How to Create a Facebook Campaign
Also read: How to Run A Facebook Sweepstakes Contest
Facebook marketing campaigns has certainly been a rising trend of last year. However, while browsing through the web, I still come across plenty of examples where businesses fail with structuring their campaigns. At DreamGrow, we do a lot of Facebook custom applications and campaigns and this is why I hope my experience is of value to you. This post should help you guide through the process of making your Facebook campaign.
Define your campaign goals
- What is the campaign objective? For example, you launched a new product series and want to build awareness. In order to do that, you might consider launching an product-educational campaign which also gives out coupons for every participant. Coupons/small gift packs are great to establish the first contact between the user and the product.
- Why am I doing it? Is the campaign really necessary? What are the alternatives?
- What results am I expecting? Write down some estimated numbers such as 5,000 new fans, 450 additional sales in February, 10% Engagement Rate, etc.
- Set a clear and understandable goal which can be measured after the campaign ends.
What kind of actions do you want your users to do? Write down a detailed technical specifications of your campaign – what users can do and how to participate in the campaign. It’s also helpful to visualize the action-flow (see the example below). For example, your Facebook campaign objectives are to establish new fans in your target audience segment and also get them signed up to your newsletter for further communications in the future. So, you decide to make a Facebook sweepstake campaign.
In this case, there are four actions that can be performed:
- Like (users like your page, otherwise they cannot participate in thesweepstakes)
- Participation (user signs up to receive your newsletter)
- Invite friends (users can invite their friends to participate in the sweepstakes)
- Share button (users can share the campaign straight to their timeline)
What kind of Facebook campaigns are there?
There are several campaign models from which you can find the one best suited for your business:
- Sweepstakes – the most common of them all. Users participate and random winners are drawn from the hat. If you’re interested in Facebook Sweepstakes, read our guide about How to Run a Facebook Sweepstakes contest. Furthermore, we have recently written a case study about a local brand and it’s success with sweepstakes. Read it here.
- Quiz – ask a few questions that are related to your niche. Offer them an incentive (a prize or a discount for example) for taking part in your quiz. The quiz can be of educational purpose or act as a method of research.
- Voting – people love making TOP lists and having a chance to vote. A pizza restaurant can ask users to vote for their favourite toppings for example. Another great example comes from Tesco who lets users vote on what the next discounted product will be.
- Discount campaigns such as group deals or one time offer coupons for participation.
- Photo and video contests. For example, last year Oreo fans could upload a picture of themselves featuring Oreo cookies and get a chance of being featured on Oreo’s profile picture as their fan of the week. The privilege came with extra prizes, of course. This year, however, Oreo is taking it one step forward. Click on the link above to find out what’s happening!
- Unique applications such as social life audit by Ultimate Vodka where the users profile is analyzed. The user gets points for pictures, check-ins, photo tags, etc and a scoreboard was generated. These custom applications are typically used to give the users something interactive to play with – for example an NFL club could develop an application that lets people make their own jerseys.
- Social good (awareness) campaigns – give out X amount of donations to your favourite type of charity for an user action. Brand your business as one that is socially responsible. Another great example is the anti-drug Facebook timeline campaign in Israel where they creatively used Facebook’s timeline to visually highlight what drugs can do to you.
The creative idea of your campaign
- What’s the message your trying to get across? If you’re goal is to promote a new product, what are you saying to the potential users? Make your message clear and simple to understand.
- Make your campaign unique and interesting. SimplyZesty has written a great post about the 20 most innovative Facebook campaigns. Read it, study it.
- Make the creative idea relate to your brand.
- Whenever possible tie the campaign to buying or using your brand. (Click to win an iPad is not the best idea).
What do I need to consider?
- Agency vs inhouse. Do you have all the resources to create the campaign or do you need to outsource?
- Design. Have all of the important actions above-the-scroll.
- There are third party tools that can be used to make campaigns such as WildfireApp.
- Cost. Well, duh! Make estimates between the cost and return. For example, total costs are 3000 dollars and you estimate to receive 1,000 newsletter sign ups (usually there’s a monetary value similar to customer lifetime value associated with a newsletter sign up), 200 sales (profit from these sales), etc.
- If there are prizes, how will I be contacting the winners? The user’s privacy settings can disallow sending private messages (it’s against Facebook’s rules of promotion anyway), so consider taking their email address instead!
- What is my target audience interested in? Do they want discounts, add-ons for your products or something else? This is important to know as you want to set a desirable prize.
- Make your campaign too complicated and you risk having not many participants.
- Is the user experience easy and understandable? The best practice is to tell them what to do in order to participate – guide them through the process!
How to gain coverage?
- Use Facebook ads. Read more about Facebook ads here, here and here.
- Make sure to add share buttons on your campaign page. The best practice is to make everything easily shareable.
- Write about your campaign on your Page’s wall. Make regular updates if it’s a longer campaign.
- Direct users from your other marketing channels to your Facebook page. Use your newsletter, your website, blog, offline store, etc.
- Use your profile picture wisely, direct the users to your campaign application
- Use Facebook or third party such as HootSuite insights to measure new likes, activity, engagement rate and so on. How many new fans did you gain during the campaign period? What was your page’s engagement rate like? Read more about Facebook important metrics here.
- Measure how sales performed during the campaign period. Did you sell more? What was the profit?
- Measure inbound traffic from Facebook to your website. Did it increase?
- Tag all outbound links to your webpage. Read more about tagging links here.
- Check out our Facebook cheat sheet for all of the measurements you need.
- Always use call-to-actions! You might find a suitable call-to-action here.
- Always test your custom applications in different browsers to make sure they work! Internet Explorer is bound to have some rendering and CSS issues that need to be fixed.
- Learn how to set up your Facebook application here.
- Before launching your campaign, make sure you have avoided all of the mistakes businesses are making on Facebook.
- Always keep yourself up to date with what’s happening on Facebook. Facebook has the habit of changing their API and structure and this means that what’s working today might not be working tomorrow.
I hope you enjoyed this post. Please let me know in the comments if you have anything to add.
Posted on: January 17, 2012
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