The document summarizes elements of successful Facebook marketing campaigns and provides examples. It discusses consistency with brand messaging, collaboration with community members, encouraging conversation both online and offline, engaging audiences through fun elements, and creating permanent post-campaign content. It then details two example campaigns: IKEA created a viral "Facebook showroom" using photo tagging, and Burger King launched an application encouraging users to "sacrifice" Facebook friends for a free Whopper. Both garnered significant engagement and media attention.

1. Presented by Callie Pak Twitter: @calliepak For: MKTG 4226 Social Media Marketing Elements of Success in Facebook Marketing Campaigns

2. Introduction Facebook Users Facebook Groups & Fanpages 5 Elements of Successful Facebook Campaigns Examples of Facebook Campaigns The IKEA Showroom Burger King’s Whopper Sacrifice Agenda

3. Facebook now 600m Active Users Globally & Growing

5. Offers more in-depth communications around a subject

6. Fan Pages – a similar place where a page of information that anybody can see is presented

8. You are not spamming people with information that they are forced to hear

9. Informal, two-way nature allows discussion

10. Active taking part in brand

11. Can be easily recommended

13. By choosing Facebook, you are choosing a channel that requires continuous engagement. It requires being actively involved in any conversations, online posts, chats and even forums taking place regarding your advertising campaign and brand. Because there are multiple messages being exchanged, it is very important to be consistent to your brand. It is important to develop guidelines for community managers to stay true to. #1 . Consistency of the Message with the Brand / Product

14. 5 Elements of a Successful Campaign #2 . Collaboration with Members of the Community

15. In order to have the influence of a campaign extended to reach the targeted audience; collaboration with the members of the community with lead to a better campaign. People like to be part of something, so allow them to help you out! Members who are involved are usually generous in sharing information with others part of their network. #2 . Collaboration with Members of the Community

16. 5 Elements of a Successful Campaign #3 . Encourage Conversation Online AND Offline

17. It is important to keep the tone casual so that people who are members of the brand’s Facebook group/page community are encouraged to participate through conversation. By encouraging conversation, members your community are engaged and empowered. This is one of the most powerful forms of generating awareness and credibility for your brand because it allows for people who have knowledge in the community to create a level of connectivity with other current and potential customers. Word of Mouth is the best form of advertising. #3 . Encourage Conversation Online AND Offline

18. 5 Elements of a Successful Campaign #4 . Engage your Audience Make your campaign FUN

19. It is important to put effort into making the overall social media campaign’s experience not only engaging, but fun. Through adding incentives, offers, games, and puzzles; you engage your audience and give them something to remember – and to talk to about! Through incentives, a company can only acquire more Facebook “Likes” and subscribers to their page. (Bullas, Jeff) #4 . Engage your Audience Make your campaign FUN

20. 5 Elements of a Successful Campaign #5 . Create something Permanent for Post- Campaign

21. As campaigns are time sensitive (they have a start and end date) , it is important to create something that lasts after the campaign is finished. In creating something permanent after the campaign, for example an article, a YouTube video, a photo collage, or a series of tweets that can be searched; people who were involved in the campaign have something to remember and something to share even after the campaign ends. For those who were not involved in the campaign, it continues to promote your message and get users involved and interested in the story of your campaign and the message your brand has to convey. After all, the message conveyed through your brand should be consistent, thus it should still be relevant after your campaign is over. #5 . Create something Permanent for Post- Campaign

22. IKEA Facebook Showroom http://www.youtube.com/watch?v=0TYy_3786bo

23. A Digital campaign was created for IKEA’s new store in Malmo, Sweden. The ad agency designed a way to use IKEA’s existing inventory and Facebook’s existing photo tagging feature to create a viral campaign. They created a Facebook profile for their store manager, Gordon Gustavsson and uploaded photos of the IKEA showrooms onto Gordon’s Facebook profile page. IKEA Facebook Showroom

24. During a two week period, 12 photos were uploaded to the photo albums. The people who tagged their name on a product first would get that IKEA product for free. The ad agency designed a way to use IKEA’s existing inventory and Facebook’s existing photo tagging feature to create a viral campaign. It attracted many people to visit Gordon Gustavsson’s profile page to view the showroom photos and people personally promoted this on their own profile pages as they tagged themselves on products. The campaign would appear on their friend’s newsfeeds. IKEA Facebook Showroom

25. This created an interesting and fun way for people to interact with the brand, with each other, and to spread the word without making it seem like an advertisement. Participants gladly put their name on IKEA’s interactive catalogue and spread the words to hundreds of others in their networks. Since the launch of the campaign, Gordon’s profile has spread across the globe and he is now friends with people from all over the world. IKEA has been talked about all through the internet and thousands of blogs have posted showroom pictures featured in the campaign. Tweets about the competition poured in from all directions. – Melvin, Ho (The Social Juice) IKEA Facebook Showroom

26. The Whopper Sacrifice http://www.youtube.com/watch?v=F1AsycJNl7o

27. Burger King, through their insanely creative advertising agency Crispin Porter + Bogusky, launched a Facebook application that encourages users to remove Facebook friends. In order to get a Free Whopper, Users had to “Sacrifice” ten of their friends. In doing so, a message was sent to the deleted friend stating that they had been sacrificed for a whopper. The result? 233,906 friends were removed by 82,771 people in less than a week. The Whopper Sacrifice

28. The Whopper Sacrifice

29. In two weeks time, Facebook requested to remove the application’s feature of notifying the deleted friends that they have been sacrificed – the most important part of the campaign. It was what helped to make the application viral. As this would defeat the purpose of the campaign, Burger King decided to shut down the application. The result? The news went viral. Burger King was able to make their point, that people liked their friends, but LOVED the Whopper. Although controversial and slightly offensive to some, Burger King stayed true to their brand image and message. They proved that people truly loved the Whopper. The Whopper Sacrifice

30. Thanks! For more Social Media Marketing Presentations, check out Schulich School of Business’s Social Media Marketing & Management Course on Facebook! http://on.fb.me/eMtprU Liked this presentation?Tweet me! @calliepak