Seven Content Types for Facebook

John Bell | Global Managing Director Molly Keyes | Digital Strategist

May 2012

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Community Managers are constantly testing new ways to engage their community. That means using

different post types to drive different user actions like comments, shares, likes and, even, posts. Since

90% of Fb interactions happen with wall content, it’s key that we understand the different ways earn

people’s interactions

• Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content

• Application integration - drives likes, shares, click-throughs to content/app

• Community messages (e.g. Happy Chinese New Year!) – drives likes, comments

• User everyday questions – drives comments and shares

• User CGM solicitation - drives likes, comments and shares

• Poll questions – drives shares, app interactions

• Like-gating – drives likes

The 7 Types of Facebook Wall Post Engagement

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• Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content

• Application integration - drives likes, shares, click-throughs to content

• Community – drives likes, comments

• User everyday questions – drives comments and shares

• User CGM solicitation - drives likes, comments and shares

• Poll questions – drives shares, app interactions

• Like-gating – drives likes

American Express shares

video from access events

like Jay-Z at SXSW and

the Jack White concert

Broadcast Messages: American Express

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• Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content

• Application integration - drives likes, shares, click-throughs to content

• Community – drives likes, comments

• User everyday questions – drives comments and shares

• User CGM solicitation - drives likes, comments and shares

• Poll questions – drives shares, app interactions

• Like-gating – drives likes

Domino’s uses rich media

in wall posts driving fans

to Facebook applications

Application Integration: Domino’s

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Hershey’s makes

community-wide post

thanking fans for getting

the brand to 3 million fans

Community Messages: Hershey’s

• Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content

• Application integration - drives likes, shares, click-throughs to content

• Community – drives likes, comments

• User everyday questions – drives comments and shares

• User CGM solicitation - drives likes, comments and shares

• Poll questions – drives shares, app interactions

• Like-gating – drives likes

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Ford engages fans by

asking fun, everyday

engagement questions

soliciting comments from

fans

Everyday Questions: Ford

• Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content

• Application integration - drives likes, shares, click-throughs to content

• Community – drives likes, comments

• User everyday questions – drives comments and shares

• User CGM solicitation - drives likes, comments and shares

• Poll questions – drives shares, app interactions

• Like-gating – drives likes

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Starbucks asks fans to

share their “Everylove”

story through video

submissions

User CGM Submissions: Starbucks

• Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content

• Application integration - drives likes, shares, click-throughs to content

• Community messages (e.g. Happy New Year!) – drives likes, shares and comments

• User everyday questions – drives comments and shares

• User CGM solicitation - drives likes, comments and shares

• Poll questions – drives shares

• Like-gating – drives likes

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Kool-Aid: Poll Questions

Kool-Aid uses Facebook

Polls for both brand trivia

and to gauge fan behavior

• Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content

• Application integration - drives likes, shares, click-throughs to content

• Community – drives likes, comments

• User everyday questions – drives comments and shares

• User CGM solicitation - drives likes, comments and shares

• Poll questions – drives shares, app interactions

• Like-gating – drives likes

Poll Questions: Kool-Aid

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Wonka uses directed posts to drive fan “Likes”

Like-Gating: Wonka • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content

• Application integration - drives likes, shares, click-throughs to content

• Community – drives likes, comments

• User everyday questions – drives comments and shares

• User CGM solicitation - drives likes, comments and shares

• Poll questions – drives shares, app interactions

• Like-gating – drives likes

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Contact:

Molly Keyes Digital Strategist Email. Molly.keyes@ogilvy.com Twitter. @Mollykeyes

John Bell Global Managing Director Email. john.bell@ogilvy.com Blog. http://johnbell.typepad.com Twitter. @jbell99

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About Social@Ogilvy

Social@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy