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

Facebook

• 2,505 entries

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Easter Facebook campaign

• 662,832 people saw a related

post/advert/link on Facebook or

Twitter

• 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

anthony@digitalvisitor.com

uk.linkedin.com/in/anthonyrawlins/

https://plus.google.com/+AnthonyRa

wlins

www.digitalvisitor.com

Your Questions

@digitalvisitor #BBMN