Una panoramica sugli strumenti che Facebook mette a disposizione di un marrketer: dai gruppi, alle pagine, agli eventi ai Social Ads, fino alle applicazioni.
Una carrellata di casi di utilizzo di FB per incrementare la awareness, aumentare la reach, sperimentare e testare nuovi prodotti, creare relazioni tra e con i vostri clienti
2. Facebook Marketing
In circa 1 anno Facebook è pa
passato dai primi 100 siti al
p
mondo come traffico al 5° post secondo Alexa.com,
to
superando Myspace nell’aprile 2008
p yp pe
Circa 130 milioni di
iscritti nel giugno 200
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
3. Le variabili demog
grafiche in Facebook
56.3% sono donne
58.4% hanno un’istruzione alm
meno a livello superiore
14% non sono bianchi
34% lavorano come profession nal, manager, nelle vendite,
nella settore formazione o nell’area tecnica
– 12% sono studenti a tempo pieno
12% hanno figli sotto i 16 anni
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
4. Facebook demogr
raphics
Facebook ora rivendica il fatto che + della metà dei suoi utenti
e
sono al di fuori dei college, e che la fascia demografica a
a
crescita + elevata sono coloro dai 25 anni in su
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
5. Facebook demogr
raphics best practice
Cerca di anticipare questo cam mbiamento nel profilo d’età
Modifica i tuoi piani per tenere conto dei fattori demografici
Non fidarti troppo di q
pp quello che ha funzionato finora,
e
specialmente se consideri gli sstudenti di college o i neofiti
over 35
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
6. Facebook marketing - obiettivi
Incrementare la awareness e la reach: global brand
recognition,
recognition portare nuovi lead espandere la customer base
d,
d base,
far decollare il traffico verso il sito web
Mirare a mercati distinti
Mi ti di ti ti
Fare test marketing per esplo orare nuovi mercati e valutare
idee di prodotto
Forgiare le relazioni tra e co i clienti: FB offre un canale
on
unico per aziende interessate a creare community basate sui
clienti in connessione con i lor brand preferiti
ro
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
7. Facebook e gli St
F bk li Strumenti
ti
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
8. Le Facebook Page
Sono profili business-friendly, p
piattaforme per comunicare
direttamente con gli utenti
Sono gratuite e facili da lanciar con template personalizzati
re
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
9. Facebook Page – le caratteristiche
Una pagina include grafica/lo
ogo,
ogo descrizione azienda e il
azienda,
Wall dove gli utenti possono p
postare commenti
Elementi aggiuntivi:
– Foto e Video postati dall’azie
enda, così come Applicazioni che
permettono agli user di carica foto e video alla pagina delle
are
discussioni
– Recensioni uno spazio dedicato per i fan per condividere le
Recensioni,
loro opinioni
– Notes: una sorta di blog che permette i tag, le immagini ed
tag
importazioni automatiche da un blog esterno
– Eventi che informano i fan s prossimi eventi mediante inviti
Eventi, sui
alle hp dei loro profili
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
10. Foto, Video e Page d DELL
di
Gli utenti possono diventare fan di una Pagina; quando l
Fanno la Pagina app pare all’interno del loro Profilo
Individuale sotto “Inf ed un commento è postato sul
Inf
fo
fo”
loro WALL. I post de wall sono pubblicizzati agli amici
ei
g
grazie ai News Feed che avvisano gli amici
d g
Le PAGE sono ind dicizzate e accessibili, non occorre e
Iscritti a FB per rag
p g
gg g
ggiungerle
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
11. Facebook Page e Social Ads
Le Facebook Page possono anche contenere i Social Ads
della nostra azienda se abbiam attivato una campagna su
mo
Facebook
La reportistica sulle statistic è disponibile per tutte le
che
Facebook Page:
– impressions
– Clicks
– user engagement (come i Wall posts, I video plays, etc.),
– fan demographics
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
12. acebook Groups
Prima delle Facebook page c’e erano i Gruppi…
Principali differenze:
Gli utenti aderiscono ai Gruppi come membri, alle Page come
Fan
I Gruppi sono elencati a blocch senza grafica o profilo
hi,
utente
I Gruppi non sono necessariam mente aperti a tutti gli utenti
( p ,p
(Aperti, privati, segreti, limitati a un network)
,g, ad )
I gruppi sono ricercabili solo s Facebook
su
Molte applicazioni, come le No e gli Eventi non possono
applicazioni ote
essere aggiunte al Group Profile
Le statistiche sui Gruppi non sono disponibili
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
13. Suggerimenti per cr
reare un gruppo su
Facebook
F bk
• F t leva sugli amici
Fate l li ii
esistenti
• U t i vostri contatti email
Usate ti t tti il
La giusta configurazione: il
• Create relazioni con i nuovi
titolo, la categoria, la
membri: ci saranno membri
descrizione pertinente con il
che non sono tuoi amici…
brand
• Utilizzate comunicati stampa
Siate trasparenti e offrite
e Post sui blog
info per essere contattati
• Mantenete il contenuto
(website, telefono,
fresco
ubicazione)
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
14. Facebook Applicatio
ons
ermettono di creare esperienze interattive, giochi con il tuo
e
rand, programmi di regali virtua etc.
