gravatar

Inside Facebook

Inside Facebook

Integrated Facebook Marketing: Combining Pages, Apps, Ads and Sponsored Stories to Gain Fans

Posted: 17 Aug 2011 01:08 PM PDT

Facebook Marketing Bible

The following is an excerpt of the first entry in a series on integrated Facebook marketing campaigns. The full version, available in our Facebook Marketing Bible, contains more detailed strategy and walk-throughs for each step of the campaign.

Businesses can market themselves by separately using Facebook Page posts, applications, traditional Facebook ads, and Facebook’s new social ad unit Sponsored Stories. For maximum impact, though, they can be combined to run “integrated marketing campaigns” designed to get users to take an action such as Liking your Page that benefits your business and triggers additional exposure for your Page through news feed stories and Sponsored Stories.

Here we’ll walk-through how to execute an integrated Facebook marketing campaign aimed at gaining Likes for your Page.

Introduction to Integrated Marketing Campaigns

The goal of Integrated Facebook Marketing campaigns is take advantage of all of Facebook’s marketing products and channels at once to gain the most conversions on a call to action at the lowest possible cost. These campaigns use paid and owned marketing channels to drive earned exposure.

  • Owned – Your Facebook Page, which can post to the news feeds of fans and host applications
  • Paid – Facebook Ads, both traditional ads, as well as Sponsored Stories that require a user action to trigger them
  • Earned – News feed exposure, triggered when a user takes certain types of actions.

Integrated Page Like Campaign Walk-Through

1. Set up a Like-Gated landing tab

First, you’ll set up a special landing page tab application on your Facebook Page that encourages users to Like your Page. The tab should be Like-gated tab, meaning users who haven’t Liked your Page are shown one screen and those who have are shown another screen.

Those who haven’t Liked your Page should see a landing page explaining that if they Like your Page now, they’ll gain access to something valuable, such as a coupon or discount, the opportunity to enter a contest, exclusive video or photo content, or a fans-only application or game. Vividly describe or preview the content or opportunity — make it sound valuable enough to users that it’s worth exchanging access to their news feed for.

2. Promote Your Landing Tab with Shares, Page Posts, and Ads

Landing Tab Shares

Once users Like your Page from your landing tab, completing the Like-gate, show them a new version of the the landing tab thanking them, providing the promised content, and encouraging them to share with their Facebook friends a link to your landing tab and news of what they’ve gained. By getting them to share, you’ll drive traffic to your Like-gate from the friends of your new fans.

3. Run Page Like Sponsored Stories Ads

All the previous steps have been designed to get users to Like your Page, which triggers a news feed story that appears to the friends of your new fans. These stories are compelling and drive more traffic to your Page, but often aren’t shown prominently in the news feed.

Therefore, you’ll want to buy Sponsored Stories ads that convert these news feed stories into ads, amplifying the initial news feed story. Specifically, Page Like Sponsored Stories ads will appear to the friends of users who recently Liked your Page and encourage them to do the same.

The full version of this article, complete with more strategy, step-by-step walk-throughs, and instructions for promoting your landing tab with Page posts and ads can be found in the Facebook Marketing Bible, Inside Network’s complete guide to marketing and advertising through Facebook. Future installments of our series on integrated Facebook marketing will look at campaigns aimed at driving app usage and checkins.

Facebook Redesigns Developer App Navigation for Simplicity

Posted: 17 Aug 2011 12:14 PM PDT

Facebook has redesigned the Developer app to simplify navigation and make it easier to change basic settings. Important fields previously scattered across several tabs for Canvas, web, and mobile integrations have been aggregated into the Basic and Advanced Settings sub-tabs.

With so many developers on the Facebook Platform, even small design changes like these can end up saving people a lot of time. There are no functionality changes, and the redesign will be rolling out over the next few weeks.

Facebook has made several other changes to the Developer app recently in an effort to improve management for teams and make the app a portal to other resources. It streamlined the app, adding app search, dynamic bookmarks, and links to documentation in June. Facebook began allowing developers to create Test Users through the app in July, and last week added the option to assign an entire Facebook Group of team members to a role such as Administrator or Insights User.

In the new redesign, Roles and Credits have been broken out into their own tabs, and Web, On Facebook, and Mobile tabs have been aggregated into the Basic and Advanced subtabs of Settings. Developers can click checkboxes to determine which of these integrations they want to enable, and then fill out the required fields that are revealed.

Within Basic settings, developers can now alter their app’s namespace, also known as a vanity URL or Canvas page. Previously this option was deep in the On Facebook Canvas settings.

While these changes should eventually speed up development workflow, they’ll also initially cost developers time as they adjust. Still, early developer response in the comments of the announcement has been positive, and the changes demonstrate that Facebook is concerned with making its Platform as simple as possible to use.

New This Week on the Inside Network Job Board: Acquinity Interactive, Aarki, King.com and More

Posted: 17 Aug 2011 11:26 AM PDT

The Inside Network Job Board is dedicated to providing you with the best job opportunities across social and mobile application platforms.

Here are this week's highlights from the Inside Network Job Board, including positions at Acquinity Interactive, King.com, Aarki, Breaktime Studios, Ace Studios/Tetris Online, Tagged, GREE International, Elti Solutions and TinyCo.

Listings on the Inside Network Job Board are distributed to readers of Inside Social Games, Inside Facebook and Inside Mobile Apps through regular posts and widgets on the sites. Your open positions are being seen by the leading developers, product managers, marketers, designers, and executives in the Facebook Platform and social gaming industry today.

Friend Quizzes, Yahoo, Photos, Videos, Horoscopes and Tabs on This Week’s Top 20 Growing Facebook Apps by DAU

Posted: 17 Aug 2011 08:07 AM PDT

Friend quiz applications were all over our list of the top growing ones by daily active users this week. There were also some video-related apps, Yahoo, and then a horoscope and Page tab app. The apps on our list below grew from between 116,500 and 4 million DAU, based on AppData, our data tracking service covering traffic growth for apps on Facebook.

Top Gainers This Week

Name DAU Gain Gain,%
1.  Yahoo! 9,943,207 +4,072,614 +69%
2.  21 questions 3,585,899 +1,801,195 +101%
3.  The Sims Social 1,119,121 +1,050,909 +1,541%
4.  YouTube 3,185,750 +820,683 +35%
5.  Friends Photos & Albums 438,183 +418,077 +2,079%
6.  我的王國(My Kingdom) 629,855 +395,060 +168%
7.  Truth Game 956,424 +324,791 +51%
8.  The Smurfs & Co 1,047,724 +262,064 +33%
9.  Truths About You 678,161 +228,929 +51%
10.  Between You and Me 694,344 +210,648 +44%
11.  GnomeTown 285,930 +178,097 +165%
12.  Monster World 1,568,705 +175,247 +13%
13.  Get Revealed 482,448 +165,837 +52%
14.  My Friend Secrets 431,810 +151,564 +54%
15.  Gardens of Time 3,742,453 +147,644 +4%
16.  Video izle 263,405 +143,185 +119%
17.  Welcome Tab 218,456 +141,763 +185%
18.  Astrology 3,600,744 +131,840 +4%
19.  DoubleDown Casino 698,913 +130,768 +23%
20.  Video Yeri 146,596 +116,468 +387%

Yahoo's app topped the list with growth of more than 4 million DAU this week. Then came the friend quiz apps. 21 questions grew by 1.8 million DAU, Friends Photos & Albums by 418,100 DAU, Truth Game by 324,800 DAU, Truths About You by 228,900 DAU, Between You and Me by 210,700 DAU, Get Revealed by 165,800 DAU and My Friend Secrets by 151,600 DAU. By and large these apps work the same way: they ask you questions about your friends, then when you answer they publish feed stories to your Wall or to their Wall.

Video apps on the list this week included YouTube's with 820,700 DAU. Then there were Turkish video apps, Video izle with 263,400 DAU and Video Yeri with 116,500 DAU, allow users to view, watch, share, Like and comment on selected videos.

Then there was Page tab app Welcome Tab with 141,800 DAU and Astrology, a horoscope app with 131,800 DAU that asks users to invite their friends to the app.

All data in this post comes from our traffic tracking service, AppData. Stay tuned for our look at the top emerging apps on Friday.

torsdag den 18. august 2011 at 07.57