Social By Design: Getting The Most Out Of Your Facebook Dollars
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This document provides an overview of social media marketing strategies and a case study on an Infiniti Facebook promotion called "Inspired by You". Key points discussed include the importance of having the right strategy, understanding your target audience, making content and promotions "social by design" to encourage sharing, and leveraging Facebook's APIs and tools. Tips are also provided on execution, such as focusing on what the audience wants and making it easy for people to engage with friends.
Social By Design: Getting The Most Out Of Your Facebook Dollars
- 1. SOCIAL BY DESIGN Getting the Most Out of Your Facebook Dollars Mario Zelaya Michael J Oliver @zelaya @michaeljoliver Managing Director VP Creative Director Majestic Media Ltd The Marketing Store Worldwide @majesticmedia www.majesticmedia.ca @marketingstore www.themarketingstore.com
- 2. Mario Zelaya @majesticmedia @zelaya Things I do: Head of production Oversee all projects Ideation Strategy Creative Direction 2 2
- 3. About Majestic Facebook Marketing Agency 3 3
- 4. Michael Oliver @marketingstore @michaeljoliver Things I do: VP, Creative Director co-manage TMS Toronto oversee all creative projects build CRM practice in North America innovate in automotive space 4 4
- 5. About The Marketing Store Brand Activation Agency Specializing in Shopper Marketing, CRM/Loyalty 5 5
- 7. Paid. Owned. Earned 7 7
- 8. Today’s focus ... Social by Design = Earned 8 8
- 9. Social by Design What is it? Dogma: •Social Design is a way of thinking about a product design that puts social experiences at the core. •Help recreate these social experiences with the features available on the Facebook platform (Oauth, Open Graph, Social Plugins, etc…) •Using the “Like” button doesn’t constitute Social by Design (that’s just one of many tools that can be used). They’re a tactic, not a strategy. It’s like putting hot sauce on a pasta. It adds flavour, but it doesn’t constitute the full meal. 9
- 10. Social by Design Get to the point… Summarized: •Easiest way to summarize Social by Design in a few simple points: 1) Your brand, or actions your fans are taking, are better enjoyed when your friends and community are involved. ie. Trip Advisor, Spotify, Pinterest, etc… 2) Your brand, or actions your fans are taking, are naturally social in the real world. ie. “I didn’t know you went to Hawaii” “I love that song” “You should see these pairs of shoes I bought” 3) Your fans benefit by this added social layer. ie. Discovery, insight, gain in utility, etc.. 10
- 11. Social by Design The Social Lens You Should Use… Ask the •Why would people want to share my content? following: •Did I put some social/digital lubrication in the gears that makes it easy for them to share •In our campaign, do we put people at the center? •What’s the utility they’ll gain? Is it enough? Is it a wow or cool factor? Will it create a deep emotional response? •How can I get people to create conversations about this activity or campaign? 11
- 13. Luxury, reloaded The shifting face of luxury Shifting Language of Luxury. Σ Shifting Values of Luxury. DREAMS FANTASIES x EXCLUSIVITY Greenback’s for Green Values. 13
- 14. Luxury, reloaded The shifting face of luxury Σ DREAMS Σ FANTASIES EXPERIENCE x * SERVICE VALUES EXCLUSIVITY “the experience underpins vision and defines the brand from a customer experience perspective ...” 14
- 15. Luxury, reloaded The shifting face of luxury $ $ $$ $ $ …and consumers will pay for it. 15
- 16. Infiniti Inspiring customers through Inspired Performance 16
- 18. INSPIRED BY YOU Facebook Promotion
- 19. Infiniti Case Study Knowing the Infiniti customer Summary: •Creating an app that’s social & users want to share, talk about and engage with •Understanding the demographics is key: Infiniti owners are really interested about themselves, it’s part of their persona, and how we eventually created the campaign: “Inspired by You” •The goal was to provide Infiniti owners, information that they wouldn’t normally be able to know about themselves and their activity on Facebook 19
- 20. Infiniti Case Study Inspired by You promotion on Facebook Summary: •Creating an app that’s social & users want to share, talk about and engage with •Understanding the demographics is key: Infiniti owners are really interested about themselves, it’s part of their persona, and how we eventually created the campaign: “Inspired by You” •The goal was to provide Infiniti owners, information that they wouldn’t normally be able to know about themselves and their activity on Facebook 20
- 21. VIDEO 21
- 22. Infiniti Case Study Inspired by You promotion on Facebook APIs Used: •Basic info •Email address (for contest entry) •Access to wall posts •Checkins, photos, status updates, videos •Friends info: birthdays •Photos & videos shared 22
- 23. Infiniti Case Study The Horsepower Technology: •We implemented an engine that analyzes your status updates and determines which ones have the most Likes & Comments •Using the same engine, we analyze your wall posts to determine your Facebook Engagement score •We found a generic way to map locations of check-ins in a non-Google map (an illustrated map). It wasn’t easy! •Integrated sweepstakes engine 23
- 24. Infiniti Case Study Summary Learnings: •Build according to your audience •Spend time planning out the right strategy •Focus on making things social by design •Leverage Facebook’s APIs •Leverage Facebook’s Social Plugins & other tools they’ve made available for us to use 24
- 25. IN SUMMARY TAKE-AWAYS & INSIGHTS
- 26. Key take-aways Focus on Strategy Summary: •Having the right strategy is just as important as the design and development •Our view is: Strategy > End product •Listen to your audience, create persona’s if you don’t have them already, gain valuable information on their demographic and psychographic profiles •Don’t just launch a promotion or app for the sake of launching it. It’d be best to wait and save that budget for something bigger down the road that makes sense 26
- 27. Key take-aways Is it Social by Design? Checklist: •i)Would people want to share the content? Yes. •ii) Do we include some social/digital lubrication so it makes it easy for them to share with friends? Yes. Social plugins and ability to share. •iii) Do we put people at the center? Yes, the whole campaign is based around you and how you compare to others. •iv) What utility will they gain? The wow/cool factor. An all expense paid trip & daily maintenance prizes at Infiniti helps too! 27
- 28. Tips & Insights Our Execution Summary: •First and foremost: know your audience and cater to what they want to see/hear. If they’re asking for Apples, don’t give them bananas •When launching an app, make it easy for people to share with their friends, but even more importantly, see if you can find a way to get your friends involved •Think of it as a “A to ‘A-Z’” relationship as opposed to “A to B” •Use the tools Facebook gives you (for FREE): i) Social Commenting Tool ii) Like button iii) Share iv) Tag your friends v) Notifications vi) Events 28
- 29. Tips & Insights Our Execution Summary: • Do not silo Facebook into its own campaign. The best results are when its integrated into other marketing programs: print, packaging, TV, radio, etc… • Leverage other social networks when possible: ie. Twitter, YouTube, Pinterest will have an API soon • Spend time researching and creating an immersive social experience: Facebook- Studio.com is a great source 29
- 30. Thanks! Mario Zelaya Michael J Oliver @zelaya @michaeljoliver Managing Director VP Creative Director Majestic Media Ltd The Marketing Store Worldwide @majesticmedia www.majesticmedia.ca @marketingstore www.themarketingstore.com