ali,
n’applicazione p integrare il t sito web o una applicazione g
pp può g tuo pp
sistente, come un’app. per il mo obile o per il desktop (tramite le
B API) )
ichiede spesso l’intervento di un FB developer, necessita di un
n
ost esterno su cui ospitare l’app
p ppp
plicazione
olo gli utenti registrati posson aggiungere la tua applicazion
no
uando lo fanno viene loro chies di aggiungere tale App ai loro
sto
rofili affinché i loro amici la poss
sono vedere e ricevere notifiche
mail e aggiungerla ai bookmark
gg g k
e apps aggiunte sono pubblicizzate sul Wall dell’utente ,anch
e gli user possono bloccarle
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
15. Facebook Social Ads
• Includono sia i banner posti ai
maargini del Profilo utente sia
gli i
inline banner, annunci che
app i
paiono come contenuto
t t
spoonsorizzato all’interno dei
New Feeds in connessione
ws
con le azioni sociali degli altri
n g
amici
• Ent trambi le opzioni
perrmettono una estrema
targgettizzazione:
– e sesso, residenza, interessi,
età,
college, datore di lavoro, etc.
c
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
17. Incrementare la aware
eness e la reach:
Lenovo Electronics
Lenovo, h usato F
L ha t Facebook i
b k in
connessione
Con altri media online e la sua
C
sponsorizzazione
Ai
A giochi olimpici 2008 per
generare global awareness for
il suo brand e la linea di
prodotti IdeaPad
costruire un riconoscimento globa
ale
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
18. Incrementare la aware
eness e la reach:
La
L campagna si b i basava sull
programma di un atleta blogger c
si allenava per le Olimpiadi
Olimpiadi.
Ecco l’applicazione del Team Usa
su Facebook
Oltre che a mostrare i blog,
l’applicazione permetteva agli
Utenti di partecipare in luoghi virt
per i fan, seguire I
Risultati degli eventi, contare le
g
medaglie, e inviare
Incoraggiamenti virtuali
Permetteva anche di scaricare
ale Coupon digitali
costruire un riconoscimento globa
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
19. Incrementare la aware
eness e la reach:
Gli utenti erano
incorraggiati a
invita
i itare I l
loro amici ad
ii d
aggiuungere l’applicazione
Furono anche usati
Bannner
per p
promuovere l’app.
Lenovo Profile Box L’applicaz
zione Team USA è stata vista + di 1,8
Milioni d volte e scaricata da 250.000 utenti
di
provenien da 120 paesi
nti
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
20. Incrementare la a
awareness e la reach:
Sharp Electronics
s
Campagna p lanciare AQUOS LCD e generare
per
Awareness p il suo ruolo nel campo
per
dell’innovazio e della ricerca per energia solare
one
Fu creata una App “Life changing Box Game” per
generare Buzz mediante concorsi e minisiti
Con premi a sorpresa
ange Your Power, Change Your Plan
net”
nd “Change Your TV, Change Your Lif
fe
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
21. Incrementare la awa
areness e la reach:
Sharp Electronics
Ogni giorno d durante la Promozione gli utenti
Promozione,
gareggiavano per vincere 10 premi a sorpresa
o
poi rivelatesi essere schermi piatti, sistemi home
Theater etc.
Se l’amico vinceva un premio anche la persona c
l amico premio,
L’aveva invita vinceva lo stesso premio
ato
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
22. stendere l’ebusiness n sociale space:
nel
23Greetings.com
23G ti
123Gre ti
123G eetings.com è un servizio di e-card
ii d
gratuitoo.
L obiett
L’obiettivo era far crescere la propria base
utenti,
Grazie a Facebook. L’azienda lanciò un App.
che
Suppor tutte le 200.000 cartoline disponibil
rta
sul sito.
sito.
