Custom-facebook-applications
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This presentation was delivered by Jason Cormier at the Online Marketing Summit in February, 2011. It covers key statistics, actions and benefits associated with custom Facebook Applications. Sample applications include work developed for Vail Resorts, Sanrio (Hello Kitty), SmartyPig, Crockpot and WOMMA. The presentation also touches on strategic insights around Facebook advertising, game mechanics and social intelligence. specific
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Custom-facebook-applications
- 1. PREPARED FOR: 2011 Online Marketing Summit Custom Facebook Applications: Beyond the Status Update @Room_214 /Room214 /Room214
- 2. 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 athttp://www.youtube.com/room214#p/a/u/0/xKwlKdVht7I
- 4. Why Facebook Applications? - Key Stats - Key Actions - Key Benefits
- 5. Samples / Types / Uses / Results / Insights
- 6. Strategies for Developing and Promoting Apps - Ad considerations - Game mechanics - Social intelligence
- 7. Learning Outside Facebook - Viral Video Science - Neuromarketing
- 10. Approx 600 million users worldwide (by end of 2010)
- 11. Over 150 million accessing via a mobile device
- 12. Average: 50% login daily, and have 130 friends
- 15. Like
- 16. Engage
- 19. Engagement
- 21. App Types: Custom Tabs
- 22. App Types: Custom Tabs Continued
- 23. App Types: Custom Tabs Continued
- 25. Key Actions
- 26. 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
- 28. But if your main objective is fan growth (more likes), a simple sweepstakes (give-away) is often highly effective
- 31. Hello Kitty Gift App (Continued)
- 32. Hello Kitty Gift App (Continued)
- 33. Hello Kitty Gift App (Continued)
- 34. Hello Kitty Gift App (Continued)
- 36. Within 5 months, the application has helped bring the total fan count to over 3.5 million
- 38. 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
- 39. Uses of Facebook Connect
- 40. Uses of Facebook Connect
- 41. Uses of Facebook Connect
- 42. Uses of Facebook Connect
- 43. 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
- 44. Facebook Connect and RFID
- 45. Facebook Connect and RFID
- 46. Facebook Connect and RFID
- 47. Surprising Results? “The adoption rate with people logging in and choosing to share their experiences exceeded expectations” ~ Rob Katz CEO, Vail Resorts
- 48. Facebook Social Plug-ins Sample
- 49. Insight: Enable Article Likers
- 51. Game Mechanics
- 55. Examples: collecting, access, status, points, giftsImage provided from TechCrunch. See the follow-up post at http://bit.ly/i34Nwm
- 56. 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
- 58. Information - people are hardwired to teach and learn. Create content with genuinely new and interesting information - it will be shared
- 59. Identity and Self Expression - defines our personality to our friends. If a user shares your content what are they saying about themselveshttp://mashable.com/2010/10/19/viral-video-science/
- 61. Understanding the logic of emotion, and predictable irrationality
- 62. Semiotic markers
- 65. Consider how your goals track with common key performance indicators: referral web traffic, Facebook fans/likes, user engagement and insights (quantitative and qualitative)
- 66. Multiple applications under one custom tab have demonstrated increased engagement/interactions
- 67. The content your applications support are foundational to their success: think strategy (cause, awareness, education, entertainment, utility) before tactics.
- 69. Emotion, Simplicity, Differentiation = the three key elements to effective Facebook applications (and digital marketing)
- 70. If you are running contests, you’ll get more fans by forcing (not suggesting) the like button. “Reveal” pages are a common best practice
- 71. Use Facebook Insights and social intelligence tools to build and iterate applications based on what people want (pre & post launch)
Notas do Editor
- Room 214’s methodology to social media marketing is modeled through “The Four C’s,” with Facebook as a key component of context. Custom apps increase the propensity to share, grow fans, engagement, traffic and (resulting) insights.
- Low barrier to entry, typically not permission-based application. Facebook’s new layout enables 8 tabs instead of 6 (now featured on the left side)Ideally, the applications within are providing utility or entertainment value that drives the benefits listed
- Enabling sharing is the key. Relationship drivers considered: rituals/story-telling
- Most “off-the-shelf” custom apps must reside solely under a single tab, but it is possible to include several applications within a single tab for higher levels of engagement and sharing
- Example: Continue scrolling past the header app under the Snow Squad tab, and another (video sharing) app is present
- Clicking share button on previous slide launches the “post to profile” prompt uses as a means of refreshing your status update and sharing with friends. We all know the drill now!
- Multiple custom applications residing under one custom tab to increase engagement
- Canvas pages offer greater screen width than just tab-encased apps, and are often permission-based.
- This is the resulting screen from interacting within tab from previous slide. Note: once the fan selects the friends they want to share a gift with, they are also prompted to create a status update about it.
- SmartyPig, the first in the financial services industry to leverage Facebook Connect – giving users the ability to share aspects of their personal savings profile
- Uses of Facebook Connect and the Open Graph facilitate engagement outside of Facebook.
- Vail Resorts’ Epic Mix: Uses of Facebook Connect, RFID and game mechanics
- Epic Mix Dashboard
- Auto check-in and Facebook status update via Epicmix. This is innovative in the sense that the check-ins are passively accomplished
- Reference: Internal Facebook data provided by Justin Osofsky, Director of Media Partnerships (September, 2010)Note: The University of Pennsylvania did a study on the New York Times and learned that the content that was the most highly shared of all the NYT offered was science articles
- Game-based Marketing, the Ever Growing Trend in Social Media (Jason Cormier) http://searchenginewatch.com/3641547, references SCVNGR, gamification
- “Where marketing and science meet”. Companies like Buyology (Dr. Duncan Berry) look at emotional response triggers in the brain to determine potential effectiveness of ads. As Facebook continues bringing on commerce-enabled applications and more companies begin to seek greater levels of engagement – this kind of practice may be used to enhance social media
- Effective Facebook applications are optimized over time based on user feedback. The “lean startup” or “minimal viable product” mentality holds true when expectations are set to improve applications as a result of feedback from user experience.