Custom-facebook-applications

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PREPARED FOR:

@Room_214/Room214 /Room214

2011 Online Marketing Summit

Custom Facebook Applications: Beyond the

Status Update


Update

All examples included in this presentation contain the old tabs structure, as Facebook updates to brand pages took effect shortly after this presentation was delivered in February of 2011.

For an update of the major changes resulting from the recent Facebook update, see Brandon Whalen’s quick video at

http://www.youtube.com/room214#p/a/u/0/xKwlKdVht7I


Agenda

• Room 214 Introduction• Why Facebook Applications?

- Key Stats - Key Actions - Key Benefits

• Samples / Types / Uses / Results / Insights• Strategies for Developing and Promoting Apps

- Ad considerations - Game mechanics - Social intelligence

• Learning Outside Facebook - Viral Video Science

- Neuromarketing• Summary of Key Take-Aways / Insights

Room 214 is a social media agency that helps successful organizations leverage research, strategy and technology to grow customer engagement, revenues, brand awareness and loyalty.

Contributors to:

AMA Workshops

Search Engine Watch

WOMMA CouncilsOnline Marketing Summit

FOUNDERS:

JAMES CLARKPublic Relations

JASON CORMIERWeb Development

Youtube.com/Room214


Key Stats

• Facebook fundamentally changed the way people use the Internet. First Proof = Nielson’s 2009 stat:

“A 700% annual increase in time spent in 2009 on Facebook compared to 2008”

• Approx 600 million users worldwide (by end of 2010)• Over 150 million accessing via a mobile device• Average: 50% login daily, and have 130 friends• Social Networks/Applications cited as the top 2010

priority for senior marketers (eMarketer)


Key Actions

YOU can…

• Earn Media

• Pay for Media

THEY can…

• Lurk

• Like

• Engage

• Share


Key Benefits

Facebook apps in the social marketing mix

Top Benefits/KPI’s:• Traffic• Fan Growth (likes)• Engagement• Insight

“When it comes to digital marketing I believe marketers need to be more strategists &

research minded than idea evaluators and implementers.”~ Shiv Singh


App Types: Custom Tabs


App Types: Custom Tabs


App Types: Custom Tabs Continued


App Types: Custom Tabs Continued


Custom Tabs Continued


Key Actions


What Marketing Wants

“In the last 6 months, requests for custom applications have been focused almost exclusively on growing the fan base”

~ Jim Risner

CEO, Votigo


Fan Growth Insight

• UGC contests with voting and incentives to share can create high engagement…

• But if your main objective is fan growth (more likes), a simple sweepstakes (give-away) is often highly effective

• A key best practice: Use “reveal” pages, requiring users to like the page before participating


Tabs and Canvas Pages


Canvas Pages (Continued)


Hello Kitty Gift App (Continued)








Hello Kitty Results

• from 500k fans to 2 million within 2 months of launch – with no supporting advertising

• Within 5 months, the application has helped bring the total fan count to over 3.5 million

• The effort has prompted new initiatives for engaging fans


Hello Kitty Results

• Average cost per 1,000 impressions over last 5 months was 14 cents.

• Average estimated traditional media costs for the same number of total impressions generated through Facebook:

Broadcast TV: $1,798,000

Newspapers: $965,000

Radio: $796,000


Uses of Facebook Connect








Surprising Results?

“We looked at it as a way for people to share their savings aspirations with friends and family. To our surprise, over 1/3 of our customers sync the progress of their savings goals on Facebook”

~ Michael Ferrari President, SmartyPig


Facebook Connect and RFID






Surprising Results?

“The adoption rate with people logging in and choosing to share their experiences exceeded expectations”

~ Rob Katz CEO, Vail Resorts


Facebook Social Plug-ins Sample


Insight: Enable Article Likers


Application Development / Strategy

• Ad Considerations• Game Mechanics• Social Intelligence


Strategy: Consider Ad Attributes

Facebook GoogleTargeting:• Age• Gender• Relationship Status• Location• Birthday• Education• Workplaces• Likes and Interests• Connections on Facebook

Targeting:• Location• Time• Keywords


Strategy: Facebook Insights


Strategy: Game Mechanics

• Game Mechanics: Encompass a range of rules and theories aimed at positively engaging human behavior

• Examples: collecting, access, status, points, gifts

Image provided from TechCrunch. See the follow-up post at http://bit.ly/i34Nwm


Strategy: Insights from a Games Developer

“Simplicity is current, but audiences become more demanding for the next best thing. The design of social games are evolving to become real entertainment, not just for motivating a click that expands a friend base.”

~ Zac Brandenberg

CEO, Meteor Games


Strategy: Insights from “Viral Video Science”

• Emotion - not just sharing the content, but the feeling the content has created

• Information - people are hardwired to teach and learn. Create content with genuinely new and interesting information - it will be shared

• Identity and Self Expression - defines our personality to our friends. If a user shares your content what are they saying about themselves

http://mashable.com/2010/10/19/viral-video-science/


Neuromarketing / “Buyology”

• Non-conscious decision making

• Understanding the logic of emotion, and predictable irrationality

• Semiotic markers

• Relationship drivers


Insights from User Experience

“Photos originally weren’t that big of a part of the idea for Facebook, but we just found that people really liked them, so we built out this functionality*”

~ Mark Zuckerberg CEO, Facebook

*More than 100 million photos are uploaded to Facebook daily


Key Take-Aways & Insights

• Facebook applications MUST first effectively answer what users can do and share. The brand is secondary

• Consider how your goals track with common key performance indicators: referral web traffic, Facebook fans/likes, user engagement and insights (quantitative and qualitative)

• Multiple applications under one custom tab have demonstrated increased engagement/interactions

• The content your applications support are foundational to their success: think strategy (cause, awareness, education, entertainment, utility) before tactics.

• Game mechanics are not magic, but you are ahead of others if you establish an understanding of them


Key Take-Aways & Insights

• Plan how advertising and outreach inside and outside Facebook might apply to launching and supporting your applications (when possible, enable “article likers”)

• Emotion, Simplicity, Differentiation = the three key elements to effective Facebook applications (and digital marketing)

• If you are running contests, you’ll get more fans by forcing (not suggesting) the like button. “Reveal” pages are a common best practice

• Use Facebook Insights and social intelligence tools to build and iterate applications based on what people want (pre & post launch)

• Maximize engagement with your applications by learning and applying what works to create emotion and inspiration outside of Facebook (relationship drivers)


Thank You

Jason CormierCo-Founder, Room 214

866.624.1851 x101

@JasonCormierwww.linkedin.com/in/JasonCormierRoom214

Custom Facebook ApplicationsBeyond the Status Update

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