L’app. r
pp ricorda anche i compleanni degli
p g
amici ccon
Messag inviati sia tramite i profili sia via
ggi
email
Entrambi i profili possono aggiungere
a b p o posso o agg u ge e
l’app. a loro profilo Marzopromuovere il brand
al e 2009
Facebook Marketing – Leonardo Bellin -
ni
23. ncrementare la reach p
per
rainreactions.com
rainreactions com
Br i
rainreaction è una i
ti innovativa società
ti i tà
di rcerca di mercato che sviluppa
Brrainstorming professionali
Ha deciso di utilizzare FB per
a
es
spandere il suo team formato dalla
Geenerazione Y.
Ha prima creato un gruppo e poi ha
a
lanciato una applicazione:
Most Creative People on Facebook
Un competizione tra I partecipanti a
na
br
rainstorming, e degli utenti + attivi
10.000 utenti registrati, 480.000 inviti,
1,2 milioni di voti
,2
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
24. TravelChannel: una strategia creativa
per far d
f decollare il t ffi
ll l traffico al sito web
l it b
ruppo con +di 7400 f
di fan, circa 8500 gi
i iocatori d
t i durante l 4 settimane d ll
t le tti della
ampagna. Crescita virale.
urante le prime 6 settimane: + di 225 utenti attivi, 1,7 milioni di rapiti..
5K
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
25. erena Software: un ca
anale praticabile
nche per il B2B
h
renaSoftware desiderava informare i propri utenti del rilascio di un
ovo prodotto, un’app. che combina dati con elementi visuali;
zienda aveva già usato FB come in
g ntranet aziendale.
app. “I am a Super Masher” ruotava attorno ad un video interattivo
a
n forte potenziale virale e incoragg giava gli utenti ad interagire per
ere + i f sul prodotto sw, partecip
info l d tt t ipare ai gruppi di discussione e
i i di i
oltrare ad amici. + di 1,1 milioni di v
view, 8000 utenti hanno cliccato e
ggiunto il sito web, molti hanno scaricato il white paper e il trial
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
26. ndiePix: raggiungere u segmento in
un
aniera efficiente ( st-effective)
i ffi i t (cost ff ti )
IndiePix è un ditributore indipenden
cerca modi per coinvolgere i propri
c
Clienti,
Clienti un gruppo molt segmentato
C
Ha
H creato un Gruppo, per connetter
pp , p
Comunicare con i propri fan e filma
C
Indipendenti.
Il gruppo permette di visualizzare
Documentari e di avere anteprime d
D
eventi grazie all’applicazione Event
e
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
27. Oneday one Job: sperimentare nel
targeting
One
O day, One Job è un’azienda onli
specializzata nel trovare lavoro per
s
studenti di college
s
Oltre a creare una Pagina, l’azienda
O
attivato Ads targettizzando i senior
a g
della Ivy League e senior da altre 40
d
top
t school, sia con CPC sia con CP
Ha
H creato un’app. per gli studenti
Il candidato poteva creare il proprio
profilo e ricevere dei click che
p
portavano al suo profilo su LinkedIn
p
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
28. Making cool connectio
ons: il caso CISCO
Cisco voleva espandere la sua
C
presenza nei social media e decide
p
provare FB per lanciare il suo nuov
p
Router
R
Cisco vedeva FB come un mezzo pe
C
evidenziare il fattore cool e mettere
e
mostra la parte divertente dell’azien
m dell azien
Cisco ha creato un Gruppo “Cisco
C pp
Support Group for Uber User Internet
S
Addicts”
A
I moderatrori d l gruppo usavano gli
d t i del li
evennti e I concorsi per promuovere I
e
componenti della campagna (canale
c
Quiz tra gli utenti Youtube, etc.)
