Inside Facebook
Inside Facebook |
| Featured Facebook Campaigns: Bucca di Beppo, Bissell, Bank of the West and the NBA Posted: 04 Jul 2011 09:26 AM PDT Among the tactics used by the brands on our featured Facebook campaign roundup this week, a restaurant asked its reward club members to help grow the Page, Bissell (a maker of vacuum cleaners) wanted to help pet lovers help pets across the country, a bank offered tennis lovers a crack at playing with a pro and TNT promoted its basketball coverage by offering all types of updates on its new Page. We've excerpted two of the campaigns below. You can see the full week's coverage in the Facebook Marketing Bible, which also includes detailed breakdowns of dozens of other featured campaigns by top-performing brands and businesses on Facebook.
Buca di Beppo’s Social Media Day ChallengeGoal: Page Growth, Product Purchase, Engagement, Brand Loyalty Core Mechanic: Buca di Beppo, an Italian restaurant chain, prompted its rewards club members to help the chain grow the Facebook Page for Social Media Day. Method: The promotion asked users to help grow the Page past 100,000 Likes in honor of Social Media Day and utilized email marketing, as well as Twitter and Facebook. The reward for rewards club members once the Page reached 100,000 Likes (from 66,000) was a $10 reward certificate. Impact: The campaign generated 100,000 Likes in seven hours, with 14,000 likes in the first hour. Currently the Page comes in just under 131,000 likes. This campaign highlights what we frequently see on our campaigns posts, that people love free stuff, in this case a $10 coupon. The campaign was successful because it created a value exchange between rewards customers, who then asked their friends to Like the Page, converting them into brand evangelists.
Like Bissell, Love Pets ChallengeGoal: Engagement, Page Growth, Brand Loyalty, Charity, Product Purchase Core Mechanic: By Liking the Bissell Page, users can prompt the company to donate $0.50 to the Petfinder.com Foundation to help rescue dogs and cats. Method: After a user Likes the Page, the app calculates the total amount of money donated to pets by Liking the Page. Users have to enter their name, email and zip code to complete their donation, however. Impact: Thus far the total donated on the Page, with 47,500 Likes, is $21,555.50, which translates into a lot of Likes on the Page. What's more, when Bissell asks users for their email address, a box is automatically checked for the company's email list. So, overall the promotion was pretty successful, paints Bissell as a charitable company and boosts its email distribution list, too. How are top brands in the industry designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of dozens of Featured Campaigns by top-performing brands and businesses on Facebook. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Zoosk, Page Tabs, BranchOut, Phrases and More on This Week’s Top 20 Facebook Apps by MAU Posted: 04 Jul 2011 09:07 AM PDT
Videos, Page tab apps, photos, mobile, friend quizzes, BranchOut and Phrases (not available in the US) rounded out our list. The apps on our list gained the most MAU of any apps, growing from between 493,000 and 7.3 million MAU, based on AppData, our data tracking service covering traffic growth for apps on Facebook. Top Gainers This Week
As mentioned, Zoosk grew 4.1 million MAU this week mostly in the US and even after charging for its services. Then Badoo grew by 1.2 million elsewhere, primarily Mexico, France and Italy. There were a pair of video apps, VEVO for Artists which grew by 1.2 million MAU and allows artists to feature their VEVO videos as a Page tab on their Pages and then Turkish video app Video Yeri with more than 1 million new MAU this week.
Page tab apps this week included: Static HTML: iframe tabs with 1.6 million MAU, FBML Tab Maker with 803,400 MAU, My Tab with 761,400 MAU, Static Iframe Tab with 596,600 MAU and HTML + iframe + FBML = iwipa with 493,000 MAU. The rest of the list counted a variety of apps. 60 Photos is an app that grew by an impressive 3.5 million MAU; the app induces virality by asking users to rate their Facebook friends' photos as "nice" or "pass," publishing all "nice" ratings to their friends' Walls. Facebook for Every Phone from Snaptu grew by 899,200 MAU and basically provides a free download of a mobile Facebook app. Daily Horoscope allows users to receive daily horoscope Wall updates, growing by 770,900 MAU this week.
BranchOut's app grew by 742,400 MAU mostly in the US, Phrases on the other hand is not available in the US, but still grew by 712,800 MAU. The Yahoo! app grew by 640,600 MAU. Finally, 21 questions grew by 624,700 MAU, tapping virality by asking users 25 questions about their friends, publishing a feed story to their Wall with each answer. All data in this post comes from our traffic tracking service, AppData. Stay tuned for our look at the top weekly gainers by daily active users on Wednesday, and the top emerging apps on Friday. |
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