’re calling out some of the most interesting and successful work in the Spotlight as it is published. If you’re new to Facebook Studio and looking for examples of successful work and submissions, the Spotlight is a great place to start.
  • Don’t wait. Work submitted after January 15 through the deadline later this year will be considered equally. We know it seems early, but getting your work published now will give it that much more time to be discovered by the community, including potential clients. Submissions with likes and comments will also get noticed by the jury.
We look forward to showcasing your work! Let us know if you have any questions in the comments below.

Tags: Facebook Studio Awards,  

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Making it easy for people to find your business

Making it easy for people to find your business

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

Locations tab will make it easy for people to find your business
We’re updating the Locations tab on the new Pages to make it easy for people to find your business. If your brand has multiple locations, people will be able to visit the Locations tab on your Page and search for your stores by ZIP code or city. For more information on Pages, please read our Pages guide.

BT lets people participate in the creation of its brand story
Check out our latest video case study to learn about BT’s recent campaign on Facebook that invited people to weigh in on wedding decisions for characters from its long-running TV spots. People’s votes shaped how the ceremony played out in the actual commercial, letting them become active participants in creating the telecom brand’s story—not just passive observers of the TV spots. To engage the public, BT posted videos on its Page presenting the choices—a traditional lace, “Swan Lake” or 1930s vintage style for Jane’s dress, for example. Then it used four Premium Ad campaigns to gather votes from people on Facebook. As a result, some 460,000 people voted and campaign awareness increased by 10 points.
 

Tags: case study,   Pages,  

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Social as a marketing and business platform

Social as a marketing and business platform

Most marketers agree Facebook is a great place to engage with customers and get your message out. But, as we describe in our recent Social Business Blueprints, Facebook can also be a rich business and marketing platform that can make your product and marketing programs more relevant, efficient and effective. 
 
In the Forrester Consulting study commissioned by Facebook, 71% of marketers surveyed believe that companies can gain a competitive advantage by leveraging social media, yet only 41% of said they have fully integrated social media throughout the company and only 33% said they had a long-term strategy for becoming a social business. 
 
Before we could help bridge the gap, we realized we needed to make a distinction between thinking of social exclusively as a communications channel—which might be owned solely by corporate communications or marketing—versus social as a marketing and business platform, with implications for all customer-facing departments. Here are the key differences we identified: 
 
Social as a communications channel: 
  • Social media: Using social networking as a channel to distribute brand messages and motivate people to engage with and share them
Social as a marketing and business platform:
  • Social marketing: Incorporating social media and technology into the heart of planning your marketing strategy and delivering the brand experience
  • Social business: A company that uses social media and social technology to improve core businesses processes like product development, market research, customer service, retail and merchandising
With these definitions in mind, we encourage you to create your social strategy. The first question you will have to answer is: Do I have the basics right to build a connected brand? This will require you to know your social identity, get your customers to connect with you, get good at engaging with them and understand how to leverage those engagements to drive influence. You can read more on these steps in the Brand Building Blueprint.
 
Once you have a plan for getting the basics right, we encourage you to ask yourself how social can be a competitive advantage and how you can start using social as a marketing and business platform throughout your initiatives. To learn more about how social can influence your entire organization and improve your business, please read the Organization Blueprint.

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More insight into how people interact with your Page posts

More insight into how people interact with your Page posts

Here are some of our latest product news and updates for agencies and brands.
 
Updates to Page Insights
We’re making changes to Page Insights to better capture the viral, organic, and total impressions generated when you post on your Page. The updates are designed to give you more insight into what happens when people engage with your Page posts and share them with their friends. If someone shares a Page post, we'll attribute impressions of those shares to impressions from the original Page post. We'll also be capturing Page post impressions on an ongoing basis. Previously, if a post received impressions after 28 days, those numbers weren’t captured. The new data will be reflected in the next few days in Page Insights for all Pages. Read our Page Insights guide to learn more.
 
Cathay Pacific reaches nearly 30 million friends of fans on Facebook
Check out our latest video case study on Cathay Pacific to learn about its unique “Travel The World in 80 Days” campaign. Instead of telling people about all of its exciting destinations, the Hong Kong-based airline used Facebook to find the perfect brand ambassador to do the job. Cathay ran Facebook Ads to find the right person. The winner, Michael Corey from Canada, embarked on an 80-day adventure around the world and posted about his journey on Facebook as he went. The airline says that Facebook has enabled it to reach the right consumers by country, age and gender like never before. And thanks to its more than 124,000 fans, the airline can now reach nearly 30 million of their friends.

 

Tags: Facebook Pages,   Page Insights,  

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Social leadership is critical for a connected organization

Social leadership is critical for a connected organization

One of the first topics covered in the Social Business Blueprints is organizational design. Getting your organization aligned to execute on a long-term social strategy requires a different type of organizational collaboration and adaptability. As described in the Organization Blueprint, successful organizations have two things in a common: a strong leadership team that is dedicated to building a social strategy and a clear sense of how social can help drive business objectives across the organization. 

The Forrester Consulting study commissioned by Facebook as part of this project showed that while 71% of VP-and C-level marketing professionals surveyed believe that companies can gain a competitive advantage by leveraging social media, nearly 70% have not started integrating social into their long-term business strategy. In addition, social ownership is distributed across the organization with many teams having partial ownership. This partial ownership makes it difficult to align objectives and create a comprehensive strategy for how the organization can best leverage social to move the business forward. 
 
The Organization Blueprint makes several recommendations for CMO leadership, including: 
  • Take on social leadership across the enterprise by building social into C-suite business planning and ensuring that social is being leveraged across the organization and customer-facing departments to drive impact
  • Create a united marketing front to ensure that everyone is working towards the same goals by unifying internal social marketing teams as well as orchestrating agency collaboration
  • Build social into an established process so there is a mechanism to share learning and best practices back into the organization and constantly improve the product and marketing efforts
The Organization Blueprint also highlights how social can help all customer-facing departments achieve their business goals. For more examples and specifics on how social can enhance marketing, public relations, market research, customer service, product development, e-commerce, retail, and merchandising, please read the full paper here.

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