Y
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
29. Costruire Community g
globali: Cirque de
Soleil
Cirque de Soleil creò nel 2008 una
C
Page con pagine separate per
P
ciascuno dei suoi 7 show stabili,
c
permettendo ai fan di stabilire la
p
propria affinità con i loro show
p
preferiti
p
Ha
H creato poi apps per consentire a
fan
f di caricare le loro foto video,
,
scrivere recensioni sugli show.
s
Gruppi di discussione sono stati us
G
per ti l
p stimolare la interazione e
l it i
promuovere l’app. “Get Cirqued”.
p
Permette di scoprire mediante un Q
P
sia
s + affine al mood dell’utente
CIRQUE du SOLEIL App Widget Box
x 23.000 Page fan, 187 recension
+ di 400 foto dei fan
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
30. Ernst & Young uti ilizza Facebook come
canale di recruitin
ng
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
31. Suggerimenti
Facebook marketing richiede “
“comunicare” e non
pubblicizzare
bbli i
Diventa parte della Facebook e
experience
– Più con i contenuti che con la pubblicità
a
Attingi dalle ragioni p cui i tuoi amici amano condividere
g g per
Ascolta, impara, non aver paur di sbagliare
ra
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
33. 14 marzo 2009: la nuova Home Page
a
Circa 175 milioni di iscritti nel mondo
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
34. Testi consigliati – Soc
cial Media
• Secretes of S i l Medi
S t f Social M di
• Social Media Marketing
Marketing
1 hour a day How to Use Online
Conversations and C t
C ti d Customer
• L’onda anomala Communities to Turbo-Charg
Interagire e collaborare con i Your Business! Di Paul Gillin
consumatori ribelli di
Charlene Li e Josh Benoff • Facebook marketing
Leverage Social Media to
g
Grow Your Business, di Steve
Holzner
• Social Corp
Social Media Goes Corporate
(Voices That Matter), di Joel
Riferimenti:
Postman
Facebook Marketing Charlene Li
–Forrester research
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
35. GRAZIE PER L’ATTENZ
ZIONE
• Leonardo Bellini – Consulenza e servizi
o
di market g digitale
ting g
• Autore di Fare business con il Web –
Lupetti Editore
• Ho curato l’edizione italiana di:
o l edizione
• Web In aazienda – ETAS
• N i è me li - ETAS
Noi eglio
• Blog: ww
ww.digitalmarketinglab.it
• Website: www.dml.it
Facebook Marketing – Leonardo Bellin -
ni Marzo 2009
35
Notas del editor
<number>
Some things jump out at me. First, AM are less likely to be Creators than the average adult. No surprise here – AM are pretty busy and the mental energy (not to mention the time) needed to sit and create social media just isn’t there in as many people in this segment. They also tend not to be Joiners, partly because the existing social networks today don’t have a lot to offer them. So there’s some possibility that they might be willing to do this, especially when a quarter of them already do it.Now look at the Spectator and Critics areas – these index higher. So reading content and building on it is a natural for AM. This now begins to inform an objective and strategy for this group. Josh will talk about the different types of objectives tomorrow morning, but for now, let’s assume that the objective is to provide support for the busy AM.
Increasing awareness and reach: Case studies for six organizations show how Facebook can be used to establish global brand recognition, to bring in new leads and expand your customer base, to boost Web site traffic and/or augment large multimedia campaigns. Targeting distinct markets: Three more case studies demonstrate how detailed information regarding user demographics and network behavior can be employed to specifically target niche markets.Test marketing: A proof of concept campaign illustrates how the network can also help companies explore new markets and evaluate product ideas.Forging relationships with and among customers: The final two studies reveal how Facebook offers a unique channel for companies interested in creating customer-based communities in connection with their brands.<number>
Users join Groups as members, rather than fansGroups are listed in bulk and without graphics on a user’s profileGroups are not necessarily open to all users: a Group can be set to “private” so that the administrator determines which users can joinGroups are searchable only within FacebookMany applications, such as Notes and Events described above, cannot be added to a Group profileGroup visitor statistics and reporting metrics are not available<number>
Tips to Grow a Successful Facebook Group:The Right Configuration: Make sure you select a title, category and description that is relevant to your brand because this will entice people to join your group. I also suggest that you be as transparent as possible and offer information such as contact information, website, phone number and location. This allows group members to associate the group to an actual person rather than any old computer generated content.To offer a real community appeal, enable the ability for anyone to post discussions, wall posts, pictures and videos. Initially you should make the group public which allows anyone to join and invite people to the group; remember you do have the ability to remove members if needed.Leverage existing Facebook Friends: It's important to attract a strong base of members to your Facebook group, so invite existing friends that may find your group valuable and who could become evangelists for your group. This is where the viral part comes into play: your friends' friends will notice that they joined a new group which will spark interest from them to check it out as well.Use your email contacts: Don't forget about your friends outside of Facebook because Facebook Groups provides the ability to import and send group invitations to your contacts from Outlook, Yahoo, Gmail and Hotmail. Press Releases/Blog Posts are other methods which you can use to invite new members to your Facebook Group. Personally, I created a call to action and placed it above the fold which reminds my readers to join my group.Keep the Content Fresh: Update your group's Recent News, photos, videos, events and links regularly so that members have a reason to return. Another simple tactic is deploying a welcome message which greets new members and enforces the 'human factor' of the group.Create relationships with new members: If you have a group which is open to the general public then you will notice people who are not your 'friends' join your group. These are the types of people are there to get a feel for the quality of the group therefore make it a habit to personally address them.<number>
