seasonal facebook campaigns: strategies for success
TRANSCRIPT
Seasonal Facebook CampaignsStrategies for Success (Sept
2014)
@digitalvisitor #BBMN
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Digital Visitor – who are we?
• Digital Visitor is a digital marketing agency
established in 2005
• Originally set out to help local attractions
promote themselves through YouTube
videos
• Growth into other social channels was
customer led
• Client list now covers travel and tourism,
retail, professional services and more
• Digital Visitor has won awards for innovation,
apps, creativity and technology
• The team is expanding
• Recently moved to bigger offices on Corn
Street
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Why bother with Facebook?
• Lots of people use it
• Lots of people spend time on it
• Attract relevant fans
• Word of mouth marketing
• Ability to target specific audiences
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How to master social (and Facebook)
1. Community growth
2. Keep your audience entertained
3. Tracking (your fans don’t care
about this but your board will)
Facebook campaigns
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Facebook campaigns
We’re going to focus on growth – and
you achieve growth through Facebook
campaigns
1. App design and build
2. Influencer seeding and outreach
3. Advertising
4. Corporate partnerships
5. Ongoing promotion
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How to run a Facebook campaign
1.App design and build
The first decision to make is what
objectives you want to achieve.
Different mechanisms deliver user data,
community growth, traffic and UGC for
your campaign – will it involve a quiz or
a game or do you want to want to
gather user generated content from
multiple channels?
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How to run a Facebook campaign
2.Influencer seeding and outreach
Support your social media campaign
by seeding influencers in communities
and through outreach to key bloggers
(mummy bloggers, beauty bloggers,
travel bloggers - take your pick) and via
referral traffic from websites targeting
the same or similar audience.
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How to run a Facebook campaign
3.Advertising
Social channels like Facebook and
Twitter allow you to create highly
targeted ads for specific audiences.
Combined with testing and optimising
copy and images, social ad campaigns
deliver a quality audience at a good
ROI.
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How to run a Facebook campaign
4.Corporate partnerships
These provide opportunities to spread
the cost of your campaign, source
competition prizes and generate more
noise in the social sphere by leveraging
existing audiences for publicising the
campaign.
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How to run a Facebook campaign
5.Ongoing promotion through social
channels
With a typical campaign running for a month,
you’ll need to build up pre-campaign
awareness, then announce the launch and
maintain awareness of the promotion through
your own social channels.
Success
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Success
1.Traffic
Want to boost traffic to your website? We often run competitions with a
quiz that requires entrants to look for the answer on a client’s website.
There has to be a clear call to action so that users know exactly what it
is that you want them to do.
2.Community growth
By adding to your Facebook fan base, you’re increasing the number of
people receiving your updates in their newsfeed. When they engage with
your posts there’s the potential for them to share this information with
their followers too.
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Success
3.Email acquisition
By including a data capture form in your campaign, marketers can ask users
to opt in to a mailing list and even request more information like
feedback on new products or services
4.Sales
The ultimate aim of any Facebook campaign is to help generate more sales
leads by raising brand awareness and improving the relationship between
a company and potential customers
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Seasonal Facebook campaigns
Planning is important or you will miss the
boat
• Timeline of activity
– Planning
– Design & Content
– Build & Launch
– Seeding & Outreach
– Advertising
Month 1
Month 2
Month 3
Planning
Design & Content
Build & Launch
Seeding & Outreach
Advertising
Seasonal Facebook campaigns
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Winter Facebook campaigns
• Advent calendar
• Multilingual
• Online
• On mobile
• Over 53,000 entries
• Over 9,000 new page likes and low
rate of ‘unlikes’ post campaign shows
that the correct audience was acquired
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Winter Facebook campaign
• Facebook advertising audience reach of
2.2 million
• Social PR potential audience reach of 2.7
million
• Acquired brand new audiences for Visit
Malta with 1.25% increase in new visitors
to website during campaign. This trend
continued significantly
with 45.04% increase in new website
visits post campaign
• 8,298 emails captured for future comms
from Visit Malta and 4,100 emails
captured for the social media campaign’s
partners
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Summer Facebook campaign
• Simple like-to-enter
• Win a beach ball
• Offline advertising
• New page likes: 7,344 (approx.
900% increase)
• Increase in engagement (after just 1
month) 1,241%
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Anniversary Facebook campaigns
• 20th anniversary of Channel
Tunnel
• Celebrating travel between UK
and France
• Instagram chosen platform and
used Facebook promotion and
engagement
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Anniversary Facebook campaigns
• Over 250,000 social
interactions on entries (likes and
comments)
• Reach from PR activity: 3 million
• Reach from social advertising: 1.9
million
• Potential campaign reach: 5+
million
• 29,368 app views on website and
• 2,505 entries
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Easter Facebook campaign
• 662,832 people saw a related
post/advert/link on Facebook or
• 4,827 unique visitors to
campaign landing page
• 682 people shared the
campaign
• ‘People Talking About This’ up
from 408 to 18,109
• Facebook post ‘average reach’
increased by 400% (started at
3,630 and finished at 18,092)
• £500 total prize value secured
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Easter Facebook campaign
• Allianz Global Assistance
• Corporate partner secured to
extend campaign reach and
provide prizes worth £100s
• Over 2,000 new ‘likes’ for core
target demographic
• 750 opt-in email addresses
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Facebook changes!
• Last month, Facebook announced
like-gating would no longer be
allowed
• Like-gating involves creating a
virtual barrier so that users have to
‘like’ your Page to view content
• Facebook competitions are one of the
most popular uses for like-gating, as
the incentive is an effective way of
boosting numbers
• Encouraging lots of likes this way
allows a company to increase its fan
base by 100s or 1000s in a short
space of time
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Facebook like-gate changes, cont.
• It seems inevitable that audience
acquisition will drastically slow down
as a result
• The official announcement read like this:
– “To ensure quality connections and
help businesses reach the people who
matter to them, we want people to
like Pages because they want to
connect and hear from the business,
not because of artificial incentives.”
• Gaining likes was one of the primary
reasons that organisations ran Facebook
campaigns, but there are many other
benefits
uk.linkedin.com/in/anthonyrawlins/
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wlins
www.digitalvisitor.com
Your Questions
@digitalvisitor #BBMN