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Why facebook promotions

Principles of social media


Strategies Facebook ads

Facebook promotion types


Examples A small quiz Questions

Why facebook promotions ?

Principles of Social Media


Building Value for the community

Allowing Users to Generate Content

Listening to peoples point of view

Seeking user Participation

Created Content around brand


Content

Text Articles

Videos/ Photos

Applications Virals

Facebook is the largest engagement platform for your customers online. Period.

Why Facebook?
INDIA STATISTICS

39.33 M Unique Visitors 11.9 Average Minutes per Visit 10.9 M Daily Visitors 14.57 M Page Views

Facebook has powered the big From browsing to discovering shift


Because the web is building around people

90s - Browse

00s - Search

10s - Discover

Why Facebook Ads?


Enhance the brand presence on the largest social networking

site of the world


Highly customizable targeting to reach out to your desired

audience with whom you want to engage


Multiple budget options your budget most efficiently

utilized to provide the desired returns


Supplement & strengthen your claimed presence (pages) on

facebook through targeted advertising

How does it work?


Advertising Goal
Branding, Leads, Sales, etc.

Budgeting Options CPC/CPM/Fixed and account setup

Property to Advertise Website, Fan page, Video, Event, etc.

Ad Targeting Location, Age, Gender, Language, Workplace, etc. Creative Attractive & Relevant Creative

Ad Message What & How

How do you go about it?


1
Collect information on the ad campaign Ask client for a brief Utilize info to run the tracking & monitoring activity

Analyze the collected info Derive insights & prepare reports

Should be based on Segmentation , targeting, positioning (STP) Should also see geographies and age groups Likes and other interests

Sample graphs for reporting Online Share of Voice


70 70 60 60 50 50

Ad Copy Comparison During & Post Campaign


PREPRECAMPAIGN CAMPAIGN

Ad

DURING DURING CAMPAIGN Skew CAMPAIGN

POST POST CAMPAIGN CAMPAIGN

Position Disposition People who could connect with the Ad


MENTIONS

Mentions Mentions

40 40

PRE 30 CAMPAIGN 30
20 20 Ad2 10 10 0 0 1-Apr
1-Apr

Recall Value
DURING CAMPAIGN

MENTIONS

Ad1

NA NA

Stickiness
Ad1

POST CAMPAIGN

MENTIONS

22 10

Ad1 Ad2

18 4

Ad2 Comprehensible

Relatable
8-Apr 8-Apr 15-Apr 15-Apr 22-Apr 22-Apr 29-Apr 6-May 13-May 20-May 27-May 27-May 3-Jun 3-Jun 10-Jun 10-Jun 13-May 20-May Ad 29-Apr Copy 6-May 1 Ad Copy 2

There has been X% growth during the campaign There has been X% decrease after the campaign

Content Facebook ads Seeding Interaction Virals Cross promotions Contests

Benefits of Social Media Contests


Use social media contests to:

Build fans/followers Drive conversations and engagement Gain feedback Reward customers

Types of promotions
Sweepstakes
User Generated Contests Coupons Group Deal Product Giveaways

Sweepstakes

Sweepstakes Run a sweepstakes when you wish to give away prizes based on a random draw.

Facebook: Contest Types


Sweepstakes Complete a form to be entered to win

Facebook: Contest Types


Trivia Complete a form with correct answer to be entered to win

Case Study: DRAKE

Sample contests / games / quizzes

Facebook: Contest Types


Photo/Video contest Provide link to submission

User Generated Contests Run a contest when you wish winners to be decided by public voting, a companyselected jury or both.

Contests & Sweepstakes


Tips for Success
1.
2. 3. 4. 5.

Clearly define your objectives


Decide what platforms to run on Promote it Make it social Choose the right partner

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Contests & Sweepstakes


Benefits
1. Increase Likes

2.
3. 4. 5.

Virally spread your marketing message


Build community around your brand Gain access to great content Grow your customer base

23

Contests & Sweepstakes


Common Mistakes
1.
2. 3. 4.

Too complicated to enter


Poorly promoted No Like gate Doesnt follow Facebooks Promotion Guidelines

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Coupons

Coupons Distribute Coupons to drive traffic to your site, encourage purchases, launch a new product or generate buzz.

Group deals

Group Deal Create flash deals to engage your users in special discount sales, encourage purchases, launch a new product and create incentives to share.

Product giveaways

Product Giveaways Give away free products or product samples as a way to generate buzz, introduce a new product, build brand awareness or gather customer feedback.

Instant Replay
Use contests to:

Gain fans/followers Increase engagement Drive conversations

Pay attention to

Terms of Use

Each platform unique Change often

Use facebook to create:


Sweepstakes Trivia contests Voting competitions And lots more

Facebook: Terms of Use


Must: Use third-party platform

i.e., tab, app, canvas page

Have official rules releasing Facebook from liability

Must not: Use Facebook features for registration Reward Facebook interactions Use Facebook features for voting Notify winners through Facebook May: Require page like to access contest registration

Deals
Giveaways

Contests

COMPANIES that

CONTESTS x 2 FANS
have as many as companies that dont

RUN

Jupiter Research

Wildfire Interactive wildfireapp.com (888) 274-0929 info@wildfireapp.com What is the return of investment

Quiz: Is this contest legal?

Quiz: Is this contest legal?

Any questions ?

Case Study Future Generali


Objective
Getting more fans for the brand in India Generating user content by means of contests for engagement Targeting health freaks online for generating health insurance awareness

Activity

Tapping the health conscious community online | Gift hampers & UGC to engage with online audience

Results
More than 7000 new fans were generated for the brand in India
Cost of

Fan acquisition was approximately INR 2.62 About 23% of fans through social feed highlighting good audience targeting