Facebook Applications allow you to create interactive user experiences with your brand using games, virtual gift sharing programs, and more. An Application can integrate your Web site or existing Web application, as well as mobile and desktop applications (with the Facebook API), and can be featured independently and/or added to your Facebook page.Application development may require you to hire a professional developer (referrals available on the site) if you are not well-versed in PHP, SSH, MySQL, Unix, and Web hosting fundamentals. It will also necessitate an external location to host your application.Only registered Facebook users can add your Application. When they do so, they are given options to add a box or dedicated tab to their profiles for friends to view, to receive notifications via personal email, and to bookmarkthe Application for quicker access. For added exposure, user interactions with your Application can be automatically publicized on that user’s Wall, although users can choose to block this activity.<number>
Lenovo, which specializes in personal computing technology, used Facebook in connection with other online media and its 2008 Olympic sponsorship to generate global awareness for its brand and new IdeaPad product line.The campaign revolved around a Lenovo-sponsored Olympic athlete-blogger program, which was featured on a number of Web sites in addition to the company’s “Team USA” Facebook Application.<number>
Lenovo, which specializes in personal computing technology, used Facebook in connection with other online media and its 2008 Olympic sponsorship to generate global awareness for its brand and new IdeaPad product line.The campaign revolved around a Lenovo-sponsored Olympic athlete-blogger program, which was featured on a number of Web sites in addition to the company’s “Team USA” Facebook Application.<number>
Lenovo, which specializes in personal computing technology, used Facebook in connection with other online media and its 2008 Olympic sponsorship to generate global awareness for its brand and new IdeaPad product line.The campaign revolved around a Lenovo-sponsored Olympic athlete-blogger program, which was featured on a number of Web sites in addition to the company’s “Team USA” Facebook Application.<number>
Like Lenovo, Sharp used Facebook in cooperation with other media to promote its AQUOS LCD line and generate awareness for its role in LCD (liquid crystal display) and solar-energy innovation. Developed by Lowe New York, the campaign included print, broadcast, and online advertising,all highlighting two main themes: “Change Your Power, Change Your Planet” and “Change Your TV, Change Your Life.”For the online portion, an unbranded “Life Changing Box Game” Facebook Application was launched, together with a related teaser microsite, to pique interest and generate buzz for the company’s ensuing print and TV promotions. Both elements incorporated a series of mystery prize boxes, thecontents of which users guessed at on the microsite and competed for in the application.<number>
Like Lenovo, Sharp used Facebook in cooperation with other media to promote its AQUOS LCD line and generate awareness for its role in LCD (liquid crystal display) and solar-energy innovation. Developed by Lowe New York, the campaign included print, broadcast, and online advertising,all highlighting two main themes: “Change Your Power, Change Your Planet” and “Change Your TV, Change Your Life.”For the online portion, an unbranded “Life Changing Box Game” Facebook Application was launched, together with a related teaser microsite, to pique interest and generate buzz for the company’s ensuing print and TV promotions. Both elements incorporated a series of mystery prize boxes, thecontents of which users guessed at on the microsite and competed for in the application.Each day during the promotion, application users were granted a select number of “touches” used to enter rounds and vie for 10 mystery prizes—later revealed to include flat screen televisions, home theater systems, exclusive tickets to sporting events and all-expense-paid trips. The player in possession of a mystery box when it randomly “opened” in any given round won the associated prize<number>
123Greetings.com is a free e-card service. Its goal was to grow its user base by successfully tapping Facebook’s vast user population. The company believed Facebook’s members were more likely to keep in touch with family and friends via the the Internet.In January 2008, the company launched a 123Greetings Facebook Application that supports all 20,000+ e-cards available on its main Web site, providing users access to the full array without ever having to venture off the Facebook networkTo encourage adoption, the application was designed for ease of use so that users can search by occasion, enter a personal message if desired, and select recipients by simply clicking on their friends’ profile pictures, which appear directly on the application page. The application also reminds users of their friends’ birthdays with messages sent to both the users’ Facebook profiles and personal email addresses. Several viral elements were also incorporated. For example, both sender and recipient have the option of displaying the 123Greetings application box on their profiles to show off the cards they’ve sent or received and further promote the 1 23Greetings brand amongst their friends. Users also have the option of inviting friends to use the application without sending a card<number>
BrainReactions is an innovation services and research company that has been building a team of professional “Brainstormers” from around the world to assist clients in identifying new product and marketing ideas. Aspiringto expand the team’s “Generation Y” population, the company turned to Facebook after finding that the majority of its existing Generation Y Brainstormers visited the site daily. It also recognized the network as a low-cost mechanism for building an interactive online community that could support its core business. BrainReactions first established a presence on the network with a Facebook Group, providing a place where Brainstormers could congregate and interact.Next, it launched an application called “Most Creative People on Facebook,” wherein users compete for votes from other users and nominate their friends with invitations to add the application. Application users with the most votes are featured on the main Application Page, along with a list of the user’s most creative friends, encouraging other users to increase their rankings and invite <number>
When the application launched in August 2008, Facebook Social Ads were used to help generate awareness, and a Travel Channel group was established to help anchor the application. The group currently has more than 7,400 fans, and the ads were effective in bringing in approximately 8,500 new Kidnap! players during the four weeks in which they ran. The majority of the application’s growth, however, has occurred virally.During its first six weeks, the game registered 225,521 monthly active users and 23,034 daily active users, with 1,711,300 sent kidnap requests. Traffic to TravelChannel.com during those same six weeks increased 28%, and page views went up 38%, as compared to the six weeks prior.As of this writing, usage has grown to 2.4+ million players, making it the most popular travel-related application and the most popular branded game on Facebook. The number of daily active users has increased to 230,000 and includes approximately 140,000 return users. And TravelChannel.com cur
In early 2008, Serena Software wanted to inform business professionals about its newly released Business Mashup Composer, an application that combines data and visual elements from multiple sources into a process
IndiePix, an independent film distributor, commonly looks for ways to actively involve its customers, a notoriously segmented group. This year, the com
IndiePix, an independent film distributor, commonly looks for ways to actively involve its customers, a notoriously segmented group. This year, the com
Like Freshbooks, Cisco wanted to expand its presence within social media and decided to try Facebook in a campaign setting, as part of a three-month promotion leading up to the launch event for its new Aggregation Service Router ASR 1000 product series.Cisco saw Facebook as a means for conveying the “cool factor” and showing off the company’s fun side, but also as a place to amass a community of people passionate about Cisco products. With this in mind, it started the “Cisco Support Group for Uber User Internet Addicts” group, which introduced users to other campaign components, such as the company’s YouTube and Twitter profiles, as well as each other.Group moderators utilized the Facebook Events tool to promote events and contests connected with the campaign and product launch. They alsoposted questions to initiate group discussions, held user polls and giveaways through the discussion board, uploaded photos and videos and encouraged members to do the same.Early adoption for the “Cisco Support Group for Uber User Internet Addicts” group was primarily among Cisco employees; however, it did not take long for the network’s viral propensity to kick in. Group membership began to skew towards customers approximately three weeks after launch and has since exceeded 1000 members.While the company is pleased with this volume, it had also hoped to achieve more active engagement among members on the group page. It seems that members may be more interested in expressing their connection to the Cisco brand and/or the new router product than directly interacting with company
Cirque du Soleil was also set on building community. The performance company considers itself lucky to have a large, global base of dedicated and enthusiastic fans and wanted a better way to directly communicate withthese individuals on a personal level. It chose to focus its efforts on Facebook because of the network’s worldwide popularity.CIRQUE du SOLEIL App Widget BoxEarly in 2008, a general Cirque du Soleil page was set up, followed by sepa
Microsoft CPM - they sell all IAB ad units by digital solutions people. Outside, we sell everything. Top 300-500 brands in the market. Lots of responses. MSFT became a great channel.Flyer - self-service display ads - demographic targeting. Can also do keyword targeting into user profiles. e.g. interests, affiliations. Basic was to Profile targetingNo behavioral targeting - demograhic targeting is mostly inaccurate. No incentive to provide good demos. Demos are 60% accurate. But when the user uses 200 words to define their brands, it's good data. Information is accurate because you're providing it to your friends. Also updating their profiles -- accurate. Can target well. More powerful than demographic or behavioral data could be.